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ASIAN TOURISM RESEARCH
1ST ASIAN TOURISM RESEARCH CONFERENCE

Interpreting the Landscape of Asian Tourism
1st – 3rd December 2020
EDITORS
ROBINET JACOB
TONEY K THOMAS
SINDHU R BABU
ANITA T. A
©ASIAN TOURISM RESEARCH

SCHOOL OF TOURISM STUDIES, MAHATMA GANDHI UNIVERSITY, KOTTAYAM, KERALA
WELCOME NOTE
On behalf of Asian tourism research, a warm welcome to the “1st Asian Tourism Research
conference themed ‘Interpreting the landscape of Asian tourism’.
The recent transformation of tourism indicates that tourism is one of the fastest changing
industries in the World. One of the most important transformation of tourism expected is, the
significant growth and contribution of Asian tourism, especially the emerging economies of Asia.
This growing trend has been fuelled by the transformation of the tourism industry to include the
middle-class majority in Asia and Global South. The aspect of changes and transformation is a
key research area in tourism. Therefore, the 1st Asian Tourism research conference jointly
organized by Mahatma Gandhi University, India; Far Eastern University, Manila, Philippines,
Sunway University, Malaysia; 30 Minutes talk and India City Walks focuses on key
transformative aspects of Asian tourism. To accomplish this, interdisciplinary inquiries into the
details of the present Asian tourism scenario are a must. Every stakeholder including tourism
and hospitality practitioners, educators and scholars plays an important role in this transition.
The 1st Asian Tourism Research Conference, entitled ‘Interpreting the landscape of Asian
Tourism’ as an international conference focuses on a broad range of topics related to tourism.
Due to the Global pandemic, the conference is organised in virtual platform, yet expecting a
great outcome through the engagement of academics, researchers, industry stakeholders and
practitioners to discuss and learn the different dimensions of tourism development in Asia.
CONFERENCE COMMITTEE
Robinet JACOB, Dean, Faculty of Tourism and Hospitality Studies

Toney K. THOMAS, Chair, 1st ATRC 2020
Sindhu R. BABU, Head, Scientific Committee, 1st ATRC 2020
Anita T. A., Scientific Committee Co-ordinator
CONTENTS
TOUR0123
AN ANALYTICAL STUDY ON ROLE OF INDIAN MEDIA IN GROWTH OF TOURISM
Prashant, Satyakam Pandit .......................................................................................................................1
TOUR011
A STUDY ON EVALUATING THE INFLUENCE OF TOOLS OF HOTELS MARKETING STRATEGIES ON
LEISURE TRAVELLERS PURCHASE DECISION
Ankit Dambhare, Varinder Singh Rana ....................................................................................................7
TOUR014
MOTIVATION OF VISITORS IN VISITING WILDLIFE TOURISM DESTINATIONS
Tiny Maria Mathew, Santhosh P Thampi ............................................................................................... 23
TOUR019
THE ECONOMIC, SOCIO-CULTURAL AND ENVIRONMENTAL IMPACTS OF TOURISM ON THE
RESIDENTS OF LEH
Manjula Chaudhary, Sonam Angmo .................................................................................................... 32
TOUR0141
RURAL TOURISM AND HOST COMMUNITY PERSPECTIVES: A CRITICAL EVALUATION
Noufal Naheem Kottekkadan, Arjun T P ........................................................................................... 50
TOUR0129
AN IMPACT OF CORPORATE RECRUITMENT TRENDS AMONG INDIAN HOTELS BEFORE COVID
ERA: AN ACADEMICIAN’S PERCEPTION
D.S. Duke Thavamin, R. Kannan ......................................................................................................... 57
TOUR0112
STATE TOURISM POLICIES AND ITS FOCUS ON SUSTAINABLE TOURISM DEVELOPMENT
Dr. Suja John, Dr. Nagarjuna G, Sachin Soonthodu ........................................................................ 66
TOUR0139
HEALTH AND MEDICAL TOURISM IN ASIA
Mohamed Halith, R. Kannan .............................................................................................................. 74
TOUR0125
ASSESSING FACILITIES AT FOOD WALKS: A CASE STUDY OF DELHI
Sonia Sharma, Suyasha Gupta .......................................................................................................... 78
TOUR0128
SUNSET, SEAFOOD AND SEA-GYPSIES IN MALAYSIAN BORNEO: AN ALTERNATIVE
DESTINATION IMAGE FOR CHINA TOURISTS
Ke Zhang, Balvinder Kaur Kler ................................................................................................................. 88
TOUR0152
SERVICE QUALITY AND SATISFACTION LEVEL ON DELIVERY SERVICESOF FAST FOOD
RESTAURANTS IN MANILA AS PERCEIVED BY MILLENNIAL
John Diether S. Moret, John Malonzo and Jayza May G. Malasig ........................................................ 95
st
1 ATRC 2020 – Interpreting the Landscape of Asian Tourism i
TOUR0145
DETERMINING FACTORS INFLUENCING FOOD ACCULTURATION AND ASSIMILATION OF
CHINESE-FILIPINOS MEAL PATTERN IN CHINATOWN, MANILA
Marichu C. Liwanag .......................................................................................................................... 110
TOUR0111
STREET FOOD AS A DRIVER OF GASTRONOMY TOURISM: AN EVIDENCE FROM MUMBAI
Veenashree Parmar, Joby Thomas ................................................................................................. 125
TOUR0143
ASSESSMENT OF COMMUNITY EXTENSION INVOLVEMENT OF TOURISM AND HOSPITALITY
STUDENTS IN A HIGHER EDUCATION INSTITUTION
Joy Sheelah Baraero-Era, John Lester Tuason, Carolina L. Roces ............................................... 132
TOUR0151
A QUALITATIVE STUDY OF LOCAL INTERNSHIP EXPERIENCES: TOURISM STUDENTS’
PERSPECTIVE
Joy Sheelah Baraero-Era, Chrisdie Flores ........................................................................................ 144
TOUR012
ROLE OF TECHNOLOGY IN TRAVEL & TOURISM INDUSTRY
Rahul Chowdhury .............................................................................................................................. 155
TOUR0120
SOCIAL MEDIA: THE PATH AHEAD IN PROMOTING ASI MONUMENTS AND SITES OF
PUDUCHERRY
M. Siva, G. Anitha .............................................................................................................................. 173
TOUR0113
MOTIVATION OF TOURISTS VISITING THAILAND: A LITERATURE ANALYSIS FROM THE
PERSPECTIVES OF TOURISTS FROM COUNTRIES IN ASIA PACIFIC REGION
Manasse Benny, Toney K. Thomas ................................................................................................... 182
TOUR0127
DESTINATION DEVELOPMENT THROUGH COMMUNITY BASED TOURISM –A RURAL TOURISM
MODEL
Mohammed Ashraf B A, Sibi P.S ....................................................................................................... 290
TOUR0117
INTERNATIONAL TOURISTS PERCEPTION ABOUT FOLKLORE TOURISM – KANNUR DISTRICT,
KERALA.
Harish P ................................................................................................................................................ 203
TOUR0134
A CASE STUDY OF P0TENTIALITIES AND POSSIBILITIES OF FOLKLORE TOURISM IN KERALA
Shelji Mathew ..................................................................................................................................... 213
TOUR0137
SAFEGUARDING CULTURAL HERITAGE THROUGH FESTIVAL PARADES –THE INTERSTATE DIVINE
PROCESSION OF NAVARATHRI IDOLS IN SOUTH INDIA AND ITS UNIQUE EPITOME OF LEGACY
ASSOCIATED WITH CULTURAL TRANSFUSION AND EXCHANGE
Sanoop Kumar P. V, Ajai K. L., Sukesh P. D ...................................................................................... 222
TOUR0126
SOCIAL PERFORMANCE ON SELECTED SPECIALTY COFFEE SHOPS IN METRO MANILA
William C. Bunao, John Malonzo and Joey Albert S. Lim .............................................................. 226
st
1 ATRC 2020 – Interpreting the Landscape of Asian Tourism ii
TOUR0136
MEMORABLE TOURISM EXPERIENCE IN SLUMS: INPUT FOR RE-CREATING BASECO AS A
CREATIVE TOURISM DISTRICT IN MANILA, PHILIPPINES
Luzviminda O. Tugade ...................................................................................................................... 243
TOUR018
IMPACT OF ORGANISATIONAL CULTURE OF CRUISE INDUSTRY ON
EMPLOYEE WORK AND PERSONAL LIFE
Ranjeeta Tripathi, Dr Varinder Singh Rana ..................................................................................... 287
TOUR0115
A STUDY ON PILGRIMAGE TOURISM WITH SPECIAL REFERENCE TO PILLAYARPATTI TEMPLE
R. Ruthramathi, V. Ramachandran ................................................................................................. 300
TOUR0118
A STUDY ABOUT PONGAL CELEBRATION IN TAMILNADU AND ITS IMPACT IN AGRI – TOURISM
Mr. V. Ramachandran, A. Benito Maria Jose, M. Abinaya .......................................................... 306
TOUR016
TEXTILE TOURISM: OPPORTUNITIES AND CHALLENGES FOR KHADI INDUSTRIES
Nikhilraj. K, Joby Thomas ................................................................................................................... 314
TOUR0114
PERFORMING ART FORMS WITH HOSPITALITY LINKAGES - A CASE STUDY OF RESPONSIBLE
TOURISM (RT) PRACTICES IN KUMARAKOM, KERALA.
Anitha. R, Ambeeshmon S. ............................................................................................................... 344
TOUR0121
FILM INDUCED TOURISM AS A TOOL FOR DESTINATION MARKETING AND PROMOTION – A
THEORETICAL ANALYSIS ON INDIAN TOURISM
Binoy T.A .................................................................................................................................................... 331
TOUR0144
USING INFORMATION AND COMMUNICATIONS TECHNOLOGIES (ICTS) FOR INCLUSIVE AND
SUSTAINABLE MICE TOURISM EVENTS IN A POST COVID-19 SCENARIO
Maria Arlene T. Disimulacion ............................................................................................................ 345
TOUR013
IMPACT OF SERVICE QUALITY ON CUSTOMER SATISFACTION IN INDIAN HOTEL INDUSTRY
DURING COVID-19 PANDEMIC
Priyadarshini Kakkar, Amit Kumar..................................................................................................... 352
TOUR0116
IMPACT OF GLOBAL PANDEMIC ON SMES EMPLOYEES: BUILDING THE SCENARIO OF
BACKWATER TOURISM IN KERALA
Joshu Ajoon, Dr.M. R Dileep .................................................................................................................. 362
TOUR0130
IMPACT OF RESPONSIBLE TOURISM METRICS ON SOCIO-ENVIRONMENTAL INDICATORS IN
POST COVID-19 ENVIRONMENT: A PREDICTIVE ANALYSIS USING TEMPORAL CAUSAL
MODELLING
Arup Kumar Baksi, Bivraj Bhusan Parida ......................................................................................... 372
TOUR0124
IMPACT OF COVID-19 ON HANDICRAFT AND HANDLOOM INDUSTRY OF INDIA
Shikha Dhakad ......................................................................................................................................... 393
TOUR0147
st
1 ATRC 2020 – Interpreting the Landscape of Asian Tourism iii
EXAMINING TOURISM RESILIENCE PRACTICES AS BASIS FOR A POST-COVID 19 RECOVERY
IN THE PHILIPPINES
Johncent Del Rosario, Joy Sheelah Baraero-Era ........................................................................... 399
TOUR0140
RESIDENT’S ATTITUDE TOWARDS THE NEED FOR DEVELOPMENT OF RESPONSIBLE TOURISM IN
THE POSTCOVID-19 PANDEMIC
Nimi Markose, Dr. Bindu V. T .................................................................................................................. 413
TOUR0148
EMPLOYABILITY, GRADUATE SKILLS AND CHALLENGES OF SELECTED HRM GRADUATES OF FAR
EASTERN UNIVERSITY MANILA
Dr. John Malonzo and Dr. Anna Pamela Jonson .............................................................................. 422
TOUR0132
FARM TOURISM IN THE POST COVID- 19: A QUICK ASSESSMENT OF KERALA SCENARIO
Joby George, Sindhu R. Babu............................................................................................................... 440
Abstracts
TOUR0133
CHANGES IN THE MOTIVATIONAL FACTORS OF TRAVEL CAREER PATTERN POST COVID-19
Dr. Sibi.P.S, Arun Das. O.P, Mohammed Ashraf. B.A ...................................................................... 448
TOUR0138
CHALLENGES OF FEMALE ENTREPRENEURSHIP IN TOURISM; A SYSTEMATIC REVIEW
Sanuja K.V, Dr. Sindhu Joseph .......................................................................................................... 449
TOUR0146
WORKLOAD, JOB SATISFACTION, WORK STRESS, AND ORGANIZATIONAL COMMITMENT ON
TURNOVER INTENTION: EVIDENCE FROM FACULTY MEMBERS UNDER HOSPITALITY
MANAGEMENT
Mark Lixcel Q. Lantican ..................................................................................................................... 450
TOUR0149
THE FIRST CELEBRATION OF THE FILIPINO FOOD MONTH: A REFLECTIVE ANALYSIS FROM THE
NARRATIVES OF THE MAN BEHIND PRESIDENTIAL PROCLAMATION NO. 469
Harold Bernardo Bueno .................................................................................................................... 451
TOUR0150
SUSTAINABILITY AND MARKETING PRACTICES OF HOMESTAY PROGRAM IN BATANES,
PHILIPPINES: BASIS FOR STANDARDIZATION
Eugeene Emmanuel C. Benicta ...................................................................................................... 452
TOUR0131
THEMING TOURISM RESEARCH DURING THE GLOBAL PANDEMIC
Anjusha P.P, Toney K Thomas ........................................................................................................... 453
st
1 ATRC 2020 – Interpreting the Landscape of Asian Tourism iv
1st Asian Tourism Research Conference - 2020
1ST – 3RD December 2020
School of Tourism Studies, Mahatma Gandhi University
Tourism Marketing
TOUR0123
AN ANALYTICAL STUDY ON ROLE OF INDIAN MEDIA IN GROWTH OF TOURISM
Dr. Prashant
Department of Tourism Management, Quest Group of Institutions, Mohali
Satyakam Pandit
DIPS College - Jalandhar
Abstract
The role that the media are playing in the various aspect of life is becoming increasingly
greater day by day, especially in spheres like social interaction, and cultural and
educational aspect of our life. Appropriate information and message being the source
of knowledge, could be impact on the attitude access resources available to the target
people over a period of time. The primary purpose of his study was to examine how
much different type of media affects tourist‘s decision when choosing a destination to
travel. Media are playing an important role in the growth, development and promotion
by creating a better awareness and understanding to cater to the needs and
requirements of domestic and international Tourist as one knows is every traveller is a
potential tourist. Further, this study attempted to investigate the impact of the different
types of media on a tourist‘s behavioural intentions. Exploratory research on the impact
of social media in tourism is still in infancy. This paper reports on an online research to
establish the various determinants of decision making on using social media for availing
tourism services. Research tool is developed based on the extensive review of literature
and an online survey is made among the users of relevant social media sites. The data is
collected and quantitatively analysed to derive significant factors affecting the decision
making of tourists. Second part is that how media made high India as a tourism country
in the whole world. Media throws a significant impact on the Tourism promotion.
Keywords: Online Tourism, Electronic Media, Print media, Social Media, Tourism Impact
social media, Social Networking.
Introduction
The role that the media is playing in the various aspects of life is becoming increasingly
greater each day, especially in spheres like social interaction and cultural and
educational aspect of our life. The media contributes greatly in activating tourist
attraction. When speaking of Tourism policy that the focuses on specific areas of
Tourism, the media became a mediator between Tourism and Society, meaning that
they mediate process of conveying tourism products from the producers to the
consumer‘s tourism promotion is one of the elements of the marketing mix. The
promotion performs by the advertisements which are the part of media. Advertising is an
activity designed to spread information with a view to promoting the sales of marketing
good and services. As the various media promoting tourism by newspapers, magazine,
radio, cinema, video and cable and T.V broadcasting and telecasting the programs.
Media communication technologies are imperative for frontline investment for
sustainable globalised tourism development for sustainable globalised tourism
1
development indicators. The powerful effects of media communication can bring

sweeping changes of attitude and behaviour among the key actors in local national
global tourism for peace, security and sustainable development.
Since people are attentive to seeing the familiar and exotic scenes or experiencing
vicariously, media convey stories and pictures that generate interest and sales. Various
types of media, for example magazine, newspaper sections, blogs and TV programs
provide people desire for travelling as well. Numerous information and media types (e.g.
print media, such as newspapers and books, broadcast media are interacting each
other. Many media users engage in media multitasking indicating using more than one
type of media at once. Print media include book, magazine, newspaper, and brochure.
Electronic media includes television, film, internet, social media, and mobile.
Tourists behavioural intention has been viewed as an important research topic both in
academia and the tourism industry. In contemporary marketing activities, tourists‘
behavioural intention has become a crucial part in the determination of Tourist
destinations.
Purpose of the study
Various types of media have been found to be effective for travellers when they choose
a destination to travel and when they collect information to plan trips before making
their purchasing decision. In fact, travellers keep on searching for tourist information
during their trip and continue to use media when they come back from their trip and
continue to use media when they come back from their trip afterwards. Travellers often
share their experience with new consumers or other repeaters or convey merits and
demerits about the destination through media.
As a result, an increasingly number of public relations practitioners and even
governmental organisations are using various method emails, websites, multimedia,
social media to better communicate with journalist so they can enhance their media
relations with tourists. In particular more corporate /governmental organizational
websites tend to provide online press rooms that provide journalists with access to
essential organization information and media materials such as press releases fact
sheets, background, newsletters, brochures, photographs and audio/ video clips, and
many downloadable materials. Therefore, with endless advanced technology
developments, numerous researchers in tourism management have been interested in
the role of mass media in tourism. The majority of the existing studies emphasized the role
of the primary source of its impact on destination image, highlighted the importance of
utilizing media effectively in terms of marketing.
The Purpose of this study is to examine whether behavioural intention:
1. Word of Mouth
2. Revisit intention
3. Willingness to pay more is influenced by media when tourist chooses a
destination. This research aims to understand if media plays a crucial role on
tourist‘s destination selection and how different types of media impact tourists.
4. Study findings are exacted to provide valuable information to better utilize the
media as marketing tool for tourists travelling intention. There is limited amount of
empirical research conducted in the hospitality field related to impact of media
on tourist behaviour. Thus, numerous key questions regarding the use of media in
2
the hospitality industry remain ambiguous and unanswered. It is critical to

determine whether media is effective at reaching tourists and affect their
behaviour intentions for travelling.
REVIEW OF LITERATURE
The hospitality and tourism industry is processing and experiencing fundamental change
across the globe. The traditional practices need to be upgraded through the integration
of modern development by acquiring skills and knowledge to perform the required
innovation (Zainal, Radzi, Hashim Chik& Abu, 2012). It is commanding that we have an
empathetic approach to the present issues so that we are able to create remedies for
the problem and prospects. There is a famous saying, ―A Picture is worth a thousand
words.‖ (Hananan& Putit, 2013) based on this, the rapidly developed digital media
concentrates on picture-based social media platforms such as Instagram, Twitter, and
other picture-based social media apps for promotion and marketing of tourist
destination and service providers. Tourism service providers must adopt these
technology advancements to stand in a competitive environment (Roque &
Raposo,2016) More literature on the impact of social media in influencing the decision-
making behaviour of social media users is discussed in a scientific way( Mir, 2017).
Methodology
A quantitative survey was designed in July 2019 consisting of 11 questions. It was divided
into four sections: 1. User demographics. 2) level of usage of social media platforms. 3)
awareness level of the various e- tourism website and applications. 4) determinants of
decision making for availing online tourism services.
The research instrument was initially piloted on a small sample of users of social media
platforms including Facebook, Instagram and Twitter. After performing reliability
checking, few minor revisions were made. Additional questions about the determinants
of decision -making behaviour were included in the revised survey instrument. Later the
survey was administered using the online survey tool. Survey link is given to the followers
and users in social media papers such as IRCTC, Yatra, MakeMY Trip, Gobibo, Twitter,
You Tube. Participation was voluntary and no incentive were offered. A total of 621
potential participants accessed the online survey and after the removal of unusable
responses, a sample of 540 participants was retained.
Different Types of Media
1. Media include communication channels through which news, entertainment,
education, data or promotional message are disseminated.
2. Media include every broadcasting medium such as newspaper, magazines, T.V,
radio, direct mail, telephone, fax, and internet.
3. The growing popularity of the internet and social site such as Face book and
Twitter. Social media is now an important channel that allows message to be
spread to the public.
Impact of media in Promoting Tourism industry
Over the year media have contributed towards shaping tourism into a responsible
industry by promoting the following good practices:
1. It protects the environment and minimizes the negative social impact of tourism
3
2. It generates greater economic benefits for local People and enhances the well-
being of host communities.
3. It marks positive contribute to the conservation of natural and cultural heritage
and promotes the world diversity.
4. It provides more enjoyable experience for tourist through more meaningful
connections with local people.
5. It helps to understand the local cultural social and environmental issues.
Behavioural Intention
Behavioural intention includes the concept of a person‘s predictive or planned future
action. It can be defined as a probability that principal and behaviour transfer into
action. Behavioural intention is also defined that how much a person is willing to try it
includes motivates factor that affects behaviour. Tourist behavioural intention study has
also focused on tourist previous experiences. The precedent studies have confirmed not
only the quality of the tourism experience and past experiences on tourist‘s behavioural
intention, but also the effects of tourist security perception of the destination and
destination image perception on Tourist revisit intention and destination.
Relationship between Media and Tourism
Both media and tourism belong to the Service industry. Both of them work together
hand in glove. Media contribute to 80% of tourism revenue and tourism contributes to
25% of media's revenue. The role of tourism in media industry such as journalism is ever
growing. In most of the universities offering journalism as a course student have to do
compulsorily project on tourism and its allied areas for their respective degrees. The
media have a crucial role to play in putting emerging destinations. The relationship
between tourism and media is vital and complex. Tourism is highly dependent on media
reporting because the vast majority of travel decisions are made by people who have
never seen the destination first hand for themselves. When there is bad news or a crisis
the impact on tourism can be devastating. Tourists are scared away from destinations
caught in the glare of round-the-clock disaster coverage, causing communities
dependent on tourism to lose their source of livelihood.
Role of Media in Indian Tourism
In a country like India the travel journalists, media experts on travel, leading attractive,
popular and branded newspapers mainly published from Indian Metro cities, and
electronics media are always highlighting the clients about the places of tourist interest,
tourism, tourist Global Review of Research in Tourism, Hospitality and Leisure
Management (GRRTHLM) An Online International Research Journal (ISSN: 2311-3189)
2014 Vol: 1 Issue 3 190 www.globalbizresearch.org season (peak and lean), image,
scope of shopping, resources, hospitalities, peoples, culture and heritage to cater to the
needs of prospective and actual tourists. One of the prestigious newspapers of India,
Economic Times, published from Chennai, brought out a report on 28-03-2002 regarding
the promotion of Indian tourism in Australia, ‗Sir Edmund Hillary, who along with Tenzing
Norgay first conquered the Mount Everest, has volunteered to promote Indian tourism in
the Australia region by doing a television commercial free of cost. The first of three such
30-second commercials hit the Australia small screens on 24th March and was aired
during one of the highest rated channels nine current affairs programmes. Another
report is published by the Business Line, from Bangalore. It is written by Nina Varghese on
4
17-04-2002 regarding the Australian Tourism promotion in the Indian market to attract
the Indian clients. It is about the tourism resources of Australia and is titled ‗Australia lures
Indian travellers; The Australian tourism industry is hoping to grow its numbers. An
increasing interest at the Indian outbound travel market estimated 45000 Indians in
various categories visiting Australia during last year. The ATC is targeting mainly family
groups and DINKS (double income no kids) followed by the honeymoon couples and
businessmen. The primary market that the ATC is targeting is Mumbai and Delhi, followed
by Chennai, Kolkata and Bangalore.‖ Tourism earns revenue through foreign exchange.
This foreign exchange is necessary for the government for reducing its deficit and media
are responsible for creating awareness about tourist destinations available in India to the
overseas travellers. Media industry works with hotels, travel agencies, tour operators,
airlines and the various government agencies to bring revenue to the country by
promoting tourism. Without the assistance of media and its support many places would
have remained unexplored as the awareness about the place is very minimal to the
foreigners. For e.g.: Chennai has the second longest coastline in the world. This
information would not be available to outside world without the support and patronage
of media. Even social networking sites like face book and twitter are also promoting
tourism. The Tirunelveli Halwa became popular only after media started promoting it
and it caught the people‘s attention towards the mouth-watering and ‗Irrutu Kadai
Halwa‘ became an instant success. The fish curry of Malabar and Goan fish curries
which are popular in the European countries attribute their success to the vigorous
campaign by the media and hospitality sectors
Future Scheme of tourism industry with cooperation of media
The tourism department spend Rs four crore every year for the next three to four years
on promotional campaigns on globally reputed television channels like Discovery, BBC,
National Geographic, CNN and Travel & Living and also on domestic channels such as
Sony, Star Plus and Zee TV. Business channel CNBC AWAAZ, in association with e-
commerce business One Stop Shop, will honour India‘s best-in-class travel destinations
and tourism ancillary services at the fourth edition of the CNBC AWAAZ Travel Awards
2010. Supported by Incredible India, the nodal agency for the development and
promotion of tourism in India, the awards will be held at the Taj Palace on September 8,
2010, in New Delhi. The theme of this year‘s awards is ‗Ghoom India Gloom!‘ This year,
the awards will aim at recognizing the stellar efforts of those organizations that have
created newer standards with their unique and innovative business models. In addition,
the introduction of new categories of awards such as‘ Emerging Trends in Indian
Tourism‖ and ‗India Going Global‘ seeks to encourage not only the pioneering
concepts of the brands that have presented Indian culture and heritage to a global
audience but also highlight their success and achievements. The channel will also
present a citation – ‗Indian Heritage Renaissance‘ - to The Taj Mahal Palace & Tower
(Colaba, Mumbai) as a special recognition for the revival of the Heritage wing post the
Mumbai terror attacks. The best stakeholders from emerging categories like medical
tourism, ecotourism, adventure sports, heritage and leisure tours will also be honoured
with Jury Category Awards.
CONCLUSION
This is high time that, media should realize the saying, ―ATHIDHI DEVO BHAVA‖ and rise to
the occasion in attracting the tourists and also in their receiving end and travelling and
transportation. All these precautions would attract tourists and thus help to enhance our
economy and showcase our tradition and culture to the outside world. Indian tourist
5
travellers and excursionists are being influenced by different types of attractive

presentation by specialized television channels, articles by renowned journalists, and
fantastic coverage by travel magazines. Gradually all these media are creating a
positive image and a picture of tourism in the attitudes, minds, perception, psychology,
behaviour or and in the final selection of the site (inbound and outbound tourist). As the
verdict goes, media have a social responsibility to enhance the blending of local,
national and international cultural values for enriched politics, society and economy.
Public communications strategy based on access to quality information and knowledge
will drive the new global tourism through partnership initiatives such as: peace and
security, conflict resolutions for ecotourism, quality tourism, Joint ventures, technology
transfer, and the like.
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TOUR011
A STUDY ON EVALUATING THE INFLUENCE OF TOOLS OF HOTELS MARKETING

STRATEGIES ON LEISURE TRAVELLERS PURCHASE DECISION
Ankit Dambhare
School of Hotel Management, Airlines and Tourism CT University, Ludhiana,
Dr. Varinder Singh Rana
School of Hotel Management, Airlines and Tourism, CT University, Ludhiana
ABSTRACT
Leisure tourism is largest segment of tourism around the world and is major revenue
earning segment for the hotel industry too. Hotel industry professionals always focus on
leisure travellers to meet their demands and expectations and in the world of immense
competition in service sector and especially in hotel industry, marketing of products
and services is considered to be the key for success. Thus, the present study focuses on
evaluating the influence of tools of hotels marketing strategies on leisure travellers
purchase decision. The objectives of the study are identifying tools of marketing
strategies, influence of tools of marketing strategies and influence of promoted
products and services through tools of hotels marketing strategies on leisure traveller‘s
hotel selection. To achieve these objectives, structured questionnaire was prepared
and distributed to respondents through online platform using Google Forms. The
findings of the study revealed that hotels utilise well designed websites, online
marketing platforms, printed media, guest history management, customer
membership loyalty programs etc. to promote their products. The findings of the study
also stated that discounts and offers, online marketing and management of guest
history are the most influential marketing tools which influence leisure traveller‘s hotel
selection. The study also revealed that price, location of the hotel, distance from
places of interest and discount and offers are some of the marketing features
promoted by the hotels which influences leisure traveller‘s hotel selection.
Keywords: Hotel Industry, Marketing Strategies, Marketing tools, Leisure Travellers,

Purchase Decision
INTRODUCTION
India is world‘s 5th largest economy by nominal gross domestic product (GDP)
(International Monetary Fund, 2019) and tourism sector plays significant role in India‘s
economic growth (Mishra et al., 2011). Tourism sector had contributed to USD 240
billion in Indian economy which was 9.2% of India‘s GDP and generated 42.673 million
jobs in India in the year 2018 (World Travel and Tourism Council, 2019). Over 10 million
foreign tourists and more than 1.82 billion domestic tourists travelled in India in the year
2018-19 (Ministry of Tourism, 2019). Leisure travel is largest segment of tourism in India
and contributed to 94.8% of total tourism revenue generation in the year 2018 which is
estimated around US $ 234.16 billion (IBEF, 2019). Leisure activities are associated with
recreational activities where active use of free-time from individual‘s life style is made
7
for relaxation and enjoyment purpose (Parker, 1972). Accommodation is one of the
basic necessities of every traveller.
Comfortable hotels and other basic facilities provided by hotels play significant role in
travellers decision making to visit the destination (Poudel, 2013). Total room inventory in
branded hotel category in India was estimated between 1,35,000-1,40,000 units in
September, 2020 and organized Indian hotel industry market size is estimated of 11,920
crores INR in 2019 and it is expected that in post COVID period hotel industry will
witness immense growth in the years 2021 and 2022 which will be led by leisure tourism
(Mobility Foresights, 2020).
Marketing of products and services is crucial factor in running any business (Business 2
Company, 2019). In fact, in the world of immense competition, marketing is proven to
be significant factor to determine the success of any business and especially in hotel
industry (Talabi, 2015). Marketing of the product can be defined as a process which
organization utilise to create value for customers and build strong relationship with
consumers in order to get value from consumers (Kotler & Armstrong, 2013). According
to American Marketing Association, marketing is the activity and set of processes for
generating, conveying, delivering and exchange offerings which have value for
consumers, clientele, business partners and society at large (AMA, 2013). Powerful
advertising efforts gives hotel an edge over its competitors. A hotel may offer the best
item in the market, yet without a decent marketing effort; it won't create the ideal
degrees of profitability since it is marketing that makes the item or services known to
prospective consumers (Goryushkina et al., 2016). Marketing increases the reach of
hotels product or services amongst customers which increases the market share of
hotel as well as its profit.
Consumer purchase or buying decision is defined as process of collecting and
processing information, assessing it and choosing the best possible option to make a
buying choice (Prasad & Jha, 2014). Leisure traveller‘s hotel selection is influenced by
marketing strategies of the hotel and brand name, reputation of the hotel, security,
dependability and quality of the services provided by hotels are some of the factors
which influence leisure travellers hotel selection (Chow et al., 1995). Price, reviews, star-
ratings, high speed internet, availability of swimming pool, fitness centre and room
services etc. are some of the factors considered by leisure travellers while selecting
hotels through online mediums (Jones & Chen, 2011). Types of rooms available,
services provided, restaurants, location, cleanliness etc. are the factors which affect
travellers hotel selection (Wang et al., 2020).
As main purpose of leisure travellers to visit any destination is to spend time away from
working environment, relaxation, exploring nature, new cultures, entertainment, sports
and adventure etc., therefore hotels must advertise and provide facilities which suits
demands of leisure travellers. Purchasing decisions of leisure travellers in hospitality
industry is immensely influenced by positive or negative online reviews posted on
websites and thus online travel reviews are considered to be significant source of
information which impacts consumers‘ hotel selection (Mauri &Minazzi, 2013). Hotels
always focus on advertising the location, pricing of products, recreational facilities,
dining options, unique experiences provided to customer, complimentary breakfast,
internet facilities and helpful concierge to target the leisure travellers (Green, 2020). 4
P‘s of marketing i.e. product, price, place and promotion plays significant role in
deciding marketing strategies for hotels and will continue to be used by hotel industry
8
professionals to target the consumers and meet their demands and preferences
(Hospitality Net, 2010).
The table below shows 4P‘s of marketing mix:
4 P’s FOCUS ON
Product Guest Rooms, Food and Beverage, Recreational Facilities, Health

and wellness facilities, Executive lounge, Travel desk, Concierge desk
etc.
Place and Location of the hotel and products offered are distributed through
Distribution hotel sales team, personal telephone calls, Travel Agents, Event
Planners etc.
Price Prices of Guest rooms, Food and other services, Discounts, Payment
method etc.
Promotion Hotel Websites, Brochures, Personal selling, Social media etc.
Table 1: 4 P’s of Marketing Mix

Source: https://setupmyhotel.com/train-my-hotel-staff/sales-and-marketing/285-
marketing-mix.html
Hotels uses various marketing tools to promote their products amongst customers which
includes marketing through hotel sales team, telephone calls, social media platforms,
printed media platforms, well designed websites, brochures etc. Hotels sales and
marketing personnel plays very important role in designing and executing marketing
strategies of hotel and attract larger segment of tourists (Leong, 2001; Lanz Fischhof,
2010; Kanagal, 2009). Social media or online marketing tools utilised by hotels & to
influence customers includes well designed websites, social networking media (such as
Pinterest, facebook, Instagram etc.), search engines (such as Google.com), blogs,
business networking sites, forums etc. (Robinson, 2007; Mangold & Faulds, 2009; Xiang &
Gretzel, 2010; Chung et al., 2015; Tatar & Eren-Erdoğmuş, 2016). In today‘s world of
digitalisation, websites are proven to be interface between hotels and customers (Li et
al., 2015) and it has improved hotels room bookings (Li et al., 2017; Wang et al., 2015;
Bufquin et al., 2020). Well-designed websites helps hotels to advertise their products and
services and in turn influence decision making of customers to select hotel which
ultimately leads to increased market share (O‘Connor & Frew, 2002; Herrero & San
Martín, 2012; Díaz, & Koutra, 2013; Geerts, 2014).
Telemarketing is helpful marketing tool for hoteliers to promote their hotel product and
services amongst potential customers (Singh & Kumar, 2015; Dewi et al., 2018). Hotels
utilise email as marketing tool to enhance consumers engagement and hotels business
performance (Marinova et al., 2002; Yang et al., 2019). Print media like magazine and
newspapers also plays significant role in spreading awareness amongst customers
about product and facilities provided by the hotel (Kim et al., 2004; Sangkaworn &
Mujtaba, 2010). Printed brochures are also medium of marketing utilised by hotels to
advertise their products amongst travellers (De Jager & Ezeuduji, 2015). Tourists are
nowadays more inclined towards online platforms for the best deals or prices offered
9
by hotels (Kimes, 2016; Schwartz, 2012). Therefore, hotels make use of discounts and
offers as marketing tool to influence leisure travellers purchase decision and it is found
that there is strong positive correlation between discount offered and purchase
decision (Marshall & Leng, 2002; Yang & Leung, 2018). Other important marketing tools
adopted by hotels are management of guest history (Gengarella & Pawloski, 2004;
Rahimi & Gunlu, 2016), offering membership loyalty programs (Berezan et al., 2017; Koo
et al., 2020; Melnyk & Bijmolt, 2015; Tanford et al., 2011) and television commercials
(Nino, 2018).
Atadil et al. (2010) stated that leisure travellers use social networking sites to get
information about the hotel services and it influences travellers selection of hotel.
Slotegraaf and Dickson (2004) in their study stated that marketing helps hotels to react
to changing marketing environment and directing its resources to meet the customer
needs and in turn it has positive influence on the hotels occupancy rates. Krasnikov et
al. (2009) stated in their study that good marketing tactics always lead to better
performance of hotels. Mohammed and Rashid (2012) stated in their study that hotels
professionals must pay more attention towards customer relationship management
and marketing strategies to influence more travellers and it improves hotels
performance and increase their market share. Research conducted by Kim and Kim
(2004) and Oh and Gregoire (2003) concluded that well designed hotel web sites is
one of the most effective marketing tool utilised by hotels as it impacts the purchase
decision of first time leisure travellers or visitors purchase intention.
Kashyap and Bojanic (2000) in their study found that leisure travellers pay special
attention to the type, features and condition of guestroom and price paid for the
same in selection of hotel. Baber et al. (2015); Kim et al. (2019) and Spoerr (2020) in
their research revealed that cleanliness of hotel guestrooms and public areas and
safety and security measures provided by hotels plays significant role in leisure
travellers hotel selection. Zaman et al. (2015) in their study concluded that cleanliness,
value for money, location, comfort and services are the factors which influence leisure
travellers hotel selection. Li (2013) stated that as leisure travellers are influenced by
marketing of features of hotels, therefore hotels pay special attention to branding and
category of hotel, location, types of guestrooms, bar, dining options, services and
other important facilities in their marketing strategies.
OBJECTIVES OF THE STUDY
1. To identify the various marketing strategies adopted by hotels to influence
leisure travellers.
2. To analyse the influence of tools of hotels marketing strategies on leisure travellers
purchase decision.
3. To examine the influence of products and services of hotels promoted through
tools of marketing strategies on leisure travellers hotel selection.
RESEARCH METHODOLOGY
Sampling and Data Collection
The data for the present study were collected from the consumers of hotel industry,
especially from leisure travellers in India. Survey was conducted with the use of
structured questionnaire covering all the aspects of objectives of the study. For data
10
collection, structured questionnaire was distributed to respondents through online

platform using Google Forms. Questionnaire was divided into four sections. First section
was based on demographic profile of respondents. Second section consisted closed
ended questions on respondents profile related to travel and hotel stay. Third section
consisted closed ended questions on influence of tools of marketing strategies
adopted by hotels on leisure travellers hotel selection. Fourth section consisted closed
ended questions on impact of products and services promoted through hotels
marketing strategies on leisure travellers hotel selection. Closed ended questions of
third and fourth section were framed on a Likert scale of 1-5 where 1 indicates not at
all influential, 2 indicates slightly influential, 3 indicates somewhat influential, 4 indicates
moderately influential and 5 indicates extremely influential.
First objective which was based on identifying various tools of marketing strategies
adopted by hotels to influence leisure travellers, has been achieved by reviewing the
previous literature. Central tendency technique was implemented to achieve the
above mentioned second and third objectives where weighted mean score was
calculated for all the parameters and based on the weighted mean score, ranking of
various parameters has been given. The internal consistency reliability estimates has
been measured using Cronbach‘s alpha reliability test. 11 items related to tools of
marketing strategies were identified and respondents were asked questions on these
items to determine the influence of tools of marketing strategies on leisure travellers
hotel selection. The Cronbach‘s alpha value for the 11 dimensions of tools of marketing
strategies was 0.91, indicating an excellent range of reliability. To achieve third
objective of influence of promoted products and services of hotels on leisure travellers
hotel selection, respondents were asked questions on 14 items. The Cronbach‘s alpha
value for these 14 dimensions was 0.97, which shows its excellent range of
reliability. The survey was conducted in the month of October, 2020. The primary
source of data collection is structured questionnaire and secondary sources of
information are Government reports, national and international journals, theses,
published research articles, websites, books, newspapers, magazines etc.
ANALYSIS AND FINDINGS
Various Tools of Marketing Strategies Adopted by Hotels to Influence Leisure Travellers
From the review of past literature, it has been found that hotels adopt various types of
tools of marketing strategies to influence leisure travellers purchase decision. In the era
of immense competition and especially in hotel industry, professionals of hotels always
consider better marketing strategies and effective utilisation of marketing tools key for
improving performance and increased market share. Consumers purchase decision
starts from identifying the need, checking the various options and choosing the best
which suits the requirement of consumers. Various tools of marketing strategies which
hotels utilises to promote their product and services are printed media like newspapers
and magazines, telemarketing, email marketing, search engines, guest history
management, customer loyalty programs, brochures, social media like Facebook and
Instagram, well designed websites, discounts and offers etc.
Table 2 represents a brief summary of reviewed literature illustrating list of marketing
tools adopted by hotels to influence leisure travellers:
11
Marketing Tool
Authors Title of Research Papers
Used by Hotels
Leong, 2001; Kanagal, Marketing practices and Internet Hotel Sales

2009; Lanz and marketing; Role of relationship marketing in Marketing
Fischhof, 2010 competitive marketing strategy; The social personnel
media manager
Li et al., 2015; Li et al., Present and future hotel website

2017; Wang et al., marketing; The influence of economy hotel
Well Designed
2015; Bufquin et al., website quality on online booking
websites
2020. intentions; Impact of hotel website quality
on online booking; Effects of hotel website
photographs and length of textual
descriptions on viewers‘ emotions
Singh and Kumar, 2015; A study of hospitality marketing mix with

Dewi et al., 2018 reference to Indian hotel industry;
Telemarketing
Telemarketing to increase room revenue
at the lerina hotel nusa dua
Kim et al., 2004; Printed vs. Internet in marketing hotels; Newspaper

Sangkaworn and Marketing practices of hotels and resorts in and Magazines
Mujtaba, 2010 ChiangMai
Marshall and Leng, Price threshold and discount saturation Discount and
2002; Yang and Leung, point in Singapore; A better last-minute Offers
2018 hotel deal via app
Marinova et al., 2002; Permission e-mail marketing as a means E-mail

Yang et al., 2019 of targeted promotion; Post-stay email marketing
marketing implications for the hotel
industry
Gengarella and Guest relationship management system; Guest History

Pawloski, 2004; Rahimi Implementing customer relationship Management
and Gunlu, 2016) management (CRM) in hotel industry
Robinson, 2007; A study of social media marketing in North Marketing

Mangold and Faulds, Carolina special libraries; Social media: through online
2009; Xiang and The new hybrid element of the promotion platforms
Gretzel, 2010; Chung et mix; Role of social media in online travel
al., 2015; Tatar and information search; Segmenting social
Eren-Erdoğmuş, 2016 venture consumers through social media
usage; The effect of social media
marketing on brand trust and brand loyalty
for hotels
12
Berezan et al., Building loyalty through marketing

2017; Koo et al., 2020; communication congruity; Loyalty
Membership
Melnyk and Bijmolt, programs in boosting hotel guest loyalty;
loyalty
2015; Tanford et al., The effects of introducing and terminating
programs
2011 loyalty programs; The influence of reward
program membership and commitment
on hotel loyalty
Nino, 2018 TV Advertising as the Destination Marketing Television

Tool Commercials
De Jager and Ezeuduji, Socio-demographic variables' relationships Hotel Brochures

2015 in choosing between travel agencies and
the Internet for leisure travel arrangements
Table 2: List of marketing tools adopted by hotels for marketing
Demographic Characteristics of Respondents

To achieve the objectives of present study, a structured questionnaire was prepared
and distributed to 200 respondents all over India in the month of October, 2020
through online platform using Google Form. 159 out of 200 respondents have filled and
submitted the surveyed questionnaire. Table 3 represents the demographic
characteristics of consumers of hotel industry. The gender distributions showed that
majority of the respondents were males (71.7%). 34.6% of respondents were of the age
group between 18-30 years, 50.3% between 31-40 years, 9.4% between 41-50 years
and 5% between 51-60 years and 0.6% of the respondents were above 60 years of
age.
The surveyed statistics represent that majority of respondents are married (61.6%).
Majority (94.3%) of the surveyed population reside in urban area. 58.5% of respondents
are postgraduate, 30.8% are graduate, 5.7% undergraduate and 5% of respondents
are having Doctorate degree. Occupation of 15.7% of respondents is students, 37.7%
are having Government job, 35.8% having private job and 7.5 % of respondents are
pursuing their own business. 25.3% of the respondents are earning annual income of 3-
6 lakhs, 29.1% 6-10 lakhs whereas 10.8% of the respondents are earning more than 10
lakhs of annual income.
13
Variables (%)
Gender Male 71.7

Female 28.3
Preferred not to say ----
Age 18-30 years 34.6

31-40 years 50.3
41-50 years 9.4
51-60 years 5
Above 60 years 0.6
Marital Status Single 37.7

Married 61.6
Preferred not to say 0.6
Area of Residence Urban 94.3

Rural 5.7
Educational Qualifications Undergraduate 5.7

Graduate 30.8
Postgraduate 58.5
Doctorate 5
Others ----
Occupation Students 15.7
Government Job 37.7
Private Job 35.8
Business 7.5
Others 3.1
Annual Income Not earning 17.7
Less than 1 Lakh 3.2
1-3 Lakhs 13.9
3-6 Lakhs 25.3
6-10 Lakhs 29.1
More than 10 Lakhs 10.8
Table 3: Demographic characteristics of respondents
Profile of Respondents Related to Their Travel and Hotel Stay

151 out of 159 respondents i.e. 95% of respondents mentioned that they travel for
leisure activities. Out of 151 respondents (who prefer to travel for leisure activities),
31.7% (48 No.) travel one time in a year for leisure purpose, 41.05% (62 No.) prefer to
travel 2 times, 12.5% (19 No.) travel 3 times, 3.97% (6 No.) travel 4 times and 10.59% (16
14
No.) travel more than 4 times in a year for leisure/recreational purpose. Majority of the
surveyed leisure travellers travel for natural sightseeing and adventure followed by
culture, night life, rest and sports. Out of 151 respondents (who prefer to travel for
leisure activities), 22.51% (34 No.) prefers to stay in heritage hotels, 40.39% (61 No.)
prefers to stay in star category hotels, 33.11% (50 No.) prefers to stay in non-star
category hotels while 3.97% (6 No.) prefers to stay in supplementary accommodation
while travelling for leisure activities. Majority of the respondents (62.25%) while
travelling, stay for 1-3 days in hotels followed by 33.77% who stay for 4-7 days in hotels
while travelling for leisure purpose. 74.17% (112 No.) of surveyed leisure travellers
mentioned that if they are visiting same city for leisure travel, they wish to stay in the
same hotel if their past experiences were good with the hotel, 20.5% (31 No.) are not
sure about the same whereas only 5.2% (8 No.) mentioned that they will not visit the
same hotel even if their past experiences with the hotel are satisfactory. Out of 151
respondents who prefer to travel for leisure activities, 19 respondents i.e. 12.58 % are
not influenced by hotels marketing strategies for their hotel selection while 64.23% (97
No.) of respondents are influenced by marketing strategies of hotels while selecting
hotels for stay and 23.17 % (35 No.) are not sure about the same.
Influence of Tools of Hotels Marketing Strategies on Leisure Travellers Purchase Decision
Out of total 159 respondents, 8 respondents mentioned that they do not travel for
leisure activities and 19 respondents mentioned that while selecting hotels they are not
influenced by marketing strategies of hotels. Therefore only 132 respondents are those
who travel for leisure activities as well as they are also influenced by marketing
strategies of hotels while selecting hotels. Thus, to achieve the second objective which
is based on influence of various tools of marketing strategies on leisure travellers
purchase decision, aforementioned 132 responses has been considered. On a Likert
scale of 1(Not at all influential) to 5 (Extremely Influential) surveyed leisure travellers
were asked to indicate that till what extent tools of marketing strategies of hotels
influence their hotel selection. Table 4 represents the total weighted score and
weighted mean score of tools of marketing strategies adopted by hotels. From the
weighted mean score, it has been found that most influential marketing strategies
adopted by hotels to influence leisure travellers is discounts and offers (Weighted
Mean Score= 4.03) followed by marketing through online platforms (Weighted Mean
Score= 3.69) and management of guest history and utilising it for customer relationship
management (Weighted Mean Score= 3.67). Tools of marketing strategies which
moderately influence leisure traveller‘s hotel selection are offering membership loyalty
programs (Weighted Mean Score= 3.54), well designed website (Weighted Mean
Score= 3.51) and television commercials (Weighted Mean Score= 3.15). Marketing
through printed hotel brochures ranked 7th (Weighted Mean Score= 3.03), email
marketing ranked 8th (Weighted Mean Score= 2.99) and marketing through
newspapers and magazines ranked 9th (Weighted Mean Score= 2.98) in this sequence.
The two tools of marketing strategies which has least influence on leisure travellers are
sales through hotel sales team (Weighted Mean Score= 2.77) and telemarketing
(Weighted Mean Score= 2.65).
15
Influential (1)
Influential (2)
Influential (3)
Influential (4)
Influential (5)
Moderately
Somewhat
Extremely
Weighted
Weighted
Not at all
Average
Slightly
Rank
Total
Total
Tools of Marketing Strategies
Sales through the hotel

10
sales team 23 44 25 20 20 132 366 2.772727
Well Designed websites 8 30 22 30 42 132 464 3.515152 5
Telemarketing 29 39 26 25 13 132 350 2.651515 11
Marketing through
newspapers and 9
magazines 14 41 27 33 17 132 394 2.984848
Discount and offers 4 17 19 23 69 132 532 4.030303 1
E-mail marketing 23 26 28 39 16 132 395 2.992424 8
Management of guest
history through
3
complementary gifts and
wishes etc. 9 20 19 41 43 132 485 3.674242
Marketing through online

2
platforms 5 21 23 43 40 132 488 3.69697
Offering memberships
4
loyalty programs 13 20 21 38 40 132 468 3.545455
Television commercials 10 34 30 42 16 132 416 3.151515 6
Marketing using Hotel

7
Brochures 14 31 39 33 15 132 400 3.030303
Table 4: Influence of Tools of Hotels Marketing Strategies on Leisure Travellers Purchase

Decision
16
Influential (1)
Influential (2)
Influential (3)
Influential (4)
Influential (5)
Moderately
Somewhat
Products and Services of
Extremely
Weighted
Weighted
Not at all
Average
Slightly
Hotels Promoted through
Rank
Total
Total
Tools of Marketing
Strategies
Emphasis on leisure
activities 8 24 26 45 29 132 459 3.477273 11
Safety and Security of

Guests 9 18 18 34 53 132 500 3.787879 7
Type of Hotel/Branding
of Hotel 10 22 20 51 29 132 463 3.507576 10
Type and condition of

Guestrooms available 8 12 20 44 48 132 508 3.848485 5
Flexible Cancellation
Policies 9 19 13 39 52 132 502 3.80303 6
Express Check-in and

Check-out facility 10 23 21 29 49 132 480 3.636364 8
Discounts and Offers 6 15 22 33 56 132 514 3.893939 4
Location of the hotel 6 15 12 33 66 132 534 4.045455 2
Distance from places of

interest 8 14 17 27 66 132 525 3.977273 3
Price 7 14 13 21 77 132 543 4.113636 1
Health club and spa

services 21 14 27 42 28 132 438 3.318182 12
Helpful Concierge 11 24 21 39 37 132 463 3.507576 10
Pools, evening
entertainment and kids
club 11 18 27 39 37 132 469 3.55303 9
Greater attraction to
packages and specials 8 13 27 33 51 132 502 3.80303 6
Table 5: Influence of Products and Services of Hotels Promoted Through Tools of

Marketing Strategies on Leisure Travellers Hotel Selection
17
Influence of Services and Facilities of Hotels Promoted Through Tools of Marketing

Strategies on Leisure Travellers Hotel Selection
As only 132 respondents out of 159 surveyed populations, travel for leisure and
recreational purpose and are influenced by marketing strategies of hotels. Therefore,
to achieve the third objective, which is based on influence of products and services
promoted by hotels through tools of marketing strategies on leisure travellers hotel
selection, these 132 responses has been considered. On a Likert scale of 1(Not at all
influential) to 5 (Extremely Influential) surveyed leisure travellers were asked to indicate
that till what extent promotion of products and services of hotels influence their hotel
selection. Table 5 represents the total weighted score and weighted mean score of
influence of products and services of hotels promoted through tools of marketing
strategies on leisure travellers hotel selection. Findings indicated that price (Weighted
Mean Score= 4.11) followed by location of the hotel (Weighted Mean Score= 4.04),
hotel distance from places of interest (Weighted Mean Score= 3.97) and discounts
(Weighted Mean Score= 3.89) are the attributes of marketing strategies which is most
influential for leisure travellers hotel selection. Hotel attributes promoted through
marketing which moderately influence leisure travellers hotel selection are type and
condition of guestrooms (Weighted Mean Score= 3.84), flexible cancellation policies
(Weighted Mean Score= 3.80), special packages (Weighted Mean Score= 3.80) and
safety and security of guests (Weighted Mean Score= 3.78). Express Check-in and
Check-out facility ranked 8th (Weighted Mean Score= 3.63), provision of pools,
entertainment and kids club ranked 9th (Weighted Mean Score= 3.55), type of hotel
(Weighted Mean Score= 3.50) and helpful concierge (Weighted Mean Score= 3.50)
ranked 10th in this sequence. The two attributes of hotels which are promoted through
marketing tools and have least influence on leisure travellers hotel selection are
emphasis on leisure activities (Weighted Mean Score= 3.47) and provision of health
club and spa services (Weighted Mean Score= 3.31) by the hotel.
CONCLUSION
The first objective of the present study was to identify different tools of marketing
strategies adopted by hotels to promote their products and services amongst
consumers. The findings revealed that hotel sales through sales and marketing team,
well designed websites, telemarketing, email marketing, print media like newspaper
and magazines, online marketing, hotel brochures, guest history management,
membership loyalty programs, television commercials etc. are some of the important
marketing tools which are adopted by hotels to promote their products and services.
Second objective of the study was to analyse the influence of tools of hotels marketing
strategies on leisure travellers purchase decision. The findings of second objective
stated that discounts and offers, online marketing and management of guest history
for distributing gifts and wishes etc are the marketing strategies which influence the
most to leisure travellers purchase decision whereas sales through hotel sales team
and telemarketing are the two tools of marketing strategies which has least influence
on leisure travellers purchase decision. The third objective of the study was to examine
the influence of products and services of hotels promoted through tools of marketing
strategies on leisure travellers hotel selection. The finding of the third objective
revealed that leisure travellers are more concerned about price, location of the hotel,
hotel distance from places of interest, discount and offers promoted by hotels while
selecting hotel. Emphasis on leisure activities and provision of health club and spa
centres has least impact on leisure travellers hotel selection.
18
LIMITATIONS AND SSUGGESTIONS FOR FUTURE RESEARCH

The present research has three major limitations. Firstly, the survey was conducted
during COVID pandemic; therefore, perceptions of respondents may vary during
normal condition. Secondly, sample covered only 159 respondents, which is too small
for highly populated country like India and therefore findings may vary if sample size
could have been large. Thirdly, this study have considered impact of marketing
strategies of hotels on leisure travellers purchase decision, therefore, findings cannot
be generalised for other segments of travellers. Thus, future researches can be
conducted on impact of marketing strategies on medical tourists, business travellers
etc. The research further suggests that the studies can also be conducted on hotels e-
marketing strategies and its impact on consumer purchase decision, its benefits and
limitations etc.
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22
Impacts of Tourism
TOUR014
MOTIVATION OF VISITORS IN VISITING WILDLIFE TOURISM DESTINATIONS
Tiny Maria Mathew

School of Management and Business Studies Mahatma Gandhi University
Dr. Santhosh. P. Thampi
School of Management and Business Studies, Mahatma Gandhi University
Abstract
Motivation for travel includes both primary and secondary factors that create a
person‘s aspiration to travel. This paper tries to present a scale to measure the level of
motivation of visitors to visit wildlife tourism destinations. This paper is based on an
exploratory research which was conducted by collecting data from visitors of three
wildlife tourism destinations in Kerala, South India namely Periyar Wildlife Sanctuary;
Shenduruney Wildlife Sanctuary; and Parambikkulam Wildlife sanctuary. The researcher
identified relevant variables from literature review and prepared a scale on
motivational factors. The reliability of the scale was tested through Chroanbach‘s
alpha value. The data were collected from three wildlife tourism destinations from
three regions (south, central and north) of Kerala state of India from April, 2018 to
September, 2018. The sample size was 384 and sampling method adopted was
multistage stratified sampling. Collected data were analysed through confirmatory
factor analysis. The study found that factors such as wildlife viewing in general, to have
interaction with the environment and wilderness or remoteness of destinations are the
most important motivating factors which prompt people to visit wildlife tourism
destinations. The wildlife tourism destination managers may give priority to those
activities related to wildlife viewing and interpretation, instead of other activities. The
entry to the destinations may be permitted during early morning hours so that visitors
can view the wildlife in their natural habitat.
Key words: motivation, wildlife tourism, destination, visitor
Introduction
Wildlife tourism has received wide acceptance and popularity among tourists – both
domestic and foreign, who visit Kerala. It has become an integral part of Kerala
tourism and hence it forms an important element in tourism marketing efforts of the
state of Kerala. Kerala is blessed with rich forest resources and hence tourists can enjoy
many unpolluted wildlife destinations in Kerala. Wildlife tourism is a type of tourism
where the visitors can enjoy visiting the wildlife at their natural habitat. Travel
motivations are basically those factors that create a person‘s desire to travel.
According to McIntosh and &Goeldner,(1990 the basic travel motivations can be
divided into four categories. The first one is Physical motivation which is related to
physical rest or physical activities with an objective of reduction of tension. These are
the motivations directly related to the health of an individual such as participation in
sports activities, spas, beach recreation activities etc. The second category of
motivations include cultural motivators which are identified by the wish to know about
the food, music, dances, art folklore paintings and religion of other communities. The
23
third one is Interpersonal motivators which include the need to meet new people, visit
friends or relatives, escape from routine work or make new friendships. The last one is
Status and prestige motivators which are the ego needs with personal development.
In this category of motivators, trips related to business, conventions, study and the
pursuit of hobbies and education are involved. Bennett (2000) defines motivation as
the reasons for doing something or acting in a particular way. The motives are
determined by needs and desires of a visitor in a destination. Keeping in mind the
Maslow‘s hierarchy of needs, Brown and Lehto (2005) suggested nine motives for
travel. They are: breakout from a routine environment, exploration and evaluation of
self, relaxation, prestige, reversion, improvement of relationships, enabling social
interface, novelty and learning. According to Ngonidzashe Mutangaa, Sebastian,
Oliver, Never, & Edson, (2017) tourists‘ push factors for visiting wilderness areas are
‗recreation and knowledge seeking‘, ‗appreciating wildlife‘ and ‗feeling close to
nature‘. Similarly, the Pull factors are largely similar with common factors being
abundance of wildlife, availability of different animal and plant species, wilderness,
beautiful landscape and environment. Travel motivators are important for the tourism
industry because they form a basis for tourism demand (Bennett, 2000). To the primary
motivations of holiday and pleasure travel, the pressure of the rhythm of our life has
added other factors like freedom from ties and commitments, the urge to adventure
etc. A destination manager can ensure the satisfaction of visitors when he knows what
motivates them to visit a particular destination. In this paper, the Authors tried to
critically review the conceptual and empirical studies on travel motivations with the
objective of developing an integrated scale to measure the motivations to visit wildlife
tourism destinations. This paper is based on a study conducted with the objectives of
identifying the most important deciding factor in visiting wildlife tourism destination
and evaluating the effects of various demographic characteristics such as age,
gender, marital status, education etc. on motivations to visit such destinations.
Literature review
A group of Australian researchers, Thomas, Russell, & Triandos, (2008) conducted a
study on Visitor Monitoring in Mountain Parks. They conducted a survey on visitors of
Mt. Buffalo in the year 2000 during the holidays of Easter, based on the cluster
examination. The purpose was to fix the number of profiles of the holiday visitors. The
sample size was 200 and all the visitors responded positively. The study found that
relaxation and the enjoyment of natural environment were the motivations for visiting
Alpine area. A study done by Cole & Hall (2005) in USA evaluated the motivation and
experiences of visitors in Forest Service wilderness in Oregon and Washington. These
are highly crowded wilderness areas. The study used exit surveys to collect data from
visitors to know about their tours, and to assess the motivation, experience and the
responses to management practices. The findings of the study revealed that although
most of the visitors were seeking solitude, but unfortunately a higher number of them
did not experience that. Mat Som, Marzuki, Yousefi, & AbuKhalifeh, (2012) conducted
a study on the motivations and revisit intentions of visitors to tourist destinations. The
results of this study showed that destination image, relaxation and recreation are the
most important destination attributes and travel motivations of repeat visitors to a
destination. Regarding the perception on destination loyalty, the study also revealed
that respondents were loyal to Sabah, intent to revisit and recommend Sabah as a
tourism destination. An empirical study conducted by (Huang, Shen, & Choi,
2015) aimed to determine the influences of motivation, satisfaction and perceived
value on tourist recommendation. Structural equation modeling (SEM) method was
24
used for this study. Exploratory factor analysis was also conducted by the researchers
to develop the measurement scale of travel motivation. The results of the exploratory
factor analysis show three dimensions such as exploration; escape and realization; and
family bonding. 2022 respondents from among tourists who had made at least one
trip in the previous 12months were included in the study. Descriptive analysis,
exploratory factor analysis, Confirmatory factor analysis and structural equation
modelling were also used to analyse the factor structure and the relationship between
the variables. The study model displayed a total fit to the collected sample data. The
study showed that the effects of perceived value and satisfaction on
recommendation are greater than that of motivation. Besides, the study found that
motivation can be used as a predictor of recommendations. A ten-point Likert-type
scale was used by the researchers to record the survey responses. The variables in the
proposed model include 19 attributes from the survey: sixteen items for travel
motivation, one item each for perceived value, satisfaction, and recommendation.
Laguna (2010), in his paper argued that motivation and satisfaction are two concepts
widely studied in tourism literature; the relevance of these constructs being derived
from their impact on tourist behaviour. The aim of the study was to examine the
relationship between motivation and visitor satisfaction. A structured questionnaire was
distributed to visitors at a destination in rural area in Spain. Two different scales for
motivation and satisfaction were used. The study also found that motivation has a
direct influence on the level of satisfaction. The results have shown that individuals
make different evaluations of certain factors, activities and destination attributes
depending on their relation to the reasons that motivated or determined the trip.
Methods
This paper is based on an exploratory research which was conducted by collecting
data from visitors of three wildlife tourism destinations in Kerala, South India namely
Periyar Wildlife Sanctuary; Shenduruney Wildlife Sanctuary and Parambikkulam Wildlife
sanctuary. A structured questionnaire was used to collect primary data. The
questionnaire has two parts. One is demographic characteristics and the other is scale
on motivational factors. The researcher identified relevant variables from literature
review and prepared a scale on motivational factors.
The reliability of the scale was tested through Chroanbach‘s alpha value. The data
were collected from three wildlife tourism destinations from three regions (south,
central and north) of Kerala state of India from April to September, 2018. The sample
size was 384 and sampling method adopted was stratified sampling. Collected data
were analysed through confirmatory factor analysis. The measurement model of
factors has been considered to test the convergent validity. The various motivating
factors to visit the destination have been considered for analysis. The questions
regarding motivations were designed based on various studies (Freytag, 2010; Kalisch,
2012; Laguna, 2010; Lee, 2009; Maleski, 2016; Park & Yoon, 2009; Said & Maryono,
2018). A total of 12 statements were used for the construction of motivational scale.
The level of importance of various motivational factors in making a decision to visit a
particular wildlife tourism destination was measured using a five-point Likert scale of
responses ranging from ‗Very High‘ to ‗Very Low‘. All the attributes loaded significantly
on the latent constructs. The value of the fit indices indicates a reasonable fit of the
measurement model with data.
25
Results and Discussion

Confirmatory Factor Analysis
First the measurement model of factors has been considered to test the convergent
validity. The various motivating factors to visit the destination have been considered
for analysis.
Table 1. Motivating Factors to visit the destination
Factor Description
MF1 Wildlife viewing in general
MF2 Landscape
MF3 Wilderness/ Remoteness
MF4 Trekking/physical activity
MF5 Local culture
MF6 Opportunities for meeting local people
MF7 Opportunities for solitude
MF8 To have interaction with the environment
MF9 To participate in adventure activities
MF10 As part of a broader trip
MF11 To enjoy the unpolluted natural environment
MF 12 To learn about some rare plants and animals
Table 2. Model fit Indices for CFA – Motivating factors to visit the destination
χ2 DF P Normed χ2 GFI AGFI NFI TLI CFI RMR RMSEA
Motivating factors
to visit the 100.083 40 .000 2.502 .960 .921 .905 .899 .939 .060 .063
destination
Recommended
<5 >0.9 >0.9 >0.9 >0.9 >0.9 <1 <1
value
All the attributes loaded significantly on the latent constructs. The value of the fit
indices indicates a reasonable fit of the measurement model with data.
26
Table 3. The regression Coefficients - Motivating factors to visit the destination
Factors/ Latent
Construct
Variables Regression Variance
(Independent T P
(Dependent Coefficient explained (%)
Variable)
Variable)
MF1 0.687 16.440 <0.001 47.3
MF2 0.346 7.044 <0.001 12.0
MF3 0.557 12.267 <0.001 31.0
MF4 0.329 6.670 <0.001 10.9
MF5 0.409 8.479 <0.001 16.8
Motivating factors MF6 0.273 5.467 <0.001 7.4

to visit the
destination MF7 0.418 8.691 <0.001 17.5
MF8 0.634 14.602 <0.001 40.2
MF9 0.522 11.303 <0.001 27.2
MF10 0.404 8.362 <0.001 16.3
MF11 0.235 4.674 <0.001 5.5
MF12 0.510 10.984 <0.001 26.0
H0: MF1 is not a motivating factor to visit a destination

H1: MF1 is a motivating factor to visit a destination
The results exhibited in Table above revealed that the construct MF1 has significant
influence on motivating factor to visit a destination as the standardised direct effect of
this construct on motivating factor is 0.687, which is more than the recommended
value of 0.4 (p value significant). So the hypothesis H1 is accepted and concludes that
MF1 (Wildlife viewing in general) contributes positively to motivating factor to visit a
destination.
The results exhibited in Table above revealed that the construct MF2 has no significant
influence on deciding factor to visit a destination as the standardised direct effect of
this construct on Motivating factor is 0.346, which is less than the recommended value
of 0.4. So, the hypothesis H2 is rejected and concludes that MF2 (Landscape) does not
contribute positively towards motivating factor to visit a destination.
27

this construct on Motivating factor is 0.557, which is more than the recommended
MF3 (Wilderness/ Remoteness) contributes positively towards motivating factor to visit a
destination.
this construct on Motivating factor is 0.329, which is less than the recommended value
of 0.4. So, the hypothesis H4 is rejected and concludes that MF4 (Trekking/physical
activity) does not contribute positively towards motivating factor to visit a destination.
this construct on Motivating factor is 0.409, which is more than the recommended
value of 0.4 (p value significant). So, the hypothesis H5 is accepted and concludes
that MF5 (Local culture) contributes positively to motivating factor to visit a destination.
this construct on motivating factor is 0.273, which is less than the recommended value
of 0.4. So, the hypothesis H6 is rejected and concludes that MF6 (Opportunities for
meeting local people) does not contribute positively to deciding factor to visit a
destination.
H7: MF7 is a deciding factor to visit a destination
value of 0.4 (p value significant). So, the hypothesis H7 is accepted and concludes
that MF7 (Opportunities for solitude) contributes positively to motivating factor to visit a
destination.
28
MF8 (To have interaction with the environment) contributes positively to motivating
factor to visit a destination.
MF9 (To participate in adventure activities) contributes positively to motivating factor
to visit a destination.
MF10 (As part of a broader trip) contributes positively to motivating factor to visit a
destination.
The results exhibited in Table above revealed that the construct MF11 has no
significant influence on motivating factor to visit a destination as the standardised
direct effect of this construct on motivating factor is 0.235, which is less than the
recommended value of 0.4. So the hypothesis H11 is rejected and concludes that
MF11 (To enjoy the unpolluted natural environment) does not contribute positively to
motivating factor to visit a destination.
influence on deciding factor to visit a destination as the standardised direct effect of
value of 0.4 (p value significant). So the hypothesis H12 is accepted and concludes
that MF12 (To learn about some rare plants and animals) contributes positively to
motivating factor to visit a destination.
29
Figure 1: CFA diagram

Conclusion
This paper tries to make a scale to evaluate the motivation of visitors in wildlife tourism
destinations. This paper also evaluates the effect of various demographic factors in
deciding to visit wildlife tourism destinations. The study found that wildlife viewing in
general, is the most important motivating aspects of people visiting wildlife
destinations. The wildlife destination managers may give priority to arrange
programmes on wildlife viewing and related interpretations than other activities in the
forest based destinations. The entry to the destinations may be permitted during early
morning hours so that visitors can view the wildlife in their natural habitat. Even though
there are a lot of studies on travel motivation, only a few studies concentrate on
motivations to visit wildlife tourism destinations. This study brings light to wildlife tourism
literature, a scale to measure the motivating aspects in deciding to visit a destination.
Similar studies can be conducted on other types of destinations such as beach
tourism, back water tourism etc. In Kerala, many wildlife tourism destinations are
popular among the tourists, across the world. Since wildlife tourism destinations are
located in and around forest areas, there is a need to restrict the type and number of
visitors. This will help to ensure that only genuine tourists will visit such destinations. In this
study it was found that the most important motivation to visit a wildlife tourism
destination is to view wild life and have learning through interpretation. Hence the
destination managers can take initiatives to attract only those segments of tourists who
actually like to visit these areas and can de-market the destination to those who do
not prefer to have wildlife viewing and the related interpretation-based learning.
30
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Sustaining Resources, 56.
31
TOUR019
THE ECONOMIC, SOCIO-CULTURAL AND ENVIRONMENTAL IMPACTS OF

TOURISM ON THE RESIDENTS OF LEH
Dr. Manjula Chaudhary
Department of Tourism and Hotel Management, Kurukshetra University
Sonam Angmo
Department of Travel and Tourism, Ladakh University
Abstract
From an unknown location till the late 60s, Leh in Ladakh Union Territory of India quickly
rose to become one of the hot spot destinations of India in the 2000s. The reasons for
this popularity were its unspoilt natural beauty and exotic Buddhist culture. Today Leh is
a famous adventure tourist destination which has become heavily dependent upon
tourism. It sees mass arrival of tourists especially in the short summer season. This mass
arrival of tourists has brought both positive and negative impacts of which the
negative impacts have become quite prominent in the last two decades. If not
checked, the negative impacts can lead to severe environmental degradation and
hamper the overall attractiveness of the destination in the coming years. This study
examines the perceptions of Leh residents towards social, economic and
environmental impacts of tourism. It also assesses if differences exist between
perceptions of tourism impacts by residents and their demographic profile using
correlation and ANOVA tests. The sample comprised 280 residents from Leh. Analysis of
descriptive statistics shows that residents of Leh perceive strong negative impacts of
tourism although they perceive some positive impacts as well.
Keywords: Leh, Residents‘ Perceptions, Tourism Impacts, Tourism in Leh
Introduction
Tourism has been a major contributor to the economic development of destinations
(Agaraj and Murati,2009). It creates jobs and income (Mihalic,2014) sand raises the
standard of living (Yang,2012). However, tourism is not devoid of negative impacts. It
leads to loss of traditional values and culture and adoption of outside culture
(Zhuang,Yao and Li(2019), increase in price of goods and services(Tkalec and
Vizek,2016),degradation of the environmental resources (Sunlu, 2003) like forests and
water as well as accumulation of waste and litter. At any destination,the people most
affected by these impacts of tourism are the residents.(Haralambopoulos and Pizam,
1996). These residents or locals live permanently at the destination and they are the
ones who can closely experience whatever positive or negative impacts are brought
by tourism development.
Therefore, it is of utmost importance to study residents‘ understanding of tourism
development which can be in the firm of opinions, perceptions and attitudes. These
perceptions of residents can help in finding ways to maximise the positive impacts and
32
minimize or mitigate the negative impacts of tourism. In many destinations today, the
negative impacts of tourism are also growing parallel to the positive impacts. In some
of these destinations, the negative impacts have outweighed the positive ones and it
has become difficult for many tourist destinations around the world to mitigate the
adverse impacts. This study is an attempt to understand the perceptions of residents of
Leh towards the impacts of tourism in Leh and identify significant positive or negative
impacts felt by them. The paper also seeks to understand if any correlation exists
between opinions on influence of tourism and different impacts of tourism. Lastly, the
paper also attempts to understand if differences exist between demographic profile of
residents and tourism impacts.
Review of Literature
Literature on impacts of tourism have been studied quite extensively over the last three
decades. These impacts have been studied with respect to what the residents
perceive or what their attitudes are. Such studies are conducted extensively in
developed countries like the U.S, Australia, UK but in developing countries, the
numbers seem to be very low. Nevertheless, developing countries are improving and
now seem to be focusing more such studies on perceptions of locals towards tourism
impacts. In India, integrated impact studies are more common but use of models is not
generally seem. Studies seem to be mostly descriptive in nature (Geneletti and
Dawa,2009).
Impacts of tourism are studies on the basis of economic, socio cultural and
environmental impacts. Political impacts of tourism have also been studies but they
are just a handful in number and more studies are needed in this regard. Also, in India ,
there is a dearth of good research on the perceptions of tourism impacts in India –
both integrated as well as separate studies on economic or socio cultural or
environmental impacts.
As far as separate impact studies are concerned, social impacts are studied the most
and are abundant. Followed by economic impacts of tourism and then environmental
impacts are also studied but on slightly different themes. Social impacts of tourism
have been conducted across the globe. Economic impacts seem to have been
studied more in Indonesia, Japan, China or small islands. Environmental impacts of
tourism are comparatively lesser in number and seem to have been majorly
conducted in mountain destinations or island countries.
Economic impacts of tourism
Regarding the economic impacts of tourism, most studies have been conducted on
understanding the multiplier effects in tourism wherein models like CGE method
(Pambudi, McCaughey, and Smyth (2009) and Input output method (Khan, Seng and
Cheong(1990) ; Archer(1995) have also been used. These studies have used complex
calculations and formulae and done from economics and mathematical perspectives
as well. Some other studies have have found out causality between growth of tourism
and economic development of the destination.(Kim and Chen (2006); Oh(2005); Main
impacts highlighted in the studies of resident perception of economic impacts have
been increase in job opportunities( Dyer, Gursoy, Sharma and Carter, 2002);
33
Positive economic impacts Studies reported in literature
Employment opportunities for locals Dyer, Gursoy et al (2007); Milman and Pizam(1988); Liu
and Var(1986)
Business opportunities for locals Dhakal(2017): Jamal,Othman and Muhammad (2011);

Kumar and Hussain(2014)
Negative economic impacts Studies reported in literature
Increase in price of land and housing Calaretu(2011); Gascon and Milano (2018)
Occupation transformation among (Fox et al.,1994; Masson and Nair,2012

locals
Increased cost of living of locals Pizam(1978); Liu and Var(1986); Ross(1992)
Loss of open spaces/agricultural Geneletti and Dawa(2009); Fox et al(1994)

lands to hotels
Employment/involvement of outsiders Walpole and Goodwin (2000); Joseph

E.Mbaiwa(2003);
Increase in cost of goods and services Hajare and Hajare(2013); Haralambopoulous and
Pizam(1996);
Table 1. Economic impacts as reported in literature
Socio cultural impacts of tourism

Regarding socio cultural or social impacts of tourism, they are majorly studied from the
residents‘ perspectives although there are some studies on tourist as well as
stakeholder perceptions of impacts and perceptions. The use of Social Exchange
Theory is rampant in social impact studies (Perdue et al, 1990; Ap, 1992; Andereck et
al, 2005) where costs and benefits are analysed and people who perceive benefits,
perceive positive impacts of tourism and those who perceive costs, perceive negative
impacts from tourism.
Such studies have majorly involved the use of a dependent variable -support for
tourism development (Perdue, Patrick and Allen(1990); Milman and Pizam (1988);
(Andereck, Valentine, Knopf and Vogt(2005);); quality of life (Kolawale, Mbaiwa and
Mmopelwa (2016), place attachment (etc. Such studies have also pointed that
residents or locals of a destination perceive both positive and negative impacts of
tourism but it can vary according to the destination. However, in most of these studies
residents have been mostly positive about the tourism development and its expansion
although they seem to have issues with a few negative impacts as well.
34
Negative Socio-cultural impacts Studies reported in literature

Damage to monasteries/monuments Jest and Sanday(1983); Pandey et al.,(2016)
Increased sexual freedom/sexual King,Pizam and Milman (1993); Milman and
permissivensss Pizam(1988)
Disturbance in family Nyaupane, Morais and Dowler(2006); Lima,Varum
system/community bonds and Eusebio(2017)
Increased crime and violence Milman and Pizam(1988); King,Pizam and Milman
(1993); Goering(1990)
Adoption of outside culture Ozer(2012); Cole and Sinclair (2002)
Positive socio-cultural impacts Studies reported in literature
Increased pride in culture Shahzalal(2016); Zhuang(2019
Table 2. Socio-cultural impacts as reported in literature

Environmental impacts of tourism
Regarding the environmental impacts of tourism, there are less number of studies
which deal directly with the tourism impacts. Those which have directly studies such
tourism impacts, have highlighted the main impacts faced by the destination, many of
which claim the problems to be unplanned growth of tourism, deterioration of water
quality (Pickering, Harrington and Worboys,2003); unplanned construction of
hotels(Kuniyal, Jain and Shannigrahi (2003) etc. There are many studies on tourism
carrying capacity (Manning, Wang, Valliere, Laveson and Newman(2017) and tourism
footprint(Peeters and Schouten(2006); Cole and Sinclair(2002)which have all been
conducted by foreigners and such studies are desperately needed in India. These
studies will put greater focus on the need for environmental conservation in India
which presently seems to be out of focus. As far as resident perceptions of
environmental impacts are concerned, findings have been contradictory (Andereck,
Valentine, Knopf and Vogt(2005) wherein some studies perceived positive
environmental impacts (Liu and Var, 1986; Perdue et al.,1990) and some perceived
negative environmental impacts(Brunt and Courtney 1999; Liu et al.,1987).
The main impacts highlighted in majority of the studies were increased construction of
hotels, urban sprawl (Geneletti and Dawa, 2008); increase in waste (Wani, Dada and
Shah(2018), traffic congestion(Dyer, Gursoy,Sharma and Carter(2002) etc.
Positive Environmental impacts Studies reported in literature
Awareness of environmental issues Hillery, Nancarrow, Griffin and Syme (2001); Islam(2013)
Improved public utilities Rothman(1978); Galdini(2007)
Improved appearance of city Perdue,Long and Allen(1990); Bystrazanowski(1989)
Table 3. Environmental impacts as reported in literature
35
Studies on resident perceptions of tourism impacts

With respect to resident perceptions of tourism impacts, some authors tried to
understand if residents supported further tourism development or not. King,Pizam and
Milman(1993) studied social impacts of tourism in Fiji using correlation and ANOVA and
found that residents supported tourism and its expansion and also found that
awareness of negative impacts does not lead to opposition of further tourism
development. Similarly, Milman and Pizam(1988) studied social impacts of tourism on
Central Florida using correlation and regression and found that residents supported
tourism and its further development. They also found that residents perceived mostly
economic impacts to be positive but also believed that there were negative impacts
of tourism.
Others tried to understand the impacts of tourism on culture and the community.
Besculides, Lee and McCormick (2002) studied cultural impacts of tourism in Colorado,
USA using ANOVA and found that Hispanic residents felt more strongly about cultural
impacts and were more concerned with management plans of the whole area
whereas non-Hispanics were concerned with plans which affected themselves and
their community. Eshliki and Kaboudi(2012) studied community perceptions of tourism
impacts in Ramsar, Iran using correlation and found that negative impacts caused a
lesser inclination to participate in tourism planning and positive impacts increased
participation. Petrovic, Blesic, Vujko and Gajic(2017) studied the impact of agritourism
on a local community in Serbia using correlation and found that residents considered
having money to spend as an important effect of tourism development and that
higher the opinion towards tourism development, higher the care about community.
A few others tried to understand if any differences existed between different social
backgrounds of residents and impacts of tourism. Wu and Chen(2015) studied the
impacts of gambling on the residents of Macau and Singapore using correlation and
ANOVA and sought to understand whether any correlation existed between gambling
attitudes and impacts of gambling operations. The authors also sought to understand if
any differences existed between different social backgrounds and opinions towards
gambling impacts. They found that residents of both countries showed differences
gambling attitudes and gambling impacts and also found significant differences
between different social backgrounds and opinions towards gambling impacts. A
similar study was done by Wu,Kim and Wong(2020) to study the perceptions of
residents towards desired and perceived impacts using ANOVA in Hainan,China and
the authors found that residents with different occupations have different perceptions
of tourism impacts.
Thus, based on the above review of literature, it can be inferred that
a. Residents perceive both positive and negative impacts of tourism.
b. The knowledge of negative impacts does not necessarily lead to opposition of
expansion of tourism. In fact, in many studies, residents support further
expansion of tourism.
c. Relationship between social background or demographic profile of residents
and tourism impacts has given different results in different destinations and thus,
is subjective.
Based on the above inferences, the following objectives were framed for the present
study:
36
Objectives of the Study

1. To study perceptions of residents towards economic, socio-cultural and
environmental impacts of tourism.
2. To study correlation between opinions on influence of tourism and resident
perceptions towards tourism impacts.
3. To study differences in perceptions of residents towards tourism impacts with
respect to their demographic profile.
Hypotheses of the study
a. Null Hypothesis(H0): There is no significant correlation between opinions on
influence of tourism and resident perceptions towards tourism impacts.
b. Null Hypothesis(H0): There is no significant difference in the perceptions of
residents towards tourism impacts with respect to their demographic profile.
Research Methodology
Study area
Leh, also known as the mecca for adventure tourists(Dey,2018) is, one of the most
sought after tourist destinations in India. Located at a height of 3500 metres above sea
level, it was largely unknown to even most Indians till the 1960s. Thereafter, it started
receiving tourists( mostly foreigners)in the 1970s and by the 2000s it was seeing a huge
number of domestic as well as foreign tourists (Peliiciardi, 2010). The reason for its
popularity were its breathtaking desert landscape, exotic Buddhist culture, and the
warmth and hospitality of the locals. Its tourist attractions are simple incredible with
picture perfect lakes like the famous Pangong Lake (seen in various Bollywood movies
and songs) to majestic Buddhist monasteries like the Thiksey, Hemis, Lamaayuru to the
festivals like Hemis festival, Sindhu Darshan, etc.
These tourist attractions have attracted large number of tourists and as a result, Leh
has rapidly evolved as a tourist destination. In 2018, tourist arrivals in Leh crossed the 3
lakh mark(Bhatt,2019). Mass arrival of tourists over the last ten years have facilitated
growth of the economy and infrastructure. The increased growth of tourists instilled a
confidence in the residents many of whom decided to invest in hotels, travel agencies
and hotels. Changes have also been felt in the socio-cultural aspect wherein a lot of
people have embraced western dressing and culture and some traditional rituals have
been replaced or deleted. Nevertheless, the lack of access to Ladakh and its difficult
way of life especially during the winter months has been able to help preserve its
exotic culture to quite an extent(Lhaskyabs,2018). Overall, there have been both
positive and negative impacts of tourism but people of Ladakh have been very
welcoming towards tourists and have supported tourism development till now.
Data collection
A structured questionnaire was used to collect primary data from the residents in Leh.
The sample size for the study was 280 residents. There were three sections in the
questionnaire. The first section involved 25 questions on impacts of tourism(both
positive and negative). The second section consisted of two questions on ‗opinions
regarding influence of tourism‘ in Leh. The third section comprised of demographic
profile of the respondents. Responses were marked on a 5 point Likert scale with 1
being ‗completely agree‘, 2 being ‗agree‘, 3 being ‗neutral‘, 4 being ‗disagree‘ and 5
37
being ‗completely disagree‘. Convenience sampling was used to collect data across
three seasons-summer 2018(July), winter 2019(February) and summer 2019 (July &
August). Respondents were approached at different places such as at their homes,
offices, cafes, marketplace, hotels, colleges, or wherever they were easily available.
Study Findings and Analysis
Demographic Profile of the Respondents
To understand basic information about the surveyed subjects, a frequency table was
utilized which is given below in Table 1.
Item Options Number Percentage
Gender Male 128 45.7
Female 152 54.3
Age 15-25 years 66 23.6
26-36 years 98 35.0
37-47 years 72 25.7
48-58 years 38 13.6
59 and above 6 2.1
Education No schooling 52 18.6
Upto 10th/12th class 82 29.3
Graduate degree 80 28.6
Masters degree 30 10.7
Others 36 12.9
Occupation Student 74 26.4
Teacher/Professor 30 10.7
Self employed 38 13.6
Govt. sector employee 68 24.3
Others 70 25.0
Marital Status Single 130 46.4
Married 140 50.0
Widowed/divorced/separated 10 3.6
Annual income Less than 1 lakh 38 13.6
1 lakh-2 lakh 99 thousand 102 36.4
7 lakh and above 32 11.4
Table 4. Demographic Profile of Residents
As given in the above table, it can be seen that there were more females (54.3%) in
this study as compared to the males (45.7%). As far as the age of the respondnets is
concerned, most respondents (35%) fell in the age group of 26-36 years which was
followed by the age group 37-47 years with 25.7% respondents. The least number of
38
respondents were found in the age group 59 and above with just 2.1% respondents.
With regards to the education of the respondents, it was seen that most respondents
had passed class 10th or 12th and were most in number with 29.3% which was followed
by respondents with graduation degree (28.6%). Regarding the occupation of
respondents, it can be seen that most respondents in this study were ‗students‘ who
comprised 26.4% which was followed by ‗others‘ people comprising 24.3% of the
sample. Marital status of most respondents (50%) was married and singles comprised
46.4% whereas thosw who were divorced/separated/widowed formed only 3.6% of
the sample. As far as the annual income of the respondents was concerned, it was
found that 36.4% marked their annual income between 1 lakh-2 lakh 99 thousand.
Descriptive Statistics of the data
The research study also utilized descriptive statistics to calculate the mean and
standard deviation of each of the impact dimensions-economic, socio-cultural and
environmental. It is given in table 5.
Standard
Impact statements Mean
Deviation
Negative impacts
(1-completely agree, 2-agree, 3-neutral, 4-disagree, 5-
completely disagree)
 Cost of goods and services has increased 1.71 .902
 There is increased employment of outsiders 1.86 .779
 Cost of living has increased 2.11 .938
 Price of land and housing has increased 1.64 .805
 tourism does not benefit villagers as compared to city 1.98 1.089
people
 There is occupation transformation by locals 1.69 .729

Positive statements
(1-completely disagree, 2-disagree, 3-neutral, 4-agree, 5-
completely agree)
 There is improved public utilities 3.52 1.007

 there is increase in employment opportunities 4.39 .663
 there is increase in business opportunities 4.40 .621
 Local government invests in tourist infrastructure 2.54 .985
Table 5. Resident perceptions towards economic impacts

Regarding the negative economic impacts, it can be seen that two impacts cost of
goods and services has increased‘ and ‗there is occupation transformation by locals
score the highest with means of 1.64 and 1.69 respectively. Residents of Leh strongly
believe that because of tourism the cost of goods and services has gone up. This is
quite natural with the growth of tourism in any destination because there is a rise in
39
price of most goods and services which ultimately affects the residents. They also
believe that the locals have changed their occupations because of tourism. This has
happened in many tourist destinations wherein locals have changed from farming to
tourism to get better income and jobs as they find tourism a lucrative business. As far
as the positive impacts of tourism is concerned, residents of Leh score the highest on
two impacts. There is increased employment opportunities in Leh‘ and ‗there is
increased business opportunities in Leh‘. Leh residents feel strongly about these two
impacts as tourism has been very instrumental in uplifting the economy. With the
growth of hotels, travel agencies etc, tourism has led to an increase in employment as
well as business opportunities. In fact, many young people in Leh had started avoiding
higher education as they felt that tourism was an easy business and that they could do
a great business even without having a higher education degree.
Standard
Deviation
Negative impacts
 there is increased crime and violence 2.41 1.079
 there is adoption of outside culture 2.23 1.041
 there is disturbance in family 2.18 .931
 there is increased sexual freedom 2.86 1.015
 there is conversion of monasteries into tourist 1.94 .931

attractions
 there is disrespect and damage to monasteries 2.96 1.105
Positive statements
completely agree)
 There is Increased preservation of monasteries 4.00 .768
 there is Improved education system 3.33 1.102
 there is empowerment of women 3.69 .882
 there is pride in culture among locals 3.64 .983
Table 6. Resident perceptions towards socio-cultural impacts

Regarding the negative socio cultural impacts of tourism, it can be seen that two
impacts score the highest –‗there is conversion of monasteries into tourist attractions‘
and ‗there is disturbance in family‘. Residents of Leh strongly believe that tourism has
had a negative impact on monasteries which have now become attractions for
40
tourists. Residents also believe that the growth of tourism has had a negative impact
on the family system as well. Locals now have less time for children as they are
involved in tourism business and neglect of elders. In terms of positive socio cultural
impacts, residents of Leh score highest for two impacts-‗there is increased preservation
of monasteries‘ and ‗ there is empowerment of women‘ . These impact statements are
true to a great extent. No doubt, tourism has led to conversion of monasteries into
tourist attractions but it has also led to increased preservation of monasteries as tourists
throng these places. Local government then feels the need to improve these
monasteries even if they are located in remote places. There has also been
empowerment of women in Leh, more so after the growth of tourism as women have
got involved in tourism business and it has given them a chance to be entrepreneurs
and earn their income. They feel liberated and empowered as a result.
Standard
Deviation
Negative impacts
 there is loss of lands to hotels 1.65 .767
 there is loss of vegetation and wildlife 2.50 1.141
 there is increased pollution and shortage of water 1.69 .821
Positive statements
completely agree)
 there is love and respect for nature 3.39 .927
 there is awareness of environmental issues 3.60 .988
Table 7. Resident perceptions towards environmental impacts

Regarding negative environmental impacts of tourism, it was found that two impacts
scored the highest-‗there is loss of land to hotels‘ and ‗there is increased pollution and
shortage of water‘, with means of 1.65 and 1.69 respectively. Residents of Leh strongly
believe that tourism has led to loss of land as more and more lands are used to
build hotels, restaurants and travel agencies etc. They also believe that tourism has
caused increased pollution and shortage of water in Leh which is evident as Leh faces
greater vehicular pollution and shortage of water is experienced by many locals.
Regarding the positive impacts, it can be seen that the impact ‗there is awareness of
environmental issues‘ has the highest score with 3.60 mean. So, the residents of Leh
believe that locals are concerned about the environment and because of tourism,
they have awareness of the environmental issues.
41
Correlation between residents’ perceptions towards tourism impacts and opinions on

influence of tourism
After checking for descriptive statistics, the study explored correlation between
residents‘ perceptions towards tourism impacts and opinions on influence of tourism in
order to get more answers to the research questions. This correlation in explained by
table 8.
Residents’ perceptions towards

Opinions on influence of tourism
tourism impacts
There is improved Tourism development should
appearance of Leh city be restricted in Leh
Positive economic impacts .235** .101
Negative economic impacts -.048 .129
Positive socio-cultural impacts .296** -.107
Negative socio-cultural -.028 .184*
impacts
Positive environmental impacts .517** -.202*
Negative environmental -.046 .281**
impacts
**p<0.01, *p<0.05
Table 8. Correlation between residents‘ perceptions towards tourism impacts and
opinions on influence of tourism
With regards to correlation between ‗opinion on influence of tourism‘ and ‗resident
perceptions towards impacts of tourism‘, two impact statements were taken – one
positive impact-‗improved appearance of Leh city‘ and one negative impact ‗tourism
development should be restricted in Leh‘. These two impact statements have been
correlated with different impacts-economic, socio cultural and environmental.
It can be seen that ‗improved appearance of Leh city‘ is correlated with positive
economic impacts. Leh has benefitted immensely from tourism development and this
has also resulted in improved appearance of the city. This is because as the
destination benefits from tourism, it gets more tax revenues and foreign exchange
which are used by local government to improve the appearance of the city through
various infrastructure projects. ‗Improved appearance of Leh city‘ is also correlated
with positive socio-cultural impacts. This can be explained by the fact that because of
tourism, people of Leh have seen better improvements in society and culture. They
have adopted those practices which are relevant and logical and hence, tourism has
brought with it positive changes. ‗Improved appearance of Leh city‘ is correlated with
‗positive environmental impacts‘. This is explained by the fact as tourism grows in Leh, it
has made more people aware of the environmental issues and hence, they have
taken steps to improve the status of the environment and hence, it is correlated with
positive environmental impacts.
‗Tourism development should be restricted in Leh‘ is correlated with negative socio-
cultural impacts. Because of tourism, although Leh has seen many positive impacts in
the society and culture, it has also seen negative impacts on its societal values. Locals
have moved to western clothing, western ideas and western way of living. So many
42
locals would be right to believe that tourism development brings negative changes to
the socio-cultural fabric of our society and so they would be right to believe that
tourism development should be restricted in Leh. The same opinion is correlated with
positive environmental impacts. This can be explained by the fact that tourism brings
with it a focus on the negative impacts and hence, people become more aware of
these issues as various agencies and bodies start questioning tourism when it expands
massively. So, positive environmental impacts like awareness of environmental issues
and love and respect for nature get more highlighted with growth of tourism and
people would like to preserve the environment and therefore, they would go for
restricting tourism development. The same opinion is correlated with negative
environmental impacts of tourism. This is simple because when locals see negative
impacts on the environment, they would want to restrict tourism development and the
same is believed by locals of Leh.
Thus, the first hypothesis–―There is no significant correlation between opinions on
influence of tourism and resident perceptions towards tourism impacts‖ stands
rejected as the study has pointed out significant correlation between residents‘
perceptions of tourism impacts and opinions on influence of tourism.
Differences in perceptions of residents towards tourism impacts with respect to their
demographic profile
After finding out correlation between resident perceptions towards tourism impacts
and opinions on influence of tourism, the next was finding out differences in
perceptions of residents towards tourism impacts with respect to their demographic
profile through the use of one way ANOVA. This is explained in table 9.
Perception of residents towards Demographic Profile of residents
tourism impacts
Age Education Marital Size of Annual
Status family income
F
value
Positive economic impacts .314 2.306 .838 .745 2.867**
Negative economic impacts 1.651 .451 2.489 1.013 .332
Positive socio-cultural impacts 1.035 .890 .430 4.789** 1.411
Negative socio-cultural impacts 2.230 1.249 2.990 3.657** 4.075**
Positive environmental impacts .709 .587 .595 2.903 .227
Negative environmental .417 1.956 1.142 2.869 2.675**
impacts
**p<0.05
Table 9. Differences in perceptions of residents towards tourism impacts with respect to
demographic profile
With respect to the aspect ‗annual income‘, residents of Leh have different
perceptions towards positive economic impacts. It is understandable that those with
high annual income (probably from tourism or other jobs) might perceive more
positive economic impacts and those with low annual income might not perceive
43
same positive impacts or might perceive less positive impacts. Residents of Leh also
have perceptional differences with respect to size of family and positive socio cultural
impacts. This is quite understandable as residents with less/more members can have a
different viewpoint regarding socio cultural impacts. For example, those with less family
members might perceive positive socio cultural impacts as their interaction with
society and culture is lesser as compared to families with more members and hence,
might not encounter/face negative impacts like others. Likewise, in the case of
negative socio cultural impacts and size of family, we can , for example, say that
families with more members might be able to perceive more negative socio cultural
impacts as they have more interaction with the society and culture when compared
to those with lesser members.
Regarding perceptual differences between ‗annual income and negative socio-
cultural impacts‘, it is possible that people with lesser income might perceive more
negative socio cultural impacts as they have not been able to earn a lot (perhaps
from tourism),they see tourism as something which leads to negative changes in the
socio cultural fabric of the destination.
Regarding perceptual differences between ‗annual income and negative
environmental impacts‘, it is possible that people with more income might not
perceive too many negative environmental impacts as they have would stakes
involved in tourism whereas a resident with lesser income might perceive more
negative environmental impacts as he would not have too many stakes involved in
tourism.
Thus, the second hypothesis-― There is no significant difference in the perceptions of
residents towards tourism impacts with respect to their demographic profile‖ stands
rejected as the study has pointed out significant differences in the in the perceptions
of residents towards tourism impacts with respect to their demographic profile.
Discussion and Conclusion
The findings of the study are similar to other studies in that respondents in this study also
perceive both positive and negative impacts of tourism . However, the major finding of
this study happens to be the fact that residents perceive negative impacts very
strongly in all the three contexts-economic, socio-cultural and environmental which is
a diversion from the previous studies.
Residents strongly agree that there are negative economic impacts of tourism such as
occupation transformation and increase in cost of goods and services but inspite of
these drawbacks, they do not discount the fact that tourism has led to very positive
impacts like increase in employment and business opportunities among locals. In socio
cultural impacts, residents felt strongly for negative impacts such as conversion of
monasteries into tourist attractions and disturbance in family system because of
tourism.However, they also agree that tourism has led to preservation of monasteries
and empowerment of local women. In environmental impacts, residents strongly
perceived that tourism has led to loss of open spaces to hotels and led to an increase
in pollution and shortage of water but also agree that there is also awareness of
environmental issues among residents because of tourism.
The study also found that there is a significant correlation between impacts of tourism
and opinions on influence of tourism which is supported by previous literature, the most
44
significant correlation being positive environmental impacts and improvement of

appearance of Leh city.
Lastly, perceptual differences between tourism impacts and demographic profile of
residents has also come out significant in this study, the most significant difference
arising in positive socio-cultural impacts of tourism and size of family.
Managerial implications of the study
This study attempts to contribute to the existing body of knowledge on resident
perceptions of tourism impacts. The findings from this study highlight that the state of
affairs is not always the case and that residents of a highly tourism dependent
economy can have strong negative perceptions as well about the impacts of tourism.
The tourism leaders and experts of Leh can use this study to understand how tourism is
affecting the all the three pillars of sustainability- economy, society and the
environment and frame suitable policies to direct the growth of tourism in Leh.
Strategies can be employed to further expand employment and business
opportunities as well as empower more women through tourism. Action plans can be
developed to minimize the negative impacts like loss of open lands to hotels and
pollution in Leh. Also, there needs to be a relook at tourism by all concerned
stakeholders- residents, tourists, travel agents, hoteliers and the local govt. , as at to
how they can all come together and work to make tourism more sustainable by
mitigating the adverse impacts of tourism in the coming years by placing a cap on the
volume of tourists in Leh.
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TOUR0141
RURAL TOURISM AND HOST COMMUNITY PERSPECTIVES: A CRITICAL

EVALUATION
Noufal Naheem Kottekkadan & Arjun T P
Abstract
The niche market product rural tourism plays an important role in the economy of a
destination as well as in lifestyle of host communities. The rural tourism happens when
tourists actively participating in rural activities. Hence, there is a need for mutual
understanding between tourists and the host community. The formulation of tourism
strategies and the promotion of destination areas are generally believed to be
determined by the desires and preferences of tourists. However, the perspectives of
local people, the roles they perform in these systems and the implications on
aboriginal communities and their socio-cultural spaces are frequently neglected. So
that this study aims to capture the community approaches regarding rural tourism in
existing literature based on Asian countries. Looking to the study there are different
opinions are coming out such as the majority of the communities are ready to accept
tourists to their areas and ready to accept the challenges. Nevertheless, in some
cases, it is shown that only those who depend on the tourism industry are actively
approaching positively.
Keywords: Rural Tourism, Community Perspectives, Benefits of Rural Tourism, Impact of

tourism, Asian Countries
Introduction
Since the beginning of mankind's history, humans are trying to explore known and
unknown places for food and experiencing new insights. When he started to take
travel as a habit to search for pleasure, relaxation and enjoyment it opened new doors
for travel and tourism. Hunziker and Kraft, (1941) have defined tourism as "the sum of
the phenomena and relationships arising from the travel and stay of non-residents,
insofar as they do not lead to permanent residence and are not connected with any
earning activity."As it refreshes the mind and removes tension, travel and tourism have
become an essential part of human lives. It is also one of the fastest-growing sectors,
making an important contribution to the GDP. Tourism activities at a particular
destination create a lot of opportunities and as well as threats. Such as through
economic viewpoint tourism guaranteeing income generation, employment
opportunity, foreign exchange, infrastructure development, multiplier effects, etc.
Despite all of this tourism brings changes in culture, economic leakages, inflations,
seasonal jobs, pressure on ecology, etc. The purpose of vacations now seems to be
more recreation, and more and more so, to get to know new things and to experience
cultures, food, customs, etc. it is known as ‗Experience travel‘. The discerning
adventurer is now willing to go more distances and to previously inaccessible locations
to obtain new opportunities and to appeal to her particular interests. The tourist also
50
aims to be a responsible traveller, to give back to the community and connect with
the host community so that he has a tangible stake in the region's entire growth
(Rashmi Verma, 2017).
Travellers always wonder to explore rural areas and their culture. That is why a good
percentage of tourists are purely focused on their traveling habits to explore rural
destinations.
Ministry of Tourism- Government of India (2011) defined Rural tourism as ―Any form of
tourism that showcases the rural life, art, culture and heritage at rural locations,
thereby benefiting the local community economically and socially as well as enabling
interaction between the tourists and the locals for a more enriching tourism
experience can be termed as rural tourism.‖ (Aref and Gill 2009) have defined rural
tourism as a term that gives tourists a personalized touch, a sample of physical and
human atmosphere of rural and as far as possible, encourage them to share in the
practices, customs and behaviours of local communities.‖ The evolution of rural
tourism is from alternative tourism concepts. The major two classifications of tourism are
categorized under headings mass tourism and alternative tourism. Mass tourism is
related to historical backgrounds that emerged after World War II through western
countries. The rise of the middle class and the democratization of tourism in the rich
countries were matched by mass tourism. It is based on several prestigious foreign
destinations. This large concentration of tourists is causing economic, social, cultural
and ecological implications. Although the total amount of tourism sales in terms of
employment and economic growth is interesting, there are also local problems such as
revenue leakage, distribution (Theng et al 2015).
The following features should be included in the vacation if one wishes to define a trip
as rural tourism. It should: (1) it happened in rural areas, (2) it focused on the
characteristics of rural tourism, (3) have small-scale buildings and settlements, (4) it
related to local people and their families, (5) it based on small towns and villages, (6)
reflect complex commercial, environmental and historical trends (Lane, 2009)
According to Nutly 2004, the concept of rural tourism includes rural heritage, rural life,
rural activities and countryside amenities.
Figure: 1
51
Industrial development, rapid urbanization and the growth in transportation facilities

bring changes in Western communities, so that they were searching for new
experiences in rural areas (Nutly 2004).
Rural tourism becomes one of the hot tools for developing countries to empower rural
areas. Through rural tourism, the government can make sure the citizen have got
more opportunities for their job and finding more income. While investing in rural
tourism avenues, the government can provide much-needed infrastructure facilities
for rural people. At the same time, they can utilize these avenues to contribute more
to the national income. For the better development of the rural tourism industry, the
rural communities' cooperation and involvement were necessary. To involve rural
communities in the rural tourism industry, the government and related agencies must
make sure the communities are benefited from rural tourism and are aware of
different rural tourism opportunities.
So it was necessary to evaluate how rural communities are approached the rural
tourism and what is their perspective about rural tourism. Under this paper, a critical
evaluation was done on the current rural tourism environment and the community's
perspectives. This paper analysed selected studies which explored rural tourism and
community perspectives for finding unexplored research gap and stating the future
scope in this topic.
Host Community
They are a central component of tourism. Hosts are described as those who reside near
the tourist attraction and are either directly or indirectly involved in tourism activities.
Rural tourism has three major advantages for rural areas: (1) Rural involvement creates
more opportunities for purchases and businesses. (2) Rural tourism will promote
economic growth, job creation; prevent migration, the provision of public services, and
the development of infrastructure, social interaction and the conservation of the
environment. (3) Remote locations accessibility. Okech et al. (2012, 41)
Rural Tourism and Host Community Perspective
(ShaistaFalak et 2015) had studied the community perspective of Long Lamai in
Malaysia. This community is one of the oldest communities in Malaysia; their lifeline is
purely on hunting and then gradually opened for tourists. As per their report, rural
tourism is a big lifeline to them. Tourism activities there are started there before the
Second World War and during colonial times, many locals build their products and
sell them to tourists. When comparing their older and current life the opportunities are
increased. As one respondent said "Compared to our old life, today's life is better
back in old days we use to travel and chase tourists to sell our handicrafts but now we
do not need to go anywhere, instead, tourists come to our village and bring money
with them to roam and carry all the things were tough life". The economic benefit of
rural tourism prevented the migration of youngsters to the cities in the village. Besides,
they got an opportunity a cross-cultural interaction. During their nomadic life, they
were skill full in forest knowledge does not face many challenges. After the education
technology and tourism activities increased, they have the opportunity to share and
receive outside world opinions. The main problem raised by the community is wanting
to set a standard pricing policy to handcraft products like other tourism products in
the village.
(Shu-Tzu Chuanghas et al, 2010) understand the attitude towards rural tourism
52
Nanjuang and Tongsiao villages in Taiwan. According to the study, rural tourism in
Taiwan creates some kind of negative effects than mainstream tourism activities. The
perspective of host community about rural tourism is studied based on two ways, the
peoples who economically participating in rural tourism and those who are not
participating, those who are economically participating in rural tourism activities
have more interest in the tourism industry than other. However, both are agreeing
that rural tourism is the best tool to preserve their culture and identity.
A study about resident participation in endogenous rural tourism projects based on
Kumbalangi, Kerala, India has been performed by (Kisang Ryu et al, 2020). The study
concentrated based on the economic benefits of rural tourism and quality of life and
explores how the role of people in the planning and implementation process affects
the perceived benefits of these regions. As per the study, the rural tourism project
produced better results for the host community. The Resident's involvement in the
project should ensure both the planning and implementation stages that lead to an
acceptable approach to the project. While looking to the perceived benefits like
(Facilities, jobs, quality of life and culture) of rural tourism there is a lack of
improvements, researchers points out that currently there is no large national or
international restaurants if it comes it adds great value for the project. Local
government authorities are very conscious to preserve the art forms there and most of
the residents are positively approaching regarding it. As a part of that, they setup an
art school named (Kalagram) to give training to the community and also preserve art
forms like Chavittunadakam, Thiruvathirakali, etc. The local meeting held in
Kumbalangi giving an opportunity to host the community discuss their problems and
find solutions and it increasing confidence among them. The participation of rural
tourism activities is insufficient as per the report, taking the examples of training
programs to residents; the number of residents participating is poor. They suggest a
framework model for community participation (Figure 2).
Figure: 2
53
Source: (Kisang Ryu et al, (2020) The resident participation in endogenous rural tourism
projects: a case study of Kumbalangi in Kerala, India)
The model suggests that participation of the community is essential at every stage of
the project and welcoming external agencies for support in various levels. For the
active participation of rural communities in Kumbalangi, the NGO should reduce the
conflicts between local resources and bring a mutual understanding. Finally, the
report focusing on marketing activities as per the report tourism in Kumbalangi in an
infancy stage, there is a lot more to do. The current accommodation facility,
homestays have only limited capacity and a restaurant in there is too small. The
central and state authorities should look at it properly and bring more tourism
activities to Kumbalangi.
(Devkant Kala et al, 2018) studied barriers to local community participation in tourism
development based on two villages in Uttarakhand, India. The findings revealed that
only a group of elite society members are allowed to engage in the decision-making
process by the tourism authorities. The community peoples don‘t participate in
tourism activities as a passion, they are not in the tourism industry by choice. Most
respondents saw tourism as a comparatively undesirable business. They said that
while destinations have tourism opportunities, due to a lack of organizational
expertise and a weak educational history, they would not take advantage of the
industry. The contact distance between touris planners and the community leaves
residents less informed of tourism and associated business opportunities. The cost of
tourism over farming is higher, making tourism less appealing to local people. As the
harvest season coincides with the peak tourism season, this new busy schedule often
discourages local participation. The study agrees that women already do much of
the work in mountainous destinations, resulting in inadequate time for tourism
activities. Finally, it concluding that in the participatory approach, tourism
policymakers must prevent segregation and ensure the contribution of different
parties, including minorities and vulnerable communities, rather than only political
officials, elite and dominant interest groups. Government programs and training
programs will turn the community into tourism businesses. (SK Gupta & Pankaj Kumar
,2013) have studied the Level and Scale of Community Participation in Rural Tourism
Development in Nepura village Bihar. The Ministry of Tourism Government of India
implemented rural tourism as a pilot project in the year 2003 in collaboration with
UNDP ‗Endogenous Tourism Project‘. The study reveals that the community has
immense potentiality in rural tourism in many ways such as rich heritage, tradition,
culinary, festivals, handicrafts, etc but they lose their confidence due to low-income
generation and lack of proper government policies. It also points out that the growth
of the tourism project has reduced the movement of individuals to cities for irregular
employment purposes. It showed that the project has benefited to women
populated community very well, a village named ‗Bhumihar community‘, have
adopted one of the traditional ―Sujani work‖ on the professional level. The report
ending with there is a lack of promotional activities; an opportunity is that it is located
near Buddhist sites in Bihar. It also needs more emphasis on increasing tourist duration
of stay in the in terms of planning "homestay accommodation" and cultural shows for
visitors, the village capacitate the society.
(MasturaJaafar et al, 2015) studied Local Community and Tourism Development: A
Study of Rural Mountainous Destinations based on Kinabalu National Park community,
Malaysia. The study revealed that mountain tourism development is accepted by the
54
community. The majority of local peoples are living based on the tourism industry
those who are aged 21 to 30 begin their career with tourism. Many of the local young
people surveyed were interested in the tourism industry 1-10 years ago, within a few
years the national park become a world heritage site.
The views of tourism growth in the region by the community showed the positive
impact that development had. Locals thought that tourism development presented
them with unprecedented opportunities to enter new economic sectors.
Research Gap and Scope for Future Study
The majority of the studies are measured the community's perception about rural
tourism and related field development. It was found from the review studies, there is
less number of studies are assessed real growth of local income, new job
opportunities opened for local people and the development of rural areas. So it was
necessary to conduct more empirical studies in these areas, especially in Kerala, to
explore the threats and opportunities created through rural tourism. Kerala is always
one of the favourite Indian tourist destinations, every year lacks tourists are attracted
to Kerala. Both domestic and foreign tourists are attracted to Kerala, because of the
diverse climates. In recent years it was seen that the number of home-based or small
cottage based tourists places are increased in Kerala. Almost all these places are
located mainly in rural places. In this context, it was significant to explore Kerala‘s
rural tourism and community involvement. The literature review also states the
significance to study how governments are collaborating on these tourism
developments. It was relevant to evaluate various marketing activities or other
promotional events arranged by the government to boost rural tourism. That will help
to understand to what extent these activities are benefited to the rural community as
well as the tourism industry.
While arranging more rural tourism activities there is a higher chance to increase more
job opportunities in rural communities. That will help to uphold them to an inclusive
society. More than that these tourism development helps to empower the rural
women. They will get more job opportunities. Upcoming studies should also focus on
how rural tourism helps to empower the rural women groups and how these women
groups are utilizing these opportunities.
Conclusion
The stresses of urban living and the isolation of nature allow the city's inhabitants to
flee the monoculture of city life sometimes (Singh et al., 2016). In such cases, rural
destinations become more suitable places to get much-needed rest and peace.
Even though many countries are identified the wider scope of rural tourism, many
countries are still did not utilise these bigger opportunities. Without a good
promotional package and guidelines, the country cant expects a huge contribution
from rural tourism. The majority of the rural communities are did not identify the value
of their rural landscapes and their climate system. For the involvement of rural
communities in rural tourism, the government must make sure they will aware of these
opportunities. More than that the government must provide and inform them of
various financial packages. Through a better rural tourism package and proper
guidelines, the country can utilize its abandon natural landscapes and resources.
That will make an inclusive development in rural areas and a higher contribution to
national income.
55
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Kala, Devkant & Bagri, Satish. (2018). Barriers to local community participation in
tourism development: Evidence from mountainous state Uttarakhand, India.
Tourism. 66. 318-333.
Kisang Ryu, Pazhayaparampil Abraham Roy, Hyelin (Lina) Kim & Hyungseo Bobby Ryu
(2020) The resident participation in endogenous rural tourism projects: a case
study of Kumbalangi in Kerala, India,
Lane, B. (2009). Rural tourism: An overview. The Sage handbook of tourism studies.
354- 370. 10.4135/9780857021076.n20.
Nulty, P. M. (2004), Keynote Presentation: Establishing the Principles for Sustainable
Rural Tourism, Rural Tourism in Europe: Experiences, Development and
Perspectives, WTO, pp. 13-18.
Okech, R.; Haghiri, M.; George, B. P. (2012), A sustainable development alternative:
an analysis with special reference to Luanda, Kenya, Sustainability, Special
Issue: Tourism and Environment in the Shift of a Millenium: A Peripheral View,
Vol. 6, No. 3, pp. 36-54.
Rashmi Verma (2017), Rural Tourism in India: Scope and Potential, Kurukshetra,66,5-6
Singh, K., Gantait, A., Puri, G., & Swamy, A. (2016). Rural Tourism: Need, Scope
and Challenges in Indian Context. Hospitality and Tourism: Challenges,
Innovation, Practices and Product Development (ISBN: 978-81-8435-490-4).
https://doi.org/10.5281/ zenodo.1164011
Theng, Sopheap & Qiong, Xiao & Tatar, Corina. (2015). Mass Tourism vs Alternative
Tourism? Challenges and New Positionings. Etudes Caribéennes. 32.
56
TOUR 0129
AN IMPACT OF CORPORATE RECRUITMENT TRENDS AMONG INDIAN HOTELS

BEFORE COVID ERA: AN ACADEMICIAN’S PERCEPTION.
Dr. D. S. Duke Thavamin

Asst. lecturer IHM Bangalore
Dr. R. Kannan
Professor & Director, CTHM MKU
Abstract
Purpose –This effective study aims to focus on the recruitment process changes
among Indian hotels. As hospitality facilitators, we would like to understand and
analyse the need of recruitment process changes among Indian hotels and how it
impacts student community and academicians. Especially nowadays the hotel chains
recruit people in corporate level. The process of recruitment also varies group of hotels
to a group of hotels. The introduction of agency recruitment also becomes successful
in the hotel industry indeed; nevertheless, this new recruitment trend scares a group of
students who are starting their carrier in hotels.
Design/methodology/approach – The sample was gathered through a simple random
sampling technique. The study utilizes in-depth semi-structured questionnaires of 200
participants. The data will be subject to prove with the chi-square hypothesis test
analysis
Findings – The results expose the relationship between population and sample
variances. Also it helps to understand the association between the variances.
Research limitation– The sample was limited to Academicians/students from Bangalore
hospitality institutions and Recruiters visited IHM Bangalore.
Practical implications – This paper offers awareness to hospitality students how the new
recruitment process works in a group of hotels. This study emphasizes that to satisfy the
current need of the hotel industry the students have to evolve. However, it can also be
a medium to reach recruiters to understand the difficulties are getting experienced by
the student community. Eventually this paper helps the placement cells from
hospitality institution in India to strengthen the bond between institute and industry.
Keywords: Recruitment, Corporate, Agency, Hotel chains, Hospitality students.
INTRODUCTION
In hospitality studies, placements are believed to be the peak of all academic
activities. Each hospitality study preferring students in India has a dream to get a
position called management trainee in hotels. Sometimes it is believed that getting MT
programs in hotels is a prestigious achievement among hospitality students indeed. On
the flip side, Hotels are also in the need of qualified and efficient candidates to satisfy
their workforce scarcity. The Placement drive in institutes and campus recruitment
process in hotels both should act parallelly effective. If, The mutual understanding
57
between hotels/groups and hospitality educational institutions is strong enough the

best output in the hospitality industry will be seen vividly. However, in recent days the
adaptation of corporate recruitment processes has become a practice in
hotels/groups to recruit MT‘s. Only the entry-level positions are asked to be taken care
of by the respective unit. The corporate level recruitment is the process consists of
building the recruitment team with HR managers from various units, technical experts
from various units and unit heads/ GMs of the various units, conducting aptitude and
psychometric online tests by agencies, different level of interviews in different locations
and handing over the offer letters to the students directly with no loop in with institutes.
When this hiring process is underway, there used to be a handful amount of students
do perform well. However, the researchers found most of the time the majority of the
students are struggling to get through the processes. Especially the lengthy recruitment
processes and spending time/money in travelling for different rounds make students
very much scary. Moreover, the mental pressure is highly built up until the process
ends. This mental state directly affects student‘s academics without any doubt. This
study is planning to analyze more about the impact of the latest recruitment trend
issues noticed among the hospitality students community. The researchers made an
honest effort to reduce the gap with more understanding between the latest
corporate level recruitment process followed by hotels/groups and distressed
hospitality students who are preparing themselves for placement
METHODOLOGY
The simple random sampling was undertaken with 200 participants: 150 Hospitality
academicians and students, 50 Hotel Human Resource Personalities visited IHM
Bangalore for campus interviews. The data will be subject to prove with the chi-square
test analysis with two variances. chi square hypothesis test is used in this paper.
Menlo Park, Calif., Aug. 11, 2016 /PRNewswire
Article titled: Are You Taking Too Long to Hire?
New Worker Survey: Most Frustrating Part of Job Search is Long Wait to Hear Status;
Nearly One-Quarter of Workers Lose Interest within One Week of Initial Interview
According to Robert half survey
i. Timing is everything, the saying goes, and for firms trying to hire it could make
the difference between securing the candidate and losing out. For almost six in
ten workers (57 percent) in a Robert Half survey, the most frustrating part of the
job search is the long wait after an interview to hear if they got the job. Nearly
one-quarter (23 percent) lose interest in the firm if they don't hear back within
one week after the initial interview; another 46 percent lose interest if there's no
status update from one-to-two weeks post-interview.
ii. Robert Half's "Time to Hire" survey explored worker sentiment about the job
search process, specifically their views about the timeframe between setting up
the initial interview and receiving the job offer. More than 1,000 U.S. workers
currently employed in office environments were surveyed by an independent
research firm for the study.
iii. Hiring managers who fail to make timely decisions face a number of
consequences, most notably losing candidates. When faced with a lengthy
58
hiring process, 39 percent of survey respondents lose interest and pursue other
roles, while 18 percent decide to stay put in their current job. Nearly one-third
(32 percent) said a protracted hiring process makes them question the
organization's ability to make other decisions.
iv. "The hiring process provides a window into the overall corporate culture,"
McDonald senior executive director of Robert Half noted.
Sinead Nolan on Sep 25, 2014
Article titles:- Are psychometric tests effective?
Psychometric testing has been used to measure aptitude, intelligence and personality
for many years. Many employers use them to help whittle down candidates.
i. Psychometric testing is effective
Siobhan Hamilton-Phillips BSc MBPs has over 30 years experience as an occupational
psychologist. Over the years she has offered psychometric testing for major companies
and organisations including The Industrial Society, the BBC and LBC. She founded her
own company, Career Psychology, in 1992. Says.
A very sophisticated test will allow the company to build the profile they require and
then find the closest match amongst the candidates. This would not be possible using
the interview alone as a selection tool. The alternative would be to hire the person on
a six months trial basis to see how they perform, which is an expensive option.
ii. Psychometric testing isn‘t effective
Catherine Fitzsimons is a HR director and founder of Fresh Thinking. A Human Resources
professional with a masters in Human Resource Management, she has over 30 years
experience in manufacturing, pharmaceutical, construction, and service industries
says.
―I don‘t think that interviews can be substituted for a test of box-ticking, because you
cannot underestimate the gut instinct of an interviewer or interviewee.
―While we are all a product of our environment and can be influenced by all sorts of
factors, our brains are very complex devices; experts at telling us a huge amount
about a person or a situation in just a fraction of a second, something psychometrics
cannot do.
ANALYSIS
Table No.1
Table showing respondent‘s experience in hospitality field
Sl. No No of years No of Respondents Percentage
1. 1-3 years 130 65 %
2. 4-5 years 20 10 %
3. 6-7 years 20 10 %
4. 8 years and above 30 15 %
Total 200 100%
The table points out that -
59
65 % of the respondents are having 1-3 years of hospitality field experience.

15 % of the respondents are having 8 years and above of hospitality field experience.
Table No. 2
This table shows reason behind corporate level recruitment process becomes popular
in hotels in recent years by the observation of respondents.
No of
Sl.no Reasons Percentage
respondents
1. Recruitment process becomes easy 40 20 %
2. The best MT candidate among the nationwide 04 02 %

institutes will be chosen
3. It reduces the direct influence of local unit HR 110 55 %

department
4. Recruitment will be unbiased 10 05 %
5. There will be a standard in recruitment process 36 18 %
200 100%
This table points out -

55 % of the respondents choose the reason ―It reduces the direct influence of local
unit HR department‖
20 % of the respondents choose the reason ―Recruitment process becomes easy‖
18% of the respondents choose the reason ―There will be a standard in recruitment
process‖
05 % of the respondents choose the reason ―Recruitment will be unbiased‖
02 % of the respondents choose the reason ―The best MT candidate among the
nationwide institutes will be chosen‖
FIND TEST STATISTIC
i) NULL Hypothesis H0 =
New corporate recruitment trends in hotels brings no distress to students
ii) ALTERNATIVE Hypothesis Ha =
New corporate recruitment trends in hotels brings distress to students
iii) Level of significance α = 0.05
The level of significance 0.05 is related to the 95% confidence level and
60
05% Rejection level

Level of significance α = 0.05
iv) degree of freedom
df = (rows -1) (columns – 1)
= (2-1) (5-1)
=1×4
=4
v) critical value = 9.488
CHI- SQUARE ANALYSIS

Table No. 3
OBSERVED
A. Psychometric, aptitude online test and group discussion.
B. Time span of whole recruitment process.
C. travelling elsewhere from their current city for different rounds
D. The disturbance in academics since recruitment process takes more than three
months.
E. undesired location assignment
Sample variance σ2 s
No of observations on New corporate recruitment trends
Population in hotels brings distress to students because of ….
Sl. Variance Total no of
no respondents
σ2 p A B C D E
No of respondents
Hospitality
1. Academicians 25 52 48 15 10 150
and students
Hotel HR
2. 20 05 07 05 13 50
personalities
TOTAL 45 57 55 20 23 200
This above table shows questionnaire and interview results on new corporate
recruitment trends in hotels brings distress to students with two population variances
and five sample variances
Table No 4
This table shows researcher‘s expectations on new corporate recruitment trends in
hotels brings distress to students with two population variances and five sample
variances.
61
EXPECTED
No of observations on New corporate recruitment trends in
Sl. Population hotels brings distress to students because of ….
no Variance σ2 p
A B C D E
No of respondents
Hospitality
1. Academicians 33.75 42.75 41.25 15 17.25
and students
Hotel HR
2. 11.25 14.25 13.75 05 05.75
personalities
Table No: 5
= Probability Value = P value falls between test statistic and critical value
This table shows probability value against new corporate recruitment trends in hotels
brings distress to students with two population variances and five sample variances
Population No of observations on New corporate recruitment trends in hotels
Variance brings distress to students because of ….
Sl. σ2 p A B C D E
no
No of respondents
1. Hospitality 2.26 2.00 1.10 0.00 3.04

Academicians
and students
2. Hotel HR 6.80 6.0 3.31 0.00 9.14

personalities
x2 = test statistics = 33.65

C value = 09.488
Level of significance α = 0.05
FINDINGS
The p-value is a probability that measures the evidence against the null hypothesis.
Lower probabilities provide stronger evidence against the null hypothesis.
62
In our chi-square hypothesis analytical test –
“P value is less than significance level”

―In these results, the P-value falls between 09.488 and 33.65‖
―The P-value is less than level of significance (α) = 0.05‖
TEST RESULT
Our test rejects the null hypothesis that is ―New corporate recruitment trends in hotels
brings no distress to students‖Also our test concludes there are evidences found that
population and sample variances are associated with each other.
INTERPRETATION
Our chi-square test is performed to reject the null hypothesis. The significance level
fixed by the researchers is 0.05. After analysis, probability value lays less than the
significant level that is on the top of significance level (0.05) area in one tail chi-square
distribution chart. It conceives meaning that a very low amount of probabilities are
there to support the null hypothesis and more strong evidence is there to reject the null
hypothesis. When the null hypothesis gets rejected, alternative hypothesis ―New
corporate recruitment trends in hotels bring distress to students‖ becomes true.
The researchers doubt got clarified with the chi-square hypothesis test that new
corporate recruitment trends in hotels bring distress to students. Also, the
academician's perception of a new corporate-level recruitment process becomes
true indeed.
This test proved the sample variances are highly accurate and well connected with
the population variances.
SUGGESTIONS
To overcome the distress among students‘ researches framed few suggestions to
hotels and hospitality institutions which are given to the respondents for observation
and select the best one.
This below table shows-
Which is the most required factor needed to be implemented with high urgency to
overcome student‘s distress towards corporate level Management Trainee recruitment
process?
63
Total no of
Sl. No Suggestions percentage
respondents
1. Familiarization of Recruitment team with the local units 22 11%

and clue the institute up with the recruitment process
before the campus interview process should become a
regular practice
2. Till the handing over of offer letter all communications to 18 09%

the students after campus interview must be made
through institute/local units.
3. Possibly all the Rounds can be kept in the city where the 76 38 %
institute is located. If travelling is necessary TA and stay
must be taken care of by the companies
4. The span of recruitment can be shortened and the 58 29 %

process can be fastened
5. HR department/Placement cell in Local units/institutes 26 13 %

may consider installing the latest communication tools to
make the recruitment process distress free to students.
TOTAL 200 100%
This table shows:

38 % of the respondents are willing to see a change from the corporate recruitment
process as follows:- ―Possibly all the Rounds can be kept in the city where the institute
is located. If travelling is necessary TA and stay must be taken care of by the
companies‖
process as follows:- ―The span of recruitment can be shortened and the process can
be fastened‖
13% of the respondents are willing to see a change from the corporate recruitment
process as follows:- ―HR department/Placement cell in Local units/institutes may
consider installing the latest communication tools to make the recruitment process
distress free to students‖
11% of the respondents are willing to see a change from the corporate recruitment
process as follows:- ―Familiarization of Recruitment team with the local units and clue
the institute up with the recruitment process before the campus interview process
should become a regular practice‖
process as follows:- ―Till the handing over of offer letter all communications to the
students after campus interview must be made through institute/local units‖
64
CONCLUSIONS
The hotels and the groups among pan Asian regions are developing new trends in the
recruitment process nowadays so-called corporate level of recruitment. They believe
that the best and qualified workforce among the Indian hospitality institutes can be
identified by the corporate level of the recruitment process. At the same time, the
researchers believe that the latest corporate recruitment process leads the majority of
the students to a state of unrest and painful yearning.The researchers identify this issue
as their teaching profession much mostly connected with the student community. This
study was performed to understand the students‘ perception of the latest recruitment
processes and make them comfortable for their campus interviews. Moreover, this
study can be a bridge between the student community and hoteliers to analyze the
difficulties faced by students when they go through a corporate-level recruitment
process.The researchers recommend the hotels/groups to take the age and spending
capacity of the students into considerationvery effectively.
The researchers‘ strongly believe that recruitment processes should be used to identify
the right candidate for the right position for their units. It should never be considered as
a tool to shatter the confidence level of the students. Most top of it these budding
hospitality aspirants would be becoming reliable employees in due course of time to
the respective hotels /groups. Some of them may lead the units as well. If the trust and
the bond are constructed in the initial stage i.e. process of hiring with the hotels the
researchers believe in the future the brand equity of the hotels/groups would be
constructed by these budding hospitality aspirants.
BIBLIOGRAPHY
1. C R Kothari, 2004, Research methodology , Second Revised Edition, New Delhi,
New Age International (P) Limited, Publishers
2. Menlo Park, Calif (2016, August 11) Are You Taking Too Long to Hire?
https://www.prnewswire.com/news-releases/are-you-taking-too-long-to-hire-
300312098.html
3. Sinead Nolan (2014, September 25) Are psychometric tests effective?
https://www.totaljobs.com/insidejob/are-psychometric-tests-effective/
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65
TOUR0112
STATE TOURISM POLICIES AND ITS FOCUS ON SUSTAINABLE TOURISM

DEVELOPMENT
Dr Suja John
School of Business and Management/ Christ (Deemed to be University/ India)
Dr Nagarjuna G
School of Business and Management/ Christ (Deemed to be University/ India)
Mr Sachin Soonthodu
School of Professional Studies/ Department of Tourism Studies/ Garden City University/India)
Abstract
Tourism is complex in nature since it involves many stakeholders in producing tourism
products. Each stakeholder has their own intention and motivation that may have an
adverse impact on the destination resources. A comprehensive and coherence
tourism policy plays a vital role in the overall development of the tourism destination.
While framing tourism policy, it is essential to consider the interest of different
stakeholders and their stake in tourism destination development. An integrated
approach to tourism policy helps in addressing the various challenges faced by
tourism industry and this can be achieved by involving stakeholders and different
government departments. There is a notion that national and state short term tourism
policies focus on economic benefits such as job creation and other infrastructural
development that yields immediate results. This might lead to private stake holders to
work only for profit and economic growth that may lead to exploitation of resources.
To achieve sustainable tourism development, tourism policies should also focus on
sustainable tourism development that may act as guide for all the various stakeholders
to adopt sustainable tourism approach to their business model. So, government policy
intervention may be effective in terms of implementing a long term and sustainable
vision for the tourism sector. Keeping this as background the study aims to compare
the Karnataka and Kerala state tourism policies vision, mission and other various
guidelines related to sustainable tourism development for the state. The study is
conceptual in nature. The study selected Karnataka and Kerala state as sample since
both southern states is rich in its natural and heritage resources and border of these
two states known for its wildlife resources that attract many tourists in a year. The study
adopts comparative analysis to identify sustainable tourism approach in both
Karnataka and Kerala tourism policy from 2010 to 2020. The key outcome of the study
might be useful in identifying the gaps and inter exchange of policy and strategies on
sustainable tourism approach in their respective tourism policies.
Keywords: Tourism Policy, Sustainable Tourism, Stakeholders, Destination
66
Introduction
Tourism policy is imperative for every country that wishes to employ tourism for regional
and national economic development. It is far more important for destinations to adopt
a planning/policy framework that treats tourism not in isolation but as an integral
component of the entire development process (Ioannides & Holcomb, 2003). Tourism is
a multiplex system that stretches throughout many special sectors which influences a
wide range of areas and its improvement commonly requires regulations as well as
public and non-public sectors involvement. The public and private sector's
involvement is usually motivated by the social and economic concern as tourism is an
economic activity that needs regulations to adjust all forms of such activities (Hall &
Jenkins, 2004). On the other hand, the involvement and responsibility of all
stakeholders into the creation and implementation of regional tourism policy depends
on the level of cooperation between the private and public sectors and is an
important precondition for the creation and implementation of regional tourism policy
(Kucerová & Makovnik, 2009). The tourist industry is a sector where policy involvement
and strategic planning through joint government and/or private sector activities are
widespread at local, regional, and national levels, including product development,
infrastructure, human capital development, and marketing (Baum, 2018).
Sound tourism planning, tourism policy is a strengthening tool that envisages new
initiatives aimed at making tourism a catalyst for jobs generation, environmental
regeneration, the improvement of remote areas and the development of women and
different disadvantaged groups in the country (Dayananda & Leelavathi, 2016). The
development and implementation of tourism policies should be flexible in order to take
into account the needs of local communities and visitors, as well as addressing issues
related to changes in local livelihoods in order to ensure maximum support for
environmental protection and equal distribution of tourism benefits (Cobbinah &
Darkwah, 2016).
The main role of tourism policy is in its ability to state the right direction for tourism
development and define ―rules of the game‖ for all stakeholders. The goals determine
the future tourism policy and describe the final form of tourism that the government
wants to achieve in the economic, social, and environmental spheres (Goeldner &
Ritchie, 2011).
Proper policy formulation and governance are essential to safeguard the responsible
use of natural resources and sustainable development. When designing policies,
policymakers should consider the socio-cultural and economic benefits of a
destination through policies and seek to monitor the various environmental impacts of
a destination.
Literature Review
There are two basic reasons for making policies and plans: first, it is to evaluate the
scarcity of resources available to support development initiatives; second, to allocate
these scarce resources efficiently (Jenkins, 2015). There is an important need for a
closer link between tourism policy objectives and destination image which is essential
to make tourism a key variable for the socio-economic development outcome of
destination and communities (Kokkranikal, et al.,2011). Ideally, successful sustainable
tourism development should involve various government departments, public and
private sector companies, community groups, and experts (Wahab & Pigram, 1998). it
will be difficult to make progress in tourism sustainability without direct, clear, and
67
resolute involvement of policymakers in destination management (Brendehaug, et al.,

2016). It should be noted that, although it is the Government (at its different levels) that
is able to develop public policies to incorporate sustainability into tourism
management, it requires the collaboration of all stakeholders to ensure their successful
implementation and development (Sánchez & Fernández, 2014). Collaboration and
coordination, decentralization, and participation, as well as information, are regarded
as important parameters for successful sustainable tourism policy (Pforr, 2004). The
Priorities of national economic policy, the structure of public administration and
emergence of environmental issues are some of the major challenges to promote
sustainable tourism development (Tosun, 2001). Tourism policies should be framed
based on holistic approach that help to identify the impact of over development on
eco-tourism destinations (Nair, 2015). Tourism policy should enable the identification
and mitigation of impacts (ATREE, 2006). Tourism policies and planning are particularly
important in these nations to prevent resource degradation, unsafe operations, and
unsustainable development (Dodds & Butler, 2010). The main reason for the existence
of tourism policy is to create an environment which provides maximum benefits to
regional stakeholders while minimizing the negative impacts of tourism (Ritchie &
Crouch, 2003). The other guidelines for an efficient policy include local community
involvement and more concentration in creating partnerships in the public and
private sectors, encouraging cooperation by all the regions for effective integration
and participation, equity in resource allocation and sharing benefits, coming up with
expansion for innovative ideas on tourism (Stevenson, et al., 2008).
Methodology
The study aims to compare the Karnataka and Kerala state tourism policies vision,
mission and other various guidelines related to sustainable tourism development for
the state. The study is conceptual in nature, as it considered the state tourism policy
parameters such as vision, mission, objectives, thrust areas, marketing, investment, HR
development, infrastructure development, product development and visitors
experience and try to understand whether any sustainable tourism approach in the
parameters while drafting the policy. The study selected Karnataka and Kerala state
as sample since both southern states is rich in its natural and heritage resources and
border of these two states known for its wildlife resources that attract many tourists in a
year. The study adopts comparative analysis to identify sustainable tourism approach
in both Karnataka and Kerala tourism policy from 2010 to 2020.
Comparative analysis emphasizes on the explanation of differences and the
explanation of similarities and this will help to establish relationship between two or
more phenomena (Adiyia & Ashton, 2017). Universalizing comparative research as it
aims to establish that every instance of phenomenon follows essentially the same rule
(Tilly, 1984). The study adopts universalizing comparative method by keeping
sustainable tourism approach as rule to compare the Karnataka and Kerala tourism
policy.
68
Findings & Discussion

Table 1: Karnataka Tourism Policy 2009 – 2014 and Kerala Tourism Policy 2012
Sustainable tourism approach 2009-2014 Karnataka Kerala Tourism

parameters Tourism Policy Policy 2012
Preamble 
Vision 
Mission 
Objectives  
Thrust areas  
Marketing
Investment 
HR Development 
Visitor Experience 
Source: Karnataka and Kerala Tourism Policy
The above table clearly indicates that Kerala adopted sustainable approaches in its
various aspects of its tourism policy compared to Karnataka tourism policy for the year
2009 and 2014. Kerala Tourism policy in its preamble mentioned about importance of
involving local community across destination and in various activities of tourism sector
to minimize leakage and to maximize linkages with an industry to reap maximum
benefit. Whereas Karnataka tourism policy not mentioned about sustainable
approach in its preamble. From the vision and mission point of view, Kerala tourism
policy vision states that ‘Tourism becomes a vibrant and significant contributor to the
sustainable development of the state of Kerala’ and its mission statement, ‘Tourism
sector attracts investment, which will be sensitive to the natural environment and
Communities benefit from tourism and value its contribution. On the other hand,
Karnataka tourism policy vision and mission statement not reflected on sustainable
tourism approach. With respect to objectives and thrust areas both the policies thrown
light on sustainable tourism approach where Karnataka tourism gave importance for
community benefit out of tourism and development and promotion of eco-tourism.
Whereas Kerala tourism also focused on benefit for the community from tourism. When
it comes to marketing both policies have not focused on sustainable approach, but
they adopted conventional way of promoting destination. In investment Kerala tourism
policy introduced subsidy system to promote responsible tourism practices but
Karnataka tourism policy adopted to PPP model of investment for its tourism project.
For human resource development both the policy highlighted on capacity building of
local community with the help of educational and private institutions. Though both the
policy aims at fulfilling visitors experience, Kerala tourism policy may be highlighted in
terms of sustainable approach, since its focused more on managing tourism resources,
enhancing local level experience, environmental friendly practices, promotion of local
souvenirs, local cuisine with respect to enriching visitors experience. Overall Kerala
69
tourism policy focused more on sustainable tourism approach compared to Karnataka

tourism policy while framing their policy during 2009-2014 tenure.
Table 2: Karnataka Tourism Policy 2015-2020 and Kerala Tourism Policy 2017
Sustainable tourism approach 2015-2020 Karnataka Kerala Tourism

parameters Tourism Policy Policy 2017
Introduction  
Vision 
Mission  
Objectives  
Thrust areas  
Marketing
Infrastructure Development 
Product Development 
Investment 
HR Development 
Visitor Experience 
Source: Karnataka and Kerala Tourism Policy
In the introduction phase both the policy mentioned sustainable tourism approach as
Karnataka tourism policy stated, ‗Policy strives towards creating an enabling
environment for safe and sustainable tourism and empowerment at local level‘.
Whereas Kerala tourism policy mentioned ‘strengthen the tourism sector without
compromising the environment in the face of a variety of environmental issues.’ As
part of vision and mission, Kerala tourism policy has not specified any vision on the
other hand Karnataka tourism policy vision states that ‘To develop Karnataka as a
safe, sustainable and most-favored tourism destination - and improving livelihood
opportunities at the local level. Karnataka tourism policy in its mission statement stated,
‘Preserve the social and cultural fabric of the state and Protect the environment &
ecology and encourage safe, sustainable and responsible tourism in the
state.’ Whereas Kerala tourism mentioned ‘Create more jobs through responsible
tourism and new tourism policy’ as mission statement in its policy. With respect to
objectives and thrust areas both the policies thrown light on sustainable tourism
approach where Karnataka tourism gave importance for community benefit out of
tourism and development and encouraging corporate to invest in tourism projects
related to community involvement and rural tourism. Whereas Kerala tourism also
70
focused on action plan for sustainable tourism development. With reference to

marketing, Kerala tourism policy and Karnataka tourism policy highlighted its
conventional way of promoting destination. With respect to infrastructure
development, Karnataka tourism in its policy highlighted about retail infrastructure for
local produce, community kitchens, public conveniences at rural location with the
help of the communities and environmentally friendly vehicles. On the other hand,
Kerala tourism as per its Haritha Kerala mission various infrastructure development
measures will be consider transforming the state into a carbon negative and green
carpet project as part of infrastructure development in its policy. As part of product
development Kerala Tourism in its policy highlighted about use of extensive renewable
energy resources in eco-tourism, mud football as promoted as local sports, global
literary festival and the international music festival will be organized with the
participation of community organizations, green farm project to develop farm tourism
focusing on planation areas and forms, food fairs and competitions for the
development of indigenous food and beverages. On the other side Karnataka Tourism
followed its previous policy by giving importance development of ecotourism product
and rural tourism that will provide opportunities for economic and social development
of the local communities. Though Karnataka tourism policy came up with subsidies and
investment schemes but none of them reflect on the sustainable tourism approach
rather its focus on project basis. Whereas Kerala tourism policy developed tourism
entrepreneurship fund to encourage local economy. From the perspective human
resource development both the tourism policy emphasized on capacity building and
training programs for communities and tourism students with the help of training
centers and educational institutions. Again both the policy aims at fulfilling visitors
experience, Kerala tourism policy may be highlighted in terms of sustainable approach
since its policy focus on providing experiential type of experience to tourists by
involving them in activities and creating awareness among the tourism about the
significance of preserving natural and heritage site. Karnataka tourism in its 2015-2020
policy has mentioned some of its initiatives that focus on sustainable tourism approach
compared to its 2009-14 tenure but Kerala tourism in its 2017 policy advanced its view
on sustainable tourism approach on various aspects of tourism development.
Conclusion
The recent draft national tourism policy proposal dedicated a separate section for
sustainable and responsible tourism. This indicates the importance of state tourism
policies focusing on sustainable tourism. Government intervention in terms of framing
policies, programs and guidelines that support sustainable tourism practices of tourism
sector. This study broadly explains the state tourism policy and its focus on sustainable
tourism development with respect to Karnataka and Kerala tourism. From a broader
perspective Kerala tourism giving more prominence to sustainable approach in terms
of vision, mission, infrastructure development, product development, investment
schemes and human resources development in its policy that may act as guide for all
the stakeholders to implement sustainable tourism practices effectively. Though
Karnataka tourism gave its attention towards sustainable tourism approach in its 2015-
2020 policy, still it has scope to give more detailed sustainable tourism policy
information that may act as guide for effective implementation of sustainable tourism
practices in Karnataka.
71
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and planning: A serious sin of omission? Journal of Sustainable Tourism, 26(6),
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sustainable tourism planning: issues in implementation. Journal of Sustainable Tourism,
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73
Health and Medical Tourism
TOUR0139
HEALTH AND MEDICAL TOURISM IN ASIA
Mr. Mohamed Halith

Centre for Tourism and Hotel Management, Madurai Kamaraj University
Dr. R. Kannan
Centre for Tourism and Hotel Management, Madurai Kamaraj University,
Abstract
Asia is an important destination for global medical travelers due to its medical
expertise, innovative technology, safety, attractive tourism destination and most
importantly cost benefit. This study aims to propose an approach that effectively
evaluates the performance of the health and medical tourism industry in terms of
economic impact factors, and provides a conceptual framework for industry analysis.
The contribution of each place in this region was revealed. The study reports outlined
the overall position of the medical tourism sector with a view to the Asia-Pacific region.
Data were collected for six key locations, including Singapore, Thailand, India, South
Korea, Malaysia and Taiwan. The results, which show that tourism resources and
healthcare medical infrastructure play an important role in improving the health and
medical tourism sector, were considered cost effective and marketing efficiency was
low. In addition, performance analysis Thailand has a good performance and ranks
first, followed by Malaysia, India, Singapore, South Korea and Taiwan, respectively.
Taiwan's revenue has grown slowly over the past six years, with a market of about NT $
20.5 billion, and the number of medical passengers is expected to rise to 777,523 by
2025. The findings of this study are expected to provide useful information on key
players involved in the health and medical tourism sector and strategic planning.
Keywords: medical and health tourism sector, Asia, sustainable growth, economic
impact
Introduction
Over the past few decades, Asia has become a favorite medical tourist destination for
people around the world. From its world-famous reputation for impeccable white
beaches, historical sites and rich cultural heritage, the rapid development of cyber
technology and advances in medical technology in world health systems, world-class
modern technology, as well as attractive tourist destinations and cost benefits, is
rapidly accelerating the medical tourism industry in developing countries. Now its
health care in Asia is attracting more attention. Accordingly, there is a trend of patient
migration, which is the transition from developed countries to developing countries for
treatment, which is expected to bring in lucrative market returns. Statistical data for
2019, U.S. 47% of citizens have gone abroad specifically for medical treatment, and
India is one of the most popular destinations for U.S. medical travelers. They wanted
medical treatment abroad because other countries could provide cheaper health
74
care than the United States, and different treatment modes could save up to 25% -
60% compared to the United States. This benefit is hard to find in the US healthcare
system, which is considered to have the most expensive medical costs in the world. By
comparison, only 2.2% of Chinese (approximately 3.5M people) travel for medical
treatment purposes. Medical practices preferred by health tourists range from liver
transplant surgeries, dental profile, cosmetic surgeries, cardiology, orthopedics,
cancer, reproductive surgeries, weight loss, cans, tests and health tests. Health and
medical tourism has recently been estimated to be a multi-billion dollar industry that
continues to grow. Medical tourists from all over the world are looking for suitable
tourist destinations for medical treatment abroad, offering high quality, low cost,
dedicated care and hospitality offers with caregiver. In fact, the global medical
tourism market is valued at US $ 16,591 million in 2018 and is expected to grow to
about US $ 26,786.6 million in 2024, according to the Mordor Investigation Report. A
report released by Visa and Oxford Economy points out that about 11 million medical
tourists generate $ 100 billion in market value each year, providing a large market with
a growth rate of 25% per annum. In addition, with the improvement of living conditions
and personal income, the demand for private health care has increased significantly,
especially in cosmetic surgery. Data for 2019 showed that the US conducted 4.26M
cosmetic procedures, while Brazil had the 2nd largest number with 2.3M procedures,
followed by Mexico, Germany, India and many more.
As mentioned above, the business of health and medical travel is growing with the rapid
change in the business environment and customer demands, and medical service
suppliers need to adapt new business models to meet the needs of overseas patients.
Today, health services are advertised in the global market with "solar and surgical"
packages offered by international hospitals or clinics in the global market. Competition
over the global medical tourism sector is overcoming many challenges. In this way,
governments in some countries, especially in the Asia-Pacific region such as Thailand,
South Korea, India and Taiwan, are encouraging the development of health travel as
an important industry. The burgeoning medical tourism sector is creating opportunities to
enhance the local healthcare system and its associated economic contributions. This
can be achieved by reaping greater benefits by providing services related to foreign
tourists and by boosting economic growth in terms of ―brain drain‖ revenue. In
particular, globalization in medical tourism will play a key role in determining
international patient selection, promoting fair competition among hospitals, and
implementing high-quality health products for medical tourists. As a result, tourism
market players and healthcare providers and policymakers are increasingly focusing on
the business of medical tourism. Therefore, additional promotion campaigns on medical
service exports have been conducted in the region over the past two decades.
According to patients across the border, Costa Rica, India, Malaysia, Mexico,
Singapore, South Korea, Taiwan, Thailand, Turkey and the United States are recognized
as the best global medical tourism destinations. Of these, some places in the Asia-
Pacific region have recently dominated the medical tourism market and are expected
to continue their stronghold for a few more years. A significant portion of the Asia-Pacific
region comes from India, Thailand, Singapore and Malaysia, due to the availability of
quality health care facilities at relatively low cost.
Literature Review
Patient statistics across borders indicate that Thailand is the most preferred destination
serving about 2.4 million patients, while India currently holds 18% of the global medical
75
tourism market. According to Indian Ministry of Tourism, medical tourism in India has
the potential to cross $ 9 billion, accounting for 20% of the global market share by
2020. India is now one of the fastest growing medical tourism destinations in Asia. The
rise of complete and alternative healing practices developed from specialized health
professionals, state-of-the-art facilities, high quality medical training, cost
competitiveness and AYUSH (Ayurveda, Yoga, Unani, Siddha and Homeopathy) has
elevated India's position in global medicine to tourism. Low cost of living, ease of
communication and strong drug track were the main catalysts for this evolution. The
number of patients coming to India from South Asian countries, the Middle East and
Africa for health needs such as cancer treatments, transplants and heart surgeries is
increasing. According to FICCI and IMS Health, more than 500,000 foreign patients are
treated in India every year.
As a result of the increase in international medical tourists to the Asia-Pacific region,
the region's market revenue is estimated at US $ 4.8 billion in 2018. Moreover, with the
success of gaining significant recognition and reputation in the global medical
services of these providers, the Asia-Pacific region has become one of the leading
players in attracting the most attractive locations in the global medical tourism
industry. Figure 1 shows the trend of medical tourism visits in the Asia-Pacific region
from 2001 to 2018
Figure 1
The Asia-Pacific region is known as a common medical tourist destination, which has
been successful in attracting medical travelers worldwide and is ranked sixth in the top
ten in the world. Therefore, in order to attract more and more medical travelers and
sustain competitive benefits and sustainable growth in the future, Asia's medical
tourism marketing strategies and cost-competitiveness need to be strengthened.
Furthermore, it can expand foreign patient resources to different areas and promote
attracting more affluent patients with luxury health packages. On the other hand, the
government plays an important role in enhancing the competitiveness of the medical
tourism industry by enacting appropriate laws and integrating it with other industries,
such as service information for medical tourists, lower airfare, tax revenue, cross-border
insurance and refunds.
Although the Asia region has recently been recognized as a preferred destination for
medical tourists, the focus should be on sustainable development of health resources
76
and improving medical quality, tourism environment and its competitive and
marketing performance. Although different methods are used to explore the factors
affecting the growth of the medical tourism industry compared to previous studies, the
findings of this study provide the same information to market players in this field. The
motivation to convert an international tourist into a medical traveler is to obtain health
and medical services abroad at low cost, but the quality of medical tourism providers
is the first condition that is considered by medical travelers. Accordingly, improving the
health system towards international standards and improving the international image
of the host countries will also contribute to attracting international tourists and medical
travelers.
Conclusion
Above study confirmed that tourism resources and ascription as well as healthcare
and medical infrastructures are very important conditions for sustainable development
of international medical services in the Asia region. And, performance analysis
identified that Thailand has great performance and retained the top destination for
sustainable development of healthcare travel, followed by Malaysia, India, Singapore,
South Korea and Taiwan. This study proposes an approach which successfully assesses
performance of the medical tourism industry based on considering the economic
impact factors. The findings of this study are expected to provide useful information for
key players of the medical tourism industry in strategic planning, this study only focused
on the number of medical travelers and the revenue of Asia.
References
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Surgery, Cosmetic Surgery {Hair Transplant, Breast Augmentation}, Dental
Surgery, Orthopedic Surgery, Bariatric Surgery, Fertility Treatment, Oncology
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https://www.ha-asia.com/asia-the-global-giant-in-medical-tourism/)
77
Gastronomy Tourism
TOUR 0125
ASSESSING FACILITIES AT FOOD WALKS: A CASE STUDY OF DELHI
Dr. Sonia Sharma

SOTHSM, IGNOU, New Delhi
Suyasha Gupta
SOTHSM, IGNOU, New Delhi
Abstract
Food accords considerably towards total tourist expenditure amounting to one third
irrespective of the type of tourism. Such a significant expanse makes it an important
area to probe in by stakeholders. Moreover, food & beverage of any destination is
noteworthy component of the intangible cultural heritage of a region. In this regard,
Food walks (FWs) are gradually and certainly becoming an important resource of
promoting this intangible heritage as well as tourism. FWs, as we know, are the guided
and organised promenades on foot covering the most specific, branded, and
unbranded locations on a chalked out route where one can not only enjoy the
delectable food but also learn the historic tales associated with the taste.
Though Food Walk (FW) as a tourism product is in its‘ elementary phase, it is important
to examine the various aspects of this tourism product in India for the reason that it will
help in manoeuvring the overall tourism development. In pursuance of analysing the
concept of Food Walks in India, this paper will explore types of food walks existing in
Delhi, investigate the profile of food walk participants & organisers in Delhi and identify
the facilities at food walks for the participants. This is a descriptive research paper
which is explorative in nature. It is based on both Secondary data (literature review) as
well as Primary data from Food Walk Participants (FWPs) collected through
questionnaires and interviews of Food Walk Organisers (FWOs) and food enthusiasts.
Independent sample t-test was performed for analysing any statistical differences. The
socio demographic profiles of the FWPs were assessed to understand the market
segment for FWs in Delhi which in turn will help in improvising the product by the FWOs
and thus designing adequate marketing strategies. The study is aimed at forming a
basis for future research on food walks in Delhi and also to contribute to research
literature in food walks in India.
Keywords: Food walks (FWs), Food Walk Participants (FWPs), Food Walk Organisers
(FWOs), Facilities, Gastronomy
1.1 Introduction
The modern times have led people to have higher disposable incomes and the quick
access to the internet has led them to explore various adventurous activities at a
number of destinations with a growing interest in exploring the gastronomy of the
place visited as expenses on food while on travel for any reason is already much
higher as compared to other components in any itinerary. Therefore, an increased
78
focus on promotion of local cuisine is seen amongst tourism stakeholders. Moreover, as

cuisine exhibits intangible heritage of a place, it provides an added opportunity to the
stakeholders to explore this not so explored area in terms of tourism. Thus, now food is
much beyond a mere bodily requisite where it was earlier considered just as a
peripheral component of any form of tourism to now being one of the fundamental
aspects in terms of travel to any destination. Such a major shift is leading to
development of many types of gastronomic tourism products. The objective of this
research paper is to explore the types of food walks existing in Delhi, investigate the
profile of food walk participants & organisers in Delhi and identify the facilities at food
walks for the participants of Delhi. It is a descriptive paper based on primary data and
literature review.
1.2 Review of Literature
The connection of food with tourism is accentuating owing to the fact that food is
amounting to a sizeable expense while a person is on travel irrespective of the reason
he travels for. According to the study of Hall & Sharples (2003), about 25% to 40% is
spent on food by a tourist (Boyne et al, 2002; Ardabili and Rasouli, 2011; Canizares and
Guzman , 2012; Getz et al, 2014). With this big chunk of potential that food os a
destination is carrying, it is now being seen as an opportunity by the locals to
showcase their uniqueness in terms of gastronomy. Hence, a new form of special
interest tourism is emerging named gastronomy tourism. (Hall & Sharples, 2003).
Concepts like like culinary tourism, meal tourism, gastro tourism or food and wine
tourism, food tourism, gourmet tourism, cuisine tourism have evolved over a period of
time, however, they are being used interchangeably (Caliskan &Yilmaz, 2015). All
these concepts have the main focus of using local food and drinks at the destination
(Lin, 2006) for developing tourism at the destination (Karim & Chi, 2010). To explore the
aforesaid area, destinations are coming up with numerous facets that can promote
the local cuisine like local restaurants, vineyards, wineries, cookery schools, food and
wine festivals, local vegetable markets, food and wine routes, local vegetable and
fruits farms and fields, gastronomic routes, etc. (Yilmaz, 2015; Kivela and Crotts, 2006;
Long, 1998; Yun et al, 2011; Karim and Chi, 2010; Gheorghe et al, 2014) and amid these
aspects, gastronomic routes are becoming a distinguishable product as it offers an
opportunity to amalgamate numerous gastronomic possessions available at a
destination to a tourist (Gheorghe et al, 2014; Marinescu, 2014; Sharma and Gupta,
2020).
Though gastronomic routes have been into existence in developed nations known by
names like gourmet tours, taste paths, wine and taste routes / paths, etc.; they have
gained popularity towards the end of 20th century and in the beginning of the 21st
century when a Conference on Safeguarding of Intangible Heritage was held by
UNESCO in 2003. After Mexico, many countries in the world initiated the efforts as to
how they too can safeguard their gastronomic traditions as well as cuisines (Gracia
and Gonzalez, 2017) which were disappearing due to fast changing cultures in terms
of fast food and change in family structures from generations living together to
unstable nuclear families (Torres, 2011). India, as a country with an abundance of
culinary resources and an enormously abounding historical exchanges, is also
recognising its‘ potential to be manifested as a gastronomic destination with countless
indigenous ingredients, cuisines, spices, cooking styles and tools, culinary etiquettes
and ever amiable hospitality. India too is closely paralleling the internationally
prominent idea of integrating gastronomic attractions with tourism and is progressively
79
evolving a distinct gastronomic product named food walks. According to Sharma and
Gupta (2020), food walks are ―guided walk in a given specific geographic area with a
range of gastronomic products‖ and evolved from food trails and have an immensely
bright future as an extension to food circuits (Sharma and Gupta, 2018). Figure 1
depicts the conceptual dimensions of food walks as adapted from the study of
Sharma and Gupta (2018).
Figure 1: Conceptual dimensions related to food walks
Food Trails Food Walks Food Routes Food Circuits

•Self Guided •Guided •Guided •Guided
•Unorganized •Organized •Organized •Organized
•Previously •Within a •Longer •Longer
experienced specific area distances Distances
by someone •Known and •Theme based •Group of
•Well known unknown Routes
paths places
Source: Adapted from Sharma and Gupta (2018)

The duo also suggested that the term ‗food walk‘ is prevailing in India since 1990
but is in its nascent stage. Food walks are gaining popularity in Delhi owing to its
cultural diversity and iconic history (Sharma and Gupta, 2020). As such, facilities
form one of the major attributes examining the attractiveness of destination
(Middleton, 1989) and studies show how attributes effect in building the image of
any destination. According to Gartner (1989) and Haahti (1986), different people
have different perceptions about a destination based on its image and hence are
attracted according to their perceptions (Goodrich, 1978). The attractiveness of
any destination is surmised on the product it offers, performance it has and futurity
it displays (Genest and Legg, 2003). According to Ferrario (1979), for any
destination to be appealing to any tourist there should be something very unique
(i.e. an attraction) in it which indeed should be complemented by support services
and facilities. However, then numerous were studies carried on the categorising the
attributes of a destination in terms of destination attractions and facilities (Crouch
and Ritichie, 1999; Lew, 1987; MacCannelle, 1976) and it was emphasised that
facilities available can be included in attractions. Thus, food walk in itself is a
unique attractive and it is imperative to study the facilities associated with a food
walk. This paper focuses on Delhi as an area of research and particularly to identify
the facilities at food walks for the participants of Delhi and explore the types of
food walks existing in Delhi along with investigating the profile of food walk
participants & organisers in Delhi. The research was undertaken to address the
research gap as no formal documentation on facilities of food walks has been
done so far by the scholars. Additionally, so far academia has not yet much
focussed on this aspect in India (i.e. food walks) regardless of the fact that India is a
country with an embracing gastronomic resource and if tapped suitably can
highlight it into a prominent destination for gastronomic tourism.
80
1.3 Research Methodology

The objectives of this study were to explore types of food walks existing in Delhi,
investigate the profile of FWPs & FWOs in Delhi and identify the facilities at food walks
for the participants. A structured questionnaire survey was conducted in Delhi for the
FWPs. The data used was gathered using the questionnaire which has three sections
including demographic details (gender, age, education, profession and income),
facilities available at food walk and detailed information about participant‘s general
behaviour (preference of food, type of magazines they read, beverages they
consume, for example). Ten items were measured in the facilities at food walk section
on a five point likert scale and the respondents were asked to indicate how important
they considered each item on the scale (1=Irrelevant, 2=Not Important, 3=Neutral,
4=Important and 5=Very Important). Extensive interviews with the food walk organisers
were recorded for finding out the types of food walks and other related information
pertaining to the study and then transcripts were analysed through themes and codes
as a part of qualitative content analysis tool.
1.4 Results and Discussions
For the food walk organisers, the content analysis of the extensive interviews taken
from 5 respondents revealed that the FW organisers, considered it as an everlasting
experience to take part in food walks, particularly if one is a food lover and is keen on
understanding the unique culture, deep routed traditions, people and their lives
through food. The FW organizers consistently stated that they were all passionate for
food and the city and it was their passion that drove them towards exploring various
areas where both of the facets of their fascination could be actualized. They were all
having a corporate job belonging to an array of fields like marketing, software
designing, etc. which they found was not fulfilling much of their passion. The
comprehensive interviews with food walk organisers in Delhi affirmed that majorly they
are conducting food walks around festivals and sometimes even based on a theme
like during the Islamic festival of Ramadan / Ramzan, popular food walks are
conducted named ‗Ifetar‘ and ‗Sehri‘ walks. These food walks are centred around the
traditional delectable that Islamic followers consume in the evening and morning
hours when the break their fast after sunset and start the fast early in the morning after
a sumptuous meal named ‗Sehri‘. Besides these, food walks organisers conduct theme
based food walks too like Bengali food walk around Chitranjan Park, etc.
The FWPs from Delhi totalled to 166 in number. 55.4% were male respondents and
44.6% were female respondents. The age wise distribution of the respondents showed
that out of total 166 respondents, 52 were aged less than 25 years, 34 were from 26 to
35 years age, 63 were aged between 36 to 45 years while 14 respondents belonged to
the age group of 46 to 60 years and just 3 respondents were more than 60 years old.
This indicated that the food walks in Delhi are more frequented by people from the
age group of 36 to 45 years followed by the age group of 18 to 25 years being 31.3%
of the respondents. However, it is important to note that the lowest age group of FWPs
came from 60 years and above. The food walk participants‘ educational backgrounds
in Delhi revealed that most of them were graduates being 69 out of 198 respondents
(34.9%) while undergraduates were 61 out of 198 total respondents. The results
regarding the profession of FWPs indicated that a large percentage of them are self-
employed constituting 70 (35.5%) of the total respondents. This is closely followed by
persons who were employed with a frequency of 51 (25.9%). The others constituted of
81
Housewives at 32 (16.3%), Retired persons at 23 (11.4%), Students at 21 (10.2%) and

undisclosed other profession at 1 (0.6%). The question on income level was optional
and usually not answered by the participants. Table 1 lists a detailed demographic
profile of the FWPs of Delhi.
Table 1: Demographic profile of the food walks participants of Delhi
Variables Frequency Percentage

Male Female Total
No. of
110 88 198 100%
Respondents
Variables Frequency Percentage
Age Group
18 to 25 Years 62 31.3%
26 to 35 Years 41 20.5%
36 to 45 Years 75 38.0%
46 to 60 Years 17 8.4%
60 Years and Above 3 1.8%
Education
Undergraduate 61 30.7%
Professional
31 15.7%
Certificate/Diploma
Graduate 69 34.9%
Post Graduate and Above 37 18.7%
Profession
Employed 51 25.9%
Self-Employed 70 35.5%
Housewife 32 16.3%
Retired 23 11.4%
Student 21 10.2%
Others 1 .6%
Source: Researchers‘ Research

The above data (in Table 1) indicated that food walks are popular amongst both
males and females and that there is no as such a biasness based on gender. The FWPs
of Delhi are generally graduates and undergraduates who are either employed or are
entrepreneurs. The analysis thus renders a close proximity to the fact that the food
walks in Delhi are popular amongst middle age group people, including both men
and women. Facilities for FWPs in Delhi was assessed using ten statements which the
82
respondents were asked to rate and indicate the importance of each of the ten
factors on a Likert scale of 1 to 5 (1=Irrelevant, 2=Not Important, 3=Neutral,
4=Important and 5=Very Important). The respondents were asked to rank each of the
10 facilities based on the importance they attached to each of the facility. Table 2
gives the results based on the output received through SPSS (Version 22).
Table 2: Mean & Standard Deviation of food walk participants’ opinion on Importance
of Food Walk Facilities at the Food Walks / Area
Mean Standard
Facilities at Food Walk/ Area
Deviation
a) Knowledgeable Food Guide at the area 4.21 .988
b) Number of places and dishes covered during the

4.09 .839
walk
c) Type of food covered during the walk 3.96 .942
d) Price per head of the food walk 3.93 .996
e) Hygiene of the place 3.92 1.025
f) Inclusions in the walk like sanitizers, water bottles,

3.79 1.048
napkins, etc.
g) Safety while undertaking the walk 3.95 1.040
h) Parking facilities at the area covered 3.64 1.120
i) Pick up and drop facilities provided 3.55 1.158
j) Timings of the walk 3.96 1.132
Source: Researchers’ Research

The mean values in Table 2 clearly show that ‗Knowledgeable Food Guide at the
area‘ (M= 4.21) and ‗Number of places and dishes covered during the walk‘ (M= 4.09),
have been rated as most important facilities by the FWPs at the food walk area as
compared the other facilities. While ‗Type of food covered during the walk‘ (M= 3.96)
and ‗Timings of the walk‘(M= 3.96) have been rated as equally important facilities at
the food walk whereas FWPs find ‗Pick up and drop facilities provided‘(M= 3.55) being
a not much important facility at the food walk area. In order to analyse whether any
statistical difference existed amongst the opinions for food walk facilities and gender
of food walk participants of Delhi, Independent Sample t-test was used. This test
measures any significant level of difference among the opinions on facilities by male
and female respondents. Two hypotheses were primarily formed and tested for
significance.
Ho: There is no significant difference among the Delhi FW participants‘ perception
towards importance of the facilities with respect to gender in Delhi.
H1: There is significant difference among the Delhi FW participants‘ perception
towards importance of the facilities with respect to gender in Delhi.
83
The results of independent sample t test are shown in Table 3.

Table 3: Independent sample t-test for perception of importance of facilities at food
walk and gender of FW participants of Delhi
Independent Samples Test
Levene's Test for Equality
of Variances t-test for Equality of Means
Sig. (2-
F Sig. t df tailed)
Knowledgeable Equal variances assumed 6.351 .012 -2.089 464 .037
Food Guide at
Equal variances not assumed -2.113 463.418 .035
the area
Number of Equal variances assumed .024 .876 1.191 464 .234
places and
Equal variances not assumed
dishes covered 1.184 439.327 .237
during the walk
Type of food Equal variances assumed .072 .788 .023 464 .982
covered during
Equal variances not assumed .023 449.605 .982
the walk
Price per head Equal variances assumed 1.571 .211 .357 464 .721
of the food
Equal variances not assumed .355 438.471 .723
walk
Hygiene of the Equal variances assumed .671 .413 -.090 464 .928
place
Equal variances not assumed -.091 460.045 .927
Inclusions in the Equal variances assumed .039 .845 -.151 464 .880
walk like
sanitizers, water Equal variances not assumed
bottles, napkins, -.152 451.925 .880
etc.
Safety while Equal variances assumed .044 .834 -.981 464 .327
undertaking the
walk
Parking facilities Equal variances assumed 2.217 .137 -.186 464 .852
at the area
covered
Pick up and Equal variances assumed .071 .789 .409 464 .683
drop facilities
provided Equal variances not assumed .409 450.389 .683
Timings of the Equal variances assumed 3.226 .073 -1.213 464 .226
walk
Equal variances not assumed -1.225 461.952 .221
Source: Researchers‘ Research (SPSS results)
Independent Sample t-test conducted to analyse differences in the perception

towards importance of facilities among male and female FWPs in Delhi. The results
across importance of ten facilities for food walks in Delhi indicated that nine out of the
ten assessed facilities at food walk showed no significant difference between the
perception of male and female FWPs in Delhi in regards to importance. In other words,
male and female food walk participants of Delhi ranked the facilities alike one another
84
in terms of importance where p>0.05. For facilities " Number of places and dishes
covered during the walk", " Type of food covered during the walk", " Price per head of
the food walk", " Hygiene of the place", " Inclusions in the walk like sanitizers, water
bottles, napkins, etc.", " Safety while undertaking the walk", " Parking facilities at the
area covered", " Pick up and drop facilities provided" and " Timings of the walk" we
retain the null hypothesis and deduce that there are no significant difference among
the Delhi FW participants‘ perception towards importance of these facilities with
respect to gender in Delhi. It is interesting to note that one facility ―Knowledgeable
Food Guide at the area‖ showed significant difference, where p<0.05 at 0.035. Here,
we reject the null hypothesis. This brings forth a context that facilities for food walks is
more or less independent of the gender of the participants which reiterates to a
deeper connection to the fact that food has no gender bias and is equally important
for all human beings.
1.6 Conclusion and Suggestions
With this study, a clear understanding of the concept and types of food walks being
conducted in Delhi. Popular Food walks in Delhi are eventuated during the Islamic
festival of Ramadan / Ramzan which includes ‗Ifetar‘ and ‗Sehri‘ walks as well as are
theme based too for the diverse culinary experience like Bengali food walk in
Chitranjan Park, etc. The results helped in inferring that food walks in Delhi are equally
preferred a choice between both males and females. Hence, gender doesn‘t
influence the adoration of food walks amid the participants who are more in the
middle age group. The other demographic profile variables showed that in Delhi food
walks are being organised by passion driven people belonging to various educational
backgrounds and professions including marketing, software, etc. but sharing a
common thread of love for their city and food vis-a-vis the FW participants of Delhi are
usually graduates and undergraduates who are either employed or entrepreneurs. The
most important facility rated by the FWPs of Delhi is the knowledgeable food guide
who is leading the food walk followed by number of places and dishes covered during
the walk. However, the types of food covered during the walk along with the timings
of the walk are also equally important facilities for a food walk. The socio
demographic profile of the two major stakeholders involved in food walks i.e. FWPs as
well as FWOs helped in benefitting duo mutually as for the organisers it assists in
knowing the market segment that they can now better cater to by twisting the
product they offer along with the facilities that they should concentrate more on and
the ones that they can avoid so that the FWPs are more satisfied while for FWPs, they
will now be better able to compare the product of food walk amongst different
organisers. Thus, to sum up, the research has given a greater understanding of the
psychology of FWPs which eventually will support in formulating as well as endorsing
food walks in Delhi. The limitations of the study were that it is specific to one city of a
grand country India and the literature on food walks in India is very limited, however,
this confers prospects for future researches in this area.
Acknowledgements
The authors wish to thank the team Delhi by Foot, Delhi Food Walk, Mr. Kalyan
Karmakar and Dr. Shikha Sharma for their time, support and assistance throughout the
study.
85
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TOUR0128
SUNSET, SEAFOOD AND SEA-GYPSIES IN MALAYSIAN BORNEO: AN ALTERNATIVE

DESTINATION IMAGE FOR CHINA TOURISTS
Ke Zhang
&
Balvinder Kaur Kler, Ph.D
Faculty of Business, Economics and Accountancy,
Universiti Malaysia Sabah.
Abstract
In 2018, inbound tourists from China made up the largest international market arriving
on the shores of Sabah, Malaysian Borneo, almost 600,000 arrivals. Gaps remain in the
literature on Sabah‘s image as a tourist destination for this market. Observations
pinpoint a strong demand for island visitations to experience blue skies and azure
seas. Therefore, this paper explored the destination image of Sabah as perceived by
inbound China tourists. As user-generated content continues a pertinent role in the
creation of online destination image, this study utilised a purposive sample of twenty-
two TikTok videos collected between October to November 2019. TikTok is one of the
most popular mobile applications in China. A qualitative content analysis was used to
evaluate the data, producing an alternative destination image to the traditional 3S of
sun, sea and sand. Findings indicate that sunsets, seafood and sea-gypsies were
perceived by Chinese tourists as the destination images of Sabah. Interestingly, these
images differ from how Western tourists perceive Borneo, as a nature and adventure
destination. Sunset was the dominant attribute of Sabah‘s image held by China
tourists, followed by seafood and sea-gypsies. A separate, popular ‗S‘ refers to
‗Semporna‘, the East Coast town which is a gateway to numerous island resorts
popular with the China market. In order to interpret these findings, this study applies
Valene Smith‘s 4H framework of habitat, handicrafts, heritage and history. By
comparing the geographic differences between tourist generating region (TGR) and
tourist destination region (TDR), this study suggests the formation of destination image is
influenced by the 4Hs of both TGR and TDR. Implications are identified for both areas,
for when the borders open for arrivals, these images will be the reality sought after
once more for this market. For the TDR, there is further impetus for sustainable fisheries
as well as protection for the stateless sea-gypsies whose value to the China market
became clearer via shared TikTok videos in a distant land.
Keywords: 3S, online destination image, China, TikTok, Sabah, Borneo
88
Introduction
Sabah, located on the island of Borneo, is the second largest state in Malaysia with a
thriving tourism industry for the past thirty years. Key attractions include the oldest
rainforests on earth to rich reefs, marine parks, endemic flora and fauna, wildlife
(orangutans and proboscis monkeys), Kinabalu Park, a UNESCO World Heritage site
with Mt. Kinabalu (4095 metres) and over 40 indigenous groups. In 2018, the total
number of international tourists stood at a record high of 3.879 million arrivals. The
capital of Sabah is serviced by the Kota Kinabalu International Airport which has
connectivity to international cities in Asia. In 2018, international inbound tourism from
China surpassed the half million mark in arrivals with 593,623 China tourists entering the
state via 125 scheduled flights and over 300 charter flights per week
(sabahtourism.com). There are direct flights to and from at least 8 major cities in China:
Hong Kong is only a 3 hour flight away. The boon of tourism continued in 2019 with
new souvenir shops, restaurants and small hotels. Importantly, small islands on the East
Coast of Sabah experienced increased tourist arrivals: the once sleepy town of
Semporna heaving with China tourists driving the local economy. Observations of
their key activities showed an interest focused on island visits, photography, shopping
and gastronomy. A smartphone is always with China tourists. With TikTok such a
popular app in China, we wondered what travel videos were being shared that might
entice others to visit Sabah. User-Generated Content (UGC) continues a pertinent role
in the creation of online destination image (ODI), a form of consumer co-creation
previously under the purview of Destination Management Organisations (DMOs)
(Tussyadiah & Zach, 2013). Since UGC is a key creator of ODI, the purpose of this study
was to explore the image of Sabah projected by the largest market segment of tourists
to understand the attributes of travel experiences being shared on social media
specifically through the short video application, TikTok. Essentially, one research
question guided this study, how does UGC on TikTok contribute to an ODI for Sabah?
Literature Review
ODI contributes to the success of a destination brand because electronic-word-of-
mouth (eWOM) and virtual experiences are found to influence tourists‘ intention to visit
(Zhou, 2014). UGC within social media is defined as a group of internetbased
applications under Web 2.0 that enable users to interact, create and share information
(Marine-Roig and Clavé, 2015). Examples include Facebook, Instagram, YouTube,
Flickr, Tripadvisor, Twitter, Blogs, to name a few. Studies indicate tourists tend to
believe personal travel experiences shared in blogs over official tourism websites (No
and Kim; 2015; Huertas and Marine-Roig, 2016). The impacts of UGC through its eWOM
is a determining factor for the ODI of a destination brand (Williams et al., 2017).
TikTok (known as Douyin within China) is a short video sharing platform, the first to
originate from China and go global on a massive scale (Zhou & Jung, 2019). In China,
TikTok is not just the most popular app, the act of creating, editing, sharing and
viewing short videos has become part of Chinese internet culture. Essentially, users
record their life, share their feelings and impressions of the world, and express their
personal comments on social issues via 15-60 second short videos with film editing and
textual citations. By the middle of 2018, TikTok reported the number of global monthly
active users reached 500 million (Yang, 2018). If life is being shared on TikTok, surely
travel experiences are part of this dissemination? However, little is known on the role
of TikTok as a form of eWOM for tourist destinations, or how it influences ODI.
89
The literature is limited. In a recent study on ChengDu (China), popular for its Sichuan
cuisine, Li et al. (2020) found TikTok food videos increased tourists‘ attention to its
destination image and created intention to travel. In a qualitative study of 12 tourists
from China who consumed, produced and shared travel videos on TikTok, three
reasons for their active, daily engagement with this platform included to create
―touristic fantasies, hashtagging a #wonderfuljourney through sharing, and storing my
meaningful life in a ‗public‘ diary‖ (Du, et al., 2020:1). The TikTok experience is dissimilar
to other social media and points to the deeper connotations of an algorithm which
entices engagement (Herrman, 2019). Findings of this study will contribute to
understanding how TikTok creates an ODI for Sabah, a popular destination for China
tourists.
Methodology
In line with the research question, this study employed an interpretivist inquiry paradigm
to explore the ODI of Sabah as shared by China tourists via social media. A qualitative
approach guided the research design. Data was collected between October to
November 2019 using the following keywords to search for relevant TikToks: ‗Sabah‘,
‗Sabah Tourism‘, ‗Malaysia Sabah‘, ‗sceneries of Sabah‘, ‗Kota Kinabalu‘, ‗KK tourism‘,
‗Semporna‘, and ‗Semporna tourism‘(in Chinese:沙巴;沙巴旅游;马来西亚沙巴;沙巴景点;亚
庇;亚庇旅游;仙本那;仙本那旅游). We found 10,000 videos on Sabah but proceeded to
focus on extracting videos based on the purposive sampling criteria, (1) short videos
with over 5,000 ‗likes‘; (2) short videos posted by commercial influencers/vloggers were
eliminated; (3) text citations and video contents which did not fit with tourism were
dismissed. Finally, twenty-two TikTok videos and the accompanying comments were
selected for a simple Qualitative Content Analysis (QCA) to understand key attributes
of the ODI. QCA is a systematic technique to encode and interpret symbolic texts or
images in communication (Camprubi & Coromina, 2016). Essentially, once a video fit
the criteria, the video was viewed, and the accompanying details noted down
including the name of the TikToker, comments, number of ‗Likes‘ and key attribute of
video. Video comments were subjected to a back-to-back translation to ensure
accuracy (Dimanche and Griffin, 2017). Selected short videos and comments were
analyzed based on a coding framework for key tourism attributes in Sabah suggested
by Markwell (2001) and Wong et al, (2017): Nature, Adventure and Culture (NAC). This
step included assigning each video and comment into a category depicted under the
NAC coding.
This was a preliminary study to explore the ODI of Sabah shared by China tourists on
TikTok. Table 1 provides a summary of the coding results based on twenty-two videos
shared by twelve TikTokers. There is a visible pattern of key attributes which contribute
to ODI. Comments accompanying TikToks present the projected image of Sabah as a
tourist destination by China tourists based on their travelling experiences and
evaluations posted on TikTok. A video on sunsets has over 1.5 million ‗likes‘ whereas a
video on water villages has 4.7 million ‗likes‘. The video on sea-gypsies has over half a
million ‗likes‘ and a video on seafood has over a quarter of a million ‗likes‘.
90
TikToker Comments Likes Attributes Coding

Frame
兰哉 lan One of the top three sunsets in the world. 1,657,000 sunset nature
zai Do you know where is it? It is so beautiful
beyond words.
Diodes Having a sight view of the most beautiful 22,000 sunset nature
sunset in the most famous hotel in Sabah
Cecilia The most beautiful sunset in Sabah. 165,000 sunset nature
鱼丝丝 The splendid sunset in Sabah attracts 40,000 sunset nature
yuSISI tourists from all over the world. It‘s so
glorious.
无规则的鱼 Musang King durian, it is sweet, soft & 538,000 durian culture
waxy.
萝bird The mermaid island, Sabah, Malaysia. island nature
Sunny Xi Never want to go back home. 58,100 sunset nature
DioDes Driving to downtown to enjoy seafood. 277,000 seafood culture
魔女柠檬 Sunset glow is more beautiful than sunset 13,400 sunset nature
in Sabah.
罗玺纳商贸 Awesome! 4,705,000 water culture
有限公司 villages
小小皮妈妈 The most beautiful sunset in Kota Kinabalu, 16,000 sunset nature
Malaysia.
Joan The wonderful sunset in K.K. 224,000 sunset nature
大英雄JK凌 It is very cheap to enjoy the seafood at 13,000 seafood culture
night market in K.K.
Cynthia This is Mataking island. 561,000 island nature
我想静静 I‘m attracted by the short video on TikTok 2,084,000 water culture
to visit Semporna. It is worth staying at villages
water village.
专打妖魔鬼 It takes me 2 hours to hike to the top 47,000 Hiking adventure
怪 of mountain to experience the
spectacular panorama of Semporna.
Qing青 This is a boy without nationality, he cannot 543,000 sea-gypsies culture
live on shore all his life.
Venice The seafood night market in K.K, super 7,000 seafood culture
seafood has affordable prices, and tiger
prawn are so big.
欧尼 Flying with mama in K.K. 96,000 parasailing adventure
陈教授 The best location to sightsee the most 6,000 sunset nature
beautiful sunset in the world.
91
悦己者2018 Finally, I see the mysterious floating boat. It 240,000 sea- culture
is awesome to live in the most indigenous gypsies
water house.
涵之图 I also saw this sleeping kid on the boat in 164,000 sea-gypsies culture
Semporna, and brought a coconut from
his brother, which costed me RM10
Table 1: Summary of Coding Results for TikTok videos
Table 2 presents the frequency of videos/comments against attributes and highlights

that nature was the dominant category with two main attributes: sunsets (9), and
islands (2). Further, among these nature-based attributes, sunset was the most
significant attribute of the ODI for Sabah. Nine TikTok videos with high-numbered likes
projected Sabah as a tourist destination with spectacular sunsets. Culture is projected
in terms of water-villages (2), seafood meals (3) and sea-gypsies (3). Adventure was
not an active attribute with only two mentions.
Coding Attributes Frequency
Nature Sunsets 9
Islands 2
Adventure Parasailing 1
Hiking 1
Culture Water village 2
Seafood 3
Sea-gypsies 3
Durian 1
Total 22
Table 2: Frequency of Videos/Captions
Findings indicate that sunsets (9), seafood (3) and sea-gypsies (3) were perceived as
key attributes worthy of sharing on TikTok when projecting the destination images of
Sabah. Although findings are contextual, the QCA indicates that sunset was the
dominant attribute of Sabah‘s image followed by seafood and sea-gypsies for the
China market. Interestingly, these attributes differ from how Western tourists perceive
Borneo, as a nature and adventure destination (Markwell, 2001; Corpuz, 2017; Kler &
Wong, 2018). Findings indicate an alternative destination image of Sabah, the 3S ODI
depicted in TikTok.
92
This ODI projects Sabah as a tourist destination for leisurely pursuits including
experiencing local cuisine specifically the variety of seafood which is seen as fresh and
well-priced. Videos on the sea-gypsies and water villages in Semporna focus on the
Bajau Laut/Sama DiLaut peoples some of whom are settled versus semi-nomadic or
seafaring), their Lepa houseboats, most are free-divers (sell live seafood), but a large
number remain a stateless community. The sea-gypsies offer an impressive experience
to China tourists such that their stories and the town of ―Semporna‖ have become so
popular on TikTok in China and are projected as part of the ODI for Sabah.
How do we explain this ODI? One way would be to consider the differences between
tourist generating region (TGR) and tourist destination region (TDR). By comparing
geographic regions, we suggest that the formation of ODI is influenced by the
differences in habitat, handicrafts, heritage and history. Essentially, the 4H framework
by Smith (2001) can be used to explain the novelty of the three S of sunsets, seafood
and sea-gypsies. TikTokers were impressed with the habitat, heritage and history which
produces sensorial vistas (sunsets) and unique livelihoods (sea-gypsies). Seafood dining
has become a form of handicraft which is consumed with delight. These activities are
not possible at the TGR so a TikTok not only shares the experience, it acts as a
handicraft, a souvenir of sorts. For the TDR, there is further impetus for sustainable
fisheries, and protection for the stateless sea-gypsies whose value to the China market
became clearer via shared TikTok videos in a distant land.
Conclusion
This paper explored the role of TikTok in producing an ODI for Sabah, Malaysian
Borneo. Tourists from China produced an alternative destination image for Sabah,
Malaysian Borneo. This 3S ODI is clearly focused on leisure pursuits including watching
sunsets, having seafood meals or experiencing sea-gypsies around the islands of the
town of Semporna, on the East Coast of Sabah. The local DMOs need to expand their
focus to consider what is being shared on TikTok and to build a presence on this app
perhaps through past visitors. The landscape of Asian tourism between Sabah and
China is tied to the nuances between TGR and TDR. When the borders re-open, this
ODI will be sought after once more.
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94
TOUR0152
SERVICE QUALITY AND SATISFACTION LEVEL ON DELIVERY SERVICES OF FAST-

FOOD RESTAURANTS IN MANILA AS PERCEIVED BY MILLENNIAL
John Diether S. Moret,

Dr. John Malonzo and Jayza May G. Malasig,
Far Eastern University, Manila
ABSTRACT
The research entitled the Service Quality and Satisfaction Level on Delivery Services of
Fast Food Restaurants in Manila as Perceived by Millennial is authored by a group of
students from Far Eastern University- Institute of Tourism and Hotel Management taking
up Bachelor of science in hotel and restaurant management namely: Marienette
Shaila S. Camacho, Toshi Corpuz, Arlyne D. Lagrimas, Jayza May G. Malasig, John
Diether S. Moret and Glen Angelo O. Tabirao.
This study aims to discover the Service Quality and Satisfaction level on delivery
services of fastfood restaurants in Manila as perceived by Millennial. It also aims to
contradict the three null hypotheses extracted from the conceptual framework.
The researchers used an adapted and modified descriptive correlational survey that
had validity questions to assess the validity of the response. The sampling technique
used is a non-probability, purposive sampling technique. The researchers were able to
obtain 200 responses but only 189 responses qualified as part of the sample. This
research is written in Far Eastern University-Manila located at Nicanor Reyes Street,
Sampaloc, Manila. The results gathered were then statistically treated with
percentage distribution table, weighted mean, standard deviation, and Pearson
product-moment correlation.
After the statistical treatment of data, the researchers came up with analyses of the
tables which were then used is assessing the null hypotheses. Ho1 was accepted while
the Ho2 and Ho3 were negated. The researchers then concluded that the
respondents' demographic profile does not have a significant relationship with service
quality dimensions though there was a correlation between the demographic profile
and the customer satisfaction as well as between service quality and customer
satisfaction. Furthermore, the authors also conclude that the respondents perceive
that tangibles (Servqual) and Human resource (Customer satisfaction) dimension is the
most important aspect of service quality and customer satisfaction.
Introduction
Fast Food Restaurant, also known as Quick Service Restaurant, is a type of restaurant
that serves food quickly and efficiently as possible at a low price (Blake, 2015). Fast
food restaurant is the fastest growing and highly generated industry. Fast food
restaurants are attentive about their global market for them to grow and to have an
advantage over their competitors. (Aftab, Sarwar, Sultan, & Qadeer, 2016). The growth
of fast food growth in the Philippines is extraordinary. Jollibee, Mc Donalds, KFC,
Chowking, and other fast food restaurants are spread out in the commercial areas of
Metro Manila. (Velasco, 2015). With the passage of time and continuous growth of
fastfood restaurant, they have extended their service, and food delivery was
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introduced. Food Delivery Service is a way to provide the company‘s product to the
customers (Peque, 2015). It aims to provide food to those who required it and
convenience to the customers. Customers have continuously embraced this type of
service and proved to be a significant factor that affects the demand for people.
(Admin in Food Delivery, 2012).
Service Quality is the overall performance provided by the company that was
expected of the customers (Hayat & Zia, 2016). Customers who have experienced
better service quality would be more loyal and continue to purchase from the
restaurant/company. Empathy is an individual care and attention provided by the
company. The customer and employee interaction showed in the empathy
dimension. Showing compassion to customers in fast food restaurant gives the
restaurant a better quality service. (Armstrong & Kotler, 2012). Service quality is how
well the services delivered to the customers. It is perceived as the customer‘s overall
quality of the service or product regarding of its expected reason. It concludes that if
the service is equal to the expectation of the customers, it would satisfy the customers.
Company‘s service quality that is given to the customers is regularly evaluated to
improve their services to a better quality and to enhance customer fulfillment in a
better way. (Aftab, Ahmed, Anjum, & Sultan, 2016)
Customer Satisfaction measures how the service and product of the company meet
the expectation of the customers (Qadeer, 2013). According to Aftab et al. (2016),
customer satisfaction is the feeling when a person experienced the provided product
or service and meets their expectation. Customer satisfaction is important because it
gives the company structure that can be used to organize and refine their offered
products and services. If the customer were satisfied with the product and services
provided, the customer would be loyal to the company, and if they were unsatisfied,
the customer loyalty to the company is no guarantee. The products and services
provided by the company that satisfied the customers are likely to be loyal and make
a repetitive purchase that would lead to the increase in profit of the company
(Jiradilok, Madan, Malisuwan, & Sivaraks, 2014).
Customers always make a decision that involves a food and fast food restaurant or
restaurant. From what food are they going to eat, where they would eat too if the
customers are going to dine-in, take-out or they would just their food delivered to
them. (Mills, 2012). One of the choices in the decision making of a customer involving
the fast food restaurant is the food delivery service. Food Delivery Service is
transporting the ordered food from the food establishment to where the customer is
located. It is another way for restaurants to provide customers to deliver their products
or services. The increasing growth of food delivery market is because of the changing
customer behavior. People nowadays prefer food delivery service due to the increase
in traffic, to decrease gas consumption, limited parking spaces on fast food
restaurants and for less hassle (Peque, 2015).
This service provides the customers with several advantages. One of the advantages
of this type of service is the customer can save their time. Whenever they do not have
time to prepare food because of their busy schedules, ordering food through
telephone while doing the things they need to do can save their time instead of going
to the fast food restaurants. For the busy people, dining out from restaurants or fast
food restaurants or preparing a home-cooked meal can be a chore. Instead of doing
those things, they rely on fast food deliveries for easier access to eat food (Lamonera,
2017). Another advantage is food can be ordered anywhere since there are lots of
fast food restaurants, customers can order food from the fast food restaurant they
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want (Ronaldrow, 2012). Food delivery service is more convenient for the customers
than preparing and cooking meals or going out of the house just to eat. Just like in
restaurants, there are also options in choosing from different varieties of food. Food
delivery services have lots of advantage, but there are also disadvantages to this
service. One disadvantage is the quality of the food might change while traveling to
the customers‘ location. Another disadvantage is that there might be confusions with
the order like it was delivered to the wrong address or they might deliver wrong items
(Sharpe, 2016).
The demand level of food delivery service is high because of the convenience that it
can provide a front-door service and can make an order by telephone or online.
Customers are interested in the concept of food delivery because it is easier to have
food than preparing the meal or buying food at a restaurant. Service quality is the
determinant towards food delivery service than the price and food quality. It was
determined that customers have different expectation levels for service quality and
some customers have concerned with the customer service such as the rapid
handling of the inquiry concerning the order status. (Yusof, Yusof, & Yusof, 2016).The
restaurant establishment is one of the fastest growing business in the Philippines.
According to the gathered data from the Family Income and Expenditures Survey
(FIES) of National Statistics Office, it was determined that the Food Consumed Outside
Home now surpass P500 billion annually (Villegas, 2017). In the 2015 result of the
Annual Survey of Philippine Business and Industry (ASPBI), there is a total of 27, 028
establishments for Accommodation and Food Service Activities and 6,652 (24.6%) is
the entire restaurant establishments. There‘s a total of 4,477 (16.6%) fast food
restaurant establishments. This result only shows that the growth rate of fast food
restaurants are rapidly arising and Filipinos have been eating outside their houses or
having it delivered to their home. (Philippine Statistics Authority, 2017).
Service Quality (ServQual) was used as a basis of the study and is being used to
analyze the Perceived quality of service on the delivery services of fast food
restaurants. A group of American researchers and writers as cited in the research of
Nathan & Saghier, 2013 namely Ananthanarayanan Parasuraman, Valerie Zeithaml,
and Len Berry 1988 made the SERVQUAL method. The focus of this process is on the
components of high-quality service. On other studies, the ServQual method had ten
factors, but in later works, they were narrowed down to five namely Reliability,
Assurance, Tangible, Empathy, and Responsiveness which forms the acronym RATER
(Nathan & Saghier, 2013). These dimensions are shown on the Servqual Model as the
Gaps between the ten variables.
The Kano Model of Customer Satisfaction, also known as the ―Kano Analysis‖ was
generated by a Japanese professor, Dr. Noriaki Kano. Kano Model describes the
information that can be received and expected from customers to find satisfaction
factors. Dr. Kano said that customers would be satisfied when a company executes
their products or services attributes properly and better (Enriquez-Magkasi &
Caballero, 2014).Kano Model recognizes five (5) categories of quality attributes that
were used to determine customer satisfaction (1) Must –be or Expected is the basic
quality on the product or service that the customer expected to be on the product or
service. The absence of the expected quality may lead to dissatisfaction of a
customer. This is products or services that the customer does not always look for but
notices its absence and can cause dissatisfaction. (2) One-dimensional or desired are
the products or services that a customer looks for that would satisfy them if present but
would dissatisfy them if absent. (3) Attractive or exciting are the products or services
97
that are not normally expected by the customers. If it is present, it would satisfy them,
but if not, it would not disappoint them. (4) Indifferent are things that exist in an
establishment that is made for the customer but is not noticed or not usually
commanded by a customer that can neither satisfy nor dissatisfy them. (5) The reverse
is the things that can cause dissatisfaction if present. (Cotirlet & Paraschivescu, 2012;
Enriquez-Magkasi & Caballero, 2014).
The Kano model was used in the study to show the different dimensions that can
measure the level of customer satisfaction. This model was used in the research
entitled ―Customer Satisfaction and Loyalty in Philippine Resort‖ (Enriquez-Magkasi &
Caballero, 2014) wherein Enriquez-Magkasi and Caballero (2014) used customer
satisfaction dimensions derived from the accreditation standards of the Department of
Tourism: physical, technological, sales and marketing, and human resource. Enriquez-
Magkasi and Caballero used these dimensions in their research and was adapted by
the researchers to be used as the dimensions in measuring customer satisfaction as
well.
In current‘s globally competitive environment, those who are engaged into food and
service business, service quality becomes an issue and comparison between
establishments, when customers share their perception on the service they received,
they affect the expectations of others on the facility they have gone to (Hsieh & Liao,
2014). This study would answer the following research objectives:
1. Determine the demographic profile of the respondents in terms of the following:
 Age;
 Gender;
 Family Income;
 Occupation; and
 Educational Attainment.
2. Know the perceived service quality of the respondents on the actual service
received through telephone ordering.
3. Know the level of satisfaction of the respondents on the delivery services of fast
food restaurants.
4. Identify the correlation of respondents‘ demographic profile from:
a. Service quality; and
b. Customer satisfaction.
5. Know if there is a significant relationship between service quality and customer
satisfaction.
Methodology
This study utilized a descriptive quantitative and correlational research design in
gathering data from the sample that would support the research. This type of design
utilizes a descriptive survey wherein the relationship between the variables would be
assessed. Purposive sampling technique was used in identifying the participants of the
study. This is a type of non-probability sampling wherein the researchers added validity
questions to assess the validity of the response. The researchers chose this method to
have a simple and effective data gathering procedure.
The researchers made an adapted descriptive correlational survey to know the
millennial perception on the service quality and satisfaction level on the delivery
services of fast food restaurants in University belt area. The researchers have distributed
98
the survey online where they included validity questions in-order-to assess the validity
of the responses. The surveying lasted for two days only due to time constraints after
which the researchers were-able-to collect a total of 189 responses.
The survey was divided into four parts. The first part is the demographic profile to fulfill
objective 1, the second part is the validity questions to know the validity of the
responses, the third part is the questionnaire on the service quality to fulfill objective 2,
and the fourth part is the questionnaire on the customer satisfaction to fulfill the
objective 3. The demographic profile, questionnaire for service quality and the
questionnaire for customer satisfaction is also made to fulfill the objective 4 and both
the questionnaire for service quality and customer satisfaction is also made to fulfill
objective 5.
The researchers used an adapted and modified survey which was adapted from two
studies namely Customer satisfaction and perceptions about food services on the
University for Development Studies Campus, Ghana (Cudjoe, Donkoh, Kaba, &
Quainoo, 2012) and Service Quality Delivery in the Food and Beverage Industry in the
Western Cape (Arizon, 2010) where the questions were separated according to the
dimensions. The researchers changed minor parts of the survey to make the
questionnaire fit for the study through the whole survey was acquired from the two
existing researches stated.
Results and Discussions
Table 1: Summary Demographic Profile of
Variables Statistic / Category Value

Age Minimum 18
Mean 22.53
Maximum 32
Standard Deviation 3.45
Gender Male 74 39.15
Female 115 60.85
Family Income Php 10,000 – Php 15,000 36 19.05
Php 15,001 – Php 20,000 24 12.70
Php 20,000 – Php 25,000 35 18.52
Php 25,001 – Php 30,000 30 15.87
Php 30,001 – above 64 33.86
Occupation Employed 91 48.15
Unemployed 98 51.85
Educational Attainment High School 6 3.17
College Level 101 53.44
College Graduate 82 43.39
99
the Respondents
For the demographic profile of the respondents, the oldest respondent was aged 32
years old and the youngest was 18 years old. This goes to show that the respondents
are within the millennial age range (17-37years old) This proves that the responses are
considered valid for the research. The majority of the sample that answered the survey
is female (60.85%) though the percentage of male respondents (39.15%) is still
significant. For the Family income, there was a distributed frequency of responses
among the choices though a big portion of the sample answered Php30,001- above
(33.86%) this shows that the respondents are capable of ordering on a fast food
restaurant. For the employment status, there is a close number respondent that
answered Employed (48.15%) and unemployed (51.85%). For the educational
attainment, it is shown that majority of the respondents answered that they were still at
the college level (53.44%). There were also high school respondents which if related to
the Age profile they were the minimum (18 years old) and a big portion of the
respondents answered college graduate (43.39%). Analysis of the demographic profile
questionnaire revealed that younger adults have more time to spare for answering the
questionnaire (Adobo Magazine, 2015).
Table 2: The most frequently Telephone ordered Fast Food Restaurant
Fast Food restaurant f %
Jollibee 104 59
McDonalds 91 45.5
KFC 62 31
Chowking 15 7.5
Greenwich 53 26.5
Shakey‘s 20 10
Yellow Cab 14 7
Pizzahut 50 25
Note: The respondents had the freedom to choose multiple answers.

The responses totaled to 409 responses. Based on the percentages, the majority of the
respondents and the most frequent answer was Jollibee. This is supported by the
appendix 3 which stated that Jollibee is the leading fast food chain in the Philippines
while McDonald's is the leading fast food chain in the world ranked second in the most
frequent choice answered by the respondents.
100
Table 3: Perceived Quality Service of the Respondents on the Actual Service Received
by Telephone Ordering
Dimensions Mean SD Verbal Description
Tangible 3.70 0.44 Strongly Agree
Reliability 3.65 0.47 Strongly Agree
Responsiveness 3.67 0.45 Strongly Agree
Assurance 3.67 0.46 Strongly Agree
Empathy 3.66 0.46 Strongly Agree
After computing the arithmetic mean of the data of the 4-point Likert scale, the
researchers used a 4-point Likert scale interval on giving the dimensions a verbal
interpretation. As shown on the Table 2, the service quality perception of the
respondents on the actual service received through telephone ordering as measured
through the five Servqual dimensions: Reliability, Assurance, tangible, Empathy and
Responsiveness (Nathan & Saghier, 2013 et al.), after computing for the arithmetic
mean, all resulted in a verbal interpretation of strongly agree. This shows that the
respondents strongly agree to the things that a fast food service restaurant must
possess to be able to gain quality service as measured by the dimensions based on
the customer perception. Table 3 implies that good service quality is achieved through
providing high quality and appealing tangible services such as technologically
advanced equipment and facilities, reliable employees to whom guests would be
comfortable, responsive and active employees to provide customer needs, assurance
that the customers would feel comfortable with talking to the employees, and lastly
empathetic staff that would show care for an individual customer that way each
customer would feel specially treated.
Table 4: Level of Satisfaction of the Respondents on the Delivery Services of Fast Food
Restaurants
Dimensions Mean SD Verbal Description
Physical 2.18 0.62 Neither Satisfied nor Dissatisfied
Technology 2.13 0.65 Neither Satisfied nor Dissatisfied
Human Resources 2.33 0.71 Neither Satisfied nor Dissatisfied
Sales & Marketing 2.41 0.54 Neither Satisfied nor Dissatisfied
This part of the survey utilized a 3-point Likert scale in assessing the 4 dimensions:
physical, technological, human resources, and sales & marketing (Enriquez-Magkasi &
101
Caballero, 2014). After computing the arithmetic mean and interpreting the results
with the 3-point scale intervals, this table shows that all dimensions resulted in the
verbal interpretation of Neither satisfied nor dissatisfied which means that as based
with the physical appearance of food received, technological advancement of
facilities used in production and service, appearance and attitude of the delivery staff
and the operating hours, accessibility and ambiance while conversing with the
delivery staff, the level of satisfaction perceived by the respondents on the delivery
services of fast food restaurants in neither satisfactory nor dissatisfactory.
Table 5: Summary Relationship Between Demographic Profile of the Respondents and
their Perceived Service Quality
As the whole table shows, no probability value is higher than 0.05, This means that the
demographic profile does not show any significant relationship with the dimensions of
service quality.
102
Table 6: Summary Relationship Between Demographic Profile of the Respondents and

their Level of Customer Satisfaction
Satisfaction Demographic Profile r -Coefficient p-value Remarks

Age .18 .01 Significant
Gender -.14 .06 Non-significant
Physical Family Income .19 .13 Non-significant
Occupation .26 .00 Significant
Educational Attainment .29 .00 Significant
Age .03 .69 Non-significant
Gender -.14 .047 Significant
Technological Family Income .25 .02 Significant
Occupation .13 .07 Non-significant
Educational Attainment .14 .16 Non-significant
Gender -.18 .01 Significant
Human Resources Family Income .24 .02 Significant
Gender -.12 .10 Non-significant
Sales & Marketing Family Income .24 .02 Significant
For the physical dimension, only the age (r=.18, p=.01), Occupation (r=.26, p=.00), and
educational attainment (r=.29, p=.00) have a significant positive relationship with the
physical dimension of customer satisfaction. This means that as the respondent get
older, the satisfaction on physical dimension for the respondents gets higher.
For the technological dimension, only the gender (r=-.14, p=.047) has a significant
relationship while family income (r=.25, p=.02) has a significant positive relationship with
the technological dimension of the customer satisfaction. This means that the gender
of a respondent can affect its views on the technological aspect of a fast food
restaurant either positively or negatively while the family income has a positive
correlation with the technological aspect of a fast food restaurant. This goes to show
that as a customer gets a higher family income, the higher its standard be in terms of
technology of a restaurant.
For the Human resource, all the demographic dimensions have a positive relationship
with the human resource dimension of customer satisfaction. This means that as the
respondents get older and get a higher family income, its standards for the people
that provide the service.
103
For sales and marketing, the age (r=.15, p=.046), family income (r=.24, p=.02),
occupation (r=.21, p=00) has a significant positive relationship with the variable: sales
and marketing. This goes to show that as the respondents get older and get higher
family income, the harder it is to satisfy their perception on the hours of operation,
accessibility of location and ambiance of a restaurant. The educational attainment
(r=.21, p=.02) also has a significant effect on how the respondents perceive the sales
and marketing dimension of customer satisfaction. This means the higher the level of
educational attainment is acquired by a customer the harder it is to satisfy its
satisfaction on the hours of operation, accessibility of location and ambiance of a
restaurant.
Table 7: Summary Relationship Between Perceived Service Quality and Level of
Customer Satisfaction
Service Quality Satisfaction r Coefficient p-value Remarks
Physical .22 .00 Significant
Technology .25 .00 Significant

Tangible
Human Resources .29 .00 Significant
Sales & Marketing .37 .00 Significant

Reliability

Responsiveness

Assurance

Empathy
104
As the whole table shows, all the customer satisfaction dimensions: Physical,
technological, human resource and sales & marketing (Enriquez-Magkasi & Caballero,
2014) have a positive correlation with the service quality dimensions: Reliability,
Assurance, Tangibles, Empathy and responsiveness (Nathan & Saghier, 2013). This result
shows that as the level of service quality increases, the more the customers would be
satisfied.
According to the findings after statistically treating the data and analyzing the results
the researchers, therefore, conclude that the respondent‘s demographic profile has
no correlation with service quality(Ho1=accept), but there is a relationship between
the respondents‘ demographic profile and customer satisfaction(Ho2=Reject). There is
also a correlation between service quality and customer satisfaction. (Ho3=Reject).
The researchers also conclude that based on the survey, the respondents perceive
that the most important service quality dimension is the tangibles dimension. The
tangible dimension had the highest mean rating out of all the dimensions which
means that the respondents react more to what they see in the first glance though the
results still shown results almost equally distributed which means all dimensions of
service quality is as equally important as perceived by the respondents. In the aspect
of customer satisfaction, human resource came out to be one with the highest mean
rating which means that the presentation of people that comes in contact with the
guests matter most though the votes of the respondents are dispersed almost evenly
throughout the dimensions of customer satisfaction therefor stating that all the
variables are also important for the guests to be satisfied.
These findings show the same results as to a case study entitled ―Service quality and
Customer satisfaction: A case study in Banking Sector‖ (Qadeer, 2013). The case study
said that service quality has effects on the customer satisfaction but only up to a
certain extent. This supports the findings of the research that there is a significant
relationship between all the variables of service quality and Customer satisfaction.
Recommendations:
To the Management of Fast Food Restaurant
The researchers recommend the management of fast food restaurants to focus on
improving the design and the cleanliness of the delivery vehicle and the overall
presentation of the delivery personnel. This would improve the perceived service
quality(tangibles) and the customer satisfaction (human resource).
To the Future Researchers. The researchers recommend that the future researchers
with the same variables of the topic can use or improve on the research which if
successfully done can continue to contribute on the improvement of the services
provided by fast food restaurants.
To the current managers/owners of Fast food restaurants. The researchers recommend
that current fast food restaurant managers/owners provide insurance for their delivery
personnel and they must compensate their employees well to satisfy them and
encourage them to work better for a better service.
105
To Future business owners. The researchers would like to recommend to the future
business owners that they can use the conclusions and the results of the study to know
how to get a more competitive business through achieving excellent service quality.
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TOUR0145
DETERMINING FACTORS INFLUENCING FOOD ACCULTURATION AND

ASSIMILATION OF CHINESE-FILIPINOS MEAL PATTERN IN CHINATOWN, MANILA
Marichu C. Liwanag,
Department of Hotel and Restaurant Management
Abstract
The sharing of food culture is noticeable to multi-racial countries. The sharing of the
foodways has long been involved and was acknowledged as the common
acceptable food in the Philippines. The study investigates the meal structure and meal
content of Chinese-Filipinos residing in the Philippines that pushed and pulled them
into conventional Filipino meal patterns. The study likewise explores other factors such
as sources of Filipino foods, availability of ingredients, and frequency of consumption in
eating Filipino cuisines influencing the respondents‘ meal patterns. The study utilizes a
descriptive research design using a survey questionnaire and interview respectively.
Fifty(50) Chinese-Filipino residents of the oldest Chinatown in Binondo, Manila was
chosen purposively as respondents of the study.
The results show that the Chinese-Filipinos accepted the exchange of food cultures of
Chinese and Filipinos especially those with continuous contact with the original meal
structure and meal content of the host country thereby altering their meal pattern
subsequently. The alteration is evident to food acculturation and assimilation of the
traditional Filipino meal patterns to the Chinese-Filipino meal patterns such as
consuming foods 4 times daily from breakfast, lunch to dinner with snacks. In relation to
the traditional meal contents, Chinese-Filipinos normally adopted bi-acculturation with
both Filipino and Chinese cuisines are part of their meal consumption patterns. It was
also revealed that food availability sources of foods were some of the factors
influencing the meal pattern of the respondents in eating any type of meal. The
cultural adaptation of the host culture is evident from the Chinese-Filipino meal
patterns regardless of their classes and origins.
Keyword: meal patterns, meal structure, cultural traditions meal content, and Chinese-
Filipino culinary
Introduction
Traditional Chinese are sensitive to their meal patterns especially on their meal
structure and meal content as part of their eating habits and they are very well-known
for their longevity and dietary requirements. Eating habits (consumption of ethnic
foods versus foods from the dominant culture) have been used by various authors as
an indicator of acculturation in sub-culture around the world (Chung, Kim, & Abreu,
2004; Cortes et al., 2003; Lim, Heiby, Brislin, & Griffin, 2002). In the Philippines, Chinese
migrants are the largest immigrant group among other nationalities and the majority of
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these groups are residing in the Manila‘s famous Chinatown in Binondo, purportedly
the oldest Chinatown in the world. The Filipino food cultural background does not
exempt Chinese from some dietary conflicts to which they ostensibly also had to
adopt, leaving them with a unique food sub-culture. Food consumption gives valuable
insights to the people that perform the acts (Bentley, 2008).
Food that common to a cultural group acts as a bonding mechanism between family
and community When the two or more ethnic groups share foodways together, they
become closer and will longitudinally sharing a common food in the future (Cook,
2008).
The Chinese influence on the Philippine culture cannot be underestimated
notwithstanding other countries‘ influences like Spain and the United States. The
purpose of the study was to investigate the meal patterns of Chinese-Filipino residing in
the Philippines and determines the usual meal structure and meal content that pushed
and pulled them into the designed meal pattern of Filipinos. It is interesting to realize
how many Chinese migrants original food traditions and customs are retained in the
process of integrating cultures. Chinese-Filipino is one of the least studied groups in the
research in the Philippines. Together, the sources of Filipino foods, availability of
ingredients, and frequency of consumption eating of Filipino cuisines are the foremost
deciding factors that influence the meal patterns of the Chinese-Filipino. It is in this
regard that a study on the Chinese-Filipino meal patterns with the emphasis on these
influences is deemed necessary. The objectives of the research were: 1. To evaluate
and characterize the Chinese-Filipino meal pattern in consuming Filipino foods. 2. To
identify traditional Filipino food items eaten by Chinese-Filipino and the frequency of
their consumption 3. To determine the relationship between food and culture in terms
of assimilation of different meals served by Chinese-Filipinos in Binondo, the host culture
referred as Manila City‘s Chinatown.
The Chinese food and food culture, in particular, remain popular but not prudently
investigated particularly the impact of Filipino food culture on traditional meal
structure and eating patterns. Research studies are limited for this topic, thus this study
attempted to be the initial phase to investigate the Chinese-Filipino meal patterns.
Literature Review
Classes of Chinese-Filipino
Chinese-Filipino in the Philippines is called and has different classes regarding origins.
According to the online article of Wikipilipinas: The Hip 'm Free Philippine
Encyclopedia, Chinese-Filipino, Filipino-Chinese, or Philippine Chinese (Filipino word:
Tsinoy, Chinoy; to Chinese people with Philippine nationality, and to Chinese peoples
with Chinese nationality but were born in the Philippines. Lan-nang, a Hokkien term
referring to Chinese-Filipinos whose origin is from Fujian province. Keńg-tang-lâng:
Cantonese, a Hokkien term referring to Chinese-Filipinos whose ancestry is from
Guangdong province. While Chinese mestizo refers to people who are of mixed
Chinese and indigenous Filipino ancestry. A common phenomenon in the Philippines;
those with 75% Chinese ancestry are considered to be Chinese-Filipino (Tsinoy), rather
than Chinese mestizo. Other terms being used with reference to China include:
Huáqiáo—Overseas Chinese, usually China-born Chinese who have emigrated
elsewhere or Huárén—a generic term for referring to Chinese people, without
implication as to nationality or Huáyì—People of Chinese ancestry who were born in,
residents of and citizens of another country.
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The population of Chinese-Filipino in the Philippines as of May 23, 2015 (2015) as

reported by Pedroso, Carmen of The Philippine Star is 1.5 million or 1% of the total
population and is expected to increase brought by migration, naturalization and
marriage. In the Chinatown with 10 barangays alone, Chinese-Filipinos reached to
10,824 wherein the largest residing migrants from China are currently living.
Influences of other countries in Philippine Gastronomy
Though the Filipino cuisines are influenced principally by China, Spain, and the United
States, the Chinese contributed to the rich food culture of the Philippines. Their
traditional Chinese cuisines integrated into the pre-colonial indigenous Filipino cooking
practices dating back the 19th century wherein Chinese restaurants proliferated in
every corner in Manila. The Chinese food became a staple of the pansiterias (noodle
stores), with the food given Spanish names. The "Comida China" (Chinese food)
includes arrozcaldo (rice and chicken gruel), and morisqueta tostada (fried rice).
Evidence of Chinese influence in Philippine culinary is easy to find, since the names of
other regional menu are an obvious clue. One example is pansit, the noodle dish
flavored with seafood and/or meat and/or vegetables, for example, comes from the
Hokkien. One can evaluate without fear that the early Chinese traders, wishing for the
food of their homelands, made noodles in their temporary Philippine homes. Since
they had to use the ingredients locally available, most of Chinese food adopted the
taste buds of Filipinos. One factor is that if they married Filipino wives and learned or
ventured to cook the noodles for them, then their Filipino taste buds play along by
transforming the local ingredients to modified dish into an adapted, indigenized
Filipino pansit. Further adaptation and indigenization happen in the different towns
and regions. A Chinese technique now to be found in all of Southeast Asia in variations
of different culture is serving meat and/or vegetable in an edible wrapper.
The Chinese influence goes deep into Philippine culinary, and way beyond food
names and restaurant fare. The use of soy sauce and other soybean products (tokwa,
tahuri, miso, tausi, taho) is Chinese, as is the use of such vegetables as petsay, toge
(mung bean sprout), pickled mustard greens (mustasa).
Filipino food consists of the food preparation methods and eating customs found in our
country, the Philippines. The cooking style and the food associated with it have evolve
from its Austronesian origins to a mixed cuisine of Malay, Spanish, Chinese,
and American over the centuries, as well as other Asian and Latin influences adapted
to indigenous ingredients and the local palate.
Spanish colonizers in the 16th century brought with them produce from the Americas
like chili peppers, tomatoes, corn, potatoes, and the method of sautéing with garlic
and onions. Chili leaves are frequently used as a cooking green. Spanish (and
Mexican) dishes were eventually incorporated into Philippine cuisine with the more
complex dishes usually being prepared for special occasions.
Fusion of Chinese-Filipino in their Meal Patterns
Today, Philippine cuisine continues to evolve as new techniques, styles of
cooking, and ingredients find their way into the country. Traditional dishes simple and
elaborate, indigenous and foreign influenced, are as seen as more current popular
international viands and fast food fare. However, the Filipino diet is higher in total fat,
saturated fat, and cholesterol than other Asian cuisines.
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Filipino meal patterns are products of the Philippines' geography, multi-cultural history,
and culture. They have some resemblance to those of their Asian neighbors because
of their relatively common ancestry and similar floral and faunal food resources.
However the Filipino meal patterns are very different from other Asian populations
because of the Filipinos' exposure to western traditions. Filipinos adapted the rice-fish-
vegetable meal combination. Being the basis of Philippine life and sustenance, rice
earned its own Filipino meat , kanin ;and fish or vegetable (or whatever is eaten with
kanin) got the name, ulam (also called viand) (Gonzales, 1966; Fernando, 1976~) A
meal without kanin is not considered a meal regardless of the variety and volume of
food consumed by a Filipino.
The term ‗meal patterns‘ is a predominant concept that is often used to describe
individuals' eating patterns at the level of a meal, such as the main meal (for example,
breakfast, lunch or dinner) or a smaller-sized (for example, supper or snack). The
neutral terms ‗eating event‘ (EE) or ‗eating occasion‘ (EO) are also used to describe
any celebration wherein there is ingested food or drink and therefore incorporates all
meal types. Meal pattern in Katz (2003 as cited by Narciso, 2005), the aggregation of
meal structure and meal content offer a substantial amount of information as a
contributor to a segment of culture.
Meal patterns demonstrate the resistance and vulnerability when subjected to foreign
culture exposure. The examination of meal patterns is a complex activity as the
coverage of meal patterns is large (Meiselman and Bell, 2003). Other than dealing
with what makes up the meal, meal patterns include the "accepted elements of a
meal, the order in which these elements are sewed, how many meals eaten per day,
and when (McIntosh, 1995, p. 153). Also associated with meal patterns are the specific
foods that comprise definite meals, the person in charge of the meals, the manner in
which the meals are prepared and served, the end-users of the meal and the dining
environment (i.e., co-diners) (McIntosh, 1995).
Meal change is actually one of the strings of acculturative events occurring as a result
of exposure to foreign cultures (Goetz, 2003). Meal pattern changes occur at an
individual level affecting one's attitudes, beliefs, behaviors and values. Moreover, meal
pattern changes occur in a population manifesting in their physical, biological,
political, economic and cultural environments (Satia-Abouta et al.). Previous studies
indicate that immigrant groups tend to follow either one or more meal patterns from
the host culture and or adopt a bicultural set of food behavior and patterns (Satia-
Abouta et al., 2002).
Conceptual Framework
Though there are several studies in terms of acculturation, there is no study in particular
related to the present study. Acculturation refers to a learning process, practices and
customs of a new culture, acquiring the capability to function within the main culture
while preserving the original culture (Newman & Sahak, 2012).
Previous research was focused in identifying factors affecting dietary acculturation
and their corresponding relationship with dietary acculturation. However, the present
study dealt with the discovery of the meal pattern of an immigrant population
exposing them to the host culture‘s meal patterns. In operationalizing the study, the
researcher attempted to design a proposed conceptual framework to understand the
purpose of this research in figure 1.
113
Methodology
The study utilized descriptive research design using a survey questionnaire to obtained
empirical data from the respondents describing the meal patterns common among
first generation Chinese-Filipino, who are residents of the Philippines for at least a year
Chinatown as the main respondents in this study. This methodology was selected to
yield a broad spectrum of descriptive information regarding the eating habits of the
target respondents. The data collection was done in the Binondo, Manila Philippines,
and oldest Chinatown in the world.
A total of 40 survey questionnaires were distributed using purposive sampling. The data
gathered was then encoded and tabulated to get the frequency and percentage,
ratio and ranking of the various categories in determining descriptive statistics.
Results
Profile of the Respondents
In Table 1, the profile of the respondents were presented and analyzed indicating the
percentage distribution and its corresponding rank.
Age. The result shows that 40% of the respondents are between 31-40 years of age,
obviously means that most of the respondents are young professionals and
professional bankers in the commercial district of Binondo. Long staying Chinese is
spread all over Manila but in very different proportions. They have taken part in the
suburbanization movement, which has been really selective since the 1960s, and such
a fact can explain their small number in highly populated cities. The distribution of the
Chinese population within Metro-Manila is as selective as it is in Manila itself. In most
cases, the studies only focus on the population who lives there and not on the district
itself. Everyone knows that Chinese people live in that particular area, and this may be
the reason why such studies do not try to justify the Chinese settlement being there
with precise figures or correct mapping.
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Table 1. Socio-Demographic Profile of the Respondents
Variables Frequency Percentage Rank
Age
11-20 years old 0 0 5
21-30 years old 10 20 3
31-40 years old 20 36 1
41-50 years old 9 17.5 4
51-above 11 22.5 2
Total 50 100.00
Gender
Male 23 46 2
Female 27 54 1
Total 50 100.00
Educational Attainment
College Graduate 40 80 1
Undergraduate 6 12 2
Secondary 4 8.0 3
Elementary 0 0 0
Total 50 100.00
Length of Stay in the Philippines
3 years 0 0 0
3-5 years 10 20 2
6-10 years 40 80 1
Total 50 100.00
Gender. 54% of the respondents are females. The finding shows that during the survey
distribution, Chinese women are the one supervising most of the establishments and
stores in the place. According to an essay journal of Our Own Voice 2010 by Dr.
Catherine Gueguen, a Geographer, the dynamic aspects at the heart of Manila is
115
due to Chinese population who knows how to preserve their activities, characterized
by the traditional way of life of Chinese families involved in business.
Educational Attainment. 80% of the respondents finished Bachelor‘s degree as their
highest educational attainment. Urbanization helped Chinese to upscale education.
Another noteworthy aspect is that the younger Chinese generation born in the
Philippines lives in a Tagalog and English-speaking environment.
Length of stay in the Philippines. 80 % from the respondents are mostly residing in
Binondo from 1 year and above. Long staying residents is due to Chinese colonial
history wherein Binondo is one of the places in Manila that houses the Chinatown and
its influence extends in other places in Manila. It is the oldest Chinatown in the world,
established in the 1594 by the Spaniards. It was already a hub of Chinese commerce
even before the Spanish colonial period. Binondo is the center of commerce and
trade of Manila, where all types of business run by Filipino-Chinese thrive.
Meal Patterns
Table 2 shows the summary of the respondents rating on the meal patterns of Chinese-
Filipino based on meal structure and meal contents.
Table 2. Results of the Meal Patterns of Chinese-Filipino

Meals per Day
2 meals 0 0 0
3 meals 20 40 2
4 meals 21 42 1
Others 9 18 3
Total 50 100.00
Meal Preferences for Breakfast
Eggs 35 62.5 2
Cereals 21 27.5 7.5
Noodles 19 22.5 6
Breads/Pastry 43 82.5 1
Meat dish 23 32.5 5
Sweets 13 7.5 10.5
Fruits 13 7.5 10.5
Dairy Products 21 27.5 8.5
Coffee/ Tea 30 50 3
Juices 18 20 10
Rice 25 37.5 4
Others 14 10 11
Total 50 100.00
Meal Preferences for Lunch
Rice 49 97.5 1
Bread/Pastry 13 7.5 7
116
Noodles 31 52.5 4
Cereals 10 0 8
Meat products 17 92.5 2
Coffee/ Tea 14 10 6
Vegetables/ Fruits 39 72.5 3
Sweets 20 25 5
Others
Total 50 100.00
Meal Preferences for Dinner
Rice 45 87.5 1
Noodles 32 55 4
Cereals 12 5 7
Meat products 43 82.5 2
Coffee/ Tea 11 2.5 8
Vegetables/ Fruits 38 70 3
Sweets 20 25 5
Others 0 0 9
Total 50 100.00
Meal Preferences for Snacks
Rice 10 2.5 9
Noodles 27 42.5 2
Cereals 14 10 7
Meat products 12 5 8
Coffee/ Tea 20 25 4
Vegetables/ Fruits 18 20 5
Sweets 26 40 3
Total 50 100.00
Number of Meals per Day. 42% of the respondents said that they normally eat 4 times
per day, though a big portion also stated that they only eat 3 meals per day.
According to the article of Adoption Nutrition, Spoon Foundation, The Chinese
generally eat 3 meals per day with snacks (a total of 4 meal habit). An all-important
balance of yin and yang foods and the proper amounts of fan and cai (pickled
Chinese cabbage) governs the composition of the meal. Fan includes grains, such as
rice or noodles. Cai includes cooked meats and vegetables. All course of a meal are
served at once. Each diner has a bowl of rice or noodles and can take what they
desire from the communal serving plates at the center of the table. Food is eaten with
117
chopsticks, and a porcelain spoon is used for soup. The most common beverage to
accompany a meal is hot tea or soup.
Breakfast. 82.5 % preferred Bread / Pastry for breakfast meals. Rank two is egg dish.
Most of the interviews we made say that they prefer to eat easy to prepare and ready
to eat meals in breakfast such as bread and egg dishes due to time for them is
important in doing their daily businesses. One review from a blogger entitled Riane‘s
Leisure Finds, says during her visit with a friend for food trip in The Original SaLido, one of
the oldest restaurant in Ongpin opened 1945, they ordered Adobo on Pandesal and
Camaron breakfast meal instead of Asado or Chami thinking that they did not want to
be that full instantly and they wanted a breakfast meal. The not so usual dry adobo on
big pandesal (bread roll) tasted good combining two Filipino favorites – adobo and
pandesal.
Lunch. It shows that the three tops preferred meals are rice, meat products and
vegetables. Most of the Chinese Meals in the restaurant is a combination of the three.
One famous blogger from the article of Our Awesome Planet says that their meals
during their tour in China Town is composed of Kiampong (fried rice with spring onion,
pork adobo and adobo peanuts), complimented by a fish ball soup and the
restaurant's famous iced coffee. Most of the Chinese in the Philippines came from
Hokkien ancestry and this is an authentic Hokkien style comfort food. The taste would
be different from the usual Cantonese style yang chow fried rice. They loved
Cantonese Chinese food and I now know what Hokkien food taste like.
Dinner. It shows that both Lunch and Dinner of Chinese Meal pattern have the same
result. The top three preferred meals are still rice, meat products and vegetables.
Chinese also prioritize balance diet on every meal they take. The Chinese way of
eating is healthy and fulfilling. The food in China is as diverse as the country itself.
Chinese food is full of flavor and can be prepared in many ways depending on
regional differences. Wide arrays of foods are eaten including numerous fruits,
vegetables, and protein items. Grains are the foundation of the diet. Rice is an
essential staple and is eaten at every meal. Steamed polished, white, long-grain rice is
the preferred choice. Wheat is the second most popular grain and is used to make
noodles, thin pancakes, dumplings, and steamed bread. Animal proteins such as beef,
chicken, pork, and eggs are commonly eaten as well as fish and seafood of all kinds.
Since many people in China are vegetarians or only eat small amounts of meat,
soybeans and soy products are very important as a protein source. Soy foods are also
eaten as an alternative source of calcium. Beans and legumes are often eaten whole
or used to make powders, noodles, and pastes. Vegetables are the star ingredients in
many delicious Chinese dishes! -
Snacks. 82.5% of the respondents eat bread and pastry during snacks, rank two is
noodle snacks. According to one of the review of the Quick Snacks casual dining
located in Carvajal Street Binondo, customers are fond of eating bread with fillings
and noodles as quoted in zomato: ―I particularly enjoyed a meat-stuffed bread (can‘t
recall exact name), like a Chinese empanada. It had savory filling and rich brown
sauce. The doughy but crisp bread had the right amount of saltiness and it also
provided wonderful texture. We found out, that like other yummy food, it had a secret
ingredient. Lard. Another dish I enjoyed was the pancit. It only had four main
ingredients but was flavorful. The sauce was thick and had the freshly sautéed taste.
Definite must-try.‖
Other factors influencing Meal Patterns of Chinese-Filipino
118
Table 3. Factors influencing Meal Patterns

Similarities
Weekdays and Weekends
Yes 33 70 1
No 17 30 2
Total 50 100.00
Do Chinese eat Filipino Foods?
Yes 50 100 1
No 0 0 2
Total 50 100.00
Decision Factors in choosing Filipino foods

Budget 31 52.5 3.33
Mood 31 52.5 3.33
Convenience 37 67.5 2
Palatability 40 75 1
Culture 24 35 9
Presentation 31 52.5 3.33
Family 25 37.5 8
Religion 17 17.5 10
Health 26 40 7
Safety 29 47.5 6
Sources of Filipino Food
Buffet Restaurant 23 32.5 6
Grocery 33 57.5 3
Carinderia (eatery) 27 42.5 5
Public Market 36 65 2
Convenience Store 22 30 7
Restaurant 37 67.5 1
Fast Food 30 50 4
Street Food 21 27.5 8
Availability of Ingredients in the Area
Yes 38 85 1
No 4 2.5 3
Sometimes 8 12.5 2
Total 50 100.00
Similarities. 70% of the respondents say that somehow similar meals are served on
weekdays and weekends. This only shows that Chinese residents are really fond of
119
eating common Filipino dishes offered in the street of Binondo. They habitually served
their favorite dishes since the Filipino dish has influenced their palate and taste buds.
There are many types of foods in the Philippines because of inhabitants residing in the
country. Most of the Chinese Filipinos are ones who have businesses in Chinese food
and service restaurants. Restaurants are frequently seen as places where there is a
large number of Chinese Filipinos living in that area or somewhere nearby. The food is
usually Cantonese where the chefs are from Hong Kong.
Do Chinese eat Filipino Foods? 100% from the respondents claimed that they all eat
Filipino food. As stated above, the colonial and cultural historical evidence influenced
the Chinese. Typically the Chinese name of a particular food is given a Filipino name
or close equivalent in name to simplify pronunciation of Chinese cuisine.
Factors affecting Decision making to buy Filipino Foods. Palatability ranked first at 75%
from our respondents as the main factor affecting decision making of eating Filipino
meals by the Chinese residents. We all believe that our food is tasteful and amazing in
all areas of the country. Regionality plays a huge role in Filipino cooking, as it's a
geographically divisive country populated by dozens of ethnic groups. Each island has
their own flavor, but there are commonalities that inform the Filipino palate regardless
of longitude and latitude. "Bottom line, it's the boldness," says Nicole Ponseca, owner
of Maharlika and Jeepney in New York City's East Village. "It's the audaciousness of the
ingredients."
Sources of Filipino foods. The major source of Filipino food in Binondo is commonly seen
in the restaurants, which ranked first according to the result of the survey at 67.5% from
the respondents. It only shows that there are so many restaurants and food stores in
every street of Binondo. In one of the online research, there are 46 known restaurants
found in the area. See Filipino Restaurants in Binondo, Manila
https://www.zomato.com/manila/binondo-restaurants/filipino
Availability of Resources & Ingredients of Filipino Food. 85% responded that Resources
and Ingredients are available in Binondo. Our country‘s trade with China started long
before the Spaniards came. Scholars have found documents involving the Chinese
that date all the way back to the 11th century while archaeologists have found
numerous artifacts that had made their way to our shores at least two centuries prior.
Chinese merchants brought over pottery and silk in exchange for agricultural products
like rattan and beeswax. Some of the merchants eventually settled here, and
whenever they craved for a taste of home, they whipped up their native dishes using
local ingredients. This is according to Serna Estrella, author of the Chinese or Filipino?:
The History Behind 7 of Our Favorite Binondo Eats By Serna Estrella published last
September 11, 2013 at PEPPER,
A number of Chinese migrants married Filipino women as well, all of who later learned
to cook their husbands‘ favorites. Over time, the wives began to improvise and impart
regional twists onto traditional Chinese recipes. As the years passed, the difference
between Chinese and Filipino cuisines became virtually blurred and indistinct.
Frequency of Consumption in Eating Traditional Filipino Cuisines
Table 4 presents the Chinese Filipino consumption in eating traditional Filipino food
items and its frequency in eating those meals during the week.
120
Table 4. Frequency of Consumption in Eating Traditional Filipino Food Items
About
1-3 times once a 2-3 times 4-6 times
Dish Never Rarely once a Total
a month week a week a week
day
Adobo 2 1 24 15 3 4 0 50
Arrozcaldo 4 29 14 2 1 0 0 50
Bagoong 11 26 9 1 1 1 1 50
Balot 17 31 1 0 0 1 0 50
Buco Juice 3 18 18 5 5 1 0 50
Dinengdeng 25 18 4 1 1 1 0 50
Dinuguan 17 23 6 2 2 0 0 50
Gulaman 5 28 13 2 0 2 0 50
Halo-halo 5 23 18 4 0 0 0 50
Isaw 24 19 5 2 0 0 0 50
Itlog Maalat 2 30 13 5 0 0 0 50
Kakanin 9 29 8 4 0 0 0 50
Kaldereta 9 11 25 4 1 0 0 50
Kare-kare 3 22 20 4 0 1 0 50
Kilawin 21 22 6 1 0 0 0 50
Laing 9 20 19 1 0 1 0 50
Lambanog 32 17 0 1 0 0 0 50
Leche Flan 4 25 9 1 0 1 0 50
Lechon 3 25 20 2 0 0 0 50
Lumpia 5 23 19 3 0 0 0 20
Paksiw 8 20 16 5 1 0 0 50
Pansit 0 10 26 9 4 0 1 50
Pinakbet 5 17 22 5 1 0 0 50
Sinangag 0 9 24 10 5 1 1 50
Sinigang 2 9 20 11 7 1 0 50
Sisig 9 25 11 2 3 0 0 50
Tapa 4 17 23 3 2 1 0 50
Torta 8 8 28 4 1 0 1 50
Tuyo 7 23 17 1 1 0 1 50
From the tabulation above shows that Chinese Resident‘s most frequently consumed
traditional Filipino dish is sub-divided into two, the highest and the lowest frequency.
Results shows that Bagoong, Pansit, Sinangag, Torta and Tuyo got the highest
frequency, wherein 1 responded from each dish consume them on a once-a-day
frequency. While Adobo with four (4) respondents and Gulaman with two (2)
respondents consume them on a 4 to 6 times a week frequency. While the Lowest
Frequency in the tabulation are Balot, Itlog na maalat and Leche Flan got 26 and 25
121
respondents says they ―rarely‖ eat them. Lambanog, Dinengdeng and Isaw got the
―never‘ frequency eating habit. It only shows that there is a big influenced on
consumption of Bagoong (fish paste) and Pansit for Chinese residents and familiarity of
dishes and palate affects decision in eating this Filipino traditional food.
Is Filipino Food Recommendable? f % Rank
Yes 49 97.5 1
No 1 2.5 2
Total 50 100
97.5% of the 50 respondents will recommend Filipino food to their Non -Filipino friends.
Filipino food may not be as famous as that of its Thai and Vietnamese neighbors. But
with more than 7,000 islands and a colorful history, this archipelago has some delicious
dishes of its own. Blessed with an abundance of seafood, tropical fruits and creative
cooks, there‘s more to Filipino food than the mind-boggling balut (duck embryo). You
just have to know where to find them and how to eat them.
Discussion
Based on the grouped data survey, the result from (40) Chinese respondents yielded
result that was based on the highest computed percentage and frequency. The
questionnaire is subdivided into (4) parts to specify the most important data of Meal
Pattern Evaluation of Chinese Filipino.
Part one (1) identified demographics of Chinese-Filipino residents with majority of
respondents is between 30-40 years of age at 36%; majority is female with 56%, majority
is college degree graduates with 80% of respondent. 42% from the (50) respondents
normally eat (4) meals a day which is basically the meal pattern of Filipinos.
Part two (2) on respondents‘ meal preferences shows that the top 3 breakfast meals
ranked 1st - bread and pastry, 2nd – egg dish, 3rd – coffee and tea; for both Lunch and
Dinner Meals its ranked 1st – Rice 2nd – Meat Dish 3rd – Vegetables; Preferred Snacks
ranked 1st – Bread and Pastries 2nd – Noodles 3rd –Sweets.
Part three (3) analyzing the factors affecting decision in eating Filipino dish; Ranked 1 st
is palatability, 2nd convenience and 3rd Budget while in determining the sources of
food supplies of the respondents, Ranked 1st Restaurant, 2nd Public market,
3rd Groceries with 85% responded positively regarding availability of supplies.
Part four (4) in determining the frequency of Consumption in Eating Traditional Filipino
Foods was grouped into highest frequency and lowest frequency Results shows that
Bagoong, Pansit, Sinangag, Torta and Tuyo got the highest frequency, wherein 1
responded from each dish consume them on a once-a-day frequency. While Adobo
with four (4) respondents and Gulaman with two (2) respondents consume them on a
4 to 6 times a week. While the Lowest Frequency are Balot, Itlog na maalat and Leche
Flan which got 26 and 25 scores that they ―rarely‖ eat them. Lambanog, Dinengdeng
and Isaw got the ―never‘ frequency eating habit rating since these are not common
to the Chinese Filipino respondents.
122
Finally, overall 97.5% of the respondents would recommend Filipino Food to Chinese-
Filipino community and non-Filipino friends.
Conclusion
Chinese-Filipino has a regular eating habit with 4 meals per day specifically Breakfast,
Lunch, Snacks and Dinner and observed a value balanced diet. Most of them prefer
to eat breads and pastry, egg dish and coffee during breakfast, while rice, meat dish,
vegetables and fruits during lunch and dinner. For Snack Meals, they prefer breads
and pastry, noodles and sweets. Similar types of meals are served during weekdays
and weekends for most Filipino Chinese. From the survey result, the topmost factors
and considerations in choosing Filipino foods are palatability and convenience.
Traditional Filipino dishes become part of their daily meal pattern and have been
found that sources can be easily found in restaurants, public market and groceries.
Filipino food is being served on a day-to-day basis with a twist of Chinese dish
assimilating to the Filipino meal pattern and food cultures. Thus, it has been concluded
that Chinese-Filipino reported changes in their meal pattern adapting to the host
culture meal pattern and surprisingly adapting bicultural assimilation of traditional
meal pattern from both countries since some of the Chinese cuisines became part of
the Filipino dishes consumed by both Filipino and Chinese-Filipino.
References
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833.
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the Puerto Rican Biculturality Scale with Puerto Rican drug users in New York and
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Philippines: Authentic recipes from the Pearl of the Orient. Singapore: Periplus
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TOUR0111
STREET FOOD AS A DRIVER OF GASTRONOMY TOURISM: AN EVIDENCE FROM

MUMBAI
Ms. Veenashree Parmar & Dr. Joby Thomas
CHRIST (Deemed to be University), Bangalore
Abstract
Gastronomy tourism or food tourism is the exploration of food as the purpose of
tourism. It is now considered an integral part of the experience of tourism. The simplest
type of gastronomic service in a city is street food, noticeable, colorful, and available
at all times. Street food is the ready-to-eat foods that can be found anywhere at any
time of the day. The concept of street food is embedded in the foundation of the
cultural, financial, and political composition of urban cities. Street food expresses the
essence of a culture. It represents the traditional practices of the region and
withstands the dynamism of the region. Many studies have proved that authorities
should take proactive action in promoting local food. This study explains how street
food can work in destination branding and may affect the destination image for
gastronomy tourism. The aim of this research is to explore the consumption patterns of
street food among customers and formulate recommendations to position street food
as a driver of gastronomic tourists to the city. This study employed an extensive
literature review to understand the perception of consumer towards street food and its
potential as a gastronomic tool in Mumbai.
Keywords: Gastronomy, Street Food, Food Tourism, Destination Branding, Destination

Image
Introduction
In recent decades, tourism has become one of the most widely studied topics in the
academic literature. Nonetheless, the components that constitute the tourist
experience remain unclear, as does the question of whether such experiences are a
one-dimensional or multi-dimensional construct. Food Tourism has evolved
considerably in recent years and has been one of tourism's most diverse and
innovative segments. Both destinations and tourism businesses are conscious of
gastronomy's role in diversifying tourism and promoting local, regional, and national
economic growth. Besides, Food Tourism involves ethical and environmental principles
focused on the region, the environment, the sea, local people, local goods, validity in
its rhetoric, which is something it has in common with existing global market patterns
(UNWTO).
According to the latest market research by Technavio, the global culinary tourism
market is expected to post a CAGR of over 9% during the period 2019-2023. The
culinary tourism market size will grow by USD 82.02 billion during 2019-2023. The growth
of integrative culinary and cultural events is one of the key factors that will cause the
125
growth of the global gastronomic tourism market in the coming years. The rising
number of local culinary initiatives implemented at music and arts festivals creates
resources for foodservice companies and other suppliers of culinary tourism to achieve
exposure to a future customer base. As a response, gastronomic tourism is becoming
increasingly common among consumers. Destination management company (DMOs)
is now taking steps to harness the growth of many art events and festivals and
investigate the position that food plays in them. In addition, the launch of food trucks is
another aspect that will have an effect on business development. These trucks have a
large and fashionable range of local flavors for customers.
This study carries out an analysis of the current situation of gastronomy tourism around
the world and with special reference to gastronomy tourism in the urban and suburban
region of Mumbai. The study also addresses the preferences and consumption patterns
of street food among the population of Mumbai and the challenges faced by the
street food vendors.
Literature Review
Gastronomy Tourism
Long (2004) says culinary tourism is about food as a subject and medium, destination,
and vehicle, for tourism. It is a way to experience and explore new cultures. In 2001,
culinary tourism became popular as an emerging travel phenomenon. Erik Wolf,
president of the International Culinary Tourism Association (ICTA), presented his
organization with a white paper on culinary tourism. The paper developed into a book
documenting the growing interest in food and wine tourism and how requests for
culinary tours could push local businesses and restaurants to meet the increasing
demand. The aim of culinary tourism is to educate and inspire lovers of food and wine
while offering the visitor the opportunity to explore the local area and learn about
local food trends, cooking techniques, and food history.
Street Food and Gastronomy Tourism
Compared to the past, the modern sense of street food has clearly changed, but
what emerges is a growing desire to maintain traditions and styles, even in a fast and
energetic society like today (Bellia, C.et al., 2016).
 Food as a way to communicate with tourists
People are more likely to visit at destination when they have a clearer
understanding of the true nature of a destination (history, culture, meaning, etc.)
since they are less prone to lies, exaggerations, and unbalanced accounts. Food
can be used as a tool that can educate people about the true nature of a
destination. When food is established as a way of communication with the tourist, it
can drive tourism in a more effective way (Bellia, C.et al., 2016).
 Developing feelings and love for a destination using food
Street food brings people together. There is a feeling of belonging at Street Food
markets that is different from dining in a restaurant, because one genuinely share a
meal with tonnes of other people, most of whom we don't know or have never
talked to and possibly never will, but still, it feels perfect. Bellia, C.et al. (2016)
suggests, as part of an organized event, street food can enhance the positive
effects of food as a tool for tourism and can be a great opportunity to educate
visitors about other aspects of the destination.
126
Street Food in Mumbai

Mumbai, formerly known as Bombay (the official name until 1995), is the capital city of
the Indian state of Maharashtra. Indian cuisine is famous around the world, and there's
no better place to sample some favorite bites than in the streets of Mumbai. The
culinary experience that the city provides is a major part of the culturally diverse
Mumbai. The city has a range of street foods on the show, and it is enjoyed by all, from
a billionaire to a beggar (Khanna, 2015)
Table 2
Company Rank
Big Seven Travel, 2019 Top 7
Heelan, 2014 Top 10
Frommers, 2020 Top 12
Conde Nast Traveler, 2017 Top 15
Thrillist 2015 Top 16
CNN Travel, 2018 Top 23
Love Exploring, 2019 Top 50
Mumbai’s Ranking in Best Street Food From Around the World

Source: Love Exploring, 2019; Conde Nast Traveler, 2017; Frommers, 2020; CNN Travel,
2018; Thrillist 2015; Big Seven Travel, 2019; Heelan, 2014
Street Food Policy Implications
In the survey "Street Vending in Ten Cities in India" conducted by Bhowmik, S and Saha,
D (June 2012) for NASVI, it can be understood that the street food vendors in Mumbai
are prone to the continuous threat from the BMC or police, either the municipal vans
come and confiscate their goods or charge heavy bribe to let them continue the
business. This takes away a major portion of their already impoverished incomes.
According to India's National Policy on Urban Street Vendors in 2009, the state and
local governments would ratify the policy as a first step. Then, the local government
would conduct a census or survey of vendors and set up the Town Vending
Committees (TVCs) (and, if necessary, ward-level vending committees) with
representation from street vending organizations. Once local authorities provided for
vending spaces in master plans, development plans, zonal plans, and local area
plans, they would work with TVCs to map the vending zones and move forward with
identity cards, fees, and public service provision.
Maharashtra adopted India's National Policy on Urban Street Vendors in 2009. Despite
the strong vendor federation advocating for the policy, only a few places in the state
have been declared as official vending zones, which leaves the street food vendors in
ambiguity and constant threat to their businesses.
127
Street Food and Covid-19

The pandemic has had a significant impact on the Indian economy, contributing, for
the first time in decades, to a negative growth rate. In the approximate 13.4 million
workers that McKinsey and Company say may be impacted in the restaurant industry
overall, 3.6 million include food preparation and serving (including fast food
companies), 2.6 million restaurant servers, and 1.3 million restaurant cooks are
vulnerable.
However, according to Béné, C. (2020), the current threat to the food security of the
millions of people affected by the COVID-19 crisis is not the result of the virus itself
(infection, illness, or death). Still, the consequence of the loss of income and
purchasing power induced by the lockdown and shutting down of enterprises
imposed by national/local governments.
The experiences during this time of Covid-19 have confirmed the importance of the
small-scale, owner-operated, and local actors in the food system. There is a clear
need to do more to enable them to reach their full potential in times of normalcy and
to be ready for times of crisis. The challenge is to do this in ways that don't undermine
their mode of operating and their positive economic and social impacts, suggest
Wegerif, M. C. (2020).
Methodology
This qualitative research is carried out by employing a series of article review to
understand the consumers‘ perception of street food and its potential as a
gastronomic tool in Mumbai.The articles were selected from various international
journals like International Journal of Heritage Studies, International Journal of Hospitality
Management, Atna Journal of Tourism Studies, etc. Keywords like gastronomy tourism,
destination image, hygiene and street food consumption behavior, the motivation
behind street food consumption, and the gastronomic value of street food were used
to choose these articles.
Street Food Consumption Behaviour
Simple accessibility, affordable, conventional, variety, quick service, practice, and
delicious street food requirements affect the preferences of consumers. But it is also
recognized that, because of poor hygiene conditions, these foods endanger the
health of consumers. Because of the risk of cross-contamination and the lack of legal
requirements for consumer safety safeguards, public health is adversely affected. Thus,
in the prevention of consumer health, legal obligations on street foods and vendors
and self-controlled practice and vendor habits are successful.
Street Food in the context of Gastronomic Value
Studies show that street food is chosen by individuals because it provides different
tastes, and most of them say street food satisfies curiosity. Another important aspect is
not just the street food eaten by tourists for fun, but also the contrast of one's own
culinary culture. It is an opportunity to try new local flavors while providing visitors with
a vibrant and savory scene. It's also critical that the local cuisine has traces of street
food. This not only offers an opportunity to socialize with local citizens but also provides
support for the local economy. Preparation is as critical as saturating hunger with fresh
and local ingredients and services in vibrant and lively locations. It is also considered
128
significant because it gives an idea of the culinary culture and practices of a

destination.
The city of Mumbai is hard to imagine without the chaos and its scents of incense and
fried food. The Khau Gullys of Mumbai's urban and suburban areas are filled with
delicious meals like vada pav, pav bhaji, chat, faloodas, etc. The street food is not
limited to the streets but can be found around various locations, including beaches,
worship places, corporate offices, etc. This makes street food accessible to everyone.
Various travel companies have started to include street food tours in their itineraries.
Some companies like viator.com, reality tours, and travel, earth trekkers,
achefstour.com, etc. have initiated the concept of street food tours around Mumbai.
These companies understand the need of their target market and are trying to tap the
potential. Food helps build the destination image. Hence, the street food of Mumbai
can be used as a tool to attract tourists who travel for gastronomy tourism.
Street Food Hygiene
Street food vendors are doing their best to provide food with social distancing
guidelines. The National Association of Street Vendors of India (NASVI) has decided to
train the vendors with regard to handling the food while selling. The training will
concentrate on holding a separate table next to the cart from where customers can
collect food, carry a water dispenser, wear protective equipment, use disinfectants to
keep the cart clean, opt for online payment, home delivery, among other items, in
nearby areas. Training will be based on guidelines prepared during the coronavirus
disease (Covid-19) pandemic by the Food Safety and Standards Authority of India
(FSSAI) for food companies.
The fundraiser #BringThemBack, a collaboration between the National Association of
Street Vendors, NASVI (a sister organization of Nidan), and celebrity Chef Ranveer Brar,
to help re-instate the street vendors back into the business is the latest initiative to
review the street food vendors of the country.
The initiative includes:
1. Training the vendors to be post-COVID ready
2. Conducting webinars for the training
3. Supply them an FSSAI certificate and a hygiene-kit
The kit will include sanitizers, masks, gloves, headgear, etc. to ensure proper safety and
precautions are taken.
NASVI has already been actively working on conducting online training sessions for the
vendors who wish to re-establish their business. They also work in tandem with FSSAI
and ministries to make Street Vending in general and Food vendors, in particular, a
regularised affair.
Conclusion
This study broadly explains the importance of street food in gastronomy tourism. The
extensive literature and the findings show that people give great importance to street
food in their own city and when they visit other countries. The research shows that
street food offers various tastes and gives an idea of the culinary culture and traditions
of a destination; it also states that street food bears the traces of local cuisine and is an
129
opportunity to try new local flavors. However, there are doubts about hygiene, and the
positive attitudes and opinions about street food can be shaded, which can, in turn,
pull down the preference ratios.
Mumbai is among Top 20 best street food destinations in the world. It is possible to
transform street food vending points into important tourist attraction spots. To ensure
that more and more people, including tourists, are attracted to street food,
government regulation is required to ensure that the standard of safety and hygiene is
high enough to minimize the risk of foodborne diseases. Educating vendors in basic
food handling and safety is a must to change the negative consumer perception to
the positive side.
The tourism sector must develop price regulation, the attitude of street food suppliers,
sanitation, protection, and marketing strategies to fully leverage the potential of street
food. Local authorities should collaborate with the leaders of the tourism industry to
open training courses on food safety and encourage the processing of clean food by
small-scale street vendors and avoid the use of food with no specific origin.
The tourism sector should also organize a review of the level of food safety among
street food businesses with the Health Departments. The city may be popular for
delicious meals, but the most important thing is to gain trust in customers' food safety. If
it is difficult to track unlicensed street vendors who try to run their business without any
regulation, hawker centers can be built around busy spots where they would have
access to electricity, enough water, and waste disposal units to provide a healthy
environment with safer food.
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Global Conference on Business, Economics, Management and Tourism, 26-
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the Covid-19 response in South Africa. Food Security, 12(4), 797-800.
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http://www.worldfoodtravel.org/
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https://wsfcongress.com/
World Tourism Organization (2019), UNWTO Tourism Definitions, UNWTO, Madrid, DOI:
https://doi.org/10.18111/9789284420858
Van Westering, J. (1999). Heritage and gastronomy: The pursuits of the 'new tourist.'
International Journal of Heritage Studies, 5(2), 75-81.
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Education Tourism
TOUR0143
ASSESSMENT OF COMMUNITY EXTENSION INVOLVEMENT OF TOURISM AND

HOSPITALITY STUDENTS IN A HIGHER EDUCATION INSTITUTION
Joy SheelahBaraero-Era
John Lester Tuason
Carolina L. Roces
Far Eastern University Manila
Abstract
This study assessed the community extension involvement of tourism and hospitality
students in Far Eastern University Manila-Institute of Tourism & Hotel Management. FEU-
ITHM is involved in varied community extension services with the partner communities
of the University and has integrated CES in the curricular and extra-curricular activities
of the Institute and student academic organizations. The objectives of the study are
(1) to determine the profile of the students in terms of gender, year level and degree
program and affiliation to an organization; (2) to identify the different community
extension services that they engage and their level of participation; (3) to determine
the benefits of participating on these programs to the students; to identify the
challenges encountered by the students; and, (5) based on the findings of the study,
recommend areas of improvement of the community extension services for the
students.
The theoretical and conceptual frameworks are framed by Atkin‘s (1984) student
involvement theory with students‘ profile as inputs, CES activities and students‘
experiences as environment, and the output is to enhance CES programs for the
students. For the methods use, the research design is descriptive and the research
method is mixed method. The data gathered were analyzed using percentage,
frequency, mean, and thematic analyses.
The results and discussion of the study pointed the need for more scholarly work on the
subject matter. There should be systematic evaluation and monitoring of the program
to ensure that the objectives of the program are met both for the communities and
students involved. Recommendations to improve the CES program are: strengthen
the students‘ involvement in academic organizations, effective integration of CES in
curricular activities, and develop sustainable strategies to sustain local partnerships.
Other recommendations of the study are to develop effective communication
strategies in cascading CES and other activities and to develop intervention strategies
to address the students‘ challenges and concerns.
This study is a point of departure for more future researches on community extension
and student involvement. As mentioned, the findings and recommendations of the
study will be crucial in the improvement of the CES Program of the Institute as a whole
and to produce students and future industry practitioners and leaders who are more
socially grounded and involved on what is happening in the community and in the
larger society.
Key words: community extension, student involvement
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Introduction
Community extension services (CES)
Community extension services are both mandated and voluntary acts of any public or
private group to provide assistance to a community with the end goal of improving
the life of the community members. Research studies show that there is no significant
difference on whether community services are mandated or voluntary in terms of
developmental outcome. A study of Hart, Donnelly, Youniss, and Atkins (2007) as cited
by Hart, Matsuba, and Atkins (2014:462) showed that the long term civic outcomes of
Grade 12 students who were involved in community services whether required or
voluntary also had high voting and community involvement in early adulthood.
In the Philippines, CES form part of the tri-functions of academic institutions along with
instruction and research. The Commission on Higher Education (CHED), the
government regulatory agency for Higher Education Institutions (HEIs) mandated
universities and colleges to focus on three major areas in educational management:
academic excellence, research-based programs, and community extension services.
These programs of HEIs are designed not only to comply with government regulatory
and accreditation standards. Community extension services should be designed as, ―
purpose-specific‖, ―target-specific‖, and ―need specific‖ (CMO 52 s. 2016). This is a
two way process of identifying the target, purpose, and needs of both the community
and the members of the institution. In the same CMO, the Commission further defined
community extension as ―systematic transfer of technology, innovation, or information
gathered by the HEIs and its partners to seek solutions to specific developmental
concerns‖. The above definition suggests that programs should be well-planned, there
is sharing of resources that are mutually beneficial to address the developmental
needs of both the HEIs and its partners.
From this context, this study focuses on the students‘ developmental needs. It is an
attempt to examine the involvement of students in actively engaging on community
extension services of a Higher Education Institution. It also examines the perceived
benefits of students on participating in such activities. Specifically, this study focuses
on the tourism and hospitality students of Far Eastern University Manila in the Institute of
Tourism & Hotel Management (FEU-ITHM).
FEU-ITHM
As a backgrounder, Far Eastern University Manila is a 92-year old institution located in
the so-called, University belt area where several colleges and universities are located.
FEU-ITHM was established in 2011 and offers tourism and hotel and restaurant
management programs. With less than 10 years since its inception, ITHM programs
have been recognized by national and international accreditation bodies.
For its community extension services, ITHM is anchored on the University-wide
community extension projects under the Community Extension Services (CES), headed
by a Director. ITHM and its student organizations, ITHM Student Council, Hotel and
Restaurant Management (HRM) Society, and Pacific Asia Travel Association (PATA)-
FEU Chapter also conducts community extension services.
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FEU-ITHM Community extension services

Pesigan, N R I., Mahia Y J., Oliva J M, Panganiban, R., Ramirez C M L., Ronquillo M K T.,
Felice Sevilla S. (2017) discussed that community extension activities takes various
forms such as, medical care, livelihood program, needs analysis, financial assistance
and others depending on the requirements and needs of the identified community.
There are three categories of engagement between academic institution and
community: curricular, outreach, and partnership. From these categories, FEU-ITHM‘s
community extension services were identified:
1. Curricula
CES are integrated in curricular activities which mean that these are required or
Institute-initiated. Example of these activities are the TAM VOWS or mass
wedding which an event management class organize yearly for the benefit of
the security, maintenance, and/or food concessionaires‘ personnel.
2. Outreach programs
Outreach activities specifically address the need/s of a community which is
initiated at different levels. For example, in Project Hope, an outreach program
for the BJMP female inmates, these inmates are thought different HRM-related
skills such as baking, table skirting, flower arrangement, and the like by the
faculty and student volunteers.
3. Partnership
There are different forms of partnership but this infers a long term and more
sustainable community extension services. For instance, in the Brgy. Quilitisan,
Calatagan, Batangas, the long term vision is to develop Calatagan as a
―glamping site‖ or tourist destination in the future. In relation to this, the faculty
and students conducted tour guiding techniques training to the locals.
Table 1 below shows the list community extension projects and activities of FEU-
ITHM:
Table 1. Community Extension Projects and Activities of FEU-ITHM
1. “Project HOPE” Bureau of Jail Management and Penology (BJMP),
Manila
ITHM students and faculties train the detainees on different livelihood programs such as, Chips
Making, baking breads and pastries, Basic Napkin Folding and Table Skirting that can be their
source of income while inside the jail. Also, they are taught on how to properly handle food
and the importance of safety and sanitation in preparing and handling food items.
Project ―Hope‖ Activities
a. Food Safety and Sanitation Training
b. Roots & Fruits Chips Workshop
c. Baking Workshops
a. Cookies
b. Banana Loaf
c. Muffins & Cupcakes
d. Pandesal& Spanish Bread
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d. Basic Napkin Folding & Table Skirting

Upcoming ―Project HOPE‖ Activities
1. Tesda NCII Bread and Pasty Training
2. Tesda NCII Bread and Pastry Assessment
3. Tesda NCII Food and Beverage Service Training
4. Tesda NCII Food and Beverage Service Assessment
2. Calatagan, Batangas, Brgy. Quilitisan
The design of the program for this partner community is to create a sustainable livelihood
project that will empower the locals to make their community a possible tourist destination in
the future. ITHM together with CES office developed a 3-year plan for the community for the
Ecotourism Development. Some of the locals of the communities were trained on proper tour
guiding techniques. Some locals were trained on the proper F&B service procedure such as
doing table skirting, proper serving of food and drinks in catering events. They were also trained
on how to do different pickled vegetable that are available in the area and the roots and fruits
chip projects that can be sold in the community and may serve as a “pasalubong” of the
tourists.
Brgy. Quilitisan Programs for the local community:
a. Food Safety and Sanitation Training
b. Roots & Fruits Chips Workshop
c. Baking Workshops
d. Basic Napkin Folding & Table Skirting
e. Pickle Making Workshop
f. Food Preservation Workshop
g. Basic Tour Guiding with Mock Tour Guiding Assessment
h. Cultural Heritage Immersion
i. Tour Packaging
j. Tour Script Writing
k. Ecotourism Lecture
l. Personality Development and Teambuilding Workshop
m. Souvenir Making, proposal on the souvenir design
Upcoming BrgyQuilitisan Program

1. Bread and Pastries Workshop
2. Improvement of their store
3. Oven and Baking Tools and Equipment Donation from Chef Series
4. NCII Bread and Pastry Training
5. NCII Bread and Pastry Assessment
6. Opening of Panadery
3. CES in Brgy.395, Manila
FEU-ITHM has been also extending its support to Barangay 395. The barangay is
composed of six streets specifically Lerma, Recto Avenue, Quezon Boulevard, Nicanor
Reyes, S.H. Loyola and R. Papa. The barangay is within the university belt area, which is
being referred as area with several Universities and Colleges in the city.
Brgy. 395 Proposed Programs
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a. Program for Unemployed Women/Men of Barangay 395

b. Proposed Program for Legal Food Stall owners in Barangay 395
c. Proposed Program for Barangay Officials
d. Proposed General Program (open to any member of the community)
The proposed programs were based on the result of Barangay 395 community needs
assessment conducted last February to March 2018.
4. Event Management Classes with Community Extension activities
ITHM Event Management courses are directed to organize events that will help
communities and/or if they are organizing events that have a fundraising component,
proceeds are donations in kind to our partner communities
Events with Community Extension activities:
a. TAMVOWS 2013 to present- This is a mass wedding event where the couples are from the
maintenance, security personnel or staff of food concessionaires. The event management
class organizes the event, the catering class prepares the food, and the food and beverage
management class provide the food service and set up. TAMVOWS is already on its 8th year
this 2020.
b. Graduation Ball 2018 and 2019-proceeds of the graduation ball were donated to the
partner community in Brgy. Quilitisan, Calatagan Batangas.
c. TAMRUN 2018 and 2019-proceeds of TAMRUN a fun run event organized by the students
were P20,000 worth of tables, chairs and a DVD player were donated in the Children‘s‘ Day
Care center in Brgy. Quilitisan, Calatagan, Batangas
5. Tours with Community Extension activities
Several tours have integrated community extension services such as:
a. Feeding Program and Gift Giving in Bahay Pag-Asa, Puerto Princesa, Palawan in 2019
b. Mangrove Planting in Pagudpud, Ilocos Norte in 2019
6. Community Extension activities organized by Student Organizations
These student organizations collaborate within themselves, the Institute, and the University for
the planning and implementation of community extension activities. An example is a Program
for the unemployed community members of Brgy. 395. The needs assessment was conducted
last year and for implementation this year. Here are some of the different activities organized
by the Student Organizations:
PATA-FEU Chapter created a Reception and Study Center for Children last December 2016 to
50 children in an orphanage in Quezon City. A Christmas party was also conducted by the
organization.
HRM Society have conducted with the HRM Department in conducting community extension
activities such as:
a. Project Calatagan: Basic Table Etiquette, Table Skirting, Napkin Folding, and Cooking
Demonstration , Pasalubong Making and Cooking Demonstrations, Food Preservation and
Cassava Chips Making
b. Project HOPE: Table Centerpiece and Skirting, and Napkin Folding Workshop
c. They also participated in the TAMBayanihan of the Volunteerism Office which is a

donation drive for the communities affected by the volcanic eruption of Taal Volcano
last January 2020.
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The table above shows that FEU-ITHM is involved in varied community extension
activities. These activities are adequately documented and evaluated. However,
there is a research gap on the Institutes‘ community extension services as a whole
which this study attempts to fill in.
Specifically, the objectives of the study are as follows:
1. To determine the profile of the students in terms of gender, year level and
degree program and affiliation to an organization;
2. To identify the different community extension services that they engage and
their level of participation;
3. To determine the benefits of participating on these programs to the students;
4. To identify the challenges encountered by the students; and
5. Based on the findings of the study, recommend areas of improvement of the
Community extension services for the students.
Theoretical and Conceptual Frameworks

This study is framed by Atkin‘s Student Involvement Theory (1985). It has three
(3) core elements, namely: inputs, environment, and outputs.
Figure 1. Atkin‘s Student Involvement Theory (1984)

The ―inputs‖ refers to the students‘ demographics, background, and
experiences.
The ―environment‖ accounts for all the experiences a student would have
during college.
The ―output‖ or outcome will be the students‘ characteristics, knowledge,
attitudes, beliefs, and values that exist after the student has graduated.
The theory postulates that the outcome of a student as a graduate is interdependent
with his/her background, experiences, and environment.
From this theoretical framework, the conceptual framework of the study was
developed:
The conceptual framework above shows that the inputs refer to the students‘
demographic profile in terms of gender, course, year level, their academic affiliation,
and position if member or officer of an organization . The environment refers to the
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students‘ involvement on the different community extension projects of the University,

ITHM, and Student Organizations and their experiences in terms of the perceived gains
or benefits and challenges that they encountered. The students‘ background and
experiences are interrelated to form the basis for an improvement plan of the
community extension services for students.
II. Methods used
The research design is descriptive and the research method is mixed method.
Quantitative method is utilized through an online survey. The qualitative method is
used for the thematic analysis on the challenges that the students experienced and
their recommendations to improve the community extension services. Purposive
sampling technique was utilized targeting 10% of the 2459 student population across
all year levels.
The instrument was developed through an online Google form. It consists of 5 parts:
The first part consists of questions on the demographic profile of the students. The
second part is a list of community extension activities which the students will check as
many to identify their participation. The third part is a 4-point Likert Scale to determine
the benefits of community extension activities to the students. The fourth and last
parts are open-ended questions on the challenges that the students encountered and
their recommendations to improve the community extension services.
There were 366 out of the 2459 or 14.89% of the student population across different
year levels who accomplished the online survey from April 02 to 05, 2020. The data
gathered were analyzed using percentage, frequency and mean, and thematic
analyses.
III. Results and Discussions
III.1. Results
1. Student Input/Demographic Profile
The table below presents the distribution of the respondents according to profile:
Table 2. Distribution of the Respondents According to Profile
Variables Frequency (no) Percentage (%)

Gender
Male 200 55
Female 166 45
Year Level
1st year 104 28
2nd year 104 28
3rd year 79 22
4th year 79 22
Degree
BSHRM 2014 Curriculum 85 23.22
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BSHRM Culinary Operations Track 106 28.96

BSHRM Hospitality Operations Track 89 24.32
BSTM 2014 Curriculum 53 14.48
BSTM Events Management Track 4 1.09
BSTM Travel and Tour Operations Track 29 7.92
Affiliation to a Student Organization
HRM Society 138 38
PATA FEU Chapter 13 4
ITHM Student Council 21 5
Others 194 53
Position in the Organization
Officer 26 7
Member 199 54
Other 141 39
Table 2 shows the frequency and percentage of the profile of the respondents in terms
of the gender, year level, degree, affiliation to the organization including their position.
The table shows that majority of the respondents are male students coming from first
and second year level. The data regarding to the number of respondents according
to their degrees shown that the BSHRM Culinary Operations Track have the highest
population. The table further presents the distribution of the respondents on their
affiliation to student organization including the nature of their membership. Here, 172
(47%) of the FEU-ITHM students are active members of the student organizations, and
194 (53%) are active members inside and outside the University.
2. Student Environment/Participation in CES events
a. For University-initiated events (Brgy 395, BJMP and Calatagan communities),
out of 366 respondents, only 190 answered that they participated in the different types
of university initiated community extension services.
b. In terms of number of times in a semester they participate, 108 (30%) answered
that they did not participate while 170 (46%) answered 1- 2 times, 59 (16%) answered
3-4 times, 22 (6%) answered 5 or more times and 7 or 2% had no answer.
c. In terms of involvement in Institute led activities (TAMVOWS, Chef Series, ITHM
Grad Ball, and others (grand buffet, feeding program, and bar tams event), there was
a high level of participation with 307 (84%) participating while 59 (16%) answered
none/no answer.
d. In terms of number of times in a semester they participate, 76 (21%) answered
that they did not participate. 228 (62%) answered 1- 2 times, 38 (10%) answered 3-4
times, 15 (4%) answered 5 or more times and 9 or 2% had no answer.
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e. For student-organized events from ITHM SC, HRM Society, and PATA FEU-
Chapter, 145 (77.1%) answered Donation drive, 24 (12.8%) answered Others, 19 (10.1%)
answered none, and 178 (48.63%) had no answer.
f. In terms of number of times in a semester they participate,76 (21%) answered
that they did not participate while 228 (62%) answered 1- 2 times, 38 (10%) answered
3-4 times, 15 (4%) answered 5 or more times and 9 or 2% had no answer.
3. Benefits of Participating in a Community extension services

Table 3 Benefits gained by the students in participating in a Community extension
services.
Indicators WM
My leadership skills were developed. 3.18 Agree
My engagement provides opportunities to interact with diverse
groups of people. 3.29 Strongly Agree
It gave self- fulfillment that I can share my time and expertise as a
student. 3.30 Strongly Agree
They are relevant to my future profession. 3.39 Strongly Agree
These activities developed the spirit of volunteerism. 3.39 Strongly Agree
It increased my social awareness on the needs of the
communities. 3.41 Strongly Agree
Over-All Benefits
Table 3 showed that the students strongly agree that CES activities are beneficial to
the social, personal, professional aspects of the students. They agree that CES
activities develop their leadership skills. For other benefits, the students mentioned,
increase in self confidence, (more) social interaction, and improved their leadership
and teamwork skills.
4. Challenges encountered by the Students
These are the different challenges that the students encountered in participating on
University Initiated Community extension services: lack of communication to the
students, lack of budget, time management concerns, and insufficient number of
volunteers.
In participating on Institute Initiated Community extension services, they encountered
financial concerns, poor cooperation from other students, limited time for preparation
of the event, and lack of information.
For student organizations, the students cited lack of information, conflict of schedule,
budget concerns, and time of approval from ITHM office causing delays.
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5. Recommendations of the Students to Improve CES

The following are the recommendations of the students to improve CES: provide
sufficient budget allocation, more consistency on the plan, provide proper
communication of information to the participants, give ample time to students for
preparation, and provide needed equipments and materials.
III.2. Discussion
This study is the first study of its kind to be conducted for the Institute. Which reflects
that, despite community extension services being one of the tri-fold functions of the
University as mentioned earlier, there is a dearth of scholarly work on the subject. The
activities are being actively organized in numerous levels, from the University, the
Institute, and down to the student organizations, but the systematic evaluation and
monitoring of the program as a whole and the students‘ level of engagement is
wanting. The students strongly agree and are fully aware of the benefits of CES on their
personal, social, and professional growth. Thus, improvements on the planning and
implementation have to be reinforced to address the challenges that the students
raised and incorporate the applicable recommendations.
With this, the following are the insights gained and recommendations to improve
the CES program:
1.Strengthen Students‟ Involvement in:
- Academic Organizations
In terms of demographic profile, there are 2 curriculum running in the Institute, the 2014
(some 3rd and 4th year students), and the 2018 Curriculum revised in accordance to
the latest CMO in offering the tourism and hospitality programs (CMO 62. S. 2017). In
this curriculum, the 1st and 2nd year courses are mostly general education courses with
one or two major courses included per semester.
In terms of the students‘ affiliation to the student organizations of the Institute, this study
reflected that the majority of the respondents who are on their 1st and 2nd year and
are under the 2018 curriculum are more active in other organizations, within and
outside FEU than with their academic organizations.
Since the Institute integrates the professional skills and courses into the CES activities,
the Institute should strengthen the students‘ on-boarding program in the different
student organizations as early as their 1st year to make them more involved in the
activities.
Institute CES Activities
The integration of CES activities in curricular activities such as event management
courses, culminating activities, and tours provide avenues for students to develop their
interpersonal and technical skills that are relevant to their profession that are
mandatory or required in nature. As tourism and hospitality students who will soon join
the service industry as future professionals, it is essential for the Institute to connect their
participation on CES activities as invaluable learnings for their professional and holistic
development not only as a course requirement to fulfill.
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University CES Activities

Since the partner communities are ―new‖(1 to 3 years in existence for the Institute),
sustainable strategies should be considered. There are also limitations in terms of the
capacity of the community (BJMP, Calatagan) to accommodate the number of
students/participants. The Institute may create more offsite activities that will support
these communities. The Institute may also explore more integration of CES activities on
their curricular activities.
2. Develop Effective Communication Strategies to Cascade CES and other Activities
In all levels of CES activities (University-led, Institute, and Student Organizations), the
students mentioned that the lack of information or poor communication as one of the
challenges encountered in participating on CES activities. An effective
communication strategy should be factored in such as posting of CES and other
activities on CANVAS (the University‘s learning management system), social media,
and through the faculty handling the different classes.
3.Develop Intervention strategies to address Students‟ Challenges and Concerns
The Institute should also proactively develop intervention strategies to address the
different challenges and concerns of the students such as effective planning to factor
in budgetary and resources needed, time management and scheduling of CES
activities, and instilling the cooperation of the students to actively participate on the
activities.
Future Directions
This research may be used as a point of departure for more future research/es. It is
an attempt to add on the body of knowledge on community extension and student
involvement in a specific setting. The findings and recommendations of the study will
be crucial in the improvement of the CES Program of the Institute as a whole and to
produce students and future industry practitioners and leaders who are more socially
grounded and involved on what is happening in the community and in the larger
society.
References
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Pipeline: Effective Recruitment and Retention Practices used by the College of
Agriculture in the United States.
Chua V.D., Caringal, K P., De Guzman, B. R. C., Baroja, E. A. D. Maguindayao, J. B.
&Caiga , B. T. (2014). Level of Implementation of the Community Extension
Activities of Lyceum International Maritime Academy. Educational Research
International Vol. 3(3) 19-28.
Hart, D., Matsuba,K., and Atkins, R. (2016)Chapter 26, ―The Moral and Civic Effects of
Learning to Serve.‖ Handbook of Moral and Character Education. edited by
Nucci, L. &Narvaez, and D. Routledge: USA.
Isidiho, A. and O., Sabran, M.S. (2017). Evaluating Top-Bottom and Bottom-Up
Community Development Approaches: Mixed Method Approach as Alternative
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for Rural Un- Educated Communities in Developing Countries. Mediterranean

Journal of Social Sciences Vol. 7(4) 266-273
Llnares, I. I. and Deocaris, C. C. (2018). Measuring the Impacts of a Community
extension services in the Philippines. Malaysia Journal of Learning and
Instruction Vol. 15 (1) 35-55.
Medina, M. (2018). A Community Extension Framework for Philippine Higher Education
Institution: A Model developed from Small-Scale Climate Change Adaptation
Projects of Central Mindanao University.
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2018-204-211.pdf. accessed last April 1, 2020.
Medina , B. (2019). Community Engagement of State Universities and Colleges in the
Philippines Towards Socially and Culturally Responsible Research and Extension.
International Journal of Advanced Research and Publications Vol. 3 (4) 1-6
Pesigan, N R I., Mahia Y J., Oliva J M, Panganiban, R., Ramirez C M L., Ronquillo M K T.,
Felice Sevilla S. (2017). Impact of Community Extension Activities to the Tourism
and Hospitality Management Students. Journal of Tourism and Hospitality
Research, Vol. 14 (1) 96-115
Rubio ,J M A., Pentinio, C V P., Ascan, J C., Mendoza, M C D., Vito J V., Encio, H A.
(2016). Involvement in Community extension services of Business Administration
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TOUR0151
A QUALITATIVE STUDY OF LOCAL INTERNSHIP EXPERIENCES:

TOURISM STUDENTS‟ PERSPECTIVE
Far Eastern University
Chrisdie Flores
Abstract
This study examined the local internship training experiences of tourism students in Far
Eastern University-Institute of Tourism and Hotel Management during the 2nd Semester
of School Year 2018-2019, where fifty-five (55) students took local internship under the
advisorship of the researchers. The study is an addition to the dearth of scholarly work
on internship in a local setting. It is framed on a grounded theoretical perspective
which is qualitative by nature. The data collection is through an in-depth interview
using the sets of questions in the Institutes‘ exit interview form. The interview was
conducted individually at the end of the students‘ training and the discussion of the
results was based on thematic analyses. The local internship experiences of the
students gave them a glimpse of the real workplace in tourism and hospitality settings.
Their experiences are varied and complex that are valuable opportunities to learn.
Overall, students learned technical and soft skills from the company culture and
structure as well as with their interactions with the different agents in the organization:
the employers, supervisors, employees, co-trainees, and the customers. In conclusion,
the study provided several insights on areas to enhance the internship program as well
as provide points of departure for future researches.
Key words: careers, employers, on-the-job training, technical skills, tourism students
Introduction
With travel and tourism contributing to 12.7% of the Philippines‘ gross domestic product
(GDP) in 2018, this service industry has contributed to the country‘s economy and has
generated diverse businesses and vast job opportunities. Because of the growing
demand for tourism and hospitality workforce both here and abroad, degree
programs leading to a career in tourism and hospitality abound. These degrees are
designed to offer internship to provide the students who are the future professionals of
the industry a hands-on experience of training in an actual working environment.
Internship is an essential part of a bachelors‘ degree program in the tourism and
hospitality programs. It provides an opportunity for students to apply the knowledge
and technical skills learned from the University into a specific field in preparation for
their future career. The modern concept of internships essentially springs from the
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medieval apprenticeship, in which skilled laborers (often craftsmen) would teach a

young person their trade and, in exchange, that person would agree to work for the
teacher for a certain length of time (Loreto, 2019). According to dictionary.com, an
internship is defined as ―any official or formal program to provide practical experience
for beginners in an occupation or profession.‖
The most important element of internships is that they integrate classroom knowledge
and theory with practical application and skills developed in professional or
community settings. They also bring a wealth of benefits to students, both while
completing a degree and when seeking a career path post-graduation. With an
internship, there will be an opportunity to showcase individuals‘ talents, commitment,
and value to a prospective employer (Cosentino, 2016). It also provides an avenue for
students to improve their academic knowledge and enhance their soft skills, as well as
to acquire additional abilities that are extremely required in the workplace after
graduation (Sahrir, et al., 2016).
Research is an important aspect for program development and improvement. From a
macro-perspective, higher education institutions (HEIs) contribute to the states‘ role in
promoting and developing research (UNESCO World Declaration on Higher Education
for the 21st Century (1998). HEIs are further tasked to ―promote its exercise and
observance for the continuing intellectual growth, the advancement of learning and
research‖ (Section 2. Republic Act no. 7722 or the Higher Education Act of 1994)).
Scholarly work and production of new knowledge through research also form part of
HEIs mission to contribute to nation building (CMO no. 46 s.2012 Policy-Standard to
enhance Quality Assurance in the Philippine Higher Education Through an Outcomes-
based and Typology-based QA). From a micro-perspective, research in internship
provide the basis for the improvement of its program (Felicen, Rasa, Sumanga,
&Buted, 2014).
Against this background, this study examined the local internship experiences of
selected tourism students of Far Eastern - Institute of Tourism and Hotel Management
(FEU-ITHM). Established in 1928, Far Eastern University is a privately owned higher
education institution strategically located at the so-called ―University belt‖ or U-belt in
Manila where majority of the colleges and universities are also located.
The Institute of Tourism and Hotel Management (ITHM) was established in 2011 and
offers two degree programs, namely, Bachelor of Science in Hotel & Restaurant
Management and Bachelor of Science in Tourism. Both programs have been
recognized by the Commission on Higher Education (CHED) and received Level II and
Level I Accreditations from the Philippine Association of Colleges and Universities
Commission on Accreditation (PACUCOA). The Internship Program of FEU offers
international and local internships and is aligned to CHED CMO 62 s. 2017 which
pertains to the policies and guidelines in offering hospitality and tourism degree
programs and CMO 104 s. 2017 which refers to the revised guidelines on Student
Internship Program in the Philippines (SIPP). Contextually, local internship refers to
internship training within the country.
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As a point of departure, this research assessed the local internship experiences of

tourism students through a thematic analysis of their responses during the exit interview
at the end of the 2nd Semester, School Year 2018-2019.
The study is an attempt to examine the local internship experiences from the lenses or
from the perspectives of the students themselves. The study utilized the data gathered
from the Institute‘s Exit Interview of interns by their advisers at the end of their training.
The objectives of the study are:
1. to determine the trainings the interns received during their internship,
2. to distinguish which aspects of the training they liked the most and they liked
the least;
3. to identify the values that they acquired from internship;
4. to solicit recommendations of the interns to future interns; and
5. to know the overall internship experience of interns.
To contextualize the objectives of the study, these are generally stated aimed to make
the interview more free flowing and engaging to the students. This will provide an
opportunity for the students to give feedback on their internship experience. For
instance, in the first objective, ―trainings‖ here are widely used to refer to actual
trainings given by the company, or skills that they learned, acquired or developed
during their internship. In the fourth objective, the ―values‖ refers to attitudes, beliefs
and/or principles that they acquired while on training.
The theoretical perspective of the study is framed from the emerging themes based
on the responses of the students during the interview inspired from Glaser and Strauss‘
(1967) grounded theory. From this framework, the study does not subscribe to a
developed theoretical model. Instead, it focuses on the richness of the data and its
meanings.
Literature Review
Several studies show that internship program provide opportunities for the students to
put into practice the theories that they learned in school as well as acquire the
necessary skills to thrive in an actual working environment. Busby (2003 citing
Hitchcock(1987), Greenan et.al. (1997), and the Dearing Report (1997), and Gibbs
et.al. (1994) identified these skills as ―transferable‖ or can be learned and developed
in an actual workplace that internship training provides. Some of these skills are team-
working, communication, inter-personal, and problem solving ability, organizational,
information technology, numeracy and learning how to learn.
Similarly, Trilling and Fadel (2009)(as cited by Kivunja, 2014), discussed the 21st century
skills needed for learners to thrive and succeed in the workplace. These skills were
categorized and summarized as: (1) core skills (2) learning and innovation, (3) career
and life skills, and (4) digital literacy skills. The core skills refer to literacy and
numeracy, while learning and innovation refers to critical thinking creativity, and
problem solving among others. The career and life skills are skills needed for working
independently and working well with others such as initiative and self-direction,
teamwork, collaboration, leadership, and productivity. Digital literacy is skills on
information technology and media. In this study, Kivunja proposed a new learning
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paradigm that provides equal values to the four skills mentioned above for learners to
be truly job ready in the 21st century.
All these four skills are applied in an internship setting and the students‘ internship
experiences in their training companies are critical for their career development. For
instance, internship may be considered as a relevant wok history. Employers in today‘s
labor market rely heavily on the experiences whether in a form of internship, volunteer
work, or any organizational activities/accomplishments of a potential employee.
Working as an intern is the most advantageous action. A study by Cosention (2016)
showed that employers are more inclined to hire interns once they have invested time
and money for training.
In addition, a good job after graduation largely depended on first getting the right
internships in college (Selingo, 2016). Employability in this context shows that interns
were hired because of their ability to effectively perform the tasks assigned to them
and being able to work well with others.
Because of the importance of internship in developing the job readiness of students as
well as providing opportunities for employment, schools are tasked to create an
internship program that maximizes the opportunities for students to develop work
ready skills and that would enhance their employability. A study by Chan (2011),
noted that graduate employability depends on these basic factors: industry
knowledge, skills and attitudes, application and presentation. The study further noted
that the challenge for academe is to produce ideal graduates with the capacity to
integrate across disciplines all the acquired hard and soft skills. In addition, the
aftermath of a good performance while on training may lead to employability of the
interns. Some companies tend to offer interns full-time positions after graduation.
In the Philippines, several studies made on the internship program served as the basis
for a scientific evaluation and program enhancement. For instance, Sevilla, et.al.
(2014) analyzed the internship performance of hospitality students based on the work
performance evaluation tool used in their university. Another study by Hernandez, C.,
Bell, F., Dela Cruz, V., Fadriquelan, C., Marcial, G., and Patena, A. (2014) assessed the
effectiveness of airline internship of tourism graduates of their university from 2010-
2013. In an undergraduate thesis of Salatan (2015), a research was conducted on
tourism students‘ internship experiences and how these influenced their desire to
pursue a career in the tourism and hospitality industry.
To synthesize, these related studies showed the importance of internship in developing
the work readiness skills of students and in foregrounding their career in the tourism
and hospitality industry. Thus, academic research provides the basis for the evaluation
and enhancement of internship programs. Overall, there is still a dearth of research
materials on tourism and hospitality internship and this study hopes to add to the body
of knowledge at hand.
Methodology
In order to assess the experiences of the students enrolled in the Tourism
Apprenticeship Program (TAP) handled by the researchers, the study used qualitative
method, the data collection is through an in-depth interview a direct, one-on-one
engagement through the individual exit interview to gather the general perceptions of
the students. The participants of this study are the fifty five (55) students enrolled in TAP
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1 and TAP 2 Section 1. The researchers used a sit-down interview to gather qualitative
information from the participants using the Internship Office exit interview form,
following all the questions provided and validate the answers during the interview. The
form consists of seven (7) structured questions used to provide as a protocol guide for
the response from the participants.
The students were deployed in the following sectors of the tourism industry: attraction
(e.g., Metropolitan Museum), hotel, travel agency and sales office, airlines, and allied
services (e.g., deployed in government agencies such as the Tourism Promotions
Board (TPB) and the like).
From the responses of the interns, the emerging themes were identified. According to
Alhojailan (2012), thematic analysis is a type of qualitative analysis used to analyze
and present patterns or themes that relate to the data. Thematic analysis is
appropriate for the qualitative method and interpretations in the study.
Based on the findings, the results are the following:
1. Trainings the interns received during internship
Training Technical Skills Social Skills Leadership skills
Venues
1. In-house How to make different Patience
kinds of coffee and Customer relations
shakes.
2. Information/history of Patience Being
Attraction the attractions. Time management responsible
Confidence
3. Hotel Learned to hold a Patience Being
conference meeting Time management-2 responsible and
and hotel operations Customer Handling resourceful.
Stress
management
Multi-tasking
4. Airline operations Patience Professional
Airlines Interpersonal skills Proper
Confidence demeanor
Teamwork Being
―pakikisama‖ or getting along responsible
with others Being mature
Being punctual
5. How to operate office Self-confidence
Travel equipment, visa
Agencies processing, and
and Sales booking a flight.
Office How to use AMADEUS
6. Office work Time management Work discipline
Allied Good interpersonal Right etiquette
Services relationship/sociable/adjust to the and manners
environment/customer relations
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Students received technical training skills during their internship program. Those
assigned for In-House training, learned how to make different kinds of coffee and
shakes and customer service. Those deployed in the attraction sector were provided
with exposure to clients, learned to build confidence, and honed communication
skills.
For the students deployed in the accommodation sector, they learned handling guest
inquiries and spearheaded the venue organizing for a conference meeting and
seminars. Trainings provided for those students deployed in the airlines, travel agencies
and sales office are clerical related tasks, customer service, and basic use of global
distribution system (Amadeus), marketing layout and designs for travel packages.
Students deployed in different allied services were also provided with clerical related
tasks training and client services.
One intern mentioned that simple tasks were given and there was not enough work
exposure.
2. 1. What they like the most in their training
Training Venue Liked the Most in the Training Liked the Least in the training
1. In-house Place None

People
2. Attraction All-1 Limited work exposure
Relationship with employees Doing tasks outside their work
assignments.
3. Hotel Brand-2 Limited food choices in the
Company location cafeteria.
Relationship with supervisors, co- Relationship with employees
trainees, and employees and supervisors
None
3. Airlines Company None
Relationships with supervisors, Filing room is not that organized
employees, and co-trainees Distance of different offices
Relationships with co-trainees,
employees, supervisors
4. Travel Agencies All None

and Sales Office Company-7 Company location
Good facilities
Office supplies Relationship with supervisors, co-
Technical skills learned trainees, and employees
Relationships with supervisors,
employees, and co-trainees
5. Allied Services All-6 Building is old
Company-6 Under renovation -4
Relationships Limited office space-6
Relationship with supervisors, co-
trainees, and employees
Under
Under Renovation
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The interns like the most in their trainings are exposure to new environment, friendly
atmosphere, welcoming boss and workmates, they received guidance and support
from the supervisors, the training helped build their confidence, improved
communication skills, and professionalism.
2.2. What they like the least in their training
Some interns says what they like the least in their training program are work tasks are
repetitive, too simple, basic, and not enough exposure. Some say they have
experienced challenges working with the regular staff.
3. Values that they acquired from internship
There are varied students‘ responses on the values acquired from internship that are
centrally focused on professionalism and soft skills. Professionalism are characteristics
or traits of a professional in a business environment. Indeed.com, an online career
guide website listed the professional characteristics: reliability, humility, etiquette,
neatness, consideration, dedication, organization, accountability, integrity, and
expertise.
While there is no universal definition of soft skills, a study on soft skills and employability
of graduates in Malaysia (Chan, 2011) adopted this definition: Soft skills generally refer
to ―those attributes that enable effective teamwork, communication, presentation,
leaderships, customer services and innovative problem solving (James & Baldock,
2004).
These skills are values, behavior, and/or traits that are needed in the effective
performance of the tasks assigned to them.
Customer Students responded that they learned to be more patient and considerate,
have a positive attitude, teamwork, time management, interpersonal and customer
relations, effective communication, have the integrity, and be more passionate in the
conduct of their tourism and hospitality profession.
4. Recommendations of the interns to future interns
The student interns recommend future interns to enjoy the whole program, make
themselves professional, responsible, and confident. If the future interns will be
deployed in a service-related company requiring them customer service, one of the
interns says, ―Always wear a smile and always be confident because being in the
service community is not an easy job and it takes a lot of effort and hard work to
satisfy your customers and trust me, at the end of the day, your efforts and hard work
will pay off.”
It is also advised to practice communication skills and choose a company that can
help in self-improvement and preparation for corporate world. Some students
recommended that the students start applying early because of the limited internship
slots available for some companies where they intend to apply. And while on the job,
to be always attentive, focus, and patient.
5. Overall internship experience of students
1. Sufficiency of internship training hours
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For the number of hours, majority of the interns say that the 400 hours is more than
enough experience to get them ready for their future career, it is just ―a perfect time
for the students to learn and fully grasp the working environment they will soon be
facing‖. One of the student says, ―I learned a lot of things that I can bring to the next
journey of my career/journey as a Tourism graduate,‖ while another student think that,
―400 hours of training is enough but the company and the people are good that you
will want to stay longer.‖ (400 hours is required for the 2014 Curriculum based on CHED
CMO no. 31. S. 2002).
Majority of the students are satisfied with their Internship program experiences, interns
enjoyed the experience of meeting different people with different nationalities, allows
them to improve themselves both personally and professionally, learned something
new, and it gave them memorable experiences.
From the 55 responses received, the top five student expectations from an internship
experience (with the frequency in parentheses) are as follows:
1. Get the real corporate experience (50)
2. Acquire knowledge about the company (55)
3. Apply what they learn in class (55)
4. Build new relationships (43)
5. Gain hands on training (6)
The adage, ―experience is the best teacher‖ is exemplified in Internship. Internship
expectations of students focused on gaining real corporate experience, acquiring
knowledge about the company, applying the theoretical knowledge learned in
school, and gaining new relationships or expanding their network.
Conclusion
The local internship experiences of the students gave them a glimpse of the real
workplace tourism and hospitality settings. Their experiences are varied and complex
that are valuable opportunities to learn. Overall, students learned technical and soft
skills from the company culture and their interactions with the different agents in the
organization: the employers, supervisors, employees, co-trainees, and the customers.
The values acquired and trainings gained by the students showed that while
technical skills are important, soft skills development are more crucial to the successful
performance of their duties and assigned tasks. In a LinkedIn Skills Report (2019), 57%
of people rated soft skills as being more important than technical skills. Soft kills, such as
communication, leadership, problem-solving, and teamwork can all be learned
through internship and can be utilized beyond that experience. In addition, these skills
are also part of the 21st century skills needed to produce quality and employable
graduates.
Aside from the technical and soft skills, internships help students learn more about the
company‘s workplace culture, employee relations, and leadership structure that are
crucial aspects that they should familiarize with on their future career.
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Future Directions
The insights gained from this study will form the basis for the improvement of the
Institutes‘ Internship program.
In particular, enhancement of the syllabi to reflect the technical and soft skills needed
in general and specific to each sector of tourism such as hotel, food and beverage,
attractions, travel agency operations, airlines, etc. In terms of implementation, this
may be discussed in detail during the internship orientation prior to deployment and a
follow through on the skills they developed or acquired at the end during the exit
interview.
In addition, the quality of internship experience is reflective on the quality of training
the companies also provide. Thus, it is imperative that the school works closely with
the internship partners not only in terms of monitoring the students‘ performance but
also in ensuring that the students are being properly mentored and guided by the
immediate supervisor or other employees during the training.
The results and discussion on the local internship experiences of selected tourism
students are departure points for further research on the same topic. It may also be
replicated to succeeding semesters since the study is limited to the experiences of
students in a given semester.
References
www.ched.gov.ph CMO 31.s. 2001. Revised Minimum Curricular Requirements for the
Bachelor of Science in Hospitality Management/Tourism
www.ched.gov.ph CMO 62. S. 2017. Policies, Standards and Guidelines for Bachelor of
Science in Tourism Management (BSTM) and Bachelor of Science in Hospitality
Management (BSHM)
www.ched.gov.ph. CMO no. 104 s. 2017.Revised Guidelines for Student Internship
Program in the Philippines (SIPP) for all programs
https://psa.gov.ph/content/contribution-tourism-philippine-economy-127-percent-2in
018 Contribution of Tourism to the Philippine Economy is 12.7% in 2018. 06 June
2019.
www.feu.edu.ph. Far Eastern University
Busby, Graham (2003). Tourism Degree Internships: A Longitudinal study. Journal of
Vocational and Training Volume 55, Number 3, 2003.
Bortz, D., (n.d.) 5 big benefits of doing an internship. From boosting your resume to
gaining real-world job experience, doing an internship can help sell you to
future employers. https://www.monster.com/career-advice/article/students-
benefits-internships
Chan, Jennifer & Kim Lian. Enhancing the employability of and level of soft skills
within tourism and hospitality graduates in Malaysia: The Issues and challenges.
Journal of Tourism. 2011, Vol. 12 Issue 1, p1-16. 16p.
Cosentino, D., (2016). 5 Reasons Why an Internship is Important for your Future Career
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https://internsinasia.com/blog/5-reasons-internship-important-future-career
Glaser, B. and Strauss, A. The Discovery of Grounded Theory. Strategies for Qualitative
Research. 1967 (reprinted 1999, 2012):New Brunswick (USA) and London (UK)
Hernandez, C., Bell, F., Dela Cruz, V., Fadriquelan, C., Marcial, G., and Patena, A.
(2014). Effectiveness of Airline Internship Program of Tourism Graduates: A
Channel for Job Placement. Asia Pacific Journal of Education, Arts & Sciences
Vol. 1 no.3. accessed at http://apjeas.apjmr.com/wp-content/uploads/
2014/07/APJEAS-2014-1-046.pdf
Kivunja, Charles. (2014).Do you want your students to be job ready with 21st Century
skills? Change Pedagogies: A Pedagogical paradigm shift from Vygotskyian
Social Constructivism to Critical Thinking, Problem Solving, and Siemens‘ Digital
Connectivism. International Journal of Higher Education. Volume 3,no.3
accessed at www.sciedu.ca/ijhe
Leadem, R., (2017). Looking for a Summer Internship? Here's What You Should Know.
Lorreto, P., (2019). The Essential Benefits of Internships.
https://www.thebalancecareers.com/what-is-an-internship-1986729
Petrone, P., (2019). The Skills Companies Need Most in 2019 – And How to Learn Them.
https://learning.linkedin.com/blog/top-skills/the-skills-companies-need-most-in-2019--
and-how-to-learn-them
Sahrir, M.S., et al. (2016). An Evaluation of Internship Programme in Improving
Graduate Skills and Marketability Among Arabic Language students in IIUM
from the Perspective of Malaysian Job Market. Journal of Education and
Human Development. March 2016, Vol. 5, No. 1, pp. 206-212. American
Research Institute for Policy Development.
Salatan, J. The Influence of Internship Experience on Students‘ Career Selection in the
Tourism and Hospitality Industry (2015). Accessed through ResearchGate
publication.
Selingo, J., (2016). Landing an internship has become way more important and
complex than anyone's acknowledging. https://learning.linkedin.com
Sevilla, F., Rasa, L., Sumanga, J., and Buted, D. (2014). Internship Performance of
Tourism and Hospitality Students: Inputs to Improve Internship Program.
International Journal of Academic Research in Business and Social Sciences.
June 2014. Volume no.4.no.6. URL: http://dx.doi.org/10.6007/IJARBSS/v4-i6/923
https://www.merriam-webster.com/dictionary/professionalism
The Ultimate Guide to Professionalism. May 9, 2019. https://www.indeed.com/career-
advice/career-development/the-ultimate-guide-to-professionalism
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Training Venues Values Learned

1. In-house Patience
Customer relation skills
7. Attraction Patience
Independence
Customer relation skills
8. Hotel Professional-punctuality, responsible, work smart, polite,
respect, positive attitude, empathy,
Passion for excellence
Taking accountability
Entrepreneurship
Customer Relations Skills
Technical skills
Teamwork-2
Confidence-2
9. Airlines Patience
Professionalism-efficient, dependable, responsible, follow the
Supervisor
Accountability
Time management
Customer relations skills
Honesty
Punctuality
Technical skills
Confidence
Independence
10. Travel Professionalism/Commitment/Efficiency-5
Agencies and Sales Communication skills-3
Office Creativity
Being responsible-3
Take Initiative
Patience-6
Integrity and passion
Politeness/respectful-4
Punctuality
Presence of mind/alert and attentive-2
Time management
Customer relations/interpersonal skills-3
Teamwork/being cooperative/down to earth-2
11. Allied Services Interpersonal relationship-4
Professionalism-1
Accountability-1
Patience/control your temper-3
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E-Tourism
TOUR012
ROLE OF TECHNOLOGY IN TRAVEL & TOURISM INDUSTRY
Mr Rahul Chowdhury
Department of Hospitality & Tourism Administration
Sister Nivedita University, Techno India Group (Kolkata, West-Bengal)
Abstract
The travel & tourism industry operates on regional, national as well as global levels & is
one of the most diversified industries in the world. Thus the exposure of these various
technological devices has switched the internet from the typical/traditional cyber
space to becoming wearable on the body too. For travel & tourism businesses,
technology advances the potential to make information and booking facilities easily
available to large numbers of tourists at fairly at low costs. This also delivers a tool for
communication between tourism suppliers, negotiators, as well as end-consumers. Not
only businesses, but also the customers & many others can comfort from
advances/growth in reservations, guest services systems & communication.
Technology/automation has made it uncomplicated for consumers/customers to
design their trip because not only it assist in methodological/systematic planning but
also saves the rhythm/tempo/time. It is not possible to judge in advance what
invention will develop in the days to come. But all of them will increase expectations of
the tourists and make more pressure/call on the tourism industry. Soaring technology
requests for more utilization of knowledge at work compared to use of muscle and
body. It increases the need for hi-tech technological skills. It escalates the need for
harmonization between different ventures/affairs, which must be done in
predetermined sequences and ways. With this booming growth of information
technology tourism and hospitality industry today is changing remarkably. So, to
match the merciless environment and to catch the changing disruption, use of
information technology is unavoidable. However, it must be kept in mind that the
travel & tourism sector generates a large base for employment, but in case if there is
too much involvement of technology comes across, there might be a change that the
industry might become robotic very soon. Advancement is indispensible /crucial, but
in a nutshell there is always a productive & a gloomy side.My article aims at dealing
with things logically, sensibly and reasonably in a way that is based on empirical rather
than theoretical considerations. One of the downside that technologies have brought
in the travel & tourism industry is that it has generated unemployment. My article
displays that technology in travel & tourism industry is most commonly used in fulfilling
information need, studying behavior& performance, managing operation process and
innovation process; however technology cannot restore the human touch. People still
matter & that is a supreme point to keep in mind. In some occasions, even when tech
can do sufficient job, we still desire to deal with a person.
Keywords: Travel & Tourism, Innovation, Customization, Smart Technology, User friendly
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Introduction
Technology has converted this society excessively. The impression of fabricating
idiosyncratic and catchy encounters for consumers has become of chief seriousness
for tourism research. Experiences & happenings are changing drastically as consumers
are increasingly empowered to co-create their own ideas, concepts, experiences &
solutions. Communication & information technologies have acted as a catalyst of
change that has opened extraordinary prospects for tourist experience creation and
improvement. Planning & designing a trip is a very time consuming process and
people often have difficulty in finding time to plan the trip. Imaginative expect an
enormous advancement expect an enormous activity in the current.
During the past decades, technologies have been altering the tourism industry
worldwide (Buhalis–Law 2008, 609). The evolution in technologies has, above all,
revolutionized the nature of tourism (Neuhofer–Buhalis–Ladkin 2012, 38) and thus
changed the traditional way of forming the tourist experience by changing the
―traditional roles, structures and processes‖ of tourist experience (Neuhofer 2014, 90).
These significant roles of social media in pre-trip travel plans, decision making, and for
sharing tacit knowledge is increasing. Efficacious and breakneck technology
frameworks in the travel & tourism sector are pivotal for development. No doubt that
technology cut costs by permitting the provider to be in direct contact with the
consumer. All travel & tourism companies use these various technologies for
performing range of tasks that boosts the efficiency of employees at work, particularly
online reservations. Rapid technology permits customers & all those who are directly &
indirectly related to be combined into a single source that smoothens different types
of operations – selection of the product, placing the order, tracking, payment and
reporting to be performed with one easy-to use tool.
Worldwide, approximately technologies have become one of the most effective tools
for addressing the imbalance between competing destinations in the global market.
Technology not only plays a vital role in delivering the right work at a faster pace but
also acts as a tool for communication between various parties such as consumers,
tourism suppliers, etc.
Not only due to the insufficient local/domestic technology, but also due to heavy
expenditures & lack of stable & dependable communication providers and facilities,
the operation in many developing countries has been for much of the offline and E-
marketing and dispensation services to be provided by service providers based in
flourished/developed countries.
The genuine meaning of technological innovations remains fuzzy, with the exception
maybe of the Internet. Modern technologies can fabricate crucial offering for the
development of tourism industry .Internet offers the provision to make information and
booking facilities available to large numbers of tourists at relatively low costs
specifically for travel & tourism business. For numerous tourism market sectors and
tourism products, advertising, marketing, merchandising, trading and selling via
technology/internet is fast sprightly becoming the most believed, accepted and
favoured method. Technology sanctions uninterrupted communication and
streamlines the guest experience, from reservation to checkout. Because many
tourism businesses are large and dispersed, they use computer systems to stay linked/
attached. Modern technologies are also used internally to keep all their employees on
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the same track and make it unchallenging to access information that can improve
the guest likes/dislikes, multiple hotel information and reservation ingredients can all be
kept on a single system.
My article attempts to investigate the modern/up-to-date/current changes, role,
development and pitfall of technology in Travel & tourism industry.
Literature Review
The aim of this literature review focuses on the technology use. Earlier research related
to this topic focused on the apprehension towards internet use. In undertaking the
literature review, several research gaps have been identified. Till date majority of work
has focused on single phases, influences and outcomes of the tourist experience as
clear-cut entities, rather than merging these. This study first recognizes the paradigm
shift. Despite the fundamental impact of ICTs on the tourist experience, scholars testify
a major gap in understanding the role of various technologies in changing, mediating
and enhancing the tourist experience (Tussyadiah and Fesenmaier, 2007; Tussyadiah
and Fesenmaier, 2009; Gretzel et al., 2011; Wang et al., 2012). In addition to a lack of
studies exploring this phenomenon in general, only recently research has gone
beyond recognizing the impact of ICTs and started to empirically explore how
alterations within the tourist experience occur (Wang et al., 2013).
Previous research also focussed on the availability of online information for disabled
tourists (Shi, 2006), and how to identify the challenges and potential solutions for online
marketing of travel destinations (Xiang et al., 2008). Another stream of research
focused on the representation of information online and the understanding of
travellers‘ information needs as expressed through search engine queries (Xiang et al.,
2009), and the effects that online information search had on tourists‘ destination
image development (Xiang Li et al., 2009), destination image formation (Llodrà-Rieraet
al., 2015), and how tourists‘ search for information through alternative channels for
more authentic and profound experiences (Xiang et al., 2015).
Samira BoroujiHojeghan& Alireza Nazari Esfangareh (2011) stated that the ubiquity of
computers and the internet at workplace, home or at school is creating a sense that
the economy is changing in rudimentary ways. While the ubiquity of IT is self-evident,
our ability to quantify its impact on the economy is limited by the nature and types of
data currently being collected by federal statistical agencies and other
sources. There are a number of unresolved conceptual questions that exacerbate the
measurement difficulties. According to them the technological uprising is closely
affixed to widening of various sectors of the economy which we have traditionally
grappled to measure. It was also mentioned that policymakers and researchers have
an insatiable appetite for data, concerns about respondent burden and the resource
costs of collecting data cannot be ignored.
According to Dr Anand Bethapudi (2013) ICT facilitates an individual to access the
tourism products information from anywhere any time. His paper explains the gaps
between tourism business and ICT influence and suggests measures to fill the gaps in
tourism enterprises.
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Having reviewed the driving forces that render ICTs a catalyst of change, it is critical to
precisely understand how ICTs can transform the tourist experience. The pervasive
adoption of ICTs in tourism has brought fundamental implications on the way travel is
planned (Buhalis and Law, 2008) and the tourism product is created and consumed
(Prahalad and Ramaswamy, 2003; Stamboulis and Skayannis, 2003). As early as in
1998, Pine and Gilmore predicted that ICTs would generate new types of experiences
due to interactive games, chat rooms and virtual reality. A wealth of studies has
recently underlined the impact of ICTs on the way contemporary consumer
experiences (Chathoth, 2007; Kim and Ham, 2007; Law et al., 2009) and tourist
experiences are created (Tussyadiah and Fesenmaier, 2009; McCabe et al., 2012;
Wang et al., 2012; Frochot and Batat, 2013; Prebensen et al., 2013; Wang et al., 2013;
Yovcheva et al., 2013; Tussyadiah, 2014).
The first gap in knowledge identified is related to the tourist experience construct.
While there have been theoretical developments since the 1960s (Ritchie and Hudson,
2009; Volo, 2009), the tourist experience still represents an under-researched area in
tourism (Larsen, 2007). Specifically, knowledge about the nature and creation of
consumer experiences on both theoretical and managerial levels is limited (Zehrer,
2009; Murray et al., 2010). The missing understanding of the tourist experience can be
ascribed to its complexity (Jennings et al., 2009), which makes it one of the most
difficult ventures to research (Ritchie and Hudson, 2009; Ritchie et al., 2011).
Recent technological advances have accelerated the possibilities for more innovative
research approaches, providing opportunities for both qualitative and quantitative
research (Binkhorst and Den Dekker, 2009; Gretzel and Jamal, 2009).
This paper is focusing on the importance of Technology in Travel & Tourism Industry. My
paper was advanced based on the data collected for the pilot study of the research
in which the author is occupied.
The Objectives of my study are as follows:
 Significance of technology in Tourism industry.
 To measure & identify the perception of various professionals, undergraduate
students & experts related to the involvement of technologies in the Travel &
Tourism sector.
 Risks of Automation.
 The role of technology applications in profitability
Questionnaire
The study uses quantitative research design. It also measures that till what extent the
students have learnt during academic years of their study. The survey was also
conducted in a travel & tourism company & a five star luxury city hotel) whereby in
technology plays very crucial and influential on day to day basis. The respondents
were from various fields such as travel agents, hotel general managers, tour
operators‘, tour guides & digital marketing experts.
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A separate questionnaire was also formulated for the professionals who are presently
working at various positions in the travel & tourism industry, for their views related to the
above mentioned topic.
Survey Instrument
Form for assessment of contribution of technology in travel & tourism industry -
questionnaire for Hospitality Professionals & Industry Experts:
Dear Hospitality Professionals & Experts, I would really appreciate if you can spare few
minutes to fill up this survey. The prime motive of this study is of ―Role of Technology in
Travel & Tourism Industry‖. Your valuable & unbiased feedback will surely help us in
judging the superiority & drawback of technology. This survey is absolutely
confidential. This survey would take approximately 12 to 15 minutes to complete.
Thank you all in advance for your valuable time & efforts.
The succeeding questions are about the contribution of technology in travel & tourism
industry:
To what extent you feel that technology plays a sizeable role in tourism industry:
Circle the appropriate number:
Average Above Average Excellent
3 4 5
3 4 5
3 4 5
3 4 5
3 4 5
How has technology contributed to the Travel Industry?

Not at all helpful Not so helpful Somewhat helpful Very helpful Extremely helpful
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
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On a scale of 1 to 5, 5 being the highest, how would you rate that digital marketing
plays a key role in the development process:
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
To what extent you feel employee have performed in each of the following areas:
Above
Poor Below Average Average Excellent
Average
Product knowledge 1 2 3 4 5
Responsibility 1 2 3 4 5
Handling situations 1 2 3 4 5
Poor Below Average Average Above Excellent

Average
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
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The following questions are about the contribution of trainers, while guiding you in
understanding the complete system. Circle the appropriate number:
To what stretch you sense money plays a paramount role for installing latest
technologies for smooth functioning of Tourism industry:
Strongly disagree Somewhat disagree Neutral Somewhat agree Strongly agree
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
SURVEY INSTRUMENT
questionnaire for Travel Agents, Tourism Executives & Tour Operators: (Male & Female):
Dear Travel agents & Tour operators, I would really appreciate if you can spare few
minutes to fill up this survey. The prime motive of this study is of ―Role of Technology in
Travel & Tourism Industry‖. Your valuable & unbiased feedback will surely help us in
judging the superiority & drawback of technology. This survey is absolutely
confidential. This survey would take approximately 12 to 15 minutes to complete.
To what extent you feel prepared in each of the following Job specific skills:
Poor Below Average Average Above Average Excellent
Handling of gadgets 1 2 3 4 5
Time management 1 2 3 4 5
Adaptability 1 2 3 4 5
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To what stretch you feel you automation has a severe affect in growth & employment:
Not at all affected Little bit affected Neutral Highly affected Very badly affected
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
How difficult it was when modern technologies were installed at your workplace:
Difficult Very Difficult Neutral Easy Very Easy
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
To what stretch you feel involvement of latest technologies will have a positive impact
on customer/guest satisfaction:
Strongly disagree Somewhat disagree Neutral Somewhat Strongly

agree agree
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
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SURVEY INSTRUMENT
Questionnaire for Students (Male & Female):
Dear Students, I would really appreciate if you can spare few minutes to fill up this
survey. The prime motive of this study is of ―Role of Technology in Travel & Tourism
Industry‖. Your valuable & unbiased feedback will surely help us in judging the
superiority & drawback of technology. This survey is absolutely confidential. This survey
would take approximately 12 to 15 minutes to complete.
What is your level of preparedness in understanding the concept of technology?

1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
Motivation for working with latest technology in Tourism industry

1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
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To what extent you feel you have received a great knowledge during your education
& internship at your colleges & various companies:
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
Data Collection
Homogenous sampling method was used for this study. The prime members those who
were involved in the data collection / sampling process are various hospitality
professionals‘, industry experts, travel agents, tour operators, tour guides, tourism
executives, college students pursuing travel & tourism management courses The
researcher carefully & intentionally neglected & omitted those Tourism Executives who
have not yet mastered a minimum of 5 years of industry experience. This was done to
ensure rich feedback & proper evaluation. Also the same method of feedback policy
was adopted in case of Hospitality Professionals. Only those professionals were
involved in the survey who has gathered at least 8-10 years of industry experience. As
it was already mentioned earlier that only the tourism department students of final
year batches were involved for the above mentioned survey, as the students they
have already undergone their mandatory internship/industrial training at various hotels
& travel companies and will soon join the real work environment. The researcher
personally visited the a few tourism institutions, a few luxury hotels & travel companies‘
of West Bengal-Kolkata for collection of data & processing the same.
The questionnaires were sent to all the above mentioned designations over email &
via WhatsApp. (Both in group & personally). Out of 40 questionnaires sent to the
Hospitality Professionals & Experts, 38 were returned. Of those, 34 were valid (89 % valid
return rate). The genuine feedback from Travel agents, Tour operators & Tour operators
were 31 out of 42 (73.8% valid return rate) and for Students the numbers were 47 out of
52 (90% valid return rate). The invalid questionnaires included those which were
incomplete and which were marked in more than one rating.
Data Analysis and Interpretation
The facts & figures used in this study were collected between November 2019 to
August 2020 in West Bengal, India. The survey illuminates on the dissimilarities in
acknowledgement of the hospitality professionals‘, travel agents, tour operators &
undergraduate tourism students. A significant difference was found between the
groups regarding the role of Technology in Travel & Tourism Industry, in various fields.
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The author personally wanted to find out the related benefits & issues regarding the
proposed topic As a result, practical applications of the topic, personal interest and
curiosity motivated the author to carry out the said topic.
Operating with the help of latest technologies can provide well grounded ,perfect,
improved, up to date, information on every question, doesn‘t matter however
strenuous , the question can be. Not only while planning a tour, globetrotters/travellers
needs guidance but also they need full assistance after arriving a certain location.
Required information can be everything & anything, such as sightseeing options
available at a particular location, climate, travel, things to buy, etc. Normally, such
basic in formations are easily obtainable from printed brochure, which can be used for
various promotional activities also. Pamphlets, catalogue, flyers normally contains only
some views of some slights, while computer memories can be more detailed, positive
& perfect. Uninterrupted renovating is also possible. One of the gigantic technological
revolutions was the birth of internet. Nowadays, almost every tour operators, travel
agents & all those who are directly & indirectly attached to the travel & tourism
industry, makes thorough use of these resources for business purposes. In the travel &
tourism industry it‘s mandatory now days that customers/guests needs to be shown the
various types of amenities & facilities available. We are now gradually touching the
world of technology. We all are familiar to social media. Both technology & social
media plays a very pivotal role in today's life. Our lives have become much easier
nowadays as, we can communicate easily with each & every person in this world, no
matter what the time & location is. This vast world of technology & social media not
only gives us figures, statistics, knowledge ,information, etc , but it also interacts with us
.This interaction can be simple like giving comments or vote for an article. The only
thing we need is just a technological device & of course with stable network
connectivity and we can access any sites across the globe with just a click
Additionally these sites found as best form of digital marketing where one can
promote his business. It‘s a matter of second for someone to promote their business by
just creating their page of product or service on social media sites. In this current
epoch almost all types of businesses no matter how big or small, use social media
platform for advertising purpose.
Demographic statistics of the Respondents
Gender ratio of the 112 respondents collected from the hospitality industry and
hospitality institution from West Bengal (34 Hospitality Professionals‘& Industry experts,
31 Travel Agents, Tour Operators & Tour Guides and 47 Students) are as follows:
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Table 2: Gender ratio of the respondents
Professionals‘& Travel Agents , Tour Guides & Final year undergraduate

Respondents
Experts Tour Operators Students
Ratio
Number Number Ratio (%) Number Ratio (%)
(%)
Male 21 61.76 26 83.87 19 40.43
Female 13 38.23 5 16.13 28 59.57
Total 34 31 47
Source: Primary Data

Out of 34 respondents from the Professionals‘& Experts 62% (app) were male members
while 38% were female members. Travel Agents, Tour Guides & Tour Operators male
female ratio was 84 %( Approx) (male) and only 16% (female) while the final year
undergraduate student ratio was female dominated (60%) (Approx) with 40% male
respondents.
Table 3: Work Experience of Hospitality Executives and Travel Agents, Tour Guides &
Tour Operators
Professionals‘& Travel Agents , Tour Guides &

Experience Experts Ratio% Tour Operators Ratio%
5 - 10 Yrs 15 44.11 9 29.03
11 - 15 Yrs 7 20.58 7 22.58
16 - 20 Yrs 6 17.64 6 19.35
21 - 25 Yrs 5 14.70 5 16.12
26 - 30 Yrs 2 5.88 3 9.67
30 Yrs and
above 0 0 1 3.22
Out of 34 Professionals‘& Experts, 75% of the respondents were having work

experience within 20 years, while the rest were quite senior members with experience
between 21 – 30 years. There was no respondent) in this survey who was having work
experience above 30 years.
The highest number of Travel Agents, Tour Guides & Tour Operators participated from
the experience group between 05 – 10 years (29.03%) followed by the experience
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group of 11 – 15 years (22.58%). However, only 1 respondent who was having more
than 30 yrs of experience who took part in this survey.
Table 4: Age group of Hospitality Executives and Faculty Members
Professionals‘& Travel Agents , Tour Guides &

Age Group Experts Ratio% Tour Operators Ratio%
26 - 30 Yrs 16 47.05 10 32.25
36 - 45 Yrs 15 44.11 12 38.71
46 - 55 Yrs 3 8.82 6 19.35
55 Yrs and
above 0 0 3 9.67
More than 80% of the Professionals‘& Experts who participated in the survey were
aged between 26 – 45 yrs with only 9% (Approx)between 46 – 55 yrs. There was no
respondent found in the survey who was aged above 55 yrs. More than 60% of Travel
Agents, Tour Guides & Tour Operators belong to the age group of 26 – 45 yrs. Less than
20% of the Travel Agents belonged to the age group of 46 – 55 yrs, while less than 10%
of the Travel Agents , Tour Guides & Tour Operators were above the age of 55 yrs.
The Experience
The scenery is changing each & every second. Today, almost each & every customer
experience in nearly every industry is brace by ever-more-quickly-evolving digital
technology. The probability of utilizing technology to magnify the experience of the
tourism product, are towering. For example, some tourists may not be able to visit all
the destinations, due to various reasons, such as physical weakness, less time
available, etc. But in that situation it is attainable through the use of latest
technologies to provide everybody with this experience without even visiting the
actual site.
Tourist guides usually talk to groups, not all of whom are near enough to hear properly.
Language and accents also, interfere with proper understanding. Tourist guides are
not pleasing & pleasurable to listen all the time even sometimes not good at
elucidating the history of various sites. The commentaries by tourist guides can be
easily recorded and given to individuals with earphones. Depending on the personal
tempo individuals can select whatever they want. In an exhibition lounge with
separate commentary on audio or video tape, for those who might be interested.
Separate displays can be made available where an individual can both watch &
listen to the explanations in their favoured language.
Even the real environment inside a rain forest can easily be portrayed inside an
exhibition hall. This is made possible through synchronized light and sounds both
electronically generated & regulated. Just for example , the liveliness that was
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created by computer animation in the world famous film Jurassic Park is a an

addition to augment the experience of moving through preferred routes by just
holding a mobile phone in your hand or by just sitting in front of a computer/laptop.
Table 5
Figure 2. Experience Pyramid :

Source (Tarssanen–Kylänen 2007, 139)
Happenings in theme parks can be made more pleasant with lights and water flows
made totemper according to set rhythms of music. The famous world famous Burj
Khalifa in Dubai for example, could be shown in different conditions of light at any
point of time. This could have a promotional effect, creating desires to visit the real
things. This may also be satisfying for those who may not be able to make a visit. The
interest of the historical and\or cultural tourists could be met to some extent by the
use of such technology.
Technically it is possible to recreate forest hikes, caves, etc. for the adventure or sports
oriented tourists. Thus technology can enhance the worth of the product for tourists.
While these possibilities exist, it may take some time before they can become smoothly
functional in India. The minimum requirement is that we must have the necessary
infrastructure. It is essential alongside a steady and reliable source of power. The
maintenance of the equipments must be scheduled from time to time. Restrictions
regarding load, temperature, humidity, time schedules, etc., will have to be rigidly
regulated. Most of all, individuals linked with these systems will have to be trained to
perform to a script without any scope for deviation.
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Communication
Technology makes communication on the spot. Technology has the ability to stimulate
& encourage finer communication skills Employees/managers who travel continuously
for many days stays connected to their offices with the help of an uncomplicated
tool/device. Easiest way to receive all the messages, various informations and mail
waiting for them .With the increase in business tourist traffic, hotels will not be in
demand unless the rooms provide the facilities for such linkages through modems.
Technology delivers alternatives that lead to powerful & effectual communication. It
assists in facilitating unwrinkled communication among individuals or businesses,With
technology being a level in most office work environments, the employees including
the heads must learn not only ways of communicating in-person at meetings and
during daily work routines, but must make sure they are streamlined on any company
announcements via email or digitally posted. Tourists/guests from various backgrounds
across the globe can benefit exceptionally from the technological advances.
Technology has the potential to reach & teach people to communicate with assorted
group of audiences. It‘s not about just staring into a phone, this is just a medium. The
efficacious communicators remain out of internet battles and stirring arguments. As we
can see that technology becomes more and more consolidated & integrated into the
way humans live their daily lives, the various innovative skills are important to learn.
With the growth of newest & the latest technologies day by day communication is
becoming easier .According to me people do not have to do that initial face-to-face
response/ reaction when they are behind a keyboard. Depending on how one
chooses to communicate this can be a satisfactory or unacceptable thing.
Analysing the role of Technology in Travel & Tourism Industry
Technology-This fabulous new theory has revolutionized the unreduced & undivided
world of Travel & Tourism industry Technology has assisted tourism and hospitality
industries replace expensive human labour with technological labour Not only
customers , but businesses too can benefit from improved communication,
reservations, and guest service systems.When it comes to the technological
advancement, it was the sector of travel and tourism which became one of the first,
to have been revolutionized by the development in Information Technology. In fact,
technology has played a critical role not just in the advancement of tourism, but it has
helped in spreading the phenomenon of tourism to each & every corner of this world
and has made tour/journey much safer. Digital Transformation is the integration of
technology into all areas of business, changing how they operate and offer value to
the customers.
Most of the business leaders in Asia believe that Digital Transformation is critical for
every business to stay relevant else will face the risk of becoming obsolete in the
changing world. Embracing digital technologies allows businesses to run more
smoothly & efficiently Technology affects the way individuals communicate, learn and
think. Since few years it has been detected that hospitality industry has experienced
extreme digital transformation in the recent years. Let‘s talk about few trends
influencing this human centric industry:
Virtual Reality: One of the most prominent & extraordinary way of marketing &
advertising. This extravagant feature is being used by hotels to extend a preview to the
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guests that they are going to experience even prior from stepping into the hotel. This
offers customers great relaxations that are planning a vacation to a faraway
destination.
Hotel‘s Front office (often called as show window of a hotel): It allows the guest
contactless check-in & check-out from the hotel. It also helps the guest with digital
guest room keys & various other hassle free operations
Data Hub: - Hotel operations teams grasp the guest data to improve upon the services
and deliver brand promises. Managers use various indoor & outdoor data to support
their pricing strategies.
Potency: Today a tourist can plan his/her entire uninterrupted trip without having to
talk to a human. Selecting a room, checking-in to a hotel/room, unsealing the room
door, seeking for various services and posting/sharing reviews can all be performed
comfortably & effortlessly using the mobile device. Even they can select the food
without talking to a single person.
Promotion, Marketing & Reservations
There is no doubt about the fact that tech helps a business to flourish, grow & earn
profit. It not only generates relationships but also nourishes the effectiveness of
organizations The fundamental character of technology in marketing is basically
assisting marketers get a superior & finer hold on customer tastes, their conduct and
pick up fondness, and to sketch the most effective marketing strategy. There is a cut
throat competition in the Travel & Tourism industry. Utilizing these technologies are
actually helping each and every component of travel & tourism industry, so as to offer
a better experience to their consumers and also market themselves in a better way,
such that they can go one step ahead.Competition is everywhere .Many landing
places are competing with each-others to charm their visitors. Thus in case of the
above mentioned situation, marketing as well as promotion of tourism& hospitality
products and services are not only necessary but must be mandatory for its survival.
In the tourism industry one of the crucial & weighty applications of technology is in the
area of reservations. It is extremely difficult to cope with manual system as the
chances of errors are much higher .Not only its time consuming but also it cannot
tackle such vast amount of data. Numerous groups have a requirement which varies
from one with the other .Thus in such a situation manual systems for surely will
breakdown/cutout. A failure not only troubles many, but disfigures the entire purpose
of the trip as well as adds a nuisance value to the business. With the development of
latest technologies & various apps, it has become extremely simple for a layman to
book a hotel or to book a flight/railway ticket.
Few years back, it was possible for a passenger to choose their seat on an airplane
one could only at the point where the aircraft was originating. But no one can reserve
their seats even at the time of booking from anywhere & at anytime. Technology is a
different ball game all over. At other stations, one had mostly to occupy the free seats
after boarding.
Even one can pre order their meal preference via online before they are actually
travellingMeal bookings can be made up to 24 hours in advance
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It is also possible for personnel associated with the travel & tourism industry to know
preferences of their repeat guests in restaurants (for tables preferences, preference for
special food, wines etc) or theatres and. cinemas (seats and kinds of plays).
Technology plays an important role in society today.
Discussions & Conclusion
With the upward growth of technology things are now rapid, trouble free, and more
convenient. Technology is everywhere, from smart phones to moreish social
networking sites. We cannot challenge the fact that innumerable technological
developments and innovations played a crucial role in our lives. Now a day‘s it‘s very
easy to contact easily anyone from anywhere, sharing ideas and information at a
higher speed than ever before.
The society is still progressing & major advancements are taking place in the field of
technology. Side by side it‘s also trying to improve the speed & accuracy in
information processing. This will make it possible to offer much better services in sectors
which are both directly & indirectly linked to the travel & tourism industry, such as
hotels and restaurants.
Technologies are still developing. As one of the fastest growing industries of the world,
the travel and tourism industry has always been at the forefront of technology
(Sheldon, 1997) and has taken advantage of the synergies available between
technology and tourism (Buhalis and Law, 2008). This study broadly explains the
importance of tourism in Asia, especially within the context of demographic changes
of tourism. Our ancestors were not so lucky to study in an interactive class rooms. They
almost never had an access to internet/smart phones or computers. This vast world of
computer and internet has completely given a different shape to our society. As our
life is surrounded by technology 24X7, we don‘t even notice or understand the fact
that how we manage without the very basic necessities of life such as water, electric,
transport, etc.
There is no doubt that technological developments have made our lives congenial,
easier, pleasant and convenient, it also has brought up various unfortunate health
slam, psychological problems, pressure and strain in our daily life. Technology can be
addicting. Extended screen time can result in health ramifications. Apart from benefits,
technology has created several messes due to its misuse. So it wholly depends on us
how we use technology for the well being of society, the same way we use slogans
conserve, reduce and recycle.
References
Barbara Neuhofer (2016) An Exploration of the Technology Enhanced Tourist
Experience
https://www.researchgate.net/publication/302590050_An_Exploration_of_the_Technol
ogy_Enhanced_Tourist_Experience
http://egyankosh.ac.in/bitstream/123456789/17000/1/Unit-7.pdf
BarbaraNeuhofer,DimitriosBuhalis&AdeleLadkin (2012) Conceptualising technology
enhanced destination experiences
https://www.sciencedirect.com/science/article/pii/S2212571X12000091?via%3Dihub
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Roland Atembe (2015) The Use of Smart Technology in Tourism: Evidence From
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TOUR0120
SOCIAL MEDIA: THE PATH AHEAD IN PROMOTING ASI MONUMENTS AND SITES OF
PUDUCHERRY
M. Siva
Department of Tourism and Hotel Management
School of Business Studies, Central University of Karnataka, Kalaburagi
G. Anitha
Assistant Professor, Department of Hotel Management
M.K. University College, Madurai - 2
Abstract
Social Media in the digital era is one of the best strategic platforms for promoting
tourism in a destination. Social Media with the advantages of cost, time, hypertext and
wider audience reach becomes the imperative medium in decision making process
by the tourists visiting a destination. Puducherry with its historic monuments and sites
has a wide opportunity of attracting tourists to this destination. This research aimed in
investigating the tourists of using online platforms in visiting Puducherry. The study
reveals that social media is underutilized by authorities and businesses involved in
tourism to promote ASI monuments and sites of Puducherry. Additionally, the findings
provide insight into how tourist destinations can use social media (Facebook, Twitter,
Instagram, Travel Blogs, and Travel Vlogs) to attract tourists to its destination and
enhance brand image. The study also shows that social media is a means of valuable
information platform to be used extensively by the government, stakeholders and
businesses involved in tourism.
Key Words: Social Media, digital era, destination, monument
1. Introduction
Puducherry once a French colony is a blend of Tamil and Colonial architecture. The
rich heritagedating back centuries, culture, monuments and cuisines are the
amalgamated tourism products that draw tourists to this destination.The destination
with uniqueheritage buildings, streetscapes, monuments and ASI (Archaeological
Survey of India) protected sites (Mulanathaswami Temple, Thirukundangudimahadeva
Temple, Swayambunathaswamy Temple, Ekamaresvara Temple, VaradarajaPerumal
Temple, Panchanadisvara Temple and Arikamedu)is a destination of distinctive
flavour. It is evident that internet technology dominates this era, and socialmedia with
exponential growth is becoming part of life for a lot of people.Reports showed that
there are 4.38 billion internet users, 3.48 billionactive social media users, and 3.25 billion
mobile social media users. Ofthe social media outlets, the three top platforms are
Facebook, YouTube and Whats App with the active number of users 2.23 billion, 1.9
billionand 1.5 billion respectively (Global Web of index, 2019).
Social media, today, is one of the existing best opportunities for tourist destination
tocreate awareness for potential customers and targeted ones (K. Berhanu et al.,
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2020). The studies regarding tourists using the social media for making decisions to visit
heritage sites ofPuducherry and the stakeholders of tourism using social media in
promoting the historic monuments and sites are limited, therefore the study is aimed in
investigatingof the above mentioned. Furthermore, the study also providesan insight
into how tourist destinations can use social media (Facebook, Twitter, Instagram, Travel
Blogs, and Travel Vlogs) to attract tourists to its destination and enhance brand
image.
2. Literature Review
2.1. Puducherry, the city of colonial era buildings, monuments and architecture
Pondicherry, officially known as Puducherry is a former French Colony with the perfect
amalgamation of the traditional Indian and French sensibilities. Dating back far as 200
B.C. the rich heritage of Puducherry with its colonial era buildings, splendid
monuments and architecture draw large number of tourists to this erstwhile French
colony. The city no wonder has become the most preferred destination in recent
years. The fact that the part of tourists prefers to visit a heritage destination on holiday
and for leisure substantiate that culture, tourism and leisure are increasingly bound
together (A. Ramires et al., 2018).
The incredible monuments, rich heritage with the distinctive French flavour and
Archaeological sites (Mulanathaswami Temple, Thirukundangudimahadeva Temple,
Swayambunathaswamy Temple, Ekamaresvara Temple, VaradarajaPerumalTemple,
Panchanadisvara Temple and Arikameduin Puducherry can be a source of wonder,
historical importance and products of tourism at this destination.
2.2. Visitors sources of information during travel and tour planning process
Digital technology is replacing many other entities for the source of information in the
recent decades. Tourists now turn into smart phones and social media in the way they
referred to magazines, brochures, government pamphlets and travel agents. Social
media plays an increasingly important role in many aspects of tourism, especially in
information search and decision-making behaviors, Fotis J (2012). On one hand, so
called social media Websites, representing various forms of consumer-generated
content (CGC) such as blogs, virtual communities, wikis, social networks, collaborative
tagging, and media files shared on sites like YouTube and Flickr, have gained
substantial popularity in online travelers‘ use of the Internet (Pan, MacLaurin et.,
2007).
KassegnBerhanu et al., (2020) state that, ‗social media particularly travel 2.0 attracts
the attention of customers since online reviews and recommendations by tourists are
perceived to have a higher credibility than conventional visitor information sources.‘ A
study conducted by R‘athonyi (2013) on ―influence of social media on tourism -
especially among university students‖ revealed that the majority of students always
use social networking sites; nonetheless, they don't use such platforms to search
information during their travel planning process. The result of the research provides
some managerial and practical implications. International visitors are using both types
of social media and traditional media as a source of travel and tourism information.
Hence, tourism and hospitality organizations should devise an integrated marketing
strategy that incorporates both traditional and social media, (K. Berhanu et al., 2020).
Chung and Buhalis (2008) who argued that when a tourist makes the final decision on
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destination choice, the most significant information comes from online interpersonal
influence - online word of mouth (e-WOM). It is noted that almost all visitors use ICT to
obtain information regarding tourism destinations, accommodations, and accessibility
(Ramos et al., 2020).
2.3.Social Media in the Development of Destination Image and Tourists attraction
Social media is a key focus area for DMOs‘ branding strategies (Hays, Page &Buhalis,
2013). The growth of social media in terms of features and number of users makes its
use broader, including in destination branding. The conventional destination branding
model is transformed by utilizing social media, which tends to have a positive impact
(Abdul Basit et al., 2019). The views are supported by Zheng Xiang et al., (2010) who
argued that, ‗blog sites (e.g., travel post and blog spot) and social networking sites
(e.g., meet up) are making inroads into the territories that used to be dominated by
traditional suppliers. The results confirm that tourism marketers can no longer ignore the
role of social media in distributing travel related information without risking becoming
irrelevant‘.
The Branding Strategy is one of its efforts because it has great strength in the tourism
industry, especially through social media Christou, E. (2015). Song &Yoo, (2016) state
that, ‗Social media generates much higher brand awareness and purchase intent
than any form of paid advertising. According to Hahn et al. (2016), social media has
become an important tool for marketers to influence consumer behavior in the areas
of brand awareness, information acquisition, opinions, attitudes, purchasing behavior
and post purchase communication and evaluation. Thus social media has made a
huge impact on the tourism industry. Consumers engage themselves with social
networking sites to research trips, make informed decisions about their travels and
share their personal experiences of a particular destination, hotel, restaurant or airline.
TripAdvisor in particular has a wide reaching effect on the tourism industry. It has larger
number of monthly visitors, tourists and holiday makers who are actively seeking out
travel information and advice from the sources they trust the most. Social media
content is perceived very often as more trustworthy compared to official tourism
websites or mass media advertising (Fotis et al., 2012). Social media are, therefore,
used before, during and after holidays for experience sharing and are a significant
information source (Xiang and Gretzel, 2010).
2.4. Social media as a means of valuable information platform to be used extensively
by stakeholders of tourism business
Sautter and Leisen (1999) claimed that, in destination management, all stakeholders
should be considered and this will lead to significant returns of tourism in the long term
(Formica.S et al.2008; Wang, Y et al., 2007). Carlos de las Heras-Pedrosa et al., (2020)
state that, ‗different stakeholders are valuable sources of trust, and content
generated by them could attract potential tourists and contribute to the promotion of
a destination‘.
Social media is the ―mega trend‖ on the digital platform for connecting, participating,
communicating and sharing information among users and being using as a tool to
support tourism enterprises to raise efficiency and competitiveness in the tourism
industry (PanneeSuanpang, 2020). In a study (P. A. Stokowshi, 1990; T. P. Liang et al.,
2011) argue that social media is used in tourism enterprises to gain competitiveness in
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many dimensions including: Providing information: The major function of social media
is used for providing information about products and services directly to the customer.
Social media can be a powerful marketing tool that helps the tourism enterprise
create online marketing directly, especially by ‗word-of-mouth‘ from the tourist to
share their tourism experience of their journey (W. S. Chow et al., 2008; A. M. Hede et
al., 2012).
3. Methodology
Qualitative research method was adopted for this study. Primary and secondary
sources of information were used for the research. The primary data were collected
through semi-structured interviews from tourists visiting historical sites of Puducherry. The
questions focused on visitor‘s source of information for travel and tour planning
process; social media in the development of destination image and tourist‘s attraction
and the significance of social media to be used extensively by stakeholders of tourism
businesses. Content analysis method was chosen to infer the responses. Qualitative
content analysis allows researchers to understand social reality and emphasizes an
integrated view of texts and their content (Zhang &Wildemuth, 2007).
4. Findings and Discussions
4.1.Puducherry, a seamless mix of colonial buildings, ASI monuments and Franco-
Tamil architecture
Puducherry, a former French Colony with the amalgamation of Franco-Tamil culture is
affectionately called as ―India‘s Little France‖, ―The French Riviera of the East‖. The
major responses from the visitors infer that they have less information about the ASI
protected monuments and sites of Puducherry. Majority of respondents are aware,
Puducherry is a former French colony and it‘s a blend of French and Tamil Culture.
ASI (Archaeological Survey of India) protected monuments and sites!! So sorry, I am
not aware of such historical resources of Puducherry. If I would have known earlier, I
might have planned to visit those sites. I think I missed to visit this time…….
-Ms. Gita Pokhrel (Tourist), Nepal
4.2. Digital Media as the source of information of travel and tour planning
The vast majority of respondents have visited at-least one to three social media
website before the travel plan to Puducherry. Almost more than half of the
respondents visited social media websites several times a day while they were in the
process of taking a decision to visit this coastal city. The responses infer that social
media websites were visited to assess the destination choice, accommodation
choice, site seeing and activities to be carried over in the destination. The major
response reveals that less information was available about the ASI monuments and
sites of Puducherry.
Good Morning! Yeah I did use social websites to seek information about places to visit,
budget hotels to stay and things to do before I came to Puducherry. ASI monuments
and sites in Puducherry ?? Sorry, I am not much aware of that……I didn‟t find any
reviews about the ASI sites in any social website, could you please share me the
information about the sites, if possible I may visit……….
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 V. Sanjeev Kumar, Bangalore, Karnataka

4.3.Social Media relevance in the destination image formation process and tourists
attraction
Major responses disclose that primarily an image was formed about Puducherry after
viewing the social websites and official websites of the destination. Majority of the
respondents accepted that they showed interest to read opinions of travellers who
had already visited the destination viewed their photos, videos in the social websites.
In addition, they did visit the official website of the destination to have better clarity of
the destination. As overview, the inferences reveal that internet and digital
technologies is a highly valuable marketing tool in formation of destination image and
drawing large number of tourists to the destination.
Hello Brother! Yes, I did visit several social media websites before visiting Puducherry, I
had many imaginations about Puducherry, and almost all the social media website
reviews stated that one can experience French culture across the white town of the
destination in means of architecture, cuisine and language spoken by the local
people. It‟s true I did experience it, but regarding ASI monuments and sites I have not
come across any information……..
 S. Gauri, Bangalore, Karnataka
4.4 Social media as a means marketing tool to be used extensively by tourism
business stakeholders
Major stakeholders of tourism business stated that they are aware of social media
impact of marketing a destination and they did accept that they had given less
importance to social media websites in boosting this destination. Majority of
respondents stated that the tourism business has slowed down because of Covid 19
restrictions and expressed their interest to take advantage on the merits of social
media in promoting their business and the destination.
Yes! Yes! I am aware that the social media is wonderful marketing tool with user
generated content of texts, status updates, videos and photographs, in our
organization; we are trying slowly to focus on social media websites in promoting our
tourism products….. I hope in few years‘ time we may do well in the social media
websites…….
 K. Perumal, Gandhi Street, Puducherry
5. Discussions
The study indicates that social media and digital technologies are the major source of
online information hubs for travellers visiting a destination. Moreover, it is found from
the study, that visitors use social media extensively to seek information before the trip,
during the trip and after the trip. The elderly respondents compared to baby boomers
are largely dependent on word of mouth than the social media websites. The study
reveals that online reviews posted in trip advisor, expedia, facebook, travel blogs and
other social media websites with the ratings of the reviews increases visitor‘s
confidence in decision making, reduces the risk and facilitates visitors in selecting
accommodation according to the desired budget. Puducherry with its rich heritage,
history and franco-tamil culture attracts large number of tourists to the destination. But
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lamentably the inferences of the study disclose that the digital platforms and social
media is underutilized by authorities and businesses involved in tourism, especially the
ASI monuments and sites of Puducherry are less mentioned in official tourism websites
and social media websites. Most importantly the research divulges that with relatively
less cost, social media (Facebook, Twitter, Instagram, Travel Blogs, and Travel Vlogs)
marketing if extensively used by concerned tourism authorities and stakeholders of
tourism business would attract large number of tourists to the destination and enhance
positive brand image of the historic city.
Inferences of the study conducted among the Tourists and Stakeholders of tourism
business
Table 1: Tabular Depiction
Problems Prospects
i. Lack of Information about Digital Media is one of the major source of

heritage properties, monuments information for promoting heritage sites and
and ASI sites in official tourism monuments that would facilitate in attracting
websites and social media large number of day visitors and tourists to the
destination
ii. Less promotion of ASI sites in
conventional and online Social Media is one of the existing best
platforms compared to other opportunity promotional tool with less cost and
tourist attractions wide reach that include texts, videos, reviews
and photographs to promote historic sites
iii. Social Media relevance in the
destination image formation Social media is a powerful tool in the recent
process and tourists attraction is decades of tourist attraction and destination
less recognized and utilized image formation
iv. Stakeholders of tourism business Social media marketing (Facebook, Twitter,
and tourism authorities Instagram, Travel Blogs, and Travel Vlogs) can
underutilize social media websites be extensively used by stakeholders for
for the promotion of tourism enhancing brand image and attracting
products tourists to this historic city
v. Puducherry with the mixture of In the domination of internet technological
french imperial heritage and tamil era, the historic city Puducherry can be
ethnicity underutilize the digital remodeled and promoted to the present
platforms needs of the generation
6. Conclusion
Internet and digital technology is an immensely valued tool and a major asset of
tourism industry. The official websites and social media are the keys of information
resources and image formation of the destination. A well planned official website
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positively influences the overall destination image (Rodríguez-Molina et al., 2015), even
helping to overcome cultural barriers (Moura, Gnoth, & Deans, 2014) and inciting a
higher intention to visit (Chung, Lee, Lee & Koo, 2015). This research examined the
tourist‘s usage of social media in decision making to visit Puducherry, the results clearly
indicated that to a larger extent, tourists were influenced by reviews of social media to
visit this destination. Social Media appear as an important source to generate,
distribute and sift through associated information to potential tourists to plan and
consume travel (Sakshi et al., 2020). Additionally, the study discloses that social media
is underutilized by the tourism authorities and stakeholders of the destination and
provides insight that the digital platforms and social media if appropriately utilized, the
destination would enhance brand image and draw large number of tourists to this
destination, in specific ASI protected monuments and sites.
7. Limitations of the Study
The current study contributes to the importance of social media in destination
marketing and image formation from the perspective of domestic tourists to a larger
extent and stakeholders of tourism businesses. To probe into a better understanding it
could be suggested to include both domestic and foreign tourists of equal distribution.
The outbreak of pandemic Covid 19 and the restrictions in regard; limited the number
of tourists visiting the destination and data collection process, therefore a research
conducted in the normal situation may capture better results.
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TOUR0113
MOTIVATION OF TOURISTS VISITING THAILAND: A LITERATURE ANALYSIS FROM THE

PERSPECTIVES OF TOURISTS FROM COUNTRIES IN ASIA PACIFIC REGION.
Manasse Benny
Department of Tourism
Mar Ivanios College (Autonomous), Trivandrum, Kerala
Abstract
This paper reviews published English literature on the motivation of tourist from different
countries visiting Thailand. Thailand is a small country in the South East Asian region
which has an important position in the global tourism geography. In 2019, Thailand
ranked 8th in International tourist arrivals with 39.8 million tourists (+4.2%) and 4 th in
International tourism receipts with 60.5 billion USD (+3.2%). Presence of natural
resources, good location, easy accessibility and effective marketing strategies were
instrumental in promoting the country as a brand in International tourism market. 76
percent of the total tourist traffic to Thailand is from the Asia Pacific region and it
becomes a major outbound market for the countries in those regions. This study is to
explore the motivations of tourists towards the tourist destinations of Thailand from the
important countries in the Asia Pacific region. It analyzes the published literature on
tourists‘ motivation to Thailand from 2008 to 2019. The findings of the study indicated
numerous push and pull factors that affected the decision making of the tourist in
selecting Thailand as their destination. It is varies depend on the country of origin and
the demographic profile of the tourists. This is the first paper that analyses the
motivation of tourists from different countries towards Thailand, by referring various
published works over 12 years. This study helps to identify the real motivations of tourists
that made Thailand a Paradise of tourists over the years
Keywords:Tourist motivation, Thailand, Asia-Pacific, Push and Pull factors.
Introduction
Tourism is one of the largest and most important sectors for Thailand economy.
Significant growth of the tourism industry over the years contributed much to the
overall economic growth of Thailand (Sangkipul, 2008). The emergence of the affluent
middle class from the emerging economies creates a large market for the
international tourism. Every year millions of tourists from around the world travel to
Thailand to experience Thai culture and enjoy its natural beauty. This inflow of tourists
receives momentum only after offering the tourism products after understanding the
motivations of tourists. Motivation is an important travel determinant as it influences the
tourist behaviour in selecting tourist destinations (Swain & Mishra, 2012). Knowledge of
tourist motivations would enable tourism marketers to satisfy the needs and wants in a
better way and then develop appropriate marketing programs for the target (Jang &
Cai, 2001).To market tourism services and destinations well, marketers must understand
the motivating factors that lead to travel decisions and consumption behavior
(Thaothampitak&Weerakit, 2008). So it is necessary to understand the tourist‘s
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motivation from tourism generating region to the destination region in order to satisfy
the needs and wants of the tourist. Currently available literatures focus only on
tourist‘s motivations to Thailand from individual countries. This paper analyses those
literatures and specifically focusing on tourist‘s motivation from countries in Asia Pacific
region as they contribute three fourth of the Thailand‘s international tourism.
Literature review
Tourist Motivation
Motivation of tourists is one of the most important topics within leisure and tourism
studies (Spears, et al., 2019). Motivation is an important travel determinant as it
influences the tourist behaviour in selecting tourist destinations (Swain & Mishra, 2012).
Motivation is the key to the tourists to get away from home in order to escape from
their mundane boring and busy schedule and to acquire knowledge about the
destination, its culture, tradition, and different historical places (Pereira, et al., 2019).
Most discussions of tourist motivations are revolving around the concept of push and
pull factors. Tourists are traveling because they are being pushed and pulled by these
two distinct forces (Dann, 1977). Push factors are the socio psychological motives
emerging exclusively within the tourist himself and the pull factors are the motives
aroused by the destinations to drag tourist towards there (Crompton, 1979). Push
factors are internal drives, which motivate people to travel, such as the need for
escape, the need for novelty, and the need for self-esteem (Dann, 1977). These
internal forces are the impetus for the desire of travelers to fulfill their need to travel
(Spears, et al., 2019). Pull factors are the forces that lead an individual to choose a
specific destination (Amonhaemanon&Amornhaymanon, 2015). Pull factors are
closely associated the destination‘s attractiveness that may be beaches, recreation
facilities, services, cultural activities, entertainment, natural scenery, shopping,
amusement parks and wildlife parks (Swain & Mishra, 2012). Given a choice of many
appealing destination which offer similar attraction, pull factors reflect unique
attributes of a given destination that motivate the tourist to visit a place to the
exclusion of other factors (Josiam et al., 2005). So an image of the destination could
be crucial to motivate tourists towards the region. Destination image is a composite of
various attractions and attributes woven into a total expression (MacKay &Fesenmaier,
1997). The attractiveness of a destination triggers the dormant need to travel and
infuses interest to enjoy the destination (Swain & Mishra, 2012). So the push- pull factors
should work together to motivate people to travel and provide a satisfaction for their
voyages.
Tourism in Thailand
Thailand is a small country in the South East Asian region which has an important
position in the global tourism geography. The importance of tourism is inspiring
Thailand to strive to become a major international tourist destination in Southeast Asia
and the world (McDowall & Wang, 2009). In 2019, Thailand‘s International tourist
arrivals increased to a total of 39.8 million tourists with a growth rate of 4.2 percent and
improved its global rank from 10 to 08. Thailand remains unchanged in the fourth
position in terms of international tourism receipts of 60.5 billion USD with a growth rate
of 3.2 percent, which holds nearly 41 percent of the Southeast Asian region
(UNWTO,2020). These statistics outstrips the forecasting of Tourism Authority of Thailand
in 2005, to capture a 37 million arrivals in 2020. The increased number of arrivals and
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revenues pointing the successful marketing efforts of Tourism Authority of Thailand

(McDowall, 2010). Aggressive tourism promotion and mass marketing were the major
factors that contributed to the growth of tourist arrivals in Thailand (Chaisawat, 2006).
Presence of natural resources, good location, easy accessibility and marketing
strategies were also helped in the success of Thailand‘s international tourism
(McDowall & Wang 2009). All these growth factors make the country as a hotspot of
tourist arrivals in Southeast Asian region with nearly 30 percent total arrivals in the
region (UNWTO, 2020). But major share of the Thailand‘s international arrivals (around
76 percent) is from the Asia- Pacific region which is very close to the country. The
aftermath of global recession and corresponding weakening of currencies in the US
and Europe, which were the traditional source market of Thailand could lead to a
potential decline and it has been overcome by the inflow of Chinese tourist
(Amonhaemanon&Amornhaymanon, 2015). China is the major source nation which
accounts nearly 28 percent of the tourist arrivals to Thailand (Thailand Ministry of
Tourism &Sports Statistics,2019). Chinese tourists is counted as the most attentive target
group as China‘s economy is expanding in rapid pace that other economic leaders
(Trakansiriwanich, et al., 2011). The rising middle classpopulation from the emerging
economies could be a major opportunity for the Thailand to reap the best fruit of their
travel motivation (McDowall & Wang, 2009).
Methodology
This qualitative paper was the outcome of the analysis of published literature of 12
years (2008-2019) on the motivations of tourists towards Thailand from different
countries in the Asia Pacific region. The review methodology begun with the
identification of published academic materials and its collection from various sources.
This study focuses on the specific area of tourist motivation towards Thailand. Statistics
of 2018 published by the Ministry of Tourism and Sports(MoTS), Thailand reveals that the
76 percent of tourist arrives in Thailand from East Asia, South Asia, Southeast Asia and
Oceania a.k.a Asia Pacific (Table 1). So a detailed analysis of the inbound tourist
arrivals from Asia Pacific region has made from the published statistics by MoTS,
Thailand and arranged the list of nations in ascending order based on their total
arrivals. Then a comprehensive review of the publication with respect to the highest
arrivals from the Asia Pacific to Thailand made and omitted some countries from the
study due to unavailability of published literature on their tourist‘s motivation to
Thailand. Finally six countries-China, Malaysia, Korea, Japan, India and Australia were
selected and published literature regarding the motivations of tourist from these
countries reviewed thoroughly. These six countries represent around 54 percent of
tourist arrivals to Thailand in 2018 (Table 2). These countries are also representing the
different regions in the Asia Pacific.
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INTERNATIONAL TOURIST ARRIVALS TO THAILAND –Region Wise

January-December 2018
Country of Residence No. of Arrivals Percentage
East Asia 1,58,76,678 41.59

ASEAN ( South East Asia) 1,03,48,768 27.11
Asia Pacific 76.15
South Asia 19,35,883 5.07
Oceania 9,11,038 2.39
Middle East 7,67,796 2.01
Europe 66,03,695 17.30
The Americas 15,34,008 4.02
Africa 2,00,328 0.52
Grand Total 3,81,78,194 100.00
Table 1: Region wise tourist arrivals to Thailand 2018
Source: ThailandMinistry of Tourism and Sports Statistics 2018
INTERNATIONAL TOURIST ARRIVALS TO THAILAND- Country wise
January-December 2018
Total Arrivals 3,81,78,194
Country of Residence No. of Arrivals Percentage
China 1,06,25,167 27.83
Malaysia 40,42,998 10.59
Korea 17,85,147 4.68
Japan 16,42,712 4.30
India 15,62,878 4.09
Australia 8,02,234 2.10
2,04,61,136 53.59
Other Countries 1,77,17,058 46.41
Table 2: Country wise tourist arrivals to Thailand 2018
Source: ThailandMinistry of Tourism and Sports Statistics 2018
Findings and Discussions

In all, 26 published research works related to motivation of tourists were retrieved from
various sources. It includes Conference Proceedings, Master‘s Thesis reports, Journals
of tourism, management, leisure etc. Finally, 6 published works were sorted
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corresponding to each country to explain about the motivation of their tourists

towards Thailand.
No Author(s) Target Measurement

scale
1 Amonhaemanon&Amornhaymanon Chinese tourists 5 pointlikert scale

(2015)
2 Spears, et al. (2019) Malaysian tourists 5 pointlikert scale
3 Sangpikul (2008a) Korean tourists 5 pointlikert scale
4 Sangpikul (2008b) Japanese senior 5 pointlikert scale

travellers
5 Siri, et al. (2012) Indian tourists 5 pointlikert scale
6 Sirinaphaphan&Lertputtarak (2018) Senior Australian In-depth

tourists interview
Table 3: Publication on travel motivation to Thailand (from selected countries)
China plays an important role in the tourism growth of Thailand, as it is holds the major
share of international arrivals to Thailand. In their study, (Amonhaemanon
&Amornhaymanon, 2015) adopted a 5 pointlikert scale measurement to analyze the
motivating factors of Chinese tourists towards Thailand. They employed 20 push and
pull factors to examine the Chinese tourist‘s motivation that significantly influence
them to make a decision to take holiday in Thailand. The analysis of the pull factors
shows that „experiencing new of different place‟ was the most important force among
all push motivational factors. It is followed by enriching knowledge and experience
about foreign destination, escaping from daily routine, physically relaxing and seeing
something different. The analysis of the pull factors reveals the top five pull motivating
factor that influence the decision making of Chinese tourist to visit Thailand and that
are beaches and natural attractions ,cultural festivals or events , good value for
money factor, historical and religious sites and cost or price level .
The second most international tourist arrival to Thailand is from Malaysia, the
neighboring country with a contribution of around 10 percent of the total international
arrival. (Spears et al.,2019) in their studies on Malaysian tourist‘s motivation in 2019
revealed numerous pull motivators that drag tourists to Thailand. The high quality
accommodation offered seems to the major pull motivator of Thailand. They are also
influenced by the natural beauty and cultural attractions with a value for money
perspective. Other pull motivating factors that attract Malaysian tourists are pleasant
tropical experiences provided by the beaches, night markets, unique boutique stores
and thai food.
South Korea is another important international travel market of Thailand with a share of
4.6 percent of the total international arrivals. (Sangpikul, 2008a) in his study clearly
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mentioned about the push and pull motivating factors of Korean tourists to Thailand.
The most influencing push factor of the Korean tourists is to see something new and
exciting. It is been followed experiencing culture that are different from their and to
seek fun or adventure. The top pull motivating factors of Korean tourists identified by
the author are Thai culture, cultural and historical attraction,beaches/ seaside and
variety of attractions in the destination.
(Sangikul, 2008b) again made a similar study with senior tourists of Japan, the other
significant contributor of inbound tourism in Thailand. The important push motivating
factors of Japanese senior tourist to Thailand identified by him are to see something
new and exciting, to see something different that they normally see and to experience
the culture that are different from theirs. The pull motivating factors that attract the
tourists to Thailand are cultural and historical attraction followed by Thai temples and
natural scenery and landscape.
India is the emerging market of inbound tourism in Thailand which constitutes around 4
percent of the total tourist arrivals. (Siri et al.,2012) in their study pointed the most
influencing push motivators of India tourists are to have fun, to see and experience a
new destination, to do something exciting, to reduce stress, to escape from the routine
of work or life and to learn new things. The top pull motivating factors identified by
them are to enjoy the beautiful environment, scenery and beaches, to go to Thailand,
to enjoy shows and entertainment and finally to enjoy international travel experience.
(Sirinaphaphan&Lertputtarak, 2018) investigated the factors that affect the motives of
long stay senior American and Australian tourist‘s travel to Thailand. Australia is also in
the top 15 inbound market of Thailand with 2 percent of the total tourist arrivals. Their
study reveals tourist‟s emotion is an important push factor to drive the senior tourist to
overseas as they have plenty of free time. Curiosity towards the destination is another
push factor that significantly influenced their travel to Thailand. The pull factors
motivated to making their decision to Thailand are the image of the destination, food
and beverage with value for money, accommodation at good location with value for
money and convenient transportation with value for money
After analyzing all the studies of tourist motivation to Thailand from different countries
in the Asia Pacific region, it is clear that the destinations of Thailand is prime motive as
it receives a large inflow of tourists from the nearby regions. The push motivating
factors of the tourists from the different countries more or less similar as all tourists are
intended to experience a new destination and culture that is different from them in an
exited manner. It always shows some variation in the intensity of their push factors
because it depends upon the tourism settings of the tourism generation region. It may
also vary on the changes in the demographic patters of the study. In this study itself
we have analyzed the push motivating factors of senior tourists of Japan and Australia.
But Australia‘s senior tourist‘s motivation is slightly different from that of Japan. A
primary study with samples from all these countries with common demographic
pattern will yields a better results than the reviewing the previous literature on the
same.
Pull motivational factors are concerned with tourist attractions of a region and it forces
a tourist to choose a particular destination. Here, after analyzing all the pull
motivations factors to Thailand from the perspectives of countries in the Asia Pacific
region, it is clear that the diverse natural attractions and exotic Thai culture along with
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value for money option to experience an international destination are the key
motivating factors to visit Thailand. In shortly, this analysis supports the review made by
(Uysal& Hagen, 1993) on pull factors as it relates to the attractiveness of the given
destination and its tangible characteristics such as beaches, accommodation &
recreation facilities and cultural and historical resources.
Conclusion
This paper explored the motivation of tourists to Thailand from six countries in the Asia
Pacific region by reviewing the published literature from these countries in the last 12
years. The significance of this work to the body of knowledge is a comprehensive
analysis of the push pull motivational factors of tourists from Asia Pacific region to
Thailand. This study helped to identify why people travelled to Thailand and it is clearly
examined from the perspective of tourists from six countries which contributes ¾th of
the total tourist arrivals to Thailand. The varied natural and cultural attraction with
value for money option is key driving forces that pull tourists towards Thailand and thus
it becomes the market leader in the Southeast Asian region and top 10 arrival country
in the world. Further studies with primary data collection from tourist from all these
countries with similar demographic pattern and same time period will give more
specific result on this.
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Sangpikul, A. (2008). Travel motivations of Japanese senior travelers to Thailand.

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Senior American ans Australian Tourists in Thailand. ABAC Journal, 38(1), 88-102
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involvement of Southeast Asia Tourist: A Case Study of Singapore and Bangkok
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Thaothampitak, W., &Weerakit, N. (2012). Tourist motivation and satisfaction: The case
study of Trang Province, Thailand. Faculty of Hospitality and Tourism, Prince of
Songkla University, Thailand.
Trakansiriwanich,K., Yasothornsrikul, P., &Esichaikul,R.,(2011) Positive Image Strategy to
Enhance Pattaya City Tourism through the Perceptions of Chinese Tourists.
International Journal on Asian Tourism Management, 2(2), 157-172
United Nations World Tourism Organization. (2020). World Tourism Barometer. Madrid:
UNWTO.
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https://www.mots.go.th/mots_en/News-link.php?nid=3627
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TOUR0127
DESTINATION DEVELOPMENT THROUGH COMMUNITY BASED TOURISM –A RURAL

TOURISM MODEL
Mr MOHAMMED ASHRAF B A
Department of Tourism Studies,
Central University of Kerala, Kasaragod
Dr SIBI P.S
Department of Tourism Studies,
Pondicherry University
ABSTRACT
The concept of tourism is moving further towards alternative and sustainable
practices. Community Based Tourism (CBT) approach stands immediately opposite of
conventional tourism by its style of operation, structure of management, people
institution, direct benefits to the host community and also sustaining the environment.
CBT is a reviving concept in which the control the ownership of a tourism destination
place with the communities which can help them to enhance their livelihood with
preserving nature and cultural assets of an area. Different attitude of society who is
closely and distantly associated with tourism projects plays an important role in the
level of success achieved by a CBT initiative and its consideration is key to the
implementation of CBT initiatives. Availability of tourism assets, the willingness to
engage in tourism by community members, understanding the existing skills within the
community and plans to enhance the skills are prime components which decide the
success. Theni is one of the historically significant and geographically diversified
districts in Tamil Nadu in India. This study aims at understanding the rural tourism
potential and to assess the feasibility of Community Based Tourism in Theni with an
objective of enhancing the livelihood of local communities, its issues and challenges.
The exploratory nature of the study aspires to design rural tourist circuits in the district of
Theni owned and managed by the local community. Data have been collected using
judgemental and snowball methods from various target stakeholders using
Questionnaire survey, Interviews and Focused Group Discussion. A mixed method
approach has been used for the study. The results of the study bring to light the rural
tourism resources ,the readiness of the community to join CBT, expected benefits to
the local community and a plan of action for the development of rural tourism circuits
in Theni. .The implications of the study can be used as a model to develop community
based tourism in the villages of India.
Keywords: Community Based Tourism, community participation, sustainable practices
Introduction
Since the indigenous culture lies in village, village based tourism promotions are
required to satisfy the tourists as well as develop local livelihood. The real essence of
tourism may or may not be considered in most of the tourist places as an effective tool
for community development. Host or local community is one of the inevitable
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stakeholders in a tourism project and they have prior privilege to get the benefit from
the tourism. Community Based Tourism project giving much priority to the host
community from its initiation to implementation.
Community-based tourism development is receiving increased attention from a
variety of sectors for those in government and non-governmental organizations who
have long been working with communities on wildlife and natural resource
management, tourism enterprises are seen as one form of sustainable utilization with
potential to bring economic, as well as social, benefits to communities. It is a relatively
recent method of development based on a participatory approach and ultimately
emerged as a result of the failure of ―top-down‖ approaches to both conservation
and development which had been widely practiced by both conservation and
development organizations all over the globe.
The Benefits of CBT Community based tourism has been popular as a means of
supporting biodiversity conservation and heritage particularly in developing countries
and linking livelihoods with preserving biodiversity whilst reducing rural poverty and
achieving both objectives sustainably (Kiss, 2004). CBT may enhance social
sustainability by empowering local communities to manage their own resources,
provide meaningful employment, and assist with capacity building and cultural
preservation. Environmental benefits include income generation for communities to
actively protect their land from degradation and could enhance conservation efforts
to attract tourists especially with regard to eco-tourism initiatives.
Theni is a highly tourism resourceful region in Tamil Nadu, India. It‘s abundant natural
and cultural assets have the capability to captivate the attention of global tourists. But
it is not at all promoted in an effective way. A Community Based Tourism project is a
best way to analyze the readiness of a destination and what are the major and minor
things that have to be developed with granting ownership to the host community.
The problem of the study deals with the issues, challenges and way forward
(opportunity) of Community Based Tourism special reference to five destinations in
Theni District. The study is the effort to find out different threats or issues relating to the
CBT project. Furthermore, This study aims at understanding the rural tourism
potentialities and to assess the feasibility of Community Based Tourism in five
destinations of Theni District with an objective of enhancing the livelihood of local
communities by analysing its issues and challenges. The study attempts to design rural
tourist circuits in the district of Theni owned and managed by the local community.
The area confined to the project is the 5 destinations in Theni district of Tamil Nadu
state, i.e., Kadamalaikundu, ChinnaSuruli falls, Meghamalai, Melmangalam and
Upparapatti . The prime focus of the study is to collect information from the local
community and other different stakeholders can associate with it. The study is an
attempt to give the overall structure of the CBLT circuit destinations can be
implemented in Theni. The study has been conducted with the support of the
Regional Director ( Mr. Shahul Hameed) and Programme Adviser( Mr. K.P Bharathi ),
DHAN Foundation, Madurai .
Literature Review
According to UNWTO, Tourism means jobs, poverty eradication, gender equality, and
the protection and promotion of our natural and cultural heritage. (Taleb Rifai, Guide
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book- 2017). Various scholars viewed Community Based Tourism as a perfect and
feasible model for benefitting local communities in a socio economic way by
minimizing possible negative impacts (Moscardo, 2008; Ruiz-Ballesteros & Hernandez-
Ramírez, 2010). Haywood (1988) defines community participation as ‗a process
involving all [stakeholders] (local government officials, local citizens, architects,
developers, business people, and planners) in such a way that decision-making is
shared‘.
The way in which CBT initiatives are implemented has played an important role in the
success or failure of CBT projects and also influences the level of impact in local
communities. Four aspects are used here to explain the level of success of CBT
implementations: planning, partnerships, community‘s capacity to deliver, and
funding and micro-credits (SNV&UH, 2007) CBT initiatives should be focused on a clear
strategy agreed and understood by all stakeholders, in particular, the local
community, working within existing social structures although this can be challenging
(WWF, 2001). Embarking on CBT initiatives that involve communities is a long-term
investment and expectations must be managed, as uneven expectations can result in
the failure of the initiative (SNV&UH, 2007).
The structured sound draft plan should be done as part of initiative before
implementing the project to understand the readiness, SWOT analysis and durational
plans to be implemented. This is needed both for organizations to justify the
effectiveness of funds (Goodwin, 2007; Ashley & Mitchell, 2008) and for communities to
fuel discussions between the beneficiaries and other stakeholders (Goodwin, 2007;
SNV & UH, 2007). CBT also aligns with the view that appropriate tourism development
should be accompanied by community participation and stakeholder cooperation
(Dodds, 2007; Moscardo, 2008; Murphy, 1985; Murphy & Murphy, 2004; Reed, 1997;
Timothy, 1999; Yang, Ryan, & Zhang, 2013).
The findings of Belisle and Hoy (1980) reveals the different attitude of society who are
closely and distantly associated with the project. The people residing near to the
place of attractions or economic areas showing great enthusiasm and expecting
positive impacts from it. The people residing out of the sphere of the tourism zone do
not realize the local potentiality and showing a kind of negative attitude towards it
(Harrill and Potts, 2003). Gray (1985) emphasises that community residents need
adequate resources and skills to acquire the capacity to take part, the power to
obtain them is often held by governments or other stakeholders who do not regard
local residents as equal partners. The residents themselves often do not even know
where to begin when it comes to participation ( Joppe, 1996).
Local communities are regarded as an important asset in tourism development as it is
within their surrounding premises that all these activities take place. Local communities
are also regarded as genuine and moral stakeholders in tourism development
(Haukeland, 2011; Jamal and Stronza, 2009) because their interests affect and are
affected by decisions of key policy makers (McCool, 2009) and it is not all possible to
implement sustainable development without their consultation. The lack of
coordination and cohesion within the highly fragmented tourism industry is a well-
known problem to destination planners and managers. No one business or
government establishment can operate in isolation (Gunn, 1988), but it requires a
number of responsible persons to follow up the project.
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Today, many development initiatives solicit the participation of all concerned

stakeholders, at the relevant level, not only for the sake of efficiency and equity of the
programmes, leverage of donors and demands of local communities, but also for
sustainability of these initiatives (Ribot, 2004). Consequently, the real outcome for
soliciting such community participation is to create and produce an enabling
environment needed by these stakeholders, especially local communities who have
been vulnerable to negative impacts of tourism attributed partly to the fact that many
tourism resources occur in their areas, to have a real stake in development activities
(Havel, 1996; Songorwa, 1999). This requires involving local communities in decision
making and strengthening their ability to act for themselves. One approach to
achieve this is ―through investments in human capital, such as education and health,
investments in social capital such as local-level institutions and participatory processes,
and support for Community Based Development efforts planned and implemented
from bottom up‖ (Havel, 1996). Mayers (2005) divides stakeholders into two different
categories: the first are the stakeholders who affect decisions of the project and the
second category are those stakeholders who are affected by decisions.
However, given the fact that the central point underlying people‘s participation may
be the degree of power distribution, these efforts are less likely to succeed unless
responsive institutions and the legal and policy framework that facilitate and support
local participation are in place (Havel, 1996; Tosun, 2000; Wang and Wall, 2005).
Whichever circumstances, it is vital to identify and involve key stakeholders right from
the design to the implementation stage. Failure to do so can cause technical or
political difficulties during implementation, and can significantly influence the success
and outcome of the process
Area of the Study
Fig.1. Area of the study
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The area of the study is confined to 5 destinations in Theni district of Tamil Nadu state.
The prime focus of the study was to collect information from the local community and
other stakeholders associated with it.
Sl. No. Destinations
1 Kadamalaikundu
2 ChinnaSuruli falls
3 Meghamalai
4 Melmangalam
5 Upparapatti
Table 1 Area of the study

As the first step 5 destinations in Theni were identified which are lesser known, with
huge potentiality and where there are a strong community self help groups
functioning to get the better results. Since the study was totally dependent on the
local community and other stakeholders, primary data collection was done through
Questionnaires, Interviews, Focused Group Discussion and Observations. Collected
opinion, inputs and ideas from host community, local government, community groups,
self help groups, tourists and other stakeholders in mixed methods were used for the
study. A judgmental and snowball sampling methods were used for identifying
samples. Secondary data were collected from various sources such as newspapers,
magazines, brochures, social media and e-media to get theoretical and general
reports in the destinations. Qualitative data were recorded using field notes, audio and
video recording etc. Content analysis was used for the analysis of qualitative data and
used SPSS for the quantitative data analysis.
The Questionnaire method was used to gather information on mapping of the
resources, tourism amenities and tourists‘ perceptions of local community, village
administrators, self help groups and tourists. Interview method was used to acquire
comprehensive data about history and heritage of the village, tourism readiness,
potentiality and development strategies from Archaeological Survey of India, INTACH,
State Archaeology, Tourism Officers, Tourism Associations and other experts. The
collective opinions of self help groups was collected using Focused Group Discussion
to analyse the perceptions and interest of host community to community based
tourism project.
Discussions
The data for the study have been collected through various sources including Local
People, Village Administrators, Self Help Groups, Tourists and Experts of tourism industry
using different methods The data also contains both qualitative and quantitative to
fetch into dynamic situations. Based on the objectives, questionnaires and interview
schedules are prepared as per the context of each destination and planned to
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create a link among the five destinations. As a whole, descriptive analysis was made
to describe present tourism resources, potential stakeholders, tourism or heritage
awareness among the local community, tourism readiness, tourism development
progress, tourism and potential benefits and future tourism master plan. SWOT analysis
is used to identify the current state of the destinations.
Mapping of Tourism Resources
As an initial stage, the primary data about history, accessibility, demography, climate,
neighbours, vegetation, traditional occupation, festivals, games, cuisine and
waterbodies of each village has been identified and recorded through questionnaires,
focused group discussions, interviews and observation from various stakeholders. The
primary objectives of resource mapping is to understand the tourism potentiality and
nature of tourism can be prompted at each village.
Potential Stakeholders
Potential stakeholders are identified in each village by the objective to build an
inclusive tourism development. The criteria to find the potential stakeholders is set to
identify the key personnel associated with the tourism project and interested local
people willing to be a part of the promotion of the project.
Fig.2. Potential Stakeholders
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Tourism/Heritage Awareness Among the Local Community

Most of the host people (81%) are not much aware about their tradition and history of
the village.The history of the village is not available and is not recorded anywhere in
literature rather it‘s oral history only. Observations reveal that most of the people who
are aware about the history of the village are older people than youths. It gives much
more clarity that the oral information is not transferring from one generation to another
generation. At the same time, 84% of villagers are likely to welcome tourism
development in the village as it brings a lot of positive impact at the regional level.
Tourism Readiness
Tourism readiness is the primary investigation to analyse the present available
amenities and ancillary services at each village including public toilet, telephone and
other communication, food and beverage outlets, attractions, banks/ATM,
accommodation, activities, signage boards, transportation options, solid waste
management, parking facility, local charter and community guides.
Tourism Development Progress
Meghamalai and ChinnaSuruli falls are the villages that stand at the initial stage of
tourism life cycle and receive a minimum number of tourists, whereas Kalladipuram,
Upparpatti and Melmangalam are the newly identified destinations which are not yet
prompted as a tourist attraction. Meghamalai and ChinnaSuruli falls are the naturally
blessed and remaining villages have rich culture and heritage. Nearly 94% of the
villagers feel ownership of their village and are interested to invite fellow neighbouring
villagers to experience their village.
Tourism and Potential Benefits
The benefits of tourism development are identified in each village from the expert
opinion of District Administrators, Department of Tourism, Local Self Government,
NABARD, DHAN Foundation and Host Community Organisation. And these benefits are
analysed and recorded in terms of society, environment and economy of the village.
Future Tourism Master Plan
A detailed master plan has been prepared on the basis of information collected
through Focused Group Discussion, Interviews and Questionnaire. The development
plan of the village has been categorized into short-term plan, medium-term plan and
long-term plan. The proposal for short-term plans made by the objective to satisfy at
immediate basis possibly within one year. Medium-term plans are the significant
development plans that can span over 2 to 3 years. Whereas long term plans are
more futuristic and vision oriented that to be accomplished in 3 to 5 years.
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SWOT Analysis of Villages
STRENGTHS WEAKNESSES
 Each destination has its own  Most of the local people are not much
unique tourism assets which can aware about the history and tradition of
be expandable up to the level of their village. They did not have much
satisfying the needs of tourists. knowledge to preserve historical
monuments which are located on their
 Each destination can be circuited
doorstep.
by accessibility where it locates
and diversify the tourism products  Lack of infrastructural facilities including
as per the preferences of different Transportation service, drinking water,
types of tourists. Public toilet, Mobile network coverage,
parking facilities etc.
 Local people are very much
interested in tourism development  Some of the historical remaining are
and they believe it can enhance almost demolished and lack of effort taken
their livelihood opportunities. to preserve it.
 Each destination has People  Lack of coordination among the
Institution to follow up the project Government departments for the tourism
development.
 Lack of information centre for tourist to
know much about the significances of
destinations
OPPORTUNITIES THREATS
 Circuit development can help to  Grass root development might be ensured
share the expenses for the since it is focused on the betterment of
infrastructural facilities. local community.
 The destinations are not much  Efficient form of promotional efforts
explored, but give more required to be taken to target the
opportunity for further alternative tourists.
development.
 Basic infrastructural development may be
 It helps to develop an entire area taken into consideration.
under a tourism development
circuit.
Findings of the Study

All the five destinations including Kalladipuram, ChinnaSuruli falls, Meghamalai,
Upparapatti and Melmangalam are resourceful by its nature and cultural resources.
The destination like Meghamalai has lot of potentiality, Kalladipuram has rich historical
remains, Melmangalam possessing pure value of rural atmosphere, ChinnaSuruli falls
has rich value of natural ambience and Upparpatti holding a mixture of both natural
and spiritual resources, but these are not utilized in an efficient manner. As per the field
study, there are numerous heritage monuments and remains in various places of
Melmangalam and Kalladipuram villages, but very few initiatives have been taken to
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preserve it for the coming generation. Besides, the identified destinations are not
much accessible and located in isolated areas, signifying the need for connectivity
with nearby attractions. The transportation facility available to reach Meghamalai is in
a very pathetic condition. Most of the visitors are preferring their own or rent vehicle to
reach the destination other than public transportation.
Majority of the local people don't realize the actual value and worth of assets of their
village. In the case of Kalladipuram, more than 90% of the menhir sites are demolished
and converted into farm areas. Besides, the local community does not have much
awareness about the history and significance of their own village. Some of the elder
people in the community have some idea and knowledge about their ancestors and
how they lived in the village, at the same time new generation younger people are
totally ignorant about their tradition and value of heritages located in the village. And
these history and heritage is not available in many literatures hence it was transferred
from generation to another verbally only. The introduction of awareness programmes
and heritage walks are the best strategies to overcome the issue.
Proper Hardware and Software segments are lacking in all destinations. The
destinations like Meghamalai, ChinnaSuruli seriously lack proper transportation
facilities, drinking water, public toilets, capacity building programmes, local guides
etc. Interdepartmental conflict is yet another key issue in developing tourism at the
destination. · TNEB officials did not have much interest in promoting tourism in
Meghamalai, especially dam areas. They are treating it as a security related issue by
giving permission for tourists and they have no answer for Hydel tourism project, as a
model developed by the Kerala State Electricity Board.
Most of the local people understand the concept of tourism in different ways of
constructing parks, big malls, star hotels etc. Thus it is required to make an awareness
to the local people about tourism development and how it will bring an impact at the
local level. But local people are coming forward to take voluntary actions for tourism
development shows the positive attitude of residents towards the tourism
development. Additionally, some of the local people expressed their apprehension on
polluting the environment in the label of tourism activities, it signifies the role of
publishing local charters in each destination.
Considerably, the Community Based Tourism lies as a significant approach to change
the overall structure and facets of the village. The project helps to reconstruct the
features of the village in a positive and sustainable way. CBT assures rural livelihood
enhancement through the employment generation, infrastructural enhancement,
more economic development, cultural interaction, generation of income within the
local economy and lowest economic leakage. Importantly, the majority of local
people show good enthusiasm for tourism projects. They are showing great interest
and coming forward to take up voluntary actions in future.
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Suggested plan for the Development

Short Term Plans:
1 Heritage awareness class like ‗Heritage Walk‘ can be conducted among the local people
to make them aware about the historical and cultural significances of their village
2 Tourism Awareness Camp- The local people should know what tourism is and how it will
bring benefits for the betterment of livelihood.
3 Formation of Volunteer groups for Community Local Guide, Hospitality and other areas.
4 Basic infrastructure facilities which can basically help the nearby tourist to experience the
attraction
5 Social Media marketing can be effective and economic. It can also spread the message
to a large number of people at the same time.
6 Information Centre with minimum facilities and identified people who are capable to
interpret the accurate features about the destinations.
7 People‘s Charter denoting the Do‘s and Don‘ts of the destination can be formed to ensure
the responsible tourism practices
8 Signage Board can be placed in appropriate places in a clear manner
9 Cultural Demonstration Programme – It can be an effort to restore the traditional practices
like folk arts, food festival, games etc. And also making some kind of energy and hope in
the mind of the local community.
10 Creating trekking route between Kalladipuram and Meghamalaia via Mannooth
11 Meeting of all major stakeholders who are engaged in the project and make clarity in their
role in tourism development
Medium Term Plans:

1 Conduct Capacity Building programmes for the identified volunteers and make them skillful
to work their role in an efficient way.
2 By the time, destinations must consider intermediaries of tourism like Tour Operators, Travel
Agents, Hoteliers etc. and try to better rapport with them.
3 More promotional efforts can be used for marketing destination like Destination Videos,
Virtual Tour, Brochures, and Magazines
4 More facilities like accommodation units, better transportation and other basic amenities
should be enhanced for the enhancement of development.
Long Term Plans:
1 More important should be given to build brand image for tourist destination with using
tagline, image or symbol. Various kinds of promotional efforts with the help of Mass Media,
Travel Trade Exhibitions and recent technologies.
2 Diversifying the product- Instead of concentrating one particular place of attraction, the
destination has to provide diversified products in a way to split the number of tourists without
creating harm to the carrying capacity of a particular area. It can be done by establishing
some kind of tourism activities like Boating in lake or river, Trade Fairs, Kite Annual Festival,
Adventure activities etc.
3 Website – For better access to know more about destinations and booking various activities
an own website is essential with a feedback system.
4 Package Tour in the circuit area can be conducted.
5 Destinations must think about the Solid Waste Management system.
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6 Local Tourism Model- The circuit based local tourism project should be a grand success and
a proper model for other destinations to attract them to think towards Community Based
Local Tourism Circuits.
Suggested Areas of Improvement to be Undertaken by Various Stakeholders
Sl. Area of Improvement Responsible People

No.
1 More transportation facilities from town to village District Administrators
2 Drinking water facilities Local Panchayat
3 Cleanliness and proper drainage system Local Panchayat
4 Public toilet Local Panchayat/ Tourism

Department
5 Parking facility Tourism Department
6 More excavations in Kalladipuram and Melmangalam ASI/ State Archaeology
7 Panchayat resolution for the preservation of heritage Local Panchayat

monuments in Melmangalam
8 Kalladipuram menhir sites bring under the notice of ASI for Local Panchayat/ District
further preservation and restoration Administrators
9 Melmangalam village should be proposed for Heritage Tourism Department/ ASI/

Village scheme under the Ministry of Tourism& Culture State Archaeology
10 Proper Ecotourism project for ChinnaSuruli falls with Tourism Department/ DHAN
considering all stakeholders. Foundation
11 Coordinated effort in Meghamalai tourism development. Tourism Department/ DHAN

Foundation
Conclusion
Community Based Tourism is an emerging concept introduced as a strategy to
sustainable practices. The developing countries like India could realize its significant
role in fulfilling the real positive impacts on community development. It is important to
twist thought to the golden words of Mahatma Gandhi: ‗The soul of India can be
traced only in villages‘. Community Based Tourism helps to promote remote
resourceful and unexplored villages on behalf of sustainable and responsible tourism
practices. Most importantly, there are certain sequential processes and guidelines to
be followed during the project development including full ownership to the local
community, software and hardware capacity development and a proper way
forward from the initial till the development stage. Theni district of Tamil Nadu is such a
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wonderful naturally and culturally blessed tourist destination with a lot of potentiality
for CBT projects.
The Community Based Tourism model suggested in Theni is a valuable strategy across
the country to restructure the facade of the village with sustainable practices and
positive experiences for both host and guest. Furthermore, CBT is a verified and
effective way to enhance the local livelihood with emphasizing full ownership among
the local community.
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Cultural Tourism
TOUR 0117
INTERNATIONAL TOURISTS PERCEPTION ABOUT FOLKLORE TOURISM - KANNUR

DISTRICT, KERALA.
Harish P
Dept. of Tourism and Hospitality Studies
MES Arts and Science College Perinthalmanna, Kerala
Abstract
Folklore tourism is a tourism activity concerned with folklore and tourism. The tourists will
visit and observe folklore activities in the destinations. folklore is the traditional beliefs,
customs, and stories of a community, passed through the generations by word of
mouth. The objective of folklore tourism is to make the tourists to experience the
culture of the destination through folk songs, folk music, dramas and stories of
community, passed through the generations by word of mouth. Kannur is one among
the northernmost districts in the south western state of Kerala in India. The old name
'Cannanore' is the anglicized form of the Malayalam word Kannur. Kannur might have
derived its name from one of the the Hindu diety, Kannan (Lord Krishna) and Ur
(place) making it the place of Lord Krishna. The folklore of this region includes Songs,
music, festivals, dances etc. This research makes an attempt to find out the
International Tourists perception of Folklore activities in Kanuur district.
Keywords: Folklore, International Tourists, Tourism facilities and services, Tourist
perception.
Introduction
Folklore has been used as a mechanism to reconstruct ancient beliefs, customs and
rituals. One aspect of folklore studies is that it helps us to understand the rich folklore
and mystic tradition of our ancestors. We have rich treasures of folk tradition, which
manifest many volumes of glories and agonies of our struggle, survival and existence.
These practices include numerous forms, especially performances.
Tourism industry is important for the benefits it brings and due to its role as a
commercial activity that creates demand and growth for many more industries, so
tourism called amalgam of industries. Tourism not only contributes towards more
economic activities but also generates more employment, revenues and play a
significant role in development of a country.
Folklore tourism is a part of cultural tourism and it is visiting the traditional areas and
observing the different folklore activities in that area. Travel makes tourists most
sensitive about the different facets of the folk peoples and their spontaneous cultural
dimensions of a region as a whole. In the pursuit of such knowledge, folklore tourism is
plays an important role. In this research study, focus is given to the perception of
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foreign tourists visiting folklore activities in Kannur district. Located on the banks of
Arabian Sea, Kannur is an ancient city known as cultural and festival centre of kerala.
Kannur is also renown for the Theyyam..
Kannur is culturally rich with ancient traditions, historical significance and other natural
beauty. Kannur is a coastal city in the south Indian state of Kerala. It was once an
ancient trading port. Enduring monuments such as 16th-century St. Angelo Fort, once
occupied by European colonial forces, show the city‘s significant role in the spice
trade. Housed in a former palace, the Arakkal Museum highlights Kerala's one Muslim
royal family. The palm-fringed sands of Payyambalam Beach run along Kannur‘s
western shore.
Besides that tourists used to visits folklore activities in and around Kannur. The main
folklore activities are traditional dances, traditional rural music. Kannur is known as the
city of 'looms and lores' alluding to the industries of textile manufacturing and the ritual
performance of Theyyam. It is also known as the 'Crown of Kerala' owing to its natural
location - sandwiched between the Western Ghats and the Lakshadweep Sea.
Whether you are visiting Kannur to relax on its beach shores (Baby Beach and
Payyambalam Beach are excellent choices), or to make a trip around the many
temples scattered in and around Kannur, this beach town promises a relaxed
environment to soak it all in. You may take a trip to Valapattanam to learn all about
this small timber-trading town, or explore the historic forts and residences like St.
Angelo Fort and ArakkalKettu. According to official figures, over 72,000 more tourists,
mostly domestic tourists, visited tourism destinations in the district in 2018 than the total
number in 2017. The opening of the Kannur International Airport is expected to further
accelerate the growth of the tourism sector in the district. Though there was a slight
decrease in the number of foreign tourists after the August floods, the last year saw
overall growth in the tourism sector here.
The figures showed that in 2017, the tourism destinations in the district were visited by
6,26,060 domestic and 3,746 foreign tourists. In 2018, the numbers rose to 6,97,390 and
4,533.
The foreign tourists visiting Kannur especially the activities related to traditional beliefs,
customs passed through the generations, it is decided to make detailed study about
the profile of the foreign tourists, their opinion about the facilities available and opinion
about the folklore activities. Based on the observations, an attempt to provide
valuable suggestions is made for overall tourism development.
Objectives of the study
a. To study the profile of the international tourists visiting Kannur.
b. To find out Opinion about the various folklore activities in Kannur.
c. To identify the opinion about the tourism facilities and services provided to
international tourists.
d. To provide better suggestions for the development of folklore tourism.
Profile of the International Tourists
The profile of the tourists is very important to take some decision like marketing, facility
planning, destination management etc. The profile includes characteristics like sex,
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age, native country, educational level, monthly income and occupation. It also
accounts for accompanies, purpose of visit, and the like. It helps the tourism planner to
adopt appropriate strategies for tourism development.
Sex: The study reveals that majority (80 percent) of the international tourists are male. It
is inferred that male tourists are more interested in international tourism.
Age of the Tourists: The study indicates that majority (60 percent) of the international
tourists are in the age group of 50 - 60 years. So it inferred that most of the tourists
prefer to travel after retirement.
Native Country: Out of 50 international tourists surveyed, 25 percent are coming from
UAE, 22 percent from Qatar, 20 percent from Saudi Arabia, 15 percent from USA, 11
percent from Oman and remaining are from other countries like Germany, New
Zealand, UK and France. The study indicates that most of the tourists are from Middle
East
Education: The study shows that majority (60 percent) are graduates. It is inferred that
educated persons are better interest in visiting international destinations.
Occupation: Occupation decides the economic status of a person which in turn
decides the quality and cost of the tourism service offered. It is inferred that most (63
percent) of the international tourists are professionals or retired community.
Monthly Income of Foreign Tourists: Earning capacity of the international tourists is one
of the important factors to travel to tourism destination. The length of the stay and
duration of the travel depends upon the income of the visitors. The study reveals that
majority (55 percent) of the international tourist visited Kannur have monthly income
US $ 6000 to 10000.
Accompany: The study reveals that majority (75 percent) of the tourists accompanied
by mixed group and spouse.
Period of stay: The period of stay is one of the most important yard stick for tourism
promotion of any country. The longer the duration of the stay of international tourists in
India, the grater will be the foreign exchange earnings from tourism. From the study it is
observed that majority (78 percent) of the tourists stayed two to three nights in the
Kannur city.
Opinion on Folklore activities in Kannur: Opinion about Folklore activities includes
Theyyam, KalariPayatu (Martial Art), Arakkal festival, Kothamooriyattam, Chirakkal
museum, Handloom, Folk music (VadakkanPaattu) and Folk Drama. Out of 50
respondents surveyed, Theyyam festival attracts much and scored 205 points and
stood first rank, followed by KalariPayatu( 191points), Arakkal festival ( 189points), Folk
Drama (182 points), Kothamooriyattam ( 185points), Chirakkal museum festival ( 184
points), Handloom ( 181points) and Folk Music (180 points).
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TABLE 1
OPINION ON FOLKLORE ACTIVITIES
Opinion
Rank
Total
Very Good Good Moderate Poor Very Poor
Folklore
activities
Number
Number
Number
Number
Number
Score
Score
Score
Score
Score
Arakkal festival 12 62 17 68 19 55 2 4 0 0 189 3
Theyyam 17 85 21 84 12 36 0 0 0 0 205 1
Kalaripayatu 12 60 17 68 21 63 0 0 0 0 191 2
Chirakkal 10 50 14 56 26 78 0 0 0 0 184 6
museum festival
Handloom 9 45 16 64 22 67 3 5 0 0 181 7
Kothamooriyatt 10 47 15 63 25 75 0 0 0 0 185 5
am
Folk Music 6 30 18 72 26 78 0 0 0 0 180 8
Folk Drama 7 37 23 87 20 58 0 0 0 0 182 4
Source: Primary data

From the above table, it is observed that Theyyam, KalariPayatu and Arakkal festival are
attracted by majority of the International Tourists.
Opinion on the Tourism Facilities in Kannur: Opinion about tourism facilities includes
Accommodation, Food, Local Transport and Tourist guide. Out of 50 international
tourists surveyed, Accommodation scored highest points (157) and stood first rank
followed by Food (151 points), Local Transport (146 points) and Tourist Guide
(139points).
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TABLE 2
OPINION ON THE TOURISM FACILITIES
Opinion
Very
Rank
Total
Very Good Good Moderate Poor
Poor
Facilities
Number
Number
Number
Number
Number
Score
Score
Score
Score
Score
Accommodati
6 30 14 56 16 48 9 18 5 5 157 1
on
Food 5 23 13 54 15 46 12 23 5 5 151 2
Local Transport 3 13 11 44 21 62 11 22 4 4 146 3
Tourist Guide 2 8 10 42 19 58 13 25 6 6 139 4
The above table indicates that food and accommodation facilities provided to
International Tourists are good.
Opinion on Cost of facilities: Opinion about cost of facilities includes Food cost,
Beverage Cost, Accommodation, Transportation and Entry fee. Among the 50
respondents, Food cost scored high points (142 points) and stood first rank, followed by
Beverages (138 points), Accommodation (134 points), Entry Fee (133 points) and
Transportation cost (129points).
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TABLE 3
OPINION ON COST OF FACILITIES
Opinion
Rank
Total
Very High High Moderate Low Very Low
Facilities
Scor
Scor
Scor
Scor
Scor
Nos.
Nos.
Nos.
Nos.
Nos.
e
e
Food 5 25 7 32 21 56 12 24 5 5 142 1
Beverages 4 12 8 32 21 66 11 22 6 6 138 2
Accommodat
2 8 6 26 23 69 12 24 7 7 134 3
ion
Transport 1 5 2 8 27 80 16 32 4 4 129 5
Entry fee 0 0 0 0 37 113 8 15 5 5 133 4

The above table indicates that the cost of food, accommodation, and transport and
entry fee is moderate. Less than five percent of the tourists felt the cost of facilities is
high.
Satisfaction on Theyyam: Regarding the satisfaction on Theyyam, 30 percent of the
international tourists are highly satisfied, 48 per cent are satisfied, twelve per cent are
neither satisfied nor dissatisfied,10 percent were dissatisfied nor no one is highly
dissatisfied.
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TABLE 4
SATISFACTION ON THEYYAM FESTIVAL
Level of satisfaction Number Percentage
Highly satisfied 15 30
Satisfied 24 48
Neither Satisfied nor Dissatisfied 6 12
Dissatisfied 5 10
Highly Dissatisfied 0 0
Total 100 100

From the above table, it is understood that majority of the international tourists are
satisfied with the Theyyam of Kannur.
Satisfaction on KalariPayatu: Regarding the KalariPayatu, 38 percent were highly
satisfied, 52 per cent were satisfied, 10 percent were neither satisfied nor dissatisfied
and no has indicated dissatisfaction.
TABLE 5
SATISFACTION ON KALARI PAYATU
Level of Satisfaction Number Percent
Highly Satisfied 19 38
Satisfied 26 52
Dissatisfied 0 0
Total 100 100

The above table indicates that majority of the international tourists are satisfied with
KalariPayatu( martial arts) organized at Kannur.
Satisfaction on Folk Dance, Music and Events: Regarding the Folk Dance , out of 100
international Tourists, 32 per cent are highly satisfied, 54 are satisfied, 14 are neither
satisfied nor dissatisfied and no one is dissatisfied with Folk Dance.
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TABLE 6
SATISFACTION ON FOLK DANCE, MUSIC AND EVENTS
Level of Satisfaction Number Percent
Highly Satisfied 16 32
Satisfied 27 54
Dissatisfied 0 0
Total 100 100

The above table indicates that majority of the international tourists are satisfied with
Folk Dance organized during Chirakkal and Arakkal Festivals in Kannur.
Findings and Observation:
 The study shows that majority (80 percent) of the tourists are Male. It is inferred
that Male are interested International Tourism.
 The study indicates that majority (60 percent) of the International tourists are
having age ranging between 50 and 60 years.
 The study reveals that majority (62 percent) of the International Tourists are from
middle East countries like UAE, Qatar and Saudi Arabia. International Tourists
from United States of America also visiting Kannur every year.
 The study presents that majority (60 percent) of the international tourists are
graduates.
 The study indicates that majority (63 percent) of the tourists are Professionals or
retired community.
 The study shows that majority (55 percent) of the tourist‘s monthly income is
between US$ 6000 and 10000.
 The study indicates that majority (69 percent) of the tourists are accompanied
by friends and relatives and spouse.
 The study shows that majority (55 percent) of the tourists period of stay is
between 2 and three nights.
 Opinion about Folklore activities includes Theyyam, KalariPayatu (Martial Art),
Arakkal festival, Kothamooriyattam, Chirakkal museum, Handloom, Folk music
(VadakkanPaattu) and Folk Drama. Out of 50 respondents surveyed, Theyyam
festival attracts much and scored 205 points and stood first rank, followed by
KalariPayatu( 191points), Arakkal festival ( 189points), Folk Drama (182 points),
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Kothamooriyattam ( 185points), Chirakkal museum festival ( 184 points),

Handloom ( 181points) and Folk Music (180 points).
 Opinion about tourism facilities includes Accommodation, Food, Local
Transport and Tourist guide. Out of 50 international tourists surveyed,
Accommodation scored highest points (157) and stood first rank followed by
Food (151 points), Local Transport (146 points) and Tourist Guide (139points). The
study indicates that majority of the tourists felt good about food and
accommodation facilities provided to International Tourists are good.
 Opinion about cost of facilities includes Food cost, Beverage Cost,
Accommodation, Transportation and Entry fee. Among the 50 respondents,
Food cost scored high points (142 points) and stood first rank, followed by
Beverages (138 points), Accommodation (134 points), Entry Fee (133 points)
and Transportation cost (129points). The study indicates that the cost of food,
accommodation, and transport and entry fee is moderate. Less than five
percent of the tourists felt the cost of facilities is high.
 Regarding the satisfaction on Theyyam, 30 percent of the international tourists
are highly satisfied, 48 per cent are satisfied, twelve per cent are neither
satisfied nor dissatisfied,10 percent were dissatisfied nor no one is highly
dissatisfied. The study indicates that majority of the international tourists are
satisfied with the Theyyam festival of Kannur.
 Regarding the KalariPayatu, 38 percent were highly satisfied, 52 per cent were
satisfied, 10 percent were neither satisfied nor dissatisfied and no has indicated
dissatisfaction. The study indicates that majority of the international tourists are
satisfied with KalariPayatu( Martial Arts) organized at MKannur.
 Regarding the Folk Dance, out of 50 international Tourists, 32 per cent are highly
satisfied, 54 are satisfied, 14 are neither satisfied nor dissatisfied and no one is
dissatisfied with Folk Dance. The study indicates that majority of the
international tourists are satisfied with Folk Dance organized during Chirakkal
and Arakkal Festivals.
Suggestions
 Formulate strategy to attract more number of international tourists by
conducting promotional programmes at countries like UAE, Saudi Arabia, Qatar
and other Middle East countries.
 An exclusive website may get created and important information pertains to
Folklore activities in Malabar region.
 Maintaining cleanliness is the essential part of healthy living because it is the
cleanliness only which helps to improve our personality by clean externally and
internally. In Hospitality industry it is essential to keep environment clean to
attract tourists. The tourism hotels focus more attention on Cleanliness and
hygiene and hotel staff should get trained in maintaining the environment
properly.
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 The tourist guide should improve the efficiency in communicating information to

the international tourists. They should learn required foreign languages to
improve the satisfaction level of tourists.
 The Folklore activities should be getting organized exclusively for International
Tourists and a prelude has to be provided to the tourists in the form of video or
documentary. By creating more number of interesting folklore activities, the
length of the stay can be get increased.
 Tourism facilities like Accommodation, Food, and Local transport facilities have
to be improved.
 An interactive session should be organized between International Tourists and
villagers. This will help the visitors to understand the local culture of the peoples.
Conclusion
The Folklore activities become familiar among tourists. Folklore is an integral part of
human-life. This heritage of folklore naturally passes from one generation to another.
Folklore is significant in human life because it ties the social, cultural, religious and
psychological worlds of human beings. The Folklore becomes an important activity in
the tourism industry. This research study made an attempt to find out the profile of
International Tourists and their opinion about the folklore activities, Tourism facilities,
cost of facilities and finally their satisfaction towards different activities of folklore.
Based on the findings of the research, few suggestions are provided for the
improvement of tourism business using folklore activities. By effectively implementing
the cited suggestions, the international tourists‘ inflow will be increased and there by
demand for folklore activities will be improved.
Reference:
Baruadi, M.K. 2011. Bentuk-bentukSapaanKekerabatan dan Kemasyarakatan Bahasa
Gorontalo. (Unpublished doctoral dissertation) Universitas Sam Ratulangi, Manado
Canavan, B. 2016. Tourism culture: Nexus, characteristics, context and sustainability. Tourism
Management. 53: 229-243, ISSN 0261-5177, DOI: 10.1016/j.tourman.2015.10.002
Danandjaja, J. 2005. Folklor Indonesia: IlmuGosip, Dongeng dan lain-lainnya. Jakarta: Graffiti,
238 pp.
Soekadijo, R.G. 2000. AnatomiPariwisataSebagai Systemic Linkage. Jakarta: Gramedia Pustaka
Utama, ISBN: 9796053756, 306 pp.
Suwardi, E. 2009. MetodologiPenelitian Folklore, Konsep, Teori dan Aplikasi. Yogyakarta:
Medpress, ISBN: 9797880990.
https://www.kannurtourism.com/history.html
https://www.kerala.me/districts/kannur/kannur_culture
http://www.keralaculture.org/kothamooriyattam-folk-art/596
https://www.keralatourism.org/event/
https://www.keralatravels.com/pages/kannur-traditions
http://theyyamcalendar.com/theyyam_tourism.ht
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TOUR 0134
A CASE STUDY OF POTENTIAL OF FOLKLORE TOURISM IN KERALA
SHELJI MATHEW
Department of Travel & Tourism Management
Pazhassiraja College, Pulpally
Abstract
Kerala is not only diverse in its geography and climate conditions, but also in the
religious faith. The state has people belonging to different communities and religions
living in harmony. The different religions of Kerala have influenced the culture of the
state. The Kerala folklore comprises the entire culture of the state. It is the body of
expressive culture including music, dance, legends, oral history, proverbs, jokes, beliefs,
customs, rituals and so forth within a particular population comprising the traditions of
the culture, sub culture or group. Kerala folk are a continuation of Sangam tradition.
Here natives and migrated groups are living together. The land Kerala contains such a
diversity of ethnolinguistic and religious groups that it is very difficult to generalize its
folklore. Each of it has its own sub culture, customs, and traditions.
Key words: folklore, Sangam tradition, diversity, ethnolinguistic, migrated.

INTRODUCTION
Folklore is included in Peter‘s inventory of tourist attractions. In the studies about the
elements of tourism folklore is included as an element of tourism. Folklore tourism is
comparatively a new term in this field. It is quite different from other forms of tourism.
The folklore studies related with tourism is very few. In 1989, Journal of American
Folklore published an article by Regina Bendix named Tourism and Culture Displays-
Inventing traditions for whom? In this article she pointed the impact of tourism on
‗authentic ‗folklore. In 1990, Indiana University press published the English translation of
the book named ‗folk Culture: in a world of technology‘ by Hermann Bausinger. In this
book, he explains how tourism made changes in the folklore. According to him,
traditions of refugees at first seem to be a special case. These traditions are radically
torn from their original contexts and are transplanted in to a new environment.
However, our description has shown that the form sand functions, which consequently
develop, do not differ from those that can be observed among the local population.
―According to Atul Chandra, the folklore tourism presents folk life in a natural setting‖ A
folk tourist is not so much childish, he visits an area for not simply to see a sanctuary or
for bird watching etc…
They loved peace: they lived for peace and they moved for peace. The folk lore
tourism not only provide venue for entertainment but also provide an undefined
original spirit of tourism.
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The aim of the study is to understand the possibilities of the folklore tourism in a
practical manner. Folklore tourism aspects the idea of sustainable development.
Sustainable development meets the needs of the present without compromising the
ability of future generations to meet their own needs. Sustainable development must
lead to an improvement in mankind in living conditions without exerting excessive
burdens on the eco systems. According to the folklore perspective tourism must, in
the long term, be made both ecologically and economically viable as well as
ethically and socially acceptable.
METHDOLOGY
This is a study of exploratory nature. Data of this study is collected from the offices of
the various District Tourism Promotion Councils in Kerala, art and craft villages, venues
of art festivals, website of Kerala Tourism, home stays, different tourist centers and a
couple of eminent folk artists have been interviewed for this study.
LITERATURE REVIEW
Folklore tourism studies initially concentrated on popular antiquities. It can be noticed
that such extensiveness was lost at a later stage. By the second half of the 20th
century there were many changes in the extend of the folklore. Everything that
existed in the society at a particular point of time as a part of traditions was
considered to be folklore. Now the study of the folklore concentrates on the
goodness of the folk tourism. The study receives the ideas of the tourism management
and related studies. The term folklore tourism is comparatively new. The geographical
area of the study is the various districts of Kerala. The state is blessed with folk art
diversity that provides immense scope for folklore tourism. Moderate climate and rich
folk-art culture are positive factors to promote folk lore tourism in the state. On tourism
publications are many, whereas in the subject folklore tourism, so far, no serious
studies or publications have not come out.
FOLKLORE TOURISM: DEVELOPMENT STRATEGY
―Folklore tourism is a purposeful travel to primary context of folklore performances to
see and understand a particular folk, taking care not to interrupt the folk‘s daily life‖.
Here the tourists are hosted as paying guests with the local people. The house owner
or his close relative‘s works as tourist guides. They lead the tourists into the nearest
folklore tourism centers where rituals and customs of different folk are performed and
show them, temple festivals, folklore forms, traditional dances, traditional dramas,
traditional ceremonies, martial arts forms, folk games, and traditional boat races are
in its original contexts. Besides this for them a folklore tourist guide provide opportunity
to hearing the folk music, dialects etc. and lead them to houses where handicrafts
are made, traditional farms and show them various folk medicinal practices in the
martial art training centers etc.
Folklore tourism takes into account the interconnected environmental, socio cultural
and economic aspects of tourism, creating better places for people to live in, and
better places to visit. Folklore tourism aims to provide the required support for the
promotion of Ecotourism, Responsible Tourism and Sustainable Tourism Practices.
Folklore tourism aims to achieve environmentally responsible travel to natural areas,
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to enjoy and appreciate nature, promote conservation and provide for beneficially
active socio-economic involvement of local people. Folklore tourism policy includes: -
Low Impact Visitor Behaviour, Appreciation of local cultures, Protection of bio
diversity, support for local conservation efforts, Sustainable benefits to local
communities, Local participation in decision making, Educational benefits for traveller
and local communities. Responsible tourism is treating others the way they wish to be
treated. All tourism related activities potentially have an Environmental, Social and
Economic impact on the destination involved
ASSUMPTIONS OF FOLK TOURISM
1 Tourist wish to visiting different places with the curiosity to know that land
and its culture.
2 Human society is a combination of different heterogeneous groups.
3 Each folk is unique in its character and it attracts others.
IMPLIMENTATION OF FOLK TOURISM
For implementing folklore tourism, the following steps are to be considered
1 To find out houses those are willing to provide home stay to thetourists.
2 The house must be comfortable tostay.
3 No special arrangement is needed for tourists in the selectedhouses.
4 To prepare and serve native food in the house for thetourists.
5 The home stay providing must be near to the destinations: if possible, it
should be a walkable distance from thedestinations.
6 The house members can work as tourist guide.
FOLKLORE TOURISM PRODUCTS
1 ATTRACTION
Ben Amos ―folklore is an artistic communication in small groups‖. Each part of
the folk performances is very much attractive. The folk genres like folk art forms,
folk ceremonies, folk festivals, folk music, folk dance, native food items, folk soft
drinks, folk medicines, folk games, customs, and rituals etc. are the folklore
tourism attractions. It varies in each place and attracts the tourists to see and
get experience it. It provides both entertainment and knowledge to the tourists.
2 ACCOMODATION
The accommodations provided to the tourists are considered to the home
away from home. The services provided to the guest are purely natural and it is
very close to the destinations of folk tourism. The stay must provide a first-hand
experience to the tourist and above all these it provides more opportunities to
interact with the local people.
3 TRANSPORTATION
While considering transportation in folklore tourism the priority is given to the
interest of the tourist. In folklore tourism there is no long journeys between
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destinations and provides many chances to walking and can use bullock carts,
horse ridden carriages. Bicycle etc.
4 RECREATION
Here the tourist is getting opportunity to entertain with natives. It provides
unique experience to the tourist he / she has never experienced in his life.
5 RESTAURANTS
In all major folklore tourist destinations folk food stall should be introduced, the
foods served in their must not use artificial ingredients for taste.
6 SHOPPING
In all folklore tourist destination handicraft selling stalls must be operated,
Different souvenirs are sold here. Often, the tourist get chance to buy souvenirs
from the hands of the handicraft makers.
FOLKLORE TOURISM: EXPECTATIONS ABOUT TOURISTS
Folklore tourism expects five types of tourist‘s likewise hard-core folklore tourists,
dedicated folklore tourists, main stream folklore tourists, casual folklore tourists and
pilgrim folklore tourists.
HARD CORE FOLKLORE TOURISTS
The aim of these types of tourists is to study folklore and done researches
among the folk; they are academicians. They have the knowledge about the folklore
and the relevance of the contexts. The folklorists and folklore activists come under this
category.
DEDICATED FOLKLORE TOURISTS
They are not academicians but they are so interested to know the cultural
history of the folk. They are so dedicated and also behave politeness to the folk.
MAIN STREAM FOLKLORE TOURISTS
They are the tourists who wish to see the rare folklore performances of various
folks.
CASUAL FOLKLORE TOURISTS
They are not real folklore tourists but they are so much interested to witness
folklore. During their journey they casually reach before the folk performances.
Among them have different caste and religious groups. They have different
expressions to it.
PLIGRIM FOLKLORE TOURISTS
Actually, they are pilgrims. While their journey between the worship places they
see folk performances in the worship places. In that time, they express respect to the
performers and the performances.
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FOLKLORE TOURISM PRODUCT DEVELOPMENT AND ENHANCEMENT

1 Determine significance and distinctiveness (howunique)
2 Emphasize quality of the product (real and perceived; understandable
andenjoyable)
3 Arrange physical clustering andactivities.
4 Develop small and medium sized handicrafts businesses that focus on
locally themed and made items.
5 Make all destinations possible for all people including physically
handicapped; newlifts and entrances; discounts to children and senior
citizens and disabledpersons.
6 Arrange multi-lingual signage and programs
7 Tailor opening hours of sites to meet the needs oftourists
FOLKLORE TOURISM: SUPPORT SERVICES AND QUALITY
1 Enhance mediating service such as tourist offices, tour operators, and
internet services.
2 Arrange inter city transportation services direct airline to keycities
3 Arrange intra-city transportation- taxi, bus, rail and ferryservices.
4 Support folk food serving restaurants, hotels, souvenirs, shopping.
5 Tailor opening hours of support services (including tourist offices) to meet
the needs of tourists.
MARKETING
1 Promote the folk arts, festivals andevents.
2 Package arrangements with other cultural and non-culturalactivities.
3 Work with pvt. Tour companies to establish guidedtours.
4 Develop a profitable and competitive pricingpolicy
5 Enhance electronic media and local tourism websites with photos; folk
festival websites tour operator‘s websites.
6 Enhance print media souvenirs and brochures on folk arts, including each
destination and folk art; tourism materials for tour operators, investors, tourist
offices abroad and tourgroups.
7 Produce videodocumentary.
8 Support folk programs abroad by citizens or former citizens, folklore activists
sponsoring folkfestivals.
9 Target professional associations and meetings to add cultural dimension to
theseevents.
10 Market internationally.
11 Provide more information in foreign languages.
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PLANNING, MANAGEMENT AND ASSESSMENT/EVALUATION

1 Designate an individual and an organization to have main responsibility
forpromoting folk loretourism.
2 Identify key organizations and individuals in thefolk.
3 Asses all resources (sites, folk festivals and supportingservices)
4 Conduct marketresearch.
5 Develop a tourism masterplan.
6 Establish tourismguidelines.
7 Coordinate and cooperate with others to create strategic partnerships with
govts, non- commercial organizations, and reputed Pvt. Firms.
8 Conduct impact assessments, monitoring tourism impact surveys to
assureproduct quality.
9 Emphasize management commitment andcapability.
10 Address seasonality challenges unlike sand surf tourism, folklore tourism
hasthe potential of providing year-round attractions that are not
weatherdependent.
11 Develop and promote sister cityconcepts.
12 Advance plan for all special events in order to tourist organizations to
takeadvantage.
POSSIBILITIES OF FOLKLORE TPORISM
UNIQUENESS OF KERALA CUSTOMS AND RITUALS
Customs are vital part of human nature. The actions of the primitive communities were
caused to the formation of these customs. Local customs, village customs, temple
customs and traditional family customs and comity are different types of customs.
Often in Kerala one custom in village can‘t be seen another village. This made custom
more unique. The uniqueness of customs generates possibilities of tourism.
INFLUENCE OF RELIGIONS
HINDUISM
The third largest religion in the world, it is one of the main religions in Kerala. Nearly half
of the population of Kerala comprises of Hindus. The state has a long list of ancient
and sacred temples dedicated to different Hindu Gods and Goddesses.
ISLAM
It is believed that of Islam set its foot in India through Kerala. The Arabs of the Middle
East came here for trade and settledhere at the coastal areas. Kerala has the oldest
mosque in the country. Majority of the Muslim population lives in the coastal areas of
central and southern Kerala, especially in Malappuram district.
CHRISTIANITY
It is believed by the Syrian Christians that St. Thomas visited Kerala in 52 AD and
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established seven churches in the region. In 3rd and 4th centuries, a large number of
Jewish Christians from Middle East came to the state. Portuguese who arrived in 15 th
century introduced Latin rites. Few centuries‘ later missionary movement during British
rule brought Protestantism. At present there are five different branches of Christianity in
Kerala.
BUDDHISM
Buddhism influenced in Kerala during the period of 650-850 AD. There are various
ancient relics in the state showing the importance of Buddhism in Kerala. However,
after 8th century the religion started fading and completely disappeared by 11th
century. There is significant impact of Buddhism in temples of where we can see the
influences of Buddhist art and literature.
JAINISM
There is an ancient temple known as Jainmedu in Vadakkanthara village,
nearPalakkad. At present Jainism is restricted to only a small population of Kerala,
which mainly consist of Marvati community settled in various part of the state.
JEWISM
According to Jews of Kochi, following the destruction of second temple of
Jerusalem,a considerable number of Jews relocated to Kerala. At present there are
only few numbers of families in remains Kerala.
CHALLENGES OF FOLKLORE TOURISM SEASONALITY OF FOLKARTS
In most of the cases folklore tourism destinations have seasonality. Failure of one
season leads to extreme difficulties mainly for those who belong to the informal sector
or providing subsidiary services.
Bureaucracy
Another one treat is the attitude of bureaucrats and politicians towards tourism. Most
of them don‘t realise that tourism is a sophisticated area and not everyone can plan
or manage the overall operations. It is very important to tourism that competent
officials who have sound knowledge of tourism industry and impacts handle the issue
rather than novices in the area.
THE LACK OF AWARENESS
Another problem is the lack of awareness about folklore and folklore tourism. By
awareness we just do not mean as to knowing what is folklore? And what is tourism?
Awareness also includes knowledge about the impact of tourism on day to day life of
the folk; folk attitudes towards tourism; benefits or loss etc…
IGNORING DOMESTIC TOURISTS
The proportion of the movement of domestic tourists is much higher when compared
to foreign tourists. However, the reason of foreign exchange earnings, the emphasis
remains on providing facilities for the foreign tourists while domestic tourists are
ignored. In folk tourism importance is given to domestic tourism.
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AUTHENTIC FOLK-ART VENUES

Folklore tourism is a competitive venture. Tourists have many options and can be
selective. A primary draw is the substantive nature of the destination it links with myths,
local legends, ritualistic importance and intrinsic nature of folk and their cultures. So, a
need to tell a myth to capture the audience and to leave them with a sense of
enjoyment, appreciation and understanding. The destinations need to be developed
or preserved.
Tourism professionals are needed to be trained in these areas. Transparent visitor‘s
bureau with information on hotels, restaurants and transportation services as well as
key attractions for individuals and families. Tourists need to be able to easily discover
all the needed information for a trip to be knowledgeable and enjoyable. This aims
websites in multiple languages and information offices ideally located at entry points
nearby the destinations. The staffs appointed there must be knowledgeable in folklore
tourism and well trained in customer service. They need to have information about
transportation, accommodation, ethnic/ folk food, shopping and health care as well
as the substantive and intrinsic nature of folk-art destinations and performances.
CONCLUSION
The folklore tourism has theoretical rationality. As Dan Ben Amos defined, folklore is an
artistic communication in a small group. The inherent nature of folklore is super organic
and organic. Folklore forms like mentifacts and artefacts are super organic in the
sense that once created in their indigenous environment and cultural contexts are not
required for their continuous existence. Background information may be essential for
the analytical interpretation of the materials, but none of it is crucial for its existence.
He distinguishes folklore forms are other forms of communication with an artistic action
involves creativity and aesthetic response which cover in the art forms themselves. In
that sense it is a social interaction via the art media and differs from other modes of
speaking and gesturing Folklore tourism is the evocation of the past and inherently
about visions of the present, and a key justification for the preservation of both
material cultures and traditional practices, in what they can tell to the communities or
tourists about themselves and others. It is something a paradox of modernity that at
the same time relentlessly seeks modern people, also hankers after something older,
more authentic or traditional.
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REFERENCES
1 Dictionary of Travel, 1996, tourism and Hospitality Terms1996.
2 Occasional paper No 27, 1998, Australian Bureau of Tourism Research, P, 4-
8,63
3 Bureau of Tourism Research, 1998, cultural Tourism in Australia,P-7
4 Hutchinson, 1969, International Tourism, P. 148,149
5 H. Robinson, 1979, Geography of Tourism,P.42
6 Journal of American Folklore, 1989, Regina Bendix, Tourism and Cultural
Displays, P.131- 146
7 Dan, Ben-Amos, 1982, Folklore in context, South Asian Publishers, new
DelhiP.3
8 Dan, Ben- Amos, 1982, Folklore in context, South Asian Publishers, New
DelhiP.10
9 Laurie Honko,1995, Multi forms in Ethnic Composition, 11th congress of
ISFNR,Mysore.
10 Robert. A. Georges and Michael Owen jones, 1995, Folkloristics an
Introduction, Indiana University Press,USA.
11 Laurie Honko, 1991, Ed, FFNetwork, Turko,Finland.
12 Htttp://www.keralatourism.org
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TOUR 0137
SAFEGUARDING CULTURAL HERITAGE THROUGH FESTIVAL PARADES –

THE INTERSTATE DIVINE PROCESSION OF NAVARATHRI IDOLS IN
SOUTH INDIA AND ITS UNIQUE EPITOME OF LEGACY ASSOCIATED WITH
CULTURAL TRANSFUSION AND EXCHANGE
Dr. KL Ajay
Sanoop Kumar PV, Sukesh PD, Arya VM
Abstract
Travancore was the southernmost princely state of India. After independence,
Travancore was divided and became parts of two states. Navarathri, celebrated in
the months of September or October, is an annual festival that plays an important role
in keeping the two linguistic lands together. The associated Navaratri idol procession
brings three deities from Kanyakumari district of Tamil Nadu state to
Thiruvananthapuram, the state capital of Kerala. Two centuries have passed since the
annual journey began, but it is still going on in the traditional way. The associated
ceremonies and art performances play an important role in preserving the cultural
identity of the region. The places through which the journey passes are also places of
historical significance. The journey and its subsequent rituals in two states plays a major
role in the continuance of an age old cultural and heritage value, which entices many
people and researchers to apprehend this custom at its pristine dimensions, both
heritage and culture oriented. The objective of this paper is to analyze this historic
journey and its role in safeguarding cultural heritage of the region.
Key Words: Navarathri, Cultural heritage, ritualistic ceremonies
Introduction
Festivals, art forms and processions are among the most visible and exuberant
celebration of culture. They exist not only as a manifestation of but also as
propagations of the culture of a region or community. Procession of idols is closely
associated with cultural celebrations in Indian sub-continent. It creates a simulacrum
of divinity along with extolling culture. The procession of Navarathri idols in South India
is a unique spectacle of such a simulacrum blended with literal journey of the idols. It
forges a divine union of the idols along with harmonizing the cultures of Southern
Kerala and Tamil Nadu that were erstwhile parts of the princely state of Travancore.
The statues of the gods are manifestations of the myriad religiosity of the regions that
they hail from and the journey through the heartlands of the two states intertwines the
culture of these places. Though the idols create only a simulacrum of divinity, through
the journey and through the exuberance of cultural celebration, it creates a unique
epitome of legacy associated with cultural transfusion and exchange. Authors,
through this paper are trying to highlight the cultural significance of an age old
custom of Navarathri procession of idols and associated destinations.
The Journey of the Idols
Padmanabhapuram, now in the state of Tamilnadu was the capital of the then
Travancore dynasty. The age old tradition of bringing Navarathri idols has around 200
years of legacy. Goddess Saraswathy is considered as the mother of knowledge by
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the Travancore Kings, so is it for the people of Kerala.

The traditional journey of Saraswathy along with two other deities (Murugha and
Munnootti Nanga) has not yet changed its path or procedure even after the
sovereignty of Kings has been replaced with democracy. The festival of Navarathri
and its associated parade of the deities is truly a festival of cultural heritage rather
than a ritualistic existence. The two bordering states of the country, Kerala and
Tamilnadu, jointly celebrate it without any geographical differences or political
disparities. The three deities have got their Puranic/colloquial names as
ThevarakettuSaraswathy of Padmanabhapuram Palace, Kumara Swami of Vellimala,
Munnootti Nanga of Suchindram. Nanga is often hailed as the official deity of
Travancore family. Kumaraswamy or Murugan is the God of weaponry and
Saraswathy, as mentioned earlier is the mother of letters and knowledge.
The Golden era of Maharaja (King) of Travancore, SwathyThirunnal witnessed the
institutionalization of Navarathri musical festival. Many veteran singers and musicians
all over the country will perform concerts at Navarathri Mandapam near the majestic
Padmanabhaswamy temple in Thiruvananthapuram on the occasion of this festival. It
is for their convenience that the idols from different places are assembled here.
Traditional Practices in-between the Journey
The deities are carried in three separate carriages (Pallack). Each of them are carried
by four to seven people who are specially trained. The journey will extend for three
days with two halts in two states (one each). The first halt of the parade is at Siva
temple at Kuzhithura (Tamilnadu). The second halt will be at Sreekrishna Swamy
temple at Neyyattinkara (Kerala). The government authorities will give an official
welcome at the border. The presence of silver horse statue, which carries the deity;
Murugan is a special attraction to the parade. The statue was donated to the temple
by the famous Diwan of Travancore, VeluthampiDhalava . The journey through the
hinterlands of three holy rivers, The Thamrabharani of Tamilnadu, Neyyar and
Karamanayar of Kerala is another specialty of the parade. The sacred bath ( Aarattu )
will be offered to Saraswathy in each of these rivers.
The Legacy of Divine Parade
The traditional parade of the deities was started in 1839. At first stage of the journey,
Nanga from Suchindram temple receives ritual offerings and will start the parade to
Padmanabhapuram. The police department will give guard of honor during this time.
Passing through the main highway of Nagarcoil, Nanga will reach at
PadmanabhapuramNeelakantaswamy temple in evening and rest there. The next
day early morning, the second idol of Kumaraswamy will be carried to this temple. The
two deities now form a single procession and proceed to join Saraswathy at
Thekketheruvu, a street near the shrine of the goddess. There is a ceremony of
transferring the sword of the palace. This is done by the representatives of the temple.
With this ceremony the three deities will begin their journey from palace premises.
People will offer flowers and other offerings to them, along with the formal guard of
honor form police. The parade will take three days and two nights to reach
Trivandrum. The path of the parade has much cultural significance. The following are
the simplified routes and places that the parade covers
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The Thakkala- Mettukkada road – Halting atKeraladithyapuram – Thiruvithamcode(an

old heritage village in Kanyakumari district) –Azhakiyamandamapam (Entering the
national highway)-Marthandam (the business center) –Crossing the river
Thamrabharani-halt at Kuzhithura (Night stay at Mahadeva temple).
During the second day the parade will be welcomed by Kerala Government
authorities as the procession crosses the border and enters the state of Kerala. Through
National Highway the parade will reach Sri Krishnaswamy temple at Neyyattinkara,
after crossing the second river Neyyar, where the idols stay at night. The idols, on the
third day of their journey will pass through Balaramapuram , the handloom center of
the capital. Crossing the third river Karamayaar, the procession will halt at
Sathyavageeswara Temple. A traditional practice of presenting golden gooseberry
has prevailed during the reign of kings to the deities as a token of honor. Goddess
Saraswathy will be carried in an Elephant adorned with golden caparison, followed by
Murugan in silver horse and then Nanga in pallack. The parade will be welcomed at
the eastern gate of Padmnabhaswamytemple.
The location of the deities
When the parade enters the capital city of Trivandrum, the idols will be placed at
three different locations. They will remain there for the rest nine days (Navarathri) and
offering will be given to them in traditional manner. Goddess Saraswathy will be
positioned at NavarathriMandapam on the banks of Padmatheertha pond, near
Sreepadmanabha Swamy temple. Kumaraswamy will be placed at Devi temple of
Aryasala. Goddess Munnootti Nanga will be dwelling at another Devi temple at
Chenthitta. Devotees visit these idols during the Navarathri days. They are all located
at walkable distance. After the completion of Navarathri with last three days special
poojas (Durgashtami, Mahanavami and Vijayadashami), the idols will return after one-
day rest (Nallirippu) in the same path to their respective places in Tamilnadu.
The Simulacra of Divinity and the Perpetuation of a Tradition
The rituals and procedures of Navarathri idol parade is deep rooted as a cultural
emotion in the minds of people. This is more than a belief or it can be comprehended
as an accustomed practice. It is an inimitable and distinctive religious/cultural
singularity, which is very rare to pin point in any other countries. Here history, bequest,
cultural heritage, rituals, traditions, democracy, judiciary and even climate merge
together to make the way for an age old custom to be performed as it is, from its
beginning even though it underwent a few paradigm shifts in the due course of time.
The parade more or less harmonizes the culture of Kerala and Tamilnadu. The
sustenance of a heritage or cultural manifestation not only depends upon how
positively, it is apprehended by a civilization, but also, how systematically it gets
transferred to the generations. The people since its commencement conserved the
parade‘s wholesomeness and holistic nature and more prominently, disseminated its
cumulative knowledge to generations. Concurrently, when emphasizing the part of
religious harmony, people despite of their diversity in religious practices and even in
religious choices, support this parade of deities wholehearted. The procession
therefore created a simulacrum of cultural harmony in the backdrop if divinity.
The destinations through which the parade moves and the halts will factually transform
to a heritage environ, hoarding the parade‘s mysticism and rituality, which is truly an
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exuberance of cultural celebration. Exchange of culture should actually start from the
minds of individuals. Then only it would get perpetuated and continued along with
knowledge. Even though occurring in specific geographical locations, the parade of
Navarathri idols and its associated rituals is altogether creating a path of cultural
exchange and knowledge propagation.
References
1. Aiya, V. N. (1906). The Travancore state manual (Vol. 2). Travancore
Government Press.
2. Ganesh, K. N. (1990). The process of state formation in Travancore. Studies in
History, 6(1), 15-33.
3. Getz, D. (1991). Festivals, special events, and tourism. Van Nostrand Reinhold.
4. Hinch, T. D., & Delamere, T. A. (1993). Native festivals as tourism attractions: a
community challenge. Journal of Applied Recreation Research, 18(2), 131-142.
5. Jaeger, K., &Mykletun, R. J. (2013). Festivals, identities, and belonging. Event
Management, 17(3), 213-226.
6. Leerssen, J. (2015). The nation and the city: urban festivals and cultural
mobilisation. Nations and Nationalism, 21(1), 2-20.
7. Mehta, B. N. (1950, January). A Little Known Event in the History of Travancore.
In Proceedings of the Indian History Congress (Vol. 13, pp. 288-291). Indian
History Congress.
8. Menon, P. S. (1998). History of Travancore from the earliest times. Asian
educational services.
9. Perry, B., Ager, L., &Sitas, R. (2020). Cultural heritage entanglements: festivals as
integrative sites for sustainable urban development. International Journal of
Heritage Studies, 26(6), 603-618.
10. Quinn, B. (2010). Arts festivals, urban tourism and cultural policy. Journal of
Policy Research in Tourism, Leisure & Events, 2(3), 264-279.
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TOUR0126
SOCIAL PERFORMANCE ON SELECTED SPECIALTY COFFEE SHOPS IN

METRO MANILA
William C. Bunao, Dr. John Malonzo and Joey Albert S. Lim
ABSTRACT
Innovation is continuous within the coffee industry. As technology and
knowledge about coffee develop, more innovations are introduced in the industry
such as specialty coffee shops. This innovation has provided consumers with coffee
products that are far from the ordinary in terms of quality. For specialty coffee shops, it
is common for their business structure to include social responsibility initiatives with the
intention of improving their brand image. This, however, can be problematic as it is
difficult to determine if a certain specialty coffee shop is actually helping its
community. It is possible that the social initiatives of the business are not effective
enough to make positive changes in its community. It is also possible that the business
is just simply announcing their advocacies in order to appear socially responsible to
the eyes of the public, without any corresponding actions. With that said, this study
aims to determine the effectiveness of selected specialty coffee shops around Metro
Manila in making positive changes to its community by measuring their social
performance.
Key Words: Community, Coffee Shops, Technology, Manila
Introduction
The hospitality industry and tourism industry are both thriving, partly because of
restaurants. Restaurants play a big role in the development of both industries as they
provide employment opportunities, and attract business and income for the said
industries. This study focuses on a type of restaurant that primarily serves coffee: coffee
shops; specifically, specialty coffee shops. In this study, the researchers focus on how
an establishment creates practices for the environment, community, and employees.
Within this study, it also deals with measuring how effective these practices are in the
aspect of Social, Human, and Natural Capital for an outcome of an ideal
establishment. The common issue that deals with this is the false advertisement of
social enterprise companies that was not able to deliver social needs for their
suppliers. Another example is sustainable practices are lacking therefore damaging
the environment in the process. And lastly, employees/staff are not able to show the
fullest potential due to lack of interpersonal skills. These will be the issues of social
performance in a Specialty Coffee Shop that are tackled in order to provide solutions
to avoid these mistakes or make poor decisions.
Coffee shops have become a global phenomenon. The growing consumption and
popularity of coffee represents the evidence of humanity‘s long-standing fondness for
drinking coffee which began around the fifteenth century. For many societies, coffee
is a customary drink and an integral part of life (Tucker, 2017). In modern times, freshly
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brewed coffee has been the norm in the coffee industry. Coffee has changed into a
beverage that can be consumed on-the-go (Rath &Gelmers, 2017). Pour-over, cold
brew, nitro, or drip — in recent years, the art of brewing coffee has achieved new
heights for bean lovers around the world and the coffee shop is as omnipresent in
most cities as the corner store (O'Leary, 2017).
Cafe or Coffee shops are very well-known in society nowadays, and people are fond
of drinking coffee every day as if it is a part of their daily habit. This type of shop started
a long time ago in the Middle East during the early 1500s or late 1400s. Coffee houses
were the place to go for political meetings. During the 17th century a French traveler,
Jean Chardin is one of the first European documents mentioning coffee houses. In
1652, the first English coffee house opened. Coffee houses became fashionable in
doing business and became part of English society. Coffee houses were more likely to
do business and became a center of commerce. Even for a single penny, a man can
buy a coffee and could stay as long as he likes. Women were not allowed inside the
coffee shops unless they owned the place or worked in them. Today, coffee houses
always serve the same purpose (Scott, 2015).
The phenomenon in third-wave coffee is composed of independent coffeehouses,
roaster, and home-hobbyist subculture. It is a subculture that focuses on art and
knowledge, sensual experience, interaction amongst peers or between a client and
employee, and 'group' in one of its more common ways, but is also guided
technologically (especially with the attention and prestige accorded specific sets of
equipment) and uses the Internet primarily as a forum for debate, social networking,
product reviews, and so on. The third - wave consists of an enthusiastic group of
members that can share their experience. The "movement" of the third wave coffee
deserves special recognition among today's social forms as a visualization of what our
future could look like (Manzo, 2015).
The term "Third Wave" is invented to distinguish contemporary artisanal coffee roasters
and coffee houses from the coffee consumption types and places that came before
them. The third wave is involved with the variety of coffee beans, including grape
terroirs with wine connoisseurs. This group of shops invests huge amounts of money in
their machinery and equipment, choosing, for example, for $20,000 La Marzocco or
Synesso espresso machines as opposed to $5000 for an Astoria model that would have
sufficed in the 1990s for a mom-and-pop espresso bar; Thus, third-wave "baristas"
develop their ability to extract (pull) espresso shots and cook drinks to such an extent
that there are now "barista competitions" around the world to reward exceptional skills
for things like "latte art," the development of designs on foamed milk drinks. (Manzo,
2015).
As being one of the world‘s most traded products, coffee provides a significant part
of the economy and a source of foreign revenue for most developing countries in the
world. Sustainability-certified coffee production can help increase the economic
benefits to the farmers and decrease its negative environmental impacts (Ho et al.,
2018). One good example of a coffee shop that sells coffee sustainably is Brewpoint.
With more customers and determined employees, the shop saw a lot of opportunities
to be involved in their community. Following their simple mission statement of
―Creativity, Coffee, Community‖. The coffee shop conducted events for the
community, both in financial and in-kind donations, and also sponsorship for local
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events that are important. On top of contributing funds and coffee products each
month to local causes, Brewpoint hosted three (3) major initiatives focused on social
change and awareness. The shop‘s partnership with Kalsada Coffee is really ideal due
to its social responsibility and investment towards the farmers that produce their high-
quality beans (Kott, 2017).
In Philippine culture, coffee is not just a drink. This particular beverage helps an
individual, especially Filipinos, start their day lively. One study conducted by Kantar
Worldpanel Philippines; Filipinos changed their coffee drinking habits from moderate
to hard. This led to the development of the coffee shop industry in the Philippines,
especially in Manila, wherein the targets are the students (Marinduque News, 2019).
In addition to these booming businesses in Manila, many coffee shops have withstood
the challenge of time and maintained its status as a household name in the coffee
industry. One great example if this coffee shop or cafe is Starbucks. Starbucks is not
only known for its high-quality products and services but also their whole company is
well known for all its corporate social responsibility (CSR) initiatives that have positive
impacts on society and to the environment. When a company prioritizes the interests
of the people and focuses on making positive changes for the community, it positively
affects how consumers perceive the image of that company. Starbucks decided to
invest in this approach and has then established its name in the coffee industry.
(Vandeveld, 2015)
The concept of corporate social responsibility can date back to the early 60‘s, when
the corporations in the United States were observed by their corporate behavior. They
began to invest in intangible products such as time, manpower, policies, sustainable
practices for the poor. They have tackled solutions for the major stakeholders in a
community and this was well established in the 90‘s as a part of corporate culture.
They made ways to communicate with the stakeholders and showed practices to the
consumers in which they showed how the business treated its employees, environment
and community (Salib et al., 2015).
A related concept to CSR is that of Corporate Social Performance (CSP). CSP focuses
on the actual results achieved rather than the general notion of businesses‘
accountability or responsibility to society (SAGE Brief Guide to Business Ethics, 2012).
Both concepts, CSR and CSP, are not limited to big business entities or corporations.
Even small businesses such as specialty coffee shops are likely to engage in practices
that benefit society and the environment. In this study, the researchers aim to assess
the social performance of selected specialty coffee shops within Metro Manila. Social
Performance primarily seeks to benefit the community, but it is also equally beneficial
to the company itself. Social Performance positively impacts a company by improving
its company image, increasing brand awareness, and attracting more talents for the
workforce. Both internal (workers/ employees) and external (clients) customers see
value in social performance programs, they are more motivated to work for and
spend their money with the company that prioritizes social performance with the belief
that not only their hard work but also hard-earned money will put into good use for the
sake of the society and the environment (Business News Daily, 2019).
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Some of the specialty coffee shops use the words social enterprise as a part of their
branding to earn more revenue. The standard-issue that happens within a specialty
coffee shop is when they advocate social performance for the coffee farmers,
wherein they fail to practice consistently. This research aims to produce solutions that
can eliminate certain practices of an establishment wherein this may give insight an
ideal coffee shop regardless of what concept of the establishment.
It is stated in the six capitals model, proposed by the International Integrated
Reporting Council (IIRC) in 2013, that the social performance pillar in the triple bottom
line theory is composed of three aspects or capitals: the human capital, the natural
capital, and the social and relationship capital. These three capitals work hand in
hand in assuring that a company is performing well socially towards true sustainability.
The human capital is an intangible capital that focuses on the competencies,
capabilities and experience of people. This includes the people‘s acceptance and
support for an organization‘s governance, management approach, and ethical
values; their capability to fathom, establish, and to carry out the organization‘s
strategy; their loyalties and motivation to innovate; and their capability to guide,
administer, and collaborate. The natural capital on the other hand is a tangible
capital that focuses on all renewable and nonrenewable natural resources and the
processes involved that are deemed necessary for the present and future success of
an organization. The social and relationship capital, similar to the human capital, is
also an intangible capital. It focuses on the relationships within and among groups of
stakeholders, communities, and other organizations; and the ability to share
information to enhance individual and collective well-being. This includes
organizations‘ trust and willingness to conduct business with one another. (Malan et
al., 2016)
Some businesses, such as specialty coffee shops, incorporate and prioritize the human
capital in their business structure by taking in suggestions, providing various training or
seminars, and other practices that give value to employees. These businesses benefit
from having increased employee capabilities and improved employee satisfaction
which relates to better employee performance and profit. James Freeman stated that
an essential part of business is the main product yet while adding hospitable
employees makes the consumers or customers makes a lasting impression of the
establishment. (Washburn, 2019). Freeman‘s statement further emphasizes the
important role of the staff in attracting more customers. When a company seeks to
make improvements to its community or to the environment, its employees are given a
sense that their work is meaningful which adds to their motivation to work and be
creative in making improvements in the establishment (Brammer et al., 2015; Tong et
al., 2019).
The legitimacy and effectiveness of a company‘s social initiatives also affect the
willingness of employees to identify and commit to the company and what it stands
for (Lee & Yoon, 2018). Satisfied employees contribute to the success of an
organization. On the other hand, unsatisfied employees underperform and become
barriers to the success of an organization. Employee satisfaction also relates to better
employee engagement. Employees that are more engaged are more motivated to
make improvements in the workplace and provide better customer service (Bin
Shmailan, 2016). The financial performance of a business is positively affected by
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having employees that are creative, innovative, and imaginative, aside from also
being hardworking and achievement oriented (Oswald, 2019). A successful
organization understands the importance of a satisfied and contented staff and how it
affects the overall productivity and profitability of the business.
For the natural capital, businesses usually practice water and electricity conservation
because not only is it beneficial for the environment but it is also financially beneficial
for the business because it reduces utilities expenses (Woodworth et al., 2014). In the
Philippines, some municipalities have imposed a plastic ban, banning the use of single-
use plastics, which forced businesses to minimize the usage of plastic for the benefit of
the environment. Proper waste segregation and disposal are also practiced often by
businesses because it is common for the operations of a business or an establishment
to produce a certain amount of waste that pollutes or harms the environment. The
same is true for specialty coffee shops. Spent coffee grounds are one of the waste
materials abundantly produced by coffee shops. The world population drinks over
billions of cups of coffee every day. The United Kingdom was responsible for 95 million
of cups with an average of 11 grams of fresh ground coffee in each cup. And
therefore, around 381,000 tons of ground coffee are brewed every year, resulting in an
estimated 500,000 tons of wet, waste coffee grounds (Bio-bean, 2019). Spent coffee
grounds have a variety of household uses such as neutralizing bad odors, plant
fertilizer, insect repellant, and many more (McDonell, 2018). Spent coffee grounds also
have a variety of industrial uses which are not commonly known by many. Spent
coffee grounds burn 20% hotter and longer than dry wood which makes it a more
efficient fuel source (Bio-bean). The spent coffee grounds can also be as a
construction material for embankments (Arulrajah et al., 2016). Businesses, like
specialty coffee shops, can innovate practices involving the various uses of spent
coffee grounds in order to reduce waste production for the benefit of the
environment.
The spent coffee beans (SCG) have an incredible potential to build soil ripeness.
Various studies have uncovered that when SCG particles are fused into soil,
microorganisms develop over them, which is additionally verified by a 10-times
increment of soil breath rate. The utilization of SCG as natural change is a triple
arrangement: a reuse of this bio-buildup (6 million tons for every year), an expansion in
soil natural carbon (SCG contain 82% of starches and 13% of proteins) and an
abatement in CO2 discharges into the environment (Cervera-Mata et al. 2017). Not
just that, SCGs are an extraordinary wellspring of bioactive mixes with enthusiasm to
pharmaceutical and corrective ventures (Magalhães et al., 2016).
From furniture and textures to mushroom developing and 3D printing, SCGs are ending
up being an adaptable material for a scope of businesses. The test for item pioneers in
utilizing SCG is the absence of access to a predictable and secure stockpile of without
contaminant, dried grounds. This can repress numerous imaginative new businesses
from scaling up and advancing as organizations. There are a few advantages to
utilizing reused espresso beans in item improvement. Perfect and dry reused grounds
are an economical material that can assist items with speaking to eco-cognizant
buyers, contributing legitimately to business development. What's more, utilizing reused
espresso beans can add to reserve funds on ozone depleting substance discharges
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contrasted with utilizing ordinary materials which are regularly petro-synthetic based
(Bio-bean, 2020).
The social and relationship capital focuses on building mutually beneficial relationships
not only with customers or business partners but also with the local community.
Businesses give importance to this capital and social responsibility as a whole because
it is perceived to affect the profitability of the business positively (Lee & Jung, 2016).
Customers give value to establishments or brands that advocate serving the
community and protecting the environment. These advocacies establish the brand
identity of the business which builds brand trust and brand attachment, reinforcing the
customers‘ intention to conduct business with the establishment and spread good
comments about the business through word-of-mouth (Lee, 2017). In specialty coffee
shops, the informal social practices of employees such as smiling and being hospitable
helps in developing relationships with customers as well as providing a ―home away
from home‖ vibe in the establishment, sustaining the sociability of the place
(Steigemann, 2017). Coffee shop consumers put significance on value, rebate
frameworks, taste, and newness, however more on respectful and kind administrations
of bistro staff or agreeable and calming atmosphere of inner peace. In this manner,
coffeehouse advertisers need to take factors like assistance experience, quality and
style into more thought. Furthermore, consumer loyalty affects trust, while trust on
social aims, despite the fact that trust isn't intervened between consumer loyalty and
conduct expectation (Kim & Shim, 2017).
A good example of a coffee shop that prioritizes all the three capitals of social
performance is Starbucks. Starbucks is well-known for taking care and giving value to
their internal customers or employees. They are also well-known to the public for their
numerous programs that aim to benefit the community and the environment.
Starbucks‘ social performance projects are based on three pillars: community, ethical
sourcing, and environment. The community and ethical sourcing pillars tackle the
labor conditions and the enhancements of farmers. Starbucks establishes community
stores partnered with local nonprofit organizations. The nonprofit organizations, these
stores work with other services aimed to meet the needs of the communities they are
located in. The company is committed to ensuring the coffee, tea, cocoa, and
manufactured goods are responsibly and ethically produced and purchased. They
only purchase products from farms and manufacturers that adhere to a certain
standard of ethical treatment. The environment pillar focuses on climate change and
waste reduction. Starbucks most important business partner is the planet itself and a
comprehensive approach is done to lessen their impact on the environment. In order
to accomplish this, they developed LEED (Leadership in Energy and Environmental
Design) accredited stores, are devoted not only to recycling but also to water and
energy conservation, and pursue various plans that address climate change on a
global level. Generally, Starbucks in every aspect of their operations tries to be as
environmentally friendly as possible (Hamann et al., 2014). As a result of their impressive
social performance, both their internal and external customers are more inclined to
patronize their brand which translates to more profit for the company.
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The Triple Bottom Line is used usually for a corporation as the basis of its CSR as a set of
tools to utilize for sustainability. The Six Capital Model gives more detailed variables via
the Triple Bottom Line and is used for eliminating trade-offs when it comes to profit or
revenue of the corporation. It maximizes specific areas to tackle each circle of the
framework that enhances the social, environmental and economic performance of
the company wherein it improves the branding and to gain a reputation as a
sustainable company (Adams, 2015).
The researchers will be using only the part of Social Performance (People) as a
measurement of the variables Natural, Social & Relationship, and Human for an end
result of Sustainability wherein, this will help the researchers in tackling their study on
social performance on selected specialty coffee shops within metro manila. This
theory helped the researchers measure the Social Performance specifically for the
Specialty Coffee Shops and Roastery wherein their advocacy of Sustainability
branches out the parts of Humanitarian Practices, Social Relationship, and Natural
Resources.
This research will serve as a guide on how effective and efficient an establishment is
when it comes to social performance as well as removing the negative impacts of it.
And also, this study aims to prove that there is a significant relationship between the
socio-demographic profile of the respondents and social performance of selected
specialty coffee shops in Metro Manila and also there is no significant relationship on
the social performance to sustainability result in selected specialty coffee shops in
Metro Manila.
Different coffee shops in Metro Manila advocates on being a social enterprise and
return the progress of their business to the society. With this, this study investigates the
social performance of selected specialty coffee shops in Metro Manila. Specifically,
this study aims to answer the following:
1. To know the socio-demographic profile of the respondents in terms of the ff.:
a. Age;
b. Sex;
c. Marital Status; and
d. Length of employment;
2. To identify the practices on social performance of selected specialty coffee
shops in Metro Manila in terms of the ff.:
a. Social and relationship; and
b. Human;
3. To identify the impact of social performance in selected specialty coffee shops
in Metro Manila; and
4. To know if there is a significant relationship between socio-demographic profile
of the respondents and the practices on social performance of selected
specialty coffee shops in Metro Manila.
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Methodology
The researchers used the quantitative research approach to gather their data in order
to give answers to the problem statement. The quantitative research method is
interpreted as a systematic investigation of facts by collecting significant evidence
and conducting arithmetic techniques. The result of this can be represented in the
form of numbers to foresee the future of a product or service and form adjustments
appropriately (Bhat, 2020).
Quantitative approach offers consistent results when the same data points are
examined under randomized conditions, it uses a randomized process to gather data
or information to avert bias from entering into the data, and the data can be
analyzed quickly compared to other forms of research method (Miller, 2020).
Purposive sampling technique is a type of approach wherein the researcher relies on
his or her perception when selecting participants of a specific group or population to
participate in the study. This technique is applicable towards the study not only the
researchers will be able to gather respondents with accuracy in data corresponding
to his or her demographic profile but also to make sure the respondents chosen is
relevant towards the objectives of the study.
This study targets the coffee shops e.g. coffee shops and roastery, and the difference
from the normal shop or specific e.g. Second Wave is different from Third Wave,
wherein the researchers will select five (5) respondents (employees or staff, managers,
and owners) from 10 selected coffee shops (Second Wave, Third Wave coffee shops,
and Roastery) around Metro Manila.
The method of data collection used in this study is utilizing a survey questionnaire. It
helps the researchers not only gather the necessary data in an efficient and timely
manner but also to discover the variables of interest in a systematically established
manner that allows one to answer the stated questions, test hypotheses, and to
evaluate the outcomes.
The target respondents of the researchers, distributed through online via google forms,
answered these questionnaires. By this method, the researchers will be able to gather
and efficiently tally the conducted survey. The data then will be forward to the
statistician to be analyzed and interpreted.
The researcher‘s devised an instrument in the form of a survey questionnaire to gather
statistical data for this study to be proven. The said questionnaire is adopted based on
the collected review of the related study and the theoretical framework. Thus, the
formulated survey aids the researchers to give answers or solutions to the problem of
the statement and hypothesis. The content of which is the socio-demographic profile
of the employees or respondents and the social performance of the selected coffee
shops within metro manila, also, its sustainable results.
The questions are divided into two parts. Part I mainly talks about the demographic
profile of the respondents; while Part II of the survey talks about social performance of
the working environment which have subtopics of social relationship and aspect
practices, social relationship and aspect impacts, Human aspect practices, human
aspect impacts, natural aspect practices and natural aspect impacts.
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Sustainable Practices Questions

SRP1 1. The coffee shop advocates social responsibility and serving the
community.
SRP2 2. The coffee shop advocates social responsibility and serving the
community.
SRP3 3. The coffee shop conducts various community relations programs for the
benefit of the community.
SRP4 4. The management conducts business with coffee farmers and other
suppliers which is mutually beneficial for both parties.
SRP5 5. The management takes care of their relationships with their suppliers,
avoiding any unfair business practices.
HP1 1. The management encourages education and self-development by
providing you with various training programs or seminars.
HP2 2. The management encourages creative and innovative thinking in developing
service processes and procedures.
HP3 3. The management provides the core values of the business, together with
the code of conduct, to guide the employees on how to act inside and
outside the establishment.
HP4 4. The management encourages suggestions from the employees and is
open-minded in accepting suggestions for the betterment of the coffee
shop.
HP5 5. The management values employee satisfaction and makes an effort to
keep employees happy and content.
Impacts of Social Performance
SRI1 1. The coffee shop has developed a reputation for being a socially
responsible establishment.
SRI2 2. The coffee shop has built trust and camaraderie with the customers and
the local community.
SRI3 3. The management has maintained a good working relationship with the
coffee farmers and other suppliers.
SRI4 4. The suppliers trust and willingly engage in business with the coffee shop.
HI1 1. The management has provided you with plenty of opportunities to
experience new things and develop your skills.
HI2 2. The management is open to accepting new ideas and innovations
coming from you.
HI3 3. You align yourself and agree with the moral and ethical values of the
management and the coffee shop.
HI4 4. You are motivated not only to follow the processes and service standards
set by the management but also to improve upon them.
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HI5 5. The management style and the advocacy of the coffee shop develops a
better sense of loyalty in you towards the coffee shop.

Tables 1 Socio-Demographic Profile - Age
Age Frequency (n) Percentage (%)
17 below 0 0.00%
18-25 31 68.90%
26-33 10 22.20%
34-41 3 6.70%
42-49 1 2.20%
50 and above 0 0
Total: 45 100.00%
Table 4.1 presents the frequency and percentage of age that took the survey and it
indicates that out of 45 respondents, sixty-eight-point-ninety percent (68.90 %) or 31
respondents are 18-25 years of age. While, twenty-two-point-twenty percent (22.20 %)
or 10 respondents are 26-33 years of age. Then, six-point-seventy percent (6.70 %) or 3
respondents are 34-41 years of age. Lastly, two-point-twenty percent (2.20 %) or 1
respondent is 42-49 years of age. Therefore, there are 31 respondents that answered
the questionnaire about the Social Performance in Specialty Coffee Shop. This study of
Jobvite (2020) answers our socio-demographic in terms of Labour market. It is a
challenge due to the pandemic which made some rely on their jobs to make ends
meet. This research article answers the study in which the respondents are most ages
18-49 years old.
Jobvite Survey Finds Dramatic Shifts in Job Seeker Attitudes Due to Pandemic. (2020,
May 19). This answer also the study wherein Braley (2020) said job market is
substantially higher than previous years due to the Pandemic the world is
experiencing. This answers the data that fresh graduates of hospitality or any kind of
degree they finished are willing to take any job especially in F&B industry because of
its accessibility, less intricate instructions to teach its employees and ability to make
ends meet somehow.
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Table 2 Socio-Demographic Profile – Sex by Birth
Sex by Birth Frequency (n) Percentage (%)
Male 35 77.80%
Female 10 22.20%
Total: 45 100.00%
Table 2 illustrates the frequency and percentage of gender distribution of the

respondents and therefore it indicates that forty-five (45) respondents are seventy-
seven-point-eighty percent (77.80 %) or thirty-five (35) respondents are male while
twenty-two-point-twenty percent (22.20 %) or ten (10) respondents are female.
Therefore, the majority that took the survey is male. This result answers the study of
Tucker (2017), the popularity of coffee is evident for humanity‘s fondness for the drink
regardless of gender. Men are more aware of their actions in terms of profession to
fellow co-workers. This study provide evidences that men are able to attain leadership
to the workplace and this study is to make sure the women are to be treated in some
sort of same grounds as men (Hill, L. G., &Laguado, S. A., 2019).
Table 3 Soco-Demographic Profile – Marital Status
Marital Status Frequency (n) Percentage (%)
Single 43 95.60%
Married 2 4.40%
Divorced 0 0%
Widowed 0 0%
Total: 45 100.00%
Table 3 illustrates the frequency and percentage of 45 respondents, that ninety-five-

point-sixty percent (95.60 %) or forty-three (43) respondents are single and four-point-
forty percent (4.40 %) or two respondents are married that took the survey. Therefore,
the majority that took the survey is single.
This study of Gaeul Kim 2020 proves our study that a single person can be more
efficient and proactive in the workplace with little pressure. A married person has high
probability of having marital problems to their spouses therefore showing depressive
states that may affect the workflow of that said person.
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Table 4 Socio-Demographic Profile – Length of Employment
Length of Employment Frequency (n) Percentage (%)
12 months and below 25 55.60%
1-3 years 15 33.30%
4-6 years 4 9%
7 years and above 1 2%
Total: 45 100.00%
Table 4 illustrates the frequency and percentage of forty-five (45) respondents, fifty-
five-point-sixty percent (55.60 %) or 25 people are employed 12 months and below,
thirty-three-point-thirty percent (33.30 %) or fifteen (15) respondents are employed 1-3
years, nine percent (9 %) or four (4) respondents are employed 4-6 years and lastly
two percent (2 %) or one (1) respondents is employed 7 years and above that took the
survey. Therefore, the majority that took the survey is 12 months and below. This results
is able to answer the study of Manzo (2015), that because of the use of the Internet as
a forum for debate, social networking, product reviews, and so on, the eagerness to
learn from an establishment protocols and its equipment is to suggest it can be turn
into a profession. There are establishments that focuses on experience, interaction
amongst peers or even client and employee that makes them inspired of their
profession.
Table 5 Socio-Demographic Profile – Employment Status
Employment Status Percentage (%)
On-call/Part-Timer Employee 18.02%
Contractual 13.06%
Regular 54%
Owner 15%
Total: 100.00%
Table 5 illustrates the frequency and percentage that out of 45 respondents, eighteen-
point-zero-two percent (18.02 %) or eight (8) respondents are On-call/Part-Timer
Employee, thirteen-point-zero-six percent (13.06 %) or six (6) respondents are
Contractual, fifty-four percent (54%) or twenty-four (24) respondents are Regular,
fifteen percent (15 %) or seven (7) respondents are Owners of a Specialty Coffee Shop
that took the respondents. Therefore, the majority that took the survey is regulars. This
result will be able to answer the study of Ho et al (2018) that coffee is a significant part
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of the economy and source of foreign revenue for most developing countries such as
the Philippines.
News from Publisher Official News published by Plus Media Solutions (2020) shows
regular employees of at-risk youth therefore shows competency and provides chance
to enter an industry with no discrimination.
This study of Jang Heon Han and Jin Suk Lee (2020) is able to prove that longer
experience provides customer loyalty therefore able to gain more profit. It is said that
50% of consumers preferred positive service quality therefore hiring an experienced
person is prioritize.
Table 6 Social & Relationship Aspect Practices
Social & Relationship Aspect Practices
Questions Weighted Mean
SRP1 3.62
SRP2 3.69
SRP3 3.53
SRP4 3.53
SRP5 3.78
3.63
Table 6 discusses the Social & Relationship Aspect Practices in Selected Specialty
Coffee Shop from highest weighted mean to lowest weighted mean. The
management takes care of their relationships with their suppliers, avoiding any unfair
business practices (SRP5) with a weighted mean of three-point-seventy-eight (3.78)
followed the coffee shop advocates social responsibility and serving the community
(SRP2) with a weighted mean of three-point-sixty-nine (3.69) and the coffee shop
advocates social responsibility and serving the community (SRP1) with a weighted
mean of three-point-sixty-two (3.62). Then both the coffee shop conducts various
community relations programs for the benefit of the community (SRP3) and the
management conducts business with coffee farmers and other suppliers which is
mutually beneficial for both parties (SRP4) with a weighted mean of three-point-fifty-
three (3.53).
This result answers the study of Malan et al (2016), it focuses on the relationship within
and between communities, groups of stakeholders, and other networks; as its concern
to share and give awareness to the social responsibility. Relative to the study of Kott
(2017), they focused to give example of contributing funds and coffee products to
initiate social change and awareness. Given that Kalsada the partner of Brewpoint
was a well-known Social Enterprise that helps farm to give farm tours along Sitio Belis.
This study about Samper &Quiñones-Ruiz, (2017) also answers the result because of the
key performance indicators is to give the capabilities to farmers along with creating
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effective alliances to accomplish to give boost industrial opportunities also to adapt

various coffee growing realties.
Table 7 Human Aspect Practices
Human Aspect Practices
HP1 3.58
HP2 3.67
HP3 3.60
HP4 3.64
HP5 3.62
3.62
Table 7 illustrates the Human Aspect Practices in Selected Specialty Coffee Shop from
highest weighted mean to lowest weighted mean. The management encourages
creative and innovative thinking in developing service processes and procedures
(HP2) with a weighted mean of three-point-sixty-seven (3.67) followed by the
management encourages suggestions from the employees and is open-minded in
accepting suggestions for the betterment of the coffee shop (HP2) with a weighted
mean of three-point-sixty-four (3.64). Then, the management values employee
satisfaction and makes an effort to keep employees happy and content (HP5) with a
weighted mean of three-point-sixty-two (3.62) while the management provides the
core values of the business, together with the code of conduct, to guide the
employees on how to act inside and outside the establishment (HP3) with a weighted
mean of three-point-sixty (3.60). Lastly, the management encourages education and
self-development by providing you with various training programs or seminars (HP1)
with a weighted mean of three-point-fifty-eight (3.58). This answers the study of Malan
et al (2016) of the Triple Bottom Line Theory (TPL Theory) which tackles the Human
Capital, the human capital is an intangible capital that focuses on the competencies,
capabilities and experience of people. This include people‘s acceptance and support
for an organization‘s governance, management approach, and ethical values; their
ability to understand, develop, and implement an organization‘s strategy; their
loyalties and motivation to innovate; and their ability to lead, manage, and
collaborate.
This study of Brammer et al., (2015); Tong et al., (2019) that this will also provide the
answers some businesses, such as specialty coffee shops, incorporate and prioritize the
human capital in their business structure by taking in suggestions, providing various
training or seminars, and other practices that give value to employees. These
businesses benefit from having increased employee capabilities and improved
employee satisfaction which relates to better employee performance and profit.
When a company seeks to make improvements to its community or to the
environment, its employees are given a sense that their work is meaningful which adds
to their motivation to work and be creative in making improvements in the
establishment.
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Table 4.9 Social & Relationship Aspect Impact
Social & Relationship Aspect Impact
SRI1 3.56
SRI2 3.60
SRI3 3.58
SRI4 3.67
3.60
Table 8 illustrates the Social & Relationship Aspect Impacts in Selected Specialty
Coffee Shop from highest weighted mean to lowest weighted mean. The suppliers
trust and willingly engage in business with the coffee shop (SRI4) with the highest mean
of three-point-sixty-seven (3.67) then the coffee shop has built trust and camaraderie
with the customers and the local community (SRI2) with the weighted mean of three-
point-sixty (3.60) followed by the management has maintained a good working
relationship with the coffee farmers and other suppliers (SRI3) with the weighted mean
of three-point-fifty-eight (3.58). Lastly, the coffee shop has developed a reputation for
being a socially responsible establishment with the lowest weighted mean three-point-
fifty-six (3.56). This result answers the study of Lee & Jung (2016), Businesses give
importance to this capital and social responsibility as a whole because it is perceived
to affect the profitability of the business positively.
The study of Lee (2017) states that customers give value to establishments or brands
that advocate serving the community and protecting the environment. These
advocacies establish the brand identity of the business which builds brand trust and
brand attachment, reinforcing the customers‘ intention to conduct business with the
establishment and spread good comments about the business through word-of-
mouth.
Relative to the study of Hamann et al (2014) that Starbucks is well-known to the public
for their numerous programs that aim to benefit the community and the environment.
Starbucks‘ social performance projects are based on three pillars: community, ethical
sourcing, and environment. The nonprofit organizations these stores work with offer
services aimed to meet the needs of the communities they are located in. The
company is committed to ensuring the coffee, tea, cocoa, and manufactured goods
are responsibly and ethically produced and purchased. The community and ethical
sourcing pillars tackle the labor conditions and the enhancements of farmers.
Starbucks develops community stores that partner with local nonprofit organizations
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Table 9 Human Aspect Impacts
Human Aspect Impacts
HI1 3.60
HI2 3.58
HI3 3.73
HI4 3.69
HI5 3.60
3.64
Table 9 illustrates the Human Aspect Impacts in Selected Specialty Coffee Shop from
highest weighted mean to lowest weighted mean. You align yourself and agree with
the moral and ethical values of the management and the coffee shop (HI3) with a
highest weighted mean three-point-seventy-three (3.73) followed by you are
motivated not only to follow the processes and service standards set by the
management but also to improve upon them (HI4) with a weighted mean of three-
point-sixty-nine (3.69). With the two question that has a same weighted mean, the
management has provided you with plenty of opportunities to experience new things
(HI1) and develop your skills and the management style and the advocacy of the
coffee shop develops a better sense of loyalty in you towards the coffee shop (HI5)
which is three-point-sixty (3.60). And lastly, the lowest weighted mean, the
management is open to accepting new ideas and innovations coming from you (HI2)
which is three-point-fifty-eight (3.58) This results answers the study of Bin Shmailan
(2016), Satisfied employees contribute to the success of an organization. On the other
hand, unsatisfied employees underperform and become barriers to the success of an
organization. Employee satisfaction also relates to better employee engagement.
Employees that are more engaged are more motivated to make improvements in the
workplace and provide better customer service.
Relative to the study of Bin Shmailan (2016) that satisfied employees contribute to the
success of an organization. On the other hand, unsatisfied employees underperform
and become barriers to the success of an organization. Employee satisfaction also
relates to better employee engagement. Employees that are more engaged are
more motivated to make improvements in the workplace and provide better
customer service.
Lastly, the study of Oswald, (2019) about financial performance of a business is
positively affected by having employees that are creative, innovative, and
imaginative, aside from also being hardworking and achievement oriented.
Conclusion and Recommendations
Based on the socio-demographic profile, the respondents of the study were majority
are at the ages of 18-25, mostly are males that are single, and was able to work 12
months and below. The results were able to show the practices of selected Specialty
Coffee Shop in Metro Manila and that it was measured as viable or essential for an
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establishment to have these practices. There was a significant result of Social

Performance, the respondents strongly agree or agrees that there is a relationship of
impacts and practices per aspect of Social and Relationship, Human and Natural. This
showed the study that the effect of these practices is able to tackle different aspects
from an establishment. Example of Social and Relationship that there is fundamental
need for suppliers, stakeholders of the industry or community to know who needs help.
In the Human Aspect, the acknowledgement and assurance of loyalty of
employees/staff is needed in order to sustain the operations of the establishment and
in order to produce top quality managers or employees/staff. And lastly, in the Natural
Aspect, it is needed to have a sustainable practice that can avoid or at the very least
avoid polluting the environment. And with its innovation of using waste into recycle
that can able to put into another product is a need. With that, the researchers have
therefore concluded that there was also a significant relationship between socio-
demographic profile of the respondents Specialty Coffee Shops in Metro Manila. And
also, that there was a significant impact on Social Performance to create a
sustainable result in a selected Specialty Coffee Shops in Metro Manila.
Based from the results of the study, this will help the Coffee Shop Owners/Business
Owners to handle their business well. This will help the growing consumption of coffee
to represent an ideal establishment to the society and to represent that Philippines is
able to produce high-quality products not just delicious coffee but artisanal pastry
and gastronomical food that may represent our country. This will also help give insight
to what a standard Coffee Shop business and to have protocols to have along with
the advocacy of sustainability. With the waste that is being produced in a Shop, there
may be an innovative way to be sustainable that may eliminate or limit the waste that
is being produced.
Along with the Coffee Farm/Farmers, this will serve as to identify their strengths and
weaknesses and to help advocate their farm well. This will also help the Coffee
Farmers know what an ideal establishment to support and supply with. An
establishment or business that can balance economically (profit), environmentally
(planet), and socially (people) it is bound that establishment or business will be
successful no matter how small it is. It can be said that the future of business aims to
have an advocacy help on is bound to be successful.
With every Employees/Staff, this will help an ideal establishment of what business
advocacy‘s main goal or plan. This will serve as training to the said Employees or Staff
wherein they are given a chance to be part with a fully operational business. This will
help them that an ideal business is with the employer‘s mindset is. Such investment to
have an intangible capital that can help identify competencies of an employee or
staff, to be able to identify the capabilities, and also to let them experience the
support of an organization‘s governance. This will help them to also lead, manage and
collaborate with fellow peers.
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TOUR0136
MEMORABLE TOURISM EXPERIENCE IN SLUMS: INPUT FOR RE-CREATING BASECO

AS A CREATIVE TOURISM DISTRICT IN MANILA, PHILIPPINES
Luzviminda O. Tugade
Polytechnic University of the Philippines
Abstract
Taking a tour of slums and communities used to be overlooked, but in recent years it
has become an important tourist interest. In the Philippines, the sizeable reclaimed
shipyard of the Bataan Shipping and Engineering Company in Manila, now mainly
known as the BASECO Compound, is getting attention among slum enthusiasts
through Smokey Tours. Hence, prompting the researcher to probe into the context of
the visitors‘ memorable tourism experience by employing a descriptive – qualitative
design, mainly through the case study approach. Content analysis was employed to
derive the investigation's empirical findings with word clouds as visual presentations
upon establishing the themes. Using a quota sampling technique, the proponent
selected twenty reviews of Smokey Tour‘s BASECO slum tour, in the TRIP Advisor
platform from December 2019 – April 2020. The visitors‘ slum tourism encounter fall into
the six dimensions of the memorable tourism experience framework: hedonism,
meaningfulness, novelty, local culture, refreshment, and involvement. Activities are
mostly into hedonism and meaningfulness contexts and involvement is the least.
Tourists manifest three loyalty indicators, including positive word of mouth, through Trip
Advisor reviews as electronic word of mouth (EWM), intention for a repeat visit, and a
recommendation for other travelers. They are eager to visit slum following their
intrinsic motives (push factors) comprising reflective intentions. At the same time, the
destination attributes as external forces (pull factors) tend to be experiential intents.
Tourists' emotions in visiting slums fall into three circumstances of compassion,
gratitude, and empowerment. Participants find their tour guide demonstrating
diverse responsibilities themed as concern for tasks, which is the most established,
while concern for customers and concern for group climate follow. They recognize
that the residents display three distinct identities comprising of affective and
evaluative personalities as the most manifesting, while cognitive dispositions as the
least evident. They are acceptable of the implemented policy regarding the ethical
practice of slum tour. However, there are no intense mentions about the injustice or
morality of conducting such tours. A proposed creative tourism intervention highlights
the outcome of the study based from the findings. Ultimately, it is essential to critique
the inclusive practice of slum tourism, but within that discussion must be a chance to
appreciate and understand prospects for communities. This research represents the
first exploration on the application of creative tourism in slum tourism development in
the Philippine setting, thus destination managers, policy makers and residents may be
challenged if the propositions as the outcome of the study are considered.
Keywords: Memorable tourism experience, Slum, Creative tourism, BASECO
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Introduction
According to UN-Habitat (2016), one in eight people worldwide live in slum conditions,
despite notable international efforts. About 1 billion people are currently in slums, with
most slum dwellers situated in less developed countries, accounting for about 30% of
their urban population (United Nations, 2016). Globally, today, more people live in
urban areas than in rural areas. In 1950, 30% of the world's population was urban, but by
2050, 66% of the world's population is projected to be urban. (WUP, 2014). Continuing
population growth and urbanization is projected to add 2.5 billion people to the world's
urban population by 2050, with nearly 90% of Asia and Africa's increase. Based on
several studies, the urban population is expected to proliferate in the succeeding years,
especially in Asia and Africa (Kraas&Schlacke, 2016; United Nations, 2016). Connected
with the strong urban growth in these regions of the world is the emergence of slums or
informal settlements. It is estimated that about 25–50% of the world's urban population
lives in slums. Due to the surge of rural populations into urban areas searching for
subsistence, slums continue to increase, and housing quality to decline. As cities grow,
so do their slum populations because of the failure to plan cities in ways that address
people's needs. Inequities in access to essential services and tenure insecurity are the
other important factors contributing to slums' growth. In these circumstances, the
formation of slums becomes inevitable with rapid urbanization. The United Nations
defines slums as areas with high population density, inadequate infrastructure, and
adverse living conditions (Habitat, United Nations, 2016).
Today, slum tourism has been widely accepted and much noticed worldwide among
poor people living areas (Rolfes, 2010, Steinbrink, 2012). While critics maintain that visiting
slums is voyeuristic (Butler 2012), proponents often link slum tourism to poverty relief.
Therefore, tour firms have realized that slums are an attraction and are offering slum
tours (Armstrong, 2005), which are eventually becoming a common phenomenon. The
discussion has shifted to managing slum tourism so that communities can receive
benefits from it (Hechavarría 2014). This said, some authors suggest that slum tourism
embodies the potential to contribute to the Sustainable Development Goals' objectives,
particularly in respect of poverty alleviation (O'Brien, 2011; Rogerson and Saarinen,
2018). In a narrow sense, slum tourism refers to guided tours of relatively poor
neighborhoods that last up to four hours; they are often offered alongside other guided
city tours by specialist guides and guiding firms. In a broader sense, slum tourism or
―slumming‖ can be defined as a cultural practice, involving physical and virtual
mobilities of individuals who seek encounters and experiences of the lived realities of
people in places of relative poverty for purposes as diverse as leisure, consumption,
business, research, charity, or political engagement (Koven 2004).
While tourism to these spaces of poverty has been characterized on the full spectrum
between exploitative and empowering, current research has shifted from the
disapproval of tourism in the slums to a inquisition of how to engage with these spaces
and their residents in ways to increase mutual understanding and create pathways for
development. Some have contested that one developmental opportunity for small
places is developing creative resources and creative district. Creative tourism can be a
remarkably practical strategy for small places such as slums because it is based on
personal interaction, one-to-one contacts, and depth of place experience. The
creative practices of small places should be based on the three basic elements of
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creative development as described by Sacco and Blessi (2007) that the development
approach to developing a ‗creative district‘ should encompass not just expanding
attractiveness, but also capacity building and competitiveness. Tourism is increasingly
being known for its economic opportunities and its contribution to poverty alleviation
(UNWTO, 2006; Spenceley, 2008). However, Sharpley & Telfer (2002) point out that
tourism often does not filter to communities. Thus, it is critically important to investigate
approaches to township tourism that will afford local people real opportunities for
economic empowerment (Scheyvens, 2002). However, creative tourism remains a
relatively promising concept with few investigations in the slum tourism framework.
Existing studies on creative tourism mainly focus on the supply side, such as the design of
creative products (Maria &Mariapina, 2018), creative business models (Kakiuchi, 2016),
and creative spaces for travel activities (Charrieras, Darchen, & Sigler, 2018). There has
been a distinct dearth of research from tourists' demands and experiences (Ali et al.,
2016). Frenzel et al. (2015) mainly says the tourists' desires and what they would take
and appreciate may positively or adversely influence the destination, making them co-
architecture of the outcome of tourists' destination. Few studies have examined the
relationship between destination attributes, tourism performance, and tourism
experiences (Assaf &Josiassen, 2012). While this area of study is getting attention, our
understanding of these factors of tourism experiences remains poorly developed, most
notably in the slum tourism practice. This indicates that slum tourism, as we know it
today, is fairly new and currently under-researched, with the body of academic
literature only just beginning to take form in the Philippine setting.
With the development of international research around slum tourism, there has evolved
a growing geographical range of slum tourism destinations and the magnified quantity
of topics explored in slum tourism scholarship (Steinbrink, 2012). A local study in the
Philippine setting is highly applicable to provide critical insights and innovative
approaches into managing slum tours in Manila, thus resulting in a more ethical,
innovative and holistic interaction between visitors and slum residents. Eventually, aid
the deprived sectors of BASECO beyond informal contributions to mitigate poverty
instead of eradicating it, through more creative and sustainable development
endeavors. Empowering the poor through tourism can help them use their potential to
be economically productive rather than denying them of opportunities. Until we do
away with these communities' existence, slum tourism will remain to gain recognition
and linger in the future.
In 2011 in the Philippines, slum tourism was pioneered and made accessible at "Smokey
Mountain," a 40-year-old mountain of garbage in Tondo, Manila, where 15,000 illegal
settlers used to live and work (Mena, 2018). Currently, the sizeable reclaimed shipyard
of the Bataan Shipping and Engineering Company (BASECO) in Manila, as the study
setting and now informally known as the BASECO Compound, for over 50 years, is
getting attention among slum enthusiasts through Manila Smokey Tours since 2014.
This article intends to deal with this issue by providing a descriptive – qualitative
investigation of the slum tourism experience in tourists' perspectives. The proponent
derived the empirical findings through content analysis of the secondary data of the
slum participants' post-consumption about BASECO in the Trip Advisor Reviews platform.
One of the ways visitors publish their experiences is through the use of social media
websites. Among these websites, TripAdvisor is the most popular (Xiang and Gretzel,
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2010). There have been significant studies that have researched different aspects of
visitor experience through the application of TripAdvisor as a social media tool to
analyze varied visitor satisfaction levels and experiences. Understanding stakeholder
perspectives towards tourism and related developments is vital if the industry will be
managed sustainably. Incorporating relevant stakeholder perspectives is essential to
guaranteeing effective tourism management plans (Battaglia, Daddi, &Rizzi, 2012). The
researcher intends to 1) examine the dimension of MTE and loyalty in the context of slum
tourism; 2) investigate the motivations and the conveyed emotions of visiting slums; 3)
describe the nature of the encounter with tour guides and residents; 4) assess the
acceptability of ethical standards and 5) propose a creative tourism intervention
program based from the findings.
Methodologies
To realize the objectives of this query, the researcher employed a descriptive –
qualitative research and in particular, a case study approach. Researchers often prefer
the qualitative research method to obtain a deeper understanding of phenomena
analyzed in single-case situations, organizations, and institutions (Strauss, 2003). The case-
study approach is used by qualitative researchers to examine individuals systematically,
groups, organizations, or events to explain the phenomenon being explored (Wimmer&
Dominic, 2011) from both holistic and real-world perspectives, which are seen to be
highly complex (Yin, 2014). With this design, the researcher examined qualitative
information consisting of secondary data from Trip Advisor‘s organized reviews of the
BASECO slum tour for 2019 – 2020. The social media has become the most accessible
and frequently used platform by the travelers to post their experiences and
communicate their judgments. Thus, the website and social media tools can provide an
excellent customer experience to all visitors (Stockdale, 2014). Carrying out web-based
studies would apply to our present situations and shall represent a good option. The
proponent probed these data sets through content-analysis. Content analysis makes
sense of what is mediated between people, including textual matter, symbols, images,
messages, information, mass‐media content, and technology back-up social
interactions (Krippendorff, 2004; Hsieh & Shannon, 2005). Content analysis is an
organized coding and labeling strategy used for obtaining vast contents of textual
information discreetly to examine developments and patterns of words used, their
frequency, their relationships, and the compositions and discourses of discussions
(Mayring, 2000; Pope et al ., 2006). Thematic analysis as an independent qualitative
descriptive approach is mainly described as ―a method for identifying, analyzing and
reporting patterns (themes) within data‖ (Braun & Clarke, 2006) when trying to find out
something about people‘s views, opinions, knowledge, experiences or values from a set
of qualitative data such as interview transcripts, social media profiles, or survey
responses. However, to accurately present the outcome of the analysis of the visitors‘
narratives, the researcher employed a more visible approach using a word cloud. It
was chosen as the preferred visualization, considering that it documents the most
frequently found words in those visitor comments. A word cloud is a "visual presentations
of a set of words, typically a set of tags, in which attributes of the text such as size,
weight or color can be used to represent features (e.g., frequency) of the associated
terms" (Havley and Keane, 2007). It can also be considered as an "infographic," defined
as "visual representations of information, data or knowledge that show complex
information quickly and clearly" (Smiciklas, 2012).
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As of June 2020, Trip Advisor presents 513 reviews about the tour services of Smokey
Tours, where 209 of them talked about BASECO slum tours. The proponent employed
quota sampling to purposely select 20 narratives, which are highly thought,
comprehensive, and objective for the periods December 2019 to April 2020. Quota
sampling is an applicable non-probability sampling method when information is
immediately wanted and can be carried out using common sampling frameworks
(Saunders et al., 2012). The selection of twenty reviews is justified considering the
account of Guest, Bunce, and Johnson (2006) that saturation often happens around 12
participants in homogeneous groups. Similarly, Latham (2013) confirms consistency with
his own experience where saturation appeared around 11 participants of a CEO study.
Consequently, the ―sweet spot‖ sample size for several qualitative research
investigations is 15 to 20 homogeneous interview participants (Crouch & McKenzie
2006).
Demographic Profiles
Table 1 presents the frequency and percentage profile of participants in the Trip
Advisor
Table 1. Profile of Trip Advisor Reviews
Trip Advisor Review Profile Frequency (N=20) Percentage
Descriptive Evaluation of Experience
Excellent 18 90
Very Good 1 5
Average 1 5
Poor
Terrible
Loyalty Behavior
Repeat Visit 3 15
Recommend to Friends 7 35
No intention at all 10 50
Type of Traveler
Families 1 5
Couples 2 10
Solo 9 45
Business 2 10
Friends 6 30
Gender
Male 5 25
Female 15 75
Language
English 20 100
Frequency of Visit
First Time 18 80
Repeat 2 20
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Data from this table reveal some significant findings. As to demographic profiles, the
greatest number of slum tourists are female solo travelers which is indicative of the
rising individual or solo travel particularly among females in cultural destinations, for
someone who simply doesn't have a buddy to join them on their travels, or someone
who actively decides not to tag along friends or a spouse. The influx in the number of
tourists who travel solo is caused by changes in lifestyle and social structures (Jordan
and Gibson 2005; Brown and Osman 2017). Most reviews selected are in English
language. Having foreign visitors from the Western world and first world countries,
English are the most spoken language. Most of the participants are first time visitors,
who describe their experience as excellent. Fifty percent express desire to either
recommend or repeat the experience in slum.
Memorable Tourism Experience of Visitors in Baseco Slum
Using content analysis of visitors‘ consumption experience of slum tourism in BASECO
posted in Trip Advisor, the shared narratives generate several themes that fit into the
MTE Scale developed by Kim et. al (2012) and Kim et. al (2014). The proponent
labeled the selected reviews from 1 – 20, analyzed them according to the description
of the MTE criteria and presented them in Table 2 indicating the frequency and
percentage of the analysis per indicator and per account. Table 2 presents the
summary of MTE Dimension of reviews.
Table 2. Summary of MTE Dimensions as Emerging Themes of Slum Experience
TRIP ADVISOR REVIEWS

Memorable
Tourism
Ranking
Experience
10
11
12
13
14
15
16
17
18
19
20
%
F
1
8
9
(MTE) Criteria
1. Hedonism / / / / / / / / / / / / / / / / / / / / 20 100 1.5
2. Refreshment / / / / / / 6 33 5
3. Local Culture / / / / 4 20 6
4.Meaningfulness / / / / / / / / / / / / / / / / / / / / 20 100 1.5
5. Knowledge / / / / / / / 7 35 4
6.Involvement / / / 3 15 7
7.Novelty / / / / / / / / 8 40 3
Kim et al. (2012) argued that although early tourism experience-related research has
great value, it ignores memorable tourism experiences (MTEs) as an important
influencing factor of behavioral intention. MTEs are defined as travel experiences
recalled and remembered after an event has occurred, and are selectively
constructed based on an individual‘s assessment (Kim et.al, 2012). According to
Sharma and Nayak (2019), MTEs are designed to reinforce and consolidate the
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recollection of pleasant memories of experiences. Thus, the creation of unforgettable

or memorable experiences is valuable for the sustainable development of tourist
destinations (Wei et.al, 2019). Kim et al. (2012) developed a 24 item memorable
tourism experience scale (MTE scale) that consisted of seven dimensions: ‗hedonism‘
(refers to experiences connected to emotions such as pleasure or excitement),
‗refreshment‘ (associated with feelings of revitalization of freedom), ‗local culture‘
(represents tourists experience with local people), ‗novelty‘ (consists of unique
experiences encountered as part of MTEs), ‗meaningfulness‘ (indicates engagement
in personally significant activities), ‗involvement‘ (represents tourists active
participations in MTEs), and ‗knowledge‘ (represents exploration of new cultures and
the acquisition of new knowledge during the trip).
It can be analyzed from the frequency counts of the reviews according to MTE, that
hedonism and meaningfulness are the most dominant dimensions of visitors‘
experience in slums. Basically, tourism entails a natural phenomenon of seeking
pleasure from the experience. A memorable tourism experience in slum described as
hedonic reveal that tourists are indulging their senses of the slum products and its
immediate aesthetic surroundings and therefore an experiential (hedonically oriented)
view of the consumption of slum tourism seems justified. The authentic culture of the
place excites visitors which prompts them to explore all opportunities to have a feel of
the place. This sense of place leads to attachment which eventually gives them new
meaning in life. The meaningfulness aspect highlights the slum visitors‘ experience.
Kim et al. (2010) highlighted that, from a tourism standpoint, delivering a highly
meaningful experience to visitors is required. Novelty ranked as third, indicates that
visitors in slum consider the activity with the host residents as something that they have
not experienced yet. Experiencing something new is an intrinsic desire/motivation of
tourists. Novelty describes tourists‘ inclination to visit a destination that offers distinct
stimulus and a new experience. In the process of cultural exposures in slums, they
acquire new learnings and skills that contribute to their knowledge ranked as fourth.
Similarly, learning is a cognitive desire of any visitors in any destination. Knowledge-
seeking explains tourists‘ aspirations to explore the outside world and observe new
occurrences The refreshment component makes them renew their perspectives and
appreciation about life. This component allows the visitor to break from their usual
routines and get home with new energy to get back to their normal life. Involvement
is the least described from among the narratives. It can be inferred that both parties
(tourists and residents) have reservations regarding a more informal interaction in a
slum setting. Tourists fulfill their goals for self-development through host-site
involvement, such as experiencing different cultures and meeting area residents
(Pearce & Lee, 2005). Such tourism experiences can strengthen tourists‘ confidence
and self-esteem, and consequently enhance self-identity (Ponder & Holladay, 2013;
Voigt, Howat, & Brown, 2010).
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Table 3. Matrix of MTE Dimensions with Corresponding Narrative Reviews
MTE Dimension Narrative Reviews
An adventure which starts with taking a Jeepney and then the motorbike
gets you set up for the local feel.
We strolled through the very humble dwellings and saw first-hand the
Hedonism challenges associated with getting fresh water, electricity and sewerage. We
rode the little public bus and small rickshaws.
I spent three hours looking at their homes, toilets, shops, internet cafes,
arcades, unsanitary conditions, smiles and then I left and went back to my
life.
You see and listen how they live (their living conditions, what are their
expectations, why they are happy, etc).
The tours would change your first impression and give you a different thought
about the definition of happiness. People living in the slum taught me that
even on the worst day, there's still a possibility of joy
Meaningfulness It empowers us all. What I have saw, what I have learned, how I have
changed....that is something that will stay with me forever.
This was such an interesting, insightful and eye-opening experience that I will
struggle to match again in my life I think.
I always believe that i benefit more than what I give. The tours made me
rethink about how I see the world.
We went to the slums tour last Thursday. Before we got there, I was a little bit
afraid of what I'm about to see. This is definitely a side of life you don't usually
get to see when you are traveling abroad.
Novelty Very local way of touring BASECO. Eye opening taking the pedicab and
jeepney. Very good exposure for my son who is brought up in a totally self-
entitled environment.
A great firsthand experience seeing lives within a 150,000 people slum.
Everything they experienced in the tour is something we can never
experience in developed countries.
Knowledge I was motivated to see how life is like, educate myself and help in what little
way my tour ticket would.
This tour gives a safe inside view on how some people have to live. It informs
you and let you realize how rich you are.
The tour gave us first-hand knowledge of how a resident feels about living
there and what daily life is like for her and others there.
Found the slum tour very informative and has given us a unique perspective
on life in Baseco.
The walk through the slum is impressive, but also using the local transportation
(jeepneys) is great fun to experience.
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Local Culture The villages were very warm and friendly constantly waving and giving high
fives.
What we experienced was a community of happy, smiling, laughing and
proud people welcoming us to their streets and homes
People around were extremely friendly and welcomed us smiling and offering
the little food they had.
We played basketball with the kids and peeled garlic. We went there by
Jeepney's and Tricycle, it was our first time and it was really fun.
Involvement
A fascinating look into an unusual way of life. Very interesting to have the
opportunity to speak to a few of the residents along the way.
The tour was a true tour of life in the slums. I loved seeing how happy people
looked as they lived amongst so many people despite their living conditions.
All in all I enjoyed the tour for myself but having begun to research 'Slum
Refreshment Tourism', I am now unsure of how I feel.
I explained what I saw during the first visit to my friend a couple times. But
they couldn't get what I'd explained before the tour. But everything in their
mind have been changed since yesterday.
The tours would change your first impression and give you a different thought
about the definition of happiness. People living in the slum taught me that
even on the worst day, there's still a possibility of joy.
Smokey‟s slum tour is hard to put into words, highly recommended for anyone
who wants a glimpse into the lives of the 1 billion people who live in slums
Loyalty
worldwide.
It is hard to write a review from my middle class house in a first world country,
without thinking about the daily struggles for the families we saw and
interacted with during the tour. Highly recommended.
Next trip I will go to Manila and the Philippines will I definitely go for the
another tour and bring as much supplies I can to the people in the slums.
An interesting tour delivered in a professional, informative and empathetic
manner. I would recommend this for any visitors to The Philippines!
As to hedonism, the senses can play an important role in affecting the subject
positions of tourists, guides and residents as they venture through impoverished
neighborhoods. Though from the given acts of seeing, observing, strolling, listening,
taking and looking, it can be concluded that the tourists are more of passive
participants only. The productive engagement as active visitor is somewhat not that
evident.
As to meaningfulness, slum living realities show people with deprived necessities of life
to include shelter, food, clothing and social amenities. As tourists gaze in these
communities, some feeling of pity comes in and realizations set that they are in a
better conditions than the people living in slums. Having said repeatedly in their
reviews that their experience is an eye opener, life changing, unique, empowering,
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insightful connotes a deep understanding and appreciation of people living in

poverty. Such words of realizations open their eyes to the gap between them and the
host. One possible explanation for the high degree of curiosity was the self-reflection
of tourists. Looking at these demographic profiles, majority of slum visitors originated
from developed countries and their immersion with poverty can hit them hard.
Tourists enter these areas to immerse themselves in a different environment, to be
moved emotionally by urban deprivation, to feel its affective force (Jaffe et.al, 2019).
As these different tours suggest, outsiders can immerse themselves in an atmosphere
of urban difference with varying levels of intensity. The exemplified experience of slum
is unsurprisingly interpersonal: it is different for residents than for tourists and other
visitors. In addition, the experience of living in a low-income, marginalized urban
neighborhood is generally constructed comparatively, with residents acutely aware of
the physical and social contrast between their surroundings and other urban places.
The novelty context of their experience speaks of their affirmation that slumming was
once-in-a-lifetime unique experience and not their usual activity. Exploring slums can
be quite different from the previous tourism experiences of the participants. Tourism
experiences have been initially named as the novelty seeking and depicted as the
opposite of daily life. Novelty as the main reason why they visit a slum further
reinforced it as the primary driver of slum tourism. Generally, tourists would like to see
new and unfamiliar places. Selstad (2007) stated that the tourist experience may be
defined to be a combination of novelty and familiarity closely linked to individual
search for identity and quest of self-realization which would lead to symbolic
representation of aesthetics and actions with permanent flow of perception.
The knowledge reflections are indicative of the new learnings, insights and
perspectives that the participants acquire in visiting slums. Obviously, this way of living
is something that they have not seen before, since most of them came from first world
countries. The information shared by the tour guides about the place bring life to the
destination which unconsciously affects their perceptions. Slum tourists are after the
cognitive values of the tour. It is necessary to examine cognitive appraisal processes
to provide a more comprehensive understanding of tourism experience. Tourists
ascribe meaning to or develop connections with a destination based on their
experiences. Without much direct experience and understanding, participants must
rely upon societal ethics of what it means to be a good tourist, and how those in
greater need than ourselves can be aided through our own consumption (Lewis &
Potter, 2011). Potential visitors who have limited awareness and understandings of a
community constructed through interaction with various media and public discourse
inevitably and unsurprisingly absorb stereotypes; this is not a critique of participants,
but of the nature of discourse itself.
It is apparent that the social character and personalities are the most noticeable
elements in the context of local culture. Looking at these impressions, the slum
dwellers display an affirmative attitude to the visitors in their community which resulted
to having a good impression about them. Through a close encounter, tourists get to
appreciate the local culture and feel the friendliness of the residents. Residents
demonstrate a relatively welcoming attitude to slum visitors, but reported feeling
having self-pity, being irritable and sad when tourists are around (Tugade, 2020).
Rolfes (2010) claims that tourists are mainly motivated to see poverty but they are also
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motivated to experience the diversity and complexity of a host country, the authentic
culture of a country and the real living conditions of poor people.
The refreshment impact of slum tourism brings tourists to realize different ways of
transformation – relaxation, inspiration, invigoration – through physical contact to a
different environment or by walking through unusual streets, encased by new sights,
smells and sounds, ingesting variety of food and drink. These experiences permit them
to acquire new bodily ways of understanding themselves and others, in this case, the
slum dwellers. The way that they experience urban poverty relatedly revolves on a
short-term experience of sensory unfamiliarity and interference, thus lead to some
feeling of renewal when they get back home. That's because you do away with the
stress that hinders with your proper performance when you travel. Being at the same
place longer can ruin your problem-solving skills, memory, and ability to manage
grueling situations.
Involvement is apparently the least of the experience described in the reviews.
Though to experience slum culture is one of the pull factors for visitors in BASECO, the
connection and attachment is lacking between them. The involvement in tourism is a
mutual demonstration of beneficial action between the host residents and the
tourists. Analyzing this situation, there can be reasons that hinder the involvement
between the tourists and the slum dwellers. Both the tourists and the host residents
may find it difficult to communicate as part of the involvement process due to some
language barrier. It can also be possible that the locals are busy with their daily
routines that dealing with the visitors may alter their economic or socio-cultural life.
Locals are not interested or they are not confident at all to deal with them. Tour guides
also need to maximize the time and activities within the community and a longer
involvement may take time and not all tourists are willing to engage due to some
reservations and cultural gap. The limited involvement thus allows only ―little victories‖
in terms of the local allocation of benefits in slum destinations. The point of
acceptance towards tourism differs from one host community to another. While
tourists were interested in seeing a new culture, they had little desire to interact with
slum residents (Ma, 2010). It may be interpreted that a number of factors which for the
most part pertain to the cultural and economic differences between the tourists and
hosts; the capability of the destination and its population to both physically and
psychologically absorb tourist arrivals without undermining local activities; and the
rapidity and intensity of tourism development at the destination area are influencing
their involvement (Zaidan& Kovacs, 2017).
As to loyalty dimensions, visitors‘ comments manifest three loyalty indicators which
include positive word of mouth, in this case through Trip Advisor reviews as electronic
word of mouth (EWM), intention for a repeat visit and recommendation for a visit.
However, not all tourists may be interested to repeat the experience. With reference
to the impact of these memorable tourism experiences on future travel decisions, in a
study by Chandralal and Valenzuela (2013) the majority of participants expressed that
they neither revisited those memorable experience destinations nor will they revisit
them again in the near future. Nevertheless, the majority of participants affirmed that
they usually recommend such memorable trips and destinations to others
(Chandralal& Valenzuela, 2013).
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Behavioral intentions are defined as "the extent to which a person has designed
conscious desires to implement or not to implement some specified future behavior"
(Westerbeek&Shilbury, 2003, p. 214). Behavioral intentions can be categorized as
favorable or unfavorable. Favorablebehavioral intentions represent cognitive loyalty
(Chen & Chen, 2010) and include positive word of mouth (recommendation), paying
a price premium, spending more money with the company, and remaining loyal. Prior
studies operationalize behavioral intentions using three variables: intention to return,
willingness to recommend, and word-of-mouth. However, to observe the ethical
issues, slum tourism should not be offered like a typical mass tourism practice. Unlike
traditional destinations, slums are communities of living people where their current
condition is apparently the subject of the visit. It is important to gain a better
understanding of why travelers are loyal to a determined destination and what drives
the loyalty, and destination marketers can potentially influence final destination
choices (Oppewal, Huybers, & Crouch, 2015). Loyalty has been evaluated from two
perspectives (attitudinal and behavioral) in many previous studies (Day, 1969; Lutz &
Winn, 1974). Attitudinal loyalty describes consumers‘ emotions or affection regarding a
product or service (Backman & Crompton, 1991; Zhou, Huang, Tsang, & Zhou, 2013),
while behavioral loyalty is conceptualized by a pattern of consistent patronage over
time (Zhou et al., 2013).
In the study of Tugade (2020), the residents in Baseco are highly aware of the
developing tourism activities in their community but to gain a positive outlook because
of the advent of tourists is fairly deviated. Further, they impartially affirmed the
presence of the beneficial impact of slum tourism in their community, however they
disclosed that they do not feel the benefits of tourism development in Baseco
(Tugade, 2020). An important disadvantage of slum tourism according to residents is
the way their neighborhoods are visited and represented (Frenzel et al., 2015), and the
lack of involvement of local residents, not only in the decision making of slum tourism,
but even as part of the slum tourism experience for the tourists.
For tourists, the tourism experience is of high personal value as consumers have
become active participants in co-creating value (Hosany and Gilbert 2010). Scott et
al. (2009) emphasized that consumer should be active participant rather than a
passive observer. Tourists who create higher intensities of positive emotion tend to
take part in positive dispositions including activities that make the experience tangible,
such as buying souvenirs or taking and sharing experiences through social media.
Tourist engagement also reflects the connections between experience and well-
being, and exposes tourists‘ memories of destinations (Ballantyne et al., 2011). High-
level engagement drives tourists‘ commitment and predicts their loyal behavior
toward destinations (Brodie et al., 2013).
It can be further recognized that memory literature implies memorable experiences
can be both positive and negative, but visitors tend to more easily recall positive
experiences than negative ones (Kim et.al, 2012). At present, the seven-dimension
MTE completely captures the relevant components of the tourism experience
influencing visitors' memory. This, in turn affects their behavior intention—for example,
hedonism, which is considered an indispensable part of leisure experiences as well as
an crucial factor in achieving satisfaction and future destination choices (de Freitas
et.al, 2018). Offering memorable experiences is important as it promotes positive
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behavior intention. Destination managers can allocate their resources effectively to

the seven dimensions of experiences when developing tourism programs; for example,
including opportunities to experience local culture in tourism programs or providing
meditation courses for personal relaxation.
Figure 2 presents the word cloud to depict the memorable tourism experience of slum
visitors in BASECO from the Trip Advisor reviews. A total of 36 words derived from the
reviews completed the word cloud infographic.
Figure 2. Word cloud presentation of the slum visitors‟ memorable tourism experience
(MTE) in BASECO
It can be realized from these data that slum tourism brings an array of affirmative
impressions to its participants. These numbers are important in signifying the extent of
slum visitors‘ tourism experience and its influence to the community. Words that are
bigger mean that they are the most frequently mentioned. The most dominant words
from the word clouds that describe the extent of memorable tourism experience are
insightful, eye opening, interesting and informative. Most participants express a
subjective view of their slumming experience in BASECO. Apparently, a subjective
experience refers to the emotional and cognitive result of a human experience
contrary to an objective experience which are the actual occurence of the
experience. The objective experience is tangible and can be undergone by others,
subjective experiences are created by the individual mind. In the context of tourism,
the quality of experience is the psychological feeling of tourists participating in tourism
activities. This quality of experience is based on the individual‘s emotional response
rather than the functional or utilitarian criteria (Chen & Chen, 2010).In principle, tourism
is both the physical and psychological experience of tourists, and the quality of
experience precisely affects the complete feelings of tourists.
In general, the tourists agree on slum tourism as being a positive, enlightening, and
reflecting. In the process, they are able to change their views about slums and
poverty, but not many of them really reflect beyond these grounds unless the
experience was undesirable. The authenticity of the experience focused on the
poverty side of the slum. There‘s a foremost deficiency of apprehension about the
rightness or wrongness of the activity and just imply how constructive this tour was for
them, and they rationalize the experience by expressing the tour assisted
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economically and they give back to the slum. Nisbette (2017) mentioned how tourists
in Dharabi slums were prohibited from interacting with the locals and barred from
obtaining counter perspectives, which led to very few chances to contest what they
were being told. This is not unintended but prepared and ordered.
Visitors‟ Experience with Tour Guides
Table 4 presents the analysis of the reviews regarding the visitors‘ experience with tour
guides.
Table 4. Dimensions of Tour Guide‟s Performance Review
Dimension Tour Narrative Reviews

Guide‟s
Performance
Our tour guide lived in the community that we visited, and provided
detailed information about the history of the community, as well as the
Concern for Task
struggles that residents faced in order to survive there.
We had a tour with Melanie this week. She was a very genuine resource
into true life in the slums. She was a great host and very easy to relate to.
The tour guide also made a point of focusing on the infrastructure of the
community (such how residents got water, electricity and where they
received health care and schooling).
We were met by Janet (our guide) and were a party of 5 - she led us
through areas we would never have seen and helped us understand the
developing slums by the bay.
It was a bit earlier like about 30min before but she(main guide staff
named Melanie) was already there and trying to find us. She was so nice
Concern for
and always treating us well even we were in some tough area for tourists.
Customers
Our guide, Melanie, who grew up in the slums as well, guided us through
the winding alleys and dusty shacks, showing us the side a city people
often ignore. She was patient, informative, and kind.
Our guide was a resident of the slums so had great insights to offer. She
met us and briefed us as to what to expect and how to proceed.
The Tour Guide is well managed when it comes to their guests. Good job
Security - good - we received all precautions during the briefing and had
no troubles in a potentially problematic neighborhood
Concern for Group
Climate She was very informative and knowledgeable. She took good care of us.
We felt very safe.
She makes sure that we understand and everybody is interested.
There was no dull moment with our tour guide. The group was so
impressed with her knowledge.
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Slum tourism today involves a guide who takes tourists as part of an organized tour
through a more ‗disadvantaged‘ area of the city (Rolfes, 2010; Frenzel, 2012 in:
Steinbrink et al, 2012). These tours can take approximately 2 hours on foot. The guide
describes the ‗slum‘ life to the tourists and may take them to visit some of the
businesses and residential areas en route. Through the tours, they get to see the daily
activities of the community from the work space to the living conditions, although the
tourists may not directly interact with the residents (Ma, 2010). Tour guides are critical
frontline employees in the tourism industry who portray diverse roles in influencing and
creating the tourist experience (Cohen 1985; Huang, Hsu, and Chan 2010). The tour
guiding service is one of the chief services offered by tour operators and has been
fundamental in explaining tourist satisfaction with the overall tour experience in
package tours (Huang, Hsu, and Chan 2010). However, with these diverse
responsibilities that tour guides must perform, the meager salary is not commensurate.
The tours, however, are an engagement too good for Melanie (one of the guides) to
pass up on, where she makes P350 for each tour, which she made together with the
small income of her husband, who is a boatman, thus the amount is just exact for their
family of five to get by on. As Melanie, one of the guides disclosed in an interview by
Cepeda (2020), that the guiding assignment is apparently seasonal due to the small
arrival of tourists in Baseco.
Frontline staff are critical in facilitating co-creation activities due to their interaction
with customers and internal marketing is needed to help foster an innovative culture
so that staff actively participate in service design and improvement (Santos-vijande et
al., 2012). Interaction is of primary importance in co-creation and staff may need to
develop new competencies as their roles change from service providers to
experience providers (Bharwani&Jauhari, 2013). Managers are urged to focus
attention on the analysis of the process rather than on the outcome of co-creation
(Grissemann&Stokburger-Sauer, 2012; Richards & Marques, 2012).
Figure 3 presents the word cloud to depict the attributes of tour guides in Baseco
based from the reviews of tourists. A total of 36 words derived from the reviews
completed the word cloud infographic. A Word Cloud is an excellent selection to
help visually analyze text and is functional in immediately obtaining understanding into
the most glaring items in a given text, by envisaging the word counts in the text as a
weighted list. Slum tours can never be complete without the professional service of
local guide trained by Smokey Tours. Following depicts the personality portrayed by
the tour guides in Baseco.
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Figure 3. Word Cloud Visual Presentation on Performance Reviews of Tour Guides in

BASECO
It can be noted that the tour guides received positive appraisals from the tourists
which is indicative of their satisfaction with the excellent service delivery of tour guides
in BASECO. As is well-known, a tour guide is the most significant connection between
a destination and the participants of the tour, and has a major influence on overall
impression and satisfaction of the visitors with their services. The presentation of the
tour guide may either fit the purpose of the tour or disturb the harmony of the tour.
Primarily, tourists expect guides to accompany the visitors throughout their tours,
facilitate their trips, make sure that the visitors spend a trouble-free and enjoyable
vacation, and provide accurate information about the places visited. Although tour
guides offer these services, while they determine the levels of satisfaction and
dissatisfaction of the visitors, they also ensure that the visitors form opinions about the
residents and the region by acting as a role model with their knowledge, skills,
attitudes, and behaviors. Wong and Lee (2012) mention three facets of leadership
style. These are concern for tasks, concern for customers, and concern for group
climate. The leadership style performed by tour guide affects the tourist experience,
with positive results increasing customer satisfaction and loyalty, while negative results
lead to complaints about travel agencies. Following the framework of Wong and Lee
(2012), attributes such as being informative, organized, knowledgeable and punctual
fall under concern for tasks. While concern for customers are best exemplified by
being friendly, engaging, patient and honest. Guides demonstrate concern for group
climate through fun, answering their questions, humor and open communication.
Visitors‟ Experience with Residents
Table 5 presents the analysis of the reviews regarding the visitors‘ experience with the
residents in BASECO.
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Table 5. Dimensions of Residents‟ Identification
Residents‟ Level of Narrative Reviews

Identification
Yes you will see squalor and filth. You see is poverty. But you will also see a
community of hardworking men, women and children who are struggling
against all odds to make a life for themselves, to survive.
Cognitive
I loved the creativity and resourcefulness of people despite their living
conditions.
The extreme poverty is apparently a driving force for the residents to
excel.
What we experienced was a community of happy, smiling, laughing and

proud people welcoming us to there streets and homes
Affective The residents are warm and hospitable. A typical Filipino trait.
Children would smile and wave, some even running up to hold our
hands. Every person we met was genuine and positive, in spite of their
plight. They lived with strength beyond words.
People around were extremely friendly and welcomed us smiling and
offering the little food they had.
There were so many beautiful, generous people in the Baseco and it's
inspiring to see Smokey Tours serving the community
Evaluative Every person we met was genuine and positive, in spite of their plight.
They lived with strength beyond words.
You will meet different people, all of whom are kind and courteous, and
at the end will come out if nothing else, to appreciate what you have
The locals were very nice and welcoming.
The people are proud, hard workers and noteworthy. Anyway, Filipinos still
maintain their happiness and know how to look forward.
From the reviews that describe the experience of the tourists in association with the
attributes of the slum dwellers, three identification themes emerge. The proponent
derived the theoretical basis of these themes from the brand identification concept of
Tajfel. According to Tajfel (1981), brand identification can be defined as the part of a
resident's self‐concept that derives from his or her knowledge of his or her membership
to a community (cognitive dimension), together with the affective significance
(emotional dimension) and value (evaluative dimension) attached to that
membership. This conceptualization has been developed based on social identity
theory (Tajfel & Turner, 1979), which explains how people tend to classify themselves
and other people within social groups to better understand their social reality (Tajfel &
Turner, 1979). These social groups are formed from the identifying features of their
members, who perceive a degree of similarity with the other members—that is,
cognitive dimension—are emotionally involved in the group—that is, emotional
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dimension—and evaluate it more positively than other external groups—that is,

evaluative dimension (Ashforth&Mael, 1989; Hogg & Terry, 2000).
Reflecting on these visitors‘ narratives, the residents‘ attitude towards them are
indicative of the residents‘ affective identification concept such as being happy,
welcoming, proud, warm and hospitable. Obviously, the host residents are
transparent of their emotions upon seeing foreign visitors in their community. Social
identity and self-categorization theories suggest that people identify with groups for
two main reasons—to feel better about themselves (Tajfel & Turner, 1979) and to
reduce painful social uncertainty (Hogg, 2000; Reid & Hogg, 2005).
It may be assessed that people in deprived areas tend to use their affective identities
to negate the harsh reality of their current situations. Demonstrating a more
affirmative affective identity reflects the desire to emotionally connect with one‘s
social environment. In general, the community members convey stronger feelings of
oneness with the groups of which they are members because of their preference to
be in group situations. Affective identification is thought to be associated with positive
feelings about one‘s membership in a social group (Albert et al., 1998), and by
extension, extravert individuals with their typically higher levels of positive affect are
more likely to experience positive emotions about their social groups. The affective
identification reflects individuals‘ feelings of oneness with the group. Feeling oneness
with the group is distinct from perceiving oneness with the group and should involve
positive feelings about one‘s membership, including pride and happiness (Albert et al.,
1998). Apparently, by appearing to be friendly and warm through flattery and charm,
the goal is to create liking. People use different self-presentation strategies to create
different emotions in other people.
The next sets of attributes portrayed by the residents are their evaluative identities
which depict them as being beautiful, generous, genuine, positive, kind, courteous,
nice and proud. Looking at these traits as social features of the people, reflect the
existence of a strong and affirmative interpersonal relationships within the community.
Humans by nature have complex and well-developed self-concepts and they
generally attempt to be viewed positively. The self has meaning only within the social
context, and it is not wrong to say that the social situation defines our self-concept
and our self-esteem. We rely on others to provide a ―social reality‖—to help us
determine what to think, feel, and do (Hardin & Higgins, 1996). Therefore, the
resident's authentic identification with the community entails not only
self‐categorization in the community but also an emotional involvement and a positive
evaluation of the membership.
The cognitive identity of the residents is the least perceived by the visitors. Although
traits such as being resourceful, creative, hardworking and excelling are highly
evident. Making both ends meet and maximizing the available resources are
somewhat the ultimate goal of the people in slums. Higher level of knowledge and
skill are somewhat lacking due to educational deficiency. As mentioned by Clore et.
al (2001) people use emotions as embodied information that they use in their thinking
about people, objects, situations, and groups. Together, these theories might suggest
that affective identification is a necessary precondition for cognitive identification.
The more cognitive and affective aspects of self-identification, of course, do not occur
in a vacuum. They are heavily influenced by the social forces that surround us.
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Jonhson et. al (2012) conclude that it is likely that cognitive identification served as a
precondition for developing high levels of affective identification, because as people
clearly define themselves as members of a group (i.e., high cognitive identification),
but do not feel good about that group membership (i.e., low affective identification),
they enter a state of identity disequilibrium. Such a state is unpleasant for individuals
and will motivate them to increase their affective identification. They may do that by
seeking out positive aspects of their group that make them feel proud, happy, and
generally good about their group membership.
Because it is so important to be seen as competent and productive members of
society, people naturally attempt to present themselves to others in a positive light. We
attempt to convince others that we are good and worthy people by appearing
attractive, strong, intelligent, and likable and by saying positive things to others (Jones
& Pittman, 1982; Schlenker, 2003). The tendency to present a positive self-image to
others, with the goal of increasing our social status, is known as self-presentation, and it
is a basic and natural part of everyday life.
Residents‟ Attitudes Towards Tourists in Baseco
Figure 4 illustrates how the visitors portray the residents‘ attitude with their presence.
Figure 4. Word Cloud Visual Presentation on Residents‟ Attitude Towards Tourists in

BASECO
It is glaring from the selection of words derived from the accounts of slum visitors that
they recognized the residents with affirmative affective identities. The most prevalent
emotional gestures are being friendly, happy, smiling and welcoming. Along the way,
these personality traits are further strengthened with evaluative and cognitive
attributes. Clearly, slum residents want to be seen as competent and productive
members of society to portray themselves to others in positive light. They try to
convince others that they are good and worthy people by appearing happy, friendly,
welcoming and proud.
A common reaction was how welcoming the community seemed, making
participants feel more comfortable and dousing previous safety concerns. The nature
of the tour, and values espoused, helped many come to the conclusion that it was a
beneficial activity for the community, providing a genuine experience with good
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intentions, avoiding exploitation and invasion into the lives of locals. The fact that the
tour claims to generate benefits for the community helped tourists to feel more
comfortable about visiting. Glaeser (2011) provided evidence that the urban poor
worldwide are on average richer and happier than their rural counterparts. However,
Nisbette (2017) reiterated that it is disturbing, then, to reflect on the comments and
reviews posted by the tourists, where the conditions in which people were living were
seen to be perfectly acceptable and, in some cases, desirable. Stereotypes such as
that of the ‗cohesive community‘ or ‗poor but happy‘ provide a feel good effect,
which reduce the tourists‘ feelings of guilt about their own privileges. In this way, the
tours might contribute to the ―de-problematization and de-politicization‖ of poverty,
rather than to raising awareness (Goossens 2011). Residents may display a relatively
welcoming attitude to slum visitors but several residents reported feeling having self-
pity, being irritable and sad when tourists are observing (Tugade, 2020). Tugade
further emphasized the feelings of uneasiness and embarrassment by the residents
when tourists look around conveying mixed emotions while doing their usual routines.
While picture-taking is not allowed on slum tours, some visitors sneaked to take
pictures out of curiosity without their consent. However results vary per location, in
most areas, a little under half of the population perceive tourism in good light, while up
to a third can have a profoundly negative perception (Sharpley, 2014). Ma (2010)
reported that slum residents were unhappy that tourists were just stopping and looking.
The residents wanted to interact with the tourists through the tour guide. Not
understanding whom the tourists were, or what they were interested in, was consistent
with the finding that slum residents were unsure about the mission and purpose of the
tours, which had caused unease and distrust. Unfortunately, tourists expressed little
interest in interacting with the slum residents, especially among non-American tourists .
Similarly, the socio-cultural implications of the interactions between the tourists and the
host residents can raise greater awareness and intent among the community
members. Earlier research revealed that a lack of involvement and consultation with
residents leads them to become less interested to interact and exchange with tourists
and further, stronger focus on local education and promotion of what slum tourism
stands for is recommended to minimize tourism complications in the long run (Tugade,
2020). Several authors like Cawthorne (2007), Dwek (2004), and Dyson (2012), Lefevre
(2010) and Mekawky (2012) have questioned the authenticity of the representation of
life and whether or not the residents‘ behavior becomes altered with an influx of
tourism arriving and departing only a few hours each day. Nisbette (2017)
emphasized that the tour company and the foreign visitors mutually fabricate this
vision of economic success and social harmony: the tour company through its initial
promotion, the tour guides through their buoyant narrative, and the tourists who
reiterate, reaffirm and propagate this viewpoint in their retelling.
Tourists‟ Motivations in Slum Tourism
Table 6 presents the push and pull factors of slum visitors' motivations.
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Table 6. Push and Pull Motivations

Motivations in Narrative Reviews
Slum Visits
Push Factors I was motivated to see how life is like, educate myself and help in what little
(Intrinsic way my tour ticket would (Push-Reflective)
Motives) This tour empowers everyone and becomes the moment of lift ( Push –
Reflective )
If you want to understand how the other half of Philippine is, then go for the
tour (Push -Reflective)
I learned a lot from doing this tour (Push – Reflective)
Take this tour and understand how good we have it in the world and do
something to try and help these people with bringing some shoes or
something for the kids. (Push – Reflective)
If you visit a place it's important to see what life is really like for people that
live there (Push – Reflective)
The tours made me rethink about how I see the world (Push – Reflective)
It gave me a true sense of how people live and the issues and sometimes
discrimination they face (Push – Reflective)
When you know that your paid fee is going to the local people to help start
up projects such as a library with books for children, help young people to
pay for their study etc, this is a very good initiative (Push – Reflective)
In addition to raising awareness and offering a unique experience. (Push –
Reflective)
Pull Factors We purchased items made from lily pads as a souvenir (Pull - Experiential)
(Destination The reason is I could look around all over the place and the staff gave us
Attributes) informative information in detail (Pull – Experiential)
First-hand experience of the conditions and hardships of the inhabitants of
Baseco (Pull-Experiential)
The tour is the must if you haven‟t experienced. people in the slum are so
peaceful and they believe the word “be kind”(Pull- Experiential)
When vacationing, it's so important to learn a bit about the history, culture,
and politics of the place you're visiting, including its most vulnerable
communities. (Pull – Experiential)
You 'visit' the poorest part of Manila (Pull – Experiential
It can be grasped from these findings that deep-seated purposes (push) fuel the desire
of people to experience slums, and in turn reflective. Tourists‘ intrinsic motivation drives
increasing engagement and involvement in tourism activities (Brodie, Ilic, Juric,
&Hollebeek, 2013; Hollebeek, 2013). Whereas the pull ones represent the image of the
destination with its given tangible and intangible attributes and in turn are experiential.
As to pull factors the most domineering are people, slum, authenticity and safety. In the
reviews, tourists expressed a favorable impression about slum dwellers, seeing them as
friendly, warm, smiling and hospitable amidst the real struggles of life in slums. The
authenticity of slum is also an apparent pull force that gives a unique landscape in the
experiential learning of tourists. The innate cheerful and warm traits of Filipinos are
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undeniably existing even in slum areas. It is good to note that no safety issues are
reported in the reviews. The image of destination is a key factor and stimulus for the
tourists when they choose destination (Prayag, G. &Hosany, S., 2014; Lee, T.H. , 2009).
Visitors‘ perception as a whole perception to the tourist site is the image of destination
(Lee, T.H. , 2009). It is possible that innermost intents set their expectations. Cepeda
(2020) reports that motivations one could have in engaging in a slum tour may be
varied, but a slum tour, in every sense of the word, is as literal as it gets: through it, one
sees a glimpse of life in an informal settlement and encounters people living in it by way
of a guided excursion. There are many reasons why the tourists venture into the slum,
and most of the authors agree on the motives, which manly are: for the thrill of the
unknown (Frenzel et al, 2015); want to contribute to the development of the country
(Frenzel et al, 2015; Meckawy, 2012); to learn and to see the ―real picture‖ of a country
(Frenzel et al, 2015) and to compare both realities (Meckawy, 2012). Not much
constructive interaction was mentioned in the reviews, as a reflection of their behavioral
intentions, except for mere passive behaviors of tourists as they had little desire to
interact with slum residents and most did not purchase anything from the residents. The
desire to contribute to the welfare of slum residents was not a primary concern of the
tourists. Slum visitors are primarily lured to experience Baseco with their intrinsic motives.
Looking at these motives, they are all self-fulfilling. There is limited if none, any high
impact objective that provides temporary relief to poverty if not sustainable. In as far as
the pull factors are concerned, the authentic attributes of slums seem to be a
compelling force that can deliver entertainment and value-added experience to
visitors. From these narratives, tourists articulated modest desire to relate with slum
residents, which would have made them acquire a more profound understanding of
slum culture, and therefore, a more authentic experience of slum life. As the main
purpose of visitors for visiting slums is the poverty, therefore, the tour organize and the
tourists affirm to have experienced the authenticity of the slums. Confused motivations
add to the discomfort; and analyses revealed it was clear curiosity, rather than
education, say, or self-actualization, that propelled most visitors to book a trip in slums.
The creative turn orientation emphasizes this too by declaring that active involvement
leads to viewing the tourist not as someone who wants to watch others but instead to
interact, actively learn, and apply knowledge (Tan et al., 2013; Tan et al., 2014). On
the contrary, Ma (2010) realized that social comparison was also not relevant, which
implied that tourists had little interest to use the tour as an avenue for self-reflection.
Therefore, tourists did not search for self-enlightenment by comparing their lives to those
of slum residents. Experiencing diverse cultures is one of the immense pleasures and
learnings of travel, but, pushed for personal curiosity and unique dealing with
communities like slums, can‘t always be relied upon on intrinsic gains, and that makes
organized, carefully-planned visits the best compromise to make the visit more
beneficial to both parties. Motivated by the ‗out of the ordinary‘ experience, tourism is
in itself the exploration and experience of the reality of a particular place. Therefore
slum tourism actually returns to this practice, it allows the tourists to get a sense of real-
life for the poorest communities, creating a path to development and poverty
alleviation- directing tourists‘ money into slums, or putting in manipulative practices that
enhance the western travelers need to ‗feel good‘.
Upon analysis of the reviews, the keywords are placed in word clouds to provide a more
visual presentation of visitors‘ motivations. The first step in visualizing data as a Word
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Cloud is to analyze the text and retrieve the frequency of each word within the text.
Figures 4 & 5 present the push factors/reflective and pull factors/experiential ,
respectively.
Figure 5. Push factors of visitors‘ motivation in slums
Figure 6. Pull factors of visitors‘ motivation in slums
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Reflecting on these word clouds as infographic presentations of themes derived from

the visitors‘ reviews of slum in Trip Advisor, the motivations of slum tourists can be
classified as Push Factors (intrinsic desires) and Pull Factors (destination‘s attributes).
The push factors of learning, seeing and understanding are the most dominant ones.
Motivation is understood as the underlying power of rise and directly affect behavior
(Beh&Bruyere, 2007). Motivation appears when a person wants to fulfill the needs (
Gundersen&Mehmetoglu, 2015). When compared and counted, push motives
exceed the pull desires. In the case of slum tourism visits, the push factors are
combination of experiential and reflective motives. Further, Ballantyne, Packer, and
Falk (2011) suggested that tourist engagement can be evaluated from two
perspectives: experiential and reflective.
Visitors‟ Conveyed Emotions
Figure 7 presents the varying emotions of tourist in BASECO. The use of word clouds
highlighted the most dominating emotions displayed by tour participants during the
encounter.
Figure 7. Word cloud presentation of the slum visitors‟ emotions in slum tourism
experience in BASECO
To experience the actual conditions of what living in poverty creates, three main
emotions emerged from the reviews on TripAdvisor: First is the feeling of compassion
which is feeling bad because they in an unfortunate or at least, in a situation that is
worse than theirs. This emotion carries a negative undertone because it involves
implicit feelings of superiority and feeling good about themselves. Emotions such as
heart-wrenching, moving, strange and confronting carry a feeling of sympathy.
Second is the feeling of gratefulness for not being in the same situation and conclusive
of the worth they derived out the experience is a self-centered ones. Being grateful
provides the perspective that there is always plenty to be grateful for, to celebrate.
Seeing the extreme poverty of people in slum made them value their lives and what
they have much more, having their eyes opened to see all those who have much less
and/or much larger challenges expressing gratitude for all they have and not allowing
any shortcomings get in their way of living life to the fullest and enjoying all the little
joys along the way. Visiting slum is an eye-opening experience and through the trails
and the narratives received, explore the actual implications and authenticity of living
in poverty, feeling humbled. The third emotion of empowerment reflects the state of
being stimulated by the slum residents and inspired by the poverty experience. They
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terminate the tour with new perspectives about poverty and all the adverse labels
that are linked with it. Analyzing these emotions of visitors in slums, it can be
conclusive that they derive emotional pleasures that boost their ego and moral about
their own lives upon seeing people living in extreme poverty. Similarly, it can be
construed that tourists obtain far more meaningful emotions with their slum experience
than the residents who may have greater feelings of inferiority, inequality and
hopelessness upon seeing the obvious gap between them and the visitors. Emotions
are affective states characterized by episodes of intense feelings associated with a
specific referent (such as a person, an object, or an event) and instigate specific
response behaviors (Cohen and Areni 1991). Prayag et. al (2017) confirmed that,
emotion types (positive or negative) and intensity of emotions differ across products
and stages of the travel; positive emotions are more pervasive in tourists recalled
experiences; and emotions are important precursors to satisfactory tourist experiences
and/or behavioral intentions. Beyond its physical properties, the holistic image of a
destination is influenced by an amalgam of emotional attributes (Walmsley and Young
1998). Prior studies establish that people elicit emotions toward physical and social
environment (Farber and Hall 2007). An individual who is engaged emotionally,
physically, spiritually, and intellectually interprets the memorable experience
subjectively (Tung & Ritchie, 2011). Hence, tourists‘ emotions can influence tourists‘
gaze, performances, and meaning-making towards a destination. Slum tours should
be conducted in a manner that would promote better self-identity among the local
residents, notwithstanding the obvious difference between them and the tourists.
Strong emotions resulting from a novel experience result in vivid memories, created
through the secretion of chemicals including dopamine (Moyle et al., 2019).
Ethical Practices of Slum Tourism
The slum tourism practice is the most debated niche tourism if not the most
controversial. Regardless of honest bids by tour operators to minimize the offenses
and give back to locals, the effect of slum tourism stays isolated. Slum communities
stay intact into the fabric of major cities around the world, each with their distinct
political, historical, and economic concerns that cannot be oversimplified. Following
narratives exemplify the extent of ethical practices in the practice of slum tourism
Baseco. Figure 8 presents the word cloud visualization of this context.
Figure 8. Word Cloud Visual Presentation of the Ethical Practices of Slum Tourism
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The Slum Tour is especially interesting and humbling and not done in an exploitative
way.
Both tour leaders are from the community itself and did a really good job showing us
how life is for the underprivileged people in the Philippines.
Smokey Tours is doing a really good job helping a community who needs it.
The tours also do not allow photography, which meant that I really focused on what I
was seeing and on being more immersed in the experience.
We were also pleased to hear that the fee of the tour goes back to community via
livelihood programs and others projects.
We feel that the importance of such a tour, as long as it's done on a small scale, is very
significant. Especially for people who are coming from a very different backgrounds.
They ensured that the dignity and privacy of the people in the area we went around
in remained intact and protected by prohibiting taking any sorts or pictures.
Smokey Tours is a great organization and puts the money back into the slums to
improve the education of children, pollution of the area and the lives of the locals.
It can be gauged from narratives that very few if none, reflected the line of thought
on their comments about the rightness or wrongness of the activity, that seeing
poverty is an activity, and furthermore a leisure activity, and apparently tourists lack
some concerns regarding the repercussions of their actions and merely occupied
about their personal amusement. However, Smokey Tours policy of ethical standards
are mostly patterned after the protocol of other slum tour oganizers like Reality Tours.
From the narratives, most visitors adhered to the guidelines of observing privacy.
Offering slum tours on small scale, no photography and proceeds used for community
projects are implicitly acceptable to them. However, very few if not none have made
mentions about donations or buying anything as economic return to the community.
A very important figure for having an ethical practice is the tour operators (Lovelock
&Lovelock, 2013) as they are the ones who commercializes the product and also the
ones that help create it and also advise the tourist to visit it or not. Therefore, if they
know a bad practice the best decisions are either stop supporting that destination or
actually challenging the current situation and changing the products that are selling
into more ethical and respectful. There is a need for some structure of guidelines to
help encourage would-be clients of a slum tour‘s ethical credentials as the full
integrity of the practice sits on this being right thing to do.
The more appropriate realization now might be how to ensure that slum tourism is
accomplished in an ethical ways that the most vulnerable sector of the community
living there benefits most. Tourism as a whole creates both beneficial and adverse
consequences to the communities it operates, being the good, the bad and the ugly
industry, thus, slum tourism shares the same face. Understanding and evaluating these
conflicting contexts is a crucial initiative for deciding whether to support or unfollow
slum tourism.
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Proposed Creative Tourism Intervention

Table 3. Project Brief
Project Title: BASECO as a Creative Tourism District in Manila, Philippines
Country: Region: National Capital Region
Philippines
Partner Entities Department of Tourism (National), City of Manila, Universities, Tour Operators, Community Leaders,
Volunteers, NGO, Training Institutions, Investors
Sources of Donations, City Tourism Office, Investors, Cooperatives
Funding
Executing City Tourism Office of Manila
Agency
Goal Re-create BASECO as a creative tourism district towards a sustainable community empowerment
Objectives 1. To establish networks and linkages;
2. To identify sources of tourism activity;
3. To utilize slum as an appealing backdrop for inclusive soft-tourism developments;
4. To enhance the atmosphere of the destination;
5. To explore a strategy of business development for local artisans and other micro creative ventures;
6. To empower the local people to apply their own creativity;
7. To create a demand for creative tourism resources in slum;
8. To deliver a creative slum experience
Activities: 1. Needs assessment study
2. Construction and equipment of the community: for the construction of the local people were employed
and local materials were used.
3. Capacity-building of the residents on the following topics: tour guiding and interpretation, event
management and hosting, customer service, basic housekeeping, food serving, craft making,
customer handling, personality development and others.
4. Networking and linkaging with potential partners (LGU, Tour Operators, Universities, NGO, community
leaders, volunteers, training institutions )
5. Feasibility Study and Development of IGP Projects (Coffee Shops, Souvenir Stores, Recycling
Facility, Art Galleries, Training Centers, Pooling and Training of Pedicab-Driver Guides , Homestay,
Agritourism ventures
Product 1. Event Tourism
Development 2. Food Tourism
3. Arts and Crafts Tourism
4. Homestay Programs
5. Cultural Tourism
Promotion 1. Partnership Marketing
2. Social Media Marketing
3. Brochures and Other Publications
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Table 4. Proposed Creative Tourism Projects
MTE Dimension Mode of Creative Outcomes/ Brief Project Description Relevant Skill/s of Stakeholders Resources Needed
Experience Projects the Residents
 Knowledge  Open Forum  KapehansaBaseco  A small coffee shop where tourists and hosts exchange  Customer Service  LGU  Designated Houses
 Hedonism  Gastronomic (Coffee Shop ) conversations to encourage more beneficial exchanges.  Food Preparation  Local Leaders as Coffee Shops or
 Meaningfulness Experience It can be operated by local community, where organic and Handling  Community Community Centers
coffee and local snacks can be prepared and sold by  Coffee Making Volunteers  Tables and Chairs
women and OSY, thus an IGP (income-generating  Basic  Tour Operators  Kitchen Utensils
project) Merchandising  Potential  Manpower (Food
 The skills training can also be linked with Universities as  Basic Bookkeep Investors Servers,
their extension program and to other institutions ing  University Housekeepers,
Extension Cooks, Facilitator)
Coordinators
 Novelty  Demonstrations  Recycling Facility/  A dedicated area in the community is converted into a  Handling of  LGU  MRF Area
 Local Culture  Return MRF – Materials recycling area and tourists voluntarily assist in Hazardous  Local Leaders  Segregating Bins
 Involvement Demonstration Recovery Facility segregating recyclable materials. Materials  Community  Long tables
 The project can also be linked with University extension  Waste Volunteers  Paper Shredders
 Meaningfulness
programs. Management  University  OtherRecyclling
 Machine Extension Machines
Operation Coordinators  Manpower ( MRF
Coordinator, Utility
Personnel )
 Involvement  Demonstration  Souvenir Stores  A showroom of the community’s unique tangible  Store Keeping  LGU  SouvenirCenter
 Hedonism  Return creations may be sold to the tourists. Tourists can opt for  Customer Service  Local Leaders  Working Tables and
 Local Culture Demonstration an actual experience of making the product like shopping  Basic Computer  Community chairs
 Exhibit bags, doormats, planter bags and the like. Application Volunteers  Display Racks and
Viewing  The skills training can also be linked with Universities as  Souvenir Design  University Counters
their extension program and to other institutions and Production Extension  Manpower
 Shop Windows
 Machine Coordinators (Storekeeper, Utility
Operation Personnel )
 Basic Accounting
 Local Culture  Exhibit Viewing  Art Displays  The creative outputs of locals through artistic creations  Knowledge of a  LGU  Exhibit Area
 Hedonism  Hand on Art  Wall Art may be placed in an exhibit and sold to tourists. On the particular art form  Local Leaders  Local Houses
 Knowledge spot painting is possible.  Customer Service  Community  Exhibit Materials
 Exterior walls of houses may be designed with artistic  Administrative Volunteers  Painting Supplies
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images (instead of vandalism) that convey culture and life Skill  University and Material
in BASECO. Each household may designate an Sales and Marketing Extension  Manpower (Artist,
interpreter to explain the wall art as tourists pass by. Coordinators Exhibit Coordinator,
 The project can also be linked with University extension Utility Personnel, Art
programs. Interpreters)
 Novelty  Guided Cultural BASECO Rolling Tour  Pedicabs also known as non-motorized bicycle rickshaw  Pedicab Driving  LGU  Pedicabs Units
 Local Culture Itineraries using Pedicabs can be utilized for a rolling tour in BASECO. Pedicabs are  Road Safety  Local Leaders  Laminated Itinerary
 Refreshment  Direct attractively dressed up to depict the cultural life in  Communication  Community Posters
interaction with Walking Tour BASECO. Its drivers can be trained as pedicab guides. Volunteers  First Aid Kits
 Meaningfulness  Customer Service
 Hedonism
locals  The project can also be linked with University extension  Tour Guiding
 University  Manpower ( Pedicab
 Walking or programs. Extension Driver/Guide
rolling tour Coordinators
 Novelty  Garden Agritourism/Mini  Locals may be encouraged to maintain small gardens to  Knowledge of  LGU  Garden Lots
 Local Culture Viewing Gardens contribute in the environmental development and food plant care and  Local Leaders  Gardening Tools
 Refreshment  Gardening security. Tourists are encouraged to harvest and buy propagation  Community  Seedlings
 Meaningfulness Experience excess local produce. Each household may be Volunteers  Manpower (Garden
 Hedonism  encouraged to maintain a particular area in the garden. Keeper, Utility
Harvesting  University
 The skills training can also be linked with Universities as Extension Personnel )
their extension program and to other institutions Coordinators
 Novelty Events Mini Festivals/Sports  Open spaces are converted into event venues to  Event Hosting  LGU  Community Event
 Local Culture Events/Cultural showcase typical Filipino celebrations or sports that  Event  Local Leaders Center/Venue
 Refreshment Performances tourists may be encouraged to participate with locals. Management  Community  Sound System
 Meaningfulness Like playing basketball, sepak takraw, sungka, palasebo  Logistics Volunteers  Backdrop and Props
 Hedonism and pig catching. Children may prepare some  University  Other Materials
 Administrative
 Involvement productions to showcase their talents. Extension  Manpower ( Event
 The skills training can also be linked with Universities as Coordinators Host, Performers,
their extension program and to other institutions Local
Choreographers,
Directors )
 Novelty Learn and Stay Home-Stay Program  Residents are trained as host in homestay program  Basic  LGU  Local houses
 Local Culture where tourists are welcomed as guests in their homes. Housekeeping  Local Leaders  Bed and Breakfast
 Refreshment  The skills training can also be linked with Universities as  Meal Planning  Community Amenities
 Meaningfulness their extension program and to other institutions  Food Preparation Volunteers  Manpower (Local
 Hedonism and Handling  University host, housekeeper)
 Involvement  Customer Service Extension
Coordinators
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 Communication
 Hygiene and
Sanitation
 Knowledge  Literacy, Livelihood,  Universities may be encouraged to organize extension  LGU  Local Training
Technology Transfer, services aimed to develop the skills of residents which  Local Leaders Centers
Skills and can be useful in their daily lives and slum tourism  Community  Training Materials
Competency Training projects. Trainings can be in the form of Basic Volunteers  Supplies
Housekeeping, Bed-Making, Flower Arrangement, Food  University  Tables and chairs
Serving, Food Preparation, Menu Planning, Handling Extension  Manpower (
and Sanitation, Basic Bookkeeping and Coordinators, External Trainor,
Entrepreneurship, Tour Guiding, Personality Faculty Utility Personnel,
Development and Communication Enhancement, Members and Coordinators, Local
Livelihood, Environmental Literacy Programs Students Residents )
 The skills training can also be linked with Universities as
their extension program and to other institutions.
Findings of this study reveal that current slum tourism offer in BASECO resulted to more a passive tourists experience, less residents‘
involvement, limited community benefits and limited cognitive personality identification among residents. It is in these premises that
the recommended creative tourism intervention with designated memory points is designed. However, this proposition may undergo
discussions, critic and survey regarding acceptability of multi-stakeholders.
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The proponent aims to present an alternative option of tourism development in

BASECO, now recognized as a slum tourism destination in the Philippines. The ultimate
goal is to re-create BASECO as a creative tourism space, towards empowering and
capacitating the people to live a better life. The matrix of presentation includes the
MTE dimension of which the project will impact, followed by the mode of experience,
the proposed project, a brief outline of activities to implement it, the required skills of
the residents, the stakeholders involved, and the required resources.
Though the proposed projects are designed with MTE as the basis of impact which is
used as a parameter of measuring visitors‘ satisfaction in the destination, it can still be
useful to anticipate favorable outcomes to the residents as the ultimate beneficiaries.
Considering that slum tourism is an experiential activity, consumption and production
happen simultaneously. On the consumption side, tourists are engaging more actively
with the culture and creativity of places, and increasingly turning their backs on
products which reduce them to mere observers of culture. On the production side,
communities are beginning to utilize the full range of cultural and creative resources
available to them by incorporating popular and everyday culture as elements of the
tourist product, since these are often the factors which allow a destination to
differentiate itself.
BASECO reflects a cultural piece of destination in the Philippines. What the tourists are
seeking in these local places is more contact with real people and engagement with
the local culture and creative practices. Slum tourism as an emerging alternative
tourism needs a new and creative delivery mechanism rather than simply showcasing
poverty to tourists which need not be over-emphasized but instead presented in
different context to derive the maximum benefits in the community it operates. It is
clear that creativity is needed to deploy intangible resources and turn these into
experience and products for tourists. Blessi (2007) argues that the development
approach to developing a ‗creative district‘ should encompass not just expanding
attractiveness, but also capacity building and competitiveness.
Among the proposed projects emphasizing creative activities are: coffee shop
operation, souvenir store, materials recovery facility, slum art exhibit, vegetable
gardening, pedicab rolling tour, festival and events, and homestay. The skills
requirement is added in terms of training which can be offered by networking with
universities. Universities are tasked to deliver a trifold function of instruction, research
and extension (community service). Slum communities are potentially interested
beneficiaries considering the deficiency of knowledge and skills among the residents.
Extension services form part of the social responsibility of schools to make their
presence felt, most specially in the most deprived communities. Universities can
contribute in the empowerment of BASECO residents with the various skills and
competencies that they can offer as part of their specializations. Extension services
are means to transfer skills and technology from the academe as a prime mover of
knowledge and information.
Historically, creativity has been associated with creative people who produce
creative products through the creative process, but the focus of creativity seems to
have shifted lately, with the creative environment becoming the center of creative
tourism (Richards, 2011). This modification goes along with the increasing involvement
of tourists, given that creative tourism does not only provide physical facilities (e.g.,
handcraft products, ethnic dances, arts displays, etc.) for tourists to appreciate, but it
273
also offers many interactive activities and services for tourist to participate and
experience. Sustainable activities can be tailored in such a way that the residents are
empowered and capacitated as a result of tourism development. Activities are part
of tourism experiences (Morgan, 2007b) or more truly, experiences arise from activities
(Ooi, 2003), and involve active participation of the tourist (Aho, 2001; Mkono, 2012).
This active participation may be physical, emotional, or mental engagement and can
strengthen personal and/or collective identity (Kreziak&Frochot, 2011; Lugosi, 2009) as
well as intensify the experience through the use of personal skills and resources (Aho,
2001).
The Coffee Shop (Kapehansa BASECO) will serve as the venue of the initial and
concluding interactions between the host and the tourists. Serving its purpose as a
coffee shop where the visitors may be offered a native snack with organic coffee or
juice for a fee which can be included in the package or individual accounts. It is here
that the tour guide can convene the participants for basic orientation and
familiarization with the community leaders. At the end of the tour, the concluding
assembly includes meeting other residents and make them engage for small
conversations. Women and young adults once trained and capacitated with relevant
skills in the coffee shop operation can sustain this memory point. It may also be
equipped with basic toilet that visitors may use.
In the souvenir store, residents explore their creativity products made from recycled
materials which can be sold to the tourists. Examples are shopping bags, planter bags,
decorative pots, mats, purses and other small items which can be quite attractive as
homecoming gifts. This memory point promotes positive interaction when tourists
observe the ingenuity of the residents. Their purchasing decision provides economic
return to the locals which further promotes their support for the slum tourism
development in the area. Women, children and other OSY (out-of-school youth) are
great manpower for this endeavor.
The Arts center shall serve as a catch basin of the artistic ingenuity of the locals.
Talents and skills are not bounded by poverty and cannot be under estimated, thus,
BASECO can be a powerhouse of diverse skills and talents that need only
opportunities, exposures and refinements. Given the venue, they can prosper and be
recognized. Tourism can provide that audience who will appreciate the creative
talents abounding in slums. This memory point can serve as an economic opportunity
for young and old artists to make money from their crafts. Networking with recognized
artists who can help hone the raw talents of creative locals in a particular form of art is
also possible. Some hands-on activities may be offered to the visitors apart from
viewing their artistic creations in any medium.
The materials recovery facility (MRF) can be a centralized holding area of collected
recyclable materials in the community. Sales generated from this center can also
contribute to the economic source of the residents. Tourists can observe and assist in
segregation and simple waste processing as they desire. A materials recovery facility
(MRF), sometimes called a materials reclamation facility or materials recycling facility,
is a plant that separates and prepares single-stream recycling materials to be sold to
end buyers. Materials recovery facilities sort a wide array of recyclable materials,
including, but not limited to:
 Plastics
274
 Cardboard (OCC)
 Paper including newspapers, magazines, office paper, mixed paper, etc.
 Glass bottles and jars
 Metal containers, including aluminum and steel cans
 Cartons
BASECO guided tour using pedicabs owned and operated by the locals is another
creative venture which can be explored. Slums have very narrow streets which
cannot be accessible by big vehicles and at times, the alleys are appropriate for
walking only. A ride in the slum using the pedicab as a memory point can be a new
experience to visitors complemented by the narratives of its driver on what they see
along the way. The pedicab tour may be designed with various itineraries themed
around quality of life in the community. The pedicab drivers may undergo some
training on basic tour guiding, customer service and personality development.
In organizing festivals and other related events, tourists and residents essentially
become partners in the production of a cultural experience which is based on
tradition as a source of inspiration for contemporary creativity. Each street is themed,
and there is a high level of creativity involved in creating a totally new space from
discarded items such as water bottles and other recyclable materials. They stimulate
community confidence and prompt new ideas and fresh local developments.
Holding of festivals and events as memory point can lead to increased pride in local
culture with residents and raised social cohesion.
Cultural itineraries facilitated by local guides can also be a means of linking together
creative enterprises and events, stimulating visitors to see a number of different
activities in a specific region. The idea is to create a cultural corridor scheme. It is a
network of interaction and economic exchange based on culture and creativity,
incorporating principles of sustainability, fairness and inclusion, based on wide
stakeholder partnerships which are rooted in solid institutional frameworks that
stimulate regional socio-economic development. The basic idea of this memory point
is to create networks which move beyond physical routes linking cultural sites to
include the full range of creative assets in the slum and other nearby areas.
Community gardens can help reduce negative environmental impacts by promoting
sustainable agriculture; reducing food transportation costs and reducing water runoff.
Humans, plants and animals can all benefit from urban agriculture since it creates
habitats and improves the ecology of the area. Urban agriculture can be beneficial
to the environment, and to the health and wellbeing of community members. The
introduction of community gardens may be able to reduce the impact of food deserts
in low-income areas and allow residents greater access to nutritious food that is
necessary to live a healthy life. Social ties are important to the wellbeing of people in
a community since they can bring positive health effects and community
involvement. Community gardens allow for the creation of social ties and build a
greater feeling of community. These connections help reduce crime, empower
residents and allow residents to feel safe in their neighborhoods. Maintaining a
creative green project such as community gardens as memory point can enhance
the authenticity of community living, thus providing a more attractive landscape to
dwellers and tourists alike.
275
Most memory points in the proposed creative projects are income-generating and
empowering. Residents and tourists have more opportunities to interact, and engage
more productively. Tourists generate a more meaningful experience while residents
derive better economic, socio-cultural and environmental developments. The
government upon assessing the profound contribution of tourism in BASECO, may
prioritize development of social services along with other significant improvements in
the surrounding areas. In this scheme, it is a win-win situation. It can be construed that
the residents‘ support in tourism may be sustained if they generate more economic
benefits from it. However, other valuable impact such as socio-cultural and
environmental could propel more interest from the host community and other
stakeholders.
These different types of creative experiences are also linked to various forms of
delivery and organization structure. Many new networks are emerging which link
together creative players in order to engage in collaborative marketing and to
increase the visibility of creative activities. Destinations managers may form
partnerships with creative enterprises, as well as linking the creative and tourism
sectors in order to develop new creative experiences. In this case, the stakeholders
involved are the local government, tour operators, residents, community leaders,
NGO, universities and other training institutions. The residents may not have the skills,
investment and facilities as core resources to operate creative projects, thus the need
for stakeholders‘ support and networking with institutions is highly imperative.
Creative tourism has been recognized as a promising sector for tackling issues of
poverty and promoting cultural heritage sites for developing and developed countries
(Kakiuchi, 2016). With this, BASECO slum is a perfect fit for creative application.
Creative tourism is becoming more important because:Cultural tourism is becoming
mass tourismCultural tourists are becoming more experienced and demanding more
engaging experiencesDestinations are looking for alternatives to traditional tourism
products.
Creativity is important in tourism becauseIt creates ‗atmosphere‘It feeds on people‘s
need for self-developmentIt creates a direct link between the culture of the tourist
and the host populationIt avoids problems of heritage burnout and serial
reproduction (Richards, 2011).
Although creativity is being recognized by many destinations as being important to
their tourism activity, creative tourism does not just happen – it must be actively
created through interaction between tourists and the places they visit. Certainly, slum
tourism can be explored for diverse opportunities of involvement between the visitors
and host. One of the most important elements of the definition of creative tourism is
that the experiences developed should be characteristic of the place in which they
happen. In this case, the authentic poverty of slums becomes the background of
creative innovations. In order to develop such experiences, communities need to
make creative use of a wide variety of creative assets (inherited, created and
creative assets) in order to provide creative experiences for tourists. The proposed
projects in this study involved the creative use of the community assets in an effort to
offer a memorable tourism experience and strengthen community empowerment.
The crucial thing is to develop a specific reason for tourists to engage in creative
activities in your particular destination. The creative innovations in slums can be
276
labeled as the pull factor of the destinations which can further stimulate the intrinsic
desires of its visitors.
Any destination has the potential to provide knowledge, skills, physical assets, social
capital, and atmosphere to form a unique combination that makes it specifically
suited to a unique creative tourism practice (Richards, 2011). The proponent applied
creative tourism in the context of slums using two basic modes of implementation.
First, using creativity as a tourist activity and second, using creativity as a backdrop for
tourism. The first is a more ‗classic‘ since it emphasizes the active engagement of
tourists in creative activities in the destination by learning and tasting, thus the
application hedonism and involvement in the MTE framework. However, increasingly
communities are realizing that their creative lives can make a place attractive to be
in, even if the tourists themselves don‘t ‗do‘ anything creative themselves, thus
meaningfulness, local culture, refreshment and novelty are reflective the MTE of
tourists. In a real, unique, and creative travel experience, tourists not only participate,
they also create, design, select, and reflect (Binkhorst, 2007).
This scheme implies that destination managers need to become more creative. In
particular, they need to stop thinking about their role as simply supplying tourist
products, services or experiences, and to start thinking about their role as enablers of
tourist creativity. They need to find ways to actively involve tourists as the co-creators
of the experiences with their community offers (Binkhorst 2007). Cultural and creative
resources are key drivers of attractiveness. Building a strategy that capitalizes on
cultural and creative resources can provide competitive advantages. Such a re-
creation of township tourism not only increases the potential for a variety of
opportunities to stimulate economic activities and upgrade tourism spaces, but also
negates the view of visits to townships as voyeuristic since the emphasis in no longer
on visitors simply viewing slums and poverty, but instead on visitors participating in
cultural heritage with locals.
Creative tourism is becoming more important not just because the tourists are bored,
but also because the cultural sector and destination managers are looking for new
ways to interact with tourists. It is becoming increasingly important not just to sell the
culture of a place, but aCreative tourism is becoming more important not just
because the tourists are bored, but also because the cultural sector and destination
managers are looking for new ways to interact with tourists. It is becoming increasingly
important not just to sell the culture of a place, but also to use tourism to support the
identity of the destination and to stimulate the consumption of local culture and
creativity (Richards and Wilson 2007).Creative tourism is therefore driven by factors
emanating from the sphere of consumption and from the production side. These
include the increasingly skilled nature of consumption, the growing importance of
experiences and the greater role for intangible and everyday culture in touriThe
development of skills through consumption is also linked with a high level of
involvement and absorption in the experience, which has resonance with the ideas of
MihályCsíkszentmihályi (1990) about ‗flow‘. Creativity offers much more stimulating
experiences as well as enabling the participants to develop themselves through those
experiences.
In reshaping slum tourism in South Africa, there is an important potential role for
creative tourism. A re-imagining is needed whereby the emphasis shifts from a narrow
focus on struggle heritage and ‗viewing poverty‘ to include contemporary urban
277
cultural heritage more broadly. In other words, less slum tourism and more creative
tourism. The implication is that the understanding of cultural heritage in townships
needs to be expanded and repackaged as creative tourism, which entails hosting
more creative experiences, creating and/or expanding cultural tourism precincts, and
promoting cultural events with an emphasis on creativity. It is argued that diversity
in the township tourism offering should enable more persons to participate in the
tourism economy, offer opportunities for the physical upgrading of townships, and
stimulate more domestic visitor consumption and use of leisure spaces.
More specifically, creative experiences enable hosts to benefit directly from
interactions with visitors, which also enhance the authenticity of visitor experiences.
Multi-purpose cultural centres and upgraded precincts should benefit
township residents and cultural events, which mostly target local day visitors, domestic
tourists as well as local residents, can also be marketed to international visitors to
expand the existing creative township tourism offering. Such a re-creation of township
tourism not only increases the potential for a variety of opportunities to stimulate
economic activities and upgrade tourism spaces, but also negates the view of visits to
townships as voyeuristic since the emphasis in no longer on visitors simply viewing
slums and poverty, but instead on visitors participating in cultural heritage with
locals.
Conclusions and Recommendations
1. Slum tourists in BASECO have a memorable tourism experiences which can be
classified into six dimensions: hedonism, meaningfulness, novelty, local culture,
refreshment and involvement. Visitors are more of hedonistic self-indulging
individuals who are trying to find meanings and knowledge through observations
of local culture in an effort to explore its novelty with minimum involvement. They
are more of passive observers than active participants. Tourists manifest three
loyalty indicators which include positive word of mouth, in this case through Trip
Advisor reviews as electronic word of mouth (EWM), intention for a repeat visit and
recommendation for a visit. Visitors‘ loyalty in the destination resulted from their
affirmative experience. Tourists and residents may be made to get involved in co-
creative interactions that promote ethical and productive activities by
congregating their interests and seizing their awareness in the natural environment
as a space where staging of exploration, play, and knowledge may stimulate the
involvement of tourists and hosts with on-site experiences for mutual benefits. Slum
tourism may be elevated on the next level of creating opportunities to boost
awareness and local involvement and expanding economic, social and cultural
conditions. To encourage memory recollection, tourism planners should establish
and promote ‗‗memory points‘‘ at various sites in the destination that will result to a
more productive economic, social and cultural engagements.
2. Tour guides in slums strive to deliver a trifold concerns for task, customers and
group welfare. Tour guide successfully delivered her task-oriented roles and
assisted the tourists to reflect with their experience by narrating a scripted and
realistic commentaries about the extreme poverty, evident deficiency and diverse
ingenuity of the people but not much activities are devoted towards active
interaction between the tourists and the residents. Tour guides may expand their
roles to create more meaningful and productive engagements within the bounce
of ethical standards and consent of both parties. They are critical mediators in
278
facilitating the co-creation activities due to their direct interaction with tourists and
residents. There is a need to acquire new competencies as their roles shift from
service providers to experience providers.
3. It is an evident acknowledgement from the visitors that the slum residents
demonstrate affirmative personality towards them. Three relevant themes
describing the identity of the host community emerged. These are cognitive,
affective and evaluative. The cognitive and affective aspects of self-identification
are heavily influenced by the social forces that surround the community. Humans
by nature have complex and well-developed self-concepts and they generally
attempt to be viewed positively. The self has meaning only within the social
context, and that the social situation defines our self-concept and our self-esteem.
Residents may participate in more meaningful transformations to enhance their
cognitive personality.
4. Slum tourists are seemingly lured to visiting slums more with their intrinsic motives
(push factors) comprising of reflective intentions while the elements of slums
correspond to the pull factors (destination attributes) and tend to be experiential
intents either confirm or frustrate their primary desires. Tourists‘ emotions in visiting
slums fall into the three contexts of compassion, gratitude and empowerment. It
can be taken that the tourists obtained more gratifying emotional experience,
while residents‘ existing feelings of inferiority and inequality escalated even more.
The visitors failed to convert their emotions into more concrete actions that will
benefit the community. The travel motivations of the tourists and feelings of the
locals must reconcile to have an equal consumption experience. Tour operators
need to understand tourists‘ motivations to formulate suitable marketing strategies
and suitable advertising appeals to segment markets and differentiate and
position products in a slum tourism environment.
5. It‘s important to emphasize that tours to different slum-like areas around the world
aren‘t all the same, but there are similar features as to how tour companies
promote tours to fight stereotypes, making them educational, giving back to the
community, depicting a safe and secured slum environment, observing the
residents‘ privacy, and translating tours as eye-opening. The issue of ethics can be
interpreted differently by the stakeholders ( residents, tourists and tour operators). If
this form of tourism persist to operate with the residents as the least beneficiary,
debates surrounding this alternative form of tourism will continue to surface. There is
a need to design and implement some reliable parameters and more contingent
measures to safeguard the possible exploitation of the residents. Eventually, an
actual benefit will be observed by the community, and it will be supported by all
the stakeholders.
6. The proposed creative tourism interventions highlight the creative networks,
spaces, events and backdrops which may be applied in a slum setting such as
BASECO. Re-creating slums as creative tourism district can provide numerous
benefits such as: source of tourism activity and an appealing backdrop for
inclusive soft-tourism developments; maintain the atmosphere of the destination; a
strategy of business development for local artisans and other micro creative
ventures; empowers local people to apply their own creativity (and makes them in
jurisdiction of the practice) and it is a renewable resource. The proposal may
serve as a reference by any of the stakeholders in this study. The local government
279
may look into assessing the slum tourism development in BASECO for policy and
guideline formulations. As to research repercussion, the proponent sees it fit to
examine the acceptability of the proposal with multi-stakeholders using
descriptive-mixed approach to add depth and meaning to the investigation with
methodological triangulation of qualitative and quantitative data
Implications
The findings of this research increase the knowledge of the positive effects of MTEs and
provide a research framework for further research in slum tourism context. The
application of the push and pull model in slum tourism, a form or niche or alternative
tourism, and the theoretical results of the push and pull theory were enriched.
Following the supporting theoretical guidelines, the use of creative tourism as an
approach to poverty alleviation and promoting cultural destinations such as slums
may be explored. However, it is found to be limited in application and discussions
among scholars.
On the policy front, it has not entered the township tourism planning space or
destination management and marketing initiatives. The study findings can be a basis
for development of slums in application of the MTE. However, the findings that
involvement context least prevailed in the encounter between tourists and residents in
slums can be a basis for tour operators towards developing more engaging activities
as slum tourism products. This research represents the first exploration on the
application of creative tourism in slum tourism development in the Philippine setting,
thus destination managers, policy makers and residents may be challenged if the
propositions as the outcome of the study are considered.
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TOUR018
IMPACT OF ORGANISATIONAL CULTURE OF CRUISE INDUSTRY ON EMPLOYEE

WORK AND PERSONAL LIFE
Ranjeeta Tripathi
CT University, Ludhiana, Punjab, India
Dr Varinder Singh Rana

School of Hotel Management, Airlines and Tourism
CT University, Ludhiana, Punjab, India
ABSTRACT
Organizational culture is the collection of values, expectations, and practices that
guide and inform the actions of all team members. It is the collection of traits that
make the company what it is. Cruise ship jobs have a number of distinctive features
that separate them from land-based jobs. Perhaps the biggest difference is the fact
that cruise ship employees live where they work. The travel & tourism sector is suffering
significant disruption and the cruise industry is being greatly impacted and in turn had
affected the organizational culture of cruise industry. Thus, the present study is based
on analysing the ―Impact of organizational culture of cruise industry on employee
work and personal life‖. The objectives of the study are to examine the inter
relationship between organisation culture work and personal life of an employee while
working on the ships. To achieve the objectives, structured questionnaire was
distributed to employees of cruise line industry in the month of October,2020 using
online platform Google Forms. The finding revealed that the importance of relationship
between organizational culture and work life balance, and it has also stated the
interrelationship between organizational culture, work and personal life balance.
Keywords: Organizational Culture, Cruise Industry, Employee Work, Personal Life
1. INTRODUCTION
The worldwide cruise industry is growing rapidly. It developed from 10 million in the
year 2000 to in excess of 25 million of in 2017 and the total number of cruise line
passengers is expected to reach 40 million by year 2025 (Mallick, 2018). In India over
1,50,000 cruise passengers‘ heads for global cruise every year which is just 3% of the
worldwide leisure markets and it also reflects the remarkable potential of cruise
industry of India (Financial Express, 2019). Cruise industry on worldwide level supported
jobs of more than 1 million employees and these employees earned a total income of
50.2 billion USD in the year 2018 (Business Research and Economic Advisors, 2018). The
environment of cruise ships is truly multicultural, and some cruise lines are having
employees from more than 60 countries and to manage such diversity in cruise line
employment needs good organizational culture (Testa, 2002). The recruitment and
selection of qualified and professional staff like chefs, stewards, sommeliers and other
qualified frontline employees is itself one challenging task as they may get better
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payment opportunity at good hotels at home (Larsen & Rapp, 1993) and on the other
hand, keeping employees satisfied on the cruise environment so that they stay with
cruise for more than one contract is another challenging task (Larsen, 2012).
It is well known fact in the service sector that happy and satisfied service staff tend to
produce happy and satisfied guests (Nebekeret al., 2001; Brown & Lam, 2008; Yee et
al., 2008). Culture of the organization has positive influence on job satisfaction of
employees (Tsai, 2011). Culture is defined as a combination of sets, beliefs, values,
communications and explanation of behaviour that provides directions to people
(Awadh &Alyahya, 2013). Papathanassis (2017) mentioned that team sourcing and
turnover rates are key difficulties for cruise industry. Remembering that the journey
experience is profoundly reliant on administration collaborations between specialist
co-ops (group individuals and officials) and visitors (Radić and Popesku, 2018), the
work commitment and well-being of cruise ship employees is most significant factor.
Radic (2017) in the research paper based on employee engagement in cruise line
found that ease of communication and progress between cruise employees and
managers, managers capacity to create environment on ships where employees feel
engaged while executing their tasks, engaged behaviour and trust and feeling of
freedom are dimensions of organizational culture that positively influence cruise ship
employees engagement of a cruise ship work force, and thus their work life and
personal life. This research also revealed that managers must have the understanding
of the fact that productivity and performance of cruise ship employees is largely
impacted by the shift timings they work in the day and the itinerary of the cruise ship.
2.REVIEW OF LITERATURE
Organizational culture forms the glue that holds the organization together and
stimulates employees to commit to the organization and to perform. Literature on how
to operationalize this ―glue‖ is fairly rare. In order to stimulate empirical, comparative
research on organizational cultures, we provide our own operational definition of the
construct of organizational culture. Our definition is based on experiences with ten
studies in which organizational cultures were measured quantitatively(Wilderom, Van
den Berg, Glunk, &Maslowski, 2001).We define organisational culture as shared
perceptions of organisational work practices within organisational units that may differ
from other organisational units. Organisational work practices are the central part of
this definition. The definition is a shortened version of (Kostova‘s ,1999, p. 309) definition:
―particular ways of conducting organizational functions that have evolved over time.
These practices reflect the shared knowledge and competence of the
organization.‖There is an increasing demand for companies to be more accountable
for their environmental, economic, and social impacts (Carroll & Shabana, 2010).There
is wide belief that organisational culture shapes many aspects of performance,
including safety. Yet proof of this relationship in a medical context is hard to find. In
contrast to human factors, whose contributions are many and notable, culture‘s
impact remains a common scenes, rather than a scientific,concept (Westrum, R.
2004).Organisational culture is defined as shared perceptions of organisational work
practices within organisational units. On the basis of empirical studies we discerned
the following five dimensions: autonomy, external orientation, interdepartmental
coordination, human resource orientation, and improvement orientation.(Van den
Berg, P. T., &Wilderom, C. P. 2004).The organisational conditions that are needed in
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order to bring about such developments, focusing in particular on the role of

leadership in fostering inclusive cultures (Ainscow, M., &Sandill, 2010).The link between
culture and employee behaviour and the criticality of employee behaviour in services
brands, organisational culture was perceived by managers and staff as being key to
brand success. However, amongst the corporate brands studied, the cultures were not
brand‐supportive and a misalignment was noted between culture and brand,(L de
Chernatony, S Cottam - Journal of Product & Brand , 2008). Organizational cultures are
depicted as largely dominated by male values, despite the presence of more women
in management positions. Adaptation to these values is typically the price of
membership but contributes to marginalizing women. Covert patterns of power restrict
women's abilities to make publicly accepted meanings. Whether women can have
more influence on cultural values is explored,(Marshall, J. 1993).As organisational
cultures are born within the context of broader cultural contexts such as national or
ethic groupings, the paper will commence by defining 'culture' in the wider social
context. This definition will subsequently form the basis for discussion of definitions of
organisational culture and the paradigms and perspectives that underpin these
(Willcoxson, L., & Millett, B. (2000).In the light of increasing interest in the study of culture
in organisations, this paper advocates the use of 'frames of meaning' as a concept for
the study of forms of rationality in such cultures or sub-cultures. Some aspects of the
social science treatment of rationality are examined and particular attention is paid to
the work (T Spybey - Acta Sociologica, 1984).An examination is presented of the
modern cruise industry, where it started, how it has got to where it is today, and where
it is heading. Information is presented from behind the scenes at Carnival, Royal
Caribbean, Princess, Holland America and other major lines to provide a first-hand
account of the elements that make a successful cruise line. The revolutionary
management, marketing, and sales techniques that have led to cruising's incredible
growth since the 1980s' are described. Valuable insights are offered into what travel
agencies can do to increase cruise sales and profits (RH Dickinson, AN Vladimir –
1996).Themed activities and events are an integral dimension of themed cruises and
underpin the provision of experiences that are coordinated and organised around a
particular hobby, pastime, or specialised interest,(Weaver, A. 2011).Despite the
increasing importance of the cruise industry worldwide, academic enquiry is recent
and very little is known about the lives of cruise ship employees, (Van Broeck,
2010). Work and live on a modern cruise ship by examining the views of employees
across a number of cruise brands, (Gibson, 2008).The relationship between
occupational specialisation and community in the cruise industry. Exploring the
concept of occupational communities, while linking the theories of social identity and
self-categorization will provide a more fully integrated view of the self and present new
insights in understanding the 21stC hospitality worker, (Van Broeck, 2010). A research
proposition therefore would be to examine the relationship between occupational
specialisation and community in the cruise industry. Exploring the concept of
occupational communities, while linking the theories of social identity and self-
categorization will provide a more fully integrated view of the self and present new
insights in understanding the 21stC hospitality worker,(Dennett, A., Cameron, D.,
Jenkins, A. K., & Bamford, C. 2010)The heterogeneity of cruise-ship workers,
organizational structure, characteristics of cruise ships, and working conditions are all
suggested as the key 'enablers' of on-board occupational communities,(Lee-Ross, D.
2004).The socio-employment relationship and complexities of working on cruise ships.
In particular, it recognises behavioural learning practices and organisational
289
bureaucratic utilities, which the industry relies upon for managing employees,(Dennett,
A., Cameron, D., Bamford, C., & Jenkins, A. ,2014).Environmental and social issues
associated with the cruise industry. It notes that while there are an increasing number
of social activists, non-governmental organizations and local initiatives that confront
the industry, the cruise sector appears to be relatively effective in managing the
media and influencing legislative processes,(Klein, R. A. ,2006). Employee
engagement, career development, organisational culture and psychological
ownership have been recognised by many authors as an important talent
management practice in the retention of talent employees,(Yap, Y. Y. ,2016). A
sociological understanding of front-line hospitality staff, focusing particularly on waiters
and pursers employed on cruise ships. Its purpose is to evaluate the complexities and
richness of their work and social experiences as they negotiate, create and justify their
identities and community formations in the unique and under-researched environment
of a cruise ship,(Dennett, A., Cameron, D., Bamford, C., & Jenkins, A. K. ,2013).Crew
retention is a crucial issue in the whole maritime sector, as job conditions on sea
require long periods on duty and rather long ones off duty. During those times the both
the responsible managers and the team colleagues are out of view, and even the
formal employment might be discontinued for that period,(Lukas, W. 2011).Tourism
researchers could deploy these metaphors in ways that exhibit the broader power
structures that affect the enactment of interactive service work. In this article, it is
demonstrated that performative metaphors can be used to articulate the often
difficult conditions and circumstances under which cruise-ship service employees
work, (Weaver, A. 2005).The power of a legal geographic framework to examine
economic relationships and therefore to shed light on how economic globalization is
facilitated and shaped at multiple scales. It offers a geographic perspective on how
the legal and the economic are implicated in one another and suggests that further
attention to legal geographic aspects of economic and labor geographies would be
useful for analyzing the maintenance of inequalities in the global system,(Terry, W. C.
,2009).A sociological understanding of front line hospitality staff, focusing particularly
on waiters and pursers that are employed on cruise ships. Its purpose is to evaluate the
complexities and richness of their work and social experiences as they negotiate,
create and justify their identities and community formations in the unique and under-
researched environment of a cruise ship,(Dennett, A. 2013).The concept of work–life
balance is applicable to working and living on board, as well as finding out the extent
to which the critically discussed characteristics of this unique environment relate to
well-being.(C Lütkenhaus 2020).Holding a load considerably increased the load on
most joints. Lifting the load further increased the musculo-skeletal strain and also
increased the range of moments in each joint as well as the range of lumbar
compression. Moment at the C7 vertebral level was relatively unaffected by ship
motions and by handling external loads,(TÖRNER, M., ALMSTRÖM, C., KARLSSON, R., &
KADEFORS, R. 1994).The working condition in short distance ahead of the ship related
to navigation environment factors was predicted by the method of wavelet neural
network, and then the best engine speed for the optimal energy efficiency under
different working conditions could be determined through the established ship energy
efficiency real-time optimization model,(Wang, K., Yan, X., Yuan, Y., & Li, F. 2016).
Shipbuilding processes involve highly dangerous manual welding operations. Welding
ship walls inside double-hulled structures presents a particularly hazardous
environment for workers. (Lee, D., Lee, S., Ku, N., Lim, C., Lee, K. Y., Kim, T. W., ... & Kim,
S. H. 2010).This ethnographic study draws on the experiences of members of
290
interdisciplinary care teams working with end-of-life care patients to identify strategies
to improve quality of life through care practices, (Sagha Zadeh, R., Eshelman, P., Setla,
J., &Sadatsafavi, H. 2018).
3. OBJECTIVES OF THE STUDY
1. To examine the inter relationship between organisation culture and work life of an
employee.
2.To analyse the impact of organisational culture on personal life.
4.RESEARCH METHODOLOGY
Sampling and Data Collection
The data for the present study were collected from the employees of cruise industry.
Survey was conducted by the help of structured questionnaire covering all the
aspects of objectives of the study. For data collection, structured questionnaire was
distributed to respondents through online platform using Google Forms. Questionnaire
was divided into three sections. First section was based on demographic profile of
respondents. Second section consisted closed ended questions on respondents work
life in the organisational culture. Third section consisted closed ended questions on
influence organisational culture on personal. Closed ended questions of second and
third section were framed on a Likert scale of 1-5 where 1 indicates Strongly disagree,
2 disagree, 3 neutral, 4 Agree and 5 Strongly agree. The survey was conducted in the
month of October,2020. The primary sources of data collection is structured
questionnaire and secondary sources of information are Government reports, national
and international journals, theses, published research articles, websites, books,
newspapers, magazines etc.
The internal consistency reliability estimate has been measured using Cronbach alpha
reliability test.10 items were used to achieve the first objective of the present study
which was based on the inter-relation between organisational culture and work life of
the cruise employee and the Cronbach alpha value of these 10 item was 0.81 which
indicated ac acceptable range of reliability.
The internal consistency reliability estimate has been measured using Cronbach alpha
reliability test.12 items were used to achieve the second objective of the present study
which was based on the analyse the impact of organisational culture on personal life
of the cruise employee and the Cronbach alpha value of these 12 item was 0.85
which indicated an acceptable range of reliability.
5.ANALYSIS AND FINDINGS
The analysis techniques used in this paper is descriptive statistics where the responses
are calculated in percentage given by the respondents. From the review of past
literature, it has been found that the working on the cruise ship looks very fascinating
and the employees enjoys the life while working on the ship where as it is different
according to all the employees as the reasons of working abroad are different from
one another. Some goes to work to support the family whereas few other goes to
travel the world and visit different places while working. Thea reasons also differs
depending upon the age group too, every age group have different reasons to work
on the ship.
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Demographic Characteristics of Respondents

To achieve the objectives of present study conducted on the cruise working, a
structured questionnaire was prepared and distributed to approximate 185
respondents in the month of October 2020 through online platform using Google Form.
105 out of 185 respondents have filled and submitted the surveyed questionnaire.
Table 1 represents the demographic characteristics of consumers of crew industry
employees. The gender distributions showed that majority of the respondents were
unmarried (79.4%). 14.3% of respondents were of the age group between 31-40 years,
42.9% between 41-50 years, 40% between 51years and above are 2.8%.
Table 1: Demographic characteristics of respondents
Variables %
Department Culinary Arts 76

Professors 21
Other Department of the Ship 3
Age 21-30 14.3

31-40 42.9
41-50 40.0
51 and above 2.8
Marital Status Married 20.6

Un married 79.4
Family size 3-4 Person 77.1

5-6 Person 22.9
6-7 person NIL
7-8 Person NIL
Working experience 1-5 years 11.8

5-10 Years 20.6
11-15 Years 5.8
15 and above 61.8
Annual Income Less than 5 Lakh 17.6

5 to 7 Lakh 29.4
7 to 10 Lakh 14.7
10 to 15 Lakh 17.6
More than 15 Lakh 20.6
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Qualification Diploma 48.6

Under-Graduate 14.3
Post-Graduate 34.3
Other 2.8
Inter-relationship between organizational culture and work life

As the survey was conducted amongst the employees of cruise ships only, the inter-
relationship between the work and organisation culture was measured and majority of
the employees (33.33%+33.33%)employees agreed and strongly agreed that all the
policies of the organisation was clearly defined to them after joining the industry. Most
of the employees agreed (41.66%) that the organisation rewarded them for their
excellence in work and (27.77% of the employees) were strongly agreed on the same.
The work atmosphere of the organisation is friendly according to the many of the
respondents and the percentage of the same is (36.11%+36.11) agreed and strongly
agreed to the same. While working on the ship many of the respondents felt that there
is a huge pressure working on the ship and the percentage of the same is
(58.33%+25%) in the category of agree and strongly agree. There is almost the similarity
if all the 5 scale when they were asked about if the management creates the conflicts
amongst the employee and the percentage of the same is (25%+25%) who agreed
and strongly agreed on the same where as there are 25% of the crew members were
neutral in this category.(33.33%+47.22%) employees responded that they were happy
to be a part of the cruise industry. The management always gives more ideas,
information, feedback on customer product and services, (30.55% +44.44%) agreed
and strongly agreed on the same part. Most of the employees agreed and strongly
agreed on the organisational help and support on the problem solving issue and the
percentage of the same is ( 33.33%+36.11%).Majority of the employees agreed upon
the team work while their work period on the ship and the percentage of the same is
(38.88%+30.55%) and the last parameter of the work life was ,if the innovative ideas
was accepted from the employees ,the mostly responses was in positive manner as
the percentage of the same is (41.66%+33.33%) in agree and strongly agree order.
Most of the employees were satisfied that thy were asked to participate in the
innovative activities organised by the cruise industry and were responded by the
employees that there are many of the competitions are organised by the organisation
regarding the same.
Strongly Strongly
Organizational culture and work life Disagree Neutral Agree
Disagree Agree
The policies of the organization have 5.5 % 5.5 % 22.22 % 33.33 % 33.33 %
been clearly defined
Our Organization rewarded the 8.33 % NIL 22.22 % 41.66 % 27.77%
employee in preposition to the
excellence of their performance
A friendly atmosphere prevails among 5.5 % 2.77 % 19.44 % 36.11 % 36.11 %
the people in the organisation
293
There is a feeling of pressure to improve 5.5 % 2.77 % 8.33 % 58.33 % 25 %

the personal and group performance
The higher management of the 16.66 % 8.33 % 25 % 25 % 25 %
organization creates conflicts between
competing employees
It is proud to be part of the organisation 8.33 % 2.77 % 8.33 % 33.33 % 47.22 %
The management always gives more 2.77 % 5.5 % 16.66 % 30.55 % 44.44 %
ideas, information, feedback on
customer product and services etc
Organization helped in better role 5.5 % NIL 25 % 33.33 % 36.11 %
clarity, problem solving or willingness to
deal with problems
All the employee always works together 5.5 % 11.11 % 13.88 % 38.88 % 30.55 %
in problem solving with team spirit
In the organization, employees are 5.5 % 5.5 % 19.44 41.66 % 33.33 %
encouraged for innovative approaches
and their ideas
Table 2: Organisational culture and work life
Inter-relationship between organizational culture and Personal life

The survey was conducted through the structured questionnaire and the responses are
given in the chart below. There are a huge satisfaction in regard to financial stability
amongst the employees of the ships and the percentage of the same from satisfied to
highly satisfied is (36.11%+22.22%) majority of the employees also satisfied on the
welfare amenities provided by the organisation to the employees and the percentage
of the same is (33.33%+27.22%) which is almost more then the 50% of the respondents.
The help provided by the senior management is also satisfied and the ratio about the
same is (33.33% +25%). There is a provision of short term and long-term facilities to the
employees and their families, the response from the employees was almost neutral in
all the category. (33.33%) of the employees agreed on the allowance facility provided
by the organisation. The majority of the employees also agreed there are the
retirements plans after certain years of working with the organisation and the
percentage of the same is (22.22%+33.33%).The performance of the employees is also
checked,(33.33%+30.55%) the satisfaction ratio is this parameter is also above 50% of
the respondents.(33.33+33.33%) of the employees are satisfied by working with their
present organisation. When they were asked upon the Trust and friendly relations are
highly valued, mostly are satisfied (38.33%+22.22%) is the percentage ratio of the
same. The accommodation facility is also highly satisfied by many of the employees
(41.66%+27.77%). The leisure activities for employees are being conducted by the
organization and more then 50% of the employees were satisfied in this parameter.
Whereas there was a very neutral response in the category of the all port visit where
the ship docks, means that all the places where ship goes to may not be seen by all
the employees due to various reasons.
294
Organizational culture and Personal Highly dis- Dis- Neutral Satisfied Highly
life satisfied Satisfied Satisfied
Financial stability of employees is 5.5 % 11.11 % 25 % 36.11 % 22.22 %

taken care by organization
There is a provision of welfare 2.77 % 16.66 % 19.44 % 33.33 % 27.77 %
amenities is available
Senior management helps to their 2.77 % 11.11 % 27.77 % 33.33 % 25 %
sub-ordinates in critical conditions
There is a provision of short term and 5.5 % 22.22 % 22.22 % 27.77 % 22.22 %
long-term facilities to the employees
and their families
There is a provision of Bonus and other 11.11 % 19.44 % 19.44 % 19.44 % 30.55 %
allowances
There is a retirement plan and 16.66 % 11.11 % 16.66 % 22.22 % 33.33 %
benefits available after certain years
of working
The organization views all round 5.55 % 8.33 % 22.22 % 33.33 % 30.55 %
performances as a sign of, for
employees‘ future growth
There is always a feeling of 8.33 % 5.55 % 19.44 % 33.33 % 33.33 %
satisfaction working with the
organisation.
Trust and friendly relations are highly 5.55 % 5.55 % 25 % 38.88 % 22.22 %
valued
The accommodation facilities are 2.77 % 8.33 % 16.66 % 27.77 % 41.66 %
comfortable
The leisure activities for employees 5.55 % 11.11 % 13.88 % 36.11 % 30.55
are being conducted by the
organization
Visited all the ports where ship 11.11 % 11.11 % 22.22 % 27.22 % 25 %
docked
Table 3: Organizational culture and Personal life
6.PRACTICAL IMPLICATION FOR THE CRUISE INDUSTRY

This study will help the cruise line industry to find out the challenges faced by the crew
members while their working tenure on the ships. It will also help the organisation to
develop the better organisational culture towards the work and personal life of the
crew members. The positive work environment will increase the productivity of the
employee and the crew members will feel motivated to be associated with the
organisation for the longer period which will also increase satisfaction level of
employee in regard to work and personal life. In turn, it will lead to provide the quality
services to the guest. This study will also help the researchers in their future research
work.
295
7.CONCLUSION
The first objective of to examine the inter relationship between organisation culture
and work life of cruise employee. The findings revealed that the work life on the ships
are challenging as well enjoyable. There has been different parameters which were
asked to the employees and it was found that there is a good satisfaction level of the
employees who are working on the ships as if we see the demographic profile of the
respondents, majority of them are from the age group of 31-50 years. The second
objective is regarding the analyse the impact of organisational culture on personal
life, the satisfaction level of the employee‘s personal life is satisfactory in terms of
accommodation facility, retirement plans and the family keeping facility on the ships
while working. The also stated that they were being assisted by their senior
management and the organisational team in the case of many emergency situations.
8. LIMITATIONS AND SSUGGESTIONS FOR FUTURE RESEARCH
The present research had two major limitations at the present time. The survey was
done during the COVID-19 pandemic period; therefore, the responses of respondents
may vary during normal condition when the employees may return back to their job
as most of the employees are send back to their country during this period as the
cruise industry is still not operating.. Secondly, sample covered only 105 respondents,
which is too small for the existing cruise company and the numbers of the ships are
floating at the sea and therefore findings may vary if sample size could have been
larger. At the present situation where there is a uncertainty of the jobs and the
operational of the cruise ships, so the finding may vary according to the present
conditions in future.
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299
TOUR0115
PILGRIMAGE TOURISM IN PILLAYARPATTI– AN ANALYTICAL FRAMEWORK
Mr. V. Ramachandran
Alagappa University, Karaikudi.
R.RUTHRAMATHI
Alagappa University, Karaikudi, India
Abstract
The states rich cultural heritage is one of the big attractions for the tourists. In Indian
economy, tourism performs a magnificent role as major income generator. In this sub-
continent, The State Government has declared 48 tourist centers in Tamil Nadu as
famous places of heritage. The tourists, particularly the foreigners, have a particular
liking for Tamil Nadu because of its potentials to attract the tourist who love to admire
the nature, history, culture, heritage, customs, art and architecture of the past
civilizations, culture, traditional crafts, cuisine.,etc. The word Tourism is derived from the
word Tour which implies a journey in which one returns to the starting point. Tourism is
considered to be one of the largest and fast growing industries Tourism is defined as ―a
temporary movement of people to outside place‖. Tourism is a mixture of social,
cultural and economic characters which paves the movement of people from place
to place as defined by United Nations World Tourism Organization. Pilgrimage tourists
were identified as a key factor in developing pilgrimage tourism it is considered now
as a strategy for heritage awakening, deeper experiences and transferring the
religiosity into global humanism and spirituality. Travel or pilgrimage for mental peace
and to gain knowledge about rich heritage or religious places in the country is an
integral part of Indian culture and tradition. This paper deals with the features of
pilgrimage tourism scenario in Pillayarpatti temple.
Keywords: Heritage, Tourism, Sivaganga, sightseeing, traveller, eco tourism, spiritual
Introduction
According to the tourism policy, government of India is promoting tourism as a way of
economic process and social integration for the country. The current tourism growth
plan focuses on marketing, promotion, investment and infrastructure support for the
expansion and promotion of the tourism sector Infrastructure development. All these
plans and projects are based on the myth that tourism contributes to the economic
development of a region. Tamil Nadu Tourism one among the well-liked hotspots for
persons wanting a unbroken heritage, cultural and delightful splendour Religious
experience. Tamil Nadu state provides world class services to tourist. The tourism
industry in India generated about 100 US billion in 2008 which is predicted to extend up
toUS$275.5 billion by 2018 at a 9.4% annual rate of growth. In the year 2010, 17.9 million
foreign tourists visited India. Ministry of Tourism is that the nodal organization to put
together nationwide policies and programmes for the happening and
encouragement of visiting the attractions. In the process, the department consults and
collaborates with other stakeholders within the world including a range of Central
Ministries/Agencies, the State Governments/ Union Territories and thus the legislative
body of the private sector. Concerted efforts are being made to plug new kinds of
300
tourism like rural, cruise, medical and eco-tourism. PillayarpattiKarpagaVinayagar

temple was built by early Pandyas. KarpagaVinayagar is carved out in a cave of
Pillayarpatti Hillocks. Thiruveesar (Shiva) is also carved in the rock of this cave. Temple is
one of the nine important temples for Chettiars or Nagarathars who maintains the
temple through a NGO trust. Chettiars are the only community existing now whose
sub-communities are divided based on Sivan Temples
Literature Review
Vethirajan, C., &Nagavalli, S.(2014) in their paper have examined that tourism helps
the country‘s economy in various ways. Tourism is a service industry and can have a
significant effect on those countries with surplus labour. To this service industry human
labour is extremely important, most sectors of tourism industry are labour intensive, and
require relatively short training for most jobs. Jobs in tourism are always attractive and
highly respected. The tourism sector is often criticized for providing only low – wage,
seasonal employment, but it has to be obvious that if there is no tourism many workers
in India would be unemployed. Ravi Bhushan Kumar (2014) in his article entitled,
―Pilgrimage Tourism in Kurukshetra (Haryana): A Sustainable Development Approach‖
has said that tourism is one among the most important and fastest-growing economic
sectors surrounded by the international financial system and has momentous
environmental, cultural, social, and economic effects, both optimistic and pessimistic.
Pilgrimage tourism is one among the pre-requisites of achieving sustainable
development, which may be taken as a remedy to manage tourism effects (Collins-
Kreiner 2018; Lois-González &Santos 2015; Olsen and Timothy 2006; Oviedo et al. 2014;
Raj and Morpeth 2007; Raj et al. 2015; Rinschede 1992; Timothy and Boyd 2006).
Historically, spiritual trips were always multifunctional trips, still when holy factors
seemed to be in the majority. However, in contemporary societies, pious enthusiasm
seems to be slighter than in olden societies (Rinschede 1992).
1. To study the growth and purpose of visit &the Socio-Economic Impacts of
Pilgrimage Tourism in Pillayarpatti temple
2. To examine the factors influencing level of satisfaction of tourists that visit in
Pillayarpatti
3. To find out the various challenges and issues faced by tourists travel.
4. To offer feasible suggestion to overcome the challenges and issues in
Pillayarpatti Temple.
Methodology
The primary data are collected directly from the tourists by using interview schedule
and questionnaire. The interview schedule should be in there spot of the research area
and the questionnaire should be collected through mail and spot of tourist place.
Secondary data were collected from books, periodicals, research articles, seminar
reports, newspaper, study reports of expert committees, departmental publications,
plan documents, unpublished dissertations etc., are to be surveyed. A pilot study was
conducted with the help of a draft interview schedule. Further adequate information
was gathered from the records and official bulletins of the headquarters of the Tourism
Department. The research instrument was initially piloted on a small sample of tourist
301
and a few minor revisions were made. A sample size was 112. The sampling size
technique was used in the Roasoft software.
The sample consisted of more male (63 percent) than female participants (49
percent) as the number of male workers is greater than female participants. Age of
the respondents ranged from 16 – 45. The results are obtainable in Table 1.
Table 1: Demographic profile of the respondent
S.No Variable Classification of the variables Frequency N= 112 Percentage
1. Gender Male 63 56.3
Female 49 43.8
2. Age 0-15 30 26.8
16-45 44 39.3
46-60 30 26.8
Above 61 8 7.1
3. Religion Hindu 66 58.9
Muslim 8 7.1
Sikh 12 10.7
Christen 17 15.2
Others 9 8.0
4. Educational Qualification Illiterate 14 12.5
Primary education 33 29.5
Secondary education 17 15.2
Under graduation 35 31.3
Post graduation 10 8.9
Professional 3 2.7
5. Area of Residency Rural 34 30.4
Urban 49 43.8
Semi urban 29 25.9
6. Marital Status Single 50 44.6
Married 62 55.4
7. Comes in background Friends 39 34.8
Family 62 55.4
Alone 11 9.8
8. Job Status Private sector 5 4.5
Government sector 19 17.0
Self employed 56 50.0
Housewives 21 18.8
Unemployed 11 9.8
302
Hypothesis: There is significant difference between Gender of the respondents and the
Level of satisfaction around tourist. Various factors are discussed among the
respondents for Level of satisfaction Feelings of personal safety and security, Feelings
of personal safety and security, Friends/Family, Leisure/ Pleasure/ Recreation, Job
Status, Business/Project, Quality standard of accommodation, Availability of health
services, Comfort of local transport services, Level of hygiene and sanitation,
Availability of facilities for children, Level of hygiene and sanitation, Package Tours,
Level of local transportation prices.
Table 2: Difference between Gender of the respondents and the Level of satisfaction
around tourist
ANOVA
Sum of Mean
df F Sig.
Squares Square
Between Groups .510 1 .510
Within Groups 60.490 110 .550
Feelings of personal safety and
Total 61.000 111 .928 .338
security
Within Groups 60.490 110 .550
Total 61.000 111
Between Groups 2.358 1 2.358
Friends/Family Within Groups 17.061 110 .155 15.206 .000*
Total 19.420 111
Leisure/ Pleasure/ Recreation Within Groups 119.392 110 1.085 .033 .855
Total 119.429 111
Job Status Within Groups 102.086 110 .928 .177 .675
Total 102.250 111
Business/Project Within Groups 39.515 110 .359 .456 .501
Total 39.679 111
Quality standard of
Within Groups 67.714 110 .616 4.975 .028*
accommodation
Total 70.777 111
Availability of health services Within Groups 37.760 110 .343 7.749 .006*
Total 40.420 111
Comfort of local transport
Within Groups 113.039 110 1.028 .232 .631
services
Total 113.277 111
Level of hygiene and sanitation Between Groups .262 1 .262 .148 .702
303
Within Groups 195.229 110 1.775

Total 195.491 111
Availability of facilities for
Within Groups 46.000 110 .418 9.565 .003*
children
Total 50.000 111
Package Tours Within Groups 25.937 110 .236 24.769 .000*
Total 31.777 111
Level of local transportation
Within Groups 83.229 110 .757 4.795 .031*
prices
Total 86.857 111
*Significant at 0.05% level
INTERPRETATION
From the above table it is interpreted that among all the factors relating to that of
using Level of satisfaction around tourist, factors that the respondent Gender and the
level of satisfaction is Friends/Family, Quality standard of accommodation, Availability
of health services, Availability of facilities for children, Package Tours, Level of local
transportation prices which has the significant value less than the ―P‖ value,
environmental condition factor is influencing factor while comparing with the other six
factors.
Fig: 1 Purpose of Visit
Figure 1: Picture represents the features of Purpose of Visit like Pilgrimage/ Spiritual tour,
Education/ Research, Cultural activities, Leisure/ Pleasure/ Recreation, Visiting Friends
& Relatives, Business/Project, Package Tours. Pilgrimage/ Spiritual tour is high in volume.
SUGGESTIONS
304
The study was conducted to analyze the Purpose of visit, tourist perception, Level of
satisfaction for visiting Pillayarpatti temple town near Karaikudi famous for its cultural
heritage and pilgrimage temple. The objective of the study was to understand the
tourist perception, preference and satisfaction for the various facilities available at
Pillayarpatti temple and the second objective was to find the level of satisfaction
among the tourist. The infrastructural facilities such as transportations, hygiene and
consumption water facilities are not enough in the pilgrimage tourism centres of the
study region. That the administration establishment should take required steps to
enhance the quality of the hospitality services provided in the Study area.
Conclusion
Pilgrimage tourism is now renowned as a foundation of diversify
Pilgrimage tourism is now recognized as a source of diversifying the country‘s
economy. The analysis shows that it should be likely to increase the advancement of
voyage tourism to more parts of the area mostly taking into report the prospective
for combining pilgrimage tourism with civilizing and environment- based tourism
& pilgrimage tourism it be supposed to be possible to use the major broadcaster
sites well-known to stimulated regional growth. The study has revealed various
problems that confront the sustained development of pilgrimage tourism. The data
presented in this paper indicate the prospective for pilgrimage tourism development.
Acknowledgement
The authors thank the RUSA Phase 2.0 Grant (No: F.24-51/2014-U. Policy (TN. Multi-
Gen). Dept. Of Edn. Govt. ofIndia dated 09.10.20118) Scheme of MHRD, Govt of
India.
References
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Research Perspective. Indian Journal of Research, 3(11), 9-11.
Kumar, R. B., & Singh, L. (2014). Pilgrimage tourism in Kurukshetra (Haryana): A
sustainable development approach. African Journal of Hospitality, Tourism and
Leisure Vol. 3 (2)-ISSN: 2223-814X, 2014, 1-10.
Collins-Kreiner, N. (2018). Pilgrimage-tourism: common themes in different religions.
International Journal of Religious Tourism and Pilgrimage, 6(1), 8-17.
Venkatesan, K., & Muthuramalingam, P. (2014). Pilgrimage tourism development in
Pudukkottai district: issues and challenges. Abhinav-National Monthly Refereed
Journal Of Research In Arts & Education, 3(9), 4-11.
Vijayanand, S. (2012). Pilgrimage tourism management issues and challenges with
reference to Tamil Nadu. Asian Journal of Multidimensional Research (AJMR),
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Hole, Y., Khedkar, E. B., &Pawar, S. (2019). The significance of pilgrimage tourism to
sustainable development with special reference to the Indian context. African
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305
TOUR0118
A STUDY ABOUT PONGAL CELEBRATION IN TAMILNADU AND ITS IMPACT IN AGRI

– TOURISM
Mr. V. Ramachandran
Mr. A. Benito Maria Jose,

Ms. M. Abinaya,
Abstract
Agri Tourism involves any agriculturally based activity that brings visitors to a farm. Even
though Agri tourism has different definitions in part of the world. But, in India agri
tourism includes a wide variety of activities, including buying producing commodities
from a farm stand, navigating a corn maze, slopping hogs, picking fruit, feeding
animals or staying at a bed and breakfast on a farm. Agri Tourism helps to experience
the real rural life, taste the local genuine food and get familiar with the various farming
tasks. Agriculture is also the backbone of Indian Economy.Agri tourism is where
agriculture and tourism meet together to provide us with an amazing educational
experience to the students, whether it is a tour of a farm or ranch, a festival or cheese-
making class. Farmers turn their farm lands into a destination and open their doors to
the public in order to teach more about what they do. In Tamil Nadu there are many
cultural festivals to witness while in the south but out of the many, Pongal, the harvest
festival is the most auspicious one among the festivals list that is held annually in the
month of January. This four-day festival is just a way to thank Surya (Sun God) for
showering the land with profuse agriculture. The Pongal festival commences where
the first day is called BhogiPandigai. The day is devoted in the worship of Indra (Rain
God) because of whom the farms received sufficient rain. Along with worshipping the
harvest, earth and sun, houses are also cleaned where undesirable things are
removed and thrown in fire which represents the detachment from immorality and
bad habits. Painting homes and making Kolam (Rangoli) at the entrance are some
rituals that are followed on day 1 of this festival. On the second day Surya (Sun God) is
revered and offered Pongal dish for embracing the harvest with his warmth and
energy. So, Agri tourism is vital to preserve and to sustain for the future generation.
Through this program I hope I would learn to aware others to protect our treasure of
“Agriculture”.
Keywords:Pongal, Agriculture, Festivals, Fairs, Tradition, Culture, Tourism
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Introduction
UNWTO defined tourism as―Tourism comprises the activities of persons traveling to and
staying in places outside their usual environment for not more than one consecutive
year for leisure, business and other purposes‖. Fairs and Festival is a tourism in which
local residents (often rural, poor and economically marginalized) invite tourists to visit
their communities. Community participation enables the tourist to discover local
habitants, wildlife, celebrate and respect traditional cultures. Fairs, festivals and
community participation not only encourage cross – cultural understanding between
host and visitor but also enhance the bottom line of cultural conservation, social
responsibility, economic health, and enhancement of livelihoods. The host and tourist
are the two important components of tourism. Therefore the relationship, social
behavior and values between tourist and community people are essential to discuss in
detail for the future development or bonding with tourism industry. Fairs and festivals
does not make local communities as tourism entrepreneurs but it provides
complementary income to the local people that will help to improve their standard of
living and to preserve their culture and eco-systems. The villages are the parts of
tourism where more fairs and festivals programs are being conducted. Apart from fairs
and festivalsthe tourist can participate in the activities of rice cultivation, tour of
village, learning local languages from people, spending time in their houses and
participating in their day to day activities, cooking class about their traditional foods
and traditional agricultural activities in the rural area. there are tourism which is related
to fairs and festivals, include Cultural tourism, Heritage tourism, Farm tourism, and all
the popular interest tourism.
Cultural Tourism: Cultural tourism includes tourism in urban areas, particularly historic or
large cities and their cultural facilities such as museums and theatres. It can also
include tourism in rural areas showcasing the traditions of indigenous cultural
communities (i.e. festivals, rituals), and their values and lifestyle. Heritage Tourism:
Heritage tourism is a branch of tourism oriented towards the cultural heritage of the
location where tourism is occurring. The National Trust for Historic Preservation in the
United States defines heritage tourism as "traveling to experience the places, artifacts
and activities that authentically represent the stories and people of the past", and
"heritage tourism can include cultural, historic and natural resources". Through these
tourisms the contribution of social, political, socio & cultural helps to strengthen the
community.
Fairs and Festivals in India:
Fairs and festivals add much needed zing to our life and give us an opportunity to
forget all our tensions and make merry. They are the very essence of our vibrant
culture. India is being a melting spot of several religions has no dearth of festivals to
celebrate. Here is a rundown on the festivals which define the 29 states of India.
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States Festivals
Andhra Pradesh Brahmotsavam
Arunachal Pradesh Losar Festival
Assam Bohag Bihu
Bihar Chhath Puja
Chattisgarh Bastar Dussehra
Goa Carnival
Gujarat Janmashtami, Diwali
Haryana Baisakhi
Himachal Pradesh Mahashivaratri
Jammu and Kashmir Eid-ul-Fitr and Eid-ul-Azha
Jharkhand Holi
Karnataka Ugadi
Kerala Onam
Madhya Pradesh Diwali
Maharashtra Ganesh Chaturthi
Manipur Yaoshang
Meghalaya Nongkrem Dance Festival
Mizoram Chapchar Kut Festival
Nagaland Hornbill Festival
Odisha (Orissa) Raja Parba
Punjab Lohri
Rajasthan Gangaur Festival
Sikkim Saga Dawa
Tamil Nadu Pongal
Telangana Bonalu
Tripura Kharchi Puja
Uttar Pradesh Navaratri
Uttarakhand Ganga Dusshera
West Bengal Durga Puja
India is a land of festivals where people of all religions coexist in harmony. The festivals
are a true manifestation of its culture and traditions. Now that you have been through
the festivals which define the 29 states of India it is up to you to celebrate them with all
pomp and splendor.
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Importance of Festivals in Tourism:

Tourism, is a developing industry, is an all-encompassing activity that benefits a large
number of groups, including those directly involved and also those who happen to
have overlapping traits in the area. For instance, when one travels to a destination,
the chain of events that follows affects a number of people on multiple layers – the
mode of transport, the accommodation provider, the food suppliers and the local
vendors of basic necessities. When conducted in a systematic manner tourism can be
extremely beneficial to alleviate the local communities, besides giving pleasure to
those travelling.
The scope of tourism becomes broader when events and happenings coincide with
the date of travelling, are the major reason motivating people to travel. In India the
importance of fairs and festivals is largely responsible for people to travel. This happens
on two levels: one, when festivals provide an extra holiday for people to plan a
vacation; two, fairs of reputation attract them to visit the destination.
Here are 5 points that show how the importance of fairs and festivals in tourism
benefits all:
1. Cultural fairs in places like Pushkar, Surajkund and Kutch are famous not just in
India but worldwide. People from all over travel to these places and contribute
in providing livelihood to those who put up their exhibitions there.
2. Durga Puja, Diwali, Christmas, etc. are no more considered to be religious
festivals that remain of interest only to people of their corresponding
communities. Everyone waits for these days to come so that they can plan their
vacations.
3. There are festivals of different nature like music festivals which are fast gaining
popularity in the sub-continent. Far flung areas like, Ziro; Dambuk; and Hornbill
have only been able to create a place for themselves in the Indian map of
tourism owing to these festivals.
4. Local fairs provide livelihood to the indigenous community as they provide
them a platform to display their products for a much wider audience. The local
artisans, who otherwise are forced to sell their produce to bigger merchants for
peanuts come directly in touch with their buyers.
5. With the new wings of tourism springing into popularity, like religious tourism;
cultural tourism and responsible tourism fairs and festivals contribute in
incentivizing a traveler‘s holiday with more than just sightseeing.
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Farming in Tamil Nadu:

The Horticulture crops grown in Tamil Nadu have been classified into six categories viz.,
fruits, vegetables, spices and condiments, plantation crops, flowers and medicinal and
aromatic plants.
District Specialty
Krishnagiri, Dindigul, Thirunelveli, Vellore , Banana, Mango, Citrus, Grapes,

Theni, Erode, Trichy, Thiruvallur, Dharmapuri Guava, Sapota, Papaya, and Pine -
and Madurai apple
Namakkal, Salem, Dharmapuri, Trichy, Tapioca, Onion, Tomato, Potato,

Thiruppur, Dindigul, Erode, Villupuram, Brinjal, Bhendi, Drumstick, beans and
Krishnagiri ,Perambalur , Nilgiris and Theni Carrot
Ramnad, Thoothukudi, Erode , Salem, Chillies, Turmeric, Tamarind ,

Virudhunagar, Dindigul, Dharmapuri and Coriander, Pepper ,Cardamom and
Sivagangai Districts Cloves
Nilgiris ,Ariyalur, Cuddalore, Kanyakumari , Tea, Coffee, Rubber and Cashew

Dindigul , Coimbatore , Pudukottai and Salem
Dharmapuri, Krishnagiri, Salem, Madurai, Jasmine, Crossandra , Tuberose, and

Tirunelveli, Thiruvallur, Vellore and Chrysanthemum, cut flowers like Rose,
Thiruvannamalai Carnations , and Gerbera
Virudhunagar, Dindigul, Thiruvallur ,Ariyalur Gloriosa, Senna, Coleus, Lemon-grass

,Madurai, Thiruvarur,Dharmapuri ,Salem, and Periwinkle
Nagapattinam, Trichy
Inter-relationship between Harvest Festival, Pongal& Agriculture:

Pongal is the version of Sankranti festival celebrated in Tamilnadu. Typically occurring
on January 14-15 every year, this event is heralded as harvest festival with a special
focus on the agricultural and farming life of the society. Especially in Tamilnadu,
agriculture is the predominant occupation of people in the villages. Agriculture is in
fact the most vibrant aspect of Tamil culture and is best reflected during Pongal.
Pongal is actually the name of the dish that is made chiefly of rice during this festival.
However, this name has become a symbol of prosperity and growth. The literal
meaning of pongal is overflowing. For instance, pongal is typically cooked by boiling
milk first, letting it overflow a bit upon full boil as a symbol of prosperity and then
putting in it newly grown rice to boil till cooked. The event is therefore named after this
dish that indicates prosperity.
Pongal marks the beginning of the month of Thai in Tamil calendar (mid January). The
crops sown three months or six months before this date come to harvest just before
pongal. Therefore, this becomes an event of thanks giving to all the factors that
helped in agriculture including the sun god, the bullocks used for ploughing and other
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farm animals. The homes overflow with the new produce and the hearts of farmers
overflow with happiness and therefore, the name pongal (overflow) is appropriate for
this event. Pongal is perhaps the most important festival among all. Before pongal, the
houses, farms and offices are cleaned, painted and decorated. The day before
pongal is called Bhogi. On this day, people pile up the old clothes and belongings that
need to be cleared off and burn them. They stand around the bonfire to sing songs
and beat drums.
Farmers have special reason to pay their gratitude to sun for the crops they received.
At the same time, all people participate in thanking sun god since food is the basis of
life and sun god is the chief cause of the food they receive. The first day of pongal is
dedicated to worshipping sun god. People prepare the dish of pongal in open place
amidst decorations and rangolis. When it boils, people shout in ecstasy, ―Pongalo
Pongal‖ heralding prosperity. The second day of the festival is dedicated to thanking
the bullocks and cows. Bullocks help in ploughing. Cows give milk and therefore, they
are worshipped on this day. They are decorated and offered nice dishes, fruits and
raw rice. In the evening, processions in bullock carts are popular in villages.
The third day of pongal is to dress up in new clothes and seek the blessings of elders
and teachers. The elders give some money and gift to those touching their feet as a
mark of honour. After this, all the people in home gather together to visit places of
interest and sightseeing. Thus, the day is meant for celebrations. Thus, the entire
concept of pongal is focused on agriculture and therefore this is a harvest festival.
Do you know about the Pongal Tradition?
S.NO Opinion No of Respondents % of Respondents
1. Yes 48 96
2. No 02 04
3. Total 50 100
Promotion of Tourism through Fairs and Festivals:

Fairs and Festivals through tourism are unlike any other because, instead of a
Commodity, you are selling a destination consists of fairs and festivals and all the things
it has to offer. You are competing with the entire world every time you promote
tourism in a given destination, and this high level of competition demands a creative
and unique approach. To be successful, your marketing should constantly put forth
the best possible image of your, while creating interest on a broad scale in as many
ways as possible.
 Applauding Image:
Positive Images, Which have the area of culture, tradition, religious activities, regions,
are blessed.
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 Fragile Images:
Weak Image, Which has the area of culture, tradition, religious activities, regions are
not well known because they are small lack of attraction, or do not advertise. To be
more visible, these areas should be more concentrated to advertise them.
 Pessimistic Image:
Negative Image, which has the area of stuck with bad image such as murder, rape,
drugs, poverty etc. they should have less attention of these activities.
 Diverse Image:
Mixed Image of these fairs and festivals are having good and bad elements. For
example: Insecurity, safety.
 Conflicting Image:
In this image, people carry opposite view about some features of an event. Some
people think of a left destination and others see it as a dangerous place. It‘s all based
on natural calamities, pollution crime and similar negative factors.
Suggestion:
 There is need for a new market strategy for fairs and festivals which must be
driven bynew technology and with the tune of tourism business environment.
 India‘s new tourism destinations have to be assessed and their effective
marketing is needed.
 India should adopt the policy of tourism promotion through offering incentives
and marketing.
 Tourism related infrastructure and services should be expanded while
celebrating fairs and festivals.
 Improving basic amenities at newer tourist destinations and wayside to major
tourist destination.
 Developing marketing plan and promotional campaign for attracting domestic
tourists and international tourists from abroad to the festival places.
 There should be more interaction between public and private sector for
development of tourism infrastructure and delivery of services in tourism
industry.
 Hotel sectors have been offering special incentives for tourists including
discounts on fares/tariffs to encourage tourist arrivals.
Conclusion
Tamilnadu is a land known for temples with rich Cultural Heritage and Civilization. The
heritage of Tamilnadu is revealed by St. George Fort, Museums, Art Gallery,
Vedanthangal Birds Sanctuary, Mahabalipuram, Kanchipuram, Thiruvannamalai,
Madurai, Thirupparankuntram and Rameswaram. The Pallava, Chola, Pandya and
Nayak rulers enriched the towns with temples and monuments. The traditional forms of
tourism were basically Cultural Tourism and Religious Tourism. Countries with rich
culture and tradition have more capacity to honor fairs and festivals which invites
tourist. India is one such country, since its culture and heritage known for its antiquity.
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Tamilnadu is one of the states in India, enjoying legacy of classical language,

particularly rich cultural heritage and hoary tradition. Besides having rich cultural
heritage of that region, a large number of places of worship, reveal their heritage in
Tamilnadu such as excellent artistic work of temples, the colorful fairs and festivals.
These kind of natural and man-made heritagesattract both domestic and
international tourists throughout the year.
References
1. Sharma and Gupta, Seema – ―Fairs and Festivals of India‖
2. Census of india – Fairs and festivals in madras
3. https://www.india-tourism.net
4. https://www.holidify.com
5. www.solapurwekipedia.com
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TOUR016
TEXTILE TOURISM: OPPORTUNITIES AND CHALLENGES FOR KHADI INDUSTRIES
Mr Nikhilraj. K
Jyoti Nivas College Autonomous, Bangalore
Dr Joby Thomas
School of Business and Management, Christ University, Bangalore.
Abstract
Tourism is referred to as a tool for the creation of jobs, poverty alleviation and
sustainable human development. The tourism sector has many resources for
redistribution within the domestic sector with significant multiplier effects.Textile tourism
has a set of economic practices with immense potential for future domestic earnings
and regional development, building on the services provided by local governments
and rural communities.Textile-tourism is seen as an opportunity to strengthen the
tourism sector by developing linkages with the textile sector.This research is based on
Khadi textile business operations, focusing mainly on textile-basedbusiness and
identifies the perspectives of tourists towards textile tourism. It discusses the
opportunities and challenges in the local textile industry and the difficulties faced by
the weavers who struggle to gain access to tourists, exporters, and to market the
textile products. This study also explores how a community can have an advantage
with textile tourism. These issues must be tackled to safeguard and provide better
environment for the sustainable development of the destination. The total sample size
consisted of sixty tourists from Kozhikode. The research proved that the textile business
centres need tactical promotional strategies to increase textile tourism. There is a need
for extensive planning of the support system for Khadi goods. The expert method is
necessary for item advancement and advertising.Absence of direct access to visitors
and access to information owned by producers, business interests, and gallery owners
continue to be the biggest obstacle for weavers and independent producers.And
much more can be done by the government and authorities concerned in
developing the scope of this form of tourism in future.
Key words: Textile tourism, Khadi Industries, Human Development, Poverty Alleviation,
Tourism Marketing, Community-based Tourism.
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Introduction
Tourism has been a popular recreation activity among mankind for ages. Tourism can
be both domestic or international, and incoming and outgoing tourism has impact on a
country's balance of payments. Today, for many nations, tourism is a significant source
of income and it affects the economies of both the source and host countries.The
textile and clothing industry is one of the oldest, largest, and most global industries in the
world. It is the typical ‗starter‘ industry for countries engaged in export-orientated
industrialisation (Gereffi, 2002) and is labour-intensive. In the economic and social
context, textiles and clothing industries are significant due to the varied opportunities it
createsby providing income and employment, particularly for women.
According to the Fourth All India HandloomCensus, the total number of households in
Indiaengaged in handloom activities (weaving andallied activities) is 31.45 lakhs.82% of
weavers in rural areas work independently,i.e. are self-employed, while in urban areas,
this is nearly 51%. States where the weavers aremore organised (working under a co-
operative society, under KVIC/KVIB, or with SHDC), includeGoa (95%), Kerala (71%),
Puducherry (91%) andTamil Nadu (56%). It is a sector that directly addresseswomen‘s
empowerment. As per the presentcensus, the sector engages over 23 lakhs
femaleweavers and allied workers. The handloomsector is largely household-based,
carried outwith labour contributed by the entire family.Handloom Census of India,(2019-
20). However, the government's support and policies will influence the potential of
textiles and clothing industry‘s ability to contribute to the long-term development and
growth in India.In many developing nations, the textiles and clothing industries form a
significant part of manufacturing, employment, and trading.
This research is to study the importance of Khadi textile industries and how it promotes
tourism. As it has been realized already, textile alone can no longer be dependent
upon to provide the economic stability for rural villages and communities. Production,
sales, and employment are reported to increase annually in this sector. Through this
analysis, we will find out whether visitors are drawn to textile tourism and the level of
satisfaction with the information provided on different websites. A study is needed to
measure tourist satisfaction and to focus on the issues facing tourists, from textile tourism.
Khadi
Khadi is a traditional Indian textile, handcrafted from natural fibres such as cotton or silk,
which refers to hand-spun and tissue. The raw materials can be cotton, silk, or wool,
which are spun into threads on the ground. Whereas the single variety comes from West
Bengal, Bihar, Odisha and North East, the cotton variety comes from Andhra Pradesh,
Uttar Pradesh, Bihar, and Western Bengal(Khadi and Village Industries Commission).
Khadi comes from different parts of India according to its basic materials. The poly
Khadi is woven in Gujarat and Rajasthan while the wool is common to Haryana,
Himachal Pradesh and Jammu and Kashmir.In both Khadi and village industries, the
common feature is that they are labour intensive in nature. As a result of industrialisation,
the Khadi and Village industries are suitable, like no other, for a labour surplus country
like India.Khadi and Village Industries also have the advantage that they need little or
no money, making it an economically viable choice for the rural poor. In the face of the
high income, regional and rural / urban disparities in India, this is a significant issue.
The Khadi and Village Industries Commission
It is a statutory body formed by the Government of India, under the Act of Parliament,
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'Khadi and Village Industries Commission Act of 1956'. It is an apex organization under
the Ministry of Micro, Small and Medium Enterprises (MSME), with regard to Khadi and
village industries within India, which seeks to - "plan, promote, facilitate, organize and
assist in the establishment and development of Khadi and village industries in the rural
areas in coordination with other agencies engaged in rural development wherever
necessary. The products are also sold internationally through exhibitions arranged by
the commission.
Khadi in India
Khadi cloth is a fabric both spun by hand and woven by hand. In South Asia, references
to Khadi are from the 6th century and today in Pakistan, Bangladesh, and India, we can
find variations in Khadi 's fabric. While handloom (hand woven) fabrics in the region are
still popular, Khadi searches for them a little more. As it has the potential to improve
economic development, the Indian government aims to promote Khadi as a worldwide
cloth. Development at the district level is the key to promoting Khadi as a global fabric
that will foster economic growth in turn. The Khadi sector employs 80 lakh people and
help and promotions from the Indian government can provide push occasionally, but
inherent demand is needed for long-term sustainability. There is a huge opportunity in
the textile sector for the Indian fashion industry, both in the domestic and international
markets, and Khadi needs to generate demand. (―Government aims to promote Khadi
as global fabric,Suresh Prabhu‖, 2018). The government can boost economic growth
and in 2019, Khadi was promoted as a global cloth.
Khadi in Kerala
The Kerala Khadi andVillage Industries Board (KVIB) was established subject to the
Kerala Khadi and Village Industries Act of 1957. It is a statutory body established by Act
IX of 1957 of the Kerala Legislative Assembly because of the constitution of the Khadi
and Village Industries Commission (KVIC) at national level. Promotion of Village
Industries is the slogan of KVIC and KVIB and hence these organisations are responsible
for coordinating, supporting, and establishing Khadi and Village Industries at national
and state level. The Board shall coordinate joint operating companies, registered
institutions, and individual artisans to produce Khadi and Village Industries in the State.
Khadi and Village Factories play a key role in the economy faced with high
unemployment, high population density and low capital levels. Theagriculture sector's
increase is limited as the rate of cultivable land decreases. The state farming sector is
struggling to make profitable Jobs for the rising population. The importance of Khadi
and Village Industries can be found in these circumstances. In the Khadi and village
industries, not only the unemployed are employed but even agricultural workers facing
the seasonal unemployment issue are provided with substitute jobs.Kerala has a
different storey about the growth of Khadi and Village Industries in the state. In Kerala,
there was not much of the tradition of Khadi 's work. What little was done, was limited to
the old district of Malabar. With the advent of the Kerala State Khadi Board, the
functioning of this sector in the State was given a boost.
Kozhikode Sarvodaya Sangh; Kozhikode Sarvodhaya Sangh (KSS) is a non-profit
organisation recognised by the government's Khadi and Village Industries Committee. It
was developed through the Khadi and Village industries and other efficient operations to
grow villages.The Sangh, headquartered in Kozhikode, has an operating network
distributed over four neighbouring districts. 40 Khadi Village Sales Centres, 8 Training Centres
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for Khadi Weaving & 13 Khadi Spinning Centres. The Sangh works to alleviate rural people
from their present poverty. To provide jobs for the rural masses, the sales of Khadi& Village
Industries are steadily increasing. As one of the most prestigious Khadi-Village Marketing
Industries Centres of its kind in South India, this is the ideal place for your family and friends
to buy affordable Indian handmade arts / craft souvenirs. For Khadi and Village Industries
Products, the centre has distinct parts. They market a wide range of village industries, in
addition to Khadi products, such as crafts, honey, edible oils, soaps, leather goods, etc.
Present scenario of textile tourism in India
The Textile and clothing industries are very important for a handful of countries, in terms
of trade, GDP and employment it has contributed significantly to several other countries
and it attract many domestic and international tourists. Travellers today want to
experience the destination and sightseeing is just incidental. There are many
components to be enjoyed in destinations like Varanasi and textiles are one of them. An
integral part of the Varanasi tour recently was a visit to old houses engaged in silk
weaving. A Heritage Walk is also planned by the State Tourism Department, which will
also include a visit to the colonies of weavers in Ramnagar and Madanpura District,
keeping in mind the interest of tourists in the weaver's trail. (Vohra, 2016).
Tourists are keen to learn about the art and effort involved in Banarasi sari weaving.
Many female travellers in the city are keen on a weaver's trail. It is part of their itinerary
to visit the weaver's colony to see the process of weaving. They choose to visit a gaddi,
which is typically run by people for generations, even when it comes to buying Banarsi
saris or fabric and have interesting details to share about the Banarasi textile. (Vohra,
2016). For example, a growing movement for the revival of the Sungudi sari in Madurai,
vintage Kanjeevaram designs and Chettinad cotton are bringing in textile enthusiasts
from across the nation. In Chennai, there is also a increasing demand for textile trails,
especially Mylapore and T. Hey. Nagar. A member of India's Crafts Council who worked
with weavers to revive handmade Madurai Sungudi, Veeravanallur saris and Koranadu
saris said that a tourist niche section made it a point to meet the craftsmen.
(Hamid,2016).
The Orissa government also emphasises the evolution of the textile circuit, which will
draw tourists from all over the world, this new textile avenue is interesting because this
state is a warehouse of many textile shapes including tribal ones. Odisha Tourism and
the textile directorate asked all master weavers to show visitors their best creations so
they can remember beautiful memories. (Barik, B. 2015).
Objectives
To study the intentions of textile tourists shopping for Khadi
To find the benefits of Khadi industries due to tourism
To study the issues and challenges of textile-based tourism.
To find the benefits of Khadi to communities due to tourism.
Literature Review
The present study is intended to contribute to the growth of tourism by the Textile and
Khadi Industries. Far less research has been conducted in the field of textile-based
tourism. In this part of the research review, an attempt is made to include a brief
overview of the research literature about the present state of research work. The
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development of indigenously based management often brings increased economic

success for some local producers. Increase in demand for handwoven goods, and
difficulties facing contract weavers who struggle to gain access to tourists, exporters,
and market information (Cohen, 2001). Textiles do not provide the prime motivation for
tourists to visit a destination, but they can form an important secondary motive.
(Richards, 2005). Textile tourism is a tourism product that presents attractions in the form
of textile products. Textiles can and should be linked to tourism as a strategy for tourist
development, it is recommended for the tourism sector to create a policy framework to
control and build a more powerful ‗textile tourist‘.It is important to ascertain what
supports or hinders the intentions of textile tourists (Suhud et al., 2018). The growing and
developing trading activities related to textile tourism can influence the Image and
identity of a city because fabric shopping tourism have a special meaning for the
community and to the surrounding areas. (Wijaya& Permana, 2018). The indigenous
textiles play a crucial role in the tourism development of regions.The spending by
foreign visitors from wealthier regions to developing countries helps to foster the
industry‘s growth, generate foreign exchange earnings and opportunities for
development, reducing economic disparities and poverty (Adejoke, et al., 2013).
Merchants benefit fromthe tourists and exporters who visit their communities and
purchasetheir goods, even as the wages they pay limit contract weavers.
Independentproducers have seen some gains, but the majority continueto struggle
and many are moving away from the textile industry in thehopes that they will find
economic security in various small businessesas migrants or in wage labour.(Cohen,
2001).The development ofproduction and marketing skills among craft producersand
improved linkages between the crafts andtourism sectors seems to have produced
beneficial results in terms of tourism flows and economic activity. By working directly
with local crafts producers, it is possible to develop a more innovative approachto
crafts production, even in relatively isolated regions. (Richards, 2005). Experts to
related sectors develop a management plan suited with the villagers‘ way of life.
Teenagers who were not related to weaving are encouraged to take part in tourism
management, such as being tour guides, cultural performers and coordinators for
villagers and silk buyers. (Siribowonphitak, 2016). If the heritage tourism industry has
already influenced an area, then local legislation should work with artisans and
craftsmen to ensure that their products receive prime visibility to promote the material
culture of the area. This is especially important if the artisans are the ones that maintain
the local heritage. (Hayes, 2012)
The authenticity of crafts products is very important in the decision to purchase. To
enhance the perceived authenticity of textile crafts products, greater efforts should
be made to sell the products in the places in which they are produced. If textile craft
products are to be sold through retailers, these should be specialist retailers rather than
souvenir shops, where the craft products are likely to be sold alongside manufactured
products. This not only undermines the perceived authenticity of the products, but also
provides an unfavourable price comparison with the much cheaper manufactured
products. (Leontine et al., 2000). Consumer goods acquire symbolic value and serve
many purposes for their owners. Exploration of meaning that crafts hold for tourists
strengthens understanding of tourist behaviour and contributes to craft persons‘
knowledge of potential customers. Profiles of international tourists were developed
based on the meaning they associated with special textile crafts acquired during
travel. (Littrell,1990). The motivation for visiting a textile-based tourism-related
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destination consists of twodimensions: push and pull motivation. The push motivation
includes the desire to enhanceunderstanding (experience-seeking), to create
experiences (experience-seeking), to take andpost photos, to engage in holidaying
and recreation, visit for marketing purposes, visit for conservation, and for nationalistic
reasons. (Suhud et al., 2018)
Methodology
This paper Textile Tourism: Opportunities and Challenges for Khadi industries mainly focus
on the textile tourism and determines the needs and the views of the tourist towards
textile tourism and the growth of textile tourism. The supply of raw materials, marketing
strategies and the competitiveness of textile products are focused on the study.
Customer feedback is used to inform the product development process with the
assumption that what a selected number of customers want is also what other similar
customers want. (Olsson & Bosch, 2015). As the maximum Khadi industries are in villages,
the lack of facilities such asproper advertising of textile-tourism also has an impact on
business growth. There are problems in respect of raw materials, labour, finance,
technology etc.
The methodical approach used in this study is the descriptive approach. Descriptive
analytics are useful because they allow us to learn from past behaviors and understand
how they might influence future outcomes.(Rajarajeswar & Bhavana, 2019). The sample
size for this research study was sixty visitors and authorities. Data was collected from
visitors and authorities based on the framed close & open-ended questions. There were
closedand Open-ended questionnaires prepared and distributed to tourists
andauthorities, respectively. The questionnaires were framed regarding the objectives
and contained fifteen questions each to the tourists who visited Kozhikode.The
questionnaire consists of a set of questions with the Likert scale with five-point rating
scale which was used as the options of scale strongly agree, agree, neutral, strongly
disagree, disagree. Interview was conducted on key informants with Convenient
sampling technique. For the secondary data, Journalarticles, Online Newspaper, and
other literary publications were used.
The research was conducted on Textile Tourism: Opportunities and Challenges for
Khadi industries. The findings of this study were regarding tourists visiting Kozhikode for a
textile product, specifically choosing the Khadi industries and how it helps to develop
and promotes tourism. The findings show that the maximum people who visit for
tourism in Khadi industries were inthe age of 50 above and the least number of tourists
who visitedwere only five percentages, whowere below 20 years. This shows that the
younger generation does not have that much interest in buying Khadi products, and
the people belonging to an older age group were more into the Khadi industry and
their products. As per the findings, visitors satisfied with the quality of Khadi cloth. Most
of the people occasionally visited for buying Khadi cloth. This means the visitors did not
frequently travel to purchase Khadi cloth.
The findings show there is alwaysa need for promotional strategies to increase textile
tourism in Kerala. The branding of the product is playing an important role. As per the
findings, the stability of the consumption rate of Khadi during off-seasons happens
occasionally. The findings also show that tourists always visit Khadi bhavan compared
to other places that sell Khadi products. Khadi is sold even in the streets and local
319
shops, but Khadi bhavan are places that purely sell only Khadi and Khadi related
products. Khadi does not come only in the form of cloth while it also has other types of
Khadi products such as Khadi soaps, Khadi shampoos, Khadi cosmetics. The
interpretation shows that the tourist's preference towards other Khadi products is
occasionally with thirty-thirty percentage.
The findings show that the attitude of local people always affects textile tourism in
Kerala. This is because people‘s hospitality plays a huge role for the tourists visiting that
place. The study shows that Khadi rarely represents the ethnicity of Kerala. This is mainly
because Kerala has its brand of ethnicity expressed during festivals especially on the
occation of ‗Onam‘, which celebrates with a golden and white colour theme. The
study shows that there has always been an increase in the rate of consumption of
Khadi over the years. The study shows that tourism in Khadi industry always leads to
more investment and spending. The findings show that there is always an economic
benefit to the residents. The findings show that tourism always creates job opportunities
forKhadi industries. The study shows that tourism creates demand for Khadi industries
and it always led to women's empowerment. The findings show that there is a positive
impact on the Khadi industry by tourism development.
The primary concern for Khadi's business should be to ensure that manufacturing
products take place economically, it fulfils such that its fundamental goal of supplying
the incompetent poor with an open occupation door. Khadi products should be
packaged to attract remote buyers. In travel zones, more outlet deals must arrange,
and they must build links with the Tourism Promotion Council. It is important to create a
focal website for Khadi products that can act as a facilitator to think about the items
and position orders for them. They should urge units to make use of solar power in
urban enterprises.
The Tourism Market and community-based tourism.
First, the purpose of the development of community-based tourism should not be to
plan projects that primarily aimed at bringing the rural poor into new economic
relationships for which they have little experience and knowledge. This should entail
the organization in the textile industry of programmes integrated with local education
and training, instead of converting the vulnerable into unstable roles in an already
competitive field. The creation of local tourism could help to accept the strengths of a
community while designing ways to encourage growth among the poorest people. It
is important to research the local problems of Khadiproduction and growth and how
these problems influence the goals of sustainable community development. These
local problems, however, mean little when we ignore the major difficulties that
indigenous producers have in gaining market access and exporters.
To succeed in business, a seller must know his or her market. It is important for weavers
and independent producers understand something about the visitors who visit the
region and are willing to follow taste, style, and design trends. Some of the gallery
owners, exporters regularly collaborate with weavers to promote their understanding
of international market trends or provide new and common colour schemes that
follow the tastes of international tourists. This could mean submitting images of well-
selling textile designs. Weavers are therefore conscious of the rises and falls of demand
and typically understand what customers are looking for in textiles made locally.
However, weavers remain frustrated by the domination by merchants. In textile tourism
320
and export markets

State-funded loans have helped weavers make technical advances and
independent producers. Loans enabled weavers to gain access to cheaper raw
materials. Unfortunately, these gains have not opened local producers' access to the
market. The business has had limited success in connecting weavers and independent
producers directly to the local tourism and export markets, besides attracting a
handful of international entrepreneurs and women. However, they lack knowledge
and the means to operate on the information they have and continue missing
business.
Out of weaver and allied worker households, 64.1% sell their produce in the local
market making this the most-used marketing method for the weavers/ allied workers of
this country. 17.6% sell their products to the master weavers to whom they are affiliated
and from whom they source orders as well as raw materials. About 8.8% of the
produce are sold through cooperative societies(Handloom Census of India, 2019- 20).
But use of organised fairs, e-commerce portals, or exports, is yet to become popular
among the direct manufacturers. It seems that the benefits of using the web for
greater outreach or representation and visibility on organised fairs have really
benefitted the people who source the products from the primary producers and
therefore reap the benefits of the inflated margin money.Absence of direct access to
visitors and access to information owned by producers, international business interests,
and gallery owners continue to be the biggest obstacle for weavers and independent
producers.
Limitations:
Study focus only on registered Khadi industry. The study focuses only the Kozhikode
textile sector. Lack of published information and documents regarding textile tourism,
posed a problem for secondary data collection. Another limitation of this study is that
this research was not followed up with qualitative statistical research, so that the results
of this study have not yet been most effectively completed. For this reason, future
studies can use a multi-method technique in analysing the data so that the
personification of words related to the city can be better explored
Conclusion
This study broadly explains the importance of tourism in Asia, especially within the
context of demographic changes in tourism. Kerala, especially in the Khadi industries,
has a huge potential for textile tourism. Tourism is one of the fastest-growing industries
in the world, and the key source of foreign exchange earnings and jobs for many
developing countries and focuses increasingly on natural ecosystems. Tourism is a
double-edged operation, however. It has the potential to contribute positively to
socioeconomic achievements, but its rapid and sometimes unchecked growth can
be a major cause of environmental degradation and losing local identity and
traditional cultures. To succeed in business, a seller must know his or her market.
Weavers and independent producers are aware of the visitors who visit the region and
can follow taste, style, and design trends. As noted above, weavers do not lack the
skills or motivations necessary to succeed, and the textiles produced by contract
weavers are virtually identical in quality and craftsmanship to weaving produced by
wealthy merchants and independent producers. Yet, skill and commitment to success
matter little if weavers cannot gain access to the market. For weavers and
321
independent producers, the greatest challenge continues to be direct access to

tourists and access to information held by producers, business interests, and gallery
owners.
There is a need for extensive planning of the support system for Khadi goods. The
expert method is necessary for item advancement and advertising.Use of organised
fairs, e-commerce portals, or exports, is yet to become popular among the direct
manufacturers. Also, efforts to help deal with the usage of Khadi as a brand name are
impractical if it does not make any substantial adjustments to succeed.Finally, in
Kerala, the government must attempt to improve textile tourism and to be more
secure, and encourage the Khadi industries in order to take advantage of the
country‘s domestic and foreign base to help increase the country‘s revenue.
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TOUR0114
PERFORMING ART FORMS WITH HOSPITALITY LINKAGES - A CASE STUDY OF
RESPONSIBLE TOURISM (RT) PRACTICES IN KUMARAKOM, KERALA.
Mrs. Anitha.R
Bharathiar University, Coimbatore,
Sree Narayana Arts and Science College, Kumarakom
Dr. Ambeeshmon.S
IMK, Kerala University
Abstract
Tourism in India, at its early stage is known for its ancient Art, Architecture, Crafts, Food,
Drinks, Music, Dance, Religion, Tradition, Customs, Heritages, Museums etc all are part
of it. It enhances the cultural identity of a destination. There arises some sort of cultural
contact in every visit. As time passes, changes occur. The sustainability of indigenous
culture faces many challenges. Many of the art forms popular in Kerala have the
same origin or were acquired from other places. Since hospitality and restaurant
industry constitutes the largest segment of tourism in Kerala, the representation of
indigenous culture through performances is an emerging trend in tourism and
hospitality today. The cultural linkages with hospitality contribute positive results to the
RT practices and enhance authenticity and cultural responsibility. The responsible
tourism practices in the hospitality sector of Kumarakom moves a way ahead by
linking the local community with the indigenous performing art forms. In Kumarakom
around thirty performers benefit from 15 Responsible Tourism (RT) hotels at Kumarakom.
Since RT has emerged as a movement in the global tourism arena, the study intends to
analyse the emerging trends in hospitality and the implications of cultural and
community linkages.
Key words: Indigenous culture, Cultural identity, Performing arts, Responsible Tourism
INTRODUCTION
Music, Dance, Art and Folk dances are an integral part of any region‘s culture. Kerala
has its own indigenous folk and classical dances. According to Kerala tourism, there
are nearly 50 different dance forms performed in Kerala. The prominent ones are
Thiruvathirakali, Theyyam, Koodiyattom, ChakiyarKuthu, Ottamthullal etc. The classical
dances are Kathakali &Mohiniyattom. By linking the dance performances with the
hospitality sector by the RT cell of Kumarakom, the local community can preserve and
conserve the art forms while maintaining its sustainability and hence sustain through
such performances the well being of local community.
 To study the impact of linking the cultural performance of local community
with the RT hotels in Kumarakom.
 To analyse the role of RT hotels in the promotion of indigenous
performances.
 To collect the opinion of local community before and after linking the
cultural programmes by RT Cell with the RT hotels.
324
Literature Review
According to Robinson and Smith (2009) “destinations, their people and cultures are
experienced by the tourists and not just gazed upon. Observing the tourists reveals
that they actually spend considerably less time than we think in formalized cultural
settings such as galleries, museums and historical buildings. Rather more time is spend
in restaurants, cafes, bars, shops, the airport and the hotel. He found that ― For the
increasing number of tourists roaming the surface of the planet it creates an ever
expanding number of experiences and possibilities. All tourism is ―cultural‖ in this sense.
As tourists, and as people in a globalizing world we are increasingly in contact with
other ―cultures‖ able to experience the consequences of each and the
commonalities of all”Tourism is one of the so called culture industries of post modernity,
is heavily, involved not only in the economic but also in the cultural transformation of
places.( Urry, 1995 cited by Uta Papen).According to Duim ,Peter and Akama, their
study illustrate the various complex ways in which tourism enters communities and how
communities become entangled in the global tourism industry. Their studies on village
life experiences in Northern Tanzania‖ a concept for the cultural tourism project (CTP)
has been developed ,propagated and implemented by a six member project team in
close cooperation with the national Tanzanian Tourist Board(TTB) and with the local
population, until it reached the present stage, which now involves 18 projects. Every
village offers a package of different possible visits. A half day trip in the IIKding a
village, for instance typically begins with the provision of lunch consisting of local
cuisine, a walk through the village, a visit to the traditional crafts man and/ or the
traditional medicine man ,buying of local souvenirs, sightseeing at the local water fall
and finally a traditional dance performed by local dancers. In 1995 the tourism project
attracted fifty tourists, and five years later the number had increased to over 5000
tourists. Jaworski and Richard (2009) In many of the hotels cultural programmes are
specially arranged by hotel people. Gupta (2002) opined that‖ such ventures could
certainly also be extremely useful for many struggling singers and dancers since while
they do get some encouragement by way of appreciation, they also earn substantial
amounts to sustain themselves in there otherwise non-lucrative hobbies and
performances.‖ .A carefully managed tourism industry can help the poor rural woman
to become increasingly empowered, improve their status in their families and within
the society.
The study is analytical and descriptive in nature. Survey method is used for data
collection. The tool used is structured questionnaire. At the inception stage there
were only 30 performers. Out of these 30 performers, 27 were given the questionnaire.
The primary data collected were analysed using descriptive statistical technique like
Simple Percentage analysis.
Responsible Tourism
An early definition of responsible tourism used by the South African Department of
Environmental Affairs and Tourism (DEAT), 1996 considers Responsible Tourism as
―tourism that promoted responsibility to the environment, through its sustainable use,
responsibility to involve local communities in the tourism industry; Responsibility for the
Safety and Security of visitors and Responsible Government, Employees, Employers,
Unions and Local Communities.The three pillars of Responsible Tourism are Economic
325
Responsibility, Social Responsibility and Environmental responsibility. The present study

highlights the cultural Responsibility of RT practices at Kumarakom.
Cultural Group
At its inception, a women‘s cultural group was constituted to perform indigenous and
traditional art forms of Kerala. Women and children were included in this group. A
SingariMelam, Thiruvathira&Kolkali group were established initially. This cultural group
was linked with hotels which became a success. Today more than 500 performers are
part of this venture at Kumarakom tourist destination alone.
Responsible Tourism Hotels
A Hotel/Resort/Heritage Home/Ayurveda Resort/Serviced Villas/House Boat/Home
Stay/ is classified as a Responsible Tourism Hotel by gaining a minimum of 500 points
out of 1000 points in the four major classification criteria namely sustainable
management (200),Socio Cultural Responsibility(250),Economic Responsibility (250) &
Environmental Responsibility (300). Hotels of Kumarakom have a prominent role in
promoting RT practices with the support of local community. Recently, the
Government of Kerala has decided to extend this classification all over Kerala,
identifying its sustainable agenda.
Cultural Programmes
Some of the indigenous dance forms performed in the RT hotels are the following.
Kathakali: Kathakali is the classical dance drama of Kerala. In this performing art the
actors do not speak. The songs are recited by the back ground singers. The
movements are rhythmic and graceful. Through facial expressions, gestures and
postures and in fine tune with the back ground music the expressions were
represented through Mudras.
Mohiniyattom (Dance of the Temptress): It is an old temple art of Kerala. It is a solo
dance performed by woman. The music is classical carnatic.
Thullal: The origin of this solo dance exposition is attributed to Kunchan Nambiar a well
known genius poet of Kerala. His songs were written in Simple Malayalam. Three types
of Thullal are there. Ottan, Seethankan, and Parayan based on the difference in the
rhyme of the Thullal Songs, Costume and Dance. Due to its satirical touch this art form
is very popular among common man. Based on mythological stories the performers
musically narrate the story.
Thiruvathirakali
This dance form is performed by women during the Onam season. The women
rhythmically move in a circular way based on the tune of Thiruvathira songs.
Kolkali: It uses the wooden sticks. Beating the wooden sticks the dancers rhythmically,
the move in a circular shape.
Kerala Nadanam: This art form evolved from Kathakali. Guru Gopinath (Kathakali
Mastero) and his wife Thankamani Gopinath (well known dance performer)
developed this dance form. Even though he created this dance it was named Kerala
Nadanam only after his death. The costume and facial make up of this dance style is
in fine tune with the role
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Result & Discussions

The major observation from five major demographic characteristics of the performers
which are used as demographic variable. All most all the performers were surveyed for
this study. Out of 27 respondents 23(85.00%) respondents were Woman and 4(15.00%)
Men.16 (59.00%) of the respondents belong to the age group between 14-20 followed
by 03 (11.00)% it is also observed for the table that between respondents between the
age group of 21-25, Followed by 2(7.00%) between 26-30,04(15.00)% between 31-35
between and the rest 2(7.00%) greater than 36.The Job status of the respondents
revealed that 17(63.00%) of the performers are students studying in 9th Ninth Standard
followed by 05(19.00%) Graduation. It is also observed from the result that 02(7.00%) of
the respondents are doing Labour work. Finally,2(7.00%) engaged in other work.
Educational qualification of the respondents shows that respondents from Standard
Nine to Graduation Constitutes of 20(74.00%).Followed by 05(19.00%) of the
respondents have educational qualification up to SSLC. Finally it is observed that
02(07.00%) of the respondents have qualification <10th.The monthly income of the
respondents shows that 05(19.00%) of the respondents have a monthly income
between 1000-2000.Followed by 05(19.00%) of the respondents have a monthly
income of 2500-5000.It is also observed that 10(37.00%) of the respondents from
Kumarakom has monthly income between 10000-8000.04(15.00%) of the respondents
have a monthly income between 10000-25000.Finally,only 3(11.00%) of the
respondents have a monthly income between 30000-50000.From the Table Dance
Performances it is highlighted that dance performance 13(48.00%) perform group
items such as Kolkali& Thiruvathirakali.9(33.00%) of the engaged individual items such
as Kerlanadanam, Mohiniyattam, Kathakali, Thullal and rest 05(19.00%) perform both
items. In addition to the above mentioned traditional Kerala art forms, Kuchippudi and
Bharathanatyam was also performed. 15(56.00%) of the dancers were trained by
masters and 12(44.00%) are by self trained. 23(85.00%) responded that the cultural
linkage was benefited and the remaining 4(15.00%) were not benefited. It is observed
form the Individual Impacts.27 (100.00%) of the performers opined that changes have
occurred in their routine life. Among them 11(41.00%) opined their food habits also
changed. 22(81.00%) are found to be satisfied with the present income and the rest
19% not satisfied.It is also observed that 18(67.00%) joined with the RT programme of
two year duration, followed by 07(26.00%) of the respondents joined for one year time
and 26(7.00%) are of 02(6.00%) months duration only.The output regarding Extent of
Support from Stakeholders such as Hotels, Domestic Tourists, Foreign Tourists and the
Family was found to be 27(100.00%). 13(48.00%) are engaged in other Jobs too and
the rest 52% are not engaged. The output regardinghighlights that the attitude of the
superiors were Excellent by 26(96.00%), Very Good by 4%, also the attitude of the
domestic tourists and foreign tourists were excellent by 96% ,Very Good by 4%; the
attitude of the co-workers and family were excellent by 24(89.00%) and Very Good
by 11% respectively. From the output regarding Opinion of Performers Before and
After Linking Cultural Programmes with the Hospitality Sector by RT Cell Highlights that
8(30.00%) of the performers own a vehicle before linking and after the linkage it is
increased to 11(41.00%). 24(89.00%) have owned a house and property before
linkage. After it is increased to 25(93.00%). The life style before linkage was found to be
8(30.00%). Later it changed to 27(100.00%). The extra income also increased from
5(19.00%) to 23(85.00%). Before linkage the performers those who joined saving
scheme were 7(26.00%). It increased to 26(96.00 %). Before linkage nobody responded
327
regarding the purchase of gold. After linkage 17(63.00%) were able to invest in gold.
Observation regarding Extent of Economic Impact It was observed that the majority of
the agreements were strongly accepted by the respondents. 14(52.00%) of the of the
performers Strongly Agreed with the statement and ―could settle their debts” while
5(19.00%) Agreed and 5(19.00%) Neutral, 3(15.00%) Disagreed with the statement.
20(74.00%) of them feel there is a ―peaceful atmosphere than in the past” the rest
7(26.00%) agrees with this view. From this opinion one could assume that their
performances were accepted by all stakeholders of tourism sector. The statement „I
could earn a fixed amount every month‖ was Strongly Agreed by 12(52.00%), Agreed
by 8(30.00%), Neutral by 5(27.00%) Disagreed by 2(11.00%). Around 44% of the
respondents opined that the ―income helps to meet daily expenses”, 13(30.00%)
Agreed, 21(9.00%) Neutral and 10(7.00%) Disagreed. With the statement‟ it is possible
to do engage in other works too‟ is Strongly Agreed by 1948%, Agree by 77%, Neutral
by 17% and Disagreed by 37%. ―The linkage of cultural programmes with the hotels
could preserve various art forms” without change was strongly agreed by 70 percent
of the respondents, 26 percent agreed with this statement and 4 percent neutral
about it. Nobody responded to Disagree or Strongly Disagree with the statement.
Major Findings & Suggestions
 From the research out put it is clearly observed that 23(85.00%) of the
respondents were Female compared to 04(15.00%) Male.
 Looking at the age group of the respondents it is observed that age group
between 14-20 is more involved in Performing Arts.
 From the result it is also observed that 17(63.00%) of the respondents are
students.
 It is also observed that 20(74.00%) of the respondents are students qualified
between Standard IX to Bachelors.
 It is observed that 10(37.00%) of the respondents get a Monthly Income
between 6000-8000.
 13(48.00%) of the respondents perform in Group Items.
 It is also observed that 15(56.00%) of the total respondents are trained by
Masters.
 It is observed that 23(85.00%) of the respondents have given positive opinion
about RT linkage.
 It is surprising to observe that 27(100.00%) of the respondents agreed that
changes occur in their routine life.
 11(41.00%) of the respondents agreed that there food habits have changed a
lot.
 22(81.00%) of the respondents agreed that they are happy with the present
income.
 It is also observed that 18(67.00%) of the respondents have completed two
years joining with RT cell.
328
 It is observed that 27(100.00%) of the respondents agreed that they have whole
hearted support from Family, Hotels, Tourist and other Stake holders.
 It is also observed that 26(96.00%) of the respondents agreed that attitude of
the supervisor, Domestic Tourist and Foreign Tourist as well as Co workers and
Family members (24(94.00%) has changed.
 All the respondents have irrespectively agreed that 27(100.00%) that the Life
Style has changed drastically.
 Finally 20 respondents have given their view that there is a peace full
atmosphere now.
 The before-after linkage of cultural programmes with the hospitality sector
reveals that there is considerable change occur in the entire living standard
including income, employment, earning and food habit of performers.
Major Recommendations
Empowerment of women is one of the major initiatives of Responsible Tourism
programme. Thus more and more women involvement can give more economic gain
to family as a whole.
 Teenagers need to be motivated for taking up and studying cultural art form.
As many of the art from are at the brink of extinction.
 There should be proper emoluments‘ for the performance performed by the
Performing Artist.
 Dance and Native arts need to be strengthened by opening new training
centres to give proper training for the upcoming budding artist.
 There should be a holistic approach rather that making performing art as a
Business.
 Community interaction needs to be strengthened by meetings and talks and
listening to their grievances seriously.
 Through RT initiative performing arts and native indigenous arts from need to be
revived.
Conclusion
In this paper, the impact of the linkage of cultural programmes by local community
with the hospitality sector was found to be a great success. The younger generations
benefited the most. Kathakali performers always have high demand than any other
performers. Many non RT hotels were also promoting cultural performances. Within a
short span of time the performers as well as the RT cell and hotel people could make a
change in the society. The authenticity of performance is a question in many
destinations. In the case of Kathakali programmes one should be careful about it.
Most of the studies revealed that responsible tourists are high end tourists and spend a
considerable amount to experience the diverse culture of the visited destinations.
Since the hospitality industry is the backbone of tourism industry, the newly branded RT
hotels are a unique attraction of our country. The classification scheme introduced by
the Departmentment of tourism gave an impetus to the RT practices. The cultural
linkage with hospitality sector added a golden feather in the cap of RT practices
329
atKumarakom. Since MICE tourism has emerged as a growing segment in the tourism
arena, sky is the limit for indigenous cultural performances. It enhances dance as a
career choice as well.
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Practice); Indraprastha Museum of art and Archaeology, New Delhi, p.87
Jaworski,.A.&Ritchard. A, (Ed) 2009. Tourism and Cultural change: Discourse,Communication
and Tourism; cited by Uta Papen.p. 79& 104-120, CBS Publishers, New Delhi.
Robinson, M. and Smith,. M. (2009).Cultural tourism in the changing world-Politics, Participation
and (RE ) presentation, Tourism and Cultural change- Discourse, Communication and
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TOUR0121
FILM INDUCED TOURISMAS A TOOL FOR DESTINATION MARKETING AND

PROMOTION - A THEORETICAL ANALYSIS ON INDIAN TOURISM.
Dr. Binoy T A
Department of Tourism Administration
Kuvempu University
Abstract
Indian film industry is one of the largest film hubs in the world produces lots of multi
linguistic films representing various culture and traditions across the Indian
subcontinent. The ―film plants‖ of India are located in ―Bollywood-Hindi‖, ―Tollywood-
Telugu‖, ―Lollywood-Panjab‖, ―Kollywood- Tamil‖, ―Mollywood-Malayalam‖, ―Sandal
wood-Karnataka‖, ―Dholliwood-Gujarat‖etc. The Film has been playing a vital role in
shaping the socio cultural and economic structure of every societies in the world. It
has influenced the individual‘s decisions pertaining to consumption of various
commodities. Tourism is an important service commodity consumed by millions of
people throughout the world. People cross boundaries of different nations for the
purpose of tourism. Every government would like to promote tourism industry due its
enormous potential to generate employment, foreign exchange and cascading
income and employment multiplier effects. Marketing and promotion of tourism
destinations is a very tough task faced by government institutions and other
organizations due to its complex features and unpredictable target group behavior.
This study is trying to understand the correlation between tourism and film industry for a
win-win situation in which both are mutually benefitted. The study analyses the
possibility for using tourism as an effective tool for marketing and promotion of tourism
destinations. This study has been conducted based on the secondary data collected
from various sources and the information is presented by descriptive method.
(Key Words: Film induced Tourism, service Commodity, Cascading effect, Target
Group Behavior and Multiplier Effect)
Introduction
Cinema or film has been a very significant entertainment commodity for the last many
decades. It is observed that daily life and culture of individuals and groups are being
influenced by film. Most of the decisions related to dressing, food, life style,
consumption etc are influenced by the films. ―Film Tourism is also a concept
conceived from the influential value a film creates
*Assistant Professor, Department of PG Studies and Research in Tourism Administration,
Kuvempu University, Shankaraghatta-577451
in an individual‘s mind. Like the desire of an individual to wear the similar brand and
style of clothes used by the lead cast, or use the products used by the lead cast, the
idea of film tourism
is to create a desire to visit the location portrayed in the film‖(The Economic Times,
January 11, 2019).
A few studies have been conducted on film tourism as a government strategy or
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policy from a critical cultural policy study approach (Kim and Nam 2016; Lewis and
Miller 2003).The enormous potential of film tourism for destination development, the
Government of India has prioritized film tourism and has published the guidelines for
extending financial support to state governments/union territories for promotion of film
tourism. Through the Film Corporations of the concerned states and Union Territories,
the Ministry of Tourism provides financial assistance for producing feature films,
documentaries, television serials and reality shows at popular or less known tourist
destinations in the country. The Ministry will assist for the expenses related to film tourism
such as space hiring, various charges payable to the government bodies such as ASI
monuments, National Parks and Wildlife Sanctuaries, public utility spaces like railway
stations, airports, bus stations etc. Each state and union territories shall be supported
by five such projects worth 2 lakh each.
―The Indian film industry is one of the fastest growing sectors in the country today and
has grown from INR122 billion in 2016 to INR156 billion in 2017, representing a growth
rate of 28%1. Over the years, the industry‘s revenues have grown significantly and the
projected size of the industry is estimated to reach INR204 billion by 2019.2 The Indian
film industry is one of the largest producers of the cinematographic films in the world
with an annual certification of 2,336 films during FY15–16.3‖ (Building Brand India
through Film Tourism, Ministry of Tourism, Government of India). This vast film industry
has enormous potential to attract both foreign and domestic tourists towards the
tourism destinations in the country.
Literature Review
The popularity of film tourism, the phenomenon of people travelling to locations or sites
because of their association with a movie or TV series, has risen dramatically over the
last decade.It is hardly surprising that film tourism has attracted considerable
academic attention (S. Kim & S.Reijnders (2018).The phenomenon has been labelled
film-induced tourism (Beeton 2005), movie-induced tourism (Riley et al. 1998),
television-induced tourism (Connell 2005; Riley et al. 1998; Su et al. 2011), film tourism
(Yen and Croy 2016), cinematic tourism (Tzanelli 2004, 2013), media-related tourism
(Busby and Klug 2001), media tourism (Reijnders 2011), media pilgrimage (Couldry
1998) and screen tourism (Kim 2010).
Hudson and Ritchie (2006) define film – induced tourism as ―Tourist visits to a
destination or attraction as a result of a destination‘s being featured on television,
video or the cinema screen‖. Going to the cinema, watching television dramas, DVDs
and downloaded material occupy much time for a lot of people today, especially the
younger generation. In tourism, when people decide what places to visit, these
representations and images generated from media play a major role in influencing
the decision-making process (Echtner and Ritchie,1991).The popularity of film tourism,
the phenomenon of people travelling to locations or sites because of their association
with a movie or TV series, has risen dramatically over the last decade (S. Kim &
S.Reijnders (2018). In the UK, the Yorkshire County has seen an increase of visitors as a
result of popular TV--‐ dramas being shot there, such as Heartbeat (Tooke and Baker,
1998). Part of the North Yorkshire Moors has even been branded „Heartbeat Country‟
(Murphy,1981). India experienced a 50% increase of tourism after the release of the
Oscar winning film Gandhi (Kotler, 1993, cited in Morgan and Pritchard, 1998). Riley
and Van Doren (1992) observed an increase in visitors, after movie release, to rather
isolated or just not tourist--‐ associated locations that were featured in movies such as
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Deliverance, Dances with Wolves and Close Encounters of the Third Kind. South Korea
has in the last decade received a large increase of tourists from other Asian countries
because of successful Korean television dramas (Demetriadi,1996). Linand Huang
(2008) claim that it has definitely strengthened SouthKorea‟s attractiveness as a tourist
destination as a whole but also many specific locations that have been appearing in
the TV series. Take for example the hit Korean TV series Winter Sonata that was filmed
on Nami Island in the Gang won province. In 2004 the province received a 40.4%
increase of foreign tourists, mainly from China, Japan and Taiwan, compared to 2003
when Winter Sonata Aired (Lin and Huang., 2008). Riley et al. (1998) studied 12 films
and found that the peak of the interest appears after the release of the film,
approximately 50% increase in visitation at least five years later and the image is often
retained for a long time.
Following the release of the movie adaptations of The Lord of the Rings (LOTR), the
impact of the LOTR film trilogy (2001–2003) on New Zealand‘s tourism industry has been
widely documented in academic literature (Buchmann et al. 2010; Carl et al. 2007;
Roesch 2009; Tzanelli 2004). According to Tourism New Zealand, 6% of international
tourists to New Zealand cite LOTR as being one of their main motivations for visiting the
country. Since 2004, New Zealand has attracted an average of 47,000 international
tourists per year, specifically to film locations associated with LOTR
(www.tourismnewzealand.com), resulting in an enormous boost to the country‘s
second largest economic sector (Roesch 2009; S. Kim and S.Reijnders 2018). A similar
phenomenon has been experienced by the little Rosslyn Chapel in Scotland, which
became one of the most popular tourist destinations in Europe, also as a result of The
Da Vinci Code (Johnston 2006).
One of the most recent destinations that has largely benefited from film-induced
tourism is New Zealand. „The Piano‟ provides positive benefits for tourism in New
Zealand and was depicted in posters to promote international tourism advertising. The
image of New Zealand has been further reinforced since it has been the backdrop of
the three „Lord of the Rings‟ films. The New Zealand tourism website promotes the
country as ―Home of Middle-earth‟. Other well-known films shot in New Zealand
include „The Last Samurai‟, „Whale Rider‟ and Perfect Strangers‟ (Raj, 2018)
Research Gap
The history of Film tourism is as old as that of the film industry because people have
been motivated to visit places where their favorite films were shot. They also used to
associate their visit to the film shooting places as their tribute to their favorite
hero/heroines. It is a phenomenon observed throughout the world. Presently, film,
more than as an entertainment, has become a business commodity having all the
characteristic features of a business. So that, the producers are looking for desired
return for their capital investment in their films. Tourism is also has been emerged as a
service industry looking for attracting more tourists towards the destinations. For
promoting destinations, the concerned authorities, either government or public must
do extensive marketing activities. It is a costly affair. So, government must seek for an
alternative way of destination promotion. The evaluation of the previous works on film
tourism and destination promotion, it is observed that a few studies are conducted on
film tourism in India and most of the studies are related to various films shot in different
locations those are tourism destinations. But no study has been conducted on the issue
related to film as an alternative method for destination promotion.
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Research Problem Statement

―Film tourism describes the effects that cinema can have on our travel decisions as
they inspire people to experience the screened places first hand. Not only is cinematic
tourism an excellent vehicle for destination marketing, it also presents new product
development opportunities, such as location tours, film museums, exhibitions and the
theming of existing tourist attractions with a film connection‖ (Building Brand India
through Film Tourism, Ministry of Tourism, Government of India).The studies on film
tourism reveal that tourists are attracted towards destinations where their favorite films
are shot since the films act as an influencer in the destination selection decision
process. The government of India also identified the potential of film tourism in
destination marketing and promotion. The most significant question arises when
analyzing the literature on film tourism is, how does a film can be used as an effective
tool for destination image building and marketing? The following research questions
were crop up while carrying out the research on film tourism and destination
marketing and branding.
1. What is the conceptual understanding of the term ―Film induced Tourism‖?
2. How does film and tourism destinations are Interrelated?
3. How does film be used as an effective tool for the promotion and marketing of
tourism destinations?
4. What is the role of government in using film as a promoter of tourism
destination?
Destination marketing is a very complex and costly affair for the government
institutions looking after tourism promotion and development due to the wide spread
tourism market all over the world and complex motivational patterns of tourists who
visit various destinations. Film acting as a strong influencer in the tourism destination
selection process of individuals. In this perspective, this study mainly focuses on
understanding the relationship between film and destination marketing and
promotion. The following are the major objectives of the study;
1. To understand the concept of film tourism
2. To analyze the relationship between tourism destination marketing and film
industry
3. To study and suggest the role government organizations for promoting tourism
through film
4. To evaluate the feasibility of using film as a tool for tourism destination
promotion and marketing.
Scope and Significance
Most of the countries in the world have identified that tourism is a very significant
economic activity capable for the socio cultural and economic development. Since
the potential tourists are spread throughout the world, promoting tourism destinations
by the concerned authorities, either government or public must do extensive
marketing activities. It is a very costly affair. So, government must seek for an
alternative way of destination promotion. A cheap and better alternative way for
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promoting tourism destination is film tourism. This study analyses the scope for using
films as an effective technique for destination image building and promotion.
Research methodology
The study has been conducted by analyzing various secondary data published in
various sources such as articles, reports, news items, magazines etc. The data
collected were analyzed, classified and evaluated to answer for the research
questions. Descriptive method has been used to present the information since the
study is based on qualitative data analysis.
Result Discussion
The five-stage model of travel buying behavior provides an insight to decision making
process of tourists in selecting a tourism destination. The need to visit a destination
arises from a desire and this desire might be influenced by various motivations such as
advertisements, promotional activities, inspirations, previous experience so on. Film is
often act as an important motivational agent to choose a destination.
Figure 1 linear five-stage model of travel buying behavior
Source: Mathieson, A. and Wall, G, (1982) Tourism Economic, Physical and Social
Impacts. Longman, Harlow. 95.
Figure 2 An Integrated Model of Self-Congruity and Functional Congruity in Explaining and
Predicting Travel Behavior. (Sirgy 1983; Sirgy and Tyagi 1986)
The integrated model of self- congruity and functional congruity has been also
analyzed and co-opted to understand the correlation between destination decision
making and personal experiences, especially the film. The destination projection
techniques and the self-congruity are the deciding factors for selecting a tourism
destination for various purposes. From a marketing perspective, and in line with Moore,
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Cushman and Simmons (1995), self-image can be considered a variable that

influences the process of choosing where to visit.According to Maria A B Palacio
(2007) the greater the agreement between a destination‘s image and one‘s self-
concept, the greater the tendency for the tourist to visit that place. Moreover, self-
congruity loses this determining power when one has already visited a place.
Self-congruity is defined as the match between the brand image and the consumer‘s
self-concept, while functional congruity refers to the match between the perceived
functional or performance characteristics and the consumer‘s desired or important
functional characteristics.
Film has been used as a tool for marketing and promotion of tourism destinations
through out the world due to many reasons. People tend to visit particular places by
specific images, memories, associations and emotional attachments to places and
meanings. According to Busby and Klug [Busby, Klug 2001: 316-332] these are the
reasons for visiting movie locations:
 To follow in the footsteps of their favorite actors.
 To position themselves in the location of the film.
 To visit properties purely for their historic significance after seeing a film.
 Visiting locations included in adaptations of literary classics.
 Overseas tourists are impressed by attractive backdrops and want to visit them.
 Popular TV series have very loyal followers.
In Poland, ―The TV series ‗Father Matthew‘ was used as a strategic marketing tool to
showcase what the region had to offer. To provide visibility of the location so that the
viewer could see where it was shot, each episode started with front credits presenting
recognizable places within the town as well as the name of the town and the region.
The aim was that viewers could connect the region to ‗the land of Father Matthew‖
…Certain films are likely to be more successful than others in attracting a number
of tourists to the featured destinations. Such success involves various factors
influencing filminduced tourism. The story line and site should be closely related in
which the film involves the audience an emotional experience which links
perfectly with the location. All these elements will become the push factors for
the audience to visit the site, people, experience and fantasies portrayed by the
film. The success of a film can be a good predictor of film-induced tourism (Anna
Niziol, 2012).
Many heritage sites that serve as film locations gain popularity after the film release
because these places acquire specific meaning through film narration. Without film
storylines, a castle or a stately home may not be indistinguishable from others (Busby &
Klug, 2001).
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Film Induced Tourism and Destination Branding

Table: 01 Examples of Film induced tourism in the world
Title of the Film Destination and Film Impact

Location
Robin Hood Nottingham Castle 5.5% more visitors in 2010 7% more international
Sherwood Forest, visitors in 2010
England
Alice in Antony House, Visitor numbers quadruple from nearly 20.000

Wonderland England in 2008 to nearly 83.000 in 2011after appearing
in the film
Wallander series Ystad, Sweden The turnover in the tourism sector went from
€56 million to approximately €83million in 2011;
Growing number of employees in the tourism
sector from 338 full time to 560 in 2011
Heartbeat series Goathland, Before TV production – 200.000 tourists per

Yorkkshire, England year, today – 1,5 million, more jobs in the local
tourist sector, new hotel, products sales,
extended season
Braveheart Wallace Monument, 300% increase a year after release, from 40.000
Scotland to 126.000 visitors in 2009
Captain Corelli‘s Greece 50% increase

Mandolin
Cephalonia,
Field of Dreams Lowa, a Midwestern 35,000 visits in 1991 and steady increase every
U.S. state, sits year
between the Missouri
and Mississippi rivers.
Four Weddings The Crown Hotel, Fully booked for at least 3 years
and a Funeral Amersham, England
Harry Potter Various locations in Increase of 50% or more in all filmed locations
UK
Mission Impossible National Park, 200% increase in 2000

2 Sydney
Notting Hill Kenwood House, 10% increase in one month

England
Pride and Lyme Park, England 150% increase

Prejudice
Sense and Saltram House, 39% increase
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Sensibility England
The Beach Thailand 22% increase in youth market in 2000
Troy Canakkale, Turkey 73% increase
Notting Hill Kenwood House, 10% increase in one month

England
Source: P Mohan Raj (2018), Film Induced Tourism Model- Quantitative Research Study, Asian Journal
of Research in Marketing, Asian Research Consortium, Vol. 7, No. 2, April 2018, pp. 28-39.
Hudson Simon and J. R. Brent Ritchie, “Film tourism and destination marketing: The case of Captain
Corelli's Mandolin”, Journal of Vacation Marketing, July 2006,vol. 12 no. 3, 256-268.
Evidences of Film Induced Tourism in India

India is the largest film producer in the world, annually producing more than 1800 films
(Biswas J., Croy G. (2018)) ―Several destinations have gained in terms of tourist influx by
being the venue / location of popular domestic and international cinema‖. (Ministry of
Tourism, Government of India). ―India, in addition to being one of the leading film
producing countries with the filming community spread across various regions of the
country, also offers a diversity of landscape and locations in the different States /
Union Territories, making it an appealing destination for production of both
international and domestic films‖ (Ministry of Tourism, Government of India). I addition
to the promotion and popularization of the destination, the multiplier effect of film
tourism creates employment, income and infra and super structural developments to
the community. Times of India has reported that ―film tourism has a scope to generate
$3 billion by 2022 in India as there is potential for up to 1 million film tourists to visit the
country by 2022‖. The report, ‗Building brand India through film tourism‘, discusses the
possibilities for collaboration and policy initiatives that the film and tourism industries
can undertake towards making films an effective investment medium to enable
destination tourism in India.
According to Utkarsh Sanghvi, partner- Indirect Taxation ―Cinema should be a priority
sector for policy making as film tourism offers several direct and induced benefits.‖ He
also stress for ―simplifying, incentivizing, and promoting film production in India, it would
be pertinent to setup film commissions or such similar quasi-governmental, non-profit,
public independent bodies both at the central and state levels to serve as the focal
point for film producers wanting to shoot in the country and/or state. ―A few Indian
states like Goa, Gujarat, Jammu & Kashmir and Himachal Pradesh have started a
single window clearance system‖ (The Economic Times, January 11, 2019).
―The days that Destination Marketing Organizations just simply promote the
destinations and then wait for the tourists to visit the destinations are gone. They have
to shift the conventional concept of ‗selling existing places‘ to ‗inventing new
destinations to be sold‖ (Anna Niziol, 2012). The emphasis should therefore be on
destination positioning and differentiation. Hudson and Ritchie (2006a, 2006b) have
pointed out that some films are more successful than others in inducing tourism.
Bollywood films are making waves across the international stage, not only with their
perfectly synchronized dancing, but also in their depiction of Indian travel behaviours
(Josiam Bharath M et al. 2014)
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Indian Film Induced Tourism has many dimensions. It increases the scope for domestic
tourism within the country, promotes international outbound tourism as well as
international inbound tourism. The Indian movies which are shot at international
destinations boosts Indian Outbound Tourism drastically. A noteworthy piece of
evidence of the Indian market potential is the recent surge of Indian tourists to Spain
after the release of the Bollywood film – Zindagi Na MilegiDobara, set against a
Spanish backdrop. Six months after its showing, the Spanish tourism board saw a 32%
upswing of visitors from India to Spain (Harjani, 2011). Often, recreational activities at
these destinations are featured in Bollywood movies, enhancing Indian‘s perceived
image of the country in which they witness the activity. For example, the scuba diving,
sky diving, and Running with the Bulls in Spain are featured in Zindagi Na MilegiDobara,
likely enhancing Indian‘s perception of Spain as ‗great fun‘ and a destination with
good recreation (Harjani, 2011, Josiam Bharath M et al. 2014). Most of the studies on
film induced tourism reveale that perceived destination image of European countries
is strongly influenced by Bollywood films among a large segment of the Indian
population. The film shot at important tourism destination helps for destination
branding and image creation. Destination branding summarizes as its ability to attract
tourists and visitors in such a way that they recall the image of the destination and are
motivated to visit the destination.
Famous International Films locations in India
Name of the Film Location
Eat Pray Love Delhi and Pataudi
Slumdog Millionaire Mumbai
Mission Impossible 4 Mumbai
The Dark Night Rises Jodhpur
Life of Pi Puducherry and Kerala
Octopussy Udaipur
Jobs Delhi and Vrindavan
The Best Exotic Marigold Hotel International Jaipur and Udaipur
The Bourne Supremacy Goa
Zero Dark Thirty Chandigarh
Source: Ministry of Tourism, Government of India
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List of Indian Tourism Destinations promoted by Films
Title of the Film Destination and Impact

Film Location
Dhoom, Fort Agoda in Goa, The Fort is famous for its idyllic location
located in Goa. covered by sea on three sides and serene
Golmaal,
beaches.
DilChahta Hai,
Rangeela
Yeh Jawaani Hai Hidumba Temple As a whole, Manali has been an important
and Manali destination to pick backdrops for films. With the
Deewani,
mystic rows of pine trees, wild rivers, white peaks
Heena, and the cool green environment, the directors
find it a painted paradise for cinematic view.
Aap Ki Kasam
Jab We Met, Rohtang Pass of Many destinations do not have the pride of
Highway, Dev D Himachal Pradesh being the top chosen movie destination like
and others Rohtang Pass. This snow-covered stretch of grey
sand route has been a great view for those who
want to enjoy a bike ride.
Ram Leela, Yeh Udaipur Palace, This exclusive royal interior with stunning artifacts
Jawaani Hai Rajasthan that sprinkle specialty to the view has been
Deewaniand used in only a handful of movies. The movie-
others. enthusiasts even book this palace for wedding
or for a luxurious weekend getaway.
Chennai Express Munnar, Kerala Keralais famous for its backwaters, lush
to Life of Pi vegetation, rich coconut grooves and ready-to-
harvest paddy fields and so on. which have
used this carpet of tea as an iconic expression
of Indian Culture and beauty. Today, the tea
plantations have become an important
romantic destination. Many plantation owners
have opened their plantations for stay and stroll
for paying tourists.
JabTak Hai Jaan, Pangong Lake of Pangong Lake is famous for its serene look, the
3 idiots and so on Ladakh icy cold water fluttering slightly with mild breeze
and so on. Many movies have gone the heights
to capture this beauty in their movies like.
Rang De Basanti, Nahargarh Fort of Jaipur has numerous forts and structures within
Bol Bachchan Jaipur its boundary. However, not all have captured
and others. the eyes of art directors. Standing at the height
of whooping 700 feet, the shredded walls of
Nagargah Fort attracts everyone.The number of
tourists to this fort has increased several folds
after the screening of these movies.
340
Haider, Yeh Gulmarg of Kashmir is an ecstasy for romantic movies. It was

Jawaani Hai Kashmir, Best spot Shammi Kapoor, who took Kashmir to the
Deewani, of all is the Dal screens to express romance in song scenes.
Rockstar, Lake of Kashmir. After the war in Kashmir subsided, the Bollywood
Highway and started to camp in the valleys of Kashmir to
others. enjoy. Capturing the right scene in Kashmir is
quite tricky. Every movie tries to cover the lush
valleys and the snowcapped encapsulating
mountains.
Rang De Basanti. Doraha Fort of Once Doraha Fort was a hidden getaway spot.
Ludhiana Today, it is at the peak of tourism bloom. Today,
people reach to this hidden paradise to take
photograph, enjoy adventure time and so on.
Kahani, Vicky Howrah Bridge of Starting from Bollywood to Kollywood, every

Donor,Bari, Kolkata movie, which displays Kolkata or even a part of
Gunday, West Bengal, will show at least a glimpse of the
Detective bridge. Kolkata‘s Durga Pooja celebration is
Byomkesh Bakshy expressed in a very colorful manner in movies.
Source: https://www.travelogyindia.com/blog/10-bollywood-movies-destinations-of-the-
country-that-will-inspire-you-to-travel
Government of India has taken various steps to promote and support film tourism in
the country by instituting financial incentives, policy guidelines and technical
assistance to filming tourism destinations. The following are such initiatives taken by the
government.
“Initiatives by the Government of India (Press Release by Government of India 14
February 2014)
 The Ministry of Tourism has recognized films as a powerful tool for promotion of
tourism destinations and locations and taken following steps to promote film
tourism as an important niche tourism product:
 The Ministry of Tourism has formulated guidelines, for extending Central
Financial Assistance (CFA) to various state governments/union territory
administrations, for promotion of film tourism. Under these guidelines, CFA of
INR2 lakh per film is extended, during each financial year, to the state
governments and union territory administrations for a maximum of five Films,
which include feature films, documentaries, tele-films and television serials. The
CFA is granted for meeting the costs towards space hiring/filming charges,
facilitation fee, etc., payable by the filming unit to various state governments,
union territory administrations, government agencies, etc. The films for CFA are
selected based on the potential exposure they can provide for promotion of
tourism destinations and locations. These guidelines have been circulated to all
state governments/ union territory administrations and have been uploaded on
the official website of the Ministry of Tourism.
341
 To establish India as a preferred filming destination and promote film tourism,

the Ministry of Tourism and the Ministry of Information & Broadcasting entered
into a Memorandum of Understanding, inter-alia, to promote cinema of India
as a sub brand of ―Incredible India‖ at various international film festivals and
markets abroad, to develop synergy between tourism and the film industry and
to provide a platform for enabling partnerships between the Indian and global
film industry.
 To promote film tourism, the Ministry of Tourism and the Ministry of Information
and Broadcasting have jointly participated in the Cannes Film Festival &
Market; International Film Festival of India Goa and Film Bazaar, Goa.
 The Ministry of Tourism has also written letters to the chief ministers of various
state governments and chief ministers/administrators of various UT
administrations, to recognize the potential of film tourism and constitute special
bodies/cells to facilitate filming in the states/ union territories.
 The Ministry of Tourism has instituted a National Tourism Award in 2012 ―Most Film
Promotion Friendly State/ Union Territory‖ to encourage the State governments
and union territories to facilitate filming in their state/ union territory.
 The Government of India has also approved execution/ executed of
Memorandum of Understanding with countries such as Romania and Bulgaria
to foster bilateral cooperation through film tourism for promoting the two
countries as attractive tourism destinations (Potential for film tourism in the
Country – Press Release by Government of India 14 February 2014).‖
―Soft measures by government for promoting filming destinations. The following soft
measures could be taken by the governments to promote the locations as attractive
filming destinations:
1. Setting up of film-based theme parks like concepts of Universal Studios,
Bollywood Theme Park (Dubai), Disneyland, etc.
2. Organizing film festivals annually and using the platform to promote as a
preferred filming destination.
3. Organizing award shows, film seminars and film societies to nurture the film
culture amongst various social groups in the state.
4. Boosting the safety and security of the state by establishing help lines, and
compulsory registration of tourist guides operators, etc. to ensure safety of the
tourists as well as the film crew. These initiatives may be highlighted by the
states/ central government in various promotional campaigns to project India
as a safe and secure tourist destination.
5. Inadequate basic infrastructure such as roads, inland water transport, air
connectivity, etc. acts as the biggest hindrance to the Indian film tourism
industry. There is an urgent need for investment in infrastructure linking roads,
railways and airports, to curtail such hindrances and provide basis
infrastructure support to film tourism.‖ (PHDCCI Report, 2019)
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Conclusion
Tourism is an inevitable part of the service industry of many countries in the world and it
contributes significantly to the socio cultural and economic development. Many
countries in the world, including India, the tourism industry remarkably contribute to
the GDP. Most of the tourism destinations are public properties and managed by the
government. It is very difficult to market and promote tourism destinations due to its
widespread market. The government and other stake holders of tourism industry has to
identify the pivotal role of entertainment media especially film industry to be used as
an effective tool for destination branding and image building. The films shot in
international tourism destinations essentially boost outbound tourism but to promote
domestic and inbound tourism, the Indian tourism destinations can be chosen for
shooting films and released in multiple languages nationally and also internationally.
So that, the best medium for promotion of tourism is ―Film induced Tourism‖. It is very
cost effective and having the highest ―reach‖ to the target audience.
References
Beeton, S. (2010). The advance of film tourism. Tourism and Hospitality Planning &
Development, 7(1), 1–6.
Biswas J., Croy G. (2018) Film Tourism in India: An Emergent Phenomenon. In: Kim S., Reijnders
S. (eds) Film Tourism in Asia. Perspectives on Asian Tourism. Springer, Singapore
Buchmann, A., Moore, K., & Fisher, D. (2010). Experiencing film tourism: Authenticity and
fellowship. Annals of Tourism Research, 37(1), 229–248.
Busby G., Klug J. (2001), Movie-induced tourism. The challenge of measurement and other
issues. ―Journal of Vacation Marketing‖, 7(4), s. 316-332.
Busby, G. and Klug, J. 2001. Movie induced tourism: the challenge of measurement and other
issues. Journal of vacation marketing, 7 (4), 316-332.
Busby, G., & Klug, J. (2001). Movie-induced tourism: The challenge of measurement and other
issues. Journal of Vacation Marketing, 7(4), 316–332.
Carl, D., Kindon, S., & Smith, K. (2007). Tourists‘ experience of film locations: New Zealand as
‗Middle-Earth‘. Tourism Geographies, 9(1), 49–63.
Couldry, N. (1998). The view from inside the ‗simulacrum‘: Visitors‘ tales from the set of
Coronation Street. Leisure Studies, 17, 94–107.
Demetriadi, J. (1996) 'The Tele Tourists', Hospitality October/November 1996, pp.14-15.
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http://www.cnngo.com/mumbai/life/indian-movie-boostsspanish-tourism-694426
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for-india-
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https://www.travelogyindia.com/blog/10-bollywood-movies-destinations-of-the-country-that-
will-inspire-you-to-travel
Hudson Simon and J. R. Brent Ritchie, ―Film tourism and destination marketing: The case of
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Indians Perceive European Destinations," Hospitality Review: Vol. 31 :Iss. 4 , Article 2.
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locations. Tourism and Hospitality Planning & Development, 7(1), 59–75.
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344
TOUR0114
USING INFORMATION AND COMMUNICATIONS TECHNOLOGIES (ICTS) FOR

INCLUSIVE AND SUSTAINABLE MICE TOURISM EVENTS IN A POST COVID-19
SCENARIO
Maria Arlene T. Disimulacion

Department of Tourism Management
Institute of Tourism and Hotel Management,
Far Eastern University, Manila, Philippines
Abstract
The Meetings, Incentives, Conventions, and Exhibitions (MICE) industry is
acknowledged as a dynamic driver of socio-economic growth. MICE Tourism
generates foreign exchange, investments and employment, promotes key
destinations, creates awareness on local arts and culture, as well as strengthens
community-based initiatives. However, the novel coronavirus (COVID-19) has reset the
gains of this previously robust industry. Global forecasts of increased growth in sales,
revenue, and scope now require a rigorous review of financial assumptions, business
models, and strategies. But when seen from a more optimistic lens, the pandemic
hastened the use of information and communications technologies (ICTs) such as
mobile applications, virtual tours, chatbots, and webinars. These, in turn, helped
integrate business processes, focus on sustainability initiatives and facilitated access
for a more inclusive audience. Thus, this paper argues that ICTs may be leveraged to
help achieve the twin goals of sustainability and inclusivity in the MICE industry. On a
macro scale, this paper seeks to initiate a broader research agenda anchored on the
use of ICTs by tourism stakeholders in traversing a post COVID-19 event landscape.
Keywords: MICE Tourism, sustainability, innovation, information and
communications technologies (ICTs), post COVID-19
Introduction
Prior to the onset of the novel coronavirus (COVID-19), the Global Travel Business
Association (GBTA) forecasted that business travel spending would total US$1.7 trillion
by 2022 (Skift, 2019). Researches show that business tourists spend three to six times
more than leisure visitors since a single MICE event brings together stakeholders from
the hospitality and leisure sectors. In 2019, global MICE tourism represented only 21.4%
of total tourism expenditures as compared with 78.6% from the leisure sector in the
same period (Guevara, 2020). However, the multiplier effect of MICE events produces
multifarious benefits across the demand-supply ecosystem.
But the unprecedented impact of the pandemic has reset potential gains. Gossling,
Scott, and Hall (2020) stated that ―COVID-19 and its unpredictability has surpassed the
recent global crises such as the 2009 global economic crisis and the September 11
terrorist attack‖ (p. 3). These crises resulted in losses of US$11 billion and US$88 billion,
respectively, as compared with US$980 billion due to the pandemic. Moreover, with no
345
clear end in sight, the MICE industry is struggling to continue producing business
events. Further complicating the challenges faced by the sector is its highly
fragmented MICE servicescape with stakeholders from the leisure, recreation, tourism,
and hospitality sectors. Processes are interconnected and tasks are done
simultaneously with overlapping responsibilities (Tinnish & Mangal, 2012). These require
an ecosystem to manage the complexities of coordinating across functions (Davidson,
Alford, & Seaton, 2002; Mistillis & Dwyer, 1999). In addition, business events generate
waste and increase carbon footprint. Thus, this paper argues for the use of ICTs for
work integration, collaboration, sustainability and accessibility.
According to the United Nations World Tourism Organization (UNWTO), the tourism
industry is one of first adopters of ICTs, but has not begun to maximize its capabilities
until the onset of the pandemic (UNWTO, 2020a). Buhalis (2003) defined the scope of
ICTs as
the hardware, software, human resources, and capacity to develop, program,
and maintain equipment and applications…to facilitate the operational and
strategic management of organizations by enabling them to manage their
information, functions and processes as well as to communicate interactively
with their stakeholders for achieving their mission and objectives‖ (p.5).
The digital landscape is composed of devices, connections, content, and
touchpoints. (Benckendorff, Sheldon & Fesenmaier, 2014, p. 26). Some of these are
easily available through open source software, free mobile applications, and
freeware. Regional statistics, as of January 2020, showed that there were 2.42 billion
internet users in Asia-Pacific as compared with 776 million in the Americas, 711.3 million
in Europe, and 453.2 million in Africa. The Philippines, Indonesia, and Malaysia posted
daily online activity of 9.45 hours, 7.59 hours, and 7.57 hours, respectively, highlighting
the potential of harnessing digital activity for sustainability and inclusion initiatives
(Hootsuite & We Are Social, 2020). Table 1 enumerates current available technologies
for use in business events.
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TABLE IList of Available Event Technologies

3D printing Computer Electronic Interactive Radio
5G Reservation Ticketing surfaces Frequency
Archived Systems Systems Internet of Identification
Documents Contact Tracing Interactive Things (RFID)
Artificial Contactless Floor Plans Keycards Robots
Intelligence Transactions Emails Mobile Sharing
Augmented Check-In Event applications Economy
Reality Contactless Management Mobile Gadgets Smart Cities
Badging Payments Software Online Social Media
Beacons Content Face Platforms Technical Aids
Big Data Management Recognition Open Source Teleconferences
Analytics Crowdsourcing Freeware Software Virtual
Biometrics Data Capture Gamification Project Assistants
Blockchain Digital Global Management Virtual Events
Budgeting Signatures Distribution Quick Virtual Queuing
Systems
Chatbots Electronic Ads Response (QR) Systems
Cloud Services E-Commerce Heat Maps Codes Virtual Reality
Electronic Holograms Webinars
Kiosks Hybrid Events
Method
The review of literature for this exploratory research was limited to constructs used in
business tourism. Journal articles discussing key terminologies such as ―MICE tourism,‖
―COVID-19,‖ ―sustainability,‖ ―inclusivity,‖ and ―information and communications
technologies as applied in tourism‖ were selected using an online search. Pertinent
information from webinars presented by key officials of leading tourism organizations
such as the World Travel and Tourism Council and the World Tourism Organization were
also reviewed aside from printed documents, reports and textbooks written by tourism
experts and research agencies. The study used descriptive qualitative analysis to gain
insights into the use of information communications technologies for sustainability and
inclusivity to navigate through the post COVID-19 MICE tourism environment.
Results and Analysis
Aligned with the United Nations Sustainable Development Goals, (SDGs), ICTs are in a
position to steer MICE tourism towards sustainability and inclusivity. Sustainability is
defined as ―meeting the needs of the present without compromising the ability of
future generations to meet their own needs‖ (World Commission on Environment and
Development, 1987). On the other hand, inclusivity in tourism refers to ―positive travel
experiences to people with different needs by addressing them from various
perspectives, and by providing design and service solutions that aim to cover as many
different groups as possible‖ (Training Aid, 2019). Inclusivity is also closely linked to the
concepts of equitability, responsibility, and accessibility for senior citizens, people with
special needs, pregnant women, minority and marginalized groups, and children who
must be able to participate in and benefit from any tourism activity (UNWTO, 2018).
Fuchs et al (2010) asserted that the further growth of tourism is inextricably linked to its
ability to use ICTs. Warschauser (2004) said that ―the ability to access, adapt, and
create new knowledge using information and communication technology is critical to
social inclusion (p. 9). Furthermore, the UNWTO (2020a) recognized that ―digitalization
347
is expected to continue propelling the travel experience on its trajectory towards

becoming more seamless, frictionless, and high quality and in a way that contributes
to the achievement of the SGDs of the United Nations‖ (paras. 4-5).
In relation to green business practices, MICE tourism enterprises may benefit from
seamless integration of processes for real-time coordination, elimination of redundant
processes, and digital documentation. Thus, reducing the need for paper, face-to-
face meetings, transportation, and representation expenses. Researches show that
ICTs may effectively reduce carbon footprint, manage waste, and provide a shared
database accessible to small and medium-scale enterprises (SMEs) which represent
the majority of MICE stakeholders (Cai, Tang, & Griese, 2014; Convention Industry
Council, 2004).
In the MICE industry, exhibitions are infamous for generating volumes of garbage from
packaging, marketing collaterals, plastic, transportation, construction, and catering.
Aside from the use of power, lighting, heating and cooling systems, trade and
consumers shows also contribute to noise pollution. For example, one ―1,000 person,
three-day event discards 5,670 kilograms of waste‖ (Howden, 2020). In response to
these issues, UFI-Global Association of the Exhibition Industry recommended
technology-based initiatives designed to achieve cost-efficiency, sustainability, and
reusability objectives. These include electronic advertising, quick response (QR) codes,
dedicated mobile applications for the event, recycling, push notifications for onsite
activities, and digital mapping for stage production (Greenview and UFI September
2020, pp. 4, 16).
In another example, incentive tours present sustainability challenges that impact
socio-cultural and economic aspects of communities and destinations. The rising
interest in authenticity push local residents to stage experiences that may adversely
affect their environment and their traditions. Often referred to as creative tourism,
―these are travel toward and engaged and authentic experience with participative
learning in the arts, heritage, or special character of a place, and it provides a
connection with those who reside in this place and create this living culture‖ (United
Nations Educational, Scientific and Cultural Organizaton, 2006). For example, the
National Museum of the Philippines, Petronas Towers of Malaysia, and the National
Museum & Bank Indonesia Museum offer 360 degree virtual journeys. The range of
virtual tourism experiences include an online trip to Intramuros in Manila, a heritage
tour of the Mah Meri Cultural Village in Malaysia, and a visit to the Ragunan Zoo in East
Jakarta. The pandemic may have paved the way to engage incentive tourists using
ICTs. Not only do these technology-driven activities advocate sustainability, these also
help preserve the cultural heritage of the destinations. Moreover, virtual tours using
immersive computer-mediated technologies provide a wider access in a low-touch
ecosystem that simultaneously helps achieve the goals of sustainability and inclusivity.
For meetings and conventions, hybrid and virtual events have become the norm
during this pandemic. Event-related expenses such as transportation and lodging
have been eliminated providing access to a more geographically diverse groups of
delegates who are using laptops, desktops and other devices. There are mobile
applications that can translate, transcribe, and record the proceedings in real time.
On the other hand, when seen from the perspective of meeting attendees, digital
tools are best integrated into their personal experience (American Express, 2015).
These refer to opportunities for networking, customizing preferences, and archiving
348
documents. Moreover, the health and safety protocols are automatically achieved
since there is no need to travel. Although these do not represent a replacement for
face-to-face business events, ICTs have ensured that MICE events will continue, albeit
with adjustments.
On the other hand, ICTs pose security risks, require a strong internet connection, and
disrupt traditional methods of doing business. There is also a mandatory investment for
equipment, internet access, gadgets, and accessories. In addition, updated skills are
required to manage software applications and hardware. Cybersecurity is a major
concern where issues such as identity theft, payment gateways, illegal downloads and
hacking are common. Bandwidth and speed remain top priority for small and
medium-scale enterprises (SMEs) which comprise the bulk of MICE tourism
stakeholders. Moreover, the shift from a brick-and-mortar business to electronic
commerce requires a paradigm shift and an understanding of the digital business
landscape. At the extreme, individuals may experience technophobia which is
―anxiety about present or future interactions with computers, or computer-related
technology; negative global attitudes about computers, their operations or societal
impact and/or specific negative cognitions during computer usage‖ as a root cause
of disinterest (Hogan, 2005, p. 59). But according to the World Travel and Tourism
Council (2020), the pandemic proved pivotal in the active use technology.
COVID-19 is proving to be an unexpected catalyst in the Travel & Tourism
sector‘s quest for innovation and the integration of new technologies. Amid
stay-at-home orders, digital adoption and consumption are on the rise, with
consumers now expecting contactless technologies, including biometrics
among others, as a basic prerequisite for a safe and seamless travel experience
(p. 2)
Furthermore, ICTs may be leveraged for collaboration, information dissemination, and
community-based tourism development. Cooperation, not competition, is the key to
generating mutually beneficial results. Kavoura and Katsoni (2013) argue for
collaborative commerce where ICTs facilitate the sharing of resources and the
creation of partnerships. The Caribbean Tourism Organization has proven that
―multifaceted interests can be integrated through ICT leading to operational
efficiencies for visitor processing, product definition, and infrastructure inventory‖
(United Nations, 2005, p. 7). It has leveraged the use of technology, and the
participation of governments, communities, and the academe, in order to become a
smart destination (Inter-American Development Bank, 2014). This can be replicated
through a through a revisit of the policies, strategies and marketing campaigns set by
member-countries of the Association of Southeast Asian Nations (ASEAN), which
includes the Philippines, Malaysia, and Indonesia, in preparation for a post-pandemic
scenario.
Mistillis and Dwyer (1999) asserted the importance of relevant and timely information
when targeting inbound business travelers and intermediaries. Chiang, King, and
Nguyen (2012) affirmed that buying decisions are influenced by available data at the
point of purchase. Therefore MICE stakeholders may benefit from the use of ICTs to
strategically market tourism products and services to specific clients. Tinnish and
Mangal (2012) define ―sustainable marketing as a holistic initiative that is ecological
driven, viable ethical, and relationship-based‖ (p. 251). For example, the leading MICE
destinations in the region, Singapore and Thailand, have been able to strengthen their
349
positions as preferred MICE destinations with a tactical marketing campaign geared

for foreign MICE organizers. The Singapore Tourism Board and the Thailand Convention
and Exhibition Bureau have achieved these through a well-designed website,
centralized database of suppliers and the extensive use of digital technologies.
The UNWTO (2020b) has also shifted its focus from the urban landscape to inclusive
community development. Instead of a public-private partnership, the organization
refocused initiatives through public-private-community partnerships (PPCP) approach
(p. 16). Moreover, the framework empowers communities by
… fostering innovation, digitalization and entrepreneurship including the
digitalization of the whole tourism ecosystem and social entrepreneurship
through support to local micro, small, and medium enterprises (MSMEs) that is
critical to empowering and developing communities, providing them
competitive advantages and access to the markets at both national and
regional levels. Innovations in product development, marketing and services
multiply the tourism potential of communities and accelerate their inclusion into
the tourism value chain with a special focus on digitalization (pp. 8, 14).
Warschauser (2004) emphasized that ―what is most important about ICT is not so much
the availability of a computing device or the internet …but rather the people‘s ability
to make use of that device and line to engage in meaningful social practices‖ (p. 9).
Thus, the focus on the community as a key player may be achieved through
interconnectivity using best available technologies and devices to help ensure their
active participation in tourism programs.
Conclusion
The multiplier effect of MICE tourism cuts across industries generating several benefits
for stakeholders. MICE events are designed for networking, trade, knowledge transfer,
as well as partnerships between individuals, private and public enterprise, and
communities that are best accomplished in a conducive environment. But with a
pandemic with no clear end in sight, MICE organizers will need technologies to
continue producing business through alternative platforms not necessarily as a
replacement for face-to-face events. Although the use of ICTs may require
investments in training and equipment, its benefits far outweigh its disadvantages.
Stakeholders may pursue digitalization using best available applications, gadgets, and
open source software without need for a substantial investment. Moreover,
community collaboration, information dissemination, task integration, project
management, and marketing may be achieved using ICTs, which, in turn, may lead to
a more sustainable and inclusive tourism sector. The exploratory nature of this research
seeks to present insights into the use of ICTs, not as a stop-gap solution, but as a
continuing process towards enhancing the value of MICE tourism for stakeholders in
the Philippines, Indonesia, and Malaysia. It also seeks to discuss areas of future
research on the use of ICTs in business events in a post-pandemic environment.
Furthermore, the paper argues that stakeholders may gain from the use of ICTs when
technology is aligned with the objectives of sustainability and inclusion.
References
American Express. (2015). Great expectations: The evolving landscape of technology in
meetings.https://www.amexglobalbusinesstravel.com/content/uploads/ 2017/12/
Great-Expectations-The-Evolving-Landscape-Of-Technology-In-Meetings.pdf /
350
Benckendorff, P.J., Sheldon, P. J., & Fesenmaier, D. R. (2014). Tourism information technology.
CABI
Buhalis, D. (2003). eTourism: Information technology for strategic tourism management.
Pearson Financial Times/Prentice Hall.
Cai, M. & Tang, J.a & Griese, K-M. (2014). Green meeting: A sustainable event. Advanced
Materials Research.
http://doi.10.4028/www.scientific.net/AMR.1073-1076.2815
Chiang, C., King, B., & Nguyen, T. (2012). Information searching and the travel behaviors
of MICE travellers: A cross-cultural study. International Journal of Tourism
Research, 14, 103-115. https://doi:10.1002/jtr.833
Convention Industry Council. (2004). Green meetings report. http://recyclingatwork.org/wp-
content/uploads/2014/09/green_meetings_report.pdf
Davidson, R., Alford, P., & Seaton, T. (2002). The use of information and technology by the
European meetings, incentives, conferences, and exhibitions sectors. Journal of
Convention and Exhibition Management, 4(2). https://doi.org/10.1300/J143v04n02_03
Greenview and UFI-The Global Association of the Exhibitions Industry. (2020, September).
Waste management in the exhibitions industry: Consolidated findings report of the UFI
waste management group. https://www.the-iceberg.org/research/waste-
management-in-the-exhibitions-industry
Fuchs, M., Höpken, W., & Lexhagen, M. (2014). Big data analytics for knowledge generation in
tourism destinations – A case from Sweden. Journal of Destination Marketing and
Management, 3(4), 198-209. https://doi.org/10.1016/j.jdmm.2014.08.002
Gössling, S., Scott, D., & Hall, M. (2020): Pandemics, tourism and global change: a rapid
assessment of COVID-19. Journal of Sustainable Tourism, 29(1), 1-20. 1-16.
https://doi.org/ 10.1080/ 09669582.2020.1758708
Guevara, G. (2020, May 19). The future of travel: A WTTC exclusive panel [Webinar].
Department of Tourism Philippines. https://www.facebook.com/exlinkevents/video/
248446206406017
Hogan, M. (2005). Technophobia amongst older adults in Ireland.
https://www.academia.edu/21989500/Technophobia_amongst_older_adult
s_in_Ireland
Hootsuite & We Are Social. (2020). Digital 2020 Global Digital Overview.
https://datareportal.com/reports/digital-2020-global-digital-overview
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TOUR013
IMPACT OF SERVICE QUALITY ON CUSTOMER SATISFACTION IN INDIAN HOTEL

INDUSTRY DURING COVID-19 PANDEMIC
Priyadarshini Kakkar
CT University, Ludhiana, Punjab.
Dr. Amit Kumar

CT University, Ludhiana, Punjab.
Abstract
Customer satisfaction is the most important criterion that every industry looks forward
while measuring the success of the product while establishing itself in the market.
Customer satisfaction is related to service performance of the product. For hospitality
industry being a core service-oriented industry, measuring the service quality and
customer satisfaction levels becomes even more important. The outbreak of COVID-19
has forced the hospitality industry to rethink about their service delivery standards as
service quality directly affects the customer satisfaction. Therefore, the aim of this
study is to evaluate the impact of service quality on customer satisfaction in Indian
hotel industry during COVID-19 pandemic. A structured questionnaire was prepared
considering the various service quality parameters on the basis of tangibility, reliability,
responsiveness, assurance and empathy. The data was collected from the customers
of hotel industry all over country. Descriptive analysis and ranking system was used to
analyze the data. The results revealed that the importance of various services offered
by hotel industry have changed after the outbreak of COVID-19 and the customer
feel satisfied with the new service standards which are being adopted by industry all
over the country. The customers have also pointed out few suggestions which can
lead to the achievement of higher customer satisfaction.
Key words: Customer Satisfaction, Service Quality, COVID-19, India
Introduction
Customer satisfaction is the most important criterion that every industry looks forward
while measuring the success of the product while establishing itself in the market.
Customer satisfaction is related to service performance of the product. For hospitality
industry being a core service oriented industry, measuring the service quality and
customer satisfaction levels becomes even more important. By improving the service
quality, hospitality business can survive the increasing competition in the market and
achieve higher market share. (Kotler & Keller, 2012). The trends in the market are
changing with innovations in technology and market scenarios. All hotels are
increasing their service quality standards to match the demand of specific market
segments and achieve higher customer satisfaction. Service quality has a significant
and positive effect on customer satisfaction and loyalty, which proves that service
quality is a key factor that can build customer satisfaction and loyalty (Parasuraman et
352
al.,1988; Makanyeza&Chikazhe, 2017). Customers feel contended and satisfied when

they receive what they expected of any product or service and discontented if the
service provided by the service provider are not appropriate. Consumer satisfaction
affects business profitability positively (Luo & Homburg 2007). For gaining competitive
advantage and retaining customers, service quality and consumer satisfaction, both
are extremely important factors. Guests‘ opinions of the service quality usually vary
across hotels with different classification ratings (Banerjee and Chua, 2016; Huang et
al., 2018; Rhee and Yang, 2015; Roman and Martin, 2016), as well as across different
types of hotels, such as between stand-alone and resort-based luxury hotels (Lai and
Hitchcock, 2016).
The service quality attributes that are important for customer satisfaction differs across
the different category of accommodation (Nunkooet al., 2019). Figure 1 show that
various factors which affected the accommodation decision of a traveler (Str,
October 2019), where location, price, review of product, fine food & beverage
services are among the top category. Nunkooet al.(2019) staed in their study that star
categorization had a diminishing effect on the relationship between the service
quality and customer satisfaction. Although guests of one and two star hotels
generally have low service expectations with moderate infrastructural expectations
and a certain level of employee expertise. Customers of mid-range hotels find safety
and security as important determinants of satisfaction. In four- and five-star
accommodation, the significance of customer to customer interaction in respect of
guest satisfaction and service delivery process, emphasizes on the customers role in
terms of word of mouth (Nunkooet al., 2019).
Figure 1: Important drivers affecting accommodation decision

(Source: https://str.com/data-insights blog/hotel-customer-satisfaction)
Coronavirus disease (officially called COVID-19), which originated in China,
accounted for infecting 35,347,404 people and death of 1,039,406 people across the
world till October 6th, 2020. According to WHO, the virus has spread to 235 countries. In
India, 6,685,085 confirmed cases are reported till October 6th, 2020. On March 19, the
Indian government appealed 1.2 billion Indians for a self curfew to shield themselves
from the coronavirus. By March 24, the complete country was following lockdown for
353
21 days. Although the country is now going through different phases of unlock, the
fear of virus is still there in the minds of people, which definitely affects the intensity and
frequency of travel.
The outbreak of COVID -19 pandemic has plunged many industries to face serious
challenges in delivering the services to their guests and maintain the service quality
standards. As the hotel industry is personnel oriented industry, the risk of spreading of
pandemic increases all the way more. With various countries following lockdowns and
closure of different transport services, the tourism sector has been affected the most.
Occupancy levels witnessed a sudden decline in hotel industry, resulting in overall loss
of customers, revenues, and businesses of associated sectors. Restrictions on travel by
many countries has affected tourism industry adversely (BBC News, 2020). The
abnormal financial crisis which is resulted because of this highly transmissible virus has
blotted out the demand for travel and generated uncertainty regarding future travel
behaviors of potential guests (Reddy et al., 2020). COVID-19 has affected every sector
across the globe and the hotel industry is among the hardest hit. Researches suggests
that recovery to pre-COVID-19 levels could take until 2023 or later (McKinsey &
Company, 2020). The overall occupancy in the branded hotels segment in 2020 is
estimated to decline by 16.7 – 20.5 percentage points over 2019, while ADRs (Average
Daily Rates) are estimated to decline by 7% to 8% for the year. As a result, RevPAR
(Revenue Per Available Room) will witness a significant decline of 31% to 36.2% (BW
Hotelier, 2020).
Therefore, it becomes extremely important to understand the customers‘ perception
on importance of various facilities offered by Indian hotels to make sure that industry
achieves higher guest satisfaction with changed service standards and service quality
in this era of COVID-19.
Literature review
CUSTOMER SATISFACTION
Customer satisfaction is no new term for service industry and has been researched
many a times to understand the perception of the customers. Engel et al. (1990)
described that customer satisfaction is an evaluation after-purchase where
alternatives are chosen at least equal to exceed customer expectations. While
dissatisfaction arises when the results does not meet customer expectations. Kotler
(2000) said that Customer Satisfaction is the level of customers‘ feelings resulting from
the comparison of a product's perceived performance in relation to the person's
expectation. Shi &Su (2007) describes that customers differ in their demand of service
quality. Author said hotel operators need to get command of the demands of
different customer to improve the service quality rightly. On the other hand, as the
competition becomes fiercer in hotel industry, many hotels face a problem of market
segmentation to survive the competition. Kamenidou (2009) studied that different
clusters of market segments show different level of satisfaction while using various
services and facilities offered by the hotel. Mokhtar &Sjahruddin (2019) conducted a
study and found that good and modern hotel facilities and fast response to customer
needs will result in customers feeling satisfied. In addition, author also stated that
security guarantees make customers feel that the hotel is the right choice. High quality
of service provided by hotel to customers results in high customer loyalty. Which in turn
354
affects the customers‘ awareness, confidence and action for reusing hotel products
and services.
SERVICE QUALITY
Parasuraman et al. (1988) described that Service quality is defined as global judgment
or attitude regarding service superiority. The difference between the reality and the
expectations of customers for the services they receive or obtain. Parasuraman et al.
(1985) initially stated ten dimensions for measuring service quality (i.e. tangibles,
reliability, responsiveness, competence, access, courtesy, communication, credibility,
security and understanding / knowing the customer) which were later on refined to
five service dimensions (i.e. tangibles, reliability, responsiveness, assurance and
empathy). Fitzsimmons & Fitzsimmons (1994) concluded through their study that
Service quality can be known by comparing the customers' perceptions of services
that they clearly receive or obtain with the services they actually expect and want. If
reality is greater than expected, then the service can be said to be of quality, if reality
is less than expected, then the service can be said to be not qualified; if reality is the
same as hope, service is called satisfying. Min et al. (2002) studied that service quality
is regarded as an element for measuring the hotel industry‘s success and
performance. Gilbert &Veloutsou (2006) described that service quality has been
considered as one of the significant aspects for the organization‘s success because of
its proximity with customer satisfaction notably in the service industry. Moreover, for
gaining better excellence in the field of hospitality business, industry must concentrate
on quality service. Alauddinet al. (2019) proved that there's a positive relationship
between service quality and customer satisfaction and tested that 60 % of the
increase in customer loyalty is attributable to service quality and customer satisfaction.
Service quality plays a significant role to satisfy the customers and hotel managers
ought to give superior services to their clients for gaining competitive advantage, also
facilitate the management to guide the market with efficiency.
COVID-19 PANDEMIC
Chan et al. (2019) mentions that in the context of COVID-19 and the progressively
disaster-prone world, the hospitality industry must develop a framework for
understanding and implementing disaster management strategies. (Sharma &Nicolau,
2020) as a consequence of the pandemic, each of the four industries hotels, airlines,
cruise lines and car rentals—have experienced a substantial fall in valuation. The drop
is significant enough in each industry to warrant concerns about the long-term outlook
for each of the industries. Stankov et al. (2020) states that current pandemic could
give rise to a more mindful tourist, sustainable tourist practices which in turn would
respond to new demands by currently adjusting their unstainable product offers.
Qiuet al. (2020) in his study on three Chinese cities found that travelers are ready to
pay more for risk reduction and action corresponding to COVID-19.
Objectives
1. To analyze the importance of various service quality parameters in Indian hotel
industry during COVID -19 pandemic.
2. To analyze the relationship between service quality and customer satisfaction in
hotel industry during pandemic.
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Methodology
The data for the research paper was collected from the consumers of hospitality
industry. The primary source of collecting the data was through a survey, which was
conducted using a structured questionnaire and distributed to respondents through
online platform using Google forms. The questionnaire was framed with questions
based on 5-point Likert‘s scale and was filled up by the respondents in the month of
September, 2020. The questionnaire was divided into three sections. The first section
consisted of the demographic profile of respondents. The second section consisted
closed ended questions to rate the hotel services by its importance in reference to
COVID-19 pandemic. The third section consisted questions for establishing the
relationship between service quality parameters and customer satisfaction during their
stay in selected hotel. Suggestions for improvement in services during pandemic were
requested from the surveyed population. The secondary sources of information were
national and international journals, Government reports, published research articles,
theses, books, websites, magazines, newspapers, etc.
Results and Findings
To achieve the above stated objectives a structured questionnaire was prepared and
distributed to 250 respondents all over the country using google forms as a platform in
the month of September 2020. 100 out of 150 respondents have filled the survey
questionnaire. The gender distribution showed that 65.3% of the respondents were
male and rest 34.7% were female. 49% of respondents were of age group 18years to
35 years, 49.9% were of age group 36 years to 55 years and only 5.1% respondents
were 75years and above. A majority (51%) respondents work for private organizations‘
although 16.3% respondents are businessmen and equal percentage works as a
government employee. The annual income of 34.7% respondents‘ range between
1lakh to 5 lakhs and 38.8 % range between 5 lakhs to 10 lakhs. The data affirms that
large percentage of (75.5%) respondents are planning work- and business-related
trips. This shows that people are avoiding travel for leisure or adventure purpose to
protect themselves from getting infected from virus.
Variable Percentage %
GENDER
Male 65.30%
Female 34.70%
AGE
18 Years to 35 Years 49%
36 Years to 55 Years 45.90%
56 Years to 75 Years 5.10%
OCCUPATION
Businessman 16.30%
Government Employee 16.30%
Private Employee 51%
Others 21.40%
ANNUAL INCOME
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1 Lakh to 5 Lakh 34.70%

15 Lakh & above 12.20%
PURPOSE OF TRAVEL
Work 65.30%
Business 10.20%
Adventure 1%
Pleasure 9.20%
Visiting People 14.30%
Table 1: Demographic profile and travel data of respondents

When asked about the choice of accommodation 33.7% prefer 5-star
properties, 28.6% prefer 3-star properties and 32.7% prefer budget hotels for their stay
during pandemic. On the basis of SERVQUAL model 17 quotients were chosen and
respondents were requested to rate the services in terms of importance with reference
to COVID-19 pandemic. Table 2 show the various services offered by hotels ranked in
terms of importance on the basis of data received. Weighted mean was calculated
and ranking scale analysis was used for same. The date shows that there has been a
major change in ranking the services in term of its importance during pandemic.
Total Weighted
Parameters Vi Si N Sui Vui Rank
Respondents Mean
LOCATION 70 25 4 1 0 100 4.783505155 9

MODERN EQUIPMENTS 59 36 3 0 2 100 4.639175258 12
APPEALING
22 57 17 3 1 100 4.082474227 14
ARCHITECTURE
NEATNESS & CLEALINESS
96 2 0 0 2 100 5.051546392 1
OF STAFF
ACCURATE SERVIVE 78 19 1 1 1 100 4.865979381 5
TIMELY SERVICE 78 19 1 0 2 100 4.855670103 6
AVAILABILITY OF STAFF
IN ATTENDING 79 18 1 0 2 100 4.865979381 5
COMPLAINTS
FLEXIBILITY IN
ATTANDING 74 24 0 0 2 100 4.824742268 8
COMPLAINTS
SAFETY AND SECURITY 92 6 0 0 2 100 5.010309278 3
AUTOMATED CHECK INS
73 20 5 1 1 100 4.773195876 10
AND CHECK-OUTS
DIGITAL PAYMENTS 81 16 2 0 1 100 4.907216495 4
DIGITAL ORDER TAKING 65 30 2 2 1 100 4.701030928 11
ATMOSPHERE OF 93 5 0 0 2 100 5.020618557 2
357
ROOMS
PRICING OF PRODUCTS 50 44 4 2 0 100 4.556701031 13
COMPLAINT HANDLING 77 20 0 1 2 100 4.835051546 7
OTHER SERVICES (GYM
26 45 16 9 4 100 3.917525773 15
SPA ETC)
Table 2: Hotel services by its importance in reference to COVID-19 pandemic
Unlike before where location was given maximum importance (as shown above in
Figure 1), during pandemic, neatness and cleanliness of staff as well as atmosphere of
rooms (sanitized and safe) is being given maximum importance while choosing the
accommodation for stay. Digital payments ranked third in queue as physical
payments increase the risk of spread of virus. Although guest is preferring more
automated kiosks in hotels, still availability of staff for handling requests and complaints
is ranked fifth in importance, as guests feels valuable through personal touch.
Accurate and timely service is given equal importance and grading. Similarly,
handling complaints and flexibility in the procedures of same are rated at same level.
Analysis shows that location and pricing which used to be of prime importance for any
customer while availing hotel services is compromised in the era of COVID -19. Other
luxury services like gymnasium, spa, beauty salon, shopping arcades are given least
importance while choosing hotels by the customer during pandemic.
TOTAL WEIGHTED
PARAMETERS HS S N DS HDS RANK
RESPONDENTS MEAN
LOCATION 47 46 5 1 1 100 4.505155 7
MODERN EQUIPMENTS 33 50 16 0 1 100 4.268041 10
APPEALING
24 50 25 0 1 100 4.082474 12
ARCHITECTURE
NEATNESS &
65 29 5 0 1 100 4.71134 1
CLEALINESS OF STAFF
ACCURATE SERVIVE 59 36 3 1 1 100 4.649485 3
TIMELY SERVICE 56 35 8 0 1 100 4.587629 4
AVAILABILITY OF STAFF
IN ATTENDING 52 35 11 1 1 100 4.494845 3
COMPLAINTS
FLEXIBILITY IN
ATTANDING 52 34 13 0 1 100 4.494845 6
COMPLAINTS
SAFETY AND SECURITY 58 33 6 0 3 100 4.56701 4
AUTOMATED CHECK
54 31 10 4 1 100 4.463918 8
INS AND CHECK-OUTS
DIGITAL PAYMENTS 59 30 9 0 2 100 4.57732 3
DIGITAL ORDER TAKING 54 35 10 0 1 100 4.546392 9
ATMOSPHERE OF
64 30 4 0 2 100 4.680412 2
ROOMS
PRICING OF PRODUCTS 42 44 13 1 0 100 4.402062 11
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COMPLAINT HANDLING 55 27 16 1 1 100 4.474227 5

OTHER SERVICES (GYM
29 37 24 3 7 100 3.896907 13
SPA ETC)
Table 3: Ranking of customer satisfaction level while stay in hotel during pandemic
Customers feel highly satisfied when their perception of service quality meets their
expectations. Table 3 shows the ranking of various services in terms of level of
customer satisfaction of guests while stay in hotel during pandemic. The analysis shows
that neatness & cleanliness of staff, atmosphere of rooms, accurate service, digital
payments & availability of staff for handling complaints are most important services
expected by customer during pandemic and guest feels highly satisfied while availing
the same. Timely service, safety and security is graded at equally at fourth position.
Complaint handling procedures and flexibility in the same are at fifth and sixth
position. Results indicate that guest is less satisfied by digital order taking procedures,
automated check-ins and check-outs as automation in procedures reduces personal
touch which is very important in hospitality industry. Other services like gymnasium,
health club, spa etc. and appealing architecture have been ranked the factors of
least importance and even guests‘ level of customer satisfaction decreases while
availing these services. This clearly indicates that guest in the era of pandemic is least
satisfied by physical features offered by hotel and is focusing more on hygiene,
cleanliness and safety in terms of health.
Suggestive measures for Hotel Industry

Although customers were satisfied with the standard procedures followed while
delivering services during pandemic, special attention was expected for guest with
physical disabilities and health ailments. Sanitization procedures followed for guests‘
rooms have a scope of improvement. A CRM (Customer Relationship Management)
tool can be adopted and implemented. That can help even smallest hotels
understand how customers choose products based on the context of their travel (both
group & transient), allowing proactive extended targeted promotions and upselling.
Respondents also suggested that service quality standards during COVID-19 could be
harnessed with employee positivity, zeal and emotions. Dynamic pricing could be
eliminated in these times of emergency travelling.
Conclusions and Limitations
Summarizing, the study clearly indicates that service quality parameters are facing a
major shift when looked through the perception of customers during pandemic. The
importance of facilities is shifting from location, price of product, luxury services etc. to
neatness, cleanliness, hygiene of the hotels and rooms. The customers who were price
conscious earlier are ready to pay higher price if the establishment guarantees
sanitized and clean atmosphere for reducing the risk of spread of COVID-19. Higher
customer satisfaction is achieved if the hotel focuses on sanitization, hygiene and
automation of various services, although customer do not compromise on complaint
handling procedures during pandemic. Despite the fact that the study was
conducted on Indian hotel industry as a whole, there is a scope of future research on
same. Future studies can be conducted on specific brands and cities of the country to
arrive at more specific results about customer satisfaction parameters during
359
pandemic. Similar studies can be conducted on other sectors under the umbrella of
hospitality industry like airlines, standalone restaurants‘, retail stores etc.
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TOUR0116
IMPACT OF GLOBAL PANDEMIC ON SMES EMPLOYEES: BUILDING THE SCENARIO

OF BACKWATER TOURISM IN KERALA
E JoshuAjoon
Department of Tourism Studies, School of Management
Pondicherry University
Dr.M.R.Dileep
Travel and Tourism Management
Pazhasisraja College, Calicut University
Abstract
The COVID-19 pandemic left the whole of humankind in an agony by restricting
movements, interactions, and gatherings; the three fundamental aspects of tourism
phenomenon; causing grave effects on tourism and allied sectors across the globe.
Tourism, an amalgam of diverse industries, is certainly a luring sector due to its
economic potentials and it being a labour-intensive sector could record incredible
employment generation potentials. Though less highlighted, the Small and Medium
Enterprises (SMEs) play a pivotal role in a destination‘s tourism activities, and most of
them are directly and completely dependent on tourism. Even micro-enterprises too
have considerable significance in the realm of tourism in the destinations. While
thinking of tourism from a sustainability perspective, the significance of micro, small,
and medium enterprises in tourism get augmented as they could ensure socio-
economic equitability in a better manner. The backwater tourism segment has been a
USP of tourism in Kerala, a popular tourist destination situated in the southwest corner
of India. Backwater tourism is featured with enticing tourist experience using
houseboats in the enchanting backwaters, a network of lakes, rivers, and other inland
water bodies. A Houseboat which can provide jobs for two to ten people on an
average, is the basic unit of business in Backwater tourism. The ongoing crisis has
severely affected the lives of the people depended on backwater tourism and their
jobs have completely vanished in the first three quarters of 2020. This poses an
economic conundrum in the tourism sector over there, which raises many questions
like, will the workers wait for the tourism sector to revive to continue their work in the
sector? and how many would have migrated to other sectors for economic survival? It
seems a study is significant to explore the employment scenario in the tourism sector in
the wake of the Covid-19 particularly focusing on the SMEs, mainly the unorganized
business sectors, as it is the most vulnerable segment to be impacted economically by
crises. Here, an explorative study is envisaged to study on the effects of the ongoing
pandemic in the unorganized small and medium sector in the backwater tourism in
Kerala. The focus would certainly include the migration of labour, confidence level of
the past workers, economic survival strategies of those workers, and the scope of
returning to work in the tourism sector when tourism gets to normal situation. Data will
be collected from the employees of houseboats, small accommodation units, and the
small-scale businesses fully dependent on the tourism sector over there using a
structured questionnaire which will be developed from a pilot survey conducted on
the convenience sample of the study population. The output of the study would
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certainly complement to the literature on the impacts of crises of large scale and the
planners and policymakers can get ample input on making policies, plans, and
strategies considering sustainable development.
Keywords:Tourism, Backwater tourism, Houseboat, SMEs, employees, economic

sustainability, COVID-19
Introduction
Houseboats are the inextricable part of backwater tourism, a unique type of tourism,
and a USP of Kerala Tourism. Every year both domestic and foreign tourists used to flow
in large numbers to experience this unique type of tourism. Upon understanding the
potential of this activity many people chose to work in this and presently around 45000
families in Alappuzha are dependent on the backwater tourism sector and the
houseboats alone employ around 14000 people. Of this, a high majority can be
considered as SMEs depending upon the number of employees and number of units,
etc. because there is yet no proper definition for SMEs in tourism. These houseboats
function as a tourism activity and at the same time as a hotel, this factor evinces the
importance of conducting a study to reveal the post-COVID-19 strategies of the
houseboat industry. Since there are many people who are completely dependent on
the houseboat industry it is necessary to study how they survived the pandemic when
the sector was closed. This paper conducts a study on the houseboat tourism industry
to study the impact and influence of COVID-19 on the lived experiences of those
working in the houseboat sector of the Alappuzha backwater tourism sector.
Literature Review
Tourism and Employment
Moving from one place to another is an innate ability of human beings, to this with the
advancement in technology and innovation and its globalization have led to drastic
lifestyle change this resulted in human beings traveling more for different purposes like
business, leisure, and status. This increase in traveling became an asset for the tourism
sector and it flourished over years. United Nations World Tourism Organization (UNWTO)
reported a 4% increase in international tourist arrival, that is, in 2019 the world
witnessed 1.5 billion international tourist arrival, while in 2017 and 2018 an increase of
7% and 6% respectively was seen (UNWTO, 2020). This increase in traveling helped the
tourism sector to cater job because, as a service sector and due to the increase in
guest population, it is necessary to have more manpower to uphold the quality and
quantity of the services (Tapak, Abbasi, &Mirhashemi, 2019). According to World Travel
and Tourism Council (WTTC) tourism for the ninth time has outpaced the global
economic growth of 2.5% with a growth of 3.5% in 2019 by contributing global GDP of
10.3% that is US$8.9 trillion (WTTC, 2020). These credits have made tourism a dynamic
industry with 330 million jobs, that is, 1 in 10 jobs across the globe is in the tourism sector
(WTTC, 2020).
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Enterprises in Tourism
The employment factor and GDP contribution of tourism have lured the government
and individuals to foster tourism business. This resulted in the blooming of many tourism
enterprises across the globe. According to the International Labour Organization (ILO),
the majority of the enterprises in tourism are of small and medium sized. In Europe and
Asia although the market, at large, is served by the large companies but with support
from smaller enterprises, while in many other places SME‘s play a major role in tourism
services (OECD, 2008). The involvement of SMEs in tourism activity can develop the
tourism product and services at a destination (Meler, Grbac, & Horvat, 2005) this
signifies the considerable strength of tourism SMEs because, tourism, as a whole, is the
uniqueness and experiences tourists can receive from the particular destination
(OECD, 2008). A precise definition for SMEs in tourism is still a matter to debate
(Mohamed &Warth, 2012), number of employees in SMEs varies according to the
region, for example, in the EU it is up to 50 whereas in the US it is up to 500 employees
(Simmons, Armstrong, & Durkin, 2008). While for some other regions the measurement is
also based on the investment capital or the assets or the sales volume or the
production capability or even the type of employment (Karanasios, 2008). Hence, the
classification standard of SMEs in each economy differs according to different criteria
(APEC, 2020). SMEs have varied characteristics like the owner/manager have a strong
influence in directing the business of the respective SMEs, the decisions of the
enterprise are generally taken by one or two people and have a simple organizational
structure (Karanasios, 2008). SMEs contribute significantly to a tourism destination
especially in remote areas like diffusing the income from tourism into the destination
economy, employment for the people in the destination region, and also act as a
point of direct contact for tourists with the community (Cooper & Hall, 2008). As
contemporary tourism is more focused on tailored experiences, SMEs help by
facilitating flexible specialization thereby catering to the demand of tourists
(Ateljevic&Doorne, 2010). Furthermore, SMEs stimulate innovations and growth (Page,
2007) and these innovations are more economical (Yilmaz, 2009). SMEs can generally
adopt and change faster compared to the large enterprises because of their flat
hierarchies and sensitive and responsive character (Mohamed &Warth, 2012). SMEs
also helps in value creation and maintaining the multiplier effect at a tourism
destination (Jones & Tang, 2005). Another most dynamic feature of SMEs is, they foster
human interactions (Mohamed &Warth, 2012), being a spot for tourist to meet the
community directly makes it easy to build special and personal relationships (Cooper
& Hall, 2008), also SMEs are capable of providing large product diversities to the
tourists (Guzmán, Moreno, & Tejada, 2008), these results in flourishing the tourism
experiences for both the host and the guest.
Backwater Tourism and Employment
Water bodies never fail to mesmerize any tourists! As the aqua-based tourism
destinations are growing rapidly there is a serious concern on the impact of tourism
activities but since there were few positive results of aqua-based tourism on the
environment and society, and as it put forth an agenda for more policies, advocacies,
and projects for better conservation of resources (Mathew, Chandran, & Swain, 2017),
both government and different organizations supported and collaborated for water-
based tourism developed. Besides, the Ramsar convention of 1971 is a notable and
highly referred forward-thinking text for backwater tourism as the convention
364
emphasize on the wise use of wetlands with the engagement of different players and
creating a strong link between people and the ecosystem (Finlayson, Davidson,
Pritchard, Milton, & MacKay, 2011).
Kerala, a state in the country India laying in the Asian continent have backwater
tourism as its USP and is very popular across the globe (Kerala Tourism, 2020). The
houseboats, locally known as Kettuvellam is the paramount of backwater tourism as
these, from inside, feels like a fully furnished home with all facilities like the living room,
dining area, sun deck, kitchen, and bedroom with toilets and some even have a
conference area (Mathen, 2012). These boats were originally used for carrying cargo
but the advance in technology and invention of motorboats that brought speed in
transportation harmed houseboats. Upon understanding the tourism potential and
tourist‘s demands, houseboats were brought back to sail and due to its originality,
simplicity, and the experiences it can provide to tourist, the slow and leisure
movement through the backwater along with the traditional dishes and local fish, it
became a USP of Kerala Tourism (Rajan, Varghese, &Pradeepkumar, 2011). The
houseboats are classified as Silver Vessel, Gold Vessel, and Diamond Vessel
depending upon the facilities and conditions prescribed by the Department of
Tourism, Government of Kerala (Kerala Tourism, 2019). With the implementation of the
Responsible Tourism Mission in Kerala Tourism, the job opportunities in backwater
tourism have increased. Currently, for the classification of houseboats, it is prescribed
to have 50% of employees from the district of the houseboat‘s operation. As part of
Responsible Tourism mission initiatives, the LSGs, farmers, fishermen, kudumbahsree
units, artisans, and other local people are directly engaged with the tourism activities
(Kerala Tourism, 2019), this provides an income for the community people from the
tourism activities in their region and for tourist gain unique experiences, above all it
facilitates in building direct relationships among the guest and the host. Being a
prominent tourism product of Kerala many enterprises are directly and indirectly
engaged with backwater tourism, while few enterprises especially the SMEs are
completely dependent on backwater tourism.
COVID-19 & Job Inconsistency
COVID-19 pandemic has caused a disastrous threat to employment. Globally, as the
industries were temporarily closed to control the contagion, it caused a drastic job
loss. According to a report by International Labour Organization 3.3 billion global
workforces is badly affected and in the informal sector 1.6 of the total 2 billion is
critically impacted, also it was reported that 436 million enterprises are at high risk of
which 51 million are in accommodation and food services (ILO, 2020). Tourism is a
sector impacted devastatingly due to pandemic. Organisation for Economic Co-
operation and Development estimated that the international tourism economy will be
shrinking around 60% to 80% in 2020 (OECD, 2020). Meanwhile, the World Travel and
Tourism Council forecasted a loss of 197 million jobs if the travel restrictions are
continued (WTTC, 2020). The impact of the pandemic on the livelihood of the
employees of the tourism sector across the globe is massive because the majority of
the tourism enterprises comes under the MSME, and of the total tourism workforce in
the globe, 30% are employed in enterprises with 2-9 employees (ILO, 2020).
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Objectives
 To understand the impact of COVID-19 on SMEs of backwater tourism
 To find out the influence of COVID-19 on Houseboat employees
 To understand the expectations of the houseboat tourism sector for Post-
COVID-19
Methodology
Qualitative research was conducted in an explorative paradigm to understand the
real phenomenon without any biases. The data was collected over a week by staying
in a place where the houseboat employees were settled so as to develop a close
contact with them and observe their daily activities. Within two days of causal
interactions with the study population, questions for the study were framed carefully.
15 houseboat employees of different houseboats were interviewed with open-ended
questions in a semi-structured approach. Along with this semi-structured interviews
were conducted with 10 houseboat owners also.
Impact of COVID-19 on Backwater Tourism
The case on the Backwater Tourism sector in the COVID-19 situation was very tragic.
The sector was hit badly from 2018 onwards with 2 severe floods, Ockhi, Nipah Virus,
etc. and when the sector was navigating its way through all these uncertainties came
the COVID-19 pandemic and became the first sector to get anchored and the last to
set back on the sail. Upon interaction with the employees and owners, it was clear
that though the boats are providing services, it isn‘t running for profit in the majority of
the case but since they love the job the boats are still sailing. The impacts of these
uncertainties and the uncontrolled hike in essentials materials and fuel along with the
tax norms made the owners suffer and survive with piled-up debts. The owners
mentioned that they were expecting a hike in tourist inflow in 2020 as they had fewer
tourists for the previous two years due to calamities but COVID-19 destroyed all the
expectations and affected the whole year‘s business.
According to Josekutty Joseph, former president of six different houseboat owners
association, 80% of the owners have a financial background as average and for them,
it is a tough situation, as the essential commodities prices are hiked, boats require
many licenses, further the taxes have become a burden. With this, they have to
manage to pay their employees a salary of 12500 a month and bata for the services.
These are making the expenditure more and earning less for the owners and it is
pushing them to a very sad state. He also mentioned that although the boats are
halted it had to pay the fixed payments like parking fee which alone cost INR 4000 per
month.
Many of the houseboat owners ventured into other businesses to stay afloat till the
situation gets back to normal. The types of the job include, fish stalls, food materials
preparation stalls, fish raising, selling vegetables, selling food on the roadside, driving
an auto-rickshaw, while some made the houseboat booking office to a place for
another business, like the IMS tours have started selling sunglasses in their office. Some
owners even ventured into paddy fields of Kuttanad, there can find the job of INR
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1000-1500 per day in the field. The owners also commented on a general concept of
looking at houseboat owners as rich, they said some owners still live in rented houses
and some owners had to sell their car or wife‘s jewelry or ancestral property share,
while some borrowed money to sustain through the pandemic.
After 2017 the situation of the houseboats tourism industry was very devastating, the
Nipah, Okhi, 2 floods and now the covid-19, the debt had piled up forcing the owners
to depression within 2 months of lockdown.
At the beginning of houseboat services, a single room was priced between INR 6500
to around INR 13000 depending on the type of luxury, and the diesel at that time cost
around INR 35, salary around INR 3000, bata INR 25 per trip, and essential commodities
rice too was low. Presently, the diesel price has more than doubled, salary INR 12000,
bata INR 290 per trip, and other essential commodities prices shot up, but houseboat
rate decreased and one room cost INR 5500-6500 due to tight competition. To this
now the covid-19 protocols suggest to sanitize the boat for 24 hours after one service,
the sanitizer can cost INR 4800 for 10 Litter, plus the COVID-19 protocol kits that include
mask, sanitizer, gloves, etc. would cost INR 600. These costs are taken by the owners
and are not collected from the guests.
The owners said that it is necessary to renovate and repair the boats before setting it
for the sail, many boats are damaged, to this the wind has caused the boats to crush
at each other and damage own roof, many roofs are leaking, these boats need to be
repaired and can cost from INR 60,000 minimum to more than a lakh rupees. This is
happening at a time when many of the owners are soaked in debt. This makes it
unpredictable to guess how many houseboats will be returning to service, they
suggested that the situation forced many to shut off their houseboat business.
Influence of COVID-19 on Houseboat Employees
15 houseboat employees were contacted over a week and a semi-structured (i.e.,
open-ended) interview was conducted to understand the phenomena such as the
impact of covid19 on the life of houseboat employees who were year-round
dependent on backwater tourism which got halted completely during the covid-19
period (8 months), what were they doing in those 8 months, how did they survive the
situation, how many would return to the tourism industry and how many migrated to
other industries, and also their thoughts and experiences on tourism during the
uncertainties.
The findings from the interview conducted with the houseboat employees state that
the hike in the price of essential commodities and fuel increased the expense for the
boat with lesser profit and this led to delayed payment of salary, because of the
union‘s support the salary wasn‘t decreased. The tip the employees used to get from
the tourist helped them earn extra and survive even though the salary was delayed. It
was suggested that working in a houseboat is comparatively the easiest job and one
can earn a salary of 12500 per month with bata. Working in a houseboat also have
few other benefits, as stated by the employees like building relationships, learning new
language and culture, satisfaction in explaining their land to foreigners. All the
interviewed employees showed interest and dedication to the job.
Regarding the COVID-19 impact, there was no tourist from February onwards and by
march as the lockdown was implemented they lost their job temporarily and there was
no income from the houseboats sector. A very few had got the opportunity to stay
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back like one person for one company, that too in major houseboat companies to do
occasional cleaning of the boat, some people were living near the backwater region
where the boats were anchored. The rest of the employees had to leave the sector.
Though it was hard, many could manage to find other jobs for daily wages, the
common jobs that were taken up by these houseboat employees were in agriculture,
construction field, painting, mechanical works, mica works, driving, fishing, vegetable
selling, etc.
The activities of employees during the COVID-19 pandemic period on monthly basis
starts from February. February had no tourist but the boats had its employees. March,
the lockdown was implemented as a result the boats got anchored and employees
lost the job. April the situation continued and in May by mid of the month few
employees found other jobs on a daily wage basis and the jobs were mostly in
agriculture, fishing, and vegetable/fruits selling. From June to September the trend
continued and many more found small jobs to earn income. In October few of the
employees were called back to the houseboats for a daily wage as they expected
permission to restart the business by mid of month. By mid-October, the services
restarted in alignment with the COVID-19 protocols. Since the number of houseboats
and tourist were less, only around 500 employees were called back to work. The daily
wage for the employees is INR 800.
They also said some employees survived without going for any job during the
lockdown period while others worked in small jobs. There was no information on
anyone attempting suicide or going into a mentally unhealthy situation. During the
lockdown, it was difficult to earn money but the food was available and that helped
to survive without starvation.
Expectations for the Post-COVID-19
From the DTPC office in Finishing point where houseboat check-in is done, they
informed that within 2 weeks of reopening they get around 1000 guests to tour with 50-
60 boats providing services with the total number of employees not more than 500.
Each boat after one service has to be fumigated for 24 hours before taking the next
guest and are made sure that each boat has necessary COVID-19 protocol based kits
before going for service.
It was said that all the employees are waiting for the industry to reopen. From 2017
they were facing hard times, so the situation wasn‘t new to them. The employees did
not doubt the reopening of the sector as they were sure of the industry navigating its
way through the pandemic. These suggested that the employees also believe that
people won‘t stop traveling and hence their industry would restart and will get tourists
as usual. They have a high expectation of the industry. All are waiting for the vaccine
while few some specifically mentioned that ‗Live with Covid‘ will be continued.
In the present situation, tourists can check-in from only two points in Alappuzha after
registration and thermal screening, also their luggage would be sanitized before
boarding. A boat after one service has to be fumigated and left unused for 24 hours.
Also, the boat must have kits advised for COVID-19, kit includes mask, sanitizer, gloves,
etc.
In the case of working conditions, there were only a few changes like the guests are
not allowed to enter the kitchen, all the dishes will be served by the staff in the dining
area. The rest of the activities in the boat happened like how it was before COVID-19,
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no respondents mentioned that the guest distanced themselves from the staff due to
fear, instead they found more new interesting discussion topics based on the
pandemic and the related phenomena.
From the owners‘ side, on post-COVID-19 strategies, they said it is difficult to run with
the same fee as the expense is more than the profit and that makes the industry stuck
in the future even without any calamities or disasters. And they said if everything goes
well they look forward to providing more better and safe experiences to their guests.
Conclusion
The study broadly explains the impact of COVID-19 pandemic on houseboat
enterprises and the lived experiences of houseboat employees who were completely
depended on the backwater tourism activities. The study also indicates that in the
post-COVID-19 scenario there won‘t be any behavioral and attitudinal changes in the
guest-host relationship. The employees and owners equally expect the sector to get
back to the normal state as soon as possible and it would be possible only if the
vaccine is found. This study though it evince on the impact of the pandemic on the
houseboat sector, one another factor is clear that tourism will surge again just like how
it navigated through all other uncertainties and human beings would just keep doing
like how they have done before. Hence the policymakers, researchers, and
government have to step in to make changes in the sector to make the normality
aligned to sustainability.
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TOUR0130
IMPACT OF RESPONSIBLE TOURISM METRICS ON SOCIO-ENVIRONMENTAL

INDICATORS IN POST COVID-19 ENVIRONMENT: A PREDICTIVE ANALYSIS USING
TEMPORAL CAUSAL MODELLING
Arup Kumar Baksi

Dept. of Management and Business Administration
Aliah University, Kolkata
BivrajBhusanParid
Dept. of Tourism Management
The University of Burdwan
Abstract
One of the cognitive shifts triggered by the COVID-19 pandemic and the associated
stagnancy in the tourism operations has been the attitude of the stakeholders towards
the depleting environmental balance, so much so, that a collective notion has
surfaced to correlate the rising intervention of human species with natural
environment with the increase in the novelty and virulence of pathogens. The industry
and the academia postulate a rise in sensible travel and responsible travel behaviour
in post-pandemic period with new norms and protocols. However, the grounded
tourism industry had to walk a tightrope in balancing profitability with responsibility
while recovering from the pandemic-inflicted shock. The industry and its operators
need to identify the controllable metrics of responsible tourism that might be used to
propagate a viable recovery charter. Researchers have drawn on political and
behavioural economics to offer an integrated sustainability-responsibility model
consisting of three phases, namely, awareness, agenda and action. Such models
propagated the concept of socio-environmental value-driven responsible tourism.
However, the relationship between the controllable issues in responsible tourism and
the key socio-environmental key performance indicators remained unexplored to a
large extent. This study explored the said relationship using the Temporal Causal
Modelling (TCM) approach. TCM uses an autoregressive approach to build a causal
model for a specified set of target series from a set of candidate inputs. Unlike the
conventional time series, modelling TCM does not use an explicit predictor. The study
identified a number of controllable metrics and further gathered evidence on impact
of controllable metrics on socio-environmental key performance indicators. The study
is significant from the industry point of view as the tourism industry attempts to gather
insights into the possible policy prescriptions for post COVID-19 recovery and
sustenance.
Keywords: Responsible tourism, Metrics, Socio-environmental, Causal
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Introduction
The global growth trajectory of the tourism industry has been shattered and grounded
by the pandemic inflicted by COVID-19. According to the World Tourism Organisation
(UNWTO) the international tourist arrivals will be down by 20% to 30% in 2020 when
compared with 2019 figures, equivalent to a loss of 300 to 450 US$ billion in
international tourism receipts (exports) – almost one third of the US$ 1.5 trillion
generated globally. The direct contribution of the travel and tourism industry accounts
today for 3.3% of the total global GDP and 4.4% in OECD countries (average) with
picks of 14%, 13% and 18% for countries like Spain, Italy and Greece respectively.
Some countries are predicted to face more substantial blows than others due to their
high reliance on the sector especially when considering an interesting comparison:
out of the top 10 destinations by international tourists arrivals (France, Spain, United
States, China, Italy, Turkey, Mexico, Germany, UK and Thailand), 8 result to be the
hardest hit by COVID-19, implying that the economic shock on tourism will be further
exacerbated in these countries. According to the latest estimates, Asia will see the
highest overall drop in travel and tourism revenue in 2020, with China accounting for
the lion‘s share of lost revenue. In Europe, where the tourism industry employs around
13 million people, around €1 billion in revenues per month is expected to be lost as a
result of coronavirus, with Italy and Spain as countries most affected. Italy is likely to
close the year with 60% less presences compared to 2019, levels equivalent to those
registered in the 1960s, when the world was divided in blocks and air travels was a
luxury for a few. The Spanish tourism sector would experience losses of around €55
billion by 2020 with Catalonia expected to be the region most affected registering a
loss in tourism turnover of almost €11 billion.
Evidence suggested that consequences following crises and disasters tend to be
amended and things return to the status quo (Kontogeorgopoulos, 1999). China
rebounded from the virulence of SARS epidemic in the early 2000s, which adversely
affected the tourist inflow in the country (Zeng et al., 2005). Prominent destination
stakeholding nations, namely, Sri Lanka, Thailand and Indonesia forayed into ―disaster
capitalism‖ to acquire lands in post-tsunami phase and initiated large-scale
destination re-built that brought back international visitors (Cohen, 2011). However,
Ioannides and Gyimothy (2000) opined that the travel and tourism industry, in its
evolutionary course, has reached to a metaphorical fork whereby two outcomes are
possible in post COVID-19 phase: (a) backtracking to pre-COVID-19 shadow-
sustainable trajectory and (b) adopt a radically preemptive resilient-based responsible
approach to make the industry sustainable (Nicolas, 2020; Loorbach et al., 2017).
Conventionally, the growth of travel and tourism is not without collaterals posing
threats to environment, society and the ethno-cultural fabric. Sustainability assumed
critical strategic objective for the policy makers. Sustainability indicators were
formulated and the global bodies like United Nations Environmental Programme
(UNEP), World Travel & Tourism Council (WTTC) and United Nations World Travel
Organization (WTO) got together to prioritize the action plan. However, the initiatives
for sustainability was often unidimensional in nature with the onus lying predominantly
on the policy makers, facilitating agencies and the tourism service providers. The host
community was relatively inert. The Cape Town Declaration (2002) approached the
sustainability issue from a different perspective. The host community and the visitors
were identified to be engaged in symbiotic relationship with shared responsibility.
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The business case for responsible tourism focuses on building adaptive approaches
and directing resources towards the perceived demands of relevant stakeholders.
Businesses may be in a better position to understand the true bases of company
productivity as they collaborate with stakeholders across profit and non-profit
boundaries (Porter and Kramer, 2011). However, the travel and tourism business have
a dilemma in identifying the controllable factors that are apprehended to have
profound impact on the performance indicators of responsible tourism.
Literature Review
Within the burgeoning discussions and research on ‗tourism and COVID-19‘, there has
been observations to consider the pandemic as a transformative opportunity for the
tourism industry (Mair, 2020). Transformative tourism, with responsible participation, has
emerged as a condition to induce individual and social transformation (Reisinger,
2013, 2015; Lean et al., 2014; Lean, 2016; Kirillova et al., 2017a; 2017b; Soulard et al.,
2019) and is likely to pave way for tourism recovery post COVID-19 scenario (UNWTO,
2020). Pollock (2015) used the term ‗conscious travel‘, which was apprehended to
stimulate responsible transformation towards life-affirming, place-based regenerative
economy where all stakeholders can symbiotically and synergistically co-exist with the
biosphere. UNWTO drafted the One Planet Vision for a responsible recovery of the
tourism sector which builds on the UNWTO Global Guidelines to Restart Tourism
(UNWTO, 2020) released by the Global Tourism Crisis Committee in May, 2020.
Goodwin (2013) observed that responsible tourism addresses the issues, which matter
locally centering the sustainability agenda and has deep-rooted implications in
strategising the socio-economic and environmental threats and opportunities, which
arise as consequences of tourism activities (operational) and human intervention with
natural environment. Further, responsible tourism practices were posited to contribute
in nullifying the perils of climatic shift and could provide actionable scarce-resource
management (Frey and George, 2010; Iglesias et al., 2007). Academic contributors
have been shaping the concept of responsible tourism as means to address
sustainability agenda (Bramwell et al, 2008; Buckley, 2012; Camilleri, 2014; Goodwin,
2011; Lee et al, 2013; Sharpley, 2014; UNWTO–UNEP, 2012). Responsible tourism may
bring high quality engagement with local communities and their environments
(Goodwin and Francis; 2003) and emphasized on the Global Code of Ethics in Tourism
(1997) formulated by the World Tourism Organisation (2010).
While, charting a route for a responsible recovery, Jamal and Budke (2020)
recommended embedding the issues of climatic shifts and global health emergencies
into the policy framework. This resonates with UNWTO‘s (2020) notion of ‗One Planet‘,
which prescribes to integrate epidemiological indicators with tourism metrics to ensure
a responsible and sustainable recovery. However, tourism, as an asymmetrical and
network of multiple standalone industries, had conflicting outlook towards endorsing
responsible tourism as the profit-lines often exhibited a diminishing trend and hence
might be vulnerable in the face of disruptive forces, namely the pandemic inflicted by
COVID-19. Merwe and Wöcke (2007) observed that small ventures (namely small
hotels, restaurants, logistic service providers etc.) might not perceive responsible
tourism to deliver business advantages across the pool of stakeholders. However, on
the other hand, Bohdanowicz (2006) implied that the Scandinavian hoteliers were
willing to make changes in response to emerging customer demand for ―green‖
operations, combined with the growing evidence of financial benefits that are derived
374
from managing resource-efficient facilities and posited that the geo-political,

economic and socio-cultural contexts can have a significant influence on the
environmental attitudes of hotel operators (Bohdanowicz, 2006). These growing
concerns about planetary vulnerability is likely to shape the new normal and the
tourism transactions explained by the conventional theories of destination
management, behavioural intentions and experiential absorption shall be re-theorized
to capture the notion of responsibility as the only route to sustainability.
Like a double helix, the Sustainable Development Goals (SDGs) and the global
response to COVID-19 pandemic are intertwined and cannot be tackled by a
piecemeal approach. The UNDP (2020), in their 2030 Agenda, has clarified their role as
a SDG integrator to support nations in dealing with COVID-19 challenges. The post-
pandemic recovery initiatives of tourism sector shall be aligned with the SDGs and
shall follow a responsible charter to address emerging issues, namely, public health,
poverty and hunger and resilience built-up. The public and the private enterprises
must work in harmony to ensure compliance with SDGs. Such corporate behaviours
are convergent with Porter and Kramer‘s (2011) ―shared value‖ framework. The
priorities outlined in the UNWTO‘s (2020) Global Guidelines to Restart Tourism (GGRT) in
times of receding virulence of the pandemic and post-pandemic phase embarks on
sustainable development goals (SDGs) and Paris Agreement. However, responsible
tourism with projected sustainable scale-up is not without criticisms. Responsible
tourism failed to address the structural injustice inherent of the tourism system. Whyte
(2010) explained this paradox in the context of indigenous tourism, which adopted a
model of ‗mutually beneficial exploitation‘. The shifting trends induced by the COVID-
19 pandemic, not only in economic operations, but also, in human behaviours, are
likely to shape the next normal. The forces that are likely to work behind this shape are:
(a) metamorphosis of demand pattern and emergence of digital demand, (b)
replacement of human touch with smart touch, (c) changes in supply chain resiliency
based on digitization, (d) regulatory uncertainty and (e) evolution of the virus itself. In
an empirical study conducted by Ghosh (2020) to assess the tourist arrival pattern from
China to Australia from 1996 (Q1) to 2020(Q1), it was found that economic policy
uncertainty weighted by the pandemics asymmetrically impacts tourist arrivals.
Despite the theoretical inputs and construction of measurement indices with reference
to performance in line with the principle of responsible tourism, there is lack of
empirical evidence about identification of the controllable metrics of responsible
tourism and, therefore, it ends up as uncontrolled human interventions nullifying the
expected responsible behaviour. In the context of COVID-19 pandemic and
associated uncertainty, the combination of controllable metrics in responsible tourism
assumes critical significance to charter the recovery process, and hence, needs to be
identified. Hanafiah et al (2016) assessed the impact of responsible tourism impacts on
quality of life (QoL) and posited ‗responsible destination planning‘ and ‗responsible
environmental practice‘ as dual-dimensional model to influence QoL. Stanford (2010)
focused on visitor management system as a dimensional component of responsible
tourism. Stanford (2010) also identified a set of actions in conjunction to the spirit of
responsible tourism and associated a set of influencers (Table-1) with the same.
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Table-1: Action sets and influencers for Responsible Tourism (Pre-COVID-19 Normal)
Sl Action Influencers
No.
1 Recycling Infrastructure and Facilities
2 Crime prevention Precaution
3 Water conservation Awareness, habit and facilities
4 Experiencing local culture Knowledge and understanding of
significance
5 Spending money / Share-of- Unique nature of experience and scope
wallet
Source: Stanford (2010)
Considering the pre-COVID-19-normal, one could observe the domains from which the
responsible actions were likely to evolve, namely, natural environment (recycling,
water conservation), social (crime prevention), ethno-cultural (experiencing local
culture) and economic (spending money/ share-of-wallet). The post-COVID-19
recovery route is likely to induct ‗public health and hygiene‘ as a major action-set
element, in addition to ‗technology infusion‘ with service transactions and ‗host-
community interface‘ (Table-2). Further, the behavioural pattern of the ‗host-
community‘ is likely to embed notions of intense and shifting responsibility while
interacting with the visitors. The post-pandemic new-normal is yet to take shape, but, it
shall demand greater sense of responsibility from the tourists and the host-community
while: (a) interacting with each other, (b) while intervening with nature, (c) while
interacting with ethno-cultural spread and (d) while ensuring personal health and
hygiene. While awareness and adoption, emotional solidarity and dealing with social
stigma (inflicted by COVID-19) are apprehended to be the uncontrollable issues
driven by individual and group behavioural norms; the precautionary measures may
assume semi-controllable status based on administrative initiatives. The infrastructure
and facilities should be controllable depending on the policies and governance of
local administration and participation of private players. The key performance
indicators of sustainable tourism or green-tourism or ecotourism were defined by the
United Nation Environmental Programme (UNEP), WorldTravel & Tourism Council
(WTTC) and United Nation World Travel Organisation (UNWTO) and can be classified
into economic, environmental, social and ethno-cultural heads.
Table-2: Action sets and influencers for Responsible Tourism (Post-COVID-19 New-
Normal)
Sl No. Action Influencers
1 Public health and Infrastructure and Facilities, Awareness and Practice
hygiene
2 Technology usage Infrastructure and Facilities, Awareness and Adoption,
Green supply chain
3 Host-community Awareness, Emotional solidarity, Stigma
interface
Higgins-Desbiolles (2020), considers COVID-19 crisis as an opportunity to rectify the

previous operating model and critically assess the unsustainability of the pre-crisis
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travel and tourism industry. Fletcher (2020), referred to political will that enforced
restrictions on human and vehicular mobility to arrest the prevailing contagion,
thereby, stamped the requirement to regulate tourist flows according to certain
sustainability standards. The controlling issues in responsible travel would assume
significance as proximity tourism is expected to spike in post-COVID-19 phase of
tourism recovery (Korstanje, 2020; Yu et al., 2020). This forecast is based on the fact
that with enhanced social and environmental awareness (Lew, 2020), the post-crisis
tourists would choose to travel to destinations closer to their place of residence.
Romagosa (2020) supported this notion of proximity travel in post-COVID-19 period
and emphasized on continue with the inertia of administrative and industry control
and monitoring of responsible travel behaviour.
Tourism business ventures cannot control all the determinants that influence a business
outcome. However, identification of controllable determinants is critical to design
policy and trigger a recovery charter for the tourism industry in post-COVID-19 phase
to ensure economic gain, environmental protection and socio-cultural vibrancy.
Further, the impact of combined controllable metrics on socio-environmental key
performance indicators (SEKPIs) will also be significant in understanding the long-term
recovery imperatives of the tourism industry making the policy prescriptions.
COVID-19 has opened up avenues to redefine and remodel tourism framework. Much
deliberations on ‗responsible routes to ensure sustainability‘ in pre COVID times did not
trigger a habitual shift amongst the stakeholders of the industry. This inertia can be
attributed mostly to the inert nature of passive stakeholders or the host-community. The
pandemic-effect is likely to decouple these passive stakeholders from a state of inert-
audience to an active participant to propagate the sense of responsible traveling. At
the same time the active sectoral stakeholders (the tourism industry as a whole) are
likely to align their operations with this behavioural shift of the host and the travelling
community. The controllable metrics are apprehended to play critical role in
balancing this alignment. Existing literature supporting this operational and
behavioural interface has been scarce and they either solely focused on sustainability
issues governing tourism activities or tried to showcase the responsibility charter for the
traveller.
The proposed theoretical model has two major latent constructs, namely ‗responsible
tourism‘ and ‗socio-environmental performance‘. This study emphasized in identifying
the specific controllable metrics for responsible tourism which are expected to have
significant impact on socio-environmental key performance indicators in the post
COVID-19 phase in the context of tourism industry.
Methodology
A hermeneutic phenomenological methodology was adopted (Campelo et al., 2014;
Pernecky and Jamal 2010) for the electronic platform. A hermeneutic circle was
created a by assessing the socio-environmental and ethno-cultural background of the
research setting in the context of COVID-19 pandemic and by co-constituting the
research process and data collection with participants and by establishing iterative
criteria to validate our findings with them (Laverty 2003). Birbhum and Bankura, two
districts in the state of West Bengal, India, were chosen as sites for study considering
their attractions to the visitors based on traditional and transgenerational practice of
art and crafts, ethnicity, indigenous rituals and festivals having deep-rooted socio-
377
environmental implications, pilgrimscape and archeological heritage. The destinations

are rural in nature with autochthonous spread (tribal people). Rural destinations and
micro-interiors are apprehended to be the preferred choice of the tourists in post
COVID-19 as these places are not known for overtourism. However, the vulnerable
biodiversity, autochthonous spread of inhabitants and significant transgenerational
ethno-cultural legacy of the said destinations demand responsible approach in
tourism recovery. Both the destinations are severed by the impact of COVID-19 in
terms of tourism activity. Tourism, in Birbhum district, is the most significant non-
agricultural form of livelihood, and, with entire industry grounded, the host-community
is struggling for recovery.
The socio-environmental performance indicators with respect to responsible tourism
were abstracted from the frameworks developed by United Nations Environment
Programme (UNEP), UN World Tourism Organisation (UNWTO) and World Travel &
Tourism Council (WTTC). Secondary data pertaining to the two districts under study
were obtained across 25 key socio-environmental performance indicators (Table-3)
from the annual reports of the referred districts. A period of three years (2017-2019)
was considered for the study and mean for each indicator was computed for the
impact study.
Table-3: Socio-environmental performance indicators
Sl. Codes Socio-environmental performance indicators
No.
1 SEKPI_1 Number of endangered species identified
2 SEKPI_2 Perceived value of forest resources to tourism
3 SEKPI_3 Proportion of time spent on nature tourism out of the span of stay
4 SEKPI_4 Number of hotels with environmental policy in place
5 SEKPI_5 Number of local-community services on offer
6 SEKPI_6 Health safety and hygiene protocols
7 SEKPI_7 Environmental awareness campaign conducted in the destination
8 SEKPI_8 Number of hotels and restaurants recycling 25% (minimum level) of waste
generated
9 SEKPI_9 Safety and security measures adopted
10 SEKPI_10 Percentage of bio-toilets and technology-enabled waste management
establishments provided by local administration
11 SEKPI_11 Community participation in tourism activity
12 SEKPI_12 Women/ men as a percentage of all tourism employment
13 SEKPI_13 Percentage of energy consumption from renewable sources
14 SEKPI_14 Satisfaction of volume of tourists visiting the destination
15 SEKPI_15 Existence of typical local products (handicrafts, cuisine), number of shops,
restaurants offering them
16 SEKPI_16 Demand/supply ratio of water
17 SEKPI_17 Number of restaurants with environmental policy in place
18 SEKPI_18 Initiatives of heritage conservation
19 SEKPI_19 Number of cultural events (festivals), and level of attendance
20 SEKPI_20 Number of guides per tourists
21 SEKPI_21 Crime Prevention scheme
22 SEKPI_22 Availability of interpretive programmes, facilities and materials (e.g. guided
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walks, visitor centres, museums, information in printed and electronic media)

and number of tourists using them
23 SEKPI_23 Technology usage in conservation process
24 SEKPI_24 Amount of revenue generated at heritage sites and attractions (user fees,
licences, retail and merchandising, etc.)
25 SEKPI_25 Number of historic/traditional buildings used for tourism services
(accommodation, restaurants, shops)
Source: UNWTO (2015), WTTC (2015), UNEP (2014)
Necessary clubbing of indicators was done to amplify its scope of coverage a broad
perspective of social, cultural, ethnic and environmental performance as an output to
responsible tourism practices in these two districts. Exhaustive body of research
focusing on the measurement of controllable metrics for responsible tourism is scarce,
if not absent. Few researchers (Hanafiah et al., 2016; Xin and Chan, 2014; Hafiz, 2014;
Darson et al., 2013; Goodwin, 2012 and Spenceley, 2010) have attempted to develop
the dimensions for responsible tourism, but, the controllable metrics were not
identified. Therefore, a surrogation technique was used to generate scale-items.
Following a phenomenological approach, a 33-item scale was developed to capture
the controllable metrics for responsible tourism in post-pandemic phase. The
population of the study, to obtain primary data, covered the tourism service providers
and the tourism facilitating agencies of the districts chosen for the study. The sample
frame was carefully developed so that it incorporates the length and breadth of the
tourism service providers and the facilitating agencies. Secondary data source and
key-informants were used to identify the service providers in the study area. Affected
by the lockdown scenario, the study focused on convenience sampling using virtual
mode of connecting with the prospective respondents. Accordingly, the study used
‗unrestricted self-selected survey‘ (Barratt et al., 2014; Poynter, 2010; Fricker, 2008;
Berson et al., 2002) method whereby an online-survey instrument was developed and
propagated through social-media and harvested e-mails (from known prospects)
only. It was acknowledged that the convenience sampling method might affect the
external validity of the results to such extent that it could be generalized on entire
population (Ihantola and Kihn, 2011). However, the study followed the observations by
Landers and Behrend (2015) and van Tonder and Petzer (2018) and focused on
internal validity instead of the external as the research question was grounded on
probability of occurrence under uncertain conditions (eg. COVID-19 environment)
rather than frequency of existing occurrence. Therefore, the aim of the study was to
provide initial insight into the combinations of controllable metrics of responsible
tourism in the context of tourism operators and service providers in the study area
which are expected to impact the socio-environmental key performance indicators in
post COVID-19 recovery scenario. The sampling plan also considered the
asymmetrical nature of the tourism industry, which is an agglomeration of standalone
services/ enterprises. 259 service providers and facilitating agencies were surveyed
with an electronic structured instrument (e-questionnaire) which was piloted over a
sample of 75 for its internal consistency (scale reliability) and validity (discriminant and
convergent) with Confirmatory factor analysis (CFA). Prior to this the content validity of
the survey instrument was assessed through a focus group discussion (FGD) carried out
on Google Meet platform involving representations of relevant stakeholders from the
industry, academicians and researchers. The survey instrument was targeted to
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identify the controllable metrics of responsible tourism from the stakeholders‘

perception.
The typographical segments interviewed for the study were represented in Table-4:
Table-4: Typographical segments covered in the study
Birbhum Bankura
Sl. Segment
Typographical segments interviewed Number Number
No. Total
interviewed interviewed
Accommodation service providers (Hotels/
1 36 21 57
Resorts/Homestay/Govt. Tourist Lodge)
Dining service providers (restaurants/ farm
2 16 9 25
house/others)
3 Logistic service providers 14 8 22
4 Tour guides 21 7 28
Souvenir/collectible services (handicraft
5 29 22 51
outlets/ local traditions/ others)
6 Community-based tourism services 12 5 17
7 Tour operators/ Travel agencies 11 7 18
Local administration (Forest dept./ Block
8 14 9 23
Office/ Panchayats/ other relevant offices)
Service providers and administrators offering
specific tourism products (Theme parks/ Craft
9 10 8 18
villages/ Theatrical Villages/ Reserve forest/
Pilgrim centres etc.)
Total (across segments) 163 96 259
Confirmatory Factor Analysis (CFA) was carried out to assess the validity issues in the
measurement model (Fig. 2). Standardized loading was represented in Table-5.
Cronbach‘s alpha score was found significant for internal reliability (.872).
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Table-5: CFA results

Standardized
Construct dimensions Scale-Items Regression Cronbach‟s
(loading)
awareness of ecological fragility
and vulnerability of the destination 0.830
(CDPH1)
assessing tourist load and assigning
0.822
carrying capacity (CDPH2)
segregation and mapping of buffer
0.765
zones (CDPH3)
networking primary health centres
Controllable and sub-divisional hospitals with 0.764
destination and public tourism operations (CDPH4)
health management
distribution of personal hygiene and
metrics (RTCM_1)
safety products (sanitizers,
disposable masks, sanitary napkins, 0.743
disinfectants etc.) from tourism
touch points (CDPH5)
tele-medical/ e-medical services to
0.718
tourists (CDPH6)
integration of epidemiological
indicators in assessing tourism 0.664
services (CDPH7)
waste generation and its impact
0.819
(CEBM1)
local biodiversity and intervention .872
Controllable 0.802
techniques (CEBM2)
ecological and
vehicular intervention in identified
biodiversity 0.791
buffer zones (CEBM3)
management metrics
(RTCM_2) availability of eco-friendly
infrastructure & resources and mode 0.776
of use (CEBM4)
usage of renewable energy and
0.683
water harvesting (CEBM5)
awareness about the local culture
and ethnicity, its historical
0.844
significance and present-day
implications (CSEM1)
awareness about responsible
Controllable social & intervention with local culture and 0.800
ethno-cultural ethnicity (CSEM2
management metrics awareness about responsible
(RTCM_3) intervention with local heritage and 0.765
archaeology (CSEM3)
awareness of traditional festivals
0.730
and its implications (CSEM4)
awareness of crime redressal system
0.657
(CSEM5)
381
awareness of tourism impact of the

0.929
local community (CHCM1)
community participation in
responsible tourism practice 0.889
(CHCM2)
Controllable host-
community networks and reciprocity
community
in propagating responsible tourism 0.882
management metrics
(CHCM3)
(RTCM_4)
community-led initiatives in
promoting responsible tourism 0.826
(CHCM4)
social innovation models to
propagate responsible tourism 0.823
(CHCM5)
technology to disseminate
information about the destination in
0.887
terms of resources and vulnerability
(CTVM1)
technology usage in tracking visitor/
Controllable 0.879
tourist movement (CTVM2)
technology-based
visitor management technology-enabled services in rural
0.852
metrics (RTCM_5) tourism context (CTVM3)
technology to market tourism
products and souvenirs on digital 0.736
platform (CTVM4)
technology to enhance tourism
0.711
experience (CTVM5)
Extraction Method: Principal Component Analysis.
1. 5 components extracted.
Five major dimensions (latent constructs) for controllable metrics for responsible tourism
were identified: (a) destination and public health management (PHM), (b) ecological
and biodiversity management (EBM), (c) social & ethno-cultural management (SEM),
(d) host community management (HCM) and (e) technology-based visitor
management system (TVM). Adequate fit was achieved with the data as the CMIN/DF
was found to be 2.292 (ref. value: < 3, Arya et al., 2019) (Table-6a). The values of
Comparative fit index (CFI) (.929), goodness of fit index (GFI) (.933), Tucker-Lewis
coefficient (TLI) (.907) and Normed fit index (NFI) (.916) were found to be greater than
0.9 and the root mean square error of approximation (RMSEA) value (0.039) was found
significant (< 0.08) (Hair et al., 2010; Gefen & Straub, 2004).The goodness-of-fit indices
for the conceptualized measurement model is established with the corresponding GFI,
CFI, TLI, and NFI values, which are above the threshold value 0.9 and the RMSEA value
was less than 0.05 (Hair et al., 2010; Gefen and Straub, 2004) (Table-6b).
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Table-6a: Model Fit Analysis (CMIN/DF)
Model NPAR CMIN DF P CMIN/DF
Default model 91 589.092 257 .000 2.292
Note: NPAR- Number of distinct parameters, DF-Degrees of freedom, P-Significance

value, CMIN/DF: minimum discrepancy divided by degree of freedom.
Table-6b: Model Fit Analysis (NFI, GFI, CFI, TLI, RMSEA)
NFI GFI TLI CFI RMSEA
0.916 0.933 0.907 0.929 0.039
Note: NFI-Normed fit index; GFI-Goodness-of-fit index; TLI-Tucker Lewis index; CFI-
Comparative fit index; RMSEA- Root mean square error of approximation
The reliability issue had been addressed adequately as the composite reliability (CR)
was found to be >0.7 for all constructs (Table-6). Convergent validity was established
as the average variance extracted (AVE) was found to be greater than 0.5 for all
constructs and CR > AVE. The maximum shared variance (MSV) was found consistently
less than AVE, which established discriminant validity (Hair et al., 2010). The analysis
also reported Hancock‘s H [MaxR (H)] measure of reliability, which required fewer
assumptions than Cronbach‘s α (Hancock and Mueller, 2006). Hancock‘s H reflected
the minimum achievable or anticipated construct reliability associated with the
measurement model of each factor (Hancock and Mueller, 2006). It ranged from .954
(technology usage in visitor management) to .988 (host-community management),
and hence exceeded the recommended minimum value for of H = .70 (Hancock and
Mueller, 2006) (Table-7). The measurement model has been represented in Fig.2.
Table-7: Construct validity [CR/AVE/MSV/MaxR(H)]
TVM PHM EBM SEM HCM CR AVE MSV MaxR(H)
TVM 0.779 0.880 0.608 0.011 0.954
PHM -0.092 0.860 0.952 0.739 0.546 0.978
EBM -0.100 0.739 0.834 0.919 0.696 0.546 0.983
SEM -0.107 0.730 0.475 0.788 0.890 0.620 0.533 0.985
HCM 0.000 0.067 -0.006 0.033 0.822 0.911 0.675 0.004 0.988
Note: TVM-Technology usage in visitor management; PHM-Public health management; EBM-

Ecological and biodiversity management; SEM-Social and ethno-cultural management; HCM-
Host-community management. Diagonal elements show square roots of AVEs (average
variance explained).
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Fig.2: The measurement model

Legends used: TVM-Technology-based visitor management; PHM-Public health
management; EBM-Ecological and biodiversity management; SEM-Social and ethno-
cultural management; HCM-Host-community management.
Temporal causal modelling (TCM) was used to uncover causal relationships between
the controllable metrics and the socio-environmental key performance indicators
(SEKPIs). The procedure builds an autoregressive time series model for each target and
includes only those inputs that have a causal relationship with the target. This
approach differs from traditional time series modelling where one must explicitly
specify the predictors for a target series. Since TCM typically involves building models
for multiple related time series, the result is referred to as a model system. In the
context of TCM, the term causal refers to Granger causality. A time series X is said to
"Granger cause" another time series Y if regressing for Y in terms of past values of both
X and Y results in a better model for Y than regressing only on past values of Y.
We use the IBM SPSS Modeler function to generate the stream of functional nodes to
be used for TCM. The data is bifurcated into candidate inputs (from data generated
for controllable metrics of responsible tourism) and target series (socio-environmental
performance data). In the time series modelling, ‗predefined roles‘ of data was
selected. The data pertaining to socio-environmental performance indicators was
384
tagged as both input and target. The TCM procedure determined the best inputs for
each target from the set of candidate inputs. Confidence interval width was fixed at
95% and the outlier threshold was also limited to 95%. The overall Model Quality (Fig. 3)
displayed a bar chart and an associated dot plot of the model fit for all models. There
was a separate model for each target series. The model fit was measured by the
chosen fit statistic - R Square. The R square value ranged from 0.25 to 0.88. The
significant contributors to the model were: ‗ecological and biodiversity management
metrics‘ (RTCM_2) (R square = 0.50), ‗social & ethno-cultural management metrics‘
(RTCM_3) (R square = 0.62), ‗host-community management metrics‘ (RTCM_4) (R
square = 0.75) and ‗technology-based visitor management metrics‘ (RTCM_5) (R
square = 0.88).
The study filtered out the top ten models (Fig.3). The target variables under socio-
environmental performance indicators that were found to be included in the top
models are SEKPI_16 (demand/supply ratio of water, r2 = 0.83), SEKPI_5 (number of
local-community services on offer, r2 = 0.82), SEKPI_23 (technology usage in
conservation process, r2 = 0.81), SEKPI_3 (proportion of time spent on nature tourism out
of the span of stay, r2 = 0.79), SEKPI_1 (number of endangered species identified, r2 =
0.79), SEKPI_11 (host-community participation in tourism activity, r2 = 0.78), SEKPI_7
(environmental awareness campaign conducted in the destination, r2 = 0.75), SEKPI_4
(number of hotels with environmental policy in place, r2 = 0.73), SEKPI_10 (percentage
of bio-toilets and technology-enabled waste management establishments provided
by local administration, r2 = 0.71), SEKPI_6 (health safety and hygiene protocols, r2 =
0.55). The major predictors are RTCM_3 (social & ethno-cultural management metrics),
management metrics) RTCM_4 (host-community management metrics) and RTCM_5
(technology-based visitor management metrics). The RMSE value for the model was
also found significant.
Fig.3: Top Models
extracted
385
Impact diagrams were obtained from the Overall Model System, which initially showed
the series that are affected by the selected series. Impact diagrams showed three
levels of effects, where the first level was the series of interest. Each additional level
showed more indirect effects of the series of interest. The impact diagram (Fig.4 ) for
RTCM_3 (social & ethno-cultural management metrics) was found to be a direct input
to SEKPI_5 (number of local-community services on offer), SEKPI_9 (safety and security
measures adopted), SEKPI_15 (existence of typical local products (handicrafts,
cuisine), number of shops, restaurants offering them) and SEKPI_19 (number of cultural
events (festivals), and level of attendance) and also exhibited significant (the
thickness of the lines indicates the significance of the causal relations) indirect impact
on series SEKPI_1 (number of endangered species identified), SEKPI_7 (environmental
awareness campaign conducted in the destination) and SEKPI_18 (initiatives of
heritage conservation). The impact diagram (Fig.5) for RTCM_4 (host-community
management metrics) was found to be a direct input to SEKPI_11 (host-community
participation in tourism activity), SEKPI_14 (satisfaction of volume of tourists visiting the
destination), SEKPI_10 (percentage of bio-toilets and technology-enabled waste
management establishments provided by local administration), SEKPI_6 (health safety
and hygiene protocols) and SEKPI_24 (amount of revenue generated at heritage sites
and attractions, namely, user fees, licences, retail and merchandising, etc.) and also
exhibited significant indirect impact on series SEKPI_1 (number of endangered species
identified), SEKPI_2 (perceived value of forest resources to tourism), SEKPI_7
(environmental awareness campaign conducted in the destination), SEKPI_12
(women/ men as a percentage of all tourism employment) and SEKPI_17 (number of
restaurants with environmental policy in place). Impact diagram was also obtained
(Fig.6) for RTCM_5 (technology-based visitor management metrics) which showed
direct impact on SEKPI_3 (proportion of time spent on nature tourism out of the span of
stay), SEKPI_21 (crime prevention scheme), SEKPI_18 (initiatives of heritage
conservation), SEKPI_4 (number of hotels with environmental policy in place), SEKPI_25
(number of historic/traditional buildings used for tourism services, namely,
accommodation, restaurants, shops), SEKPI_19 (number of cultural events (festivals),
and level of attendance) and SEKPI_2 (perceived value of forest resources to tourism).
It also displayed significant indirect impact on SEKPI_9 (safety and security measures
adopted), SEKPI_7 (environmental awareness campaign conducted in the
destination) and SEKPI_22 (availability of interpretive programmes, facilities and
materials (e.g. guided walks, visitor centres, museums, information in printed and
electronic media). The chart that was displayed in each node of the impact diagram
showed the last L+1 values of the associated series at the end of the estimation period
and any forecast values, where L is the number of lag terms that are included in each
model
Conclusion
This paper focused on identification of the controllable metrics of responsible tourism
and further attempted to identify the possible impact, if any, with the socio-
environmental performance indicators. With the COVID-19 pandemic as the
backdrop, the study was posited on the theoretical underpinning that for a sector as
asymmetrical and abstract as tourism and with the probability of collateral damages
intertwined with perceived economic gains, it is desirous for business organizations to
know what they can control to charter a recovery from a grounded position. To
impose responsibility on the stakeholders the impact of these controllable metrics on
386
the performance indicators is critical. The study developed a measurement construct

for the controllable metrics and was tested for reliability, validity and dimensionality.
The study was conducted in the districts of Birbhum and Bankura of West Bengal, India.
Locations were chosen based on their tourism significance, tourist traffic (both
domestic and overseas), ethno-cultural legacy, fragile rural ecosystem and heritage.
Five major controllable metrics were identified, namely, controllable destination and
public health management metrics, controllable ecological and biodiversity
management metrics, controllable social and ethno-cultural metrics, controllable
host-community management metrics and controllable technology-enabled visitor
management metrics. The study resonated the observations of Jamal and Budke
(2020) that integration of issues, namely, climatic shifts and global health emergencies
into the policy framework would pave the path for recovery. The findings of the study
also reinforced the theory of achieving sustainable goals with responsible executions
(Bramwell et al, 2008; Buckley, 2012; Camilleri, 2014; Goodwin, 2011; Lee et al, 2013;
Sharpley, 2014). Further, the findings extended the work of Eagles et al (2002), who
critically examined the requirement of the key monitoring factors (KMFs) for
sustainable tourism and identified a broad set of three KMFs, namely, environmental,
social & economic. The major controllable metrics of responsible tourism identified for
the local administration and the service providers in the study area are: host-
community management, technology-enabled visitor management, ecological &
biodiversity management and social & ethno-cultural management, which
established two of the three postulates of the researcher with regard to action-
influencer combinations (technology usage and host-community interface) in the
context of post-COVID-19 recovery scenario. With regard to the third action-influencer
combination, namely, public health and hygiene, the study revealed that ‗host-
community management metrics could influence percentage of bio-toilets and
technology-enabled waste management establishments provided by local
administration and health safety and hygiene protocols. The fact that ‗destination and
public health management metrics could not be significantly linked with the socio-
environmental performance indicators implicated poor destination-infrastructural
facilities and lack of awareness amongst the stakeholders. It also hinted towards the
lack of adequate number sensitization programmes and initiatives on behalf of the
local administration and service providers.
Temporal causal modelling (TCM) was used for the analysis purpose to identify the
granger causality of variations in the target variables (socio-environmental key
performance indicators) which can be attributed to the category input variables
(controllable metrics of responsible tourism). The findings reinforced the theory of
"shared network" of Porter and Kramer (2011) as it was established that businesses
might assume better position to understand and assess productivity as they
collaborate with stakeholders across profit and non-profit boundaries. The controllable
metrics are critical for strategising responsible tourism and create a "shared network" of
the service providers and the stakeholders. The study also resonated the observation
of Merwe and Wöcke (2007) about small hotels and allied tourism ventures not
emphasizing on the sustainable issues due to cost constraints and a fear to lose profit
margin. Both Birbhum and Bankura, having rural backdrops, ethno-cultural spread,
indigenous demography (tribes), vulnerable ecosystem and rich archeological
heritage, offers a perfect case of business dilemma to struck balance between
economy and ecology. At the same time, these two destinations are likely to see
387
spikes in travel demands in the post-COVID-19 phase, and, hence, are likely to play
significant role in the recovery process of domestic tourism in India. Initiatives of
homestay, farmstay, water conservation, flipped kitchens, periodical assessment of
carrying capacity, technology enabled service touch-points and use of alternative
source of energy must be initiated, monitored and controlled to revamp tourism
activities crippled by the pandemic.
The study has serious implications for the host community. For long, the host
community has remained inert towards the tourism initiatives of the locality except for
the service providers and the direct stakeholders. COVID-19 has induced a sense of
xenophobia amongst the host community. The norm of ‗social distancing‘ has been
observed to culminate into social-stigma driven by perceived-xenophobia and is likely
to reduce emotional solidarity with the tourists. This inertness has diluted the sense of
responsibility, which must be revived to reverse the disruptive trend. The
standardization of recovery charter for tourism industry in post COVID-19 phase shall
be difficult as destinations/ nations have assorted geo-demographical and socio-
economic ecosystems to deal with. However, the study shall provide a broad-base to
ground the recovery plans. Future extrapolations of the study can be done by
incorporating the economic variables and destination branding issues in light of the
new normal.
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392
TOUR0124
A RESEARCH ON IMPACT OF COVID 19 ON HANDICRAFT AND HANDLOOM

INDUSTRY OF INDIA.
Shikha Dhakad
Indian Institute of Tourism and Travel Management, Gwalior
Abstract
Coronavirus the name of 2020 pandemic. It is not only taking the lives of people but
also destroying the sources of earning for the livelihood of numerous industries and
their workers. Economists are assuming that the next recession is not so far away. The
pandemic is affecting the local artisans, weavers and small level workers are facing
lots of economic crisis as they are not getting market for selling their products. The
researcher here tries to analyze the impact of COVID 19 pandemic on the livelihood
of local artists and weavers of India as well as the whole handicraft industry of India
along with the ideas for building up the new market for the local artisans to restructure
their economy.
Keywords: Cultural forms of Tourism, Tourism, Handicraft, Handicraft Tourism, Impact of

COVID 19 on handicraft industry and handloom industry, Impact of COVID 19 on the
economy, Strategies, Economic inflow.
Overview of Handicraft and Handloom:

Handicraft and Handloom industry of India is a source of livelihood for around 130 lakh
weavers and artisans as well as this is an eco-friendly, energy-saving, culturally rich art
form has spread globally in millions of houses. handicrafts and looms contribute a
huge amount of countries economy. As per the ―Annual report of handloom of India
2019-20 "After agriculture and other primary economic activities handicraft and
handloom industry is the largest economic activities which involve 35.23 lakh weavers
and allied workers are who directly and indirectly are working on Indian handlooms,
these weavers contribute around 15% of cloth production in India. as per the data of
2018-19 handloom industry exported Rs.2392.39 crore of handlooms and 2019-20 data
shows Rs. 1405.41 crores of handloom exported. As per the "Annual report of 2010 of
handicrafts and Handlooms" 60.6 per cent of the weavers were women and 36 per
cent were from SCs and STs. 67 lakhs were artisans in India as per the report out of
which 47.42 per cent were women, 23 per cent were from religious minorities, 12.38 per
cent were from STs and 24.73 per cent were from SCs.
History of Indian handloom
The Indian handloom industry is dated back to ancient eras. The evidence of
handloom excavated from Egypt. Then during the Indus valley civilization in Mohenjo-
Daro, archaeologist found the finely woven and dyed cotton fabric. Even in Vedic
literature, Buddhist scripts and other important holy books of India have mentioned
traditional Indian weaving style. then after the colonization, the technology helped
weaver in spinning and weaving through a few basic machines and even it helped
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weavers, embroiderers, hand painters and block painters to create new designs. on a
worldwide scale, Indian handloom has a special place with numerous varieties of
traditional and culturally rich handlooms from different states.
History of Indian handicraft
The Indian handicraft has a special traditional abundance since ages which reached
the zenith of perfection during the era of Gupta and Mughal period of India. the
production of crafts and looms were divided into four broad categories the first
category comprised production the daily useful product made by the artisans lives in
the rural area. In the second category, the artisans made crafts for sale. The third
category of artisans was integrated with the dadni system where the merchants gave
the orders to produce bulk handicrafts and the last category of artisan produces the
luxurious crafts under the supervision of high nobles or kings.
Pre colonialization: the handicrafts and handloom industry was the second biggest
source of employment in India.
Indian handicraft under the colonial rule: During the colonial rule Indian handicraft
industry faced a sharp decline in production as India was under the control the East
India Company and they forced the monopoly market of handicrafts and they paid
14-15% less than the actual market price of the product so it was resulting in the
devastation of handicraft and handloom industry and the skills of artisans.
Role of handicraft and handloom industry in the contribution of Indian Economy:
The handicraft and loom industry contributes a major benefaction in the Indian
economy. It provides employment to a gigantic sector of artisans in rural, semi-urban
and urban areas and produces large foreign exchange to the country while
preserving and showcasing its cultural heritage.
As per the data of "Export promotional council of handicrafts" In 2018-19, 25548.97
crores of handicrafts were exported and In 2019-20, 25270.14 crores of handicrafts
were exported.
1986-87 is the establishment year of the council at that time the exports of handicrafts
were merely Rs. 386.57 crores which are now grown to the level of 25270.14 crores in
the year 2019-20
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Source: Export promotional council for Handicrafts|| Handicrafts Export Data

The broad objectives of this study are to find the impact of coronavirus on the artisans,
handicraft and handloom industry. Specific objectives mentioned below
1. To analyze the present economic condition of Handicraft, Handlooms industry
of India.
2. To find the problems facing by the artisans and weavers in the rural and urban
area.
3. To recommend a few issues through which India can restructure the handicraft
and Handloom industry.
Data has been collected mainly from secondary sources.
As secondary sources of data, the researcher has used here numerous websites of
articles and blogs includes the impact of COVID-19 19 on the artisans, handicraft and
handloom industry.
Hurdles that COVID-19 caused in craft industry
Craft industry of India endures a special place in India's cultural heritage. Among the
poor population, artisans and weavers are on the third-largest segment in India. The
crisis caused due to COVID-19 resulted in a sudden devastating impact on the craft
sector and on artisans earning or livelihood.
The handloom and handicraft sectors experienced unexpected stalling of orders due
to the global lockdown due to Covid-19. There was no or very less hope of quick return
as the crisis unfolds as the customer or buyers were not in the position to give orders in
the handiwork sector.
Impact of Covid 19
Mentioned in the article of "Bussiness today.in",
 Darbar Sahitya Sausada works with 800 artisans in 150 villages covering four
districts of Odisha. DSS helps with artisans in providing raw material and in
trading of handicrafts.
as per the report of DSS, Before the pandemic, the artisans were earning Rs 4000- 7000
but now they are facing lots of capital reinvestment in Handicraft field.
CEO of DSS, Kedareswar Chaudhary has said, there is a need for capital support to
artisans for reinventing in producing crafts by granting or providing loan with low-
interest rates along with this their is a need of online marketing, layouts, e-promotions
and cataloguing more than ever.
 Abhihaara is a social enterprise working with hundreds of artisans in three
clusters of Andhra Pradesh and Telangana majorly on handloom weaving and
wooden toys.
As per the report of Abhihaara, Before the pandemic, the artisans were earning
395
between 6000-20,000 but now they are facing lots of capital problem to fulfil their
basic needs of livelihood.
CEO of Abhihaara, Sudha Mullapudi has said, Government should relief the GST for at
least one year of span to reduce the rate of interest for surviving business loans.
 Chitrika is an organisation which works with three hundred weaver households
in Srikakulam, East Godavari and Narayanpet.
As per the report of Chitrika, before the pandemic, the artisans were earning around
10,000 but now they are facing a huge problem as the prices of essential goods and
commodities raised and they are not earning anything out of their weaving work. As
well as the exhibitions have been cancelled since February 2020 resulted in overall
huge revenue loss. Founder of Chitrika, SwithGrandhi mentioned, the pandemic
created the urgent necessity and new financial help to the artisans.
 Malkhais a trust registred in telengana state which works with 120 artisans on
spinning, natural dyeing and hand weaving.
As per the report of Malkha, before the pandemic, the artisans were earning
around between Rs 3,000 -8,000
As per the data of KPMG on national skill development corporation (2013-17; 2017-22)
estimated that 7.3 million of Indian population depends upon the handicraft and
looms works for fulfill basic need oftheir livelihood.
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Pre pandemic
Situation Coping Needs
income of artisans
Working capital
online
No production
Daily supply of marketing skills
DSS (800 artisans) Rs. 4,000-7,000 accumulated
provision health
stock no cash
insurance and
social security
GST relief for

one year
Distributed provisions reduced rate of
Less work
reduced overheads interest for
Abhihaara (100 accumulated
Rs 6000-20,000 making masks existing business
artisians) stock severe cash
designed campaigns loan support for
crunch
to clear stock sale through
corporate and
bulk order.
Cash support of
Rs 3000 to
Increased living
weavers
expenses non
working capital
receipt of
Chitrika (300 loans at no/low
Rs 10,000 announced cash Distributed relief
weavers) interest easing
on grain benefits
movement of
reduced work
raw material
days
free stalls when
exhibitions
Minimized Provided basic

Malkha (120
Rs. 3,000-8,000 production income from its own Buy craft goods
artisians)
reduced sales reserve
Source:BusinessToday.In
Responding to the grim situation through E-market
This changing scenario of the offline market into an online market for the artisans by
providing them with a platform to sell their crafted products domestically and
internationally which are evolving in the most modern trend and resulting in a great
outcome in the COVID-19 situation. For growing this online business would result in a
partnership with numerous other sectors and enterprises like digital marketing,
photography, web designing, content writer and much more.
How the e-market or online platform is helping to provide a market to artisans?
Antaran is an initiative started by Tata trusts. Created an online market from where
anyone can directly purchase the handmade products at wholesale prices by directly
from the artisans and payment can be paid directly to the artisans through the portal.
For now, this initiative is operating in four states and six clusters in India and they are
Assam (Kamrup and Nalbari), Nagaland (Dimapur), Odisha (Gopalpur and
Maniabandha) and Andhra Pradesh (Venkatgiri).
397
The other numerous online platforms like Amazon India, The City Sense, Gaatha, Lalji
Handicraft, Kutchi handicraft, Kartwheel handicraft, etc are working with the local
artisans and weavers to help them by creating a market for the local craft persons.
 Positive implications for the handicraft sector by the Indian Government:
Apart from this government of India has decided to certify the loan at a low-
interest rate and more extended moratorium for making it easier for the artisans to
produce the new products and buy raw material from the market as per the
market demand or orders.
So that somehow the craft sector sustain itself till the business recovers to normal.
Conclusion
The coronavirus became a worldwide problem which is causing the crisis in the world
economy. It started from Hubei, China in December month of 2019. Then very rapidly it
spread like a tracer bullet. This COVID-19 pandemic affected not only the human lives
but also created an economic crisis in the world. The researcher here tries to analyze
the "Impact of COVID-19 on Indian craft industry, artesian and weavers". This
developed sector of India get severely affected financially and rising unemployment
rate very rapidly.
References
https://niti.gov.in/planningcommission.gov.in/docs/plans/mta/11th_mta/chapterwise/
chap10_handloom.pdf
http://www.handicraftsindia.org/handlooms/history-handlooms-india/
Read more at: https://www.newsgram.com/the-history-and-development-of-indian-
handicrafts/
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in-indian-economy-2223-5833-1000S3_009.pdf
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complete-analysis/
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of_Bangladesh_India_and_China
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sector.html
398
TOUR0147
EXAMINING TOURISM RESILIENCE PRACTICES AS BASIS FOR A POST-COVID 19

RECOVERY IN THE PHILIPPINES
Johncent Del Rosario
FAR EASTERN UNIVERSITY, MANILA
FAR EASTERN UNIVERSITY, MANILA
Abstract
This study examined the concepts and practices of tourism resilience vis-à-vis its
vulnerability from shocks and external forces such as natural disasters, climate change,
catastrophic events, and virus outbreaks (SARS, Ebola, and recently, the Corona Virus
or COVID-19). Espousing a grounded perspective on resilience as emerging from this
new phenomena that is yet to be explored and analyzed, several studies and theories
of tourism resilience were reviewed. These are: resilience cycle or ―Holling Loop‖ as
cited by Cochrane (2015); the different types of resilience with emphasis on
adaptation and transformation Twigger-Ross et al., (2011); resilience as adaptation,
anticipation, and preparedness from shocks were espoused in the studies of
Dahles&Susilowati (2015), Tyrell & Johnston (2008), Paraskeva, et.al., (2013), Hallegate
(2014), Foster (2014) and Lew (2014). In addition, this study synthesized the different
approaches of selected countries that already went through past virus outbreaks
focusing on China, Taiwan, and Hong Kong‘s post-SARS recovery actions, and the
community resilience of Africa against the Ebola virus. From these literature review,
insights were drawn for policy and planning considerations of the government and
other stakeholders to adapt multi-level strategies that are sustainable, inclusive,
adaptive, and innovative. Tourism recovery plans should also be centered on
solidarity of actions and resilience through systematic adaptation and transformation.
Keywords: Tourism Resilience, Post-crisis Recovery Plan, Pandemic, SARS, COVID-19
Introduction
Travel and Tourism Industry
The tourism industry started this year with positive projections of increase in tourist
arrivals and sustained growth based on its 2019 performance. In 2019, the global tourist
arrivals reported to be 1.5 billion international tourists in accordance to the report of
the United Nations World Tourism Organization. The figure marked the increase of 4% in
overnight tourist arrivals.
In Asia, the Association of South East Asian Nations (ASEAN) convened in Ho Long Bay,
Vietnam for the 38th ASEAN Tourism Forum last January 18, 2019 and forecasted the
continuous growth of tourism industry in the region with 129 million tourist arrivals
marking 7.6% increase from 2017. In the Philippines, the Department of Tourism
reported 8,260,913 visitor arrivals in 2019 marking a new milestone compared to
7,168,467 in 2018.
399
These forecasts dramatically changed with the industry‘s vulnerability to

uncontrollable external forces such as climate change, natural disasters, and/or the
spread of epidemics such as the Ebola, SARS, and the recently reported , Corona Virus
(COVID-19). In the last part of December 2019, China first reported to World Health
Organization (WHO) a new strain of respiratory disease was reported in Wuhan
Province in China. In January 20, 2020, the World Health Organization raise the Public
Health Emergency of International Concern concerning this new disease (WHO,2020).
According to the report of McLeod (2020), the virus has spread in more than a
hundred countries in all six continents with thousands of victims. Many are sick and
dying.
Understanding Tourism Resilience
The Tourism sector is one of the most vulnerable industries cause by this pandemic with
countries closing their borders, imposing travel bans from international visitors resulting
into massive cancellation of flights. The UNWTO (2020) estimates a decline of 20% to
30% in the international arrival. This can be translated to more or less 450 billion dollars
(US) in the international tourism revenue which is almost one third of the global tourist
receipts amounting to US 1.5 trillion dollars. The COVID-19 outbreak has brought the
world to unparallel and unforeseen impact in societies and economies with the
growing risks of a global economic recession and massive jobs lay-offs around the
world.
Pandemic is foreseen to have more severe impacts on many businesses especially the
travel and tourism industry sector. In an article by Wasjolek, D. a Su, I (2020), Dufry
(DUFN) and Amadeus (ASN) reported that the recovery time concerning the effects of
the previous epidemics will normalize after a period of seven months.
According to Morningstar‘s View: ―The Impact of Corona virus on the Economy‖, an
aggressive containment measures to help contain the virus spread that will lead to
lesser long-term negative economic implications. The airline industry based on the
data from Amadeus and SABRE, two global distribution systems (GDS) for airline
booking noted that the GDS industry saw a revenue drop in a range of 10% during the
first two quarters of the 2003 SARS outbreak, followed by stabilization in the second half
of the year (flat revenue year over year) and then 5.5%-6% growth in 2004 recovery.
The resilience of the travel and tourism industry in the past reflects that while the
impact of the COVID-19 pandemic is more severe and long term, the tourism and
travel industry will recover. From this standpoint, it is important to understand tourism
resilience, how countries affected by health crises in the past were able to counter
tourism‘s vulnerability from external forces.
What is resilience? One of the earliest resilience models is from C. F. ―Buzz‖ Holling, an
ecologist, proposed the theory of resilience which emphasized the interdependence
of systems of society, economies, and the environment. (Cochrane, 2015).
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Figure 1. The Resilience Cycle or „Holling Loop‟
The figure above presents a loop cycle, where resilience starts from ―re-organization‖
when there is a rapid change after a destabilizing event with regeneration and
renewal of societal structures. This is followed by ―exploitation‖ or an emergence of a
new system, new institutions, and new political, cultural and social relationships. The
next cycle is ―conservation‖, where new structures are gradually constructed as new
stable states that are interconnected leading to rigidity and inflexibility. This new
stable state will reach the cycle of ―release‖ made by a disturbance event or series of
events which destabilizes the existing systems releasing the rigidity of structures,
leading to rapid change that will again go through the cycle of resilience.
Another theory of resilience distinguishes that there are different types of resilience.
(Twigger-Ross et al., 2011):
1. Resilience as resistance – holding the line, preparing for the last disaster. This
is useful when it prepares people for a hazard but not so useful when the
hazard is not as anticipated and has no plan for evacuation.
2. Resilience as bounce-back – getting back to normal. This is useful in terms of
an optimistic rhetoric. Not so useful because it can be unrealistic and can
lead to reproduction of vulnerabilities.
3. Resilience as adaptation – adjusting to a new normal…accepting that your
world has changed which should ensure that vulnerabilities are not
reproduced. Can be hard for people to accept living with hazards.
4. Resilience as transformation-transforming to meet future threats. Radical
change (physical, social, psychological, economic) in the face of current or
future hazards owned by individuals and communities (of all types).
The authors pointed that a proactive concept of resilience are adaptation and
transformation. Resilience should also be inclusive and encompassing; meaning, it
should not just rely on a handful of experts but also enable the involvement of
stakeholders at different levels.
There are varied perspectives on tourism resilience that relates to this concept of
adaptation and transformation such as the studies made by Dahles&Susilowati (2015)
which identified the attributes of resilient tourism enterprises, namely, survival,
adaptation, and innovation. The adaptive aspect of tourism resilience is reflected on
401
its recovery, or ―the ability of social, economic or ecological systems to recover from
tourism induced stress‖. (Tyrrell & Johnston (2008, p.16).
Recovery is attributed to anticipation and preparedness from ―shocks‖, both
expected and unexpected, and its direct and indirect impacts. These ―shocks‖ are
results of political crises, sanitary disaster, terrorist attacks, industrial risks, digital
economy and the blurring effect on tourist behaviors (Paraskeva, Altinay, McLean,
and Cooper, 2013). .
Another study pointed that the tourism industry is particularly prone to external forces
or shocks. To quote: ―The tourism industry is particularly prone to external shocks such
as wars, disease, extreme weather conditions (cyclones, tornadoes, mudslides,
hurricanes, droughts and so on), elections, adverse publicity, terrorist attacks, transport
accidents, pollution, earthquakes, volcanic eruptions, political events, strikes (for
example, airline strikes), electricity shortages, recessions and fluctuations in economic
conditions‘‘. (George, 2013: 33)
From a long term perspective, anticipation of these shocks is essential to the
sustainability of the tourism sector (Hallegate, 2014). In the regional studies of Foster
(2012, p.29), ―resilience is the ability of a region to anticipate, prepare for, respond to
and recover from a disturbance‖. In economics, ―resilience is the capacity to reduce
the vulnerability of economies to crises and strengthening their capacity to absorb
and overcome severe shocks while supporting strong growth‖ (OECD, 2015).
As a point of departure, this research is an attempt to examine the tourism resilience
practices of countries affected by outbreaks as basis for gaining insights on possible
directions towards a post-Covid 19 recovery of the Philippine tourism industry. These
practices were viewed as cases and each case has its own systems, governance and
government, capabilities, and limitations. Lew (2014) pointed that the link between
tourism and resilience has been observed and developed more on case studies rather
than theoretical constructs. The resilience of the tourism sector primarily relies on the
organizations‘ adaptation and innovation abilities.
The literary analysis of the tourism resilience practices of other countries in this study are
limited and specific to how the virus outbreak affected the tourism industry and their
efforts and actions towards recovery. The resilience models and theories mentioned
earlier presented an overview of tourism resilience as a concept and it will be
examined below as practiced. The concepts and practices are evolving, emerging,
and developing just as the pandemic is a new and developing phenomenon with far
severe and widespread impacts that are yet to be explored and analyzed.
This study hopes to contribute to the body of knowledge on tourism resilience as basis
for policy development and intervention strategies for the sustainable recovery of the
Philippines‘ tourism sector amidst the COVID-19 pandemic.
II. Tourism Resilience Practices
Countries around the world have responded to epidemiological diseases by exploring
different strategies and recovery plans to address the effects of the crises. The
researchers focused on the responses of China, Taiwan, Hong Kong, and South
Africa against Severe Acute Respiratory Syndrome (SARS) and Ebola virus disease
(EVD). This study utilized literary synthesis on how different countries addressed these
virus outbreaks and their actions and response towards tourism‘s recovery.
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1. China
Crisis and the Politics of Governance
The SARS outbreak started in mid-November in 2002 at Foshan, a city southwest of
Guangzhou in Guangdong Province. Thornton (2009) noted that given the history
of emerging infectious diseases in the region, the appearance of a SARS-type
epidemic could reasonably have been anticipated, if not predicted. The study
pointed that their respond to a health crisis is reflective of their governance and the
type of government—report on the new disease at that time was considered ―top
secret‖, there was a media blackout, and official silence.
Thornton further pointed as the SARS case demonstrates the complex relationship
between crisis and governance. To quote: While the rhetoric of crisis may indeed
improve the speed and scope of policy implementation and reduce the "central-field"
gap in the short term, it bears noting that crises are themselves discursively constructed
by leaders, who frame them in a manner conducive to their particularistic interests
and needs and in accordance with their perceptions‖.
Thus, the politics of governance is inherent to the crisis response. The SARS epidemic
could have been an opportunity for policy reforms and institutional changes reaching
the regional and community levels but the author observed little progress on this.
To quote: ―Despite Premier Wen's reflection that "one important inspirational lesson"
which he drew from the SARS crisis was the impact of "uneven development between
the urban and rural areas, and imbalance between economic development and
social progress", little progress has been made toward rebuilding the redistributive
capacity of the Chinese state.‖(:47)
Sporadic Crisis and Rapid Tourism Recovery
In another study, Zeng, Carter & De Lacy T. (2003), saw the SARS crisis of 2003 as an
example of a short-term, sporadic crisis that created a series of significant effect both
detrimental and beneficial to tourism in China especially in nature-based tourism and
its related rural communities.
The effect of SARS on the Chinese economy was described as short, but extreme:
- China‘s economic growth in the second quarter of 2003 posted an increase in the
GDP by 6.7%, 3.2% lower than the growth in the previous quarter which is 9.9%. This
was the lowest GDP growth recorded since 1992.
-The estimated loss in tourism income because of SARS was US$4.83–7.24 billion for
Beijing (BIESD, 2003; Hai et al., 2003), and US$16.90 billion for the country (Hai et al.,
2003) (as cited by Zeng et.al., 2003).
-Although tourism growth in China grew in the first quarter of 2003 from mid-April, both
international and domestic tourism growths were stagnant, and all tourism-related
businesses were affected.
-For instance, though most of the recreation areas and natural attractions, such as
nature reserves, forest parks and scenic areas are located in rural areas and outside
the center of the SARS epidemic, most of these establishments were also closed as
part of the governments‘ efforts to control the virus outbreak.
403
The authors pointed ―rational recovery strategy‖ rather than a rapid recovery for the
SARS crisis was necessary which takes on a progressive sustainable approach to
recover from the crisis rather than a recovery strategy that aims to rapidly
compensate for the economic losses. The recovery will take on an ―ordered
sequence‖ of gradual resumption of businesses that will need ―specific recovery
policies and strategies‖ starting from local, to external, and then to international
market demand o counter confusion and disorder from both the visitors and
businesses.
Though there were challenges for recovery of existing businesses, the SARS crisis also
opened new travel motivations towards nature based areas which may pave the
way for tourism development in nature based areas: natural landscapes, including
nature reserves, forest parks and other related areas which are potential gains of rural
areas.
2. Hong Kong‟s Tourism Industry Response to SARS Effects
As mentioned earlier, SARS is an atypical pneumonia from the corona virus family that
was first experienced in China and the epidemic reached Hong Kong in March 2003.
Hong Kong‘s Department of Health recorded 1750 cases from March 11 to June 6.
During the same period, 286 people died because of the disease (Department of
Health, 2003).
SARS epidemic has profoundly affected the tourism around the world. The huge
impact was due to the issuance of the World Health Organization of emergency travel
advisory raising international attention for travelers, health professionals and health-
related authorities because of the limited knowledge about the nature and
transmission of the disease (WHO, 2003). As a result of this advisory and the spread of
the virus, Hong Kong‘s tourism industry suffered huge losses because of bulk of flight
cancellations, tour packages, MICE and reservations in hotel. Tourism is Hong Kong‘s
second largest economic contributor sharing 77.42 billon HK dollars in 2002 (Hong
Kong Tourist Association, 2004). SARS crisis pulled the country‘s tourism GDP down to
41% causing 27,000 people lost their jobs.
Though SARS was a short-term crisis, it caused drastic impact towards Hong Kong and
other countries‘ economies. Many tourism-related entities reduced their workforce to
salvage their operations. On the other hand, this epidemic generated several positive
outcomes in the tourism industry from the research conducted by Cheung C., Law R.
and Lo A (2007).
1. Increased in health and sanitation awareness
 To ensure the health and safety of guest and employees, all were
required to undergo infrared thermal scanning before entering the
facilities. Thorough cleaning of the rooms and public areas were
imposed by applying disinfectants. Employees working in the Food and
Beverage Department were also required to wear face masks and
gloves while preparing the food of the guests.
404
b. Effective cost control measures

 Several tourism-related businesses adapted several cost-cutting schemes
to keep their operations. Hotels required their staff to take no-pay leave
and advance leave of seven to ten days per month between April and
June. They also imposed the rotation of work with their employees and
took the opportunity for cross-section training. Some restaurants stopped
serving buffets to reduce cost.
c. Creative marketing strategies during and after SARS
 Hotels converted their room into temporary offices for their corporate
clients who have employees who were needed work during the SARS
epidemic. They were housed by hotels to avoid further contamination.
Tourism businesses strengthened their packages to attract domestic
clients because international visitors were still scared to travel. Most
hotels offered lower rates for their high-yield corporate clients for a short
period in order to encourage their clients to travel. Some offered ―life-skill
programs‖ to secondary schools. The program has lessons about course
on dining etiquette and extensive English language training taught by
college teachers from UK.
d. Heightened employees‟ morale
 Many employees were cooperative about the no-pay leave imposed by
many tourism businesses. Some establishments allowed their employees
the freedom to decide on the number of their days with no-pay leave.
Some employees with stable financial status and with no families to
support voluntarily reduced their work days. Their morale remained high
because of the establishments‘ effort to reduce costs rather that to
remove employees.
e. Best practices continued
 Tourism –related establishments continued their standard practices
especially in hotels. The industry increased precautionary measures and
standards and sanitation.
f. Increase cohesiveness of the industry
 During the SARS epidemic, unity in the tourism industry was evident. The
Hong Hotel Association, in alliance with the Hong Kong Tourism Board
launched the ―Be Our Guest‖ campaign. According to HKHA (2003), this
is the first universal hotel campaign in Hong Kong‘s tourism industry
history.
3. Taiwan‟s Tourism Industry Post-SARS Recovery
In Taiwan, Chi-Kuo Mao, CherngG.Ding and Hsiu-YuLee (2010) concluded significant
findings related to the recovery of the tourism sector from the SARS epidemic. They
used the cusp catastrophe model by Huan et al. (2004) and Ruiter et al. (2001) to
interpret the sudden change and recovery phenomenon (with hysteresis) of tourist
arrivals due to the SARS crisis and to describe how changes are related to the levels of
two independent variables.
405
The authors concluded three sets of observations as the SARS epidemic impacted the
tourism industry:
1. Empirical Results
 Taiwan, in early July, was removed from the SARS-affected list of WHO. Taiwan
aggressively launched special promotional campaign to revive their tourism
sector. They targeted their top tourist visitors, Hong Kong citizens, by giving the
special promotional packages. The number of visitors from Hong Kong jumped to
21, 288 in August compared to 13, 470 in July. Their visitor‘s from the USA also
climbed up to 4, 541 in August compared to 480 in May of the same year.
However, Japanese tourists did not recover until after a year of the removal of
Taiwan from the list of SARS-affected countries. This tourist behavior is regarded as
fear or perceived risk causes precaution action (Huan et al., 2004, Ruiter et al.,
2001). The Japanese tend to be more alert, sensitive and cautious because there
was no reported case of SARS in their country. Each country has different driving
forces and recovery pattern from catastrophe.
3. Policy Implementation
 In any disaster, the first to do in the destination country is to control, monitor and
restore the order as soon as possible. Immediate response and comprehensive
planning is needed from the authorities or agencies to avoid the total fall of the
tourism industry and to minimize the crisis‘ effects. The sooner the actions, the
faster the recovery of the return of the inbound tourist.
b. Combating Fear and Perceived Risks
 Measures must be created to cope with these two splitting factors by formulating
promotional strategies:
a. Macro Strategy targeted to the general public. To induce the travelers‘
confidence to a destination, they must be assured of their security, health and safety.
To enhance the public perception, extensive campaigns must be done through mass
media. Such action will improve the perception of the tourists in a destination easing
the fear/risk.
b. Micro strategy targeted to individuals. To reduce the fear/risk, intensive marketing
efforts must be created through segmented and individualized marketing channels so
as to help make up his/her mind to come earlier. This can be done by offering tour
package incentives and other promotional options.
4. Africa‟s Tourism Industry Post-SARS Recovery
4.1. Community Resilience
Liberia, Sierra Leone, and Guinea communities were struck by the Ebola virus disease
from 2014 to 2016 which infected 28,000 people and had over 4,800 casualties. A
study conducted by Alonge, Sonkarlay, Gwaikolo,Fahim and Peters (2019) made a
systematic analysis of resilience at the community level, the behavior changes of the
local communities and the interventions of public health systems to flatten the
epidemic.
Through systematic analysis of interviews with key stakeholders, the results of the study
indicated the following:
406
a. The strong bonds and ties among community members gave them a sense of
―community ownership of the problem‖ which led to collective actions to contain the
spread of the disease. Community ownership means employing a bottom up
approach to address the health crisis. An example given was that many communities
had their own response initiatives and mitigation measures against the EVD even
before the government and international organizations‘ efforts to contain the virus.
b. The authors pointed that strong bonds are framed on social capital which has
been defined as ‗the rules, norms, obligations, reciprocity and trust embedded
in social relations, social structures and society‘s institutional arrangements,
which enable members to achieve their individual and community objectives.‘
The affinity of belonging to a group within the community such as religious
groups and clans strengthened their sense of kinship in order to collectively
work together to contain and mitigate the spread of the EVD.
c. This finding showed that community resilience may also supplement traditional
public health tools in emergency preparedness and recovery from health
shocks, and how social capital may be reinforced within communities. While
the study does not undermine the crucial role of their national government and
health agencies in charge of addressing the EDV, it stressed the importance of
community resilience, including leadership and social capital, in addressing
health shocks like EVD
2. Tourism and Crisis Management
Another study by Maphanga and Henama (2019) made an in-depth literary
analysis of the impact of the EDV in the tourism industries in South Africa. The
authors presented the critical role of the different stakeholders from the
national, provincial, and local government levels. The EDV crisis should be
managed by the different sectors such as the tourism, tour operators, health,
etc. The study mentioned the WHO recommendations to put in place timely
early warning systems for early public health interventions.
Alexander et al (2014:26) as cited by (Maphanga&Henama, 2019) stated that
an early-warning system will require a multi level effort from the international to
the community levels. To quote: The community-driven wildlife surveillance
plan should be designed with participatory approaches, driven by traditional
leaders in partnership with a close geographic country governments.
Government and community should own the process at both national and
local levels.‖
The governments of West Africa, Guinea, Liberia, and Sierra Leone sought financial
support to implement their outbreak plan. As part of crisis management, all affected
countries were asked to form a National Task Force for Ebola Outbreak Response and
declared the Ebola virus disease epidemic as a national health emergency. (WHO: 6).
Such a plan advocates for the establishment of public awareness about EVD, its risk
factors for transmission as well as its prevention and control among the populations
affected (WHO, 2014:8).
The authors reinforced the point of Binagwaho (2014) for a collaborative approach by
relevant sectors in addressing a health crisis such as the health, tourism, transport,
home affairs, and international relations sectors.
407
In conclusion, the authors surmised that the 2014-2015 Ebola outbreak in West Africa
posed challenges from the health sector in containing the disease amidst the
population, poverty, and social unrests happening in the region. They called for a
more integrative approach to address low source areas where there are major gaps
on knowledge about the disease which also leads to obstruction of operational plans
to address it.
Disease outbreaks such as the EDV negatively affects the tourism growth of a
destination and they called on the African governments to work together driven ―by
Pan Africanism‖ , which means more capable states helping other sister nations in
ending the Ebola outbreak.
III. Insights and Future directions: Tourism Recovery in the Philippines
The Philippines recorded its first case of COVID19 positive patient last January 30, 2020.
Following the Department of Health‘s (DOH) report that the disease reached
community or local transmission, Philippine President Rodrigo Duterte declared the
country under the ―State of Public Health Emergency‖ through Proclamation No. 922
last March 8. On March 16, the President declared the entire Luzon area in the
Philippines under an ―Enhanced Community Quarantine‖ (ECQ) which is restricts the
unnecessary movements of people with exceptions to health workers and frontliners.
The ECQ seized the business and school operations and the public were advised to
stay at home, practice good hygiene and observe ―social distancing‖ to ―flatten the
curve‖.
Thereafter, the President issued Republic Act 11459, An Act Declaring the Existence of
a National Emergency Arising from the Corona virus Disease 2019 (COVID-19)
otherwise known as the Bayanihan to Heal as One Act. Among the provisions of the
act is the granting of emergency powers to the President to respond to the crisis
brought by the pandemic (Section 4).
The ECQ was first issued until April 12, 2020. On April 6, the President accepted the
recommendation of the Inter-Agency Task Force (IATF) to extend the Luzon ECQ until
April 30, 2020. At present, there are 4,076 cases, 124 recoveries and 203 deaths from
the COVID-19 pandemic and the number of new cases continues to rise daily.
The business operations are severely affected and amongst the most affected is the
travel and tourism industry. For instance, Philippine Airlines, the country‘s premier
airline suspended temporarily its international flights from 26 March to 14 April 2020
while all domestic flights were cancelled since March 17. In another news, 1Aviation
Groundhandling Services Corp., a firm servicing the ground operations of airlines are
laying off 400 employees brought about by the pandemic.
The Philippine Department of Tourism has proactively responded to the COVID-19
pandemic by securing 11, 549 hotel rooms for the accommodation of returning OFWs
who are required to have the 14-day quarantine upon arrival to the country. The
Department has also provided several foreign tourists who were stranded in different
provinces caused by the travel restrictions imposed by the government. The
government will also provide a PHP27.1-billion package to the tourism sector to
cushion its impact to the industry, which is seen to have suffered the most.
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Insights
Based from the discussion on tourism resilience as a concept and as practiced, the
following are some of the insights which the government, tourism business sectors, and
the community may consider as critical points towards the country‘s recovery from this
pandemic:
1. As we have learned from the cases discussed, anticipation and preparedness
are crucial in the tourism‘s recovery from the shocks brought by the pandemic. The
Philippine Department of Tourisms‘ proactive response of providing assistance to OFWs
and foreign tourists as well as the governments‘ financial assistance package for the
tourism sector are timely and commendable. We can only surmise that at this point, a
concrete and strategic tourism recovery plan is already in the pipeline.
2. We hope that this recovery plan will factor in strategies that are sustainable,
adaptive, inclusive, and innovative.
Sustainable strategies takes into consideration the long term impacts and implications
of any policy, development plans or actions to the environment, the economy, and
the society. Adaptive approaches are situated and responsive to the fast-changing
tourism landscape during and after this pandemic. An inclusive mindset factors in the
different key stakeholders in the decision-making process such as the business owners
and work forces in the different tourism sectors such as food and lodging, travel
operations, transportation, recreation, attractions and the like in both the urban and
rural areas. Assistance projects should also extend to the small and medium
enterprises (SMEs), and the laid off employees. Innovation in the context of resilience
calls for tourism transformation, it looks into the possibilities of developing new tourism
products and services, new tourism activities, attractions, and destinations based on
the changing motivation, needs, and behavior of the tourists and the industry as a
whole.
3. Another key tourism resilience approach is for the government and the
different stakeholders to put aside their particularistic interests and work together in
solidarity for a faster and more progressive tourism recovery. For instance, businesses
may share their best practices in terms of maximizing their resources and minimizing
their revenue losses. Employee welfare and cost saving measures to minimize job loss
should also be considered. Businesses may also collaborate instead of competing
with each other. Through solidarity, the tourism and hospitality sectors rallying behind
any tourism marketing and promotional campaigns that the government will
implement post-COVID 19 will be more cohesive and effective.
4. The community resilience plays a vital role in the recovery phase of a
destination. They can be considered as one of the core elements in fortifying post-crisis
recovery plan. The community‘s trust to the governing authorities must be kept strong
to properly address the shocks of the crisis. With this, the resistance or refusal of the
communities in addressing this pandemic, and in the future, its tourism recovery can
be minimized if not eliminated. The value of social capital and strong local community
leadership will result to a more efficient and effective execution of post-crisis recovery
plan which will further strengthen the resilience of the community.
Future Directions
409
This literary synthesis examined the different concepts and practices of tourism
resilience. The tourism industry resilience and post-crisis recovery of the selected
countries ---China, Taiwan, Hong Kong, and South Africa showed varied recovery
strategies during and after the crises. With the current situation of the Philippines under
the ECQ because of COVID-19, the country‘s tourism industry is highly impacted
because of the mass cancellations in airlines, hotels, resorts, MICE, travel agencies and
other related sectors. The total impact and resilience assessment can be done after
this crisis. Therefore, the researchers‘ are planning to continue this study considering
the after-crisis resilience assessment and post-COVID-19 recovery plan. The future
directions of this study may investigate the capacity of the county in addressing this
kind phenomenon basing from the actions and strategies of the government, tourism
business sectors, and the community.
IV. Conclusion
At this point, it is hard to predict or assess, the length of time it will take to flatten the
curve of the corona virus in the Philippines and in the world. Hence, it will take a
longer time before situations will go back to ―normal‖ and it may also take a much
longer time for the tourism industry to recover. The tourism industry and different
stakeholders should anticipate and prepare for the short and long term impacts of the
pandemic through a tourism recovery plan that is multi-level (global, national and
community levels), sustainable, inclusive, adaptive, and innovative. Tourism resilience
will depend on the governments‘ good governance and transparency as its actions
and decisions are crucial in handling this health crisis. For instance, governments‘
travel policy will form the people‘s travel behavior in relation to health, safety and
security.
Tourism resilience also calls for the different key stakeholders to work together at
different levels towards recovery. Roles and ways of doing business will be defined or
redefined, as resilience in the context of this pandemic, cannot be resisted and there
is no bouncing back to the state of the tourism industry to where it was before. New
ways of living and doing things will evolve. For instance, the health and sanitation
practices spurned from this health crisis such as social distancing, frequent hand
washing, and living a more healthy lifestyle will most likely be the new norm post-
COVID19.
Tourism resilience will be reflected in the various means and forms of systematic
adaption and transformation that the government and its people will employ to
addresses this health crisis and, moving forward, towards tourism recovery. Travel and
tourism has endured wars and catastrophic events in the past, and with effective
resilient strategies, we are bound to recover from this pandemic.
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TOUR0140
RESIDENT‟S ATTITUDE TOWARDS RESPONSIBLE TOURISM IN THE POST COVID-19

PANDEMIC SCENARIO
Mrs. Nimi Markose

Department of TourismManagement
Avinashilingam Institute for Home science and Higher education for
Women, Coimbatore, Tamil Nadu
Dr.Bindu.V.T
Department of Tourism Management
Avinashilingam Institute for Home science and Higher education for
Women, Coimbatore, Tamil Nadu
Abstract
The current Covid-19 pandemic shifted the tourism industry to a new phase. It brought
the need of developing the new -normal tourism with lots of restrictions. A new
responsible way of travel is promoted. The current pandemic situation brings a
paradigm shift to new normal responsible tourism. As the core responsible tourism
based on the triple-bottom line approach which considers the social, economic and
environmental perspectives for the community development through the tourism. Due
to Covid-19 situation tourism industry is facing the setback. It creates the need of
studying the attitude of community people towards tourism. The current situation
made a drastic change in the mind of local people towards the tourist and tourism
industry. This brings the need of a depth study of resident‘s attitude towards
responsible tourism in the current pandemic and the need for the development of
new responsible tourism strategies and policies, which support local communities. This
study aims in finding the attitude of local communities towards the need for the
development of responsible tourism in the post covid-19 pandemic. The study is based
on Social Exchange Theory (SET).The researcher had collected both primary and
secondary data. The primary data collected from 100 respondents and secondary
data is collected from various journals, websites and magazines. The study may help
the policy makers for decision making and development of new ways of responsible
tourism development.
Keywords: Resident‘s Attitude, Development of Responsible Tourism, Covid-19
Pandemic
Introduction
According to the newest UNWTO (United Nations World Tourism Organization), World
Tourism Barometer, 70% fall in international arrivals for the first eight months of 2020.
Restrictions imposed on travel due to Covid-19 Pandemic continue to hit the global
tourism industry hard, which leads to the down of global tourism arrivals. The
international arrivals of the got decreased to 81% by July and 79% by August. These
two months are considered as the peak period of tourist arrivals. When compared to
the 2019 tourist arrivals, the drop until August was 700 million fewer arrivals leads to loss
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of US$730 Billions in export revenues from International Tourism. This is actually eight
times the loss experienced on 2009 global economic and financial crisis.
The current situation prompted lot of social and economic consequences and many
lost their jobs and millions of business at risk. UNWTO Secretary General
‗ZurabPololikasvili‘ stressed on the ―urgent need to safely restart tourism in a timely and
coordinated manner‘. These urgent needs to safely restart tourism could be a matter
of discussion.
From 2011 to 2018, WHO traced 1483 epidemics in 172 countries. Epidemic-prone
diseases such as influenza, Severe Acute Respiratory Syndrome (SARS), Middle East
Respiratory Syndrome (MERS), Ebola, Zika, plague, Yellow Fever are some of few has
high impact on the economy.
In Kerala, in the past few years the impact of different pandemics (especially Nippah
and Covid-19) had a strong hit in the economic development. it also highly impacted
the tourism industry. The high negative impacts shattered the tourism industry as a
whole. It reduced the international tourist arrivals and domestic travel. It also affected
the income, job opportunities, job loss, loss of business opportunities, lost chances for
many to start new ventures and it also affected the overall development of the local
communities. The reduced income affected their economic status. The Covid-19
situation leads to a situation with high fear factor which shows dialkenes of the local
communities to accept tourist to our state.
Wayanad, is one of the famous responsible tourism destinations, were chosen for the
study. The Wayanad district is following certain responsible tourism strategies, and they
having a high potential to implement certain strategies for responsible tourism
development post covid-9 period.
Literature Review
Covid-19 and Responsible Tourism
By the mid of April 2020, cases of Covid-19 infections reached to the level, two million
cases reported and 160,000 people have reportedly died from Covid-19 Pandemic
(WHO, 2020). First reported in Wuhan, China. By March 11 2020, WHO declared
Coronavirus (SARS-CoV-2) a Global Pandemic (X. Yang et al., 2020). The Covid-19
Pandemic has greater impact on social and economic aspects of daily livelihood of
many people across the globe. Tourism Industry is a service-oriented industry and it
deals with people. Due to Covid-19 Pandemic these social distancing practices had a
negative impact on hospitality and tourism industry in this period (Hoque et al., 2020).
Covid-19 is not the first virus to impact travel and tourism industry. In the recent years
many epidemics had a great hit on tourism industry like SARS (also known as SARS-
CoV-1), MERS, the swine flu, Ebola, Zika, Nippah, and Yellow fever have threatened
public health worldwide (Buheji& Ahmed, 2020). Then also the impact of Covid-19 has
great hit on the economic development throughout the world and none of the
above-mentioned diseases has these much impacts as we are experiencing today.
Due to the contagious nature of Covid-19, many measures have been adopted
worldwide to ensure the health safety of the people. The measures like social
distancing, closing of public areas are some of the effective measures which reduced
the spreading of the disease to communities in a serious manner ( Fong et al., 2020).
Social distancing measures like closing down the public areas (mainly parks and malls)
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and physical distancing in the places like hospitals and markets which cannot be
closed.
In the current situation measures needed to be taken to reduce the impact of Covid-
19 on tourism industry. One such best strategy could be adopted to mitigate the
impact is adopting new form tourism development strategies like responsible tourism
development with greater importance to health safety and security of the visitors,
employees and local communities. Understanding responsible tourism in its core way is
needed to adopt new development strategies. As per the South African Department
of Environmental Affairs and Tourism (DEAT, 1996), responsible tourism is ―as ‗tourism
that promotes responsibility to the environment through its sustainable use,
responsibility to involve local communities in the tourism industry; responsibility for the
safety and security of visitors and responsible government, employees, employers,
unions and local communities‘. The more simplified definition for responsible tourism is
‗responsible tourism is about everyone involved taking responsibility for making tourism
more sustainable‘ (Goodwin, 2011). It means everyone needs to take responsibility in
everything then only altogether we could able to mitigate the impacts of SARS Covid-
19. The definition for responsible tourism also states this clearly.
In the current situation the need for new ways of responsible tourism development is
the situation necessity. In responsible tourism it gave importance to all the stakeholders
directly or indirectly connected to the tourism industry. One such core stakeholders
are local communities. So it is very much essential to understand the attitude of local
communities in adopting new ways of responsible tourism in the current scenario. The
study tries to figure out the attitude of local communities in this regard.
Objectives
1). Study the effect of covid-19 pandemic on the daily livelihood of the local
communities.
2). Study the attitude of local communities towards the need for the development of
responsible tourism in the post covid-19 pandemic.
3). Find out the future responsible tourism practices.
Methodology
The researcher has collected both primary and secondary data for the study. The
primary data is collected through structured questionnaire filled up by the 100
respondents. The secondary data is collected from various journals, websites and
magazines. Researchers as used tools like frequency, descriptive statistics for the
study.
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Data Analysis and Interpretation:

Table 4.1: Demographic Profile of the respondents:
Variables Particulars Percentage
Age Under 25 12.1
25-34 67.2
35-44 13.8
45-54 1.7
55-64 5.2
Gender Male 65.5
Female 34.5
Resident of Wayanad Yes 81
No 19
Did your lively hood depend on Tourism Industry Yes 29.3
No 70.7
Do the covid-19 situation affected your daily livelihood? Yes 91.4
No 8.6
Do you feel like new form of responsible tourism development is Yes 55.2
required in the pandemic situation No 13.8
May be 31
Source: primary data

From the Table 1 it is concluded that 54% of the people who responded are from the
age group 25-34 and 62% of them are males and female percent is 38. Since the
survey is through google form, 21% of the respondents who responded are residing
outside of Wayanad and 79% are residents of Wayanad. 71% of the respondent‘s daily
livelihood is not depended on tourism industry 28% of the respondents who are directly
related to tourism industry. In that 90% of the respondents had a opinion that Covid-19
pandemic situation affected their daily livelihood negatively. So 55% of the people
had the opinion that they require a new responsible way of tourism development
which could improve their daily livelihood.
Descriptive statistics :4.2
Table: 4.2.1: Descriptive Statistics of covid-19 pandemics effects on daily livelihood
people
N Minimum Maximum Mean
Do you feel covid-19 pandemic situation affected 100 1 4 3.41
your economic status?
Do you feel covid-19 situation reduced job 100 1 4 3.64
opportunities?
Do you feel covid-19 situation affected your business 100 1 4 3.60
opportunities (resorts, hotels, homestays, handicrafts
etc.
Do you feel covid-19 situation reduced new 100 1 4 3.21
entrepreneurship opportunities?
Do you feel covid-19 pandemic situation had 100 1 4 3.60
influence on overall development of the community?
Valid N (listwise) 100
416
The descriptive statistics is measured on 4 point scale ranging from; Always

(4),Often(3),Sometimes(2),Never(1) The above table shows the Descriptive statistics on
the factors of Attributes on pandemic impact. The values range from 3.21 to 3.64.
Which shows that the local communities perceive covid-19 situation reduced job
opportunities, influence on overall development of the community, and also affected
business opportunities are important. Local communities perceive covid-19 situation
reduced job opportunities has highest mean value of 3.64 were as covid-19 situation
reduced new entrepreneurship opportunities has the lowest mean value of 3.21. This
shows that the Attributes, reduced job opportunities as important with respect to local
communities‘ attitude towards the current pandemic situation.
Table 4.2.2: Descriptive Statistics on the responsibility of the society on sustainable

tourism development
Do you like and respect tourist coming in your city? 100 2 4 3.64
Are people around you supporting tourism? 100 3 4 3.88
Are you helping to maintain and preserve tourist spots 100 2 4 3.62
near you?
Do you help in conserving the environment around 100 2 4 3.72
you?
Are you responsibly participating in tourism? 100 1 4 3.36
The above table shows the Descriptive statistics on the factors of Attributes. The values
range from 3.88 to 3.36. Which shows that the local communities perceive that their
support for tourism are important. Local communities support for tourism highest mean
value of 3.88 and responsible participation of the local communities in tourism has the
lowest mean value of 3.36. This shows that the Attributes, responsible participation of
the local communities in tourism should get much attention when compared to other
attributes for the sustainable development of tourism.
Table 4.2.3: Descriptive Statistics of educational and awareness programs during

covid-19 pandemic
Do you feel educational programs for community 100 1 4 3.34
development is required in your area?
Will you participate in online community development 100 1 4 2.84
programs for tourism development in your area?
range from 3.34 to 2.84. Which shows that the local communities perceive that
educational development for community development is necessary but local
communities are not so interested in participating online community development
programs for tourism development.
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Table 4.2.4: Descriptive statistics of future tourism practices

Distancing from an ill person 100 1 4 3.72
Necessary Hygiene (Personal hygiene, and surrounding 100 1 4 3.91
hygiene)
Limited gathering 100 1 4 3.38
Reuse and optimum utilization of resources 100 1 4 3.74
Virtual tours 100 1 4 3.02
others if any 100 1 4 2.79
range from 3.91 to2.79. Which shows that the local communities perceive that
necessary hygiene is more important. Necessary hygiene with highest mean value of
3.91 and virtual tours has the lowest mean value of 3.02. This shows that the Attributes,
in future tourism practices necessary hygiene is more important than perceiving virtual
tors as an option for tourism.
The findings of the study reveal that:
 There is a significant impact of covid-19 on the daily livelihood of the local
communities of Wayanad. So, 55% of the people had the opinion that they
require a new responsible way of tourism development which could improve
their daily livelihood.
 From the study, it is clear that Covid-19 pandemic situation reduced the job
opportunities for the local communities and it also affected business
opportunities from hotels, homestays and resorts for the locals, thereby it
affected daily lively hood of the people.
 From study it is clear that, responsible participation of the local communities in
tourism should get much attention when compared to other attributes for the
sustainable development of tourism.
 From the study it is clear that educational awareness programs for the
community development through tourism is highly in need and local
communities are willing to participate in community development programs for
tourism development considering the current situation.
 The local communities are highly interested in the development of sustainable
tourism which could give high importance to necessary hygiene (personal
hygiene and surrounding hygiene) and limited gathering considering the Covid-
19 Pandemic situation.
Opinions are collected from the local communities through an open-ended question
on suggesting few responsible tourism strategies which could be practiced in
Wayanad. Few suggestions from the local communities include:
 Social Distancing and Limited Gathering
 Online eatery facilities for the tourist to manage the crowd
418
 Following necessary hygiene practices which could ensure personal hygiene

and surrounding hygiene
 Online helpdesk and tourist call centers, enough tourist operators to strictly
manage tourists as per pandemic guidelines, new and improvised safety
measures.
 Online tourism: Viewing destinations digitally and promoting virtual tours.
 A clear policy should be introduced to record the health status of tourists.
 to recover from this collapse sown by the covid19 epidemic, formulate more
proactive programs at the government level. It is also necessary to implement
various types of projects involving the lower strata of the society.
 Conducting educational and awareness programs to equip local communities
to support for the development of the sustainable tourism.
Conclusion
From this study it is concluded that, there is a significant impact of covid-19 on the
daily livelihood of the local communities of Wayanad. The local community people of
Wayanad are ready to respect and like tourist. The local communities give much
importance to the tourism development which ensures health safety like necessary
hygiene practices (personal hygiene and surrounding hygiene), limited gathering etc.
To bring necessary development in the industry local communities are ready to
participate online community development programs through this we need to ensure
the responsible participation of the local communities in the sustainable responsible
tourism development.
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TOUR0148
EMPLOYABILITY, GRADUATE SKILLS AND CHALLENGES OF SELECTED HRM

GRADUATES OF FAR EASTERN UNIVERSITY MANILA
Dr. John Malonzo and Dr. Anna Pamela Jonson

Far Eastern University Manila
ABSTRACT
This study investigated the employability, graduate skills and challenges of
selected Bachelor of Science in Hotel and Restaurant Management graduates from
batches 2014 to2019 of Far Eastern University Manila. This study aims to know the
demographic profile of the graduates of FEU – ITHM, determine the length of
time in acquiring first employment, know the placement status of the BS HRM
graduates, identify the challenges in searching for first employment and know the
extent of applicability of skills in their current job. This study were guided by USEM
account of employability model and Consensus theory is also one of the basis of this
study. This study is quantitative in nature and used four - point Likert – Scale survey
method to collect primary data through convenient sampling technique with
survey questionnaire distributed online. Most of graduates became a regular
employee in restaurant and hotel industry working as front of the house employee
and as chef or production assistants and most of them had a monthly salary on their
employment amounting to Php 10,001 to less than Php 15,000.
Despite of the high demand of employment in the tourism and hospitality industry
and were able get a job in less than three months after their graduation, most of the
graduates still had a challenge in searching for their first employment wherein they
are getting interviews but not job offer. The most applicable graduate skills and
attribute on the first and current employment of the graduates are the
teamwork skills and professionalism skills. The results of this study recommended
different techniques and strategies to develop and improve the employability and
skills of BS HRM graduates in the future.
Keywords: Employability, Graduate Skills, Tourism, Hospitality
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Introduction
The Bachelor of Science Hotel and Restaurant Management is an emerging
program that enables the students to specialize and devote themselves to the
demands of the industry by improving their knowledge and skills (Abiad, Argente,
Sanchez, Baculi, Eleosida, Magsino, and Guht, 2011).
The FEU-ITHM Bachelor of Science in Hotel and Restaurant Management
Program (BSHRM) is geared towards in providing its students the necessary
knowledge, skills, and attitude to provide quality service in the hospitality industry.
The hospitality industry offers graduates ample and diverse job opportunities across
the world. While the demand for tourism and hospitality professionals is growing fast,
graduates may wish to focus on a particular area of expertise. FEU-HRM Program will
address the necessity in different tourism and hospitality sectors and industries. One
of the primary focus of the program is on the development of practical and
management skills achieved through the combination of academic classes,
internship programs, and experiential learning (FEU,
2020).
BS HRM is a four-year undergraduate degree program that will mold the students to
be competent concerning the primary and core requirements as well as those
associated with major and minor areas of concentration and elective courses.
The program is designed with the state of the art kitchen and dining facilities,
bar, and demonstration rooms that are all designed to accustom students. It was
developed based on professional standards in the industry, and instructors assure
that students get real-world insights since all are seasoned industry practitioners.
In 2008, BS Hotel and Restaurant Management was first offered with
remarkable
18 sections for first-year students at its first year of offering. In the same year, the HRM
department was formed under the Institute of Accounts, Business, and Finance. At
the end of the academic year 2009-2010, BS Commerce in Tourism
Management was replaced with a straight program that is BS Tourism Management
and gained government recognition under CHED CMO No. 30 together with BS HRM
that lead to the creation of new institute in FEU. By the end of the second semester
of the school year 2010-2011, the new institute was created to manage the BS
Tourism Management and BS Hotel and Restaurant Management programs, the
Institute of Tourism and Hotel Management, or ITHM. The institute has its internship
department that focuses on the internship placement of students and for possible
employment of students after graduation.
The internship enables students to gain first-hand experience and exposure to
real-life work. It harness young professionals on the theory, knowledge and skills
acquired from the university. A practical work or training background, such as
internship, carries a significant in entering a future career. This training background
supports a critical consideration in choosing and applying for hospitality careers for
competitive advantage. Even colleagues from the same program have become
their competition. Moreover, it shows that internship and other training becomes
vital in the employability of every graduate.
Competency is the number one aspect that an employer is looking for from a BS HRM
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graduate where there is an increasing demand for the qualified workforce in the
tourism and hospitality industry. Without a doubt, the hospitality industry can offer
exciting and rewarding career opportunities not only locally but also in a global
market (Aguba, 2015).
This study focuses on the tracer survey and will discuss the employability of the FEU-
HRM Graduates from batches 2014 to 2019 and show how practical skills made their
desired career a reality. This study will address the increasing number of graduates,
while the number of job opportunities in the country is not enough to accommodate
and provide jobs for fresh graduates. Besides, the result of the study will be a basis for
the enhancement plan of the Bachelor of Science in Hotel and Restaurant
Management program offering of the Institute of Tourism and Hotel
Management of Far Eastern University, Manila. In addition, to provide better
graduates and soon to be a workforce in the industry who are service-oriented
professionals who are competent, caring, and committed.
This study aims to (1) know the demographic profile of the graduates of FEU - ITHM in
terms of (a) age, (b) gender, (c) year of graduation, and (d) employment status. (2)
Determine the length of time in acquiring first employment. (3) Know the placement
status of the BS HRM graduates. (4) Identify the challenges in searching for first
employment. (5) Know the extent of applicability of skills in their current job.
This study were guided by different theories related to employability and used in
different related studies. The USEM account of employability model of Yorke and
Knight in 2004 (Paadi, 2014) is one of the basis of this study and the most known and
used model for employability studies. USEM is an acronym for four
components of employability (1) Understanding, (2) Skills, (3) Efficacy beliefs, and (4)
Metacognition.
This model is designed based on different scholarly work about employability
reflecting that the four component is significant with one another and can not be
missed by a graduate. This model is a key intrument for learning sharing
activities of the graduates. This is useful to have a model of employability that could
be adapted for use with groups other than students and new graduates.
Graduates should form a culture of continuous learning or understanding after
finishing their undergraduate degree, it could be in the environment they are living on
- their workplace and their community. Different communities may contribute in
developing a employability assets to a graduate and it helps in improving the social
standing of a society and helps graduates to gain better experience in different
situations of life. One person should learn how to communicate to different kind of
people coming from different social class, race, different aspect of the world, with
this, it can help one person to develop its communication skills. A person with
good communication skills should be a quick thinker and creative in dealing with
different people most especially if one is in a unusual scenario.
Generic skills has been stated in this model to provide a skills that can be used to
different discipline and can be used to a wide range of context in
undergraduate or graduate studies or in the workplace. Generic skills in this model
were presented in order and shows that these skills are transferable to intricate
activities. These generic skills are curiosity, flexibility, persistence, courage, creativity,
problem-solving, patience, purposeful, resiliency, and communication skills. These
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skills are applicable to all aspects of life and to different industries and it enable a
person to be systematic, adaptive, and strategical in applying specific skills in specific
circumstances.
Consensus theory is also one of the basis of this study. It places emphasis on what
social groups have in common, often relating to what the social norms or cultural
shared beliefs (Brown et al. 2003). It is based on the belief that human capital
injection by way of instilling generic skills at tertiary level will ensure employability of
graduates and their eventual fast acceleration/leap frog in the corporate ladder.
Consensus theory tends to blame the academia or university environment for not
instilling sufficient skills through curriculum design and implementation through
appropriate pedagogical methods. The theory is somewhat attuned to a
normative utilitarian explanation which is rather simplistic. Perez et al. (2010) have
referred to the challenges related to the multidimensional nature of the employability
concept, especially the difficulty of disentangling the role of education and training
systems from other factors in evaluating labor market outcomes (Selvadurai,
Choy,Maros.2012).
Review of Related Literature
BS HRM Graduates
The quality of the graduates in these programs equipped with knowledge, skills,
and values they will need in their perspective careers (Celis, Festijo, & Cueto, 2013).
When the graduates of BS HRM enter the industry, they will face the number of
opportunities and challenges because of its complex and dynamic sector (Deale,
2013). Due to its demand programs, it is a growing number of fresh graduates and
employees that they will use well their knowledge and skills to be competitive in
the industry (Dimalibot, Diokno, Icalla, Mangubat, & Villapando, 2014).
Graduates of BS hotel and restaurant management program who enter and pursue
their career in the industry have the abilities to see the about sustainability and to
address the issues that the industry is facing mainly the social, economic, and
environment and the planet, not only that but the operations as well. Sustainability
should be a balance in the ongoing opportunities and challenges; it requires the
involvement of the people to be enlightened to establish a balance sustainability
principles and practices (Deale, 2013). Education is essential because it boosts the
economic growth of the country that cannot be overemphasized. Even some jobs do
not involve college degrees, people still believe in higher education. The student
who enrolls in universities or colleges earns higher education to be competitive in
the job market and to serve the school growing demand (Fronda & Villanueva,
2015). The Bachelor of Science in Hotel and Restaurant Management is one of
the most in-demand college degree program in this present time due to the
increased number of growing industries in travel, accommodation, food service, etc.
(Castro, 2017).
Due to the full availability and various jobs in hospitality, graduates can choose to
work in hotels, catering, beverages, cruises, events, bars, and hundreds of roles to
offer to work their way up the ladder. To become successful, one should possess a
relevant set of skills. Nevertheless, hospitality is entirely providing outstanding
service and leaving customers with a smile on their face (Sion, 2019).
There is a high demand for tourism and hospitality practitioners, which means
425
that graduates can easily find and get a job due to the industry's requirement. They
also noted that the majority of the graduates were working in the Philippines, which
suggests the job opportunities outside the country require enough work experience
(Celis et al., 2013). However, most of the HRM graduates work abroad due to better
career opportunities. It shows that the Philippines‘ Higher Education Institutions
produce globally competitive graduates (Fronda & Villanueva, 2015). Different
researchers found out that many HRM graduates who either left the industry without
intent to return or never entered the industry (Castro, 2017).
In the study of Celis, Festijo, and Cueto (2013), it determined the HRM
graduates' employability, especially the job placement profile of the graduates and
the relevance of university-related factors to job placement. It identified the work-
related values and skills given in meeting the demands of the current career. The
majority of their respondents gained employment and had their careers from one to
two years after graduation. They believed that human relation skills,
communication skills, and perseverance were the highest work value for the
graduates.
BS HRM graduates are rapidly growing while facing stiff competition. They are gaining
employment, but most of them employed in the rank and file position. In this study of
Suarez-Felicen and Mejia (2013), the graduates believed that the degree is essential
to their career; the same as the communication and human relation skills are
necessary for their employment.
According to Caiyod, et. Al ( 2015 ), fresh graduates must give focus on their physical
appearance, specifically hygiene and grooming, and to their soft
competencies. New graduates and the incoming graduates should also invest in
the industry-related internships to further give them the advantage to get the
positions.
The growing number of employees and freshly graduates must be fully equipped with
all the skills and learnings for them to be competent in their chosen careers.
Tertiary education serves as the foundation that supports and prepares the student for
their future careers. Dimalibot, Diokno, Icalla, Mangubat, and Villapando (2014)
evaluated their work- related values to employment, and it determined that the
university-related factors affected their graduates' employability. An applied action
plan enhanced their curriculum and services offered by the university to the
graduates towards a higher employability rate.
Employability
Abas and Imam (2016) said that a critical rule of success in the working industry is the
worker's ability to optimize the values, skills, and learnings which fits on the needs of
the job, satisfy the demands of his employer, and contribute to the overall
achievement of institutional goals. Their study of personal management skills had a
moderate relationship with employees' contextual behavior. Competence in personal
adaptability and learning are contributory to all elements of contextual performance.
(Abas and Imam, 2016). They showed the employer-employee assessment of the
competence of new entrant graduates in both employability skills, namely
Fundamental Skills (communication, management of information, use of numbers,
thinking, and problem-solving). Teamwork Skills (working with others and participation
in projects and tasks) is described as moderately competent. However, competence
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on Personal Management Skills (Positive Attitudes and Behaviors, Responsibility,

Adaptability, Learning Continuously, Working Safely) was rated differently; employers
perceived the employees to be moderately competent while the employees saw
themselves as very responsible.
Moreover, it is presented in this study that the same group of employees
demonstrated satisfactory contextual performance. These findings served as
empirical data in determining if such a level of competence in three categories of
employability skills is associated with satisfactory contextual performance. This call of
time eventually requires matching the skills levels of graduates of higher education
institutions (HEIs) and the employability skills requirements of the present and future
workplace environments. This suggests that a proactive partnership between the
government agencies and the education sector should be strengthened. With this,
HEIs should maintain developing in their students the employability skills and help
them become competent in applying such skills even before their graduation and
entry to a workplace.
The research conducted by the United Nations Educational, Scientific, and
Cultural Organizations (UNESCO, 2012), entitled "Graduate's employability in Asia".
They enumerate the concepts of employability, which are (1) communication skills (2)
logical, analytical and problem-solving skills (3) personality, confidence and integrity
(4) flexibility and adaptability (5) innovation and creativity, and (6) team spirit.
However, the researchers also identified that there are five reasons for
unemployment - lack of job opportunity, lack of work experience, low starting
salary, family concerns, and mismatch of skills and interest – to have contributed to
their unemployed status.
According to the research of Kinash and Crane (2015), the relationship between the
21st century‘s employability and the learning experience is a key higher
education quality assurance factor. In the 21st century, employability rates of
freshly graduate are the lowest they have been in the last twenty years.
Furthermore, it is necessary to understand the 21st-century employment context
to support students/graduates for success (Huayong, Zhurong, Jikun, Rozelle, &
Mason, 2013). Higher Education Institutions academic managers identify and
address the wants and needs of the millennial undergraduate students and
graduates wherein employability is one of their priorities. They pointed out that the
primary strategy in improving graduate's employability is through work experience,
internships, and placements.
The implications for graduate employability are about the investigation on
hospitality employers' perspectives of two key inter-disciplinary subjects, sustainable
development (SD) and information technology in the context of hospitality
education. In the recent study of Macatangay (2013), he cited that factors that
contributed much to employment, such as school-related factors, particularly
curriculum and instruction, and work-related values such as love of God, honesty,
love for truth and obedience.
The different factors that affecting fresh graduate‘s employability, first factor is
the demographic profile of the applicants. The second factors is the professional
physical appearance. The third factor is soft competency, the challenges for the
graduates is not the lack of skills, but they do not have enough skills (Caiyod,
427
Escamillas, Guarin,& Gesmundo, 2015). He also suggested that the solution is to

improve the education system that informs students early about the jobs workforce
really needs Prising (2011). The fourth factor is professional experience,
according to the Hotel Business Magazine (2013), for the fresh graduate entering
the workforce, internships may be an essential opportunities and experience.
Employers often have a criterion towards those who have real-life experience over
those who do not have. The fifth and the final factor is education. School-related
factors, specifically the curriculum and instruction and work-related values such as
love of God, honesty, love for fourth, and compliance to superior's command, may
contribute to their possible employment. Education plays a critical role, not only in
finding a job but also landing one that offers both financial and intrinsic rewards.
According to Barrie (2012), he emphasizes the importance of developing a set of
generic skills or attributes in graduates. Countries such as Australia, the United States
of America (USA), the United Kingdom (UK), and South Africa highlight the generic,
transferable, or non-contextualized nature of generic attributes. These countries have
developed generic skills frameworks that prescribe the qualities that need to be
developed in all graduates, irrespective of the discipline being studied. The obligation
of placing equal emphasis on a specific set of generic attributes for all study
disciplines can, however, be contested. Different disciplines could require greater or
lesser attention on some of the qualities often labeled as generic attributes. Although
of value, the generic skills frameworks can also not seen as the utopia of
characteristics that could enhance hospitality management graduates'
employability. The curricula of leading international hospitality schools and
previous research on the attributes that can be expected of hospitality
management graduates can also shed light on this issue (Moolman & Wilkinson,
2014). Previous studies focused on the qualities required of managers and on
employees working in different subsectors and pursuing various careers in the
hospitality industry. Other studies provide a narrow and in-depth focus on a specific
competence such as foreign-language ability and business ethics. However, there
are some researches about the generic attributes required of contemporary hotel
and hospitality management graduates (Adams, Feng, & Kwok, 2012).
Wijesundara (2015) examined and evaluated graduates' perceptions of their
employment in the tourism and hospitality industry. Additionally, they mentioned that
steady work in the industry is difficult due to the influence seasonality has a job. When
assessing the views of the graduates on promotions in the industry, they believed it is
to be unsure within the industry. He stated that an employee's commitment to any
sector would be determined by his or her perception and attitudes toward working in
the industry and the types of jobs available in the industry.
Professional work in the hotel industry allows a great deal of freedom and mobility, as
well as the opportunity to meet, service, and interact with people from all
walks and corners of life. While a job in the tourism and hospitality industry is
challenging, it can also be extremely fulfilling. Starting with these careers offers a
diversity of jobs to choose that enables one to experiment and finally finding a career
that suits you the best ( Jobs, 2020).
Job seekers need to find a position that suits them and their abilities, which will pay
them commensurate with their skills and experience for an employer that they find
acceptable.
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Not only that, but the process of searching and applying for such a position is also
riddled with additional challenges that make job-hunting and often unpleasant,
frustrating experience( Kolar, 2015 )
According to Chavez, Camello, Dotong, and Pamplona (2017), communication skill is
of great importance where some of them were not used to talk in front of many
people. Fresh graduates as future leaders and professionals who will be working in a
multidisciplinary environment are necessary to be equipped with organizational
values and employability skills adaptable to different cultures. If employability can be
assessed in the simplistic terms of whether or not a graduate has managed to get a
job in six months from the date of graduation, it delivers an indistinguishable and
inaccurate indication of what the student has gained. Honesty and truthfulness,
commitment and dedication, diligence, and hard work; attendance and punctuality
and love of work were considered to have very much contribution to the
employment.
Employability denotes skills and attributes that build a personal fascinating to
potential employers. Thanks to the dramatic increase in enrollment rate of
upper education, a sheepskin isn't any longer a guarantee of employment and better
education institutes are expected to equip students with employability skills and
attributes. However, the necessary inclusion of employability skills and
characteristics in pedagogy has aggravated good discussion and difference.
Common Career Challenges
Every new generation brings a new set of problems and concerns for workers
and potential employees to solve if they want their companies to stay around for the
coming years. Jobs was moving further towards Artificial Intelligence
technologies in 2019, administrators are failing to operate multi-location teams,
and both millennials and younger generations are struggling to interact efficiently.
The new workplace of today experiences a specific variety of obstacles for both
workers and employers (Breaux, 2019).
According to Zambas (2018), if the competition is too tight, unintentionally
making a significant error or two in employment search or the shortage of callbacks
and interviews (and the amount of rejection) is weighing down; it is entirely natural to
feel overwhelmed and exhausted when applying for a new career. There are
several challenges and difficulties in acquiring an employment.
First would have no clear direction, scattered approach to work-hunting, unlikely to
be quite useful. However, finding throwing 20 applications a day in expectation that
will be selected on at least one of them should take a step back and reconsider the
strategy. Second would be not finding opportunities; some of the best jobs
would never be marketed. Engage with goal social networking firms. Some
companies depend on employees to find the right people for them. Get in contact
with several nearby companies to find out whether they have the right places.
Third would be not getting interviews. Have a more thorough approach to your
portfolio or have a mentor approach at it. The cover letter will draw comparisons
between the work listing criteria and the background.
Fourth getting interviews, but no offers. Study the organization extensively before
walking in. Start planning for specific concerns and need to practice.
429
The next challenge would be having no clear career goals. Make sure always on
target when applying for a job. When the job is not fit on one's expectations,
pass on to something that one can to do it.
Next would be relying on head hunters and recruiters. Head hunters and recruiters are
an excellent way to find new business opportunities, but should not rely entirely on
their additional assistance. They are trying to make sure they choose a perfect
fit for the company. Consider it more productive networking with friends and
acquaintances than spending quality time with a recruiter that guarantees the best
and does not provide any openings to like to consider.
Next would be relying solely on job adverts. Job advertisements are a valuable
resource of employment and should not focus entirely on them. Create a list of top
companies that would like to work with, and then review their specific openings on
their websites.
Other challenges would be lacking is the biggest obstacle to the success of
employment seeking. It enables you to feel more optimistic, discuss with relatives and
friends who would be willing to give advice.
Lastly would be having no connections referral gives a better chance of being
noticed – and hired by employers. Adjust the plans and start talking to peers about it
– they may know about opening up their business, so they might be willing to offer a
recommendation.
Skills Needed for the Hospitality Industry
According to Phillpott (2019), hospitality industry has full accessibility for
employments and a positive monetary effect on nearby communities. Can either
choose to operate in restaurants, dining, cocktails, cruises, conferences, or nightlife,
there are hundreds of jobs on offer. Most prefer to remain in the industry for a long
time and make their way up the ladder. Nonetheless, in order to be effective, there is
a crucial collection of skills that would need to learn.
First would be the Customer Service Skills. It needs to meet the needs of the
customers. Whether it is merely serving snacks or maintaining an entire hotel, it is a
duty to make sure the guests have a pleasant experience and nothing to complain.
Second, Cultural Awareness is working around customers with a mix of
ethnic backgrounds. The ability and willingness to be culturally conscious and
respond quickly to behaviors and quality standards that vary from essential to
developing a good career. A third will be communication skills—effective
communication skills valued in any sector, but particularly in the hospitality industry. To
work with individuals from a range of cultures, genders, different nationalities, it is
essential that interact in a manner that is both straightforward and intuitive.
The fourth skill is multitasking skills; hospitality can be challenging to function in, as it is
nearly always hectic. Know how to manage and organize time efficiently, but still
need to be able to withstand pressure and stay calm when things become stressful.
The next skill would be work ethic forming healthy habits, including focused,
being inspired, complete tasks immediately. During most of the day, it will be on feet,
working long hours for little compensation, and always holding a happy and polite
façade in front of the clients.
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Another skill would be professionalism, guarantee that dresses clean and well
groomed, that are on schedule with shifts, and that not spotted doing something not
expected to do. The next skill would be problem-solving skills, and the ability to think
on set and fix things efficiently will save future trouble. Capacity to cope with
complicated or unpredictable circumstances in the workplace
The other set of skill is teamwork skills; this tends to create productivity in the
workforce, allowing employees more successful. Individuals with diverse expertise
and experience must work together to create an innovative approach.
Lastly would be attention to detail is the ability to obtain comprehensiveness and
precision while operating as several employers are seeking this ability. All have to be
of the highest quality to create a business statement.
Methodology
The research design used in the study is quantitative. The reason why the
quantitative research method was used is that the researchers wanted to collect a
lot of data coming from different respondents of the survey. The researcher used the
Likert – Scale survey method to collect primary data in tracing all the graduates and
know their employability after graduation by selecting a representative sample
of the population under study through convenient sampling technique with survey
questionnaire distributed online.
This research covered HRM graduates of Far Eastern University from 2014 to 2019,
as they are more accessible. The researchers used a convenient sampling
technique, a specific kind of non-probability sampling technique that depends on
data gathering from respondents who are conveniently available to participate in the
study (John Dudovskiy, Saunders, M., Lewis, P. & Thornhill, 2012). The respondents
were identified based on the need for the research, for it will be easier to define and
identify the population, determine the desired sample size, and classify all
members of the population as members of one of the designated groups.
The survey questionnaire was self formulated based on previous studies, and it was
pre-tested to 20 respondents. Besides, it has undergone a reliability test through
Cronbach's Alpha. It is an instrument to know the consistency of how closely related
a set of items are as a group. Results showed that all thirty-one (31) questions are
ninety-four and half percent (94.5%) reliable and inter-related with each other
and can easily understand by the respondents.
The researchers distributed the survey questionnaire online through email
blasting, Facebook Group, and Facebook Messenger by sending the website address/
URL of the survey that was created in Google Forms with the link
of https://forms.gle/FHGYfGot7CJ7o2ft8.
The accomplished questionnaires were extracted from Google Form and tabulated
using Microsoft Excel Software. The statistical measurements used in the survey were
the Mean and Median; on the other hand, Frequency Distribution and Percentage
were utilized for the socio-demographic profile of the respondents' presentation. The
first part of the questionnaire composed of questions about the demographic
profile of the graduates of FEU – ITHM. The second part is about determining the
length of time in acquiring the first employment and placement of the respondents.
The third part is about identifying the challenges in searching for the respondents‘
431
first employment. And the last part is about the extent of applicability of skills in their
first and current employment.
The first and second parts of the survey were categorical, ordinal, and nominal
survey questions. It aims to develop a categorical data assigns numbers to
represent different categories of answers. At the same time, ordinal questions
provide a designated number to the answer category, which has meaning and
nominal in which the responses were coded to a respective number. All of the data
for the first and second parts of the survey questionnaires answered the first to third
research objectives wherein the frequency and distribution percentage was used to
analyze the data. The third and fourth part of the survey questionnaire used a
nominal survey question only, which is a
4-Point Likert Scale style. It is a scale to determine the level of approval on the
challenges in searching for the respondents‘ first employment and the extent of
applicability of skills in their first and current employment. Mean, and ranking was
used for the data analysis for the fourth and fifth research objectives.
The results of the data were presented in tables and graphs using percentages and
descriptive definitions in the next chapter.
Frequency distribution provides a simple count of data in terms of the number or
percentage for each value. The formula for the percentage is:
P = f/n x 100
Where:
f = frequency
n = sample size
Mean, weighted mean, ranking, and standard deviation were used for the
discussion. The weighted mean is the average score of the answers from the answers
of the respondents, and the formula for this is :
x_bar = ( Σ xi ) / n.
Standard deviation is the variability or the average distance from the answers of
each respondent, the formula for standard deviation is:
s = sqrt [ Σ ( xi – x_bar )2 / ( n – 1 ) ].
The ranking were utilized to know the order of challenges in searching for the
respondents‘ first employment and the extent of applicability of skills in their first
and current employment.
Results and Discussion

Table 5 shows that fourteen percent (14%) or thirty (36) of the respondents are
eighteen to twenty one (18 - 21) years old while seventy three percent (73%) or one
hundred eighty three (183) of the respondents are twenty two to twenty six (22-26)
years old. And the remaining thirteen percent (13%) or thirty three (33) respondents
are twenty seven (27) years old and above.
Table 6 presents the frequency and percentage of gender distribution of the
432
respondents and it indicates that the majority of respondents are male, which is forty-
nine percent (49%) or one hundred twenty four of the total number of respondents.
While,forty-four percent (44%) or one hundred twelve (112) of the respondents are
female and, lastly, the remaining seven percent (7%) or sixteen (16) of the
respondents revealed that they are member of the LGBTQ+ community.
Table 7 presents the frequency and percentage distribution of students graduating
from academic school year 2014 to 2019. This shows that eight percent (8%) or twenty
(20) of total respondents graduated in 2014, followed by thirteen percent
(13%) or 32 respondents graduated in 2015. While, seven percent (7%) or eighteen
(18) respondents earned their degree in 2016, twenty four percent (24%) or 60
respondents finished their degree in 2017. The remaining twenty one percent (21%) or
fifty-three (53) respondents in 2018 and, lastly, the table indicates that the highest
number of respondents which is sixty nine (69) or equal to twenty-seven percent (27%)
of the total number of respondents graduated in 2019.
The table 8 exhibits the frequency and percentage distribution of the job status of the
respondents. It reveals that of 252, fifty-eight percent (58%) or one hundred forty-five
respondents are permanent workers. On the other hand, it reveals that four percent
(4%) or nine (9) respondents are temporary workers, since most graduate students
often can't find a career that suits their interests. Sixteen percent (16%) or forty-one
respondents are hired as casual contractual cause most employers recruit on a
contractual basis and six percent (6%) or sixteen (16) of the respondents are self-
employed, which means that they have their own businesses or operate within their
family businesses. While, fifteen percent (15%) or thirty-seven of the respondents are
unemployed at the time of study, and the remaining two percent (2%) or four
respondents stated that they are working on a different form of employment status.
Table 9 reveals the frequency and percentage distribution of the students who were
able to acquire employment right after graduation. It shows that out of two
hundred fifty respondents (252), majority of the respondents compose of seventy six
percent or one hundred ninety-one respondents were able to acquire
employment right after their graduation, which means that their degree is suited for
the available career in the industry. On the other hand, the data shows that
twenty percent (20%) or fifty-one of the respondents have been unable to get a
job after graduating from their undergraduate program, while, four percent (4%) or
ten (10) of the respondents revealed that they have already graduated from their
degree but still waiting for the commencement rites.
The table above presents the frequency and percentage distribution of the length of
time in acquiring the first employment of the respondents and it shows that majority of
the respondents, which is fifty-nine percent (59%), or one hundred of them were able
to get a job in the span from the one day up to three months after their graduation.
Eighteen percent (18%) or forty-six of the respondents said that it took them four (4)
months to six (6) months to get a job after graduating from their undergraduate
program. While and equal of twelve percent (12) were able to get their first
employment in a span of seven (7) to nine (9) months and ten (10) to twelve (12)
months after their graduation. Lastly, the remaining ten percent (10%) or twenty-six of
the respondents were struggling to get their first job after graduation that took them
more than a year to get one.
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Table 11 shows the frequency and percentage distribution of placement of students if

related to the Bachelor of Science in Hotel and Restaurant Management
program. It reveals that most of the respondents wherein seventy-eight percent (78%)
or one hundred ninety-seven of the respondents were able to get a job after their
graduation related to the undergraduate degree program they earned which is
BS HRM. Moreover, the remaining twenty percent (22%) or fifty-five of the
respondents were not able to get a job not related to the BS HRM program.
The table above illustrates the frequency and percentage distribution of the
respondents‘ industry placement on their first employment. It shows that majority of
the respondents wherein the forty-two percent (42%) and twenty-two (22%) or one
hundred seven (107) and fifty-six (56) of the respondents were initially employed
in food and beverage establishments or restaurant industry and in hotel industry.
While the remaining thirty-five percent (31%) or seventy-eight (78) of the respondents
got their first employment in tour and travel industry, airline industry, academe,
government, cruise ship, events industry, BPO, HR, amusement parks,
manufacturing industry, banking industry, real estate industry, health insurance,
and agriculture industry. Lasly, four percent (4%) or eleven (11) of the respondents
have their own business right after their graduation.
According to Brodsky ( 2018 ) Food and beverage department can serve as an
entryway for those wanting an entry-level positions and would like to take career
ladder with long- term opportunities.Food and beverage profession establishes an
advantage field and provides great opportunities and challenges over the years to
come.
Table 13 shows that a total of sixty three percent (63%) or one hundred sixty (160) of
the respondents were front of the house staff, chefs or production assistants, barista,
shift restaurant supervisor and bartender on their first employment. While, twenty-one
percent (11%) or fifty (50) respondents were working on their first employment
as sales and marketing staff or manager, housekeeping staff, hotel receptionist,
concierge staff and event manager or officer. In addition, the remaining sixteen
percent (16%) or forty (40) of the respondents worked as air cabin crew, tour guide,
travel agent and other job on their first employment.
According to Singson ( 2016 ), Hotel Management is one of the most popular course.
Most of the jobs and vacancies that are high in demand in hospitality are for the
front-of- the-house jobs, like front office agents, food and beverage servers. There is
also a great need of sales people due to new hotel businesses.
434
Table 14 shows that majority of the respondents which is thirty-nine percent (39%) or
ninety-nine (99) respondents are earning Php 10, 001 to less than Php 15,000 on their
first employment, twenty percent (20%) or fifty (50) of the respondents are earning
Php 15, 001 to less than Php 20, 000 on their first employment. While, eighteen
percent (18%) or forty-six respondents are earning Php 25,000 and above on their first
employment. Lastly, the remaining sixteen percent (16%) and seven percent (7%) or
forty (40) and seventeen (17) respondents are earning Php 10,000 and below, and
Php 20, 001 to less than Php 25, 000 on their first employment.
Table 15 illustrates challenges in job searching wherein the respondents agreed that
the most common challenges are getting interviews but not job offer with a
weighted mean of
2.58 and having no connections with a weighted mean of 2.56. On the other hand,
the respondents disagreed on the common challenges which are having no clear
direction with a weighted mean of 2.49, relying solely on job adverts with a weighted
mean of 2.48, lacking confidence with a weighted mean of 2.41. Relying on
headhunters and recruiters and having no clear career goals are both have a
weighted mean of 2.37 and 2.36 for not beating applicant tracking systems. While,
not getting interviews, not finding opportunities and skipping the cover letter have a
weighted mean of 2.34, 2.33 and 2.22.
According to Zambas (2018), getting interviews but not job offer and having
no connections are some of the common difficulties in acquiring an employment.
Table 16 shows the extent of applicability of skills on the first and current employment
of the respondents. The respondents strongly agreed that teamwork and
professionalism skills are the most applicable graduate skills and attribute in the
employment of the BS HRM graduates. While, time management skills, multi-
tasking skills, work ethics, and attention to details were strongly agreed by the
respondents that these graduate skills and attributes are applicable in their first and
current employment with a weighted mean of 3.36, 3.34, 3.33 and 3.31. In addition,
the respondents strongly agreed that customer service skills, communications skills
and interpersonal skills have a common weighed mean of 3.33 for the applicability of
the graduate skills and attributes to the employment of the respondents and, lastly, a
weighted mean of 3.28 for problem solving skills. According to Imam (2016), one of
the important indicator of success in workplace is the ability to employ adept skills
and values that match the needs of a particular job. Teamwork skills specifcally
the skills on working with others is a graduates‘ competence employability skills that
could give them an edge in a particular work settings.
Conclusion and Recommendation
In conclusion, majority of the graduates of Bachelor of Science in Hotel and
Restaurant Management of Far Eastern University from academic year 2014 to 2019
are successfully employed in different establishments with different works in
tourism and hospitality industry. Most of them were able to acquire an
employment after their graduation related to BS HRM. Most of graduates
became a regular employee in restaurant and hotel industry working as front of
the house employee and as chef or production assistants and most of them had
a monthly salary on their employment amounting to Php 10,001 to less than Php
15,000.
435
Despite of the high demand of employment in the tourism and hospitality industry and
were able get a job in less than three (3) months after their graduation, most of the
graduates still had a challenge in searching for their first employment wherein they
are getting interviews but not job offer. Most of the graduates also believe that
having no connections in the industry hinders them in acquiring a job on their first job
application. On the other hand, the most applicable graduate skills and attribute on
the first and current employment of the BS HRM graduates are the teamwork skills and
professionalism skills. These skills where trained to the graduates by their professors in
different courses and it means that the skills they have developed during their stay in
university while finishing their undergraduate degree are helpful, advantageous
and relevant in being an employable graduate.
Therefore, it is recommended to the schools to provide a career orientation to the
graduating batch discussing the possible challenges they may face in searching for
their first job so they may address it as early as on their last year in their
undergraduate program. It is also recommended to distribute the different skills to be
honed in different courses under BS HRM and develop it thru different learning
interactive activities and outcome based activities.
It is recommended to the administrator of the schools to review, enhance and if
necessary to revise the curriculum that will develop the potentials of graduates that
can be in a supervisory and managerial position and not just being an ordinary
member of the organization they belong to. It is recommended to the faculty
members to develop necessary skills and increase the sense of maturity,
accountability and responsibility of their students. Faculty members should provide
learnings and activities that will reach the maximum potentials of the students
where they can be more anticipative in possible scenarios in the future that can
help them address the possible challenges that they may face in acquiring their first
employment.
It is highly recommended to the faculty members to upgrade and update necessary
skills which would be comparable to the highest standard of the hospitality
and food industry that graduates would imbibed in their career. Faculty members
should provide educational outcome based activities that will enrich knowledge and
skills of students through exposure to the latest and .most acceptable practices and
technologies in the industry.
436
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TOUR0132
FARM TOURISM IN THE POST COVID- 19: A QUICK ASSESSMENT OF KERALA

SCENARIO
Joby George
Kannur University
Dr. Sindhu R Babu

M G University
Abstract
The unexpected Covid19 pandemic has severely affected the economy of Kerala
which is heavily dependent on various types of tourism blessed by its natural
endowment as other countries of similar bliss in the world. The most unfortunate
aftermath of Covid19 is going to be ensuring safe social distancing norms at least for
some more time till a safe vaccine is developed. Given the emerging new situation,
Kerala's tourism model is going to be the unique farm tourism in the Post Covid19
period as it ensures some amount of spontaneous natural distancing. Secondly, only a
limited number of tourists are interested in farm tourism and so comparatively easy for
social distance to be maintained. Farm tourism is being the best form of tourism that
can be implemented following the Covid19 protocol; Kerala is to become the ideal
farm tourism destination in the days to come if tourism and agriculture departments
join hands with farm tourism. The Star hotels and resorts usually cater to a particular
type of people who tend to be carefree, and so the maintenance of Covid19
protocol is nearly impossible. The paper aims to assess the impact of Kerala farm
tourism in the Post Covid19. A questionnaire survey is conducted among the
stakeholders of Kerala Farm Tourism, which is directly or indirectly involved in Farm
Tourism in Kerala. Through this survey, an attempt is made to assess the impact of
Covid19 on Kerala Farm Tourism in the Post Covid19 period. The current Post Covid19
period, it seems, not an encumbrance but rather an opportunity for the farm tourism
industry as far as Kerala is concerned.
Keywords: Assessment, Farm tourism, Kerala, Post Covid19
1. Introduction
Farm tourism is a farm-based tourist activity that brings travelers to a farm. Today the
concept of traditional tourism has been changed. Some new areas of tourism have
emerged like farm tourism. The promotion of farm tourism would bring many direct
and indirect benefits to the farm people. It is an innovative agricultural activity related
to both tourism and agriculture. It has a great capacity to create additional income
and employment opportunities for farmers. Farm tourism is developed as a
comparatively new tourism product of Kerala and it can be promoted in a big way
without much extra investment.
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Farm tourism includes things like - farm stays, farm visits, farm shop visits, guided walks,
and sight-seeing of agricultural activities. During Covid19, people have become more
interested in organic farming and farm-tourism (Kumar C, 2020). The polluted
atmosphere and the Covid19 pandemic have already engulfed thousands of people
and affected millions. Farm tourism can motivate these people to enjoy weekends in
the countryside. Farm tourism is the interconnectedness of food, agriculture, and
tourism. Farm tourism units offer clean vegetables, fresh air, and a relaxed
atmosphere. In the post Covid19 period, tourists will prefer such activities because
none of these things are offered by star hotels and resorts. Farm tourism is a type of
non-mass tourism and tourists approach to nature and spend time in small-scale farm
facilities, which are located far away from large clusters of tourists, so farm tourism units
will have the best possible implementation of Covid19 protocol safety standards
(Zbierska M M W et.al., 2020).
Kerala expects a big change in the tourism sector during the Post-Covid19 period.
Covid19 creates change in the tourist lifestyle, behavior, and social interaction.
Especially things like social distance and staying away from the hustle and bustle. The
availability of such things in the field of the farm -tourism will attract more tourists to
farm tourism activities in the future. The research aimed to explore the potential of
Kerala farm tourism in the post Covid19 period.
2. Literature review
Zbierska M M W et.al., 2020 conducted a study on agritourism about the topic titled In
the era of the coronavirus (COVID-19): a quick assessment from Poland. The survey
also found that agri-tourism is expected to grow well after the Covid19 pandemic era.
The study concludes that agricultural tourism farm vacations during and after the
Covid19 pandemic period will become an increasing demand among tourists. Chebli
A et.al., 2020 in their article titled the impact of covid-19 on tourist consumption
behavior: a perspective article revealed the exploratory overview of the changing
requirements of tourists in post Covid19. Researchers in their case study pointed out
that in the coming future Covid19 will influence the travel habits of tourists and they
prefer free independent traveling and will pay more attention to hygiene and health.
Gössling S et. al., 2020 conducted a study titled " Pandemics, tourism and global
change: a rapid assessment of COVID-19."The main objective of this research is to
evaluate the impact of Covid 19 on earlier epidemic /pandemics and other types of
international crises. The study concludes that there is no need to return to the old-
fashioned tourism business in the face of Post Covid19 era instead it is suggested that
global tourism should move further towards sustainable development goals. Physical
distancing, a shift from group inclusive travel to free independent travels become
inevitable for future tourism (Khan S, 2020).
Kumar C, 2020 conducted a study on Organic Food Farming and Rural Tourism
Development: An Opportunity to Restore Happiness in the Aftermath of Covid19
Pandemic. The researcher pointed out that organic food farming and rural tourism will
emerge as a niche concept in Post Covid19 era. The incident post Covid19 is
something that is going to happen. It is time to research the changes taking place in
global tourism in the Post Covid19 period, so there are not yet a significant number of
research papers about Post Covid19 impacts on global tourism.
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3. Methodology
Researcher self-prepared survey questionnaires were used for data collection. The
data were collected by using the online questionnaire survey. The study was
conducted in the period from June 1st to 31st October 2020. It was descriptive as well
as based on the survey method Convenience sampling method was used for data
collection. Primary information was collected from the participants in the Kerala Farm
Tourism industry through an online survey. Secondary data was collected from various
websites, books, and journals. Primary data were collected from farm tourism
enterprises, tourism professionals, business people, teachers, farmers across the state of
Kerala. One hundred samples were selected for data collection. The collected data
were analyzed using appropriate mathematical techniques.
The reliability test is done to show how well the items in the instrument are positively
correlated to each other. According to Sekaran and Bougie 2010, if Cronbach‘s Alpha
is closer to one, the reliability of the measure is higher. Cronbach‘s Alpha of 0.6 is
considered poor, 0.7 is acceptable and 0.8 is categorized as good. The reliability test
result revealed a reliability coefficient (Cronbach‘s alpha) of 0.903. Since the value of
Cronbach‘s Alpha was above 0.7, all items were deemed reliable.
4. Objective of the study
This is a time when there is a lot of research being done on the changes taking place
in global tourism in the Post covid19. Post Covid19 creates a lot of opportunities for
farm tourism in Kerala. The main objective of this study is to explore the potential of
Kerala farm tourism in the Post Covid19 period
5. Hypothesis
Based on the literature review of various farm tourism-related research papers and
discussion with the selected farm tourism enterprises in Kerala, researchers listed
hypothesis for this study
H1: Post Covid19 farm tourism will be the most preferred Niche tourism concept
amongst tourists visiting Kerala.
H2: Farm tourism can give maximum employability to local people and unemployed
youth in Kerala.
6. Analysis and Interpretation
In this study, the researcher used descriptive statistics. The assumptions were evaluated
by a chi-square test by SPSS
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Table 1: Sample Profile

Sl.No Questions Options No. of Respondents Percentage
1 Male 71 71.0
Gender Female 29 29.0
Total 100 100.0
2 21-28 years 51 51.0
29-36 years 17 17.0
37 -44 years 9 9.0
Age 45-52 years 20 20.0
53 years and above 3 3.0
Total 100 100.0
3 Marital Status Single 53 53.0
Married 47 47.0
Total 100 100.0
4 less than or equal to
34 34.0
20000
Rs 20001-40000 30 30.0
Monthly Rs 40001-60000 11 11.0
Income Rs 60001-Rs80000 9 9.0
Rs 80001-1,00,000 8 8.0
more than Rs 1,00,00 8 8.0
Total 100 100.0
5 Educational SSLC 1 1.0
qualification
PLUS- TWO 15 15.0
DEGREE 58 58.0
PG 22 22.0
PhD 1 1.0
Any other (specify 3 3.0
Total 100 100.0
6 Occupation Agriculture 10 10.0
Tourism Professional 22 22.0
Teacher 7 7.0
Business 11 11.0
Farm tourism
24 24.0
entrepreneur,
self employed 6 6.0
others specify 20 20.0
Total 100 100.0
Table 1 shows the sample profile of the respondents. 71 percent of the respondents
are male and rests of the others are female. In the case of age category 51 percent
were under the 21-28 age group, 17 percent were under the 29-36 age group, 9
percent were under the 37-34 age group, 20 percent were under the 45 -52 age
group and 3 percent were under the 53 years and above age group. 34 percent of
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the respondent belongs to less than or equal to Rs 20000 income group and 30
percent were under Rs 20001 - 40000 income group. 10 percent of the respondents are
agriculture persons, 22 percent of the respondents are tourism professionals and 24
percent respondents are from farm tourism entrepreneurs.
H1: Post Covid19 farm tourism will be the most preferred Niche tourism concept
amongst tourist visiting Kerala
Table 2. Respondents (N=100) categorized each issue on a five point Likert‟s scale from
1 (strongly disagree) to 5 (strongly agree)
Sl. Questions SA A N D SD Total Mean Std.
no Deviation
1 Social distancing and isolation will be the
56 23 11 7 3 100 4.22 1.088
preferred by the tourist in Post Covid19
2 Post Covid19 tourists will prefer FIT
49 31 7 12 1 100 4.15 1.058
(Frequent Independent Travelling)
3 Post Covid19 period will decisively
influence in determining staycations or 4.05 1.067
vacation among the domestic tourists 44 30 15 9 2 100
4 Post Covid19 tourist will prefer holistic

51 22 18 6 3 100 4.12 1.094
farming with organic and life farming
5 Technology-driven farm tourism using
artificial intelligence and robotics is going 40 24 21 10 5 100 3.84 1.204
to be the new trend in tourism
Source: Survey data

(SA-Strongly Agree, A-Agree, N-Neither Agree nor Disagree, D-Disagree, SD-Strongly
Disagree)
Sl. Questions Chi- df Asymp.

no. Square Sig.
1 Social distancing and isolation will be preferred by the tourist 4 .000

92.200a
in Post Covid19
2 Post Covid19 tourists will prefer FIT (Frequent Independent 4 .000

77.800a
Travelling)
3 Post Covid19 period will decisively influence in determining 4 .000

57.300a
staycations or vacation among the domestic tourists
4 Post Covid19 tourist will prefer holistic farming with organic 4 .000
72.700a
and life farming
5 Technology driven farm tourism using artificial intelligence 4 .000

37.100a
and Robotics is going to be the new trend in tourism
(P value ≤ 0.05)
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Table.2 shows that the information about the mean and standard deviation of the
question for the hypothesis1 (H1). Likert's scale was used for collecting responses from
the respondents and analyzed by the mean value. The expected mean score is 3.
Most of the respondents are preferred social distancing and isolation (mean score
4.22). The use of artificial intelligence and robotics in farm tourism was not much
preferred by the respondents (mean score 3.84).
As per the chi-square test, the chi-square value of all questions are greater than the
table value. And also p-value is less than the level of significance that is .000. This
shows that Post Covid19 farm tourism will be the most preferred Niche tourism concept
amongst tourists visiting Kerala. That is the hypothesis is significant.
H2: Farm tourism can give maximum employability to local people and unemployed
youth in Kerala.
Table 3. Respondents (N=100) categorized each issue on a five-point Likert's scale
from 1 (strongly disagree) to 5 (strongly agree)
Sl. Questions SA A N D SD Total Mean Std.

no Deviation
1 Post Covid19 farm tourism can increase

money dealing opportunities for local 4.04 1.127
44 33 10 9 4 100
farmers in Kerala
2 Post Covid19 farm tourism will provide

employability to unemployed youth in 3.96 1.255
45 28 14 4 9 100
Kerala
3 Being location specific Farm tourism can

be effectively managed by local farmers. 3.93 1.312
47 25 11 8 9 100
4 Farm tourism will not only save the

environment but will also give sustainable 4.13 1.152
52 25 12 6 5 100
income to the farmers.
5 Absence of tourist will not drastically affect

the financial situation of farm tourism 3.95 1.298
48 23 14 6 9 100
operators
6 The initial investment to start a farm

tourism unit is comparatively minimal 4.04 1.214
51 20 17 6 6 100
Source: Survey data

(SA-Strongly Agree, A-Agree, N-Neither Agree nor Disagree, D-Disagree, SD-Strongly
Disagree)
Sl. Questions Chi- df Asymp.

no. Square Sig.
1 Post Covid19 farm tourism can increase money 61.100a 4 .000
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dealing opportunities for local farmers in Kerala
2 Post Covid19 farm tourism will provide employability 4 .000

55.100a
to unemployed youth in Kerala
3 Being location-specific Farm tourism can be 4 .000

55.000a
effectively managed by local farmers.
4 Farm tourism will not only save the environment but 4 .000
76.700a
will also give sustainable income to the farmers.
5 The absence of tourist will not drastically affect the 4 .000

57.300a
financial situation of farm tourism operators
6 The initial investment to start a farm tourism unit is 4 .000

68.100a
comparatively minimal
(P-value ≤ 0.05)
Table.3 shows that the information about the mean and standard deviation of the
question for hypothesis 2 (H2). The expected mean score is 3. Most of the respondents
are agreed with farm tourism will not only save the environment but will also give
sustainable income to the farmers (mean score 4.13).
As per the chi-square test, p-value is less than the level of significance that is .000. This
shows that. Farm tourism can give maximum employability to local people and
unemployed youth in Kerala. That is the hypothesis is significant.
7. Findings and Suggestions
The study reveals that there is a lot of potential for farm tourism in Kerala after Covid19.
Fashionable type tourists preferred only star hotels and resorts. But farm stay units are
more likely to be used by tourists with special interest, so farm stay units can easily
ensure social distance. Many young people in Kerala have lost their jobs in the current
Covid19 situation. This study also finds that farm tourism can be used effectively to
employ local people and unemployed youth in Kerala.
The study suggests some points to improve farm tourism in Kerala
The study shows the future potential of farm tourism in Kerala following Covid19. But in
Kerala, it is in the infancy stage. A special action plan for the promotion of farm
tourism should be formulated jointly by the Department of Tourism and the
Department of Agriculture. Most of the farmers know that farm tourism offers money
management opportunities. However, they are not able to start a farm tourism
business. This is due to the lack of training institutes in the field of farm tourism
entrepreneurship business. Therefore, the Department of Tourism should provide
training facilities to farmers. Today's tourism will not go ahead without the use of
technology. But due to a lack of information, most farmers and agriculturists do not
recommend the technical aspects of farm tourism. It is suggested that special training
about artificial intelligence and the role of information technology in tourism to farm
tourism entrepreneurs. Problems related to ensuring hygiene in farm tourism units can
be solved by implementing sustainable model development in farm tourism units.
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8. Conclusion
Researchers have concluded that farm tourism had a major impact on the Post
Covi19 period. The researchers pointed out that farm tourism is the most popular niche
tourism concept among visitors to Kerala in Post Covid19. This will provide maximum
employment opportunities to the local people and unemployed youth. Therefore, it is
possible to understand from this study the need to develop farm tourism more than
other forms of tourism in Kerala in the Post Covid19 period.
9. Reference
1. Chebli, A., & Said, F. B. (2020). THE IMPACT OF COVID-19 ON TOURIST CONSUMPTION
BEHAVIOUR : A PERSPECTIVE ARTICLE. Journal of tourism management research
, 196-207.
2. Gössling, S., Scott, D., & Hall, C. M. (2020). Pandemics, tourism and global change: a
rapid assessment of covid 19. Journal of sustainable tourism , 1-20.
3. Khan, S. (2020). Covid 19:tourism at crossroads!where next? Journal of tourism and
sustainability , 32-40.
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447
Abstracts
TOUR0133
CHANGES IN THE MOTIVATIONAL FACTORS OF TRAVEL CAREER PATTERN POST

COVID-19 (REPORTING)
Dr. Sibi.P.S Asst. Professor

Department of Tourism Studies, Pondicherry University
Aun Das. O.P,
Department of Tourism Studies, Pondicherry
Mohammed Ashraf
Department of Tourism Studies, Central University of Kerala
ABSTRACT
COVID-19 pandemic has placed the tourism industry under unprecedented stress in
the last few months. During this uncertainty, tourism and hospitality are one sector
which has been severely affected due to the restrictions on travel. Despite the
difficulties created by the Novel Corona Virus, the tourism and hospitality industry is
confident and getting ready for a speedy recovery with a new normal scenario soon.
Countries are resolving strategies to welcome tourism with new standard norms. There
will be no easy and fast return to business as earlier. At the same time, the demand for
traveling and consumer confidence is a matter of concern today. Space, time, and
interactions were the early conditions for the tourist experience which may not be the
same from now. However, the factors which determine the travel motivations, travel
decision making, and plans about the destination experiences are expected to
undergo a substantial transformation in the days to come. As travel motives and
destination behavior were being influenced by psychological factors (Li and Zhang,
2013), there is a need to understand the transformative possibilities which are critical to
understand the market. This study aims at unveiling the shift in the tourist motivation
during post COVID. Data had been collected from target respondents by giving
representation for each demographic group. Exploratory Factor analysis has been
done for the data collected from the survey to identify the Factorial Structure of the
observed variables. The underlying groups based on travel experience were identified
using hierarchical cluster analysis and the significant differences among the group
were tested using an independent sample t-test. The result of the study reveals the shift
in motivational factors of Travel Career Pattern (Pearce and Lee (2005)) during COVID
19 and an underlying new factor that has evolved during the complexity or constraints
that pose to travel during these days.
Key Words: COVID 19, Travel Motivation, Travel Career Pattern
448
TOUR0138
CHALLENGES OF FEMALE ENTERPRENEURSHIP IN TOURISM; A SYSTEMATIC REVIEW
Sanuja K V
Kannur University
Dr Sindhu Joseph
GPM Government College, Manjeshwar
Abstract
Female entrepreneurship proliferates involvement of women in the process of
economic growth and it facilitates women enhancement. Nevertheless, many hurdles
are perceived in their entrepreneurial advancement. This review paper aims at
identifying specific problems that women are met with tourism entrepreneurship and in
order to lessen these bottlenecks, the paper suggests few interventions to be
administered. A total of 101 peer reviewed articles were perused and the results are
depicted in the form of descriptive findings. Furthermore, the paper outlines the
obstacles in thematic content discussion.
Keywords: Female Entrepreneurship; Problems; Tourism, stakeholders, empowerment.
449
TOUR0146
WORKLOAD, JOB SATISFACTION, WORK STRESS, AND ORGANIZATIONAL

COMMITMENT ON TURNOVER INTENTION: EVIDENCE FROM FACULTY MEMBERS
UNDER HOSPITALITY MANAGEMENT
Mark Lixcel Q. Lantican

Abstract
COVID-19 pandemic is an event that will significantly change the educational system.
Faculty members may be asked to take on larger teaching loads if enough adjuncts
have not been rehired as full-time instructors have been furloughed or laid off. This
study was conducted to describe the factors influencing faculty members' workload,
job satisfaction, work stress, emotional commitment, and turnover intentions in
hospitality education. Ten (10) faculty members from the hospitality industry of the
public and private tertiary educational system in NCR were selected through
purposive sampling. A focus group discussion was used to collect data from the
participants. The focus group's recording was transcribed and hand-coded to identify
reoccurring patterns in the data. After hand-coding and analyzing the transcript, the
frequency (f) of participant responses created dominant data categories and
identified which are inclusive by using ATLAS.ti. The qualitative data was analyzed
according to themes. As a result, faculty members are presently contented with their
teaching jobs and disagreed on whatever reason to leave. They find their workloads in
school manageable and are willing to provide engaging instruction and meet their
students' needs through various modalities and instructional materials as they are
contented with their jobs.
Keywords: Workload, Job Satisfaction, Work Stress, Organizational Commitment,

Turnover Intention, Faculty Members, Hospitality Management
450
TOUR0149
THE FIRST CELEBRATION OF THE FILIPINO FOOD MONTH: A REFLECTIVE ANALYSIS
FROM THE NARRATIVES OF THE MAN BEHINDPRESIDENTIAL
PROCLAMATION NO. 469
Harold Bernardo Bueno

Abstract
Presidential Proclamation 469 (PP 496), otherwise known as the celebration of Filipino
Food Month (FFM), which was declared by President Rodrigo Duterte in April 13, 2018
was first celebrated in 2019. It‘s been two year since Filipino has celebrated the first
Filipino Food Month in the Philippines. As Filipino prepares for the 3rd celebration on
2021, I would like to look back and understand the story behind the proclamation and
the driving forces that sealed it in history. I myself have joined the preparation and
celebration of the festivity. I‘m privilege to listen to the narratives of my participant, be
able to request copy of his speeches, and sit down with him for formal discussion and
interview. His narratives with full of passion and emotions has brought a multiple
reflection of how an activist can move mountains and break the barriers to make a
change. His lived-experiences towards PP 496 suggest a strong underpinning which
was revealed in this qualitative inquiry. The narratives reveal the untold story behind
the celebration covering political, social and cultural matters. Lastly, a repeated tone
of battle cry towards the celebration were presented to serve as motivation and
learnings moving forward to the send FFM celebration in April 2021.
Keywords: Filipino Food Month, Proclamation No. 469, Food Preservation, Food
Heritage
451
TOUR0150
SUSTAINABILITY AND MARKETING PRACTICES OF HOMESTAY PROGRAM IN

BATANES, PHILIPPINES: BASIS FOR STANDARDIZATION
Mr. Eugeene Emmanuel C. Benicta

Institute of Tourism and Hotel Management
Abstract:
Accommodation is one of the fundamental supply sectors of the tourism industry
(Thapa & Mabini, 2017), it aims to provide tourists a place to stay. In the Philippines,
Batanes has been declared as cultural heritage and ecotourism zone by Republic Act
No. 10866 or the Act Declaring the Province Of Batanes As A Responsible, Community-
Based Cultural Heritage and Ecotourism Zone in 2016. With the demand for low-cost
accommodation and the rise of the awareness of tourists towards sustainable tourism,
Homestay became a big supplier of accommodation in the industry. This study utilizes
the Service Marketing Mix Model (McCarthy, 1960) and Elkington (1994)‘s Triple Bottom
line model as the bases of the concept of this study. It also focused on motivation
factors and marketing in extent of community participation. The study‘s objectives are
to assess Batanes Homestay Program‘s current marketing strategies and sustainability
practices and correlate it with the tourists‘ motivations to travel. Also, part of the goal
is to propose alternative practices that can enhance and improve the locale‘s
procedures. This study is quantitative in nature, it uses different statistical tools such as
Mean, Pearson Correlation to answer the objectives of the study. Purposive Sampling
Technique was used in collecting the participants and a 4-point Likert Scale Survey
was used to gather the data needed for the study. The results show though the tourist
have a good experience in terms of the marketing and sustainability practices, it is
recommended that all homestay providers in Batanes to have a standardguidelines to
ensure the quality of products and services that the provide.
KeyWords: Sustainability, Marketing, Practices, Homestay, Batanes, Standardization,

Philippines
452
TOUR0131
THEMING TOURISM RESEARCH DURING THE GLOBAL PANDEMIC
Anjusha P P
School of Tourism Studies, Mahatma Gandhi University, India
Dr. Toney K Thomas

School of Tourism Studies, Mahatma Gandhi University, India
Abstract
In December 2019, soon after large number of cases of Corona virus disease being
reported in China travel restrictions began in the epicenter and gradually to different
regions as the disease began to spread. The COVID-19 pandemic hit world population
in no time and tourism industry was shut to nearly zero operation. This sparked a large
number of research articles been published in topics of resilience of tourism industry
and sustainable measures that can need to be focused during the pandemic times.
This paper focuses on the trends and gaps in research through thematic analysis of
various papers being published in the area during this global pandemic and up to
what the tourism researchers are focusing in a time where research is an important
aspect to bring back tourism. The study will help to find out how research should be
focused in times like this.
Keyword: Global pandemic; Covid-19; Tourism; Researchers; Theming
453
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Role of Technology in Travel & Tourism Industry -ISBN number 973954263477

Conference Paper · December 2020

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1ST ASIAN TOURISM RESEARCH CONFERENCE

1st – 3rd December 2020

©ASIAN TOURISM RESEARCH

Robinet JACOB, Dean, Faculty of Tourism and Hospitality Studies

AN ANALYTICAL STUDY ON ROLE OF INDIAN MEDIA IN GROWTH OF TOURISM

development indicators. The powerful effects of media communication can bring

the hospitality industry remain ambiguous and unanswered. It is critical to

travellers and excursionists are being influenced by different types of attractive

A STUDY ON EVALUATING THE INFLUENCE OF TOOLS OF HOTELS MARKETING

Keywords: Hotel Industry, Marketing Strategies, Marketing tools, Leisure Travellers,

Product Guest Rooms, Food and Beverage, Recreational Facilities, Health

Promotion Hotel Websites, Brochures, Personal selling, Social media etc.

Table 1: 4 P’s of Marketing Mix

collection, structured questionnaire was distributed to respondents through online

Leong, 2001; Kanagal, Marketing practices and Internet Hotel Sales

Li et al., 2015; Li et al., Present and future hotel website

Singh and Kumar, 2015; A study of hospitality marketing mix with

Kim et al., 2004; Printed vs. Internet in marketing hotels; Newspaper

Marinova et al., 2002; Permission e-mail marketing as a means E-mail

Gengarella and Guest relationship management system; Guest History

Robinson, 2007; A study of social media marketing in North Marketing

Berezan et al., Building loyalty through marketing

Nino, 2018 TV Advertising as the Destination Marketing Television

De Jager and Ezeuduji, Socio-demographic variables' relationships Hotel Brochures

Table 2: List of marketing tools adopted by hotels for marketing

Demographic Characteristics of Respondents

Gender Male 71.7

Age 18-30 years 34.6

Marital Status Single 37.7

Area of Residence Urban 94.3

Educational Qualifications Undergraduate 5.7

Table 3: Demographic characteristics of respondents

Profile of Respondents Related to Their Travel and Hotel Stay

Sales through the hotel

Well Designed websites 8 30 22 30 42 132 464 3.515152 5

Telemarketing 29 39 26 25 13 132 350 2.651515 11

Discount and offers 4 17 19 23 69 132 532 4.030303 1

E-mail marketing 23 26 28 39 16 132 395 2.992424 8

Marketing through online

Television commercials 10 34 30 42 16 132 416 3.151515 6

Marketing using Hotel

Table 4: Influence of Tools of Hotels Marketing Strategies on Leisure Travellers Purchase

Safety and Security of

Type and condition of

Express Check-in and

Discounts and Offers 6 15 22 33 56 132 514 3.893939 4

Location of the hotel 6 15 12 33 66 132 534 4.045455 2

Distance from places of

Price 7 14 13 21 77 132 543 4.113636 1

Health club and spa

Helpful Concierge 11 24 21 39 37 132 463 3.507576 10

Table 5: Influence of Products and Services of Hotels Promoted Through Tools of

Influence of Services and Facilities of Hotels Promoted Through Tools of Marketing

LIMITATIONS AND SSUGGESTIONS FOR FUTURE RESEARCH

MOTIVATION OF VISITORS IN VISITING WILDLIFE TOURISM DESTINATIONS

Tiny Maria Mathew

Results and Discussion

MF1 Wildlife viewing in general