CU-BSC.TTM-SEM-IV-Destination marketing-Second Draft

BACHELOR OF SCIENCE TRAVEL TOURISM MANAGEMENT SEMESTER-IV DESTINATION MARKETING

CHANDIGARH UNIVERSITY Institute of Distance and Online Learning SLM Development Committee Prof. (Dr.) H.B. Raghvendra Vice- Chancellor, Chandigarh University, Gharuan, Punjab:Chairperson Prof. (Dr.) S.S. Sehgal Registrar Prof. (Dr.) B. Priestly Shan Dean of Academic Affairs Dr. Nitya Prakash Director – IDOL Dr. Gurpreet Singh Associate Director –IDOL Advisors& Members of CIQA –IDOL Prof. (Dr.) Bharat Bhushan, Director – IGNOU Prof. (Dr.) Majulika Srivastava, Director – CIQA, IGNOU Editorial Committee Prof. (Dr) Nilesh Arora Dr. Ashita Chadha University School of Business University Institute of Liberal Arts Dr. Inderpreet Kaur Prof. Manish University Institute of Teacher Training & University Institute of Tourism & Hotel Management Research Dr. Manisha Malhotra Dr. Nitin Pathak University Institute of Computing University School of Business © No part of this publication should be reproduced, stored in a retrieval system, or transmitted in any formor by any means, electronic, mechanical, photocopying, recording and/or otherwise without the prior written permission of the authors and the publisher. SLM SPECIALLY PREPARED FOR CU IDOL STUDENTS 2 CU IDOL SELF LEARNING MATERIAL (SLM)

First Published in 2021 All rights reserved. No Part of this book may be reproduced or transmitted, in any form or by any means, without permission in writing from Chandigarh University. Any person who does any unauthorized act in relation to this book may be liable to criminal prosecution and civil claims for damages. This book is meant for educational and learning purpose. The authors of the book has/have taken all reasonable care to ensure that the contents of the book do not violate any existing copyright or other intellectual property rights of any person in any manner whatsoever. In the event the Authors has/ have been unable to track any source and if any copyright has been inadvertently infringed, please notify the publisher in writing for corrective action. 3 CU IDOL SELF LEARNING MATERIAL (SLM)

CONTENTS Unit – 1: Tourism Attraction - I............................................................................................. 5 Unit - 2: Tourism Attraction - II .......................................................................................... 25 Unit - 3: Tourism Planning - I ............................................................................................. 41 Unit - 4: Tourism Planning - II ............................................................................................ 62 Unit - 5: Environmental And Market Analysis - I ................................................................ 83 Unit - 6: Environmental And Market Analysis - II............................................................... 98 Unit - 7: Regional Goal Formulation – I ............................................................................ 112 Unit - 8: Regional Goal Formulation - II ........................................................................... 127 Unit - 9: Market Segmentation .......................................................................................... 141 Unit - 10: Target Marketing............................................................................................... 156 Unit - 11: Destination Marketing Mix ............................................................................... 172 Unit - 12: Product Strategy................................................................................................ 185 Unit - 13: New Product Development In Regional Tourism............................................... 195 Unit - 14: Pricing Strategies In Tourism ............................................................................ 209 4 CU IDOL SELF LEARNING MATERIAL (SLM)

UNIT – 1: TOURISM ATTRACTION - I 5 STRUCTURE 1.0 Learning objectives 1.1 Introduction 1.2 Tourism destination 1.3 Tourism marketing 1.4 Tourism destination marketing 1.5 Tourism attractions 1.5.1 Definition of Tourism attraction 1.5.2 Importance of Tourism attractions 1.6 Characteristics of Tourism attractions 1.7 Typology of Tourism attractions 1.7.1 Attractions and Typology of tourism 1.8 Criteria for Tourist Attractiveness 1.8.1 Meaning of Tourist Attractiveness 1.8.2 Various criteria in Tourist Attractiveness 1.8.3 Factors affecting destination choice of the tourists 1.8.4 Push and Pull framework 1.9 Summary 1.10 Keywords 1.11 Learning Activities 1.12 Unit End Questions 1.13 References CU IDOL SELF LEARNING MATERIAL (SLM)

1.0 LEARNING OBJECTIVES After studying this unit, you should be able to  Identify the basic definition of tourism attraction  Outline the characteristics of tourism attraction  Describe the typology of tourism attractions  Outline various criteria for tourist attractiveness 1.1 INTRODUCTION This unit consists of the basic definitions of destination, tourism destination, marketing, tourism marketing and destination marketing. It provides in-depth understanding on characteristics and typologies of tourism attractions, several attributes and criteria for tourist attractiveness. The unit also covers the meaning of tourism destination and tourism marketing. It will further help to understand the concept of tourism destination marketing. 1.2 TOURSIM DESTINATION Destination is a place where people travel to reach a desired location. It is also considered to be a location where things are shipped or moved. Tourism destination is a place where tourists make an attempt to pursue a special trip. It is a physical space in which a tourist spends at least 24 hours. According to UNWTO, “The main destination of a tourism trip is defined as the place visited that is central to the decision to take the trip.” If the tourists are unable to find one such place, then the main destination is defined as the place where he/she spent most of his/her time during the tour. Again, if the tourists are unable to identify one such place, then the main destination is defined as the place that is the farthest from the place of usual residence. Burkart and Medlik (1974) defined the destination as ‘the geographical unit visited by a tourist may be a self-contained centre, a village or a town or a city, a district or a region, an island, a country or a continent. In many cases, the selection of these destinations depends on their purposes, interest and awareness about a particular area. According to Mill and Morrison (1992), destinations are a part of the tourism system. The definition clearly gives an idea that in any destination there is a mix of interdependent elements to render a satisfying vacation experience. Hence, in order to attract tourists, it is inevitable for any destination to provide proper attractions, accessibility, accommodation, amenities and activities. In addition to this, tourists will also look for affordable prices and flexible duration for their stay. 6 CU IDOL SELF LEARNING MATERIAL (SLM)

1.3 TOURISM MARKETING Marketing is the concept of promoting the products/services in a global environment. Hence the implementation of promotional activities gains attraction among the users. These promotional activities use various tools like advertising, word of mouth and popularity of the products to attain recognition in the market. According to Philip Kotler, “marketing as a social and managerial process by which individuals and groups obtain what they need and want through creating, offering and exchanging products of value with others.” The American marketing Association (AMA) defines marketing as “the performance of business activities that direct the flow of goods and services from producer to consumer or user.” According to Paynter (1993), “tour marketing is a systematic process consisting of marketing objective, strategies, schedules, marketing media, focused on the specific market segment and based on a substantial return on investment. “World Tourism Organisation (UNWTO) at Ottawa Seminar, has defined tourism marketing as,” a management philosophy which, in the light of tourist demand, makes it possible through research, forecasting and selection of tourism products/services from suppliers, on the line with organization’s purpose and tourist satisfaction.” 1.4 TOURSIM DESTINATION MARKETING From the concepts of tourism destination and Tourism marketing, it can be understood that tourism destination marketing deals with the promotion of tourism products/services to the customers. It also refers to a management process through which the national tourist organizations and/or tourist enterprises identify their selected tourists, actual and potential, communicate with them to ascertain and influence their wishes, needs, motivations, and likes and dislikes, on local/rural, regional, national and international levels, and to formulate and adapt their tourist products accordingly with a view to achieving optimal tourist satisfaction, thereby fulfilling their objectives in a destination. A properly maintained and managed destination can be promoted as a potential tourism attraction in the market. Hence the role of Destination management organization (DMO) is vital to identifying, assessing and maintaining a tourism attraction. DMO’s further supports in marketing a destination’s attractions in regional, national and international levels through marketing campaigns. If the tourism attractions have to be promoted in a destination, it is important to identify, develop and maintain those attractions. 7 CU IDOL SELF LEARNING MATERIAL (SLM)

1.5 TOURSIM ATTRACTIONS An attraction is a resource that is available in a destination. It is one of the major components of tourism. It can be a place, people, culture, traditions, event or thing that allows the tourists to visit a destination. These attractions are often referred to as “tourism attractions'' as they attract tourists. Other components such as transportation, accommodation, facilities and activities act as supporting segments that tend to attract tourists towards a destination. 1.5.1 Definition of Tourism attraction Tourism attraction means facilities that principally provide recreation, amusement, or leisure activities to the general public, with the majority of its visitors not residing in the immediate area of the attraction and traveling to enjoy the facilities. Tourism attractions are publicly or privately owned but derive the major portion of their income from these non-resident visitors. Some of the examples are natural and cultural sites, heritage places, monuments, zoos and biological reserves, museums and art galleries, amusement parks, sports facilities, festivals and events, wildlife, and traditional practices of people. 1.5.2 Importance of Tourism attractions Tourism attractions are an essential ingredient for successful tourism destination development. It consists of tangible and intangible resources that tends tourists to visit a destination. It includes all elements that draw tourists away from their native environment and these include sightseeing, activities and experiences. Other ‘elements’ such as experiences that tourist seek in a destination includes shopping, cuisine, sense of achievement. It contributes to revenue generation in a region where tourists spend money for transportation, accommodation and shopping. It leads to job opportunities in tourism. It is also a major component that depicts the historical and cultural significance of a place. It supports environmental conservation and preservation. 1.6 CHARACTERISTICS OF TOURISM ATTRACTIONS The characteristics of tourism attractions comprises of  Quality  Authenticity  Uniqueness  Drawing power  Activity options. 8 CU IDOL SELF LEARNING MATERIAL (SLM)

The combination of these characteristics makes one destination to vary from one destination. High Quality: It is a prime component in tourism development in a destination. High quality in turn leads to high tourists’ footfall. Any attraction with clean ambience, providing flexible customer- oriented services, resource protection and pleasing hospitality indicates high quality. Authenticity: The authenticity is a salient characteristic that distinguishes the attractions and paves way for tourists to get a versatile experience. It means providing the distinctive indigenous or local flavour of a community and focusing more on “sense of place”. Uniqueness: The uniqueness of any attraction is used as a major marketing strategy to promote that attraction. The uniqueness can be history, culture, tradition, events, local community practices, festivals, environmental extravaganza, social structure, community occupation and natural beauty. Drawing Power: It is the ability to analyse products/services that attract tourists and increase the tourist’s footfall. It is measured in terms of the number of visitors who will travel a specified distance to visit any attraction and whether they will return for repeat visits. Activity Options: The activity options are important as it engages the tourists and motivates them to visit the attractions again. Though the primary focus is on buildings, sites and facilities, the activity options acts as an additional element to attract special interest tourists. 1.7 TYPOLOGY OF TOURISM ATTRACTIONS  Attractions form the core of the tourism experience, and the reason people travel to a particular destination.  The main attraction may be a stand-alone unit or a cluster of many smaller attractions and there is likely to be some overlap.  Almost anything can be an attraction, and appeal to a person according to his/her age, interests, etc. The major categories of tourism attractions include a. Natural attractions b. Man-made attractions c. Symbiotic attractions 9 CU IDOL SELF LEARNING MATERIAL (SLM)

d. Social attractions e. Cultural attractions Figure 1.1 Types of tourism attraction Natural attractions: It includes all the natural resources. Examples: Beaches, Mountains Figure 1.2 Natural attractions – Dud Sagar Waterfalls, Goa 10 CU IDOL SELF LEARNING MATERIAL (SLM)

Man-made attractions: It includes all man-made resources. Examples: Forts, Palaces Figure 1.3: Taj Mahal, Agra Symbiotic attractions: It is a combination of natural and man-made resources. Examples: Zoo, Botanical Gardens. Figure 1.4 Botanical Garden, Puducherry 11 Social attractions: CU IDOL SELF LEARNING MATERIAL (SLM)

It is a type of attraction where people travel to meet new communities and engage in tourism activities. Example: Social events Figure 1.5 Sunburn Festival, Goa Cultural attractions: It includes all cultural resources. Examples: Festivals, Fairs 12 CU IDOL SELF LEARNING MATERIAL (SLM)

Figure 1.6: Pushkar Camel Fair, Rajasthan 1.7.1 Attractions and Typology of tourism: The attractions are closely related with the types of tourism. In the case of religious tourism, the major attractions are religious shrines. If tourists prefer heritage tourism, then the attractions can be historical monuments. Based on the attractions, major typology of tourism is listed below.  Inbound tourism  Outbound tourism  Domestic tourism  Internal tourism  National tourism  International tourism As per the UNWTO glossary, the meanings for each typology of tourism are given below. Typology of Tourism Meaning Inbound Tourism It comprises the activities of a non-resident visitor Outbound Tourism within the country of reference on an inbound tourism Domestic Tourism trip. It comprises the activities of a resident visitor outside the country of reference, either as part of an outbound tourism trip or as part of a domestic tourism trip. It comprises the activities of a resident visitor within the country of reference either as part of a domestic tourism trip or part of an outbound tourism trip. 13 CU IDOL SELF LEARNING MATERIAL (SLM)

Internal Tourism It comprises domestic tourism and inbound tourism, that is, the activities of resident and non-resident visitors within the country of reference as part of domestic or international tourism trips. National Tourism It comprises domestic tourism and outbound tourism, that is, the activities of resident visitors within and outside the country of reference, either as part of domestic or outbound tourism trips. International Tourism It comprises inbound tourism and outbound tourism, that is, the activities of resident visitors outside the country of reference, either as part of domestic or outbound tourism trips and the activities of non-resident visitors within the country of reference on inbound tourism trips. Table 1.1: Typology of Tourism The typology of tourism can also be further classified as follows. Leisure Tourism: The travel purposes in leisure include attractions of holiday, sports (nonprofessional), cultural events and visits to friends and relatives (VFR). Tourism activities on these domains can be related to Beach Tourism, Mountain Tourism, Sports Tourism, Cultural Tourism, Ethnic Tourism, Religious Tourism, Health Tourism and many more. Mass Tourism: Mass tourism refers to participation of a very large number of people in tourism activities. It involves paid holidays, development of transportation and information technology. MICE tourism: In recent years India has emerged as one of the most popular MICE destinations. High-tech facilities that meet global standards are offered at conference and meeting venues in India. As an emerging globalized service industry, MICE are especially valued by the national government for its high growth potential, highly useful innovations, employment opportunities, large industry associations and the efficient utilization of assets. 14 CU IDOL SELF LEARNING MATERIAL (SLM)

Indian Government also focuses on allied infrastructure, which ranges from availability of hotel rooms, excellent connectivity to the venue, a well-developed transport network and other tourist attractions. The government is providing financial support for developing international convention centres and tourism related infrastructure. Historical Tourism: Any Tourism activity that is taken-up with Historical Locations as the Tourism Attraction. This form of tourism was the first form of tourism that many tourists are interested to associate themselves with. In present days, it is also presented as heritage walks to the tourists. Eco Tourism: Eco-tourism means travelling to natural areas with the specific aim of studying, admiring and enjoying the scenery, plants and animals. On the other hand, Nature tourism, green tourism, Responsible tourism and Alternative tourism contribute to the preservation and conservation of the environment. Rural Tourism: UNWTO understands Rural Tourism as \"a type of tourism activity in which the visitor’s experience is related to a wide range of products generally linked to nature-based activities, agriculture, rural lifestyle / culture, angling and sightseeing. Special Interest Tourism: Tourism activities emerging on the aspect of special Interest are specifically known as special interest tourism. Many special interest tourists are willing to be a part of adventure tourism. Few tourism activities are Trekking, Rafting, Bungee Jumping, Hand gliding, Scuba diving, Skiing, Rock climbing and so on. 15 CU IDOL SELF LEARNING MATERIAL (SLM)

Figure 1.7 Types of Special Interest Tourism Mountain Tourism: According to UNWTO, Mountain Tourism is a type of \"tourism activity which takes place in a defined and limited geographical space such as hills or mountains with distinctive characteristics and attributes that are inherent to a specific landscape, topography, climate, biodiversity (flora and fauna) and local community. It encompasses a broad range of outdoor leisure and sports activities\". Urban Tourism: According to UNWTO, Urban Tourism is \"a type of tourism activity which takes place in an urban space with its inherent attributes characterized by non-agricultural based economy such as administration, manufacturing, trade and services and by being nodal points of transport. Urban/city destinations offer a broad and heterogeneous range of cultural, architectural, technological, social and natural experiences and products for leisure and business\". Sustainable Tourism: The World Tourism Organization defines sustainable tourism as “tourism that takes full account of its current and future economic, social and environmental impacts, addressing the needs of visitors, the industry, the environment and host communities\". 1.8 CRITERIA FOR TOURIST ATTRACTIVENESS A certain set of criteria are devised to attract the tourist towards the destination. The process and strategies will vary based on the availability of attractions and interest of the tourists. 16 CU IDOL SELF LEARNING MATERIAL (SLM)

1.8.1 Meaning of Tourist Attractiveness The word attractiveness originates from the Latin verb \"atrathere\", meaning-to attract. The tourist attractiveness of the destination or the attractive factors in the destination is the determining force that affects the decision-making process of the tourists. It regulates tourists’ choice of a specific destination, as it contributes to a satisfaction of tourists while utilizing the services in the destination. Hence the concept of attractiveness is emphasized in marketing communication for sales and promotion of the destination. 1.8.2 Various criteria in Tourist Attractiveness  Age, gender, background of the tourists, occupation, comfort, interests, awareness and income acts as prominent criteria while selecting a destination. In addition to this, preferences, expectations and points of view of the tourists are also important  Tourism expenditure on the product should represent a significant share of total tourism expenditure (share-of-expenditure/demand condition).  Tourism expenditure on the product should represent a significant share of the supply of the product in the economy (share-of-supply condition). This criterion implies that the supply of a tourism characteristic product would cease to exist in meaningful quantities in the absence of visitors.  It should provide an integrated experience for the tourists.  A place/region that has tourist attractions should have products/ services for tourists to spend at least one day.  Any attraction should lead to employment opportunities; generate supply of needed foreign exchange, increase income and GNP.  It should broaden educational and cultural horizons. It improves the quality of life and standard of living.  Attractions that project quality social, cultural, environmental and economic factors are often chosen by tourists.  Attractions with proper transportation facilities, place to stay, activities to perform and available facilities are also found to be main criteria while selecting a destination.  There are many attractive attributes that are taken into account by tourists while selecting a destination. They are  Price as Attractive Attribute: It includes travel cost and ground cost. The travel cost relates to travel to and from a destination. The ground cost relates to prices within the destination. 17 CU IDOL SELF LEARNING MATERIAL (SLM)

 Culture as Attractive Attribute:Cultural attractions have become the most interesting attribute, which motivates people to travel.  Entertainment and Relaxation as Attractive Attributes: It includes indoor and outdoor activities, relaxation, fun, escape from reality and nightlife  Scenic Beauty as Attractive Attribute: It includes natural beauty and landscapes (like hilly regions, plains, plateaus, deserts etc) that gathers the attention of a tourist to visit a destination.  Pleasant Weather and Climate as Attractive Attribute: Weather can be defined as “the state of the atmosphere in a given place at a given time and can be described by one particular weather station or for a specific area of the earth’s surface. By contrast, climate is the prevailing condition of the atmosphere deduced from long periods of observation”. It acts as an important selection criterion for travel agents and tour operators to prepare packages.  Accessibility as Attractive Attribute: It includes modes of transportation like railways, roadways, airways and seaways. It also consists of legal travel regulations like passport and visa permits.  Safety and hygiene as Attractive Attribute: As we have different types of tourists like solo travellers, backpackers, group travellers, safety and hygiene in a destination has become an inevitable criterion.  Friendly Attitude and Cooperation of Local People toward Tourists as Attractive Attribute: The approach of local people towards tourists is a social factor that denotes the long-term success of tourism in a destination.  Service as Attractive Attribute: The quality service leads to customers’ delight and in turn paves way for re-visitation of tourists.  Technology as Attractive Attribute: It includes social media promotion, VR, AR, AI usage where tourists will get an idea about the attractions. Example: Virtual tourism. 1.8.3 Factors affecting destination choice of the tourists The factors affecting destination choice of the tourists that attracts them to visit any place are 18 CU IDOL SELF LEARNING MATERIAL (SLM)

 Destination image: It is an impression that individuals hold about a state in which they do not reside.  The feelings, beliefs and opinions that individuals have about a destination. Apart from the above-mentioned factors, in general there are two factors that create an impact in destination choice of the tourists. They are push factor and pull factor. Push factors can be stated as the needs and wants of the people that motivate themselves to visit a particular destination. e.g., values, motives and personality as well as social factors,e.g., age, education, marital status. Pull factors can be stated as the reasons for going to a particular destination. e.g., distance, vegetation in a region, infrastructure, size of a region, and activities in the destination. The pull factors or attributes can be referred as tangible and intangible attributes. Hence, people start to travel as they are pushed by their own internal forces and simultaneously pulled by the external forces of a destination and its attributes. Push factors can be perceived as socio- psychological factors whereas pull factors are the result of the attractiveness of a destination. 1.8.4 Push and Pull framework Dann mentioned destination’s attributes as the ‘pull factors.’ The pull factors can pull people to utilize some of the tourism supply elements such as attractions or destinations. Some of the pull factors are landscape, culture, price, services, climate etc. The ‘pull factors’ can make an individual select one destination over another. The ‘pull factors’ can also be identified as features, attractions, or attributes of a destination. Dann viewed ‘push factors’ as the needs and wants of a traveller, such as the desire for escape from their regular environment and seeks more relaxation, nostalgia, rest, prestige, knowledge, experience, and social interaction. Dann’s ‘push-pull framework’ provides a simple and effective approach for understanding tourists’ motivations for travel and explaining why a certain tourist prefers one destination over another. He indicated that “once the trip has been decided upon, where to go, what to see or what to do (relating to the specific destinations) can be tackled. Thus, analytically, and often both logically and temporally, push factors precede pull factors”. It means that push and pull factors can be two different decisions made at two separate points in time. Push Factors Pull Factors  Escape  Scenic beauty  Self-discovery  Historical places  Prestige  Cultural attractions  Rest  Events  Relaxation  Beaches  Challenges  Parks  Adventure  Recreation facilities 19 CU IDOL SELF LEARNING MATERIAL (SLM)

 Excitement  Shopping  Family togetherness  Health and Fitness Table 1.2 Components of Push and Pull factors Tourists, firstly, are pushed by their needs and wants to make a decision of ‘whether to go’, and then are pulled by destinations’ attributes to make a decision of ‘where to go’. Therefore, destination attributes are very important for a destination to be successful in attracting more tourists. 1.9 SUMMARY  Tourism attractions are publicly or privately owned but derive the major portion of their income from these non-resident visitors. Some of the examples are natural and cultural sites, heritage places, monuments, zoos and biological reserves, museums and art galleries, amusement parks, sports facilities, festivals and events, wildlife, and traditional practices of people.  The characteristics of tourism attractions comprise Quality, Authenticity, Uniqueness, Drawing power and Activity options.  The major categories of tourism attractions include natural attractions, man-made attractions, symbiotic attractions, social attractions and cultural attractions.  According to UNWTO, Mountain Tourism is a type of \"tourism activity which takes place in a defined and limited geographical space such as hills or mountains with distinctive characteristics and attributes that are inherent to a specific landscape, topography, climate, biodiversity (flora and fauna) and local community. It encompasses a broad range of outdoor leisure and sports activities\".  According to UNWTO, Urban Tourism is \"a type of tourism activity which takes place in an urban space with its inherent attributes characterized by non-agricultural based economy such as administration, manufacturing, trade and services and by being nodal points of transport. Urban/city destinations offer a broad and heterogeneous range of cultural, architectural, technological, social and natural experiences and products for leisure and business\".  The World Tourism Organization defines sustainable tourism as “tourism that takes full account of its current and future economic, social and environmental impacts, addressing the needs of visitors, the industry, the environment and host communities\".  Typology of tourism attractions: Inbound tourism, outbound tourism, Domestic tourism, internal tourism, National tourism, International tourism. 20 CU IDOL SELF LEARNING MATERIAL (SLM)

 The tourist attractiveness of the destination or the attractive factors in the destination is the determining force that affects the decision-making process of the tourists.  Tourist attractiveness criteria: Age, gender, background of the tourists, occupation, comfort, interests, awareness, income, preferences, expectations and points of view of the tourists.  Attractive attributes: Price, Culture, Entertainment and Relaxation, Scenic Beauty, Accessibility, Safety and hygiene, Friendly Attitude and Cooperation of Local People toward Tourists, Service and Technology.  The factors affecting destination choice of the tourists that attracts them to visit any place are push factor and pull factor. 1.10 KEYWORDS  Destination image: Impression of tourists about a destination.  DMO - Destination Management Organizations  AR- Augmented Reality  VR - Virtual Reality  AI - Artificial Intelligence  Natural attractions: It includes all the natural resources. E.g.: Beaches, Mountains  Man-made attractions: It includes all man-made resources. E.g.: Forts, Palaces  Symbiotic attractions: It is a combination of natural and man-made resources. E.g.: Zoo, Botanical Gardens.  Social attractions: It is a type of attraction where people travel to meet new communities and engage in tourism activities. E.g.: Social events  Cultural attractions: It includes all cultural resources. E.g.: Festivals, Fairs  Push factor: Needs and wants of the people that motivates themselves to visit a particular destination. It is socio-psychological factors and internal forces.  Pull factor: Reasons for going to a particular destination. It is result of the attractiveness of a destination and external forces 21 CU IDOL SELF LEARNING MATERIAL (SLM)

1.11 LEARNING ACTIVITIES 1. Identify any ten national and international natural attractions, man-made attractions, symbiotic attractions, social attractions and cultural attractions. ___________________________________________________________________________ ___________________________________________________________________________ 2. Identify the tourism attractions that are promoted through Incredible India campaign. Try to analyse the salient features, factors and criteria that supports tourists to visit the destination through this campaign. ___________________________________________________________________________ ___________________________________________________________________________ 1.12 UNIT END QUESTIONS A. Descriptive Questions Short Questions 1. Define tourism attractions. 2. Give the meaning of the destination image. 3. Describe the importance of tourism attractions. 4. Differentiate push and pull factors in terms of tourist attractiveness. 5. State the meaning of Tourist attractiveness. Long Questions 1. Explain the characteristics of Tourism attractions. 2. You are going to promote Kufri. Apply the elements of attractive attributes that have to be considered to market the destination effectively. 3. “India is land of versatile tourism attractions.” Identify natural attractions, man-made attractions and symbiotic attractions in India. Explain the salient features of those attractions. 4. Kumbh Mela is the world's largest gathering till date. Analyse the tourist attractiveness that draws the tourists to attend this event. 5. Fire Festival is the world’s biggest flop festival. Identify and discuss various factors that determine the destination choice of the tourists to attend this festival. 22 CU IDOL SELF LEARNING MATERIAL (SLM)

B. Multiple Choice Questions 1. ___________ are the result of the attractiveness of a destination. a. Pull factors b. Push factors c. In-built factors d. Surplus factor 2. ______________ Impression that individuals hold about a state in which they do not reside. a. Destination creation b. Destination image c. Tourism creation d. Tourism marketing 3. ______________ is an example of scenic beauty as an attractive attribute. a. Safety b. Price c. Technology d. Landscape 4. Zoo is an __________. a. Social attractions b. Symbiotic attractions c. Natural attractions d. Cultural attractions 5. _______________is measured in terms of the number of visitors who will travel a specified distance to visit any attraction and whether they will return for repeat visits. a. Drawing source b. Drawing ability 23 CU IDOL SELF LEARNING MATERIAL (SLM)

c. Drawing Power d. Drawing identity Answers 1-a, 2-b, 3-d,4-b, 5-c 1.13 REFERENCES Reference book  Edelheim, J. R. (2015). Tourist Attractions: From Object to Narrative. United Kingdom: Channel View Publications. Textbook reference  Sotiriadis, M. Tourism Destination Marketing: Academic Knowledge. Encyclopaedia 2021, 1, 42–56. https://doi.org/10.3390/ encyclopedia1010007 Websites  https://www.incredibleindia.org/  https://unstats.un.org/unsd/publication/seriesm/seriesm_83rev1e.pdf  https://puducherry-dt.gov.in/tourist-place/botanical-garden/  https://sunburn.in/events/  http://www.tourism.rajasthan.gov.in/pushkar-fair.html  https://www.unwto.org/tourism-development-products  https://sustainabledevelopment.un.org/topics/sustainabletourism 24 CU IDOL SELF LEARNING MATERIAL (SLM)

UNIT - 2: TOURISM ATTRACTION - II STRUCTURE 2.0 Learning Objectives 2.1 Introduction 2.2 Development of Tourism attractions 2.2.1 Reasons for development of Tourism attractions 2.2.2 Principles for development of Tourism attractions 2.3 Design of Tourism attractions 2.4 Tourism Area Life Cycle 2.4.1 Tourism Area Life Cycle 2.5 Summary 2.6 Keywords 2.7 Learning Activities 2.8 Unit End Questions 2.9 References 2.0 LEARNING OBJECTIVES After studying this unit, you should be able to  Describe the development of tourist attractions  Outline the design of tourist attractions  Identify Tourism Area Life Cycle 2.1 INTRODUCTION Jensen, Hansen and Metz’ (1993) defined tourist destination as a geographical area, which contains landscape and cultural characteristics and which as in the position to offer a tourism product, which means a broad wave of facilities in transport – accommodation – food and at least one outstanding activity or experience. The destination is always dynamic in nature. It undergoes changes either naturally or through human intervention. These changes can have both positive and negative impacts based on the

way of modification that happens to that destination. The changes lead to development and upliftment of a destination. The development focuses on improving existing infrastructure, constructing new infrastructure, upgrading livelihood of the people, business opportunities, accessible facilities, construction of health amenities and many more. When a destination is developed with the quality tourism attractions, it leads to the emergence of many forms of tourism like leisure tourism, wellness tourism, MICE tourism, adventure tourism, rural tourism and special interest tourism. When the demand arises, based on the type of tourism and need of tourists, the destination is further developed. Hence the development of tourism attractions in destination and emergence of forms of tourism are directly proportional to each other. 2.2 DEVELOPMENT OF TOURISM ATTRACTIONS The development of new tourist attractions can be due to the interest of individuals, entrepreneurs, national and international organizations and the government of that country. In initial stages, this development was done to improve the economy and to deal with unemployment issues in a region or the country. In fact, the results are beneficial to all the tourism stakeholders, and it can also be stated as land development. The most significant feature of tourism destination development is that it involves local communities in each stage of destination development to a larger extent. Figure 2.1: Flow of Tourism Attractions development 2.2.1 Reasons for development of Tourism attractions The development of any destination directly or indirectly makes an impact in political, economic, socio-cultural and environmental development. 26 CU IDOL SELF LEARNING MATERIAL (SLM)

Figure 2.2: Reasons for development of Tourism attractions Tourist destinations are developed for several other reasons. Some of them are as follows:  For immediate gain to the developer who integrates a package and sells portions of it to other entrepreneurs thereby acquiring a profit.  In the long-term, the land profit from the land sale is taxed as capital gains at less than the maximum rate that is charged for ordinary income.  To increase the tourism value of the destination. E.g.: construction of hotels, theme marks, sanitary facilities and so on.  To increase employment and support revenue generation thereby contributing to the economy.  From political perspective, an area may be built up as a means of granting protection to a region/boundary, paying debts and redistributing income within a region or a country.  To revive the historical buildings. E.g.: Conversion of palaces, forts into heritage hotels.  To express national pride and up gradation in development. E.g.: virtual tours, Online travel regulations, automated airport facilities.  To bring untapped regions into the limelight thus benefits job opportunities to native people. E.g.: Local community involvement in selling indigenous products in destination. 27 CU IDOL SELF LEARNING MATERIAL (SLM)

 To earn foreign capital. Many developing countries and even some developed European countries require foreign exchange to buy advanced technology.  Tourism is considered as the easiest means of earning foreign exchange. Hence, tourist destinations are also developed for special interest tourism.  To encourage foreign investments in the tourism sector. E.g.: Multi- National Companies are encouraged to invest in a country’s tourism industry with certain rules and regulations. 2.2.2 Principles for development of Tourism attractions For successful development of tourism attractions, five guiding principles are followed to engage the tourism stakeholders. It may include long-term plans for all the amenities needed for a tourist destination like water supply, roads, electricity, sewage, embassy, consulates, health care, postal or telecommunication, tourist reception and accommodation, tourist attractions. It also includes social activities, like, schools, recreation centres, religious places, community clubs and green belts as well as markets, hotels and other facilities having reasonable tourist value. The five guiding principles are as follows: 1) Regional focus and approach to economic development: In terms of regional development tourism stakeholders like academicians, industry experts, local community representatives and government officials shall discuss the prospects and problems in developing a region and come up with viable solutions. Frequent meetings can be held to discuss the progress and share timely suggestions. 2) Environment friendly development: A destination can be developed with special focus on environmental sustainability. Experts and advisors can be appointed to check the developmental process. Environment Impact Assessment (EIA) can be done at the destination periodically. Land Resource Management Planning (LRMP) processes and practices more particularly help to identify all environmental, ecological, biological and economic values and management practices related to them. 28 CU IDOL SELF LEARNING MATERIAL (SLM)

Figure 2.3: Five guiding principles 3) Employee-Management Relation: It can be ensured that employees and management share a healthy relationship and communicate frequently. It can help to get the desired results within a stipulated time frame. 4) Coordination among tourism stakeholders: This indicates partnerships with tourism stakeholders. Local government, community groups and entrepreneurs shall have involvement and motivation to support each other. For example, community groups shall be provided with information that is involved in destination development. They can also be encouraged to give business proposals that can be implemented. “Community Growth Bonds” for small business projects can be designed. 5) Education and training: All institutions in the region can render education and training to develop a destination that aligns to sustainable development. They can also conduct research frequently so that the results can be used for further developments. 29 CU IDOL SELF LEARNING MATERIAL (SLM)

2.3 DESIGN OF TOURISM ATTRACTIONS In order to design tourism attractions, the designer shall understand the need and demand of tourists. The designer shall also equip with the existing resources and devise the strategies accordingly. While designing a tourism attraction, coordination of all the tourism stakeholders leads to productive ideas and development methods. Any unforeseen error in designing can lead to loss of resources and hinders the desired development. Hence three factors are considered while designing a tourism attraction. They are 1. Destination Planning 2. Organisational and Management Structures 3. Destination and Site Operations Tourism Attraction Design Factors Attributes Meaning and description Destination analysis Destination It determines the pattern of the Planning Policy development tourism and develops the tourism Transportation planning in the region or country. It is a process designed to produce continuous improvements in the destination development. It is defined as planning required in the operation, provision and management of facilities and services for the modes of transport to achieve safer, faster, 30 CU IDOL SELF LEARNING MATERIAL (SLM)

comfortable, convenient, economical and environment- friendly movement of people and goods in a destination Public participation and education It is the involvement of local of local residents communities and education sector to provide suggestions in the process of destination development Determination of carrying capacity The World Tourism Organization defines carrying capacity as “the maximum number of people that may visit a tourist destination at the same time, without causing destruction of the physical, economic, sociocultural environment and an unacceptable decrease in the quality of visitors' satisfaction” Impact assessment It understands the key issues and helps to strategically plan to develop a destination. Organisational Development of leadership and While designing a tourism and management capacities attraction, the designer shall have leadership qualities to get inputs Management Structures from everyone and manage the smooth functioning of the work. Design of organisational structures It is necessary to have an ideal 31 CU IDOL SELF LEARNING MATERIAL (SLM)

organizational structure like a flat organizational, hierarchical organizational structure based on the size of the team, purpose and nature of the work. Creation of partnerships It helps to have a balanced investment, coordinate properly and generate ideas in tourism attraction development. Conflict Management Management shall always communicate with the tourism stakeholders frequently in order to avoid conflicts. Training of public and private A proper training is given to the sector staff staff in terms of understanding the tourism attractions and designing the plan accordingly. Destination and Environmental Management It includes preservation, Site Heritage resource conservation conservation and management of Operations environmental sustainability. It includes preservation, conservation and management of heritage sustainability. Site/Attraction management It includes the measurement of carrying capacity and design of the development plans. 32 CU IDOL SELF LEARNING MATERIAL (SLM)

Security concerns It deals with the design of safety infrastructures like police stations, hospitals, health care. Table 2.1: Tourism Attraction Design 2.4 TOURSIM LIFE CYCLE Destinations have a life cycle like any other products attains a certain level of saturation over the years. Once having reached a certain level of saturation, destinations either lose their popularity by proceeding to decline stage or continue their life cycle by a process of reviving it further. 2.4.1 Tourism Area Life Cycle Initially, the life cycle model was developed to market a destination. In the process of marketing a destination, it experienced over carrying capacity and over utilization of resources. It further led to saturation. At this time, Butler (1980) gave the concept of Tourism Area Life Cycle (TALC). He devised six stages in the destination development process: (1) Exploration (2) Involvement (3) Development (4) Consolidation (5) Stagnation (6) Decline or Rejuvenation Exploration: In this stage, tourists visit a destination for the first time. According to Plog (1974), they are known as “all centric tourists” and Cohen (1972) named them as “the explorers”. During this phase, the tourists make irregular visits to become familiar with the destination. At this stage; tourism attractions in the relevant destination attract foreign tourists to the relevant destination. There may be no tourist services available and local people will not be involved in revenue generation activities. It may also not have proper accommodation facilities. The tourists may communicate with the local residents. Involvement: 33 CU IDOL SELF LEARNING MATERIAL (SLM)

At this stage; local inhabitants provide some services such as catering and accommodation as they witness an increase in the number of tourist arrivals. They further extend their services as tour guides. Now the relationship between local inhabitants and tourists shall become stronger which attracts more tourists. In addition to this, the local government also takes care of marketing strategies. Hence target market shall be noticed in this stage. Development: At this stage, the place whether it is a town, a city or a country is defined as a tourist destination for tourist generating countries as a result of effective marketing activities with a vision to promote related to the attractions in that geographic place. In addition to natural and cultural attractions, man-made facilities are supportive attractions for the destination. During this stage, according to Plog (1974) the tourists who visit the destination are “mid- centric tourists” and according to Cohen (1972) the tourists are called as “institutionalized tourists.” The large companies start investing in construction of hotels, resorts, design packages and market the destination. The number of tourists becomes more than the number of local communities. This results in commercialization of a destination. Consolidation: At this stage, companies operating in the destination maintain the competitiveness of the area with other tourism destinations. The companies shall continue to promote the destination in the global market. The number of tourists visiting the destination keeps increasing and it gives more job opportunities to local people in the tourism sector. On the other hand, the local people who are involved in other work apart from tourism related jobs shall be affected at the destination. Stagnation: At this stage, the number of tourists visiting the destination reaches a peak, competition increases among companies and the destination loses its popularity among tourists. This leads to environmental, social and economic problems. At this stage, according to Plog (1974), tourists are called “psychocentric tourists” and according to Cohen (1972), they are known as “organized mass tourists”. This creates threats in losing business and tourist’s arrivals. 34 CU IDOL SELF LEARNING MATERIAL (SLM)

Figure 2.4: Tourism Area Life Cycle (TALC) Decline or Rejuvenation: At the end of the stagnation stage, there are five different alternatives to follow. These are (a) rejuvenation, (b) reduced growth, (c) stabilization, (d) decline and (e) immediate decline. The destination can lose its attraction in the tourism sector and decline immediately. Rejuvenation or regrowth can happen with effective initiatives by tourism stakeholders. Example of TALC model: Blackpool is town and unitary authority, geographic and historic county of Lancashire, England, on the Irish Sea coast. It is one of the largest and most popular resorts in the country. The graph shows each stage from exploration till rejuvenation stage. The brief explanation was given in every stage between 18th century and 20th century. 35 CU IDOL SELF LEARNING MATERIAL (SLM)

Figure 2.5: TALC model – Blackpool 36 CU IDOL SELF LEARNING MATERIAL (SLM)

In exploration stage, tourists visited Blackpool to experience bathing that cured diseases. It was popular among wealthier population. In involvement stage, promenade was built. During development stage, it attracted many visitors. In consolidation stage, it was recognised as the leading coastal resorts. In stagnation stage, the destination was declined and later 20th century, the destination got rejuvenated. Many investors started investing physically and attempted to alter the target market. 2.5 SUMMARY  Tourist destination: Geographical area, which contains landscape and cultural characteristics, and which is in the position to offer a tourism product, which means a broad wave of facilities in transport – accommodation – food and at least one outstanding activity or experience.  When a destination is developed with quality tourism attractions, it leads to the emergence of many forms of tourism like leisure tourism, wellness tourism, MICE tourism, adventure tourism, rural tourism and special interest tourism.  The most significant feature of tourism destination development is that it involves local communities in each stage of destination development to a larger extent.  The development of any destination directly or indirectly makes an impact in political, economic, socio-cultural and environmental development.  Five guiding principles: Regional focus and approach to economic development, Environment friendly development, Employee-Management Relation, Coordination among tourism stakeholders, Education and training  In Tourism attraction design, determination of carrying capacity and impact assessment is important.  While designing a tourism attraction, coordination of all the tourism stakeholders leads to productive ideas and development methods.  Three factors are considered while designing a tourism attraction: Destination Planning, Organisational and Management Structures, Destination and Site Operations  Six stages in the Tourism Area Life Cycle: Exploration, Involvement, Development, Consolidation, Stagnation, Decline or Rejuvenation.  At the end of the stagnation stage, there are five different alternatives to follow. These are (a) rejuvenation, (b) reduced growth, (c) stabilization, (d) decline and (e) immediate decline. 37 CU IDOL SELF LEARNING MATERIAL (SLM)

2.6 KEYWORDS  Destination analysis: Determines the pattern of the tourism in the region or country.  TALC - Tourism Area Life Cycle  EIA- Environment Impact Assessment  LRMP- Land Resource Management Planning  Allocentric tourists - Adventurous in nature  Mid-centric tourists - Not that adventurous, still prefer new experiences  Psychocentric tourists - Prefer familiar experiences as their travel choices. 2.7 LEARNING ACTIVITIES 1. Select any one tourist attraction of your choice. Try to apply TALC and analyse the results. ___________________________________________________________________________ ___________________________________________________________________________ 2. Choose any one upcoming tourist attraction in Nagaland. Analyse the reasons to develop the upcoming tourist attractions. ___________________________________________________________________________ ___________________________________________________________________________ 2.8 UNIT END QUESTIONS A. Descriptive Questions Short Questions 1. Draw the flow of Tourism Attractions development. 2. Give the meaning of the destination analysis. 3. List the three factors in designing a Tourism Attractions. 4. “In Tourism attraction design, determination of carrying capacity is important.” Justify. 5. State the meaning of the Tourism Area Life Cycle. Long Questions 1. Explain the reasons for development for tourism attractions. 38 CU IDOL SELF LEARNING MATERIAL (SLM)

2. You are going to develop your native region. Apply the five guiding principles that have to be considered to develop the destination effectively. 3. Choose any one monument in India. Apply TALC and analyse the results. 4. Analyse the factors required to design tourism attractions in Nagaland. 5. Dhanush Kodi was one of the worst affected destinations in India. Identify and discuss various development and design strategies of the Government of India to make it a dream destination. B. Multiple Choice Questions 1. Destination can lose its attraction in __________________ stage. a. Decline b. Involvement c. Development d. Exploration 2. At the end of the stagnation stage _____________ is not an alternative. a. Decline b. Reduced growth c. Exploration d. Rejuvenation 3. When a destination is developed with the quality tourism attractions, it leads to _____________ a. Emergence of new forms of tourism b. no job opportunities c. no economic growth d. Emergence of new destinations. 4. TALC means __________. 39 a. Tourism Arena Life Cycle b. Tourism Arena List Cycle CU IDOL SELF LEARNING MATERIAL (SLM)

c. Tourism Area List Cycle d. Tourism Area Life Cycle 5. Any unforeseen error in designing a destination can led to ______________ and _____________. a. Loss of resources and support the desired development. b. Increase in resources and hinders the desired development. c. Loss of resources and hinders the desired development. d. Increase in resources and support the desired development. Answers 1-a, 2-c, 3-a, 4-d, 5-c 2.9 REFERENCES Reference book  Goulding, P., Wanhill, S., Kazasis, F., Wall, G., McCracken, M., Prideaux, B., Stevens, T., Fyall, A., Christadoulakis, S., Middleton, V. T. T. C., Boyd, S., Voase, R., Anestis, G., Leask, A., Braun, B., Hall, C. M. M., Robinson, K., Shackley, M., Robbins, D., Henderson, J. C. C. (2012). Managing Visitor Attractions: New Directions. (n.p.): Taylor & Francis. Textbook reference  Karamustafa, Kurtulus & Yilmaz, Mustafa. (2020). Destination Life Cycle: A Conceptual Approach Based on the Turkish Experience. Journal of Tourism and Gastronomy Studies. 8. 439-451. 10.21325/jotags.2020.696. Website  https://www.unwto.org/tourism-development-products  https://www.coolgeography.co.uk/GCSE/AQA/Tourism/Life%20cycle%20model/To urism%20Model.htm 40 CU IDOL SELF LEARNING MATERIAL (SLM)

UNIT - 3: TOURISM PLANNING - I STRUCTURE 3.0 Learning Objectives 3.1 Introduction 3.2 Tourism Planning 3.2.1 Need for Tourism Planning 3.2.2 Significance of Tourism Planning 3.2.3 Levels of Tourism Planning 3.2.4 Types of Tourism Planning 3.3 Tourism Planning – Conceptual Framework 3.4 Constraints in Tourism Planning 3.5 Tourism Planning – Indian Context 3.5.1 Tourism Planning - Two important Committees in India 3.6 Tourism Planning – International Context 3.7 Impacts of Tourism Planning 3.8 Steps in Tourism Planning 3.9 Summary 3.10Keywords 3.11Learning Activities 3.12Unit End Questions 3.13References 3.0 LEARNING OBJECTIVES After studying this unit, you should be able to  Describe the basic definition of tourism planning  Familiarize the concepts of tourism planning

 Outline the steps in tourism planning 3.1 INTRODUCTION Planning is a dynamic process of determining goals, systematically choosing alternative courses of actions to achieve those goals, implementing the chosen alternatives, and evaluating the choice to determine for the success of the plan. The notion of planning always existed in tourism. Tourism planning is the approach of considering the needs of people planning a trip and using those factors to determine the best resources, programs and activities for their trip. Uncontrolled tourism planning affects the carrying capacity of the destination. It also paves way for loss of destination competitiveness. Tourism planning comprises a versatile set of activities undertaken by many groups with different interests, preferences and expectations. It has to be noted that each and every tourism stakeholder are a part of tourism planning. It is evident from the fact that recent tourism planning models include public involvement, participatory planning, grass root planning and integrative planning. For example, Governments dedicate quality time frames in collaboration with potential tourism stakeholders to devise planning strategies and policies in order to expand the income from tourism in regional, national and international levels. If tour operators focus on marketing a destination, then the planning of marketing strategies are required to get people’s attention towards that destination. Individual developers are also involved in the planning of tourist facilities, based on the destination layout, interests of tourists and development proposals. Each of these above-mentioned activities by tour operators, individual developers and Government can be denoted as tourism planning. 3.2 TOURISM PLANNING According to Hall (1970), “Planning is concerned with anticipating and regulating change in a system, to promote orderly development so as to increase the social, economic and environmental benefits of the development process. To do this, planning becomes “an ordered sequence of operations, designed to lead to the achievement of either a single goal or to a balance between several goals.” According to Elliot (1997), “Planning is a very important part of the process by which tourism is managed by governments at the national, local and organisational levels.” D.Getz (1987) defines tourism planning as” a process, based on research and evaluation, which seeks to optimize the potential contribution of tourism to human welfare and environmental quality”. 42 CU IDOL SELF LEARNING MATERIAL (SLM)

3.2.1 Need for Tourism Planning In tourism, many destinations have undergone tourism cycles which start with a minimum number of visitors, continue with many infrastructures’ development and installation of facilities to support tourism activity, attain saturation, and then reach decline. This scenario can be avoided or rectified with responsible planning and management techniques. The need for tourism planning is now being recognized by tourism developers in many countries and measures are being taken to ensure long-term tourism planning methods. Earlier, planning was confined to addressing the issues of accessibility (mode of transportation), accommodation (type of infrastructure to stay) and attractions (natural, man- made and symbiotic attractions). It was understood that a destination with these three parameters contributes to the growth of tourism. As a course of time, the availability of these five A’s (Accessibility, Accommodation, Attractions, amenities and activities) resulted in mass tourism and unforeseen impacts on society and environment. In India, too, this has become an alarming factor to tourism development. In order to fix the unplanned tourism growth, remedial actions have been taken with meticulous planning and futuristic benefits to a region or country. In a nutshell, tourism can be used as a tool to yield a progressive growth in a destination through proper planning and management methods. Further the need of tourism planning can be highlighted as follows  A tourism plan and development programme can provide guidelines to develop a destination that are yet to be fulfilled with quality facilities and services.  As tourism is multi-sectoral, planning is also necessary to develop interdisciplinary sectors such as agriculture, fisheries and manufacturing, technology, transportation and allied sectors.  Coordination between planning and project development ensures that all these elements are developed in an integrated way to serve tourism as well as the general needs in a society.  The matching of the tourist markets and products through the planning process is important without compromising environmental and socio-cultural objectives.  Planning helps in meeting market demands with constructive tourism growth in a destination.  Tourism planning also brings economic and socio-cultural benefits. 43 CU IDOL SELF LEARNING MATERIAL (SLM)

 Planning on development and effective utilization of tourist attractions, facilities,  Planning helps to achieve environmental conservation objectives and sustainable development.  Like any modern development, tourism also experiences changing market trends. Planning can be used to upgrade and be on par with these changing market trends.  Planning process delivers new tourism areas that can be planned to allow for flexibility of development.  Tourism requires skilled human resources. Hence training is given to them through proper planning and government schemes.  Planning entertains public and private partnership to engage potential tourism stakeholders.  Planning creates additional responsibilities among the stakeholders in terms of utilization of resources, preservation and conservation of resources, constructive plan in destination development and marketing.  Proper planning leads to positioning a destination in the international market. 3.2.2 Significance of Tourism Planning  Nature and type of planning varies from one country to another. Hence, tourism planning with a firm foundation, good research and study of the grass root level is essential.  Tourism plans can provide guidelines for the successful development and marketing of a destination.  A tourism plan can give the guidelines to ensure proper integration of different sectors thereby marketing a destination in a global environment effectively.  Tourism planning helps to rectify the negative impacts or costs of tourism like pollution, cultural degradation, social problems etc.  Tourism planning is a key for preserving and conserving the tourism resources.  At all levels of tourism in order to achieve success, planning is vital for managing, developing and marketing tourism in destination. 44 CU IDOL SELF LEARNING MATERIAL (SLM)

 Planning can help in ascertaining tourism resources and provide a blueprint for development and marketing accordingly.  Planning can also prevent mis-management, poor planning and loss of authenticity of valuable inventories such as culture, heritage, cuisine, festivals, events etc. and make them market in a right manner.  Planning at international, national, regional and local level can direct tourism policies and marketing strategies.  Right type of planning can ensure that the tourism resources are indefinitely maintained and marketed in a streamlined method.  Planning develops suitable marketing plans with realistic, affordable, practical and sustainable targets.  Planning brings review of tourism policies and their evaluation, analysis of resources, funding for tourism programmes, adequate recreation opportunities and facilities in the tourist destination and tourist circuits.  Planning assures proper land- use and planning of the physical spaces. 3.2.3 Levels of Tourism Planning There are five major levels of tourism planning. They are a. International level b. National Level c. Regional level d. Destination level e. Site level International Level: The international level tourism planning involves multi- country marketing strategies. It is concerned with several plans such as  International transportation services  Movement and scheduling of the tours among different countries  Development of major tourist attractions 45 CU IDOL SELF LEARNING MATERIAL (SLM)

 Providing facilities in neighbouring countries and the functioning strategies  Organising promotional activities of many countries. Examples of international level participation groups include:  International Government and Intra-government Organizations: World; Organisation for Economic Cooperation and Development (OECD)  International Producer Organisations: World Travel and Tourism Council  International Non-Producer Organisations: World Wildlife Fund (WWF) National Level: The national level of tourism planning is concerned with the following factors  Tourism policy  Infrastructure facilities and a physical structure plan which includes important tourist attractions  Tourism development regions  International entry points  International facilities and services.  Quality of accommodation and other required tourist facilities and services  Regional connections and tour routes  Tourism organisational laws and investment policies  Tourism marketing strategies and promotion  Education and training programs and environmental, economic, and socio-cultural analysis. For example: National tourism plans and promotional campaigns. Regional Level: The planning is done for a State, a province or a tourist’s circuit. Regional policies are formed within framework of National Tourism Policy or plan. Regional level planning includes aspects like  Regional policy  Regional entry points  Regional transportation facilities and services  Education and training programs on the regional level 46 CU IDOL SELF LEARNING MATERIAL (SLM)

 Marketing techniques and promotion  Organizational establishments, laws, regulations and investment policies  Implementation methods which include project plans and regional zoning regulations. For example: State tourism plans and promotional campaigns. Destination level: A destination is an area which has a large and diverse number of attractions and services to engage several travel segments. It is also known as local level wherein local bodies play a vital role in destination development. It is more specific than regional planning For example: MICE Tourists, leisure tourists, medical tourists etc Site level: Individual land and property owners employ the services of professional planners to plan and design their property. In site level planning, the demand for new types of tourism leads to profitable venture. For example: Farm owners initiates Agri tourism project at their sites. 3.2.4 Types of Tourism Planning There are five major types of tourism planning. They are a. Spatial Tourism Planning b. Sectoral Tourism Planning c. Integrated Tourism Planning d. Centralized Tourism Planning e. Decentralized Tourism Planning Spatial Tourism Planning: The space and its environment are scrutinized for potential planning and creating quality infrastructure. E.g. Corbett National Park Sectoral Tourism Planning: The region to be developed and promoted is divided into several broad sections, called sectors. These sectors have allocated resources and that can be converted as tourism resources. Their social, economic and environmental needs are assessed and coordinated to have tourism synergy. The natural resources of each sector are preserved and protected. The carrying capacity of the sectors is analysed periodically. 47 CU IDOL SELF LEARNING MATERIAL (SLM)

For Example: South East Asia is a popular tourism sector of the world Integrated Tourism Planning: In this type of planning, parts of a tourist region are integrated so that the region gets converted as a hotspot destination. For Example: Tourists spots of Mount Titlis, Lucerne, Geneva, and other parts of Switzerland are integrated. These have been developed to provide packages to tourists so that they could visit all these spots when they visit the Swiss Alps. Centralized Tourism Planning: This type of planning is done by single authority, usually state or central government. For Example: Renovation of Red Fort Decentralized Tourism Planning: The partied, which are keen to develop a tourist spot, plan the execution of the activities of that spot. In decentralized tourism planning, the parties take the assistance of government as well as from the local, regional or national banks. Government gives supports and financial assistance to such firms. For Example: The first private airport of India has been developed at Nedumbassery (Kerala) that is “Cochin International Airport” 3.3 TOURISM PLANNING – CONCEPTUAL FRAMEWORK Tourism is one of many activities in any destination or sector that need planning, coordination, development and marketing. Planning is an essential task to achieve the objectives of tourism development. It is a process which aims to anticipate, regulate and monitor change to contribute to the sustainability of the destination, and strengthen the tourist experience at the destination. Tourism Planning can be a mechanism for: 1. Integration of tourism with political, economic and social sectors 2. Structuring and managing physical patterns of destination development 3. Preservation and conservation of abundant, scarce and endangered resources 4. Designing framework for active promotion and marketing of destinations. The conceptual framework is useful to evaluate tourism plan development and implementation depending on communication between organizations at international, national and regional levels. More specifically, the framework gives a centralized approach to proceed with planning. 48 CU IDOL SELF LEARNING MATERIAL (SLM)

The conceptual framework of tourism planning understands that there are interdependencies between local and central organizations, as no organization alone can perform its function without the support of other organizations. In the process, each organization uses various strategies to carry out the roles and responsibilities as per the plan. The framework also perceives that the collective action by all the tourism stakeholders’ at all geographical locations can play a core part in making tourism planning and implementation. In the absence of planning there are huge risks that tourism will face in terms of degradation of destination image, economic crisis and less tourist inflow. As there are many agencies or representatives involved in plan formulation and implementation, it is important to approach the problem in a systematic way. The approach mainly deals with the breaking of complex systems into a number of small and simple systems. During this process, linkages are created among the systems. This requires integrated planning. Within the context of tourism, four main types of influences can be identified which may affect tourism development plans. They are:  The Environmental context  The Administrative system  The Geographical areas  The Nature of the interaction among and within the organizations. Tourism planning seeks stakeholders in the decision-making process. Any tourism planning local communities because they are considered to have traditional knowledge about the destination. It is used to market the destination by narrating attractive cultural practices and traditions. Collaboration with the stakeholders resolves planning issues and increases productivity. Collaboration in tourism planning leads to cost sharing and responsibility to render a quality tourism product to the tourists. 3.4 CONSTRAINTS IN TOURISM PLANNING The constraints in tourism planning can vary from one destination to another destination. It also depends on the functions of institutions, less involvement of the local community, cultural variations, political structure, available resources and many more. Few constraints are listed as follows.  Less involvement of the local community in tourism planning.  Scarcity of financial resources or limited budget in the region.  In need of more expertise, research activity, organizational skills and time 49 CU IDOL SELF LEARNING MATERIAL (SLM)

 Destruction of flora, fauna &biodiversity.  Problem in getting accuracy and reliability of market data.  Level of taxation.  Conflicts of interest among tourism stakeholders  Environmental constraints like sensitive habitat, unstable soil, hazardous geologic conditions, tectonic movement and other environmental limiting factors.  And their incidence can create problems for infrastructure development and tourism planning.  Improper understanding of ground realities and organization integration.  Less focus on carrying capacity. 3.5 TOURISM PLANNING – INDIAN CONTEXT In India, planning for the country including tourism was initiated by setting up the constitution which came into force on 26th January 1950, in which the directive principles of state policy indicated that “the state shall endeavour towards the interests of the masses by protecting & securing as successfully as it may, a social order in which justice, social, economic and political, shall inform all the institutions of the national life”. As a result, the planning commission in 1950 and National Development Council in 1952 were constituted. Planning commission in 1950 was formed to make the assessment of resources (material, financial & human); formulate a map for their effective & balanced utilization, characterize the periods, apportion the resources, conclude the nature & mechanism for each stage of planning, review the growth and specify the issues which are limiting fiscal growth. The National Development Council in 1952 was a consultative and assessment organization to reinforce and organize the assets of the nation. Though the tourism division was formed in 1949, the first plan of tourism (1951-1956) had no major contribution in tourism.It was under the transport sector. Attention was given to attract foreign tourists, print tourist material, and participate in exhibitions & promotional activities and installation of tourist offices within India & world. In the second plan (1956- 1961), schemes were made to develop tourism at a central & state level. In the third plan (1961-1966), importance was given on development of accommodation, transportation and accessibility. In the fourth plan (1969-1974), tourism was recognized as an important mode of earning foreign exchange and provision of loans to the hospitality and transport sector. In the fifth plan (1974-79), many resorts were built on Kovalam, Goa and Gulmarg, development of 50 CU IDOL SELF LEARNING MATERIAL (SLM)