TOURISM IN INDIA

EDITORS

PROF. K. VIJAYA BABU

JAYAPRAKASHNARAYANA. G

Disclaimer

© Zenon Academic Publishing, 2014

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First Published, 2014

Zenon Academic Publishing

Hyderabad.

ISBN: 978-81-926819-7-9 

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CONTENTS

Preface Acknowledgements List of Contributors Chapter 1. Medical Tourism In India: A New Business

Opportunity Dr. Ravi Aluvala, Mr.Jayaprakashnarayana.G

1

Chapter 2. Impact Assessment Of Rural Tourism In Konaseema, Andhra Pradesh A Case Study Dr. Potukuchi Thryambakam

10

Chapter 3. Indian Tourism Trends Ms. Jayati, Mr. Sandeep Paatlan

23

Chapter 4. Role Of Tourism Industry In Indian Economy Mr. Anand Bethapudi

38

Chapter 5. Astudy Of Attractions And Potentials Of Tourism In Himachal Pradesh Dr. Yoginder Singh

52

Chapter 6. Problems and Prospects of Tourism Industry in India -with reference to Foreign Tourists Dr. Sree Lakshmi Moorthygari, Dr. P Sridhar

65

Chapter 7. Tourist Information Centres At Strategic Locations of Tourist Interest – A Business Model Under Public Private Partnership Mr. Vemana Pagidipala

76

Chapter 8 Sustainable Rural Tourism : A Case Study On Warangal District Rural Tourism Scheme Projects Dr G . Vijay

86

Chapter 9. Family Farms- An Innovative Rural Tourism Product Mr. K.N.Lokesh Kumar

101

Chapter 10. Tourism In India:New Issues And Challenges Dr. Japa Varaprasad Reddy

110

Chapter 11. Tourism Potential In Telangana Problems And Perspectives - A Study Mr. Gujjeti Thirupathi, Mr.A.Thirupati  

121

Chapter 12. Tourism And Disaster In Uttarakhand: Lessons From Review Of Previous Studies Mr. G. Mahender Reddy Mr. Vikrant Kaushal

135

Chapter 13. Promotion Of Gastronomic Tourism In India Scenario Mr. N.Shekhar Mr. M. John Paul 144

Chapter 14. Cultural Tourism In Srikakulam District Of Andhra Pradesh Dr. V.Sudarshan

159

Chapter 15.

Public Private Partnership-A Role Of A Tourism Consultant Ms. T. Sucharitha

169

Chapter 16. Tourism Sector In India Ms. A.Pravallika

176

Chapter 17. Rediscovering Kuntala Waterfalls as a Eco-Tourism Destination Mr. Ravindra Babu, Dr. P. Thryambakam

185

Chapter 18. Marketing of Tourism Products In Andhra Pradesh – A Case Study on APTDC Mr. K.V.S. Narendar

192

Chapter 19. Promotion Of Cultural Heritage Tourism Through Museums Dr.V.Varija , Dr.V. Ramabrahmam, Mr. B. Ravinandan Rao

199

Chapter 20. Indigenous Communities And Tourism Activities In Andhra Pradesh: Exploration of Effective Legal Framework for Sustainable Development Mr. Kusuma Surya Kiran

208

Chapter 21. Role of Social Media Marketing in Tourism Industry: A Case Study on MPSTDC Dr. Neeraj Gohil

227

Chapter 22. Recent Trends In International Tourism Mr. M. Venkat Ramana Reddy

235

Chapter 23. Role of Transportation (Special Study on Air Transport and its Impact on Tourism) Mr. Prashanth Nanchala Mr. Gattu Dinesh Kumar

244

Chapter 24 Tourism Marketing- An Emerging Trend In India Mr. V.Bharadwaj Mr. S.Ramesh Naik

252

PREFACE

The tourism industry of India is economically important and growing rapidly.

The World Travel & Tourism Council calculated that tourism generated ₹ 6.4

trillion or 6.6% of the nation's GDP in 2012. It supported 39.5 million jobs, 7.7%

of its total employment. The sector is predicted to grow at an average annual rate

of 7.9% from 2013 to 2023. This gives India the third rank among countries with

the fastest growing tourism industries over the next decade. India has a

large medical tourism sector which is expected to grow at an estimated rate of

30% annually to reach about ₹ 95 billion by 2015.

According to provisional statistics 6.29 million foreign tourists arrived in India

in 2011, an increase of 8.9% from 5.78 million in 2010. This ranks India as the

38th country in the world in terms of foreign tourist arrivals. Domestic tourist

visits to all states and Union Territories numbered 1,036.35 million in 2012, an

increase of 16.5% from 2011. The most represented countries are the United

States (16%) and the United Kingdom (12.6%). In 2011 Maharashtra, Tamil

Nadu and Delhi were the most popular states for foreign tourists. Domestic

tourists visited the states Uttar Pradesh, Andhra Pradesh and Tamil Nadu most

frequently. Chennai, Delhi, Mumbai and Agra have been the four most visited

cities of India by foreign tourists during the year 2011. Worldwide, Chennai

ranked 41 by the number of foreign tourists, while Delhi is ranked at 50,

Mumbai at 57 and Agra at 65 and Kolkata at 99.

The Travel & Tourism Competitiveness Report 2013 ranks India 65th out of 144

countries overall. The report ranks the price competitiveness of India's tourism

sector 20th out of 144 countries. It mentions that India has quite good air transport

(ranked 39th), particularly given the country’s stage of development, and

reasonable ground transport infrastructure (ranked 42nd). Some other aspects of

its tourism infrastructure remain somewhat underdeveloped however. The nation

has very few hotel rooms per capita by international comparison and low ATM

penetration. As per the UNWTO World Tourism Barometer, December 2013,

India’s rank in the World Tourism Receipts during 2012 was 16th and rank in

international tourist arrivals was 41. The rank of India was 7th among Asia and

the Pacific Region in terms of tourism receipts during 2012.

The Ministry of Tourism designs national policies for the development and

promotion of tourism. In the process, the Ministry consults and collaborates with

other stakeholders in the sector including various Central Ministries/ agencies,

State Governments, Union Territories and the representatives of the private

sector. Concerted efforts are being made to promote new forms of tourism such

as rural, cruise, medical and eco-tourism. The Ministry also maintains

the Incredible India campaign.

India's rich history and its cultural and geographical diversity make its

international tourism appeal large and diverse. It presents heritage and cultural

tourism along with medical, business, educational and sports tourism.

Therefore the practitioners, academicians and researchers need to meticulously

review these aspects and acquaint them with knowledge to sustain in such

scenarios. Thus, these evident scenarios emphasize the need of a broad-based

research in the field of Tourism in India. This book is an attempt in that direction.

I sincerely hope that this book will provide insights into the subject to faculty

members, researchers and students from the Tourism institutes, consultants,

practicing managers from industry and government officers.

Prof. K.VijayaBabu Jayaprakashnarayana. G

ACKNOWLEDGEMENTS

We are very much grateful to Prof. B. Venkat Ratnam, Vice-Chancellor of Kakatiya University and Prof. Katta Narasimha Reddy, Vice-Chancellor of Mahatma Gandhi University for their continuous support and motivation.

We are also grateful to Prof. K. Sayulu, Registrar of Kakatiya University and Prof. K. Pochanna, Registrar of Mahatma Gandhi University for their support and encouragement.

We would like to thank all the contributors who have enriched this book with their thoughtful ideas and insights. I acknowledge their scholarly contribution and timely submission that made it possible to bring out this work in time.

We take this opportunity to express our thanks to all our colleagues at both Kakatiya University and Mahatma Gandhi University.

We also thank our parents for their invaluable support and encouragement throughout our life.

Prof. K.Vijaya Babu Jayaprakashnarayana. G

LIST OF CONTRIBUTORS

Dr. Ravi Aluvala Associate Professor, Dept. of Management Studies, Mahatma Gandhi University, Nalgonda – AP.

Mr. Jayaprakashnarayana G Dept. of Mgmt. Studies, Mahatma Gandhi University, Nalgonda Dr.Potukuchi Thryambakam Associate Professor – Tourism NITHM, Telecom Nagar, Gachibowli, Hyderabad Ms. Jayati Research Scholar IITTM-PTU Collaborative Programme, Delhi. Mr. Sandeep Paatlan Research Scholar IITTM-PTU Collaborative Programme, Delhi. Mr. Anand Bethapudi Associate Professor & HoD NITHM, Telecom Nagar Gachibowli, Hyderabad. Dr. Yoginder Singh Assistant Professor, Dr.S.R.K Govt.Arts College-Yanam, Puducherry(U.T.)

Dr. Sree Lakshmi Moorthygari Head & Associate Professor Dept. of Management Studies Mahatma Gandhi University, Nalgonda Dr. P. Sridhar Dept. of Commerce, Mahatma Gandhi University, Nalgonda Mr. Vemana Pagidipala Consultant, NITHM, Hyderabad. Dr. G. Vijay Assistant Professor of Tourism, Dept. of Business Magmt, Chaitanya P.G. College, Hanamkonda, Warangal Mr. K.N.Lokesh Kumar Assistant Professor NITHM, Telecom Nagar, Gachibowli, Hyderabad Dr. Japa Varaprasd Reddy

Associate Professor & Director TKR Institute of Mgmt & Science, Meerpet, Hyderabad. Mr. Gujjeti Thirupathi Research Scholar, Dept. of History & Tourism, Kakatiya University, Warangal.

Mr.A.Thirupati Team Leader - Conferences, Kuoni Destinations, Hyderabad. Mr. Mahender Reddy, Assistant Professor(C), NITHM, Hyderabad Mr. Vikrant Kaushal Ph. D Scholar, Himachal Pradesh University Himachal Pradesh. Mr. N.Shekhar Assistant Professor(C), Department of Commerce, Mahatma Gandhi University, Nalgonda Mr. M.John Paul Assistant Professor(C), Dept of Management Studies, Mahatma Gandhi University, Nalgonda Dr. V.Sudarshan, Reader, Dept of History & Tourism, V.S.M College, Ramachandrapuram (E.G) A.P Ms. T.Sucharitha Research Scholar, Dept. of History & Tourism, Kakatiya University

Mrs.A.Pravallika Assistant Professor, Dept. of Management Studies, Mahatma Gandhi University, Anneparthy, Nalgonda. Mr. Ravindrababu Faculty Department of Tourism, Govt. City College, Hyderabad. Mr.K. V. S. Narender Part Time Teaching Faculty, Dept. of History & Tourism Mgmt, Kakatiya University, Warangal. Dr.V.Varija Assistant Professor Dept.of History & Archaeology, Yogi Vemana University, Kadapa. Dr.V.Ramabrahmam Asst. Professor, Dept. of History & Arch, Yogi Vemana University, Kadapa. Mr. B.Ravinandan Rao Research Scholor, Dept. of Archaeology, Osmania University, Hyderabad, 500007

Mr. Kusuma Surya Kiran Research Scholar, Kakatiya University, Warangal. Mr. M. Venkat Ramana Reddy Assistant Professor, Department of Mgmt. Studies, Mahatma Gandhi University, Nalgonda. Mr. Prashanth Nancharla Director, Vihari Holidays and Events Hyderabad

Mr. Gattu Dinesh Kumar Managing Director Vihari Holidays and Events Hyderabad Mr. V.Bharadwaj Research Scholar, Mahatma Gandhi University, Nalgonda. Mr. S .Ramesh Naik Research Scholar, Mahatma Gandhi University, Nalgonda.