Challenges faced by Kerala Tourism industry

Introduction

Tourism is traveling for predominantly recreational or leisure purposes or the provision of services to Support this leisure travel. The World Tourism Organization defines tourists as people who "travel to and Stay in places outside their usual environment for not more than one consecutive year for leisure, business and other purposes not related to the exercise of an activity remunerated from within the place visited". Globally, Tourism has become a popular global leisure activity.

Tourism is subdivided into:1. Leisure Tourism 2. Pilgrimage 3. Health Tourism 4. Winter Tourism 5. Mass Tourism

Kerala lies on the southwest coast of the Indian Peninsula, stretching 360 miles along what is known as the Malabar Coast and has been noted by many as a paradise of tourism. Kerala is a prime high-end tourism destination in the Indian sub-continent and has been rated as “one of the fifty destinations to be visited in one’s lifetime” by the National Geographic Channel (2004). Moderate climate, rich art, colorful festivals, diverse natural and cultural attractions with a physical quality of life comparable to developed nations are causing tourism industry to flourish in Kerala. Compared to the other states in India, Kerala is unique for its interesting geographical diversity it possesses within the smallest area possible. This diversity offers tourists a rage of attractions and experience such a beaches, backwaters, wildlife sanctuaries, evergreen forests and diverse flora and fauna of Kerala. It is often projected as the “Green Gateway” to India (Netto, 2004).

Importance Of Tourism

Tourism industry in inevitable for a country due to lot of reasons , some are listed below

Earns foreign exchange without exporting. Promote hub for economic development. Generation of employment opportunities. Helps to improve per capita income and standard of living. Facilitates development of basic infrastructural facilities. Tourism promotes related industries such as handcrafts, spices , coir,

textiles, Gems and jewelry and furnished goods. With active involvement of private entrepreneurs new and new

tourism related business projects will come up. Generates income for the government Enhance multiplied effect Promoted social mobility

Facilitates preservation of many vanishing arts. Promotes pilgrimage to holy places Promoted urbanization in the host region Preserves ancient monuments and historical sites Wildlife tourism will be a check against poaching and plundering of

forest wealth Helps in exchange of cultural values. Revives local architectural tradition, regional peculiarities, the

ancestral heritage and the cultural environment.

Scope of Study:

The state of Kerala in India is considered as a “Tourists Paradise”. As many as seventy five tourists products are found in length and breadth of the state. Tourism in Kerala is really a non- seasonal in nature which makes it more attracted to tourist (Comparatively December to February end is the peak time ). Kerala tourism development corporation (KTDC ), Bakal Resorts Development Corporation (BRDC) , Tourist Resorts Kerala Ltd (TRKL), District Tourism Promotion Councils (DTPCs), Kerala Institute of travel and tourism management studies (KITTS), Kerala Institute of Hospitality Management Studies (KIHNS), Thenmala Eco- Tourism Development Agency and hosts of govt. depts. such as Forest and wild life , Irrigation, Museum, Zoo, and archaeology are the other important state sponsored institutions which play a key role in tourism sector of Kerala.

Besides there are a number of agencies working in the semi-government and private sector for promotion of tourism in Kerala. So, in-depth studies are needed to ascertain whether the optimum management potential is made use of by the above units. This study is made to analyze the problems and prospects of tourism in Kerala and to manage Tourism effectively by employing new management strategies. This studies cover informants from various research article which cover various aspects of Kerala tourism, they are.

1. Destination Attractiveness of Kerala as a international Tourist Destination

2. Back Water tourism in Kerala: Challenges and Opportunities 3. Medical Tourism in Kerala: Challenges and scope.4. Alleppey Tourism development Cooperative: The case of Network

Advantage.5.

Objective of the Study

o To analyze the major challenges faced by the Kerala tourism Industry

o To investigate the problems connected with tourism industry and formulation of appropriate, apt and practical solution to them.

o To suggest ways and means of integration the function of the department of tourism, other govt. agencies, local self – govt. and private entrepreneurs for the promotion of tourism in Kerala.

o To suggest some methods or recommendations to improve the Kerala tourism.

Research Method:

The best method adopted in the article and which suits to the topic is sample survey method using Questionnaire, but the research methods used here is reviewing of various research articles, feedbacks of travelers which are listed in various sites and reaching to a conclusion. For this the following article are chosen.

Article 1: Destination Attractiveness of Kerala as a international Tourist Destination

Article 2: Back Water tourism in Kerala: Challenges and Opportunities Article 3: Medical Tourism in Kerala: Challenges and scope.Article 4: Alleppey Tourism development Cooperative: The case of Network

Advantage.Article 5: Impact of TourismArticle 6: Impact on tourism destination from sewage &waste

Why these articles are chosen?

1. Article 1: Attractiveness of Kerala as an international Tourist Destination.

This article gives as an idea about the broad view of Kerala as an international Tourist destination, which also helps in analyzing which is a most performing destination in Kerala and what make Kerala unique. This article act as a master to other 5 articles.

2. Article 2: Back Water tourism in Kerala: Challenges and Opportunities Article 1clearly show the importance of back water tourism in Kerala, which motivated me in choosing this article.

3. Article 3: Medical Tourism in Kerala: Challenges and scope.Article 1clearly show the how much importance Medical tourism (Ayurveda), which motivated me in choosing this article.

4. Article 4: Alleppey Tourism development Cooperative

Kerala as a tourist destination we cannot avoid Alleppey because most of the thing mentioned in Article 1 under destination attraction, Alleppey has almost everything.

5. Article 5: Impact of Tourism This article give a 360 degree analysis of the impact of tourism in various area.

6. Article 6: Impact on tourism destination from sewage &waste This article shows how the waste is generated and what the policies to be adopted to overcome it, it also shows how it impact the tourism.

Findings:

Major Challenges Faced by Kerala Tourism.

1. Disposal of waste, Hygiene &Cleanliness: Proper waste Disposal System is not effective in Kerala

which makes Kerala place of Garbage, it also leads to environment threats, and moreover it is high time we developed a culture of public hygiene and cleanliness. Bio- waste should be treated scientifically to produce alternative products like manure or gobar gas. An intensive campaign should be started to reduce the consumption of plastic articles Waste plastics being non-degradable are to be taken to recycling plants for producing alternative products. Incinerators which do not pollute the atmosphere mat also be used in tourist centers.

2. Road Journey: It is a fact that the road journey in Kerala is horrible to any traveler, roads in Kerala get damaged mainly on account of torrential rain during the monsoon season. The annual road maintenance and repair cannot withstand the severity of rains.

3. Lack of Coordination of different departments :In Kerala the lack of coordination between different departments is a major problem in tourism industry. If we take medical tourism lack of coordination of insurance department is a major problem, like wise if we take each and every sector we can see lack of coordination.

4. Guides services : Accredited guides services is a must in bust tourist centers, Guides must be qualified candidates having adequate training to lead an adventures tourism, Wildlife safari and rock

climbing, etc. A guided should be a perfectly a guided ready to serve the tourist in his or her needs and not to exploit him or her.

5. Basic Amenities In many tourists centers basis amenities are woefully absent. Even if there are provided, there is no assurance regarding continues availability and quality of services. A very good example is toilets.

6. Lack of proper infrastructure facility Kerala is rich with Cities & towns but the infrastructure facilities available do not suit to the current requirement, and those available are not facilitating the need. Hence the Kerala Government has to be give lot of importance in providing good infrastructure which not only improve tourism but also help in developing the state as such.

Recommendations:

Provide special attention and care to tourists

Guests should be attached more with eco-tourism and towards nature.

Special protection and arrangement for the tourists to see festivals and cultural fairs.

Get feedback from Tourists

Distribute tourism publicity material at airports.

Proper sign board and road direction

Make available trained staff and Guides

Provide necessary basic facilities

Link tourism centers with better transport facilities

Maintain Cleanliness in beach and other backwaters.

Promote quality service by providing required facilities

Better road with long term perspective

Do not over charge tourists

Teach tourism from School level and create public awareness.

Conclusion:

Tourism is a vast area to study it need 1st hand information to get the actual outlook of the problems. Once the problem is identified, it should be solved by mere hardworking and coordination of government and public people. Tourism in Kerala has lot more to go, with proper planning, coordination of public and government, and by frequent evaluation we can reach top, within a short period of time.