vision Document2015

Ek Bharat Shrestha Bharat

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Introduction

India is blend of sixty- two cultural region, twenty-three language, and diverse food habits,

dances, music, customs and climatic conditions. Ek Bharat Shrestha Bharat focus on people

to make cultural connections between their own world and the world of others by ethical

understanding, intercultural understanding and demographic, psychographic and social

determinants of the region.

Fig. 1 Ek Bharat Shrestha Bharat

Cultural Connections

Interacting with dempgraphic, psychographic

and social determinants of

the region

Recognising Ethical

Understanding

Intercultural understanding

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Four tools which can be used for strengthening links between different culture-region. For

promoting cultural connection between people.

Fig. 2 Key Sector for implementing EBSB

Ek Bharat Shrestha Bharat

Education

Culture Tourism

Social Media

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Education

Education is like the cow of plenty, giving good things even in the most adverse period in the

foreign strands it protects like mother and renders help as through it is a veritable secret

treasure.

As PM suggested two culturally different states can learn about each other by special

curriculum. A perfect example of it cultural connections curriculum by Australia Child Fund

Connect supported by Department of Foreign Affairs and Trade. The organization help

people to connect to global culture. GOI can use similar curriculum at national level.

Source- https://www.childfund.org.au/sites/default/files/publications/cultural-connections-

teachers-resource.pdf

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Methods which are useful for culture

connect by students are:

6

0

200

400

600

800

1000

1200

1400

1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

NO

. OF

DO

MES

TIC

TO

UR

IST

VIS

ITS

(IN

MIL

LIO

N)

YEAR

Domestic Tourists Visit to all States/UTs in India, 1998-2014

Culture Tourism

Culture and tourism are linked of their obvious synergies and their growth potential. Culture in all its forms is likely to figure strongly in the tourism product and promotion of most regions, even those which have traditionally relied on their natural assets, such as sun and beach or mountains, for their attractiveness.

Main drivers for developing culture and tourism

for culture connect are:

Enhancing and preserving heritage.

Strengthening and/or diversifying tourism.

Developing cultural understanding.

Infrastructure improvement

Heritage preservation.

Development of regional identity and enhancement of region image.

Improvement of the quality of tourism and tourism facilities.

Improvement and broadening of transportation.

Encourage public private potential investment.

Reflection of traditional culture of the region and give the visitor opportunity to

experience it.

Fig. 3 India Tourism Statistics 2014

Culture -

Tourism can

play major

role in

achieving

both

objective of

growth and

national

cultural

connect

because the

domestic

tourism

CAGR 16.5 %

(Source.

KPMG travel

report 2012)

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Increased mobility creating easier access to other cultures.

Industry standards, ethics and fair practice with consultation with government.

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Events & Festival cultural heritage in terms of religion, arts and crafts and languages.

Special guide books for tourist place.

Channels required for transforming the drivers of

developing culture and tourism in to culture

connect and MOT will act as a leader

Fig. 4 Transforming channel

Minstry Of Tourism

Private Sector

State Goverment Department of

Tourism

Social and Electronic Media,

Education and Local

Adminstration

Traveller

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Ministry of Tourism

Ministry of Tourism clearly has an important role in the relationship between tourism and culture. As well as being responsible for tourism policy, government 0f India is responsible for cultural policy and the conservation of cultural heritage. As the scope of cultural policy widens to include more aspects of intangible culture, so government increasingly needs to work with the private and voluntary sectors to act effectively in the cultural field.

Empathy Map gives the quick insights of Ministry of Tourism. For achieving the culture

connect MOT has to play the role of leadership because culture and tourism are two

different approaches public vs. market. MOT can act as mediator between them to identify

their common interest.

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A summary model of the elements of MOT approach

Hythghjvvjfhvnvvnbvnvnvnvn

Developing Culture

and Tourism for

culture connect

Leadership

Building approach to transform India

itself into Ek Bharat Shrestha Bharat

MOT

Local Community

Become Host

State Government and Local Administration

Theme Events i.e.

Rann Utsav

Natural

reflex of

the

destination

region is to

exhibit

Social Media &

Electronic Media

More Commercial

Video i.e.

https://www.youtube.

com/watch?v=kOy35Q

7xuEE

Travel &

Culture TV

Show i.e.

The Great

India Rasoi

Private

Sector

Tech Infrastructure

Joint Promotion with

Tour Operators

Public- Private

Partnership Model

Investment

More Tourist

Circuit i.e.

Yamuna

Expressway

Culture

Infrastructure

i.e.

http://www.sco

opwhoop.com/i

nothernews/jat

ayu-nature-

park-coming-

soon/

Govt.

Partnership

with travel blog

Special

Tourism

Fund

Point of entry education and familiarity at peak times in the context of enhancing visitor experience

Promote

EPIC

Culture

TV

Channel

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Few examples of Culture Tourism from around the

world and within the country

http://english.visitkorea.or.kr/enu/AC/AC_EN_4_4.jsp

http://tanzaniaculturaltourism.go.tz

http://www.keralatourpackages.com/kerala_cultural_tour/

http://www.ampersandtravel.com/destinations/itineraries/temples,-tribes-textiles-of-gujarat-%E2%80%93-a-cultural-tour-of-west-india/

http://www.gujrattours.com/gujrat-culture-tour

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Social Media

Social Media platform is the easiest way to connect with people around the world or in the

country of different culture-region, caste, personality and diverse customs. It is not only the

easiest but also cheapest way to connect to each other share views.

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Source- We are social.net

As active social media users are increasing on YOY basis the impact on the population get

deepened. People are coming together to raise voice against the issue without any culture

difference.

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Drivers for developing direction for culture

connect between people on social media are:

Data sharing of community knowledge.

Introduction of social media and cultural interactive experiences in

museums.

Establish open discussion form on social media about cultural activity,

customs, values etc.

Cultural knowledge application on android platform.

Fig. 4 Conversation prism

Host

State

Social Media Home

State

Connection & Relationship