PROJECT REPORT

Batch 2023 - 2026

“Topic of your Project”

Submitted in fulfilment of Year III of

[Link] in catering science and Hospitality Studies

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(PROJECT GUIDE)

Ms/Mr. PRN NO :
(INDUSTRY GUIDE)
 Declaration

I __________ student of UEI Global, Pune hereby declare that the Project Report entitled
“(Your Topic name) ” submitted , is my original work and the dissertation has not formed the
basis for the award of any degree, diploma, associate ship, fellowship or similar other titles. It
has not been submitted to any other university or Institution for the award of any degree or
diploma.

Place: Pune Signature of Student:

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 Acknowledgement

I would like to take this opportunity as a platform to thank various individuals, without the
support of whom, this project would not have been successful.

I would like to express my heartfelt gratitude and thanks to (FACULTY NAME) for his/her
guidance and support throughout this study. I am thankful to my Institute for providing me
with proper resources and fostering my research work.

I would like to take this opportunity to thank all the respondents who trusted me and gave me
their valuable insight. I also thank the Faculty Supervisors and Industrial supervisors
under whose able guidance and kind cooperation, I was able to complete my study title.

I have put in my best efforts to make this project as informative and understandable as
possible. Every effort has been made to enhance the quality of work. However, I owe the sole
responsibility of the shortcomings, if any, in the study
 Table Contents (SAMPLE INDEX)

CHAPTER NO. PARTICULARS PAGE

NO

Chapter One INTRODUCTION

Chapter Two OBJECTIVE AND METHODOLOGY

Chapter Three ORGANISATION PROFILE

Chapter Four ANALYSIS AND INTERPRETATION OF

DATA

Chapter Five CONCLUSION AND SUGGESTIONS

Chapter Six LIMITATIONS OF THE STUDY

Chapter Seven BIBLOGRAPHY

Chapter Eight ANNEXURE

[Link]
Cultural heritage tourism is still the growing segment of tourism industry.
Moreover, many tourists prefer exploring something new, cultural heritage
tourism (CHT) has become one of the major “new” segments of tourism
demand. Therefore, it is true that cultural heritage tourism has been one of the
major sources of both quantitative and qualitative growth of tourism industry in
many countries. In regard to the context of cultural heritage tourism industry, by
identifying the relationship and impacts between tourist motivations, tourist
satisfaction, and overall sense of tourist well-being, tourism marketers and
administrators who are engaged in cultural heritage tourism can improve
strategies for creating tourist's distinctive experiences, allowing tourists to
become more physically and emotionally engaged in cultural heritage tourism
destinations. However, there is, if any, very limited work that explores the link
between cultural heritage tourism experiences and overall sense of tourist well-
being induced by these experiences. Therefore, this study examines what
attributes on tourist motivation contribute to the overall sense of well-being of
tourists who visit cultural heritage tourism destinations. Therefore, this study
examines what attributes on tourist motivations contribute to the satisfaction
and the overall sense of well-being of tourists who visit cultural heritage
tourism sites.
To explore the literature in tourism, researcher has examined reputed journals
and secondary sources and reviewed 59 research articles and 9 marketing
research reports of Government of India Ministry of Tourism and annual
reports. Efforts made to synthesized review to present in a paper. It noticed that
Indian tourism research worked out on various areas like village tourism. eco-
tourism, sea tourism, medical tourism. and cruise tourism, with its potential as
well as threats and challenges.

The theoretical structure of the research focuses on the factors affecting tourists’
satisfaction through cultural heritage tourism (CHT) experiences by analyzing
the links between the factors related to cultural heritage tourism (CHT)
experiences and overall sense of tourist well–being (TWB) based on their
demographic and travel behavior attributes. With respect to the composition of
Chapter Two, first, exploring the definitions related to cultural heritage tourism
(CHT), this chapter elucidates the benefits caused by cultural heritage tourism
(CHT). Second, the chapter reviews prior studies of various types of variables
for understanding the relationship between cultural heritage tourism (CHT)
experience and overall sense of well-being of tourists who experienced cultural
heritage tourism. The variables are two kinds of tourist motivations such as high
order needs (HONs) and low order needs (LONs), tourists’ satisfaction through
cultural heritage tourism (Sat.) and overall sense of tourist wellbeing (TWB).
Finally, based on previous studies, this chapter also investigates several linkages
such as the relationship between tourist motivations (MOT) and satisfaction
(SAT), the relationship between tourist motivations (MOT) and overall sense of
tourist well-being (TWB), and the relationship between tourist satisfaction
(SAT) and overall sense of tourist well-being (TWB).
Many studies have although taken macro view of tourism scenario. Researcher
found number of sub themes, which need attention on the magnitude of tourism
development, Not a single study probe into the depth of psychographic data of
tourists and other stakeholders. Definitely, this paper gives scope to numerous
studies that can be probe at micro level. However, for any micro study there has
to be back up of generous macro study as well. This review is a generous effort
towards it
Theoretical Basis The research mainly focuses on identifying the features of
types of needs, satisfaction through CHT experience, and overall sense of
tourist well-being to understand the organic links among them. Therefore, with
a focus on motivations of tourists, this study applies 'A Theory of Human
Motivation' (hierarchy of needs) of Maslow (1943), which summarizes that
there are at least five sets of needs of human beings. They are briefly
physiological, safety, love, esteem, and self-actualization. He, in this theory,
points out that we are motivated by the wants to achieve or maintain the various
circumstances upon which these basic satisfactions rest and by certain more
intellectual needs. (Maslow, 1943). Basically, this study focuses on the effects
of tourist well-being (TWB) related to cultural heritage tourism. TWB is
conceptualized as a combination of high-order and low-order need satisfaction
in the research. Validating TWB measure in cultural heritage tourism in the
context of tourist behavioral outcomes should help heritage tour marketers
design tour programs in ways that effectively heighten TWB as well as other
positive behavioral outcomes.
At first, reviewing the literature on traveler motivation, this research will
conceptualize tourist well-being (TWB) as a composition of high-order and
low-order need satisfaction based on the theoretical conception of need
hierarchy.

Focusing on cultural heritage tourists' motivations based on types of needs, this

study explores on the basis that the growth in the cultural heritage tourism
(CHT) market may provide various benefits to cultural heritage tourism (CHT)

destinations. This study, in terms of contribution, provides both theoretical and

practical implications. With regard to theoretical contributions, this study
provides and tests a conceptual model with appropriate scales that would
measure types of needs, satisfaction(Sat.) through cultural heritage tourism, and
overall sense of tourist well–being (TWB) in the context of cultural heritage
tourism (CHT) experiences and sites. Moreover, with related analysis, this study
establishes the links between Cultural Heritage Tourism (CHT) experience and
tourist overall sense of tourist well–being (TWB). Additionally, from the
perspective of the heritage tourism marketers, this research helps them to
comprehend that destinations with cultural heritage destinations could develop
products and attractions with more focused designs that would appeal to visitors
with different needs. Furthermore, this study also contributes to understanding
how different needs are met and how cultural heritage tourism (CHT)
experiences and sites can serve as facilitators to enhance visitor satisfaction and
overall sense of tourist well–being (TWB)

Considering the overall sense of tourist well-being (TWB) connected with the
concepts of people's satisfaction and dissatisfaction, several scholars refer to
following two points as basic components of TWB. Based on the context of
physical and psychological aspects in human life, these two basic points are
'how to increase degree of satisfaction' and 'how to decrease degree of
dissatisfaction'.
Through their academic articles, following scholars support these two
fundamental points. Diener (2000) states that overall sense of well-being is
defined as a person’s perceptive and affective evaluations of his or her life. Like
experiencing pleasant emotions.

Considering the correlation between tourist motivations (MOT) and overall

sense of tourist well-being (TWB), Ross and Iso-Ahola (1991) state that
motivations of people are complicatedly connected to the expected outcomes of
satisfaction. Classifying the origin of motivations to high order needs (HONs)
and low-order needs (LONs), researchers state that, according to the growth
needs principle of goal selection in leisure, the leisure life satisfaction can be
more by having leisure travel goal associated with growth needs (namely, high
order needs) such as self- 18 actualization and social interaction more than by
having leisure travel goal related to basic needs.

Scholars strive to distinguish satisfaction of high order needs (HONs) from

satisfaction of low-order needs (LONs) in order to examine the relationship
between tourist satisfaction (SAT) and overall sense of tourist well-being
(TWB). Meeberg (1993) postulates that overall sense of well-being is a feeling
of overall life satisfaction, as determined by the mentally alert individual whose
life is being evaluated. Furthermore, according to the Two-Factor Theory,
growth factors that affect satisfaction (positive affect) may be different from
hygiene factors that affect dissatisfaction (negative affect) (Herzberg, 1966).
Therefore, with respect to the difference between these two different types of
people desires, positive affects in major life domains.
 Objectives and scope of the study.

OBJECTIVES OF CULTURAL HERITAGE OF INDIA

India has a beautiful culture, which astonishes tourists from other parts of the
world. It is not just because the culture is several thousands of years old. It is
beautiful because of its ability to be secular and at the same time stick to the
essence of each cultural group. India’s unique culture has led to several
celebrations, traditions, and customs.

Most of these customs have been rooted in texts and scriptures, which are older
than science and have been scientifically proved to be advantageous for mental
and physical health.

The Namaste Welcome

To welcome anyone, the locals do Namaste. Namaste is an act where the person
would place his hands palm-to-palm and raise it up to his chest and say
‘namaste’. It is translated as ‘I bow to you’. Namaste was derived from
Namaha, which means ‘not mine’, which indicates that the person performing
Namaste is reducing any presence of ego in his mind to get to know the other
person. Placing the hands parallel to the chest represents ‘May our minds meet’.
Culture Derived Festivals
You cannot pick a week, where there is no celebration in India. With a diverse
religious background, the country has numerous festivals and to top it all, each
ethnic group, state, and every community has its own list of festivals. Starting
from Eid to Diwali, even religious festivals are not bound to one religion. Every
celebration tactics like sharing sweets, greetings, and feasts are performed to
bring all religious people together to spread happiness. In simple terms, festivals
are forms of happiness and happiness knows no caste, religion or creed.
Family Values
While the entire world is trying to condense the universe into their phones, India
still lives in the world of family values. The concept of joint family is thriving
only in a few countries around the world and India is one such country. This
cohesive element of society helps in bringing minds together to create a happy
life. Scientifically, the joint family system is said to reduce financial and mental
stress and problems, in the long run.

The Gratitude of Fasting

Many religious celebrations involve fasting. Beyond those, many people skip a
meal on a specific day of a week, to pay gratitude to a God or a notion.
Theologically speaking, this is a way of showing God that you are ready to
sacrifice your happiness for the wellness of your family or for a better future.
Depriving your body of necessity for a short period of time shows your
commitment. These fasting have become rules in many celebrations too. When
it comes to scientific reasoning, fasting promotes control and regulation to our
system. It promotes a healthy environment inside your body, where your mind
will have entire control over your body.

Cow as a Holy Animal

Cow is considered as a gift to mankind. Indians are basically farmers and
merchants. Cows help them with works in the field, cows were used for
transportation and cow gives milk, which is the only food, which is kept in the
same regard as a mother’s milk. Cow is a representation of motherly love and
protection. Cow is also seen as a representation of wealth and divinity. The
mythology of Lord Krishna and several other Gods are related to cows. Feeding
cow and taking care of cows are considered as a good deed. There are several
festivals related to cows, like Pongal and others. Many communities have
banned killing cows in their region.
The Science of Religious Sites
Temples were built in the past by kings as a representation of their reign and a
symbol of his control. These temples were built with strict architectural rules to
create positive vibrations. For instance, copper plates are buried in the base of
the temple to create a good resonation of energy. This is why people would feel
energized when they enter into the temples. The temples are built with rugged
stones and the devotees are expected to remove their footwear and walk
barefooted to stimulate the pressure nodes in the sole to create better health.
Each ritual starting from ringing bells to the sitting posture while praying are
scientifically proved to create a good and healthy mental and physical being.
Marriage System
Marriages are celebrated like festivals and rituals are conducted during the
wedding as a gratitude to God for bringing two families together with the
marital knot. While marriage out of love is quite common in India, there are
numerous couples, who are brought into marital life by their parents.
Auspicious horoscope match dictates whether the two should be together or not.
Atithi Devo Bhavah
This is the basis of almost all traditions in the country. This code of conduct
represents the way children are taught to have empathy over others and also to
develop them to become a better person. Atithi Devo Bhavah can be translated
as ‘Guest is God’.

Traditional Wear
Sari and dhoti are the basic traditional wear of the people. Several communities
have their own set of traditional wear. These traditional wear represent the
occupation of those communities in the past. The material used for the dresses
represent the status of their community.
Traditional Dance and Music
You cannot represent the culture and heritage of the land without introducing
dance and music. Every state has its own iconic dance and music, which are
considered as a language to communicate with God and nature. Each movement
of the dancer and each note of music haveapositive effect on body and mind.
There are so many festivals to recognize these dance and music forms of each
land and the entire country too.
Indian Cuisine
Indian cuisine is very much linked with the culture. Each festival and
celebration is beautified with cuisine and many delicacies are made just for the
celebration. The cuisine of each state is made with ingredients, which are native
to the land. The signature dishes of each land have influences from the rulers of
the region too. The regions which were under the control of Mughals have a
different palate of spices when compared to the southern states, which were
ruled by local rulers. The Rajasthani cuisine has influence from Rajput rulers
and so on.
Indian Mythology
These mythologies represent the backstory of numerous deities and also give a
good base for knowledge transfer. Each story is rich with moral lessons, human
values, and righteousness. These stories are traditionally taught to children as
they grow to make them be good, do good and stand up against evil.
Language
Each region has its own language. Each community in the region has a version
of that language. For instance, the entire Tamil Nadu speaks Tamil but, the tone
and style of speaking differ between each region. There are more than 400
languages in India and only 22 are recognized by the constitution.
Ayurveda
Food is medicine; medicine is food. This is the basis of healing in India.
Ayurveda has been in the culture for several thousand years before modern
medicine and it has gained attention from people around the world. Himalayan
regions and Kerala are famous for Ayurvedic treatments and massages. Many
herbal oils are made for providing relief for various problems. Ayurveda is not
just a list of medicines and massages. It is also a way of eating and living.
People cook food in earthen pots and eat in fresh banana leaves. This promotes
holistic wellness. People wear copper bracelets to provide better energy and
drink water from copper vessels and so on.

Beyond these elements, there are a few unique cultural customs around the
country, which would give you the awe. These customs are so unique that they
have become cultural attractions among tourists. Some of these customs to
enjoy are -
The Aghoris of Varanasi – these are sadhus who relish in post-mortem activities
and cover their bodies with ashes. You can find them with a necklace of skulls
or smoking weed.

Buddhist chanting by monks – visit Ladakh monasteries early in the morning to

spot Buddhist monks reciting prayers in sync while a few play bells, trumpets,
drums and cymbals.

Firewalk of Tamil Nadu – During certain temple festivals, devotees walk on a

path of lit charcoal. Some festivals are celebrated by piercing tongues with
small iron rods.

The snake pit – snakes are considered as divine creatures and many temples
have snake pits to which, the devotees pour milk as an offering.

Holy dip in waterbodies early in the morning as an act to wash away sins from
the body.

You can find demon-painted pumpkins in front of houses as an object to ward

off evil.
Beliefs
India is a diverse country, a fact that is visibly prominent in its people, culture
and climate. From the eternal snows of the Himalayas to the cultivated
peninsula of far South, from the deserts of the West to the humid deltas of the
East, from the dry heat and cold of the Central Plateau to the cool forest
foothills, Indian lifestyles clearly glorify the geography.

The food, clothing and habits of an Indian differ in accordance to the place of
origin.

Culture
The Indian culture varies like its vast geography. People speak in different
languages, dress differently, follow different religions, eat different food but are
of the same temperament. So whether it is a joyous occasion or a moment of
grief, people participate whole-heartedly, feeling the happiness or pain. A
festival or a celebration is never constrained to a family or a home. The whole
community or neighbourhood is involved in bringing liveliness to an occasion.
Likewise, an Indian wedding is a celebration of union, not only of the bride and
groom, but also of two families, maybe cultures or religion too! Similarly, in
times of sorrow, neighbours and friends play an important part in easing out the
grief.

Science
The global image of India is that of an upcoming and progressive nation. True,
India has leaped many boundaries in all sectors- commerce, technology and
development etc in the recent past, yet she has not neglected her other creative
genius. Wondering what it is? Well, it the alternative science that has been
continuously practiced in India since times immemorial. Ayurveda, is a distinct
form of medicine made purely of herbs and natural weeds, that can cure any
ailment of the world. Ayurveda has also been mentioned in the Ancient Indian
epics like Ramayana. Even today, when the western concept of medicine has
reached its zenith, there are people looking for alternative methods of treatment
for its multifarious qualities.

With increasing complexities in one's lives these days, people are perpetually
looking for a medium through which they get some peace of mind. This is
where another science, that of meditation and spirituality comes into the scene.
Meditation and Yoga are synonymous with India and Indian spirituality.
Meditation is one of the most important components of Yoga, which is a mind-
body therapy involving a series of exercises. The word 'meditation' covers many
disparate practices from visualizing situations, focusing on objects or images,
thinking through a complex idea, or even getting lost in a provocative book, all
qualifying as meditation in the broad sense. However in Yoga, meditation
generally refers to the more formal practice of focusing the mind and observing
oneself in the moment. Many people from India and abroad are resorting to
yoga and meditation to de-stress and rejuvenate their mind.
Another widely followed phenomena in India is the Doctrine of Karma that
preaches that every person should behave justly as every act or deed comes
back in full circle in one of the births of an individual.

A very important aspect of India in the recent past is the emergence of the New
Age woman. Women in India are predominantly homemakers, though this
perspective is changing. In many places, especially metros and other cities,
women are the bread earners of the house or are at par with their male
counterparts. The increase in the cost of living/economy has also contributed to
the rise in this aspect.
TOURISM AND CULTURE
The growing interest of visitors in genuine cultural experiences brings along
considerable opportunities but also complex challenges for tourism. The sector
needs to adopt and strengthen policies and governance models that benefit all
stakeholders, while preserving and further promoting the widest possible range
of cultural assets and expressions.
UNWTO provides support to its members in building and strengthening cultural
tourism policy framework, strategies and product development in alignment
with the Sustainable Development Goals (SDGs) and the principles laid out in
the Global Code of Ethics for Tourism.

Activities undertaken by UNWTO in the field of culture and tourism stem from
the very definition of cultural tourism, which is defined as:

Activities undertaken by UNWTO in the field of culture and tourism stem from
the very definition of cultural tourism, which is defined as: “A type of tourism
activity in which the visitor’s essential motivation is to learn, discover,
experience and consume the tangible and intangible cultural attractions/products
in a tourism destination. These attractions/products relate to a set of distinctive
material, intellectual, spiritual and emotional features of a society that
encompasses arts and architecture, historical and cultural heritage, culinary
heritage, literature, music, creative industries and the living cultures with their
lifestyles, value systems, beliefs and traditions”.

Definition adopted during the 22nd Session of the General Assembly held in
Chengdu, China (11–16 September 2017).
The action plan of the Organization is also driven by the recommendations
adopted within the framework of Declarations on Tourism and Culture, as well
as the studies and research on tourism and culture commissioned by UNWTO.

Declarations on Tourism and Culture

On the occasion of the UNWTO/UNESCO World Conferences on Tourism and
Culture, the three Declarations on Tourism and Culture call for necessary
actions in both sectors for a responsible, sustainable and inclusive development
of cultural tourism.
Intangible Cultural Heritage and Tourism
The global wealth of traditions is one of the principal motivations for travel,
with tourists seeking to engage with new cultures and to experience the global
variety of performing arts, handicrafts, rituals and cuisines. The cultural
interaction spurred by such encounters prompts dialogue, builds understanding,
and fosters tolerance and peace.

Fostering the responsible use of this living heritage for tourism purposes can
generate employment, alleviate poverty, curb rural flight migration, and nurture
a sense of pride among communities.

Tourism offers a powerful incentive for preserving and enhancing intangible

cultural heritage, since the revenue it generates can be channelled back into
initiatives to aid its long-term survival. Intangible cultural heritage must be
thoughtfully managed if it is to flourish in an increasingly globalized world.
Only true partnerships between communities and the tourism and heritage
sectors, built on a genuine appreciation for the aspirations and values of all
parties, can ensure its survival.

SUSTAINABLE DEVELOPMENT OF INDIGENOUS TOURISM

The Recommendations on Sustainable Development of Indigenous Tourism
provide guidance to tourism stakeholders to develop their operations in a
responsible and sustainable manner within those indigenous communities that
wish to:

Open up to tourism development, or

Improve the management of the existing tourism experiences within their
communities.
ISSUES AND CHALLENGE:

Tourism is a powerful economic development tool, which creates jobs, provides

new business opportunities and strengthens local economies. It helps to protect
our nation’s natural and cultural treasures and improve the quality of life for
residents and visitors alike if cultural heritage tourism development using a
proper planning. In the former year, the primary role of tourism industry was
acting as marketing ready products to tourists. Nowadays, tourism, preservation,
heritage and culture are much more likely to overlap, where some state tourism
offices now help develop heritage resources, and a number of preservation
organizations are marketing their sites to tourist.
The promotion of cultural heritage tourism in India faces numerous underlying
issues that both related to the complexity of the society living in India. The
tourism industry is driven mainly by private agencies with the prime motivation
of generating profit. The are several issues that need to be review to develop a
success cultural heritage tourism industry especially in understanding different
perspectives between tourism operators, cultural heritage managers and the
communities itself. Tourism operator run a tourism business and serve customer
but have constraints in accessing to the site they want to visit and their products.
Tourism operator depends on a market that can have strong seasonal variation
such as holiday periods and yearly events. Tourism operators need a great deal
of certainty in access, timing and facilities to deliver reliable and efficient
service to domestic and international clients.

Heritage managers have a primary duty to protect and conserve the site under
their control. The cultural hertage such as arts performance, dance and events,
may be not affected directly from development of tourism industry and
increasing of tourist arrivals, but cultural heritage site may be affected. Because
of the fragility of the site, public access to heritage site is not always appropriate
or may have to be restricted. Other than that, heritage managers have
obligations and strong ethic of providing education and recreation for public
about the site in their care. Other than tourism operator and heritage managers,
there is also local community where the heritage site located where they may be
keen to develop tourism but they may also protective of their privacy and wary
of the effects that tourism might have.

Therefore, it is important to establish early needs, interests and aspiration of the

local community. Local communities should be consulted with the tourism
planning, development and operation of the heritage site. With the involvement
of local communities, it will help ensuring that the tourism activity is sensitive
to community purposes and ambition. It also will be able to capture the essence
of the site and its people.
Other issues and challenge is which typically associated with management of
cultural heritage. In India, problem such as lack of conservation officers,
economic recession, lack of collaboration, lack of awareness on the importance
of cultural heritage asset, and others. Involvement of stakeholders, particularly
the locals is very important [15]. and it is best to leave the matter of
conservation techniques to them since they are traditionally associated with the
area and cultural heritage asset itself.

On management and stakeholder’s aspect, a few issues had been identified such
as directions, objectives and approach adopted by stakeholders for the
management of the cultural heritage area. Some of the areas have more than one
stakeholders and it might cause conflict among them, since each stakeholder
work within its own scope, roles, funding and policy. Pilgrims site, known as
popular heritage sites, has valuable assets that need to be managed carefully, but
there are still weaknesses to be seen, indicating that the experts have not
performed their task to the optimum, poor maintenance and lack of control of
the expert appointed.

In terms of cultural heritage resources, the issues can be divided into four
aspects, which are conservation, biodiversity, geographical factor, as well as
facilities and amenities. As a cultural heritage area, conservation is vital and
based on observation in few areas in India, most of the cultural heritage
resources especially buildings are underutilize. If the resources were managed
poorly and lack of maintenance, it will be a problem.
Development in tourism industry brings along its benefits in support our
country " s economy. Efforts given in maintaining and generating for new
tourism resources is no other than to fulfil the tourist " s demands and offer
valuable experiences which having reciprocal effect on the tourism
performance.

Attention gained in homestay tourism gives tourists an opportunity to explore

and experience more the distinctiveness of a place and community. The
objective of this study is to review on three main issues spotted in current
tourism industry regarding to the inconsistency of tourism experience,
ambiguous of value experience evaluation and crisis on perceived landscape
values.
Content analysis is applied for examining those issues and challenges from past
studies. As a conclusion, the findings may be useful in future research which
benefit in help to recognise the landscape potential and performance of tourist
[Link] growing in tourism development offers an
opportunity on getting world‟s attention to introducing our country where at
the same time has contributed to the country‟s economic development.

In tourism, both local and international tourists are beneficial and important
and it seems that the number of visitors from outside of Malaysia rising year
by year. However, parallel to this achievement it comes together with pros and
cons where sometimes it may raises bad impacts to our nature and nation.

Thus, in attempts to please the tourists we should firstly ensure to do it in a

sustainable way to avoid any misleading and misspend especially when comes
to offer a precious tourism moments. Rural areas are well known as
destinations developed with traditional character by their traditional
occupants who live in full of traditions.

Homestay at the rural areas which connected to the well preserved cultural
landscapes have higher potential as a tourism destination and currently they are
slowly catch attention among the tourists. An integration of physical,
psychological and social elements of cultural landscapes with inherent cultural
heritage values is the main tourist‟s motivation. However, those precious
elements and values are seems to become degraded whereas they actually
shape the heritage tourism destination [5] and when incorporated with an
integration of the traditional community and its landscapes, they offers
tourists a destination with cultural heritage tourism.

In the past time, landscapes had been used as a symbolic subject matter which
comes with deep meanings in expressing ones thinking and emotion as well
as in conveying a massage. Here is where the identity of individual and
community is stored and emerge feelings of curiosity and desirous among
the tourists to experience it personally.

Positive value experience will determine on current and future tourism

performance where high positive feedback contributes in tourism sustainability.
Therefore, it is crucial to gives attention on developing quality value of
experience where further results on satisfying tourism experience. Satisfaction
is a „psychological outcome derived from experience’ [3], hence, required
facilities and amenities as to support in developing the experience are required.
Multifunctional data is a great referral resource to change the way of
destinations are presented as fit to the user‟s perspective and the destination
adaptability. Scholars have acknowledged on the multi-branches of
landscape assessments and researches depend on particular disciplinary interest
and preference landscape issues [6,7]. This is allows for having broad
perspective research and perceive things from different angles.

Amid concern about attacks on tourists in India, new measures are proposed to
protect foreign tourists. A capacity building programme to sensitise sectors
serving tourists is underway, and it is proposed to introduce "tourist cards" to
increase the safety of international guests.

Amid concern about attacks on tourists in India, new measures are proposed to
protect foreign tourists. A capacity building programme to sensitise sectors
serving tourists is underway, and it is proposed to introduce "tourist cards" to
increase the safety of international guests.

The measures come after a number of attacks on tourists, including sexual

assaults and murder. Australian Dawn Griggs (59) was robbed and murdered
recently near Indira Gandhi International Airport, by the driver of a pre-paid
taxi. This followed a number of crimes against women in Delhi in the last nine
months. On October 14, 2003, a Swiss diplomat was raped in the Siri Fort area.
On February 27, a German tourist was molested by four youths in the Gole
Market area. And on March 7, a Fiji girl was raped in a car near Deer Park.

New Delhi Police Commissioner KK Paul claimed that the police "have done
our best in every case" and places the blame for the rising crime committed
against women on pornography. The police commissioner said: "When youth
from conservative families are bombarded with pornography, such incidents
cannot be controlled by the police alone. Barring these incidents, Delhi is quite
safe."

Elsewhere in India, particularly around beach resorts, harassment of women has

been reported, partly due to differences in culture and dress between visitors
and locals. Western swimwear is much more revealing than any dress local
women would wear in public, which is a temptation for men who walk up and
down the beaches, often inebriated, looking at women and sometimes verbally
harassing them. Another temptation is there for petty thieves who see expensive
cameras, and other valuables lying in tourists bags on the beach while the owner
enjoys the waters. More serious crimes also occur, with a Swedish tourist raped
in Goa in January 2004, and a Swiss woman in November 2003. Gangopadhyay
and Chakraborty (2003) analysedDigha, a beach resort in West Bengal, and
discuss the lack of safety and security, and gross negligence in maintaining a
tourist-friendly atmosphere.

In parts of India, special tourist police have been introduced to help ensure the
safety of visitors. The move to install tourist police in Delhi has stalled, but the
Central Industrial Security Force has stepped in to help curb the rising crime
rate, with the Delhi Police retaining full control.

The tourism sector is an important one for the Indian economy. According to
Amitabh Kant, Joint Secretary in the Ministry of Tourism, last year India
recorded 16% growth in tourist arrivals and 24% in foreign exchange earnings.
WTTC research suggests that the Indian travel and tourism industry employed
17.7 million people, some 5.6% of total employment, in the year 2000. But
travel agents and tour operators are convinced that unless tourists are assured of
safety and security, tourism will falter. The tourism literature highlights the
importance of perceptions of a location as safe, with "cleanliness and safety"
identified as the most important "pull" factor for destination choice in a survey
of British outbound tourists (Jang and Cai, 2002), and perceived risks and safety
a strong predictor of travellers avoiding regions (Sonmez and Graefe, 1998).
Discussing India's image as a tourist destination, Chaudhary (2000) lists lack of
safety as one of the weaknesses in the countries image among foreign tourists.

The Union Tourism Ministry is intending to introduce "tourist cards" to ensure

the safety of international guests.

"We are in the process of consulting the Law Ministry in a bid to come out with
a tourist card system with the help of an appropriate legislation," Union
Tourism Minister Renuka Choudhry said.

The card would help local authorities keep track of the movements of foreign
tourists to ensure their safety and also check them from indulging in any
unlawful activity, she said.

Choudhary said the card, which would act as an identification document, will
bear finger-impressions and a photograph of the tourist, who would not have to
carry his or her passport everywhere during the stay in the country.

The card would also enable tourists to avail special discounts and other facilities
in India, she said.

The minister also emphasised the need to create and revive the country`s "old
ethos of hospitality" in the form of an advertisement campaign. The ministry
will also give orientation to taxi drivers, hoteliers and all those connected with
tourism to make them understand the benefits of the tourism industry, Renuka
said.

Amitabh Kant also said that the government is running

sensitisationprogrammes.

But in a study of tourism in Goa by Routledge (2000), Goan resistance to

development of the area as a tourist site was reported, particularly with regard to
the moralism of the Catholic church and traditional Goan elites. Tourism
development can lead to marginalization of the needs of the local population,
and Routledge concludes that construction of tourist sites such as Goa is
predicated upon a development ideology that defines local people's space as
dispensable to the needs of national and transactional capital. While security
and educational initiatives such as those being introduced by authorities should
help increase safety of international visitors, the needs and culture of the local
populations also need to be considered during tourism developments and by the
tourists themselves if conflict is to be minimized.

Even though safety and security have always been central concepts to tourism
(and to the wider world), in the aftermath of the September, 11 2001 tragic
event, these concepts (and their relationship with tourism) have gained
substantial global interest. The paper aims to: discuss the concept of crisis
management and its relevance to tourism at a 'macro' level (the destination);
focus on the destination marketing management of prolonged crisis, caused by
non-sporadic events, in particular those related to destination safety and security
problems; assess, on the basis of international case-histories, the specific
difficulties that arise when crisis management is 'embedded' in a fragmented and
multi-faced industry as tourism is. How tourist destinations react to crisis?
Which measures are taken and what impact do they have? When (under what
circumstances ) these measures show greater effectiveness? How can a
destinations accrue its readiness to face such crisis situations? The paper tries to
answer these questions, outlining the effects of a poor communication on the
public perception of the crisis, in the light of an empirical case study (the city of
Naples, Italy, during the garbage emergency). Finally, trough the compared
reading of this case and that relating to the city of Toronto (during the Sars
emergency), some considerations are presented about conditions that affect
crisis management process and its effectiveness.

Tourism and Crime

Issues

This section discusses issues related to crimes committed against tourists or

occurring at touristdestinations. As seen in the three chapters theimpacts of
crime on the destination are not uni-form. In some cases, such as crimes related
todrug use, the destination’s image is tarnished andresults in significant decline
in tourist demand. Onthe other hand, thefts committed at tourist destina-tions
did not necessarily reduce the tendency tovisit or revisit the affected destination.
The samewas true for the circumstance of the criminal [Link] some cases the
tourists were innocent victimsbeing in the wrong place at the wrong time,
whilein others the tourists contributed to their own victimization by soliciting
someillicit [Link] the first chapter of this section, Jerome McElroy
discusses the spread of thenarcoeconomy within the Caribbean islands and its
short-term and long-termimpacts on the tourism industry. Based on his analysis
of primary and secondarysources the author concludes that the narcoeconomy
with its violence, addiction,and corruption poses the greatest known threat to
the viability of the tourismindustry in the Caribbean islands. This occurs
because:

■ The perception of danger or irritation tarnishes a destination’s reputation;

■ Visitors have been shown to be more likely than residents to be victims of

crime;

■ Tourist attractions are more likely to become crime “hot spots”;

■ There is a known correlation between crime increase and visitor fallout;

■ Drug peddlers constantly harass tourists;

■ The presence of large numbers of uniformed police and sniffing dogs at major

tourist attractions creates a negative security image and may affect word-of-
mouthrecommendations and preference for a return visit;

■ The high cost of security, in both the private and public sectors, forces tourist
oper-ators to raise their prices and makes Caribbean tourism less competitive;
■ Lack of tourism safety and security makes investment in the tourism industry
unat-tractive; and

■ Protecting tourists by placing them in gated all-inclusive resorts generates

feelingsof resentment and inequality from the local population.

Judy Holcomb and Abraham Pizam conducted an empirical study among US

travelers, the purpose of which was to determine what, if any, effects past
incidentsof personal theft have on tourists’ future decisions to travel to the
affected destination. This was done by analyzing two study groups, those who
have experiencedpersonal thefts while on a trip, and those who had heard of
such incidents throughpersonal accounts of friends or family. The results of
their study demonstrated thathaving been a victim of a theft or knowing of
someone who has been such a victim while on a trip did not affect the
likelihood to travel to the destination wherethe theft occurred.

The study found:

■ No difference in the likelihood to travel to a crime-affected destination
between thosewho have personally experienced a theft versus those who knew
of someone who had;

■ That the passing of time since a theft occurred had no effect on the decision
totravel to the same destination;

■ That the likelihood to travel to the affected destination was not significantly
dif-ferent between those who experienced a theft “on their person” and those
who hadexperienced a theft “off their person”;

■ That the perceived severity of the incident did not have any significant effect
onthe decision to travel to the destination where the theft occurred;

■ No significant correlation between previous “non-trip related crime

victimization”and the likelihood to travel to the destination where a theft
occurred;

■ The passing of time, learning of someone’s positive experience, and learning

fromthe media about the destination’s effort to make it safer, did not change the
mindof tourists once they have decided not to travel to a destination where a
theftoccurred; andTo understand the risk construct in travel behavior.

Risk-free travel is not just the aspiration of every tourist. In order to avoid, or at
least minimize, tourism crises, it is also in the tourism industry s interest to
ensure safe trips for each and every traveler worldwide. Since September 11,
2001, this fact is no more just a slogan or a minor travel consideration, but
rather an uncompromising prerequisite to which each tourism destination must
strictly adhere. Since security situations and potential security hazards
nowadays are not endemic to specific countries or specific regions around the
world, this prerequisite has become more and more global in nature.

In pursuit of risk-free travel, potential tourists use information sources to

facilitate their constructs of perceived travel risk, which they subsequently
employ in their destination choice behavior. Similarly, efforts to promote tourist
products and tourist destinations are normally accompanied by travel
information that is made available.

In the case of opportunities, India has advantage of natural beauty, cheap labor,
rich culture, different religions, festivals, heritage, . ancient medical science
Ayurveda, Yoga therapy, forts, palaces, museums, rich history, wild life
sanctuaries etc. Nevertheless. there find a need to have a good marketing
strategy for the growth of tourism industry ([Link], 1999). The states Kerala
and Goa have already attracted domestic tourist and foreign tourist. Tourists
accept the entire state as tourist destination. The Goa Tourism Development
Corporation plays important role in the growth and development of tourism. It
requires effective financial management (Shaikh, 2004). The monuments in
some state like Taj Mahal; Red Fort is also accepted by tourists. The ranges of
Himalaya have remained the point of attraction for tourists. Accommodation,
transportation, communication, and entertainment constitute the tourism
industry. Tourism is not only good industry in the economic development but
equally important medium for international socio-cultural links. (1., 2009).
Pilgrimage tourism is going well in India but it has socio cultural impact on host
population ([Link], 2005). On the contrary physical, socio cultural factors
are equally responsible for the growth of tourism ([Link], 2003). In this
globalized world, tourism may help the world to come closer, and would lead to
maintain healthy relations between two countries, two states, two districts, and
two villages ultimately within two people.

Recent initiatives from the Finance Ministry to propose the viability Gap
funding is an acknowledgement of the fact that, investment is required in this
sector and this has been lauded as a positive step, which can contribute to the
growth of the nation. Similar measures have taken by Ministry of External
Affairs to issue Multiple Entry Business Visas as well as the Ministry of
Tourism proposing the setting up Bed and Breakfast (B&Brcenters in the
national capital. Such initiatives, along with a proactive market focus by India
Convention Promotion Bureau (ICPB) and effective Public Private Partnerships
can work together to make India a global conventions destination (Report of
Tourism Ministry Government of India). The overall objective of the action
plan would be to improve the flow of the foreign tourists in a sustainable
manner through improved management of the resource base, infrastructural
amenities, policies, as well as regulations. It also has certain specific set of
objectives for different stakeholders in the value chain. For Tourism Service
Providers (Accommodation Units, Travel Agents / Tour Operators, Transport
Service providers) to ensure better realization by rendering excellent services
and qualities, help conceive new products/Concepts, help markets new
destinations. For Central and State Government the objectives to augment
foreign exchange in the state/ central exchequer, to collaborate with each other,
formulate comprehensive front-end (marketing and promotion to the foreign
tourists) as well as back-end (infrastructure, connectivity etc.} strategies,
collaborate with the tourism service providers, addressing critical issues and
incorporating their suggestions, make India the happening global tourism hub,
review the steps taken time to time to check progress. For tourists and potential
tourists the objectives are to receive comprehensive information about the
destinations, resources it offers, connectivity modes, accommodation options
and availability, facilitation options and also to enjoy their stay in India and
recommend the destination to others. This study has suggested the ways of fund
management for the development of infrastructure and enhances the destination.
The investment requirements for product development and infrastructure
enhancement at the destinations are enormous and cannot be possibly met by
government agencies alone. The government can involve the private sector to
invest in tourism development in various ways. An overview of the possible
investment sources for the products have been identified such as, a separate
detailed project report needs to be carried out to identify the possible investment
sources for individual product development at each destination. The destinations
which have urban tourism product development (such as Indo - Islamic Concept
Village at Fatehpur - Sikri, Developing Heritage corridor in the Walled City of
Delhi) projects can opt for investment support (in the form of loans) from
international funding agencies such as Asian Development Bank(ADB), World
Bank and other Infrastructure Leasing and Financial Services Limited (ILFS).
For the safety and security of tourist. initial I) Maharashtra police had
introduced tourist officers to assist and protect \ isitors staying in Mumbai, fifty
police officers were trained. Lectures were conducted on various subjects such
as introduction to Destination. tourism and its importance, etiquettes and
communication skill in their training program. A sightseeing tour was also
arranged to familiarize thc tourist officers with the places of interest in the city.
which tourist usually prefer. Regarding Training and enforcement. Maharashtra
Tourism Development Corporation provides training and pays stipend to grass
root level workers to encourage service providers in tourism. 0 fees are charged
for this course. Restoration of Ajanta and Ellora heritage project. the
Maharashtra Tourism Development Corporation's site management plan which
included conservation. protection of rock mass. prevention of water seepage,
slope stability, surface water management, landscaping of adjoin region.
development of circulation plan. Standards have also been set in cave protection
and visitor management system for ancient monuments in the country. Entry of
pollution free vehicle protects the area. Under budget scheme for
accommodation, Maharashtra Tourism Development Corporation has started
various schemes for budget tourist (Govt of India, 2005). This is a good effort to
be followed for other states to enhance tourism. Indian tourism government has
also made the evaluation of the scheme of financial assistance. Report states
that the results are not quantitative, but qualitative. Pilgrims have heavily used
the facilities created in past three years, and pilgrims are very satisfied with
these new facilities. The project was successful in achieving its objective
namely tourist inflow. The project focuses on convenience to devotees and has
created positive impact in tourism flow of the region. Project provides limited
opportunities of direct and indirect employment. About System of Maintenance
and Sustainability, Local, authorities and temple trusts are responsible for the
maintenance of these works. About Social upliftrnent, the project has helped in
providing convenience to devotees and indirectly facilitates the upliftment of
society of the region (2008). "Uncontrclled land prices and inconsistent taxation
norms, India could lose out to competing neighbors. The shortage in rooms has
resulted in prices in India skyrocketing' (Adalarasu, 2008). There is need to
increase the accommodation facilities. Maharashtra Government has set some
tourism policies to increase and expand accommodation facility. In its 20 years,
Tourism Development Plan comprises the long-term vision for 2025. The plan
highlighted Development of infrastructure at all tourist destinations like
accommodation facilities and strengthening of Bed and Breakfast Scheme for
travelers at remote destinations and provide income to the local people.
Traditional hospitality in Maharashtra, the bread and breakfast scheme was
started by Maharashtra Tourism Department Corporation (MTDC), providing
tourists an opportunity to get feel of local people's lifestyle, culture and
tradition. For the budget, tourist dormitories and lodging in the local village
houses are possible. Under Bread and Breakfast scheme for budget tourist,

Traditional hospitality in Maharashtra, the bread and breakfast scheme was

started by Maharashtra Tourism Department Corporation (MTDC), providing
tourists an opportunity to get feel of local people's lifestyle, culture and
tradition. For the budget, tourist dormitories and lodging in the local village
houses are possible. Under Bread and Breakfast scheme for budget tourist, the
local people who have inclination to supplement their income and have spare
rooms/flats/houses can come forward to register their premises and
accommodate tourists as Bed and Breakfast guests as per the guidelines laid
down by Maharashtra Tourism Development Corporation. The scheme is
especially for budget tourists. MTDC has constructed holiday resorts and hotels
at various places of tourist interest in the state (Govt of India, 2005). India's
ability to develop as a tourist hotspot faces threat from wide range of
geopolitical, security and infrastructural problems and the risk of communal
violence. The greatest disincentive for visitors to India is the lack of sufficient
tourism infrastructure. Insufficient airline capacity, old airports, inadequate
hotels, poor roads, an overstretched railway system, high levels of taxation and
a bureaucratic visa process will continue to discourage the tourists (Beckons,
2006). More flaws were in international connectivity and condition of airports
serving the destination/circuit, poor cleanliness in and around the tourist sites.
Infrastructure on the approach road, garbage disposal, condition of city roads,
sewage and drainage system, quality of wayside amenities available on this
road, hygienic conditions of the restaurantsldhabas, and power failure are the
problems of the destination circuit with major Indian cities. The infrastructural
gaps in the traffic signals, availability of budget hotels for stay, traffic
management, and conveniences along streets. They were also concerned about
general cleanliness of monuments and area around it, general upkeep of the
hotels rooms, and public utilities at the monument/tourist attraction.
(Government of Indian, Minisry of Tourism ,Division, Marketing Research,
2010). Similar conclusions were experienced in following study
(MinistryTourism, 20 I0). The government understands the gap of infrastructure
in Indian tourism development and had taken strive efforts in the promotion of
the other areas of tourism development. The government of Orissa has started
developing Sea Tourism infrastructure at three selected beaches of Orissa such
as Chandipur, Puri and Gopalpur by keeping the geographical diversity intact.
SWOT analysis has been accomplished in terms of its potential for promotion of
tourists, expecting projections regarding future tourist inflow. employment
generation and development indicators. There is need to analyze the effect of
projection on significant stakeholders and vice versa, including government,
non-government, commercial, local population, lobbyists etc. The matrix
provides the insight on development of the eco-tourism destinations.
identification, and prioritization of development of the projects, identifications
of infrastructural gaps, financial viability and sustainability, marketing scope
and scale and integrated eco-tourism development (Vajir, 2008).
KERALA TOURiSM

Kerala is one of the well-accepted tourist destinations in India, appreciated for

its scenic beauty. Absence of strategic management made the growth of tourism
in Kerala slower. Lack of systematic planning and its implementation, lack of
co-ordination in related partment engaged in promotion of tourism, absence of
basic facilities such as good roads, transportation, communication, ygiene,
public toilets, adequate number of information centers, sufficient number of
trained manpower, source of information also made it to suffer (George, April
2003) . e government should give preference to local people by offering
monetary assistance and set some norms to improve their useboat standards.
Local community participation may play crucial role in the tourism
development. Kerala has taken number initiatives for selling tourist products
Ayurveda, backwaters, festivals, etc., and has made 'Kerala Tourism' a super
brand. This a unique example for other states to include such new products for
promoting tourism (Smitha, 2009). • rala's houseboat ride is prime attraction of
tourist. It has great potential for growth and best example of environmentally
riendly tourism product. Nevertheless, lack of uniform standards and small
operator resource constraints may result in below ecodard products that place
increasing pressure on the already delicate eco-system (Morrison, 2002).
esearches claim that tourism development makes local community prosper but
this objective is not sufficed when in practice. us. there is need to study reasons
which prevent this objective from being achieved. No systematic study has been
conducted on income or employment potential of the tourism industry in the
state. The rhetoric of growth and development is effectively loyed as a further
defense of tourism promotion against mounting opposition to large-scale
tourism projects that displace Uf. harm the environment, and induce social
malaise. Branding NGO's as anti-develop mentalists, the police frequently
harass who oppose the state's tourism policy. The lobbyists of the
accommodation industry demand more subsidies, tax cuts, essions, promotional
packages and soaps. These are provided to them based on the claim that there is
'ample data' to show the tourism industry contributes to the growth and
development of the economy through foreign exchange and employment. nile
the economic contribution of the tourism industry to the local economy is
inconsequential, tourism projects in the state have 'or environmental
implications. The state in Kerala has been largely insensitive to this problem
and often pursues policies that ~ vate tourism's harmful impacts. Thus, the
political ecology of tourism development in the state also highlights the
powerful us between bureaucracy, politicians, and the accommodation industry.
Moreover, the articulation of the economic narrative of ismbenefits is also
successfully used to silence political opposition to economically unviable and
environmentally harmful . m projects (Parayil, 2002). haeological heritage of an
area can improve their economic prosperity through tourism. Archaeological
discoveries were - uenced by the public in the state of Kerala when the people
responded very promptly to the issues and communicated to heological
department. Thus, Public Archaeology that covers the educationof the public
about archaeology and their engagement in archeological sector must be opted.
identification, and prioritization of development of the projects, identifications
of infrastructural gaps, financial viability and sustainability, marketing scope
and scale and integrated eco-tourism development (Vajir, 2008).
HIMALAYA TOURISM

Himalaya ranges attract large number of tourists. However, increasing tourist

flow has various problems to flow with it. Negative acts often attributed to
tourism in the area are littering, deforestation, soil erosion, water scarcity, and
deterioration in water ity, and unscientific disposal of solid waste. To develop
ecotourism, community participation at all stages: conceptualization, arming,
development, marketing, and management of the area helps. In the process of
participative management, the .eholders will come to recognize the strengths of
the area and the value of maintaining it for both present and future erations
(Batta, 2006). Eco tourism has two broad dimensions Preservation and
Promotion as sub-category of sustainable . m (S., 2010).
SUSTAINABLE TOURISM

Developing the tourism in a controlled manner is important because on one

side it provides income, generate employment, various " opportunities, and on
other side its adverse effects to suffer. So 'sustainable tourism' is to be followed.
The structural, gitical, and human resources development approaches are of
particular significance for the long-term sustainability of tourism. Structural
measures are aimed at 'preventing the damage of an area's landscape
attractiveness as a whole' Logistical measures aim maintain an area's ability to
cope with the pressures imposed by visitors. By upgrading the disposal and
waste management _ ems these measures, reduce the environmental impacts of
waste. Educational measures are designed to raise awareness of both.

Satara District - Hill Station Panchgani Mahabaleshwar is well-known hill

station in Maharashtra, which secure place on the tourist map of India. It is
observed to have ample flow of tourist in weekends, summer and winter
holidays. Panchgani is the hill station proximity to Mahabaleshwar. Bollywood
stars and people of premium class for their children's education accept
Panchgani more. All these aspects make these hill stations prominent among the
tourists. It provides opportunity of destinations in tourism and hotel industry in
respects of investment, purchasing power of local community, income and
expenditure, development and growth of hotels, economic growth in hotels, and
impact on employment. It shows the positive impact in economic growth and
development of destinations. ([Link], 1988). Panchgani, there was
sizable increase of number of tourist during a decade, tourism development
helped in development of economy and local people were benefited by tourism
(Patil, 1991). NEW GENERATION TOURISM AND INDIA Present day
communication networking, in terms of roads, airways, waterways,
computerized scheduling, maintenance communication worldwide are
contributing and stimulating the mobility of sport-interested people regardless
of language, culture, mores, beliefs, or geographical location. There are certain
sports in India such as Winter Sports and Trekking at Kashmir, Nehru Cup",
Snake Boat race at Kerala and Golf attract the foreign tourist (Sasi, 2005).
India's reputation as an enchanting, exotic, historic and beautiful destination
enables the country to make an instant international cruise positioning and
moves into the 'cruise destination' market. Cruise operators and liners are more
than ever searching for new destinations and itineraries. India's long coastline
and strong port positioning imparts a natural advantage to the country to attract
international cruise lines. India is positioning in South East Asia and its
proximity to already popular cruise destinations like Singapore, Thailand,
Bangkok, Colombo etc. would enable strong cruise circuits to be created over a
period. India's strong domestic tourism sector would enable the country to
achieve a strong domestic cruise sector that could complement the growth and
support viability. India's impressive growth in the tourism sector would impart
an important advantage to its cruise tourism positioning (Tourism, 2005). India
is an attractive tourist destination and has some of the best-equipped hospitals
and treatment centers; medical treatment combined with tourism is gaining
momentum in recent years. If handled skillfully, this sector has the potential for
generating a lot of employment as well as foreign exchange revenue, which will
help in the overall development of our country (Srivastava manish Kumar, 20
IO).Need to work on which medical therapy attract large tourist flow,
government should provide concessions to those hospitals like tax concessions.
Opportunities for Indian medical tourism due to first world class treatment at
third world-prices. No strong government support and initiative to promote
medical tourism. Poor co-ordination between various players in the industry
such as air line operators, hotels and hospitals, customer's perceptions as an
unhygienic country, lack of proper accreditation and regulatory system for
hospitals, lack of uniform pricing policies across hospitals, strong competition
from countries like Thailand, Malaysia and Singapore, lack of international
accreditation, overseas medical care not covered by insurance providers and
under investment in health infrastructure hampers medical tourisms progress
Medical tourism is being touted as the next 'best' thing for India because of its
inherent advantages in terms of cost and quality (Kumar G. R., 2007).
To compete with Overseas India can promote health tourism through its
specialty like Yoga and Naturopathy, Ayurveda, Reki along with few big
corporate hospitals. Stakeholders can create synergy and common platform for
promotion of medical tourism. Doctors and their networking can enhance the
scope but certain aspects like language, cross-cultural issues are in the scope of
hospital management to nurture and adhere. However, the other aspects like
post-operative care, visa and insurance streamlining, air connectivity, laws
regarding organ and transplantation are outside the purview of the hospital
management but they can intervene with government and lobby for their cause
that is for the growth of this sector. If the hospitals and the Government of India
take concrete, planned steps to promote this sector it can help in wealth
generation (Suresh, 2011). Government plays crucial role in development of
tourism, so it does in medical tourism. Instead to rely fully on the government's
promotion policies people should take initiative in the promotion of medical
tourism. Indian hospitals groups advertise directly to potential inbound medical
tourists appear to be experiencing negative cash flows (Brotman, 2010). Thus,
Medical tourism has wide scope in India.

Tourism is the basic cause of India's development. Exchange of ideas and

healthy co-operation through socio-cultural links build rong bond between two
countries and help to exchange the businesses. Tourism is a source that can
create a platform to know each other well and come together. Tourist behaviour
has both positive and negative impact on the local community. Some tinations
like Goa forget their own culture. language and changed their life style . .
1alika, 2006). highlighted the 'Positive and negative social and environmental
impacts of tourism.' There are mix opinions about impact of tourism. Some
scholars pose positive impact and some negative. Thus, there is a need to probe
into facts. Expansion of tourism and an increased human population in general
around protected areas seem not to affect wildlife negatively. In titutionalized
development can co-exist with institutionalized conservation. Human rights
issues, including institutional measures to protect the local human population
from dangerous large animals. are also important.' (Ghosh, 2009). 'The d
velopment of tourism activities in order to follow sustainable tourism
approaches via Community-based Ecotourism (CBET), as means of poverty
alleviation has yet to make much progress. everal critical factors have been
noted as constraints for the progress of poverty alleviation through CBET: (a)
limited access of the poor to the tourism market; (b) lack of commercial
viability for their product in term of value and price; (c) weak marketing
pability; (d) lack of intergovernmental suitable policy framework and (e)
inadequate knowledge about tourism and service skill, managing and
implementing at local level' (Jamsai, 2010). 'Environmental conditions have
great influence on visitors' .periences included litter and biophysical conditions
such as soil erosion and vegetation damage and these conditions were of _ eater
concern to visitors than social conditions. (Kumar D. S., 2010), Pro-Poor
Tourism helps to strengthen economic wellbeing of communities. It emphasizes
work participation of poorer people of the society, makes them engaged in
employment and selfhelp sector and establishes a synthesis between
development of tourism by upgrading the degree of livelihood status of poor
people so that poverty eradication is possible and socio economic status of poor
people is improved. Thus, it encourages poor people to participate more
effectively in their developmental processes. The rural parts of the country are
enough potential for generating Gross Domestic Product (GDP)of the country,
if properly utilized (Roy PiyalBasu, 3 No.2). Entrepreneurial skills, vith the use
of information and communication technologies (lCT), for developing tourism
in geographically remote areas. The main assumption was tourism entrepreneurs
in remote areas have to develop and adopt ICT (Information Communication
Technologies) applications
In tourism marketing, the factors ruling development of the tourism products are
satisfaction of tourist, dissatisfaction, expectation, preferences, decision process,
demographic factors, attitude, selection of destination, and perception of quality
destination. Therefore there is need to understand the tourist satisfaction level
and related factors. One study quotes that 'Tourists are very much satisfied with
guides approved by the Government, but illegal guides are also present at every
tourist sites. More than 60% tourist preferred budgeted accommodation and
only 20% stayed in star hotels. Tourists are very much satisfied with the attitude
of Indians, food, beverages, hotel and restaurants and people of India but deep
sense of dissatisfaction with infrastructure. Tourists were not satisfied with the
airport formalities and facilities, dissatisfied with road transport and reported
destinations being in bad conditions causing inconvenience and delays' (Sathya,
2010). ervice Marketing Mix comprises 7P's. A 'People' is one of the important
elements in satisfying the customer. The tourism is labour intensive industry. In
tourism industry almost 6.5 million people directly and 8.5 million indirectly
employed in India. aturally, human resource development has significant role to
play to prepare tourism industry to meet the challenges through tourist's
satisfaction and their delight. Thus the need of building of Openness (free
expression), Collaboration (department helping nature), Authenticity (genuine
communication), Pro-activity (initiative) Autonomy (fair degree of freedom of
activity) and Confrontation (open discussion) i.e. OCT APAC culture. Such
cultural change will emphasize and encourage innovation, tourist satisfaction
and empowerment of quality people to support top management to entire
industry. Internal promotion and transfer of people within industry, having
excellent tourist record be top priority, 360-degree performance appraisal, non-
monetary incentives, and empowering service providers, and tourist contact
with employees affect tourist satisfaction ([Link], 200 I).

International tourists were very much satisfied with the attitude of Indians.
Average stay (20.63days) of tourist is much more than any other country in
Asia, very much satisfied with Guides approved by the Government and 60% of
the tourist preferred budget accommodation. However, dissatisfaction was with
infrastructural facilities such as inordinate delays at migration counters due to
lack of space. inadequate computerization. heavy rush in morning hours. bad
condition of roads. airport facilities like ambience. toilets, cleanliness. cafeteria,
baggage. custom clearance. security etc. Satisfaction index for signboards.
maintenance of heritage places were very low (Manish, 2009). One must be
attentive in quality service delivery that possesses the ability to increase
monetary profits. The premise of service quality menders within all aspects of
the tourism experience from promotional materials, on site personnel.
cleanliness. facilities. accessibility, employee's knowledge and courtesy. There
are number of influencing factors affect in the choice of destination. Travelers
perceive India has very rich cultural heritage, arts handicrafts, and is an exotic
destination. However, transportation, health service, and nightlife are what India
needs to improve on (Yen, 2008). Word of mouth is most crucial factor in
choice of destination. Purposes for visiting various places depend on their socio
economic status. Tour operators and travel agent play an important role in
helping people for their vacation plans in professional manner, local culture
offers distinctive flavor of various places. Such factors too affect the choice of
destination (Kaushik Neeraj, 20 I0).

Stakeholders' promotional efforts play important role in tourism promotion and

development. Thus, need to study efforts of stakeholders in tourism
development rises. As far as the advertisement media is concerned most of the
hotelier and travel agent promote their product and so the destination in books,
internet, signboards, newspaper and magazines. Radio, television, and
brochures are rarely used for advertising media. As far as sale promotion
techniques are concerned, discount and gift packages are used by most of the
tourism industry and regarded as effective technique (Tarannum, 2007).
However, it is insufficient as marketing is a continuous process. Tourists are
ready to spend for their enjoyment, pleasure, and quality. While developing the
product one must concentrate on dimensions of tourism's service quality. It is
possible to model dimensions of the service quality by using SERVEQUAL.
However, there are various issues plaguing the industry. One of them is the lack
of professional marketing and co-ordination amongst nodal ministries. Proper
facilitation, cleanliness, and hygiene at tourist spots are other lacunas (Narayana
Bindu, 2009).
Importance of Medical Tourism is increasing in present scenario in Bangalore
and so the major healthcare organizations can be used for Medical Tourism.
Price, insurance, excellent services are the factors attracting medical tourist
here. Market strategies as geographic segmentation, customization of packages
and hospitals need to be in continuous touch with the patient, starting from
enquiry stage, a model of undifferentiated marketing strategy must adopted for
medical tourism in Bangalore. Some countries are attracted to India due to non-
availability of the treatment in their place. Thus, lesser price can be very
effective as targeting strategy. Co-branding with Indian traditional therapies and
positioning and promotion strategies such as creating hospital network abroad,
tie up with foreign hospitals, hospitals website promotion, participation in
tourism expos, creating TV shows showcasing the experience of a foreign
medical tourist in International travel and news channels, internet marketing,
publishing the success stories of hospitals in newspapers and brochures is vital
(Kotreshwar, 2010). (Kumar N. T., 2009) Discussed the emerging trends in
tourism marketing and focused on some of the initiatives taken by India and
Thailand to promote tourism. Every product has its own life similar to tourism
product. Thus need arises to think on destination life cycle. Goa's beach tourism
has not yet reached the much hyped stagnation stage. Thus, 'Village Tourism' as
well as undertaking proper planning and structuring of the industry based on
Destination Life cycle Model has to be planned (Bhandare, 20 I0). Internet is
one of the important media accepted by today's generation. Information about
holiday packages, easy navigability, attractive website design, interactivity, and
customization enhance the service attributes of the websites. Increasing service
components affect positively on customer satisfaction. Lack of confidence in
financial aspects of transaction may affect tourism (Ansuman, 20 I0). In
determining marketing strategies only usage of new technologies is not
sufficient to promote the product, but the reliability of the source, design,
customization, interactivity, building confidence related to financial aspects are
more influencing factors in enhancing customer satisfaction. Therefore, in
tourism marketing one must identity and understand opportunities and
challenges in India and world market to determine marketing strategies. India
has opportunities as civilization, natural landscape, traditions, music, dance,
religious practices, exclusive festivals, art, craft, and shifting of international
travelers from developed regions to the developing regions. However, the
challenges as many of the tourist sites are environmentally unhealthy, facilities
and services are poor, transportation is inadequate to reach and continue the
journey, infrastructural facilities are poor, availability of tourism information at
limited places, in some areas regional conflicts with tourism get affected,
security in some areas goes inadequate which makes the tourist insecure. To
overcome these challenges ITDC enrichment, special attention by central and
state government on infrastructure, involvement of Private sector and clear plan
and focus on tour packages is required. There is a wide scope for
underdeveloped countries like India to promote tourism. If India overcomes the
challenges by enriching its present strategies, it will emerge as a best tourist
spot and will yield maximum foreign exchange ([Link], 2000).

Thus, several areas of tourism, has been discussed, analyzed by different

scholars during different periods. Majority of studies in Indian Scenario found
discussing on state tourism viz. Kerala, Goa etc. and new era of tourism like
sports tourism, medical tourism etc. Tourism research worked out on various
areas like village tourism, eco-tourism. sea tourism, medical tourism, and cruise
tourism, with its potential as well as threats and challenges. Review provide the
scope for further research like to determine the gap in between planning and
implementation of tourism efforts, infrastructure development with tourism
development, promotion and tourist arrival etc. Analysis the effectiveness of
marketing strategy for the growth of tourism industry, financial management for
the growth of tourism, effect of projection on ignificant stakeholders and vice
versa, including government, non-government, commercial, local population,
lobbyists etc. ffective tourism policy to make prosper exclusively local
community. To understand the effectiveness of tourism products to ct large
tourist. To explore new destinations, to check role of government in promotion
of tourism. However, there are various · ues plaguing the industry. One of them
is the lack of professional marketing and co-ordination amongst nodal
ministries. · toreover, extent of Political influence in tourism development.
Physical, socio-cultural factors responsiveness for the growth of tourism. Extent
of Potential workouts in the employment in state/district from tourism. · 1any
studies have although taken at macro view of tourism scenario. Researcher
found number of themes that need attention on the magnitude of tourism
development. Not a single study has been probe into the depth of psychographic
data of tourists and stakeholders. Definitely, this review give compass to
numerous studies that can be probe at micro level. However, for any micro
study there has to be back up of generous macro study as well. This review is a
generous effort towards it.

Graphics and images surrounding tourism in India and the world

statistics.

Indian tourism and management graphs and misc.

State wise tourism pie chart.
Cultural heritage sites in India.
Cultural and natural heritage sites of India on a borderless map.
This 2018 data aligned on a grapgh shows how much the travel and tourism
sector has contributed to the respective GDP of countries in the Asia Pacific.
Surely the visa policy plays an important role in the travel and tourism industry
of a country. Indian visa policy is a perfect example of how a visa policy should
be ascended.
If we were to compare states for the amount of tourists they receive every year.
This helps to increase the travel infrastructure of states in India, these rankings
can be turned into competition, for the greater good of the country as a whole.
Another chart in the pie format, which graphically represents Indian states and
Union Territories with their total number of foreign tourist visits in 2017.
This bar graph showcases the growing triend of tourists visiting India over the
past years.
This pie chart depicts the top 10 countries for Foreign tourist arrivals in India,
people from these countries visit India more often than other countries.
International tourist arrivals statistics.
Methodology and database

The purpose of this chapter is to introduce the conceptual model for the research
framework and to describe the methodology used to accomplish the research
objectives of this study. This section also discusses the study area, the study
framework based on the study hypotheses, the study design which includes the
selection of the sample and various variables, the collection of data, survey, and
data analysis procedures. This research attempts to investigate the relationship
between cultural heritage tourism (CHT) experience and overall sense of
wellbeing of tourists who experienced cultural heritage tourism and to identify,
controlling tourists’ demographic and travel behavior characteristics, how
tourists' “satisfaction” through cultural heritage tourism (CHT) experience may
mediate the relationships between types of needs and overall sense of tourist
well-being (TWB).

By evaluating various sources and studies this information is derives, basics

consists of Indian tourism, South Asian tourism and world tourism as a whole.
The crux are tourist safety and infrastructure, with respect to cultural heritage
tourism.
In this section, five main study hypotheses are utilized to accomplish the
objectives of the study: - H1a: Tourist motivations related to high order needs
(HONs) influence tourist satisfaction (SAT) through cultural heritage tourism
experiences. - H1b: Tourist motivations related to low order needs (LONs)
influence tourist satisfaction (SAT) through cultural heritage tourism
experiences. - H2a: Tourist motivations related to high order needs (HONs)
affect overall sense of tourist well-being (TWB). - H2b: Tourist motivations
related to low order needs (LONs) affect overall sense of tourist 22 well-being
(TWB). - H3: Tourist satisfaction (SAT) through cultural heritage tourism
experiences have an effect on overall sense of tourist well-being (TWB)

Basic Conceptual Model of the Study At first, this study examines to the link
between cultural heritage tourism (CHT) experience and overall sense of tourist
well-being (TWB), with the basic conceptual model designed. Basic Conceptual
Model of the study Cultural Heritage Tourism (CHT) Experience Overall Sense
of Tourist Well Being (TWB)

The study designates high order needs (HONs) and low order needs (LONs) of
tourists as the independent variables and overall sense of tourist well-being
(TWB) as the dependent variable. The variable of satisfaction (SAT) through
cultural heritage tourism experiences can be changeable to independent variable
or dependent variable under different situations. For example, while the variable
of satisfaction (SAT) is in charge of the role of the dependent variable in the
relationship between tourist motivations such as HONs or LONs and tourist
satisfaction (SAT), the variable of satisfaction (SAT) is in charge of the role of
the independent variable in the relationship between tourist satisfaction (SAT)
and overall sense of tourist wellbeing (TWB).
Study Design

Following the conventional approach based on the purposes of the study, this
section illustrates how to develop scales of several variables such as tourist high
order needs (HONs) and low order needs (LONs), tourist satisfaction (SAT) and
overall sense of tourist well-being (TWB). Furthermore, description of target
population, introduction and brief deceptions of data collection, different types
of variables, and the like are discussed in this section.
Data Analysis

After the invalid questionnaires are sorted out, the collected data will be coded,
computed, and analyzed through the Statistical Package for Social Sciences
(SPSS). This research will use several statistical analyses such as frequencies,
descriptive, correlation analysis, multiple regression, factor analysis, etc. Factor
analysis will be conducted to build correlated variable composites from the
original attributes and to identify a smaller set of factors that explain most of the
variances between several attributes. With respect to analysis reflecting on the
respective of the study, in general, exploratory factor analysis (EFA) is a
statistical method used to uncover the underlying structure of a relatively large
set of variables. Exploratory factor analysis (EFA) of the mentioned scales to
uncover the underlying structure of a relatively large set of variables such as
tourist high order needs and low order needs as tourist motivation will be used
and the result from factor scores will be applied in subsequent regression
analysis. This study plans to apply Multiple regression analysis (MRA) because,
in general, multiple regression analysis provides the most accurate interpretation
of independent variables for the social science study. In other words, the
multiple regression analysis (MRA) will be conducted to study the overall sense
of tourist well-being (TWB) with the cultural heritage tourism (CHT)
experience and to establish the link between these two variables in this
examination. This research expects that the dependent variable of the overall
sense of tourist well-being (TWB) will be regressed against each of the factor
scores of the independent variables such as tourist high order needs and low
order needs as tourist motivation derived from the factor analysis
Summary of the Discussion

The findings of this study indicate that the two types of tourist motivations
(HONs and LONs) have a positive relationship with tourist satisfaction and
overall sense of tourist wellbeing. In addition, tourist satisfaction has a
significant relationship with overall sense of tourist well-being. In regard to the
influence of each construct in the path model linked with cultural heritage
tourism, the test indicates that tourist motivations related to high order needs
and low order needs as well as tourist satisfaction through cultural heritage
tourism experiences significantly influence overall sense of tourist well-being.
However, in terms of impact on tourist satisfactions, tourist motivations related
to high order needs are different from tourist motivations related to low order
needs. Specifically, while tourist motivations related to high order needs
significantly affect tourist satisfactions, tourist motivations related to low order
needs have no effect on tourist satisfactions (Figure 4.1.), which means that
motivation related to high order needs has both direct and indirect effects, while
motivation related to low order needs 59 have only direct effect on overall sense
of tourist well-being. The findings also suggest that tourist satisfaction through
cultural heritage tourism experiences has a role of partial mediator in the impact
of tourist motivations related to high order needs on overall sense of tourist
wellbeing.
Limitations of the study

Limitations Even though this academic study of cultural heritage tourism was
proceeded through pretest, refinement of factor on each construct, and various
rational analyses to acquire academic objectivity, limitations exist. First, the
motivation attributes consisting of high order needs and low order needs chosen
from factor analysis have different weight between two of them. Specifically,
while most attributes of tourist high order needs are directly related to cultural
heritage tourism, a few of them are not closely related to cultural heritage
tourism. Rather, they are just generally described as features of common tourist
motivations of high order needs, causing ambiguity in the questionnaire
attributes to some extent.

 Lack of material on the internet

 Complicated pattern of topic of research

 Changing trends of travel industry throughout the world makes it difficult

to analyse.

 2020 data is minimal because of the COVID 19 crisis

 A lot of countries and their examples have been used here, but the
accuracy is questionable.
This study provided an empirical picture of the link between cultural heritage
tourism and overall sense of tourist well-being in the America's Historic
Triangle and analyzed the difference of impact from two types of tourist
motivations (HONs and LONs) on tourist satisfaction and tourist well-being in
the context of cultural heritage tourism using demographic characteristics. It is
suggested that most of the limitations mentioned can provide insight for future
research. Therefore, future research can improve the current findings of this
study and contribute further to the body of knowledge in the academic literature
of tourism. In the context of cultural heritage tourism, current research can be
expanded to studies that comprehend moderating factors that influence on the
link between the constructs of tourist motivation, tourist satisfaction, and tourist
well-being. Specifically, using several regression analysis with interaction
effects to assess moderation effects, the research can be extended to the study
that identify the role of tourist expectation, attraction types, and market types as
moderators, on the link between tourist motivation and tourist satisfaction.
Additionally, the research can also be expanded to studies that explain the
difference of impact of the three moderators on the path between tourist
motivations and tourist satisfaction in the theoretical framework for the current
study through Multivariate Analysis of Variance (ANOVA).
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