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Assessment Of Potential For Tourism Development in Alappuzha

Assessment of potential for Tourism


Development in Alappuzha District,Kerala

Proposal Submitted By:

Raju.M

Submitted To:
Director,
Research Unit,
Indira Gandhi National Open University
Maidan Garhi, New Delhi-110068

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Assessment Of Potential For Tourism Development in Alappuzha

Revised

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Assessment Of Potential For Tourism Development in Alappuzha

1. Introduction

The importance of tourism for a country is due to its economic return, on balance of
payments and the relationship between total tourist receipts and the national
income. Tourism is both an industry and a response to a social need: Societys
adoption of travel as part of a life style. The industry does not have a discreet image
like other industry sectors, partly because of it heterogeneity and because many of
its components are largely composed of small business.

Today business people and Governmental leaders are increasingly recognizing that
the phenomenon of tourism has already become a powerful economic and social
force. Developing countries seek its rewards, and developed countries strive to
protect market shares.

2. Statement of problem

Tourism has emerged as one of the few economic alternatives to develop the Kerala
state economy. It has been recognized as an important sector for the development
because of its potential for generating income and employment. Thus tourism is
likely to be the engine of growth giving a big push to Kerala's economy in the coming
years. Alappuzha has immense potential for the ever-expanding Tourism industry in
Kerala.Today the majority of the tourist visit Alappuzha for backwater tourism but
there are so many other forms of potential tourist destination in Alappuzha are yet to
be utilized to its potential which can sell along with backwater tourism package.

3. Objectives:
1. To examine the structural dimensions of tourism in Alappuzha.
2. To analyze the promotional initiatives specific to Alappuzha tourism.
3. To examine perception of tourist about major attractions and resources in
Alappuzha.
4. To analyze major opportunities & challenges for development of tourism in
Alappuzha.
___________________________________________________________________

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Assessment Of Potential For Tourism Development in Alappuzha

Tourism in Alappuzha

1. Introduction

The importance of tourism for a country is due to its economic return, on balance of
payments and the relationship between total tourist receipts and the national
income. Tourism is both an industry and a response to a social need: Societys
adoption of travel as part of a life style. The industry does not have a discreet image
like other industry sectors, partly because of it heterogeneity and because many of
its components are largely composed of small business.

Today business people and Governmental leaders are increasingly recognizing that
the phenomenon of tourism has already become a powerful economic and social
force. Developing countries seek its rewards, and developed countries strive to
protect market shares.

2. Statement of problem
Tourism has become an export-oriented business for travel agents; transporters,
hoteliers, retail dealers selling curious, other items, and many others connected with
the field of tourism. Tourism is a multifaceted, fast growing economic and industrial
activity of immense global importance. It has become a very effective instrument for
generating employment, earning foreign exchange, improving infrastructure, helping
regional development and thereby facilitating the overall development of an
economy.
Governments are prime developers of tourism infrastructural (water, waste, police,
fire protection and attractions) need facts for enlightened policies and action.
Governments involved in parks, zoos, recreation areas, and historic sites need
findings related to tourist who view and use these as attractions. Commercial
enterprise needs the results from studies of traveler trends as well as factors
contributing to better business success. Nonprofit organization needs greater
information on their roles as developers and managers of important part of tourism
such as museums, festivals, events, and cultural attractions. All three sectors, faced
with global growth of tourism, need better solutions to negative impacts – social,
economic and environmental. Viewed from this perspective all three sectors of
tourism could benefit from this research.

Tourism has emerged as one of the few economic alternatives to develop the Kerala
state economy. It has been recognized as an important sector for the development
because of its potential for generating income and employment. Thus tourism is
likely to be the engine of growth giving a big push to Kerala's economy in the coming
years. Alappuzha has immense potential for the ever-expanding Tourism industry in
Kerala.Today the majority of the tourist visit Alappuzha for backwater tourism but
there so many other forms of potential tourist destination in Alappuzha are yet to be
utilized to its potential which can be selling along with backwater tourism package.

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Assessment Of Potential For Tourism Development in Alappuzha

3. Objectives:

To examine the various tourist destinations in Alappuzha.

To determine the specific marketing promotional efforts.

To evaluate the supporting & facilitating services.

To identify the growth & compositions of tourist arrivals

To analyze the present scenario of Alappuzha as a tourist destination, its


opportunities & challenges.

Research Questions:

This research aims to investigate on the potential of various forms of tourism


in Alappuzha Tourism development. The following questions will be answered
through this research:

1. What are the trends in Alappuzha tourism?

2. What are the immense potential for the ever-expanding Tourism industry in
Alappuzha?

3. How are resources being managed to support tourism development in


Alappuzha?

4. How can Tourism development be achieved in Alappuzha with different forms of


potential tourist destination in Alappuzha?

4. Methodology:

Because of the great diversity of the many elements that make up Alappuzha
tourism, problems are not resolved by only one research method. The breadth and
complexity of tourism require the use of many methods. No single discipline along
can accommodate, treat or understand Alappuzha tourism; it can be studied only if
disciplinary boundaries are crossed and if multidisciplinary perspectives are sought
formed. Researching the full scope of Alappuzha tourism means conducting a
coordinated set of research investigations. This procedure is dictated by the complex
nature of Alappuzha tourism. There are multiplicity of tourism segments that vary
widely.defenitive information’s about many of the segments requires the
complementary use of the both primary and secondary data.

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Assessment Of Potential For Tourism Development in Alappuzha

Primary data

Questionnaires:
Structured questions will be used for study. The sample of the study will be 300
which will be from the hotel managers, DTPC authorities, Temple authorities, boat
club captains and local people.

Secondary Data:

Secondary data can be obtained from either private sources or public sources.
Private sources of secondary data include both personal documents and published
materials of various companies, voluntary organizations, research organizations,
and other societies.

Public sources include data archives (eg. Social science data archives) and
governmental data (eg. Census of tourist arrivals, Census of Transportation,
Accomodations, Consumer Expenditures Survey).

5. Tools
Statistical tools will be used for the study.

6. Chapterisation

1. Introduction
2. Growth of Tourism (A Theoretic Framework)
3. Marketing Strategy for the growth of Tourism
4. Tourism in Alappuzha-“Venice of the east”
5. Strategy for the growth of Tourism –An analysis
6. Findings conclusions &suggestions

Chapter-2 .Growth of Tourism (A Theoretic Framework)

‘Tourism is the sum totality of the relationship and phenomenon arising from travel
and stay of strangers, provided the stay does not imply the establishment of a
permanent residence and is not connected with a remunerated activity.’(Hunziker
and Krapf)

The word tourism is derived from the Latin word “tornus” that was later changed in to
tours standing for ‘lathe or turners wheel’. As the full turn of the wheel or lathe forms
a circle or circuit. The word tornus or tour also means a round journey which one
returns to the starting point. Tourism encompasses travel of pleasure & holiday,
wanderlust, health, business, trade. Pilgrimage, social purpose, historical and
geographical research, educational studies and training, foreign affairs and other
official functions.

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Assessment Of Potential For Tourism Development in Alappuzha

Customer satisfaction in tourism is greatly influenced by the way in which the service
is delivered and the physical appearance and personality of the business. It is critical
that these elements be communicated in the best possible manner to convince
people to come and experience what your business or community has offer. Equally
the important is the ability to generate repeat business because of your efforts. Thus
marketing becomes the method to reach potential tourist. It is a vital part of tourism
management and can be done effectively and well, with sophistication and tact.

Compared to a firm, the vision developed for a destination tends to define the nature
of extremely long – term major developments, many of which are relatively
irreversible. While the choice of the right vision is critical for any entity, it is
absolutely critical for a tourism destination vision in Alappuzha as it will set in motion
the development of facilities, events, and programs that will do much to define the
very essence of that destination for years to come.

Chapter-3. Marketing Strategy for the growth of Tourism


Marketing is a management philosophy which, in light of tourist demand makes it
possible through research, forecasting and selection to place tourism product on the
market most inline with the organization purpose for the greatest benefits. The view
of many organizations and individuals in the industry and the community, as such,
the process is much more complex than that carried out with in a single firm.
Because of the number and diversity of the stakeholders involved in the crafting of
the tourist destinations in Alappuzha, the value systems brought to the process can
be greatly different, even to the point of being diametrically opposed. As such, the
task of reaching consensus and obtaining endorsement of the destination vision is a
challenging and often delicate task. Too many communities attempt to market
themselves as tourist destinations without accurate information’s about their
resources(facilities,services,staff)imagine (projected vs. actual),and how well their
customers satisfied .Without this information ,it is difficult to make other decisions in
the planning process.

Chapter-4.Tourism in Alappuzha
'Ala' means 'broad' and 'Puzha' means 'river' and thus the name Alappuzha. Washed
by the silvery waves of the Arabian Sea, Alappuzha, the Venice of the East
welcomes you to the backwaters of kerala. The month of August holds the prime
attraction to the civilians and the tourists as it is the time of the spectacular event
-the Nehru Trophy Boat Race that is held on the second Saturday of August every
year. A cruise on an elegant houseboat offers a rare chance to view the attractive
dense palm groves that are so characteristic of Kerala's landscape.

This district is also notable for its numerous pilgrimage centres that draw vast
crowds on the festival days and also boasts of having some of the best ayurvedic
rejuvenation centres in Kerala. This Venice of the East is also famous for its coir

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Assessment Of Potential For Tourism Development in Alappuzha

and carpet industries in addition to featuring many other attractions of tourist


importance.

Alappuzha-A backwater destination in Kerala


The Palm fringed canals and shores bustling with glimpses from the day to day life in
the country side, the mirror still lagoons, picture book lakesides and its long sandy
beach has blessed Alappuzha, the water locked district, to become one of the best
Backwater tourism destinations in God's Own Country. The large network of canals
provides Alleppey its lifeline. Water carnivals using the gigantic snake boats and the
country canoes of varying sizes have an important role in the community life of the
people of the district.
Alappuzha the Venice of the East welcomes you to the backwaters of kerala. The
backwater cruises in the exotic houseboats, which also serve Keralan cuisine
delicacies, are an eternal experience. Holiday sailing on a houseboat (kettuvallam)
or catch a glimpse of the rustic lifestyle of the people. Capture the countryside at its
best with the vibrant villages that will fall on your way. Get greeted by flocks of
ducks. Watch the entire process of coir making in this land full of coconut canopies
and be mesmerized by the magic of the rich greenery all over the place. Savor the
typical cuisine of Kerala with delectable dishes like the pearls pots. The combination
of the soft sands, smiling sun and an azure blue will leave you with many golden
memories. Take a dip in the Nature's very own swimming pool and catch your own
fish. It is emerging as a hot spot of the millennium; indeed she is gifted
geographically to spread a unique tourist menu.Alappuzha backwaters is rich with
marine life and you will be amazed at the profusion of animal life.Alappuzha. Get
enticed by the colorful water processions, spectacular water floats and beautifully
decorated boats Punnamada Kayal, the must-visit place of Alappuzha where the
annual Nehru Trophy boat race takes place.

Pathiramanal, the place is renowned for being home to several rare and migratory
birds and is just an hour and a half drive away from Alleppey. According to
mythology a young Brahmin dived into the Vembanad Lake to perform his evening
ablutions and the water made way for land to raise from below, thus creating the
enchanting island, Pathiramanal (sands of midnight).

Kuttanad, the amazingly beautiful land of luxurious green paddy fields in Alappuzha
district is popularly known as the 'rice bowl of Kerala'. This small area lying between
the sea and the hills is made up of amaze of waterways including lakes, canals,
rivers and streams. The altitude of the area extending for about 900 sq. Km. ranges
from 0.6 m above to 2.2 m below sea level. It is the only place in India, where
agriculture is done below sea level.

Champpakkulam, which is a small island also known for its natural resplendence
and natural attractions. Some of the interesting spots in Champakulam include the
St. Mary's Forane Church (Syrian) built in 1870 by the Portuguese on the site of one
of the original churches of St Thomas, the Apostle. There are beautiful mural

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Assessment Of Potential For Tourism Development in Alappuzha

paintings in the church. The St. Thomas Statuary near the church makes wooden
statues of Christ for export. There is rarely any traffic other than the occasional cycle
and canoes in this place. The Kalloorkkad Angadi here is one of the ancient markets
in the locality.

Q S T & R-Block in Kuttanad Taluk in Alleppey district is beautiful islands, famous


for its paddy fields and coconut palm groves. These islets are formed by retrieving
land from the backwaters and fencing them with mud walls. Paddy fields here are 4-
10 ft below sea level. These islands are an example of how cultivation and habitation
is made possible by indigenous techniques of agricultural engineering. They are a
shelter for wandering birds. R Block Island is famous for the fresh toddy served to
guests and fresh fish delicacies including crabs, clams, prawns and a variety of fish,
which are prevalent in the backwaters here.

Snake boat races of Alappuzha

A snake boat is manned by four helmsmen, 25 singers and 100-125 0arsmen, who
row unison to the fast rhythm of Vanchippattu .racing crews tirelessly practice, fired
by the competitive spirit that motivates them on the great say.Alappuzha today
witness’s number of boat races all across its rivers and waters. The boat races of
kerala display the valour of its people and their folk arts.Chundan valloms –display
the craftsman ship of Kerala, The singers of vanchipattu and the beats present the
folk literature of kerala and unity. The performance of oarsmen mesmerizes
everyone. The water carnival begins with the champakulam moolam boat race
followed by the rest.

Champakkulam "Moolam Vallamkali"-The boat race season in Kerala commences


in June- July with the Champakkulam boat race. The race popularly known as the
'Moolam Vallamkali ' is held in the waters of the Champakkulam river at
Champakulam, about 26 km from Alappuzha.

Nehru Trophy Snake Boat Race-Nehru Trophy Boat race, is one of the most
significant and colourful boat races in Kerala. It is a world renowned event, held
annually on the second Saturday of the month of August in the Punnamada Lake in
Alappuzha. Boats of all sizes compete in different events in the boat race and. The
most prestigious and interesting event among the races is the competition of the
"Chundan Vallam" or the snake boats.

Rajiv Gandhi Trophy Boat Race-This boat race is held, two weeks after the Nehru
Trophy Boat Race. It is held at Pulinkunnu, 10 km away from Alappuzha town. The
boat race is conducted in memory of Late Mr.Rajiv Gandhi, the former Indian Prime
Minister. The trophy awarded to the winners named as Rajiv Gandhi Trophy was
donated by former Chief Minster of Kerala Mr. K. Karunakaran. Processions of
ornamented boats and water floats are held, besides the boat races.

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Assessment Of Potential For Tourism Development in Alappuzha

Payippadu Boat Race -Payippadu Jalolsavam is held on the Payippad Lake, 35 Km


from Alappuzha, in memory of the 'Prathista' (Installation) ceremony of the deity at
the Haripad Subrahmanya Swamy Temple.

Karuvatta Boat race or [[vallamkali]] is the main attraction of Karuvatta and it is


conducted every year as a part of onam celebrations.

Pilgrim Tourism

A person who travel to a sacred place for religious reasons are considered as
pilgrimage.The major pilgrim centres in Alappuzha are the following:

Chettikulangara Bharani-The Bharani Festival celebrated in the Malayalam month


of Kumbham (February/March) is generally called as Kumbha Bharani, Kumbha
Mela or Bharani Utsavam and is celebrated in most of the Bhagavathy temples in
Kerala state. Among them, the one-day annual Bharani festival at the
Chettikulangara Bhagavathy Temple in Alappuzha is quite popular. The deity in this
temple is 'Bhadrakali' and is supposed to possess miraculous powers.

'Navarathri' and 'Thaipooyakavadi' Festival-'Navarathri' and 'Thaipooyakavadi'


are the two festivals celebrated in the Mullakkal Rajeswari Temple. The main deity
here is Rajarajeswari. The nine day 'Navarathri' festival is celebrated in October/
November with traditional magnificence and the last two days.

Sree Nagaraja Temple Festival -Sree Nagaraja Temple in Mannarasala is located


about three kilometers to the south-east of the bus station in N.H.47 at Haripad, in
Alleppey district of Kerala. The temple dedicated to Nagaraja (King of Serpents) is
one of the ancient centers of snake worship in Kerala.

Sree Krishnaswamy Temple Festival-The festival is celebrated on March/April.


The main deity is Lord Krisna.The 'Palpayasam' (a sweet milk porridge) offered to
the deity during the temple festival is very famous in Kerala.

Arthunkal Church Festival


Arthunkal Perunnal, the annual feast of St. Sebastian is celebrated in St. Andrews
Forane Church. This is a 10-day festival which falls sometime in the beginning of
January. Thousands of pilgrims who have belief in St. Sebastian's blessings and
miracles come here for the feast.

St. George's Church Festival


St. George's Church festival alias Edathua feast is held at St.George's Church,
Edathua which is about 24 km from Alappuzha, on the Alappuzha - Thiruvalla Road.

Heritage Tourism

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Assessment Of Potential For Tourism Development in Alappuzha

The heritage tourism focuses on the preservation of a nation’s historic buildings,


monuments, countyside etc. In alappuzha the potential of heritage tourism is yet to
be tapped. The heritages of alappuzha are the following

Karumadi lies about 3 kms east of Ambalapuzha which is 14 km from Alappuzha


(Alleppey). The village is famous for its black granite figure of the Buddha from the
9th or 10th century known as 'Karumadi Kuttan' (literally meaning the 'Boy from
Karumadi').

Kumarakodi situated 20 km south of Alappuzha is the final resting place of


Kumaranasan, one of the greatest poets of Malayalam Literature. Besides his
memorial tomb, there is a library in the name of the poet.

The protected monument of Krishnapuram Palace, is another important heritage


tourist spots around Alleppey.

Beach Tourism

Alappuzha beaches, as an ideal backdrop for a world weary and stressed out
urbanite who will get a golden chance to relax and be himself in the azure blue
waters of Alappuzha beach and the palm and coconut grooves lining the beaches
along with the lakes in the sylvan water world of Alappuzha.

Mararikulam
Mararikulam, located 12 Kms from Alappuzha and 60 km from Kochi, has a quiet,
pristine beach and an adjacent fishing village. The village here gives a glimpse of
the rural lifestyle of the people.

Thottapally

Thottappally has a quite & spread out beach where the spillway is located is a
perfect place for relaxation. The village here gives a glimpse of the rural lifestyle of
the people. The back water along with beach is ideal place for vacation.

5. Strategy for the growth of Tourism –An analysis

An analysis will be conducted based on the study.

Chapter-6

Summary of findings and suggestions

Conclusions

Tourism research, while no substitute for superior management practices, provides


objective systematic, logical and empirical foundation for such management.

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Assessment Of Potential For Tourism Development in Alappuzha

Tourism, because of its great complexity of social, environmental and economic


aspects, requires research input from many disciplines – marketing, behavior,
geography, anthropology, business, history, political, science planning and design
futurism and many others. While the scientific method is basic to virtually all
research, the several disciplines have slightly different approaches important to
tourism. The value of such research lies in better development, management, policy
making and education in this important and growing field. This comparatively new
revelation is due largely to statistical research several decades ago that
demonstrated that tourism produced incomes, jobs, and taxes. With out doubt,
published data revealing these positive impact stimulated both the public and private
sectors to expand actively in developing and promoting tourism.

Raju.M

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