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Tapping the neglected and hidden Potential of tourism in Uttar Pradesh

Dr. A.K .Malviya Man by nature is a wanderer. This urges to keep wandering Wandering of early man paved path for advanced tourism. Early man had three main objectives to travel; to gather food for him and his family, to protect himself and his family from wild animals and for shifting his family from one place to another in search of food and water. The new surrounding led him to think of new ways of satisfying his need. The idea of now wandering strengthened by learning to adjust in new places, new atmosphere and so on. He became inquisitive about knowing the existing of different animals, vegetation and water bodies at different places. As man started leading a well settled and developed life, he invented tools, fire and wheel. Tools helped him to dig and cut the roots and fruits of unique plants for food and so he blared to go in deeper parts of the forest in search of such food. Fire helped him to roast and lighted up his house. These inventions increased the instinct of killing more and more animals and roast them as it tasted better than raw flesh which meant increased travel. Wheel was the most effective tool which encouraged him to move to far off places for hunting animals and finding vegetative products. Now he could carry on these easily hand driven carts. Slight improvement in travel started due to these three inventions. Thus slowly the development of wheel, developed vehicles and development of vehicles develop, travel and tourism. Gradually as man gathered information and knowledge about culture, life, style, belief, unknown places, queer-persons, his instinct to meet see and enjoy such unique source increased and he started touring for getting happiness instead of getting profit in trade as before. Transportation and accommodation both developed side by side as basic needs. These days the term tourism has become the modern origin of travel. It is just six and half decade old. Tremendous increase in tourism has been noticed in both domestic and international tourism due to increase leisure, higher standard of life style improved education, new technology and high social status. India has fascinated foreign travelers for ages, its beautiful rivers, verdant forests, lofty mountains unexplored islands and above all its 5000 years old history and culture have attracted people from different parts of the globe. Travel is not a new phenomenon, it is very ancient phenomenon, tracing its existence from the 6th century B.C. but it was only in the Roman Empire that it became important. They introduced guide book and even listed hostels with symbols to identify quality. Due to fall of Roman Empire and the onset of so called dark ages, travel became dangerous, difficult and less attractive, therefore the pleasure travel was undertaken closer to home. Tourism is a high potential global industry. It is a major foreign exchange earner for many countries and provides employment to million across the globe. Tourism achieves success in breaking barriers between countries, culture and people effortlessly and pleasurably. It is often said, that tourism is like Selling Dreams and this true to a great extent. The challenge for tourism industry is to bring the dreams closer. In this context some one rightly said- tourism is an industry without smoke, education without classroom, integration without legislation, diplomacy without formalities. Today, however, with the winds of change sweeping across the country, tourism has acquired a new focus. It is already the largest net earner of foreign exchange and provides employment to over 3.6 lakhs directly and indirectly. Therefore, tourism is recognized as an industry that needs to be nurtured and which required appropriate investment. There has been a remarkable growth in recent years in foreign tourist arrivals to India due to various efforts made including promoting India through the Incredible India campaign in overseas market. Uttar Pradesh is very ancient and interesting and it is recognized in the later vedic age as Brahmarshi Desha or Madhya Desha. Many great sages of the vedic times like Bharadwaj, Gautam, Vasishta, Vishwamitra and Valmiki; flourished in this state. The incarnation of Lord Vishnu, Lord Ram and Lord Krishna were also born in this state. Several sacred books of the Aryans were also composed here. Two great epics of India, the Ramayan and the Mahabharat appear to have been inspired by Uttar Pradesh. Uttar Pradesh has varied attraction for all kinds of tourists. Besides ancient places of pilgrimages like Varanasi, Ayodhya, Prayag,
*Reader, Moti Lal Nehru Institute of Research and Business Administration, University Of Allahabad, Allahabad **Address for Correspondence: 667, Malviya Nager, Allahabad-211003. drakmalviya@rediffmail.com

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Mathura, Agra, Sarnath; Fatehpur Sikri and Vidhyanchal have rich treasures of the Hindus and the Islamic architecture and culture. Table 1: Tourist arrivals in Uttar Pradesh Year Domestic 2002 714.90 2003 800.20 2004 883.71 2005 954.41 2006 1055.49 2007 (P) 1171.59 Source: India Tourist Statistics D.O.T. Govt. of India. Foreign 7.10 8.17 10.37 11.74 13.29 14.88 (Figure in Lakhs) Total 722.00 808.37 894.08 966.15 1068.78 1186.37

After twentieth century, the growth rate of tourism has been in increase tremendously. In the year 2000; tourist arrivals in Uttar Pradesh, 714.90 lakhs and 7.10 lakhs (as shown in table no.1) domestic tourist and foreign tourists respectively but at the end of the tenth plan this figure increased and reached 1171.59 lakhs and 14.88 lakh. If the growth rate continues with the same ratio upto 2010, the number of tourist arrivals will go upto 1545.09 lakhs and foreign tourist will be 19.43 lakhs and it will be also increased upto 2012 (as shown in table no. 2) while we compare in terms of foreign exchange earner with whole country, it has gone upto 5920.17 crore in 2006 instead of 2839 crore rupees in 2002. It has increased 108.55 percent after the fourth year (as shown in the table no.3)
Table 2. Projection of tourist arrivals in Uttar Pradesh Year 2008 2009 2010 2011 2012 Source:- U.P. Tourist Statistics Domestic 1276.94 1404.63 1545.09 1699.59 1869.54 Foreign 16.07 17.67 19.43 21.37 23.51 (Figure in Lakhs) Total 1293.01 1422.30 1564.52 1720.96 1893.05

Table 3: Foreign exchange earning is comparison with India Year 2002 2003 2004 2005 Source:- U.P. Tourist Statistics Indian 14195.00 16429.00 21603.00 25172.25 (Rs. In Crores) Utter Predesh 2839.00 3285.80 4320.60 5034.45

It is a fact that the state is rich with ancient architecture and culture, religious, as well as abundant natural beauty and attraction, yet there are certain areas which are hidden and remain unnoticed and scope of ample potential. Similar observations have also been noticed from the studies conducted by Kapoor (1976); Dutta (1980); Tyagi (1981); Jackson and Davis (1997); Teo and Yeoh (1997); that India has vast potential for the development of tourism spot. They predict that India has enormous tourism potential which is destined to attract an increasing number of tourist every year, the study of Jafari (1981); Dodson (1991); Hawkins and Hunt (1993) and Cooper and Shephered found that tourism has got the attentions from tourists and has become a source of foreign exchange. Keeping in view the above considerations; there is need to undertake a study to evaluate the purpose of tourists visit and also the study to extent of their satisfaction regarding basic facilities and utilization of religious tourism. Objectives To study the purpose of tourist visiting Uttar Pradesh on the basis of certain selected variables. To explore the hidden areas this could be added to tourism industry.
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To examine the opinion of tourists in respect of price charged for food and accommodation. To examine the opinion of tourists regarding security and safety. To suggest the ways and means of tourism industry for the development of the tourism.

Tourism has wider implication encompassing not only economic benefits but also social and cultural benefits as well. From the social and cultural point of view there is enough evidence to support the fact that tourism and travel unquestionably produces an interaction between the cultural-custom of the visitors and those of the host population. Cultural tourism is a fertile ground for exercising creative talents fostering special kinds of relation between the visitor and the host population, between the tourists and the host environment. It enables the tourists of form a view of his present, world and a global concept of his historic post. Tourism is an important source for maximizing foreign exchange earnings for not only the developing countries but of many developed, countries of the world as well .It encompasses economic, social, cultural, educational and political significances. Over the year travel and tourism has become increasingly multinational as also complex in its structure and organization. Tourism embraces transportation, accommodation, food and catering tourist attractions etc. It also embraces the organizer and distributors of tourism services like retail travel agents and tour operators. A systematic framework, is necessary to explain the complex tourism phenomenon in its various dimensions. The present study explains the tourism phenomenon with reference to evolve the guidelines and promotions of travel and tourism in Uttar Pradesh. Hypothesis The major hypothesis to be tested in the present study are:There is positive link between safety and tourism. A significant difference between foreign tourists and domestic tourist at some certain variables.

Methodology The sample for the preset study consists of the tourists visiting Uttar Pradesh. The process of selecting the sample evolves multistage in nature. At the first stage, four districts namely; Agra, Allahabad, Varanasi and Lucknow have been selected with the help of convenience sample. At the second stage, 15 tourism spots have been selected from these four districts. In the third stage, while adopting quota sampling a sample of 750 tourists at the rate of 50 tourists from each spot have been chosen from these selected district. For collecting the date, a questionnaire was prepared and administered to the tourists. Some certain information was gathered through observation. Consistent with the objectives of the study different techniques like simple percentage methods, bar diagrams and averages have been used for the analysis of data. Incase of certain hypothesis advanced statistical tools like; chi-square test, correlation and interpolation have also been used. Interpretation of date is based on rigorous exercise aiming at the fulfillment of the steady objective and finding of the existing studies. Analysis While classifying the purpose of visit on the basis of sex, the purpose of visit is broadly divided into six categories. These are: cultural, religious, scenic, entertainment, business and other attractions. Out of 750 respondent 261 visited for entertainment and 224 out 750 have visited for scenic sighting in which total 343 male and 142 female visited for pleasure in Uttar Pradesh. If we see the business purposes only 2 percent respondents visited in the state. Out of 750, 238, both the categories female and male visited Uttar Pradesh for cultural and religious purpose. As a whole total 485 out of 750 visited the state for pleasure which in terms of percentage comes to 65 percent of respondents. Therefore it can be concluded that main purposes of visiting Uttar Pradesh in both categories of tourists is the trip for pleasure. After calculating the chi-square test; Hypothesis is rejected, because Chi-Square = 52.667 at 0.50 level of significant at 15 d.f. but tabular value 14.339; Hence, difference is significant.

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Purpose of Visit Cultural Religious Scenic Entertainment Business Other attraction Total

Table 4: Sex and purpose of visit Domestic Foreign Male Female Male Female 62 19 15 13 20 09 10 13 70 21 18 15 33 15 10 13 85 26 40 33 75 33 24 32 98 30 47 39 85 38 31 42 11 03 4 01 12 05 330 100 120 100 225 100 75 100 Chi-Square 52.667 > 14.339

Total 107 131 224 261 11 16 750

% to Total 14 17 30 35 05 02 100

Occupations Purpose of Visit Cultural Religious Scenic Entertainment Business Other attraction Total

Table 5: Occupations and purpose of visit Government Private Business Students Service Service Dome- Fore- Dome Fore Dome Fore- Dome Forestic ign -stic -ign -stic ign -stic ign 15 02 15 04 18 20 12 02 19 03 25 20 17 09 07 02 25 15 30 35 33 18 17 14 28 10 32 26 40 35 30 18 03 08 01 03 09 03 88 30 108 94 116 82 66 39 C2 = 707.4499 > 61.7

Retired Domestic 17 20 20 15 72 Foreign 02 09 17 27 55

Total

107 131 224 261 11 16 750

Table no.5 reveals the classification of purpose of visit with occupations. A large number of tourists visited Uttar Pradesh for a scenic sighting and entertainment purpose irrespective of their occupation. Out of 750, 261 tourists (35 percent) come for entertainment in Uttar Pradesh. Most of tourists whose occupation is business about 62 percent visited for pleasure purpose included both scenic and entertainment. Only 7 percent businessmen visited Uttar Pradesh for business purpose. In the category of student most of the students come for entertainment purpose about 45 percent. Among the retired persons who visited Uttar Pradesh for entertainment as well as religious purposes whose percentage which has equal to 28 percent. On the application of chi-square test, it can further be noted that there is a significant difference in the occupation and purpose of visit; because of calculated value of chi-square is more than the tabular value (as shown in table no. 5) so the null hypothesis will be rejected.
Age Group Table 6: Age and purpose of visit Below 25 years 25 50 years Foreign 04 08 17 26 05 60 37.7 Domestic 48 32 80 66 06 03 235 Foreign 21 25 49 58 07 160 Above 50 years Domestic 12 38 17 25 03 95 Foreign 05 10 33 22 70 107 131 224 261 11 16 750 Total

Domestic Purpose of Visit Cultural 17 Religious 18 Scenic 28 Entertainment 64 Business 02 Other attraction 01 Total 130 Chi-Square - 101.953 >

The table no. 6 shows the classification of the purpose of visit of the tourist on the basis of age-group. The age-group of the tourist has been divided into three category i.e. below 25 years; between 25 to 50 years and above 50 years, 90 out of 190 in the age group below 25 years tend to visit for the purpose of entertainment, 45 for scenic sighting, 26 for religious, 21 for culture and 6 for other attraction, but only 2 for business purposes. So for as the age group of 25-50 year is concerned, the largest number of
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respondents i.e. 253 out of 395, about 64.05 percent come for scenic sighting and entertainment purpose, 31.90 percent comes for culture and religious have visited Under, 25 to 50 year in Uttar Pradesh. Only 1.52 percent under the age group visited for business purpose. Under the age group of above 50 years, 127 of 165 (76.97 percent) tourists come for religious and culture purpose and only 1.82 percent visited Uttar Pradesh for business purpose. 65 tourists out of 165 (39.39 percents) come in Uttar Pradesh. for cultural and religious purposes. Therefore, a majority of tourist i.e. 35 percent and 30 percent visited Uttar Pradesh for scenic and entertainment purpose both the categories. After calculating the chi-square test, the calculated value of chi-square is 101.953 and the tabular value 25 d.f. at 95% level of significance 37.7 i.e. tabular value is less than the calculated value. Hence, hypothesis will be rejected that there is a significant difference between the age group and purpose of visit in Uttar Pradesh.
Nature Yes No Total Table 7: Tourists opinion regarding unexplored area Domestic percentage Foreign percentage Total 338 75 204 68 542 112 25 96 32 208 450 100 300 100 750 Chi- Square 4.686 > 3.841 percentage 72 28 100

The tourist opinion regarding unexplored area shown in Table no.7. 72 percent of the total tourists are of opinion that the unexplored area can be explored from the tourism point of view only 28 percent, tourists has given no response regarding unexplored area for exploring in both the categories, they are not supporting their opinion regarding unexplored area. On the application of chi-square test, it can further be noticed, that there is a significant difference in the opinion of both categories of tourists. Because of calculated value of chi-square is more than the tabular value as shown in table, so the null hypothesis will be rejected with the conclusion that there is significant difference in views of tourists so far as the development of explore tourism potential is concerned.
Table 8: Tourists view regarding development of unexplored area Name of Domestic percentage Foreign percentage Total Agencies Govt. 137 30 48 16 185 Private 98 22 72 24 170 Both 215 48 180 60 395 Total 450 100 300 100 750 Chi- Square 20.73 > 5.991 percentage 25 23 52 100

Table no. 8 shows, the tourists, views regarding development of unexplored area by the government, private or both the agency. 395 out of 750 tourists views that the unexplored area will be developed by the both the agency i.e. government and private, but while respondents asks only the development of unexplored by the government, the percentage comes only 25 percent as well development by the private agency only 23 percent both the categories. In this case hypothesis will also be rejected as shown in the above table.
Table 9. Tourists opinion regarding price charged for accommodation Opinion about Facilities Domestic percentage Foreign percentage Total Very High 94 21 21 07 115 High 103 23 33 11 136 Moderate 131 29 84 28 215 Reasonable 68 15 81 27 149 Cheap 23 05 18 06 41 No Comment 31 07 63 21 94 Total 450 100 300 100 750 Chi- Square 78.408 > 4.351 percentage 15 18 29 20 05 13 100

Price charged for accommodation was rated by 419 domestic and 279 foreign tourist in Table no. 9 in which 94 (21 percent) out of 419 and 21 (7 percent) foreign respondents considered the charges of accommodation very high, 23 percent and 11 percent respectively considered it as high, 29 and 28 percent
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considered it moderate, only 15 and 17 percent found the charges are very reasonable, 5 and 6 percent express their views regarding accommodation its cheap and 7 and 21 percent respondents domestic and foreign did not express their views regarding price charged for accommodation. Hence among the domestic tourists 29 percent considered it more, only 21 percent and 23 percent considered very high and high. After calculating the chi-square test, it is found that the calculated value i.e. 78.408 is more than the table value at 5 percent level of significant which leads to the conclusion that there is a significant difference in the opinion of the tourists, both domestic and foreign, regarding price charged for accommodation.
Table 10. Tourists opinion regarding price charged for food Opinion Domestic percentage Foreign percentage Total Very High 78 17 12 04 90 High 107 24 36 12 143 Moderate 86 19 87 29 173 Reasonable 66 15 88 29 154 Cheap 82 18 53 18 135 No Comment 31 07 24 08 55 Total 450 100 300 100 750 Chi-Square 66.579 > 4.351 percentage 12 19 23 21 18 07 100

The above table shows the tourists opinion regarding price for food. 419 domestic and 276 foreign respondents; out of which 17 percent of domestic and 4 percent of foreign respondents considered, the charges of food very high, 24 percent and 12 respondents of both categories considered high, 19 percent and 29 percent considered it moderate, only 15 percent domestic and 29 percent foreign tourists opinion its reasonable. 18 percent, both the category considered it cheap, 7 percent and 8 percent respectively did not give their views regarding price charged for food while we considered as whole- 143 and 90 out of 750 considered very high and high only 23 percent it moderate and 21 percent express their view of reasonable. A majority of foreign tourists rated its moderate and reasonable and 18 percent of foreign tourists rated its cheap. Since the calculated value of chi-square is 66.579 is more than the tabular value at 5 percent level of significance is 4.351; the null hypothesis is rejected with the conclusion that there is a significant difference in the opinion of tourists, both domestic and foreign over the price charged for food facility.
Table 11. Tourists opinion regarding transport facility Views Domestic percentage Foreign percentage Very good 18 04 08 03 Good 67 15 68 23 Average 171 38 117 38 Poor 150 33 74 25 No Comment 44 10 33 11 Total 450 100 300 100 Chi- Square 11.804 > 9.49 Total 26 135 288 224 77 750 percentage 03 18 38 31 10 100

The above Table shows the tourists (both domestic and foreign) opinion regarding transport facilities. 406 domestic and 267 foreign, 171 domestic tourists and 117, views regarding transport facility average, 4 percent and 3 percent rated it is very good; 15 domestic and 23 foreign tourists rated it good, one third or 33 percent domestic and 25 percent foreign tourists rated it poor and 44 and 33 domestic and foreign tourist respectively did not express their view regarding transport facilities at tourist places. If we considered as whole both domestic and foreign, 288 out of 750 rated is average about a large majority of tourists 38 percent, only 31 percent rate it poor and 10 percent they did not want to give their view regarding transport facilities. On the application of chi-square test it is found that the calculated value is more than the tabular value as shown in the table at 5 percent level of significance. Thus the null hypothesis is rejected with the inference that there is a significant difference in the opinion of tourists at both categories.

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Table 12. Tourists opinion regarding security and safety

Opinion Excellent Very good Satisfactory Poor Very Poor No Comment Total Domestic percentage 59 13 86 19 96 21 158 35 40 09 11 03 450 100 Chi-Square 42.888 > 11.1 Foreign 30 42 120 65 25 18 300 percentage 10 14 40 22 08 06 100 Total 89 128 216 223 65 29 750 percentage 12 17 29 30 09 03 100

Tourists views regarding security and safety reflect in table no. 12. 158 domestic and 65 out of 439 domestic and 282 foreign tourists regarding safety considered it poor. Only 13 percent and 10 percent rated excellent as well as 19 percent and 14 percent considered it very good. A majority of tourists either domestic or foreign 44 percent and 30 percent respectively considered poor and very poor, 3 percent and 6 percent domestic and foreign tourist respectively did not express their view regarding safety and security of tourists at tourists places . While considering as total a majority of tourist rated the security and safety is poor and very poor only 29 percent rated it satisfactory. Since the calculated value of chi-square is 42.888 is more than the tabular value at 5 percent level of significance is 11.1; Therefore, the null hypothesis is rejected with the conclusion that there is a significant difference in the opinion of tourists, both domestic and foreign, over the safety and security.
Age and purpose of visit x 107 131 224 261 11 16 750 Table 13. Opinion regarding security and safety Y 89 128 216 223 65 29 750

n dxdy (dx) (dy) n dx2 (dx)2 n dy2 (dy)2 + 0.974 1 r2 P.E. = 0.6745 x N = 0.0141 r > 6 P.E. Hence, it is highly significant. = =

As shown in the above table while calculating the Karl Pearsons coefficient of correlation between age and purpose of visit with security and safety the correlation come positive and highly positive. For knowing its significance the probable error also calculated and its come 0.0141 while comparing with correlation and probable error the situation is r > 6 P.E. Hence it is significant. Therefore, the positive link with safety and tourism has proved. Findings 261 out of 750 tourists visited Uttar Pradesh. for entertainment purpose as well as 224 out of 750 tourist also visited, both the category domestic and foreign comes for scenic sighting, out of 750, 131 tourists visited Uttar Pradesh for religious purposes. The rate of percent for business and other attraction is 2 for both purposes. Therefore it can be considered that main purposes of visiting Uttar Pradesh in both categories of tourists are the pleasures trip. Hence, sex and purpose of visit, the difference is significant. On the application of chi-square test, it can be noted that there is a significant difference in the occupation and purposes of visit.
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A significant difference in the opinion of tourist regarding the development of unexplored area is observed. After application of chi-square test, it is proved (as shown in table no. 7). 395 out of 750 tourists view regarding the development of unexplored area with the collaboration of both government agency and private agency it is also proved. After calculating the chi-square, it is found that the C2= 78.408 and tabular values 4.351 of 5 level at significant which leads to thrust there is a significant difference in the opinion of the tourists both domestic and foreign regarding price charged for accommodation. A significant difference is also observed regarding price charged for food as shown in table no. 10. There is significant difference regarding transport facilities of tourists places in Uttar Pradesh, because calculated value of chi-square is more than the tabular value. Tourists views regarding security and safety is concerned; significant difference has been also observed as shown in the table no.12. There is positive link between age as well as purpose of visits and security and safety has also been observed, it has found after calculating the correlation (+0.974) and value of probable error is 0.0141. Correlation > 6 P.E. Hence it is highly significant as shown in table no. 13.

To sum up this study tourism is not only one purposed process; just to earn money, but side by side it also serves as important organization of conservation which is the most important need of todays world. Therefore, the government, the tourism department, travel and hotel industries, organization of environment protection, home ministry work together step by step on the path of prosperity, health and hygiene to spread satisfaction, happiness and security all over the world and establish our old traditions Atithi Deo Bhava and Vasudhaiva Kutumbakam. References
Donald E. Hawkins and John D. Hunt, (1993). Travel and Tourism Professional Education, International Journal of Management and Tourism. Hindu Survey http:/ijtfr.sage.pub.com Kapoor, N. K. ; A study on Tourism as an instrument of economic development with special reference to H.P. Linel Beeheral and Chris Cooper, 2002, The impact of globalization tourism resources; Management in tourism sector, Tourism recreation resource. Swain S. K., Human Resource Development in Tourism, principles and practices 2006, Abhijeet Publication, Delhi. www.wttc.travel

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