TS-2: TOURISM DEVELOPMENT: PRODUCTS, OPERATIONS AND

CASE STUDIES
(TUTOR MARKED ASSIGNMENTS)
Course Code: TS-2 Programme: BTS
Total Marks: 100 Assignment Code: TS-2/TMA/2017
Note: Answer any five questions in about 600 words each. All questions carry equal
marks. Send your TMA to the Coordinator of your Study Centre.
1. What is the significance of profiling tourist? Discuss the methods adopted in this regard. 20
2. Discuss the relationship between Sociology, Anthropology and Tourism. 20
3. Which aspect would you cover in describing a historical monument to the tourist? Base
your answer on Taj Mahal as a case study. 20
4. Examine the importance of dance and music in promoting tourism in India. 20
5. How can National Parks be best utilized as tourism attractions? Write a scheme. 20
6. What do you understand by the term Ethnic Tourism? Discuss the positive and negative
effects of development of the same. 20
7. Discuss important festivals of India. Also differentiate between fairs and festivals. Give
suitable examples. 20
8. How does a state government plan and promote tourism? Explain with a case of
Maharashtra. 20
9. What is the significance of highway services in tourism? Make suggestions to improve
them keeping in view the examples from Haryana. 20
10. Write short notes on: (10 2 = 20)
(a) Adventure sports in India.
(b) PATA

Answers
1. What is the significance of profiling tourist? Discuss the methods adopted in this regard.
Ans.: Among the various service sector industries, tourism in India is largest and fastest
growing sector in the country. In developing country like India the importance of tourism is
primarily seen from economic angle: earning foreign exchange, providing employment and
generating income. This industry is believed as least harmful to the environment and society
at large and known as smokeless industry, The present study is aimed to study the profile of
foreign and domestic tourists visiting India; a comparative study among the foreign and
domestic tourists to get insight in to the study; and identify the future needs and requirement
of tourist who arrive in India. The study has been carried out by segmenting the tourists in to

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two distinct groups - Foreign Tourists and Domestic Tourists. By making use of appropriate
secondary data like government reports, websites, tourism statistics, newspapers, etc. an
analysis has been done. It is observed from the analysis that foreign tourists contribute much
to the Indian tourism than the domestic tourists.
Tourism plays an important role in contributing to cultural exchange and sustainable
development. On the one hand, it involves a short-term consumer experience of other locales.
Tourist can play and leave, remaining isolated from negative impacts at the local level. On
the other hand, tourism may increase recognition of the importance of respecting cultural
diversity and developing an identity as a world citizen. Consumer can play a major role in the
transformation of societies towards sustainability. Tourism is heterogeneous in nature, made
up of many different types of traveler, seeking a wide range of tourism products. Tourist
demand depends on the availability of time and money, on images, perceptions and attitudes.
Tourists want experiences not places.
Profiling is one of the phases in market segmentation. Market segmentation was first
mentioned by Smith (1959) in an attempt to distinguish between two different strategies:
product differentiation and market segmentation. Smith (1959, 6) defined market
segmentation as viewing a heterogeneous market (one characterized by divergent demand)
as a number of smaller homogeneous markets in response to differing product preferences
among important market segments. The main purpose of market segmentation is to
understand consumer behaviour and the benefit/quality they seek from different products
(Datta, 1996, 798), so the goal of the analysis is to obtain homogeneity, to the greatest extent
possible, within a segment, as well as greater heterogeneity between/among segments. Ever
since it was created, market segmentation has been criticised and has been under
development.
To profile tourist based on healthy-living common sense, a priori segmentation was used.
When doing common sense segmentation, different techniques are available for determining
significant differences between/among groups, for example, analysis of variance, t-test, chi-
square test or binary logistic regression (Dolnicar, 2008). According to Dolnicar (2008: 5),
when bivariate analysis is used, an overestimation of significance can occur if many
characteristics are available in the data set. To avoid this problem, a binary regression was
used. Prior to using logistic regression, bivariate analysis (t-test and chi square test) on
independent variables was conducted at 95% significance level.
2. Discuss the relationship between Sociology, Anthropology and Tourism.
Ans.: Anthropology has expanded and changed radically by including within its purview the
study of tourism. In spite of the ubiquitous nature of traveling in anthropology, tourism and
travel became subjects worthy of discussion in anthropology relatively recently, in Europe in
the 1930s and in the United States in the 1960s (see Introductory Works). Two main reasons
explain this paucity of attention. First, anthropologists argued that their experience and
motivations for being in a distant location could not be compared to that of tourists, and they
believed that, in many instances, they were being unfairly associated with the tourists they

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encountered in these faraway places. Second, anthropologists considered tourism a subject
not serious enough to discuss intellectually and ethnographically. Although in practically
every ethnographic field site anthropologists encountered at least occasional tourists, they
were perceived to be an undesired nuisance and given scant or no attention. In spite of this
inauspicious beginning, the anthropological scholarship on tourism has contributed greatly to
tourism studies. Anthropologists have made important contributions to the understanding of
tourisms impact on host communities; the impact of travel on an individual; the power
relationships in tourism developments; heritage and culture commodification; types of
tourism and tourists; and the relationships between tourism and ethnicity, identity, material
culture, nationalism, and the environment, among others.
In general terms, the field of tourism studies has tended to be fragmented and rarely
interdisciplinary, as scholars approach it from within their own disciplinary boundaries
(Echtner and Jamal 1997). In anthropology, the study of tourism began in Europe in the
1930s. In the United States, it is agreed that the study of tourism was launched with
publication of Nuez 1963, an article about weekendismo in Guadalajara, Mexico. At this
time, researchers in other disciplines (such as sociology, ecology, leisure and recreation
studies, and political science) became interested in analyzing tourism as well. In 1977,
Valene Smith published the influential edited volume Hosts and Guests: The Anthropology of
Tourism, which was reedited in 1989 (see Smith 1989). This volume marked the beginning of
a more serious interest in tourism and travel in anthropology. Geography, history, and
sociology are other disciplines in the social sciences in which practitioners have studied the
tourism industry. For instance, geography concerned itself with tourism long before
anthropology (in the 1930s), and geographers have produced essential contributions,
particularly concerning nuanced understandings of place and space. Sociologists have
produced a typology of tourism, the concepts of staged authenticity and site sacralization
(see MacCannell 1999), the figure of the stranger in modern society (Bauman 1991) among
other important concepts, while historians have studied travel and tourism since the 1930s. In
addition, the fields of business, management, and economics have long addressed the topic of
tourism from an epistemological approach that differs from that of the social sciences.
The sociology of tourism is concerned with the relations between tourists as types, and the
structuring, function and consequences of the tourist system in general.
The sociology of tourism has been a significant area of academic study for many years.
Cohen (1996) suggests that the following domains are of interest within sociological enquiry:
consequences and impacts of tourism
the structure and functioning of the tourism system
relations between tourists and local people
the tourist.
The sociology of tourism is concerned with the study of tourism as a social phenomenon,
including the motivations and behaviour of tourists, and the impacts that this has on destin

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4. Examine the importance of dance and music in promoting tourism in India.
Ans.: Culture is an important element in tourism programmes. Dance and music is an
essential component of cultural tourism in India. In a survey conducted by UNESCO, it was
found that dance and music figure 5th in the list of those important aspects of culture that
attracts tourists. Dance and music form a great secondary attraction for tourists.
Both the above said marketing strategies have been criticized for treating culture as a tourist
commodity. In the first method, cultural and traditional values are lost as they are only
performed as entertainment rituals. In the second method, sometimes traditions and customs
are manipulated to satisfy tourists.
Dance and music fall under non-material culture category in cultural tourism. It is an integral
part of Cultural tourism in India. Dance and music may not be a primary attraction for
tourists coming to India but it has great potential as a secondary attraction. India has a great
heritage of classical dance and music, it helps in consolidating tourism in India. Using the
body as a medium of communication, the expression of dance helps in
generating sufficient interest in Indian culture and tradition thus attracting large number of
tourists who travels to India. Music too plays an important role as it forms the bedrock of
Hindu religion. If we look at the rich tradition of Indian music, we find that it is deeply
associated with the context of Indian life and thought. Moreover, those who travel India enjoy
yoga, analogous to music.
More and more tourists to India travel for rural tourism as well. As the true rhythm of India
lies in its folk music, travelers get enthralled by this form of music, music of the masses.
Delving deep into lives of people exposes you to a unique folk song associated with every
particular event. Moreover, music, in Indian context, is an indispensable component of
functions such as weddings, engagements, and births. The Indian folk music has today
reached out to touch the hearts of travelers as they get enthralled with rich musical shows.
One of the most prominent dance festivals organized by the Madhya Pradesh government is
the Khajuraho festival which attracts a large number of foreign as well as domestic tourists.
The idea of using temples as a backdrop to a dance and music festival has been very well
taken up by tourists all over the world. Foreign tourists are very much interested in
experiencing the culture and tradition of the local population. Foreign tourists consider
Khajuraho festival as a spectacular event which helps them to know more about the host
culture. This interest makes Dance and Music a potential tourism product.
Dance and music has become such a key element in Indian tourism. When people overseas
think about India, the first thing that will come to their mind is the tradition and culture. You
can say that Dance and music itself is the tradition and culture of India, the line of separation
is very small. It forms an important component of non-material culture in India which attracts
tourists to particular destinations. The Khajuraho festival is a very good example for this.
Some other popular examples are the Qutab Festival in Delhi and the Beach Festival at Puri.
Indeed, Indian tourism is getting consolidated with rich Indian dance and music.

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6. What do you understand by the term Ethnic Tourism? Discuss the positive and negative
effects of development of the same.
Ans.: Ethnic tourism is "travel motivated by search for the first hand, authentic and
sometimes intimate contact with people whose ethnic and /or cultural background is different
from the tourists". Ethnic tourists are driven by the desire to see something different where
curiosity is the ultimate factor. The travelers choose to experience first hand the practices of
another culture, and may involve performances, presentations and attractions portraying or
presented by indigenous communities. In a broader perspective, it includes cultural, heritage,
anthropological, tribal, village and similar forms of tourism. Ethnic tourism, if properly
planned and managed, can be promoted as sustainable form of tourism and can be utilized as
a tool for the preservation and conservation of culture and heritage as well as poverty
alleviation. India, rich with its cultural diversity, grand heritage and inimitable history, is a
world famous cultural tourism destination. The focal point of India's attractiveness as a
destination is it's diverse ethnicity.
Ethnic tourism is travelling for the purpose of observing the cultural expressions of lifestyles
of truly exotic people. Such tourism is exemplified by travel to Panamato study the San Blas
Indians or to India to observe the isolated hill tribes of Assam. Typical destination activities
would include visits to native homes, attending traditional ceremonies and dances, and
possibly participating in religiousrituals.
Ethnic tourism has emerged as a means that is employed by many countries to facilitate
economic and cultural development and to assist in the preservation of ethnic heritage.
However, while ethnic tourism has the potential to bring economic and social benefits it can
also significantly impact traditional cultures, ways of life and the sense of identity of ethnic
groups. There is growing concern in many places about how to balance the use of ethnicity as
a tourist attraction with the protection of minority cultures and the promotion of ethnic pride.
Despite the fact that a substantial literature is devoted to the impacts of ethnic tourism, little
research has been done on how to plan ethnic tourism attractions or to manage community
impacts of tourism. This research addresses the need for more research on planning for ethnic
tourism by exploring the status and enhancement of planning strategies for ethnic tourism
development.
Ethnicity has been increasingly promoted as a tourist attraction and as a strategy to generate
income and foreign exchange for ethnic communities. Many countries have taken advantage
of their cultural diversity and employed ethnic tourism to stimulate local economic
development. Simultaneously, ethnic tourism has become a powerful force to strengthen the
identity of ethnic groups. It presents enormous opportunities for ethnic groups to showcase
their rich cultures and heritages and to revive their traditions, languages, and cultural pride.
However, the commodification and marketing of ethnicity for tourism also creates a variety
of issues, from the preservation of ethnic communities to the construction of ethnic identities
and the changing of ethnic values. Although there is substantial literature that documents the
impacts of ethnic tourism, little research has been devoted specifically upon planning for

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ethnic tourism. The significance of planning in the development of ethnic tourism is
frequently overlooked. However, the issues of how to develop ethnic tourism in order to
achieve a balance between economic and social goals, how to protect traditional cultures as
economic and social rewards are sought, and how to create mutually beneficial partnerships
between the tourism industry and ethnic communities need to be addressed in tourism
planning and development.
The nature of ethnicity raises intense debates within academia, leading to a spectrum of views
ranging from the primordial to the instrumental perspectives (Cornet, 2002). For
primordialists, ethnicity is seen as a natural, ascribed property, which contains certain
unchanging characteristics that persists through history (Banks, 1996). Culture is regarded as
being independent from other social and political changes in society; culture and cultural
activities are often seen as static features that are immune to external influences (Aoki,
2002).This view is implicitly linked to race and kinship. Characteristics such as a common
language or dialects, religious beliefs, social and cultural customs, common origin or shared
territory may form the key aspects of the group (Geertz, 1973). In this view, people can be
classified into exclusive bounded groups according to physical and behavioral differences,
based on a shared ancestry.
The instrumental or situational perspective regards ethnicity as a set of processes and social
relations that emerge and are shaped according to the social circumstances in which the
individuals (or groups) are located (Hitchcock, 1999). Barth (1969), a pioneer of the
instrumental approach, refused to see ethnicity as the property of ethnic groups and
emphasized social relations between and within ethnic groups. The underlying assumptions
of this approach are that ethnic identity is commonly ambiguous, subjective and situational
(Cohen, 1978), and that ethnicity is both mutable and negotiable through social interaction
between tourists and local people (Hitchcock, 1999). The instrumentalist emphasizes the
plasticity of ethnicity and its use as a resource in competition for scarce resources (Wood,
1998). This approach offers more dynamic views of ethnicity as it discards simplistic
conceptions of culture as a bounded entity and stresses ethnicity as a set of social
relationships and process by which cultural differences are communicated (Hitchcock, 1999).
Clifford (1986) described cultural identity as an ongoing process, politically contested and
historically unfinished always mixed, relational and inventive (pp.9-10). Wood (1997)
indicated that ethnic identity is not fixed and inherited from the past, but rather constantly
reinvented, reimagined or symbolically constructed. The instrumental approach also
highlights the material interests, which various groups, such as ethnic entrepreneurs, states
and locals perceive in the promotion of ethnic identities, markers, boundaries, and practices
in the context of tourism (Wood, 1998). Instrumentalist interests may change as tourism
evolves.
10. Write short notes on: (10 2 = 20)
(a) Adventure sports in India.

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Ans.: One of the best things about India is the wide variety of geological conditions and
climates that the country offers. From the deserts of Rajasthan to the Himalayan mountains to
the pristine lagoons of Kerala, few countries in the world, if any, can boast of such variety.
Its not surprising that India is a pretty good destination for adventure sports enthusiasts.
India- the land of snake charmers and cultural coherence, intriguing wilderness and rich
heritage is fast turning out to be a coveted haunt for adventure aficionados from all across the
globe. The magnificent mountains, cascading waterfalls, ravishing rivers, sizzling deserts and
azure oceans allow adventure buffs to explore and experience them to the fullest and get their
adrenaline pumping in myriad ways.
No doubt the country has witnessed a burgeoning number of adventure tourists flocking to its
soil to feel the thrill through a mlange of activities. Here are the top adventure sports which
are gearing up the momentum and seeking to make India a significant name in the global
tourism platform.
Outside of Himalayas, you can do White Water Rafting on river Kundalika, the only river in
India where you can more or less raft throughout the year.
Great for visitors looking for adventure while visiting Mumbai or Pune. Less than 100 kms
from both these places.
The subcontinent of India is abundant in the most diverse topography and is bound to deliver
plentiful opportunities for adventure. From gravity-defying to action-packed activities, here
are some of the best destinations laden in exhilarating sports that are bound to leave a chill
down your spine.
The Zanskar River reputed for its turbulent rapids up in the hills of Ladakh is the ideal site for
rafting aficionados to engage in a bit of adventure. At an altitude of 12,000 ft above sea level,
bounce against rocks and rapids as you breeze through the most breathtaking chilly waters.
Get propelled by gravity through a single wire dropping 120m to the gushing waters of
Rishikesh in the Mohanchatti village. It is in this exquisite setting of the Himalayas where
one can indulge in the adrenaline-kicking sport of flying fox that is no less than a spine-
chilling experience in itself.
The best part about this thrilling experience is the euphoria of getting a birds eye view of the
charming valleys of Coorg from 5000 ft and taking in the mesmeric sights of lush green
undulating hills around.
(b) PATA
Ans.: The Pacific Asia Travel Association (PATA) is a membership association working to
promote the responsible development of travel and tourism in the Asia Pacific region.
As J Mullahey of Pan American Airways set about organizing the first Pacific area travel
conference with the aim of promoting tourism to the largely undiscovered region of Asia
Pacific.[1]

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The purpose of the meeting, Lorrin P. Thurstin noted, was to discuss cooperation among
Pacific countries that would result in a greater exchange of visitors to their mutual advantage,
and to develop methods of presenting the Pacific area to the worlds travelers and the travel
trade by reducing restrictions on Pacific travel, filling in accommodation gaps, and presenting
the Pacific story in advertising and publicity.
In March 1951, invitations were sent out for the conference, which was to be held in the first
week of June, from the office of Hawaii's territorial governor, Ingram Stainback.
Unfortunately many of the replies came in too late and the conference was postponed.
It was then in October 1951 that Thurstin, who was in Paris attending a European travel
conference, issued his now-famous cable to Mullahey: "Proceed to send invitations to
governments and carriers to attend Pacific Area Travel conference for purpose of establishing
permanent Pacific Travel Association and determine most convenient date for majority
during first three months 1952."
The inaugural conference eventually took place from January 1015, 1952 at the Maluhia
Auditorium of Fort DeRussy in Waikiki, Hawaii. There were 91 delegates in attendance at
the conference, including representatives of government and business. Aside from Thurston
and Mullahey, those taking a key role at this event were: Robert Allen, chairman of
registration and housing; Melvin A. Conant, chairman of conference organisation; Harry
Dove, chairman of counselor liaison; John Pugh, co-chairman of entertainment; John Jay
Murphy, co-chairman of program and protocol; William O. Cogswell, Sam N. Mercer and
Steward E. Fern of the Hawaii Visitors Bureau, and Milton O. Holst of Holst & Cummings,
Lrd.
On Tuesday, January 15, 1952, Lorrin Thurston announced that 25 active and 12 allied
members had signed the constitution and bylaws of what was now known as the Pacific
Interim Travel Association (PITA). PITA was legally incorporated in the state of Hawaii two
months later.
The new associations constitution declared its purpose was To encourage and assist in the
development of the travel industries throughout the Pacific area. While marketing activities
were its primary goal, the delegates of the first conference also envisioned the association as
one that could work with both government and private business in developing travel.
One of PATAs main accomplishments in its first year was to publicise itself to the
international travel community. The associations first executive director Sam Mercer noted
that the first conference focused the attention of the entire travel world on an awakening of
tourism in the Pacific. News articles and press releases were sent to, and subsequently
published in, numerous publications including both specialist travel press and general
audience newspapers. A particularly effective vehicle for PITAs self-promotion was its
quarterly newspaper, PITA News Bulletin, which by the end of its first year was being sent to
over 500 addresses throughout the world.