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Chapter 4

TOURISM IN ALAPPUZHA

66The Alappuzha township was brought into being by Raja

Keshawadasan, divan of Travancore in 1762. Alappuzha, the Venice of

the East, is illustrious for its enormous innate beauty, boat races, houseboat

holidays, beaches, marine products, charming lagoons, coir industry etc

and has amenities like hotels, resorts, homely settles and other services, but

still the amount of tourists who visits Alappuzha is less compared to other

tourist hot spots in Kerala like Kovalam, Kochi Kumbalangi, Idukki,

Kumarakom, Marikulam, Athirappally and Cherai beach.

The research is an attempt to explore the factors which hold back

the maturity of tourism and hospitality industry in Alleppey. In other

words, the study focuses on the critical analysis of the measures initiated

by the Government and Private agencies for the Promotion of Tourism in

Alappuzha. The study moved ahead with the collected data from the guests

- tourists, host - tour operators, resort owners and employees of tourism

industry in Alappuzha.

The study also investigates the marketing strategies and facilities

launched by the tour operators and resort owners to exert a pull on tourists

with special emphasis given to the main tourist spots of Alleppey district

and its unique features. The study was done in the perspectives of back

water tourism, beach tourism, infrastructural and transportation facilities,

boat race tourism, house boat tourism to realize its significance in the

promotion of tourism. The research is very important in the existing

Tourism in Alappuzha 82

scenario as the country itself depended on the tourism and hospitality

industry for earning foreign exchange and generating considerable revenue

and employments to its people. Tourism and hospitality industry as a group

thus contribute extensively to the GDP of the country.

In this perspective, government interventions are so imperative for

encouraging tourism in the district. Tourism is one of the speedy budding

industries which bestow vast employment prospects to the unemployed

youth of the country and major foundation of foreign exchange that

contributes drastically to the economic development of India. It is only in

the recent times that tourism and hospitality industry attained its

importance and became an organized sector. India is rated as one of the

most nice-looking tourist spots by the international rating agencies owing

to its assorted culture and tradition and splendid natural beauty and has

been one of the most preferred sites of the travelers from different parts of

the world having disparate tastes and preferences. All its states have its

own inimitable attractions that make them stand apart from others. Kerala

is an evergreen tourist centre covered by foliage in all the sides and has

been enthralling the travelers from long past. Now, the number of tourists

visiting the country is consistently on the rise. However, it is a ground

reality that the basic infrastructural and other necessary facilities required

to be provided by the government for boosting tourism in various potential

areas are not satisfactory.

67Alappuzha, the Venice of the East, is referred to as a precious

jewel adding to the beauty of God’s own country. Alappuzha has a sturdy

network of canals and is a centre for backwater cruises in Kerala. With the

Arabian Sea in the west and a huge network of lakes, lagoons and fresh

water rivers crisscrossing it, Alappuzha is a district of gorgeous natural


beauty. Ala' means 'broad' , 'Puzha' means 'river' and thus the district name

fashioned as Alappuzha. An outstanding feature of this land is the province

called Kuttanad. A land of abundant paddy fields, Kuttanad is called the

rice bowl of Kerala and is one of the few places in the world where farming

is done below the sea level.

68Alappuzha has been blessed by Mother Nature with places full of

loveliness which defy words and descriptions. It has the opulence of a

bounteous nature. The hospitality industry has taken lineage in the soil of

Alleppey in the forms of resorts and hotels, which lay down the

groundwork for tourism industry to flourish and create God’s own land, a

centre of attention among tourists.

But when compared to other tourism hot spots in the state like

Kochi, Kovalam etc, the number of tourists coming over here is much less

and here lies the significance of the study as it serves to analyse the

shortcomings and making of deductions, elucidations, explanations with

some solutions. With reference to the Venice of the East by travellers

across the world, this backwater country is also the home of diverse

animals and birds. By virtue of its proximity to the sea, the town has

always enjoyed a matchless place in the maritime history of Kerala.

69Alleppey is one of the most imperative tourist centers in the state.

A large set-up of canals makes Alleppey impressive in the hearts of

tourists. Alleppey was one of the busiest centres of trade in the past with

one of the famous ports in Malabar Coast. Even today it preserves its

attraction as the centre for coir carpet industries and prawn farming.

Alleppey is the supreme headquarters for backwater tourism and is a prime

land for famous churches like Arthumkal, Poomkavu. Aranmula, a place of


traditional importance in Alappuzha, is famous among tourists with its

historic Aranmula snake boat race.

Alappuzha is also notetd for its amazing snake - boat races held on

the second saturday of August, every year. It has a long but filthy Beach.

Tourism in Alappuzha is an affluent industry with a number of resorts,

lakes, lagoons and hotels all over the terrain Alappuzha and which cater to

the needs of the emerging tourism sector. The study also assumes

significance as the researcher has made an earnest attempt to critically

analyse the measures initiated by the government and the private agencies

for the optimum promotion of tourism in Alappuzha and to identify and

brought to light the deficiency of the existing facilities. It is genuinly hoped

that the outcome of the research will be an eye-opener for the Government

and the Private agencies to take appropriate measures to boost tourism in

Alappuzha for the prosperity and overall development in area in particular

and the state of Kerala in general.

4.1 Alappuzha Back Waters

70Alappuzha is high-flying on the tourist track as it is one of the

major centres for backwater boat trips. The backwater cruise of Alleppey

has a huge network of canals which are streaming through the town. The

snake boat race held every year in August in the backwaters of Alleppey is

a prime allure. The backwaters act as an essential waterway for the

transportation of goods, people and their products and which are frequently

the only one linkage between the far-flung villages and crowded towns. In

Kerala, the total expanse of backwater stretches over 1500 kms., with a

network of 44 rivers, lagoons and lakes from north to south. Alleppey

forms the focal part of this network and has the irregular geographical

attribute of having the water in level with the land. This gives the benefit of


getting a closer look at the village life while in a backwaters ride. Palm

fringed slender canals zigzagging through the vast expanse of paddy fields

and the neat tiny villages lined up along either side of the canals are

panoramic sights. The Chinese fishing nets, the suggestive past trade links,

are also found on the way. Swarm of ducks swimming about the banks of

the rivers and tiny birds flying across the sky remain as stable and long-

term pictures in the minds and shimmering the charm of this unique land.

4.2 Alappuzha Beaches

71Alappuzha's undying ornamentation still stays alive as an

exceptional mechanism to pierce into the hearts of tourists. Far from the

difficulties of the external world, the fine passages, fringed with rows of

palms, surely assist tourists to wash away all negative thoughts and return

with a clean and radiant soul. Alleppey Beach offers tourists with a range

of unforgettable experiences like sunbath in beaches, boat cruise, fishing,

boat races. Of course Alleppey beach vacations will reverberate to a

wonderful past. It was once the busiest coast south of Mumbai, and its

canals and backwaters helped in the smooth passage of cargo - be it tea,

rubber or spices from the hills of Western Ghats - to the sea. 72The

lighthouse and the 1000-ft long pier, built by Captain Hugh Crawford in

1862, which once helped the boats ferry across and augmented trade in

their own way, now stands as a mere skeleton of the past. But a visit to

these relics surely adds some special effects to a holiday tour, for they

breathe an unavoidable colonial air.

4.3 Hospitality in Alappuzha

73Hospitality refers to the relationship between a guest and a host,

and it also refers to the act or practice of being hospitable, that is, the

reception and entertainment of guests, visitors, or strangers, with liberality


and goodwill. Hospitality also refers to the hospitality industry jobs for

hotels, restaurants, catering, resorts, clubs and any other service position

that deals with tourists. Hospitality is also known as the act of generously

providing care and kindness to whoever is in need.

Alappuzha in Kerala, South India being a very popular tourist

destination attracts tourists and visitors from all over the world. Hospitality

sector has immense potential to flourish in the district. Industrial units,

which once shifted from Alappuzha, Kerala, to other parts in the country,

are now returning to their earlier locations as they see better opportunities

in the region. Alappuzha, which was renowned only for its coir industry

and backwater tourism, is now emerging as a preferred industrial

destination in Kerala due to its improved infrastructural facilities and

adequate public support.

4.4 ALAPPUZHA – IN THE GLIMPSE OF A TOURISM POTENTIAL AREA

More than sixty five percent (65 per cent) of the total population of

Alappuzha is depending on tourism and hospitality industry for

employment. These huge masses include youth, teenagers and middle aged

persons with more than 3 years of experience in the sector. They are

selected as they are enlightened and experienced in the field.81

4.4.1 Best time to visit

82The ambience of this small town is temperate and sticky in general

and moderately more enjoyable in the winter season. The temperature

varies from 22 to 35°C in summer and 20 to 32°C during winters. So the

best time to visit Alappuzha is during the winter season. According to the

tour operators tourist season starts from the month of October and most of

the tourists coming to Alleppey are from UK, US, France, Germany and


Canada. In the previous days Alleppey tourism and hospitality industry

received only foreign tourists from different parts of the world. But

currently the trend is altering and more tourists are coming from other

states of India. Rise in the level of income of educated youth is the main

motive cited for this trend.

The people working in the tourism and hospitality industry are of

the opinion that the district tourism authorities are projecting the unique

features of the district only through official web sites, sponsoring cultural

events like Nehru trophy cultural procession, Theyyem, Mohiniyattam,

Kath kali, Koothu in connection with Nehru Trophy boat race.

The people involved in the industry argue that the inadequate

infrastructure, uncompetitive rates, indifferent or poor tour packages,

untrained service providers, and above all, the lack of hygiene and

cleanliness have enormous negative effect in the competitiveness of the

district tourism.

4.5 Important resorts in Alappuzha

4.5.1 Keraleeyam

83Keraleeyam, a traditional Kerala home built 70 years back with

breathtakingly dazzling backwater facade, heritage style air-conditioned

accommodation, traditional Kerala cuisine, and 3000 years old Ayurvedic

rejuvenation massage.

Entertainments: Entertainments in abundance await you at Keraleeyam.

Boat cruise along picturesque, backwater, lagoons and among lively

villages is an unforgettable and cherished experience. Kathakali, antique

art form of Kerala tells a whole story by hand and facial gestures.


Precision acrobatics of "Kalaripayattu" is a traditional martial art form of

Kerala.

Seasonal specialties: If the tourists are lucky to land up at the right

season of the year they may witness the temple festival. Caparisoned

elephants, vadyamelam (traditional orchestra) and fireworks create a

magical festive aura.

Accommodation: There are inheritance-style air-conditioned rooms with

contemporary private facilities attached. The facility has a panoramic

backwater frontage. Cots, tables and chairs are handcrafted in traditional

style. The gentle refreshing breeze, flowing from the backwaters makes the

tourists’ stay at Keraleeyam a heavenly experience. Our villages with its

traditional tiled houses,temples, canals, simple and friendly people offer a

unique experience to the visitors . Keraleeyam is the right place to relax,

peace and harmonization with nature.

3000 years old Ayurvedic massage: Ayurvedic Massage is believed for

over 3000 years as a protected and effective method to attain total

renovation and relief from chronic aches and pains. Ayurvedic Massage

recharges the body, reactivates the mind, earns youthful dynamism and

vitality, builds resistances to diseases and improves complexion and skin

texture.

Ayurvedic massage offers lasting relief from chronic aches and

pains like backache, joint pains, stiff neck, and stiff pains. The visitor

undergoing the massage is laid on a wooden "Thoni" while herbal oils are

applied by the Masseur. Trained masseurs conduct the massage under the

supervision of expert Ayurvedic physicians. Medicines are home made at


their manufacturing facility centre with a tradition of excellence spanning

over 60 years.

Keraleeyam houseboats: Keraleeyam houseboat is a converted traditional

wooden cruise boat with a bright and lively open living area, two

comfortable air-conditioned bedrooms, a neat and tidy kitchen, and an

experienced chef. Keraleeyam houseboat is made entirely with eco friendly

materials like wood, coir and bamboo. The boat from a distance looks like

a large floating thatched cottage.

4.5.2 Kayaloram

84Kayaloram heritage lake resort, set in the enchanted landscape of

Alleppey, offers perfect services at par with international standards. Ideally

suited for business travellers and tourists, the resort is set in lush green

settings of Punnamada in Alleppey, the Venice of the East. Kayaloram is a

true blend of the rustic ambience of Alleppey and the facilities of a modern

resort. Kayaloram has been classified under the title of Heritage Resort, by

the Government of India.

Warming backwaters: Cruising along the surprising and unique

backwaters of Alleppey gives the most enchanting holidaying experience.

The back water cruise along the narrow canals that interweave the rustic

villages of Kuttanad gives the most awesome experience. Yor can hear the

ripples of Vembanad Lake and feel completely relaxed in the rustic charm

of the villages. It is fascinating to watch the village girls engaged in the

various house hold chores in front of every house and men doing their

daily works. You can enjoy the savour of fresh tender coconut water; watch

the toddy tappers tapping fresh toddy and village folk active in making coir

from coconut husk.


Mission: To provide a faultless, fascinating and long lasting holiday

experience with finest services and the warmth of Kerala hospitality.

Vision: To stand out as the finest holiday provider of India, by providing

supreme hospitality and services, widening our realms so as to ensure an

ever mounting customer satisfaction.

House boat: The attractive waterways of Alleppey are bordered with an

expanse of lush green paddy fields. This amazing network of winding

waterways fringed with palm grove serves as a magical cure of life. You

return home with tons of memories forever.

Boat races, house boats, coir products, Alleppey has really a lot to

offer for the visitors. This is one of the prominent tourist spots in Kerala,

and a major centre for backwater tours. The most exciting way to discover

this enchanting 85kaleidoscope would be a cruise through the famous

backwaters of Alleppey. Cruising on a traditional KETTUVALLAM

(house boat), popularly known as Rice boats, can be one of the most

relaxing experiences in Alleppey. Water carnivals, using snake boats and

country canoes, also offer a salient spectacle of Alleppey’s distinctive life

for the tourists. Visitors also get a chance to enjoy the unique and mouth

watering cuisines of Kerala, spicy, fresh and aromatic, reflecting the

culinary expertise of the people.

Chit chat with locals, spice your palate with “red fish curry” &

sweet tapioca, tang your taste buds farm fresh toddy & more.

Ayurveda: Ayurveda is the oldest treatment method known to the world.

Ayurveda is more than 3000 years old. This organic, time tested treatment

without any side effects, literally means the science of life (Ayur or life,

Veda or knowledge).


At Kayaloram Ayurvedic rejuvenation centre in Alleppey, this

living system of knowledge is practiced to its fullness. Discover the secret

of eternal youth! Pamper yourself, relax, rejuvenate and refresh your

stressed-out mind and body!

Kayaloram tops the list of the most sought after Ayurvedic resorts in

Alleppey. The resort has won many awards from the DEPARTMENT OF

TOURISM, GOVERNMENT OF KERALA for being an AUTHENTIC

AYURVEDIC CENTRE, headed by a team of highly qualified and

experienced Ayurvedic professionals. Yes, at kayaloram lake resort; the

stage is set for you to discover the ins and outs of health in an authentic

way. discover how the science of life weds the art of nature!

4.5.3 Alleppey Backwater Resort

86Nestled on the serene banks of Vembanad Lake, Alleppey

Backwater resort welcomes you to a world of heritage and luxury to give a

total relaxation of mind, body and soul. Spreading over 10.5 acres with

water frontage stretching over a kilometer it gives you the essence of an

unforgettable Kerala experience.

Houseboats: The essence of Kerala and its magical backwaters can be

experienced by ‘Punnamada Royal’, an exclusive “Kettuvallam”

(houseboat) provided by the resort. Tourists may delight their taste buds

with the local cuisine even as their eyes feast on the beautiful ‘nature-

scope’.

Specialized events: Alleppey backwater resort provides excellent facilities

for specialized events like Marriages & Get-togethers. It also has a modern

digital conference hall with all facilities to accommodate over 100

delegates ideal for corporate meetings and conferences.


Ayurvedic Centre: Foreigners may relax while the time tested method of

Ayurvedic healing puts a new life into them. The in-house Ayurvedic

centre at Alleppey backwater resort provides all facilities for a holistic

healing. A twenty four hours crew consisting of professionally qualified

doctors manage the center, and at any given time four assistants to take

care of patients. The treatments on offer include: General body massage,

Synchronized rejuvenation massage, Pizhichil, Kizhi, Sirodhara, Nasyam,

Pada abhyanga, Udvartanam, Mukhakandi lepanam.

Almost all the resorts in Alleppey are provided with well furnished

rooms, twenty four hours service, traditional Kerala cuisine, Ayurvedic

massages, boat rides etc for the visiting tourists. But in spite of all these

facilities the resorts in Alleppey are not competent enough to match with

the resorts of metros and thus make it unattractive for the affluent tourists.

The most important promotional strategy adopted by resorts and

hotels is outdoor advertisements. Huge Flexi boards are placed at the areas

that grab public attention which displays all the details of the service

providers. During events like boat races and all like that, these service

providers will distribute hand bills to attract customers. Moreover these

resorts and hotels have aggressive and smart executives to promote their

services.

During peak seasons almost all the resorts, hotels and home stays

will be occupied or reserved and hence a large flock of tourist will find it

very difficult to get accommodations. The high demands during such times

are managed through agents and guides who arrange accommodation to

tourists as paying guests in different houses in Alleppey town. Here the

resort people, and agents work on fixed commissions.


During the off seasons, these resorts will modify packages by

slightly reducing rates and providing extra benefits to customers. Besides,

the owners of the resorts and the hotels make some other strategies to cope

with this off seasons. They negotiate and enter into tie-ups with different

organizations like insurance companies, pharmaceutical companies and

various clubs and associations to get bookings from them in their resorts

and hotels. Sometimes these endeavors will be successful in getting

bookings for marriage receptions, birth day parties etc from individual

affluent customers. All these steps compensate the low inflow of tourists

during off seasons.


4.6 The attitude and reaction of the people of Alappuzha towards tourism development in the region with special reference to modernization and canalization of the district.

4.6.1 Factor No. 1 - Modernization

4.6.1.1 Null Hypothesis Ho: There is NO change in people’s attitude

towards before and after the modernization of the district for tourism

promotion.

OR

Ho : P ( A ) = P ( D )

H1 : P ( A ) not equal to P ( D )

For making the study scientific and reliable Mc Nemer Test, one of

the statistical test statistic, is used.

Table 4.1: The response of the people towards modernization (Before and After) in the district for tourism promotion

Before Modernization After Modernization

Unfavorable Response Favorable Response

Favorable Response 4 15

Unfavorable Response 6 75

Table 4.2: Computation of Mc Nemer’s test

Before Modernization After Modernization


Favorable Response 4 = A 15 = B

Unfavorable Response 6 = C 75 = D


Test at 5 per cent level of Significance (Assuming)

Degrees of Freedom (Chi – Square) = (r -1) (c – 1)

= (2 – 1) (2 – 1)

= 1

Test statistic of Nemer’s Test = (I A – D I - 1) 2 / (A + D)

= (I 4 – 75 I - 1) 2 / (4 + 75)

= (71 - 1) 2 / 79

= 4900 / 79

= 62. 025

Tabled value (Chi – Square) = 3.841

Since the calculated value 62.025 is greater than the tabled value rejecting

the Null Hypothesis. Hence the attitude of the people of Alappuzha has

changed towards modernization of the district for promoting tourism.


Chart 4.1: General trend of public towards modernization of Alappuzha

Chart Showing the General Trend of Public towards Modernization of Alappuzha

01020304050607080

Before and AfterFavourable

Before and AfterUnfavourable

Before Favourableand After

Unfavourable

BeforeUnfavourable andAfter Favourable

Series1

4.6.1.2 Interpretations

Of 100 genuine responses, 75 persons expressed their views and

visions of developed Alappuzha through the modernization of the town .In

their opinion, government tourism department has to take the initiatives for

the same. They were all for the modernization of the district and argued

that modernization can be treated as a marketing strategic tool to promote

the tourism and also for attracting the tourists to Alappuzha.


4.6.2 Factor No. 2 - Canalization

To study the attitude and reaction of the people of Alappuzha

towards tourism development in the region with special reference to

canalization of the district.

4.6.2.1 Null Hypothesis Ho: There is NO Change in people’s attitude

towards before and after canalization in the district for the tourism

promotion.

OR Ho : P ( A ) = P ( D )

H1 : P ( A ) not equal to P ( D )

Table 4.3: The response of the people towards canalization (Before and After) in the district for tourism promotion

Before Canalization After Canalization


Favorable Response 10 13

Unfavorable Response 8 69

Table 4.4: Computation of Mc Nemer’s test

Before Canalization After Canalization


Favorable Response 10 = A 13 = B

Unfavorable Response 8 = C 69 = D

Test at 5 per cent level of Significance (Assuming)

Degrees of Freedom (Chi – Square) = ( r -1 ) ( c – 1 )


= (2 – 1) (2 – 1)

= 1

Test Statistic of Nemer’s Test = (I A – D I - 1) 2 / (A + D)

= (I 10 – 69 I - 1) 2 / (10 + 69)

= (59 - 1) 2 / 79

= 3364 / 79

= 42.582

Tabled Value (Chi – Square) = 3.841

Since the calculated value 42.582 is greater than the tabled value,

the null hypothesis is rejected.

As an effective solution to the tourism promotion in Alappuzha,

canalization is the first step to be taken by both government and private

agencies together in the district. The total development of the district is

entirely depended on the basic infrastructural facilities available there. As

part of the basic facilities improvement, canalization is the first step to be

taken so that the water transportation is made possible in various parts of

the district. Now the pathetic condition of the canals of Alappuzha is very

harmful. The attitude of the general public of Alappuzha towards

canalization is changing. Hence more tourists are attracted to the ever

shining tourist’s spots.


Chart 4.2: General trend of the public towards canalization of Alappuzha

Chart Showing the General Trend of the Public towards Canalization of Alappuzha

01020304050607080

Before and AfterFavourable

Before and AfterUnfavourable

Before Favourableand After

Unfavourable

BeforeUnfavourable andAfter Favourable

Series1

4.6.2.2 Interpretations

Of the 100 data collected, 69 respondents affirmed that canalization

should be done at the earliest in the district. They came forward with the

suggestion that if the canalization project comes into existence, the visiting

tourists can be seen the inner parts of the district and can enjoy the natural

scenic beauty of ‘Gods own country ‘.


4.7 Critical analysis of measures initiated by govt: agencies with special reference to canalization and modernization in Alappuzha district

With an overwhelming presence of water in the form of canals and

backwaters, the district Alappuzha has a distinct lifestyle owing to the

existence of these water bodies. Today Alappuzha has grown in importance

as a backwater tourist centre, attracting thousands of foreign tourists each

year. Now Alappuzha is one of the main focusing points in world tourism.

Beautification process, the first and foremost step to be taken in order to

attract the foreigners in Alappuza starts with modernization and

canalization of the land.

87Modernization is a kind of structurization for which a substantial

quantity of the equipment, structure, basic facilities and other components

are to be replaced or modified. Canalization is the creation of a canal or a

conversion of small into big ones.

The Union Government was the main source of finance for the

primary development of canalization and modernization in the district. The

Alappuzha district beautification project has been estimated to cost Rs 6.5

crore.

The beautification process in the district started long ago in Feb-05.

As part of the modernization of the district, the Government decided to

beautify the sides of the canals by setting up gardens and walkways during

the first stage of development. Also the government decided to introduce

the facility of water-scooters in the canals for the tourists. The Government

formed a committee consisted of the tourism minister as its chairperson,

the collector of Alappuzha district as convener and ministers and other

officials of various departments as its members.


The general public of Alappuzha is all for the canalization of the

district. They agree that the tourism department should give top priority for

the development of the canals and there should have a special arrangement

for ensuring the hygiene of the canals.

The department of tourism has appointed KITCO (Kerala Industrial

and Technical Consultancy Organisation Ltd.) as Consultant for

implementing various tourism related projects throughout the state

especially in Alappuzha.

Canalization and modernization are not only the responsibility of

the Government Officials but there should have collective effort in

Alappuzha from private agencies like Boat Race Committee, House Boat

owners etc for prompting this flourishing industry.


4.8 The barriers to spillovers in tourism and hospitality industry in Alappuzha.

The development of tourism can contribute a lot to our country

through reduction of the level of poverty, creation of job opportunities as

well as increase of the national income. This study presents barriers to

tourism expansion in Alappuzha district as perceived by domestic and

international tourists as well as tour operators and the public in the tourism

sector of Alappuzha . The study was conducted in the seven provinces of

Alappuzha including Alappuzha town. Structured questionnaires were

utilized to collect the opinions from the stakeholders/participants. A

random sample of 100 participants, including 31 international tourists, 17

domestic tourists as well as 32 tour operators and 20 natives of Alappuzha

in the tourism sector, was selected to conduct the study.

4.8.1 Hypothesis used in the study

Kruskal Wallis test is used in the study since more than one

population is taken into account. The different populations of the study

include persons associated with Beach tourism, Back water tourism and

Infrastructure and transportation facilities of Alleppey (Resort, Hotels,

Roads, Rail etc)

Test statistic

k H = [ 12 / n( n + 1 ) ] ∑ [ ( Ri )

2 / ni ] - 3 ( n+1 ) ]

i = 1

where n= n1+n2+n3+………+ nk and Ri being

the sum of the ranks assigned to ni observations in the ith sample


k = Number of samples

n1=first sample size (Beach tourism )

n2 =Second sample size (Backwaters tourism )

n3 = Third sample size ( Infrastructural and transportation facilities )

4.8.1.1 Null Hypothesis

HO : There are NO barriers to spillovers in tourism and hospitality

industry in Alappuzha.

The study proceeds with the assumption that there are no barriers

that hinder the development of tourism and hospitality industry in Alleppey

and tries to analyze it with the collection of the data and applying test

statistic. Chi Square table is used for identifying the critical value (tabled

value).

Of the 100 sample units, 30 best responses were identified which

include the responses of tourists, tour operators/resort owners and natives

of Alappuzha. The ratings given by the respondents for the development of

beach tourism, backwater tourism and infrastructural and transportation

facilities of Alleppey are given below.


Table 4.5: Marks for the development of beach tourism in Alappuzha (Out of 10 )

Sl No Beach tourism

1 8

2 7

3 6

4 7

5 6

6 6

7 7

8 5

9 5

10 6


Table 4.6: Marks for the development of back – water tourism in Alappuzha (Out of 10)

Sl No Back water tourism

1 9

2 10

3 8

4 8

5 7

6 7

7 6

8 9

9 9

10 8

Table 4.7: Marks for development of infrastructural and transportation facilities in Alappuzha (Out of 10)

Sl No Infrastructure & transportation facilities

1 6

2 6

3 5

4 5

5 6

6 5

7 5

8 6

9 5

10 5


Table 4.8: Assigning values to responses by arranging in ascending order of magnitude

Sl No Marks given by respondents to three areas Ranks assigned

1 10 1

2 9 3

3 9 3

4 9 3

5 8 6.5

6 8 6.5

7 8 6.5

8 8 6.5

9 7 11

10 7 11

11 7 11

12 7 11

13 7 11

14 6 18

15 6 18

16 6 18

17 6 18

18 6 18

19 6 18

20 6 18

21 6 18

22 6 18

23 5 26.5

24 5 26.5

25 5 26.5

26 5 26.5

27 5 26.5

28 5 26.5

29 5 26.5

30 5 26.5


Table 4.9: To find the rank sum

Sl No

Marks Given By Respondents To Beach Tourism

Ranks Assigned

1 8 6.5

2 7 11

3 6 18

4 7 11

5 6 18

6 6 18

7 7 11

8 5 26.5

9 5 26.5

10 6 18

63 Total R1=164.5

By assigning values to marks given by respondents to beach tourism

and adding up the value gives R1 = 164.5



Sl No

Marks given by respondents To Backwater Tourism

Ranks assigned

1 9 3

2 10 1

3 8 6.5

4 8 6.5

5 7 11

6 7 11

7 6 18

8 9 3

9 9 3

10 8 6.5

81 Total R2=69.5

By assigning values to marks given by respondents to back water

tourism and adding up the value gives R2 = 69.5



Sl No Marks Given By Respondents to Infrastructure &Transportation Facilities Ranks assigned

1 6 18

2 6 18

3 5 26.5

4 5 26.5

5 6 18

6 5 26.5

7 5 26.5

8 6 18

9 5 26.5

10 5 26.5

54 Total R3=231

By assigning values to marks given by respondents to infrastructural

and transportation facilities and adding up the value gives R3 = 231


4.8.1.2 CALCULATION

Test statistic

k

H = [ 12 / n( n + 1 ) ] ∑ [ ( Ri ) 2 / ni

] - 3 ( n+1 ) ]

i = 1

where n= n1+n2+n3+………+ nk and Ri being

the sum of the ranks assigned to ni observations in the ith sample

Degrees of Freedom = k-1 = 3-1 =2

Level of Significance = 5% (Assumption)

Tabled Value = 5.991

n = 30

n1 = 10

n2 = 10

n3 = 10

R12 = (164.5)2 = 27060.25

R22

= (69.5)2 = 4830.25

R32 = (231)2 = 53361

Substituting the values in H

H = 12/30(30 +1) [27060.25/10 +4830.25/10 +53361/10] - 3(30 +1)

= 12/930 [2706.025 +483.025 +5336.1] – 93

= .0129032[8525.15] – 93

= 110.00171 -93 = 17.00171


Here the calculated value is greater than critical value and hence the

Hypothesis, H0 =”There are no barriers to spillovers in Tourism and

Hospitality Industry in Alleppey” is rejected.

Chart 4.3: The marks given by the public for beach tourism, backwater tourism and the infrastructural facilitie s in Alappuzha

Chart shows the total marks given by the public for Beaches , Backwaters , Infrastructural faciliti es

in Alappuzha

Beach Tourism

Backwater Tourism

Infrastructure &Transportation facilities

4.8.1.3 Conclusions

The results from the study revealed that to become an

internationally recognized tourist destination, Alappuzha needs to improve

its infrastructural facilities in respect of Beach Tourism, Back Water

Tourism and the initiatives by the Government, private agencies. The

general public should cultivate a progressive attitude to tourism. These are

actually still remaining as barriers to promoting tourism in the district.

Political instability is another barrier to be overcome. In the district all the

tourism related activities should be free form all these identified barriers. In


addition, it appears that there is still limited funding and investments in the

tourism sector by the government authorities. Further, it was found that

mostly the cost of accommodation both in resorts and house boats is higher

than that of other tourists.

This exploratory study would assist in planning and deciding

suitable strategies to Government tourism officials in Alappuzha. It may

lead to a healthy competitive tourism industry in Alappuzha. Therefore, it

is important for the district government officials, policy makers and the

stakeholders to address vigorously the issues which are slowing down the

progress of tourism industry in Alappuzha. It is expected that when these

barriers have been tackled, it will contribute toward sustainable tourism

development in Alappuzha.


4.9 A probe into the tourist perception of unethical practices in Alappuzha district.

88Ethical tourism has evolved as a term when one considers

traveling, or developing tourism in a destination where ethical issues are

the key drivers, e.g. social injustice, human rights, animal welfare or the

environment. Ethical tourism is geared towards encouraging both the

consumer and industry to avoid participation in activities that contribute or

support negative ethical issues.

Tourism is not just an economic issue but also a social one as there

are numerous contingent relationships established between the buyer and

those involved in the production, marketing and selling. Tourism is one of

the global industries which have the greatest impact on people and it

should therefore have their well-being, especially those on the receiving

end, as its foundation.

Alappuzha, also known as Alleppy, is one of the most beautiful

tourism destinations of Kerala ,Gods Own Country . It is well-known for

its lush greenery and backwaters. It is also famous for Snake boat races,

with the Nehru trophy boat race being the most renowned amongst all.

The position of Alleppey in the tourism map of Kerala, the southern-

most state of India, is strategic and it is indeed an integral component of

Kerala tourism product which has been rated as “one of the fifty

destinations to be visited in one’s lifetime” by the National Geographic

Channel.

89Foreign Tourist arrival to Alappuzha during the year 2010 is

120866. It shows a 50.24 per cent increase over the previous year where as


domestic tourist arrival during the year 2010 is 2,68,700. It shows an

increase of 25.12 per cent over the previous year.

District Foreign Per cent of

Variation

Domestic Per cent of

Variation 2010 2009 2010 2009

Alappuzha 1,20,866 80,463 50.24 2,68,700 2,05,731 25.12

Tourists can have significant influence on the industry and if there is

sufficient demand from the industry to behave in an ethical way, then the

industry will have to respond in the proper manner. In fact, it will be in the

industry’s best interests to respond to customer concerns. The very fact

that tourism involves travel to another culture and direct contact with the

people there raises a number of ethical issues.

“A Probe into the tourist perception of unethical practices in

Alappuzha” is all about an exploration into the unethical practices

prevailing in Alappuzha from tourist perception. For the purpose of

research, the tourists and tour operators in Alappuzha at the time of

investigation were interviewed separately and necessary information has

been collected. The tour operators were interrogated about the type of

service they provide and the costs they charge from the customers.

For tourists, the kind of reception they get from the destination

country is the attracting point and it acts as a catalyst for them to get back

once again to the same destination. Direction from tour guides is

indispensable for tourists who are very new to a place. In Alappuzha, there

are numerous tour operators who are ready to lend a hand to the tourists. In

the light of the survey, the tourists who sought guidance from the guides

were of the opinion that the guides charged them high rates. According to


them everything happening here is nothing other than cheating except for

the highly hilarious boating. The tour guides exaggerated about the quality

of staying in a good resort but nothing was authentic as believed. Thus, the

tourists who wanted the help from the tour guides are not at all satisfied

with their assistance. The visiting tourists argued that the drawbacks in the

resorts like muddled rooms, inferiority food items, unprofessional and

amateur employees, and above all the high charge etc are still remaining as

the barriers for the promotion of tourists arrivals into our Gods own

country. It should be managed by carefully planned strategies.

Table 4.12: The tourists’ perception about unethical practices on various components

Unethical practices by Tourists’ perception on a scale of 1 to 10 (1 for minimum and 10 for maximum )

Tour Guides 8

Resorts 6

Local Conveyance 7

Restaurants 5

Natives 3


Chart 4.4: Tourists’ perception of unethical practices in Alappuzha

Chart showing the tourists' perception of unethical practices on various components

Tour Guides

Resorts

Local conveyance

Restaurants

Natives

4.9.1 The real unethical practices

The tourism industry has a global reach and the potential to make a

positive contribution to development. It is also in its best interests to do so

and its success is based on the willingness of the people to provide a good

ethical environment for tourist. But Unethical practices still persist in

Alappuzha with regards to the tourists who come to visit the place. The

general public not realizing that they are the prospective treasures for us in

regard to our country’s economic growth. Both domestic and foreign

tourists are victims of these unethical practices in various sections of

tourism industry. The main persons, who behave unethically towards the

tourists in Alappuzha are none other than the people who are engaged to

guide the tourists to various destinations. This unethical behavior or

practice is like a vicious circle starting from the tour operators and goes on

to the auto drivers.


4.9.1.1 Tour Guides

The tour operators and travel agents have the prime responsibility to

provide right information to the tourists and treat them in the most ethical

manner. However, in Alappuzha, it is seen that most of the tour operators

do not care for ethical standards, especially in the case of the rates they

charge. Some of the tour operators conspire with the resort owners and fix

rates based on the financial status of the tourists. Sometimes they charge

exorbitant rates from rich tourists.

4.9.1.2 Resorts

The resorts in Alappuzha are expected to be very reputed. Many

tourists feel themselves cheated and abused by the unethical and dishonest

behavior of the resort owners. They make fake claim about the quality of

service to tourists and charge higher rates. Another big menace is the

unsolicited photographing of tourists’, especially women. These

photographs are later put in the internet in order to exploit the visitors

further. These treacherous resort owners are doing unethical practices in

marketing and their services are below standard because they have no well

defined codes of behavior.

4.9.1.3 Auto Rickshaw and Taxi Drivers

The auto and taxi drivers in Alappuzha behave badly towards the

tourists. Some of the grievances about them are:

1. They do not use meters.

2. Complaints to police against over charge by autos and taxis are

ignored.


3. Despite the minimum charge of local conveyance like auto and taxi

fixed by government, they charge Rs. 100/- as minimum even for

short trips.

4. Bargaining every time is a big annoyance.

5. They take longer and round about routes to reach the destinations.

4.9.1.4 Restaurants

In Alappuzha, some restaurants are also engaged in unethical

practices towards the tourists. They exact high rates for food items only

among the visiting tourists and provide low quality items. Absence of

standard rates in the hotels and restaurants is an excuse for the hotel

owners. There is no fixed rate for any of the items available in the hotels

and restaurants.

4.9.1.5 Natives

Natives are those who show the culture of their homeland and their

behavior is the key factor which acts as the leverage for the foreigners to

visit such places. Some of the natives of Alappuzha behave rudely to

tourists, particularly to women. In spite of knowing that their culture is

very different from ours, some natives act indecently to foreign women,

especially when they are alone. The natives follow them wherever they go

and try to embarrass them. The internet cafés in Alappuzha also behave

unsympathetically towards the tourists. Instead of charging normal rate Rs

20/- for one hour, they charge Rs 100/- from tourists. Thus the internet

cafes also take great advantage of the tourists coming to their cafes.


4.9.1.5.1 Comparative study of the tourist concept and the actual status of Alapppuzha

Foreigners visiting Alappuzha have some preconceived notions

regarding the place when they come to visit Alappuzha. Most of the

tourists visiting Alappuzha for the first time have immense outlook

regarding the place. Besides, they know that Alappuzha is not a developed

place as theirs so most of them expect not as much of facilities from the

district. Main thing that they expect is the natural beauty of the land, the

coir products, backwaters, boating through backwaters, green fields,

coconut trees bordering the lakes, tasty fish curries and other delicious

food. The tourists who want to stay in places other than resorts, five star

hotels etc., in order to get a homely atmosphere, unique tourist home stays

are provided.

In case, the tourists whose expectations do not match with the actual

state of Alappuzha , the analysis of the study leads to some suggestions to

submit to the state Government or KTDC for promoting tourism in the

district .

• Special shops or restaurants should be opened for the tourists on

days of unexpected holidays such as hartals etc.

• Special protection should be given to the tourists by the

Government.

• The native people should consider the tourists as their guests.

• The native people should not show any favoritism towards tourists

in the cases of travel, accommodation, general expenses etc. Also

there should be a preset rate for everything.

• The native people should also understand that there are middle-

income group people among the tourists also.


• The present licensing policy of tourist guide is completely non-

transparent and a new one should be issued.

• The Government approved tourist information centre recognized by

KTDC must be allowed to function in various locations of the

district and it should provide free information, travel and destination

advice and itinerary planning by highly trained staff.

Table 4.13: The number of tourists whose response about the unethical practices on various components

Unethical practices by

Very High Average Nil

Tour guides 17 7 1

Resorts 12 2 2

Local conveyance

11 5 3

Restaurants 10 5 2

Natives 12 5 3

4.9.1.5.2 Data analysis

ANOVA : The test is based on the test static which follows F – distribution

and is also called F – test.

To test whether unethical practices and exploitation of visiting

tourists have got any bad impression on tourism promotion in the district

Alappuzha.

Ho: Unethical practices and tourism promotion are independent factors.

H1: Unethical practices and tourism promotion are dependent factors.


Ho: Exploitation of visiting tourists and tourism promotion are

independent factors.

H1 : Exploitation of visiting tourists and tourism promotion are

dependent factors .

Here T = 97 ; n = 15

Correction factor = 627.26

Total SS = 362.73

SS between columns treatment = 291.53

SS between rows treatment = 54.07

SS residual = 17.13


Table 4.14: ANOVA Table

Source of Variation SS d.f MS F – ratio 5 % F – limit

Between columns

291.53 C – 1 = 2 145.76 68.11 F (2, 8) = 4.46

Between rows

54.07 r – 1 = 4 13.52 6.32 F (4, 8) = 3.84

Residual 17.13 (C – 1 )* ( r – 1 ) = 8 2.14

Total 362.73 C*r – 1 = 14

Since both of the F- values (calculated value from the table) are

greater than the tabled (F – distribution table) value, reject the null

hypothesis. The study makes clear that the development of tourism is

closely connected with the ethical practices prevailing in the district.

Existing unethical practices create awful impressions in the minds of

visiting tourists. In the analysis of the study, the rejection of the null

hypothesis means that the unethical practices which were prevalent in the

district in various spots and the ultimate development of the tourism are

dependent factors. The cultural factors and ethical practices of a country

are a cardinal point which creates a passion among the tourists to decide

positively. When ethics go down, there is a corresponding decline in

tourism development. Dependency is an indication to inseparability. If the

growth of the tourism is dependent on the unethical practices, it is

obligatory to put an end to such practices in the district. Understanding of

its sources is the first step towards its solution to solve it adequately. There

should be fixed rules and regulations to identify the unethical practices.

Ethical behaviors of the entire stakeholders who directly or indirectly

belong to the tourism industry in the district take the command of its

development.


4.10 General Hypothesis regarding the tourism in Alappuzha district

4.10.1 Null Hypothesis H0: The basic infrastructural facilities and the

various measures initiated by the state government and private agencies are

inadequate for the rapid tourism development in Alappuzha.

4.10.2 Computation of Chi – Square distribution

Table 4.15: Chi – Square table

With the measures initiated by govt

agencies

With the measures initiated by private

agencies Total

Tourism highly promoted 9 11 20

Tourism moderately promoted 14 18 32

Tourism not promoted 22 26 48

Total 45 55 100

Chart 4.5: The opinions of the respondents about the initiatives taken by government and private agencies for tourism promotion

0

10

20

30

40

50

60

Number of responses

Govt Private

Agencies

Chart shows the initiatives for tourism promotion

Series1


Chart 4.6: Responses about tourism promotion in Alappuzha

Chart shows the number of responses for tourism Promotion

Highly Promoted

Moderately Promoted

Not Promoted

Chi – Square expected frequency table values can be calculated by the

following way.

Table 4.16: Calculation of expected frequencies

With the measures initiated by govt

agencies

With the measures initiated by private

agencies Total

Tourism highly promoted

9( 9) 11(11) 20

Tourism moderately promoted

14(14.4) 18(17.6) 32

Tourism not promoted

22(21.6) 26(26.4) 48

Total 45 55 100

Numbers written within brackets in the table indicate the corresponding

expected frequencies.


Table 4.17: Computation of expected frequencies

SL Number

Observed Frequency

(Oi)

Expected Frequency

( Ei ) ( Oi – Ei ) ( O i – E i )

2 / Ei

1 9 9 0 0.000

2 11 11 0 0.000

3 14 14.4 -0.4 0.011

4 18 17.6 0.4 0.009

5 22 21.6 0.4 0.007

6 26 26.4 -0.4 0.006

Chi – Square 0.034

4.10.3 Computation

n

Chi – Square = ∑ { [ Oi - Ei ]2 / Ei } , Where

i = 1

Ei = ith Expected Frequency

Chi – Square (Calculated ) = 0.034

Degrees of Freedom = ( r – 1 ) ( c – 1 )

Where r = number of rows , c = number of columns

= ( 3-1) ( 2 – 1 )

= 2


Level of Significance 5 % ( Assume )

Tabled Value ( From Chi - Square Table ) = 5.99

Calculated Value = 0.034

Here the calculated value is less than the tabled value so accept the Null Hypothesis

That is, the basic infrastructural facilities and the various measures

initiated by the State Government and Private Agencies are inadequate for

rapid tourism development in Alappuzha. Infrastructural development and

destination management hold the key to India’s sustained growth in the

tourism sector. At the operational level, it is the quality of infrastructure

that can provide the critical connectivity between the tourism product and

the target market for both domestic and international tourists. The creation

of tourism infrastructure has multiple effects in terms of overall economic

growth, employment generation, the preservation of art, culture and

heritage. Tourism projects in developing areas like Alappuzha have

resulted in the creation of roads, telecommunication and medical facilities.

Tourism sector projects that are capital concentrated, such as

destination development (roads, relocation of commercial establishments,

lighting, guest facilities, local transport links, landscaping, management

office space, parking, modernization, canalization etc) remain

commercially non-viable in the district and require government funding. It

is necessary that such infrastructure should be created with the utilization

of the professional expertise of architects, landscaping experts and should

be privately managed through a transparent process. Other projects such as

setting up of hotels, convention centers, tourist trains, etc. have substantial

gestation and should be economically viable at the earliest in the district for


the tourists. As per the result, it is necessary that these facilities should be

brought in the district to a sufficient extent through private initiatives with

the government acting as a facilitator and catalyst apart from the role of

fund maker. Also the Government officials can concentrate on the

employment opportunities for youths in tourism sector.

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