[ VOLUME 2 I ISSUE 4 I OCT. – DEC.

2015] E ISSN 2348 –1269, PRINT ISSN 2349-5138

Tourism in India: Potentials, Challenges and Opportunities

Dr. T. Subash
Associate Professor,
P.G & Research Department of Commerce,
Government Arts College, Thiruvananthapuram
Kerala.

Received Sept. 24, 2015 Accepted Oct. 30, 2015

ABSTRACT The travel and tourism industry has emerged as one of the largest and
fastest growing economic sectors globally. Its contribution to the global Gross Domestic
Product and employment has increased significantly. The Indian tourism industry has
emerged as one of the key drivers of growth among the services sector in India. Tourism in
India is a sun rise industry, an employment generator, a significant source of foreign
exchange for the country and an economic activity that helps local and host communities.
Rising income levels and changing lifestyles, development of diverse tourism offerings and
policy and regulatory support by the government are playing a pivotal role in shaping the
travel and tourism sector in India. However, the sector is facing challenges such as lack of
good quality tourism infrastructure, global concerns regarding health and safety of tourists,
disparate passenger/road tax structures across various states and shortfall of adequately
trained and skilled manpower. Concerted efforts by all stakeholders such as the central and
state governments, private sector and the community at large are pertinent for sustainable
development and maintenance of the travel and tourism sector in the country.
Key words: Infrastructure, inclusive growth, Skill development.
1. Introduction
The travel and tourism industry has emerging as an important category of
emerged as one of the largest and fastest services exports worldwide.
growing economic sectors globally. According
2. Tourism Industry in India
to the UNWTO (2013), tourism’s total
The travel and tourism sector holds
contribution to worldwide GDP is estimated
strategic importance in the Indian economy
at 9 per cent. Tourism exports in 2012
providing several socio economic benefits.
amounted to USD 1.3 trillion accounting for 6
Provision of employment, income and foreign
per cent of the world’s exports. New tourist
exchange, development or expansion of other
destinations, especially those in the emerging
industries such as agriculture, construction,
markets have started gaining prominence
handicrafts etc. are some of the important
with traditional markets reaching maturity.
economic benefits provided by the tourism
Asia Pacific recorded the highest growth in
sector. In addition, investments in
the number of international tourist arrivals in
infrastructural facilities such as
2012 at 7 per cent followed by Africa at 6 per
transportation, accommodation and other
cent. Increasingly, travel and tourism is
tourism related services lead to an overall
development of infrastructure in the
8 IJRAR- International Journal of Research and Analytical Reviews Research Paper
[ VOLUME 2 I ISSUE 4 I OCT. – DEC. 2015] E ISSN 2348 –1269, PRINT ISSN 2349-5138
IJRAR Impact Factor 3.215

economy. According to the World Economic 2222 billion in the year 2013 to INR 6818
Forum’s Travel and Tourism Competitiveness billion by 2023. The travel and tourism sector
Report 2013, India ranks 11th in the Asia supported 25 million jobs in 2012 directly
pacific region and 65th globally out of 140 related to the tourism sector. Constituting 4.9
economies ranked on travel and tourism per cent of the total employment in the
Competitiveness Index. India has been country in 2012, this is expected to amount to
witnessing steady growth in its travel and 31 million jobs by 2023. Capital investment in
tourism sector over the past few years. Total the travel and tourism sector in 2012 was
tourist visits have increased at a rate of 16.3 estimated at INR 1761.4 billion amounting to
per cent per annum from 577 million tourists approximately 6.2 per cent of total
in 2008 to 1057 million tourists in 2012. investment in the Indian economy. It is
The travel and tourism sector directly expected to increase by 14.2 per cent in 2013,
contributed INR 1920 billion to India’s GDP in and witness further annual growth rate of
2012 reflecting a growth CAGR of 14 per cent 10.5 per cent by 2023 amounting to INR 5459
since 2007. This is forecasted to grow at a billion.
CAGR of 12 per cent from the estimated INR

Foreign Tourist Arrivals and Foreign Exchange Earnings from Tourism

ITA FEE from Tourism in India
FTA Rank of India
(in million) In US Dollars In Indian Rupees
AGR
Year (in
(%) Worl
million
World Asia and Asia and % %
) d Million Crore
the Pacific Change Change
the Pacific

2001 2.54 (-) 4.2 683.4 114.5 51 12 3198 (-) 7.6 15083 (-) 3.5

2002 2.38 (-) 6.0 703.2 123.4 54 12 3103 (-) 3.0 15064 (-) 0.1

2003 2.73 14.3 691.0 111.9 51 11 4463 43.8 20729 37.6

2004 3.46 26.8 762.0 143.4 44 11 6170 38.2 27944 34.8

2005 3.92 13.3 803.4 154.6 43 11 7493 21.4 33123 18.5

2006 4.45 13.5 846.0 166.0 44 11 8634 15.2 39025 17.8

2007 5.08 14.3 894.0 182.0 41 11 10729 24.3 44360 13.7

2008 5.28 4.0 917.0 184.1 41 11 11832 10.3 51294 15.6

2009 5.17 (-) 2.2 883.0 181.1 41 11 11136 (-) 5.9 53700 4.7

Research Paper IJRAR- International Journal of Research and Analytical Reviews 9

[ VOLUME 2 I ISSUE 4 I OCT. – DEC. 2015] E ISSN 2348 –1269, PRINT ISSN 2349-5138

ITA FEE from Tourism in India

FTA Rank of India
(in million) In US Dollars In Indian Rupees
AGR
Year (in
(%) Worl
million
World Asia and Asia and % %
) d Million Crore
the Pacific Change Change
the Pacific

2010 5.78 11.8 948.0 204.9 42 11 14193 27.5 64889 20.8

2011 6.31 9.2 995.0 218.5 38 9 16564 16.7 77591 19.6

2012 6.58 4.3 1035.0 233.5 41 11 17737 7.1 94487 21.8

2013 6.97 5.9 1087.0 249.8 42 11 18445 4.0 107671 14.0

2014 7.68 10.2 1135.0 263.4 41 12 20236 9.7 123320 14.5

3. Growth of Tourism in India – Key Drivers

The growth of the Indian travel and 3.3 Diverse product offerings
tourism industry is being impacted by several Diverse tourism offerings in India such
industry drivers. as rural, medical, pilgrimage, adventure and
3.1 Healthy economic growth and rising various other forms are driving tourism
income levels growth.
Favourable growth in the Indian 3.4 Easy finance availability
economy, rise in middle class population Increased adoption of credit culture and
(National Council of Applied Economic availability of holidays on Equated Monthly
Research (NCAER) Study: number of middle Installments (EMI) is another growth driver.
class households expected to increase from 3.5 Rich natural/cultural resources and
31.4 million in 2010 to 113.8 million by geographical diversity
2025-2026) and increasing levels of With 28 world heritage sites, 25 bio-
disposable income with increased affinity for geographic zones along with a 7000 km long
leisure travel are some of the driving forces. coastline India abounds in natural resources
3.2 Changing consumer lifestyles and offers a rich cultural heritage through
With more than 65 per cent of the Indian multiple religions, traditions, fairs and
population falling in the age group of 15-64 festivals.
years, Indian travelers are more open to 3.6 Government initiatives and policy
holidays and are keen to explore newer support
destinations. Rise in FDI in the tourism sector (sector
attracted second highest FDI in 2013 at USD
3.2 billion as on Feb 2013) is providing fillip
10 IJRAR- International Journal of Research and Analytical Reviews Research Paper
[ VOLUME 2 I ISSUE 4 I OCT. – DEC. 2015] E ISSN 2348 –1269, PRINT ISSN 2349-5138
IJRAR Impact Factor 3.215

to its growth. Policy actions such as 100 per sector in India. The hospitality sector alone
cent FDI, plans for extension of visa on arrival witnessed a shortfall of 0.5 million employees
scheme to a larger number of countries and a during 2011-2012 which is expected to rise
five year tax holiday for 2, 3 and 4 star to 0.8 million by 2017 and 1.1 million by
category hotels located around UNESCO 2022 as per the target growth levels. There
World Heritage sites among others are exists a forecasted requirement of around 2.8
expected to drive future growth. million employees for restaurants, 4.1 million
3.7 Host nation for major international employees for hotels and 0.3 million
events employees for the travel trade segment by
India is fast emerging as the preferred 2022 resulting in an incremental requirement
nation for hosting of major international of a total of 2.7 million employees for the
events such as the Commonwealth Games tourism sector as compared to 2012
held in 2010. Meetings, Incentives, employment figures. An assessment of the
Conventions and Exhibitions (MICE) tourism training infrastructure estimates a total of
is on a rise on account of increased business 337 training institutes in the Hospitality
travel in India. sector and 101 travel and tour institutes
offering courses related to ticketing and
4. Key Issues in Tourism Sector in India
tourism as in March 2010 which appears to
4.1 Training and Skill Development
be significantly low.
Travel and tourism sector in India
As per a study by the Ministry of Tourism,
includes employees such as inbound tour
only 50 per cent of the employees in the key
operators, travel agents, tourist transport
functional domains of hotels are fully trained
operators, adventure tour operators and
with this statistics reducing to 35 per cent for
domestic tour operators in the travel trade
restaurants and other eating outlets. This
segment and those employed in hotels and
necessitates the immediate need for formal
restaurants in various functions of front
training especially for the hospitality sector
office, F&B and housekeeping among others.
employees. In addition, proper selection of
While the tourism sector in India is targeted
hotel management students, increased focus
to grow at an annual rate of 12 per cent
on grooming and communication skills, on
during 2011-2016, adequate training and
the job training, courses in foreign languages
skill development infrastructure and hence
and standardization and monitoring of
availability of trained manpower has not kept
curricula in private institutions may be
pace with growth. This has led to an existing
required.
as well as forecasted shortfall of trained
manpower in various segments of tourism
Research Paper IJRAR- International Journal of Research and Analytical Reviews 11
[ VOLUME 2 I ISSUE 4 I OCT. – DEC. 2015] E ISSN 2348 –1269, PRINT ISSN 2349-5138

4.2 Safety and Security of Tourists stakeholders through electronic and print
Safety and security of tourists is of campaigns for ensuring the safety and
paramount importance in any country as it security of tourists. Provision of funds under
majorly impacts the inflow of foreign tourists the Central Financial Assistance to states of
in the country. Domestic tourist movements Rajasthan, Uttar Pradesh and Andhra Pradesh
are impacted in states and tourist locations for setting up of Tourist Facilitation and
where tourists consider a threat to their Security Organization on a pilot basis and
safety and security. It holds special issuance of guidelines for adoption of code of
significance for India which has been ranked conduct for safe and honorable tourism
at a low level of 74 amongst 140 global issued to hotels, guides, tour operators and
economies on safety and security parameters other professionals and institutions are other
as per the World Economic Forum’s Travel important steps. With rise in number of
and Tourism Competitiveness Report 2013. women travelers both in terms of domestic as
Government has made concerted efforts well as foreign tourists, ensuring their safety
towards increasing the safety and security of has emerged as a major concern.
tourists in India. One of the main efforts in The Ministry of Tourism has launched a
this direction includes setting up of a special sensitization campaign, ‘I respect women’,
tourist police. Following Kochi in Kerala with an aim to raise awareness about the
where the first tourist police station in the need for sensitive behavior towards women
country was set up in 2010, several other and to provide greater security. Guidelines
states such as Andhra Pradesh, Delhi, Goa, issued at the 2012 APEC Tourism Ministerial
Himachal Pradesh, Jammu and Kashmir, Meeting towards ensuring tourist safety may
Karnataka, Kerala, Maharashtra, Madhya also be implemented:
Pradesh, Odisha, Punjab, Rajasthan, and Uttar (i) Encouragement of risk assessment and
Pradesh have deployed Tourist Police in one management by the private sector before
form or the other. The indicative tasks of the commencement of travel.
tourist police include ensuring safety and (ii) National tourist administrations of APEC
security of tourists by providing them economies to compile and exchange best
information on safe lodging and practices of establishing appropriate
transportation, effective and fast handling of regulations.
enquiries and complaints, regular (iii) Maintain a transparent and balanced
surveillance and immediate action in case of mechanism for generating travel
any identified misconduct. advisories.
The Tourism Ministry is also making (iv) Develop online travel registration tools
efforts towards sensitizing various for collecting data on outbound tourists.
12 IJRAR- International Journal of Research and Analytical Reviews Research Paper
[ VOLUME 2 I ISSUE 4 I OCT. – DEC. 2015] E ISSN 2348 –1269, PRINT ISSN 2349-5138
IJRAR Impact Factor 3.215

(v) Put in place administrative are devoid of such facilities which may
arrangements to get quick access to hamper the growth of rural tourism in India.
tourists’ data without compromising the There is also a wide state wise disparity in
data privacy for identifying tourists in terms of medical infrastructure availability.
times of emergency. Several issues surround tourist destinations
(vi) Regulation and monitoring of various in the country. Lack of clean drinking water
service providers in tourism value chain kiosks, lack of clean toilet facilities, lack of
to ensure compliance and safety. While first aid and medical facilities in immediate
steps have already been initiated in this vicinity especially in hilly and remote areas
direction, there is a need for ensuring and lack of good quality transportation
effective implementation of the policies ambulances to medical centres in case of
and actions drafted to ensuring safety emergency are some of the major concern
and security of tourists. areas.
4.3 Healthcare for Tourists The Ministry of Tourism has taken steps
There is a significant need for for improving sanitation facilities by asking
improvement in ensuring sound health of the tourism departments of all states and
tourists in India especially considering the union territories to establish adequate
low rank of 109 for India in terms of health wayside amenities. Helicopter services have
and hygiene standards as compared for 140 been proposed for emergency medical
world economies. Indicative parameters situations. Steps are also being taken to
reveal dismal results. Physician density at 0.7 provide good quality medical facilities at
per 1000 population and 9 hospital beds for tourist destinations. However, an overall
every 10,000 people in India are extremely development of medical infrastructure in the
low for a country that considers tourism as a country is required for provision of a safe and
sector of high importance for the economy. healthy experience to tourists visiting India.
Only 34 per cent of the population in the The Central Government has given priority to
country has access to improved sanitation healthcare and is making significant
services and 8 per cent of the population still investments to improve the infrastructure
does not have access to clean drinking water. and delivery mechanism jointly with the state
Urban areas in India have excellent or good governments through National Rural Health
medical facilities such as long distance road Mission. It has decided to increase healthcare
ambulance, air ambulance, state of the art expenditure to 2.5 per cent of GDP by the end
hospitals meeting international standards, of the 12th Five Year Plan by 2017. In
pharmacies etc. However, rural areas in India addition, several precautionary measures
Research Paper IJRAR- International Journal of Research and Analytical Reviews 13
[ VOLUME 2 I ISSUE 4 I OCT. – DEC. 2015] E ISSN 2348 –1269, PRINT ISSN 2349-5138

may be taken in order to avoid instances of State wise comparison reflects wide disparity
tourist illness in the country by: with Maharashtra and Delhi leading at more
(i) Providing information on important than 0.25 million aircraft movements in 2010
vaccinations. as compared to Punjab, Manipur and
(ii) Increasing awareness on importance Jharkhand with less than 0.01 million aircraft
of consuming food and water from movements.
organized vendors with clean and 4.4.2 Road Transport Infrastructure
hygienic premises. While India is ranked high (30) in
(iii) Timely and transparent communication terms of road density per million populations,
of travel advisories in situations of quality of roads is unsatisfactory especially in
disease outbreaks. rural areas. In addition there is a lack of
(iv) Careful screening of tourists at airports feeder stations even on proper roads with not
for any kind of existing enough stops for pick up. The national and
disease/infection state highways account for 2 per cent and 4
4.4 Infrastructure per cent respectively of the total roads in
As per the World Economic Forum’s India. Hence, just 6 per cent of the overall
Travel and Tourism Competitiveness Report roads in India accounting for 80 per cent of
2013 for 140 world economies, India’s air the total traffic signify the need for
transport infrastructure, ground transport improvement in the national road and
infrastructure and tourism infrastructure highway network. Lack of parking facilities,
have been ranked 39, 42 and 95 respectively police stations and tourist information
indicating considerable scope for centres in vicinity of tourist destinations is
improvement. Other infrastructure another cause of concern. Lack of public
requirements such as availability of good amenities such as clean toilets and clean
quality and reasonably priced hotel rooms, drinking water kiosks poses health concerns
parking spaces, tourist cars etc. are also a for tourists. Lack of proper road signage
cause of concern. Some of these have been (visibility, language etc.) causes trouble in
discussed below. identifying locations especially to the tourists
4.4.1 Air Transport Infrastructure travelling by road.
While the overall airport 4.4.3 Rail Transport Infrastructure
infrastructure in India is ranked well, quality India enjoys good quality rail
of infrastructure, airport density per million infrastructure, however there is scope for
population and number of departures along state wise improvement. While Northern
with rising airfares are a cause of concern. states such as Delhi and Punjab enjoy railway
route length of 12.3 km and 4.2 km per 100
14 IJRAR- International Journal of Research and Analytical Reviews Research Paper
[ VOLUME 2 I ISSUE 4 I OCT. – DEC. 2015] E ISSN 2348 –1269, PRINT ISSN 2349-5138
IJRAR Impact Factor 3.215

sq km of area, states in eastern part of India Special sensitization campaigns may be

have negligible railway route lengths. In implemented for women tourists and to
addition there exists a significant demand publicise these campaigns on global
supply gap for railway tickets on major platforms. Health concerns for tourists
routes Hotel room availability: India ranks visiting India also needs to be mitigated.
very low in terms of number of branded hotel 5.2 Attract Private Investment
rooms per 100 populations (rank 136). With Private sector players may be
just a little more than 68,800 branded rooms encouraged to participate in development of
for the country India has only two branded tourism infrastructure by provision of fiscal
rooms per 100 sq km area which is as well as non fiscal incentives. PPP projects
concentrated in top cities and urban areas. In and formation of Special Purpose Vehicles for
addition there is a lack of budget hotels mega tourism projects may be required.
offering good quality services at reasonable 5.3 Infrastructural Development
prices Government recognizes the need for Investments in tourism infrastructure
upgradation of tourism infrastructure in may include development of both tourism as
India and has proposed an outlay of INR well as civic infrastructure. This may also
152.2 billion for the tourism sector under the involve provision of way side amenities,
12th five year plan. This includes creation of tourist information bureaus and websites for
basic infrastructure such as improving road providing requisite tourist information.
connectivity and wayside amenities, Efforts towards enhancement of overall
development of helipads, heliports and air transport infrastructure in the form of good
strips, upgradation of passenger terminals quality roads, rail network, airports, helipads,
and creation of tourist infrastructure in availability of tourist vehicles etc. may also be
collaboration with the private sector. Efficient strengthened in order to improve the overall
implementation of such plans is pertinent for infrastructure.
achieving an overall infrastructural 5.4 Development of Tourism
development in the country Destinations
An extensive market research and
5. Suggestions for Boosting Tourism
evaluation exercise may be undertaken in
Sector in India
order to identify desired tourist destination
5.1 Projection of India’s Image as a
attributes and major markets and segments.
Safe and Secure Tourist Destination
Identified tourist destinations may then be
Tourist Police Task Force has been
developed through flagship projects involving
established by various State Governments for
state governments and private sector players.
ensuring safety and security for tourists.
Research Paper IJRAR- International Journal of Research and Analytical Reviews 15
[ VOLUME 2 I ISSUE 4 I OCT. – DEC. 2015] E ISSN 2348 –1269, PRINT ISSN 2349-5138

These may be developed either as ‘products’ creation of web-sites, online creatives,

such as religious, wellness, adventure, nature, advertisements over media channels
rural or agriculture tourisms or as like print, radio or internet etc. may be
‘experiences’ such as the Rama trail planned utilized.
in Gujarat or the Spice Route Tourism (iii) Involvement of local travel trade
planned in Kerala. partners may be encouraged. Trips to
5.5 Development of Tourist Circuits involved destinations, informative
across States sessions, financial support and
Key tourism circuits across the incentives may be provided
country may be identified basis discussions (iv) Direct and intensive reach marketing
with key stakeholders such as state programs may be executed through
governments, local travel trade partners etc. social networking sites such as twitter,
Key attributes, tourism potential, current and facebook etc. in order to reach out to
future connectivity and synergy within the young tech savvy global population
destinations may be studied. (v) Focused websites, exhaustive in
5.6 Seamless Travel within Circuits content, user friendly and attractive in
Steps may be taken in order to visual appeal may be developed in
enhance travel experience for visitors across multiple languages of target countries
states. Payment of road tax, toll etc. while (vi) Participation in international events
entering each state may be replaced by an may be increased and a greater number
integrated taxation regime. This may further of domestic tourism events and road
be augmented by development of an shows may be organized in order to
integrated public transport system at a offset seasonality of tourist inflow.
national level on lines of the Eurail network Events may be based on innovative
in Europe. themes of music, dance, sports, food,
5.7 Joint Marketing Programs fruits, handicrafts, Indian culture and
With tourist circuits spanning across traditions, Indian villages, festivals etc.
various states, collaborative marketing (vii) Customized tour packages may be
efforts may be required for promotion of the developed keeping in mind the profile
same: of visitors, budget and travel
(i) Focused branding and promotional requirements. Comparative pricing of
campaigns may be designed tourism products may also need to be
(ii) Marketing material like brochures, considered after analysis of other
print creative, audio video tourism packages and products
presentations, short films, radio jingles, available.
16 IJRAR- International Journal of Research and Analytical Reviews Research Paper
[ VOLUME 2 I ISSUE 4 I OCT. – DEC. 2015] E ISSN 2348 –1269, PRINT ISSN 2349-5138
IJRAR Impact Factor 3.215

5.8 Differentiated Tourism Offerings for at regular intervals. Tourism awareness

Repeat Travelers programs and workshops may be organized
Customized packages with different to enhance sensitization towards tourists and
tourism products and discounts may be tourism destinations and for sustainable
provided to repeat travelers in order to development and maintenance of tourism
provide a different and enriching experience sites in the country.
on each visit.
6. Conclusion
5.9 Partnership Oriented Marketing
The travel and tourism industry has
Travel trade partnerships may be
emerged as one of the largest and fastest
extended beyond tour operators, guides etc.
growing economic sectors globally. Its
to partners from other industries such as
contribution to the global Gross Domestic
international hotel chains, airlines or credit
Product and employment has increased
card companies.
significantly. The Indian tourism industry has
5.10 Human Resource Development
emerged as one of the key drivers of growth
Provision of additional training
among the services sector in India. Tourism
institutes, enhancing capacity of existing ones
in India is a sun rise industry, an employment
along with introduction of short term courses
generator, a significant source of foreign
providing specific skills directed at
exchange for the country and an economic
hospitality and travel trade sector employees
activity that helps local and host
may be required for catering to the increased
communities. India is a tourism product
manpower and skill requirements.
which is unparalleled in its beauty,
Development of basis skill sets for casual
uniqueness, rich culture and history has been
workers especially those in the travel trade
aggressively pursuing the promotion of
segment are required. Rural youth may be
tourism both internationally as well as in the
provided vocational training through special
domestic market. With increasing tourist
institutes to provide them employment
inflows over the past few years, it is a
opportunities.
significant contributor to Indian economy as
5.11 Inclusive Growth
well. Rising income levels and changing
There is a need to spread education and
lifestyles, development of diverse tourism
awareness on the importance of tourism
offerings and policy and regulatory support
sector and increase stakeholder participation
by the government are playing a pivotal role
involving the government, private sector and
in shaping the travel and tourism sector in
the community at large. Marketing campaigns
India. However, the sector is facing challenges
like ‘Atithidevo Bhava’ may be implemented
such as lack of good quality tourism
Research Paper IJRAR- International Journal of Research and Analytical Reviews 17
[ VOLUME 2 I ISSUE 4 I OCT. – DEC. 2015] E ISSN 2348 –1269, PRINT ISSN 2349-5138

infrastructure, global concerns regarding 5. Silpa., & Rajithakumar (2005). Human

health and safety of tourists, disparate Resource Development in Tourism
passenger/road tax structures across various industry: Thrust Areas. In Biju, M.R (Ed.),
states and shortfall of adequately trained and Tourism, (150-171). New Delhi: New
skilled manpower. While several plans and century Publications.
programmes have already been devised for 6. Sudheer, S.V. (1991). Tourism in Kerala –
tackling these challenges, successful Problems and Prospects. Unpublished
implementation would be critical to Ph.D Thesis, University of Kerala.
accelerate growth. Concerted efforts by all Thiruvananthapuram.
stakeholders such as the central and state 7. Sunanda, V. S. (2008). Health Tourism in
governments, private sector and the Kerala with Special Reference to Ayurveda
community at large are pertinent for – An Evaluative Study. Unpublished PhD
sustainable development and maintenance of Thesis, University of Kerala,
the travel and tourism sector in the country. Thiruvananthapuram.
8. Thampi, S. Santhosh. (2002). Eco-
7. Bibliography
Tourism Marketing with Reference to
1. Sarngadharan, M., & Retnakumari, N.
Kerala. Unpublished PhD Thesis,
(2005). Hospitality and Tourism: A Case
University of Kerala.
Study of Kerala. In Biju, M.R (Ed.),
Thiruvananthapuram.
Tourism (214-221). New Delhi: New
9. Thankamani, K. (1980). Tourist
Century Publications.
Behaviour, Economy and Area
2. Sasikumar, K., & Santhosh, V. S. (2010).
Development Plan-Selected tourist
Kerala Tour – A Truly Memorable Travel
Centres of Tamil Nadu. Unpublished PhD
Experience t o All. Conference Souvenir
Thesis, University of Mysore.
Momorabilia, XXXIIIA A.
10. Vijaya Kumar, B. (1995). Sustainable
3. Saurabh Rishi & Sai Giridhar, B. (2007).
Development of Eco-tourism in Kerala.
Himachal Tourism: A SWOT Analysis.
Unpublished PhD Thesis, University of
International Marketing Conference on
Kerala. Thiruvananthapuram.
Marketing & Society, IIMK, 17-19.
11. Vijayan, R. (2007). Tourism Development
4. Siby Zacharias., James Manalel., Jose,
and Involvement of Local People at
M.C., & Afsal Salam (2008). Back Water
Destination. Unpublished PhD Thesis,
Tourism in Kerala: Challenges and
University of Kerala,
Opportunities. Paper Presented at
Thiruvananthapuram.
Conference on Tourism in India –
Challenges Ahead, IIMK.

18 IJRAR- International Journal of Research and Analytical Reviews Research Paper