A TRIBAL FAIR OF SAMMAKKA - SARALAMMA :

ITS TOURISM POTENTIAL AND PROSPECTS

A.Raghu
Department of History &
Tourism Management.
Kakatiya University, Warangal A
'Tourism' and 'tourist' are key words which are commonly heard or
mentioned in everyday life, pick up any newspaper and you will find some
reference to tourism i.e. in relation to Government policy, Tourist arrivals,
Products, Destination, Impact on economy, hostility or hospitality of the local
people.1 Tourism is one of the most remarkable success stories of modem times,
which only began on a massive scale in 1960s. It has grown, rapidly and steadily
for the past 30 years in terms of income. 2 India has a vivid varieties of tourism
products like, Natural, Cultural, Symbiotic, etc.,3 The A.P.Government recognized
tourism as a growth engine for the all-round development of the State. It is
seriously involved in the identification of the potential sites and framing the
policies for the maximum exploitation of the available resources.4
Warangal is an ancient town, gradually developed as a district and a
Commissioner's Division in the former Hyderabad State, and again a district in
the present Andhra Pradesh State during the modern period. The Warangal
division in erstwhile Hyderabad State, formed the eastern portion of the Nizam's
Dominions and extended from the river Penganga in the north to the Krishna in
the south. It was one of the biggest districts before 1 st October, 1953 when a
few taluks were separated from it and formed into the Khammam district.5 The
district of Warangal, lies on the north-east of the State, between 17 19' and 80
131 north latitude and 78 49' and 80 43' east longitude and has a total area of
12,846 Sq., kms6. The ancient town of Warangal is situated on the South Central
Railway, about 138 kms., north of Hyderabad 7. It lies on the watershed
separating the basins of the Godavari and the Krishna in the lower part of their
course. The country which surrounds it, consists of large undulating plains of
reddish sandy loam and black soils, broken here and there by piles of huge
granite boulders and basaltic dyes. From the tourism point of view, Warangal
seems to have occupied an advantageous position, on account of its location. Due
to this reason, evidently, and also because of its climate, it must have been

selected for building a fort in the ancient days. Great lakes, historical
monuments, temples and forts make Warangal an interesting destination. 8
The district is recognized as the cultural and Heritage tourism zone by the
State and Central Government. Tribal tourism is one of the most important forms
of tourism which is going to shape in the district due to its cultural and
anthropological commodities.9 The Tribal Fair celebrated at M e d a ram is
attracting large number of Tribal, Non-tribals, Domestic and International
tourists10
The Sammakka-Saralamma fair celebrated in every alternative year as per
custom and usuage of k oya tribe since times immemorial. Medaram is situated
in a dense forest, which is 110 KM away from Hanamkonda-Warangal on the road
leading to Eturnagaram".
There are two popular legends which go to say that the Goddess, of Nature
and Vanadurga have taken births as Sammakka and S a ralamma (Mother &
Daughter) in 'Koya Tribe'n and were worshipped as the incarnation of Goddess for
their bravery and heroic death in the battle field in Medaram in 12 th Century in
the war waged between Kakatiya King 'Prataparudra' and 'Pagididda Raju a hero
of Koya families and the husband of Sammakka. 13 and Saralamma are said to
have ferociously fought in the battle along with Pagididda Raju for the liberation
and freedom of Koya tribes from the aristocratic clutches of local rulers.14 The
Second Story goes to say that one 'MedaRaju' was the king 'Karinagaram' to-day
known as Karimnagar District, Andhra Pradesh. His son-in-law was 'Pagididda
Raju' who married Sammakka and was blessed with a daughter known as
Saralamma. As 'Medaraju' had no sons, his only son-in-law 'Pagidedda Raju' was
looking after the Kingdom but they are sub-ordinates to Kakatiya Rulers. Due to
severe drought at that time (1150-1200 AD). 15, the 'Pagididda Raju' could not
pay the 'Kappam' to Kakatiya Rulers. Aggrieved by this action, the Kakatiya ruler
'Prataparudra' declared war against "Koya Samantha Raju Viz,' Pagididda Raju.
There was blood shed in the war and all the Koya tribal youth have fought teeth
and nail with the enemies. In the said battle 'Pagididda Raju' 'Sammakka' and
their only daughter 'Saralamma' too lost their lives with many other patriots.
From that time onwards, the 'Koya' tribe began to worship 'Sammakka and
Saralamma' as incarnations of Goddess once in 2 years i.e., on the Wednesday
falling before Magha Pournima (Magha Full Moon Day.)16
Regarding the legendary stories mentioned above, common people believe

naturally on the mystic stories and the elite are curious to know of its linkage to
historical facts. The historicity of the facts mentioned in the oral tradition not yet
established. Anyway this legendary information continued to be a source of
interest in all the sections of the people.
Ever Since the Endowments department came into existence, the biannual
Fair of Sri Sammakka Saralamma was celebrated for the first time in 1968. Since
then in eveiy alternative year i.e., 1970,1972, 1974 likewise continued till
2002.17 and marching towards 2004, the year of next celebration.

No. of Pilgrims from Neighbouring

States like (Maharastra, Madhya
Pradesh, Orissa,Karnataka)

Years

No. of Pilgrims
from our state

1994

30 lakhs

4 lakhs

1996

34 lakhs

4 lakhs

1998

40 lakhs

6 lakhs

2000

48 lakhs

7 lakhs

2002

50 lakhs

10 lakhs

Source: The records of District Public Relations Office.,Govt of A.P., Warangal

This biannual Fairs have been conducted quite successfully attracting large
number of people. For these pilgrims the government is very keen in providing
services for them and the other organizations are also involved in providing stalls
for the visitors. In terms of revenue, the government have direct and indirect
revenues. The following are the direct sources of revenue to the government:
they are Endowments, Integrated Tribal Development Authority, Andhra Pradesh
Road Transport Corporation, and rest of the areas cover under the indirect
income. It is very difficult to asses the indirect income.9

By taking into the account of the revenue of the endowments department

that we can observe the percentage of the increase in the revenues:
Year

Income

Expenditure

1968
1970
1972

1,20,133-81
1,32,200-00
1,39,961-51

60,173-90
24,252,50
1,59,018-88

1974

1,98,312-00

1,90,000-00

1976

2,27,852-61

2,20,000-00

19/8

1,77,197-00

1,60,000-00

1980

4,50,000-00

3,20,000-00

1982

4,81,680-00

4,01,000-00

1984

9,03,468-00

5,77,000-00

1986

14,76,000-00

11,07,942-00

1988

19,50,000-00

16,57,000-00

1990
1992
1994
1996
1998

24,90,000-00
31,70,000-00
39,32,000-00
49,04,020-00
58,59,437-00

2000

84,07,910-00

65,07,601,75

2002

1,05,94,873-00

1,03,24,316-00

Source:

The

office

of

the

endowments

21,50,000-00
29,60,000-00
28,30,000-00
39,30,727-00
44,26,945-00

(Sammakka-Saralamma

Jathra)

Government of Andhra Pradesh, Warangal.

The biggest source of income for the government is through its Transport
services, The Andhra Pradesh State Road Transport Corporation was operated
nearly eighteen hundred buses only from the Warangal region. Starting from the
25th of February, 2002, to 4 th March 2002, this authority successfully operated
20,000 trips only from the Warangal region. By observing the data of the last five
years of the corporation, there is a rapid increase in the transport services. The
average increase in bus services is 18%. The Andhra Pradesh State Road
Transport Corporation is going to Share major part of the revenue 20

Years

Hanamkonda

Warangal

Kazipet Jangaon Narsampet Parkal

Mahabuba
bad

1994
1996
1988

3,428
3,728
4,000

2,050
2,443
2,800

1,500
1,900
2,324

620
728
840

628
720
763

700
848
920

500
600
790

2000

4,208

3,000

2,528

948

820

1,10

824

2002

4,850

3,500

3,000 1,150

1,120

1,250

1,175

Source: Office of the Regional Manager, Warangal Region, Andhra Pradesh State
Road Transport Corporation, Warangal.
The next best revenue source is through the taxes on the different types of
stalls. As it is the tribal festival the arrangements and type of the stalls are
different i.e., liquor shops, meat and chicken stalls. Here is a custom of offering
Jaggery to the Goddess, so there is a major scope for such stalls 21, which sell
jaggery, coconut, saffron, etc. According to the agreement made between the
tribal families of the Medaram and the Government, 10% of the stalls should be
sanctioned without any taxes for the tribals who are there from many
generations". Previously the authority of tax collection was with the Mandal
Revenue Office, but from the year 1994, the authority was transferred from
Mandai Revenue Office to Integrated Tribal
Development Authority.

Years

No of stalls

Revenue in

1994
1996
1998
2000
2002

640
715
800
928
1045

3.101akhs
Rupees
5.00 lakhs
6.48 lakhs
7.25 lakhs
8.10 lakhs

Source: Office of the Integrated Tribal Development Authority, Etrunagaram,

Govt, of A.P.
To increase the facilities for the visitors, the tourism department has
recognized Sammakka Saralamma Jathara as" State Festival" as per'24
As the importance of Jathara has been growing year by year, the district
Collector of Warangal plays an important role in Cooperating the services of
various departments, i.e. Police, Medical & Health, APSEB, Irrigation, Animal
Husbandry, Public Health, Exercise, R&B departments and all other Departments,
Heads of machinery at the District level by arranging coordination committees

from time to time. The project Officer I.T.D. A., Etumagaram, is expected to be
mainly responsible for the Welfare of
Tribe's related to this Jathara.25
In the recent years the non-pilgrim traffic has been enormously increased.
That's why it is becoming a lot of problem to the pilgrims in respect of the
accommodation, maintenance, etc, In view of this, the Jathara committee is
trying to implement the entry fee for the pilgrims. As there is a heavy
congregation

of

the

people

(50

to

60

lakhs.)

without

any

permanent

accommodation.26 Due to this heavy debris is formed by the usage and throwing
out of the plastic un essentials into the forest. These hazardous materials
especially the polyethylene materials, as it is the undegradable material it is very
harmful to the forest eco-system, resulting in the imbalance of the ecological
niche.27 In the last two years nearly twenty six thousand three hundred trees are
destroyed

for

different

purposes.

According

to

the

estimates

of

forest

department, the financial loss for these trees are 157 crores. Nearly 283 loads of
firewood was dragged from the forest. The government laid a thirteen kilometers
road from Thadavai to Medaram which resulted in the 23 illegal quarries inside
the forest. For the erection of the electric line from Thadavai to Madaram nearly
six thousand wooden poles are dragged from the forest. 28 At the time of Jatara
nearly 200 to 250 hectares of forest was cleared by the authorities for the
purpose of bus stand, stalls and parking places from private vehicles. The smoke
emitted from the automobiles create a very bad impact on the Human and wild
life29 It is reported that 50 to 60 domestic animals died in the Narlapur village
during 2002 jathara.30
In these days, when tourism is recognized as the most effective tool to
uplift the country in terms of cultural, social and economical benefits, it shows a
great feasibility in decreasing the un-employment from the country. The
concentration of the government in this post-modern era is to create awareness
about tourism and its benefits to the rural economy in the recent years it has
been attracting the international tourists also much interested to see the tribal
cultures. Due to this, nearly 25 to 30 International tourists are visited from the
countries like Germany, Scotland, United Kingdom, etc. have visited the
celebrations in 2002.
Brain Wilkenson, a doctor from England visited 2002 fair and expressed his
utmost satisfaction. He told that he never saw such a great congregation of

people in their country. Inspite of having such a great potential, till now the
government has not yet prepared any course of action for the exploitation in full
scale. At present generally pilgrims go there and return back to their homes.
Because this jatara takes place once in two years and there are no permanent
amenities. If the government plans for the construction of the cottages, they
have to remain ideal for the next two years. If the tourism department further
develops the ecotourism zones, nature camps, wildlife safaris, paying guests
accommodation in the tribal houses, the routine tourists use this accommodation
all round the year.
The foregoing observations make it clear that tribal festivals also have
great tourism potential along with the cultural heritage centres. Especially, the
Sammakka and Saralamma Tribal fair has gained the highest rate of tourism
attraction, which is to be efficiently marketed by the government.
During of the fair, ihe transport department extend their services by
arranging

package

tours

connecting

the

nearby

places

like

Ramappa,

Lackanavaram and Ghanapur group of temples. It enhances the economy of the

local people of these region also. This shows a greater gulf in direct and indirect
income. But at the same time, Government must insist on certain things like
using of Gasstove, maintenance of environmental hygiene, etc., to minimize the
hazardous effects on the environment.

References:
1
2

Neena Rao
Fraceso Fransiall

:
:

Manoj Dixit

WTO Repair

BhatS.C(ed)

P.R. Singh

Vidwhan. Thenati

Bhat. S.C. (ed)

11

Raghunath
Singh
Rathan
Enadu
daily
newspaper
Sthalapuranam

12

Jathara Ahawanam

13
14

Vidwhan. Thenati
Ibid

:
:

15

A
brief
note : A leaf let distributed by Department of Sammkka Saralamma
Sammakka
Endowments Special Officer Medaram Jathara
Personal
: With KrishnamRaju Offer, Endowments Warangal.
Communication
Personal
: With Surendarnath Project Officer, I.T.D.A. Eturnagarm.
Communication
G.O.Ms.No.127 dt. 1.2.1996 Revenue (Endts-II) Department of Govt, of Andhra Pradesh in
1996 Jathara.
Personal
: With Surendarnath Project Officer, I.T.D.A. Eturnagarm.
Communication
As per G.O.M.S No. dated 28-4-94, Revenue (I.T.D.A) II Agreement, Government of Andhra
pradesh.
From the office of I.T.D. A. Eturnagaram.
As per G.O.M.S No. dated 28-4-94, Revenue (I.T.D.A) II Agreement, Government of Andhra
pradesh.
As per G.O.MS No. 127 dt 1 -2-1996 Revenu (Endts-II) Department, Govt, of Andhra Pradesh.
See the Ministers of the Dist. Officials for arrangement of Sammakka, Sarallama Jathrara held
at Collector's Camp Office dt. 18-10-2001, at 6.00 pm.
Dr. Narsamiha Rao & Srinivas (DFO Wild life) un published project work submitted to office of
the wild life warden, District Forest Office, Warangal, 2001 p. 49.
Enadu Daily : Published on 2nd Feb. 2002
Dr. Narsamiha Rao & Srinivas (DFO Wild life) un published project work Op-cit., p.54.
Ibid.p.59

10

16
17
18
19
20
21
22
23
24
25
26
27
28

:
:

Fundamental course in Tourism IGNOU, M.T.M unit -1 p.5

Global Tourism, William . F. Theabold.MedaramButterworth
Heinemann, Publishers NewDelhi 1998. p.8.
Tourism products of India, New Royal Publishing Company,
Lucknow P. 3.
Submitted to Govt, of A.P. by World Tourism Organisation,
Genium, 1999 PP.
The encylopedic. district, gazetteers of India. (South Zone)
Gyan publishing house, NewDelhi 1997 p. 559.
District census hand Book, Warangal series - 2, part XIIA & B
published by Govt of A.P. 1996p.7
Warangal Zilla Sarwarasam, Vishal Andhra Publishing house,
Hyderabad, 1988, p.341
The encylopedic. district, gazetteers of India. (South Zone), Opcit.,p.359
Material Cultures ofDeccan, Sage Publications, New Delhi 1984 p.
34
Warangal District special Feb. 27th 2002.
Printed and Published by Department of Endowments, Office
of
Special Officer Medaram Jathara.
A small booklet Published and Printed by I.T.D.A dated Jan.2002,
Eturnagaram.
Warangal Zilla Sai-warasam,Op-cit.,p.346.

Development of Budhist Sites of Andhr Pradesh as Major

Tourist Destinations- A Comparative Study

A.Raghu
Department of History & Tourism
Management.
Kakatiya University, Warangal A
The state is endowed with a vivid varieties of Natural, Cultural and
Symbiotic a Products. There is greater scope for developing of cultural
tourism products, especially ancient Buddhist Sites. It is very clear that
Buddhism entered into this place during the life time of Lord Buddha itself,
according to Suttanipata. The ancient loyal dynasties like Saiavttharias
patronised Buddhism in tins region, from 2 nd couture AD, the Nagarjunakonda
became one of the greatest Buddhist centres of learning in India. Amaravathi
is known for its school of architecture. These products attracted large number
of Buddhist and others scholars from the countries like Burma. Ceylon etc.
Besides this the recently excavated sites like Bhavikonda, Nelakondapalli,
Gajulabanda,

Panigiri etc., are potential sites. There are 140 identified

Buddhist sites in the Slate. Inspite of having such a great potential the state
is having an average tourist flow, the state is yet to attract large number of
domestic international tourist. The State Government recognized tourism
industry as major growth engine for till round development. So the stale is
planning to promote its Buddhist sites. In 'view of this a comparative study is
carried out at prominent Buddhist sites in North India, i.e., Sanchi. Which is
recognized as World Heritage Monuments and attracting large number
international and domestic tourist mainly

from the countries like, Nepal,

China, Japan, Thailand, Vietnam, Srilanka, Korea.

Aims:
The present study is aimed at:
a. To bring out a comparison between the world famous Buddhist Site and the
A.P.Buddhist Sites.
b. Make suggestions for the improvement of tourist inflow.
Objectives of the Study:
a. To identify the characteristics of the visitors and to collect information with
regard to their age, country of origin, length of stay and purpose of visit.
b. To access the tourist inflow as GITs and FITs.

c. To create awareness of Andhra Pradesh Buddhist Sites.

d. To suggest the development of tourist components like Attractions,
Accommodation, Accessibility, Activities and Amenities
Hypothesis :
In pursuance of the objective of the study the following research
hypothesis were formulated for testing
a.

International tourists are not so laminar with Ancihra Pradesh Buddhist

sites.

b.

Due to like of promotional policies these site are unable 10 attract large
number visitors.

c.

Aeiiaious rues and cultural activities are not undertaken to draw large no
of visitors.

Methodology:
The mixed method technique is implied in this study i.e., participative
observation. Non-participative observation and collection of data from the tourist
who visited Sanchi Monument from 30th January to 3rd March. 2002. The data
collection is through unstructured questionnaire. Here both qualitative and
quantitative methods are considered. Feedback was collected from the tourist.
Observations:
"An ancient of Buddhist culture and learning", Sanchi survives the best
preserved monuments, a part from those of the Indus valley. Its history goes
back as Emperor Ashoka's region in the 3r century B.C.. and continues uplo the
12M century A.D., It is one of the most revered centers of "Buddhist art'' in the
world that has the specimens of almost all kinds of Buddhist architectural forms,
Siupas, Chityas, temples and monasteries. Located on the river Betwa at a Lat
23 29 North, Long 77 45 East in Raisen district of Madhva Pradesh. Sanchi is
renewed for '"Buddhist Monuments and has distinguished itself from the tourism
standpoint. Sanchi is on a serene hill (91 meter in height) crowned by Siupas
and pillars that represent the climax of perfection in Buddhist art and
architectural modes. Sanchi has won an international fame through its
remarkable well preserved monuments. Once magnificent and instructive,
attracts thousands of visitors, Buddhist-Pilgrims and lover of art and architecture

to learn and enjoy the monuments from the early Mauryan period circa 3 rd
Century B.C., to 121'1 Century A.D.,
The site is located 45 Km., form BhopaL the capital of Madhya pradesh and
connected by raii on Jhansi - liars: section of Central Railway and also by road.
Archaeological Survey of India stepped in and took control. Gradually, as the hill
was cleared, the ruins of about 50 monuments were uncovered, revealing one of
the most remarkable archeological complex in India.
Sir Alexander Cunningham, the first Director - General of the Archeological
Survey of India, iias described about the Sanchi monument in his recoils. Famous
archaeologies like genera! Johnson, Genera! Cunningham, Captain Maissey, Major
ccie and Sir John iViarcha! had done archaeological works of'excavation and
conservation at Sanchi form !o22 to 191 9. Sir John Marshal has also founded a
museum Archaeological Museum, located at the Sanchi foothill near the main
entrance.
With a fine rural backdrop with limited accommodation sanchi is abie to
attract large number of international and domestic tourists. Sanchi has won an
international

fame

through

its

remarkably

well-preserved

monuments.

Comparatively the sanchi is very much near the some of the other destinations
which are attracting large number of tourists form ail round the world. In view of
architecture it is adorned with a magnificent Gateways and well stretched
monument is attracting thousands of visitors, including pilgrims and students of
art and archaeology.
Mahabodhi Buddhist Society is a well versed organization performing the
religious rites and celebrates "'Uppatissa festival" or
November.

last Sunday of very

This kind of organisation and the Natural back drop attracts tt.e

tourists not only from Indian and the countries like Srilanka. Because the society
is established by srilankan monks.

Data Analysis

Date
30 Jan 2002
31 s t Ja n 20 02
1st Feb 2002
2nd Feb 2002
3rd Feb 2002
4th Feb 2002
5U1 Feb 2002
6th Feb 2002
7th Feb 2002
8th Feb 2002
9th Feb 2002
10th Feb 2002
11th Feb 2002
12lh Feb 2002
13lh Feb 2002
14lh Feb 2002
15th Feb 2002
I6lh Feb 2002
17th Feb 2002
18th Feb 2002
19th Feb 2002
20th Feb 2002
21stFeD 2002
22nd Feb 2002
23rd Feb 2002
24th Feb 2002
25lh Feb 2002
26th Feb 2002.
27th Feb 2002
28th Feb 2002
1st Mar 2002
2nd Mar 2002
3rd Mar 2002
U1

day
wed
thus
Fri
Sat
sun
Mon
Tue
wed
thus
Fri
Sat
sun
Mon
Tue
wed
thus
Fri
Sat
Sun
Mon
Tue
wed
thus

No. of Persons
Participative & Non
Participative
observation
24
38
27
28
32
28
24
38
32
24
8

Fri

5
32
24
18
71
68
10

74
64

Sat
sun
Mon
Tue
wed
thus
Fri
sat
sun

--

*~>

12
19
23
31

63
18
11

10

During this 34 days period from January 29 lh to March 3rd interacted with

856 visitors from 20 countries. The highest No. of visitors are from SRI
LANKA(314) next followed by JAPAN (181), KOREA (153), GERMANY(42), UNITED
KINGDOM (31), FRANCE (20), AUSTRALIA (19), HOLLAND(18). ISREAL (15),
VEITHNAM(13), USA(9), BELGIUM(6),

CZECH

REPUBLICK(3), GREECE(3),

PORTUGAL(2), MALAYSIA(2), ITALY(1), IRELAND(1), NEPAL(1) AND FINLAND(1).

All these target tourist visiting Sanchi are showing very much interest in
knowing the other Buddhist sites in India.
The Tourist from JAPAN, SRI LANKA, TIBET, NEPAL and VIETNAM are
mainly Buddhist tourists and monks. They are showing interest in visiting other
Buddhist sites in India. After the interpretation they are showing good interest
especially to visit the Buddhist sites of Andhra Pradesh, rest of the tourists from
all around the world are interested in Indian way of life, food, Marriage System,
Textiles, arts and culture.
Communication and language:
It has become a little bit problematic in interpreting the Tibetan & Sri
Lankan Tourists and monks. In this typical situation. I found a map with a
Buddhist monks it has the information in both languages i.e., in Tibetan English
Languages It has served very beautiful in this one month, special' campaign. The
problem with the Sri Lankan tourists are most typical, because the major tourists
are form aged groups. They don't know any other language except their mother
tongue, so it has become very problematic to deal with aged Sri Lankan tourists.
The Sri Lankan, Korean & Japanese tourists are coming in groups. The
reason for coming groups is language problem, but now a days the Japanese
people are not coming in groups, only the aged people are coming in groups. The
people between 20 to 40 are coming as free and individual travelers.
The main Buddhist pilgrims are coming from Sri Lanka, Japan. Korea and
Vietnam their average stay is only 30 days, some of the Buddhist monks who
travels around the Buddhist countries told that they are going to visit
Amaravathi, Nagarjunakonda. etc., (according to their feedback) and some other
Budhist scholar who belong to Mahayana culture showing good interest and are
including Nagarjunakonda m their present trip .
The tourists who are coming from Europe are mainly interested in Indian
Culture, Indian way of life, rural emerson, customs, arts and heritage. The tourist
coming from Germany are very much interested in seeing the masses, i.e.,

Jataras. In this manner the western tourist are free and individual travellers .
The Sri Lankan Buddhist pilgrims told that they have visited Amaravathi
and Nagarjunakonda. As they are travelling from south to North it is convenient
for them to visit the places. Rests of the International tourists are not at all
visiting to Andhra Pradesh.

Discussions:
After interacting with 856 tourists form 29th January to 3rd March in 2002,

the main discussion are made, 92% Srilankan tourists are coming in groups, 89%
Japanese tourists are coming in groups. The percentage of tourists interested in
religious activities are 69%, tourists based on their age groups 18 to 30, 31 to 48
and 49+ are 19%,29% and 52% respectively, Out of these total 856 tourists only
14% are familiar with A.P Buddhist & general tourist sites. English and German
tourists have very long duration of stay i.e., (60 Hays), whereas the people of
Japan, Srilanka, Korea and Vietnam are having a short duration of stay. Tourist
coming from west are interested in Indian Culture, Buddhist tourist coming from
the countries like Srilanka, Japan, Vietnam and Korea are showing a keen interest
in Buddhist heritage and religious sites. The visitors between the age group 20 to
30 are coming individually but the tourists with high age group are coming in
groups with escorts. The Japanese, Srilankan, Korean, and Vietnamese are
visiting India once or twice, the European tourists are coming 3 to 7 time
(average).
Recommendations & Suggestions:
a. Toll free telephone for information accessibility and it has to be advertised
in all tourism Magazines, advertisements, behind bus (respective
corporations) & Railway tickets.
b. Advertisements and information office has to be established at all the port
of entries and exits.
c. Advising the Buddhist Societies to practice at the sites (It shows greater
effect on tourist flow).
d. Providing information and enticing travel writers to visit Andhra Pradesh
and article in tourism Magazines.
e. Sending invitations to Buddhist Viharas and Monasteries for conducting and
participating in the festivals and the festivals has to be organized at the
sites.
f. Special Campaign programmes may be conducted for a period of two
seasons (August to February).
g. Establishment of special Buddhist information cell and for operations of the
festivals.
h. The price difference should be minimum between the Foreigner & Indian at
Museums and Monuments.
i. Specially designed Buddhist sites map may be supplied to the tourists.
j. Package tours may be developed by connecting the Buddhist places.
k. Highly trained language (Sinhalese, Japanese, Korean) guides are placed at
the destinations.

In direct marketing is recommended for the countries like Sri Lanka, Japan
and Korea, because it is applicable for the tourists coming in groups and at the
same time it is very cost effective. Establishing channels of distribution in India
(Inbound Tour Operator) mid in respective countries (Out bound Tour Operator),
and conducting familiarization trips to Travel Agents and Tour Operators.
Direct Marketing is suggested for the countries like Germany, United
Kingdom,

Australia,

Belgium,

i.e.,

from

where

the

tourists

are

coming

individually. There the following activities like advertisements in news papers &
Magazines and Establishment of overseas offices are recommended.