Unit 18
Unit 18
Unit 18
DESTINATIONS
A
Structure
Objectives
Introduction
Seasons and Climate
Seasonality in Tourism
~e'stivalSeason
Measurement of Seasonality
Destination Management, Marketing and Employment
Destination
LetUsSurr Tm
Keywords
Answer to Check Your Progress bercises
Appendix
r E i r y often you hear, "Oh! its tourist season*'. What does it mean? Well, there are tourists all
gi business which did not yield hiin the expected protits during that particular period. In this Unit
hey affect the movement of people from the place of origin to destination. It further discusses
Lifferent types of seaso~idity,its measurement and impact on destinations. Certain
:haracteristics of destinations have also been listed. Such information equips a tourism
rrofessional with the knowledge to eater to his clients or generate awareness.
The specificmeasmeanmtsof the above factors repment Elfe weather wnditions at my &en
t h e in a m. They, however, keep on changing over time and space leading to varied.
w d m t m d i t b s . By mdlarge similar weather m d i t i m p v a i l at rhe same @lt of b e
dmhg s u ~ v yeas e in a given place. The average measuremats, thus.disqmA over a
pcaiodof~~mdescribedastheciimateofthatplaee.
The weather change8 a mA by the revolutim af the ai%harMFnd the suu and &: -
plane to the pJmed itspathby an &Be 23"
inclination of the ~ u a $ x M
which affect the w d mdihinch% t k
radiant energy of am,
earth's a t m ~ w h l c h thepqeofsolar
m ~ 9nd
natural land?orms and geophysical features dthe eat&', like mou~wns,
vageys,
oceans, ice-caps, deserts, lakes, river, etc.
~yoa~medn~mtevery~~i&~k'wejll~toanswp
to we&=. About anyx3es-m yoa may be admi WtpentIy what 3s the
%&re?Will it& during the timeof our visit? W h ' bseason ~ to~visit? e.
L ~ ~ ~ f o i l o w i n g o f w e a t h e r f ~ a n d r e p m t sYoumWbe
~in~.
a w a m ~ 6 f i e ~ ~ a v i t a l r o b m t ~h il s y~ w ~ ~ a c e ~ ~ d o a t
IWb w d Tebvhim. The n e also reflort
~ an weather.
~ Beaides yon get Po
knzrw about the weather of cliff- d e s m o n s warld ova' p@&hed rep- and
char@&. ~exam.pleseechart1.
.- -
1
7
'Ibe wwmal variations in climate make significant impact on m v d and tomism T'he
visible impact is the emergence of tourist seasons became of climatic chmges. People
to ooolex placeg like beaches m d mountainresorts during smntlaermonths and to wzwl
dufhg wink%. The development of hill stations in India is @madly due to this phenc
When the metcnry goes up m the plains of India, the hill tops are usually cool and 1
meBritishrulersin India, therefore, &vel@ a number of hill stations tohave a corn
Me W g hot weather seasons. Tbese include Srhagar, Gulmarg, Pahalgam, Shimla, Ka@-
hhudi,Maseaori, Nainital, Shillong, Dajeeling, Mount Abu,
millions of i ~ t ~ a t i o nand
a l domestic tourists visit thesFhifl resorts every year dqmg hot Seasonality and Destinations
weather season. In fact it is an escape from unpleasant weather at home. Some of them have
also become ~ o ~ u lfor a rwinter svorts activities during cold weather seasons.
3 :---<- I
India also has a coastline of about 5700 kms providing a comparatively cool climate during
summg and warmth during wintea. Beach tourism is thus becoming popular in-Indiawith the
development of some of the internationally known beaches like Goa, Kov
Mamallapuram, Pmi, KO& Gopalpur-on-Sea, etc. The climatic differences between
-3.-
different regions have thus helped India to develop beach and hill ot*.
The tourist movement m the whole of the world is, infact, influenced by climatic seasons.
Tourist looks for better weather conditions. Hence, @omthe Tourism pomt of view the hot --
season is the peak season at hill stations. Millions of tourists flock to Meditmranean beaches
in Europe and west coast beaches in United States during summer. During winter, the tourists s-.
travel to warmer regions including India. Relatively few intemafional tourists visit India ?
during summer months as compared to winter d.
The peak rourist season is from October to March with the largest arrivals during the month of
December. The lean tourist season is firom April to June with the lowest arrivals daring the
. .. , -.
month of May. 7 . :.
z7..-%
- : -
The diversity of climates in India with its several striking contrasts is also a motivati
-3'*-.
.. . -
.* -.
. :
+
,-:
5-* .
movement of domestic tourists from one part of the country to anothq. While Assam in the : . A : . - - ; ,-. .
I
east presents extreme dampness, Rajasthan in the west presents extreme drynms. Similarly, i;-.-l.,..__
>;cs
-
.-=.
Punjab in the nortb has continentalclimatewith alternating fierce summer heat and winter co14
~
, .. -
.:-- C
while Kefala in the south has a tropical maritime climate with almost invarying warmth and , -
uniformly moist air. These contrasts in climate between different regions drive millions of
'
people across the country in different seasons. There is narmally a heavy ~ s ofh
north to south during hot weather
origin. - . .
Hottex Areas
,-
..I: .:-
Winter Sports
+
Cold Wather
These fairs amd festivals have became a source of great tourist attmtbn in recent years. A
nmnbea ofthem am thereforebeing organised sys-cally and given wide publicity to amact
tourists. These include a few-festivals celebrated everywhere or in mast parts of the country
andothem ced- only in specific regions. For example Holi is celebrat& m different p m I
of thelcountrybut it is the Holi of Mathura and Vrindawan that has become a tourist attracton.
S b i k $s the case with Dussehra at M y m or Kullu. Pair and Festival amactions of India as - I
per their seasons are mentioned in Appendix.) . .
............................................................................................................................................
2) What is a festival season?
Them am myad statistical -ques for the estimation oftieachd the above components
&mia Ww seais. Seasonal movement can be rneasmed easily wiEh the help of seasonal
iadices. It is the percentage ratio of the average value of the vartaMe during the qxcifled
season to the over all average per seasan. Usually the seasonal indices am calculated either for
each month or for each quarter. In case the time series is availablefor each month for a period Seasondity and Destinations
of ten years the monthly index for any month is estimated by using the following formula.
-
- Total of the values for the month / 10
x 100
Total of the values for all the months 1 12 x 10
It bas already been mentioned that the foreign tourist arrivals in India are highly seasonal. It can be
quantified by calculating monthly indices of tourist arrivals as per the calculationsgiven below:
The primary concern of destination management is the carrying capacity which is defined as
the threshold limit of tourist traffic. Beyond that carrying capacity the tourists can cause
serious damage to the resources of the deshnation including its environment and ecology. In
the case of seasonality, the limits are applied to peak season arrivals.
In effect, the largest number of tourists who can stay in an area sets the limits of peak season
uaffic.
As a result of the above limit, there is usually a problem of excess capacity in the tourism
infrastructure during lean periods. For example, in the case of a hill station, where the tourist
@fit is mainly during summer months, the hotel rooms and restaurants may remain idle
during winter months. There has to be, therefore, proper infrastructural planning so as to
ensure optimum utilisation of available capacity. The usual practice is to create only so much
of capacity which would ensure an average capacity utilisation of about 70 per cent throughout
the year. The excess demand, if any, during peak period is normally met by "over loading"
and temporary facilities. Overloading is often achieved by converting regular rooms into
dormitories and by extending ggest accommodation to other utility areas. Temporary facilities
are usually tented accommodation, temporary huts, accommodation in transport units etc. But
sometimes this also fails. For example, In 1993 the Goa Government issued press statements
to the effect that those who have no bookings for accommodation should not visit Goa in
December and January for they were not likely to get a place to stay.
The marketing strategy for any destination or facility has to be formulated on the basis of the
extent of seasonality and the capacities available. It would involve special promotions,
off-season prices and development of new products. For example, in the case of hill resorts,
winter s p a s can be developed as a special attraction and sold at special off-seasonprices. The
development of new off-season markets to achieve demand substitution by domestic and
regional tourists is yet another method of dealing with seasonality in tourism. Thus, a clear
understanding of seasonahty is a primary requisite in formulating effective tourism marketing
strategies.
The seasonality in tourist traffic to any destination seriously affects the employmentpotential.
The providers of various tourist services tend to retain only the minimum number of persons
on a regular basis. The excess demand during peak periods is met by extending the working
hours of existing employees or by recruiting people on ad-hoc basis for short periods of time.
Even, self employed persons may have to remain ideal during lean periods as there may not be
enough demand for their services. They have to, therefore, find alternate jobs in other sectors
of the economy during such periods. At times, because of climatic variations the job market is
affected during the peak season also. For example early rains in the plains during summer
check the flow of tourists to hill stations having a chain reaction on the employment pattern
there.
Destinations in India
18.7 DESTINATION
8
In Unit 1 we discussed what a destination m m s m tourisn Here we will give you some more
information related to destination. .;-T~z:,z.
r; ,.g$$$i!
2
.Destinations can be naturally attractive like wild life sanctuaries or they can be designed with
man-made or artificial atttactions like amusement or theme parks, historical complexes or
holiday villages. People and their customs and life style including fairs, festivals, masic,
dance, and omamentatioh can also. be staged as attractions. The Jaisalmer W e n Festival is an
exercise of this kind. Many destinations have been developed as 8 modal designs, around a
I
I
central attraction or an activity complex, where supplemenmy attractions and facilities & in
close geographical proximity. Such modal atmctions can then form c h i t s that fink places of
interest where tourists can make day trips and return to a particular cenm or resort which
provides the amenities and entertainment which tourists demand. Such modal destinations are
ideal for pakkage tours which sell because they combine so many activities and cover an area
extensively.
Destinations and attractions also cover a vast area. They mencourage hear to& which is
popular with motorists and coach tours, such as the number of attractions that can be covered
between Delhi and Jaibur or Bangalore and Ooty. Tourists can make stopovers as they like and ,
I for as long as they wish.
m r e than the site or the event, the amaction of a dest&tion lies in the image that the potential
tourist has of a particular place. For example, m y tourists thinks of India as a single
destination. For others, North India is the primary atttaction because of Raj literature. For
some Jndia is a land of Temples whilst for m&y its attraction lies in Mughal Forts and Palaces.
Many reject India because it is strange and therefore fearsome and for many the poverty of
India is a deterrent. In fact the image of a destination depends on a variety of f a c m like
attitude of the host population, civic amenities, natural smundings, accessibility, food ete.
The image is neither constructed nor deconstruw over night. It tends to build up over time.
In many cases it ends up in stereotypes created by the media or the promoters of touristrelated
practices and seruices. Eor example, for a long time the image of India was that of a land of
I snake charmars and rope climbingfhkirs. Gradually many realistic things are now being added I
-1 I
No destination can become popular unless it is accessible
the tourists demand. Essential services are accommodation ~ C I food, backed up by local
transport, activities and entertainment. In some cases the ameniuc, themselves become the
attraction as is the case with handis in Rajasthan. One reason for their attraction lies in the fact
that they can be reached easily. Whilst the adventurer or explorer may enjoy the struggle to get
there, the average tourist will not.
- . -
Accessibility means regular, efficient and convenient transport at an affordable Hce. Private
- .
transport requires good roads, service stations and wayside facilities. However a
Ican become too accessible and therefore overcrowded like Mussorie, Shimla Br Nainital. 1
~ m p h md
y ~d- ::- . limited opening up of remote areas in difficult terrain, like Ladakh, have in a sense suffered
r: fiom the problems associated with accessibility. Most destinations which have had long-term
i ,-
successhave grown on the basis of unique attractions, like the Mount Everest or Vaishno Devi.
f
t
D~~ m ~ndk However, mass tourists aremore concerned with the pvis.ion of leisure activity like sun, sand
and surf, which have a demand because they fultilthe idea of a holiday.
Tourist destinations, iike other products, have life cycles-enjoying periods of grovrth and
expansion and tben decline and .&ray. Decline sets in becruse of overcrowdingand dtanging
trends and lifestyles. Growing environmental consciousness and alternative ideolo~ies,as
well as activism have led to changes in the perception of tourists so that such tourisu, would
l i i to dismce themselves from mass tourists, and avoid the beaten track. Such tourists want
to do things they have never done before and they want to forget comforts for a while. They
hy to establish more contact with local pezrple and use the same facilities as the local
population uses. Then there are tourists who believe that even alternatives can have a
disturbing effect, particularly in developing countries because the contact between tourists and
residents is much more intimate. For example, as in Jaisalmer as, say, compared to Khijuraho,
where the tourist is enclosed and encapsulated.
Such timrbts want to sustain the destination. They would like to clean up beaches, pick up
debris in the mountains and be responsible to destination. However, susathable tourism is idso
suspect. For example in the opinion of the World Wild Life Fund toInists are an anlid* to
pmwilay md cunserving force which has been contestedby local g o p m n s that depend on
tit& ~G.BI'+m
W-nt for their s d v J and are being denied acxsw to the m n m e s . Here,
fact thatin m y cases d e . % m m s&so dteanine the tcltanist
e wild life saneluarlesa& op%n thrmmt the year. For CXZWII
mmb tfre?y-weclosed to the visitors. The same could be the with sane pil-
d e s t i w W e Ammath or Badrinath.
I
1) What $the impmaw of svpgimentary amtnities. and itame&ms?
Amenities : Facilities
Antidote -:@?EL: Medicine against a diseases
. .. -...
climate -- : Average weather condition prevailing m an area over successive years
: Heap of rejected articles
Destination : Place to be visited
: Sleeping room with several beds
: Excessive happiness
: To be able to measure
2) A period of festivals that serves as an attraction to a tourist to visit the destination. See Sec.
The quality of supplementary services like local armsport, entertainment etc. are linked to
The GRENT ELEPHANT MARCH is a major iourism went in Kerala in the month of January.
An usual elephant marathon of over 100 decorated elephants is held
ts like tug of war between elephants, boat race etc.
The month of February is also equally coJour?uI WIUI several resuvals and fairs A unique
cattle fair is held at Nagaur, a place in Thar desert, during February-March every year.
T h o ~ofsh o w , caWes, camels and other a n W are brought and uadd in the fair. Folk
dances, music and other cultural shows are also organised during the fair for the entertainment
of the visitors. The other festivals which make Rajasthan ariot of colours during the month are
Ule DESERT FAIR at Jaisalmer and the HADOTI FESTIVAL at Kota. A major event of the
month in Harya~ais the SURAJKUWD CR'AFTS MELA where handicraft items from all over
the country are displayed in a recreated village. The cultural events and food stalls in the
village regresent the rural India in its entirety. While the Indian craftsmen adorn Surajkund,
the classicaldancers of India bring alive lhe sculptexl panels on the temples of Khajuraho
d u h g a week long DANCE FESTIVAL. The festival attempts to revive the intimate
relationship between classical dances and temples culture. HOLI the festival of colours is
celebrated almost all over India except a few States in the South. People of all ages participate
in the holy celebrations and throw colours and water cln their friends. The exeberr~nt festival is
preceded by VASANT PANCHAMI, a spring festival dedicated to Saraswati, the goddess of
learning.
No less festive is the month of March. An ebullient festival of the month is !ZHIVRATRI
devo~edto the worship of Lord Shiva The temples devoted t this deity are thronged by
devotees the whole day and night on Shivratri.
The month of April brings the Hindu s o h new year day BMSAKHI which is celebrated with
dances and festivities throughout north India. In Punjab, it is celebrated with astoupding
--
revelry and featjny and the elabed Bhangra dance is performed at every village. !&. -. -
,
Xi
two week long spring festival called GANGAUR FESTIVAL is celebrated at Jaipur in
vaneration of goddess Gauri on the last day of the celebrations, a procession ,with chariots, ',
1
I 2
dancers, musicians, decorated camels, horses and elephants takes the idol of godtless Gauri out
in a planquin.
I@ the south at Madurai, a matriage ceremony is enac€ed every year betiveen goddess
Meenakshi and her consort Sundareshwarar. It is called CHITRAI FESTIVAL which
culminates in procession with the dieties carried in a chariot. Another spectacular temple
:-E
,
:Sea..odty and Destinations
arisoned hered of elephants accomp ythm of fast beating temple
As heat wave condition prevail in the plains of north India during the month of June, visitors
move to Leh to enjoy HEMIS FESTIVAL which include mask-dances in the courtyard of
Hemis Monastery.
One of the most spectacular temple festivals of India is the RATH YATRA held at Puri during
June-July. The most impressive part of the festival is a chariot procession m whici~Lord
Jagannath is taken out in an ancient and huge chariot of 14m high along with other chariots.
All chariots are drawn entirely by thousands of devotees, displaying deep devotion and
ID-UL-ZUHA or BAKRZD is celebrated by Muslims all over India in the month of July. The
festival commemorates the sacrfice of prophet Ibrahims son is obedience to a command of
INDEPENDENCE DAY is celebrated throughout India on 15th August every year. Rat
hoisting, bands by armed forces and cultural shows are the highliits of the debratioas. In
Delhi, the Prime Minister hoist the national flag and receive salute at Red Fort.
festivities 'include staging of Krishna Leela and offering prayers in temples. In Manipu~
'Ras-Leela*dances are staged. Elaborate rituals are observed at Mathura and Brindavan where
Lord Krishan is believed to have spent his childhood and youth.
The most exciting festival of the W,od is the harvest festival, ONAM, celebrated in Kerala
The people of this tine State irrespective of their age, sex, caste and creed welwme their
beloved king Mahabli back from his exile with clean and decorated houses, flower columns,
music and dances. A special attraction of the festivities is the Nehu Boat Race held at
1 *--=. II
The birth annivetsary of Mahatma Gandhi is celebrated on second October every year as
GANDHI JAYANTI. Prayer meetings and social activities are organised throughout India on
the day. Special functions are held at Rajghat in Delhi and at Sabamati Asbram in
Ahmedabad.
-"7
I
A most coiourful festival cedebrafed in almost all pacts of India is DEEF'AWALI. ?he hooses
are lighted with lamps and sweets ark exchanged.
The year closes with CHEUS'IMAS which is celebrated on 25.December. Prayers are
organised at Churches and cakes distributed among people of all coomuniti&.
.
:.
-. .: