Tourist Arrivals In Kashmir

Published Date: 02 Nov 2017

Introduction

Jammu and Kashmir has won the Conde Nast Traveller award for "Excellence in Regenerating Tourism", this was the second award after CNBC Awaaz Travel Awards adjudged the Ladakh region in the state as the best "Adventure Tourism Destination" for 2012. Tourism plays an important role in the economies of a number of countries and can have a significant contribution to the economy of the state. A large number of tourists from all over the world come to Kashmr every year.

Tourist Arrivals in Kashmir for the year 2012

Indian

1274674

Foreigner

37166

Total

1311840

Source: Department of Tourism Kashmir

Table 1

Pattern of Travel of Foreigner tourists for the year 2012

Road

3533

Foreigner

33633

Total

37166

Source: Department of Tourism Kashmir

Table 2

Tourism being a service product has to adopt the principles of Service Marketing. According to Lovelock, service marketing has four characteristics. They are (a) Intangibility i.e. Cannot be touched or viewed, (b) Inseparability of Production and Consumption, (c) Pershibility, i.e. unused capacity cannot be stored, (d) Heterogeneity (Variability)

Components of Tourism

Tourism has several components which include

1. Travel experience, (2) Accommodations, (3) Food, (4) Beverage services, (5) Shops,

(6) Entertainment, (7) Aesthetics and (8) Special events

Marketing Mix for tourism

The marketing mix for any service industry is discussed as 8Ps. They are

Product Elements

Product in tourism is fundamentally the experience and hospitality provided by the service

provider. The experience should be expressed in such a way that the tourists see a value in it.

Process

The process in tourism includes, (a) trip planning and expectation, (b) travel to the site/area,

(c) recollection, (d) trip planning packages. The trip planning packages include, maps,

attractions en route and on site, information regarding lodging, food quality, souvenirs and

mementoes.

3. Place and Time – Location and Accessibility

The place and time in tourism is providing directions and maps, estimates of travel time and distances from different market areas, recommending direct and scenic travel routes, identifying attractions and support amenities along different travel routes, and informing potential customers of alternative travel methods to the area such as airlines and roads.

4. Productivity and Quality

This is similar to other service industries. The quality is estimated by time taken for a service, the swiftness of the service, reliability and so on.

5. Promotion and Education

Like other services, the promotion should address the accurate and timely information helping to decide whether to visit target audience, the image to be created for the organization, objectives, budget, timing of campaign, media to be selected, and evaluation methods.

6. People

Tourism is a more human intensive industry and people are the centre of it. For hospitality and guest relations, it is essential to focus on human resources. It also plays a significant role in quality control, personal selling and employee morale.

7. Price and other user costs

The price of the tourism services depend on company and target market objectives, cost of producing, delivering and promoting the product, willingness of the target, prices charged by competitors offering similar product/service to the same target markets, availability and prices of substitute products/services, and economic climate.

8. Physical Evidence

In Tourism the physical evidence basically depends on travel experience, stay and comfort. Here, the core product is bed in case of stay.

Literature Review

The nature and value of marketing discipline for the travel and tourism industry has been misunderstood because of the undervaluation of its role by both the policy makers and practitioners (March, 1994). Haywood (1990) argued that the marketing concept is based on a "long term commitment" to the satisfaction of tourist’s needs and motives. Tourists consume or experience all the times during the trip. According to Carlson (1997) an experience can be defined as a constant flow of thoughts and feelings that occur during moments of consciousness. However an organization is unable to give an experience to the consumer; organizations can only generate the circumstances and the environment in which consumers could have an experience (Schulze, 1992). An experience is made up inside a person and the outcome depends on how an individual, in a specific mood and state of mind, reacts to the interaction with the staged event (Csı´kszentmiha´lyi, 1990; Schulze, 1992; Pine & Gilmore, 1999; Wang, 2002). Therefore, for a provider of tourism services to be successful, it is fundamental to know how companies can provide circumstances that enhance the customers’ experiences.

Amrik Singh points out, "that the rapid growth of the tourism industry has been credited to a number of factors including among others, strong economic growth, increase in disposable income and leisure time, easing of travel restrictions, successful tourist promotion, and a recognition by the host governments that tourism is a powerful engine of growth and a generator of foreign exchange earnings."

Research Methodology

Scope of the Study

Tourism has been enthusiastically promoted in India through the "Incredible India" campaign. Kashmir has been part of this campaign. The study aims to study the diversity in the purpose of visit or similarities in the tourist’s decision making process in selecting Kashmir as a vacation destination. The study would also be of help to researchers and decision makers as it is both informative and instructive.

Objectives of the study

The research was conducted with the following objectives:

To assess demand profiles of the tourists visiting the Kashmir valley, this may include demand for tourist places, tourism goods and services including transport and accommodation, travel agencies, cultural services, recreation and other entertainment services.

To assess the detailed expenditure pattern of tourists visiting Kashmir.

To assess the performance of existing tourist facilities in the valley.

To estimate the average duration of stay of tourists in valley.

To obtain demographic, economic and social profiles of tourists visiting Kashmir and the motivational factors responsible for attracting them to valley.

Research Design

Descriptive statistics has been used to describe the basic features of the data in the study.

Sources of data

The sources of data are primary as well as secondary. Primary data has been collected through the questionnaire while as secondary data has been collected through the reports published by the Ministry of Tourism India and Department of Tourism Kashmir.

Sample Size

A sample of 60 tourists was selected through the simple random sampling and they were administered the questionnaire personally.

Limitation of the study

The limitation of the study was the time to do this survey, researcher had only three weeks to conduct the survey. Further many tourists were not very well verse with English so the questionnaire had to be explained them in the language with which both the researcher and the respondent was conversant.

Analysis

Demographics

Nationality

The questionnaire was administered to 60 tourists (30 foreigners and 30 domestic). The surveyed tourists included nearly 58% males and 42% females.

Gender * Nationality Cross tabulation

Nationality

Total

Foreigner

Domestic

Gender

Male

16

19

35

Female

14

11

25

Total

30

30

60

Table 3

Figure 1

Age

The tourists were classified into five age groups viz, up to 20 years, 20- 30 years, 30-40 years, 40-50 years, more than 50 years. Nearly 40% of the tourists belonged to 30-40 age group followed by 20-30 age group (30%)

Age group * Nationality Cross tabulation

Nationality

Total

Foreigner

Domestic

Age group

Upto 20 years

5.0%

3.3%

8.3%

20-30 years

11.7%

18.3%

30.0%

30-40 years

18.3%

21.7%

40.0%

40-50 years

10.0%

5.0%

15.0%

More than 50 years

5.0%

1.7%

6.7%

Total

50.0%

50.0%

100.0%

Table 4

Figure 2 Figure 3

Education

The tourists were also classified on the basis of their education level. The analysis reveals that nearly 30% of the tourists were graduates and 28% were having secondary level education.

Education level * Nationality Cross tabulation

Nationality

Total

Foreigner

Domestic

Education level

Secondary Level

15.0%

13.3%

28.3%

College Level(Bachelors)

11.7%

18.3%

30.0%

University Level(Masters)

13.3%

13.3%

26.7%

Other

10.0%

5.0%

15.0%

Total

50.0%

50.0%

100.0%

Table 5

Figure 4

Source of Information

In case of foreigners, internet was the major source of information followed by the travel agency while in case of domestic tourists, major source of information were internet and travel agencies.

Source of information * Nationality Cross tabulation

Nationality

Total

Foreigner

Domestic

Source of information

Travel Agency

13.3%

10.0%

23.3%

Family/Friends

8.3%

6.7%

15.0%

Internet

15.0%

10.0%

25.0%

Papers/Magazines/Travel Brochures

1.7%

6.7%

8.3%

TV/Radio

5.0%

8.3%

13.3%

Tourism Board

3.3%

6.7%

10.0%

Others

3.3%

1.7%

5.0%

Total

50.0%

50.0%

100.0%

Table 6

Figure 5 Figure 6

Motivational Factor

The survey reveals that 33.3% of the tourists visited for adventure, 25% for nature holiday, 16.7% for others, 13.3% for honeymoon and 11.7% for eco tourism.

Motivational Factor for visiting Kashmir * Nationality Cross tabulation

Nationality

Total

Foreigner

Domestic

Motivational Factor for visiting Kashmir

Eco Tourism

6.7%

5.0%

11.7%

Nature Holiday

11.7%

13.3%

25.0%

Adventure tourism

25.0%

8.3%

33.3%

Honeymoon

1.7%

11.7%

13.3%

Others

5.0%

11.7%

16.7%

Total

50.0%

50.0%

100.0%

Table 7

Figure 7

Travel Pattern

The analysis of travel pattern reveals that the foreigners travelled mostly alone while as domestic tourists preferred to travel in groups.

Travel Pattern * Nationality Cross tabulation

Nationality

Total

Foreigner

Domestic

Travel Pattern

1 person

15.0%

6.7%

21.7%

2 persons

10.0%

13.3%

23.3%

3 persons

11.7%

10.0%

21.7%

4 persons

8.3%

6.7%

15.0%

5 persons or more

5.0%

13.3%

18.3%

Total

50.0%

50.0%

100.0%

Table 8

Figure 8 Figure 9

Expenditure Pattern

The analysis of tourist expenditure reveals that 35 % of the tourists spend more than Rs 60000 per person, followed by 26.7% spending Rs 50000-60000, 23.3% spending Rs 40000-50000, 10% spending Rs 30000-40000 and only 5% spending upto Rs 30000.

Expenditure Pattern per person * Nationality Cross tabulation

Nationality

Total

Foreigner

Domestic

Expenditure Pattern per person

Upto Rs 30000

5.0%

5.0%

Rs 30000-40000

1.7%

8.3%

10.0%

Rs 40000-50000

5.0%

18.3%

23.3%

Rs 50000-60000

18.3%

8.3%

26.7%

More than Rs 60000

25.0%

10.0%

35.0%

Total

50.0%

50.0%

100.0%

Table 9

Figure 10

Transport Used

The mode of travel within Kashmir revealed that more than one third of the tourists travelled by taxi, followed by car on rent, bus and other mode of transport.

Transport Used in Kashmir * Nationality Cross tabulation

Nationality

Total

Foreigner

Domestic

Transport Used in Kashmir

Car(for rent)

16.7%

13.3%

30.0%

Bus( public transport)

6.7%

11.7%

18.3%

Taxi

20.0%

18.3%

38.3%

Other

6.7%

6.7%

13.3%

Total

50.0%

50.0%

100.0%

Table 10

Figure 11

Duration of Stay

The survey revealed that nearly 73% of the tourists stayed for more than one week to 4 weeks in Kashmir, 16.7% of the tourists stayed for one week or less and 10% of the tourists stayed for more than one month.

Duration of Stay * Nationality Cross tabulation

Nationality

Total

Foreigner

Domestic

Duration of Stay

Upto 7 days

5.0%

11.7%

16.7%

8-14 days

8.3%

11.7%

20.0%

15-21 days

15.0%

16.7%

31.7%

22-30 days

13.3%

8.3%

21.7%

More than 1 month

8.3%

1.7%

10.0%

Total

50.0%

50.0%

100.0%

Table 11

Figure 12

Accommodation

The survey revealed that nearly 27% of the tourists preferred to stay in guest houses/private homes, nearly 23% each preferred to stay in luxury hotels and houseboats, 17% of the tourists preferred to stay in middle class hotels and 10% stayed in other accommodations.

Accommodation * Nationality Cross tabulation

Nationality

Total

Foreigner

Domestic

Accommodation

Luxury Hotel

15.0%

8.3%

23.3%

Middle class hotel

6.7%

10.0%

16.7%

Houseboat

13.3%

10.0%

23.3%

Guest house/Private Home

10.0%

16.7%

26.7%

Others

5.0%

5.0%

10.0%

Total

50.0%

50.0%

100.0%

Table 12

Figure 13

Valuation of Stay

The tourists were asked to evaluate their overall satisfaction level on a scale of 1 to 5, with 5 meaning most satisfying and 1 meaning most dissatisfying. Nearly 27% rated it as disappointing and most disappointing.

Valuation of Stay * Nationality Cross tabulation

Nationality

Total

Foreigner

Domestic

Valuation of Stay

Most Dissatisfying

6.7%

6.7%

13.3%

Dissatisfying

5.0%

8.3%

13.3%

Average

11.7%

15.0%

26.7%

Satisfying

21.7%

18.3%

40.0%

Most Satisfying

5.0%

1.7%

6.7%

Total

50.0%

50.0%

100.0%

Table 13

Figure 14

Findings

Finding: One

A vast majority of respondents (43%) reported over charging by taxi drivers, tourist guides,

lack of manners, misbehavior, cheating etc in many tourist destinations like Gulmarg, Pahalgam

etc

Suggestions

Although Jammu and Kashmir is having special tourist police, but it should be given adequate powers and additional staff to enforce discipline and change the mindset of various players in the tourism sector. Furthermore the tourist police should be given additional training to handle the complaints of foreigners as these police men lack proper communication skills

A code of conduct should be framed and revealed for different players in the tourism industry. Concerned associations should be partnered with this proposed activity.

Finding: Second

Sizeable proportion of respondents (55%) reported that the approach roads to various tourist destinations are in bad conditions causing inconvenience and delays.

Suggestion

A study should be undertaken by the department of tourism in collaboration with other concerned agencies to ascertain the status of the approach roads and prepare a time bound action plan to repair the roads to make them motorable and travel friendly.

Finding: Third

The awareness about the tourist destinations in Kashmir is very poor in foreign countries.

Suggestion

The department of tourism along with various tourism players should bring with brochures, organize road shows in the target markets.

Finding: Four

Kashmir has not succeeded in attracting foreign family groups to visit together in large numbers as is evident from the very low percentage of children, housewives and females amongst the tourists (41% woman). There is a great need for attracting tourists to visit Kashmir for the pure pleasure it offers. Mountains and forests, wildlife, handicrafts of Kashmir must be all great attractions to foreigners.

Suggestion

Group tourism should be encouraged by devising suitable strategies and promotional

measures to attract younger generations, housewives etc.

The Marketing Strategy should take into account the following factors:

The tourism mart is growing at a brisk rate. This makes the case for stiff competition among different states to attract maximum tourists. Technical support is required to draw comprehensive master plans and also to review and improve the existing plans. The competitive tourism trade warrants a constant and consistent marketing of new and exclusive destinations, which includes upgrading the existing ones.