Project on Event Tourism- Special Focus on Kayamkulam Boat Race

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CHAPTER-1

INTRODUCTION

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1.1 Introduction

Man as a traveller is known since time immemorial. Initially their travel was for the quest of

food followed by shelter. Generally with the passage of time their travel turned to several new

dimensions-travel as an adventure, travel as hobby, for relaxation, to enjoy natural beauty, as

a pilgrimage, to acquire knowledge on historical aspects and archaeological sites. Travel

sometimes is associated with adventure and sometimes for enjoying festivals or by taking

holy dip. All these are to quench the thirst of mind. Thus, travel or tour has a very important

position in human life and ultimately tourism that is movement of people within their own

country or across the national border became one of the largest and gainful industries in the

economic domain of human life.

Kayamkulam is a bright small village which is bathed by Arabian Sea waters. This village is

halfway from both Alleppey and Quilon that together connect the backwaters of Kerala. A

boat race was conducted in Kayamkulam Lake on 28th of August 2010 as part of initiatives to

bring Kayamkulam to the world tourism map. Kayamkulam was once the commercial hub of

Kerala. . The first Kayamkulam boat race held in Kayamkulam Lake on August 28th 2010.

The length of the race track is 1200 meters. It will be held on the 4th

Saturday of August every

year.

The definition given by the WTO for tourism is ―the activities of persons travelling to and

staying in places outside their usual environment for not more than one consecutive year for

leisure, business and other purposes‖ A tourist is a person who is supposed to leave his/her

hometown (permanent place) on temporary, basis for the purpose of seeking new experiences,

having fun & entertaining, doing sports, seeing cultural & historical places (attractive) etc. On

the condition that she/he should stay no less than 1 day and no longer than 12 months, make

use of a tourist facility for accommodation and spend her/his own Money through their

holiday.

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―Event Tourism is a systematic planning, development, and marketing of festivals and special

events as tourist attractions, image-makers, catalysts for infrastructure and economic growth,

and animators of built attraction‖ event management deals with event marketing, design and

managing of an event. Moreover, it tries to understand the event experiences and to manage

them.

Hence, event tourism is in the middle of the two sectors. In other words, event tourism aims at

full exploitation of the capabilities of events in order to achieve tourism development of host

communities. Event tourism planners must take into account all the details of event

management and make a sedulous research on managing event from the tourism perspective.

Nowadays ‗event tourism‘ is generally recognized as being inclusive of all planned events in

an integrated approach to development and marketing. Event tourism has great similarities

with other special forms of tourism.

Event tourism is systematic development, planning, marketing and holding and marketing of

events as tourist attraction. Event tourism is generally recognized as being inclusive of all

planned events in an integrated approach to development and marketing.

1.2 Objectives of the study

The specific objectives of the study conducted is as follows

To examine the tourism potential of Kayamkulam boat race and its role in promoting

community benefits

To prepare appropriate strategies for marketing Kayamkulam boat race as a event

tourism product.

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1.3 Need and Significance

Tourists have an important role in India. There are many tourist places and our country is

getting a good income. We can see different tourists who are seeking variety. Every tourist

place need to analyze their activities whether they are attractive enough. Kayamkulam boat

race is now becoming popular and attracting many tourists and is a part of event tourism. A

study on Kayamkulam Boat race is helpful to understand the following factors:

It helps to understand a profile of Kayamkulam boat race.

Helpful in understanding which are the area where need improvements.

To understand the marketing and promotional activities

To understand the community benefits they are getting.

Area of Study

Kayamkulam is a city and a municipality in Alappuzha district of the Indian state of Kerala. It

is an ancient maritime trading Centre and is almost equal distance from Alappuzha town and

Kollam. The city is well connected by rail and road with other cities in the region. There are

two versions as to how Kayamkulam got its name. Some say that Kayamkulam gets its name

from a portmanteau of two Malayalam words - kayam (sap of a spice tree) and kulam (pond)

while a more reliable version is that Kayamkulam got its name from "kayal" (lake) and

"kulam" (pond),since the Kayamkulam lake (Kayamkulam kayal) is as shallow as a pond (a

bit exaggerated). Kayamkulam is well known for its coir, fishing and tourism industries. The

town is an important township located on the backwaters of Kerala.

1.4 Research Methodology

The study is based on primary as well as secondary data. For collecting primary information,

a survey has been conducted among 30 members of host community and interview was

carried out among 20 members of boat race authority. The data and information collected

were analyzed and interpreted with the help of percentage method.

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The secondary data has been collected from various books, journals, magazines and e-

resources and a publication of the boat race authority. Official websites were visited to get

relevant information‘s.

1.5 Chapterisation

The entire study is structured into following five chapters. The introduction chapter provides

an overall idea about the tourism industry and event tourism. The second chapter, literature

review deals with the theoretical & literature review on the related topics. Chapter three is

examining the profile of Kayamkulam. Chapter four explains data analysis and interpretation

in detail. The last chapter includes findings, suggestions & conclusion. This is followed by

bibliography and appendix.

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CHAPTER-- II

LITERATURE REVIEW

2. Tourism

The definition given by the WTO for tourism is ―the activities of persons travelling to and

staying in places outside their usual environment for not more than one consecutive year for

leisure, business and other purposes‖ A tourist is a person who is supposed to leave his/her

hometown (permanent place) on temporary, basis for the purpose of seeking new experiences,

having fun & entertaining, doing sports, seeing cultural & historical places (attractive) etc. On

the condition that she/he should stay no less than 1 day and no longer than 12 months, make

use of a tourist facility for accommodation and spend her/his own Money through their

holiday. Tourism is travel for recreational, leisure or business purposes. The World Tourism

Organization defines tourists as people "traveling to and staying in places outside their usual

environment for not more than one consecutive year for leisure, business and other purposes".

Tourism is the act of travel for the purposes of leisure, pleasure or business, and the provision

of services for this act. Tourism has been a major social phenomenon of the societies all

along. It is motivated by the natural urge of every human being for new experience,

adventure, education and entertainment. The motivations for tourism also include social,

religious and business interests. The spread of education has fostered a desire to know more

about different parts of the globe. Tourism is a major force in the economy of the world, an

economy of global importance and signifance (Cooper, 1996)

Attractions are an extremely important part of the tourism industry and are the driver for

much tourism having taken place. According to Swarbrooke (1995, p.3) tourist attractions are

„the most important component in the tourism system. They are the main motivators for

tourist trips and are the core of the tourism product. Without attractions there would be no

need for other tourism services. Indeed tourism as such would not exist if it were not for

attractions‟.

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2.1 Definition and Characteristics of Tourism

It is defined in a different manner by different people and the most widely accepted definition

is the one given by the World Travel Organization (W.T.O) 1993. Tourism comprises the

activities of persons travelling to and staying in places outside their usual environment for not

more than one Consecutive year for leisure, business and other purposes.

• The term ―usual environment‖ is intended to exclude trips within the place of residence, trip

to the usual place of work or education and daily shopping and other local day-to-day

activities.

• The threshold of twelve months is intended to exclude long-term migration.

• For the distance travelled there is no consensus. It varies from at least 40 kms to at least

160kms away from home one way for any purpose other than commuting to work.

David Weaver and Laura Lawton gives a definition in his book ―Tourism Management‖

tourism is ―As the sum of the processes, activities, and outcomes arising from the interactions

among tourists, tourism suppliers, host governments, host communities, origin governments,

universities, community colleges and nongovernmental organisations, in the process of

attracting, transporting, hosting and managing tourists and other visitors.‖ The sum of

phenomena and relationships arising from the travel and stay of non residents in so far as it

does not lead to permanent residence and is not connected to any earning activity-Hunziker

and Krapt. The tourism industry has the following characteristics which almost likely to be

service industry;

Intangibility

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2.2 Recent Developments of Tourism

The recent development of tourism are classified into different categories like the following

2.2.1 Sustainable Tourism

"Sustainable tourism is envisaged as leading to management of all resources in such a way

that economic, social and aesthetic needs can be fulfilled while maintaining cultural integrity,

essential ecological processes, biological diversity and life support systems."

2.2.2ecotourism

Ecotourism, also known as ecological tourism, is responsible travel to fragile, pristine, and

usually protected areas that strives to be low impact and (often) small scale. It helps educate

the traveler; provides funds for conservation; directly benefits the economic development and

political empowerment of local communities; and fosters respect for different cultures and for

human rights.

2.2.3 Pro-Poor Tourism

Pro-poor tourism, which seeks to help the poorest people in developing countries, has been

receiving increasing attention by those involved in development; the issue has been addressed

through small-scale projects in local communities and through attempts by Ministries of

Tourism to attract large numbers of tourists

2.2.4 Recession Tourism

Recession tourism is a travel trend, which evolved by way of the world economic crisis.

Identified by American entrepreneur Matt Landau (2007), recession tourism is defined by

low-cost, high-value experiences taking place of once-popular generic retreats. Various

recession tourism hotspots have seen business boom during the recession thanks to

comparatively low costs of living and a slow world job market suggesting travelers are

elongating trips where their money travels further.

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2.2.5 Medical Tourism

When there is a significant price difference between countries for a given medical procedure,

particularly in Southeast Asia, India, Eastern Europe and where there are different regulatory

regimes, in relation to particular medical procedures (e.g. dentistry), traveling to take

advantage of the price or regulatory differences is often referred to as "medical tourism".

2.2.6 Educational Tourism

Educational tourism developed, because of the growing popularity of teaching and learning of

knowledge and the enhancing of technical competency outside of the classroom environment.

In educational tourism, the main focus of the tour or leisure activity includes visiting another

country to learn about the culture, such as in Student Exchange Programs and Study Tours, or

to work and apply skills learned inside the classroom in a different environment, such as in

the International Practicum Training Program

2.2.7 Creative Tourism

Creative tourism has existed as a form of cultural tourism, since the early beginnings of

tourism itself. Its European roots date back to the time of the Grand Tour, which saw the sons

of aristocratic families traveling for the purpose of mostly interactive, educational

experiences. More recently, creative tourism has been given its own name by Crispin

Raymond and Greg Richards, who as members of the Association for Tourism and Leisure

Education (ATLAS), have directed a number of projects for the European Commission,

including cultural and crafts tourism, known as sustainable tourism. They have defined

"creative tourism" as tourism related to the active participation of travellers in the culture of

the host community, through interactive workshops and informal learning experiences.

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2.2.8 Doom Tourism

Also known as "Tourism of Doom," or "Last Chance Tourism" this emerging trend involves

traveling to places that are environmentally or otherwise threatened (the ice caps of Mount

Kilimanjaro, the melting glaciers of Patagonia, The coral of the Great Barrier Reef) before it

is too late. Identified by travel trade magazine Travel Age West editor-in-chief Kenneth

Shapiro in 2007 and later explored in

The New York Times, this type of tourism is believed to be on the rise. Some see the trend as

related to sustainable tourism or ecotourism due to the fact that a number of these tourist

destinations are considered threatened by environmental factors such as global warming, over

population or climate change. Others worry that travel to many of these threatened locations

increases an individual‘s carbon footprint and only hastens problems threatened locations are

already facing.

2.3 Event Tourism

―Event Tourism is a systematic planning, development, and marketing of festivals and special

events as tourist attractions, image-makers, catalysts for infrastructure and economic growth,

and animators of built attraction‖ event management deals with event marketing, design and

managing of an event. Moreover, it tries to understand the event experiences and to manage

them. Hence, event tourism is in the middle of the two sectorsEvent tourism planners must

take into account all the details of event management and make a sedulous research on

managing event from the tourism perspective. Nowadays ‗event tourism‘ is generally

recognized as being inclusive of all planned events in an integrated approach to development

and marketing. Event tourism has great similarities with other special forms of tourism. Event

tourism is systematic development, planning, marketing and holding and marketing of events

as tourist attraction. Event tourism is generally recognized as being inclusive of all planned

events in an integrated approach to development and marketing.

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Before starting the analysis of the event tourism sector it is essential to be cleared what is an

event. The Definition of the event is difficult to be accurate and it can be flexible to suit

different situations. Although there are various definitions in the events literature the current

paper uses the one of Allen, O‘Toole, McDonnell and Harris (2002), as is the most

appropriate from the tourism perspective: ‗A special event is a one-time or infrequently

occurring event outside normal programs or activities of the sponsoring or organizing body.

To the customer or guest, as special event is an opportunity for leisure, social or cultural

experience outside the normal range of choices or beyond everyday experience.‘ Events are

categorized according to their demand, tourist value and impacts to the host destination.

‗Mega events‘ are those that attract an enormous number of visitors such as Olympic Games,

World Cup etc. and have long been related to image-making or developmental roles for the

host community. ‗Hallmark events‘ are ‗Major one-time or recurring events of limited

duration,developed primarily to enhance the awareness, appeal and profitability of a tourism

destination‘ (Ritchie, 1984). ‗Local‘ and ‗Major‘ events are small events and constitute the

main subject of this paper. ‗Some of them have tourism potential that can be developed,

requiring investment, and some are not interested in tourism—perhaps even feeling

threatened by it‘(Getz, 2007). Hence, the matter of capability of such events to contribute to

rural community rises.

2.3.1 Goals of Event Tourism

The main aims and goals of event tourism are like the following

*Creating favorable image for a destination

*Expanding the traditional tourist season

*Spreading tourist demand more evenly through an area

*Attracting foreign and domestic visitors

*Economic benefits

*Infrastructure development

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Events contribute to destination attractiveness by their:

Expansion of tourist season

Spread of tourism geographically

Use of resorts, theme parks

Use of conventions and exhibition facilities

2.3.2 Advantages of Event Tourism

The advantages of the event tourism is very wide, the main advantages are like the

following

Increased visitation to region

Economic injection

Increased employment

Improvement of a destination‘s image

Enhanced tourism development

Ability to act as a catalyst for development

Reduction of seasonal fluctuations

2.3.3 Disadvantages of Event Tourism

Like every other sector or type of tourism, event tourism also has some limitations.

The demerits are as follows

Inflation

Disruption to normal life

Disrespect of local culture

Exploitation

Noise

Pollution

Environmental damage

Overcrowding

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2.3.4 Concept of Event Tourism

The origins of event tourism as a topic of serious academic interest are comparatively recent.

The subject is largely a postwar development which began especially to unfold in the 1970s,

not least in response to a growing interest and recognition of the potential value of events to

economies, societies, and their cultures, as well as to environmental regeneration. In part, the

continued evolution of the subject has arisen from the development of convention and

exhibition management as cognate areas but, through time, policy-makers, planners, and

destination managers became aware of the potentially significant and wide role of events in

specific localities, ranging in scale from the Olympic Games to community festivals. Event

tourism is now a vibrant and dynamic field of study and research, and the sheer scale of the

growth in its output makes this Rutledge collection especially timely.

A wide range of social-science journals have published material about event tourism and this

new Major Work makes available foundational pieces of scholarship—as well as cutting-edge

research—from these disparate, and sometimes less accessible sources, as well as from the

leading UK, European, and North American tourism journals, and from other hard-to-find

publications. Event tourism is where a particular event, e.g. The Olympics in London is

"sold" to tourists. It seeks to maximize the tourist numbers by advertising and online

promotions, and capitalize on the event by organizing and matching the various tours,

transport needs, hotel reservations and tickets to events as much as possible so it is easy for

tourists to pick the sort of options they want.

―Event Tourism is a systematic planning, development, and marketing of festivals and special

events as tourist attractions, image-makers, catalysts for infrastructure and economic growth,

and animators of built attraction‖ event management deals with event marketing, design and

managing of an event. Moreover, it tries to understand the event experiences and to manage

them. Hence, event tourism is in the middle of the two sectors. In other words, event tourism

aims at full exploitation of the capabilities of events in order to achieve tourism development

of host communities. Event tourism planners must take into account all the details of event

management and make a sedulous research on managing event from the tourism perspective.

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Nowadays ‗event tourism‘ is generally recognized as being inclusive of all planned events in

an integrated approach to development and marketing. Event tourism has great similarities

with other special forms of tourism. Basic travel motivators have been identified as falling

into the four categories - physical, cultural, interpersonal and prestige. Different types of

events can satisfy all these motivations. Furthermore, desire for escape from the ordinary and

search for the intrinsic rewards of leisure pursuits are motivation for all tourists. Therefore,

events can satisfy these needs because are ‗extra-ordinary‘ by definition. Moreover events can

provide socio- psychological benefits, such as self- determination, challenge, learning,

exploration, novelty, and relaxation.

Event tourism is a form of tourism with the event, there are also items such as holding a

normal event, but more luxury tourism organization with conferences or ceremonies

performed fashion usually sea, summer .Will the attention and attracted the attention of those

present direct or indirect presence in the ad so the event really effective tourism brand. Events

themselves do not have to attract tourists to the area to play an important role in a tourism

development (Getz, 1991). However, there is a reason why tourists need something to do in

their free time. They will be looking for attractions or events in a tourism destination, and

expect what a tourism destination offers. Events can contribute to a perception that a place is

a nice area to visit during travel. There are certain attributes to attract tourists to a destination;

events are the emerging sign of success in the list of these attractions. Events can be defined

as a package carried out with a perceived concept, and then customized or modified to

achieving the aim of organizing that event. In the new millennium the targeted tourists are

attracted. The key elements of an event can be considered as venue, target audience, media,

and event infrastructure.

Thus an event can be a most powerful way to attract tourists to the destination. The events

may be in the form of MICE (meetings, incentives, convections and exhibitions), sporting

event, and cultural event or may be award functions like Oscar etc. This is how word Event

tourism came into being. Although it is a newer concept but is now widely recognized, having

a potential significant contribution to local economies.

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In simple terms, an event acts as an attraction for people from outside the local community to

visit the location and spend money on accommodation, food and leisure activities at the

destination. Events also help to build an image into the minds of tourists who have never

visited the place definitely grabs their attention to the destination through media coverage. A

significant motive for year round visits by guests is also event tourism. The Tourist Board of

the Primorje-Gorski kotar County has dedicated special attention to this type of tourism by

issuing an events calendar titled ―From day to day‖ through the tourist information provider

―Kvarner info‖ which is issued in 8 languages and is the basic source of information about the

region and manifestations and is updated and reprinted quarterly.

There is a wide selection of events significant to the enrichment of the tourist offer and

extension of the season. From manifestations connected with culture (music festivals,

concerts, exhibitions, competitions, press), sport (regattas, endurance, mountain etc.),

tradition (carnivals, folklore, gastronomy), through to development of tourism (support for

eco-centers, national parks and nature parks, improvement of places, walking and cycling

trails…) to manifestations connected to the fruits of nature (Marunada – chestnut festival,

Days of cherries, Days of asparagus, Days of mountain fruits…).Tourist offer events start in

January and February with carnival activities which culminate in one of the largest and most

recognisable European carnivals – the Rijeka carnival. The cities of Rijeka and Novi

Vinodolski are members of the International Association of Carnival Cities which most

vividly indicates the importance, in a tourist sense, of these events founded on traditions and

within whose framework are a whole series of traditional manifestations like the zvončari

(bell ringing) in Kastav and Matulja, Muna, Žejana…to the Opatija Balinjerade, International

Carnival Day and Children‘s Carnival Promenade.

Events tourism – this is a great chance to become a witness of the unique music, sports,

cultural events. Such visits are remembered for a lifetime. The main difference of the event

tourism from the usual tours is that an event becomes your goal. Today, almost any travel

agency is ready to offer a choice of dozens of routes. It all depends on desire, imagination and

taste.

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We can identify several key thematic areas: national festivals and celebrations, theatrical

performances, film and theater festivals, gastronomic feasts, flower shows, fashion shows,

auctions, sporting events, music concerts and festivals. According to tour operators, clients

often choose well-known events. They include the Cannes Film Festival, ―Oscar‖, the London

Festival of St. Patrick, circus festivals in Paris, Munich ―Oktoberfest‖, fashion shows in

Milan, Tokyo and New York, the auction ―Sotheby‘s and Christie‘s. Event tourism is

expensive entertainment and not everyone can afford. Great prices are caused by the services

provided by travel agency. Tour operators often risk their own money – reservations for

major events, accommodation of the hotels in a few months before the event otherwise they

do not get tickets at all.

The event tourism – is an important component of recreation and entertainment. In the first

place, those hotels and guest houses win that instantly filling their rooms. For example, hotels

in the towns where festivals of wine are hold. Families and individuals want to create a

memorable and pleasant experience by traveling around the world and visiting different

cultures, for example. Practically, you can expand your horizons by exploring new cultures,

languages, society, and food to name a few. Indeed, traveling offers one of the best ways to

learn and enhance one‘s experience. Event tourism is one such way to create unique travel

experience. Whistler's stakeholders, specialists in the field of event tourism and destinations

that are already engaged in event tourism strategies widely accept that it is necessary to adopt

a long-term, strategic approach to event tourism in order to realize the full tourism potential

of events. The stakeholders interviewed for this strategy also support an integrated approach

that considers both the needs of the guest (or "event tourist" or "tourist") and the community.

Event tourism sector and its affection on the economy and the society of the rural community.

The significance of events for rural development is argued by various researchers. A general

conclusion is that rural events affect host communities mainly by constructing a destination

image and by building community commitment

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A wide range of social-science journals have published material about event tourism and this

new Major Work makes available foundational pieces of scholarship—as well as cutting-edge

research—from these disparate, and sometimes less accessible sources, as well as from the

leading UK, European, and North American tourism journals, and from other hard-to-find

publications. As well as bringing together the key studies and journal articles that have

shaped serious thought about event tourism, the collection will be welcomed as the first

mapping of an area that to date has lacked an interdisciplinary synthesis. The thematic

organization of the collection, together with the editors‘ introductions and their commentaries

on the collected texts, will make sense of the wide range of approaches, theories, and

concepts that have informed event tourism, and will review the history of the subject and the

rise of its identity and research agenda. It is an essential collection destined to be valued as a

vital research resource by all scholars and students of the subject.

There is another kind of tourism that is critical to any community, and we are beginning to

receive more of it. It is event-based tourism. Event tourism is travelers coming to our area for

a specific event, such as a local festival like Boom Days, Ider Mule Day, Sand Mountain

Potato Festival, Mentone Rhododendron Festival, Collinsville Turkey Trot or Fyffe UFO

Days. All of these events bring money to our communities from people to who travelled from

outside our area to come here. They buy gas, eat, shop, spend the night in our hotels, cabins,

campgrounds, etc.

Tourist offer events start in January and February with carnival activities which culminate in

one of the largest and most recognisable European carnivals – the Rijeka carnival. The cities

of Rijeka and Novi Vinodolski are members of the International Association of Carnival

Cities which most vividly indicates the importance, in a tourist sense, of these events founded

on traditions and within whose framework are a whole series of traditional manifestations like

the zvončari (bell ringing) in Kastav and Matulja, Muna, Žejana…to the Opatija Balinjerade,

International Carnival Day and Children‘s Carnival Promenade. These are followed by

entertainment-musical, gastronomy and sports events, which upon the approach of Easter and

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the pre-season, especially the main tourist season, increase in numbers and grow into

fireworks of attractive tourist events in the summer months.

On one side they are characterized by being an offer for everyone, while on the other hand,

being of high quality for even those most demanding of guests. Along with popular

fisherman‘s evenings in most tourist localities, here too are manifestations and festivals like

the Osor musical evenings, Summer performances and Festivals of Krk, Rab musical

evenings, Lubeničkih musical evenings, Summers in Frankopan in Kraljevica, International

summer carnival in Novi Vinodolski, Liburnia jazz festival in Opatija, Kastaf summer, Rab

knightly games, Fruits of the mountain in Gorski kotar, Days of music on Mali Lošinj, events

on the Opatija Summer stage, etc. The annual finale of all the events according to tradition is

in Mali Lošinj, when in the last four days of the current year the traditional international

competition in underwater fishing is held.

2.3.5 Benefits of Events

It provides off-season benefits to the economy. The tourist may visit the destination if any

event is on at the destination. It also adds to increase demand of local business weather hotel

bookings, food restaurants, transportation. Events also encourage tourists to stay for a longer

time at the destination. Events are also a tool to reach specific target market or a wider market

both. They reinforce the destination‘s image. They help in promotion, positioning and

branding a destination. The events help to communicate the destination‘s awareness. They

build brand equity.

The long term advantages of hosting an event may be referred as improvement in

infrastructure, attractive investment by big companies, quality of life for locals and amazing

experience for travelers, destination‘s brand building and an added value to the city‘s identity

It can be added further to this research that the co-branding of events with destination or vice-

versa can be positive or negative.

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A huge event may hamper the destination‘s image as the tourist will be more involved with

the event than the destination which will not have a long lasting effect whilst a huge event

may not have good response if the destination is not well known. Further study can be on

terms of that what kind of events can cater the positive impacts on destination. Overall this

article puts an undoubted study in terms of co-branding effects of destination and events.

2.3.6 Impacts of Event Tourism

The impact of event tourism is affecting in different sections and areas. Sometimes event

tourism impact as rural development or economical etc... The impacts of event tourism are as

follows

2.3.6.1 Rural Development

Because of its great benefits, rural areas depend mainly on tourism for their economic and

sociocultural development. Throughout Europe, in particular, tourism has been widely

promoted and relied upon as a means of addressing the social and economic challenges facing

rural areas (Sharpley, 2002). Especially, in less developed countries tourism afflicted by

debilitating rural poverty, tourism is perceived to be one of the few feasible options for

development. ‗Worldwide, demand for products such as found in a rural setting are said to be

on the increase. There are trends that indicate the demand for rural based tourism will

continue to increase .New approaches to product development and marketing of rural tourism

products should be considered‘ (Gartner, 2004). Moreover economic reasons are forcing rural

destination to increase the supply of rural- based tourism products in order to attract available

tourists. Rural areas usually face problems such as limited sources of income and limited

opportunities for employment. Declining economic activity, restructuring of the agricultural

sector, dwindling rural industrialization and out-migration of higher educated youth, has led

to the adoption, in many western nations, of tourism as an alternative development strategy

for the economic and social regeneration of rural areas (Hannigan, 1994; Dernoi, 1991).

Tourism has been embraced by an increasing number of rural communities as a means to

offset losses in traditional agricultural industries and to diversify their economic bases.

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However, a rural community generally is unable to take full advantage of the tourism

industry, as it does not have sufficient infrastructure to support year round visitors (Mangion

and McNabb, 2005). Therefore, it is essential to understand the importance of taking

advantage of event tourism as a potential tool to overcome the problems of rural areas.

Further down, researches that deal with the capability of rural event tourism to contribute to

rural development are analyzed

2.3.6.2 Contribution of Rural Events to the Development of Host Destinations

Firstly, it is important to understand and to measure the spending patterns of event tourists or

goers in order to measure the cash injection to host community. A useful study for

understanding the categories of event tourists‘ spending is of the Chhabra, Sills and Cubbage

(2003) which provides estimates of the total economic impact of two short-term events in

rural North Carolina, using an input-output (I-O) model. This research found that visitors

spent the most on lodging, food and beverage and this varies according to the length of stay

for attending the event and the number of activities offered.

The business that are the most benefited from events are the tourism enterprises such as

restaurant, other food and beverage, lodging, entertainment, shopping, admission fees, and

auto-related expenses have been identified as the main categories of spending .The total

spending figures from the current case study for North Carolina, are also consistent with

findings on other events such as the case studies of Ryan (1998) for New Zealand and the 9-

day tourism exposition in Michigan . As regards with the festivals‘ attendance approximately

the half of the visitors where repeat visitors. Of course this is fact reduces the risk of event

failure in the future. ‗For a non-local visitor, a visit to a once-only event in an unknown

destination is a high-risk travel decision, whereas the decision to visit an annual event that has

been enjoyable in the past is much easier. The general conclusion of the research of North

Carolina is that the two events are significant contributors for rural economies mainly for

lodging and restaurant sectors.

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2.3.6.3 Economic Impacts

The positive and negative economic impacts of event tourism are as follows

Positives

The positive impacts are as follows

• Increased expenditures

• Creation of employment

• Increase in labor supply

• Increase in standard of living

Negatives

The negative impacts are as follows

• Price increases during event

• Real estate speculation

• Failure to attract tourists

• Better alternative investments

• Inadequate capital

• Inadequate estimation of costs of event

2.3.6.4 Commercial Impacts

The commercial impacts are as follows

Positives

The below mentioned are the positive commercial impacts

• Increased awareness of the region as a travel/tourism destination

• Increased knowledge concerning the potential for investment and commercial activity

• Creation of new accommodation and tourist attractions

• Increase in accessibility

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Negatives

The below mentioned are the negatives of commercial impacts

• Acquisition of a poor reputation as a result of inadequate facilities, improper practices

or inflated prices

• Negative reactions from existing enterprises due to the possibility of new competition for

local manpower and government assistance.

2.3.6.5 Physical/Environmental Impacts

The below mentioned are the physical/environment impact

Positives

The positive impacts are

• Increase in permanent level of local interest and participation in types of activity associated

with event

• Strengthening of regional values and traditions.

Negatives

The negative impacts are

• Commercialization of activities which may be of a personal or private nature

• Modification of nature of event or activity to accommodate tourism

• Potential increase in crime

• Changes in community structure and social dislocation

2.3.6.6 Psychological Impacts

The positive and negative psychological impacts are

Positives

• Increased local pride and community spirit

• Increased awareness of non-local perceptions.

Negatives:

• Tendency toward defensive attitudes concerning host region

• Culture shock

• Misunderstanding leading to varying degrees of host/visitor hostility.

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2.3.6.7 Political/Administrative Impacts

The administrative impacts are

Positives:

• Enhanced international recognition of region and values

• Development of skills among planners.

Negatives:

• Economic exploitation of local population to satisfy ambitions of political elite

• Distortion of true nature of event to reflect elite values

• Inability to achieve aims

• Increase in administrative costs.

2.3.7 Community Benefits of Event Tourism

The contribution of the tourism industry to the global economy has been well documented

and in a bid to exploit the cash injection that tourism provides, many rural communities have

decided to host tourism events on a yearly basis to bolster their flagging economies. The

direct and indirect benefits of tourism combine to create an extensive list of opportunities.

The contribution of the tourism industry to the global economy has been well documented.

Numerous agencies and academic researchers have identified tourism as a potential economic

development tool, particularly for rural communities. Tourism events have been found to

increase business turnover, income and employment in the host region and are seen to assist

with social and economic development. A number of agencies, along with many academic

commentators have identified tourism as a potential economic development tool.

Consequently, many rural communities view tourism as a major tool for addressing rural

economic decline.

In both developed and developing countries, tourism is frequently purported to be a viable

means of raising the economic activity of regions, otherwise not well endowed with resource

potential (Hall 1994). Additionally, the development of a tourism industry has been noted to

promote the destination's image, enabling the region to achieve other objectives, such as

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business recruitment and retention. Flowers (2004) demonstrated the significance of tourism

by reporting that tourism contributed 207,000 employment opportunities to regional and rural

Australia.

Event tourism is defined as ―Community-based festivals...organized from within sectors of

the community that have a need or desire to celebrate features of their way of life or history‖

(Douglas, Douglas & Derrett 2001 p. 357). Tourism events have several advantages over

tourism in general. One of the major benefits of event tourism is the ability to utilize current

infrastructure making it less expensive for the host community.

Event tourism is arguably capable of smoothing the progress of tourism. Shaw 1992) and has

the capacity to provide a market for friendly regional competition additionally, tourism events

have been found to increase business turnover, income and employment in the host region.

The event has entertainment value; provides economic benefits in particular for local

businesses; promotes community pride and act as regional showcase. A community involved

in the planning and implementation of tourism has a more positive attitude, is more

supportive and has better chance of making a profit than a population passively ruled – or

overrun – by tourism. One of the core elements of sustainable tourism development is

community development. This is giving the community the process and capacity to make

decisions that consider the long-term economy, ecology and equity of all communities.

Services such as tourism act as an economic ―shock absorber‖ helping to support

communities, particularly in rural areas, through economic drought, as services are more

recession-proof than goods. The tourism industry is ―decentralised‖ meaning that there is

little dependence on urban centers and imports to sustain tourism activity.

Sustainable/community based tourism relies on small, locally operated business, local

features and products and thrives on entrepreneurial activity from individuals.

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Event tourism provides opportunities for regional development particularly for regional areas

undergoing structural change. Being a labour intensive industry, with the right encouragement

tourism can deliver great employment and training opportunities particularly for young

people.

Event tourism development that ―leverages‖ existing attributes often brings a range of

benefits to host Communities. Improved infrastructure (power, water, and

telecommunications), access, services (Banks transport) and new investments, all serve to

enhance the lifestyles of communities. Community support will follow developments that

service the community and provide ongoing Benefits. Event tourism is an interface for

cultural exchange, facilitating the interaction between communities and visitors. People want

to interact with other cultures, learn about traditions and even confront themselves with new

perspectives on life and society.

Event tourism can be used as a tool for raising awareness. Branding of local product and

achievements creates regional identity both nationally and internationally. Tourism can also

raise awareness of local issues and needs. Event tourism can boost the preservation and

transmission of cultural and historical traditions. This often contributes to the conservation

and sustainable management of natural resources, the protection of local heritage, and a

revival of indigenous cultures, cultural arts and crafts.

2.3.7.1 Economic Benefits

Economic benefits resulting from event tourism can take a number of forms including:

*Jobs

Employment may be associated directly, such as tour guide or managerial positions; or in

supporting industries like food production or retail suppliers.

* Increased spending

Increased spending in the community generated from visitors or tourism businesses can

directly and indirectly promote the viability of local businesses.

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* Economic diversification

Tourism operators can play a role in highlighting the broad prosperity that tourism can bring

to a community and will contribute to a greater understanding and respect for the value of

tourism.

Economic diversification is, for many communities, an insurance policy against hard times.

By offering an additional means of income, tourism can support a community when a

traditional industry is under financial pressure, particularly where that community relies

heavily on a single industry.

* Infrastructure

Infrastructure including roads, parks, and other public spaces can be developed and improved

both for visitors and local residents through increased tourism activity in a region.

2.3.7.2 Social Benefits

Community identity and pride can be generated through tourism. A positive sense of

community identity can be reinforced and tourism can encourage local communities to

maintain their traditions and identity.

2.3.7.3 Environmental Benefits

Providing financial or in-kind support for the conservation of the local environment and

natural resources will enhance the reputation of any tourism business.

Tourism, particularly ecotourism, can place a greater focus on the conservation of natural

resources through the recognition of their importance to visitor experiences and their

economic value to the local community.

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2.3.8 Events in Kerala

Kerala, in southwest India on the Arabian Sea coast, has a mixed population of Hindus,

Christians, Muslims and people of other communities. Kerala's cultural calendar is full of

events through the year as the secular people of Kerala celebrate festivals and events of all

religions.

*Onam Festival: Celebrated in August-September every year, this festival celebrates the

successful harvest and the return of King Mahabali, who comes to see the welfare of his

people. Malayalis exchange gifts of new clothes, enjoy lavish traditional meals and decorate

the entrance of their houses with beautiful flower carpets. Women dance around a lit lamp in

the courtyard of their houses. Cultural programs of Kathakali and Mohiniattam classical

dance are held and everyone celebrates the festival of Onam in Kerala.

*Snake Boat Races: Held every year at Alappuzha, during the Onam festival, the Nehru

Trophy Boat Race, is held at the Punnamada Lake. Snake boats known as Chundanvalloms

powered by teams of rowers compete against each other in an atmosphere of tremendous

excitement.

*Temple Festival Thrissur: This annual event held at the Vadakunnatha Temple in Thissur

is known for its processions of elephants bearing the idols of the gods, covered with colorful

parasols and accompanied by groups of drummers beating in rhythm. The sight of two rows

of majestic elephants, decorated in traditional style with gold forehead ornaments and bearing

the images of deities is truly an impressive sight.

*Sabarimala Pilgrimage: This annual pilgrimage to the shrine of Lord Ayyappa (believed to

be a union of Shiva and Vishnu) in the Sahyadri Mountains of the Western Ghats is a

pilgrimage, which is undertaken by increasing numbers of pilgrims every year. On Janury 14

every year, which is the most important day of the pilgrimage, thousands of devotees travel to

the shrine to see the makara vilakku - a light that glows on a neighboring hillside, which is

believed to represent the presence of Ayyappa

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*Christmas: Kerala has a significant Christian community, and the festival of Christmas is

celebrated with joy and fervor, throughout Kerala. Masses are held in churches, choirs sing in

schools and public halls, gifts are exchanged and all of Kerala wears a festive appearance on

Christmas Day.

*Id-ul-Fitr: All the Muslim festivals and holy days are celebrated in Kerala throughout the

year. Id-ul-Fitr, which celebrates the end of the holy month of Ramadan, is celebrated with

joy and feasting throughout Keral

2.3.9 Kerala Boat Races

Kerala is a land of backwaters and beaches. A number of water sports are associated with the

major lakes in Kerala. One of the major water sports in Kerala is boat racing, which is being

organized by a number of social and religious organizations. These boat races have always

been a part of the tradition of Kerala. There are instances in the history of Kerala when

disputes between kings and chiefs were settled by boat races. These boat races are yet another

reason that the tourists are attracted towards ‗God's Own Country‘. A number of teams from

different districts participate in boat races, which are organized annually. These races are

organized specifically during temple festivals, which give this water sports an aura of

religious sanctity. A few out of these races are ancient and have different myths and legends

attached to them. The Snake boat races, commonly known by the natives as Chundanvallams,

are the one which are most popular. These races are organized at different places in Kerala

including Punnamada in Alappuzha.

2.3.9.1 Important Boat Races in Kerala

*Champakulam Moolam Boat Race

Champakulam Moolam Boat Race is one of the ancient and most popular boat races in

Kerala. The race is organized on the river Pampa at Champakulam, Alappuzha. The snake

boats are called so because of the huge sterns of these boats that looks like a hood of a cobra

raised in anger. The average length of the snake boats measures to hundred feet. The legend

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has that the Raja of Chempakasseri, Pooradam Thirunal Devanarayanan, built a temple at

Ambalappuzha as suggested by the royal astrologers. It was discovered that the idol which

was being placed at the temple was not fit. Therefore, a new idol was brought to this place

from Karikulam Temple in Kurichi. As this idol was brought to the temple on a boat, the king

declared that watersport will be organized on this particular date every year, to commemorate

this event.

*Aranmula Uthrattadi Vallamkali

Aranmula Uthrattadi Vallamkali or the Aranmula Boat Race is the oldest known boat race

event which takes place in Kerala. The boat race takes place during the festival of Onam,

which occurs during the Malayalam month Chingam (August - September). The boat race is

dedicated to Lord Krishna and Arjuna. The boats which are used for racing are huge. They

have four helmsmen, 100 rowers and 25 singers who sing Vanchipattu songs throughout the

race. The traditional snake boats which are especially used here for racing are called

‗Palliyodams‘ by the natives. Each boat is decorated with a golden lace. Along with these

decorations every boat has a flag and two or three ornamental umbrellas.

*Payippad Jalotsavam

Payippad Jalotsavam is one of the finest snake boat races organized all over the world. The

boat race is organized in a span of three days on the lake Payippad, which is located 35km

from the district of Alappuzha. There is a close relationship between the Payippad Jalotsavam

and the Subramanya Swamy Temple situated at Haripad.

The legend has that before the actual construction of Sree Ayyappan Temple, the people of

Haripad village had a vision that they should install the idol of Subrahmanya which was to be

found at the bottom of the Kayamkulam River. Interestingly, the idol was supposed to be

placed under a whirlpool. The people found the idol at the exact location. Hence, they brought

the idol to its present location on a boat. This festival is celebrated every year in

commemoration of that event.

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*Nehru Trophy Boat Race

The annual Nehru Trophy Boat Race takes place on the backwaters of Punnamada in

Alappuzha of Kerala. The race is a rowing competition, which takes place between numerous

teams who participate in this event to contend for the Nehru Trophy. The history behind the

event is that, a snake boat race was conducted when Pt. Jawahar Lal Nehru visited this place.

He was so impressed by the enthusiasm of the rowers that he awarded the Nehru Trophy to

the winners.

* Indira Gandhi Boat Race

It is a boat race festival celebrated in the last week of December in the backwaters of Kochi, a

town in Kerala. This boat race is one of the most popular vallam Kali (snake boat race) in

Kerala. This festival is conducted to promote Kerala tourism. This race with its heart

throbbing rhythm of drum music provides an unforgettable experience to the spectators. The

sixteen majestic snake boats racing neck to neck in gaiety and competition to the sky-rending

cheers of the multitudes, is a unique sight. The coveted trophy of the race was instituted in

memory of Indira Gandhi, the late Prime Minister of India.

*Orchirakali Boat Race

It is yet another famous event of Kerala. Ochirakali is an annual event in the Sri Parabrahma

temple, which aims at highlighting the martial skills of participants. Many people come to the

sacred temple of Parabrahma. The exclusive thing about this temple is that there are no idols

or sculptures that are worshipped. In Kerala, Ochirakali boat race is held on the place where

former rulers of Kerala, namely, Kayamkulam and Ambalappuzha are said to have fought a

historic battle. The festival is detained to honor that historical event.

2.3.10. Boat Race Is An Event Tourism

*Dragon Boat Race

Dragon boat racing is held to celebrate the Dragon Boat Festival (also known as Tuen Ng

Festival) and is one of the most exciting sports you will ever see in Hong Kong. It is

immensely popular in Hong Kong and attracts teams from all walks of life, including

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traditional fishermen. The races are held every year at locations throughout Hong Kong. The

main races will be held on the Tuen Ng Festival day, which falls on 6 June (Monday) this

year. Join the locals for a day at the races and you‘ll see why this is a must attend event.

*Nehuru Trophy Boat Race

This is event, the most famous single attraction in Alappuzha, is held on the second Saturday

of August the Nehru Trophy Snake Boat Race is a spectacle and it can be described as the

biggest team sport. It is the queerest display of a rural culture and vitality in a fast urbanizing

world.

The race starts in the afternoon. By the late forenoon itself, the rows of bleachers under the

palms are packed and other spectators have scaled up the overhanging palms and, the richer

ones, have even come here in their own cabin cruises and motor boats. There is an air of tense

expectation. Chundan Vallams (Snake Boats) manned by scores of rowers shaded by colorful

umbrellas presents a spectacular sight.

There is always severe competition as Snake boats sponsored by different villages and with

more than 100 rowers in each race to finish it to the accompaniment of rousing music. When

the starter's flag falls a roar tears out of thousands of throats. The oared boats cleave through

the water accompanied by frenzied cheering. Some palm-straddling spectators even tumble

off their perch. The greatest roar, however, is reserved for the battle of the hundred-oared

chundan valloms: those ram-snouted battle wagons of another age, with flaring tails on which

their straining helmsmen lean on steering oars. You have' missed water-sports if you've not

seen the battle of the Chundan Valloms off Alappuzha.

*Vallamkali

Literally meaning boat game (race) in Malayalam are magnificent fiestas that brings alive the

tranquil backwaters. Snake boat races are held in connection with Onam, the harvest festival

in August/September. The race of Chundan Vallam (snake boat) is the major item. Hence

Vallam Kali is also known in English as Snake Boat Race and a major tourist attraction.

Another great event as important as the land's ethos as the elephant pageant. A sport that

signifies the excellent team spirit, integration and amity of the people of this backwater

country. An occasion of great excitement that is a reflection of a vibrant people. Other types

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of boats which do participate in various events in the race are Churulan Vallam, Iruttukuthy

Vallam, Odi Vallam, Veppu Vallam (Vaipu Vallam), Vadakkanody Vallam, Kochu Vallam.

*International Dragon Boat Race

The International Dragon Boat Race organized by the Indian Kayaking and Canoeing

Association. About 300-350 dragon boat racers from Asian and European countries are

participated in the event. Dragon boat race is originated in China more than 2000 years ago

and has its roots in Chinese mythology, which tells the tale of Chu Yuan, an honest servant of

the erstwhile Chinese emperor. Chu Yuan, distraught at the corruption that prevailed in the

land, threw himself into a river in protest and is believed to have been devoured by the

dragons of the water. Dragon boat race is held in China to honour the memory of Chu Yuan.

In 1976, the Hong Kong Tourism Bureau gave dragon boat racing its place in the modern era

when it organized the first international event of the sport.

Since then, and especially with the formation of the International Dragon Boat Federation‖

the world governing body for the dragon boat sport‖ and its Continental Federations for Asia

and Europe in the early 1990s, dragon boating as a sport with regularized rules and equipment

has grown in popularity in Asia and Europe, North and South America, Australia and Asia.

Today, dragon boat racing is amongst the fastest growing team water sports in the world.

Kochi has successfully hosted several international events like the Second International

Conference on Responsible Tourism, Kerala travel Mart, international flower shows and

seafood fests. As a strategic location and commercial hub, Kochi has excellent connectivity

network with to the rest of the country and the world by air, rail, road and sea and every

facility needed to play the prefect host for the International Dragon Boat Race.

*Indira Gandhi Boat Race

As part of the tourism fair celebrated every year during the last week of December, a boat

race is organized at Ernakulam. Several snake boats vie for the coveted trophy. This boat race

with its heart throbbing rhythm of drum beats provides an unforgettable experience. More

information can be had from the ITDC Tourist Office at Wellington Island and the KTDC

Tourist Reception Centre in Ernakulam. Daily boat cruises are arranged by KTDC covering

Willington Island, Fort Cochin, Mattancherry, Bolgatty Island

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CHAPTER-III

PROFILE OF

KAYAMKULAM BOAT RACE

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3.1 Destination Kayamkulam

Kayamkulam is a town washed by the waters of the Arabian Sea and is an important township

located on the backwaters of Kerala.. It lies between Alleppey and Quilon. Kayamkulam is

well known for its coir, fishing and tourism industries. One of the largest power plants in

Kerala, run by the NTPC, is located in Kayamkulam . Kayamkulam was a part of erstwhile

Travancore state for a long time and was a prominent center of art and architecture. Many

temples and palaces were built during that period. Some say that Kayamkulam got its name

from two Malayalam words - kayam (sap of a spice tree) and kulam (pond) while others say

that it got its name from "kayal" meaning ‗lake‘ and ‗kulam‘ meaning pond inferring that the

Kayamkulam lake (Kayamkulam kayal) is as shallow as a pond Kayamkulam Lake, spread

over an area of 60 sq km, is one of the most scenic backwaters in Kerala. It is a shallow lake

which merges in the sea at Kayamkulam barrage. With a length of 30 km, Kayamkulam Lake

is a favorite destination for nature lovers. House boat facilities are available for the tourists.

Kayamkulam Lake connects Ashtamudi lake by the Chavara - Panmana canal. Kayamkulam

Sri Vittala Temple and Kayamkulam Thermal Power Plant are easily accessible.

Kayamkulam is a city in the State of Kerala. The closest tourism destination to Kayamkulam

is Adoor. Other close by tourism destinations include Pathanamthitta, Konni and Kollam

(Quilon). The nearest major railway station to Kayamkulam is KOCHI (ERS) which is at a

distance of 12.4 kilometres. The nearest airport is at Thiruvanantapuram which is at a distance

of 90 kilometres.

3.2 Location

Kayamkulam is a small village on the western coast of India in the state of Kerala. Washed by

the waters of the Arabian Sea, the place is almost equidistant from Alleppey and Quilon, both

of which connect the Kerala backwaters. The place is connected by rail and road with other

cities in the region as well as other parts of the country.

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3.3 Best Time To Visit

The climate of Kayamkulam is pleasant throughout the year. The rainy season starts from

June/July and continues till October/November. The temperature never goes too high or low

throughout the year.

3.4 History

Kayamkulam got its name from the blending of two words: kayam (sap of a spice tree) and

kulam (a pond). Kayamkulam was a part of erstwhile Travancore state for a long time and

was a prominent center of art and architecture. Many temples and palaces were built during

that period.

3.5 Tourists Attractions

The famous temple dedicated to goddess Bhagavathy is about 5 km from Kayamkulam.

Situated amidst vast paddy fields, it houses a huge traditional lamp made of granite and

accommodating a thousand wicks, which are lit every day.

The 18th-century Krishnapuram Palace built during the reign of the Travancore monarch

Martand Varma is a double-storied structure that displays typical characteristics of Kerala

architecture-gabled roofs, dormer windows, and narrow corridors. It houses one of the largest

mural paintings in Kerala called the Gajendra Moksham. It measures 14 feet by 11 feet and is

at the western end of the ground floor, a walking distance from the Palace Pool. There is also

a museum of antique sculptures, paintings, and bronzes inside the palace.

Oachira Temple is the only idol-less temple in whole of Kerala. It is believed that Lord

Shiva meditated under the gigantic Ficus tree still there. These trees are the points of worship

in this temple apart from the Naga (cobra) idols nearby. One of the many rituals that this

place has is the worship of bulls. They are decorated and can be seen in the premises of the

temple in the abundance.

Kayamkulam is also famous for its backwaters and the lake. The wide opening of the lake

into the Arabian Sea offers spectacular sunset view through the web of Chinese fishing nets to

the tourists cruising in the houseboats. There are some health resorts in Kayamkulam that

specialize in Ayurvedic treatment and oil therapy

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3.6 Places Around Kayamkulam

Alappuzha, the district headquarters, is situated some 50 km off Kayamkulam and connected

with rail, road, and boats. The place is famous for the Mullakal Temple, its backwaters, and

the annual Nehru Cup Snake Boat Race. Quilon or Kollam is situated around 70 km off

Kayamkulam. This place is famous for its backwaters, Ashtamudi Lake, Ayurvedic treatment,

and art and craft fair.

3.7 Kayamkulam Boat Race

Kayamkulam Jalolsavam was conducted to bring back its lost glory. There are two versions

as to how Kayamkulam got its name. Some say that Kayamkulam got its name from a

portmanteau of two Malayalam words - kayam (sap of a spice tree) and kulam (pond) while a

more reliable version is that Kayamkulam got its name from "kayal" (lake) and "kulam"

(pond),since the Kayamkulam lake (Kayamkulam kayal) is as shallow as a pond (a bit

exaggerated). Kayamkulam is well known for its coir, fishing and tourism industries. One of

the largest power plants in Kerala, run by the NTPC, is located in Kayamkulam. Kayamkulam

is closely associated with the legend of Kayamkulam Kochunni. He was a famed

highwayman, active in the area known as Central Thiruvithamkoor, in the early part of the

19th century. He is said to have stolen from the rich and given to the poor. Legends about his

exploits are part of the local folklore.

Kayamkulam is about 110km from state capital Thiruvananthapuram and lies on NH 47. It is

also the constituency of Sadasivan, a former coach and captain of the Kainankary Boat Club,

which won a record 12 times at the Nehru Boat Race in the 1970s and 80s. Alappuzha is

famous for boat races. Lying on the Southern tip of the district, boat races are conducted

during August and September. The races are being conducted in the backwaters of

Kayamkulam. Canoes and snake boats take part in the competition to a fight to finish and the

races are thus highly eye feasting and exciting from the beginning to the end. The first

kayamkulam boat race held in Kayamkulam Lake on August 28th 2010. The length of the

race track is 1200 meters. It will be held on the 4th

Saturday of August every year.

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3.8 Community Participation

Many of the race boats belong to the joint ownership of the people of the locality. Further,

even the single owner boats are often hired out by a group of people belonging to a particular

locality for the purpose of participating in a boat race. In fact, they spend money in the order

of lakhs of rupees for participating various boat races in a season. The money required is

often raised through public contribution. In fact they consider it as a matter of pride to

participate and win a boat race under the label and jercy of their locality (Kara).

As such boat race season brings out an occasion for enriching the warmth of friendliness and

brotherhood in the locality, which is deteriorating in these days due too various reason. Each

boat race is being celebrated as the festival of the locality. It often enables a get together of

family members and others of the locality. Festivals have that effect of making the individuals

settled at distant places to return to their native place at least once in a year. The boat race

being celebrated as the festival of the 'Kara', the sons of the village will experience an

irresistible temptation to be the part of the festivities. The nostalgic feeling that these boat

races create, makes everybody settled far and near to return to their home village to

participate in the boat race festivities. The social impact of the boat race is very high. In the

Regattas, the different Karas owning Race Boats enter, and with determination, inspired by

local patriotism, strive their best to knock off the prize. The competition is austere and keen,

in spite of the mirth and revelry enveloping it.

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CHAPTER-IV

DATA ANALYSIS AND INTERPRETATIONS

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In order to fulfill the objectives in mind, a survey was undertaken among 30 local community

members and interview was carried out among 20 representatives of Kayamkulam Boat Race

Authority. The results of the same are given in details in two parts. The results of the survey

conducted among the local community members are presented in Part A while the opinion of

the members of Kayamkulam boat authority is given in Part B.

Part – A

In this section, the data collected from 30 host community members by using interview

schedule is analyzed, tabulated and discussed.

1.1 Gender of Respondents

The table below indicates that the male to female ratio of host community. The majority of

the respondents were male respondents. Among the 30 samples 60% of the respondents are

male and 40% are female.

Table – 1

Gender

Source: Field study (2011)

Fig.1

Gender

male 60%

female 40%

percentage

Attributes No. of respondents percentage

Male 18 60

Female 12 40

Total 30 100

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1.2 Age Group of Respondents

The table below mentions the age group of host community. The younger group of below 25

is 13% of the total sample size. The community in the age group of 25 – 35 is 27% of the

community and the majority of the respondents are in the age group of 36 – 50 that is 40%.

Only 20% of the respondents are from above 50.

Table - 2

Age group

Source: field study (2011)

Fig.2

Age group

13

27

40

20

below 25 25-35 36-50 above 50

Attributes No. of respondents percentage

Below 25 4 13

25- 35 8 27

36- 50 12 40

Above 50 6 20

Total 30 100

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1.3 Native from Kayamkulam

The mentioned table indicates that where the respondent are from. Most of the respondents

are native of Kayamkulam, which is 70%. Rests of the 30% are outside Kayamkulam. So the

respondents have good knowledge about Kayamkulam.

Table – 3

Native of Kayamkulam

Source: Field study (2011)

Fig.3

Native of Kayamkulam

70%

30%

yes no

Attributes No. of

respondents

percentage

Natives 21 70

Others 9 30

Total 30 100

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1.4 Participation In Boat Race

The following table shows the attitude and participation of local community towards

Kayamkulam Boat Race. Majority of the people are very interested as a part in the boat race,

that is 77% and only 23% of community are not interested.

Table – 4

Participation in Boat Race

Source: field study (2011)

Fig. 4

Participation in boat race

yes 77%

no 23%

Attributes No. of

respondents

percentage

Yes 23 77

No 7 23

Total 30 100

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1.5 Pollution After Boat Race

The following table shows that the opinion of host community about the affection of pollution

after boat race. 93% of people describes that the boat race doesn‘t create any pollution in the

backwater and surrounding area. 7% of people don‘t agree with that.

Table – 5

Pollution after Boat Race

Source: field study (2011)

Fig.5

Pollution after Boat Race

no 93%

yes 7%

Attributes No. of

respondents

percentage

No 28 93

yes 2 7

Total 30 100

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1.6 The Tourist Arrival At The Time Of Boat Race

The following table indicates the tourist arrival of Kayamkulam at the time of boat race. Most of

them are saying that the tourist arrival is very high that is 80%. 10% are opinioned that the arrival

is high. No one is opinioned that the tourist arrival is poor but 10% opinioned that it is moderate.

Table – 6

Tourist arrival at the time of boat race

Source: field study (2011)

Fig. 6

Tourist arrival at the time of boat race

0

10

20

30

40

50

60

70

80

90

very high high modurate poor

percentage

Attributes No. of respondents percentage

Very high 24 80

high 3 10

Moderate 3 10

Poor 0 0

Total 30 100

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1.7 Any other activity/fair happened in relation with Kayamkulam boat race

The following table indicates the other activities or fairs conducting in relation with

Kayamkulam boat race. The majority that is 97% opinioned that there are some other activities

are also usually conducted in relation with boat race, the rest of the 3% don‘t agree with that.

Table – 8

Other Activity/Faire

Source: field study (2011)

Fig.7

Other Activity/Faire

YES 97%

NO 3%

Attributes No. of

respondents

percentage

Yes 29 97

No 1 3

Total 30 100

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1.8 Satisfied with the safety and security measures taken by the boat race authority.

The following table focuses on the satisfaction level of the host community in the safety and

security measures of Kayamkulam boat race. Majorities are satisfied with the safety and security

measures that are 93% and 7% don‘t agree with that.

Table – 8

Safety and security measures

Source: field study (2011)

Fig.8

Safety and security measures

YES NO

93

7

PERCENTAGE

Attributes No. of

respondents

percentage

Yes 28 93

No 2 7

Total 30 100

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Part – B

Under this, the data collected from the Kayamkulam Boat Race authority by interview

schedule method is critically analyzed, interpreted and presented below.

2.1 Gender of respondents

The following table indicates the ratio of male and female in the respondents. Majority of the

respondents are male that is 65% and the minority are female that is 35%.

Table – 1 – Gender

Source: Field Visit

2.2 Age of respondents

The respondents are in different age categories, most of the respondents are in the category of

25-35 and the lessor one is below 25 categories. There are 30% of respondents are in the

category of 36-45 and 20% in above 45 category. The tabulation is under follows.

Table – 2 – Age Group

Source: Field Visit

Attributes No. of

respondents

percentage

Male 13 65

Female 7 35

Total 20 100

Attributes No. of respondents percentage

Below 25 3 15

25- 35 7 35

36- 45 6 30

Above 45 4 20

Total 20 100

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2.3 Educational qualification

The following table indicates the educational qualification of the respondents. All the

respondents are come under different categories in the case of educational qualification,

majority are comes under plus two category that is 45% and minority are comes under two

groups that are sslc and above graduation.

Table – 3 – Educational Qualifications

Source: Field Visit

2.4 Natives of Kayamkulam

Most of the respondents are native of Kayamkulam that is 55% and others are 45%. The

results are tabulated below.

Table – 4 – Nativity

Source: Field Visit

Attributes No. of respondents percentage

SSLC 2 10

Plus two 9 45

Graduation 7 35

Above Graduation 2 10

Total 20 100

Attributes No. of respondents percentage

Natives 11 55

Others 9 45

Total 20 100

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2.5 Average monthly income of respondents

The following table shows the different percentage of monthly income earned by the

respondents. Majority are comes under the category of third one that is 10000-15000 and the

minority are comes under the last category that is above 20000.

Table – 5 – Monthly Income

Source: Field Visit

2.6 Current scenario of the Kayamkulam boat race

Kayamkulam is about 110km from state capital Thiruvananthapuram and lies on NH 47. It is

also the constituency of Sadasivan, a former coach and captain of the Kainankary Boat Club,

which won a record 12 times at the Nehru Boat Race in the 1970s and 80s. Alappuzha is

famous for boat races. Lying on the Southern tip of the district, boat races are conducted

during August and September. The races are being conducted in the backwaters of

Kayamkulam. Canoes and snake boats take part in the competition to a fight to finish and the

races are thus highly eye feasting and exciting from the beginning to the end. The first

kayamkulam boat race held in Kayamkulam Lake on August 28th 2010. The length of the

race track is 1200 meters. It will be held on the 4th

Saturday of August every year.

Attributes No. of respondents percentage

Below 10000 7 35

10000-15000 3 15

15000- 20000 8 40

Above 20000 2 10

Total 20 100

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2.7 Inspiration and the uniqueness of the Kayamkulam boat race

Many of the race boats belong to the joint ownership of the people of the locality. Further,

even the single owner boats are often hired out by a group of people belonging to a particular

locality for the purpose of participating in a boat race. Infact, they spend money in the order

of lakhs of rupees for participating various boat races in a season. The money required is

often raised through public contribution. In fact they consider it as a matter of pride to

participate and win a boat race under the label and jercy of their locality (Kara). The

cooperation of the native people in this boat race is 90%. The cooperation gave inspiration

them to conduct more events and domestic tourist are more attracted to this race.

2.8 The marketing/promotional activities taken and to be taken

Kayamkulam boat race is more attracted by domestic tourists. In addition to the boat race they

are conducting cultural meeting, vanchippattu competition and procession it attract the

attention of more tourists. The tourist will be attracted if they activate a website so that

tourists will get more information.

It will be popularized if there is a linkage between Kerala tourism and DTPC. They can

attract more tourists by introducing promotional activities such as advertising, media visuals

etc.

2.9 The structure of boat race

The length of the race track is 1200 meters. It will be held on the 4th

Saturday of August every

year. The races are being conducted in the backwaters of Kayamkulam. Canoes and snake

boats take part in the competition to a fight to finish and the races are thus highly eye feasting

and exciting from the beginning to the end.

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2.10 Safety and security measures

There is less chance of accidents while boat racing according to the respondents. 95% of the

respondents are satisfied with the security measures taken in the boat racing. Serious safety

measures such as fire force are arranged by the authority.

2.11 Local people’s cooperation and response

Kayamkulam boat race is more attracted by domestic tourists. 75% of the respondents are

rated boat race in Kayamkulam as excellent. The cooperation of the native people in this boat

race is excellent. Community got benefits such as new roads, infrastructure development,

employment opportunities etc. by this boat race.

2.12 The response of domestic and international tourist

In Kayamkulam there are coming more domestic tourists. Number of international tourists is

less and Kayamkulam is now becoming popular. More promotional activities are to be done

here to attract more international tourists.

2.13 Additional activities conducting in relation with boat race

In addition to the boat race they are conducting cultural meeting, vanchippattu competition

and procession.

2.14 Government support for the boat race

Kayamkulam boat race is conducting with the help of DTPC Alappey. All other departments

like Police, Fire force etc... are also have their own roles. Government motivates this type of

events, but more inspiration and support are needed.

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2.15 Criteria for participating boat race

Most of the participating clubs are outside from Kayamkulam, and they are also participate in

other boat races of Kerala. There is no much specification for participate in the boat race.

2.16 Facilities available in Kayamkulam for conduct boat race

The area where the boat race conduct is a sub-way of the National water rout Alappey to

Kollam. The main specialty of the sub-way is it is quite straight and we can see the finishing

point from the starting point. Private parties are also very supportive to conduct boat race.

2.17 Activities/programs conduct in relation with boat race

Kayamkulam boat race is a 3 days event and it is actually a festival for the people living in

the Kayamkulam. A lot of cultural programs and competitions are usually conducted.

Vanchippattu competition is a unique competition item of the event.

2.18 Suggestions of authority

One of the main suggestion is they need more support from the government and host

community. A permanent water pavilion is needed to build and which should have at least

500 peoples capacity. Road facilities are to be maintained properly.

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CHAPTER –V

FINDINGS, SUGGESTIONS AND CONCLUSION

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Event tourism is systematic development, planning, marketing and holding and marketing of

events as tourist attraction. Event tourism is generally recognized as being inclusive of all

planned events in an integrated approach to development and marketing. Boat race is one of

the major events that attract tourists to different destinations. Kerala is a land of backwaters

and beaches. A number of water sports are associated with the major lakes in Kerala. One of

the major water sports in Kerala is boat racing, which is being organized by a number of

social and religious organizations. These boat races have always been a part of the tradition of

Kerala. Event tourism is now a vibrant and dynamic field of study and research, and the sheer

scale of the growth in its output makes this Routledge collection especially timely.boat race is

an event tourism which attracts tourists and is benefits to the community. Kayamkulam boat

race is now become event tourism and is popularized among tourists.

5.2 Findings

Kayamkulam boat race is more attracted by domestic tourists.

75% of the respondents are rated boat race in Kayamkulam as excellent.

80% agreed that there are a good number of tourists at the time of boat race.

The cooperation of the native people in this boat race is excellent.

There is less chance of accidents while boat racing according to the respondents.

95% of the respondents are satisfied with the security measures taken in the boat

racing.

In addition to the boat race they are conducting cultural meeting, vanchippattu

competition and procession.

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Community got benefits such as new roads, infrastructure development, employment

opportunities etc. by this boat race.

Serious safety measures such as fire force are arranged by the authority.

The tourist will be attracted if they activate a website so that tourists will get more

information.

It will be popularized if there is a linkage between Kerala tourism and DTPC

5.3 Suggestions

They can attract more tourists by introducing promotional activities such as

advertising, media visuals etc.

Tourists will be happy if they provide a water pavilion with the capacity of 800 people

and above

It will be attractive if they build view points in the banks of backwater.

The tourist will be happy if there is an permanent open auditorium.

For informing more about the boat race to the tourist, more internet updates are

needed, if they maintain a good website in the internet, the response will be great.

They can also try to get a good linkage with Kerala Tourism department; it will be

more helpful for the promotion of the event.

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The maintenance of road facilities to the event spot area will be more useful for the

tourist and helpful for the host community also.

If they get live media coverage for the boat race that will more attract the tourist.

5.4 Conclusion

Event tourism is now a vibrant and dynamic field of study and research, and the sheer scale of

the growth in its output makes this Rutledge collection especially timely. Event tourism aims

at full exploitation of the capabilities of events in order to achieve tourism development of

host communities. The event tourism – is an important component of recreation and

entertainment. . Events also encourage tourists to stay for a longer time at the destination.

Events are also a tool to reach specific target market or a wider market both. The contribution

of the tourism industry to the global economy has been well documented and in a bid to

exploit the cash injection that tourism provides, many rural communities have decided to host

tourism events on a yearly basis to bolster their flagging economies. Boat races are yet

another reason that the tourists are attracted towards ‗God's Own Country‘. A number of

teams from different districts participate in boat races, which are organized annually. These

races are organized specifically during temple festivals, which give this water sports an aura

of religious sanctity. Boat race is the important factor which attracts tourists to Kerala.

Kayamkulam boat race is famous and is very attractive among tourists.

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BIBLIOGRAPHY

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Reference:

Books

1. KOTHARI CR (I978) Research Methodology, New Age International Publishers, New

Delhi.

2. Richard Sharpley and David.J.Telfer: Tourism and Development: concept and issue,

2006

3. William, C.Gartner, Tourism Development, Principles, Process and Policies , 1996

4. Salah Wahab and John.Pigram, Tourism Development and growth, 1997\

Websites

1. http://www.split.info/kvarner/events-tourism/

2. http://dspace.iimk.ac.in/bitstream/2259/564/1/252-262+Tanu+Jayuswal.pdf

3. http://events.whistler.com/about-whistler/event-tourism-strategy/

4. http://www.tandf.co.uk/journals/WCET

5. http://ekayamkulam.com/

6. http://www.ekayamkulam.com/latestnews.php

7. http://www.keralaboatrace.in/2011/08/kayamkulam-boat-race-2011-kayamkulam.html

8. http://arunlald.blogspot.com/2010/09/kayamkulam-jalolsavam-2010.html

9. http://www.alappuzhaonline.com/snakeboatraces/kayamkulamboatrace2011.html

10. http://www.unwto.org

11. http://www.keralatourism.org

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APPENDIX

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Interview Schedule for the Host Community of Kayamkulam

An Action Plan for Promoting Event Tourism –

A Study on Kayamkulam Boat Race Drear respondent,

I am Retheesh K.G doing MBA Travel & Tourism (3rd semester) at KITTS, Trivandrum. As

part of my curriculum I am undertaking a project work. I will be very thankful if you could

kindly participate in this study. The information provided by you will be kept strictly

confidential and will be used for academic purpose only.

DEMOGRAPHY

Name

Age

Gender

Educational Qualification

Occupation

Address

1. Are you a native from Kayamkulam?

YES NO

2. How long you have been here?

0-2 2-5 5 above

3. Do you participate in the boat race?

YES NO

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4. Do you feel that boat race make pollution on the backwater and surroundings?

YES NO

5. List out the changes happened due to boat race in your area.

6. How do you feel about the tourist arrival at the time of boat race?

VERY HIGH HIGH MODURATE POOR

7. What are the additional amenities to be provided to the tourists?

8. Is any other activity/fair happened in relation with Kayamkulam boat race?

YES NO

9. If yes what are they?

10. Are you satisfied with the safety and security measures taken by the boat race authority?

YES NO

11. What are the additional safety and security measures that have to be providing in this area?

12. What are your suggestions for the development of boat race?

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KERALA INSTITUTE OF TOURISM AND TRAVEL STUDIES (KITTS)

Residency, Thycaud, Trivandrum- 695014

Phone: 0471 2329468 www.kittstour.org

A mini project report on

An Action Plan For Promoting Event Tourism- A Study On

Kayamkulam Boat Race

Interview Schedule for Authority

Dear Sir/madam,

I am Retheesh K G doing MBA Travel & Tourism (3rd semester) at KITTS, Trivandrum. As

part of my curriculum, I have to submit a mini project on ‗An Action Plan for Promoting

Event Tourism- A Study on Kayamkulam Boat Race‘. I kindly request you to provide

adequate and authentic information for the completion of this project. The information

collected will only use for my study purpose.

Retheesh K G

1) Details of the respondent

Name: _____________________________________________

Gender: M/F Age: __________

Designation: _________________________________________

Nativity: ____________________________________________

Average monthly Income: ______________________________

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2) Kayamkulam boat race is started in two years back, what is the current scenario of the

boat race?

3) How you got inspiration to start this boat race? And what is the uniqueness of the

Kayamkulam boat race?

4) What are the marketing/promotional activities taken in the previous years? How it will

be in future?

5) How is the structure of boat race? How many clubs/teams are usually participating?

6) Safety and security is an important factor in each boat race, what all are the safety

measures taken for the boat race?

7) Without government support we can‘t conduct this type of events, and what is the

assistance and support of government?

8) Are the participants of boat race natives of Kayamkulam? What the criteria‘s are for

participate the boat race?

9) Involvement of host community is necessary in each programs, how is the local

people‘s cooperation and response?

10) What are the facilities available in Kayamkulam for conducting this type of events?

Will it be enough for conducting this type of events?

11) How was the response of domestic and international tourist? Can you please explain

Statistical report about tourist arrival?

12) What are the additional activities conducting in relation with boat race?

13) When the boat race is happening there are lot of people will come to Kayamkulam, is

there any other activities/fairs is usually conducted?

14) What are the suggestions you can put forward for the development of boat race to the

government and the host community?

Thank You For Spending Your Valuable Time