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Chapter I- Tourism: A Conceptual Framework
Chapter I
Tourism: A Conceptual Framework
1.1 Tourism: Concept, Definitions, Types and Historical Development
1.2 Destination: Meaning, Destination Policy, Planning, Development and
Management
1.3 Tourism in te !orld "cenario
1.# Tourism in $ndia : %n &vervie'
1.( Tourism Development in "i))im
1.5.1 Geographical Importance of Sikkim
1.5.2 Tourism Potentials of Sikkim
1.* Tourism Products in "i))im
1.+ Conclusion
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Chapter I- Tourism: A Conceptual Framework
1.1. Tourism: Concept, Definitions, Types and Historical
Development
n simple terms Tourism is the act of travel for the purposes of leisure, pleasure
or business, and the provision of services for this act. There are to important
components that make up tourism. These are the !i" practice of travelling for
pleasure recreation etc. and !ii" the business of providing tours and services for
persons travelling. The issues incorporated in the first component are discretionar#
income !i.e. mone# to spend on non$essentials", the time involved and the
infrastructure in the form of accommodation facilities and means of transport. %ther
component has four basic services to be provided for Tourists. These are, travel
arrangements, board and lodge, food and entertainment.
I
The &nited 'ations (onference on International Travel and Tourism held in )ome in
1*+ considered a definition and recommended that it be studied b# the &nited
'ations Statistical (ommission. - revised definition as prepared and adopted. The
conference considered the term /isitor0 as an# person visiting a countr# 1 other than
that in hich he has his usual place of residence, for an# reasons other than folloing
an occupation remunerated from ithin the countr# visited.This definition covered !i" Tourists, i.e. temporar# visitors sta#ing at least tent#
four hours in the countr# visited and the purpose of hose 3ourne# can be classified
under one of the folloing headings !a" leisure ! recreation, holida#, health, stud#,
religion and sport", !b" business, famil#, mission, meeting. !ii" 4cursionists, i.e.
temporar# visitors sta#ing less than tent# four hours in the countr# visited
!including travelers on cruises"
-ccording to Prof. 6un7iker and 8rapf !1*92" tourism is the totalit# of relationship
and phenomenon arising from the travel and sta# of strangers, provided the sta# does
not impl# the establishment of a permanent residence and is not connected ith a
1 %r a region, province, state: &nion Territor#$ if domestic tourism and long haul trip b# air hen the destination is 12;;; miles aa#.
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Chapter I- Tourism: A Conceptual Framework
remunerated activit#.< Tourism is an activit# of traveling people in the places outside
their non$residence, for not more than one #ear, for business, leisure and other
purposes !&'=T%, 1**".
>. >afari ! ?a# 2;;" said, “tourism now means different things to different people. To
governments, tourism may mean sources of employment, economic activities, per
capita expenditure, and multiplier effects; to the industry sectors, it may suggest
promotion, arrivals, length of stay, receipts; while to religious groups, it brings to
mind pilgrimage, spiritual search, universal brotherhood, unacceptable forms to
tourist practices. To anthropologists, tourism represents a domain of study which
includes contracts between the hosts and the guest, culture change, commoditization
of heritage, prudence. Finally , to the hosts destinations, tourism means Americantourists, apanese tourists, inflation, intrusion; and to the tourists themselves,
tourism offers escape from the daily routines, indulgence in leisure pursuits, rests and
relaxation, education !p.+"!.
Types and orms of Tourism
=hile discussing the t#pes and forms of tourism it is better to identif# and consider
the important parameters based on hich e get different t#pes and forms of tourism.
These t#pes and forms of tourism are man# and no single source of information can
cover all of these. @ut a detail knoledge and idea of destination resources,
destination environment and destination market anal#sis can introduce t#pes and
forms rightl#. So, t#pes and forms of tourism are largel# destination specific and ever
changing keeping in vie the changing market areas and demand aspects.
-cotourism
Tourism that combines local economic development, protection of the Aualit# of the
environment and promotion of the natural advantages and the histor# of an area. The
combination of all or some of the above mentioned kinds of tourism could contribute
significantl# to the development of tourism in an# countr#. The availabilit# of tourist
packages involving gastronom#, entertainment and information about the cultural
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Chapter I- Tourism: A Conceptual Framework
ealth of a countr# should be regarded as a priorit# issue for tourist agents, as it ill
reduce the concentration of tourist activit# in certain areas and ill improve and
enrich the tourist.
/ural Tourism
-n# form of tourism that shocases the rural life, art, culture and heritage at rural
locations, thereb#, benefiting the local communit# economicall# and sociall# as
ell as enabling interaction beteen the tourists and the locals for a more enriching
tourism eperience an be termed as rural tourism. It is multifaceted and ma# entail
farm:agricultural tourism, cultural tourism, nature tourism, adventure tourism, and
eco$ tourism. The stress of urban lifest#le has led to this counter$ urbani7ationapproach to tourism. There are various factors that have lead to this changing
trend toards rural tourism like increasing levels of aareness, groing interest in
heritage and culture and improved accessibilit# and environmental consciousness,
Tourists like to visit villages to eperience and live a relaed and health# lifest#le.
-tnic Tourism
4thnic tourism is travelling for the purpose of observing the cultural
epressions of lifest#les of trul# eotic people. Such tourism is eemplified b# travel
to Panama to stud# the San @las Indians or to India to observe the isolated
hill tribes of -ssam. T#pical destination activities ould include visits to native
homes, attending traditional ceremonies and dances, and possibl# participating in
religious rituals.
-vent 0ased Tourism
4vents are an effective a# of attracting visitors. Sikkim has been operating a number
of successful, long$running events, and over recent #ears ne events have been
introduced. ?a3or themes of eisting events could be Tibatean food, ine, #ak riding,
agricultural$related, fishing, heritage and gardening. Irrespective of the events devised
for Sikkim, it is essential that events are )elevant to communit# in hich the# are
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Chapter I- Tourism: A Conceptual Framework
heldB Spread visitation across the #ear and the regionB Support the theme for the ton
and regionB )einforce the name Sikkim and its destinations< in their publicit#B and
(reate interest for both local residents and visitors.
Conferences
- noticeable trend in comparativel# old destinations of Sikkim is the increasing
emphasis on ?I(4 tourism. %pportunities eist to make greater use of Sikkim for
conferences ith a separate positioning. 6oever, tourism related infrastructure
development, Aualit# accommodation etc. need ould need to be addressed for future.
"ports TourismSikkim has an immense potentialit# for adventure and sports. This highl# speciali7ed
tourism activit# can ensure Aualit# tourism ith high per capita tourist ependiture.
)ecreational fishing, trekking, bi$c#cling, river running, mountaineering, @# orking
ith facilit# oners:managers and representatives of sporting organi7ations, there
ma# be potential for organi7ed sporting events to be developed during times hen the
facilities are not normall# used.
Cultural Tourism
The region
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!ine Tourism
=ine tourism is special$interest travel based on the desire to visit ine$producing
regions, or in hich travelers are induced to visit ine$producing regions, and
ineries in particular, hile travelling for other reasons !Get7, 2;;;".This definition
is a demand$side understanding of tourism behavior. The emphasis is on
understanding ho engages in ine tourism, as ell as h# !e.g. motivation and
preferences" and ho !e.g. here the# go or hat the# do". Drom the destination
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accommodation. This in turn established the a# for development of organi7ed travel.
)omans ere in fact pioneers of pleasure tourism. The# provided necessar#
infrastructure such as good roads, places to sta# en$route, travel booklets. DreAuentl#,
the# visited temples, monuments, p#ramids, seaside resorts, spas and the fall of the
)oman 4mpire in the 5th (entur# -E, resulted in the fall of their pleasure travel.
This period, even toda#, is termed as the Eark -ge0 for tourism. In the 1+th centur#,
the introduction of holida#s as the landmark in the histor# of tourism. These
travellers belonged to the elite section of the societ#. The renaissance, development of
urban s#stem and progress of the road s#stem gave rise to tourism in 4urope. Ital#
hich as the intellectual capital of 4urope and attracted noble men from different
parts of 4urope ho considered travel as essential to complete their education. Thusthe concept of Grand Tour0 became popular. These tourists respected learning,
antiAuities and social refinements of the old orld. Travel increased ith the increase
in ne ealth in the hands of the middle class people. The #ears beteen 1F+ and
1F* ere considered to be the golden age of the Grand Tour. These grand tours
included the poets, authors, and intellectuals and the# paved the a# for popular
tourism in the 1*th 2; th centuries. ?ilitar# epeditions and ars resulted in the
mass movement of people, besides the discover# of ne trade routes to hitherto
unknon destinations. In the middle ages the main motive for travel as religion.
Travel for religious purposes as a ell established custom in most part of the orld.
The spread of religion subseAuentl# led to numerous pilgrims making their a# to the
hol# land. Pilgrimage provided the necessar# impetus for the societ# to break out
its narro confines and visit places associated ith religion. The poerful
influences of a crusading religion slol# penetrated a foreign land such as
(hristianit# in 4urope and later in -merica, Islam and 6induism in -sia. In the 1Hth
centur# the middle income group began to travel from village to cit#, from cit# to cit#
and from countr# to countr#. The development of good transport and accommodation
further improved tourism. ?oreover, the introduction of the raila#s in 1H9; gave a
tremendous boost to tourism. In 1H+;, the first passenger traffic beteen iverpool to
?anchester commenced. %rgani7ed rail travel came into being in 1H91 hen the
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@aptist preachers of Eerb#shire engaged a special train from eicester to
oughborongh to take delegates to attend a meeting and bring them back. ater
Thomas (ook took about 5F; passengers b# ?idland countries )aila# at a speciall#
reduced rate in India, on -pril 1+ th 1H5, the first train service started form @ori
@under in @omba# to Thana covering a distance of 8ms. Toda# Indian )aila#s
have the third largest netork in the orld under a single management. The rail$road
development as folloed b# the motor cars hich reduced travel time. The boom in
the tourist movement in 4urope can be directl# linked to the introduction of the
private motor car approimatel# ten #ears before the =orld =ar I. The development
of the motor car coach and improved road conditions led to a tremendous groth in
travel. =hile road and rail transport ere limited to domestic tourism, theintroduction of steam ships, helped man to cross boundaries and promote inter$
continental travel and promote international tourism. The adventurous seamen like
(hristopher (olumbus discovered ne lands. Travel to -merica, the 'e =orld0
as considered a land of opportunities and fortunes.
The tourism hich as prospering in leaps and bounds suffered a set back during the
=orld =ar I. Tourism is global and national scale being possible onl# in times of
peace and prosperit#, suffered #et another set back during the =orld =ar II hich
brought in economic destruction and political instabilit#. 6oever, the period in
beteen the to orld ar sa fair amount of travel and tourism. The development
of -ir transport after the second =orld =ar in 1*5;, gave a boost to tourism. The
societ# eperiencing rising standard of living began to reap the benefits of faster and
economic travel through aira#s. ?ass tourism thus emerged on a large scale. The
Industrial revolution as responsible for changes in the economic as ell as social
s#stems prevailing at the time. - large number of factories came up, tons sprang up
hich is turn necessitated larger scale migrations from the countr# sides to the
tons and cities. Euring the Industrial )evolution, paid annual holida#s ere
aarded to the orkers for ork done for a #ear. Eue to long orking hours and
poor living conditions, the need for relief as acute for the orking class and an
escape as the onl# anser to the problem. Those ho could afford the escape
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proceeded to various resorts nearb# forest and relaation. Graduall# better orking
conditions, increase in material ealth and improvement in transport and
communication during the second half of the 1*th centur#, enabled industrial orkers
to avail of holida#s in faraa# places for rest, relaation and pleasure. Though
travel is as old as man himself and some record of ancient travel is available accurate
anal#sis of the measurement of travel can be traced back to 3ust 5; #ears back. In
1*F5 =orld Tourism %rgani7ation came into eistence ith its headAuarter at ?adrid
in Spain. The =.T.% covers all sectors of tourism on orld ide basis and provides
statistics to improve and regulate tourism in the orld. In 1*F+, there ere nearl#
22; million international tourist arrivals in the orld. This as an increase of
nearl# *;J in the ten #ears preceding it. 4conomic fluctuations resulted in atemporar# set back to the groth of tourism in earl# F;
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Chapter I- Tourism: A Conceptual Framework
related changes in the nature of visitation and the ph#sical character of the destination
are contributing to the achievement of the kind of destination that stakeholders ant.
%n the other hand Eestination ?anagement0 is more a micro$level activit# in hich
all the stakeholders carr# out their individual and organi7ational responsibilities on a
dail# basis in efforts to reali7e the macro$level vision contained in polic#, planning
and development !)itchie and (rouch, 2;;". -ccording to Goeldner et al. !2;;;",
tourism polic# is - set of regulations, rules, guidelines, directives, and
development:promotion ob3ectives and strategies that provide a frameork ithin
hich the collective and individual decisions directl# affecting tourism development
and the dail# activities ithin a destination are taken.)., =alker, >.T. ! 2;11", "#lanning involves selecting the
various goals that an organization wants to achieve and the strategies $ actions% to be
ta&en to ensure that those goals are accomplished $p.'((%). In organi7ations or in
destinations, eecutives or planners determine here the organi7ation is and here it
ants to go. Goals are established for each of the ke# operating areas covering
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Chapter I- Tourism: A Conceptual Framework
organi7ational structures, tourism related legislation and regulations, education and
training programs, availabilit# of financial capital and mechanism to attract capital,
marketing strategies and last but not the least travel facilitation of immigration,
custom etc. Tourism planning begins ith a strategic planning ! creating long term
plan" such as a tourism master plan hich is also based on an environmental scan that
assesses socio$cultural, technological, economic, educational, political and legal
factors.
Dolloing the 4conomic Surve# of Sikkim !2;;+$;F" it could be said that the people
of Sikkim ill achieve their full potential b# selecting tourism as a tool for their
groth and development strateg#. The document also ehibited that the vision of
Sikkim is to develop a vibrant econom# that creates ealth and 3obs and provideschoices and opportunities for people to live, ork and invest in Sikkim, and to
recogni7e the values of its uniAue environment for present and future generations. So,
the ob3ective for tourism development in Sikkim ill be recogni7ed ithin five
#ears as the top performing tourist econom# of its t#pe in India, as a leading
destination for visitors, and as a leading region for 'orth$4ast Indian business
successes. @esides, five important goals brought to light in the polic# document e.g.
management goal, communit# goal, industr# goal, consumer goal, marketing goal.
Several documents for tourism published b# the government incorporate the area to
address a strategic business orientation. These are, rapidl# groing tourism industr#,
strong and diverse nature$based product, proimit# to main source markets, high
standards of service and professionalism, sustainable and green marketing approach,
herbs, medicinal plants and rare orchids, @uddhist culture and heritage.
1.3 Tourism in te !orld "cenario
Tourism is emerging as a ke# driver of 21st centur# economic and social evolution. It
is the largest creator of 3obs, ealth and investment in the orld. %ver HJ of all 3obs
orldide as dependent on travel and tourism in 1*** and travel and tourism
supported the creation of over 5.5.million 3obs per #ear till 2;1;. Spending b#
international visitors amounted HJ of orld eports in 1*** ith further impact b#
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Tourism in India is the largest service industr#, ith a contribution of +.2J to the
national GEP and H.FHJ of the total emplo#ment in India. In 2;1;, total Doreign
Tourist -rrivals !DT-" in India ere 5.FH million and India generated about 2;;
billion &S dollars in 2;;H and that is epected to increase to &SLF5.5 billion b#
2;1H at a *.9J annual groth rate. M1N The ma3orit# of foreign tourists come from &S-
and &8. 8erala, Tamil 'adu, Eelhi, &ttar Pradesh and )a3asthan are the top five
states to receive inbound tourists. Eomestic tourism in the same #ear as F9; million.
-ndhra Pradesh, &ttar Pradesh, Tamil 'adu and ?aharashtra received the big share
of these visitors. ?inistr# of Tourism is the nodal agenc# to formulate national
policies and programs for the development and promotion of tourism. In the process,
the ?inistr# consults and collaborates ith other stakeholders in the sector includingvarious (entral ?inistries:agencies, the state governments and union territories and
the representatives of the private sector. (oncerted efforts are being made to promote
ne forms of tourism such as rural, cruise, medical and eco$tourism. The ?inistr# of
Tourism also maintains the Incredible India campaign. India can boast of one of the
most ancient civili7ation in the orld. Its rich and diversified culture, tradition,
heritage, cuisine and hospitalit# are the ne source attraction features if tourism. The
Fth 5 Oear Plan, for the first time, moved toards the promotion of India as an
ultimate holida# destination ith its nel# introduced beaches, hill stations,
adventure sports and such other alternative tourism attractions as ma# be
economicall# viable, environmentall# sensitive, sociall# and culturall# respectful.
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Chapter I- Tourism: A Conceptual Framework
igure 1.1 Development $nitiative of Tourism in $ndia
Development $nitiatives &ectives and $mportance
Te "argent Committee 14#(,
sumitted its report in 14#*5
&ectives To surve# the potentials of developing
tourist traffic
To create a#s and means of developing
places of tourist interest
To suggest hat facilities ill be
reAuired
To recommend hat actions shall be
taken
To deal ith other aspects of tourist
traffic
$mportance
Tourism in India developed properl# onl# after a
(entral Tourist %rgani7ation as set up as a
result of the recommendation of the Sargent
(ommittee. - separate tourist branch as
created in 1*9* but the hole time attention as
confined onl# to the number of tourist traffic in
the countr#. Sargent (ommittee also
recommended one (entral %ffice and regional
offices. It also recommended tourist publicit#
cell in Indian 4mbassies and (onsulates all over
the orld.
&ectives
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Chapter I- Tourism: A Conceptual Framework
Development $nitiatives &ectives and $mportance
%d oc Tourist Traffic
Committee 14#6
%ir Corporation %ct 14(35
To look after a large number of travel sub3ects
hich included development of both
international and eternal tourist traffic,legislative matters, Dive Oear Plans, travel
agencies, hotel and rest houses, facilitation,
tourist statistics and monthl# reports.
$mportance
It as entrusted ith the 3ob of suggesting a#s
and means of promoting tourist traffic to and in
India
- separate tourist traffic branch as set up
under the ?inistr# of Transport in 1*9*.
It also participated in conference of &nited
'ations and its agencies.
It established a coordination ith the ?inistr#
of )aila#s
It established tourist bureau in states and
developed tourist centers.
It arranged training programs for tour guides
and escorts.
&ectives and $mportance
=ith the help of this -ct the Government of
India nationali7ed the -ir Transport (ompaniesith to national undertakings namel#$ -ir
India and Indian -irlines
- separate tourism department as set up
&ectives and $mportance
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Chapter I- Tourism: A Conceptual Framework
Development $nitiatives &ectives and $mportance
ormation of te Ministry of
Tourism 14(65
Canges of name of te Ministry
14*+5
"etting up of 7a Committee
14*35
@# the Presidential order dated 19 ?arch 1*+F,
the Eepartment of -viation and Tourism hich
as under the ?inistr# of Transport and (ivil-viation as formed into a separate ?inistr#
designated as the ?inistr# of Tourism and (ivil
-viation, ith to constituent departments
Eepartment of Tourism
Eepartment of (ivil -viation
&ectives and $mportance
Dolloing the report of the -d hoc (ommittee
on Tourism also knon as the >ha (ommittee
!1*+" hich recommended that the public
sector should assume a more positive role in
promoting tourism, the Government of India set
up in 1*+5 in the Eepartment of Tourism three
separate corporations, vi7. 6otel (orporation of
India imited, India Tourist Transport
&ndertakings imited, India Tourism
(orporation imited. These three undertakings
ere set up under the provision of the
(ompanies -ct 1*5+.
&ectives and $mportance
Dor better coordination the Government of Indiamerged 6otel (orporation of India td., India
Tourism (orporation td. and India Tourist
Transport &ndertakings td into one composite
undertaking called India Tourism Eevelopment
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Chapter I- Tourism: A Conceptual Framework
Development $nitiatives &ectives and $mportance
"etting up of $ndia Tourism
Development Corporation 14**5
1st ever Tourism Policy of te
8nion 9overnment of $ndia
came into eing during 1462.
During te 6t ( ear Plan
14424+5, 1( states and 3 8nion
Territories ad declared tourism
as an industry and four states
declared otel as an industry.
Te ;ational Committee on
Tourism 'as set up in 7uly 146*
y te Planning Commission to
(orporation.
&ectives and $mportance
%nl# eport industr# status as accorded andnot the status of an infrastructure industr# as
#et.
-dvocated private sector participation
Eevelopment of selected tourist places
Eiversification from cultural related tourism
to holida# and leisure tourism.
Eevelopment of adventure sports.
4ploring ne source markets
)estoration of national heritage pro3ects.
aunching of national image building.
Providing inepensive accommodation in
different tourist places.
Improving service efficienc# in public sector
corporations.
Streamlining of facilitation procedures.
-igt Plan Program
The (entral Sector Tourism Plan encompassed
!i" Eepartment of Tourism
!ii" India Tourism Eevelopment
(orporation
!iii" ?an$Poer and Institutional Eevelopment
&ectives and $mportance
The (ommittee recommended that the
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Chapter I- Tourism: A Conceptual Framework
Development $nitiatives &ectives and $mportance
prepare a perspective plan for
tourism. Tis Committee,
eaded y Moammad unus,
sumitted its recommendation in
;ovemer 146+.
Te Tourism inance
Corporation of $ndia TC$5 'as
set up in 146+ 'it a corpus fund
of /s. 1
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Chapter I- Tourism: A Conceptual Framework
The most significant feature of the tourism industr# is its capacit# to generate large
scale emplo#ment opportunities particularl# in remote and backard areas. It offers
enormous potential for economic utili7ation of the natural attractions like landscape,
mountains, beaches, rivers etc., hich ould otherise remain either idle or under
utili7ed. It also applies to a multitude of man$made attractions like monuments,
palaces, forts and uniAue rural and cit# environments. - desirable feature of tourism
industr# is that it emplo#s a large number of omen both educated and uneducated. It
has a natural affinit# to the nature of omen, as hospitalit# is an industr# in hich
omen have been participating for centuries. In fact, omen are in large numbers in
hotels, airline services, travel agencies, handicrafts making, cultural activities and
other tourism related activities. Total emplo#ment both direct and indirectemplo#ment inclusive as 2;.; million in 1**5$*+ !?inistr# of Tourism, 1**+". The
labour capital ratio per million rupees of investment at 1*H5$H+ prices in the hotel
and restaurant sector is H* 3obs as against 99.F 3obs in the case of agriculture and 12.+
3obs in the case of the manufacturing industries !?inistr# of Tourism, 2;1;". So,
considering all the segments of tourism industr# the 3ob ratio is 9F.5 hich is still
higher than the manufacturing and agricultural sectors respectivel#. &nder this
scenario e made an attempt to anal#7e the groth and variation in the international
tourist arrivals in India over the period 1*H;$H1 to 2;;H$;*. The hole period is
again sub$divided into to sub$periods Period I, ranging from 1*H;$H1to 1**;$*1,
is the period
prior to the introduction of globali7ation in Indian econom# and the second sub$
period !1**1$*2 onards" is the period of global econom# in India. 6ere the null
h#pothesis as coefficient of variations !(/s" is identical over to sub$periods i.e.
before and after the globali7ation.
Tale 1.1: =ariation in te arrivals of tourists from 1( destinations
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Chapter I- Tourism: A Conceptual Framework
?ore specificall#, the coefficient of variation over the #ears for the period II asconsiderabl# high compared to the period I irrespective of geographical location and
socio$economic disparities. So, tourist arrivals during the period I as more
consistent than period II. The arrivals of tourists from 4urope and 'orth -merican
continents has been drasticall# loosing consistenc# ith all t#pe increases in variation
though these are believed to have been the most important contributors in the
international tourism receipts for India. This ma# be because of the poor
infrastructural level, internal civil unrest in various parts of the countr# and
conseAuent negative promotion, poor h#giene level and hospitalit# from ithin the
countr#. Some important international reasons are orld ide threat to terrorism,
global economic recession and industrial donfall in developed countries, changes in
Page 2;
DESTINATIONS CV for su-
perio! I
CV for su-perio!
II
8.> 2+.5*+H H.1*+H5
8.".% 1+.H529+ 5+.HF*1H
C%;%D% 1H.25;9+ 51.**951
/%;C- 1H.1F5+1 *.H125
"/$ ?%;>% 5.+HF*5 9.92FF5
9-/M%; 1H.FH12 H*.9*2;1
7%P%; 2*.22112 2*.H;F5*
M%?%"$% 12.5591 91.2;55
%8"T/%?$% 1+.H**+F 52.*512
;-P%? 22.;2;*5 99.;*;15
"$;9%P&/- 1H.H9H+H 2.+H9FH
$T%? 2.+;*1 2F.F;551
;-TH-/?%;D 2H.9;9+ 25.;;+
"&8TH >&/-% 25.55*9+ F5.*;5HH
"P%$; 2*.9F*;5 99.H951
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Chapter I- Tourism: A Conceptual Framework
civil aviation marketing, rising up of competitive South: -sian destinations ith
distinct competitiveness and certain special t#pes of tourism.
/ariation as comparativel# less over to different periods for >apan because of
?I(4 centric and organi7ed leisure travel hile other to countries like Sri anka
and 'epal registered a significant variation as the reasons to visit India ere different
and related to /D) and common interest tourism.
-nother stud# of international tourist arrivals ehibited the same trend of consistenc#.
If a tourist arrival is one of the criteria to eplain the market trend the -sian and
-ustralian tourism market are found to be more consistent than 4uropean market.
@ut, 4uropean market ensures more tourist arrivals than -sia or -ustralia or 'orth
-merican continent. Dolloing is the table shoing groth rates of tourist arrivals inIndia.
Tale 1. 2: 9ro't /ates of Tourist %rrival in $ndia from top 1( destinations
Destination Period $ Period $$ Trend
rea)
/ 2 D.!.
statistic
8.> +.+9Q +.*+Q ;.2 ;.*F 1.F5
Page 21
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Chapter I- Tourism: A Conceptual Framework
8.".%
Canada
rance
"ri ?an)a
9ermany
7apan
Malaysia
%ustralia
;epal
"ingapore
$taly
;eterland
"out >orea
"pain
!+.;*"+.9;Q
!9.H1+"+.5HQ
!5.2H"9.+QQ
!2.5HF".HQQ
!2.9H2"5.52QQ
!2.2*;9.F2QQ
!2.9F+"9.92Q
!.H+F"
5.55QQ
!2.+;*"+.21Q
!.122"9.95Q
!.2FF"9.1QQ
!2.11H".*QQ
!2.;*2"*.9Q
!.;11"F.;*Q
!.5H"
!19.*5"H.21Q
!*.99*"F.F5Q
!1;.*F"9.5Q
!5.952".FFQ
!.*H9"9.H9Q
!5.*1F"5.5*Q
!+.9H+"5.+;Q
!1;.;1"
+.5*Q
!+.1*"+.HQ
!H.;9"5.+9Q
!F.H5".9HQ
!9.+FH"+.9Q
!+.92+"1.1HQ
!11.1"+.FQ
!*.92H"
!;.H1"1.H1QQ
!2.;;H"1.1FQQQ
!1.F;";.1+!;.12";.H!;.92"$;.+H!$;.+2";.HF!;.+;"1.1F!1.+F"
1.;!;.+9*";.+2!;.9;F"1.1H!1.1H"$;.+9!$;.91"2.5;QQQ
!1.H1+".HQQQ
!1.H"$;.F2!$;.9+9"
;.*F
;.*+
;.HH
;.*2
;.5+
;.*;
;.*+
;.*1
;.*2
;.*9
;.F;
;.*
;.*9
;.H1
1.H2
1.+2
1.F1
1.5
2.1
1.FF
1.5+
2.11
2.1F
1.H2
2.12
1.**
2.;H
1.+2
@, @@ and @@@ mean significant at 1A, (A and 1< A respectively.
The above table interprets that tourist arrivals from 4uropean countries ere
traditionall# inconsistent ith negative trend break for three countries and poor
differences. It ma# be because of a negative image caused b# poor Aualit#
infrastructure, poor hospitalit# and h#giene condition, rigid regulator# access to
airports and other entrance areas, internal civil unrest etc. Some other important
global factors ere economic recession, threat to terrorism, emergence of other
competitive -sian destination and underestimation of ?I(4 tourism, special interest
tourism, adventure tourism, shopping and recreation tourism and such other forms of
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Chapter I- Tourism: A Conceptual Framework
tourism as ma# be found to be important for changing &niAue Selling Proportion
!&SP". This market stud# ehibited an over all to t#pes of market trends vi7.
consistent and inconsistent. 4uropean market as found to be inconsistent and
dindling. It is also noticeable that the number of arrivals from 4uropean countries
as considerabl# high over all period of time. - concrete and concerted
understanding of demand and suppl# ill contribute to the overall development and
marketing strateg# of Tourism Eestinations for 4uropean market in India.
So, inconsistentl# high number of tourist arrivals from 4urope has shon an
oscillator# ever fluctuating market trends for hich suppl# components of tourism
can be unstable along ith the cumulative effects of seasonal fluctuations. -gain
dependencies on -sian and -ustralian tourists have led to an -sia$(entric market. So present International Tourism ?arket for India is traditionall# 4uropean Tourism
development directed
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Chapter I- Tourism: A Conceptual Framework
including Ear3eeling to the @ritish India. 'o this 22nd Indian State !3oined Indian
&nion in 1*F5" has %ver H1J of the total geographical area under the administrative
managerial control of the ?inistr# of 4nvironment and Dorest, Government of India.
%ver 95J of the total geographical area of the state is under tree cover and nearl#
9J of the geographical area is set aside as protected area netork in the form of
national park and ildlife sanctuar#.
1.(.1 9eograpical $mportance of "i))im
The second smallest State of the Indian Sub$(ontinent, Sikkim is situated in the
might# 4astern 6imala#as spreads belo the orld
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"ource: ttp:BB'''.si))im.gov.inB dated 31.+.2
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Chapter I- Tourism: A Conceptual Framework
Pysiograpy
The thimble si7ed0 Sikkim is like an irregular rectangular in shape and rugged and
mountainous state. 4ven the river valle#s too limit themselves to the course through
hich the# flo ith a rare eception of tin# level patches found here and there. The
streams and rivulets don
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Chapter I- Tourism: A Conceptual Framework
igure1.3: Maor Pea)s in or around "i))im
"ource: ttp:BB'''.si))im.gov.inB dated 31.+.2
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Chapter I- Tourism: A Conceptual Framework
5;;; mm. and average number of rain# da#s !da#s ith rain of 2.5 mm. or more"
ranges from 1;; at Thangu to 1H9 at Gangtok. The average rainfall varies beteen
125 cm and 5;; cm. Gangtok receives about +; cm. of annual rainfall hile 'amchi
and 'a#aba7ar receive 155 cm. and 19; cm. of annual rainfall. Euring the inter a
si7eable part of the state receives copious snofall.
Climate and Temperature
/alle#s characteri7ed b# elevations of less than +;; meters above sea level
eperience moist tropical or humid tropical climate. @ut as one climbs up, the
temperatures start falling and areas la#ing beteen +;; meters to 2;;; meters above
sea level en3o# cool temperate climatic conditions. Durther up, it is cold temperateclimatic conditions hich prevail in area having elevation beteen 2;;; meters to
;;; meters above mean sea level.
The foothill 7one ad3acent to the =est @engal border eperiences relativel# high
temperatures during summer. 4lsehere the summer are pleasant or cool or cold
depending largel# on altitude. -t 'a#aba7ar, situated at the most southern section of
the state, the temperatures are as high as 9;; ( during Summer. @ut hen one goes
toards the southern part ith rising relief, there is 'amchi !5;( during the
summer". These are hoever, the maimum temperatures during the summer season
and the minimum temperatures ma# fall b# 5; (. -s one goes high and high, the
temperature falls and coldness increases till the snoline is reached hich itself is
determined b# altitude and aspect. The area hich have elevation of more than 5;;;
meters above sea level have perpetuall# sno$clad mountains and obviousl# en3o#s
-rctic t#pe of climate.
In >anuar# the temperatures in Sikkim range from 9 ; to 19; ( !*; to 5F; D"B In ?a#
the temperatures range from 19; to 22; ( !5F; to F2; D". Though Sikkim is an integral
part of India its climatic condition largel# varies from the main land. This region can
not be simpl# defined as monsoonal0 or Tropical ?oist0. The (apital cit#, eotic
Gangtok en3o#s the summer temperature ranging from 2.; ( to 21.; ( respectivel#.
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Chapter I- Tourism: A Conceptual Framework
;earest /ail'ay "tation
The closest railhead is at 'e >alpaiguri in =est @engal, 19H km from Gangtok.'e
>alpaigiri and Siliguri are ell connected ith 8olkata, Guahati and other ma3or
Indian (ities. @ut reservation service is available at special booking office in
Gangtok.
;earest %irport and Helicopter "ervice
The closest Indian airport is at a distance of 129 km from Gangtok at @agdogra, in
=est @engal. @agdogra is ell connected ith 8olkata, 'e Eelhi, Guahati and
other ma3or Indian cities. Though Sikkim has no airport as such, #et its helicopter service are among the ver# fe chopper services in India. The @agdogra airport is
connected to Gangtok b# a helicopter service, hich takes approimatel# ; minutes
to Gangtok. Sikkim Tourism Eevelopment (orporation operates this service dail#.
/oad
'6$1 is the life line of Sikkim. Gangtok is ell connected b# this '61 and 119 km
from Siliguri and takes 9hours b# @us and less then 9 hours b# other vehicles.
Gangtok is also connected b# road ith Ear3eeling, 8alimpong and ith @hutan,
Phuntsholing !+ hrs.". the longest north$south distance is about a hundred kilometers
and the east$est breadth ranges beteen +; and F; kilometers. Its total area is F2**
sAuare kilometers.
orestry and !ildlife "ector
-forestation is one of the ma3or activities of the Eepartment. -lthough a forestation
as carred out since inception of the Eepartment, it took pace ith the announcement
of the #ear 1**5 as 6arit 8ranti Oear b# the Government. Since then the State
Government has given top priorit# for creating more and more green cover in forests
as ell as in private astelands. Since then, over 95;;; hectare of degraded forest
lands and about 15;;; hectare of private land has been covered b# tree, fodder,
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Chapter I- Tourism: A Conceptual Framework
fuelood and ornamental plantations and b# aided natural regeneration. Dorest
Protection %f late, protection of forests has become the challenging task for the
Eepartment. =ith the eplosion of population, the hunger for more and more timber
and other forests produce has risen. 4stablishment of =ireless (ommunication
'etork To protect forests from illegal felling and theft of forest produce, the
department has established ireless communication netork connecting the @locks
ith the )anges, Sub$Eivisions, Eivisions and (ircles of both the Territorial and
=ildlife =ings. -mendment Sikkim Dorests, =ater (ourses, )oad )eserve
!Protection and Preservation" -ct,1*HH.
8anchan3unga 'ational Park The initial area of this 'ational Park as H5; sA. km.
The park area as etended to 1FH9 sA. km. for conservation of high altitude floraand fauna o the state. 8anchan3unga @iosphere )eserve It is ith the core area of
1FH9 sA.km. and buffer 7one of H5.*2 sA.km. It as declared a biosphere reserve on
Fth Debruar# 2;;;. State level @iosphere )eserve (ommittee and @iosphere )eserve
(ommittee ! local committee" ere constituted vide 'otification 'o. +*:D, 4'/
= dated 1+th Eecember 2;;;.The ?anagement Plan of the @iosphere )eserve for
the #ear 2;;1$;2 ith the financial target of )s. 1;1.F2 lakh has been submitted to
the ?inistr# of 4nvironment and Dorest, Govt. of India. 6imala#an Koological Park
It is located at @ulbule# near the (apital of Sikkim. The initial pro3ect costs ere
)s.9+F.;; lakhs. The infrastructural development of the 7oological park started in the
Hth Dive Oear Plan. - revised form of the Pro3ect has been introduced in the #ear 2;;;$
;1 ith the target of )s.1;+;.;; lakhs.
1.(.2 Tourism Potentials of "i))im
Sikkim is politicall# divided into 9 Eistricts, 'orth !?angan" being aa# from large
market of =est @engal but ith immense tourism potentialities. The capital cit# of
Gangtok en3o#s the development of infrastructure, all modern civil amenities,
access to health and education facilities and emplo#ment opportunities compared to
all other Eistricts, South !'amchi" =est !G#ashing" and 4ast !Gangtok". ?oreover
'orth Eistricts is unfavorable in terms of its topograph# because of etreme climate
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Chapter I- Tourism: A Conceptual Framework
and mountainous terrain, hich range in height from 1F,;;;ft to 2H,;;;ft., unlike the
other districts. The habitations are scattered, there are ver# fe roads and the area is
traversed b# a single state higha#, onl# F.+*J of Sikkim
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Chapter I- Tourism: A Conceptual Framework
;ln ln ln!1 "
t 0 0 t r = + + .
Taking , 1β ;ln0 and 2β ln!1 "r + , the model can be reritten as
1 2ln t 0 t β β = +
-dding the disturbance term t u to the above model e have
1 2ln t t 0 t uβ β = + +
here,2!;, "
iu 1 σ :
Dor domestic tourists arrivals the model is derived to be,
ln *.5* ;.11t
0 t = +
-nd the same for international tourists arrivals is,
ln F.F .;H9t
0 t = +
8eeping in vie the above eAuations ith positive groth rates, it ma# be forecasted
that the arrivals of both the t#pes of tourists ill increase for the net #ears also. The
forecasted arrivals of tourists are +,15,H and 29,1;1 for domestic and international
tourists respectivel#. Drom the measure of (oefficient of /ariation< !(/" it ma# be
noted that the domestic tourist arrival is more fluctuating ith its (/ of ;.11 and the
same for the foreign travellers is .;H9.
1.* Tourism Products in "i))im
9angto)
Gangtok is the capital of Sikkim. Its name generall# means 6igh 6ill0. Situated at
over 5;;; feet above sea level, the cit# looks to be tucked aa# in a cloud spraling
over a hill. The third highest mountain peak, 8anchan3unga can be vieed as a
spectacle of onder
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Chapter I- Tourism: A Conceptual Framework
sculpture in relief. ?agnificent ooden sculpture can also be found inside the (hapel.
The sculpture is highlighting the massive @uddhist murals the adorn the alls. -n
eternal butte$lamp light the floor to ceiling alters, housing the deities and the
sculptures. This place is also important as a venue of almost all festivals. To orship
8anchan3unga its indigenous arrior dance and 6at dance to celebrate the 'e Oear
are some of the festivals celebrated in this chapel. Previousl# the coronation of
(hog#als, %ath taking b# counselors and ro#al eddings ere celebrated inside the
chapel.
Te /esearc $nstitute or ;amgyal $nstitute of Tietology
This institute is situated at the top of the hill and as established to promote researchon Tibet and ?aha#ana @uddhism. This institute is knon as the highest seat of
learning among the ?aha#ana scholars. It as inaugurated b# Pandit 'ehru on
%ctober 1, 1*5H. The institute has its interiors lavishl# decorated ith great murals
and ornate ood carvings. The cabinets of the halls contain a vast librar# of Tibetian
deities. It contains a greatest collection of books on ?aha#ana @uddhism. The
museum of the institute also contains to hundred icons, pri7ed ob3ects of traditional
art, ritualistic chortens, brass bells, Eor3is !thunder bolts", )osaries, thangkas ! hand
printed scrolls oven or appliAu", are the main collection of the museum hich have
on international prestige. This institute is open from ?onda# to Saturda#.
Deer Par)
%n the southern fringes of Tashiling, a valle# drops a sheer thousand meter belo and
the Eeer park of Gangtok. -n image of the lord @uddha in his preaching posture can
be found in the park. %riginall# the park is a sanctuar# for deer. To alk around, to
the smoothing ripples of the )ongnek, stream added ith the charming site of spotted
deer and long horned antilopes ould reall# prove to be a pri7ed alk.
&rcid "anctuary
it is situated belo the 'amg#al Institute of Tibetolog#. - large variet# of orchids
ranging from the commonest variet# to rarest ones are found in the sanctuar#.
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Chapter I- Tourism: A Conceptual Framework
9overnment Cottage $ndustries $nstitute
This multi$craft institute is actuall# named after the last (hog#al Palden Thondup.
The locall# available handicrafts are sold in this institute. @eautiful hand oven
oolen carpets ith traditional Sikkimese motifs and and uniAue designs and
combination are in great demand in Sikkim and abroad. The handsome oolen
teture and durables, plush and are d#ed not ith s#nthetic d#es but traditional
Sikkimese vegetable d#es. The design varies from sophisticated harmonious tones to
the rioting of vermillion against intense blues. -nother eclusive product of the
institute is the Sikkimese table locall# called (hoktse. It is foldable and prepared in
var#ing desins and dimensions. The hand$made paper is an another productdemanded inside and outside the state. The traditional Sikkimese eaves and oolen
blankets hich can be designed into bags, shals, 3ackets, opulent Sikkimese thankas
! traditional tapestr#" leather orks, dolls, -ppliAu ork, batiks, and eAuisite
selection of dolls, and variet# of fashionable garments for modern people are the
other displa#ed specialties of the institute.
9ate !ays
The Gatea#s of Gangtok cit# have been designed in a ver# attractive and artistic
manner. There is a strange enchantment and charm about these gates. The gate that
spans the entrance to Tashiling has a beaut# of its on. The Sikkimese art and the
minute skill depicted b# the indigenous artists are visible on these structures.
>aelongsto)
-t a distance of about 21km from Gangtok is located a historic 8abi or
8habelongstok the venue here blood brotherhood as sorn beteen 2hye34umsa,
the renoned ancestor of 1amgyals, the former ruling house of Sikkim and The&ong
Te& the then and last epcha (hief. - memorial stone adorns the place as a testimon#
to the historic and sacred agreement. Thousands of pra#er flugs stand on the hill
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Chapter I- Tourism: A Conceptual Framework
above and people from all corners of the state come to sho their religious attitude
and spiritual salvation.
lo'er estival and in 9angto) and ;amci
-s Sikkim is knon to have a ide range of floers and plants, floer festivals are
in vogue in Sikkim
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Chapter I- Tourism: A Conceptual Framework
mountains, forbidden eotic local people in inaccessible areas, multiethnic
communities and above all the calm, coolness and complete Auiet make the place
ideal for eplorers, drifters and adventurers. Its adventure activities include the
folloing
iver rafting5 running6 Sikkim has a orld famous river$stretch in the river Teesta
that attracts thousands of river runners in the countr# and outside the orld. )iver
)angeet also offers a hite ater action ith ever# blend of the revealing ne
panoramas$gorges ith vegetation covered vertical alls soaring from the sift
aters, luurious aterfalls and tranAuil lakes.)iver )unning Infommation
Sikkim Tourism organi7es package programs during %ctober 'ovember and can
prepare special itineraries for interested groups. Prior permission is reAuired for conducting rafting. Teesta 7xperience ?akhaUSiraniU@ordangU)angpo
angeet 7xperience SikipU>orethangU?a3itarU?elli. 2aya&ing6 8a#aking is
done in relativel# calm ater. @ut in Sikkim, 8a#aking is undertaken on the Teesta
river for ver# eperienced adventurers. Tre&&ing6 Sikkim is a place for novice as ell
as the most eperienced trekkers. Trekkers get all t#pes of assistance from -dventure
Eivision of Sikkim Tourism in Gangtok or from an# recogni7ed Travel -gents. The
folloing itineraries have been dron up ith Ouksam as base. Trekkers hut along
trek routes are at Pema#angtse, 8hachopalri, Ouksam, Tsokha, E7ongri, Thangshing,
Tashiding, /arse#, Oangang, )abongla, Sang andSikip. Some of the important treks
are)hododendron Trek !?arch$?a#" 'a#aba7arU6ille#:SorengU/erse#U
EentamUPema#angtse. 8anchan3unga Trek ! ?id ?arch$?id >une: %ctober$
Eecember" OuksamU@akimUTsokhaUE7ongriUThangshing: @ikbariU
Kemathang: (haurigangUGoecha la: )athong Glacier and back. (oronation Trek
!%ctoberUEecember")umtekUSangUOangangU)abonglaUTashidingUOuksam.
Tre))ing $nformation
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Chapter I- Tourism: A Conceptual Framework
The treks ill not be eceptionall# difficult though one must be in good ph#sical
shape before taking the 3ourne#, since the altitude varies from +;;; ft. to around
19;;; ft. Some trekking eperience is reAuired and a good guide familiar ith the
topograph# ill be advisable. ?ost of the camps have primar# 6ealth (enters but it
is advisable to have personal medical kits. 4Auipments include the light eight
trekking shoes, to: three pairs of oolen shirts, thick trousers, pullovers, ind proof
3acket, cap, anti$sunburn cream, sleeping bags. )ack sacks, sleeping bags,. Tents,
3ackets can be hired from the Tourism %ffice at ver# nominal rate. @esides, all
environmental rules and regulations, general rules need to be maintained.
/umte) Monastery
It is 3ust 29 km. aa# on the loer valle#s of south$est Gangtok. It is the
headAuarter of 8ag#u !black hat" order of Tibetian amaistic @uddhism. It has the
t#pical monastic paintings and intricate oodork. -fter 1*5* the older Sikkim
perched on the spur of the hill has recentl# been renovated but ithout interfacing
ith the original traditional architecture. The monaster# .
orestry and !ildlife
Sikkim is situated in a geographicall# fragile and ecologicall# sensitive mountainous
terrain and has over H1 per cent of the total geographical area of the State under the
administrative control of Dorest, 4nvironment and =ildlife Eepartment. The forest
cover has increased from F per cent to about 95 per cent of the total geographical
area of the State during the last to decades.
0iodiversity:
Totall# five t#pes of forests are found in Sikkim comprising the total vegetation and
largel# depends on the altitude of the area. The# are Tropical Er# Eeciduous Dorest,
Sub$Tropical Semi$4vergreen Dorests, Temperate @road eaved Dorests, Sub$-lpine
?ied (oniferous Dorests and -lpine Scrubs. This small mountainous terrain is
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Chapter I- Tourism: A Conceptual Framework
abound b# four hundred species of floering plants, three hundred species of ferns
and allies, eleven species of oaks, eight species of tree ferns, fort# species of Primulas
and tent# species of bamboo, five hundred fift# five species of %rchids, thirt# si
species of rhododendrons and nine species of conifers. - large number of medicinal
herbs and shrubs are found in Sikkim. - large variet# of plants and algae have ver#
good Aualit# food value for humans. - ide variet# of faunal species include one
hundred fort# four species of mammals, si hundred species of birds, five hundred
fift# species of butterflies and thirt# three species of reptiles and siteen species of
frogs.
1.+ Conclusion
This chapter has conceptuali7e tourism phenomenon of Sikkim ith respect to a
broader aspect. -n understanding of the differences and similarities beteen
marketing for goods: services and destination has been sought along ith the anal#sis
of the marketing environment ith its strategic orientation that is evident in Sikkim.
The anal#sis and interpretation of this chapter essentiall# started ith the arrival data
of tourists as it implies the demand for a destination and pushes suppl# components
therein. This arrival data, along ith the sector specific importance, helped in
understanding the trend of visit, groth rate pattern and peak and trough of the
demand. Though Sikkim has a trend of the increasing domestic and international
tourist arrivals, #et it is underperforming ith limited routes, poor number of foreign
tourists and poor per$capita spending of tourists. The groth percentages for domestic
tourists ere found to have double digits mostl# after the #ear 2;;2. The forecasted
groth rate for the arrivals of domestic and international tourists ere +15H and
291;1 respectivel# in the #ear 2;1 ithout considering the recentl# occurred earth
Auake in 1Hth September, 2;11. The anal#sis of trend also highlighted a massive
groth during 2;;F$;H and the number of persons visited as ala#s higher than the
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Chapter I- Tourism: A Conceptual Framework
#ear 2;;9$;5. 4arlier anal#sis is contradictor# in that the peak season2 for domestic
tourism in Sikkim is found during the months of -pril to >une afterards the rain#
season starts and the number of arrival decreases. Though the month of -pril is found
to be ever increasing in terms of domestic tourist arrivals over the #ears, #et a peak
and trough is noticeable through the fluctuation in domestic tourist arrivals during the
months of ?a# and >une over the #ears. The dominant position of domestic tourist
arrivals in Sikkim ith this fluctuating mode ma# unstable suppl# side components of
the destination and its management. This ill have an adverse impact on foreign
tourist arrivals also. The direction of tourism development ith all suppl#
components has to be determined as to ho to manage all resources and its allocation.
T#pes of tourism, t#pes of tourists, spending pattern, future intention and retentionstud#, alternative routes and channeli7ation of tourist traffic are found to be the core
areas of development and management of Sikkim as a destination.
2 It is noteorth# that the peak season and lean season separatel# for domestic and internationalt i t f d i thi t d