^^sis A STUDY OF PERFORMANCE OF TOURISM INDUSTRY OF UTTAR PRADESH ABSTRACT OF THE THESIS SUBMITTED FOR THE AWARD OF THE DEGREE OF Boctor of ^f)ilo2fopl)p IN II COMMERCE Submitted By MD. NAZIR HUSSAIN UNDER THE SUPERVISION OF Prof. M. Mushtaque Ahmad Chairman, Department of Commerce; Dean, Faculty of Commerce & Coordinator, MTA, MFC, & PGDBF DEPARTMENT OF COMMERCE ALIGARH MUSLIM UNIVERSITY ALIGARH (INDIA) 2002 THESIS Fed in Compnfer m .^f\ 0 Al-J i.^ ABSTRACT Tourism is essentially a twentieth century phenomenon. In early times indeed merchants, missionaries, and explorers travelled long distance by land and sea in pursuit of their vocations and missions. But today, travelling designated as tourism is undertaken by literate masses for acquiring knowledge of how others live and what the different countries look like. It is an exciting hobby. Ours is not a monotonous globe. The natural and geographical, the political, economic and cultural variances are immense. It is this wide and fascinating canvas that attracts the tourists to make their acquaintance of other parts of the world and its native inhabitants. It is undertaken mainly out of curiosity, enhancing ones knowledge and experience and thereby deriving satisfaction and joy. Business could also be combined with it, if so required. Tourism is essentially the temporary movement of people for holiday to destinations outside their normal place of residence or work. It differs from migration, which is a permanent shift of residence. Strictly speaking the conventional type of pilgrimage (religious) does not qualify to be called tourism but in India the distinction is being overlooked, because of its scale and also because Indian tourists often include religious places and festivals in their itinerary. However, the Indian tourist industry 1 (private sector) caters to the foreign and domestic tourism and not the pilgrims who come within the purview of the public sector. It may also be underlined that to-day tourism has assumed a global character. Domestic tourism, that is within the confines of the home country, is being speedily over shadowed by international (global) tourism. This is particularly so in the case of foreign tourists. However, Indian tourists have more recently tended to embark on global tourism, which is possible only in the case of the very rich. Or, when business trips abroad also take in 'sight seeing' in the visited country or countries. Global tourism has picked up because of present day travel facilities, particularly by air. Thus, tourism includes both domestic and international (foreign) tourism. Like wise, tourists include both domestic and foreign tourists. The Indian tourism industry caters to both domestic and foreign tourism but it is the foreign tourist, who receives more particular attention for obvious reasons. The tide of foreign tourists the world over is rapidly rising and the Orient is their main venue. India wants to take advantage of the rising tide and is infact eager to increase its share of the global tourist traffic. It is both economically rewarding and stimulates a national pride because of our immense quality tourism potential. Uttar Pradesh stands out as a tourist's paradise. Global tourism tends to bring people resident in different countries and climes, far and near, together to share their respective gifts of nature, flora and fauna, historic monuments, architecture, arts and crafts, varied customs and cultures, festivals, novel delectable cuisine and styles of living. While the differences are noticed, what amazes the foreign tourists is how much there is also common between different linguistic, racial, religious, cultural groups and in respect of economic and political aspirations. This tends to make one feel that despite variations in outward expression the underlying sentiments are virtually the same. Mankind is essentially one human race and the world a big 'Global Village'. To day's tourist is not a mere globe trotter. He is a potential World Citizen in the making. Frankly speaking, India's sole interest in promoting tourism does not arise from an emotional pride in presenting to the foreign tourist a 'show piece'. This is incidental. The principal motive is earning much valued foreign exchange. Tourism today is a major source of foreign exchange almost outstripping the traditional sources of precious stones and jewellery and ready made clothes. While this may be true. It is not a matter of mere wishful thinking. India has taken to promoting tourism seriously both at the centres and state levels. The initiative was obviously taken by the centre. The Central ministers are actively participating in promoting tourism to the extent of their respective compulsive involvement, the stress being on widespread publicity to attract foreign tourists and minimizing bureaucratic routine procedures and formalities on their arrival. One must not fail to mention the specific role of the Archaeological Survey of India (as also State Archaeological Departments) in ensuring proper maintenance and professional site management of important tourist attractions. This apart, the Central Government is simultaneously playing an active role in providing infrastructure, such as adequate and appropriate accommodation and travel facilities particularly by rail and air. While the role of the Centre is crucial, the main responsibility in tourism promotion falls on the shoulders of the state governments. Here we are concerned with the specific role played by the state of Uttar Pradesh. Before we embark on the task of detailing and critically evaluating the role of tourism promotion in Uttar Pradesh, attention may be drawn to a matter of all India interest. There is apparently considerable international competition, particularly amongst Asian countries. in promoting tourism and attracting progressively more foreign tourists. The point to note is that the outlays set aside for tourism promotion is relatively larger in the case of several Far East Third World countries compared to India and what is even more striking is that the cost of various services extended to foreign tourists is also relatively cheaper. These aspects need to be taken seriously. When a foreign tourist contemplates a visit to the East he or she invariably dreams of seeing the incomparable Taj Mahal, one of the Seven Wonders of the World. The Taj Mahal happens to be located at Agra on the bank of the river Yamuna in India's Uttar Pradesh. But Uttar Pradesh has many tourist attractions besides the Taj Mahal. The majestic Himalayas in the north, the unique multi- river system covering the whole of the Gangetic plane from west to east. The rich and abundant flora and fauna, the historical architectural mausoleums and monuments, and the innumerable holy places. Uttar Pardesh is the birth place of age old Hinduism, Buddhism and Jainism. It is also the venue of the famous Hindu mythologies, the Ramayana and Mahabharata. Uttar Pradesh continues to present till this day its ancient spectacular religious rituals, fairs and festivals. It is the centre of classical music and dance. It was also the adopted home of the Great Moghul rulers and their sophisticated culture which still survives. Uttar Pradesh is a virtual paradise for eco tourism and adventure tourism because of its natural assets. From the tourist point of view Uttar Pradesh has been divided into nine tourism Circuits, each with its own characteristic features (described in detail in chapter 4 and select features in Chapter 5). The approach to tourism promotion in Uttar Pradesh is highly commendable and appropriate. Publicity has been given the highest initial priority, as also a sustained one. This has been simultaneously followed up by duly spruning up of existing centres of tourist interest and also providing new attractions. Also, special programmes (Mahotsavas) have been devised and put in to effect to woo tourists in anticipation of their possible predilections and also exposing them to new vistas. Priority attention has been given to the provision of all essential infrastructural facilities encompassing hotel accommodation to suit all pockets and road, rail, river and air travel facilities in conjunction with the Central Government. Adequate measures have also been taken for the safety and protection against exploitation of tourists, specially foreigners. While the tourist programmes are largely on conventional lines attention may also be drawn to Uttar Pradesh's innovative approach as evident from the novel 'Visit Your Roots' Scheme described at the end of chapter 3. The private sector has been appropriately roped in for the promotion of tourism in the state and assumes active participation in providing the required infrastructure and assuming the responsibility of organizing guided tours, while the state offers, inter alia, 'tourist packages' and specially designed and organized various Mahotsavas refered to in Chapter 5. Uttar Pradesh's official policy was consistent with that of the Central Government which had declared tourism as an Industry and sought the cooperation of the private sector, which was readily forthcoming. Various tax concessions had been announced to make the private ventures more viable. Financial assistance was also extended to the private sector. In turn, central financial assistance has been accorded to the state, as in the case of the other states. Uttar Pradesh had also bagged the largest number of foreign tourists visiting India. Its outlay on tourism has also been the highest. Its diverse targets for the future are indeed ambitious and inspiring and one would wish Uttar Pradesh every success in achieving them. For its appropriate approach and outstanding achievements, it is no surprise that Uttar Pradesh had been, as early as 1997-1998, bestowed the 'Best Performing Tourism State Award'. Success in diverse directions has indeed been achieved in Uttar Pradesh. Nevertheless, there remains much to be achieved considering the expected rise in the inflow of foreign tourists in particular. This is undoubtedly achievable in view of Uttar Pradesh's policy approach, its natural and historical potential and the performance so far. To reach the pinnacle will take time, money and dedication. The potential is there for sure and the state does not lack the enthusiasm or the knowhow. The manner in which tourism programmes are being implemented it inspires optimism. Nevertheless, over confidence is not justified because there remains much to be achieved to provide the necessary infrastructure to meet the anticipated needs of the expected growing inflow of foreign tourists. Domestic tourism may also pick up. To conclude, there are many features of the Indian panorama that will greatly impress the foreign visitor or tourist but there are also features that may shock him, for example. defecating in public, religious intolerance accompained by barbaric violence and mass poverty. Attention has already been drawn to the shortcomings of our tourist promotion programmes in chapter 5. To recall it needs to be emphasised that compared to our sister nations in East Asia, our outlays on tourism is singnificantly less. Outlays have to be stepped up to provide the anticipated arrival of foreign tourist in larger numbers, as well as the likely increase of domestic tourists. The infrastructure programmes (residence, that is, rooms and other associated facilities and transport) are needed to be stepped up and expedited. The quality of the services have also to be improved speedily to keep up with international standards. Another major factor to be kept well in mind is that the services offered to tourist by East Asia Countries is much cheaper than what prevails here. This is noteworthy because the quality of service offered by them is also superior. These aspects are to be borne in mind not only by the Uttar Pradesh Government but by all Indian States and the Central Government. Expansion of essential facilities and of high quality conforming to international standards and at comparatively cheaper rates will enable us to successfully compete against other nations in attracting more tourists and increasing our world share of tourism. At the same time, enhancing foreign exchange earnings and employment opportunities. 8