Challenges faced by Kerala Tourism industry

Introduction
Tourism is traveling for predominantly recreational or leisure purposes or the
provision of services to Support this leisure travel. The World Tourism Organization defines
tourists as people who "travel to and Stay in places outside their usual environment for not
more than one consecutive year for leisure, business and other purposes not related to the
exercise of an activity remunerated from within the place visited". Globally, Tourism has
become a popular global leisure activity.

Tourism is subdivided into:

1. Leisure Tourism
2. Pilgrimage
3. Health Tourism
4. Winter Tourism
5. Mass Tourism

Kerala lies on the southwest coast of the Indian Peninsula, stretching 360 miles along
what is known as the Malabar Coast and has been noted by many as a paradise of tourism.
Kerala is a prime high-end tourism destination in the Indian sub-continent and has been
rated as “one of the fifty destinations to be visited in one’s lifetime” by the National
Geographic Channel (2004). Moderate climate, rich art, colorful festivals, diverse natural and
cultural attractions with a physical quality of life comparable to developed nations are
causing tourism industry to flourish in Kerala. Compared to the other states in India, Kerala
is unique for its interesting geographical diversity it possesses within the smallest area
possible. This diversity offers tourists a rage of attractions and experience such a beaches,
backwaters, wildlife sanctuaries, evergreen forests and diverse flora and fauna of Kerala. It
is often projected as the “Green Gateway” to India (Netto, 2004).

Importance Of Tourism
Tourism industry in inevitable for a country due to lot of reasons , some are listed
below
• Earns foreign exchange without exporting.
• Promote hub for economic development.
• Generation of employment opportunities.
• Helps to improve per capita income and standard of living.
• Facilitates development of basic infrastructural facilities.
• Tourism promotes related industries such as handcrafts, spices , coir,
textiles, Gems and jewelry and furnished goods.
• With active involvement of private entrepreneurs new and new
tourism related business projects will come up.
• Generates income for the government
• Enhance multiplied effect
• Promoted social mobility
 • Facilitates preservation of many vanishing arts.
• Promotes pilgrimage to holy places
• Promoted urbanization in the host region
• Preserves ancient monuments and historical sites
• Wildlife tourism will be a check against poaching and plundering of
forest wealth
• Helps in exchange of cultural values.
• Revives local architectural tradition, regional peculiarities, the
ancestral heritage and the cultural environment.

Scope of Study:

The state of Kerala in India is considered as a “Tourists Paradise”. As many as

seventy five tourists products are found in length and breadth of the state. Tourism
in Kerala is really a non- seasonal in nature which makes it more attracted to tourist
(Comparatively December to February end is the peak time ). Kerala tourism
development corporation (KTDC ), Bakal Resorts Development Corporation (BRDC) ,
Tourist Resorts Kerala Ltd (TRKL), District Tourism Promotion Councils (DTPCs),
Kerala Institute of travel and tourism management studies (KITTS), Kerala Institute
of Hospitality Management Studies (KIHNS), Thenmala Eco- Tourism Development
Agency and hosts of govt. depts. such as Forest and wild life , Irrigation, Museum,
Zoo, and archaeology are the other important state sponsored institutions which
play a key role in tourism sector of Kerala.
Besides there are a number of agencies working in the semi-government and
private sector for promotion of tourism in Kerala. So, in-depth studies are needed to
ascertain whether the optimum management potential is made use of by the above
units. This study is made to analyze the problems and prospects of tourism in
Kerala and to manage Tourism effectively by employing new management
strategies. This studies cover informants from various research article which cover
various aspects of Kerala tourism, they are.
1. Destination Attractiveness of Kerala as a international Tourist Destination
2. Back Water tourism in Kerala: Challenges and Opportunities
3. Medical Tourism in Kerala: Challenges and scope.
4. Alleppey Tourism development Cooperative: The case of Network
Advantage.
5.

Objective of the Study

o To analyze the major challenges faced by the Kerala tourism Industry

 o To investigate the problems connected with tourism industry and
formulation of appropriate, apt and practical solution to them.
o To suggest ways and means of integration the function of the
department of tourism, other govt. agencies, local self – govt. and
private entrepreneurs for the promotion of tourism in Kerala.
o To suggest some methods or recommendations to improve the Kerala
tourism.

Research Method:
The best method adopted in the article and which suits to the topic is sample
survey method using Questionnaire, but the research methods used here is
reviewing of various research articles, feedbacks of travelers which are listed in
various sites and reaching to a conclusion. For this the following article are chosen.

Article 1: Destination Attractiveness of Kerala as a international Tourist

Destination
Article 2: Back Water tourism in Kerala: Challenges and Opportunities
Article 3: Medical Tourism in Kerala: Challenges and scope.
Article 4: Alleppey Tourism development Cooperative: The case of Network
Advantage.
Article 5: Impact of Tourism
Article 6: Impact on tourism destination from sewage &waste

Why these articles are chosen?

1. Article 1: Attractiveness of Kerala as an international Tourist Destination.

This article gives as an idea about the broad view of Kerala as an
international Tourist destination, which also helps in analyzing which is
a most performing destination in Kerala and what make Kerala unique.
This article act as a master to other 5 articles.

2. Article 2: Back Water tourism in Kerala: Challenges and Opportunities

Article 1clearly show the importance of back water tourism in
Kerala, which motivated me in choosing this article.

3. Article 3: Medical Tourism in Kerala: Challenges and scope.

Article 1clearly show the how much importance Medical tourism
(Ayurveda), which motivated me in choosing this article.

4. Article 4: Alleppey Tourism development Cooperative

Kerala as a tourist destination we cannot avoid Alleppey because
most of the thing mentioned in Article 1 under destination attraction,
Alleppey has almost everything.
 5. Article 5: Impact of Tourism
This article give a 360 degree analysis of the impact of tourism in
various area.

6. Article 6: Impact on tourism destination from sewage &waste

This article shows how the waste is generated and what the
policies to be adopted to overcome it, it also shows how it impact the
tourism.

Findings:

Major Challenges Faced by Kerala Tourism.

1. Disposal of waste, Hygiene &Cleanliness:

Proper waste Disposal System is not effective in Kerala which
makes Kerala place of Garbage, it also leads to environment
threats, and moreover it is high time we developed a culture of
public hygiene and cleanliness. Bio- waste should be treated
scientifically to produce alternative products like manure or
gobar gas. An intensive campaign should be started to reduce
the consumption of plastic articles Waste plastics being non-
degradable are to be taken to recycling plants for producing
alternative products. Incinerators which do not pollute the
atmosphere mat also be used in tourist centers.

2. Road Journey:
It is a fact that the road journey in Kerala is horrible to any
traveler, roads in Kerala get damaged mainly on account of
torrential rain during the monsoon season. The annual road
maintenance and repair cannot withstand the severity of rains.

3. Lack of Coordination of different departments:

In Kerala the lack of coordination between different departments
is a major problem in tourism industry. If we take medical
tourism lack of coordination of insurance department is a major
problem, like wise if we take each and every sector we can see
lack of coordination.

4. Guides services :
Accredited guides services is a must in bust tourist centers,
Guides must be qualified candidates having adequate training to
lead an adventures tourism, Wildlife safari and rock climbing,
etc. A guided should be a perfectly a guided ready to serve the
tourist in his or her needs and not to exploit him or her.

5. Basic Amenities
 In many tourists centers basis amenities are woefully absent.
Even if there are provided, there is no assurance regarding
continues availability and quality of services. A very good
example is toilets.

6. Lack of proper infrastructure facility

Kerala is rich with Cities & towns but the infrastructure facilities
available do not suit to the current requirement, and those
available are not facilitating the need. Hence the Kerala
Government has to be give lot of importance in providing good
infrastructure which not only improve tourism but also help in
developing the state as such.

Recommendations:
• Provide special attention and care to tourists

• Guests should be attached more with eco-tourism and towards nature.

• Special protection and arrangement for the tourists to see festivals and
cultural fairs.

• Get feedback from Tourists

• Distribute tourism publicity material at airports.

• Proper sign board and road direction

• Make available trained staff and Guides

• Provide necessary basic facilities

• Link tourism centers with better transport facilities

• Maintain Cleanliness in beach and other backwaters.

• Promote quality service by providing required facilities

• Better road with long term perspective

• Do not over charge tourists

• Teach tourism from School level and create public awareness.

Conclusion:

Tourism is a vast area to study it need 1st hand information to get the actual
outlook of the problems. Once the problem is identified, it should be solved by mere
hardworking and coordination of government and public people. Tourism in Kerala
has lot more to go, with proper planning, coordination of public and government,
and by frequent evaluation we can reach top, within a short period of time.