Professional Documents
Culture Documents
in
By
Sarvajeet Chandra
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TABLE OF CONTENTS
• Introduction
1. The ‘Place’ product
2. History of travel and tourism
3. The business of leisure
4. Touristhood
5. The language of tourism
6. India-the ‘other’
a. India : The authentic ‘other’ country
b. India : The lure of Tantrism and Hinduism
c. India: The drawing force of Buddhism
d. India : Himalayas
e. India : The desert and the sea
f. India : Of heritage and events
• Bibliography
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INTRODUCTION TO
THE AUTHENTIC OTHER
Tourism is the ‘ism’ that drives the largest industry of the modern world.
It forms an integral component of the fast growing business of leisure.
Accounting for roughly 11% of global GDP, tourism is a major
‘movement’ impacting the world.
It is this search for the authentic other that has brought tourism closer to
religion, blurring boundaries between a pilgrim and a tourist. The tourist
of the west, searching for the authentic other, is a pilgrim of the modern
secular world. His religion is the individualistic religion of the modern
society, as different from the collective and organised notion of civil
religion. The tourist, fed up of the western secular materialism, locates
his elective centre ‘out there’ away from his home
society. The counterpart of the western tourist is the
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pilgrim of the east who locates his elective centre in the holy places of
worship.
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CHAPTER 1
Place Product
• Multi sold: The same destination, the same facilities etc. can be sold to
different groups of consumers for different purposes.
• The place may be viewed differently in tourist origin area and tourist
destinations inclusive of travel in the former and exclusive in the
latter.
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1. Locations
a) real
b) man made( cities , theme parks )
2. Travel as the destination - cruise liners, trains (toy trains).
3. The stay as the destination - resorts, hotel cum palace etc.
1. Locations
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Another important area in this field has been the concept of theme park
pioneered by Disneyland. They have started the process of creating look-
alike of the existing destinations, or new attractions. The advantage of
creating such destinations is that they can be bigger, more reliable than
the existing destinations. Besides, they can be renovated, scrapped and
modified.
Disneyland theme parks are the biggest tourist draws. Disney researches
the audience's needs and then creates it. The company's biggest works are
simulation of real things, not inventions. At Disneyland in Anaheim, for
example, the company is building California Adventure, a microcosm of
the state, which will allow the tourist to visit the state in one day.
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2. Travel as a destination
Increasingly the ship, the railway etc. are not just a means of travel: they
are the destination. With increasing popularity of cruise liners, cross-
country trains, travel has emerged as an exciting destination. Besides
comfortable stay and reasonable prices, these options provide a unique
environment. They provide the opportunity of seeing popular locations,
often without passport or visa hassles.
For the operators it is very profitable deal .The occupancy of cruise liners
is higher as compared to hotels. In addition, cruise passengers, unlike
hotel guests have to take meals in the ship itself, generating additional
revenue.
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CHAPTER 2
HISTORY OF TRAVEL AND TOURISM
The earliest form of leisure tourism can be traced as far back as the
Babylonian and Egyptian empires. A museum of historic antiquities was
open to the public in Babylon. The Egyptians held many religious
festivals that attracted the devout and many people who thronged to
cities to see famous works of arts and buildings.
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The Greek tourists travelled to sites of healing gods. The Greeks also
enjoyed their religious festivals that increasingly became a pursuit of
pleasure, and in particular, sport. Athens had become an important site
for travellers visiting the major sights such as the Parthenon. Inns were
established in large towns and seaports to provide for travellers’ needs.
Courtesans were the principal entertainment offered.
This era also saw the birth of travel writing. Herodotus was the worlds’
first travel writer. Guidebooks also made their appearance in the fourth
century covering destinations such as Athens, Sparta and Troy.
Advertisements in the way of signs directing people to inns are also
known in this period.
With no foreign borders between England and Syria, and with safe seas
from piracy due to Roman patrols, the conditions favouring travel had
arrived. First class roads coupled with staging inns (precursors of modern
motels) promoted the growth of travel. Romans
travelled to Sicily, Greece, Rhodes, Troy and Egypt.
From 300 AD travel to the Holy Land also became very
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Second homes were built by the rich near Rome, occupied primarily
during springtime social season. The most fashionable resorts were found
around Bay of Naples. Naples attracted the retired and the intellectuals,
Cumae attracted the fashionable while Baiae attracted the down market
tourist, becoming noted for its rowdiness, drunkenness and all- night
singing.
Travel and Tourism were to never attain a similar status until the
modern times.
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Leisure travel in India was introduced by the Mughals. The Mughal kings
built luxurious palaces and enchanting gardens at places of natural and
scenic beauty (for example Jehangir travelled to Kashmir drawn by its
beauty.
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The sea water became associated with health benefits. The earliest
visitors therefore drank it and did not bathe in it. By the early eighteenth
century, small fishing resorts sprung up in England for visitors who
drank and immersed themselves in sea water. With the overcrowding of
inland spas, the new sea side resorts grew in popularity. The introduction
of steamboat services in 19th century introduced more resorts in the
circuit. The seaside resort gradually became a social meeting point
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The First World War gave first hand experience of countries and aroused
a sense of curiosity about international travel among less well off sector
for the first time. The large scale of migration to the US meant a lot of
travel across the Atlantic. Private motoring began to encourage domestic
travel in Europe and the west. The sea side resort became annual family
holiday destination in Britain and increased in popularity in other
countries of the west. Hotels proliferated in these destinations.
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tour market and led to the establishment of organised mass tourism. The
Boeing 747, a 400 seat craft, brought the cost of travel down sharply. The
seaside resorts in the Mediterranean, North Africa and the Caribbean
were the initial hot spots of mass tourism.
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CHAPTER 3
THE BUSINESS OF LEISURE.
Leisure is the time available to the individual when work, sleep and other
needs have been met. Leisure as a construct involves a number of
dimensions
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• Social component
• Competence mastery
• Stimulus avoidance
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one example in which the role of leisure in the life of the individual was
recognised and provided for. However, leisure travel was not an
important activity. This concept of Kama was to fade in the oblivion
with the beginning of Muslim rule.
Since the past few years leisure has re- emerged as a thriving business
with an Indian face. In the leisure sector, there is a whole new set of
Indian icons gaining popularity and respect. There is a pride and
confidence in all things Indian. Indians are also adapting western notions
to the requirements of changing times. This is different from merely
aping the west.
This has led to growth in domestic travel which far outstrips outbound
leisure travel. More Indians are gradually travelling for recreation or to
escape boredom and not just meet friends and relatives.
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CHAPTER 4
TOURISTHOOD
The process by which a person decides to leave his ordinary, familiar life
and decides to tour and thereafter his reintegration into his daily life-the
process of Touristhood-can be divided in a few stages
Corporation
The tourist wishes a break from the ordinary life. He wishes to escape or
seek something. He readies himself mentally and physically for tourism
.The tourist prepares for Touristhood.
Emancipation
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a. Spatial travel
b. Cross beyond home’s socio-cultural threshold
Animation
This stage arrives when the tourist is ‘away from it all’. The tourist
enters an illusive state of detachment, disengagement and spontaneity.
The tourist peels away the home-bound cultural layers and enters a new
time-space. The tourist may break the cultural layers. Breaking rules
becomes one of the rules of Touristhood. The tourist assumes or knows
in this non-ordinary playground animated behaviour is acceptable. The
society which hosts the tourist also understands this behaviour. Many
closed doors of the ordinary open in the land of the non-ordinary; a long
list of tourist S’s (snow, sand, sea, surf, sex etc.) is expanded to include
sin.
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Repatriation
Incorporation
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CHAPTER 5
THE LANGUAGE OF TOURISM
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The tourist attempts to penetrate deeper and deeper into the hidden and
real (backstage) regions of these other times and representations. The
tourist industry thwarts such a quest by covertly staging reality and
authenticity. What the tourist believes is the real thing -the backstage of
the life of others - was the front stage, set up in advance; manipulated by
the tourist establishment. In perpetuating and creating such a sense of
falsehood, the tourism industry had actually imbued the tourist with a
false sense of consciousness.
Markers are either off sight (e.g. travel books, travel stories) or on sight
(notices). Since off sight markers anticipate the sight, they are often
superior to sight.
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Off sight markers play an important role in stereotyping the sight .An
example of this is the must see features. Therefore sightseers do not ‘see’
Delhi. They see -the red fort, the Baha’i temple, the Rashtrapati Bhavan,
the old Delhi bazaars. As elements in the symbolic set called Delhi, each
of these items is a symbolic marker. Most of the off-sight and some on
sight markers are formulated by the outsiders. The ‘Exotic East’ and ‘the
city of Joy’ are expressions used by the non-indigenous. Local voices
rarely constitute markers in contemporary tourism.
Institutionalized tourism
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contact with the local culture or people. Most tourists of the developing
countries like India and first time tourist fall in this category.
The individual mass tourist: Similar to the organised one except that there
is more flexibility and scope for personal choice. The ‘environment
bubble’ is very much there.
The explorer: Trip organised independently; gets off the beaten track.
Comfortable accommodation and reliable transport. Environmental
bubble abandoned on occasions. The bubble is there to step into if things
get tough.
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Advocated by the sociologist John Urry, this view advocates the coming
of the age of image-a post modern era- the age in which representation is
more important than reality; where hyper-reality is claimed to be superior
to reality. The nostalgic construction of heritage, emphasis on spectacle,
concept of theme park is important elements in the perspective of the
play with reality.
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2. Tense of language
The language of tourism avoids the present by pointing to the future. The
past is often sold to the future. We are told to go where action was.
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3. Monologue
4. Euphoria
5. Tautology
The tourist merely confirms the discourse which persuaded them to take
the trip. They assert as true, what was shown before they departed. The
language of brochure becomes a self fulfilling prophesy.
The language of tourism uses many verbal and visual techniques for
effective expression of the language.
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2. Keywords
The rhetoric of advertising employs images and symbols from the shared
language of the target audience and the advertiser. The rhetoric employs
‘keywords’ (escape, adventure, road less travelled etc.) which are derived
from the fancies of tourist generating societies. The keywords relate the
search for the authentic which stems from the condition of anomie in the
home society of the potential tourist. An advertisement for Kumaon and
Garhwal (U.P. Tourism) talks of these areas as “take the road less
travelled by”, “get there before the crowd” etc.
3. Testimony
The projection of favourable destination images may not be carried out
by recognisable spokespersons who can lend support to
the advertised images. The use of Paul Hogan of
Crocodile Dundee fame, who through the film comes to
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stand for Australia. His rugged naturalness is ideal for promoting great
outdoors and his happy-go-lucky attitude, emblematic of the attitude of
the people, manages to give Australia an edge over its more staid down-
under rivals. The testimony may also take the form of a satisfied
customer as in the advertisement of Kathmandu’s Yak and Yeti hotel
where a satisfied tourist describes his experiences as - “ I almost got lost
in those huge, gorgeous grounds” , “ we went back to 18th century for
dinner” etc. Rounding off with “I guess that is what makes the Yak and
Yeti Nepal’s finest hotel”.
4. Humour
Humour can be successfully employed in tourism especially in tourism
employed in the use of pun like the use of Bermuda shorts for promoting
Bermuda for short-break vacations like “ Bermuda shorts as a far away
land close to home” or “ Bermuda shorts . Bermuda, a short trip to a
perfect holiday”.
5. Languaging
Languaging is the use of real or fictitious foreign words,
of which the user has scant knowledge to include a
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6. Ego targeting
It targets the individual, with the dialogue assuming the form of intimate
conversation, often making the individual feel special, for personalised
service. The individuals buys into the product thinking that the purchase
will make him a bit more like himself, someone special
etc........perpetrating the myth of self actualisation An advertisement for
Garhwal and Kumaon by U. P. Tourism says “if you are dying for a
breath of rare oxygen- Pithoragarh, Kausani are where a deep breath will
make you come alive again!”
Visual techniques like the use of colour, format, visual cliché etc. also
contribute to the language of tourism.
It has been seen that the use of colour in promotional images has sought
to convey specific images. The use of primitive colours, for example, for
promotion of third world destinations helps build up sensualist imagery
of a noble savage , living close to nature - pure, innocent
and authentic. The predominant colours of paradise are
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CHAPTER 6
INDIA - THE ‘OTHER’
The first significant contact of India with the west was with Alexander,
who invaded India in 330 BC. He was the first in the long line of
westerners to become a disciple of an Indian guru. To him, India
represented a different school of thought; a fascinating source of wisdom.
However, the Greek scholars accompanying Alexander complained that
understanding Indian philosophy was like making mud flow through
water. The east was beginning to be perceived as different and/or
strange. The first seeds of 'otherness' were sown.
After the invasion of Alexander there was regular trade between India
and the Romans until 1-2 century AD. With the decline of the Roman
Empire direct contacts between India and the west ended as the trade
stopped. Thereafter, India entered into the realms of the
myth… as rare Indian spices and beautifully crafted
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The search for a sea route to India (to promote direct trade with India
primarily for spices) made India the magnet of European explorers in the
Middle Ages. Explorations were followed by conquest as the English,
Dutch, Danes and the French colonised India.
In the 18th and the 19th, century India emerged as the exotic 'other' to the
European travellers. Travellers returned with tales of the fabulous and
the fantastic east. There was very little information on the history and
heritage of the country. It was assumed that like all other colonies India
needed a civilising influence. Tales of gilded domes, kings, sword
swallowing acrobats, peddlers of reincarnation, widows leaping into the
pyre caused gasps of amazement and wonder. India was a glorious and
glittering circus -spectacular, exciting but unreal.
The initial study of Indian history and cultural heritage was done by the
British. It is they, who pieced together its past and weaved the image of
modern India. From a glorious circus they converted it into a fascinating
museum- full of tombs, temples, sculptures, study of Hinduism etc.
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• Forts and Palaces: Primarily Rajput and Mughal forts. With legends,
personalities, architectural splendour, the success of such places
depend on how easily the tourist relates to the myths associated with
this place. The Taj Mahal would not have been so popular but for the
love of the emperor for his wife. E.g. Red Fort, Forts at Jaiselmer,
Chittorgarh etc.
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India Today
Today, there are broadly two images of India held by the westerners. One
of the image is grounded in a fascination for a rich heritage, a
profound civilisation; whereas the other looks at India as a place which is
poor , inward looking etc. The Indian reality probably lies in an
integration of these two images. But as far as the westerner is concerned,
he exists in one of these two mythical worlds - of India being perceived as
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The westerners harbouring this view refrain from visiting India when
one of the Indian cities Mumbai is attacked on 26/11. Most of them never
intend visiting India- a land ruled by Hindu fundamentalists, poverty etc.
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This view believes that the intuitive, mystical and symbolic Indian
thinking may provide westerners with access to that part of themselves
that they have 'lost'. This view considers the internal spiritual factors as
decisive. It refuses to see the contradictions in Indian thinking. This
section of people often reacts against secular materialism of west and
seeks to escape into the authentic 'other' world of Indian spiritualism.
The search for the authentic ‘other’ has, broadly speaking, attracted two
kinds of tourists to India.
The other is a pilgrim in the real sense who explores the various
dimensions of the country in his bid to find the ‘authentic’ other. It is this
type of pilgrim which stays in ashrams, attends yoga weeks and pursues a
serious study of the Indian philosophy.
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In the Indian context, the search for the authentic ‘other’ has manifested
itself
• The myths that surround the Himalayas, the Great Indian Desert etc.
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The most influential exponent of Tantra among the western people has
been the Osho - Bhagwan Rajneesh. His view of sex and mysticism was a
deliberate combination of Tantrism and Jungism. His interpretation of
Tantrism along with a growing awareness of Kundalini Yoga made for a
formidable combination of sensuality and spiritualism. This contributed
to his immense popularity in the west.
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In 1893, Vivekananda was one of the first Hindu missionaries to the west.
He established a Vedanta society which had a lot of Christian converts.
However it was only in the 1960s that a widespread section of the western
society came in contact with Hinduism. Pop musicians invited Indian
gurus to preach their teaching. The ideas of Krishna as a divine lover and
Shiva as an erotic yogi created exotic images in the eyes of the
westerners. These two gods drew the largest following in the western
masses.
The great paradox of Shiva being both an ascetic and yogi epitomised the
very opposite of western ideas of god. Shiva is a synthesis of
contradictions. The two aspects of Shaiviite teaching i.e. Yoga and
Tantra spread widely in the west. Krishna, on the other hand, inspired
the Bhakti movement and society of Krishna consciousness.
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Other Gurus
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The lure of Hinduism has also led tourists to visit the holy cities like
Varanasi, Haridwar. The temple towns like Kanchipuram,
Mahabalipuram also witness significant tourist attention.
In 1893, Annie Besant travelled to India from Britain leaving behind 'the
husk of the outworn creed' for something more genuine. She provided the
stimulus to the new age movement; as a reaction to the ideas of western
secular materialism. The new age movement is based on the quest for
spirituality as opposed to religion.
Today, ancient Indian and Chinese thought are being drawn into western
philosophy. In 1991, 1/4 of the westerners believed in reincarnation. 15% of
the population in Britain meditates which is more than the one that goes
to church regularly. All over the west spiritual retreat centres are
becoming important destination for tourism and
pilgrimage. The various new age symbols like Yoga
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On the west coast of America, new age institutions, radio stations are
being set up. This movement has led to a greater integration of the East
and the West and has contributed to renewed interest in the east in a
wide section of Westerners.
The life of Gautama has assumed a nature of a heroic myth. His birth is
likened to the rising of another sun. The truth that Buddha awoke to was
the law of life that has existed since time immemorial. He travelled the
length and breadth of this country to preach his message; areas that form
the parts of the Buddhist trail today.
Buddhism in Asia
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The appeal of Buddhism lies in its attack against the religious systems
that inculcate fear and guilt.
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To the west, the same region is influenced to by the currency of the new
myth, articulated in recent times by the novel of James Hilton- the Lost
Horizon.
The novel is built around the fantasy of a paradise in the Tibetan plateau
beyond world's highest mountains - Shangri La, a valley of the blue
moon. The Shangri La relocated itself - to Tibet, Nepal, Ladakh and
Bhutan- as tourists came in droves, driven by the myth. As the sanctity
of each Forbidden City was violated by mass tourism, the fantasy moved
from a sacred place to utopia or from 'a symbolic concentration' to ' a
geographic abstraction'
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Trekking through the Himalayan region and walks are not only
important for their scenic beauty but also constitute small explorations in
search for the authentic other.
The magnetic fascination for the deserts in some segments of the western
society lies in great empty spaces - the ultimate in escape from the
western society .The lure of the desert also stems from the mythical
structures created in the western mind in their contact
with Arabian people and their literature. The gossip of
the desert was magic, with tales of blood and feuds. It
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was promoted by the spread of the tales of the Arabian nights-of Ali Baba
and forty thieves etc.-and works of Omar Khayyam and others.
The camel safari, for example, in the desert with forts, ruins, deserted
villages, fertile oasis exercises a magical spell on the tourist- the ultimate
in space from the western civilisation. The desert festival at Jaiselmer
and the camel fair at Pushkar are events which add revelry, enthusiasm
and colour to an already romantic mythical structures -created by the
Rajput valour and the emptiness of the desert.
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For centuries, the sea has fascinated human beings. The coastlines have
represented the fringe between the known and the frighteningly
unknown.
The Romans were the first ones to build villas by the sea. However, the
seaside as a tourist destination is comparatively modern. In the
eighteenth century, the seaside was first promoted, in England, as a place
for recuperation. Today, it has become a place of
relaxation, fun and idleness.
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Beaches are marginal littoral strips; of neither land nor the sea. They are
margins of experience. This marginality is not only geographical but also
social and physiological. Therefore as society changes so does the
meaning and use of the beach...
In the Victorian age, it was a place of flesh and bodily exposure, rarely
tolerated elsewhere. Today it has a different kind of marginality
associated with it. Some beaches offer a sanctioned ‘escape route’ and
regression into childhood for the adults; as adults play child games and
eat child foods. Other beaches provide opportunities for the young to pass
through passages of rites; without the presence of younger and older
generation.
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In India, a few good beaches attract tourists who come for leisure travel.
The beaches in India are roughly divided into few categories:
Beaches with Indo-European flavour: Found in Goa, Diu etc. these beaches
attract tourists looking for a good beach and those who wish to revisit
their past. They have an Indo – European flavour, which evokes nostalgia
in a European tourists’ mind.
A conventional sun- sand- sea resort: These beaches are typical resorts with a
local cultural flavour thrown in to add to the attraction like Kovalam,
Gopalpur-on-sea, Ahmedpur Mandvi etc. The primary attraction of these
centres is the relatively un-crowded beach woven with the excitement of
a different culture...
Beaches and religion: These beaches become the epitome of escape from the
western secular materialism. This attracts the MacCannell’s tourist.
They combine the familiarity of beach experience with the lure of
religion. They are also good attractions for domestic tourist, who lured by
religion, also happen to visit the beach .These include locations like Puri,
Konark, Mahabalipuram etc.
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The Island
Most islands have limited tourism resources. The island ,as a tourist
attraction, lacks diversity .It depends overwhelmingly on sun, sand and
the sea often with an additional attraction thrown in to differentiate it
from an another island .
The islands with an enormous tourist potential are the Andamans and
the Nicobar islands. These islands represent the epitome of escape- far
away from the mainland and civilisation. Besides, the beaches of
Andamans and Nicobar islands have an attractive Caribbean flavour:
white coral sand, gin clear water and multi-coloured fish and coral.
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Heritage and history are social constructs. Any age can reassemble and
rearrange the inheritance of people and places. They are truths that are
held to be known about the past. However, the past is subject to
interpretations and heritage is a three-way relationship between a site, its
presenter and audience. Heritage therefore needs to be realigned to the
needs of the times, to the taste of the present audience. A relevant
realignment of heritage to the trends of the recent times creates a
successful tourist attraction.
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Special events
Special events (festivals, sport and cultural events) have deep cultural
meanings and involve unique behaviours. Licence and revelry are closely
associated with events. Attendance at events is a leisure experience that is
freely chosen for its intrinsic rewards.
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All over the world various events –rooted in ancient and modern heritage
have been a big tourist draw. Some events like the Olympic Games,
Soccer world cup etc. provide excellent opportunity to the host state to
boost tourism and construct and stage heritage. Various events rooted in
the past still continue to be major draws for their uniqueness and
atmosphere like the Spanish bullfights.
Indian events range from the modern to the ancient. They fulfil various
purposes from recreation to religion. Most of the heritage fairs are rooted
in the religious tradition or meant to be a market for business. Basically,
the Indian events can be classified in a few categories:
The modern festivals – the republic day parade, Independence Day etc.
These provide ample opportunities for staged authenticities. The various
Jhankis of states for example are representations of states and their
heritage.The religious festivals - the car festival (Puri), the festival of
gods (Kulu), Dusshera (Mysore), and the Kumbh melas provide
opportunities for domestic tourists to indulge in a religious activity
.These festivals attract the MacCanell’s tourists: the
Heritage festivals – snake boat race (Alappuzha), desert
festival (Jaiselmer), camel fair (Pushkar) etc. Many of
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these festivals are rooted in tradition and are a tremendous draw for the
foreign tourist. Many of these like the Jhansi Mahotsav (Jhansi) or the
festival of Lucknow are staged versions of authenticities constructed by
the tourism departments.
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BIBLIOGRAPHY
1. Chasing the Indian monsoon - Alexander Frater.
2. Critical issues in tourism - Gareth Shaw and Alan M. Williams.
3. Encyclopaedia of hospitality in tourism - Michael Olsen and
Mahmood Khan.
4. Hinduism in Great Britain - Edited by Richard Burghart.
5. Hospitality and travel marketing - Alastair Morrison
6. India file - Trevor Fishcock
7. Marketing tourism places- Edited by Gregory Ashworth and Brian
Goodall.
8. Northern India and Southern India - Nelles Verg
9. Portrait of India - Ved Mehta
10. The business of tourism - J. Christopher Holloway.
11. The desert and the sown-Gertrude Bell
12. The development and marketing of visitor attractions- John
Swarbrooke.
13. The spirit of Hinduism - David Burnett
14. The theory and practise of tourism- Keith Waterhouse.
15. The tourist business- Donald E. Lundberg
16. The tourist experience- Edited by Chris Ryan
17. The tourist image - Edited by Tom Selwyn
18. Travel industry yearbook- Somerset R. Waters
19. Tourism, principles and practise- Chris Cooper, J. Fletcher, D. Gilbert
and S. Wanhill.
20. Tourism today : A geographical analysis- Douglas
Pearce
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