APJRBM Volume 4, Issue 3 (March, 2013) ISSN 2229-4104

The Journal of Sri Krishna Research & Educational Consortium

ASIA PACIFIC JOURNAL OF RESEARCH

IN BUSINESS MANAGEMENT
Internationally Indexed & Listed Referred e-Journal

A STUDY ON SATISFACTION OF TOURISTS VISITING YERCAUD OF

SALEM DISTRICT
M. Selladurai*; K. Sundararajan**

*Assistant Professor,
PG and Research Department of Commerce,
AVS College of Arts & Science, Salem

**Head of the Department,

PG and Research Department of Commerce,
AVS College of Arts & Science, Salem.

ABSTRACT

In order to develop tourist industry, tourist satisfaction has been a considerable goal
for many countries. In fact, developing the tourist industry is the target of any
government all over the world because it can generate GDP and jobs. Particularly,
developing tourist industry is desirable for all countries because it will benefit not
only the industry itself, but also generate a strong flow-through effect in other
sectors such as retail, transportation, and construction. In the recent decade,
decision makers in the tourist industry have been trying to increase the level of
tourist satisfaction in different manners. This indicates the level of satisfaction in
tourist industry need to be studied more. The present study is based purely on
primary data. Data were collected using the personal contact approach.
Questionnaires were distributed to a sample of 200 respondents who are all visited
in Yercaud of Salem district by adopting Simple random sampling method. The
conclusion will be given.

KEYWORDS: Tourism in India, Tourist problems, Tourist satisfaction.

___________________________________________________________________________

Introduction
In order to develop tourist industry, tourist satisfaction has been a considerable goal for many
countries. In fact, developing the tourist industry is the target of any government all over the
world because it can generate GDP and jobs. Particularly, developing tourist industry is desirable
for all countries because it will benefit not only the industry itself, but also generate a strong

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APJRBM Volume 4, Issue 3 (March, 2013) ISSN 2229-4104

flow-through effect in other sectors such as retail, transportation, and construction (Hui et al.,
2007). In the recent decade, decision makers in the tourist industry have been trying to increase
the level of tourist satisfaction in different manners.
Consequently, the tourist satisfaction is viewed as an important research topic by both
practitioners and academics (Xia et al., 2009). Similar to other sectors, satisfaction in tourist
industry is resulted from several variables. Besides, tourist satisfaction has some desirable
consequences for this industry. Satisfaction originally is a physiological outcome derived from
exercise (Lee et al., 2007). Consequently, satisfaction in tourst industry has always several
difficulties on conceptual and practical ground (Zabkar et al., 2010). This indicates the level of
satisfaction in tourist industry need to be studied more. The results of such a study can provide
useful knowledge for decision makers in the tourist industry to put their efforts toward
satisfaction.

Tourism in India

Tourism in India is the largest service industry, with a contribution of 6.23% to the
national GDP and 8.78% of the total employment in India. In 2010, total Foreign Tourist
Arrivals (FTA) in India were 5.78 million and India generated about 200 billion US dollars in
2008 and that is expected to increase to US$375.5 billion by 2018 at a 9.4% annual growth rate.
The majority of foreign tourists come from USA and UK. Kerala, Tamil Nadu, Delhi, Uttar
Pradesh and Rajasthan are the top five states to receive inbound tourists. Domestic tourism in the
same year was 740 million. Andhra Pradesh, Uttar Pradesh, Tamil Nadu and Maharashtra
received the big share of these visitors. Ministry of Tourism is the nodal agency to formulate
national policies and programmes for the development and promotion of tourism. In the process,
the Ministry consults and collaborates with other stakeholders in the sector including various
Central Ministries/agencies, the state governments and union territories and the representatives
of the private sector. Concerted efforts are being made to promote new forms of tourism such as
rural, cruise, medical and eco-tourism. The Ministry of Tourism also maintains the Incredible
India campaign.
In 2011, total Foreign Tourist Arrivals (FTA) in India were 6.18 million and Foreign
Exchange Earnings stood at US$ 16.691 billion (Global rank-17) up 17.6% from previous year
figure of US$ 14.193 billion (5.58 million FTAs in 2010). India's Foreign Exchange earnings
grew by an astonishing 14.1% (CAGR) during 2001-10 out-pacing global average 7.7%. Owing
to steady decade-long growth India's share in world Foreign exchange earnings has gone up from
0.64% in 2002 to about 1.72% in 2011.
According to World Travel and Tourism Council, India will be a tourism hot-spot from
2009 to 2018, having the highest 10-year growth potential. The Travel & Tourism
Competitiveness Report 2007 ranked tourism in India sixth in terms of price competitiveness and
39th in terms of safety and security. Despite short- and medium-term setbacks, such as shortage
of hotel rooms, tourism revenues are expected to surge by 42% from 2007 to 2017. India's rich
history and its cultural and geographical diversity make its international tourism appeal large and
diverse. It presents heritage and cultural tourism along with medical, business and sports tourism.
India has one of the largest and fastest growing medical tourism sectors.

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APJRBM Volume 4, Issue 3 (March, 2013) ISSN 2229-4104

Tourism in Tamil Nadu

Archaeological sites with civilization dating back to 3800 years are found in Tamil Nadu.
The state also holds the credit of having maximum number of UNESCO World Heritage Sites
(5) in India which includes Great Living Chola Temples and Mahabalipuram. With more than
34000 temples, Tamil Nadu has some great temples like Madurai Meenakshi Amman Temple,
Brihadeeswarar Temple, Sri Ranganathaswamy Temple. This state is also known for Medical
tourism and houses some of Asia's largest hospitals.
Kanyakumari is the southernmost tip of India provides scenic view of sunset and
sunshine over the Indian ocean. Mathur Totti Palam one of the biggest aqueducts, both in height
and length, in Asia. Thiruvalluvar statue of the St Tamil poet, highest statue of Asia and ancient
wooden palace of Marthandavarma (known as Padmanabapuram palace), Hill stations like
Yercaud, Kodaikanal, Ooty, Valparai, Yelagiri are widely visited. Water Falls like Hogenakkal
Falls and Wildlife sanctuaries are located across the state. Pichavaram the world's second largest
mangrove forest is located in the state.

Tourism in Salem district Yercaud

Yercaud is situated in the green vistas of the Servaroyan (Shevaroy) Hills in the Eastern Ghats,
close to the Steel town of Salem in Tamil Nadu. Its popularity as an escape from the heat and
grime of the city rests not just upon its landscape of forest covered hillsides, and coffee,
cardamom and black pepper plantations, but also its very affordability, as against the more
upmarket Ooty and Kodaikanal nearby. The picturesque manmade lake at the centre of the town
here is a popular spot for picnickers.
Yercaud was a lesser known hill station when compared to Ooty and Kodaikanal till
some time back. Yercaud is situated at an altitude of 1,500 metres (4,920 feet), on the Shevaroys
hills of the Eastern Ghats. The lofty hills are of extraordinary scenic beauty endowed with a
salubrious climate. Although close (33km) to the bustling industrial town of Salem, Yercaud has
a spirited charm of its own.
It is a quiet, calm and full of natural charms hill station in Tamil Nadu. The Yercaud Hills
as a whole provide you many scenic beauties and panoramic views with a pleasant cool climate.
Due to its moderate temperature all year round Yercaud can be visited whenever you wish to.
Popular as the 'Poor man's Ooty', it is an hour's drive from Salem, easily driveable from
Bangalore and is the least expensive hill station in India.
Yercaud Town is situated above 4800' from mean sea level. The highest point in Yercaud Taluk
is Shevaroy Temple which is situated at a height of 5326'. Hence, Yercaud hill area is called
"Shevaroyan Hills". It is also called "Ooty of the Poor". The Summer Festival is being celebrated
in the second week of May every year. The climate of Yercaud is a moderate one. The maximum
temperature is 167.6'F and minimum is 66'F. In the year 1988, the average maximum
temperature was 27'C and minimum is 15'C. Winter season starts in the month of September and
ends in December. During winter, the hills are covered by mist and look beautiful.

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APJRBM Volume 4, Issue 3 (March, 2013) ISSN 2229-4104

Tourist places of Yercaud of Salem District

S. No Tourist places of Yercaud

1 Yercaud lake
2 Anna park
3 Deer park
4 Kiliyur falls
5 Ladys seat
6 Rose garden
7 Botanical garden
8 Pakkoda point
9 Shevaroys temple
10 Flower show

Objective of the Study

To find out the level satisfaction of the tourists who are all visiting Yercaud.
To understand the problems faced by the tourists in Yercaud.

RESEARCH METHODOLOGY

Sample and Questionnaires

The present study is based purely on primary data. Data were collected using the personal
contact approach. Questionnaires were distributed to a sample of 200 respondents who are all
visited in Yercaud of Salem district. The statements/items for the questionnaire were formed
after consulting relevant literature and some relevant research conducted in the area. Besides
attitudes scale, the survey questionnaire also included a section to capture the general profile of
respondents. They were asked about their demographic background including age, gender,
education level, marital status, occupation. Simple random sampling is to be adopted for the
present study. It can be defined as the special case of probability sampling in which every unit in
the population has an equal chance of being included in the sample.

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APJRBM Volume 4, Issue 3 (March, 2013) ISSN 2229-4104

RESULT AND DISCUSSION

Table 1

Selected Respondents Demographic Profile

Male 122(61)
Gender Female 78(39)
Total 200(100)
15 to 20 58(29)
21 to 25 70(35)
Age 26 to 30 38(19)
31 to 35 34(17)
Total 200(100)
High School 48(24)
Under Graduate 40(20)
Post Graduate 56(28)
Educational Qualification
Professional 38(19)
Others 18(9)
Total 200(100)
Student 110(55)
Business Man 30(15)
Official 20(10)
Occupation Professional 16(8)
Home Maker 14(7)
Others 10(5)
Total 200(100)
Married 64(32)
Unmarried 108(54)
Marital status Divorced 8(4)
Committed 20(10)
Total 200(100)
More than twice 102(51)
Oftenly 52(26)
Visiting yercaud
Very first time 46(23)
Total 200(100)
Source: Primary Data (Figures in Parenthesis represent Percentage)

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Table 2

Satisfaction Level of the Respondents Places Visiting of Yercaud

Highly
S. No Objects Satisfied Moderate Dissatisfied Total
Satisfied
1 Yercaud Lake 104(52) 86(43) 8(4) 2(1) 200(100)
2 Anna Park 78(39) 110(55) 12(6) - 200(100)
3 Deer Park 74(37) 98(49) 22(11) 6(3) 200(100)
4 Kiliyur Falls 110(55) 64(32) 16(8) 10(5) 200(100)
5 Ladys Seat 92(46) 76(38) 24(12) 8(4) 200(100)
6 Rose Garden 114(57) 56(28) 22(11) 8(4) 200(100)
7 Botanical Garden 84(42) 86(43) 20(10) 10(5) 200(100)
8 Pakkoda Point 68(34) 108(54) 16(8) 8(4) 200(100)
9 Shevaroys Temple 122(61) 66(33) 12(6) - 200(100)
10 Flower Show 110(55) 48(24) 10(5) 32(16) 200(100)
11 Food 34(17) 40(20) 56(28) 70(35) 200(100)
12 Room Facility 32(16) 54(27) 50(25) 64(32) 200(100)
13 Surroundings 88(44) 90(45) 10(5) 12(6) 200(100)

Sources: Primary Data (Figures in Parenthesis represent Percentage)

The above table shows that the tourists opinion who are all visited the Yercaud lake. 104
respondents are Highly Satisfied with the Yercaud lake, 86 respondents are just Satisfied with
the Yercaud lake, 8 respondents are having Moderate about this and only 2 respondents are
Dissatisfied with the Yercaud lake.
As regards tourists opinion of the Anna Park. 78 respondents are Highly Satisfied with
the Anna Park, 110 respondents are just Satisfied with the Anna Park, 12 respondents are having
Moderate about this.
Tourists opinion of the Deer park. 74 respondents are Highly Satisfied with the deer park,
98 respondents are just Satisfied with the deer park, 22 respondents are having Moderate about
this and only 6 respondents are Dissatisfied with the deer park.
The above table shows that the tourists opinion of the Kiliyur falls. 110 respondents are
Highly Satisfied with the kiliyur falls, 64 respondents are just Satisfied with the kiliyur falls, 16
respondents are having Moderate about this and only 10 respondents are Dissatisfied with the
kiliyur falls.
The above table shows that the tourists opinion of the Ladys seat. 92 respondents are
Highly Satisfied with the ladys seat, 76 respondents are just Satisfied with the ladys seat, 24

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APJRBM Volume 4, Issue 3 (March, 2013) ISSN 2229-4104

respondents are having Moderate about this and only 8 respondents are Dissatisfied with the
ladys seat.
The above table shows that the tourists opinion of the Rose garden. 114 respondents are
Highly Satisfied with the rose garden, 56 respondents are just Satisfied with the rose garden, 22
respondents are having Moderate about this and only 8 respondents are Dissatisfied with the rose
garden.
The above table shows that the tourists opinion of the Botanical garden. 84 respondents
are Highly Satisfied with the botanical garden, 86 respondents are just Satisfied with the
botanical garden, 20 respondents are having Moderate about this and only 10 respondents are
Dissatisfied with the botanical garden.
The above table shows that the tourists opinion of the Pakkoda point. 68 respondents are
Highly Satisfied with the pakkoda point, 108 respondents are just Satisfied with the pakkoda
point, 16 respondents are having Moderate about this and only 8 respondents are Dissatisfied
with the pakkoda point.
The above table shows that the tourists opinion of the Shevaroys temple. 122 respondents
are Highly Satisfied with the shevaroys temple, 66 respondents are just Satisfied with the
shevaroys temple, 12 respondents are having Moderate about this.
The above table shows that the tourists opinion of the Flower show. 110 respondents are
Highly Satisfied with the flower show, 48 respondents are just Satisfied with the flower show, 10
respondents are having Moderate about this and only 32 respondents are Dissatisfied with the
flower show.
The above table shows that the tourists answers who are all tasted the food in Yercaud.
34 respondents are Highly Satisfied with the food in Yercaud, 40 respondents are just Satisfied
with the food in Yercaud, 56 respondents are having Moderate about this and huge 70
respondents are Dissatisfied with the food in Yercaud.
The above table shows that the tourists answers who are all stayed in Yercaud. 32
respondents are Highly Satisfied with the Room facility and maintenance, 54 respondents are just
Satisfied with the room facility and maintenance, 50 respondents are having Moderate about this
and huge 64 respondents are Dissatisfied with the room facility and maintenance.
The above table shows that the tourists answers who are all observes the surroundings of
the Yercaud. 88 respondents are Highly Satisfied with the surroundings of the Yercaud, 90
respondents are just Satisfied with the surroundings of the Yercaud, 10 respondents are having
Moderate about this and only 12 respondents are Dissatisfied with the surroundings of the
Yercaud.

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APJRBM Volume 4, Issue 3 (March, 2013) ISSN 2229-4104

Table 3
Classification of the Respondents on the Basis of Problems Faced in Yercaud
S. No Problems Percentage
1 Plastic 48(24)
2 Crowd 26(13)
3 Water contamination 16(8)
4 Pollution 30(15)
5 Cleanliness 24(12)
6 Tasty food 26(13)
7 Beggars 4(2)
8 Thieves 2(1)
9 Mosquitoes 4(2)
10 Uncultured peoples 20(10)
Total 200(100)

The table shows that the problems faced by the tourists visiting Yercaud. Most of the
respondents are complaint on plastic is the biggest problem in Yercaud. 24 percent of the
respondents are feels plastic is the biggest problem in Yercaud, 13 percent of the respondents are
feels crowd is the problem, 8 percent of the respondents are feels water contamination as a
problem, 15 percent of the tourists faces the pollution, 12 percent of the visitors shows
cleanliness is the problem in Yercaud, 13 percent of the tourists complaints that tasty food also a
problem in Yercaud, just 2 percent of the tourists are Dissatisfied with the beggar problem, and 1
percent of the peoples are feeling uncomfortable with the thieves, 2 percent of the respondents
are feels mosquitoes and flies are the problems in Yercaud and 10 percent of the tourists are
feeling uncultured peoples are the main problem in Yercaud.

Suggestions
The Government may introduce some innovative ideas like tour packages on behalf of
Tamil Nadu Tourism. It should satisfy all the needs of the tourists like food,
accommodation, transport etc.,
The Government may take some immediate actions to tackle the problems faced by the
tourists in Yercaud not only in summer time and also covers the whole year.
The Government may improve the infra structure of Yercaud without any fail.
The tourists are like to have more rest rooms for the visitors in the peak areas, and also
can place some baskets to hold the wastages like Tirumala.
The Government can build new ideas to attract the visitors of Yercaud and also promote
the schemes.

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Conclusion
Yercaud is the most preferable entertainment place for the Salem peoples. Normally all
Salem surrounding peoples are visiting Yercaud often, but the outer area peoples are not so
interested to visit Yercaud often, because the surroundings are not so comfortable to the visitors.
So the Government can promote the infra-structure of the hill station to attract the peoples who is
in out of Salem city. The Government may introduce some innovative ideas like tour packages
on behalf of Tamil Nadu Tourism. It should satisfy all the needs of the tourists like food,
accommodation, transport etc., if they promote the schemes, Yercaud will also be a favourite for
the tourists. It will attract the tourists to come over the year without any season like the tourists
visiting Ooty and Kodaikanal.

References:
1. Hui, T., D. Wan, and A. Ho, 2007. Tourists satisfaction, recommendation and
revisiting Singapore. Tourism Management, 28: 965975.
2. Xia, W., Z. Jie, G. Chaolin, and Z. Feng, 2009. Examining Antecedents and
Consequences of Tourist Satisfaction: A Structural Modeling Approach. Tsinghua
Science and Technology, 14 (3): 397-406.
3. Lee, C. K., Y. S. Yoon, and S. K. Lee, 2007. Investigating the relationships
among perceived value, satisfaction, and recommendations: The case of the
Korean DMZ. Tourist management, 28 (2): 204-214.
4. Zabkar, V., M. Brencic, and T. Dmitrovic, 2010. Modelling perceived quality,
visitor satisfaction and behavioural intentions at the destination level. Tourism
Management, 31: 537546.

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