Analysis of Tourism policy of Karnataka 2015-2020

Author

Sachin S.
Asst Professor and Research Scholar, Garden City University, Bangalore
Email: avani4444@gmail.com

Abstract: Tourism is the major contributor to the socio-economic development of a country. For
couple of decades many countries all over the world show high degree of competency in
promoting tourism. Eventually tourism is one of the prime concepts of discussion all over the
world. Development of tourism requires continuous effort from various stakeholders like travel
agencies, tour operators, local community and the government in particular. Governments at
regional and national levels have the greater responsibility of developing the tourism through
tourism policies. Tourism contributes for preserving of rich ancient culture and heritage. A sound
tourism policy forecasts the future growth and development of tourism. From this perspective
this theoretical paper identifies various potentials and the drawbacks of Karnataka state tourism
policy 2015-2020. The objective of the study is to analyze various factors of Karnataka tourism
which make the policy sound and unique. The study is confined to Karnataka state tourism. The
outcomes of the study may help the government body and the other tourism stake holders to
make forthcoming tourism policies more effective and unique.

Key words: Tourism, Karnataka Tourism, Tourism Policy, Promotion

Introduction

Tourism is an activity in which people leave their own place to visit another place of business,
entertainment, education and leisure etc. It is an economic activity of revenue generation.
Tourism today represents preservation of quality life and also conservation of our rich heritage,
culture, flora and fauna. Tourism also creates employment opportunities, both skilled and
unskilled. Thus tourism has become the second largest revenue earning service sector. Sound
tourism policies and the programmes are the major pillars of tourism revenue generation.

Definitions of Tourism

According to world tourism organization Tourism comprises the activities of persons travelling
to and staying in places outside their usual environment for not more than one consecutive year
for leisure, business or other purposes not related to the exercise of an activity remunerated from
within the place visited (Dr Christina Bonarou, 2011).

Hunziker and Krapf in 1939 defined as "the sum of the phenomenon and relationships arising
from the travel and stay of non residents in so far as they do not lead to permanent residence and
are not connected with any earning activity" (Bhatia A.K).

Tourism is the association of various products and services such as accommodation,

transportation, food and beverages, attraction and local products. Hence tourism is the sum total
of service providers.

Literature review

In the previous study it has been observed that tourists visit a particular destination intent to
purchase souvenirs and local products which, strengthens the local community. The study also
given a snapshot of sustainable and community based tourism in Karnataka.

Rich Harrill (2014) has focused on initiating citizen participation processes related to tourism
issues and identifying groups of people concerned about, or opposed to, tourism planning and
development in their communities.

Mr. Lalit Mohan Bhatt (2013) explains the need an importance of planning in tourism. According
to him, tourism is a multi-disciplinary approach which requires proper utilization of man,
material and the resources. Since India is a country of geographical and social diversity planning
has greater importance.

Clare A. Gunn (2004) discusses the drawbacks of tourism planning for the development.
According to his study, the existing plans of tourism are not capable of meeting the expectations
of tourist stakeholders. So the planners must consider the multi-dimensional approaches of
tourism.

Haitam Bizan (2012) while focusing on tourism marketing in Libya concludes that the
government should develop comprehensive plans to assure the basic objectives of the
organization shall be achieved. The problem is associated with the development of tourism
stakeholders whose plans and the strategies do not cope and cater the needs of present
requirements in the tourism industry.

Robert Jan Baken, et al (2014) attempt to reflect the issues of Indian tourism industry. The study
accounts that, the tourism plans and the policies are framed and implemented with no scientific
study and approach. Hence implementation of the policy becomes more important than the
planning.

Ashish Ankush Naik et, al (2013) analyze the tourism industry from the perspective of
Liberalization, Privatization and the Globalization. Tourism today is the way of life than an
economic activity. The paper tries to identify the potentials of tourism industry in Indian
atmosphere.

B Chandrashekhara. et, al (2014) brings out various problems associated with the promotion of
tourism in Coastal Karnataka. The paper also suggests various measures to promote the
sustainable tourism in Coastal Karnataka.

The government and the other stakeholders are rejuvenating tourism as major phenomena of
business and revenue generation. The government has established Tourism Vision Group to
establish proper guidelines and through that promoting tourism in Karnataka. Vision Group-
2020 has prime objective of promoting tourism in international standards.

Research Objectives

To analyze the tourism policy of 2015-2020 for the improvement of Karnataka tourism
To suggest various measures to improve Karnataka tourism

Research Methodology

This theoretical study is based on both primary and secondary data. Primary data is obtained
through the discussions held with the tourism professionals and the stakeholders.

Secondary data is obtained from various journals and the magazines. Eventually Karnataka
Tourism policy was critically analyzed.

An analysis of Tourism Policy of Karnataka

 Tourism policy of 2009-2014 was tourist-focused plan but the tourism policy 2015-2020
is a investment-centric approach. The policy focused on overall inclusive development by
considering all the stakeholders who are associated with Karnataka tourism.
The policy is much focused on adopting an inclusive and balanced regional development
approach. Private investors are given priority by providing various subsidies and
concessions. The policy also aims at streamlining the processes by establishing tourism-
infrastructure company to carry out hassle-free tourism services.
Encouragement of corporate investment on tourism projects particularly for the rural
tourism development. This will be carried out as responsible tourism.
Tourist vehicles purchased and registered during the policy year 2015-2020 for tourism
related activities are exempted from payment of motor vehicle tax. This benefits
thousands of unemployed youth to encourage towards self sufficiency.
Tourism Policy 2015-2020 prioritized green banking in tourism by inducing the
stakeholders to adopt internet and soft-related technology such as mobile apps, Wi-fi
facility, social networking, internet banking and e-guide facility etc in tourism. Heritage
tourism is the other concern of the tourism policy.
Greater priority in sustainable development of tourist sites and promoting sustainable
growth. The tourism policy 2015-2020 is much concerned about the innovative
sustainable and nature oriented tourism.
Introduction of small aircrafts and airlines to make the air service people friendly.
Establishment of caravan parks in an area of 2 acres for parking a minimum of 5
caravans. These caravan parks must fulfill required basic amenity standards. Concessions
and investment subsidies is provided for establishing caravan park. The policy also
encourages way-side amenities
The policy aims at achieving cumulative investment of Rs 54000 crores by the end of
2019-2020. Creating around 30 lakh employment opportunities as prescribed in KTVG is
the major objective during the policy period. Introduction of new category of tour guide
courses and vocational skill training programmes are sponsored by the government.
Industry status for conventional tourism projects and establishment of supervising
committee for undertaking multiple tourism projects. Interest free loans for ultra-mega
projects. The government also exempted taxes at various levels of tourism products and
activities.
 High focus on sustainable presentation of event based tourism and film induced tourism.
Quick and faster addressal of grievances through SAKALA-E administration system.
The policy identifies core areas of investment based on the regional economic and socio-
cultural differentiation. Tourism clusters are formed to focus on various tourism
destinations. Additional 10% subsidy given on the projects proposed in these clustered
areas.

Core areas of Tourism Policy 2015-2020

Heritage zones and clusters

Tourism Policy 2015-2020 aims at developing heritage tourism through heritage clusters
and zones. Many taluks and circuits are identified and a master plan will be prepared for
developing these zones as heritage zones.
Sustainable and green tourism
Emphasis is laid on sustainable development of tourism sector. Rural tourism, farm and
Agri-tourism, estate walks are the prime concerns of sustainable and green tourism
E-Tourism
One of the prime objectives of Tourism policy 2020 is e-tourism. The prime focus is on e-
admisnistrative system of tourism activities such as e-banking, online payment and net-
banking, app tourism, social networking etc
Weekend and Film Induced tourism
The department of tourism is also focusing on promoting weekend tourism to prime
attractions such as Coorg and Chikkamagalore. Special interest is given on promoting
film induced tourism and also to reduce environmental damages from film shootings.

Findings and Suggestion

Karnataka tourism policy for the year 2015-2020 is very special due to its unique
features. The tourism policy is an investment-centric approach. However the policy
neglected tourism promotion tools which is the core area of tourism industry.
Development and promotion of local transportation system has not given greater
attention. Local transportation has major impact on multiple tourist visit hence inducing
investment on development of local infrastructure could be drawn the attention.
The policy didnt draw much attention on development of ancillary industry. Sustainable
community development requires development of ancillary industry. Special packages
can be introduced for the development of ancillary industry.
 Too much attention given on investment subsidies and exemption of various taxes. It
would negatively effect on the revenue from tourism.
Unfortunately the present tourism policy also didnt consider higher education in tourism
is the key element of tourism development. Future policies need to concentrate on
encouraging and funding higher education in tourism.
Travel agencies and tour operators expectations are not fulfilled. The policy must
concentrate on encouragement of domestic travel agents and tour operators who also play
a key role in development of inbound tourism. Special packages below Rs. 10 lakh can be
provided for the indigenous entrepreneurs who intend to start-up tourism business in
Karnataka.
Introduction of special packages to promote wine tourism and cuisine tourism. Karnataka
is famous for variety of delicious cuisine hence various experiments could be made in
terms of promoting cuisine tourism.
Cruise tourism and House boats are the other areas which need to be concentrated. Future
policies need to develop cruise tourism and house-boat tourism in Goa and Kerala model
respectively.

Conclusion

The Karnataka tourism policy 2015-2020 is a successful outcome of KTVG. The policy
has the vision of developing Karnataka is a prime tourist destination by the end of policy period.
The policy effort to draw immediate attention on investment, as investment becomes the key
element of development. However there are few neglected areas which need to be highlighted in
the upcoming policies. By then, Karnataka would definitely be a prime choice of both domestic
and international visitors.

References

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Tourism, Alexander Technological Educational Institute of Thessaloniki, Greece, 2011