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CHAPTER ONE
INTRODUCTION
2
1.1 BACKGROUND OF THE STUDY
3
1.2 SCOPE OF THE STUDY
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sqkm to 684.85sqkm (karnatakaforest.gov). According to the forest
survey of India Bangalore region is now survived with only 7.94% of
forest area, which needs to be preserved (fsi.org).
This preservation of forest area, vegetation and green zone the tourism
industry in India has to focus on leading Bangalore towards eco-
sustainable and environment oriented tourism apart from implementing
more of mass tourism.
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1.5 STRUCTURE of THE DISSERTATION
The first chapter deals with the research aims and objectives, the scope
of the research and the reason for this research.
In the chapter three, research methodology used for the present study
has been discussed. The research method, research approach, data
collection methods such as primary and secondary data, validity,
reliability, questionnaires and data analysis has been discussed.
Chapter four describes the findings from the research and analysis from
the questionnaire and interviews conducted by the author.
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CHAPTER TWO
LITERATURE REVIEW
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2.1 TOURISM INDUSTRY
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belt – which is the space needed to set the nuclei in a context, and the
zone of closure – which includes desirable tourism infrastructure.
Tourism has now been both lauded and denounced for its ability to
develop and therefore transform regions into completely different
settings (Young, 1983). And thus the attractions that lie in and around
are created, developed and transformed to meet expectations and
demands of visitors (Young, 1983). The conservation and community
development foci of ecotourism have much in common with sustainable
tourism where environmental conservation and nature based experience
being key foci (Bramwell et al., 1996). But emphasis is more often on
commercialization of natural and cultural resources, and the result
normally is unnatural. Blamey (2001), suggests that ecotourism should
be nature based, include environmental awareness and sustainably
managed. All this articulated through the tourism research emerging for
a new, more socially and ecologically alternative tourism (Mehmetoglu,
2007; Fennell, 1999).
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projects offering a variety of alternative forms of travel. A unique
international workshop was devoted to the discussion of the idea of
alternative tourism (Holden ed., 1984).
The idea of alternative tourism has its source in two contemporary
ideological preoccupations:
- The countercultural rejection of modern mass consumerism
- The concern for the impact of the modern industrial world (Cohen,
1992).
ACCOMODATION
- benefits (jobs, expenditures) are more evenly distributed
- does not overwhelm the community
- less competition
- larger percentage of revenues accrue to local areas
- greater opportunities for local entrepreneurs in tourism sector
ATTRACTIONS
- attractions are educational and promote self fulfilment
- even locals can benefit from existence of the attractions apart
from tourists
- authenticity and uniqueness of community is promoted and
enhanced (Weaver, 1993).
ECONOMIC IMPACT
ENVIRONMENT
Natural resources are the main focus for alternative tourism (Wearing
and Neil, 1999; Newsome, Moore and Dowling, 2002) in producing
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adventure, nature based tourism, wildlife and ecotourism, sustainable
tourism and responsible tourism (Newsome et al., 2002), where the
environment plays a major role in all aspects of such tourism
destinations (Ceballos-Lascuràin, 1996).
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2.5 INFLUENCE of ENVIRONMENTAL FACTORS
The literature casing all forms of nature-based tourism suggests that one
of the main macro reasons for the increasing demand for the nature-
based tourism activities is the environmental movement or
environmentalism (Lee, 1997; Fennell, 2003). The relationship between
tourism and the environment has been an object of scientific research
for almost more than thirty years (Gössling and Hall, 2006) and excluding
the latter gives a negative impact to tourism (Krippendorf, 1975).
Moreover the authors conclude that any destination will face decline if
social, economic and environmental conditions become less favourable
(Butler, 1980; Wlofe, 1952; Christaller, 1963; Stansfield, 1978; Hall,
2005b). Sustainable and Ecotourism have also gradually drifted to more
positive images of environmental and economical contributions for
tourism (IES, 2004; Gössling and Hall, 2006).
12
There are many positive impacts of environment oriented tourism in
terms of environmental conservation and economic benefits to localities
or residents (Eagles, 2002; Larman & Gregersen, 1996; Nyaupane et al.,
2004), appreciation of nature through ecotourism, increased knowledge
and awareness, transformative experiences and local well being (Fennell
& Weaver, 2005; Mieczkowski, 1995). Transformative experiences have
more emphasis on younger generation towards the environment
(Teigland, 2000) as compared to mass tourism as this nature based
tourism gives greater individuality, activity and flexibility (Saarinen,
2005). It also plays a major role in influencing visitor’s belief, attitudes,
knowledge and behaviours (Hughes & Morrison-Saunders, 2005; Knapp
& Poff, 2001; Kohl, 2004; Kuo, 2002; Moscardo, 1998). Tourists specially
ecotourists seek specific attributes for their experience, such as
trekking/hiking, wilderness setting, wildlife viewing etc (IES, 2000) and in
providing these facilities to the tourists the managers/owners must
upgrade the environment quality with biodiversity levels and with the
lack of human influences like roads, buildings, power lines, and pollution
(Parker & Khare, 2005).
13
India’s governmental bodies are trying to refresh the tourism industry
from the recession impacts, with the Indian consumer becoming
conservative leading to an impact in each and every state of India by
having a corporation to administer support issues related to tourism
(Cater, 1994). Nature based tourism is one sector which is gaining
importance in India (Ray, 2001) currently with a growth of 30% per
annum (tourism.nic.in) and ranking 12th position worldwide economy
(wttc.org). The reason for this rise is the fact that eco life in India is quite
cheaper compared to other countries (Ray, 2001).
Bangalore city has a list of varied tourist places, gardens, lakes and parks;
it engulfs many a historical sites and places of interest
(karnatakatourism.org). Bangalore, the capital city of Karnataka state and
5th largest city in India (karnataka.com) is the Silicon Valley of India, due
to its software capital tourists from all over the world visit in terms of
leisure or business (ibef.com). It is also known as the Garden city of India
for its beautiful gardens and parks, with wild life adventures,
international star hotels and resorts and exclusive spicy south Indian
dishes (tourisminsouthindia.com). The Vidhana Soudha or the state
Secretariat, of the year 1954, is the heart of the city, along with this is
the Cubbon Park a portrayal of the government buildings. The
Government Museum of Bangalore, Visvesvaraya Technological and
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Industrial Museum are key museums in Bangalore. The Lal Bagh
Botanical gardens showcasing exclusively the southern part of flowers,
the historical attractions of Tipu Sultan’s fort and the 16 th century
Dravidian style temples are some of the key attractions.
Economy
The environmental issues are considered among the most urgent for
humanity and the planet as a leading cause (Dunlap, Van Liere, Mertig
and Jones, 2000; Schultz, 2001; Wight, 1993) and worldwide, many
organizations are now integrating and focussing sustainability and
environmental accountability as the growing economic market tends to
fluctuate towards eco, green and sustainable tourism (Page & Dowling,
2002; Weaver, 2001a; Wight, 1993). From past many years there has
been a significant growth in travel offerings and tourism related
advertising which makes reference to ecotravel, ecotours,
ecoexpeditions, ecoadventures and ecotourism (Hawkins & Lamoureux,
2001; Wight, 1993-2001). World Travel Tourism Council (2002) estimates
that in 2002 eco and related activities will contribute 3.8% to the world’s
GDP, rising to 5.9% by 2010 and consequently 7.8% by 2012.
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Ecotourists are a valuable customers as they spend more than regular
tourists (IES, 2000) appreciating the unique cultural and environmental
assets of that region. Also economic impacts of tourism sometimes differ
based on type of tourists with different potential spending patterns on
different destinations (Dwyer and Forsyth, 1997).
Local people
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According to Multi-Dimensional Poverty (MPI; July 2010), 55% of Indian
population is poor and Karnataka state has a 33% poverty, due to many
reasons of which unemployment is an important factor (HDR, July 2010;
Haub and Sharma, 2010). Responsible tourism is often considered as an
economic, social and environmental cure all (Chok, Macbeth and
Warren) benefiting the local communities in terms of employment as
cooks, guides or administrators. (Langholz, 1999; Lindberg, 1991)
Education and transformation of life (Barkin, 1996; Eadington and Smith,
1992; Levy and Lerch, 1991; Liu, 2003; Nash, 1996) help in notifying the
value and use of their local environment (Stonich, 2000) which can
produce more sustainable benefits (Silverberg et al, 1996).
Customers
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have reflective psychological variables such as value structures, goals,
beliefs and other related systems within a person’s psyche giving a more
consistent behaviour. The basic concept is that people cannot exist
outside of environment, nor can they cease to experience it, as
‘environment’ is a concept of human mind (Evans and Connor, 1999).
Tourists can elevate their levels of risk and personal challenges going
beyond ‘sun and sand’ involving in activities like trekking, climbing etc
(Weaver, 2001a, p. 105) to increase their motivational systems
psychologically and physically for better stability (Acott, La Trobe &
Howard, 1998; Luzar et al., 1995).
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can be placeless because destinations and their authenticity are social
constructions created through TV, websites, catalogues and brochures
(Gössling and Hall, 2006; Erika and Johan, 2001).
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ecotours and emphasise on activities they prefer, motivate such tourists
(Eagles and Cascagnetter, 1995; Holden and Sparrowhawk, 2002, Mackoy
and Osland, 2004) and create awareness of being responsible towards
the environment (Lai and Shafer, 2005).
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2.10 INDIA’S EMERGING ECONOMY
India has a wide range of industry from agriculture, cattle farming, food
processing, industrial products, cement, iron and steel manufacturers,
electricity, gas and water supply, mining and quarrying and software
which contribute to the economic status of India (Ghosh, 1994;
tradingeconomies.com) with a growth rate of 10.3% in 2004 (ibef.org).
Among these financial services, hotels and restaurants and trade services
are the fastest growing sectors (ibef.org).
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The Indian stock market has an improvement in economic situation with
a rise from 8k points to 17k points (BSE – Sensex, July 2010), and is rated
as 12th largest economy in the world and 4th largest in terms of
purchasing power parity (PPP) of GDP by leading financial entities of the
world (Central Intelligence Agency, august 2010), and is also ranked at
third place (2009) according to United Nations Conference on Trade and
Development, and will continue to be among the top five attractive
destinations for international investors (ibeg.org; UNCTAD, July 2009).
The Indian government has cleared 24 foreign investments proposals
worth US$ 304.7 million in May 2010 (ibeg.org) furthermore, the Foreign
Investment Promotion Board (FIPB) under the Ministry of Commerce and
Industry are investing up to US$ 258.3 million in India (ibeg.org; CCEA)
Foreign exchange:
US$ 282 billion (31 October 2009 est.)
Direct foreign investment – abroad
US$ 76.59 billion (31 December 2009 est.)
(The World Bank, www.worldbank.org)
The contribution to the GDP from tourism industry has increased but the
sector also figures as the major foreign exchange earners in India. The
booming economy, foreign investments and other out sources has given
a growth to tourism in India (Duffy, 2002) by making an impression in the
world tourist map.
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2.11 PROMOTING RESPONSIBLE TOURISM
Future Preservation -
“Our most important responsibility to the future is not to coerce it but to attend to it.
Collectively, (such actions) might be called ‘future preservation’, just as an analogous
activity carried out in the present is called historical preservation” (Lynch,
1972:115).
23
involving international organizations such as the World Tourism
Organization (WTO), The International Ecotourism Society (TIES) that
focus more on related issues and implements that need to be done
(Jamal, Borges and Stronza, 2006). Apart from raising awareness of the
importance of environment, even the firms, organizations and
stakeholders must make improvements to set high standard policies
(Higham, 2007) showcasing best practices, and more attempts to
measure eco and sustainable behaviour (Font and Buckley, 2001; Honey,
2002), in addition to the involvement of non-governmental organizations
(NGOs) and the public sector for setting certain criteria to assess
sustainability (WTO, 2002) and for better market benefits (Font and
Buckley, 2001; Honey, 2002).
2.12 CONCLUSION
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environment changes occurring and adapt sustainable methods to
forward tourism towards being responsible. Stakeholders should take
necessary initiatives for promoting awareness programmes, and
emphasize on motivation of tourists and local community for preserving
the same. The government, local community and stakeholders should
rethink and strengthen their role to adapt to and confront new
environmental challenges. Policies must be developed and implemented
periodically to value environmental services and consider and promote
voluntary initiatives.
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CHAPTER THREE
RESEARCH METHODOLOGY
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3.1 INTRODUCTION
27
3.3 RESEARCH PROCESS
Identifying the
Results Research topic
Developing
Interpretation
the Research
of Data
design
Designing the
Data Analysing
Study
Data
Collection
28
this empirical work (Malinowski, 1992). Conversation with the
interviewee is a vital characteristic of this subject matter, as it is an
important part of the data of social research, as well as an important
part of the data of social research technique (Palmer, 1928, p. 169),
enabling a clear understanding with the interviews, where more
information is collected as a qualitative approach (Jacobsen, 2002; Yin,
1994).
Research strategy helps to plan on how to set questions that are based
on the research hypothesis (Saunder et al, 2003).
For the current study a case study approach will be used (Pizam, 1994;
Murphy, 1991; Harris and Leiper, 1995) since it has a diminutive control
over the actions (Hitchcock and Hughes, 1995). This approach will be
more applicable to this particular research in order to achieve the
desired outcomes of the research (Morris and Wood, 1991; Jennings,
2001; Platt, 1992).
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3.5 RESEARCH PHILOSOPHY
Ontology refers to the philosophy and assumptions that are made about
the nature of social reality (Remenyi et al., 1998; Blaikie, 2000). The
30
authors refer to three different perspectives related to Ontology, these
are as follows: Positivism, Relativism, and Constructionism (Easterby-
Smith et al., 1991; Crotty 1998). Positivism means reflecting the reality,
and relativism refers to the view that reality is external, and its meaning
is constructed based on social factors. Constructivism believes that
reality is not independent and is socially constructed. The need for
ontology is to investigate on social and economical nature of the area.
My Ontological position is of a social constructionist; as this study will be
conducted with an inductive approach (Easterby-Smith et al., 1991;
Bryman and Bell, 2007), because it involves in-depth understanding of
human views and is associated with qualitative research (Gill and
Johnson, 1997).
There are two distinct approaches that are used to collect data in this
research project, namely qualitative and quantitative (Guba, 1990).
Inductive approach based on written description of the phenomenon
under study is a qualitative methodology (Jennings, 2001). This type of
approach is used in collecting the data related to the research which is
analysed and empirical summaries can be developed (Neuman 2000, p.
61). For this project inductive approach is chosen, since the approach
goes from Observations -> Findings -> Theory building and allows
establishing facts from findings, regarding the perception of stakeholders
in Bangalore (Bryman and Bell, 2007). Inductive research is
characteristically associated with qualitative research and the reason for
that is because, it involves in-depth understanding of human behaviour
and the reasons that direct human behaviour (Gill and Johnson, 1997).
Therefore this approach will help to obtain better understanding about
the perception of the stakeholders in Bangalore.
The population consist of all informants that are the focus of the
research project and only key informants are chosen for the study
(Ticehurst and Veal, 1999, p. 160). The selection of key informants is
based on the nature of study (Spradley, 1979), knowledge of the
informants related to the study (Honigmann, no date), the involvement
31
of the informants to the related study (Spradley, 1979) and the
information they can provide for the required study (Miller, 1952).
Samples are decided based on the factors such as nature of study, size of
sample, degree of precision derived and availability of resources (Miller,
1952). Sampling techniques give a number of methods that facilitate
researcher to reduce the quantity of data which researcher needs to
collect by taking into account only data from a subgroup instead of all
possible components (Saunders et al., 2007). For this research non-
probability sampling will be used since it does not engage with random
selection and not include the entire population (Wallace, 2008; Jennings,
2001). Since the purpose of the study is to examine the perception of
responsible tourism in stakeholders, Our Native Village is taken as case
study where the owner and marketing managers were interviewed.
According to Walker (1985), 15-20 in-depth interviews are required for
qualitative research and 30 for statistical analysis (The Economist, 1997)
give helpful information with in the overall sample (Saunders et al.,
2007), but in view to this study only 09 people that included
managers/executives, firm owner and environmentalists were
interviewed for qualitative research due to detailed questionnaire format
used for 35 respondents.
For the present study both primary and secondary data will be used for
the research analysis. Primary data collection is based on interviews,
case studies and questionnaires. The secondary data gathered is
inclusive reading from several sources such as journals, statistics and
files, policy manuals, news paper etc that are supportive and helpful for
the research’s accuracy.
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PRIMARY DATA COLLECTION
33
Fielding, 1986). The author has collected some email addresses of hotel
and resort guests, and some local known people that include both males
and females. The author has been a previous employee of hospitality
industry which was useful to access the email addresses. The
questionnaires were sent electronically (Jennings, 2001) due to the
geographical distance and shortage of time, and the numbers of total
responses were 35 in whole.
To assess the quality of data collected, researchers will use both the
validity and reliability measures.
Validity
34
Reliability
The researchers have been approved with the rights to access and
publish all research and findings that are relevant and rational to all
ethical requirements.
The study will be delimited to eco resorts and hotels in Bangalore, and to
Our Native Village resort.
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3.16 DATA ANALYSIS
3.17 SUMMARY
This chapter conversed about the research methodology adopted for the
project while following the stages of the research process as a standard,
with an inductive approach. It explained the means for gathering primary
and secondary data, data analysis and delimitation and limitation of the
research and emphasizing the actions to maintain reliability and validity
of the research.
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CHAPTER FOUR
FINDINGS
And
ANALYSIS
37
4.1 INTRODUCTION
In this chapter the research findings are discussed and analysed. Findings
were analysed by referring to the results obtained from the semi-
structured interviews, observations, questionnaires, secondary data and
previous related documents. The analysis shows insight to the
importance of environment based tourism and perception of
stakeholders in Bangalore. The interview was conducted with nine
people, who provided in depth information and statistics related to the
responsible tourism.
The research questions of the many asked some that were explored:
38
4.2 DESCRIPTION of CASE STUDY
www.ournativevillage.com
http://news.bbc.co.uk/1/hi/world/south_asia/7181724.stm
http://gulfnews.com/life-style/travel/village-vibes-naturally-1.500707
39
implementing ecotourism or nature based projects. There are many
trees being cut down for industries, roads and many such constructions,
according to Deputy Conservator of Forests (DCF), Parameshwar; he
receives more than 300 applications every month requesting permission
to fell trees. If this continues and no disciplinary of action is taken then
definitely Bangalore a green city will in future be a concrete city. The
Comprehensive Development Plan (CDP), have put many efforts to
maintain the green belt zone, but now they are finding it difficult with
the demand for IT industry growth, population-as more people are
migrating for better prospectus.
http://green.in.msn.com/environmentalthreats/article.aspx?cp-documentid=3329147
http://www.thaindian.com/newsportal/enviornment/garden-city-bangalore-50000-trees-cut-
more-to-go_100267518.html
People and government though are aware of these incidents still they
need to be more cautious and take immediate disciplinary actions in
control of tree fell. They also have to find solutions for prohibiting, and
do awareness campaigns and skits etc to make people more aware of the
importance of environment. The tourism industry in Bangalore also need
to focus more on such sustainable tourism not just for environmental
factors but also in giving better future to local village people. Mass
tourism industry cannot recruit such people for their standards as most
of them being illiterate (MPI; July 2010). Having ideals of responsible
tourism directly benefits the economic development and political
empowerment of local people or communities; it also enables in
40
environmental awareness, supporting human rights, conservation of
biological diversity and cultural diversity, and demographic movements.
41
host of industries to have a smooth and successful tourism prospectus in
Karnataka. During the Advantage Karnataka Global Investor’s meeting
(June 2010), the Karnataka tourism government releasing new ventures
also joined hands with more stakeholders from private sectors to
promote the tourism sector in better aspect with implementing a new
tourism plan for next five years and to focus on issues such as hospitality
wellness, adventure and ecotourism, environment and responsible
tourism etc.
www.advantagekarnataka.com
www.advantagekarnataka.com/pdf/Tourism1.pdf
42
4.5 TOURIST STATISTICS
43
178
2005 30470316
2006 36195907
www.tourism.nic.in
www.tourism.gov.in
www.indiastat.com
www.itopc.org
4.6 QUESTIONNAIRE
44
Planning holidays:
Preferred Activities:
In this research it was found that most of the people preferred the
natural and wildlife activities followed by bird watching and quietness.
Bangalore as a tourist destination has many interesting and natural
places and is most known as green and silicon city. Many people migrate
to Bangalore in view of IT infrastructure and to the favourable climatic
conditions, but now this decline of natural vegetation effecting the
environment most of the people prefer to spend from their busy life in
activities such as mentioned below in the chart.
45
Type of Holiday:
Influential factors:
Here the most important factors that make a tourist interested in eco
hotels and resorts were promotional offers and media publicity. Tourism
is highly dependant on media reporting because the vast majority of
travel decisions are made by people who have never experienced a
different experience of destination. Tourism operators provide a crucial
link between destinations and tourists through networking, sourcing,
promoting, organizing and facilitate tourists from all over the country,
46
and this they do by marketing through internet, magazines etc. where
media has an major role to play (WTO, 2002b). The way that most of the
ecotourism destinations are marketed by media online has significant
impacts on tourists causing to attract (Grant and Allcock, 1998; WTO,
2002c) more tourists.
Ecological Awareness:
Have you in recent past years been involved in any ecological activities?
47
Growth of Responsible Tourism:
Bangalore has a variety of flora and fauna, and is also known as green
city, so most of the respondents believed that Bangalore would be an
excellent destination for nature based tourism. Creating a responsible
tourism is beneficial to local communities to become aware of the
importance of the environment and modify their financial status with
employment. This in turn influence positively on the economy of
Bangalore.
48
organizations such as travel agencies, tour operators to join and co-
operate for the economy growth in Bangalore ().
4.7 SUMMARY
This chapter presented the analysis of the data gathered from the
primary research at Bangalore. The research findings and analysis gave
the author an insight into the perception of stakeholders and need for
responsible tourism in Bangalore. The results were compared thoroughly
with the literature review and mentioned with charts along with some
unexpected results too. On the basis of these results, recommendations
for the effectiveness and conclusions will be presented in the next
chapter.
49
CHAPTER FIVE
RECOMMENDATIONS
And
CONCLUSION
50
5.1 INTRODUCTION
5.2 RECOMMENDATIONS
51
◙ Sense of Urgency – Though tourism is often portrayed as a significant
contribution to the conservation of the natural resources through the
growth of eco, sustainable and responsible tourism, there is short of
attention paid to these issues (Gössling and Hall, 2006).
◙ Guests should be informed about the levels of local poverty and the
need for development that could entail the importance of money to local
people. So the guests can spend their vacations to such destinations
where they can enjoy the flora and fauna and at the same time benefit
the local people with what they spend (Dwyer and Forsyth, 1997; Lang
and O’Leary, 1997; Hall, 2007).
52
nature based tourism, its importance in practicing and their impacts on
environment. They should also arrange necessity excursion operations to
such destinations such as “Our Native Village” and bring awareness
practically (Wheeller, 1991).
53
measuring the impacts of development on the environment (Higham,
2007).
54
initiatives, so as to not concentrate more on material outcomes but focus
on sustainable and community based tourism.
The research was only related to a small sample size which may not be a
good representation of stakeholder’s perception, though a quantitative
questionnaire survey has been used due to wider space which may not
be an appropriate approach. The interviews were very informative but
arranging the interview in view to time variation due to geographical
distance and timings was difficult.
55
interviews were used in order to remove any discrepancies, and a direct
contact with all the participants is maintained.
The time requirement was not sufficient in carrying the research and
hence the qualitative aspect of visual methodology was discarded. All
the required information of the current scenario has been acquired from
internet, friends and relatives.
5.4 CONCLUSION
Even though the eco or nature based tourism can improve the local
community in many aspects, there are certain problems such as lack of
indigenous skills in tourism development, misuse of the funds and lack of
re-investment of funds generated by eco or nature based tourism. The
stakeholders involved in developing nature based tourism have to focus
56
on these issues and develop a manual to guide the situation
appropriately. Ecotourism projects should focus on small-scale projects
as they can be less harmful to the environment promoting sustainable
development of natural resources. Stakeholders should also need to
focus on improving the natural areas, rather than merely trying to
minimize the impacts.
57
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APPENDIX
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