Traditional mass tourism and cultural tourism in Varanasi, India
Discuss about the Impact Of Mega-Sport Events On Tourist Arrivals.
Tourism defines when people travel from one place to another for fun or for other reasons. Under tourism, major activities includes such as sightseeing, camping, etc. Tourism is a whole sector which includes hotels, resorts, transportation, attractive monuments, culture, etc. People who travel for fun and for gaining relished experience are known as tourists or visitors and the places visited by them are known as tourist destinations (Látková & Vogt, 2012).Travel & Tourism is a significant economic activity as its contribution towards economy is much high in comparison to other sectors. Apart from economic impact, tourism generates job opportunities for local public and could contribute towards improvement of wealth of the particular area. Various developing countries are promoting tourism in order to improve its financial condition as well as to improve the quality of life of their people. Tourism is segregated into various categories such as adventure tourism, business tourism, cultural tourism, mass tourism, etc. (Lee, 2013).
Under this report, impact of tourism and travel will be determined in various parts of the globe. Amongst the categories of tourism, mass tourism, cultural tourism, ecotourism, wildlife based tourism, adventure tourism, and event induced tourism. Apart from this, measures will be discussed in order to attract tourists and the methods will be discussed in relevance to reducing negative impacts over the city by increase in tourist.
Varanasi is a metropolitan city in India also known as spiritual capital of India. It is also known as Benares, Banaras as well as Kashi. This city is situated on the banks of Ganges. The city is in Utter Pradesh, a state in India. Varanasi is a religious hub and this attracts tourists to visit Varanasi from across the globe (Marson, 2011).
Development of tourism leads to generate both positive as well as negative impacts over host region. These impacts includes economic, cultural, social as well as environmental. Varanasi is famous for Ghats (riverbanks), temples and ancient relics, narrow serpentine lanes, Indian classical dance and music, handicraft items, etc. Large number of tourists visits Varanasi every year but most of tourists visit there with a limited budget in comparison with the high spending tourists. Apart from this, international tourists also Visit Varanasi but their main purpose is for staying in the city for longer period in low cost. Thus, contribution from budget tourists to the economy of Varanasi is not much high (Ashworth & Goodall, 2013).
Positive impact
Due to large number of temples and spiritual places in Varanasi, travellers from various places visit Varanasi every year. Varanasi also exhibits certain spiritual events time to time which becomes the main attraction especially for spiritual people. Varanasi is a host country for all major spiritual events which are conducted in India as it is one of the oldest cities approximately 3000 years (Varanasi City, 2018).
Cultural Tourism describes when travellers visit a place due to its cultural attractions, specifically lifestyle of people at the place, history of destination, art, architecture and other elements. Varanasi is famous for its culture and thus, huge number of tourists visits Varanasi to see its culture, historical monuments, etc. Varanasi is also known as the cultural capital of India and its vibrant culture is the essence of Varanasi Tourism. Due to large number of architecture designs, it is known as the museum of architecture designs. Here, the mosques, temples, other historical buildings present changing patterns and movements in the course of history. Fork arts, verities of painting, sculptor styles, are major attractions in Varanasi (Superb India Tours, 2017). Amongst this tourism, cultural tourism is one of the major segments of adventure tourism. Further, eco-tourism and wildlife tourism will be discussed in next post which is also major part of adventure tourism.
- Large number of tourists visits Varanasi every year because it is famous for Ghats (riverbanks), temples and ancient relics, narrow serpentine lanes, Indian classical dance and music, handicraft items, etc.
- Varanasi is a host country for all major spiritual events which are conducted in India.
- It exhibits certain spiritual events time to time which becomes the main attraction especially for spiritual people.
- Limited budget tourists visit Varanasi as it is bit cheap place to stay for longer period. Due to this, contribution from budget tourists to the economy of Varanasi is not much high.
- Despite the huge potential of tourists at Varanasi, overall physical appearance of city indicates that the benefits generated tourism development have not been saturated into hosting environment.
With regards to the above evaluation, it could be observed that traditional mass tourism and cultural tourism in Varanasi are beneficial for leisured experience. Major attractions for this destination are Ganga Ghats, centres of music and learning. This makes the Varanasi most beautiful and most popular privileged spot in India.
Ecotourism is a type of tourism which involves fragile visiting, and often small scale alternative to standard commercial mass tourism. Interaction with natural environments and biotic components is known as ecotourism. Major focus of ecotourism is over socially responsible travel, environmental sustainability, and personal growth. Ecotourism is majorly involved in those areas where engagement of flora, fauna and cultural heritage are primary attractions. People who love to experience nature and peace; ecotourism is the most appropriate option for them (Weaver, 2014).
Apart from ecotourism, there is a wildlife tourism which is also a part of tourism industry. Attractions to these places are local animals, plant life and natural habitats. Wildlife tourism also includes eco as well as animal-friendly tourism. Safari-hunting and high intervention activities are also act as the part of wildlife tourism. Major attraction for this tourism is direct interaction with wild animals in their natural habitats.
Negative impact
Wildlife tourism acts a significant part in the overall tourism industry and in recent years, dramatic and rapid growth has been recognised in this wildlife tourism industry. Various elements under this tourism industry are aligned with the eco-tourism and sustainable tourism (Smith, 2015).
Akaroa is a small town in New Zealand on the banks of Peninsula and it is the most prominent volcanic feature of the South Island of New Zealand. Major attractions of this small town are Pohatu Penguins, Akaroa Fox Ii Sailing and Wildlife Tours, Alpaca Farm Tours, Black Cat Cruises, etc. All these activities are popular for providing wildlife viewing, real sailing experience, etc. Alpaca Farm Tours is known for scenic drive to the Western-side of Akaroa Harbour to Shamarra Alpaca Farm. This park introduces with animals (Akaroa District Promotions, 2015). Apart from this, there is lot to do in Akaroa to stay busy for some days. Akaroa waters are home for smallest and rarest marine dolphin. Wide range of accommodation is available in Akaroa and this makes the experience of tourist more leisured and provides the facility to them to explore little paradise (Richards & Munsters, 2010). Apart from eco-tourism and wildlife tourism, next post will discuss over event induced tourism and adventure tourism. Both these sectors plays vital role in the success and growth of overall tourism industry.
- Ecotourism is majorly involved in those areas where engagement of flora, fauna and cultural heritage are primary attractions.
- Major attraction for this tourism is direct interaction with wild animals in their natural habitats.
- Wild life and eco-tourism is being a multi-million dollar international tourism industry and are often characterised by providing customised safaris and tour packages allows close access to wildlife.
- Impactful weather conditions, unexpected activities such as terrorism, etc. could wreak havoc on region.
- Akaroa is mainly dependent over tourism industry and in off season when numbers of visitors are less, it makes difficult for local people.
Wild life tourism and eco-tourism are two crucial elements of overall tourism industry and the market share of these tourism types is increasing rapidly. This type of tourism is beneficial for travelling and leisured purpose.
Adventure tourism is included in niche tourism. Under adventure tourism, certain level of risk is involved while exploring or travelling. Major activities involved in this tourism are exploring new places, difficult road trips, exciting hill camping, etc. Demand and market share of adventure tourism has been increased wisely in recent periods. According to Adventure Travel Trade Association, U.S., any activity which involves a physical activity, cultural exchange and connection with nature are referred to as the part of adventure tourism. Adventure tourism is not a common activity and adventure tourists have a certain type of motivation to satisfy their needs by exploring new places. Stepping out from the comfort zone to attain something is a part of adventure tourism. River rafting, mountain climbing, etc. are certain crucial activities of adventure tourism. Worldwide interest in adventure travel is much increased due to access in inexpensive consumer technology, social networking and photography (Cuccia & Rizzo, 2011).
Ecotourism and wildlife-based tourism in Akaroa, New Zealand
Auckland is the largest city in New Zealand and also known for being the main transport hub. It is home for 1.5 million people and is one of the largest Polynesian cities across the globe. Beautiful beaches, hiking trails, are some of the major attractions for the city. Around Auckland City, number of adventurous experiences exists which makes the full region of things to do and see. This attracts the tourists in Auckland feel relished and unique experience (Ioppolo, Saija & Salomone, 2013).
Event tourism is known as significant sector of global economy as well as a field of study. A special event conducted at a particular destination which attracts tourists is a part of event tourism. Live concerts, shows, cultural festivals are certain crucial part of event tourism. ASB Classic, St Jerome’s Laneway Festival, Tamaki Herenga Waka Festival, Takapuna Beach Cup, Auckland pride Festival, etc. some of the attractive events conducted at Auckland, New Zealand.
Amongst these festivals and events, Auckland Pride Festival is one of the major festivals which held in every year in the month of February. This is a two week festival which brings array of events including cabaret, visual arts, music, installations, film, literature and music (Auckland Tourism, Events and Economic Development, 2018). People come across the globe for attending this festival. This was started in 2013 and it is one of the largest Pride Festival. In this festival, Parade is executed which is quite similar to the Hero Parade and it always situated on Ponsonby Road, Auckland. This year it was the sixth year for this festival and almost 80 events were conducted in this festival along with 70 floats in the Parade. These are some of the attractions which attract tourists from different parts of the globe (Techera & Klein, 2013). Apart from this, next part will focus over measures which could be taken to attract tourists from other countries with respect to enhance tourism and travel’s market share.
- Exploring new places, difficult road trips, exciting hill camping, etc. are major attractions in adventure tourism
- No maintenance cost is required attracting tourists
- Natural attractions such as Beautiful beaches, hiking trails, are some of the major attractions for Auckland in relation with adventure tourism
- Level of risk is high in adventure tourism
- Adventure tourism have a negative impact over natural habitats
- Event tourism increases noise pollution
- Due to large number of visitors to attend particular event, local lives gets affected.
Event induced tourism and adventure tourism in Auckland will be more beneficial for business, travel and leisure visitors.
In order to attract tourists from various parts of the globe, host place needs to focus on several crucial aspects which could result in attracting tourists in large number. It is not necessary that only big and famous destinations attract tourists, recently small places irrespective of being rural or urban areas, have gained more attraction in comparison with other big places. Following are certain significant steps through which number of visitors could be increased:
- Connect with agents: Building partnership with the travel agents could significantly impact over the number of travellers. Travelling agents are located describe attractions for the particular city and with the help of this, tourists could easily be attracted towards particular destination (Ballantyne, Packer & Falk, 2011).
- Utilisation of website: Internet and mobile are being necessity rather being a luxury in today’s life. Visitors in all age groups and from all places are more reliable on mobile devices and tablets in order to search the places to visit. In order to attract them towards the destination, tourist department should promote their destination by showcasing the unique features over their website. Along with this, tourism department of the particular place could enhance the efficiency of their website so that visitors could book tickets, hotels and other things over mobile. Mobile booking have been increased with a great rate in recent years and according to a research, great hike has been observed in discovering new places and booking over mobile devices and tablets. To enhance the travel market, tourism department could make its website unique and attractive with the objective of attracting large number of tourists (Ballantyne, Packer & Sutherland, 2011).
- Video marketing:Video marketing is a trending marketing strategy in tourism industry. Video marketing covers all the attractions of the particular place along with showcasing the accommodation facilities, adventurous things to do in the particular place, culture, etc. This helps the destination to attract the tourists from across the globe which fulfils the objectives of particular place. For example: Dubai Tourism has recently launched its marketing video over social marketing and other platforms. For making the video more effective and efficient, they have collaborated with Shahrukh Khan (Indian Actor) in order to attract travellers from rest of the world to Dubai. Apart from this, New Zealand and Australian Tourism have collaborated with Parineeti Chopra (Indian Actress) and Siddharth Malhotra (Indian Actor) to promote their tourism across the globe with the objective of attracting tourists from rest of the countries (Getz, 2013).
- Chatbots for booking experience:Chatbots plays crucial role in the online marketing strategies. This tool helps the tourism department get connected with site visitors to get the latest information in real-time. Through chatbot, visitors could ask anything to get an instant reply. Chatbots acts as an effective communication tool which has developed their reliability over time and time in order to enhance the customer loyalty and brand recognition. Chatbots can provide information about the destination as well, which can help in increasing the number of people who visit the particular destination on an annual basis (Buckley, 2011).
Positive impact
Italian Federation of Travel & Tourism Associations (FIAVET) is the main authority of tourism sector in ROME. It is responsible for attracting tourists from various parts of the globe along with maximising the returns from this industry. Tourism industry’s contribution towards economy is very high, thus, it is necessary for the association to adopt certain measures in order to enhance the efficiency of the destination along with minimising the negative impacts over the destination (Beedie, 2012).
Rome is one of the finest and significant tourist destinations across the globe. Large number tourists lead to generate huge negative as well as positive impacts over the city. Whole Italy is facing major environmental issues such as air pollution due to transportation and industrial sources, acid rain, polluted inland waters, disposal programs, etc. According to U.N World Tourism Organization, over 1 billion people have crossed the international boarders for the first time and projections are almost double to 1.8 billion tourists by 2030.
Visitors from various countries in Rome leads to several negative impacts over the city such as pollution, traffic, wastages of natural resources, over conisation of resources, etc. In order to reduce the impact of these negative impacts, tourist’s organizations in Rome have taken following steps:
- Awareness: Tourist organization in Rome has adopted latest digital marketing strategies to spread awareness amongst the local public as well as amongst the tourists. As Rome is one of the famous cities in terms of visiting, thus, it is necessary for the organization to maintain the historical monuments and other attractions clean and attractive for longer period. For the same objective, they have initiated campaigns to maintain the cleanliness of the city.
- Penalty: Apart from spreading awareness, tourist organizations have also started imposing penalties over visitors as well as over local public who did not adhere to the policies made by the tourism federation of Italy (Fourie & Santana-Gallego, 2011).
- Promote Local public: Tourism sector plays vital role in enhancing economic conditions and in improving quality of life of local public. Thus, to promote tourism, tourist organizations have collaborated with local public, organizations and other communities to support tourism as well as respect tourists. This will also help the local public because it will boost up their sales and revenues and it will lead to enhance repeat visitation by tourists in Rome.
Conclusion
From the aforesaid information, it can be concluded that tourism has a significant role in uplifting host place’s economic conditions as well as improving quality of life of local public. In this report, various aspects of tourism have been discussed. Along with this, certain crucial categories of tourism have also been discussed. Tourism industry helps the host country/place to improve its financial conditions, promotes development. With the help of increased financial conditions, poaching power of local public enhances. It also leads to improve environmental management and planning. New employment opportunities, building new infrastructures and building, etc. are also result of tourism development.
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