kerala
TRANSCRIPT
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P R O J E C T R E P O R T
ON
KERALA TOURISM
Submitted in Partial fulfillment of the requirements of Post Graduate Diploma In Marketing and Sales Management (PGDMS)
Submitted by: Aeshan TandonRoll No. : PGDMS/D-A06
Institute OF Management StudiesNew Delhi YMCA
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MAJOR PROJECT REPORT
SUBMITTED TO:MRS NEELAM CHADDA
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ACKNOWLEGEMENT
Countless thanks to all our college staff and my friends who have helped and
supported me. Special thanks to our supervisor Mrs. Neelam Chadda for her
great support who has constantly supported and guided me to the completion
of this project she constantly acted as a guide for this project on each and
every moment .
Thank you!
AESHAN TANDON
ROLL.NO.-PGDMS/D-A06
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INDEX
Chapter TopicPage no.
1 Introduction 5
2 Objectives of the Study 8
3 Scope of the study 9
4 Research Methodology 10
5 Process of methodology of research 11
6 Limitations of the study 12
7 Profile of tourism in kerala 13
8 Kerala tourism department corporation:promotion of tourism marketing 67
9 Analysis and interpretation of data 73
10 Kerala:Perspective on All in One Tourist Destination 76
11 Questionnaires 77
12 Conclusions and Recommendations 83
13 Biblography 87
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CHAPTER – 1
INTRODUCTION
With the Arabian Sea in the west, the Western Ghats towering 500-2700 m
in the east and networked by forty four rivers, Kerala enjoys unique
geographical features that have made it one of the most sought after tourist
destinations in Asia. An equable climate. A long shoreline with serene
beaches. Tranquil stretches of emerald backwaters. Lush hill stations and
exotic wildlife. Waterfalls. Sprawling plantations and paddy fields.
Ayurvedic health holidays. Enchanting art forms. Magical festivals. Historic
and cultural monuments. An exotic cuisine... All of which offer you a unique
experience. And what's more, every one of these charming destinations is
only a two hour drive from the other.
If there is one place in the riveting diversity of India where there is tangible
beauty and a phenomenal thing like total literacy, it is in Kerala. Kerala is
full of good things. This small State in the southern tip of the Indian
peninsula is an easy winner owning to its great mind-blowing landscape and
infinity of intriguing customs, high-intensity cultural life and educated
public so often dressed in white. From Kasargode to Thiruvananthapuram
Kerala is choc-a-bloc with places that attract tourists and travelers from all
over the world.
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Kerala, promoted as “God’s Own Country” is blessed by nature with varied
geographical features like beaches, hill stations, backwaters, national parks
& wild life sanctuaries. Befittingly, Kerala was adjudged as one of the “Ten
Paradises of the world” by the National Geographic Traveler. Its unique
culture and traditions, coupled with its varied demography has made Kerala
one of the most popular tourist destinations in the world.
Popular attractions in the state include the beaches such as Kovalam,
Varkala, Marari, Bekal and Kannur. Kerala’s most popular backwater
destinations are Kumarakom, Alappuzha, Kollam, Kochi and Kozhikode,
and its best known hill stations are Ponmudi, Munnar, Wayanad and
Wagamon. Kerala has a number of well- known wildlife reserves, including
the Periyar Wildlife Sanctuary, Eravikulam National Park, Thattekkad Bird
Sanctuary and Parambikulam Wildlife Sanctuary.
Health / wellness tourism has been one of the strongest growth sectors over
the past few years for Kerala, which has attracted attention as the home of
Ayurvedic medicine - an ancient Indian science of natural medicinal herbs
used for curative and relaxation purposes. Kerala is extremely rich in terms
of culture and heritage- the traditional classical and folk arts in the state
dates back over a thousand years.
Not anywhere in the world can enjoy the charm and remote areas, but in
Kerala can enjoy delicious. One of the most important and witchcraft are in
remote areas of the state of Kerala Tourism idol. In this case, there are some
gaps in the destination you can enjoy delicious cruise barge. Kovalam,
Alleppey, Kollam, Fort Kochi, Kumarakom are just some of the most
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beautiful destinations and charming stagnant state of Kerala. These gaps
with attractive landscapes and historical sites are equipped with terribly
Temple alien languages, and romantic waterfalls, emerald green rice fields
and many other sites and charming inspiration awesome.
Kerala is famous for exotic flora and fauna, national parks and protected
areas in the state of Kerala is known types of insurance on the house
different from wild animals. The park's most famous nature reserves and
India in the state of Kerala. Peppar nature reserves, nature reserves and
protected areas Idduki Periyar, Silent Valley National Park, nature reserves
Chen, Neyyar nature reserves and national parks, what are some of the
famous Eravikulam national parks and sanctuaries of Kerala. To explore the
tourists and nature lovers and lovers of nature, to enjoy a safari to the magic
of delicious and exotic flora and fauna in the state of Kerala.
Visit the popular resort of Munnar and the hills of the picturesque state of
Kerala, which leaves the visitors with an attractive appearance to win. It is
with tea, orange juice, coffee, and beautiful landscapes, waterfalls, playful,
and so it is best equipped for the month of honey, nature lovers and tourists.
Most couples in the world come to enjoy the holiday romantic holiday in
Munnar. Do not forget to take a ride along the tea gardens, and ride the
waves and the wind is cold, a wonderful image to display on the hills of
Munnar, and more. Visit this beautiful hill station and forget how to take
care of life. Other hill stations of Kerala Chembra peak Devikulam, Lakkidi
with picturesque Ponmudi, a hill station, and is also very popular in the state
of Kerala.
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CHAPTER – 2
OBJECTIVES OF THE STUDY
1. To study why kerala has become more successful destinations in the
world.
2. To identify key tourist destinations within Kerala.
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CHAPTER –3
SCOPE OF THE STUDY
This project study will cover the attractions of the state such as beaches,hill
stations,wild life sanctuary,health/wellness tourism,culture,heritage etc.To
explore the tourists and nature lovers to enjoy a safari to magic of exotic
flora and fauna in the state of kerala.To review the statistics of the number of
tourists i.e.both domestic and international tourists visiting kerala.To
describe the services provided by KTDC and Department of tourism
kerala.to review the factors leading to the growth of kerala tourism.To
identify the income generated by kerala through Inbound Tourism.
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CHAPTER – 4
RESEARCH METHODOLOGY
Data can be classified under the two main categories, depending upon the
sources used for the collection purposes, i.e., ‘Primary data’ and ‘Secondary
data’. The validity and accuracy of final judgment is most crucial and
depends heavily upon how well the data is gathered in the first place. The
methodology adopted for date gathering also affects the conclusions drawn
there from.
Primary data: Primary data are those data, which are collected by the
investigator himself for the purpose of a specific enquiry or study. Such
data are original in character and are generated by surveys conducted by
individuals or research institutions. Thus we can say that the data that is
being collected for the first time is called primary data.
In this project report, primary data is collected through information from
tourist,information centres,incredible india,online questionnaire to learn
above views from travelers through email questionnaires.
Secondary data: When a person uses data, which has already been collected
by someone else, then such data is known as secondary data.
In this project report, secondary data is collected through internet,magazines
and academic textbooks
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CHAPTER – 5
PROCESS OF METHODOLOGY OF A RESEARCH
Data Collection methods
There are two types of data: secondary and primary. The secondary data
refer to those data which are gathered for some other purpose and are
already available in the firm’s internal record and commercial, trade or
government publications. On the other hand, primary data do not exist
already in records and publications. The researcher has to gather primary
data afresh for the specific study undertaken by him. The primary data are
explicitly gathered for a specific research project at hand.
1. Developing a plan
Research commences with derivation of the basic plan for the whole
research which includes collection of data from different resources
(mainly secondary sources i.e. internet and magazines), organizing the
data and then giving the final touch to the study.
2. Collection of information
Collection of data is done mainly from the secondary sources of data like
internet etc. It includes search of data from different sites so maximum
reliable data can be acquired for the study.
3. Organizing the data
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Finally main task is to organize the collected data in a systematic form so
that data can be converted into good pack reliable information this can be
understood by every individual.
CHAPTER – 6
LIMITATIONS OF THE STUDY
1. Secondary data which has been used in this project is not reliable.
2. Short time period to complete the project.
3. Attitude problems with the staff members.
4. Organization of data is also very tough task.
5. It depends upon the nature, and seasonality.
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CHAPTER – 6
PROFILE ON TOURISM IN KERALA
KERALA GOD’s OWN COUNYRY
Tourism can be an important contributor to the growth of an economy.
Growth of tourism is a significant part of the global expression of the new
service economy. With the weakening of many other aspects of the
economy, tourism is a new opportunity. India, though a late starter in
tourism, is giving increasing priority to this sector.
Located in the southernmost part of India, Kerala State has emerged as the
most reputed tourist destination in the world in recent days. National
Geographic Travel, after two years of research, has identified kerala as one
of the 50 ‘must see’ destinations in the world (Government of Kerala,
Department of Tourism of Tourism 2001). Kerala offers a wide variety of
tourist attractions, such as, ayurvedic health tourism, most charming
beaches, mountain streams, waterfalls, colourful social events, backwaters
and well-knit communication and transportation system. Kerala has a rich
and singular cultural heritage with 100 per cent literacy, compared to around
50 per cent at the national level. This is a place where one can hear the
prayers of the followers of different religions like Hinduism, Christianity,
Sikhism, Buddhism, Jainism, Zoroastrianism and Behaism with communal
harmony (Government of Kerala, Department of Tourism 2001).
The State Government, having declared tourism a major industry on 1986,
provides incentives and concessions to promote tourism products. Kerala
Tourism Development Corporation, owned and managed by the Government
of Kerala, is actively participating in building of tourism in the Kerala,
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“God’s own Country”, has emerged as the most acclaimed tourist
destination in the country. Beaches, warm weather, backwaters, hill stations,
waterfalls, wild life, Ayurveda, year round festivals and the diverse flora and
fauna make Kerala a unique destination for tourists. During the last few
years, the State Government has been giving very high priority to this sector.
Kerala has an area of 3,88,64 square kms, which represents only one per
cent of the total area of India. However, it supports a population of more
than 30 million, which accounts for four per cent of the total population of
the country. It has the lowest infant mortality rate, the highest life
expectancy rate and excellent quality of life (Government of Kerala,
Economic Review 2001). Malayalam is the main language. However,
English is also in common use, especially in the fields of education,
administration and communication.
The State can be divided into three geographical regions: (a) high lands;
(b) midlands; and (c) coastal low lands. The high lands slope down from the
Western Ghats which rise to an average height of 3,000 feet with a number
of peaks well over 6,000 in height. This is the area of major plantations like
tea, coffee, rubber, cardamom and other species. The midland region is lying
between the mountains and the low lands comprise fascinating hills and
valleys. This is an area of intensive cultivation. Coconuts (the title Kerala
itself denotes the land of kera, i.e. coconut), areca nuts, tapioca, banana. rice,
ginger, pepper, cardamom, sugarcane and vegetables of different varieties
are grown in this area. The low lands or coastal area, made up of river deltas,
backwaters and the shore of the Arabian Sea, is a land of coconut and rice
(the main food item) as well as fishing and fish culture.
The lush-green State of Kerala is mainly an agricultural land. Fisheries, coir,
handloom and handicrafts constitute the major traditional industries in the
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State. The highest advantage for international tourism in Kerala is that the
State is strategically located midway on the tourist trade corridor connecting
Europe to the Pacific Rim.
Kerala’s model for success
Strong Brand positioning
Thinking out side of the Box
Product Differentiation
Model public/private partnership
Tremendous political support
Public Acceptance
Performance of Kerala Tourism
Kerala is today the most acclaimed tourist destination in India with its Super
brand 'God's
Own Country' and is continuing as one of the prime tourist destinations of
South Asia. Tourism industry in Kerala not only facilitates infrastructure
development but also help in balanced and sustainable regional growth by
generating income and creating employment opportunities. Global economic
slowdown is expected to impact the tourism sector globally and regionally.
The challenge of Kerala's tourist sector is to see how Kerala tourism could
cope up with the crisis and how to structure its activities to a competitive
advantage.
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Kerala Tourism Development Corporation (KTDC)
KTDC is a commercial agency, which is actively participating in building up
basic infrastructure needed for the development of tourism in the State. They
operate star hotels, budget hotels, motel Araams and way side facilities,
Yatri Nivases, restaurants and beer parlours, central reservation systems and
conducted tours.
The number of bed available for the year 2007-08 is around 411700. Of this
domestic tourists occupied 106123 and foreign tourists 19532 beds.
The hotel sector forms one of the most important parts of tourism industry.
Kerala has to its credit a total of 7654 rooms in classified hotels, the
maximum number of rooms being in 3-Star categories.
Ecotourism initiatives Implemented Through Forest Department
The Forest Department is evolving
modalities for developing community
based ecotourism products to the already
identified potential ecotourism spots
through the institution of Vana
Samrakshana Samithy (VSS) / Eco
Development Committees (EDC) ie., the committee of the local dependent
communities. Certain successful models of these efforts are programmes at
Athirappally, Vazhachal and Thekkady. Community led ecotourism
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activities are already in place at Palaruvi, Kallar, Chinnar, Aralam,
Thommankoothu etc.
During the year Government of Kerala had accorded sanction for
implementing the centrally sponsored scheme named southern ecotourism
circuit aimed at a series of ecotourism developments so as to form a circuit.
The areas in the circuit include:
Neyyar Wildlife Sanctuary (Thiruvanathapuram District)
Thenmala (Kollam District)
Konni Ecotorism (Pathanamthitta District)
Gavi (Pathanamthitta District)
Periyar Wildlife Sanctuary (Idukki District)
Munnar (Idukki District)
Chinnar Wildlife Sanctuary (Idukki District)
Chulannur (Palakkad District)
Kambamala (Palakkad District)
Awards & Recognitions
Kerala Tourism continued to win world wide awards and recognitions and
few of them are listed
Best Tourism State Award from Government of India in 2006-07.
This was followed by two related awards - best tourism village –
Aranmula and best tourism website-W.W.W.
KERALATOURISM.ORG.
Smart Travel-Asia selected Kerala as its 3rd best tourism destination.
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Kerala is one of the three top finalists in WTTC’s “Tourism for
tomorrow” international destinations competition.
Berlin Golden City Gate Award (ITB Berlin) for the “Best Tourism
Film”.
PATA Grand award for “Zero Waste” in the Environment category
and two Gold awards for “Kumbalangi Tourism Village and
Ayurveda - Mantra of Nirmaya.
UNESCO awarded Asia Pacific Heritage Awards for Heritage
Conservation, 2006.
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ATTRACTIONS
The long history of communal harmony and cordial population contributes
to the strength of the tourism industry of Kerala. Besides, it has strong
attractive features like backwaters, charming beaches, wildlife sanctuaries,
ecotourism, ayurvedic health tourism, martial art forms, monumental
edifices and legendary festivals.
The backwaters form a unique attraction of Kerala. They include lakes
and ocean inlets. There are 44 rivers cutting across the State, with
innumerable tributaries and branches. The former Prime Minister A.B.
Vajpayee’s holiday at the resort of Kumarakom in Kerala in December 2000
has opened up vistas for backwater tourism and houseboat cruise in the lakes
and backwaters of Kerala.
Kerala’s 600 km long seashore provides charming beaches. They offer
the tourists the unique experience of sea bath followed by sunbath on the
sand. Places of different attractions, like Kovalam, Varkala,
Thirumullavaram, Kappad and Bakel have added fascination and beauty.
Kappad beach has also the historical importance as being the place where
Vasco de Gamma from Portugal reached by sea in 1492.
Monumental edifices like temples, churches, mosques and synagogues
make the land specially attractive and unique to the tourists. The harvest and
legendary festivals like Onam, Vishu, Thrissur Pooram and Aranmula
Vallamkali reflect the cultural heritage of kerala.
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There are popular attractions in the state such as
BEACHES
BACKWATER DESTINATIONS
WILDLIFE SANCTUARY
HILL STATIONS
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BEACHES IN KERALA
Beaches in the Indian state of Kerala are spread along the 550-km Arabian
Sea coastline. Kerala is an Indian state occupying the south-west corner of
the subcontinent. The topography of the coastline is distinctive and changes
abruptly as one proceeds from north to south. In the northern parts of Kerala,
in places such as Bekal, Thalassery and Kannur, the headlands rise above the
shore from the fringe of the beaches. The highlands are dotted with forts
built by the colonial powers – the Portuguese, the Dutch and the British. The
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view of the surrounding area is exquisite. From Kozhikode, once the hub of
the Malabar coast, the view changes to flat lands with rocky outcroppings
jutting out. One feature is common all through – the coconut tree in large
numbers. Dense groves of coconut trees line the coast and extend to the
interiors.
Some of the well known beaches of Kerala such as
KOVALAM BEACH
MARARI BEACH
BEKAL BEACH
VARKALA BEACH
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KOVALAM BEACH
Location: Just 16 km from Thiruvananthapuram city, South
Kerala.
Kovalam is an internationally renowned beach with three
adjacent crescent beaches. It has been a favourite haunt of
tourists, especially Europeans, since the 1930s. A massive
rocky promontory on the beach has created a beautiful bay of
calm waters ideal for sea bathing.
The leisure options at this beach are plenty and diverse.
Sunbathing, swimming, herbal body toning massages, special
cultural programmes and catamaran cruising are some of them.
The tropical sun acts so fast that one can see the faint blush of
coppery tan on the skin in a matter of minutes. Life on the
beach begins late in the day and carries on well into the night.
The beach complex includes a string of budget cottages,
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Ayurvedic health resorts, convention facilities, shopping zones,
swimming pools, Yoga and Ayurvedic massage centres.
Thiruvananthapuram, the capital city of Kerala, is just 16 km
away from Kovalam and getting there is no hassle. But if you
are on holiday it is better to stay in Kovalam and visit the city.
The City of Thiruvananthapuram has interesting places to see
like the Napier Museum, the Sri Chitra Art Gallery, the
Padmanabhaswamy Temple, Ponmudi hill station etc. SMSM
Institute, a State owned handicrafts emporium, is the ideal place
to pick up ethnic curios and other articles.
Best time to visit: September to March, though it is an all-year-
round destination.
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VARKALA BEACH
Varkala Beach, also known as Papanasam beach is a beach
in Varkala, Thiruvananthapuram, Kerala, India, along
the Arabian Sea, part of the Indian Ocean. The word
Papanasam means wash away sins. It is believed that a dip in
the waters of Papanasam Beach washes away all the sins in
one's life. Varkala beach is the only place in southern Kerala
where cliffs are found adjacent to the Arabian Sea.[1] These
tertiary sedimentary formation cliffs are a unique geological
feature on the otherwise flat Kerala coast, and is known among
geologists as Varkala Formation and a geological monument as
declared by the Geological Survey of India. There are numerous
water spouts and spas on the sides of these cliffs.The beach is a
haven for sun-bathing and swimming. The evening views of the
sunset are worth lingering over. There are several small
restaurants and snack shops near and around Papasnanam
beach, which attracts the maximum visitors both for leisure as
well as for religious reasons.
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BEKAL BEACH
Bekal Beach is one of the beautiful beaches of India and it is
located in the northern tip of Kerala at the distance of 15 Km
from Kasaragod.
Gushing waves, peaceful surroundings, awesome green palm
trees as well as sandy beaches combines to offer you the perfect
picture of what you would dream of a beautiful beach holiday.
Bekal Beach stands true for your thoughts and its bound to
depart you fascinated of the wonderful memories of this place
remaining with you for a very long time.
The beach gets illuminated during the evening hours so that
tourists can spend more time at the beach even after the sun
sets.
We recommend you to carry swimwear and sunscreen lotion
because swimming is allowed on the beach. You can also carry
your handy cam or your digital camera to capture the memories
of Bekal Beach.
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Bekal Beach is developing rapidly as an international beach
destination. The best time to visit Bekal Beach would be
between February and June. In winter months there is less
visibility and you are recommended to plan your visit to Bekal
Beach on summer season.
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MARARI BEACH
Marari Beach is a beach in Alappuzha District of Kerala, India.
Barely 11 km from Alappuzha (Alleppey) town, this sleepy little
village (also called Mararikulam), is an idyllic location for a vacation.
Currently there are only a few resorts in the area: the 'Marari Beach
Resort' belonging to CGH Earth chain of resorts, the 'Turtle Beach
Resort' by Abad Group,the new 'Carnoustie Beach Resort' 10km north
of Mararikulam and the new 'Erandia Marari', a stylish ayurvedic
beach resort. There are a couple of small boutique properties: 'Marari
Villas' and a 'A Beach Symphony', as well as a number of homestays.
Muthoot Leisure & Hospitality Services, part of the Muthoot Group,
has begun construction of a 100 bedroom resort. The beach is clean
and safe for swimming.
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BACKWATER DESTINATIONS IN KERALA
he Kerala backwaters are a chain of brackish lagoons and lakes lying
parallel to the Arabian Sea coast (known as the Malabar Coast)
of Kerala state in southern India. The network includes five large
lakes linked by canals, both manmade and natural, fed by 38 rivers,
and extending virtually half the length of Kerala state. The backwaters
were formed by the action of waves and shore currents creating
lowbarrier islands across the mouths of the many rivers flowing down
from the Western Ghats range.
Some of the well known back water destinations in kerala such as
Kumarakom
Kochi
Kozikhode
Alappuzha
Kollam
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Kumarakom
Kumarakom is a popular tourism destination located near the city
of Kottayam (16 kilometres (10 mi)), in Kerala, India, famous for its
backwater tourism.[1] It is set in the backdrop of the Vembanad Lake which
is the largest freshwater lake in the state ofKerala.[2] Kumarakom is home to
a wide variety of flora and fauna. Kumarakom Bird Sanctuary is a noted bird
sanctuary where many species of migratory birds visit. The Vembanad Lake,
the largest backwater in Kerala, is habitat for many marine and freshwater
fish species and it teems with Karimeen (Pearl spot also known as Etroplus
suratensis) shrimp (Metapenaeus dobsonii) common name Poovalan
chemeen. The bird sanctuary extends over 14 acres (57,000 m²), and came
into existence following preservation efforts from the government. If you are
lucky you will chance upon a Siberian Crane, a special visitor during the
migratory season.[3]It is a very beautiful place to live. It is a major tourist
attraction.
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Kochi
Kochi ([koˈtʃːi ] ( listen)), formerly Cochin, is a major port city on
the west coast of India by the Arabian Sea and is part of thedistrict of
Ernakulam of the state of Kerala. Kochi is often called by the
name Ernakulam, which refers to the mainland part of the city. The
civic body that governs the city is the Corporation of Cochin, which
was constituted in the year 1967, and the statutory bodies that oversee
its development are the Greater Cochin Development
Authority (GCDA) and the Goshree Islands Development
Authority (GIDA).
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KOZHIKODE
Kozhikode (also known as Calicut) has backwaters which are largely
“unexplored” by tourist hordes. Elathur, the Canoly Canal and
the Kallayi River are favourite haunts for boating and
cruising. Korapuzha, the venue of the Korapuzha Jalotsavam is fast
becoming a popular water sport destination.
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ALAPPUZHA
With the Kuttanad region and the Vembanad Kayal
nearby, Alappuzha (earlier known as Alleppy) attracts tourists
throughout the year. The criss-crossing canals in the area evoke
comparisons with Venice, but the differences are also substantial.
Each has an identity of its own. Amongst the notable sights is the
palm covered Pathiramanal Island in Vembanad Kayal, one hour by
boat from Alappuzha.[2] The place is famous for the snake boat races
and also has a number of historic colonial buildings and a beach.
Kollam and Alappuzha connected to a beautiful lake named
Kayamkulam Lake. Now newly started a major snake boat race in
Kayamkulam basis.Kayamkulam town and National Thermal Power
Plant are located in the banks of Kayamkulam Lake.(A part of
ashtamudi Lake)[13]
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KOLLAM
Kollam (earlier known as Quilon) was one of the leading trade centres of the ancient world, eulogised by travellers such as Ibn Battuta and Marco Polo. It is also the starting point of the backwater waterways. The Ashtamudi Kayal, known as the gateway to the backwaters, covers about 30 per cent of Kollam.[2] Sasthamcotta Kayal, the large fresh water lake is 28.5 km from Kollam city.
The 8 hours boat ride from Kollam to Alappuzha is the longest cruise in Kerala and is delightful ride with lotuses and water lilies all around.[12] The historic Thangasseri Fort is near Kollam, which is situated 71 km north of Thiruvananathapuram.
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WILDLIFE SANCTUARY IN KERALA
Kerala has a forest area of 11,125 sq km, which covers almost 29
percent of the total land area of the state. There are Five National
Parks and 13 Wildlife Sanctuaries in Kerala. These parks and
sanctuaries cover 2250 sq km, which is 24 percent of the total forest
area and 6 percent of the total land area of the state. All these National
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Parks and sanctuaries are famous tourist destinations and are
frequently visited by tourists to experience the enjoyment of watching
wildlife in their natural habitat and to get a feel of the scenic
excellence of Kerala.
Some of the well known wild life sanctuaries in kerala are:
Periyar
Eravikulam
Thattekad
Parambikulam
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Periyar
Periyar National Park and Wildlife Sanctuary (PNP) is a protected area in the districts of Idukki and Pathanamthitta in Kerala, south India. It is notable as an elephant reserve and a tiger reserve. The protected area covers an area of 925 km2 (357 sq mi). 350 km2 (140 sq mi) of the core zone was declared as the Periyar National Park in 1982.
The park is often called the Periyar Wildlife Sanctuary. It is also referred to by the name "Thekkady". It is set high in the Cardamom Hills and Pandalam Hills of the southern Western Ghats along the border with Tamil Nadu state. The park is located 4 km (2.5 mi) from Kumily, approximately 100 km (62 mi) east of Kottayam, 110 km (68 mi) west of Madurai and 120 km (75 mi) southeast of Kochi.[1
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Eravikulam
Eravikulam National Park is a 97 km² national park located along the Western Ghats in the Idukki district of Kerala in India, between 10º05'N - 10º20'N latitude and 77º0'E - 77º10'E longitude. See:map.
Eravikulam National Park[1] is administered by the Kerala Department of Forests and Wildlife, Munnar Wildlife Division, together with the nearby Mathikettan Shola National Park, Anamudi Shola National Park, Pambadum Shola National Park, Chinnar Wildlife Sanctuary and the Kurinjimala Sanctuary.[2] The Western Ghats, Anamalai Sub-Cluster, including all of Eravikulam National Park, is under consideration by the UNESCO World Heritage Committee for selection as a World Heritage Site.[3]
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] Thattekad
The Thattekkad Bird Sanctuary, covering an area of barely 25 km², and located about 60 km north-east of Kochi (Kerala state, India), was the first bird sanctuary in Kerala. Salim Ali, one of the best known ornithologist described this sanctuary as the richest bird habitat on peninsular India.[1] Thattekkad literally means flat forest, and the region is an evergreen low-land forest located between the branches of Periyar River, the longest river in Kerala.
The Thattekkad Bird Sanctuary has a rich and varied birdlife. Several species of birds, both forest birds as well as the water birds, visit the sanctuaries, and the important ones include the following:
The Indian Pitta, which visits the sanctuary during winter and spends almost six months here.
Ground Thrush, an orange-headed bird Large-billed Leaf-warbler Jerdon's Nightjar Indian Cuckoo Darters Cormorants Whiskered Terns Collared Scops Owl Frogmouths, which are nocturnal birds Pompadour Green Pigeon Yellow-browed Bulbuls
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The sanctuary is a habitat for different varieties of cuckoos and a region of the sanctuary popularly called "Cuckoo Paradise" is home to them, among which are the:
Drongo Cuckoo, which may be easily mistaken for Drongo, Indian Hawk Cuckoo, which is highly vocal, and the Large Hawk Cuckoo, which looks relatively massive compared to
other types of cuckoos, and is characterized by a dark grey and heavily streaked throat.
The Edamalayar forest is located about 15 km from Thattekkad Bird Sanctuary. This is also an evergreen forest located above the Edamalayar River. The Mountain Hawk Eagles are found in this forest. Other birds in this forest include Dark-fronted Babbler, Brown-cheeked Fulvetta, Brown-backed and White-rumped Needletails, and Emerald Green Pigeons.
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Parambikulam
Parambikulam Wildlife Sanctuary is a 285 square kilometres (110 sq mi) protected area in Chittur taluk in Palakkad district of Kerala state, South India. Established in 1973, it is in the Sungam range of hills between the Anaimalai Hills and Nelliampathy Hills.[1][2][3] The Western Ghats, Anamalai Sub-Cluster, including all of Parambikulam Wildlife Sanctuary, is under consideration by the UNESCO World Heritage Committee for selection as a World Heritage Site.[4] The sanctuary is the home of 4 different tribes of indigenous peoples including the Kadar, Malasar, Muduvar and Mala Malasar settled in six colonies. Parambikkulam Wildlife Sanctuary was declared as part of the 391 square kilometres (151.0 sq mi)[5] Parambiculam Tiger Reserve on February 19, 2010.
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Hill stations in Kerala
Kerala has a long chain of lush, mid-clad hill stations that are home to exotic wildlife. All the hill resorts in Kerela offer the most enchanting experience of nature in all its virgin beauty.Some of the well known hill stations in kerala are:
Munnar Wayanand Vagamon Ponmudi Ezhimala Ranipuram Peermade Pythalmala
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MUNNAR
.
Munnar is a hill station on the Western Ghats, a range of mountains situated in the Idukki district of the Indian state of Kerala.
The name Munnar is believed to mean "three rivers",[2] referring to the town's strategic location at the confluence of the Madhurapuzha, Nallathanni and Kundaly rivers.[3]
Munnar town is in Kannan Devan Hills ( KDH ) Village in Devikulam taluk and is the largest panchayat in the Idukki district having an area measuring nearly 557 km².[citation needed]
The nearest major railway stations are at Ernakulam and Aluva (approximately 140 kilometres (87 mi) by road). The nearest airport is Cochin International Airport, which is 105 kilometres (65 mi) away.
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WAYANAND
Located at an altitude of 700-2100 m above the sea level, Wayanad is
a leading Tourist destination of Kerala, South India. Known for its
luxurious plantations of rubber, coffee, tea, cardamom, and pepper
that stretch over the hills of Wayanad as long as eye can see, Wayanad
is one of the most rejuvenating places in South India. The hill ranges
of Vythiri taluk (taluk is a sub division of a district), through which
the road from Kozhikhode ascends the Wayanad plateau over the
astonishing bends and ridges, are the highest locations of the district.
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VAGAMON
Vagamon (Malayalam: വാ�ഗമണ്� ) is a hill station located in
Kottayam-Idukki border of Idukki district of Kerala, India. It has a
cool climate with the temperature between 10 and 23 °C during a
summer midday. It is situated 1,100 meters above sea level. Vagamon
also known as the 'Scotland of Asia', was discovered by the British
who found the place ideal for tea plantations and they were followed
by Christian missionaries who built their abode of service at
Kurisumala in Vagamon. National Geographic Traveler has listed
Vagamon on their directory of the '50 most attractive places to visit in
India’.
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PONMUDI
Ponmudi (Malayalam: പൊ��ന്മുടി�) (the Golden Peak) is a hillstation in the Thiruvananthapuram district of Kerala in India. Its located 61 km north-east of Trivandrum city at an altitude of 1100 m. It is a part of the Western Ghats mountain range that runs parallel to the Arabian Sea.
Ponmudi is blessed with scenic splendor and natural beauty, Ponmudi has a carpet of thick tropical forest that rolls down to the foot of the hill range. No doubt, the salubrious atmosphere and the twisted trails across clear streams must have contributed to her health.
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EZHIMALA
Ezhimala (also known as Ezhimalai), a hill reaching a height of 286 metres, is located in Kannur District of Kerala, South India. As the former capital of the ancient Mushika Kingdom, it is considered to be an important historical site. It is a conspicuous, isolated cluster of hills, forming a promontory 38 km north of Kannur Town. A flourishing seaport and center of trade around the beginning of the Common Era, it was also one of the major battlefields of the Chola-Chera Wars of the 11th century. It is believed by some that Lord Buddha had visited Ezhimala. The hill was once known as Mount Delly by the English or Monte D'Ely by the Portuguese.[1]
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Ranipuram
Ranipuram (ooty of kerala Malayalam: റാ�ണ്��രം�) is a hill station located within Kasargod district of Kerala state [Panathady Panchayat, Hosdurg Taluk], south India. It is located about 48 kilometres (30 mi) east of Kanhangad on the Panathoor road branching off at Panathady and lies 750 m (2,460 ft) above sea level adjacent to Bhagamandala forest range. Panathady-Ranipuram 10 km.
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PEERMADE
Peermade is a hill station in the state of Kerala, India. It is high in the Western Ghats, 915 metres above sea level, and 85 km east of Kottayam on the way to Thekkady.
The landscape of Peermade includes spectacular waterfalls, open grass lands and pine forests.[1] It was once the summer retreat of the Maharajas of Travancore. Tamil people are the most majority in peermade .
Periyar Wildlife Sanctuary, one of the largest wildlife reserves in India, is 43 km away. It has herds of elephants and other wildlife as well as lakes.
The name is sometimes related to the Sufi saint, Peer Mohammed, or means "hill of the Peer".
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PYTHAL MALA
One of the adorable Hill Station of kerala is 65kms. from Kannur and is situated 4500 ft. above sea level near the Kerala - Karnataka Border. A white mist engulfing the location under its mystical cover, thick, lush green forestation all around and the air filled with chirping of birds. An exhilarating view of the surroundings, as one would imagine being 4500 ft. above sea level. It is a 6 kms trek to the top of the hills. Abundant in flora and fauna, this place is now being developed as a Kerala hill resort. One has to trek 6 kms to reach the top of the hills. There is a proposal to set up a zoo at the top of the hill. This enchanting Kerala hill station offers a challenging trek to those inclined to stretch their legs. Trekkers are rewarded by a profusion of exotic flora and fauna and a breathtaking view from the top.
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DEVIKULAM
Devikulam is a small hill station about 16 km from Munnar in the Idukki District of the southern state of Kerala in India. It is 1800 m above sea level.[
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NELLYAMPATHY
Nelliampathi is a popular hill station 60 km away from Palakkad in Kerala, a small state in south India. It is surrounded by tea and coffee plantations and has excellent weather conditions. The journey to Nelliampathi itself is an experience. The only route is from Nemmara, from where the first town of Nelliampathi, namely Kaikatty junction, is at a distance of 26 km. At the 9th kilometer is the Pothundi Dam, a small irrigation dam which provides water for the rice fields in the surrounding area. The dam is at the foot of the Nelliampathi hills. From here, the road winds up for the next 17 km, with many hairpin turns on the way. Immediately after Pothundy dam, comes the government forest, where one can see massive teak trees. The road is very narrow and requires a skilled driver behind the wheel. On the way, one can see wild animals like monkey, deer and porcupine. The view of the Pothundy dam from the height is a breathtaking sight. There will be many waterfalls by the roadside during the rainy season.
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PERUVANNAMUZHI
Peruvannamuzhi is a beautiful hill station situated in Kozhikode which is 60 kms away in Kerala. The other attractions here are the Crocodile farm and Bird sanctuary which is popular among many tourists and attracts many people.
This place is also famous among the people as a picnic spot where they come here to enjoy with their family and friends. Many people come here on weekend’s just to enjoy the beautiful surrounding and splendid atmosphere.
Peruvannamuzhi Dam is a popular picnic spot which is situated amidst hills. There are facilities made from reservoir for the rowboat cruises and speed boat.
This region is famous for picnics where there are many things to explore. When one uses the facilities for the rowboat and speed boat, one can view the beautiful garden known as ‘ Smaraka Thottam’ which is built in respect and remembrance of the freedom fighter of this region.
This place is also famous for the crocodile farm and bird sanctuary where People from near and far places come to visit this place. It is mostly loved by people who love nature, birds and photography where they can take beautiful pictures of nature as well as the birds that this will make of this trip mark for their life.
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CULTURE OF KERALA
The culture of Kerala is composite and cosmopolitan in nature and it's an integral part of Indian culture.[27] It has been elaborated through centuries of contact with neighboring and overseas cultures.[288] However, the geographical insularity of Kerala from the rest of the country has resulted in development of a distinctive lifestyle, art, architecture, language, literature and social institutions.[27] There are around 10,000 festivals celebrated in the state.[289] The Malayalam calendar, a solar calendar started from 825 CE in Kerala,[290] finds common usage in planning agricultural and religious activities.
OME OTHER ATTRACTIONS OF THE STATE:
There are some other attractions of the state.They are:
DANCE MUSIC
CINEMA
LITERATURE
CUISINE
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DANCE
Kerala is home to a number of performance arts. These include five classical dance forms: Kathakali, Mohiniyattam, Koodiyattom, Thullal and Krishnanattam, originated and developed in the temple theatres during the classical period under the patronage of royal houses.[292] Kerala natanam, Kaliyattam, Theyyam, Koothu and Padayani are other dance forms associated with the temple culture of the region.[293] Some traditional dance forms such as Margamkali, Parichamuttu and Chavittu nadakom are popular among the Christians,[294][295][296] while Oppana and Duffmuttu are popular among the Muslims of the state.[2
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MUSIC
Development of classical music in Kerala is attributed to the contributions it received from the traditional performance arts associated with the temple culture of Kerala.[298] Development of the indigenous classical music form, Sopana Sangeetham, illustrates the rich contribution that temple culture has made to the arts of Kerala.[298] Carnatic music dominates Keralite traditional music. This was the result of Swathi Thirunal Rama Varma's popularisation of the genre in the 19th century.[288] Raga-based renditions known as sopanam accompany kathakali performances.[299] Melam; including the paandi and panchari variants, is a more percussive style of music:[300] it is performed at Kshetram-centered festivals using the chenda.[301] Panchavadyam is a different form of percussion ensemble, in which artists use five types of percussion instrument.[302] Kerala's visual arts range from traditional murals to the works of Raja Ravi Varma, the state's most renowned painter.[298] Most of the castes and communities in Kerala have rich collections of folk songs and ballads associated with a variety of themes; Vadakkan Pattukal (Northern Ballads), Thekkan pattukal (Southern Ballads), Vanchi pattukal (Boat Songs), Mappila Pattukal (Muslim songs) and Pallipattukal (Church songs) are a few of them.[
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Cinema
Malayalam films carved a niche for themselves in the Indian film industry with the presentation of social themes.[304][305] Directors from Kerala, like Adoor Gopalakrishnan, John Abraham, and G. Aravindan, have made a considerable contribution to the Indian parallel cinema. Kerala has also given birth to numerous actors, such as Bharath Gopi, Prem Nazir, Mammotty, Mohanlal, Suresh Gopi, Murali, Oduvil Unnikrishnan, Cochin Haneefa, Thilakan and Nedumudi Venu. Late Malayalam actor Prem Nazir holds the world record for having acted as the protagonist of over 720 movies.[306] Since 1980s, actors Mammootty and Mohanlal have dominated the movie industry; Mammootty has won three national awards while Mohanlal has two to his credit.[307]
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Literature
Malayalam literature starts from the late medieval period and includes such notable writers as the 14th-century Niranam poets (Madhava Panikkar, Sankara Panikkar andRama Panikkar),[308][309] and the 17th-century poet
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Thunchaththu Ezhuthachan, whose works mark the dawn of both modern Malayalam language and poetry.[310][311] Paremmakkal Thoma Kathanar and Kerala Varma Valiakoi Thampuran are noted for their contribution to Malayalam prose.[312][313][314] The "triumvirate of poets" (Kavithrayam): Kumaran Asan, Vallathol Narayana Menon, and Ulloor S. Parameswara Iyer, are recognised for moving Keralite poetry away from archaic sophistry and metaphysics, and towards a more lyrical mode.[315][316]
[317]
In the second half of the 20th century, Jnanpith winning poets and writers like G. Sankara Kurup, S. K. Pottekkatt, Thakazhi Sivasankara Pillai, M. T. Vasudevan Nair and O. N. V. Kurup had made valuable contributions to the modern Malayalam literature.[318][319][320][321][322] Later, writers like O. V. Vijayan, Kamaladas, M. Mukundan, Arundhati Roy, had gained international recognition.
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Cuisine
Kerala cuisine has a multitude of both vegetarian and non-vegetarian dishes prepared using fish, poultry and meat. Culinary spices have been cultivated in Kerala for millennia and they are characteristic of its cuisine.[327] Rice is a dominant staple that is eaten at all times of day.[328] Breakfast dishes are frequently based on the rice preparations idli, puttu Idiyappam, or pulse-based vada or tapioca.[329] These may be accompanied by chutney, kadala, payasam, payar pappadam, Appam, egg masala and fish curry.[186] Lunch dishes include rice and curry along with rasam, pulisherry and sambar.[330] Sadhya is a vegetarian dish, often served on a banana leaf and followed with a cup of payasam.[331] Popular snacks include banana chips, yam crisps, tapioca chips, unniyappam and kuzhalappam.[332][333][334] Non-vegetarian dishes, including those with beef and pork, are popular in the state.[335] Sea food specialities include karimeen, prawn, shrimp and other crustacean dishes.
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TOURIST FACILITIES IN KERALA
Kerala offers a wide range of tourist facilities such as
TRANSPORTATION RECREATION
SHOPPING
ACCOMODATION AND RESTAURANTS
TRANSPORTATION
All the tourist destinations in the State are linked by roads and rails. Three
international airports: Trivandrum, Cochin and Calicut, the international
seaport at Cochin and the major railheads ensure easy assess to any part of
the State. It is also an attractive feature that Kerala possess worldwide
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communication network facilities throughout. These facilities are widely
used by tourists as well as by natives whose relatives are settled all over the
world.
RECREATION
Kerala offers a wide variety of recreation and entertainment facilities like
swimming pools, boating, tennis courts, other indoor and outdoor sports,
theatres, music program and amusements parks for kids, teenagers and
youths, married and single tourists.
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SHOPPING
Kerala is famous for handicrafts like Aranmula mirror, woodcraft and ivory
work, and every tourist visiting Kerala gets attached to them. The rich aroma
of species like pepper and cloves lure tourists from all over the world. The
handloom fabrics and coir products of Kerala also reflect the traditional
skills of Keralites. All these products are available at reasonable rates from
shops located in the tourist destinations
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ACCOMODATIONS AND RESTAURANTS
There are several hotel chains throughout the State with budget choices. The
kerala Tourism Development Corporation, owned and managed by the
Government of Kerala, operates star hotels and budget hotels in all the
important tourist destinations in the State. Private sector investments have
also been playing a vital role in providing accommodation to the tourists in
hotels and resorts. Non-resident Keralites have also since identified tourism
as a high growth sector for investment. The State government has initiated
steps for developing infrastructure with private sector investment for ‘better
management’ (Government of kerala, Department of Tourism 2001).
The hotels in Kerala take care of reception, boarding, lodging,
entertainment, shopping, personal care, communication, transport and health
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care. The restaurants attached to the hotels and operated all over the State
cater to the tastes and needs of tourists.
KERALA TOURISM DEVELOPMENT CORPORATION:
PROMOTION OF TOURISM MARKETING
The State of Kerala proudly owns and operates two platforms and
organizations for implementing its creative plans and strategies of tourism
marketing. The first and oldest is
the service sector under the
umbrella coverage of State
Department of Tourism headed
by the director. The
hospitality/guest department
originally attached to the Royal
Palace to manage the food,
accommodation and entertainment facilities of the guests of the royal family
was transformed to the current ‘State Department of Tourism’ under the
Ministry of Tourism of the Government of Kerala. The State Department of
Tourism (SDT) successfully carries out its wide and diverse functions under
3 major divisions, namely 1) hospitality 2) Planning and development and 3)
Publicity and Festival. Importantly SDT functions are service oriented and
not profit motivated. State Department of Tourism (Directorate of Tourism)
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is the apex body in the state to monitor, supervise and regulate the various
promotion activities of tourism in the state.
The Kerala Tourism Development Corporation (KTDC) is a
government-authorized agency that regulates and controls all activities
related to tourism in Kerala. KTDC has its head quarter in
Thiruvanthapuram. KTDC has also its offices in all the other districts of
Kerala. It offers resorts, hotels, and rest houses to the tourist in all the major
spots of the place.
Tourism is totally a
consumer-oriented
industry. Tourists hail
from different
nations, groups of
income, age, sex and
occupation. The
tourist products
tailored to suit the
growing and diverse
requirements of tourists pointedly account for the success of the business.
Being a government agency, KTDC occupies a lead and key role to probe
into and identify the views and needs of the tourists, both domestic and
foreign, for rendering better service in tune with the changing demand and
requirements.
Official host of God's own Country is the slogan of KTDC. This department
gains several awards for hospitality and generosity. KTDC is well known for
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the highest set of hotels in Kerala, offers all the excellent ways to knowledge
of Kerala.
The hotels offered by KTDC are generally 3 and 4 star and the heritage
category resorts Aranya Nivas Thekkady, Lake Place Thekkady, Hotels
Samudra Kayalam, Water Scapes kumarakom, Tea County Munnar and
hotel Mascot are some of the fabulous places offered by KTDC.
Kerala Travel Development Corporation (KTDC) is the most reliable tour
operator and travel agents in Kerala. The service is now able to give the
travelers all information's regarding ticketing, visa facilitation, national and
international air ticketing and several striking tour packages.
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ORGANISATION OF KERALA TOURISM DEPARTMENT
In Kerala the pioneering agency in the tourism sector is the Department of
Tourism (DOT), Government of Kerala which has to take the lead by
implementing strategic management. Funds to KTDC, BRDC and DTPCs
are provided by the DOT from the budgetary allocations.
The chart presents the cultural organisational structure of the Department of
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Tourism, Kerala with so much bureaucratic ladders. The structure is
unscientific and must be revised to suit the implementation of strategic
management. Addl. Director Eco-tourism has none to be supervised. In the
lower part, a series of deputy directors along with the Ass. Executive
Engineer, J. Superintendent, and store keeper are listed with no upward
connection. Decentralisation of authority downwards is not systematic.
There is no committee form of organisation to assist the top echelons of the
organisation. Therefore, there is a need for a new organisational structure
showing the flow of authority and accountability in the state department of
tourism.
Tenth Five Year Plan and Kerala Tourism
The growth of Kerala economy during the first four years of Ninth Plan were
1997-98 2.2%, 1998-99 6.2% and 2000-01 6.9%. The total outlay of the
tenth plan for Kerala is Rs.24000 crores and for the annual plan 2002-03 is
at Rs.3750 crores. Allocation for tourism during the tenth plan is Rs.1000
crores. Annual plan for 2002-03 will be Rs.80 crores.
Uniqueness of Tourism in Kerala
The very feature of Kerala as a
tourist destination is that almost all the
tourism products are available here-an
ayurvedic resort to rejuvenate body and
mind or a houseboat cruise through
backwaters or getting the feel of a
divine atmosphere by visiting pilgrim
centres or simply considering oneself as a part of the eco-system by opting
an eco tourist destination-yes everything is available here. There is
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something for everyone. Whether it be intrepid treks through tiger reserves,
relaxing on the beach, taking a backwater cruise, or relaxing at the hill
station, visitors can be certain that they will be captured by the natural
beauty. The wide array of tourism products in Kerala makes the choice
easier for the tourists. What adds to the glory of her tourism is that all
The main aim of Tourism Vision is to serve as a guiding force, which will
provide a clear direction to optimize the tourism potential of the State. Apart
from this, the policy gives importance for preservation of cultural heritage,
proper maintenance of transport stations, identification of special tourism
zones to conserve and popularize them. It also aims at increasing the
earnings from tourism at the rate of 10 per cent annually.
Tourism Vision 2025 gives importance to the creation of 10,000 job
opportunities every year through tourism. Apart from this, the policy gives
importance for preservation of cultural heritage, proper maintenance of
transport stations, identification of special tourism zones to conserve and
popularize them.
CHAPTER – 7
ANALYSIS AND INTERPRETATION OF DATA
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The World Travel and Tourism Council (WTTC) has rated Kerala as the
second fastest growing tourism destination in the world. According to
estimates of the Council, Kerala travel and tourism demand is expected to
grow at a rate of 11.6 per cent per annum over the coming decade
registering the highest recorded growth rate in the world tourism sector. The
state is all set to eclipse Turkey, which has the fastest growth rate (10.2 per
cent) in the tourism sector. The estimated growth rate for India is 9.7 per
cent. The projection has been made in the Tourism Satellite Accounting
Research (TSA) report on Kerala.
According to the report, which compares the figures for Kerala with
those of India and the world for 2002-12 Kerala would register a record
growth of 23.5 per cent in terms of visitor exports or external account
earnings from travel and tourism over the next 10 years. The WTTC and
Oxford Economic Forecasting (OEF) group forecasts suggest that Kerala
would triple its current level of travel and tourism economy employment
from 6,93,000 to 2 million in 2012. There is much to be said on the global
tourism potential of this State, but let us for the present conclude through a
mention of the latest initiative of the Government to establish 3 SEZs for
tourism in Kerala.
The number of Tourists Kerala are increasing every year which
shows that Kerala is Tourists primary destination whether they visit it for
Attractions or for its natural beauty. That’s why it is called the God’s Own
Country. Kerala achieves highest growth rate in tourist arrivals. The number
of foreign tourist arrived in Kerala in the year 2007 is 515,808 against
4,28,534 in 2006. It shows an increase of 20.37 per cent over the previous
year.
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Tourist Statistics
A record 1.07 crore domestic and 7.93 lakh foreign tourists visit the State in 2012
Kerala Tourism has again consolidated its position in the tourism sector by attracting a record 1.07 crore domestic tourists and 7.93 lakh foreign tourists to the State during 2012.
The total revenue, both direct and indirect, from the tourism sector touched Rs.21,125 crore in 2012, compared to Rs.19,037 crore in 2011.
Forex earnings received by the tourism industry in the State went up from Rs.4,221.99 crore in 2011 to Rs.4,548 crore in 2012.
Statistics compiled by Kerala Tourism show that the State achieved an 8.28 per cent variation in foreign tourist arrivals (7.39 lakh in 2011) and 7.41 per cent in the case of domestic tourist arrivals (93.81 lakh) during 2012.
In the case of foreign tourists, Ernakulam district topped the table with 3,30,390 arrivals in 2012, followed by Thiruvananthapuram with 2,42,739 arrivals. Idukki with 62,387 foreign tourist arrivals came third.
The lowest of 1,253 foreign tourist arrivals was recorded in Pathanamthitta district.
The number of foreign tourist arrivals was the highest in January (1,06,314), followed by February (1,03,220).
The least – 28,280 – was in the month of June last year. The highest percentage of 13 per cent variation was in March 2012.
Official sources told The Hindu that change in promotional strategy, use of social networking sites such as Facebook and Twitter, and active cooperation of tour operators and other stakeholders in the industry helped the State to remain on top.
Roadshows within the country and abroad, participation in international fairs, introduction of mobile-based services and IT-
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enabled projects, WAP guide, applications for Android and iOS and Bluetooth kiosks also helped Kerala Tourism retain the top position and increase arrivals to the State last year.
Domestic tourism
A break-up of domestic tourist arrivals shows that the highest number of 23,51,631 arrivals was registered in Ernakulam district, followed by 22,13,893 in Thrissur. Thiruvananthapuram district was in third position with 14,08,688 arrivals during the period.
The lowest of 96,893 arrivals was registered in Pathanamthitta.
The highest number of domestic tourist arrivals in 2012 was registered during the month of December (11,23,555).
The lowest of 6,79,215 arrivals was during July. The highest month-wise variation of 11 per cent was registered in October 2012.
Marketing Initiatives
Kerala Tourism is noted for its innovative and market focused campaigns.
New initiative for the promotion of Monsoon Tourism
New initiative for promoting Kerala as one of the best health tourism
destinations in the World.
CHAPTER – 8
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KERALA: PERSPECTIVE ON AN ALL-IN-ONE TOURIST DESTINATION
‘Better late than never’-India has finally woken up to the potential of
tourism. A new found enthusiasm has percolated down to the States, who
have not only increased their budgetary allocation but also invited private
investment for the development of tourism projects and related
infrastructure. With 14.6 per cent rise in international tourist arrivals in India
and a 22.4 per cent growth in foreign exchange earnings between January
and November 2003, Indian tourism is on its path of rejuvenation after a
long spell of stagnation. Tourism has found a niche for itself as an effective
instrument for generating employment, earning revenue and foreign
exchange, enhancing environment, preserving culture and thereby
facilitating overall development. Seven key areas have been identified to
provide thrust for tourism development in our country. These are
swagat (welcome),
soochana (information),
suvidha (facilitation),
suraksha (safety),
sahyog (co-operation),
samrachana (infrastructure) and
safai (cleanliness).
Almost every state in India, with the augmentation of its budget, is
now pursuing new projects looking at developing infrastructure and
aggressively marketing their ‘branded’ product.
The State of Kerala in India, has its own Unique Selling
Propositions in tourism, this comes out of the fact that the State has a
favourable location, climate and rich resources, both natural and human. The
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relevance of tourism in this state and its growth potential needs to be
understood in the right perspective before examining the concept of
integrated tourism in its varied dimensions. What is more important is the
realization that Tourism in this part of the globe is an integration of all the
products in the tourism mix. The paper examines the prospects of tourism
promotion through cross marketing and integrated promotion where, the
State is the destination and where a blended mix of tourism products are
offered.
Kerala, flaunted as God’s country is undoubtedly India’s green
paradise, which has in its kitty almost every tourism product one can look
up. The lure of emerald green backwaters, swaying palms, uninhibited
cottages, rustic charm, exotic wildlife, ayurvedic health resorts and endless
beaches have beckoned throngs of tourists to the South Indian State of
Kerala. Kerala’s tourism potential lies in its rich culture and unparalleled
natural bounty.
The importance of travel and tourism to Kerala’s economy cannot be
disconnected. With its distinctive “God’s Own Country” branding, the
state has promoted its tourism product with aggressive marketing and
strategic planning, creating a tourism success story. The National
Geographic Travel has confirmed Kerala’s position on the global tourism
map, conferring it the status of one of the 50 ‘must-see’ destinations of
lifetime. Tourism in Kerala has recorded a remarkable growth in the past
few years. The number of domestic and foreign tourists visiting the State
substantiates this.
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QUESTIONNAIRES ON KERALA TOURISM
PERSONAL DETAILS…
1. Name of Ind ividual : ………………………………2 . A d d r e s s : … … … … … … … … … … …3. SEX:
1) MALE [ ]
2) FEMALE [ ]
4. Age:1) BELOW 20 YEARS2) 21 TO 30 YEARS3) 31 TO 40 YEARS4) 41 YEARS AND ABOVE
5. MARITIAL STATUS: 1) MARRIED [ ] 2) SINGLE [ ]
6 . O C C U P A T I O N :1 ) E M P L O Y E E [ ]2 ) S E L F E M P L O Y E E [ ]3 ) B U S I N E S S M A N [ ]4 ) O T H E R S [ ]
What is the best time to visit Kerala?o JAN-FEB
o MAY-JULY
o OCT-DEC
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w hen is the best time to visit kerala? No. of people
JAN-FEB
MAY-JULY
OCT-DEC
You like to visit Kerala with?o FAMILY
o FRIENDS
o COLLEAGUES
YOU LIKE TO VISIT KERALA WITH?
FAMILY
FRIENDS
COLLEAGUES
Where would you like to stay in Kerala?o HOME STAY
o HOTEL/RESORT
o TOURIST VILLAGE
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WHERE WOULD LIKE TO STAY INKERALA?
HOME STAY
HOTEL/RESORT
TOURIST VILLAGE
Are you an international tourist or domestic tourist?o INTERNATIONAL TOURIST
o DOMESTIC TOURIST
ARE YOU AN INTERNATIONALTOURIST OR DOMESTIC TOURIST?
INTERNATIONAL TOURIST
DOMESTIC TOURIST
How much money would you like to spend in Kerala?o UNDER 2000
o 2000-5000
o 5000-10000
o ABOVE 10000
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HOW MUCH MONEY WOULD YOU LIKETO SPEND IN KERALA?
ABOVE 2000
2000-5000
5000-10000
ABOVE 10000
WHICH DESTINATION IN KERALA WOULD YOU LIKE TO VISIT?
o BACKWATER DESTINATIONS
o WILDLIFE SANCTUARY
o HILL STATIONS
o BEACHES
WHICH DESTINATION IN KERALAWOULD YOU LIKE TO VISIT?
BACKWATER DESTINATIONS
WILDLIFE SANCTUARY
HILL STATIONS
BEACHES
YOU LIKE TO VISIT KERALA BY?o AIRLINES
o RAILWAYS
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o TAXI
o BUS
o OWN CONVEYANCE
YOU LIKE TO VISIT KERALA BY?
AEROPLANE
RAILWAYS
TAXI
BUS
OWN CONVENIENCE
What type of tourism activity would you like to do in kerala?
o ADVENTURE
o LEISURE
o CULTURE
o MEDICAL
WHAT TYPE OF TOURISM ACTIVITYWOULD YOU LIKE TO STAY INKERALA?
ADVENTURE
LEISURE
CULTURE
MEDICAL
How many days would you like to spend in Kerala?
o 4 DAYS
o 7 DAYS
o 10 DAYS
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HOW MANY DAYS WOULD YOU LIKETO SPEND IN KERALA?
4 DAYS
7 DAYS
10 DAYS
How often do you travel?o ONCE A YEAR
o TWICE A YEAR
o THRICE A YEAR
HOW OFTEN DO YOU TRAVEL?
ONCE A YEAR
TWICE A YEAR
THRICE A YEAR
How do you rate Kerala with other domestic destinations?o GOOD
o VERY GOOD
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o BAD
o VERY BAD
o EQUAL
HOW DO YOU RATE KERALA WITHOTHER DESTINATION?
GOOD
VERY GOOD
BAD
VERY BAD
EQUAL
CHAPTER – 9
CONCLUSIONS AND RECOMMENDATIONS
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CONCLUSIONS
Of late, tourism has emerged as an important sector in the economy of
Kerala. It is found to be an economic substantially to the development
process. If the managerial decisions are creative, innovative and rational,
Kerala can expect a lot from tourism industry. There are many opportunities
for developing beach tourism, backwater tourism and health tourism. A fair
blending of heritage, health and backwater tourism would be efficacious in
attracting a large number of high-spending visitors from abroad. There is
every possibility that handicrafts in the State can also be highly benefited by
this sort of thinking..
Kerala has immense potential for the development and marketing of
ecotourism. Wildlife sanctuaries and National Parks can form the basis for
the ecotourism development. A growing number of travellers to Kerala is
interested in nature-based activities and ecotourism and they can be
categorised as ecotourists. But there is a lack of knowledge about the
background of ecotourists visiting Kerala, in terms of their interest in
ecotourism, preferences etc, primarily due to the lack of past studies. Hence
more systematic research must be carried out on a regular basis to have a
better understanding about the ecotourists visiting Kerala. Moreover,
ecotourism potential of various destinations are to be determined, keeping in
mind the carrying capacities and accordingly ecotourism products are to be
developed and marketed to selected target markets with an interest in
ecotourism and nature-based activities. There is a need for tourism
stakeholders to work together on the development and marketing of
ecotourism products. More has to be done globally and locally to promote
the concept of ecotourism and help products reach their customers. Through
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manipulation of the essential marketing mix factors, target markets and
positioning statements, marketing can be utilised as a tool for directing the
future development of ecotourism in Kerala, within the boundaries of
sustainable development.
RECOMMENDATIONS FOR THE STUDY
1. Kerala needs to improve its public services and foster basic hygiene if
it wants to appeal to the foreign tourist. This means modernizing its
sewer systems to stop the spread of disease and implementing regular
trash disposal measures.
2. Another issue with an adverse effect on Kerala's tourism is its
widespread environmental pollution. Air quality throughout India is
notoriously bad, since there are no curbs on emissions and lax
enforcement to prevent gross pollutersSo, it needs to act to improve
the quality of its air and water so Indians and tourists alike can breathe
the air and drink the water freely.
3. Kerala's transportation system is also in need of a serious overhaul.
Although cars and trucks traverse Kerala's roads, laws for operating
vehicles are widely ignored. Often the result is pure chaos, as cars,
trucks, bicycles and rickshaws drive into opposing traffic and ignore
traffic lights to get where they need to go. Fatal car and truck
accidents are not uncommon. For a tourist visiting Kerala, the
experience of traveling along India's lawless roadways can induce
cardiac arrest. While in railway system, due to overcrowding and poor
maintenance, this mode of transportation is not much better. Trains
are so crowded that people sit on the roofs of moving trains or hang
out the windows. Kerala needs to enforce its traffic laws and reduce
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railway overcrowding so that visiting tourists will have an easier time
traveling from place to place.
4. As India's population grows, forests are cleared to make room for
more housing and development. The destruction of these forests leads
to a loss of habitat for many of India's famed fauna. Kerala needs to
preserve ecotourism by protecting its forests and the animals that
inhabit them.
5. In addition to making Kerala a more hospitable place to visit, it needs
to highlight the unique sights and offerings it has that are unavailable
anywhere else. The beaches are a tropical paradise but are also
relatively unknown to the rest of the world. Kerala needs to market
itself to the world as a unique destination with much to offer the
visiting tourist.
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BIBLIOGRAPHY
BOOKS:
M.SARNGADHARAN AND G.RAJU—TOURISM AND SUSTAINABLE ECONOMIC DEVELOPMENT, New Century Publications New Delhi, India.
A.K.BHATIA—INTERNATIONAL TOURISM MANAGEMENT, Sterling Publishers PVT. LTD.
WEBSITES:
WWW.KERALA TOURISM.COMWWW.KTDC.COMWWW.KERALA-TOURISM.ORGWWW.EN.WIKIPEDIA.ORG