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EXECUTIVE SUMMARY

FOR THE THESIS TITLED: LUCKNOW’S TOURISM IN TRANSITION:

A STAKEHOLDERS’ PERSPECTIVE

SUBMITTED FOR THE AWARD OF THE

DEGREE OF DOCTORATE OF PHILOSOPHY (Ph.D.)

IN

TOURISM MANAGEMENT

SUBMITTED BY:

SUYASH YADAV

UNDER THE SUPERVISION OF:

DR. ANUPAMA SRIVASTAVA Co-ordinator/Assistant Professor

INSTITUTE OF TOURISM STUDIES

UNIVERSITY OF LUCKNOW

LUCKNOW (INDIA)

AUGUST 2013

STUDENT ID: 3626

Lucknow’s Tourism In Transition: A Stakeholders’ Perspective Page 1

EXECUTIVE SUMMARY Tourism has emerged as the biggest industry of the future with high rate of

growth and bright prospects. Tourism is a multi-dimensional activity and it covers a large

number of economic activities. The return on investment in tourism from the point of

view of employment generation is much higher compared to agriculture and

manufacturing sector. Tourism helps development of backward regions because they are

not area specific but can be promoted wherever tourism attractions exist. It also helps

promotion of handicrafts and handlooms as well as revival of traditional culture and

preservation of heritage if properly managed and controlled. Tourism promotes local arts,

crafts, classical music and performing folk songs, music and theatre (dance and role

playing) traditions. It also offers opportunities to youths for understanding the aspirations

and viewpoints of others and helps in greater national integration. Moreover, it brings

socio-economic benefits in terms of employment generation, income generation, revenue

generation and foreign exchange earnings etc. Significantly, the role of tourism as a

potent global tool for national and international understanding and for creating awareness

for sustainable development has been well recognized.

Over the years, the worldwide volume of tourism has increased phenomenally. In

1950, international tourism was 25 million, and by 2010 it had grown to 940 million,

generating over US$ 900 billion in export earnings. There are countries like France and

Spain, where annual foreign tourist arrivals are higher than their local populations. There

are other countries which are largely dependent on tourism for revenue generation. It is a

sector which contributes significantly to their Gross Domestic Product. Tourism can be

the driver of economic growth and development of a country. The great advantage of the

tourism sector lies in its capacity to generate employment, for not only specialized

managerial and hospitality skills, but it also provides livelihood opportunities for other

skilled and semi-skilled personnel. Tourism generates many more jobs for relatively less

investment, unlike in several other sectors.

With the Ministry of tourism targeting over 12 % growth rate in in-bound as well

as domestic tourists, it has been projected that tourism sector will generate additional jobs

of about 2.5 crore, both direct and indirect, during the 12th Five year Plan. Direct

employment in hospitality sector will also be substantial. Employment related to

hospitality trades alone would be around 36 lakhs. The gathering that hospitality industry

needs about 2 lakh trained persons every year but the supply is just about 18000 persons,

which gets further reduced to about 12000 persons after adjusting an attrition of about 30

to 35 %. As per estimate, by the close of the Eleventh Plan, efforts to expand the

institutional infrastructure and broad-basing of hospitality education through Universities,

Colleges, ITIs, Polytechnics and Schools is expected to increase the supply of trained

persons in a major way. Central Government, on its part, has been actively trying to

bridge the skilled manpower shortage by setting up more govt. sponsored IHMs and

FCIs, broad-basing training & education through the aegis of Universities, ITIs, Colleges,

Polytechnics, PSUs, Schools etc., establishing short-term hospitality courses, upgrading

the skills of existing as well as aspiring service providers through ―Hunar Se Rozgaar‖

programme, skills testing & certification of the existing service providers. In any case,

given the fact that the Industry engages about 5 million persons generating huge

revenues, much of the efforts and resources for creating world class hospitality service


will have to come from within the Industry. The contribution of tourism to the GDP is

estimated to be more than 9%.

An independent study carried out by his Ministry to identify major gaps that

existed in terms of infrastructure and service delivery at major tourist destinations. The

study concluded that, for both the foreign and domestic tourist, the lack of Hygiene and

Sanitary conditions in and around monuments/ destinations, poor Solid Waste

Management around the monuments/destinations and absence of hygienically maintained

public amenities like Toilets were the key factors that were impeding our efforts to

catapult India as a leading tourist destination. ―Campaign Clean India‖ is aimed to

undertake both sensitization and action at field level on bringing our tourism destinations

and their surroundings to an acceptable level of cleanliness and hygiene. The objective is

also to ensure that these levels are sustained through ownership and involvement of

private and public sector stakeholders.

Principally, it is the desire to see something different and unique to the place

being visited. India's tourism potential is immense. It is a country with many exquisite

locations, a diverse culture with many colourful festivals, and a rich variety of traditional

arts and crafts, foods and customs. Being an ancient civilization, the country is endowed

with heritage sites of great historical value and aesthetic beauty. In addition, being a vast

country, the range of landscapes - deserts and rivers, forests and mountains, plateaus and

plains - gives it yet another major advantage as a tourist destination. More recently,

Indian tourism has seen the introduction of many new areas, such as golf tourism, cruise

tourism, adventure tourism, and medical tourism, among others. People are getting more

and more conscious about their health, and there is growing interest in the Indian system

of Ayurveda treatment and yoga. There is also interest in visiting spiritual sites. For

example, the Buddhist Circuit is very popular with visitors. Again, rural tourism evokes

interest, as it gives a glimpse of Indian rural life - its activities, traditions, handicrafts and

food. Development of such areas will contribute to the growth of the tourism sector in

India.

The World Travel and Tourism Council has ranked India as a tourism "hot-spot",

with a very high growth possibility in the coming years. At the same time, it is good that

efforts are underway in India, to increase its share of world tourist arrivals to 1 percent by

the end of the Twelfth Five Year Plan, from the present level of 0.6 percent. The targeted

arrival figure of foreign tourists is expected to increase from 5.78 million in 2010, to over

11 million by 2016 and also the attempt is to take the number of domestic tourists to 1.49

billion, from the present level of 740 million. This means a doubling in both foreign and

domestic travelers. This combined figure of foreign and domestic travelers, makes India

to be counted amongst the countries with a large tourist movement. To achieve the

targets, naturally a multi-pronged approach would be necessary, to ensure that the

experience of the tourist is pleasant, hassle-free and an enriching one. I am, therefore,

glad that there are efforts to forge a co-coordinated approach for this sector, and an Inter-

Ministerial Co-ordination Committee for the sector has been set up, to bring about the

much needed convergence of programmes at the implementation level.

Tourism is driven by both the prospect of seeing something new, as well as by the

standard of services offered at the destination. Tourism thrives where there is a culture of

hospitality, which essentially involves a visitor-friendly tradition. In India this is

ingrained in our culture, in the sentiment contained in "Atithi Devo Bhava", which has


been used in our tourist campaign. However, to make tourists welcome, also means

having an adequate infrastructure that ensures sustained growth in the tourism sector.

Proper connectivity through railways, air and highways is as essential as accommodation

facilities, which cater to various budgets. Five Star Hotels are preferred by the high end

tourist, but there is a growing middle class that is now traveling. They look for good and

clean accommodation at affordable rates. The hotel industry must look at the needs and

requirements of different types of visitors and ensure quality services. Standard for

services should be fixed, and existing service providers should be certified on a regular

basis. Our expanding tourist sector needs more trained manpower and certified training

institutions, for imparting quality training. This aspect needs attention.

Tourism, however, needs to be responsible tourism, which means that the foot

prints of tourists has to be handled in a manner that respects cultural traditions, and

protects fragile eco-systems. Tourism also entails regular conservation efforts, so that

heritage sites are well preserved and maintained. Tourism has greatly benefited from new

technologies. E-tickets and e-bookings have made it more convenient for international

travelers. Visitors are now sharing their experiences on new social media platforms,

creating perceptions about the place that they have visited. The tourism industry needs to

further explore, how new technologies can be used to generate great interests amongst

people, to encourage them to travel, and to do so more conveniently. Tourism is an

important element of promoting understanding between peoples and about different

cultures. It promotes people-to-people contacts. Tourism is in fact, one of the windows of

the country to the outside world. Our efforts, therefore, must be not only to give travelers

an idea of what the country is, but also what it is capable of. Tourist interest in the

country could translate itself into greater interaction in other fields, leading to greater

business opportunities, collaborations and cultural exchanges.

CRUX OF THE STORY

Culture and tourism have a mutually beneficial relationship which can strengthen

the attractiveness and competitiveness of destinations, regions and countries. Culture is

increasingly an important element of the tourism product, which creates distinctiveness in

a crowded global marketplace. At the same time, tourism provides an important means of

enhancing culture and creating income which can support and strengthen cultural

heritage, cultural production and creativity. Creating a strong relationship between

tourism and culture can therefore help destinations to become more attractive as well as

more competitive as locations to live, visit, work and invest in.

The commonest sight anywhere you go in the city of Lucknow at any time is

construction material and men at work. But the major chunk of all these activities is

Shaheed Path. From housing projects to roads and from railway over bridges to IT parks,

buildings are coming up around the 23 –km stretch from Faizabad Road to Kanpur Road.

Construction work continues at a hectic pace and every project is directed towards

solving one urban problem or the other or creating one facility better than the previous. In

times to come, Lucknow seems poised to be looked at as the hot new proposition for

investors, the favourite destination of the immigrants and a provider of employment

instead of the best of hands and brains.


The turn of the century was a watershead year on Lucknow‘s development

calendar .This was the time when the city‘s old master plan, drafted in 1992, was losing

its relevance .The old city was bursting at the seams and even newer areas like

Gomtinagar were fast approaching the saturation point. Lucknow was waiting for a new

plan to tackle the population boom –triggered by steady influx of immigrants from

eastern UP and Bihar-it was already witnessing .Then in 2001, a city road project-

Shaheed Path –crossed the moorings of the conceptual stage . Nobody would then have

imagined that it would become the new artery of the city of Nawabs in another 10 years

around which all the major development would be positioned.

In the new master plan that came out in 2005, the area beyond Gomtinagar

stretching between Faizabad Road and Kanpur Road was tuned in as new hub of

development .The plan defined the way development had to be undertaken in the area. As

on date a land bank of more than 12,000 acres has been created around Shaheed Path

alone, with the help of private developers (Ansal API, Garv Buildtech) who are engaged

in the development of hi-tech and integrated cities. The Sultanpur national highway

would also witnesss a host of integrated townships. Some of the developers which are

vying for the land includes ANS constructions, EMMAR-MGF, MTECH constructions

and Rohtas. Integrated townships are also proposed on the Hardoi Road bypass and

Faizabad Road.

The researcher suggests that the occupants should be made aware of the vibrant

culture of the city as that remains the bed rock reason for immigrants to choose the city of

Lucknow over other cities in the state apart from other reasons of immigration which is

even exhibited in the master plan. Any organization, be it government or private who

aims as this awareness campaigns with various methodologies they may choose should be

patronized. Bridging a connect between the old and new has from time immemorial been

a method to restore and sustain any civilization.

Since Culture is a word that has rather different meaning in philosophy,

aesthetics, anthropology, sociology and elsewhere, it is considered to be one of the most

complicated words in the English language because of its diverse usages in distinct

systems of thought. . WTO report says ―There is no tourism without culture‖.

In terms of cultural heritage, India is a giant on the South Asian scene. Few

countries, with the possible exception of China, in this entire region of South and

Southeast Asia can match India‘s rich natural and cultural diversity, history, economy

and heritage. Lucknow is among world‘s 50 Greatest Cultural Destinations, according to

a special supplement on Greatest Cultural Destinations brought out by The Sunday

Telegraph, London and travel experts Page and Moy.The other two cities on the list are

Agra and Jaipur.

The modernization and population pressure, in the era of globalization, upon the

cities are changing their façade, which, in, certain ways are better; but in other ways can

be detrimental to the existence of the spirit of the city. Lucknow is a unique city which

portrays characteristics of ‗traditionalism‘, roots of which can be traced in the life and

times of people of old Lucknow (Luckhnawis) which was an affluent section of society in

its search for knowledge, academic achievements and activities, hedonistic pastimes,

social and religious ceremonies, and artistic pursuits. Largely free from struggles of

existence the people of this class were able to engage themselves in the above mentioned

activities.It was conceptualized by nawabs as a ‗Tourist Paradise‘. Lucknow as a city has


a personality of its own. Rather than a monotonous history, passing through the alleys of

Hindu princedom and Muslim rule; it encompasses much more. No other city has

experienced the Hindu rule, the Muslim rule, a passing Mughal touch, feudal lord's

regime and colonial rule so closely. The exception lies not only in the variety, but also in

the manner, in which all the colours of these periods have been amalgamated, absorbed

and exhibited, explicitly visible even in the present times .A smooth, planned and

controlled pattern of development of a tourist destination along a predetermined and

anticipated route is an exception rather than the rule. The process of evolution has

transformed the physical, social and cultural landscape of the people of Lucknow beyond

recognition. The culture of Lucknow, therefore, like that of other countries at different

times and places could not retain its status quo and ‗modernity‘ seeped in ,more strongly

with the advent of shopping malls, architectural structures erected by a democratically

elected chief of the state with an objective to display power and position of a class which

has been oppressed for years in the region, new colonies emerging in the periphery due to

population explosion & the city being the capital was able to provide infrastructural base

to prosper. Areas‘ exhibiting these features is popularly known as the ‗New Lucknow‘,

which has its own tourism edifices gaining popularity slowly and steadily. These serve as

recreational areas/ leisure areas too for the locals.

Tradition and modernity are viewed as a continuum and the co-existence of two

can be seen very uniquely in the city of Lucknow, which can be offered as a unique

tourism product, however serious efforts should be made to preserve the traditional, yet,

develop the modern form, which has to come in from the stakeholders‘ perspective.

JUSTIFICATION

Though Lucknow occupies a very prominent place in the history of Avadh

region, very little has been done by way of tourism research. Earlier researches have

either concentrated on the old culture/old landmarks closing their eyes towards the

culture of emerging Lucknow, their promotion to the tourism world as well as identifying

the threats from the same. The present work aims at studying the holistic Lucknow which

is an amalgam of New and the Old Lucknow more prominently recognized by the people

and defined by the stakeholders. It is important to accept the concept of city‘s transitory

nature due to various factors and simultaneously conceptualize it as a product that is fit

for tourist‘s consumption, and also it is in agreement with the stakeholders of the city.

The study has delved deeper to suggest measures for promotion and development of

tourism of the region which is complementary, research backed, sustainable , optimizes

the resources of both forms of culture and can be replicated at destinations going through

similar transition.

The researcher having spent his life in the city experienced and felt the mosaic of

culture that exists in the city, which prompted the researcher to explore the transition and

search for an opportunity in it for tourism purposes.

PRESENT STUDY

City of Lucknow was initially conceptualized to be a tourist centre. It attracted,

and attracts visitors both from domestic and foreign shores. In the fast pace of

modernization, greater influx of population, it being the capital, the cultural landmark of

the city had a tough time maintaining its identity .City developed across the other side of

the river where every new ruler etched his/her mark by providing their own monumental

edifice which can be embarked in the history. Initially it was of a conflict between the co-


existence of two schools of culture developing side by side across a river. A transition has

been the order across both the sides of the river, which with regards to tourism is healthy

or unhealthy only time will be able to tell. The newer one trying to redefine the older

one, or the older one providing a base to the newer one. With the passage of time

somewhere the culture realized that they need to co-exist but with a demarcated

boundary, and brought in a new challenge for the stakeholders. The present study focuses

on the transition, the assimilation, the separate identities and conflicts in the eye of

stakeholders; if any for tourism purposes. The study also tried to chalk out a policy/plan

where this transition can be best managed and tourism can get a boast.

Present study will see the transition from the times of nawabian and post

nawabian era to the modern regimes.

HYPOTHESES

The Nawabs of Lucknow had conceptualized the city as a tourist paradise and

incorporated architectural landmarks from all over the world. It is one of the fastest

growing cities of the country in terms of population which is due to influx of people from

the neighboring areas. There is much more to Lucknow than what has been presented in

the form of brochures and other advertising materials. Even the transition has brought

many opportunities along with the challenges for tourism industry.

The holistic Lucknow; developed because of transition can be offered in the

cultural tourism market as a product and this needs further exploration, interpretation,

identification. A transition in this context can be defined as ―a gradual, continuous

process of societal change where the structural character of society transforms‖.

Present study follows the positivistic approach. It is empirical in nature with

quantitative approach providing support. In the present study use of primary, secondary

and tertiary resources were made. Living human memory and observation methods were

employed.

OBJECTIVES OF STUDY

The present study has to be undertaken with the following objectives:

To discuss tourism, emphasizing on cultural tourism.

To study transition/cultural change process.

To discuss the holistic tourism potential of Lucknow.

To search & discover the tourist potential of an emerging Lucknow prominently

along with its traditional Lucknow.

To analyze the degree of comfort that the stakeholders‘ have and how far they

agree to promote this newer definition of the city Lucknow.

Prepare a guideline to conceptualize, brand and promote the holistic Lucknow that

has developed due to the transition in the cultural fabric of Lucknow.

Chapter I discusses the concepts of tourism and the underlying principles that

guide the phenomena. It also introduces the objectives, hypothesis and methodology used

in the study all over. Tourism is an important means of promoting cultural relations and

international co-operation. Development of cultural factors within a country as a means

of enhancing resource to attract visitors. Tourism is often linked with a ―cultural relations

policy‖. It is used to promote not only knowledge and understanding but also a

favourable image of the host population and host area among foreigners in cultural travel

market. Cultural tourism was the universal set under which the study was undertaken.


Cultural tourism has been defined as ―an element in the attractiveness of tourism

regions‖. The study was conducted on the twelve parameters that Ritchie defined which

attract tourist. These parameters were:

1) handicrafts

2) language

3) traditions

4) gastronomy

5) art and music, including concerts, paintings, and sculpture.

6) The history of region, including its visual reminders.

7) The types of work enjoyed in by residents and the technology which is used.

8) architecture, giving area a distinctive appearance.

9) religion, including its visual manifestations.

10) educational systems.

11) dress

12) leisure activities.

The study analyzed the different perspective on which cultural studies can be

studied. This all forms a part of chapter II where cultural tourism has been introduced in

its various shades.

Chapter III of the present study focuses on discussing the holistic tourism

potential of Lucknow. Modernization and population pressure, in the era of globalization,

upon the cities has changed their façade. Lucknow is still a predominantly cultural

tourism destination. Aspects of oriental era, which are potential tourism products, have

been illustrated in the chapter. New forms of tourism, that are an offering of the modern

times, especially Dalit Tourism and Ethnic Tourism/Indigenous Tourism (Kalagaon),

have been dealt in detail. Effort has been made to identify forms of tourism which can be

developed in the city, for example-River Tourism (Gomti river), Fashion Tourism

(Chikan works), Pro-Poor Tourism(SEWA), Wellness Tourism (Unani medicine),

Educational Tourism ,Spiritual Tourism (dargahs) and Music Tourism, provided a

holistic will from every stakeholder concerned is pooled in the right direction. The

chapter ends with the note on Heritage Walk which is a unique endevour to potray the

unseen, unexplored facets of the city.The Heritage Walk of the UP Tourism Department

along with the similar product offerings by private players like TORNOS are also given a

space. The chapter ends with the statistical data on tourism of Uttar Pradesh and

Lucknow in order to put things in a perspective.

The process of evolution has transformed the physical, social and cultural

landscape of the people of Lucknow beyond recognition. The cultures of Lucknow,

therefore, like that of other countries at different times and places could not retain its

status quo and ‗modernity‘ seeped in. Transition is exhibited in various aspects of

Lucknow, be it the demographics, for which a detailed assessment is done in chapter IV,

or, other aspects, for example, accessibility arena (more trains, flights have been added),

shopping avenues (malls providing all major brands, thus acting as an alternative to the

buyer, thereby substituting traditional handicrafts to a certain extent), tourism


infrastructure ( multi lane road construction, over-bridges, multi-level parking complexes

),entertainment avenues (multi-screen cinema halls, discotheques are quite common in a

city once know for courtesans, delved in detail in chapter 3),residential pattern(big real

state brands are operating in Lucknow) and lastly presence of various corporate houses,

to name a few. Key indicators of transition sourced from the census 2001 and 2011 data

are also presented to justify the theme. Attempt has been made to focus in detail, on

transitional aspects related to tourism. Renovation of Hazratganj and the proposed plan of

Victoria Lane, up-gradation of the International Airport, Lucknow Metro Rail, unveiling

of the new Heritage Tourism promotion policy, highly ambitious plan for Gomti River

front project at par with international status, proposed Medicity construction near the

International airport providing a phillip to Medical Tourism potential of the city, recent

successful endevour of Lucknow Literary Festival which was an offering to the ‗literary

tourist‘.

Certain cities are born to be touristic cities, certain achieve touristic status and

certain have tourism enthrusted upon them. Lucknow is a historical city, like other cities,

this one also perpetuated near a river with the presence of pilgrimage centers representing

the Hindu Lord Ram and his brother Laxman as well as various prominent Sufi saints.

Transformation was seen in the city as it started achieving the political status.

‘Transformation‘, embraces notions of fundamental structural change. It would be

equally important to mention the phenomenon of ‗Resilience‘ that the city exhibited

which has replaced the buzz word of Sustainability. Resilience is about the ability of a

system to absorb impacts/disturbances and to reorganize into a fully functional system,

and about post event adaptive processes. As a result, resilience has become a powerful

notion that transcends both the natural and social sciences and that is increasingly used as

a basis for policy making.This can be proved by the fact that if Avadh would not have

been in the 12 Subahs of the Delhi administration and Lucknow would not have been its

made its capital though a bit later replacing Faizabad, the city of Lucknow would have

been lost in the history. The city, due to proximity with the Mughal rulers exhibited some

shades same as Delhi which was the political centre of the country .Transition, which was

more political in the nature, as a phenomenon was seen as the Shaikzadas of Lucknow

were replaced by the Nawab Wazirs. Delhi was losing its might and Lucknow with the

presence of Nawabs was showcasing a culture that welcomed the best of artists, poets

from all across the world. Though initially the cultural manifestations were seen only in

the tangible aspects, but slowly with the passage of time it also affected the intangible.

The Nawabs conceptualized the city as a tourist paradise and incorporated architectural

landmarks from all over the world. This seems a very intentional effort on their part. With

the mutiny of 1857 the British that the city is a threat to them as the people of this city

showed proximity and respect to their Nawab. They brought the colonial rule with their

policies of divide and rule. The city which was known for its secular tranquility was

divided between Hindus and Muslims. During the initial phase of 1857 lot of Hindu

monuments were built in the Chowk area of the city which earlier had a greater presence

of Imambaras, which were now restricted only in the Hussainabad region. Post

independence, as the city of Lucknow, became the capital of the United Province, which

is now known as Uttar Pradesh, a state of India. Uttar Pradesh is known to decide even

the political fortunes of the government at the centre and Lucknow is the centre of the


politics. The city has always been known as a centre of Education, primarily because of

the dominant presence of the Church. The city being the capital also had the presence of

all the main offices of Government.

Transitional patterns from the times of nawabian and post nawabian periods to the

modern regimes are discussed in the study. Transition was more dominant a phenomenon

in the evolution of Lucknow as a city than concept of Transformation. As an alternative

framework concept to ‗transition‘, ‘transformation‘ embraces notions of fundamental

structutral change (Hall 2004). In order to support the patterns of transition ,Table 4-5

,sourced from the master plan 2021 of the city ,clearly shows the highest percentage of

growth rate of population in the Lucknow Urban Agglomeration in the year 1991 i.e.

65.66 percent and similar high of 70.79 percent in the Lucknow Municipal Corporation

during a span lasting from 1951 to 2021.This high to a certain extent can be attributed to

the change in the economic policy of the country as a whole in the year 1991.As per the

Webster‘s Dictionary, transition means ,passage from one state, stage, subject, or place to

another. Old order walks with the new order unlike Transformation where the entire older

order changes.

Even the transition of the city has brought many opportunities along with the

challenges for tourism industry. Initially it was of a conflict between the co-existence of

two schools of culture developing side by side across a river. A transition has been the

order across both the sides of the river, which with regards to tourism is healthy or

unhealthy only time will be able to tell. The newer one trying to redefine the older one,

or the older one providing a base to the newer one. With the passage of time somewhere

the culture realized that they need to co-exist but with a demarcated boundary, and

brought in a new challenge for the stakeholders. Chapter V focuses on identifying the

stakeholders, followed by a brief description of each of those, in general, with the

perspective of tourism. Effort has been made to identify the prominent and unique

(Sanatkada-Cultural entrepreneur) stakeholders associated with the tourism market of

Lucknow, under each head.

As the present study focuses on the transition, the assimilation, the separate

identities and conflicts in the eye of stakeholders; if any for tourism purposes. Therefore

Chapter VI comprises of the analysis of the primary data collected from a broad spectrum

of stakeholders.

Chapter VII initiates with the discussion of the relationship between tourism,

culture, competitiveness, attractiveness and creativity, in the holistic global context .It

details the various aspects of policies and programs on culture and tourism, followed by

various long term challenges to optimize the above mentioned relationship. Later, the

study proposes guidelines for promotion and development of the city for tourism so that

the transition can be optimized.

Post study it was found that the hypothesis has been well proved and the objectives

for the study have been met. After the research work, a suggestive plan is hereby

enumerated which could serve the need of the policy makers, planners, practitioners and

stakeholders of tourism and tourism products of Lucknow. The suggestions/proposed

guidelines are mentioned here in a step wise manner and should be implemented in a

phased manner.


Cutting the travel time: Tours operators in UP reveal that tourist who come to

Agra and Varanasi skip Lucknow in the absence of direct air connectivity.

Besides, journey by the road is a time taking event. An air link between centres

like Jaipur, Agra, Varanasi can help in drawing more tourists. UP has understood

that to meet the needs and fads of tourism market it has to outgrow Taj and

Varanasi.

Capturing link-men: In this age of marketing and packaging, tapping key stake

holders is important. Big tour operators like Cox and Kings or SOTC could be

contacted to project Lucknow globally, while country level players like Club

Mahindra may be used to attract domestic tourists.

Heritage Trails: This has been initiated, through ‗Lucknow Heritage Walk‘, but

the experience can be enriched. This could be an effective way of show casing

facets of Lucknow. A boat trail for instance starting from Kudia Ghat can cover

places of historical importance along the banks of Gomti. A tonga ride ,that may

be booked from near Hussainabad Imambara ,and take tourists through the narrow

bylanes of the city. It was once initiated in 2005, was stopped, which again needs

a re-start. Private players are also entering the domain of Heritage Walk. The city

has many schools that conduct trips to various destinations outside the state, the

student fraternity can be offered this unique product of Heritage walk which can

be offered at a comparatively low price as the number of clients will reduce the

cost per person.

Experience Economy and Living museums: Seeing is believing. Tourists,

especially those from foreign countries like to interact with artisans. Let them

have a hands-on-experience through a live museum, where can be seen busy

working on Chikan or Zardozi. Occasionally, short term workshops could be held,

where visitors could be explained the basics of art. In todays era competitiveness

of a destination can be enhanced if the overall experience of the trip is given a

booster.

Virtual Guides: Commentary through an audio guide (a device containing

commentary on a historic monument) could attract visitors, on the lines of MP

tourism using Amitabh Bacchan‘s voice in the temple narration of Khajuraho

temples, which is a part of light and sound show conducted in the temples.

Nawab Ghar: Tourists come to Lucknow and find that sightseeing is the only

easy thing to keep them busy. They could instead visit Nawab Ghars,which could

be developed on the lines of Chowki Dhani of Jaipur where the best of culture is

showcased,served(as in case of cuisine) and sold. Using an old haveli or a portion

of the ‗naubat khana‘ could be a good option.

Avadh Points: Agra and Varanasi in UP are natural tourist spots. And it should

be easy to get attention of the visitors to these places .An Avadh Point in some of

the most visited places of these destinations can help. These Avadh points could

be a kiosk where picture books, travel information and art work of Lucknow

could be displayed.


Mending Mahotsav: Lucknow is talked about a lot during the mahotsav period.

Unfortunately, the real Lucknow still remains in shadows. A better use of the

Mahotsav can be made to showcase Lucknow.In the words of a respondent of the

sample survey conducted for the research work ―Don‘t let mahotsav do favours to

bollywood‖. Another practice that has been objected to is ‗wasting funds‘ for

getting the replicas of monuments made for the event. Mahotsav can only serve its

utility best if indigenous Lucknawi facets are given a broader platform.

Facelift and public image cleaning exercise has to be taken up by the

stakeholders to reorient the brain-washed tourist and revert them to their mould,

as anti Islamic propaganda is hurled by the West especially America in terms of

advisories, though Indian government both at the centre and provincial level are

pouring in their efforts for the overall internal security of the nation. An

organization on the basis of OPEC has to be visualized and incepted which should

work for promotion of tourism in such areas. Scholarships on studies in culture

tourism and Islamic art can be initiated, which will help to achieve an unbiased

study of resources potential.

Innovation and Role of Cultural Entrepreneurs has been immense in areas

predominantly known to culture in its reinvigoration. The vigilant and educated

host population is an asset when it comes to implementation of successful tourism

programmes. NGO's can do a lot n this field supported by the government

machinery from the back. Cultural entrepreneurs like Sanatkada (mentioned in

detail in chapter 5) should be supported both by government and residents. As

India is a developing economy aiming to move in the ‗developed‘ bracket, role of

the state has to be of a facilitator. The business environment has to be made

conducive enough where more of these cultural entrepreneurs are perpetuated

since the city has ample potential in terms of tourism resources which need a

facelift. Cultural Entreprenuers rope in the local community by involving them in

their festive events either as guests or participants, thereby creating awareness in

the hosts about various unsung facets of culture. There should be initiatives for

portrayal of culturally rich products through audio visual aids. Short

documentaries, movies should be shot and publicized. Sanatkada has been

involved in such ventures.

Music Tourism: Sanatkada made an applaudable effort the renovating the mazar

of the great singer of the city Begum Akhtar, it was found in the primary survey

that no government support was provided in that renovation. It is treated no less

than a place of worship for the lovers of the great singer and if marketed well can

add value to the tourism offerings of the city to a Niche clientale; this also is facet

that is added by the transition of the city. It is an applaudable effort by a cultural

entrepreneur to restore the heritage of the city. .

Exchange programmes between professionals, students, artists should be

practiced both within the cultural hemisphere and outside it as this will not only

lead to the awareness of destination but even result in better understanding and

abolition of bias and prejudices. Shows in terms of clothing (Dress), handicrafts

etc. should be organized focusing on the Oriental Culture obviously within the

permissible domain of the religion.


Awareness of Youth: The youth and the school going population needs to be

educated about heritage, history, art and culture so that they start feeling proud of

their own heritage and stop blind imitation of the west.

Implementation of River Tourism can be initiated by firstly the River front

development which cannot be solely developed by the government, citizen

participation and awareness has to be done correspondingly. A sense of

association and attachment to the project has to be enthused. Usage of water

steamers for ferrying passengers to heritage points, developing safe evacuation

route along riversides to avoid any natural emergency. This would be the first step

towards Disaster Management in city of Lucknow. Post Himalayan Tsunami of

Uttarakhand, disaster management needs a focused attention. Water machines

especially designed for Gomti which can navigate in shallow water can be

procured to give services. A hot air ballon on the bank which could go upto 200

metre to show the river and the city can be added to this product which will bring

an element of Adventure Tourism in the above product. ‗Heritage cruise‘ for

tourists and local visitors on especially designed water –steamers can be initiated

as various architectural wonders lying in the traditional Lucknow are located close

to the bank of the river. Water sports activitites and also rowing competition

course based on international standards can be introduced to bring a variety to the

adventure basket. Shopping Tourism can be added as a garnishing to the core

product by reclaiming the land on the left bank for developing commercial as well

as residential units. Hotels can be constructed by keeping a very close vigil on

aspects of carrying capacity so that Lucknow doesn‘t fall prey to a tragedy like

Uttarakhand and a SustainableTourism model can be presented. Issue of

sustainability can be addressed by taking care of contamination, a serious issue,

needs to be addressed before the Launch of the project. The researcher advices to

rope in JNURM officials to avoid any damage to existing sewerage, drainage

system. A reservoir should be proposed for self –cleaning of the river by flushing

fresh water into the bed every year. Removal of all the slum and washer man

areas from the embankment and at the same time making sure that there proper

rehabilitation in terms of allocation of space for their work which fetches them

bread and butter.

SIT (special interest tourism) opportunities in Lucknow: Lucknow provides a

peep into what can be called 'Oriental Architecture'. A global tour itinerary could

be formulated for those who are interested and also for students of architecture.

The concept of Sufism, institutions like Khanqahs and Dargahs could be

promoted for spiritual travels and nirvana searching tourist.

Intangible Heritage Restoration can be focused as that lies embedded in the

cultural milieu of the city.Traditional leisure activities like 'mushairas' , 'Dastan

goi' should be arranged and popularized. Middle East especially Sharjah and

Oman have shown great initiative in this regard. Through field visits, researcher

found that Cultural Entreprenuers like Sanatkada in their annual fests conducted

successful 'Dastan goi' as well as ‘Qissa Goi’ events. These organizations if

encouraged will surely result in creating awareness in the residents, they in turn

can become agents to perpetuate these aspects.


The modern concept of Thanatourism', 'Dark Tourism' could be aptly merged

as even lot of people travel to cemeteries and graveyards as to perform the ritual

of 'Fatiyah' at the graves. This becomes more important in light of the fact that

Lucknow is one of the most important centers of not only the Awadh region rather

entire India as far as the Mutiny of 1857 is concerned. Therefore the city arouses a

sense of association for the Britishers whose forefathers were in the city during

the mutiny.

Creation of consensus in Waqf, Hussainabad Trust, ASI and district

administration; Bridging Concerns: The 'waqf' or 'endowment institutions' are

a regular feature and control a lot of sites and places within Islamic societies.

Generally it is seen that these waqfs are at loggerhead with the government

departments. A joint committee should be made of members comprising of waqf

members and government officials for smooth sailing of tourism. As religion and

religious sentiments are attached when endeavours regarding tourism for a region

like Lucknow are initiated where clergy is influential so they should be taken into

confidence and be a part of decision making process. Allowing even filtered

permissions to do the shooting of bollywood movies in these architectural

wonders can be a great way to potray the destination as the penetration power of

cinema as a medium and its potential to connect with the masses is immense.

Bollywood director Sudheer Mishra is making an effort to get clearances of waqf

board and Hussainabad trust to shoot an important scene of his upcoming movie

‗Mehrunnisa‘ in Bara Imambara.

A combined body comprising officials of waqf, government, private

should be formed to tackle waqf issues. This is a universal problem prevalent in

all oriental societies. These need to be regulated through in a proper manner. They

are quite autonomous and influential and to introduce tourism their support is

needed.

Scope of Virtual Tourism: To survive technology has to be used as boon rather

than bane. Lord Pashupatinath temple has an interactive virtual travel site on

which 'darshan' can be done. On such patterns even 'ziyarats' of shrines and sites

could be devised.

Tapping the cosmopolitan outcome of the transition: Destinations/Products in

the world are also successful because of leisure activities attached to the place.

One cannot have mosque for breakfast, a fort/palace for lunch and a

mausoleum/dargah for dinner and nothing else to do. Lucknow in the process of

transition now has the presence of various multiplexes, dicotheques, malls which

can be sold to domestic clientale who is deprived of such a set up in his town.

Besides the 3A's of tourism discussed in chapter one the packages should focus

upon 3 E's–Entertainment,

Regularizing Lucknow Literary festival organization: It was a wonderful

initiative that was started in the year 2013; attempts like these which place the city

on the literary tourist map should be encouraged. These events get a broad media

coverage which gives enormous publicity to the destination.


Mass host orientation programme: The city tourism offices/tourist services

provider seem unaware of the potential of such resource or rather lack of faith in

it except a few like Tornos. Mass host orientation programme for general public

and stakeholders of the religion should be conducted.

Rebranding of Lucknow: There seems to be a major conflict between theory and

practice while the city is promoted as city of Nawabs, who filled the city with

cultural colours, but there is a dominant co-existence rather than a conflict

between old and new Lucknow. The transition has brought many opportunities in

the tourism industry. Lucknow should be rebranded as a cocktail that has shades

of tradition as well as modernity.

Preface to wellness tourism: The oriental medicine famous by the name of

'Unani' and city was at one time home to maximum numbers of 'Hakims' has lost

itself to time. This needs to be uplifted now. The hospital at Johari Mohalla needs

to be revamped and government patronage provided in the real sense. The

'Darulshifa' needs to be revived where nothing except the name lingers.

With modern trend of wellness taking up, the rich oriental medicine

system along with ritual baths, 'Hammams' etc. could be promoted and offered.

Mohurrum and Tourism: The city mourning festival mohurrum can entangle a

visitor in its web for at least five-six days providing a rare authentic experience.

Such a package can be prepared where even nearby villages be a part and

mohurrum practiced for visitors and also they could be made to participate.

Student participation: A voluntary group should educate youngsters, organize

workshops to orient people to the famous Lucknow culture. Students of tourism

departments in various universities and colleges can be allotted the above task as

an assignment, as this will make them aware of the ground realities of executing a

cultural tourism offering.

Suggestions for Mango Tourism/Rural Tourism: Malihabad a world known

destination for mangoes can provide rural settings. The savoury side is that it also

has a majority of Islam's followers and clan traces its lineage to Bani-e-Israel the

tribe of the Jews.Malihabad region can severe as a combination of rural/ethnic

tourism troduct with its traditional potential of Mango Tourism. Ambassadors of

as many as 15 countries were in Lucknow on June 30, 2012 to participate in a

mango party, to be hosted by the mango growers of Malihabad where new

initiatives were being taken to push mango exports across the globe. Even as

Malihabad (about 20 km from Lucknow) has been a traditional mango hub for

centuries, not much was done to promote its export in any big way. The only

attempt in all these decades that became visible was the setting up of a Central

Mango Research Station in the eighties and more recently with the creation of a

modern packaging unit by the Central government. The packaging unit did help

the growers to provide better shelf life to the mango.We can tap this opportunity

by converting these ventures as opportunity for tourism by taking the foreign

dignitaries on a bullock-cart ride through the mango orchards supplemented with

a special evening of Urdu poetry and ghazals.In the month of July,2013 a similar

endevour to promote the above cocktail was made which ended with the launch of

the book containing urdu poetry related to mango, especially focusing on Mirza


Ghalib was undertaken It can be a great cocktail of Mango and Rural Tourism,

tour operators can also sell it as special interest tourism product. This cocktail can

be garnished by supplementing the itinerary with a one to one interaction with

Padmashri Haji Kaleemullah Khan, country‘s best known expert on mangoes. Mr.

Khan can be called the ultimate aam aadmi ('Mango Man' - though correctly it

translates as 'common man'), He has developed innumerable new varieties of

mango — 300 alone grow on a tree, in his orchard at Malihabad near Lucknow,

which is at least 100 years old. The Malihabadi Dussehri was granted

Geographical Indication registration in 2009. It now sits on the same exalted

pedestal as Darjeeling Tea and Coorg Orange (Karnataka).

Construction of a Tourism Calendar: A destination in order to grow in terms of

tourism should have well chalked out events calendar which can be displayed well

in advance on the website of UP tourism as it portrays a destination more

strongly, especially in the international market .Since private players are expected

to come up with products that enhance the tourism of a destination, it is to be

noted that they should get compatible support from the counterparts in the

government. Lucknow has a variety of tourism products which if planned well can

take the shape of a vibrant calendar. The city of Lucknow has immense potential

in terms of both cosmopolitan facets and traditional tourism products. The

transition of the tourism of the city has added almost every possible variety of

tourism apart from the core cultural products. This variety which is enough to

make the city a 365 day destination has to be reflected in the tourism calendar.

Suggestions for the bureaucratic setup: It needs to go that extra mile to help in

the success of marketing this developing cosmopolitan destination. In addition to

this during the field survey an octogenarian stakeholder, who has seen the

transition of the city over years pointed on a general administrative rather political

problem of unstable tenures of the bureaucrats. He was of the view that till the

time an officer deputed understands the entire set up, he gets a transfer letter

which hinders the revival of tourism rather any objective in general. Stability of

the tenure attached to a performance appraisal of the officer deputed to take care

of the Tourism portfolio will definitely improve the situation.

Tapping the Dalit Tourism: Guides representing the scheduled caste

communities should be roped in to cater to the tourists as they feel a greater sense

of association with these Monuments. Special Interest Tourism products can be

conceived as the monuments are none less than Lutyens Delhi. Marketing the

monuments with unique themes, for example, ‗Lutyens Lucknow‘, can be done in

order to arouse a sense of curiosity in the generating regions. An aggressive

promotional marketing strategy is urgent need to cash the Dalit Monuments,

especially to a clientale who finds a sense of association with those monuments.

Adding Heritage Properties to the Accommodation offerings of the city: The

city does not have a single hotel that could boast of a proper potrayal of oriental

culture. Lots of kothis are lying uncared. City lost one of its diamonds when

Asghar Ali's Kothi was dismantled to replace it with modern flats. These kothis

may serve as a rebirth point where oriental culture, values, food, crafts are at

display and to taste.


After Rajasthan, Uttar Pradesh is perhaps the biggest State boasting of

over 150 big and small erstwhile states with huge palaces and landed properties.

As discussed in detail, in chapter 4, about the ambitious Heritage Tourism

Promotion plans of the present regime, Lucknow can also benefit from the same

as the city is blessed with some wonderful Heritage Properties. It is suggested that

these kind of efforts should not be done with a myopic objective to tap the vote

bank of a certain community in an election year rather a broader vision of the

tourism department is needed to tap this opportunity as job creation and enhanced

touristic inflow will follow once the above is achieved.

Initiating Heritage Management: Archaeological Survey of India (ASI) has to

make considerable efforts in order remove the Encroachments around 29 of 56

Centrally Protected Monuments. Lucknow‘s traditional core tourism product is

still the rich cultural heritage.The biggest problem is that ASI is the protector of

monuments,but not the owner of any property. In many places, particularly in the

case of Lucknow, the property is managed by private religious trust,which leads

to conflict of interest. Issues of ownership leave officials in the district

administration helpless. Only a co-ordinated dialogue between the various

stakeholders can help resolve the issue which is very essential, if this problem

persists it will have a diminishing effect on the touristic significance of Lucknow.

Supplement Renovation with corresponding citizen awareness and

involvement: Renovation of Hazratganj was a wonderful step aiming at broad

target of adding value to one of the oldest markets of the city. During the field

survey while interacting specifically with the stakeholders of the market area, the

researcher came to a conclusion that renovation has to be supplemented with

following awareness campaign where the citizens of the city should be enthused

with a sense of pride with the work of renovation, as their role rather participation

in maintaining the renovated area is equally important, which government alone

cannot achieve. This seems even more important as two years after a Rupees 80

crore facelift, traders and civic agencies seem to have lost interest in the market

area‘s upkeep as encroachments are occupying quite a bit of space on the

footpaths, brass caps on the bollards have been stolen while some people have

removed the bollards around Janpath Market from Ganj side.The Victorian Glow

was considered the USP of the market makeover. But as things stand today, quite

a few lampposts in the boulevard are riot functional-either due to bulb theft or

malfunction. Contributions must come from all the corners to sustain this facelift

which according to the researcher is a wonderful example of the transition the city

has gone through again proving the hypothesis right.

The above observation is even more relevant as the LDA, PWD and LMC

have drawn a joint plan focusing on the Chowk area which represents the

traditional facets of Lucknow. Victoria Street is one of the oldest roads of the

country which is over 200 feet wide but most of it is encroached now. There has

been transition of old city areas but unfortunately this transition was not on to the

positive side, a lot of heritage was lost, historical buildings were distorted, some

were lost forever. But now the British time Victoria Street will soon get a Rupees

125 crore facelift. Hazratganj post renovation has to set an example worth

following as the city is has got history associated with almost every street.


Lucknow Haat is likely to be ready for the city by the end of 2013.Situated in a

multistoreyed building in Vibuti Khand, Gomtinagar, the haat would offer

handicrafts from the various parts of the country. Another attraction would be the

folk art performances that would be staged at the haat every day. And,of

course,the culinary delights of Lucknow and other states too would offer a perfect

platter for the visitors. Tourism department official RS Yadav in the field survey

done by the researcher was found quoting ,―The construction of the haat has

already started.And we hope to make it functional for the people in the end of

2013.It is a much awaited destination for the city and we hope that it would meet

the expectations of the people.‖ All possible facilitation should be done by every

stakeholder of the concerned project as Lucknow Haat /Awadh haat on the basis

of Delhi haat development .has long been in the list of suggestions given by

various tourism experts so as to enhance the tourism potential of the city. The

strategic positioning of the haat in the New Lucknow which as discussed above

would potray the facets of traditional (Old ) Lucknow would prove to a wonderful

step to trap the transitory nature of the city.

Tapping the improved Air connectivity of the city for tourism: As stated in

detail, in chapter 4-The City in Transition, about the up gradation of the

International Airport of the city, the positive outcome such a herculean exercise is

that city will now have more operational flights which is a positive for the tourism

potential of Lucknow. Spice jet Airways started its operations from Lucknow

Airport from Janaury 2013.The airways will also start a flight for Dubai and

Baghdad in the days to come. Later the year Thai expected to connect Bangkok

with Lucknow along with Jakarta and Kualalampur. Lucknow receives around

110 international flights per month. There was a time when only flights for Delhi

were available but today we have direct flights from Lucknow to Delhi, Pune,

Bangalore, Patna, Kolkata, Varanasi, Mumbai, Hyderabad, Dubai, Jeddah,

Muscat, Sharjah and other important cities of India and Gulf. Presently, Lucknow

airport receives 27 flights daily. As stated in the hypothesis even the transition has

brought many opportunities to the city, the increased stature of the airport is one

of those opportunities. The primary survey revealed that a considerable chunk of

clientale received by the hotels of the city is MICE tourists, courtesy the enhanced

connectivity.

MICE Tourism is also a facet that has been added by the transition. Various

quality accommodations are coming up in the newer parts of Lucknow especially

in the Gomtinagar area. In the field survey it was found that the majority of their

clientale are business tourists. A promising MICE destination has to have tourist

attractions that can be offered to the clients once the primary motivation is

fulfilled. The transition of the city has made Lucknow a cosmopolitan destination

which also has a very strong traditional tourism potential. Another fact as to why

these hotels are flourishing is the availability of cheap labour force/human

resource. Dalit monuments lying in close proximity to these hotels are usually

visited once the meetings are over. It is to be noted that prominent

accommodation brands like Raddison are also coming up with their five star

properties in the new Lucknow. Hyatt group also has a project in the pipeline. The

improvement in the connectivity is a major reason for this upcoming trend.


Souvenirs like Itr bottles can be offered for sale on the counters since they convey

a great sense of traditionalism that the city is known for.

Some general suggestions are as under:

Transition has been the order of the day even for the Lucknow Zoo. The

Zoo authorities are planning replacement of the existing toy train with the New

Toy Train by the end of the year. Even a proposal for a New Zoo is in the pipeline

in the Kukrail area of the city, in the field survey it was found that it plan will take

the final shape by the end of 2013.

Madarsahs should allow visitors to stay within its precincts or open guest

houses/rooms inside the premises for those who want to experiment and

experience.

Private collectors needs to be brought on a common platform and

government help needed to preserve the antiques inherited by them. Initiatives

taken to bring such objects at a place where it may be accessible to visitors,

concept of government aided private museums is the need of the time.

Different government departments to take up task with the help of

academician of researching different aspects of culture. IHM to take care of

culinary art, handicrafts, language department for literary and language etc. This

may be supported by private sector financially. Academician can rope in funding

agencies.

Basework/ Invetory of heritage: There is a need to list important properties

and use their potential to enrich the banquet of tourism options Lucknow could

offer.

The land from chowk, gol darwaza to Akbari Darwaza needs to be

declared protected and constructions stopped at once to stop stripping it from the

cultural value that it holds and stands for.

More of complimentary visit to travel writers, guides, senior travel

company managers should be arranged as they are the supply source to the

market.

The existence of Islamic university Nadwat-ul ulema along with renowed

madarsahas of different sects make the environment more conducive beside

providing other leisure aspects which are a must and compulsive for growth of

tourism.

When it comes to Islamic religion the city provides widest possible hues

colours and myriad of shades in terms of castes, sects, sub-culture and making it

an attractive site for anthropologists and sociologists.

With the tag of a city having the maximum replicas of important

monuments of Islamic faith the economic peripheral tourist who due to their

monetary constraints cannot visit the original sites pay their homage at these

places, should be tapped.

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