Responsible Tourism - Charting new trend in Destination Marketing Lesson from Kerala

Copy Right:Paul V Mathew and Rupesh Kumar, SPIRI,The Global Research, 2013

Responsible Tourism - Charting new trend in Destination Marketing

Lesson from Kerala

Paul V Mathew* and Rupesh Kumar*

Abstract

When tourism getting momentum globally, a concern irks locally is – is tourism really benefitting the common people in destinations? When ordinary people are forced to jeopardize their convenience for the pleasures of travelers and tour operators, a lion part of the income generated from tourism goes to minority business players. Even though these natural attractions are to be equally enjoyed by all, this paradox remain prevails. Here the novel concept Responsible Tourism (RT) tries to answer many of our apprehensions. This paper reiterates that RT initiative – a strategy to accomplish economic, social and environmental objectives simultaneously shall be the approach for destination management. The Sustainable Tourism Products (STP) and Community Based Tourism (CBT) products emerge as a new strategy for destination marketing, and this Cause Related Marketing (CRM) totally in line with pro-poor, inclusive, and sustainable development concepts creates a win-win situation among community, tourists and industry.  

Key words: Responsible Tourism, Community Based Tourism (CBT) Product, Sustainable Tourism Product (STP), Destination Management, Destination Marketing, and Cause Related Marketing (CRM)

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1.      INTRODUCTION

Tourism is now one of the world’s largest economic sectors and often cited as the world’s biggest industry. According to the World Travel and Tourism Council (WTTC) the combined direct and indirect economic contribution of tourism generates almost 9% of global GDP and employs over 260 million people (World Travel and Tourism Council, 2011). When Tourism is one of the main sources of income for the state, Kerala also emerged as one of the prime tourism destinations in the international tourism map. Growing at a rate of 13.31%, the tourism industry is a major contributor to the state's economy. In 2010, Kerala attracted 0.66 million foreign tourist arrivals (Tourism Statistics, Kerala Tourism, 2011). While projecting these factors, the impact of tourism on environment and society come out as a relevant point of concern. It is apparent that several issues like environment protection, economic equality, community exclusion etc. are emerging as an impending threat. Albeit certain looming crisis disturb this sector, the Triple Bottom Line (TBL) approach- Responsible Tourism (RT) practiced by Kerala gives answer to many such concerns.

2.      OBJECTIVES OF THE PAPER

·         To give a view on Responsible Tourism and its positive impacts in destination

·         To examine the role of RT in catalyzing destination marketing

·         Familiarize Village Life Experience (VLE) Tour, a novel approach in destination marketing

3.      METHODOLOGY

This paper adopted case study method to analyze various responsible tourism practices of Kerala Tourism to improve destination image and development. Considering the availability of information, the study limited to four destination viz. Kovalam, Thekkady, Wayanad and Kumarakom which are the pilot destinations selected by the Government of Kerala to implement Responsible Tourism. Information gathered from different secondary sources like Kerala tourism reports, websites and related articles on RT. Additionally, researchers also conducted interviews with beneficiaries in destinations, Kerala Tourism Officials, Self Help Group (SHG) members and Local Self Government representatives.

4.      RESPONSIBLE TOURISM

Responsible tourism is fast becoming a global trend. Considering its contemporary relevance and visitor’s consciousness; tour operators, destination managers and industry organizations in several countries are striving to demonstrate it knowingly or unknowingly. Recognizing the global significance of its market, World Tourism Organization (WTO) and World Travel and Tourism Council (WTTC) has initiated World Responsible Tourism Day, to be celebrated annually during November.  

The concept of Responsible Tourism originated in the work of Jost Krippendorf in the 1980’s and in particular his experience of the impact of tourism in the Alpine plateaus of Switzerland where tourism has had significant negative impacts on the environment and communities.  Krippendorf in The Holiday Makers (1987) called for “rebellious tourists and rebellious locals” to create new forms of tourism. His vision was “to develop and promote new forms of tourism, which will bring the greatest possible benefit to all the participants - travelers, the host population and the tourist business, without causing intolerable ecological and social damage” (Archana Capoor and A Balaji, TFCI). Prof. (Dr.) Harold Goodwin (Professor at Leeds Metropolitan University and the Director of the International Centre for Responsible Tourism) made a commendable work to popularize this novel theme worldwide and he is now in the forefront of RT implementation.

While defining, it is “about creating better places for people to live in and better places for people to visit’ (International Council for Responsible Tourism- ICRT). The concept received conceptual clarity and operational guidelines after the Cape Town Declaration in 2002. According to the Declaration, Responsible Tourism (RT) is the form of tourism which:

§  Minimizes negative economic, environmental and social impacts; generates greater economic benefits for local people and enhances the well being of host communities.

§  Improves working conditions and access to the industry.

§  Involves local people in decisions that affect their lives and life chances.

§  Makes positive contributions to the conservation of natural and cultural heritage embracing diversity.

§  Provides more enjoyable experience for tourists through more meaningful connections with local people, and a greater understanding of local cultural, social and environmental issues.

§  Provides access for physically challenged people.

§  Is culturally sensitive; encourages respect between tourists and hosts and builds local pride and confidence.

Responsible Tourism provides clear guidelines and expects responsible activities from all the stake holders. It encompasses protection of environment, preservation of local heritage, benefitting local community, minimizing pollution and conservation of natural resources (Harold Goodwin (2005)). The management strategy of RT incorporates participatory planning, development of Community Based Tourism (CBT) Products and responsible marketing to bring about positive economic, social, cultural, and environmental impacts. For tourism operators, it is about providing more rewarding holiday experience for their clients while for the tourism destination it is about enabling local communities to enjoy a better quality of life and conserving the natural environment (Raveendran B (2009)). In nut shell, Responsible Tourism embraces the Triple Bottom Line (TBL) approach (Fig.1) which fulfills economic responsibility, social responsibility and environmental responsibility.

The economic responsibility encourages tourists and industry to spend in the destination to ensure that local community is benefitting from tourism development that directly or indirectly robust business-community relationships and boost overall standard of living of destination community. Responsible Tourism aims at creating a win-win situation by developing better infrastructure and by providing opportunities for stake holders to professional marketing and making better linkages. The operators, community and tourists become always aware of social and environmental issues and actively participate in its protection. It is thus becoming an effective instrument for sustainable tourism development of and community empowerment.

5.      DESTINATION MARKETING – VALUE AND CAUSE

Researchers opine that responsible business practices can provide commercial advantage, (Graafland, J. & Van de Ven, B. (2006), Husted, B. W. & Salazar, J. J. (2006) and Husted, B. W. & Allen, D. B. (2006) and it can be a positive marketing tool – provided that claims of responsibility are credible and based on demonstrable delivery of responsible activities and objectives” (Responsible Tourism Manual for South Africa, (2002). Certain travelers prefer to book a holiday based on the availability of information about the country, reduced environmental impact and meeting local people on holiday. Studies suggest that demand for “Responsible Tourism” products is increasing - and that more and more people want to purchase responsible holidays.  Tourists consider various factors like price, quality, and products while selecting destinations for their travel. But more than this more tourists are concerned about the ethics of travel (Tearfund Survey, UK).  Along with these, many of the travelers look for unexplored destinations. The issue raised by the tourists and foreign operators - ‘What you can offer us more than the ‘mere commons’ should be noted (Kerala Travel Mart, Kochi (2012). It is evident that many tourists seek for new experiences like village life, rural traditions, unique art forms and livelihood activities in the hinterlands of villages. The RT activities at destinations generate value and creating a ‘feel good’ factor that ‘we spend for a cause’.   Attempts to diversify products, value addition, creative and new products, access to local life, and responsible endeavors motivate travelers to visit, stay and enjoy.  In another way Responsible Tourism influences consumer decision, behavior and adding ethical values to the visitor (Davina Stanford (2008)).

Global Sustainable Tourism Criteria (GSTC A-7) clearly states that “information about and interpretation of the natural surroundings, local culture, and cultural heritage is provided to customers, as well as explaining appropriate behavior while visiting natural areas, living cultures, and cultural heritage sites. It explained that “interpretation of the natural and cultural environment is not only important for educating visitors and protecting heritage, but a key factor for a high quality tourist experience and high level of satisfaction. Providing information to the customer to educate and inform about the surroundings is a key factor for tourism businesses”. Various other guidelines and protocols insist tour operators to incorporate local community in there packages to enrich tourist experiences.

Along with product innovation and diversification, better response from destination inhabitants is very vital for improving destination image and quality. The matter of sustainability and improved morale of people become an essential ingredient for adding value to the efforts of destination development strategies.  This exhorts destination managers to solve the challenging task of striking a balance between sustainability and development. In order to ensure this balance, tourism planners and policy makers suggest various plans for sustainable tourism development. UNEP defines STP (Sustainable Tourism Product) as “use resources in an environmentally responsible, socially fair and economically viable way, so that users of the product can meet their current needs without compromising future generations from being able to use the same resources”. When a vast majority of consumers look for sustainability, the CBT Products offers a blend of sustainability and new experiences. While considering these factors, the role of RT in destination marketing gives more meaning as;

      Extending length of stay of tourists to explore new products

      Better satisfaction

      Adding value to destination management endeavors

      Act as tool of mouth to mouth promotion

      Increase the truth in advertising

      Better support from marketing channels and tourism promoters

      Adding value, keeping sustainability, and ensuring inclusive growth

Thus RT inherently adopts the concept ‘Cause Related Marketing’ or ‘Value Based Marketing’ which acts as a tool for increasing tourist satisfaction and building destination reputation. In one way visiting RT destinations depicts responsible behavior and in another way it benefits local community.

In this back ground, the products designed and marketed by Kerala Tourism in RT destinations provide ‘additional value’ to tourists and local people. The concept of a ‘Sustainable Tourism Product (STP)’ and Community Based Tourism (CBT) products are becoming the uniqueness of RT destinations. The product ‘Village Life Experience (VLE) packages developed by the Kerala Tourism leads us to ‘beyond attractions’ that creates ‘value’ and provides direct income to the common community. Thus RT acts as ‘marketing for a cause’ which aims at the development of underprivileged; and this merging of ‘value’ and ‘cause’ can be considered as the Unique Selling Proposition (USP) of Kerala Tourism in destination Marketing.

6.      KERALA TOURISM – A CASE STUDY

The initiative of Kerala tourism to implement RT is considered as the first ever coordinated initiative to practice Responsible Tourism in India. In the wake of the state wide consultations in 2008, Government of Kerala decided to implement the project and selected Kumarakom, Wayanad, Kovalam, and Thekkady as pilot destinations. Focusing on Triple Bottom Line (TBL) areas, Destination Level Responsible Tourism Committee (DLRTC) was formed to coordinate multitude of activities in destinations. The rapport created between tourism industry and common community made a giant leap in RT endeavors. The Samrudhi unit (local produces procurement and supply mechanism) started at destinations effectively procures and sells local products (especially vegetables) to resorts and hotels. Ventures to promote local art and culture resulted in the formation of art centers, ethnic cuisine restaurants, souvenir making units and professional art performance groups. Surveys reveal that the total direct income to the local community from the project is approximately 24millions (up to June 2013). Thus Kerala emerged as a model for sustainable tourism development and effective destination management by creating values and assuring community well-being.

6.1.Village Life Experience (VLE) Tours

It is apparent that degradation of native culture and heritage is becoming an emerging issue all over the world. The issue of forced evacuation of local inhabitants from tourism destinations for the sake of development, spiraling of land cost, overreaching carrying capacity, and different social and environmental hazards develop a negative attitude among the destination community that in turn diminishes the quality of responses of   inhabitants. While it affects the industry-community relation badly, this exhaustiveness of destination dwellers causes negative repercussions in the destination brand image.

At the same time, tourism has immense potential for creating employment and encouraging entrepreneurial initiatives of local people in the destination areas. It also act as a tool for empowerment especially the women community by providing self-employment in small and medium sized income generating activities, thus paving way for sustainable livelihood and poverty eradication. But, it requires strenuous efforts for industry-community link-up and fruitful collaboration among all stakeholders - governments and intergovernmental bodies, local government, industry, trade unions, local communities and their different member groups, NGOs, community based tourism initiatives, etc. In this scenario, a collective movement of all the stakeholders is crucial for the improvement livelihood opportunities, preservation of local art culture, and for the creation of healthy atmosphere for business development; that needs a holistic approach for destination management. In line with these objectives, Responsible Tourism envisions at improving economic linkages and reducing negative socio-cultural impacts through a participatory mode of planning and development. The newly designed Village Life Experience (VLE) Packages of Kerala Tourism develops a feeling of participation among destination community along with improved self-respect and admiration.

The definition of Cause-Related Marketing (CRM) is “the process of formulating and implementing marketing activities that are characterized by contributing a specific amount to a designated nonprofit effort that, in turn, causes customers to engage in revenue providing exchanges (Mullen, 1997).  It is absolutely true in the case of Village Life Experience (VLE) packages promoted by the Kerala Tourism. VLE was designed to provide village life experience to tourists by guiding them through real life situations of Kerala villages thereby distributing economic benefits of tourism directly to the community. Beyond a mere journey, this product distributes a certain percentage (50-60) economic benefits of tour directly to the participating local members.

An analysis of the revenue distribution pattern of the VLE (Chart.1) shows that an average 60% of the revenue reaches at the participating community members and a portion (10%) keeps as Village Development Fund (VDF) for the up-gradation of local basic amenities.  The tour VLE is owned and operated by the community under the leadership of Destination Responsible Tourism Cell (DRTC) which coordinates tour planning and fund transfer to the bank account of members. 10% of the revenue goes to DRTC as operation and administrative expenses and 15% is separated as Travel Agent Commission (TAC) as a promotion strategy.  

Kerala tourism has various such programs in the selected RT destinations viz. Kumarakom, Kovalam, Wayanad and Thekkady. Some of the major features are shown in the (Table.1 and 2) below.

The members of the community participating in the package by showing/demonstrating their activities receive fixed amounts from the package price realized. There is also close interaction between the community and the visitors through these packages, but all the visitors are provided with a code of conduct to visit villages; and the participating members are trained about guest etiquettes. The visitors are guided by a local naturalist or a local guide who undergone effective training on communication and guest management.   These new age products in destinations are opting economically, socially and environmentally responsible practices. Tour operators say that travelers who have urge for knowledge about traditional ways of life, rural activities and culture will be attracted to visit rural Kerala. Common features of VLE packages are shown in the (Table. 3) below.

 ‘Beyond the Beach’ Tour Program at Kovalam takes tourists to the outskirts of villages in the Kovalam region and opens a wide variety of natural and traditional attractions/activities for the visitors. The lobster cage making by an ebullient artisan, Kalaripayattu (traditional art forms), vegetable fields, handicraft making centers and sumptuous meal in a vernacular rural house provide unique experience to guests. ‘Explore the unseen Wayanad’ and ‘Tour to traditions’ at Thekkady  offer rare opportunities for the expeditors to discover the unseen beauty of tribal villages and it unravel a range of traditional practices and antiques in tribal hamlets. The Mannan King at Thekkady, the magnificent fragrance of Sugandhagii hills of Wayanad, night cultural trails with Ambalavayal community and the local cuisine centre runs by women SHG’s (Self Help Groups)  are the inspiring stories of community-industry harmony of VLE.      

Normally these tour starts at the morning and end by around 2.30. Tariff ranges from Rs. 2000 to 2500 per person that includes cost of transportation, guide fee, community contributions, community development fund, refreshment, lunch and complementary gift pack. Considering the financial feasibility, carrying capacity and administrative conveniences; numbers of passengers in a tour is limited to maximum 7 and minimum 3.

6.1.1.      Village Life Experience at Kumarakom

The “Village Life Experience at Kumarakom” and “A Day with Farmers” are the two enthralling tours at Kumarakom. The ride through the backwaters takes the guest to the villages for exposure to the bio-diversity and the teeming life of the people. It is interesting that one of the back water trips in a country boat is lead by a woman member. The experiences and interactions on store for the tourists include an Anganwadi, a fish farm, traditional fish catching (bow and arrow), home garden, coconut leaf weaving, traditional craft activity of a household using screw pines, art and cultural shows, a broom making unit, a Karimeen processing unit, a plantain orchard and a toddy tapper. The guests are given an opportunity at every site to interact with the persons involved in the activity and to try themselves the activities.

VLE is an income source for around 45 family in this destination and each of the participating member gets an average of Rs. 150/day. So far around 1250 guests were participated in this village tour and the total revenue from the VLE is 1050000/- (up to 2013 June). Revenue break-up and details of Community participation of Village Life Experience Packages at Kumarakom are shown in Table 4 and 5 below.  

Though equal focus on Triple Bottom Line (TBL) areas is envisaged, Responsible Tourism at Kumarakom gives more thrust on economic sector; considering the fact that economic linkages can robust income opportunities of local community in the destination. VLE at Kumarakom ameliorates the efforts to strengthen local participation, value addition, industry-local link-up and collective development that developed a self esteem among the stakeholders and visitors. The above packages are popular among tourists, and the hotel industry is promoting these as an add-on experiences.

6.2.Value Additions

Apart from VLE; ethnic cuisine restaurant, community canteens, souvenir centres, art and cultural groups etc. are adding value to these destinations. The ethnic cuisines restaurant at Wayanad offers varieties of indigenous tribal dishes and the craft center demonstrates an array of tribal handicrafts. It is inspiring to note that almost all the enterprises in destinations are managed by women Self Help Groups (SHG). When the average monthly revenue of women led community canteen at Kumarakom is around 2 lakhs, this destination also has the credit of ‘the first women and children professional Shinkarmelam and Chendamelam (cultural/art show) group’ in Kerala.

A destination resource directory developed after a comprehensive survey incorporates minute details about destination like history, attractions, art, culture, tradition, livelihood, famous personalities, tourism infrastructure, products and services etc. is a blessings to tourist as well as business promoters. In order to maintain the clean image of destinations, the local community and business enterprises are taking a leading role in identifying and preventing adverse impacts of tourism including child labour, exploitation, prostitution, and related ill effects. Visitors can experience the reflections on Responsible Tourism everywhere, from a homestead to resorts where 90% of the tourism enterprises have RT Certification. There is an RT reception centre at the destination which provides all the details about the activities and lends services to the visitors.

The product VLE has been honored by Ministry of Tourism in 2012 as the best Rural Tourism Project and RT initiatives at Kumarakom awarded with Best Responsible Tourism Project in 2010 and PATA Award -2011. Now Kumarakom awaits for a unique accolade from United Nations – ‘the Global Responsible Tourism Destination’ and it is also proposed for the International Centre for Responsible Tourism Studies’.

7.      Conclusion

When acclaimed tourism destinations are striving to strike a balance between tourism development and sustainability, this novel concept of Kerala is creating visions for destinations by integrating ‘value and cause’ notion in its marketing strategies. Considering the success of Responsible Tourism in destinations and the lead position decorates by Kerala in the global tourism market, this initiative could be replicated in all leading tourism destinations to ensure sustainability of tourism development.

Paul V Mathew*

Vazhayil, Kinginimattam

Kolenchery, Ernakulam

Kerala, India - 682311

Mob: +91-9745482028

0484-2766667

E-mail: paulvmathew.hr@gmail.com

Rupesh Kumar

State Level Field Coordinator – Responsible Tourism

Kerala Institute of Tourism and Travel Studies (KITTS)
Residency Compound, Thycaud P.O.
Thiruvananthapuram
Kerala, India - 695 014

Mob: +91-8111805554, +91-9446921702,

Phone: +91 471 2329468/ 2329539/ 2339178
Fax: +91 471 2323989

Email: rupesh@rtkerala.org

Reference

      Archana Capoor and A Balaji, Inclusive Concept – Responsible Tourism, TFCI

      Cowe, R. (2001) Investing in Social Responsibility: Risks and Opportunities, Association of British Insurers, cited in Tearfund (2002) op. cit.

      Davina Stanford (2008), Responsible Tourism, Responsible Tourists: What Makes A Responsible Tourist In New Zealand?

      GITPAC (2009), Responsible Tourism in destinations, a Report, Kerala Tourism

      Graafland, J. & Van de Ven, B. 2006. Strategic and moral motivation for corporate social responsibility. Journal of Corporate Citizenship, 22: 111-123.

      Harold Goodwin (2005) Responsible Tourism and the Market, International Centre for Responsible Tourism

      Husted, B. W. & Allen, D. B. 2006. Corporate social responsibility in the multinational enterprise: strategic and institutional approaches. Journal of International Business Studies, 37(6): 838-849.

      Husted, B. W. & Salazar, J. J. 2006. Taking Friedman seriously: maximizing profits and social performance. Journal of Management Studies, 43(1): 75-91.

      Responsible Tourism Manual for South Africa (July 2002), Department for Environmental Affairs and Tourism, Republic of South Africa

      Tourism Statistics, Kerala Tourism, 2011

      Raveendran B (2009), Responsible Tourism Initiatives in Kerala

      Mullen, J. (1997) ‘Performance-based corporate philanthropy: how ‘giving smart’

      Ptacek, J.J. & Salazar, G. (1997) ‘Enlightened self-interest: selling business on the

      Tearfund (2002) Worlds Apart: A call to responsible global tourism, January 2002, www.tearfund.org/acting/tourism.pdf

 

                         

No.	Name of the Package	Features
1	Beyond the Beach @ Kovalam	Village life and traditional arts
2	Village Life at Kumarakom	Livelihood activities and fishing
3	Explore the unseen Wayanad	Life style and culture
4	Tour to traditions @ Thekkady	Tribes and traditions

Table.1: VLE Packages of Kerala Tourism

Packages and Itineraries
Beyond the Beach at Kovalam	Village Life at Kumarakom	Explore the Unseen Wayanad	Tour to Traditions @ Thekkady
·   Coconut leaf weaving ·   Zero waste centre ·   Local crèche ·   Local market ·   Lobster trap making ·   Traditional lunch ·   Kalaripayattu show ·   Handicrafts unit  ·   Handloom making ·   Freshwater lake	·   Coir making ·   Country boat ride  ·   Valaveeshal ·   Farm house visit ·   Toddy tapping ·   Kerala meal ·   Screw pane weaving ·   Paddy field visit ·   Anganvadi visit	·  Visit handcraft unit ·  Anganavadi visit ·  Sacred Groves ·  Traditional lunch ·  Plantation visit ·  Medicinal plants ·  Tribal settlement ·  Antiques ·  Ethnic cuisines ·  Tribal art forms	·  Garland making ·  Bamboo craft making ·  Kannadi Paya ·  Indigenous food ·  Traditional temple ·  Tribal cooking ·  Honey bee farm ·  Mannan art show ·  Tribal Anganavadi ·  Tribal temple

Table 2: Features of Village Life Experience (VLE) Packages of Kerala Tourism

The concept	The Package Inclusive
Life of rural communities       Day to day affairs and way of life       Labour and employment practices        Agrarian practices       Local cuisines       Stories, Myths and legends       Ethnicity       Natural Landscapes	Welcome drink (Tender Coconut)          Resting Place and amenities          Refreshments for tourists (Local /Ethnic Cuisine)          Transportation facilities to spots          Recreational activities          Entertainment programs          Safety and security aspects          Medical facilities          Service of English speaking driver          Service of approved Local Guide

Table 3: Ingredients of VLE

 

Sl. No	Name Activity/Attraction	Male/ Female	Benefit (in Rs.)
1	Country boat ride	Female (2)	500
2	Service of local guide	F	200
3	Welcome drink (ender coconut & banana)	F-1,M-1	200
4	Toddy tapping	M	100
5	Valaveesal (fish catching)	M	100
6	Olamedayal (coconut leaf weaving)	F	50
7	Coir making process	F	100
8	Bow and arrow (traditional fish catching technique)	M	100
9	Karimmen chettal (fish processing)	F	50
10	Broom stick making	F	50
11	Anganvady visit (Crèche)	F&M	100
12	Home stead farm visit	F&M	100
13	Cultural Show (any one) (Shinkarimelam, Thiruvathira, Kolkaly & Vattakkaly)	F&M	2000
14	Refreshments (Tappiocca & Nadan karimeen curry)	F	250
15	Village Development Fund (10%)		600
16	Travel Agent Commission (15%)		900
17	Administrative Expenses (10%)		600
	Total Package Rate (per 3 Pax.)		6000

Table 4: Revenue Break of VLE Kumarakom

Sl. No.	VLE Particulars	Number
1	Community Members involved	62
2	Women members	28
3	Number of Partnering hotels	19
4	Number of guests from hotel	350
5	Promoters/Agents	15
6	Total tourists visited	1250
7	Number of foreign tourists	850
8	Total Income to the community (2 years) (in Rs.)	10,50,000

Table.5: Community Participation in Kumarakom - VLE

Rupesh Kumar is the State Level Field Coordinator of Responsible Tourism, Kerala pursuing PhD at the School of Gandhian Thoughts, Mahatma Gandhi University, Kottayam, Kerala, India

Paul V Mathew is a Research Scholar at the School of Management Studies, Cochin University of Science and Technology (CUSAT) and a former State Team Member, Responsible Tourism.

Copy Right:Paul V Mathew and Rupesh Kumar, SPIRI,The Global Research, 2013