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Theories of tourism: Hyderabad

发布时间:2017-03-24
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INTRODUCTION

Hyderabad, also known as the “City of Pearls” for its very famous pearl industry is the sixth largest city in the country. It has a population of more than fifty Lacs & Agglomerated area of 727 sq. kilometers on the Deccan Plateau.It is the capital city of Andhra Pradesh and is located on the river banks of Musi. It was established in 1591 by Muhammad Quli Qutub Shah, the 5th sultan of Golkonda who ruled over Hyderabad until 1687 and is also the last princely state to join the Indian Union on September 17, 1948.The official language of the city is Telugu, but there are other regional languages spoken by the people. English is used for commercial purposes which is also the common used language to converse on the streets. Other popular languages are Hindi and Urdu. The city is also known for its food and is called the heaven for food lovers. The delicacies that are famous include Hyderabadi Biryani, Pathar ka Ghosht, Nahari, Haleem, Double ka Meetha, Khubani ka Meetha, Seviyon ka Meetha and Kheer. (http://www.hyderabadplanet.com/hyderabad-food.html) (http://www.aptdc.gov.in/hyderabad.html) (http://hyderabadtourism.in/about_hyderabad.php)

The bustling city displays diverse cultural traditions of North India and South India in the areas of cuisine, language and religion. This coalescence makes Hyderabad one of the most dynamic cultural pots in the country. One of the upcoming tourist destinations in India with the help of the local government, Hyderabad has developed over the years for visitors that fly in from all over the globe creating better infrastructure in various attractions within the city. Also sustainable tourism is something that has been taken seriously, having come up with various initiatives. (http://traveltips.usatoday.com/hyderabad-india-tourism-17240.html)

SUSTAINABLE AND ETHICAL MANAGEMENT

Erik Cohen’s Tourism Theory

Erik Cohen (1972) recognized the sociology of tourism is defined by the fourfold typology of tourists. The organized mass tourist – that includes travelers dependent on the characteristics of the international tourism industry. All-inclusive packaged holidays, familiar surroundings and no novelty are what they look at. The individual mass tourists plan and have their reservations in place before setting out. Whereas, the explorer does the exact opposite, willing to try a new place moving a bit outside their comfort zone.

The drifter seeks novelty and is ready to take risks. They benefit the locals of the areas more than other travel companies. (Tribe,J.2009)

Hyderabad deals with organized and individual mass tourists since visitors here mostly pre-plan and pre-book their journey, handled mostly reservation centers or companies. The tourists do not have to move out of their comfort zone to explore the place and can stick to the itineraries formed by their guides. (Fig. __ )

Butler’s Tourism Area Life Cycle (TALC) Model

Butler’s (1980) TALC model (Fig.__ ) when applied on a destination works on similar lines as the product life cycle. A tourist area undergoes six stages: exploration, involvement, development, consolidation, stagnation, decline or rejuvenation. (Mason,P.2012)

These stages are judged on the basis of number of visitors, facilities offered at the destination, change in tourism patterns, change or disappearance of original tourist spots, change in cultural patterns. It can be illustrated that the Sultans ruled the city of Hyderabad during the pre-independence stage. Thus, exploration of the area began rather early. Great monuments and places of worship built then, now form historic tourist attractions. However, tourism as such only developed after the post-independence era. Today, the government is taking steps to maintain these historic places and also adding to the facilities they have to offer. With improved infrastructure, sustainable tourism activities, the city has also attracted major hotel brands that are now operating here. The addition of the International airport also makes it a destination convenient to visit from across the globe. Thus, it can be noted that Hyderabad lies between the second and third stage of the TALC model. Efforts are being made to promote and increase tourism within the city; however, it still needs better marketing and promotion to reach its maximum potential. (Babu.A,2008)

Doxey’s Irridex

Doxey’s Irridex (1976) states four stages of interaction between the host (tourism destination) and the guest (tourist) on the basis of their interaction. Starting withEuphoria, where the host is excited to welcome tourists when no activity is taking place. This soon leads to the stage ofApathy– where the host is delighted to welcome tourists. However, after a point of time, the tourists are taken for granted when the locals become formal and indifferent towards them, not knowing whether tourists should be welcomed further. It can be noted that Hyderabad still lies in the stage of Euphoria, slowly moving towards the stage of Apathy, where the tourists are yet welcomed happily. However, once the tourism activities start blooming and the destination attracts maximum number of tourists with an increase in crime, overpricing of commodities and services among other wrongdoings, it would be said to lie in the stage ofIrritation. Finally, what follows this stage isAntagonism;wherein the tourists are blamed for the negative effect on the destination and are exploited easily while also being blamed for loss of human values and culture at the destination. (Reisinger,Y. et al.2010)

TOURISM AUDIT

There are a variety of places that a tourist can visit in Hyderabad, right from famous monuments to worship places and from museums to zoological parks, to name a few.

The symbol of Hyderabad and also the main attraction is the 160 foot tall monument and mosque, Charminar (Fig_). It was built by a sultan in honor of his wife and consists stunning displays of Islamic architecture. Also worth seeing is the Mecca Masjid which is one of the biggest and the oldest mosques in India and was built by Md. Quli Qutub Shah during his reign and accommodates around 10,000 worshippers at a time. The Nehru Zoological Park, which is one of the largest zoos in India and is stocked with over 1,100 animals of nearly 250 different species is another famous attraction. A must visit place is the Ramoji Film City which is certified by the Guinness Book of World Records as the world’s largest film studio complex. With its flamboyant locales and massive dreamscape, make believe sets, picturesque avenues and outstanding film making infrastructure makes it filmmaker’s paradise. Apart from this it is also well known for tourists who seek recreation. Approximately 1.5 million tourists visit Ramoji Film City annually. Hyderabad also launched its most awaited heli-tourism services in the city which is a 15 minute air ride that will give a an amazing aerial view of places such as Hussain Sagar, Golconda Fort, Birla Mandir and also the Charminar.( http://thealternative.in/travel/2012-in-review-towards-sustainable-travel-in-india/) (http://www.hyderabadtourism.in/places_visit.php)

Hyderabad can be reached by air, rail and road. The only airport in the city is the Rajiv Gandhi International Airport or Shamshabad Airport which also takes care of the domestic operations as well, and because of its advantageous location maximum number of Indian cities can be reached within two hours of flight. They have also undertaken a number of sustainable initiatives which comprises of a green belt that has been developed in an area of 273 hectares with various plant species and 931 hectares of natural greenery has been undisturbed. This initiative won them the best landscape award from the State Government in 2011 and 2012. Other initiatives include energy conservation, green buildings, waste water recycle and reuse, rainwater harvesting and solid waste management. (http://www.mapsofindia.com/hyderabad/hyderabad-domestic-airport.html).It also has an extensive railway network that connects it from Bangalore, Mumbai, Delhi, Kolkata, Chennai, Bhubaneswar and other major cities in Andhra Pradesh and the country. The outstanding bus services and road network connects Hyderabad to all the major cities in Andhra Pradesh as well the surrounding states, as it is located on the crossroads of National Highways 7 and 9.(http://www.india-travel-agents.com/southindia/andhra-pradesh/cities/hyderabad/how-to-reach.html)

Accommodation in Hyderabad ranges from extravagant palaces to humble budget hotels. It also has a number of five star category hotels like Taj Falaknuma Palace,The Westin Hyderabad Mindspace, Trident Hyderabad,ITC Kakatiya,Park Hyatt Hyderabad and Vivanta by Taj Begumpet to name a few. Many places of lodging are found in the commercial neighborhood of Banjaara Hills. (http://traveltips.usatoday.com/hyderabad-india-tourism-17240.html)

THE MARKET

Hyderabad welcomed 86, 36,207 domestic tourists and 2, 90,466 foreign tourists in the year 2009-2010 with the maximum number of domestic tourists visiting Hyderabad was from January to July and foreign tourists in the months of January and February. (http://tourism.gov.in/writereaddata/CMSPagePicture/file/marketresearch/statisticalsurveys/AP.pdf)

PESTLE ANALYSIS

Political

Fifty-eight years after the unification of Telangana and Andhra region, Now there is a political unrest as the people want a separate state of Telangana with Hyderabad as it common capital as it is the most developed city in the state. It also comprises of 10 districts out of 23 in the state of Andhra Pradesh. These issues has left the city in great turmoil with tourism being affected on a large scale. It also led to shifting of a prestigious business event to Chennai which was scheduled in January 2010. Ever since the Telangana agitation gained momentum in the year 2009, Hyderabad experienced a huge drop in its foreign tourist arrivals. In 2012, only 2.2 lakh foreigners visited the city and its return to normalcy soon, those in the business related to tourism expect the numbers to improve. (http://www.samachar.com/Foreign-tourist-arrivals-expected-to-improve-in-Hyderabad-nixfKRbebch.html) (http://www.ndtv.com/article/india/what-is-telangana-12869)

Economical

Hyderabad is one of India’s most important economic hub, with a steady growth in the textile and apparel industry, poultry farming, automobile and auto parts industry, and bulk drungs and pharmaceuticals. Apart from these, the city is fast becoming a major IT hub in India and due to its large economic growth, it is the financial and economical capital of Andhra Pradesh. It also the state’s largest contributor to the state tax and excise revenue and as well as the gross domestic product (Fig_). Over a period of ten years, Hyderabad has shown dramatic growth and it is expected that it will continue to do so in the years to come. Ever since the 90’s, the economic pattern has become broader and has a more diversified spectrum, compared to it being primarily service-oriented in the early stages, including commerce, transport and communication.

Socio-Cultural

Moving out of traditional occ,,,Crime ,, migrants dwelling in

Technological

In the United States of America, during the mid-1990, when the internet boom has just started, Hyderabad, an ancient city borne of mixed cultures and traditions, began its slow transformation into a cyber-city that, today, is one of India’s premiere IT- enabled service hubs. It has also become the country’s center for technological and scientific development not only in the IT infrastructure but also in science research and pharmaceutical industry and is the home for many international technological firms.

Hyderabad has very strong support for IT sectors from the state and the government’s Biotechnology, and Pharmaceutical sectors, and industrial policy for the IT is very liberal and high priority is given to its development, since it plays a very important role in terms of sustainable economic growth.

Since the city offers good and efficient IT infrastructure, it will soon become a core player in Asia in terms of being an IT hub. These conditions have made Hyderabad a prime location for offshoring services, making it an attractive destination for many IT companies worldwide. (http://www.hyd.co.in/it-industry/)

Legal

The Telangana issue in Hyderabad has led to legal problems in the city as the Telangana bill might get entangled in a legal quagmire with a number of constitutional experts suggest that the legislation would be invalid without opting for constitutional amendments. It concerns proposals like vesting special powers in the governor to control and supervise law and order in the city which will be serving as a common capital. Also without constitutional amendments, the Bill would be self-defeating and would give away legal disputes.

Environmental

Hyderabad is one of the fastest developing cities of the country with an exceptional economic transformation over the last 15 years. The presence of 500 IT companies in Hyderabad has led to an inflow of migration. With the economic growth, the demand for residential property surged. This in turn has led to construction of gated communities and residential buildings as well as the appearance of shopping malls, restaurants and small scale retail sales along the streets. The Durgam Cheruvu is a manmade lake which lies in Madhapur, Hyderabad and is also known as the secret lake because of its former remoteness. But with the above described development, Madhapur has experienced a radical change. Huge buildings have been constructed close to the waterfront although officially no constructions are to be built within the lake’s full tank level plus a buffer zone of 30 meters.

It also lacks the presence of a sewer network and the waste water from the business and residential area is discharged into the lake without any treatment. In 2005, it was estimated that the inflow of sewage was already accounted to 2 million liters per day which increased to 4 or 5 million liters per day in the year 2009 which resulted in disappearance of aquatic life and heavy pollution. Another problem that arises with the encroachment of the lake bed is the threat of flooding and subsequent damage of residential property around the lake.

Only after a complaint was lodged with theGreater Hyderabad Municipal Corporation because of the above mentioned problems, it has agreed to take countermeasures. (http://www.waterandmegacities.org/the-not-so-secret-secret-lake-%E2%80%93-environmental-issues-in-hyderabad%E2%80%99s-fast-growing-periphery/)

RECOMMENDATION

  • Hyderabad Tourism should provide package facilities that connect all the tourist attractions in the city.
  • Providing catering facilities at all the tourist attractions with all segment of the tourists with their pocket level.
  • Entertainment facilities should be provided to the tourist to ensure a longer stay which must be backed with unique ideas.
  • Development of the Eco- tourism, and rural tourism must be given a boost.
  • Appropriate measures must be taken for the control of cheating by the local people.
  • The culture and local handicrafts should be developed.
  • Tourism Department should take the initiative and introduce the tourism subject in post graduate and undergraduate level of education to create more awareness.
  • The Andhra Pradesh Tourism Development Corporation and the Indian Railways are jointly operating IRCTC packages to Tirupati, it should be expand to other areas in Andhra Pradesh also.
  • To strengthen the publicity and marketing facilities about all the tourist destinations in the city.
  • Tourism shopping facilities should be improved with it being open throughout the day and night.
  • Shilparamam, is a village that was created for the preservation of traditional crafts should be formed in other parts of the city too.
  • The infrastructure facilities like roads, sanitation facilities, parking areas, gardens should be improved.
  • New tourist destinations must be created from the unexplored regions which must be opened at least in peak seasons or months.
  • To open tourism magazines which will help in publicizing the destinations and activities.
  • Proper maintenance of high tourist inflow areas without any inconvenience caused to the tourists.

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