Rajasthan tourist destination

Rajasthan phaeton depotThe promotion of Rajasthan as a here(predicate)ditary pattern phaeton cultivation1. IntroductionIn order to bring through the aims and objectives, this piece of work focused on the promotion of Rajasthan as a hereditary pattern tourist stopping point in the world. The vital idea bottom of the inning the selection of this opalineenic is to discuss the importance of heritage touristry. touristry plays an each(prenominal)-important(a) role in the socio-economic development of some(prenominal) rural ara. It is in addition single of the major(ip) sources to earn foreign transposition, and generating employment for urban as rise as rural e trulyday. This chapter thrust 6 percentages. Backg travel of the take onBackground to the studyTourism industry in India is on a great knock down at the moment. India has a great potential to be a major tourist finishing in the world. Its the second highest foreign exchange earning industry and adm inistration gave travel and touristry industry an export status. Indian tour and travel industry is one of the most good open industries in the country. During the year 2006, four million tourists vi graded India and spent US$8.9 billion (Economy watch, 2006).The delicacy in the Indian touristry industry give the gate be attri furthered to some(prenominal) factors. Firstly, the tremendous growth in the Indian economy, because of that the disposable income of the middle-class increase to expend on their recreation. Secondly, the IT domain in the country by which India celebrated as an IT hub in the world. Which depict slew globally for business trips. Thirdly, the ravening advertising campaign Incredible India by the touristry ministry of India excessively changes the foresee of India worldwide. Tourism industry as well as bring home the bacons employment to millions of the great unwashed directly and indirectly in the country. Which facilitate the society and solv e the big issues of unemployment in the country. Estimates of 20 million hatful are directly employed by this sphere in the country menstruumly. According to the above lines Rajasthan the north-west adduce of India is actually hot among the subject field and inter content visitors. The royally palaces and assembles, long golden desert, gumptious and colour inful people make the aver to a greater extent exciting to visit. as intimately all this, Probably India is the exactly country which offers various categories of touristry. These include memorial touristry, adventure tourism, medical (Ayurvade and dissimilar(a)) tourism, eco tourism, husbandry tourism, rural tourism, religious/pilgrimage tourism, religious tourism and beach tourism etc (I love India, 2007)Justification of the study heritage tourism is now big business. In economic and entrepreneurial hurt, it is one of the major success stories of recent years. At a time of declining industrial activity an d rising unemployment in some(prenominal) society, heritage tourism has put forwardd an election digit of enterprise, creating jobs and generating wealth for topical anesthetic economies (Herbert, 1995).Tourism in India has the potential to do wonder in this upcoming industry of profit as intimately as fun. Rajasthan the largest state, and one of the most eminent tourist destinations, which is far-famed for its pictureqous indwelling beauty and wonderful construction. Rajasthan are usual attractions for first time visitors (Mintel, 2008).The pass judgment value for travel industry in India looks extremely b sort out. Conde Nast rank India 6th amongst the top 10 tourist destination in the annual Readers Award in 2004, which was 9th a year before. The magazine ranked Raj Vilas, in Jaipur (Rajasthan) as 3rd in the everywhereseas leisure hotel category for Asia (Business Standard, 2004). The JBIC (Japan coin bank of Inter bailiwick Cooperation) rank her 5th most attractive in vestment destination.The melodic theme Indian Tourism Industry Analysis provides an insight into the Indian tourism market. According to the report, India is one of the most potential tourism markets in the world. India expected to see 10million international tourist by 2010, which was 5million in 2007. Andhra Pradesh, Utter Pradesh, Tamil Nadu, Karnataka and Rajasthan are the leading tourist destinations in the country (Bharat Book Bureau, 2004)Aims and ObjectivesTo minutely assess the opportunities to press Rajasthan as a heritage tourist destinationObjectivesEvaluate the potential of Rajasthans heritage to develop as tourist destination.Critically try the present tourism promotion system and the government policies on Rajasthan tourism.The development of recommendations for the promotion of Rajasthan as a heritage tourism destination.State profileThe colourful and exotic state of Rajasthan lies in the north-western bureau of India. It is the largest state (132,150 sq mi) and withal knows as the land of kings, the domicil of Rajputs (Indianhills). Rajasthan is bordered on the west by Pakistan. In the west of state is the Thar Desert and the highland(prenominal) region of Dec trick in the eastern part. The Aravalli hills cross the state from north-east to the s extincth-west. The state was formed in 1948 from several former principalities states of Rajputana. Rajasthan is one of the strongholds of the conservative Hindu (75% of the people) then Muslims, Jainists and native people (Encyclopaedia).The largest state with 33 districts and a population of 56.47million (2001 census) with a literacy rate of 61.03%, Jaipur is the states capital as well as the cultural, financial and trade capital of the state. Rajasthani, Sindhi and Punjabi are the regional languages of the state. Hindi and English besides everydayly used by people (Answer.com). hereditary pattern is non moreover the monument or historic buildings, but everything which touch on us to the rich past of that particular culture or impost is heritage. The folk dance and music, souvenir (cloths and jewels), craft work (handicraft like paintings, exhort or wood work) and festivals, fairs food and life-style are also the part of the rich cultural heritage of any destination.Rajasthan is a state with whole different visage, the most scenic state of India. The culturally rich state of Rajasthan is public for its festivals fairs, luxury trains, folk dances/music, arts/crafts and royal legacy in the form of palaces, forts and gardens. It medieval forts and palaces, the very distinctive nomadic desert lifestyle is unique all over the world.A world of colour, splendour and spectacle awaits visitors to Indias largest and the most romantic state. With its wild desert scenery, superannuated sandcastle forts, pastel colour cities, dust speckled light and its swathes of scarlet, and marigold textiles (The Independent Asia), which creates Rajasthan one of the most popular t ourist destinations in west India. It can be give tongue to as it is the cultural capital of India. There are various popular destinations in Rajasthan but the main tourists attracting cities are Ajmer, Jaipur, jodhpur boot, Jaisalmer and Udaipur. All these cities were the former Princely states, as the result tourist can avouch the imperial legacy all over in these cities. Here we have the brief panorama of the famous cities and their heritage.1.5.1 cyclorama of the inheritance Cities of RajasthanAjmer Founded in the 7th cytosine by ruler Ajaypal Chauhan. remove a famous fort called Ajaimeru or Invincible hill, lakes gardens and many some oppositewise see erupts. Ajmer is roughly 130km south-west from Jaipur is the major religious centre for Muslims. This metropolis is famous for the tomb of Khwaja Moin-ud-din Chisti, a medieval Sufi Saint, where pilgrims gather from over the world (India hills.com). 16km from Ajmer, Pushkar a very small town named after the sacred la ke Pushkar. 400 temples and 52 Ghats around the lake make it a very popular religious centre of Hindu comm single. The one and only lord brahman temple is here. Otherwise sleepy town turn into a hub in the annual Pushkar festival in October or November every year (Travel 2 Rajasthan.com)Mount Abu, Rajasthans only hill station is home to Dilwara Jain temples cognizes for their amazing marble carving. The oldest of the five temples dates to AD 1031. Nikki Lake, sunset(a) point, Achal Garh fort and Guru Shikar the highest point of Rajasthan are the other famous visiting locating in Mount Abu.Chittaurgarh located 70 miles northeast of the urban center of Udaipur is the home of Chittaur fort Indias largest fort and the ultimate symbol of Rajputs chivalry and pride. The nine-story Vijay Sthambha or Tower of Victory is the most highlighting romp of the fort (Ref J). http//web.ebscohost.com/ehost/pdf?vid=6hid=5sid=af82485a-215e-4122-a4ff-0942348b33c5%40sessionmgr11 set on the foothills of a sandstone hillock, the metropolis of Jodhpur seems like an oasis in the vast desert was founded by Rao Jodha Ji (Rathore clan) in 1459. It named after him only. Jodhpur is the second largest city of Rajasthan, divided into two parts the old city (which is inside the 10km wall) and new city. Jodhpur is a very popular tourist destination. The city landscape is very pleasing and attractive. The city has lots of attractions in the form of forts, palaces, gardens, temples and lakes. The city is known as Sun City because of its bright and sunny weather throughout the year (Jodhpur India), and also the building were varicoloured in light blue hue. Located at the edge of the endless golden Thar Desert, Jodhpur is a fascinating medieval city known for its amazing architectural splendour, lively culture, brilliant craftsmen, gourmet cuisines and lots of shopping. The city has various attractions in the form of Maharangarh fort, Umaid Bhawan Palace, Mandore garden, Mahamandir temples and Jaswant Thada the royal ce nonaphs. This attracts the domestic and international visitors evenly (Palace on wheels).The City of Lakes ( oftentimes referred to as the Venice of the East) Udaipur is the home to lakes Pichola and Fateh sagar, both are amazingly beautiful for cruise and sunset. The city is also famous for City places and Lake palace (hotel), Sahelion Ki Bari or Garden of the Maids of honour, museum and temples are the other visitors attractions. Marwar festival fall in the spring is also very famous in national and international visitors.The Golden city of Jaisalmer is famous for its fort, havelies, national park and Sam (sand dunes). Nothing else in India is remotely similar to Jaisalmar, with its fort that straight out of an Arabian Night fable.The capital city and the infixed gateway to the exotic state Rajasthan, Jaipur popularly known as ping City in the world is the main visitors delight. Founded in 17th century and named after is founder Maharaja Sawai Jai Singh. Jaipur is the cultural, trade and financial capital of Rajasthan. With Delhi and Agra, jaipur is the leash important vertex of the Golden Triangle.Stunning backdrop of ancient forts Nahargarh, Amer, Jaigarh and Moti Doongari fort. Hawa Mahal, City Palace, and Jal Mahal are some well-known landmark palaces in the city with famous Albert hall museum.Significance of tourism to the Indian economy2. books Re calculateLiterature pays a major role in any query or case study. Virtually no research can be done without the benefit of references, whatever the scale or disposition of the project ordain be (Brunt, 1998). Fink (19983) believes that belles-lettres critical review is a systematic method for identifying, evaluating and interpreting the work produced by researchers, scholars and practitionersYin (2003) also nominate that secerns for soundly literature may also come from six sources muff as documents, archival records, interviews, direct observation, participant-ob servation and physical artefacts. Yin (2003) further suggested that literature review provided all sort of information like data, statistic, graphs and scholar view active the topic. A useful overview of the six major sources considers their comparative strength and weaknesses. You should straight off note that no signal source is highly complementary, and a good case study leave behind therefore desire to use as many sources as possible.A good literature review is not ripe a description of previous work it also appraises, compares and contrasts it with other relevant work, and with the authors own work (Brown, 2006). Literature review is the section which get out provide reference, if followed up, will widen your knowledge and stimulate independent survey (Altinay el at, 200825).Hart (1998) explained the importance of literature review by suggesting that without it you will not acquire an understanding of your topic, of what has already been done on it, how it has been resear ched, and what they list issues are (Hart, 19981).At this point of report the critical review of the usable literature is important in order to achieve above arouse aims and objectives. In order to get main aim which to promote Rajasthan as a heritage tourist destination, number of academic Books related on heritage tourism and development will help to critically evaluate the prosperous cultural heritage of Rajasthan, which is the first objective of this report. Through this literature the value and import of the heritage can identified, and it will also help to check the scale of the heritage in Rajasthan.As the new path of getting information by electronic media like Television, internet will be a great help, particularly the official tourism websites of Rajasthan or India tourism will provide the latest information on this sector. And also provide information about the recent tourism development promotion, policies and issues. profit is the best ever, faster and the more eff icient information provider these days, and also the information on the sites are more authentic and quick.Daily tidings program papers control articles, interviews and editorial will give the current updates about tourism industry and its achievement. Editorial column will provide critical analysis of governments tourism policies and tourism forecast. Leading national and local dailies (Rajasthan Patrika and Danik Bashkar and The Times of India) will show case current events and news on Rajasthan tourism.The official statistics compiled by the government department and public sector agencies provide a valuable source of information (Burnt, 1998). This can provide by the official website, news dailies and journals based on Rajasthan.2.1 What is hereditary pattern and Heritage Tourism?In 1983 bailiwick Heritage Conference defined heritage as that which a past generation has preserved and handed on to the present and which a significant group of population wishes to hand on to th e future (Hewison, 1989). Hardy (1988) said most researchers accept that heritage is cogitate to the past that it represents some sort of inheritance to be passed down to current and future generations, both in terms of cultural traditions and physical artefacts (Dallen et al. 20032). These definitions suggest culture choice its focus on preservation and the fact that some people will adopt a conservationist view of heritage. (Herbert, 19978). Heritage is like a gift which is passed by one generation to some other in the form of culture, nature, customs which is different and unique from others.Prentice (1993) said heritage can be classified as tangible decided resources (buildings, natural areas) and tangible movable resources (objects in museums, documents in archives) or intangibles much(prenominal) as determine, customers, ceremonies, lifestyles, and including experiences such as festivals, arts and cultural events. Heritage can also classified according to type of attract ion (Dallen et al. 20033).Oxford English mental lexicon define heritage (1983) as which has been or may be inherited. Thats mean anything which pass from previous (old) generation to another (new) in the form of physical, cultural, natural and financial or other can be heritage.Tourism is not just an aggregate of merely commercial activities it is also an ideological framing of fib, nature and tradition a framing that has the power to recast culture and nature to its own needs said by MacCannell in 1992, (Herbert, 19971)The origins of tourism are ancient. Urry (1990) suggested that tourism was known in Imperial capital of Italy with the use of seaside resort certainly in medieval times pilgrimages to the Holy Land involved pleasure and sightseeing as well as religious duty. As a image and a reality, the lofty Tour was established by the late seventeenth century as a component of polite societys social round (Herbert, 19976). Heritage is not just the historic monument or cenota phs buildings, but all which relate people with the rich past of that particular culture or tradition is heritage.These above lines explain that tourism is nothing recent, by which we can say that its a very new concept in the society. Tourism is very old and was present in the different form like seaside or pilgrims.But in twenty-first century it become more immense and fascination by the media. And tourism is different from leisure because in tourism people go out from there home overnight and stay there and enjoy the place by any reason. It can be religious, medical or just leisure. To show case the historic monuments to handicrafts or artefacts, and allow for community to view and be taught about there great past is heritage tourism.2.2 imitate of heritage and heritage tourismThis debate reveals that heritage and heritage tourism is complex. To simplify and to make it more clearly the following manikin is proposed prototype of heritage and heritage tourism. Figure 1This mode l is approach the behavioural perspective indoors behavioural geography. It suggests that heritage exists within the two types of surround phenomenal (unique) and behavioural (human behaviour).The previous is an expansion of the normal concept of environment that include natural phenomena and cultural and built environment that have been all altered or created by human activity on the other hand, the behavioural environment is where the social and cultural facts existing within the phenomenal environment are passed through a filter of human values (Dallen et al. 20037)According to Kirk (1963), these environments forms on the basis on which decision are make which may, or may not, be acted upon to be translated into action within the phenomenal environment.Heritage tourism experience is in the philia of this model, and the key solvent is good experience out of every trips. As the expanded inside section of the model illustrate, the heritage tourism experience is formed within w hat is labelled here as the experimental heritage environment. The core heritage tourism experience is influence and shaped by complex elements like supply and demand (of the destination), politics (government policies), authenticity, conservation (of heritage) with in any destination region. How all those element influence each other and by their role they play in heritage tourism experience.The model of heritage tourism clearly gives answer, that heritage and the heritage tourism is very complex and they convergence each other in different environments. And they both (phenomenal and behavioural) call for the destination with other components in the core economic filter and cultural/societal filter.It is important now to return to the question of a heritage spectrum (range) as advocated earlier by Richards (1996). This concept is very important as it helps to clarify the existence of many types of heritage experiences and heritage landscapes. It purely office that when we talk about tourism experience it has all types of tourism with its landscapes types and heritage attractions.The heritage spectrum model suggest that the heritage landscapes pass through a multiplicity of setting ranging from the natural and immaculate to then built urban and artificial heritage landscapes. The model also shows that heritage tourism has common characteristics of ecotourism (nature based) on the left side and urban tourism (theme perks) and cultural tourism (viewing cultural heritage, architecture) in the right side and middle respectively.The following model also demonstrates that the tourism types (eco-tourism, cultural-tourism and urban-tourism) should not be viewed as mutually exclusive as overlaps most certainly exist. Because of this reality the model refers to heritage tourism as an overlapping concept.Types of tourism in heritage tourism overlap each other but also give types of landscapes and type of heritage attractions separately. In which ecotourism give natu ral and rural types of landscape if visiting national parks in the type of heritage attraction.2.3 Value and moment of heritageThe focus of value shifts to the implication people place on heritage. sign and McArthur (1993) identified four interrelated areas of significance in heritage economic, social, policy-making and scientific significance.Economic significance Heritage is not cheap Restoring a property maintaining it, installing necessary facilities (i.e. toilets and drinking water) and establishing and running an interpretive curriculum can easily cost twice as much (Dallen, 2003143).Zeppel and mansion (1992) believe heritage is preserved because of the value it offers in terms of expenditures, of visitors to site (Dallen, 200313). Tourism is big business and really in demand. People have started paying these days for outdoor fun, and if the destinations have potential they will not think twice to visit there. Rajasthan heritage have the potential to attract the tourist all over and generate foreign exchange.Social significance this refers to the private and collective identity operator that people and society have with their heritage. Thats what local person and community think about their heritage, and how they value to it. The people of Rajasthan feel pride on is rich and colourful cultural heritage. A social ethics will often be the driving ramp to consider preservation in the first instance (Dallen, 200313). debonaireal significance As Hall and McArthur note, heritage by definition is political, in terms of reinforcing what is conserved, how heritage is told, and placing the wishes of private owners of heritage into conflict with government or public amuses.In the words of Johnson (1999187), heritage tourism is not just a set of commercial transactions, but the ideological framing of history and identity. Politics is in its very essence about power, and heritage by its very nature is apolitical phenomenon, since history is always told from the perspective of winners of wars and people in positions of power (Hall 1994, 97, 2000), (Dallen, 2003257).The history of Rajasthan is all about war and warriors. Politic is all over the place in Rajasthan. Even though in literature, arts and crafts there are a pinch of politic.Scientific significance many national parks and protected forest areas may contain genetic material and ecosystems (flora and fauna) that will be useful to medicine and research work. They also provide habitats for rare and endangered species. There is also an educative part to heritage-providing visitors with information about the living history, culture, and people of areas (Dallen, 200313).Not only the national parks, protected forest and wildlifes had their scientific significance in the heritage of Rajasthan, but the agrological site as well. The site of Indus vale civilisation in Indian sub-continent is very important for the study of river valley human history. The Harappa civilisation considers on e of the oldest civilisations on earth.2.4 Scales of HeritageHeritage is not homogeneous (uniform) it exists in different level and scales, namely world, national, local and personalised (Graham et al. 2000 Swarbrooke 1994 herds grass 1997). Given model illustrates these scales of heritage tourism experience, suggesting that they are all linked by the notion of shared heritage (Dallen, 200314).Heritage is very heterogeneous (varied) it can be different in one destination. And if the destination is in India the probability is much because India is a very diverse country with the birth place of many cultures and civilisation. Rajasthan which is the largest and the most colourful state is also not an exception in is cultural heritage.World Timothy (1997) noted that world scale heritage attraction draw large masses of tourists from many countries. How ever, for most foreign tourist, these sites themselves are likely to be only a small part of more extensive itinerary. For cause visi ting a historic agrological site of Harappa visitor can witness the life and culture of that era.Visiting an international heritage attraction is a way of appreciating universal civilisation and achieving some degree of human unity (Moulin 1991). The idea to conserve our heritage came first in the early seventies by UNs environment programme and UNESCOs Man Biosphere Programme.National Through time, certain heritage features came to symbolise a societys shared recollection (Lowenthal 197512). Foe example the Holy town of Pushkar is a symbol (pilgrim) of Hindu community and Ajmer is for Muslims in Rajasthan. On this level, historical monuments often represent durable national ideals, and national pride can be an important stimulus of preserving the built environment in western societies (Lowenthal 1975 Timothy 1997) these type of historic site can be pride of any society like Taj Mahal is a pride for each and every Indian. topical anaesthetic Lowenthal (1979554) noted that the local level, communities need familiar land marks so that they can remain in touch with their own collective pasts in a rapidly changing world. There are many sites which are not very popular but they still have their local importance like, The nine-story Vijay Sthambha or Tower of Victory is the most highlighting feature of Chitturghar fort is the memorial of their local heros, women and children who sacrifice their lives for the motherland. For visitors it just a memorial tower but the significance for the local were very different, it very important for them.Memorials erected in memory of a communitys soonest pioneer efforts, or a local historical museum can provide an important experience for local to which outsiders may not be able to relate (Timothy 1997752).Personal Lowenthal (1979) asserted that modern-day destination of historic relics has deepened peoples sense of nostalgia for the past. A search for root and historical identity and an increased appreciation for one culture and family legacy are evidence of this phenomenon. Timothy said (1997) of the four type of scale of heritage here personal heritage has received the least attention in the literature and hence is least understood.Personal scale of heritage is very private. For example family reunions travel to historic or religious place, cultural and vocational interest is another form of personal scale of heritage. The attachments with family houses or souvenirs are everlasting(a) example of personal scale of heritage.2.5 What is merchandise and Destination MarketingMarketing is the management service responsible for identifying, anticipating and satisfying customer requirement fruitfully define by the Chartered Institute of Marketing, CIM UK. And the other hand the American Marketing Association Marketing (management) is the go of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organisatio nal objectives (Seaton et al.19996).As per Adcock remark The right point of intersection, in the right place, at the right time, at the right footing. The most influential and dominant word of 21th century is selling or if said like this, that everything is saleable if the packaging is good i.e. the right harvest-time marketed at the right place at the right time (season) with a right price (in compression to competitors) is trade by Adcock. It means that selling is not only selling or advertising, but also to promote the brand value and quality to the customers. And also build a union between the producer and customers. The aim of selling for an organisation is to achieve profit or other objective. Marketing is not only important for the manufacturing or production industries, but equally necessary for the promotion of hospitality and tourism industry to achieve desire finis. A social and managerial process by which individual and groups obtain what they need and what thr ough creating and exchanging products and value with others is called marketing (Kilter, P 2003).Destination marketingSeaton (1999351) said that the destination marketing is the affectionateness land of tourism marketing. The destination has the internal connection to all the other industries (stakeholders) in the tourism sector like transport, hotels and attractions. Destination management is not just managing the physical product (i.e. the venue, hotels, transport system, visitor attractions) but also very much to do with building companies reputation and teamwork crosswise the destination, its also has an important component to play in creating understanding and recognition across the community for the economic importance of the conference, trade and events sector (Davidson et al. 200635).Marketing is the process of planning and execute and the promotion of the product of achieve the desire goal and objective in terms of profit and brand success. Like the similar theory functio ning behind the destination management or tourism marketing management. Destination marketing management show case the destination as product and highlights to get profit out of it heritage and culture.Benefits of destination managementMarketing MixKotler (198468) define it as The intermixtureture of governable marketing variables that the firm uses to pursue the sought level of sale in the target market.The marketing mix is the most primary concepts of marketing (Seaton, 1999 Holloway, 1992 Middleton, 2001), it show how important all the four variable (4Ps) that comprise the marketing mix for any business prospect or destination. Marketing mix is the most controllable element of any marketing plan (Davidson et al. 200684). These marketing mixes are categories in 4Ps- product, price, place and promotion (Hollway et al., 199228). But Booms and Bitner (1982) added three more service Ps to service (hospitality and tourism industry) marketing namely, People, Process and sensible Eviden ce. So altogether there are 7Ps for the hospitality and tourism industry. What are they and how they help the marketing managers to get their targets, are examine below harvest-feast Median (1984) suggested that in tourism, Attraction of the destination, facilities and accessbility are three main compnents of product marketinh mix.Meidan, A. (1984) The Marketing of Tourism, The Service Industries Journal, Vol. 4, No.3, pp 166 186Example-The Yahoo Finance, (2009) Information about the KFC outlets online 24th April 2009The Linked In, (2009) what is YUM Brands online 24th April 2009 http//www.rajasthantourism.gov.in/Rajasthan/Naturopathy.aspxRajasthan Tours,http//www.tour2rajasthan.com/rajasthan-tourism.html abt raj cul, stste, historyhttp//www.iloveindia.com/economy-of-india/tourism-industry.html visit 4th July 2009http//www.economywatch.com/business-and-economy/tourism-industry.html visit 4 July 2009http//www.bharatbook.com/Market-Research-Reports/Indian-Tourism-Industry-An