ABSTRACT

Tourism industry in India is large and vivacious with a prospect to grow

as the fastest global destination. The emerging potential of tourism has
given a tremendous growth to the economy of India making it the
second highest foreign exchange earner. Tourism in India has also been
able to generate large number of jobs for both young and women,
reviving the decline in urban areas and thus promoting economic
diversification and “pro poor tourism”. For many developing countries
tourism has been a potential avenue for economic and human
development, and India’s tourism growth economically has led it to 11 th
position in Asia Pacific region, and ranked 14th best tourist destination for
its natural resources on the list of world’s attractive destinations.

Places of natural beauty throughout India have made it a highly desirable

place to live, experience and rejuvenate. The threat to this ecosystem
environmentally can have an adverse negative impact on the economic
growth of India. The research study deals with tourism and responsible
tourism, and how environmental decline can be a threat to the industry.
The research aims to investigate and evaluate the perception of
stakeholders towards responsible tourism and to promote awareness of
environmental impacts on Bangalore city.

The research study includes literature review on responsible tourism,

stakeholder’s perception and promoting responsible tourism in
Bangalore. The methodology used in analyzing data is collected through
primary and secondary procedures.

The research highlights the importance of responsible tourism in

Bangalore, and the need of proper awareness to save the diminishing
environment.

1
CHAPTER ONE

INTRODUCTION

2
1.1 BACKGROUND OF THE STUDY

Tourism industry involves a large scale movement of people and money

with its continually growing demand for extension of tourism
infrastructure and development of new products and escalating
competitive nature of the industry. The international tourism has been
growing rapidly since 1960s especially in Asia, and will continue to grow
(Harrison and Husbands, 1996). Foreign tourists’ arrivals were expected
to increase by over 22% per year from 2006, after an impressive $8.9
billion turnover from these tourists during 2006 to India (WTO). This is
because of a major increase in middle class population around the world
which has augmented interest to travel to various destinations within
India (being cheaper mode of travelling) affecting positively, the local
poor people who are occupying 35-45% of the total population (WTTC).
Tourism resources are omnipresent and with the competitive
atmosphere, each country aims to quickly increase the level of its
tourism industry by capturing the market with an altered type of product
(Reid, 2003). The global market is changing to reflect social,
environmental and cultural issues, and the tourism market has an
advantage of repeat business from travellers looking for richer
experience (Goodwin, 2009), and with the attachment of local
community of southern India have shown incredible effects in terms of
improved livelihoods, poverty cutback, conservation of heritage, wildlife
and forest resources (Parayil, 2009).

Responsible tourism encompasses a framework and a set of practices

that chart a reasonable course between the vagueness of ecotourism
and the negative externalities associated with conventional mass tourism
(Lynn and Husbands, 1996). This is a part of ecotourism involved with
higher experience, new techniques, product development, policy,
planning, and marketing constituted in ways to ensure that tourists, host
population, and investors reap long term benefits of an energetic and
healthy tourism industry (Liu et al., 1987).

The main factors that contribute to responsible tourism are:

- Local cultures – traditions, religions and built heritage
- Environment – flora, fauna and landscapes
- Conserving natural resources
- Minimal pollution – noise, waste disposal and congestion
- Benefit local communities – both social and economically.

3
1.2 SCOPE OF THE STUDY

The whole study is based in Bangalore, Karnataka State, India, as the

scope of research is limited to the author due to several reasons such as
place, destination, case study and methods used. This study aims on the
importance of nature in view of tourism industry in Bangalore, India.
Primary data collection methods such as telephonic interviews, emails,
documents and questionnaires will be used, and to support this research
secondary data collection through text books, news papers, magazines,
government and reputed websites and journals will be used.

1.3 RESEARCH OBJECTIVES

India being a land of diverse geography offers numerous tourist

destinations that are non-problematical, also rejuvenates the tourists
thus enhancing Mother Nature appreciation and the conservation morals
which are an undividable part of Indian belief and traditions (Singh,
2004). The Indian tradition importance was given to human kind as a
part of nature and one should glance upon all creation with the eyes of
love and respect (Jayapalan, 2008). But with the economical progress of
India and foreign trade countries, nature is being radically affected. The
affluent forest areas and biological diversities are diverted to industrial
buildings, which has affected negatively on Global warming and green
house effects. With the increase in industrialisation the natural
resources are deteriorating to a great extent creating an imbalance in the
ecosystem (TOI, 2009).

Restoring the ecosystem by establishing a better balance between

organism and environment, trying to create an ecotourism
(Rangaswammy, 2001), and concentrating more on environment,
cultural, social benefits is responsible tourism (Spenceley, 2008).
According to the Environment Support Group (ESG), a Bangalore based
NGO which is collaborated with Hasiru Usiru (Greenery is Life) in the
recent years the city has lost around 50,000 trees. Researchers have
proven data that Bangalore is no longer a green city. Over the past six
years through the satellite imagery the city’s green cover, including
vegetation of all forms is slowly declining to an average of 30sqkm
annually. Vegetation in and around the city has declined from 859.24

4
sqkm to 684.85sqkm (karnatakaforest.gov). According to the forest
survey of India Bangalore region is now survived with only 7.94% of
forest area, which needs to be preserved (fsi.org).

This preservation of forest area, vegetation and green zone the tourism
industry in India has to focus on leading Bangalore towards eco-
sustainable and environment oriented tourism apart from implementing
more of mass tourism.

The aim of this dissertation is to:

Investigate perception of responsible tourism in stakeholders:

a) An evaluation of the economic benefits of responsible tourism

to Bangalore city
b) A study of the potential for the responsible tourism to benefit
customers and local people
c) Promoting responsible tourism in Bangalore.

1.4 THEORETICAL FRAMEWORK

The present literature would look at the literature related to the

perception of responsible tourism, its social, economical benefits to the
city and local people and the strategy required to create the awareness
in terms of importance of responsible tourism.

Research methodology is a logic of methods that helps in attaining the

overall aims and objectives of the research. There are various types of
methodologies that can be used for a research, and for this research,
qualitative approach is adopted. Qualitative methodology is a branch of
science that deals with analysis of colossal quantity of data, which helps
to analyze the data in parts from case studies, literature, interview
methods and other existing illustrations of related organizations (John,
1983). This helps to avoid recurrence of work and in evaluating the
concepts that are imbibed within. Through a detailed literature review
the research highlights some of the work done previously in related
fields.

5
1.5 STRUCTURE of THE DISSERTATION

The current study is segregated into five chapters.

The first chapter deals with the research aims and objectives, the scope
of the research and the reason for this research.

The second chapter reports the knowledge of literature on aims and

objectives of the research. Literature review is an important aspect in
establishing the conclusions, elaborates the concept of research project
and provides the framework of this study.

In the chapter three, research methodology used for the present study
has been discussed. The research method, research approach, data
collection methods such as primary and secondary data, validity,
reliability, questionnaires and data analysis has been discussed.

Chapter four describes the findings from the research and analysis from
the questionnaire and interviews conducted by the author.

Chapter five concludes with limitations of the research, and

recommendations required for further study and development of the
research vicinity.

6
CHAPTER TWO

LITERATURE REVIEW

7
2.1 TOURISM INDUSTRY

As one of the world’s largest industries, tourism is associated with many

of the prime sectors of the world’s economy. Any such phenomenon that
is intricately interwoven into the fabric of life economically, socio-
culturally, and environmentally and relies on primary, secondary, and
tertiary levels of production and service, is difficult to define in simple
terms (Fennell, 2003).
There is no accepted definition of what constitutes the (tourism)
industry; any definition runs the risk of either overestimating or
underestimating economic activity. At its simplest and oldest term,
tourism is defined as – relationships arising from the travel and stay of
non-residents (Hunziker and Krapf, 1941).

Tourism industry includes a number of key elements that tourists rely

upon to achieve their general and specific goals and needs within a
destination. Broadly categorized, they include facilities, accommodation,
transportation, and attractions. Although an in-depth discussion of each
is beyond the scope, there is merit in elaborating upon the importance
of tourism attractions as a fundamental element of the tourist’s
experience. Past tourism research has tended to rely more on the
understanding of attractions, and how they affect tourists, than the
other components of the industry. As Gunn (1972) suggests, they
(attractions) represent the most important reasons for travel to
destinations (Gunn, 1972:24).

MacCannell describes tourism attractions as empirical relationships

between tourist, a site and a marker (1989:41). The tourist represents
the human component, the site includes the actual destination or
physical entity, and the marker represents some form of information that
the tourist uses to identify and give meaning to a particular attraction.
Leiper (1990:381) concluded to MacCannell’s definition saying, ‘a tourist
attraction is a systematic arrangement of three elements: a person with
tourist needs, a nucleus (any feature or characteristic of a place they
might visit) and at least one marker (information about the nucleus).
Gunn (1972), produced a model of tourist attractions that contained
three separate zones, including the nuclei of the attraction, the inviolate

8
belt – which is the space needed to set the nuclei in a context, and the
zone of closure – which includes desirable tourism infrastructure.

Many attempts to define tourism are made difficult because it is a highly

complicated fusion of various parts, but probably many authors agree
that tourism involves travel; although how far and long one has to travel
from home location is to be characterized as debatable (Matheison &
Wall, 1982; Murphy, 1985; Middleton, 1988; Bull, 1991; Laws, 1991;
Ryan, 1991; Mill & Morrison, 1992; Davidson, 1993; Gunn, 1994; Burns &
Holden, 1995; Cooper et al., 1998; Holloway, 1998). A convenient
tourism definition is – “Tourism comprises the activities of persons
travelling to and staying in places outside their usual environment for not
more than one consecutive year for leisure, business or other purposes”
(WTO, 1991).

2.2 ALTERNATIVE TOURISM

Tourism has now been both lauded and denounced for its ability to
develop and therefore transform regions into completely different
settings (Young, 1983). And thus the attractions that lie in and around
are created, developed and transformed to meet expectations and
demands of visitors (Young, 1983). The conservation and community
development foci of ecotourism have much in common with sustainable
tourism where environmental conservation and nature based experience
being key foci (Bramwell et al., 1996). But emphasis is more often on
commercialization of natural and cultural resources, and the result
normally is unnatural. Blamey (2001), suggests that ecotourism should
be nature based, include environmental awareness and sustainably
managed. All this articulated through the tourism research emerging for
a new, more socially and ecologically alternative tourism (Mehmetoglu,
2007; Fennell, 1999).

Alternative tourism is nowadays a fashionable idea among those who are

dissatisfied with the nature of mass tourism, as it is promoted by the
tourist establishment, and with its economic, social and cultural
consequences. Many tourists, spurning conventional tourism, consider
their style of travel as alternative tourism. The idea has encouraged the
emergence of tour operators and various non-commercially oriented

9
projects offering a variety of alternative forms of travel. A unique
international workshop was devoted to the discussion of the idea of
alternative tourism (Holden ed., 1984).
The idea of alternative tourism has its source in two contemporary
ideological preoccupations:
- The countercultural rejection of modern mass consumerism
- The concern for the impact of the modern industrial world (Cohen,
1992).

2.3 BENEFITS FROM ALTERNATIVE TOURISM

ACCOMODATION
- benefits (jobs, expenditures) are more evenly distributed
- does not overwhelm the community
- less competition
- larger percentage of revenues accrue to local areas
- greater opportunities for local entrepreneurs in tourism sector

ATTRACTIONS
- attractions are educational and promote self fulfilment
- even locals can benefit from existence of the attractions apart
from tourists
- authenticity and uniqueness of community is promoted and
enhanced (Weaver, 1993).

ECONOMIC IMPACT

Economic diversity is promoted to avoid single sector dependence

(Weaver, 1993). Protecting the natural resources in a way tends to meet
human needs (Bookbinder et al., 1998), changing the household
economy and provide new opportunities for employment (Barkin, 1996;
Eadington and Smith, 1992, Nash, 1996). It can also have an effect on the
awareness of surrounding environment and its importance (Stonich,
2000).

ENVIRONMENT

Natural resources are the main focus for alternative tourism (Wearing
and Neil, 1999; Newsome, Moore and Dowling, 2002) in producing

10
adventure, nature based tourism, wildlife and ecotourism, sustainable
tourism and responsible tourism (Newsome et al., 2002), where the
environment plays a major role in all aspects of such tourism
destinations (Ceballos-Lascuràin, 1996).

2.4 RESPONSIBLE TOURISM

Responsible tourism has been a inimitable phrase in the tourism industry

for many years (Frey, 2007a and George, 2007) and since the 1950’s it
has become an important aspect from the increasing negative impact of
mass tourism on nature, environment, socio-cultural and other
circumstances (Weaver, 2001a, and Holden, 2003). Alternative tourism
has an ideology where cultural and structural changes including the
evolution of post-material values have led to increased
environmentalism (Holden, 2003). One of the prominent activities of
alternative tourism is nature based tourism (Diamantis, 1999; Rinne &
Saastamoinen, 2005) which concentrates more on elements like eco,
environment, culture, adventures and sustainability (Weaver, 2001a and
Valentine, 1992). The term nature based tourism is also interchanged
often with ecotourism (Hvenegaard, 1994) as both are based on
preserving the natural resources; provide quality travel experience
(Backman et al., 1999) and focus on environmental strategy (Uysal et al.,
1992; Silverberg et al., 1996).

According to Krippendorf, ‘responsible tourism is a form of tourism to

benefit all the participants like travellers, the host population and the
tourist business, without causing excruciating ecological and social
damage’ (1987). Responsible tourism represents a way of exploiting
tourism planning, policy, and development to ensure that benefits are
optimally circulated among impacted populations, governments,
tourists, and investors (Lynn and Husbands, 1996; Vang, 2002). The
reputation of responsible tourism has amplified from the international
pressure on tourism sector to concentrate on issues of global warming,
social inequality and diminishing natural resources (Frey, 2007a and
George, 2007).

11
2.5 INFLUENCE of ENVIRONMENTAL FACTORS

The environment in which we live is considered as a series of spheres,

allowing separate discussion of atmosphere, hydrosphere, lithosphere
and biosphere (Foster, 1985) and the medium where all these
components come into their closest and complex interaction is called soil
(Evans and Terry, 1999). The interactions of biotic communities with the
physical environment within the defined area constitute an ecosystem
(Evans and Terry, 1999).

Ecosystems are of major importance for recreation and tourism as they

attract many tourists (Stephen and Thomas, 2006), who look for nature
and natural elements during their travel (Urry, 1995). Nature has become
a recreation for adventure and experience seeking tourists (Gössling,
2005; Gyimόthy and Mykletun, 2004). Such tourism occurring in
protected natural areas especially for conservation purposes (Kuo, 2002)
is nature based tourism, which provides significant benefits to those
regions that are defined under it (Eagles, 2002; Laarman and Gregersen,
1996; Nyaupane et al., 2004).
Such developments are like personality-reinforcing, as environmental
consciousness comes into existence through increased media attention
(Urry, 1995) and tourists become more aware environmentally and
incline towards extra educative and challenging vacations (Urry, 1995;
Lindberg et al., 1998).

The literature casing all forms of nature-based tourism suggests that one
of the main macro reasons for the increasing demand for the nature-
based tourism activities is the environmental movement or
environmentalism (Lee, 1997; Fennell, 2003). The relationship between
tourism and the environment has been an object of scientific research
for almost more than thirty years (Gössling and Hall, 2006) and excluding
the latter gives a negative impact to tourism (Krippendorf, 1975).
Moreover the authors conclude that any destination will face decline if
social, economic and environmental conditions become less favourable
(Butler, 1980; Wlofe, 1952; Christaller, 1963; Stansfield, 1978; Hall,
2005b). Sustainable and Ecotourism have also gradually drifted to more
positive images of environmental and economical contributions for
tourism (IES, 2004; Gössling and Hall, 2006).

12
There are many positive impacts of environment oriented tourism in
terms of environmental conservation and economic benefits to localities
or residents (Eagles, 2002; Larman & Gregersen, 1996; Nyaupane et al.,
2004), appreciation of nature through ecotourism, increased knowledge
and awareness, transformative experiences and local well being (Fennell
& Weaver, 2005; Mieczkowski, 1995). Transformative experiences have
more emphasis on younger generation towards the environment
(Teigland, 2000) as compared to mass tourism as this nature based
tourism gives greater individuality, activity and flexibility (Saarinen,
2005). It also plays a major role in influencing visitor’s belief, attitudes,
knowledge and behaviours (Hughes & Morrison-Saunders, 2005; Knapp
& Poff, 2001; Kohl, 2004; Kuo, 2002; Moscardo, 1998). Tourists specially
ecotourists seek specific attributes for their experience, such as
trekking/hiking, wilderness setting, wildlife viewing etc (IES, 2000) and in
providing these facilities to the tourists the managers/owners must
upgrade the environment quality with biodiversity levels and with the
lack of human influences like roads, buildings, power lines, and pollution
(Parker & Khare, 2005).

2.6 TOURISM INDUSTRY IN INDIA

The Indian tourism industry is experiencing the never before experience.

The wide-ranging programmes by government like “Athithi Devo Bhava”
and “Incredible India” have started showing optimistic results (Jayapalan,
2008). The rolling economy as one of the ideal destinations to trade has
put India on a world map as a growing tourism industry (Duffy, 2002).
According to the Tourism Ministry (tourism.gov.in), approximately 4.5
million tourists visit India every year which is expected to rise to a level
of 10 million by year 2010 with a GDP of rise from 8.6% to 9.0% by 2020
(wttc.org). The recent World Travel and Tourism Council report states
that India is set to become the world’s second fastest growing travel
economy in the coming decade, after Turkey (International Journal of
Contemporary Hospitality Management, Vol.19 No.5, 2007 pp.338-337 q
Emerald Group Publishing Limited) and is also graded as one of the
attractive investment destination among transnational corporations
(World Investment Report: UN 2005). The Indian tourism industry has
great amount of opportunities in particular with the 2010
Commonwealth Games about to commence in New Delhi.

13
India’s governmental bodies are trying to refresh the tourism industry
from the recession impacts, with the Indian consumer becoming
conservative leading to an impact in each and every state of India by
having a corporation to administer support issues related to tourism
(Cater, 1994). Nature based tourism is one sector which is gaining
importance in India (Ray, 2001) currently with a growth of 30% per
annum (tourism.nic.in) and ranking 12th position worldwide economy
(wttc.org). The reason for this rise is the fact that eco life in India is quite
cheaper compared to other countries (Ray, 2001).

2.7 BANGALORE as a TOURIST DESTINATION

Bangalore city has a list of varied tourist places, gardens, lakes and parks;
it engulfs many a historical sites and places of interest
(karnatakatourism.org). Bangalore, the capital city of Karnataka state and
5th largest city in India (karnataka.com) is the Silicon Valley of India, due
to its software capital tourists from all over the world visit in terms of
leisure or business (ibef.com). It is also known as the Garden city of India
for its beautiful gardens and parks, with wild life adventures,
international star hotels and resorts and exclusive spicy south Indian
dishes (tourisminsouthindia.com). The Vidhana Soudha or the state
Secretariat, of the year 1954, is the heart of the city, along with this is
the Cubbon Park a portrayal of the government buildings. The
Government Museum of Bangalore, Visvesvaraya Technological and

14
Industrial Museum are key museums in Bangalore. The Lal Bagh
Botanical gardens showcasing exclusively the southern part of flowers,
the historical attractions of Tipu Sultan’s fort and the 16 th century
Dravidian style temples are some of the key attractions.

Electrical Communication Engineering, Indian Institute of Science

www.ece.iisc.ernet.in/ieee-itw2002/city.html

2.8 BENEFITS from RESPONSIBLE TOURISM

Economy

The environmental issues are considered among the most urgent for
humanity and the planet as a leading cause (Dunlap, Van Liere, Mertig
and Jones, 2000; Schultz, 2001; Wight, 1993) and worldwide, many
organizations are now integrating and focussing sustainability and
environmental accountability as the growing economic market tends to
fluctuate towards eco, green and sustainable tourism (Page & Dowling,
2002; Weaver, 2001a; Wight, 1993). From past many years there has
been a significant growth in travel offerings and tourism related
advertising which makes reference to ecotravel, ecotours,
ecoexpeditions, ecoadventures and ecotourism (Hawkins & Lamoureux,
2001; Wight, 1993-2001). World Travel Tourism Council (2002) estimates
that in 2002 eco and related activities will contribute 3.8% to the world’s
GDP, rising to 5.9% by 2010 and consequently 7.8% by 2012.

According to Akama (1996), based on the socioeconomic processes of

urbanisation and the rapid growth of industries, responsible or nature
based tourism has contributed more aesthetic and environmental value
of natural areas. Responsible tourism promotes a sustainable method to
earn revenue through conservation and protection of resources by the
community that own them (Borrini-Feyerabend, 1997). Environmental
tourism provides many attractive small business opportunities for
entrepreneurs in terms of nature based or ecotourism in tourism market
creating new challenges with more benefits such as an enhanced image
or as a promotional tool (Parker & Khare, 2005) in the field of tourism
industry. According to World Travel and Tourism Council (2004) tourism
is one of the world’s largest industries creating revenues approaching
US$5490 billion annually with employment for over 73 million people.

15
Ecotourists are a valuable customers as they spend more than regular
tourists (IES, 2000) appreciating the unique cultural and environmental
assets of that region. Also economic impacts of tourism sometimes differ
based on type of tourists with different potential spending patterns on
different destinations (Dwyer and Forsyth, 1997).

The economic impacts of tourism are normally grouped into three

categories: direct, indirect and induced (Lindberg and Enriquez, 1994).
The direct impacts arise from the initial tourism spending, like money
spent by the guests on rooms and other facilities, and indirect impact is
based on replenishing those items from other business sectors. The local
people and employees spend their money to purchase various goods
generating an induced impact (fao.org), hence sometimes the level of
benefits might vary, due to the variations in the level of direct impact
which can be more severe and longer lasting (Lindberg, 1991; Brandon,
1996; Soemodinoto, Lubis and Oktaviany, 1996, Buckley, 2004a; Cole &
Landres, 1996). This leakage of money should be reduced and controlled
for more economical benefits to the locals and the city (fao.org).

Local people

Sustainable tourism is a powerful and potential tool for economic

development in lesser developed countries (LDCs) providing more
trading opportunities (Roe et al., 2004). And nature based or
environmental tourism is a growing economic activity (Nyaupane et al
2004; Wight, 1996) which bestows extensive benefits on host economies
(Silverberg et al, 1996) and local population through employment and
compensation fees or the development of social services (Groom et al,
1991: 393-394). Such environment conscious tourism may influence the
human activities in global, regional and local contexts (Johnston, 1995)
reflecting originating community aspects of culture, economy, history
and experiences in a positive aspect (Duerden, 2004) by raising
opportunities for new activities, replacement and diversification for the
local communities and tourism officials (Johnston, 1995). According to
the United Nations World Tourism Organisation (UNWTO, 2007) poverty
reduction and climate change are an important aspect in today’s tourism
industry that lead to a sustainable growth for local community and
nature based tourism industry.

16
According to Multi-Dimensional Poverty (MPI; July 2010), 55% of Indian
population is poor and Karnataka state has a 33% poverty, due to many
reasons of which unemployment is an important factor (HDR, July 2010;
Haub and Sharma, 2010). Responsible tourism is often considered as an
economic, social and environmental cure all (Chok, Macbeth and
Warren) benefiting the local communities in terms of employment as
cooks, guides or administrators. (Langholz, 1999; Lindberg, 1991)
Education and transformation of life (Barkin, 1996; Eadington and Smith,
1992; Levy and Lerch, 1991; Liu, 2003; Nash, 1996) help in notifying the
value and use of their local environment (Stonich, 2000) which can
produce more sustainable benefits (Silverberg et al, 1996).

The Pro-Poor-Tourism has taken many sustainable initiatives (PPT

Partnership, 2005a) for well-being of rural communities along with the
Department for International Development (DFID) and the Department
for Environment, Transport and the Regions (DETR).

Pro-poor tourism is defined as “tourism that generates benefits to

outweigh costs for the poor” (PPT Partnership, 2004a; Ashley et al.,
1999). Ecotourism or Environment based tourism may draw communities
into the global economic system (Russell and Stabile, 2003) to accelerate
economic growth (Schilcher, doi:10.2167/cit304.0) and educating the
local communities actively participate themselves (Harrison, 2003: 13)
rather depending on marketing channels (Britton, 1983; Fisher, 2003) in
furthering the economic globalisation (Harrison, 2003: 13).

Customers

Since the environmental movement and environmental awareness has

come into existence many tourists are becoming increasingly aware of
the need for environmental protection (Andereck, 2008; Mehmet, 2007),
and such tourists with environmental attitudes differ from others
demographically, behaviourally and motivationally (Crouch et al., 2005).
According to Page and Dowling (2002) an ecotourist is defined based on
their interest, learning and experiencing nature, and this interest is
apparently attached with a related commitment to the sustainability of
the natural environments that provide a perspective for leisure activities.

According to Perkins and Grace (2008) tourists’ personal experience

together with benefits availed from such environmental destinations can

17
have reflective psychological variables such as value structures, goals,
beliefs and other related systems within a person’s psyche giving a more
consistent behaviour. The basic concept is that people cannot exist
outside of environment, nor can they cease to experience it, as
‘environment’ is a concept of human mind (Evans and Connor, 1999).
Tourists can elevate their levels of risk and personal challenges going
beyond ‘sun and sand’ involving in activities like trekking, climbing etc
(Weaver, 2001a, p. 105) to increase their motivational systems
psychologically and physically for better stability (Acott, La Trobe &
Howard, 1998; Luzar et al., 1995).

Wildlife experience is another activity for tourists to see and gain an

understanding and knowledge of the local fauna and flora (Duffus and
Dearden, 1990) new species, visiting different habitats, sharing
experiences with like-minded individuals (Curtin, 2010) without harming
the natural environment (Duffus and Dearden, 1990). Watching wildlife
and animals is not just memorable but can also be a strong individual
inspiration for conservation (Higginbottom, 2004), and cultural heritage;
thus motivating the local communities involving in developing and
safeguarding such destinations for their well-being (toinitiative.org).
Apart from having fun and excitement the tourists can learn a lot about
the flora and fauna they have seen (TIES, 1998) and the money they pay
for their trip is contributed to the local economy (Moscardo and Saltzer,
2004).

2.9 STAKEHOLDERS PERCEPTION

The implementation of nature based tourism for a sustainable

development in local communities (Agarwal and Gibson, 1999) giving
prominence to the local people (Honey, 2008; Mowforth and Munt,
2003) should also focus on economic and political body, village and
private organizations (Honey, 2008, pp. 30-31) such as tour operators
etc. The perception of market integration and promotion of economic
incentives can be more effectual in inducing local people to hold nature
based tourism as a strategy for conservation, as they will be able to
understand the difference from extracting and preserving natural
resources (Stronza, 2007). Today the tourism industry in all aspects is
changing based on the marketing of experiences, and these experiences

18
can be placeless because destinations and their authenticity are social
constructions created through TV, websites, catalogues and brochures
(Gössling and Hall, 2006; Erika and Johan, 2001).

The environmental conditions are a challenge to niche tourism sector,

which largely depends on flawless natural environments for its
competitive consumer demand (Fennell, 2003; Higham, 2007). This
contributes to the integration of knowledge, leads to well-informed
decisions thus ensuring equity and equality by reducing power
imbalance among stakeholders (Jamal & Getz, 1995; Reed, 1997; Ryan,
2002; Sautter & Leisen, 1999). The inclusion of stakeholders reflects the
importance and necessity of their interactions in the world of tourism to
shape the nature, impacts and take necessary developments (Zhao,
2005; Ritchie, 2004; Gunn, 1994; Andereck & Vogt, 2000; Cardenas &
Dregalla, 2009; Drumm & Moore, 2002).

A stakeholder is referred to any group or individual who can affect or is

affected by the accomplishment of the organization’s objectives
(Freeman, 1984: 46; Harrison, 1992)

The stakeholders include:

Government Officials
Local Business Owners
Tour Operators
Travel Agents
Residents
Visitors
NGOs
Wildlife and Sanctuary
(Andereck & Vogt, 2000; Cardenas & Dregalla, 2009; Gunn, 1994, Martin,
1995; Ashley et al., 2001)

According to Harvey (2005), stakeholders approach to conservation often

emphasises on material growth and competition (Harvey, 2005),
doubting the stakeholders approach effectiveness in accomplishing long-
term conservation goals (Espinosa, 1998; McCauley, 2006; Stem, Lassoie,
Lee & Deshler, 2003a), but this is an untested hypothesis that may not be
effective in all places (Stronza, 2007; Barrett, Brandon, Gibson &
Gjertsen, 2001), hence the stakeholders should emphasise more on
neutral promotion opportunity (Fletcher, 2009), approach patrons of

19
ecotours and emphasise on activities they prefer, motivate such tourists
(Eagles and Cascagnetter, 1995; Holden and Sparrowhawk, 2002, Mackoy
and Osland, 2004) and create awareness of being responsible towards
the environment (Lai and Shafer, 2005).

Generally tour operators play an important and influential role in

information delivery, interpretation and as channels for natural resource
management organizations (Hockings, 1994; Kimmel, 1999; Moore and
Carter, 1993), and issues and challenges (Ap and Wong, 2001) related to
environmentally responsible tourism (Weiler and Davis, 1993; Weiler,
Johnson and Davis, 1991). A responsible stakeholder should be
environmentally responsible with environmentally sensitive attitudes. He
can influence the visitor behaviour (Armstrong and Weiler, 2002;
Forestell, 1993; Kimmel, 1999) towards observance of environment and
conservation issues (Kernan and Drogin, 1994).

The industry’s stakeholders should make sure that Bangalore city

sustains the successful industry attitude where the needs for mutual
understanding between the other sectors issues are very critical
(Cardenas and Dragella, 2009; Hall, 2007).

Some factors to be considered as important by stakeholders are:

Protecting the environment (Vang, 2002)
Benefit the local communities in economical and social aspects
(Groom et al., 1991)
Minimise pollution producing activities and equipments
(Buckley, 2003a, 2004a; icrtindia.org; theblueyonder.com; ilo.org)
Conserving the natural resources (Oberholzer-Gee, Felix and Yao,
2008; Hulme, no date)
Establishing and developing tourist training programmes
Legal measures like rules, regulations and sanctions
Promoting environment friendly modes of transport
(unwto.org)
Working with different public organizations to bring better
benefits to the local community
(Fennell, 2003)

20
2.10 INDIA’S EMERGING ECONOMY

The Indian government has gone a long way in trying to establish

business support for tourism industry in India. The government of India
has also approved proposals for joint ventures, foreign collaborations,
industrial licenses and export oriented units envisaging an investment of
Rs.19100 crores (US $ 4.80 billion) in which foreign investment is almost
Rs.9100 crores (US $ 18.2billion) (indiabudget.nic.in). As far as foreign
investment and number of joint ventures/collaborations, the consumer
food segment has the top priority. Thus liberalization by the government
is the biggest attempt to sustain entrepreurs in India (Ghosh, 1994).

India has a wide range of industry from agriculture, cattle farming, food
processing, industrial products, cement, iron and steel manufacturers,
electricity, gas and water supply, mining and quarrying and software
which contribute to the economic status of India (Ghosh, 1994;
tradingeconomies.com) with a growth rate of 10.3% in 2004 (ibef.org).
Among these financial services, hotels and restaurants and trade services
are the fastest growing sectors (ibef.org).

Source: Brazil, Russia, India and China (BRIC), investopedia.com

Indian Economy to be the third largest by 2050

The growth in foreign tourist arrivals (FTA) increased by 9.9% in February

(Ibef.org, 2010) compared to 547,000 FTAs in February (ibeg.org, 2009)
with an increasing contribution to the GDP of over 6% from 2004, and
10.62% in 2009. With these statistics the GDP is forecasted to hit US
$2,185.20 billion by 2015 (Reserve Bank of India, 2009; Organization for
Economic Cooperation and Development, July 2010).

21
The Indian stock market has an improvement in economic situation with
a rise from 8k points to 17k points (BSE – Sensex, July 2010), and is rated
as 12th largest economy in the world and 4th largest in terms of
purchasing power parity (PPP) of GDP by leading financial entities of the
world (Central Intelligence Agency, august 2010), and is also ranked at
third place (2009) according to United Nations Conference on Trade and
Development, and will continue to be among the top five attractive
destinations for international investors (ibeg.org; UNCTAD, July 2009).
The Indian government has cleared 24 foreign investments proposals
worth US$ 304.7 million in May 2010 (ibeg.org) furthermore, the Foreign
Investment Promotion Board (FIPB) under the Ministry of Commerce and
Industry are investing up to US$ 258.3 million in India (ibeg.org; CCEA)

Foreign exchange:
US$ 282 billion (31 October 2009 est.)
Direct foreign investment – abroad
US$ 76.59 billion (31 December 2009 est.)
(The World Bank, www.worldbank.org)

The contribution to the GDP from tourism industry has increased but the
sector also figures as the major foreign exchange earners in India. The
booming economy, foreign investments and other out sources has given
a growth to tourism in India (Duffy, 2002) by making an impression in the
world tourist map.

22
2.11 PROMOTING RESPONSIBLE TOURISM

Environment or nature based tourism is one of the most important

segment of tourism industry accounting for a sizeable proportion of
tourism activity in many destinations (Harrison and Husbands, 1996) but
some lack of attention is paid to these issues by tourism industry and
people who research tourism (Gössling and Hall, 2005) by focussing on
instant benefits rather on long term sustainable benefits (Hall, 2005a).

Future Preservation -
“Our most important responsibility to the future is not to coerce it but to attend to it.
Collectively, (such actions) might be called ‘future preservation’, just as an analogous
activity carried out in the present is called historical preservation” (Lynch,
1972:115).

Brand (1997:90) concludes that preservation has a sense of future

responsibility creating a equity from generation to generation
contributing substantial economic, energy savings and conservation
(Brand, 1997:90; Rathje and Murphy, 1992) as threats of rapid climate
changes occurring can be unsafe (Hasselmann et al., 2003), and to
achieve a positive outcome from such calamity, awareness of a
responsible and sustainable tourism approach is necessary (Frey and
George, 2007). The primary role of the local government is to create
awareness of environmental hazards and promote responsible tourism
as a destination (McKercher, no date) and give official recognition,
certification and labelling practices and set up new relations of power as
a positive intervention (Darier, 1999a). Even the stakeholders and private
sectors which are normally responsible for the actual sale of tourism
products should take necessary steps to create awareness of social ills in
negligence to environment (Harrison and Husbands, 1996; Frey and
George, 2007), as today there is increase in customers who look for
products and services that reflect their own values and provide a feel
good emotion by indirect support of the environment and society
(Spenceley, 2007; Frey 2007a; van der Merwe and Wöcke, 2007). The
environmental neglect provides a loss of meaning in Bangalore’s
relationship to the earth (Evernden, 1993), a loss of significance in the
world and being treated as instruments or raw materials (Taylor, 1991).
Hence the natural value of environment is important in today’s tourism
industry (Holden, 2005; Hall, 1988). Structuring such tourism is normally
reflected in the rise of new organizations like International Centre for
Responsible Tourism (ICRT), Blue Yonder (theblueyonder.com) and

23
involving international organizations such as the World Tourism
Organization (WTO), The International Ecotourism Society (TIES) that
focus more on related issues and implements that need to be done
(Jamal, Borges and Stronza, 2006). Apart from raising awareness of the
importance of environment, even the firms, organizations and
stakeholders must make improvements to set high standard policies
(Higham, 2007) showcasing best practices, and more attempts to
measure eco and sustainable behaviour (Font and Buckley, 2001; Honey,
2002), in addition to the involvement of non-governmental organizations
(NGOs) and the public sector for setting certain criteria to assess
sustainability (WTO, 2002) and for better market benefits (Font and
Buckley, 2001; Honey, 2002).

The Ministry of Tourism had launched the Incredible India campaign in

2001, promoting India as best tourist destination and encouraging
visitors from around the world to experience India in all measures (ICRM
and MoT, 2006). The Ministry of Tourism in India has also taken certain
initiatives to implement sustainable practices, promote the ideals of
ecotourism, conservation and preservation of the local ecology and
culture which have a low impact on the environment (MoT, 2006). The
Indian government has announced to provide tourist visa (T-VoA) on
arrival for citizens of countries like Finland, Japan, Luxembourg, New
Zealand and Singapore, with focus on promoting tourism, sustainable
and ecotourism projects (MoT, no date). According to G. Janardhan
Reddy (Minister for Tourism and Infrastructure Development) Karnataka
state will be the number one tourism destination in the country by 2020.

Participation, understanding and awareness of tourism by communities

will likely lead to a friendly atmosphere, fair trade, responsible tourism
practices with a positive impact and also lesser crime rates (Goodwin &
Francis, 2003; Ashley & Haysom, 2006; George, 2007; Tearfund, 2000,
2002; UN-WTO, 2007).

2.12 CONCLUSION

Continued growth of tourism will likely be accompanied by more

changes in the nature of tourism, and diminishing qualities of
environment and natural resources. Stakeholders must not be imprecise
but need to have a clear vision and a shared view on the importance of

24
environment changes occurring and adapt sustainable methods to
forward tourism towards being responsible. Stakeholders should take
necessary initiatives for promoting awareness programmes, and
emphasize on motivation of tourists and local community for preserving
the same. The government, local community and stakeholders should
rethink and strengthen their role to adapt to and confront new
environmental challenges. Policies must be developed and implemented
periodically to value environmental services and consider and promote
voluntary initiatives.

One of the major importances is the local resident’s participation and

their commitment. Eco resorts and hotels focused in areas where local
residents are benefited, and with their strong involvement has successful
impact on such destinations. Developing a tourist destination in such
places, in connection with the natural atmosphere and resources
available, respecting the local people, their quality of life is likely to
ensure both a better community and a more compatible responsible
tourism industry.

Tourism industry should develop and implement policies and methods of

sustainability. The relationship between environment and tourism
destination has been discussed. This emphasises as a benefit to the
region with a positive impact on economy and tourism industry. The
nature based tourism destinations strategic resources that comprises its
natural attractions, wildlife, valuable and rare species and plants, culture
and traditions are inimitable, and their sustainability depends on the
environmental management structure and is a determinant for
competitiveness in the tourism industry.

25
CHAPTER THREE

RESEARCH METHODOLOGY

26
3.1 INTRODUCTION

The methodology is a qualitative research, with case study, different

types of data collection methods, population and sampling method, in
addition a quantitative survey questionnaire was used because of wider
space. The data will be analysed with the use of data collected in such
forms where issues related to reliability, validity, accessibility, duration of
the study and possibility and delimitation of the current research will
also be discussed.

3.2 RESEARCH TYPE

There are seven types of research approaches namely Explanatory,

Casual, Descriptive, Exploratory, Comparative, Evaluative and Predictive
research (Jennings, 2001; Mill and Morrison, 1998; Gunn, 1994). Among
which the descriptive research is most suitable and enables to describe
the phenomenon under study. In the current study, researcher aims to
study the changes that happened due to industrialization, IT
development and other related organizations affecting environmental
changes, and activities engaged in view of stakeholders in Bangalore
(Jennings, 2001). Moreover better understanding and knowledge is
essential about the area where the descriptive approach provides a clear
picture of the phenomenon (Neuman 2000, p. 21).

27
3.3 RESEARCH PROCESS

Identifying the
Results Research topic

Developing
Interpretation
the Research
of Data
design

Designing the
Data Analysing
Study

Data
Collection

Source: Neuman, Oppermann’s (2000) and Veal (1992)

The process is presented in circular path as the report of the research

findings may lead the researcher onto another research project based on
those or related findings (Jennings, 2001). The need to uncover what is
already known in the body of knowledge prior to initiating any research
study should not be underestimated (Hart, 1999), as this process is a
crucial endeavour for the academic research work (Webster and Watson,
2002). As the data is expressed in words (Bryman & Bell, 2007; Boas,
1943), it is easy to understand the thoughts of the people and analyse
the concepts, with empathetic understanding (Weber, 1978).

This research was to gain more knowledge on environment changes and

to generate awareness of environment oriented responsible tourism in
stakeholders; therefore the researcher conducted in-depth interviews
with only few people. Interview is one of the best ways to elaborate on
the nature of research (Benney and Hughes, 1970) leading to a
conversation with a motive (Dexter 1970, p.149) and is thus centrality of

28
this empirical work (Malinowski, 1992). Conversation with the
interviewee is a vital characteristic of this subject matter, as it is an
important part of the data of social research, as well as an important
part of the data of social research technique (Palmer, 1928, p. 169),
enabling a clear understanding with the interviews, where more
information is collected as a qualitative approach (Jacobsen, 2002; Yin,
1994).

3.4 RESEARCH STRATEGY

Research strategy helps to plan on how to set questions that are based
on the research hypothesis (Saunder et al, 2003).
For the current study a case study approach will be used (Pizam, 1994;
Murphy, 1991; Harris and Leiper, 1995) since it has a diminutive control
over the actions (Hitchcock and Hughes, 1995). This approach will be
more applicable to this particular research in order to achieve the
desired outcomes of the research (Morris and Wood, 1991; Jennings,
2001; Platt, 1992).

A case study approach can be used for exploratory work, with

subsequent analysis used for theory building (Simon et al., 1996). Case
study method is being used as a research tool to collect data and to build
theories (Westbrook, 1995; Yin, 1994).

29
3.5 RESEARCH PHILOSOPHY

Researcher has broadly explained the research philosophy in two major

parts Ontology and Epistemology. Many authors have highlighted the
main elements of this choice of research approach (Easterby-Smith et al.,
1991; Saunders, 2000).

3.6 EPISTEMOLOGICAL POSITION

Epistemology is a branch of philosophy that deals with the nature of

knowledge and understanding acquired through different types of
inquisition and alternative methods of investigation (Hirschheim et al.,
1995). There are two important views of epistemology such as Positivism
and Constructionist epistemology (Hirschheim et al., 1995; Schwandt,
1994). Positivism refers to the view that knowledge is based on fact, and
can be precise and quantified (Easterby-Smith et al., 1991) and
Constructivism refers to knowledge that is active and socially
constructed, where the perception and thinking is individual and the
process involves social and cultural artefact, (Schwandt, 1994; Guba and
Lincoln, 1994; Dahlbom, 1992) hence cannot be quantified (Easterby-
Smith et al., 1991). My epistemological position is based on social
constructivism; henceforth an inductive approach will be more
applicable to conduct interviews for appropriate information.

3.7 ONTOLOGY SITUATION

Ontology refers to the philosophy and assumptions that are made about
the nature of social reality (Remenyi et al., 1998; Blaikie, 2000). The

30
authors refer to three different perspectives related to Ontology, these
are as follows: Positivism, Relativism, and Constructionism (Easterby-
Smith et al., 1991; Crotty 1998). Positivism means reflecting the reality,
and relativism refers to the view that reality is external, and its meaning
is constructed based on social factors. Constructivism believes that
reality is not independent and is socially constructed. The need for
ontology is to investigate on social and economical nature of the area.
My Ontological position is of a social constructionist; as this study will be
conducted with an inductive approach (Easterby-Smith et al., 1991;
Bryman and Bell, 2007), because it involves in-depth understanding of
human views and is associated with qualitative research (Gill and
Johnson, 1997).

3.8 RESEARCH APPROACH

There are two distinct approaches that are used to collect data in this
research project, namely qualitative and quantitative (Guba, 1990).
Inductive approach based on written description of the phenomenon
under study is a qualitative methodology (Jennings, 2001). This type of
approach is used in collecting the data related to the research which is
analysed and empirical summaries can be developed (Neuman 2000, p.
61). For this project inductive approach is chosen, since the approach
goes from Observations -> Findings -> Theory building and allows
establishing facts from findings, regarding the perception of stakeholders
in Bangalore (Bryman and Bell, 2007). Inductive research is
characteristically associated with qualitative research and the reason for
that is because, it involves in-depth understanding of human behaviour
and the reasons that direct human behaviour (Gill and Johnson, 1997).
Therefore this approach will help to obtain better understanding about
the perception of the stakeholders in Bangalore.

3.9 POPULATION and SAMPLE

The population consist of all informants that are the focus of the
research project and only key informants are chosen for the study
(Ticehurst and Veal, 1999, p. 160). The selection of key informants is
based on the nature of study (Spradley, 1979), knowledge of the
informants related to the study (Honigmann, no date), the involvement

31
of the informants to the related study (Spradley, 1979) and the
information they can provide for the required study (Miller, 1952).
Samples are decided based on the factors such as nature of study, size of
sample, degree of precision derived and availability of resources (Miller,
1952). Sampling techniques give a number of methods that facilitate
researcher to reduce the quantity of data which researcher needs to
collect by taking into account only data from a subgroup instead of all
possible components (Saunders et al., 2007). For this research non-
probability sampling will be used since it does not engage with random
selection and not include the entire population (Wallace, 2008; Jennings,
2001). Since the purpose of the study is to examine the perception of
responsible tourism in stakeholders, Our Native Village is taken as case
study where the owner and marketing managers were interviewed.
According to Walker (1985), 15-20 in-depth interviews are required for
qualitative research and 30 for statistical analysis (The Economist, 1997)
give helpful information with in the overall sample (Saunders et al.,
2007), but in view to this study only 09 people that included
managers/executives, firm owner and environmentalists were
interviewed for qualitative research due to detailed questionnaire format
used for 35 respondents.

3.10 PILOT STUDY

A pilot study is used to gather information before designing interview

and conducting a structured questionnaire. It is a feasibility of the
research study (Jennings, 2001; Dodd and Williamson, 2004). In my case
this process was not taken as an initiative due to insufficient time.

3.11 SOURCES of DATA COLLECTION

For the present study both primary and secondary data will be used for
the research analysis. Primary data collection is based on interviews,
case studies and questionnaires. The secondary data gathered is
inclusive reading from several sources such as journals, statistics and
files, policy manuals, news paper etc that are supportive and helpful for
the research’s accuracy.

32
PRIMARY DATA COLLECTION

The data generated using the appropriate methodological framework

and methods as tools of data collection (Sarantakos, 1998; Stanley and
Wise, 1990) for a particular research are called primary data. Since, it is
collected distinctively for the purpose of research, so it has the
advantage of being more appropriate for the research (Wallace, 2008).
Interviews are considered to be a main tool of the qualitative researcher
for data collection (Denzin and Lincoln, 1998). According to Oakley
(1981), interviews are a tool to exchange information to establish
rapport on the desired study. There are various types of interview
methods used such as from structured to unstructured interviews
depending on the research requirement. Semi-structured interviews can
be used by both qualitative and quantitative methologies (Jennings,
2001). In this study, semi-structured interview using open ended
questions through telephone has been used. Semi-structured interviews
remain within the field of study, fluid in nature, queries can be clarified,
and in-depth information can be gathered; moreover as the questions
are not objectively predetermined and presented the researcher is able
to ask for further clarification and details required for the study
(Jennings, 2001). Telephone survey is used as they are quick in nature
(Sarantakos, 1998) and requires less time (Frey, 1989). The telephone
survey has been used by the researcher lasting for 10-20minutes, and
this type of survey has an advantage of making voice-to-voice contact
with the respondents (Jennings, 2001; Neuman, 2000; Frey, 1989;
Sarantakos, 1998). There are some disadvantages such as long distance
calls that could be expensive (Jennings, 2001) and limited open ended
questions (Neuman, 2000). Apart from the interview, other sources such
as website of the organization (case study), and written materials such as
documents and questionnaires were used for this research. Documents
such as annual reports of Our Native Village, photographs, files and
statistics, news papers etc are used for information (Burgess, 1984)
related to the research. Questionnaires are not significant methods in
qualitative research as they involve subjects to retort to a reason but due
to wider sample it is used as a means of social survey questionnaire for
collecting information (Soltis, 1989; Simpson and Corbin, 2001). The
questionnaire is useful since each individual (respondent) is asked to
respond to the same set of questions and it also offers an efficient way of
gathering responses from a large sample (Bissett, 1994; Fielding and

33
Fielding, 1986). The author has collected some email addresses of hotel
and resort guests, and some local known people that include both males
and females. The author has been a previous employee of hospitality
industry which was useful to access the email addresses. The
questionnaires were sent electronically (Jennings, 2001) due to the
geographical distance and shortage of time, and the numbers of total
responses were 35 in whole.

SECONDARY DATA COLLECTION

The research project starts with the secondary data collection, as

Churchill (1999) suggests that every research should in-fact start with the
gathering of secondary data. Secondary data sources help to re-examine
with the previous related data available to forecast future trends and
events (Becker, 1989; Berger, Wolf and Ullman, 1989). It also helps us to
comprehend the research field and outline areas of feasible concerns
that requires in detail inspection based on primary research (Kervin,
1992). Secondary data sources are easy to access and less expensive
than primary data, and have high possibility of re-testing the data in
determining the credibility of the original research (Becker, 1989; Berger,
Wolf and Ullman, 1989; Puris, 1995; Babbie, 1995; Lincoln and Guba,
1985). But an inherent drawback of secondary data is that they were not
designed mainly to match the researcher’s rationales and needs
(Wallace, 2008).

3.12 ASSESS RESEARCH QUALITY

To assess the quality of data collected, researchers will use both the
validity and reliability measures.

Validity

Validity is conditional construct, patently grounded in the process and

intentions of particular research methodologies (Winter, 2000). For the
present study the sample taken is familiar with the area and
interviewees are appropriate persons whose information will be reliable
(Creswell and Miller, 2000). The interviewees were interviewed during
anytime of the research stage, thereby increases the validity of the
research (Bryman and Bell, 2007).

34
Reliability

The information obtained from the present research both respondents

and literature has to be measured for its dependability and applicability
for quality is reliability (Lincoln and Guba, 1985; Jacobsen, 2000; Patton,
2001). The validity cannot attain positive results if the issues of reliability
are not accurate or applicable (Lincoln and Guba, 1985; Kirk and Miller,
1986). The interviews that were conducted were kept anonymous for
better understanding and privacy of interviewees.

3.13 ACCESSIBILITY to DATA COLLECTED

The researchers have been approved with the rights to access and
publish all research and findings that are relevant and rational to all
ethical requirements.

3.14 HUMAN SUBJECTS APPROVAL and CONSENT PROCEDURES

The ethical principle of respect for interviewees, prior to interview,

interviewees will be issued consent forms to get their willingness to
participate. Disclosure of relevant information provided is with the
voluntary agreement, and changes will not be made as this reflects the
interviewees experience and personal feelings. Confidentiality will be
maintained through computer based data coding system, approval from
the Institutional Review Boards (IRB) at London Metropolitan University
will also be obtained. Results obtained from the individual participants
will be analyzed, reported and discussed in reference to the participant’s
system.

3.15 SCOPE and DELIMITATION of the STUDY

The study will be delimited to eco resorts and hotels in Bangalore, and to
Our Native Village resort.

35
3.16 DATA ANALYSIS

Qualitative data analysis is based on three aspects such as data

reduction, data displays and conclusion (Miles and Huberman, 1994).
The data collected through primary and secondary research is analyzed
and compressed to relevant and related research study. Related data
from interviews and the case study involved were merged with
secondary research data and analyzed with a qualitative-
phenomenological approach. Questionnaire used was decoded with
specific computer based software such as spreadsheets (Babbie, 1995),
which involves less of human involvement to avoid errors. Key themes
and variables were thoroughly read and analyzed.

3.17 SUMMARY

This chapter conversed about the research methodology adopted for the
project while following the stages of the research process as a standard,
with an inductive approach. It explained the means for gathering primary
and secondary data, data analysis and delimitation and limitation of the
research and emphasizing the actions to maintain reliability and validity
of the research.

36
CHAPTER FOUR

FINDINGS

And

ANALYSIS

37
4.1 INTRODUCTION

In this chapter the research findings are discussed and analysed. Findings
were analysed by referring to the results obtained from the semi-
structured interviews, observations, questionnaires, secondary data and
previous related documents. The analysis shows insight to the
importance of environment based tourism and perception of
stakeholders in Bangalore. The interview was conducted with nine
people, who provided in depth information and statistics related to the
responsible tourism.

The data presented here were collected based on telephonic interview

where the common and required questions to answers has been
described. Conversation is one of the crucial elements of research
methods, researchers indicate the centrality of conversation in all their
empirical works (Malinowski, 1992); the ability to converse with each
other is so vital a characteristic of subject matter, that it cannot be
disregarded in any well rounded study (Palmer, 1928, p.169). The people
were interviewed telephonically as it is one of the popular ways of
conducting research, it is less costly, less time consuming and less
subject to the characteristics of interview performer (Nardi, 2003).

The research questions of the many asked some that were explored:

1. How important is responsible tourism for the economy of

Bangalore?
2. Is Environmental consciousness an important element for tourism
industry in Bangalore?
3. What has been done in terms to promote Bangalore as an
environment or nature based tourism destination?
4. How can stakeholders in Bangalore contribute their efforts for
better environment based tourism?
5. How can responsible tourism benefit local communities and
customers?

38
4.2 DESCRIPTION of CASE STUDY

“Our Native Village” is India’s first 100% eco resort located in

Hesaraghatta which is 21miles from the Bangalore city airport, Karnataka
state. The resort employs its own wind mill, solar panels and bio gas
plants for electricity and other functions, rain water is harvested, stored
and used, and wastage is processed and reused. The resort uses no bio
hazardous chemicals for cleaning and any other purpose; it has its own
cultivated grains and vegetables. The tourists in Our Native Village can
involve and enjoy many prominent native games, know more of local
culture, tradition, local people, and also enjoy nature and other
recreation facilities. The resort has earned several awards amongst them
is the highly commended award for 2008 from the Responsible Tourism
Awards, and recommended by Federation of Hotel and Restaurant
Associations of India (FHRAI), Global Sustainable Tourism Criteria (GSTC),
United Nation’s Environment Programme’s Resource Efficiency (UNEPR),
Sustainable Consumption and Production Programme (SCPP) for the Asia
Pacific and other reputed and international organizations.

www.ournativevillage.com

http://news.bbc.co.uk/1/hi/world/south_asia/7181724.stm

http://gulfnews.com/life-style/travel/village-vibes-naturally-1.500707

4.3 IMPORTANCE OF RESPONSIBLE TOURISM

Responsible tourism is increasing in popularity across the world, but

needs to have significant practical value in developing countries. It has
less impact on natural resources and environment compared to other
tourism industries, focusing more on enjoyment and appreciation of
local culture, heritage, and natural environment and in protecting these
assets. Responsible tourism is a set of practices that chart a sensible
course between ecotourism and negative externalities associated with
mass tourism (Harrison and Husbands, 1996). Mass tourism is expanding
hugely undermining the sustainable issues that effect the environment,
though it is profitable in business but has many negative impacts on the
city. Being responsible towards the declining greenery of Bangalore, and
to the poor habitants in terms of tourism is what is involving and

39
implementing ecotourism or nature based projects. There are many
trees being cut down for industries, roads and many such constructions,
according to Deputy Conservator of Forests (DCF), Parameshwar; he
receives more than 300 applications every month requesting permission
to fell trees. If this continues and no disciplinary of action is taken then
definitely Bangalore a green city will in future be a concrete city. The
Comprehensive Development Plan (CDP), have put many efforts to
maintain the green belt zone, but now they are finding it difficult with
the demand for IT industry growth, population-as more people are
migrating for better prospectus.

http://green.in.msn.com/environmentalthreats/article.aspx?cp-documentid=3329147

http://www.thaindian.com/newsportal/enviornment/garden-city-bangalore-50000-trees-cut-
more-to-go_100267518.html

Media marketing is another important aspect to be considered in

promoting responsible tourism. Though the concept of ecotourism is to
promote a travel pattern that will contribute benefits to the local
community and the city, media should be well organized in promoting
(Wearing et al., 2002) with an integrated approach to address the
demand of the ecotourist market and the sustainability of such
destinations (Wearing and Neil, 1999). Social marketing is a preferred
approach as ecotourist’s behaviour and support of sustainable
ecotourism practices can be a prerequisite for a destination’s
sustainability (Lai and Shafer, 2005). Internet marketing is necessary to
improve the understanding of the impacts and practices environment
and eco based tourism.

People and government though are aware of these incidents still they
need to be more cautious and take immediate disciplinary actions in
control of tree fell. They also have to find solutions for prohibiting, and
do awareness campaigns and skits etc to make people more aware of the
importance of environment. The tourism industry in Bangalore also need
to focus more on such sustainable tourism not just for environmental
factors but also in giving better future to local village people. Mass
tourism industry cannot recruit such people for their standards as most
of them being illiterate (MPI; July 2010). Having ideals of responsible
tourism directly benefits the economic development and political
empowerment of local people or communities; it also enables in

40
environmental awareness, supporting human rights, conservation of
biological diversity and cultural diversity, and demographic movements.

4.4 ROLE of STAKEHOLDERS

Tourism industry is developing and is extremely competitive and hence

the needs and prospect of the stakeholders are also developing.
Bangalore city is emerging as leading tourist destination in India with the
city state ranked fourth as domestic tourism destination and fifth among
tourists arrival from abroad (FICCI, May 2006). Tourists from various
parts of the country visit to places like National parks of Bandipur wild
life sanctuary, Ranganathitto bird sanctuary, Nagarhole wild life
sanctuary and other ecological destinations, which are not in Bangalore.
But to visit these places the tourists have to come to Bangalore, as the
city is the centre of transportation for all domestic and international
flights, and moreover most of the tour operators and travel agents
operate from Bangalore itself. Stakeholders play an important role in
promoting tourism, economic opportunity, market integration (Carrier &
Macleod, 2005; Duffy, 2002; Mowforth & Munt, 2003; Vivanco, 2001,
2006; West & Carrier, 2004) and enable destinations to assess their
success comparative to that of their competitors (Bornhorst et al., 2009).

Stakeholders in Bangalore have grouped to form a Karnataka Tourism

Forum (KTF) in 2001, a registered non-profit organization to improve
tourism in the city and state. The Karnataka Tourism Forum main aspects
are to create awareness, formulate and regulate new policy and advice,
and works with the state and central government of India. Karnataka
Tourism Forum motivates the tourism industry in the state to practice
sustainable tourism and have awareness of the negative impacts that
cause in negligence to environment (KTF, March 2010). The forum has
also taken several initiatives along with the United Nations Environment
Programme (UNEP) to focus at integrating environmental sustainability,
sustainable production patterns, and conservation of environment and
also influencing the consumer preferences. The Indian Association of
Tour Operators (IATO, September 2009) has urged the tour operators and
other stakeholders in Karnataka to join with the Karnataka Tourism for
better tourism prospectus, and consider and implement factors relating
to sustainable tourism. The Indian Association of Tour Operators (IATO
2009) after twelve years of their visit to Bangalore have tied up with a

41
host of industries to have a smooth and successful tourism prospectus in
Karnataka. During the Advantage Karnataka Global Investor’s meeting
(June 2010), the Karnataka tourism government releasing new ventures
also joined hands with more stakeholders from private sectors to
promote the tourism sector in better aspect with implementing a new
tourism plan for next five years and to focus on issues such as hospitality
wellness, adventure and ecotourism, environment and responsible
tourism etc.

www.advantagekarnataka.com
www.advantagekarnataka.com/pdf/Tourism1.pdf

Many stakeholders are also focused to implement more of marketing as

a channel for destinations in Karnataka, as this is an important criteria
through which people can be aware of different destinations, leisure and
recreation activities available in the state. Majority of the stakeholders
feel strongly that infrastructure and tourism marketing requires more
stable and sustained funding in the future. Karnataka tourism has
concentrated on selling ancient, medieval places, temples and forts of
ancient places as destinations, but there is a flow of tourists who look for
something more than historical tourism. They expect to explore
opportunity for leisure, recreation, ayurveda and spas, wildlife, natural
environment, bird watching, mountaineering etc. during their vacations
or summer breaks. Such destinations have also need to be more
focussed which are not only beneficial for the entrepreneurs but to the
local community welfare and government, not neglecting the historical
places. Local people lack proper awareness and have negative
perceptions regarding the benefits that are available from eco or nature
based tourism, they have to be involved more in such destinations as
they play an important role in promoting culture, traditions and nativity
attributes to the visitors. The Karnataka tourism have to generate among
the hoteliers and entrepreneurs to focus more on sustainable tourism
apart from mass tourism which is beneficial to the local communities,
the Bangalore city, tourism business, and for stability of environment
which is declining radically in the city.

42
4.5 TOURIST STATISTICS

Tourist’s statistics from 2004 – 2006 in India:

Domestic Tourists Himachal Pradesh Domestic Tourists Jammu & Kashmir

Statistics Statistics
Year Domestic Tourists Year Domestic Tourists
2004 6345069 2004 6881473
2005 6936840 2005 7239481
2006 7671902 2006 7646274

Domestic Tourists Uttar Pradesh Domestic Tourists Uttarakand

Statistics Statistics
Year Domestic Tourists Year Domestic Tourists
2004 88371247 2004 11720570
2005 95440947 2005 14215570
2006 105549478 2006 16666525

Domestic Tourists West Bengal

Statistics
Year Domestic Tourists
2004 12380389 Domestic Tourists Maharashtra
2005 13566911 Statistics
2006 15808371
Year Domestic Tourists
2004 13392212
2005 14329667
Dome Karnat
2006 16880348
stic aka
Tourist
s
Statisti
cs
Year Domes
tic
Tourist
s
2004 27194

43
 178
2005 30470316
2006 36195907

www.tourism.nic.in
www.tourism.gov.in
www.indiastat.com
www.itopc.org

4.6 QUESTIONNAIRE

The other source of data is the e-questionnaire survey, which is classical

and a new way of collecting data within a short period (Jennings, 2001).
The questionnaires were emailed to many out of which only 35 people
have responded, including both males and females.

The following analysis presents how the 35 respondents have reacted to

definite set of questions.

44
Planning holidays:

Here most of the respondents confirmed that they organized their

holidays once in a year and preferred varied tourist destinations for the
same. They would look at internet for offers and new destinations and
choose with their travel agents. This reflects the role and importance of
stakeholders in Bangalore.

Preferred Activities:

In this research it was found that most of the people preferred the
natural and wildlife activities followed by bird watching and quietness.
Bangalore as a tourist destination has many interesting and natural
places and is most known as green and silicon city. Many people migrate
to Bangalore in view of IT infrastructure and to the favourable climatic
conditions, but now this decline of natural vegetation effecting the
environment most of the people prefer to spend from their busy life in
activities such as mentioned below in the chart.

45
 Type of Holiday:

Most of the respondents choose their destination place based on the

price structure. The price structure of Our Native Village resort is quite
cheaper compared to mass tourist destinations, where along with price
the experience of nature and natural activities lack. This shows that
ecotourism has positive effects in reaching the local people with benefits
and also attract more tourists for economical benefits.

Influential factors:

Here the most important factors that make a tourist interested in eco
hotels and resorts were promotional offers and media publicity. Tourism
is highly dependant on media reporting because the vast majority of
travel decisions are made by people who have never experienced a
different experience of destination. Tourism operators provide a crucial
link between destinations and tourists through networking, sourcing,
promoting, organizing and facilitate tourists from all over the country,

46
and this they do by marketing through internet, magazines etc. where
media has an major role to play (WTO, 2002b). The way that most of the
ecotourism destinations are marketed by media online has significant
impacts on tourists causing to attract (Grant and Allcock, 1998; WTO,
2002c) more tourists.

Ecological Awareness:

Most of the respondents were not involved in any ecological activities;

this reflects the lack of proper awareness of environment disasters in
terms of tree fell, happening in the city. So the Ministry of tourism
government, local authorities and stakeholders have to play a major role
to bring awareness among people before garden city becomes a
concrete city.

Have you in recent past years been involved in any ecological activities?

47
Growth of Responsible Tourism:

Bangalore has a variety of flora and fauna, and is also known as green
city, so most of the respondents believed that Bangalore would be an
excellent destination for nature based tourism. Creating a responsible
tourism is beneficial to local communities to become aware of the
importance of the environment and modify their financial status with
employment. This in turn influence positively on the economy of
Bangalore.

Potential Growth for Responsible Tourism

As mentioned earlier there is much better scope for nature based

responsible tourism in Bangalore, because of its flora and fauna. The
tourism department has also issued new policy for the next five years
with an attitude to concentrate more on sustainable and ecotourism.
The tourism department has stretched policy to involve more private

48
organizations such as travel agencies, tour operators to join and co-
operate for the economy growth in Bangalore ().

4.7 SUMMARY

This chapter presented the analysis of the data gathered from the
primary research at Bangalore. The research findings and analysis gave
the author an insight into the perception of stakeholders and need for
responsible tourism in Bangalore. The results were compared thoroughly
with the literature review and mentioned with charts along with some
unexpected results too. On the basis of these results, recommendations
for the effectiveness and conclusions will be presented in the next
chapter.

49
CHAPTER FIVE

RECOMMENDATIONS

And

CONCLUSION

50
5.1 INTRODUCTION

This chapter presents the recommendation and conclusion of this

groundwork which are made in light of the research findings and
literature review. Recommendations are prioritized according to the
stockholder’s perception of responsible tourism in Bangalore and
available benefits from responsible tourism to Bangalore.

5.2 RECOMMENDATIONS

Tourism plays a very important role in the dynamic world of today

(Woods, Perry and Steagall, 1994) wherein the concept of responsible
tourism has apparently caught the attention of both government and
tourism industry (Harrison and Husbands, 1996). A responsible tourism
development is about developing environmentally friendly products and
makes all aspects of the tourism industry more resource conscious, as
tourism is one of the several industries that can help in economic
growth.

51
◙ Sense of Urgency – Though tourism is often portrayed as a significant
contribution to the conservation of the natural resources through the
growth of eco, sustainable and responsible tourism, there is short of
attention paid to these issues (Gössling and Hall, 2006).

◙ Maximizing local economic benefits by increasing linkages and

condensing leakages. It is an important aspect to implement ecotourism
or nature based tourism for a sustainable development in local
communities with conservation efforts (Agrawal and Gibson, 1999) to
include local people as central planners and decision makers (Honey,
2008; Mowforth and Munt, 2003). The stakeholders and mangers should
take responsible initiatives in minimizing the revenue that leaks out of
local area. By setting up business relationships with local people can
excite entrepreneurial activity increasing the infrastructure and
investment and incline the living standards of local area. This helps the
native communities to reap more direct economic benefits with a motive
to protect the natural environment (Crapper, 1998, p. 21; Fennell, 1999;
Western, 1993).

◙ Tourists motivation – Spotts and Mahoney (1991) have differentiated

tourist spenders as light, medium and heavy spenders depending on
their duration of stay, purpose of trip and household income.
Motivational systems are tending to be highly stable in predicting
preferences and choices in tourism (Acott, La Trobe, and Howard, 1998;
Luzar et al., 1995). Ecotourists should be motivated to buy locally made
products, craft works etc in view to bring them aware of the benefits
they can give to local economy and help in reducing economic leakages.

◙ Guests should be informed about the levels of local poverty and the
need for development that could entail the importance of money to local
people. So the guests can spend their vacations to such destinations
where they can enjoy the flora and fauna and at the same time benefit
the local people with what they spend (Dwyer and Forsyth, 1997; Lang
and O’Leary, 1997; Hall, 2007).

◙ Promote local tourism culture – ecotourism is generally presented in

terms of ethical principles revolving around conservation, education and
economical benefits (Ross and Wall, 1999; Wight, 1993). Local schools
and educational societies should provide lectures about sustainable and

52
nature based tourism, its importance in practicing and their impacts on
environment. They should also arrange necessity excursion operations to
such destinations such as “Our Native Village” and bring awareness
practically (Wheeller, 1991).

◙ Vision and tourism strategy – the managers/owners, stakeholders and

tourism authorities should develop an effective vision that will guide the
change effort and develop new strategies to achieve it (Oberholzer-Gee,
Felix and Yao, 2008).

◙ Coalition – resort managers/owners should build a team work with the

local community people, also recruit more of them and work as a joint
commitment that can bring transformation and increase possibilities of
successful business strategy (Baron and David, 2010) on a long term
process.

◙ Maintaining Competitiveness - travel media that entail modern ways of

electronic communication systems, along with stakeholders should take
responsible concerns to market honest and balanced information of such
destinations, which could influence the flow of tourists in Bangalore.
Such information communicated with the electronic commerce
technology systems that are accurate and reliable should be developed
to attract more tourists (Mowforth and Munt, 1998).

◙ Changing the stability of Power - introduce and implement the concept

of Resort life cycle to generate more knowledge of preservation and
conservation in view of a long term business process (Butler, 1980;
Haywood, 1986). This is because of environmental effects that could lead
to reduction in the quality of tourist experience due to high flow visitors
(Wolfe, 1983), and to avoid such situations necessity measures should be
taken.

◙ By using annual reports to publicise in promoting responsible tourism

can gain support from key stakeholders (Fletcher, 2009).

◙ Environmental indicators – the Ministry of Environment and Forests,

the Karnataka Forest Department (KFD), and the India Association of
Tour Operators (IATO), Karnataka Urban Development and Coastal
Environment Management (KUDACMP) should collaborate and induce,
implicate and upgrade methods such as Environment indicators for

53
measuring the impacts of development on the environment (Higham,
2007).

◙ Empowerment – local communities should be given more attention

towards tourism development involving in decision making and bring
awareness of equity, power and gender issues (Parker and Khare, 2005).
Robust and transparent financial management systems must be
implemented to empower the equal share of income within the
community (Nicholls and Klein, 2005).

◙ Introducing and implementing voluntary codes and certification,

tourist education programs in respect to socio-economic issues (Ashley
et al., 2000)

◙ Policies and measures initiated by the tourism affairs department in

every five year plan (AKGI, June 2010), in view to climate change must be
mainstreamed with easy access to all.

◙ Implement and upgrade the protection of tourists from conflict,

disasters, and risks to their health and security during their stay.

◙ Recognising the direct and indirect energy impacts of the tourism

activity on climate, reducing the transport sectors, using more of non-
carbon di oxide (CO2) Green House Gas (GHG) emissions mode of
transportation, when travelling to such nature based destinations
(Becken and Patterson, 2006)

◙ Using sustainable methods of electricity and renewable energy sources

such as wind mill, solar systems, photovoltaic (PV), geo thermal and bio
gas plants that can cause much less effect on nature and environment
(Twinshare, 2005).

◙ Local government has to take initiatives of joining destination

stakeholders and multi-stakeholders in establishing more destinations
towards responsible tourism policies.

◙ The partnerships between local community, government, business

cooperatives and stakeholders should emphasise clear and fair long term
goals, build mutual respect, shared risk taking and transparency business

54
initiatives, so as to not concentrate more on material outcomes but focus
on sustainable and community based tourism.

◙ Identify and implement new strategic approaches in managing and

harvesting natural resources to restrict the vaporization of natural
environment such as Carbon Compensation Projects (Sterk and Bunse,
2004).

◙ Awareness and motivate tourists to invest in energy efficiency and

renewable energy sources.

◙ Motivating tourists in terms of environment awareness and health

consciousness to use cycling and walking as a mode of transport locally
in such nature based destinations. Implementing schemes such as
“Sustainable Mobility – Car Free Tourism” (Thaler, 2004).

◙ To implement and adopt the Adaptive management approaches that

emphasises on long terms economic growth.

◙ Creating and improving awareness and preparedness of climatic

changes occurring and ensure all tourism business sectors have disaster
response plans and early-warning systems implement periodically.

5.3 LIMITATIONS of RESEARCH STUDY

The research was only related to a small sample size which may not be a
good representation of stakeholder’s perception, though a quantitative
questionnaire survey has been used due to wider space which may not
be an appropriate approach. The interviews were very informative but
arranging the interview in view to time variation due to geographical
distance and timings was difficult.

The e-questionnaire sent to respondents where most of them did not

respond on time, and hence had to limit only to 35 respondents.
For answering the questions it was essential to obtain information
regarding stakeholder perception and benefits of responsible tourism in
Bangalore. The other limitation of this research was the geographical
distance, but to have an effective research, email method and telephonic

55
interviews were used in order to remove any discrepancies, and a direct
contact with all the participants is maintained.

The time requirement was not sufficient in carrying the research and
hence the qualitative aspect of visual methodology was discarded. All
the required information of the current scenario has been acquired from
internet, friends and relatives.

5.4 CONCLUSION

In the modern age of development with the progression of Information

Technology, industrialization, urbanization and adoption of modern
technologies environmental problems have become a major issue.
Responsible tourism is a concerned concept towards nature, increasing
life and sustainability of natural resources, and in a way promoting the
importance of nature through establishing such type of destinations.
Bangalore a city known for its greenery and favourable climate, called as
garden city had not taken any precautions towards environment hazards
in terms of tourism, till recently with protests and campaigns by
awareness organizations. It has now been highlighted and people are
experiencing the difference in climatic conditions.

There is always a constant decline in environmental parameters (cf.

Gössling et al., 2006) including natural resources and species that can get
degraded to such a degree that basis for eco and sustainable tourism
might disappear. Hence, the involvement of local authorities,
stakeholders and government makes an important aspect in making new
policies, implementing and publishing for general awareness. These
policies should mainly be induced in the tourism sector and the existing
projects especially the new emerging projects or hotels and resorts, and
they should comply with implementing these policies for better chances
of approval.

Even though the eco or nature based tourism can improve the local
community in many aspects, there are certain problems such as lack of
indigenous skills in tourism development, misuse of the funds and lack of
re-investment of funds generated by eco or nature based tourism. The
stakeholders involved in developing nature based tourism have to focus

56
on these issues and develop a manual to guide the situation
appropriately. Ecotourism projects should focus on small-scale projects
as they can be less harmful to the environment promoting sustainable
development of natural resources. Stakeholders should also need to
focus on improving the natural areas, rather than merely trying to
minimize the impacts.

Tourist involvement has a strong positive impact on the local community

and economy, which may generate negative impacts on the destination
environment if not properly managed. The eco or nature based tourism
sectors should concentrate on their environmental commitment levels as
this can increase the performance levels with a positive business results.
This can lead to long term environmental improvements and increase
tourist flow.

Ecotourism and nature based tourism is just one approach towards

protecting the nature and preventing environmental hazards.

57
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APPENDIX

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