ROLE OF MEDIA IN PROMOTING ECOTOURISM; AN

EXPLORATORY STUDY OF KERALA

KEERTHANA.K*

SRUTHY.S.VIJAYAN†

Abstract
Eco-tourism is a way of preserving and promoting the environment. Kerala is a state known for
its richness in greenery and natural beauty, also a good destination for Eco-tourism. Eco-
tourism is also known as green tourism is a form of tourism involved in the protection of the
natural environment, preservation of cultural heritage and the promotion of good environmental
practices. It takes into account regarding the needs of the environment, the local residents,
business and visitors, where a lot of tourism companies provide environmental friendly packages
and services that not give the visitor a good experience which in turn helps in the understanding
of the various environmental aspects of that particular destination and mainly helping in the
appreciation and growth of the environment and natural cultural heritage. Thus, in a way it can
be denoted that ecotourism can have an impact on the visitor who is made aware of the various
environmental aspects, that paves way for individuals to reconnect with nature, to make any
improvements for the environment if required, to support the individuals working in the field,
and mostly to protect and help in the positive growth of the environment. The International
Ecotourism Society defines ecotourism as “responsible travel that conserves the environment
and sustains the well being of the local people.” It is a major step towards sustainable tourism
and the objective lies in the protection of nature and the environment. Ecotourism had a
significant effect on the economy because it created a lot of employment opportunities in
Kerala’s service sector and it also helps in generating foreign revenue. Undoubtedly media has
a vital role to play to promote this noble initiative since it has a better way to conserve our
biodiversity. Through a quantitative approach, the present study focuses to identify the public
perception of the role media played and the gray areas that need to be addressed.

Key Words:Ecotourism,Environment, role of media, sustainable development, Tourism in

Kerala

*
Keethana K, II year MA Journalism Student, Kristu Jayanti College, Bangalore
†
Sruthi S Vijyan, II year MA Journalism Student, Kristu Jayanti College, Bangalore
Introduction
Tourism plays a vital role in a country’s economy, as it provides many opportunities for business
and employment. In the course of attracting tourists, a state’s Natural Vegetation and
Infrastructure is improved and maintained. And Eco tourism is a responsible and quality form of
tourism that involves visting natural areas, understanding the needs of the local residents in that
area and basically improving the quality of life. The role of Media in tourism contributes to
informing the tourists across the globe about the various tourism aspects of a particular state or
country.The aim of this paper is to discuss the Role of Media in Promoting Ecotourism with
regrads to Kerala EcoTourism.

Ecotourism, described as responsible travel to natural areas that protect the environment, sustain the well-
being of local people and include understanding and education, enabling travel with more than personal sa
tisfaction in mind, helping the world and people to lead a more fulfilling life.Apart from visual appeal,
the historical and environmental significance of unfamiliar lands and buildings is learnt.

Most of all through Ectouristic travels, an opportunity to interact with the locals, gives an insight
of their requirements, social issues that are faced by them and their desires, which in turn
increases maximum local participation, promotion of local culture and economy.

Kerala which is known for its richness in naturally available sources, consists many ecotouristic
places to visit, where the chance to not just indulge in nature but the inhabitants, the local
culture, food and much more. Places such as Kumbalangi, Gavi, Iduki, Thenmala, Kollam,
AlzhaPuzha, Kumarakam, Wayanad, Thommankuthu are known for specific natural attributes
such as exotic animals like the Lion tailed Macaque, Fishing Hamlet, tribes, music, dance ad
much more.

The various modes of Media, such as print, electronic and online media, mostly enhances
Ecotourism in a positive way, where, for instance, an article in a newspaper, magazine or other
periodicals, not only introduces the reader to discovering environmental friendly places, but also
speaks about the kind of climate, inhabitants, surroundings, food, clothing, culture and other
aspects of nature and the livelihood of the locals that are practiced there.

It curbs interest or curiosity in the mindset of the interested traveler, through the writings of the
articles in newspapers, magazines, other journals, through visual representation
throughphotographs, television segments, and socialmedia platforms which is currently the most
popular and also one of the easiest ways where with a few clicks, information of a place, its
social, cultural, political, natural factors, travel, food and other accomodations are provided.

Also in the current era, a lot of travel and tour agencies make use of media to market their
company and the tour friendly packages offered by them, where television and online
advertisements are the most common forms of marketing often used by travel agencies.
Media therefore plays an important and responsible role in creating understanding of eco-
recipients and their value for human well-being, and their role in promoting eco-
tourism as an industry is enormous at the global level to learn about each other’s ethnic, social
and political practices and differences.

Significance of the Study

The fact that today’s world is progressing in a vigorous manner is turning a blind eye to the
natural elements around us. A lot can be learned from indulging in the natural environment by
interacting with the local people, knowing their traditions and their plights, in a way certain
knowledge is learnt and exchanged, helping the people and the place for requirements and such.
This study aims to specify the role of media in ecotourism, how the various means of media
helps to convey the importance of each place for its beauty, culture, and other such aspects.
Ecotourisim is an important aspect of tourism, where people in the modern world engrossed in
technology, need to venture into the places that hold best for ecotourism, so as to study the
importance of nature, by learning ways through which the natural environment can be restored or
improved in places that have lost its natural environment or those on the verge of demnishing.
And media, a powerful tool that reaches the masses around globe, has enhanced the enhanced the
spread of ecotourism through print and digital forms, where not just common people use it to
know about ecotouristic destinations, but a lot of travel agencies and organizations use media to
convey details of the same and most of all the inhabitants of the remotest destinations are able to
use media for their needs as well.

Review of literature
There are various studies takes place based on the role of the media in promoting ecotourism.

Norton G. (1987) [22] argued that many people who travel to natural areas do so specifically in
order to appreciate the experience of nature, regardless of the things they choose to do.

The conceptual model of Brundtland (1987) [2] called”Ecologically Sustainable Development

Framework‟ is employed for the above purpose. This framework is being used globally for
managing various tourism-related issues and at the same time rural tourism and responsible
tourism are gaining popularity worldwide.

Oommen M. A. (2008) inkerala model of development has pointed out the danger of
overlooking the environmental sustainability in development initiatives in the context of
Keralastate in India. The author while referring to the growing environmental problems in Kerala
from the broader perspective
Manoj P. K (2015)(b) [19], entitled “Employment Generation from Rural Tourism: A Field
Study of the Local Community at Kumbalangi, Kerala‟ makes an empirical study of the response
of the local community regarding the employment prospects arising from rural tourism. The high
prospects of employment generation and economic development and the need for enhancing the
tourism infrastructure, primarily through Governmental initiatives, is highlighted in this paper

In another paper entitled “The Role of Digital Media in Ecotourism”makes an exploratory study .
The major finding of the study is that the ecotourism information through digital media is more
persuasive, though newspapers are more credible.

Indubindu( 2018),entitled “Role of Social Media in Ecotourism Development” is a sincere effort

to discuss the relationship between social media and ecotourism. It was found that digital
media helps in the promotion of ecotourism products and services. In order to gain
additional knowledge, tourists makes use of online media, especially to review sites and
blogs.

Objectives
General Obejective
 To analyze the role of media in promoting ectourism in Kerala

Specific Objectives
 To analyze the after effect of a place after projected through media
 To find out how far media has influenced tourists to visit ecotouristic places
 To determine how the media has helped in meeting the demands of the inhabitants such
as tribes, villages and locals
 To identify the ways in which travel and tour companies use media to promote a touristic
spot
 To identify which form of media performs best in promoting ectourism

Methodology

For this study both Primary and Secondary data collection methods were opted. With the
help of qualitative approach, primary data was collected, under which the Survey method
was deployed.

Interpretation
The survey was conducted among 59 people from the age group ranging from 15-45 years.

SL.NO Findings Percentage

1 Awareness of Ecotourism 81%
2 Employment Opportunities
due to Ecotourism 85.70%
3 Individual Contribution to the
Environment 55.40%
4 Kerala as a destination for
Ecotourism 98.20%
5 Ecotourism role in the
preservation of Cultural
Heritage 82.50%
6 Improvement of living
standards of the locals 82.10%
7 Individual contribution of
planting of indigenous trees
and shrubs 62.50%
8 Ecotourism bringing
development to the local
community 84.20%
9 Opinion on ‘’More assistance
from the tourism department’’
for the promotion of
Ecotourism 39.3%
10 Social Media among other
media performs best creating
awareness regarding
information on Ecotourism 87%
11 Rise of Popularity of a
Destination after the usage of
media and number of tourists
preferences influenced after
the usage of media when
browsing regarding
information on a particular
Destination 42.9%

The survey based on the study, ‘’Role of Media in Promoting Ecotourism: An Exploratory Study
of Kerala’’, was conducted among 59 individuals, both male and females. After the conduction
of the study it is estimated that 81% are aware of Ecotourism as another form of Tourism,
85.70% say that Ecotourism paves way for more Employment opportunities, 55.40% are
involved in various activities in protecting thes environment, 98.20% prefer Kerala state suited
for Ecotourism and Ecotouristic travels, 82.50% have agreed that Ecotourism helps in the
preseveration of Cultural Heritage, 82.10% strongly feel that Ecotourism improves the standard
of living of the local people, 62.50% are actively involded in activities as planmting trees or
shrubs in their region, 84.20% have agreed that Ecotourism helps in the development of the local
community, 39.3% feel that more assistance from the tourism department is required for the
promotion of Ecotourism, 86% prefer Social media as the best platform for the spreading of
Ecotourism, and 10.5% prefer television as a good media that reaches the masses when
promoting ecotourism and lastly 42.9% strongly feel that aq place becomes more popular after it
is projected in any media platforms and also tourists are influenced more by the media’s
projection of a place for touring purposes.

Ways in which Ecotourism serves beneficial:

Under this it can be viewed that ecotourism does have a significant role in the lives of both the
locals and the tourists, where 85.70% have agreed that Ecotourism creates Employement
Opportunities for the locals, 82.50% have positively responded that Ecotourism helps in Cultural
Preserveration and 82.10% indicates that the standard of living of the local people is improved
through such forms of tourism. Hence, such are ways in which Ecotourism serves as beneficial
factor in terms of Tourism.

Influence of Ecotourism:
Ecotourism is a responsible form of tourism, where certain aspects can be learned by visting
ecotouristic destinations, where 55.40% are involved in the contribution towards the
environment, 62.50% are involved in the planting of trees and other plants in their region,
84.20% indicates that ecotourism allows roo for any kind of development for the locals, where
their needs and requirements are met through the visits of tourists who are willing to be a part of
any contribution to the development of the place and the inhabitants.

Common Forms of Media used for Ecotourism and the Influence:

Under this the common form of media used by the touists, travel companies and the locals are
regardless of any purpose related to Ecotourism and also which conveys the after influence of
using the various forms of media in terms of Ecotourism. A percentage of 81% are aware of
Ecotourism, 86% have prefered Social Media as a conventional form of Media that performs best
in Ecotourism in knowning about places fiiled with abundance of nature and details of travel and
such. A certain amount also prefer television to be a reliable source that showcases ectourism
through advertisements, special travel programmes and the like. Also, most tourists feel that it is
through media that curbs interest or curiosity to visit and explore a particular destination.

Findings:
In the study it was found that most are aware of Ecotourism as another form of Tourism which is
more of responsible travel, as Ecotourism paves way in creating Employment opportunities,
helps in the preservation of Cultural Heritage, improves the standardd of living of the local
inhabitants through trousits’ visits and contribution, and in turn ecotourism has influenced people
to take individual steps in contributing to the environment through the planting of trees and other
plants in their regions. Also, a majority prefer Social Media and Television, as a conventional
source in accessing details and information regarding desired destinations for travel. And lastly,
most agree that the various forms of media curbs interest and curiosity to make visits or to
simply explore ecotouristic destinations.

Recommendation:
 More individuals must take part in the contribution to the environment
 The importance of preservation of the environment should be made more aware, espcially
in the current era, where some parts of the world’s natural resources are deminishing
 Educational institutions should allow and encourage their pupils for the active
participation of contribution to the environment
 Ways in which the restoration of demnishing natural resources should be taught.
 Prevention from further destruction of natural environment of a place should be implied

Conclusion:
The survey conducted is based on the study, ‘’Role of Media in Ecotourism: An Exploratory
Study’’, was carried out among 60 individuals, to establish the role that media playes in
Ecotourism. Through the conduction of the study it can be concluded that, a good number of
individuals are involved in the active participation of contributiong to the environment,
ecotourism serving as beneficial factor which helps in the improvement of standard of living the
local inhabitants where their needs and requirements are met, cultural heritage is preserved and
through the usage of media, where most prefer social media as a conventional form in accessing
the information of travel destinations and the importance of that particular place is portrayed
effectively through social media platforms and televison. Also, most prefer media especially
social media platforms, that curbs curiosity in the mindset of the individual through presentation
of the destination by photos, videos, reviews from others and personal experience stories and
such, when attempting to explore a particular desired destination.

References
Brundland G.H (1987),The brundland report,World commission on Environment and
Development,Oxford university press

Indu bindu (2018),Role of social media in ecotourism Development.

Oommen M.A (2008), Reforms and the Kerala Model,Economic and Political weekly

Manoj P. K (2015)(b) [19], entitled “Employment Generation from Rural Tourism: A Field
Study of the Local Community at Kumbalangi, Kerala‟