A CASE STUDY OF MATA VASHINODEVI

7/29/2019 A CASE STUDY OF MATA VASHINODEVI

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Abstract

The destinations serve both tourists and the natives. Some destinations help each other

to grow up and in promoting those, host population and the intermediaries (TravelAgents, Tour operators, Hotels, Taxies etc.) have to play a very important role. This

study shows about the role of Vaishno Devi that how it is helping nearby destinations

which are unknown to the people before and these destinations are becoming famous

among the people now a days. Indeed, the study suggests that some dual-purpose

destinations ought to consider a multiple positioning strategy to appeal to these different

segments. Main-destination and through travelers come from different geographic

areas, have different demographic profiles, and exhibit different behavior at the

destination. The data for this study will be collected from host population and

intermediaries engaged in pilgrimage tourism activities. The extent of involvement of

Intermediaries in pilgrimage tourism of nearby destinations of Vaishno Devi is

elucidated in this study. This research will be based on primary and secondary data.

Primary data required for this study will be collected from the government and non-

government bodies of Jammu and Kashmir and Secondary data required for this study

will be collected from different authentic source.

KEYWORDS: Tourist, Intermediaries, Pilgrimage tourism, Katra.

1.Introduction:

A pilgrim is different from a tourist. For a tourist travel is an end in itself. For a

pilgrim, travel is a means to an end. Pilgrims with pilgrimage tourism is one of the

fastest growing tourism segments in the world. Not only has it become an

important component of the Indian life style (Adrian Ivakhiv, 2003), but it also has

had a profound impact on other peoples of the world and the environments in

which they live. Pilgrimage tourism offers tremendous opportunities for generating

revenues, earning foreign exchange, and providing employment in Jammu and


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Kashmir. Today all countries of the world are striving to develop pilgrimage

tourism in a big way. (American Geographical Society).

Pilgrimage tourism earns over 3.5 trillion worldwide. Indias present share in

world tourist inflow is only 0.37 percent. Besides economic, the social and

environmental gains of tourism are also significant (Bar, Doron and Cohen-Hattab,

Kobi, 2003).

Pilgrimage is considered as an ambassador of peace and international brotherhood.

Tourism brings better understanding among different nations and civilizations.

Likewise, it helps in protecting environment, old monuments and cultural

manifestations(Claudia Liebelt, 2010).

Destination marketing organizations should be formed in the line of western

business model to guard the greater interest of destinations and stakeholders

associated directly and indirectly in the promotion and development of destinations

(Sampad, 2007).

The visitor decision-making process about a destination can be a specific country,

state or province, city, or a resort area. The visitor may apply various terms to

define a destination whether it refers to one geographic area or a combination of

several geographic areas. Regardless of how the term is applied, it is the consumer

or visitor who defines a destination. From the perspective of the visitor or

consumer, a destination is perceived as having appealing attributes, features,

attractions, and services that would encourage the potential visitor to choose a

destination for a leisure or vacation trip or other travel purposes. The development

of a destination marketing plan is usually the responsibility of a government

tourism marketing and promotion organization and is based on a careful analysis of

competition and market trends. Tourism destination marketing and influence the


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type of tourism products which are developed and promoted by the destination.

The destination must have a clear understanding of existing and potential market

segments, as well as a clear understanding of the destinations tourism product to

ensure that the visitors expectations are being met. The development of new

products and services to attract visitors is a complex process (STIM,2002).

This paper will explore the phenomenon of pilgrimage tourism in the perspective

of Vaishno Devi. The aim of this study is to determine, how one pilgrimage

destination is helping to promote other nearby pilgrimage centers, and the

opportunities, issues, and challenges faced by the tourist and intermediaries? The

infrastructural issues in pilgrimage sites of Jammu are dealt with in this paper, and

it also covers the emerging challenges in pilgrimage tourism promotion in Jammu

region.

2.Objective of the study

To examine role of a destination in promoting other destinations nearby.To Study the role of host Population and intermediates in the promotion.To find out the various policies of Government and non- Government

organizations for the promotion of tourism in nearby destination.

To Study various tourism activities near Katra.

3.Purpose of the Paper

Today tourist want to explore more and they want to know more about the culture

and values of a place. They want to see more places near that destination he comes

for. But, if intermediates and local people will not help them to know those places,

how they come to know about the places. Same in the case of Vaishno Devi tourist


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are increasing day by day and local people or tourism bodies should take them to

other unexplored places which have their own values and rituals. Tourists are

moving to those destinations these days.

Purpose of my paper is to find out who is escorting the tourist towards those

destinations? Who is playing a vital role in this? Are tourists are satisfied with the

services provided by the localities over there?

4.Hypothesis

Private players (like, taxi drivers, auto drivers, travel agents, touts etc)helping tourist to know about nearby destinations.

Hotels are promoting those to generate revenue. Tourism department is promoting to keep tourist for one more day.5.Expected Outcomes

By the end of this study I will come to know whether private players arehelping tourists to go to those destinations or not.

Also upon completion of this research paper I will find out to what extent interms of percentage tourists are going to those destinations.

By the end of this research paper I will find out whether the tourist isinterested or not to go to those destination.

On completion of this paper I will come to know about the facilitiesprovided by the localities to the tourists are up to satisfaction or not?

Projected growth in tourism due to more options.


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6.Review of Literature

There are few researches have been carried out on topics related to my topic and I

found few research papers and studies related to my topic. This section deals with

the review of literatures related to both tourism and destination marketing since the

current paper focuses on the Role of one destination in promoting other nearby

destination.

Adrian Ivakhiv (2003), in his study, he explains that a pilgrim is totally different

from a tourist.

Doron and Cohen-Hattab, Kobi, 2003 in their study, pilgrimage tourism is growingday by day. According to them the share of pilgrimage tourism is 0.37% by India

in the world.

Dr. Sampad Kumar Swain (2007), in their study, Destination marketing

organizations should be formed in the line of western business model to guard the

greater interest of destinations and stakeholders associated directly and indirectly

in the promotion and development of destinations.

Claudia Liebelt (2010), in his study, he told that Pilgrimage is considered as an

ambassador of peace and international brotherhood. Tourism brings better

understanding among different nations and civilizations.

School Of Travel Industry Management, University Of Hawai (2002), they said,

The destination must have a clear understanding of existing and potential market

segments, as well as a clear understanding of the destinations tourism product toensure that the visitors expectations are being met.

American Geographical Society, according to them Pilgrimage tourism offers

tremendous opportunities for generating revenues, earning foreign exchange, and

providing employment.


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7. Methodology

The current research paper will be based on both the primary and secondary data. Data will be

collected, analyzed and then presented in form of findings.

Sampling method

Simple Random Sampling

8.References:

Nature and Self in New Age Pilgrimage, route

Publications(http://www.academia.edu/332156/Nature_and_Self_In_New_Age_Pil

grimage).

Culture and Religion journal, Vol. 4, No. 1, American Geographical Society, Vol.

90, No. 4 pp. 536-558 Bar,

Journal of hospitality application and research, volume 2 issue 2, Published: 2007

Author(s) name: Dr. Sampad Kumar Swain

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A CASE STUDY OF MATA VASHINODEVI

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