CHAPTER 6. MALVAN- AN ARRAY OF TOURISM...

177

CHAPTER 6. MALVAN- AN ARRAY OF TOURISM DESTINATIONS

6.1 INTRODUCTIONMalvan is one of Sindhudurg’s top tourism destination areas. Located off the west coast

of Maharashtra, the area is both remote and accessible, providing a combination that can

attract thousands of visitors annually. Visitors to the coastal region can take advantage of

a diversity of experiences ranging from urban to rural, cosmopolitan to rustic and

relaxing to adventurous.

A region that supported its population with Agriculture, Fishing and Horticulture jobs has

of late been experiencing a shift towards more service oriented employment. The leading

service sector employers in tourism have to promote tourism as an economic

diversification tool for many of the rural areas experiencing economic transition. With

the increase in visitation to the area, tourism businesses in rural areas have increased.

Many tourism businesses have responded to visitor demands for ecological, adventurous,

cultural, botanical and agricultural experiences resulting in a diverse tourism employment

base. There is no database to confirm and conclude whether tourism is generating

employment for individuals and communities in Sindhudurg.

As majority of the destinations in Malvan are in rural areas, central and state government

departments need to collect and analyse research figures for regional employment market

planning. Labour market research is needed for the district to establish the prevalence and

impact of tourism employment in rural areas and to guide labour market planning efforts.

The study aims to identify the tourism development and employment potential in

Sindhudurg in two phases. In phase one a pilot study was made to have a background of

the development potential of the tourism industry. In phase two the field work in the form

of schedules were conducted with the locals who were engaged in the tourism industry.

178

6.2 A PROFILE OF MALVAN

1. Geographic Description

Malvan Taluka covers an area of about 614.3sq.km in Sindhudurg District of

Maharashtra. The Northern Boundary reaches Devgad. The area extends south to

Devbaug. The south-western corner is Vengurla. The topography of Malvan is varied,

from mountainous and rugged terrain with Sahyadris to the picturesque beaches in the

west. The landscape is dominated by the rugged, shining creeks: Karli, Kolamb and

Kalavali. The Karli River flows through Tarkarli Village. The climate of Malvan can be

generally classified as warm and moderately humid. Average temperatures range between

16 - 33°C while relative humidity ranges from 69 to 98%. The annual average rainfall of

Malvan is 2275 mm. Malvan Taluka consists of villages like Achara, Jamdul, Juva,

Pankhol and Sarjekot.

Malvan is a fishing port on western coast of Sindhudurg district (Maharashtra state in

India). It is a southern part of the Konkan coastline which possesses a long stretch of

shimmering sand and fringed with thick coconut, jack fruit, bamboo and Supari trees.

Rocky lands with overhanging cliffs, projecting sandbanks, rocky shoals, coral reefs and

boulders with a rib type coast attract the tourist to Malvan. On the north of Malvan the

most striking feature is the 'littoral concrete' or 'beach rock' which gives protection

against the force of waves.

2. The People and Communities

This area of Konkan is predominantly Hindu and the majority of these Hindus comprise

Kshatriya, Marathas, Bhandaris, and Gabit. Common Surnames are: Amberkars, Khots,

Parab, Gawade, Chavan, Bagwe, Sarmalkar, Gaonkar, Kolambkar, Sarang, Joshi, Rane,

Kharade, Paradkar etc. The major festival is 'Anganewadi Jatra', 'Bramhan Dev Jatra.

People who have migrated from Malvan visit their native places every year during

‘Ganeshotsav’,'Ram Navmi', and various other Jatras (festivals).

179

Malvan Taluka has approximately 116,682 People. Malvan city has a population of about

18675. It is the largest within the District and the supply and distribution centre for the

area. There are 135 villages in Malvan taluka. (Census 2001)

3. Study Area Map

MAP 6.1 MAP OF MALVAN TALUKA

4. Culture of Malvan

'Malvani' language is a mix of Marathi and Konkani. Malvan has its unique culture

indicating its peculiar dialect and food. Malvani is very popular among local population

in Sindhudurg district and also parts of Ratnagiri.

Malvani Cuisine - The food of this region is popularly known as Malvani cuisine.

Coconut, rice and fish assume prime importance in the Malvani cuisine.

Dashavtar- It is an art form popular in most of the Konkan region in Maharashtra and

more so in and around Malvan. It is a play that depicts the 10 incarnations of Lord

Vishnu (as in Hindu mythology).This continues till early hours of morning or probably

180

after that also sometimes. Dashavtar is mainly conducted at the annual Jatra of the

village. During this all villagers also sell their home made products like Khaja, Kadak

Ladu, Lonche - (Pickles) and others. Jatra is the main occasion for the villagers. All

Chakarmani (A term used for a large number of salaried class people from Konkan who

work outside in cities like Mumbai, Pune) visit their homes and enjoy the festival with

their families and friends.

5. EducationSome of the of schools and colleges in Malvan taluka are A.S.D.Topiwala High School&

Jr.College, Bhandari High School, S.K.Patil Mahavidyalaya, Kanyashala.Jeevan Vidya

Vidyalaya, Industrial Training Institute (ITI), Government Polytechnic, Dr.S.S.Kudalakar

high school, Rosary Convent School.

6. Wildlife Sanctuary

The Malvan (marine) Wildlife Sanctuary was declared on 13th April 1987, with a core

zone of 3.182 km and buffer zone of 25.94 km (total area being 29.122 km). The core

zone includes the Sindhudurg fort, Padamgad Island and other submerged rocky

structures. The north eastern border of the buffer zone is 50 mts from the seashore near

Malvan port, while on the east it is a semi-circular sandy beach 500 mts parallel to the

shore of Malvan, in the south it is near Mandel rock and in the west touches the Malvan

rock.

7. Study Area Economy

The main economy of Malvan is Fisheries, cultivation of crops like rice and fruits like

jack fruit, mango, cashews and coconuts.

8. Economic Structure

Employment in Malvan reflects the importance of natural resources to the District's

residents. The service sector is gaining importance, but its strength is heavily tied to

Fishing, followed by agriculture.

181

9. Tourism Resources of Malvan

A. Natural Tourism Resources

Destinations of Malvan mainly include beautiful sceneries, pristine beaches, coral reefs

where there are unique natural wonders and reserves. Eco-tourism should follow the

natural process, which can make economy, ecology and society of Malvan work together

to maintain tourism resources and environment towards sustainable development.

Dhamapur Lake in the future can transform into a hub for boating and water sport

activities.

BOX 6.1 TOURISM RESOURCES OF MALVAN

NATURAL TOURISM RESOURCES

CULTURAL TOURISM RESOURCES

SOCIAL TOURISMRESOURCES

• Island climate• Tropical

terrain• Flora and

fauna• Beaches• Lakes

• Heritage• Religious• Art and culture• Folk art

• Rural image• Entertainment• Agriculture• Fishing

B. Cultural Tourism Resources

The influence of culture in dance, music, festivals, architecture, traditional customs, food

and languages is seen in Malvan. It is due to the influence of all these various cultures

that the heritage and culture of Malvan is exhaustive and vibrant. This richness in culture

goes a long way in projecting Malvan as the ultimate cultural tourism destination giving

boost to tourism development.

Malvan is renowned for the Sindhudurg sea fort which showcases the rich cultural

heritage. The various folk songs and music also reflect the cultural heritage. A large

number of festivals and fairs are held such as the Ganesh festival, Angnewadi festival,

and KostFest festival. All these have the potential to attract many tourists to Malvan who

can witness and enjoy the rich culture of the state.

182

C.Social Tourism Resources

‘Social tourism’ means annual paid holiday. They take this opportunity to sell the

tourism infrastructures to officials from other states. The government guest houses have

reported increased occupancy rates. The concept of social tourism is also now a new

trend with a vast majority of the government officials going on vacation to the luxurious

guest houses and other star hotels managed by the government. These officials are given

significant discounts if they stay in a particular destination over long period of time.

10. Tourism Development areas in Malvan

BOX 6.2 TOURISM DEVELOPMENT AREAS IN MALVAN

Types of tourism Tourism development areas of Malvan

Cultural Tourism Malvani cuisine and lifestyle.

Art and craft Tourism

Sea shells, paintings.

Sports Tourism Dhamapur lake

Adventure Tourism Scuba diving, Snorkeling ,Ozar cave.

Beach Tourism Devbag, Chiwla, Tarkarli, Kalawal creek,

Talashil back waters, Achara, Tondavli and Khotjuwa island.

Cruise Tourism Houseboats -Walawal to Devbag.

MICE Tourism Facilities at beach side resorts for MICE will help in promoting

tourism at corporate levels.

Eco Tourism Eco health farms can be developed in Villages which will also

promote wellness and village tourism.

Mango Tourism Mangroves can be converted to mango farms.

Religious Tourism Jaiganesh temple, Anganewadi temple, shivrajeshwar temple at fort,

Jal Sateri temple, Bhadrakali temple.

Marine Tourism Marine park at Malvan

Forest Tourism Forest near Dhamapur.

Heritage Tourism Sea fort, Sarjekot fort, Bharat gad, Ram gad, Rajkot, Padmagad,

Moryacha donda.

183

6.3 TYPES OF TOURISM APPROPRIATE TO MALVAN

CULTURAL TOURISM

Cultural tourism has been defined as the movement of persons to cultural attractions

away from their normal place of residence. Tourists can find out the lifestyle of the

people in Malvan, the history of Malvani people, their art, architecture, religions and

other elements that helped shape their way of life. It can also include tourism in rural

areas showcasing the traditions, festivals, rituals and their values and lifestyle. It is

generally agreed that cultural tourists travel with the intention to gather new information

and experiences to satisfy their cultural needs. Malvan has a rich culture with festivals,

fairs, values and lifestyle.

ART AND CRAFT TOURISM

Arts & crafts tourism of Sindhudurg highlights the various ethnic items that are locally

produced in the remotest towns and villages. Malvan is a treasure of exquisite handicraft

and traditional art forms, the rich legacy of ancient culture which evolved slowly and

gradually through disciplined efforts of generations.eg. (Toys made of Shells)

ADVENTURE TOURISM

The Maharashtra Tourism Development Corporation (MTDC) has initiated a scuba

diving project in Sindhudurg on the Konkan coast under its coastal and marine Tourism

programme. Subodh Kinalekar, Manager of adventure sports, MTDC said, “The

snorkeling activity started in 2007 has generated tremendous response with almost 40,000

to 50,000 tourists so far. We have earned approximately Rs 20 lakh so far. The next step

is to start scuba diving by October this year.” According to a report in Times of India by

Chitra Nair, MTDC also plans to explore the rich marine life of Konkan coast by

initiating Marine Tourism project that will create awareness about nature conservation.

“The Sindhudurg Fort is surrounded by some old coral reefs that are approximately 400-

500 years old. The area also has beautiful forest,” said Sarang Kulkarni, a marine

biologist, who has been appointed by the MTDC as an advisor for the project. “Most of

184

these corals are in shallow water and do not need advanced training or equipment for

snorkeling. There is no need to travel abroad when you get to snorkel and see some

beautiful underwater sites so close to Mumbai that too at reasonable rates. We have

trained local people as snorkeling guides,” stated Kulkarni, adding that the project is also

generating employment for the local people. MTDC is also exploring new ideas in terms

of Marine Tourism including whale watch, sports fishing and also a sea world. Other

projects include a beach rescue project and a turtle interpretation centre.

BEACH TOURISM

Malvan has Devbag, Chiwla, Kalawal creek, Talashil back waters, Achara, Tondavli and

Khotjuwa Island beaches. This tourist product has great scope as these beaches can be

developed as tourist paradises. Tarkarli is a village in Malvan Taluka and is called the

queen of beaches. This place has gained prominence because of its long and narrow

stretch of beach with pristine waters.

Beach tourism provides aesthetic and environmental value of the beach such as

beautiful natural scenery with golden sands, lush green vegetation and right blue sky.

Beach tourism activities include water and land resource use. The water usage involves

swimming, surfing, sailing, wind surfing, water scootering, Para sailing, motorboat rides,

etc.

The land use has multifacets like sunbathing, recreational areas for tourists (parks,

playgrounds, clubs, theatre, amusement parks, casinos, cultural museums, etc.),

accommodation facilities (hotels, cottages, villas, camping sites, etc.), car and bus

parking areas, entertainment and shopping complexes, access roads and transportation

network.

CRUISE TOURISM

Cruise tourism is just like any other tourism although it involves cruise ships. It is a great

way to expose the beauty and culture and also a nice way to travel in Sindhudurg giving

plenty of jobs and employment to the residents of places visited during the cruise.

185

WELLNESS TOURISM

Comprehensive service packages for tourists comprising physical fitness, beauty care, health,

nutrition, diet, relaxation and meditation can be one of the potentials for tourism development

in Malvan. Walawalkars one of the renowned Ayurvedic doctors in Malvan teach Yoga and

offer tips to healthy living in a natural surrounding/environment.

MICE TOURISM

The Meetings, Incentives, Conventions and Exhibitions (MICE) segment of tourism

caters to such corporate programmes tailor-made to suit the client's requirements. The

size of the convention, facilities required, competitive pricing, natural attractions, safety

and opportunities to shop are some of the factors considered before selecting a MICE

destination. Using off-site workdays to motivate staff and improve their productivity is

gaining popularity in the corporate sector. Companies are also realizing the benefits to

their business when regional dealer conferences, incentive trips and focused business

meetings are organized in exotic locations which include sightseeing, recreation and

shopping. There is a need to develop facilities for MICE tourism in different destinations

in Malvan.

ECO TOURISM

Ecotourism (also known as ecological tourism) is travel to fragile, pristine and usually

protected areas that strives to be low impact and (often) small scale. It helps educate the

traveler; provides funds for conservation; directly benefits the economic development and

political empowerment of local communities; and fosters respect for different cultures

and for human rights. Ecotourism appeals to ecologically and socially conscious

individuals. Generally speaking, it focuses on volunteering, personal growth and learning

new ways to live on the planet. It typically involves travel to destinations where flora and

fauna and cultural heritage are the primary attractions. Ecotourism is a conceptual

experience, enriching those who delve into researching and helps in understanding the

environment around them. It gives us insight into our impacts as human beings and also a

greater appreciation of our own natural habitats.

186

Responsible ecotourism includes programs that minimize the negative aspects of

conventional tourism on the environment and enhances the cultural integrity of local

people. Therefore, in addition to evaluating environmental and cultural factors, an

integral part of ecotourism is the promotion of recycling of scarce resources, energy

efficiency techniques, water conservation and creation of economic opportunities for the

local communities.

VILLAGE TOURISM

A tourism village is a village area which has some special characteristics of a place as

tourism object. In this area, the traditions and culture of local community are still pure. A

tourism village is also coloured by some supporting factors, such as local cuisine/food,

agriculture system and social system. Besides, pure nature and environment are added

points for a tourism village.

Good facilities to provide a village becoming a tourism object are also important. These

facilities make visitors who come to a tourism village enjoy their vacation. So, all tourism

villages need to be provided with many supporting facilities such as transportation,

telecommunication, medical and accommodation. The accommodations in tourism

village are special. Visitors can spend the nights using the homes stay provided in the

village. It gives visitors a memorable moment as they can feel a purely village

atmosphere.

MANGO TOURISM

Mango cultivators are taking consumers to mango plantations across rural India and even

holding mango fests to tickle their taste buds. Maharashtra has already begun wooing

tourists to the plantations of Alphonso, Pairy, Totapuri, Ratnagiri and Kesar plantations at

different destinations.

RELIGIOUS TOURISM

Religious tourism, also commonly referred to as faith tourism is a form of tourism

whereby people of faith travel individually or in groups for pilgrimage, missionary or

leisure (fellowship) purposes.

187

MARINE TOURISM

Malvan, the only marine sanctuary is located in Malvan Taluka of Sindhudurg district in

Konkan region covering an area of 29.22-sq-km. The sanctuary is rich in coral and

marine life. The golden sands and casuarinas plantations at the Malvan coast form a

scenic view and it's a feast to eyes.

6.4 EMPLOYMENT PATTERN IN THE TOURISM SECTOR IN MALVAN

Employment in India's growing tourism industry is expected to hit 30.5 million this year,

meaning the sector will comprise 6.4 per cent of the country's total employment,

according to new data from the World Travel and Tourism Council 2009.

About 40 million people are predicted to find work in the industry by 2018, at which

point it would represent 7.2 per cent of total employment, the Economic Times reported.

The industry is likely to generate around four trillion Rupees in 2008, rising to 15 trillion

over the next ten years. Currently, it contributes 6.1 per cent to India's National GDP.

Apparently "Responsible Tourism" is the buzz phrase of the moment, with the country's

Tourism Ministry attempting to spread the benefits of tourism to poorer rural areas. It is

encouraging villages to take part in a scheme where travellers can stay in the community

and learn about local cultures, handicrafts and history in a sustainable and non-invasive

way.

Rural tourism is widely seen as being of considerable economic and social benefit,

through the income and infrastructural developments it brings to marginal and less

economically developed regions. The sustainability of rural tourism is emerging and this

has yet to be accepted by many of those implementing tourism development policies

(Cater and Lowman, 1994).

The study involved the employment pattern of 126 locals who are working in the tourism

industry of Malvan Taluka.

188

TABLE 6.1- AGE WISE CLASSIFICATION OF RESPONDENTS FROM MALVAN

Classification Below19

20-29 30-39 40-49 50-59 60-64 65 > total

Employer 0 5 4 10 5 1 0 25Employee 2 25 15 8 3 0 2 55

Self employed 0 10 16 9 3 4 4 46TOTAL 2 40 35 27 11 5 6 126

FIGURE-6.1- AGE WISE CLASSIFICATION OF RESPONDENTS FROM MALVAN

Individuals who participated in the study range fall in the age groups as shown in Table

6.1. The highest percentage of respondents between the age group of 20-29 is 31.75%,

30-39 having 27.78%, 40-49 having 21.43 % of the labour force in the tourism industry.

Figure 6.1 shows that more number of employees working in tourism industry are in the

age group of 20-29, self employed in the age group of 30-39 and employers in the age

group of 40-49.

0

10

20

30

Below 19 20-29 30-39 40-49 50-59 60-64 65years or older

AGE GROUP

Malvan Employer Malvan Employee Malvan Self employed

189

TABLE 6.2 EDUCATIONAL QUALIFICATIONS OF INFORMANTS FROM MALVAN

Classification Primary secondary Higher secondary

graduate Post graduate

others illiterates

Employer 1 10 5 8 0 1 0Employee 5 25 11 9 3 1 1

Self employed 2 23 5 12 2 1 1TOTAL 8 58 21 29 5 3 2

FIGURE6.2 EDUCATIONAL QUALIFICATIONS OF INFORMANTS FROMMALVAN

46.03%, of individuals in the study have completed secondary education, 16.67% have

gone to higher secondary and 23.02% to college. Figure 6.2 gives the breakup of

educational qualification obtained by the samples in Malvan.

0

5

10

15

20

25

primary secondary Higher secondary

graduate Post graduate

others illiterates

EDUCATIONAL QUALIFICATIONS

Employer Employee Self employed

190

TABLE 6.3GENDER OF INFORMANTS FIGURE 6.3 GENDER OF INFORMANTS

The study generated responses from men and women participants. Figure 6.3 indicates

that 84.1% of the respondents were males while 15.9% were females.

TABLE 6.4 MARITAL STATUS FIGURE 6.4. MARITAL STATUS

About two thirds of the samples are married and one third of them are unmarried. The

percentage of unmarried is higher with 62.5% in the category of employees.

0

50

GENDER

male female

0

20

40MARITAL STATUS

married unmarried

Classification Male Female TotalEmployer 23 2 25Employee 43 12 55

Self employed

40 6 46

TOTAL 106 20 126

Classification Married Unmarried TotalEmployer 20 5 25

Employee 30 25 55Self

employed36 10 46

TOTAL 86 40 126

191

TABLE 6.5 INCOME LEVEL CLASSIFICATION OF INFORMANTS

Classification Below 50000

50000 -100000

100000-

150000

150000 -

200000

2- 5lakhs

5-10lakhs

10 lakhsand

above

Employer 4 4 6 2 8 1 0

Employee 38 11 2 1 3 0 0

Self employed 24 10 6 2 3 0 1

Total 66 25 14 5 14 1 1

FIGURE 6.5 INCOME LEVEL CLASSIFICATION OF INFORMANTS

Tourism is often viewed as a low paying employer. The level of income earned by those

reporting that their job provided them a source of income from the tourism sector is

shown in Figure 6.5. There appears to be a wide range in the level of income reported by

individuals ranging from below Rs. 50,000 to over Rs.10 lakhs and above.

The above table 6.5 explains that 52.38 % of the participants were earning less than

Rs.50, 000 per annum and 19.84% of them earn less than Rs.1 lakh per annum. Only

0

10

20

30

40INCOME LEVEL


192

11.11 % of the participants earned between Rs.1lakh and Rs.1lakh fifty thousand and

below Rs. 5 lakhs per annum.

TABLE6.6 RELOCATION OF WORK FIGURE 6.6 RELOCATION OF WORK

Whether or not individuals have to commute for work was determined by checking if

individuals lived and worked in different areas. Figure 6.6 shows that only 13% of the

sample had to relocate for work. More number of employees are relocated than

employers and self employed.

TABLE 6.7 LEVEL OF POSITION OF WORK OF INFORMANTS

yesno

RELOCATION OF WORK

Malvan Employer Malvan EmployeeMalvan Self employed

classification Yes No TotalEmployer 1 24 25

Employee 15 40 55Self

employed1 45 46

Total 17 109 126

Classification Front

line

job

Superv

isory

job

Manage

ment job

Executive

job

Owner/

operator

Others total

Employer 0 0 0 0 24 1 25

Employee 34 14 3 3 0 1 55

Self employed 14 2 0 1 29 0 46

Total 48 16 3 4 53 2 126

193

FIGURE 6. 7 LEVEL OF POSITION OF WORK OF INFORMANTS

The level of position held by individuals in the study is represented in Figure 6.7. The

highest percentage of respondents reported to be owners or operators (42.06%), while an

additional 2.38% were in management, or executive jobs (3.17%). An additional 12.7%

reported they worked at the supervisory level and 66.66 % in an entry-level position.

40.4% of employees are at the frontline jobs.

TABLE 6.8 OCCUPATION WISE CLASSIFICATION OF INFORMANTS

Classification stay Food and

beverage

MICE

Art culture and

entertainment

Attractions

Travel and tour operator

s

Training and

education

Vendors

Others

Employer 16 22 3 4 5 3 1 3 0Employee 24 26 0 3 10 7 1 5 2

self employed

15 24 1 1 8 16 2 10 3

Total 55 72 4 8 23 26 4 18 5

0

5

10

15

20

25

30

35 LEVEL OF POSITION


194

FIGURE 6.8 OCCUPATION WISE CLASSIFICATION OF INFORMANTS

Tourism generates employment in a variety of sectors in the industry. Figure 6.8 shows

the employment in various sectors of tourism industry. The accommodation sector

accounted for 25.58%, Food and beverage 33.49 %, Travel and tour operators 12.09%,

Attractions 10.70%, 8% of the sample identified with a sector of the industry other than

those provided. Some of the responses included MICE, art, culture and entertainment,

travel and tour operations, vendors and other tourism services.

TABLE 6.9 IMPORTANT SECTOR IDENTIFIED BY INFORMANTS IN TOURISM

Classification Stay

Food And

Beverage

Mice

Art Culture and

Entertainment

Attractions

Travel And Tour

Operators

Training And

Education

Vendors

Others

Employer 19 21 2 4 7 3 1 1 0Employee 30 33 0 5 19 9 2 0 0

Self employed 23 28 1 8 20 1 0 8 2

Total 72 82 3 17 46 13 3 9 2

0

10

20

30 SECTOR OF TOURISM


195

FIGURE 6.9 IMPORTANT SECTOR IDENTIFIED BY INFORMANTS IN TOURISM

The sectors that were considered important by the sample population were

Accommodation (29.15%), Food and beverage (33.20%) and Attractions (18.62%). The

locals are unaware of other tourism services that can be developed to attract the tourists

to their area.

TABLE 6.10 NUMBER OF YEARS EMPLOYED IN THE TOURISM INDUSTRY

0

10

20

30

40 IMPORTANT SECTOR IN TOURISM


classification Less than 6 months

6-12months

1-2years

3-5years

6-10years

10 years and

above

Employer 4 4 3 2 2 10Employee 10 3 18 14 3 7

Self employed 1 3 8 8 7 19Total 15 10 29 24 12 36

196

FIGURE 6.10 NUMBER OF YEARS EMPLOYED IN THE TOURISM INDUSTRY

Figure 6.10 explains the range of time in transition of individuals into the tourism sector.

Approximately 11.9% of individuals reported making a transition into tourism within the

last 6 months, 23.02% within 2 years. Three to five years ago, 19.05% of individuals

moved into their tourism position and 28.57% shifted within the last 10 years.

TABLE 6.11 CONDITIONS OF EMPLOYMENT DURING DIFFERENT SEASONS

0

5

10

15

20

Less than 6 months

6-12months

1-2years 3-5 years 6-10 years 10 years and above

NUMBER OF YEARS EMPLOYED IN TOURISM SECTOR


classificationwinter summer rainy

Part time

Full time

Part time

Full time

Part time

Full time

No work

Employer 4 21 4 21 5 14 6

Employee 7 48 7 48 11 35 9Self employed 9 37 8 38 10 21 15

Total 20 106 19 107 26 70 30

197

FIGURE 6.11 CONDITIONS OF EMPLOYMENT DURING DIFFERENT SEASONS

Figure 6.11 shows the employment of individuals in different seasons. The figures

demonstrate a high percentage of individuals who are employed year round in full time

employment. The findings indicate that 84.1% work full time in winter and summer and

55.5% in rainy season. Part time employment status is very low in summer and winter

and is marginally higher in rainy with 20.6%. 23.8% of the locals have no work in rainy

season.

TABLE 6.12 INCENTIVES RECEIVED BY INFORMANTS IN 3YEARS

Classification Promotion

Increase in pay

Increase in

responsibilities

Recognition for

outstandingperformance

Learn new skills

others none

Employer 15 21 23 7 0 0 0Employee 4 43 38 42 15 0 0

Self employed 25 36 44 12 3 0 0Total 44 100 105 61 18 0 0

0

20

40

60

Part time Full time Part time Full time Part time Full time No work

winter summer rainy

EMPLOYMENT AT DIFFERENT SEASONS


198

FIGURE 6.12 INCENTIVES RECEIVED BY INFORMANTS IN 3YEARS

The study determines the types of Rewards or Recognition that individuals have

experienced in their current organization within the last three years. A list of items was

provided and participants were asked to circle all those that they have received.

Figure 6.12 Shows that 30.49% received Increase in pay, 32.01% received Increase in

responsibilities, 13.41% received Promotion, 18.6% receive the Rewards or Recognition

in the past three years. Only 5.49% of the sample indicated they had opportunities to

learn new things.

The self employed felt there was an increase in their responsibility during season because

they had to work for all shifts to cater to the needs of tourists. All the three categories of

people working in the tourism industry were happy for the recognition they received from

tourists and word of mouth brought them more tourists to provide them with tourism

services.

0

10

20

30

40

50

INCENTIVES RECEIVED


199

TABLE 6.13 TOURISM SERVICES OF INFORMANTS IN MALVAN

(In percentage)

Kinds Of Service Not At All

Sometimes A Lot Not Sure

A. Interact with tourists 3.97 6.35 89.68 0B.Booking /reservations 70.63 7.94 21.43 0C. Guide 21.43 11.9 66.67 0D. Provide information 4.35 6.52 89.13 0E. Event manager 76.98 9.53 13.49 0F. Manage human resource

86.51 5.56 7.93 0

G. Manage finance 76.98 6.35 16.67 0H. Planning 89.68 2.38 7.94 0I. Package tours 82.61 4.35 13.04 0J. Transport visitors 72.22 5.56 22.22 0K. Others please specify 97.62 0 2.38 0

FIGURE 6.13 TOURISM SERVICES OF INFORMANTS IN MALVAN

0 20 40 60 80 100 120

a. Interact with tourists

b. Booking /reservations

c. Guide

d. provide information

e. Event manager

f. Manage hr

g. Manage finance

h. planning

i. Package tours

j. Transport visitors

k. Others please specify

3.97

70.63

21.43

4.35

76.98

86.51

76.98

89.68

82.61

72.22

97.62

6.35

7.94

11.9

6.52

9.52

5.56

6.35

2.38

4.35

5.56

0

89.68

21.43

66.67

89.13

13.49

7.94

16.67

7.94

13.04

22.22

2.38

0

0

0

0

0

0

0

0

0

0

0

KINDS OF SERVICE IN TOURISM

not at all sometimes a lot not sure

200

The study helps to find whether different kinds of services required by the tourism industry are

available and whether additional training and education are needed in the industry

Figure 6.13 shows the requirement of the samples to have more training or education on

the skills and knowledge they would like to build upon.

The majority of the skills where further training and education is required are in Financial

Management (76.98%), Event Management (76.98%), Management of Human Resources

(86.51%), Strategic Planning (89,68%), and Package Tours (82.61%), Transportation

(72.22%). This shows that the tourism industry is in its growing stage. There is need for

workshops to be conducted at frequent intervals on tourism services, knowledge and

awareness on education and training in the tourism sector for the locals to learn the

tourism services so that the quality of services improves at the tourist destinations in

Malvan and attracts more tourists.

TABLE 6.14 LEVELS OF SATISFACTION OF INFORMANTS

levels of satisfaction Very good

good Bad Verybad

Neither good or bad

Opportunities 88.89 10.32 0.79 0 0Quality of work 74.6 24.6 0.8 0 0Wages and tips 66.67 29.37 1.59 0 2.37Level of benefits 68.25 28.58 2.38 0 0.79Rewards and recognition given 75.4 21.43 3.17 0 0Level of challenge 72.22 23.81 2.38 0 1.59Status 70.63 26.98 2.39 0 0Work environment 79.37 19.84 0.79 0 0Training and education 68.25 27.78 2.39 0.79 0.79

Determining what motivates an individual to do something can often differ from how

satisfied individuals are with their decision. The study also questioned individuals about

how satisfied they are with their current job. Figure 6.14 indicates the level of satisfaction

in the following categories, 95.41% of the sample are satisfied with the Opportunities,

90.83% are satisfied with the Level of benefits, 94.5% with Rewards and recognition and

201

Work environment and 74.26 % with the type of Training and Education, Status and

Level of Challenge and an additional 89.91% rated the Quality of work positively.

FIGURE 6.14 LEVELS OF SATISFACTION OF INFORMANTS

The data also indicates areas where those employed in tourism are not satisfied. The

individuals who reported that they are not satisfied with the status are 5.5% and 7.34% of

the samples are not satisfied with the level of challenge for advancement within their

organization and 10.09% are dissatisfied with training and education opportunities

provided to them.

Tourism is often viewed as a low paying employer. When asked to rate how satisfied

individuals in the study are with the level of income, 90.83% indicated they are satisfied

while 8.26% are not satisfied. They are happy with accommodation and food that is

provided by the tourism industry.

0%10%20%30%40%50%60%70%80%90%

100%LEVELS OF SATISFACTION

Very good good Bad

202

The areas where low levels of satisfaction have been identified may merit further

attention by tourism organizations, particularly those concerned with high rates of

turnover, employee morale or productivity.

TABLE 6.15 INFORMANTS FIRST TOURISM RELATED JOB

Classification 1year 2years 3years 4years 5years othersEmployer 7 2 0 0 3 13Employee 17 12 8 3 4 11

Self employed 7 7 1 0 6 25Total 31 21 9 3 13 49

FIGURE 6.15 INFORMANTS FIRST TOURISM RELATED JOB

After migrating into tourism employment, the study determines how long individuals

remained in the industry. Figure 6.15 shows the length of time the individuals in the

sample are employed with their current organization. 24.6% of the sample has just started

work with their employer, 16.67% having worked for less than 1or 2 years. 7.14% have

worked with the same employer for 3 years, 2.38% for 4 years, 10.32% for 5 years and

0

5

10

15

20

25

30

1year 2years 3years 4years 5years others

FIRST TOURISM RELATED JOB


203

the remaining 38.89% have worked for 6 or more years with the same organization. This

data suggests that individuals in core tourism jobs are remaining employed with the same

employer for extended periods of time.

TABLE6.16 SECTOR BEFORE TOURISM FIGURE 6.16 SECTOR BEFORE TOURISM

The survey also asked individuals to identify what they were doing immediately

preceding their first job in tourism. Figure 6.16 shows the pattern of migration into

tourism. Approximately 2.84% of participants entered their first tourism job immediately

following high school or College/University. Individuals also migrated into tourism from

Agricultu…Arts, cult…Construc…Educatio…

Fishing Forestry Finance

Health …Homema…

MiningManage…

Manufac…Professio…

Public …Recreation

RetailStudyingTranspor…

TradeUtilities

Unemplo…Others

91

11

3000000

200000

21

00

7

16212

120

20

400

0000

242

100

13

181

11

121

10

100

0000

20

20

00

13

SECTOR BEFORE TOURISM

Malvan EmployerMalvan EmployeeMalvan Self employed

MalvanSector Empl

oyerEmployee

Self emplo

yedAgriculture 9 16 18Arts, culture 1 2 1Construction 1 1 1Educational 1 2 1

Fishing 3 12 12Forestry 0 0 1Finance 0 2 1

Health care 0 0 0Homemaker 0 4 1

Mining 0 0 0Management 0 0 0

Manufacturing 2 0 0Professional 0 0 0

Public administration

0 0 0

Recreation 0 0 0Retail 0 2 2

Studying 0 4 0Transportation 2 2 2

Trade 1 1 0Utilities 0 0 0

Unemployed 0 0 0Others 7 13 13

TOTAL 27 61 53

204

virtually all other industries including Retail, Educational Services 2.84%, fishing

19.15%, agriculture 30.50% and Others 23.4%.

The patterns emerging from this study suggest that tourism is an accessible industry for

individuals who work their way up through the industry, enter after developing skills

elsewhere and for those “drifting” between different jobs.

TABLE6.17 SECTOR AFTER TOURISM FIGURE 6.17 SECTOR AFTER TOURISM

0% 20% 40% 60% 80%100%

AgricultureArts, cultureConstruction

EducationalFishing

Forestry Finance

Health careHomemaker

MiningManagement

ManufacturingProfessional

Public administrationRecreation

RetailStudying

TransportationTrade

UtilitiesUnemployed

Others

SECTOR AFTER TOURISM

employer employee selfemployed

SECTOR Empl

oyer

Employ

ee

Self

employ

ed

Agriculture 9 16 19

Arts, culture 1 2 1

Construction 1 1 1

Educational 0 1 1

Fishing 3 10 13

Forestry 0 0 0

Finance 0 1 0

Health care 0 0 0

Homemaker 0 4 1

Mining 0 0 0

Management 0 0 0

Manufacturing 0 0 0

Professional 0 0 0

Public

administration

0 0 0

Recreation 0 0 0

Retail 0 2 3

Studying 0 2 0

Transportation 1 0 2

Trade 1 0 0

Utilities 0 0 0

Unemployed 0 0 0

Others 8 7 12

TOTAL 24 46 53

205

The dependency on other sectors have not declined after migrating to the tourism sector,

34.92% of locals are dependent on Agriculture, Fishing by 20.63% and others have

increased by 21.43%.

TABLE 6.18 REASONS FOR CHOOSING TOURISM AS AN OCCUPATION

Reasons for choosing to work in your

first tourism related job

Agree disagree Neither

agree/disagree

N/A

It was easy to start business in tourism 53.2 22.2 2.4 22.2

to improve my standard of living 89.7 7.1 0.00 3.2

better working conditions 96 2.4 0.00 1.6

An interesting job 97.6 1.6 0.00 0.8

Family had a business in tourism 54.4 43.0 0.00 2.5

to establish my own business 38.1 54 1.6 6.4

Unemployed and needed a job 35.7 59.5 0.8 4.0

Was attracted by the image of tourism 95.2 2.4 1.6 0.8

Wanted a job that was conducive to my

lifestyle

94.4 5.6 0.00 0.00

Was downsized in a declining industry 9.5 83.3 0.00 7.1

Wanted a job that suited my skill 94.4 5.6 0.00 0.00

Did not seek prospects in my previous

occupation

8.7 84.1 0.8 6.4

Leave my previous job 29.4 61.9 0.8 7.9

To deal with people 95.2 2.4 0.8 1.6

First job offered was in tourism 42.9 55.6 0.00 1.6

Pleasant surroundings 98.4 0.8 0.00 0.8

Have good business skills 96 0.8 0.8 2.4

206

Beyond learning the origins of the tourism labour market, the study finds out the

motivations behind individuals choosing to work in tourism. Individuals were asked to

rate how strongly they agreed or disagreed with 18 reasons.

FIGURE 6.18 REASONS FOR CHOOSING TOURISM AS AN OCCUPATION

Figure 6.18 shows the results of why individuals in the study chose to work in tourism,

the results clearly indicate that individuals in this study chose to work in tourism for a

host of positive reasons. 98.4% wanted to work in pleasant surroundings and 95.2% are

attracted by the image of tourism, a job that was conducive to their lifestyle, nearly 96%

wanted to work in better working conditions, 97.6% felt that tourism was an interesting

0% 20% 40% 60% 80% 100%

It was easy to start business in tourismto improve my standard of living

better working conditionsAn interesting job

Family had a business in tourismto establish my own business

Unemployed and needed a jobSaw tourism as a profitable industry

Was attracted by the image of tourismWanted a job that was conducive to my …

Was downsized in a declining industryWanted a job that suited my skill

Did not seek prospects in my previous …Leave my previous job

To deal with peopleFirst job offered was in tourism

Pleasant surroundingsHave good business skills

REASONS FOR CHOOSING TOURISM

Agree disagree Neither agree/disagree N/A

207

job and 96% felt that they possess good business skills, 91.3 % of them saw tourism as a

profitable industry, 95.2% wanted to work with people, 94.4% felt their business skills

would be useful in tourism and 94.4% wanted a job that was conducive to their lifestyle.

There was very little agreement among the locals that a shift into tourism was due to

downsizing in other industries, the fact that they didn’t need any qualifications or that

individuals could not get work elsewhere.

The motivations behind individuals wanting to work in tourism paint a positive image of

the industry. Making a career shift is never an easy decision, particularly when it involves

crossing industries. The individuals in this study were posed a series of statements about

why they chose to work in tourism. They were asked to rate on likert scale, to what extent

they agreed with each of the statements. Figure 6.18 provides a summary of the strength

of agreement for each statement made.

The strongest motivators for individuals to shift out of a resource-based job and into

tourism appear to be positive in nature. In other words, individuals did not feel forced to

make the decision, or that they had no other alternatives. Tourism work is often done in

“pleasant surroundings”, particularly in many adventure and cultural tourism

establishments. 98.4% of the “shifters” agreed that they chose to work in tourism because

they wanted to work in pleasant surroundings.

The next grouping of motivations could be described as individuals feeling that they had

strong business skills that could be profitable in tourism. 96 % of individuals felt that

they had Strong Business skills that would work well in tourism. 91.03 % felt that

tourism was a Profitable industry and 38.1% wanted to establish a Business in tourism.

Tourism is a people’s industry. Many positions require high levels of contact with

customers and employees on a day-to-day basis. This was a motivator for 95.2% of

individuals who agreed that they chose to work in tourism because they wanted a Job

working with people.

The study included a number of statements that compared tourism to individual’s

previous job. A mixed pattern of agreement appears when analyzing these statements.

8.73% of individuals felt there were no prospects in their previous work and 29.4%

208

wanted to leave their previous job. 9.52% indicated that they were downsized in their

previous line of work and 35.7% indicated they were Unemployed and needed to find

work. 89.7% felt that they earned too little in their previous job and wanted to improve

their standard of living.

TABLE 6.19 SOURCE OF INCOME FIGURE 6.19 SOURCE OF INCOME

In order to get a better understanding of who was satisfied with the level of income

generated by their tourism job, the sample was split into those who indicated that their

job was their primary source of income and those that use it for supplemental income.

Figure 6.19 indicates that 74.6% used their position as their primary source of income

and 25.4% used their position as supplementary income.

TABLE 6.20 FUTURE IN TOURISM FIGURE 6.20 FUTURE IN TOURISM

0%20%40%60%80%

100%

Source of Income

primary supplementary

0

50

100future in tourism

future in tourism

Classification primary

suppl

ement

ary

total

Employer 19 6 25

Employee 44 11 55

Self

employed31 15 46

Total 94 32 126

ClassificationContinue

working

Until

something

better

comes

Not

formed

any

decision

Future in

tourism98.41 1.59 0

209

98.41% of the people wanted to continue working in the tourism industry as they felt that

tourism is in its nascent stage and within a period of 5 years the tourism will develop.

TABLE6.21 STRATEGY FOR WORK FIGURE6.21STRATEGY FOR WORK

The study also asked employees which of the strategies to work was used by the

organizations to retain them. Employees reported that 25.93% felt that Pay for

performance are keeping them around , 15.43% were given Bonus, 13.58% were

provided Housing /Accommodation facilities,12.96% gave pay raise and 10.49%

provided Motivation to work. The most important strategy that could retain them was Pay

for performance (28.48%), Pay raise (16.46%), Bonus (13.29%), and Housing (10.76%).

0

5

10

15

20

25

30

Pays

for p

erfo

rman

cePr

ovid

es m

otiv

atio

nPa

y ra

iseBo

nus

Prov

ides

…in

crem

ents

Pr

omot

ion

Prof

it sh

arin

gRe

cogn

izes e

duca

tion

& …

prov

ides

edu

catio

n &

trai

ning

Oth

ers p

leas

e sp

ecify

STRATEGY FOR WORK

to work important to work

Classification To

Work

Important

to work

Pays for performance 25.93 28.48

Provides motivation 10.49 10.13

Pay raise 12.96 16.46

Bonus 15.43 13.29

Provides

housing\accommodation

13.58 10.76

Increments 5.56 4.43

Promotion 3.7 3.8

Profit sharing 4.32 4.43

Recognizes education &

training

3.09 3.16

Provides education &

training

4.32 4.43

Others please specify 0.62 0.63

210

Locating suitable employees is only one step to building a sustainable human resource

component in an organization. Employees and organizations were also asked how

organizations are attempting to retain individuals over a period of time. Figure 6.21

illustrates that there is a fair amount of consistency in the responses between employees

and organizations. Both groups indicated that occasional rewards for outstanding work,

education and training and higher than industry standard wages are working to retain

employees. Employers reported that a few retention strategies are keeping them around

more than was identified by organizations. 53.57% felt pay for performance of

organizations determined it to be the most effective strategy employed, higher wages

14.29%, 11.20% felt that attractive benefits were important motivators to remain

employed with the organization.

The study also asked organizations and employees which of the retention strategies was

the most effective for them, or for the organization. Figure 6.21 shows that while

organizations reported a broad range of strategies as most effective, employees

concentrated more strongly on a few. 79.37% of employees felt that the development of a

positive work environment was the most effective motivator to keep them working with

an organization.

Tourism like all areas of the labour market, is forecasted to experience significant labour

shortages in the upcoming decade. This is due to two factors. First, more baby boomers

are expected to retire resulting in an increase in demand for leisure products and services,

such as tourism experiences. Second, as numerous baby boomers leave the workforce,

including jobs in tourism, there will be less labour supply to accommodate the increase in

demand.

In order to deal most effectively with attracting and retaining employees, organizations

need to have more information on how employees are searching for positions and what is

effective to keep them employed with the same organization for a period of time.

211

TABLE6.22 JOB SEARCH METHODS FIGURE 6.22 JOB SEARCH METHODS

The study asked employees to identify the job search strategies that they used to find

their current job and later which one they felt was most effective. About 56.58% of the

employees found Word of Mouth/Personal Contact was the best method to find their jobs.

The Second best was through friends and relatives with 32.89%.

.Individuals who were knowledgeable about the recruitment strategies used in their

organization were asked to identify which job search strategies were used to locate

potential employees. Figure 6.22 demonstrates the differences between the Job Search/

Recruitment strategies used by organizations and employees.

Traditional job advertisements in newspapers were used by both employers (1.33%) and

employees (3.95%). Similarly employees used 2.67%in employment organizations and

drop-in visits to organizations.

0

10

20

30

40

50

60JOB SEARCH METHODS

while searching strategy

MethodsWhile

searching

Effective

Strategy

Online job search 0 0

Friends & relatives 32.89 32.05

Employment offices 5.26 5.13

Job & career fairs 0 0

Newspapers 3.95 5.13

Personal contact 56.58 56.41

Others 1.32 1.28

212

TABLE 6.23 MIGRATIONS FROM MALVAN FIGURE 6.23 MIGRATIONS FROM

MALVAN

The data reveals that 82.54% agrees to migration from Sindhudurg to other places for

higher education, better jobs and higher income.

TABLE 6.24 TOURISMDEVELOPMENT FIGURE 6.24 TOURISM DEVELOPMENT

Development of the tourism industry in Malvan increases profit, generates

employment, supports traditional industries and agriculture. The dynamics will turn

tourism into a key driver for socio economic progress. The participants were asked

0

100

yes no

MIGRATION

migration

0

100

yes no

tourism development

tourism development

Area Yes no

Employer 19 6

Employee 46 9

Self

employed

39 7

Area Yes No

Employer 22 3Employee 55 0

Self employed 40 6

213

whether there is tourism development in Malvan and about 117 people agreed to

development, about nine people have explained that there is slow development.

TABLE6.25 TECHNIQUES OF EMPLOYMENT FIGURE 6.25 TECHNIQUES OF EMPLOYMENT

Both employees and organizations were asked to identify which recruitment or job search

strategy was the most effective. Figure 6.25 demonstrates that a strong agreement exists

between employees and organizations when it comes to job search strategies. 88.2% of

employees felt the most effective job search strategy was through word of mouth.

Similarly 92% of the organizations felt that felt word of mouth was the most effective

recruitment strategy.

0102030405060708090

100

Web

site

Empl

oym

ent o

rgan

izatio

ns

Atte

nd jo

b an

d ca

reer

fairs

Ince

ntiv

es to

em

ploy

ees

Post

jobs

in c

olle

ges a

nd …

Post

in n

ews p

aper

s

Wor

d of

mou

th

Mak

e tim

e fo

r dro

p in

visi

ts b

u …

Oth

ers p

leas

e sp

ecify

TECHNIQUES OF EMPLOYING PEOPLE

Techniques Employees Employers

Website 2.7 0.00

Employment

organizations0.00 0.00

Attend job and

career fairs0.00 0.00

Incentives to

employees1.3 1.3

Post jobs in

colleges and

universities

2.6 1.3

Post in news

papers1.3 1.4

Word of mouth 88.2 92

Make time for

drop in visits by

job seekers

1.3 4.00

Others please

specify2.6 0.00

214

TABLE 6.26 STRATEGIES TO RETAIN EMPLOYEES FIGURE 6.26 STRATEGIES TO RETAIN EMPLOYEES

The study also asked organizations and self employed which of the retention strategies

was the most effective for them or for the organization. Figure 6.26 shows that while

organizations reported a broad range of strategies as most effective, employees

concentrated more strongly on a few. 53.57 % of the employees felt pay for performance

as a strong retaining force. Employers felt that the development of a positive work

environment was the most effective motivator to remain working with an organization,

14.29% felt Motivated to stay working with organizations that gave bonus to them,

whereas 5.36 % of organizations determined it to be Training and Education. Whereas

0

10

20

30

40

50

60

Pays

for p

erfo

rman

cePr

ovid

es in

cent

ives

High

er w

ages

Perk

sPr

ovid

es h

ousin

gIn

crem

ent a

ccor

ding

to se

nior

ityPr

omot

ion

Prof

it sh

arin

gRe

cogn

izes e

duca

tion

& tr

aini

ngPr

ovid

es tr

aini

ng&

edu

catio

nO

ther

s

Kinds of srategies

Strategy used to retain

important strategy to retain employees

KINDS OF STRATEGIES

Strategy used to retainemployee

important strategy to retain employees

Pays forperformance 46.4 53.57

Provides incentives 6.4 7.14

Higher wages 11.2 14.29Perks 8 5.36Provides housing 8.8 8.04Increment according to seniority

3.2 0

Promotion 0.8 0.89Profit sharing 1.6 0.89Recognizes education & training

4 1.79

Provides training& education

4.8 5.36

Others 4.8 2.68

215

8% of employees were motivated by the provision of perks, only 5.36 % of organizations

felt it to be effective.

TABLE 6.27 HUMAN RESOURCE ISSUES

FIGURE 6.27 HUMAN RESOURCE ISSUES

Individuals who were knowledgeable about the human resource strategies used in

organizations were asked to rate how significant a range of human resource issues were

for their organization. Figure shows the issues that were significant or not significant for

tourism organizations in the Island region. While 4% of organizations indicated that they

were unsure of human resource issues.18.31% indicated that locating qualified applicants

0

50

100percentage

HUMAN RESOURCE ISSUES

significant not significant not sure

Human resource issues SignificantNot significant Not sure

High rate of turnover in employees 21.13 76.06 2.81High costs of training 42.25 54.93 2.82Inability to get qualified persons 18.31 77.46 4.23Inability to recruit persons 7.04 90.14 2.82Inability to provide housing 8.45 88.73 2.82Inability to pay high wages 8.45 87.32 4.23Inability to give incentives 4.23 91.55 4.22

216

for positions was a more significant issue. 21.12% felt that a significant issue was high

rate of turnover in employees.

High costs of training are often viewed as one of the most significant human resource

challenges for the industry. 42.25% of the organizations identified turnover as a

significant issue, but numerous comments indicated “only with some jobs”, although

these were seldom provided. (Eg.executive jobs)

Related to getting qualified persons, in this study 77.46%% of organizations identified

qualification as a not significant issue. Because they felt skill is not the most important

issue but on the job training was more important.

Tourism organizations in remote locations often struggle with attracting employees due

to limited housing options available. When asked how significant the housing issue was

for Malvan, only 8.45% indicated it was a significant issue because most of them provide

housing for people who relocate their homes or employ locals.

6.5 PERSPECTIVES FROM LOCALS IN MALVAN

Tourism was viewed by a number of individuals as a “lifestyle choice”, where they could

live in pleasant surroundings, in outdoors, participate in favourite activities and socialize

with people as a part of their job. Prassana Mayekar returned back to Malvan from

Mumbai and wanted to live and work in an area that was conducive to his leisure

pursuits.He works as a lecturer, runs home stays, manages website for tourism in Malvan.

He would like to learn foreign languages to interact with international tourists. Having

the knowledge of fishing techniques, he would like to promote fishing as a tourism

product.

Some of the interviews were conducted with individuals who have made a transition into

tourism. When asked what could be done to encourage more people to work in tourism, the

issue of training and development was raised. Currently, some operators felt there was not

enough importance on how operators were investing in human resource development.

217

People in rural areas often grow deep roots that attach them to their surroundings and

heritage. Many of the individuals interviewed did not consider moving away from their

community of residence to find alternative employment. Rather, there seemed to be a

recognition that tourism offered opportunities to remain in the area.

Some individuals saw that tourism allowed opportunities for them to become independent

and become self-employed. They entered Scuba diving and snorkeling.

Mr. Prabhakar formerly a banker owns a lodge and feels that the quality of employment

has to improve to retain tourists at Malvan. Every year students from Xavier’s Mumbai

come to Malvan on a Zoology project and stay at his lodge.

Mr. Fernandez formerly a family fisher, had difficulties locating potential sources of

support and resources. He commented that fishers are “fiercely independent people” and

the thought of asking for help was very difficult for him. When he was comfortable

asking for help, he was unaware of where to ask. Rural communities often do not have

the resources available to support his kind of situation. He felt after asking numerous

organizations a central body or clearer understanding of where to seek help would be

useful.

Mr.Pednekar feels that parking problems at Malvan should be taken as a serious problem.

There is slow pace in the development of tourism in Sindhudurg.

Mrs. Walke said that every local in Sindhudurg should feel tourists are for us and we are

not for tourists. There is a need for a change in the approach towards tourism.

Mr.Parulekar said there is a need to promote Heritage tourism in Sindhudurg. An effort

was made by him and the locals by conducting Vijaydurg fort festival and Chiwla beach

festival to promote tourism.

Mr. Oraskar said he is happy that the new generation has realized the potential of tourism

development in Malvan. English learning sessions should be arranged so that the

interaction between the tourists and locals can be easier.

218

Mr. Goekar said that place should be provided for shops where tourists can buy

mementos.

Mr. Padwal said if solar energy will be used by all tourism service providers the problem

of load shedding will be reduced.

Mr. Khanvilkar said Traditional art centres will be a boon to development of tourism in

Sindhudurg.

Mr. Kharade has said that identification cards, life jackets should be provided to boatmen

who provide boating facilities to tourists.

Mr. Parab said when asked what could be done to encourage more people to work in

tourism, the issue of training and development was raised. Currently some operators felt

there was not enough of an emphasis on how operators were investing in human resource

development. A suggestion made was if operators wanted to receive funding support for

employment programs, they should be required to show evidence of how they were

planning to train and develop personnel for long-term employment success. He also said

that marine park at Malvan will be the first of its kind in the country.

Mr. Koobal said community participation should play an important role in the

development of any tourism destination.

Mr. R Koobal said that cleanliness of beaches and trained life guards are required to be

posted and employed for the safety and security of tourists.

Mr. Mithbhavkar described that the experience of shifting into tourism as a fairly straight

forward move. He possessed a high level of confidence in their skills and ability to make

good decisions, had a strong support system, access to capital, and a host of transferable

skills. His son who is a graduate feels he was fortunate to be able to move into tourism

employment by taking over his parents business.

Mr.Wagh said that Konkan railway has increased the number of tourists travelling to

Sindhudurg.

219

Mr. Thavi of Van Samrakshan Samithi said that people from Dhamapur started Nisarg

Paryatan Kendra for promoting ecotourism and provides thambu niwas and local food for

tourists.

Mr. Bhau Samant of Gumde gaon explained that he has developed a unique concept of

village tourism and grows all spices plants and greenery around his area, wishes to

develop tourism and give tourists an Indian village life.

Mr. Mangesh Sawant a Killedar from Sindhudurg fort feels development of the fort will

attract more tourists to Malvan if the maintenance of the fort is spruced up.

Mr. Kalsekar said that sea food is one of the main attractions of Sindhudurg but promoting

vegetarian hotels will also promote tourism in Sindhudurg.

Mr. Prabhu feels that huge publicity of tourism is the need of the hour to improve tourism in

Sindhudurg.

Miss Karalkar from Priyadarshini Indira Jilla Paryatan Vikas Sahkari Sanstha feels that local

food, art and craft should be promoted while promoting tourism in Sindhudurg.

Mr. Gaokar feels the responsibility of promoting tourism should be given to service

providers. His future idea is to promote farm tourism.

Mrs. Lata Shekar Patkar explains that getting loans from financial institutions is a difficult

task and the loan that they get from local institutions is far less than their requirement to

improve the ambience of their shops.

Enclave tourism is a problem in Malvan said Mr. Naik, as package tours are arranged by

people outside Malvan and therefore the package tour operators from outside earn more and

the locals get very less income.

Yetin and his friends said they entered snorkeling for becoming independent and self-

employed.

220

6.6 SUMMARYOne of the strongest arguments for pursuing tourism development is that it will bring

employment benefits to the area (Keith, Fawson et al. 1996). This is an attractive feature

of the industry, especially for areas like Malvan which is experiencing a decline of work

in its resource-based industries.

Malvan is one of Sindhudurg’s top tourism destination areas. Tourism initiatives in

Malvan are good examples that illustrate efforts to improve the backward regions

marginal economic status. Even though education and training relating to tourism has

been portrayed as a prerequisite, the fragmented characteristics of tourism that require a

variety of employment have not been differentiated.

Few mechanisms have been deployed to support tourism employment opportunities for

many who seek employment in tourism. The study aims to provide a better picture of the

impact tourism was having on the employment scene in Sindhudurg. With the increase in

tourists to the area, tourism businesses have increased. Many tourism businesses have

responded to visitor demands for Eco and Adventure, Culture, Botanical and Agricultural

experiences resulting in a diverse tourism employment base.

The current labour market comprises of individuals who shifted into tourism after

working in other areas of the labour market. Individuals choose to work in tourism for a

range of positive reasons. The overall job satisfaction within the industry is high but

individuals are less satisfied with low income, low level of benefits which indicate why

migration still exists. Due to shortage of skilled labourers, lack of well organised

institutions for education and training of tourism personnel at all levels and inability of

the tourism industry to attract college graduates to join the tourism industry, there is a

need to create awareness about training and education and various employment avenues

in tourism.

The major issues identified in Malvan are the shortage of qualified candidates, lack of

education and training in tourism, lack of credit facilities, safety and security of tourists,

infrastructure development, tourism sites to be maintained, local culture and traditions to

221

be promoted. The lopsided distribution of development has left very little room for the

locals to become involved in tourism development. The Key issues require coordinated

approach to minimize limitations and maximize opportunities for tourism growth in

Malvan.

REFERENCES

Cater, E. and Lowman, G. (eds.) Ecotourism: a sustainable option, Chichester: Wiley

Chakravarthy, I (2004) Tourism as a development strategy: A case study of the Malvan

Taluka, Sindhudurg district Maharashtra PhD. Thesis IIT Bombay.

Financial Express,(2007) Maharashtra not yet the most favoured tourist destination

January 11th 2007.

George P.O. (2003). Management of tourism Industry in Kerala, PhD Thesis, Mahatma

Gandhi University. Kerala.

IE, (1999) Sindhudurg Tourism Plan shrouded by Skeptism.Local fear private players

will gorge on Tourism pie, Indian Express16th April, 8 Mumbai.

J. Krishnaswamy, (1982) The Economic impact of Tourism: A case study of Maharashtra

India. in Studies in Tourism wildlife parks and conservation (edited by T. Singh, and J.

Kaur)251-257,Metropolitan Publishing house New Delhi.

Maharashtra Economic Development Council-Forty years of Maharashtra.

Maharashtra Economic Development Council (2008) Sindhudurg Jilla paryatan Vikas A

report of the conference of tourism and hospitality committee in October (2008).

Maharashtra Economic Development Council (2008) Adarsh paryatan gram workshop

at Vengurla.

Sindhudurg Jilla Paryatan Seva Sanstha (2008). Report of the Annual Meeting 2008.

222

Socio Economic Survey of Sindhudurg (2004-05).Directorate of Economics and Statistics

Tarkarli Tourism Development Society (2008).

Van Samrakshan Samithi Dhamapur .Report of the meeting held in 2008 Maharashtra.

CHAPTER 6. MALVAN- AN ARRAY OF TOURISM...

Documents

Transcript of CHAPTER 6. MALVAN- AN ARRAY OF TOURISM...