Tourist Profiles and Characteristics vis-à-vis Market Segmentation of Ecotourism Destinations in Kerala

Kerala, a classic ecotourism destination in India, provides significant opportunities for livelihood options to the people who depend on the resources from the forest and those who live in difficult terrains. This article analyses the socio-demographic, psychographic and travel behavior patterns and its sub-characteristics in the background of foreign and domestic tourists. The data source for the article has been obtained from a primary survey of 350 randomly chosen tourists, 175 each from domestic and foreign tourists, visiting Kerala’s ecotourists destinations during August-December 2010-11. Several socio-demographic, psychographic and life style factors have been identified based on the inference from field survey. There is considerable divergence in most of the factors identified in the case of domestic and international tourists. Post-trip attributes like satisfaction and intentions to return show that the ecotourism destinations in Kerala have significant potential that can help communities in the region.

Community Participation in Ecotourism: An Inclusive Development Option for Kerala

The inferences obtained from the study are presented in coherent area-specific levels so as to understand the ecotourism and its sub-sector areas for the researchers and policy makers about the issues, importances and potentialities of the sector. An analysis of the tourism sector in Kerala has shown tremendous growth both in terms of tourist arrivals and in terms of revenue generation from direct and indirect sources. The foreign tourist visitors in Kerala in 2014 was 9,23,336 which shows 7.60 percent increase from the last year and the domestic tourist visitors were 1,16,95,411 which again shows 7.71 percent increase, is a clear evidence of its potential. In 2014 the industry contributed revenue of 24885.44 crores from direct and indirect sources giving rise to an increase of 12.11 percent from the last year. A dichotomy of tourists and ecotourists shows that tourists in the ecotourism destinations come to 42.6 percent of the total, shows the scope, significance and its potential. Correlation of zone-wise tourist arrivals based on the ecotourism destinations highlights the fact that with only 19 of the 64 destinations that come in the central zone are the most preferred centres (around 54 percent) for the domestic as well as foreign tourists. The north zone encompassing 6 districts with rich biodiversity shows that the tourists‟ arrival patterns exhibit less promising results. Though the north zone has 31 ecotourism destinations of the state receives only 6.19 percent of the foreign visitors. The ecotourism activities in the state are primarily managed by the Eco-Development Committees (EDCs) and the Vana Samrakshana Samithies (VSS) under the Forest Development Agency of Kerala. Social class-wise categorization of membership shows that 13142 families have membership in 190 EDCs with SC (28 percent), ST (33 percent) and other marginalised communities (39 percent). But this in the VSS shows that 400 VSS have 59085 members actively engaged in ecotourism activities and social category of the VSS makes clear that majority are from the other marginalized fringe households with 62 percent where as the participation of SC is 12 percent and ST is 26 percent. An evaluation of the socio-economic and demographic matrix of the community members involved in ecotourism activities brings out region specific differences. About 75.70 percent of the respondents are males and the rest are females. Majority of the respondents (about 60 percent) are in the age group of 20 to 40 years, followed by the age group of 40-50 (20 percent). The average age of respondents in the three zones is between 35 and 37 years. The majority of the respondents are married, a few are unmarried. Average family size is 4-5 members and differences are identified among zones. Average number of adults per household is 3 and child per household is 2. Majority have an education of 10th class and below i.e. about 60 percent of the sample have only basic school education like primary, secondary and high school (i.e. up to SSLC but not passed) level. About 18 percent are SSLC passed, 10 percent are undergraduates whereas 6 percent constitute respondents having qualification of graduation and above. Majority of the „graduates and above‟ are from south and central zone. Inter-zone differences in educational profile are also identified with lesser number of „graduates and above‟ are identified in the north zone compared to the other two zones. Investigating into the income and livelihood options of the respondents gives insight about the prominence of ecotourism as an employment and livelihood option for the community members, as more than 90 percent of the respondents have cited tourism sector as their main employment option. Most (49.30 percent) of respondents get 100 percent income from tourism related activities, followed by 37.30 percent of community members have income between 75-99 percent from tourism whereas the rest (13 percent) have less than 74 percent of their income from tourism and there exists difference between zones and percentage of income. Financial habit shows that about 49.7 percent hold active bank accounts, 61 percent have savings behaviour and 73.8 percent have indebtedness. Analysis about the ownership of house brings to light that 37 percent of respondents live in their own house followed by 25.7 percent in government funded/provided house and 21 percent in their parent‟s house and 3.5 percent in rented house. About 12 percent of the respondents have other kinds of accommodation facilities such as staff quarters, etc. But in the case of north zone majority i.e. 52 percent primarily depend on the government funded house indicating the effectiveness of government housing programme. Standard of living measured in SLI frameworks shows that majority of the respondents have medium SLI values (42.3 percent); the remaining 47.7 percent have low SLI and 10 percent have high SLI. The community members have been benefitted immensely from forest and its resources. Since the ecotourism destinations are located amidst the wildlife settings, majority of them depend on forest for their livelihood. The information on the tourist‟s demographic characteristics like age, sex, educational qualification and annual income show that the age category of domestic and foreign tourists falls below the age group of less than 35 years (about 65 percent), whereas only 16 percent of tourists are aged above 46 years. The age group below 25 years consists of more international tourists (31.3 percent) compared to the proportion of domestic tourists (12.5 percent). Male-female ratio shows that the males constitute 56 percent of the sample and females with 44 percent. The factors determining the impact of ecotourism programmes in the community was evaluated with the aid of a factor analysis with 12 selected statements. The worries and concerns of the community members about the impact of ecotourism on the environment are well understood from this analysis. It can be drawn that environment protection and the role of ecotourism in improving the income and livelihood options of the local communities is the most important factor concerning the community members.

A Study on the Quality Attributes of Kerala as a Global Tourism Destination-2005

The study was carried out with the broad objective to understand the quality attributes of Kerala as a global tourism destination. It also sheds some light on the nature of international travel market for Kerala in terms of activities , benefit sought , country and trip profile. For understanding the difference in level of tourists perception , the study also tried to compare overall trip satisfaction and impression with destination for different tourists groups categorized into country of origin and various socio-demographic groups.

Entrepreneurship and Motivation in Small Business Sector of Kerala

This thesis Entitled entrepreneurship and motivation in small business sector of kerala -A study of rubber products manufacturing industry.Rubber-based industry in Kerala was established only in the first half of the 20th century.the number of licensed manufacturers in the State has increased substantially over the years, particularly in the post- independence period. 54 rubber manufacturing units in 1965-66, the number of licensed rubber-based industrial units has increased to 1300 units in 2001-02. In 2001-02 Kerala occupied the primary position in the number of rubber goods manufacturers in the country.As per the latest report of the Third All India Census of Small Scale Industries 2001-02, Kerala has the third largest number of registered small scale units in the country next after Tamil Nadu and Utter Pradesh.This study of entrepreneurship in the small-scale rubber goods manufacturing industry in Kerala compares a cross section of successful and unsuccessful entrepreneurs with respect to socio-economic characteristics and motivational dynamics. Based on a sample survey of 120 entrepreneurs of Kottayam and Ernakulam districts successful and unsuccessful entrepreneurs were selected using multiple criteria. The study provides guidelines for the development of entrepreneurship in Kerala.The results on the socio-economic survey support the hypothesis that the successful entrepreneurs will differ from unsuccessful entrepreneurs with respect to education, social contacts, initial investment, sales turnover, profits, capital employed, personal income, and number of employees.Successful entrepreneurs were found to be self~starters. Successful entrepreneurs adopted a lot more technological changes than unsuccessful entrepreneurs. Successful entrepreneurs were more innovative — the percent of successful entrepreneurs and unsuccessful entrepreneurs reporting innovations in business were 31.50 and 8.50 percent respectively.

Level Of Women Participation In Rural Development - A Comparative Study Of Governmental And Non-Governmental Organisations In Kerala

The study is intended to estimate the existing rate of participation of women beneficiaries in the development programmes of different organisations in Kerala. It would enable one to understand whether participation is at the satisfactory level or not. Given the rate of participation, the major thrust of the analysis is on the impact of governmental and non-governmental organisations on the rate of participation. This is undertaken under the assumption that NGOs, due to their proximity to people and their needs, ensure better participation rates. Besides the organisational differences, the other major determinants of women participation such as their socio-economic characteristics, psychological make up, the nature of the programme etc. are also highlighted. 0 Since the ascribed status of women in society is inferior, the role of organisers, development personnel and local leaders is also pointed out. Thus the basic objective of the study is women participation and its determinants in the development programmes