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A STUDY ON MARKETING OF KUTHIRAVATTOM CHIRA TOURISM

Submitted for the partial fulfilment of the Master of Business Administration

Under the guidance of Mr. Salil. S (Senior Lecturer Marketing)

By Sreelakshmi 2010-2012

THANGAL KUNJU MUSALIAR INSTITUTE OF MANAGEMENT, KOLLAM

DECLARATION

We hereby declare that the project report on The Marketing of Kuthiravattom Chira Project submitted in partial fulfillment of the requirements for the award of the MBA is a record of bonafide research carried out by us under the guidance of Prof. Salil. S, Faculty, TIM, Kollam and no part of it has been submitted for any other degree or diploma.

Chengannur 20th May 2011

Sree Lakshmi

ACKNOWLEDGEMENT

Every thing in the world is controlled and directed by the God almighty without His blessings this study will not be a success we express our thanks to GOD almighty. Success of a project is not an individual work it is a group work. We took this opportunity to thank all those who help me for this project indirectly or directly. We would like to commence our acknowledgement and sincere gratitude towards Mr. Vishnunath, MLA OF Chengannur and Mr.Appukutan Nair, Chairman, Development Committee of Chira Project for their valuable information and permission to do the project. We are grateful to Prof. Salil. S, faculty, TIM for his valuable instructions, encouragement and support for completing the study. And also we are thankful to Dr.S. Kevin, Director of TIM and Prof.P Nizzar, Dean of TIM for giving this opportunity of study. We express our thanks to our family members and friends for their direct and indirect support for the completion of the project

INTRODUCTION Matheson and Wall (1982) define tourism as "the temporary movement of people to destinations outside their normal places of work and residence, the activities undertaken during their stay in those destinations, and the facilities created to cater to their needs." Tourism is one of the major sources of income for many developing countries. As far as Kerala is considering, it is known as the Gods own country in the tourism map. Kerala has a wide scope in tourism. Now-a-days, tourism has expanded to various fields like medical facilities, cultures, traditions, rural areas, etc. Rural tourism is now getting popularity because it provides overall development to the tourism industry as well as the development of the country. This study is about the My Village, Tourism Friendly Village Project of tourism department as part of rural development through tourism in the place Kuthiravattom of Chengannur Thaluk, Alappuzha district.

OBJECTIVE OF THE STUDY To study the scope of rural tourism in Kuthiravattom. To study the tourism project of Kuthiravattom Chira tourism. To generate ideas for the development of the Kuthiravattom Chira Project. To study the limitation and ways to overcome those limitations.

SCOPE OF A RESEARCH The project started its functioning from 2007 but still there is a lag for implementing and finding more scope for the project .The place has a wide scope for tourism .This study is to generate new ideas for developing the project. As rural area, there exist a lot of opportunities because of its natural beauty.

METHODOLOGY PRIMARY DATA Primary data are those which collected by the investigator himself. In this study the data are mainly collected through interviews and observations. We conducted unstructured interviews with Mr. Vishnunath, MLA OF Chengannur and Mr.Appukutan Nair, Chairman, Development Committee of Chira Project. Based on the information available from the interviews we are able to know more about the project.

SECONDARY DATA Secondary data are those data which is already collected through published and unpublished sources. In this study we use tourism websites, government orders regarding the project, paper reports, official data etc.

LIMITATIONS OF THE STUDY The project is on its primary stage. Its functioning is not yet started so a detailed study is not possible. Availability of data is also a constrain to the project. Many documents are not available to us. The political impact plays a vital role in the project.

INDUSTRY PROFILE RURAL TOURISM Rural tourism is any form of tourism that showcases the rural life, art, culture and heritage at rural locations, thereby benefiting the local community economically and socially as well as enabling interaction between the tourists and the natives of the place for a more enriching tourism experience. 75 per cent of the worlds poor live in rural areas. Top tourism destinations, particularly in developing countries, include national parks, wilderness areas, mountains, lakes, and cultural sites, most of which are generally rural. Thus tourism is already an important feature of the rural economy in these specific sites. The nature of rural tourism products, often involving small-scale operations and culturally-based or farm-based products can be conducive to wide participation. Tourism can also bring a range of other benefits to rural areas, such as Infrastructural development and spinoff enterprise opportunities. The challenges may be compounded by political and institutional obstacles, particularly in developing countries, i.e. the administrative complexity of dealing with low-populated areas, the lack of policy co-ordination between rural development and tourism development, and low priority provided to rural areas by central governments. Therefore it is necessary to find out the solutions to overcome these problems.

KERALA TOURISM Kerala is a green strip of land, in the South West corner of Indian peninsula. Its unique features, culture and traditions, coupled with its varied demography have made Kerala one of the most popular tourist destinations in the world. This tropical paradise with its spectacular and diverse natural attractions has greatly attracted holiday makers across the world. Kerala is one among the longest- lived, healthiest, most gender equitable and most literate regions which makes it distinct from other places. According to Bill McKibben, a noted environmentalist,

Kerala stands out as the Mount Everest of Social development. Kerala offers a wide range of Tourism possibilities especially in Nature Tourism, Back Water Tourism, Eco-tourism, Cultural Tourism, Health Tourism, Heritage tourism and Rural tourism.

Performance of Kerala Tourism during 2009-10 Foreign Tourist arrival to Kerala during the year 2009 is 5, 57,258. It shows a decrease of 6.96% over the previous year. Domestic Tourist arrival to Kerala during the year 2009 is 79,13,5 increases of 4.25% over the previous year. In India, Foreign Tourist Arrival during 2009 was 5.11 million with a growth rate of 3.3% as compared to the previous year. In India, during 2009, the number of domestic tourist visits to the state /UTs was 650 million as compared to 563 million in 2008 and 527 million in 2007. In India, the domestic tourism registered significant growth of 15.5% in 2009 in spite of Economic recession and other adverse factors for tourism. Tourisms contribution to States GDP is around 7.80%

MY VILLAGE TOURISM FRIENDLY VILLAGE PROGRAME My Village, Tourism Friendly Village an innovative tourism project would be introduced in hundred selected Panchayath in the State, the Minister for Tourism, Mr. K. C. Venugopal declared in the State Assembly on 25thApril 2005. The project includes identifying the tourism potential centres, development of basic infrastructure facilities and project implementation. The government would provide an amount to a maximum of 1 million for such a project. The local bodies in the State on July 16, 2007 decide on the tourism projects to be implemented in their areas with the commencement of 'My Village, A Tourism Friendly Village' project by Kerala Tourism. The scheme, being implemented under the Village Development project, was inaugurated by the Chief Minister, Mr. V. S. Achuthanandan in the capital in the presence of Minister for Tourism, Mr. Kodiyeri Balakrishnan, Secretary, Tourism, Dr. Venu V., and Director Tourism Mr. Sanjay M. Kaul. A joint venture of Kerala Tourism and LSG Department, the maximum amount to be provided would be 50 percent of the project cost subject to a maximum of Rs.1 million. Proper waste disposal system and sanitation are two of the prerequisites for the project. Kuthiravattom Chira project is also included in the 'My Village, A Tourism Friendly Village' project.

KUTHIRAVATTOM CHIRA TOURISM PROJECT

INTRODUCTION Kuthiravattom, a place in Venmoney Grama Panchayath of Chengannur Thaluk in Alappuzha district . Under My Village, Tourism Friendly Village, the District Tourism Council has started a tourism project named Kuthiravattom Chira Tourism.

HISTORY OF CHIRA The place was used by the army of Pandalam Kingdom for their living. They dig-up the Chira for their convenience. The specialty of the Chira is that the bottom is filled with rocks which purifies the water and keep it cool.

ABOUT THE PROJECT Kuthiravattom Chira Project was started in the year 2007. The base of the project is rural tourism. Kuthiravattom is a rural place in Chengannur taluk. It is about 7kms away from Chengannur Town. The project is mainly based on the water resource (Chira) which is of about 28 acres. The man behind this idea is the Hon.MLA of Chengannur Mr.P.C.Vishnunath. He coordinates and funded for the project. The project is included in the Kerala state Tourism Promotion program My Village Friendly Village Programme. The initial fund of Rs.20lakhs was from the State Govt. and MLA fund. Now the project is also listed in Central Govt. Tourism Plan and a fund of Rs.33lakhs is granted.

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ADMINISTRATION The project is now under the control of District Tourism Promotional Council, Venmoney Panchayath Committee and Development Committee. Development Committee is constituted of MLA, Representative from Alappuzha District Panchayath, Chengannur Block Panchayath and members of Venmoney Panchayath. The operational functions of the project are currently handled by the Panchayath Secretary. They have a plan to organize People Corporative Society to manage the day to day activities of the project in the future.

CURRENT STATUS Recently the project was approved by the Central Government Tourism. On February 2011 a Mini Camp Centre was opened as a part of the project. Camp consists of a convention centre having a seating capacity of 100 people, guest rooms for tourists and reception. They also plan to buy fibre boats for boating facilities.

CHALLENGES FOR THE PROJECT Transportation problem: As it earlier stated the place is away from town. Lack of ideas: As a rural tourism they have wide scope but ideas are lacking. Publicity: There is no proper mechanism to attract the tourists. Opposition from local political parties. Lack of proper funds Lack of proper planning & coordination

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FINDINGS & SUGGESTIONS

Path way : As part of beautification, path way can be made around the water sources it helps for the morning walkers and also tourists to walk around the water source. Craft village : Through this tourism, it is possible to promote crafts products and traditional products like Aranmula kanadi etc. It is possible to conduct exhibitions of these products and thereby increase its sales. Heritage Village : The place can be converted into a heritage village. As part of tourism ornamental fish farming can be made which may able to provide more attractiveness to place. Researcher has the scope to study the living of colony people located near to the tourist place. It also a have scope for starting a training centre for swimming. The place has the area to open an evening park with boating facility which can attract more visitors. Introducing websites and other source of information centres will help in the publicity of this place. It is possible to provide an information counters in transportation centres like Chengannur bus stand, railway station, etc. Advertisement is an effective measure to improve the publicity of the Chira tourism. Awareness programmes to the native people will help them to know about the employment opportunities and other beneficial.

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BIBILIOGRAOHY

Malayala manorama year book 2009 published by mm publications www.traveldailyinternational.com www.manoramaonline.com www.tourism.gov www.keralatourism.org

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APPENDIX

Department of Tourism, Government of Kerala India: My Village, Tourism Friendly Village Kerala`s project in 100 panchayats Monday, April 04, 2005

`My Village, Tourism Friendly Village` an innovative tourism project would be introduced in hundred selected Panchayaths in the State, the Minister for Tourism, Mr.K.C.Venugopal said in the State Assembly. The project includes identifying the tourism potential centres, development of basic infrastructure facilities and project implementation. The government would provide an amount to a maximum of 1 million for such a project. Under a Heritage preservation project costing Rs. 250 million, the Kannur Fort, Hill Palace Museum at Thripunithura, the Asramom Grounds and guest house at Kollam would be developed. Eco-tourism projects would be implemented at Pathiramanal, Parambikkulam, Chimminy and Nelliyampathy. Single window clearance facility would be introduced for issuing houseboat licenses. An `Auto travel friends` project participating auto and taxi drivers would be introduced through the Kerala Institute for Travel and Tourism Studies (KITTS). SOURCE: Travel daily news international.com (Monday, April 4,2011)

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My Village, A Tourism Friendly Village project launched Story Dated: Monday, July 16, 2007 12:31 hrs IST

The local bodies in the State can now decide on the tourism projects to be implemented in their areas with the commencement of 'My Village, A Tourism Friendly Village' project by Kerala Tourism. The scheme, being implemented under the Village Development project, was inaugurated by the Chief Minister, Mr. V. S. Achuthanandan in the capital in the presence of Minister for Tourism, Mr. Kodiyeri Balakrishnan, Secretary, Tourism, Dr. Venu V., and Director Tourism Mr. Sanjay M. Kaul. A joint venture of Kerala Tourism and LSG Department, the maximum amount to be provided would be 50 percent of the project cost subject to a maximum of Rs.1 million. Proper waste disposal system and sanitation are two of the pre-requisites for the project.

Source: Manorma onlinecom (Monday july 16,2007)

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IMAGES OF KUTHIRAVATOM CHIRA

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