1

Chapter 1
INTRODUCTION
Today, travel and tourism has acquired a significant place both economically and
socially all over the world. It has been important social activities from time immemorial.
In India, it has been an integral part of Indian tradition and culture. Atithi Devo Bhave
(the guest is god) and Vasudhaiva Kutumbakam (the world is one family) have always
been the bywords of the Indian social behaviour.
The diversity of Indias natural and cultural riches provides the basis for wide
range of tourist products and experiences which embrace business, leisure, culture,
adventure, adventure, spirituality, eco-tourism and many other pursuits. Indias primary
allure for visitors has been its other-worldliness, which is underpinned by divergent subnational cultures
Another important element of this industry is the leisure tourism which has
historically been focused on cultural heritage but attempts are increasingly being made
to diversify both products and market and develop other types of tourism. India
possesses considerable potential to become one of the worlds leading travel and
tourism destinations of the 21st century.
Kerala is one of the best tourist destinations in India. It is visited by tourists from
around the world. And beautiful and attractive, with exceptional beauty of nature that the
plant can be more tourist heavy fall in love. Well, if you are looking for a destination
blessed with nature, then the state of Kerala is the place for you. Visit and this condition
is to make sure I would love to come back again and visit hit inspired by the beauty of
nature.
Not anywhere in the world can enjoy the charm and remote areas, but in Kerala
can enjoy delicious. One of the most important and witchcraft are in remote areas of the
state of Kerala Tourism idol. In this case, there are some gaps in the destination you
can enjoy delicious cruise barge. Kovalam, Alleppey, Kollam, Fort Kochi, Kumarakom
are just some of the most beautiful destinations and charming stagnant state of Kerala.

These gaps with attractive landscapes and historical sites are equipped with terribly
Temple alien languages, and romantic waterfalls, emerald green rice fields and many
other sites and charming inspiration awesome.
Kerala is famous for exotic flora and fauna, national parks and protected areas in
the state of Kerala is known types of insurance on the house different from wild animals.
The park's most famous nature reserves and India in the state of Kerala. Peppar nature
reserves, nature reserves and protected areas Idduki Periyar, Silent Valley National
Park, nature reserves Chen, Neyyar nature reserves and national parks, what are some
of the famous Eravikulam national parks and sanctuaries of Kerala. To explore the
tourists and nature lovers and lovers of nature, to enjoy a safari to the magic of delicious
and exotic flora and fauna in the state of Kerala.
Kerala has some of the most beautiful beaches in the world. Ideal for water
sports and leisure holiday, such as palm beaches attract tourists from all over the world
travel to Kerala. Alappauzha Beach Bekal Beach, Bekal Beach, Marari Beach, Bypore
Beach, Kappad Beach, Kovalam Beach, Varkala Beach, Cherai Beach is some of the
best beaches of Kerala, is recognized internationally. It is the perfect destination for
nature lovers and water sport enthusiasts, and many other adventurous tourists.
Honeymoon on the beaches of Kerala has the atmosphere of heaven for couples
celebrated as a romantic honeymoon.
Visit the popular resort of Munnar and the hills of the picturesque state of Kerala,
which leaves the visitors with an attractive appearance to win. It is with tea, orange
juice, coffee, and beautiful landscapes, waterfalls, playful, and so it is best equipped for
the month of honey, nature lovers and tourists. Most couples in the world come to enjoy
the holiday romantic holiday in Munnar. Do not forget to take a ride along the tea
gardens, and ride the waves and the wind is cold, a wonderful image to display on the
hills of Munnar, and more. Visit this beautiful hill station and forget how to take care of
life. Other hill stations of Kerala Chembra peak Devikulam, Lakkidi with picturesque
Ponmudi, a hill station, and is also very popular in the state of Kerala.

Kerala is a rich storehouse of a number of natural treasures which range from

lush greenery to a number of animals and birds. A number of the different species of the
flora and fauna of Kerala are today extinct species which can be still found amidst the
lush, green slopes of the Western Ghats. These include wildlife like the Nilgiri Tahr,
Lion-Tailed Macaque, Atlas Moth, Travancore Evening Brown as well as a number of
rare and exotic species of flora like the famous Neelakurinji, which is said to bloom only
once in 12 years.
Importance of the study
As the ecotourism industry grows and matures, the need to address ethical
conduct from an organizational perspective becomes increasingly more important for
this sector to survive and prosper into the 21st century. By all economic indicators,
tourism and leisure travel have increased exponentially since the end of World War II.
Estimates are that such travel has increased almost fifty fold over the last half century.
With ever more access to air travel, these rates of growth show few signs of abating. It
goes without saying that there are enormous environmental issues raised by the use of
fossil fuels for transportation, especially with the private passenger car. This study
focuses on fairly recent trends in so-called ecotourism and adventure travel and raises a
series of questions about how we might begin to think through the ethical aspects of this
kind of human activity, especially in light of environmental concerns.
Significance
The present study has contemporary significance because tourism is one of the fastest
growing industries in the country. On the one hand it provides revenue to the nation, but
one the other hand, it affects the culture and temperaments of the host community.
Sometimes, the host community unknowingly accommodates the culture of the guests,
mostly those which are seem to be vice in nature. For a country like India, the host
community has to conserve its culture and ecology for long term sustainability. Though
many study results are available, there is a gap of studies on ethical issues of
ecotourism. In this context, there arises a need for this study.

Inter disciplinary relevance

The present study has interdisciplinary relevance. It covers managerial aspects
because ethics itself is a factor affecting managerial efficiency. It has sociological
relevance as the main stakeholders in tourism industry is the society. Moreover, it has
economic importance as the revenue from tourism is one the major economic source of
the state. The study has psychological and philosophical aspects.
Statement of the Problem
Recent literature and a pilot study conducted on the ethical issues in ecotourism
revealed that many of the tourists are not concerned about the culture and
environmental resources of the destination they visited. Their respect for local tradition
and ceremonies, support to local tour guides, donations to local conservation centers,
habit of littering etc need an in depth study.

Scope of the study

The present study is carried out covering major tourism destinations of Kerala.
The study is limited to the habits and behavior of the tourists visiting these places and
their ethical issues. The study relates to a period of six months from February 2010 to
July, 2010.

Objectives
The present study is carried out with the following objectives
1. To analyse the attitude of the domestic tourists towards conserving ecology and
culture of the host community of Kerala
2. To analyse the attitude of the foreign tourists towards conserving ecology and
culture of the host community of Kerala
3. To examine ethical issues of ecotourism emerging from the host community of
Kerala

Methodology
The study is planned to have an empirical approach. In order to have wide
geographical coverage, the state of Kerala is divided into three regions namely
Northern, Central and Southern. The sample respondents - namely domestic tourists,
foreign tourists and tourism service providers - were selected from three tourist
destinations one from each region. Wayanad from Northern region, Munnar from
central region and Thenmala from Southern region were selected for the study.
Primary data were collected through interview with the tourists and tourism
service providers. A total of ninety domestic and ninety foreign tourists were selected as
tourist respondents from each destinations. The sample was selected in such a manner
that ninety domestic tourists and ninety foreign tourists to be included for each of the
three tourist destinations. Interviews with tourism service providers in each region was
also conducted. Besides interviews, data were collected through observation also.
Interviews were conducted in Wayanad, Munnar and Thenmala in March, April
and May 2010 respectively.
Secondary data for the study were collected from government publications and
other books and journals.
The collected data were analysed using appropriate statistical tools such as
percentages, ratios and averages.

Literature survey
Ecotourism aims at promoting tourism without causing damage to ecological
resources. It is one of the recent developments in the field of tourism. A large number of
studies have conducted in the field of tourism, but very little is being done in the field of
ecotourism. The available literature are grouped as
1. Published book, articles, periodicals and magazines,
2. Booklets and brochures published by the Government and
3. Government reports, seminar papers, etc.

Foreign literature:
Defining the purpose of protected areas is not a simple task. Most would agree
that parks should protect ecological integrity while at the same time offer opportunities for
people to experience the spiritual, aesthetic, and challenging attributes of a wild, natural
setting (Dearden and Rollinsi). This combination of human use and preservation,
however, is not easy to maintain considering that one of the greatest threats to ecological
integrity is from visitor activity within parks (Dearden and Rollinsii).
There are many definitions for ecological integrity, but in the context of protected
areas it implies that ecosystem structures and functions are unimpaired by humancaused stresses and that native species are present at viable population levels
(Woodleyiii). Managers are therefore challenged with measuring ecological integrity and
ensuring that it is maintained while at the same time providing for human use.
Related to the concept of ecological integrity, ecological carrying capacity is a
notion often used to better understand and manage for issues of human impacts within
parks. Ecological carrying capacity refers to the capability of the natural environment to
withstand human use, or its maximum persistently supportable load (Payne & Nilseniv).
According to Payne & Nilsenv determining ecological carrying capacity is not a
simple matter, and involves answering three complex questions. If there is a causal
relationship between human use and ecological impact, the first question can be
answered by scientific research. The second question requires knowledge of the state of
the ecosystem before it was disturbed by human use, and the third question is a matter of
values. Ecological carrying capacity has not been seriously applied in parks and protected
areas because of an inability to answer questions two and three. This exemplifies the
difficulty in evaluating the ecological impact of human use and determining when it has
reached an unacceptable level. Still, if a park agency is to follow its mandate and policy,
some method of measuring the health of the ecosystem must be followed.
The social science of visitor management looks to understand such factors as
visitor expectations, behaviour, impacts of recreational behaviour, and the relationships
among these variables (Mc Coolvi). This knowledge enables park managers to better

influence or regulates the behaviour of park visitors. It may be necessary to control the
behaviour of visitors for any one of three reasons:
1)

If there are conflicting activities within a park (such as snowmobile and crosscountry skiing),

2)

If crowding is resulting in a negative experience, or

3)

If visitors are causing unacceptable impacts to the ecosystem.

Once it has been determined that there is a conflict between human use and ecosystem
preservation, managers must act to mitigate damage. Even if a cause and effect
relationship has not yet been scientifically proven, it is strongly suspected than
irreversible damage to the ecosystem is occurring, steps should be taken to prevent
further harm (Francisvii).
This is the precautionary principle, which has been described in many ways, one
which is based on the concept of preventative anticipation described by ORiordan and
Cameronviii as: a willingness to take action in advance of scientific proof of evidence of
the need for the proposed action on the grounds that further delay will prove ultimately
most costly to society and nature, and, in the longer term, selfish and unfair to future
generations.
Ecotourism can minimize negative human impacts on wildlife and provide an
incentive to preserve natural areas. Isaacs, JCix observed The potential of ecotourism
as a wildlife conservation strategy is limited by its inability to insure the long-term
protection of environmental assets and by its tendency to contribute directly to
environmental degradation. Ecotourism is a proxy market designed to align consumers'
preferences for recreation with the protection of environmental assets. Because it does
not necessarily address the direct protection of those assets, it is prone to market
failure. Pressures on governments and firms involved in providing ecotourism services
will impair their ability to minimize detrimental effects of human economic behavior.
Ethical appeals to minimize harmful practices face serious obstacles. Promoting
ecotourism may actually distract from more appropriate means of environmental
protection.

Rob Davidsonx found that there is close interlinking between tourism and
environment. Tourism and environment exists together in harmony, the environment
benefit from tourism, and vice versa.
A newsletter of the Pacific Business Centre at the University of Hawaii says, If
tourism in fragile environment isnt conducted with conscientious to conservation
principles and managed properly, it can destroy the very qualities and resources that
originally attracted visitors.
Nature-based tourism, increasingly called 'ecotourism'-one of the fastest growing
sectors of tourism worldwide, is fast gaining the attention of developed and developing
countries as a potential means to conserve natural resources and support sustainable
economic progress. (Science and technology issues in coastal ecotourism xi)
In an article in Biodiversity and Conservation, named In Pursuit of ecotourism
Goodwinxii found that nature tourism encompasses all forms of tourism mass tourism,
adventure tourism, low-impact tourism, ecotourism which use natural resources in a
wild or under developed form including species, habitat, landscape, scenery and salt
and fresh water features. Nature tourism is travel for the purpose of enjoying
underdeveloped natural areas or wildlife. Ecotourism is low impact nature tourism which
contributes to the maintenance of species and habitats either directly through a
contribution to conservation and/or indirectly by providing revenue to the local community
sufficient for local people to value, and therefore protect their wildlife heritage areas as a
source of income
Laarman and Durstxiii have identified four dimensions of ecotourism. Accordingly,
hard-dedicated, hard-difficult, soft-casual and soft-easy are the four identified dimensions
of ecotourism
Apart from the different approaches in the work of Goodwin, some of the key
variables or principles that separate ecotourism from its more broad based nature
counterpart include an educative component and a sustainability component (Blameyxiv)
and the ethical nature of the experience (Kutayxv, Wightxvi, Hawkes and Williamsxvii, and
Wallace and Piercexviii).

In the article, The Pattern and impact of Tourism on the Environment in the
Caribbean Holder JSxix found that no other economic activity lends itself to the approach
of sustainable development than tourism.
It is common knowledge that tourism is popular. The tourists are capable of looking after
their affairs. However, there is no agency to take the responsibility. (Hardin G,xx)
Ecotourism is becoming popular and developing in developing nations. A study of
Margot ONeillxxi revealed that in developing nations, nature travel accounts for more than
20% of the total tourism.
It is not true that all tourists are unscrupulous in destroying flora and fauna. Some
people consider the nature resources devotionally. Singh Tejvirxxii found that men of the
orient considered flora and fauna more religiously.
Krippendortxxiii found that people are becoming more determined to derive
satisfaction from all spheres of life, and travel must provide something extra. Special
interest tourism led to market segmentation. There is increased trend towards action,
adventure, nostalgia, fantasy, and exotic experience. (Helber LExxiv).
Dingwall and Cessfordxxv and Eaglesxxvi provide principles of ecotourism
management. Table 13 summarises these principles.
Table 1.1: Principles of Ecotourism
Principle
1 Ecotourism should lead to nature conservation and local economic benefit.
2 Both public and private ecotour businesses should have an environmental
strategy and an environmental officer. Well-educated staff is essential.
3 Tour operators and tourists should demand high environmental standards from
their associates, hotels, transportation providers and destinations.
4 Culturally and economically sensitive community development is necessary.
5 Ecotourism should be designed to benefit local communities, socially,
economically and ecologically.

10

6 High-quality information and service delivery are essential. Well-educated

guides are essential.
7 Planning and management capabilities are essential for long-term success.
8 Environmental protection is based upon fiscal viability of management, both
public and private.
9 Ecotourism and environmental protection require the development of
management structures to handle use of sensitive environments.

According to Read SExxvii, REAL quality of travel is Rewarding, Enriching,

Adventuresome, and a Learning experience.
Brechin et al.xxviii admonished "... conservationists must work to preserve the right
of self-determination (of indigenous people), rather than some romantic ideal of
primitivism - people with quaint grass shacks and the like".
Tourism Studies in India
In the Sustainable Development of ecotourism in Kerala, B.Vijayakumarxxix
observed that the demand for clear environment, quest for authenticity, experience and
enjoyment led modern towards all over the world to embrace ecotourism. Further,
ecotourism has the financial potential to provide a viable economic alternative of the
environment. .
Anand MMxxx identified various types of travelers and studied the framework of
tourism in which his primary concern was to relate the output with the input. He also threw
light on the consequences and impact of international tourism in India and suggests short
term and long-term strategy development.
Negi, Jagmohanxxxi conducted the study of financial and cost control techniques in
hotel and catering industry. The main issues discussed are as follow: determination of
room rates and price structure of various products may be considered in two different

11

settings: existing hotel and hotel yet to be opened. There is no relationship between the
price level of a hotel room, or food and beverage operation and its volume of sales.
Although the volume of sale will, in the majority of sales, fluctuate from one day to another
and often shows a seasonal trend, the volume of sale in respects to longer period will
Dixitxxxii raised a similar sentiment on tourism issue in Nepal. He stated "... if
Bhotia people in Walangchung Goal (a place in the eastern Nepal) want to reap decadent
benefits of tourism just like their neighbors in the Mount Everest area, do policy makers in
Kathmandu have rights to deny them their wish"?
Somnath Chibxxxiii explains briefly the major areas of the tourism and pin points the
need for developing ethnic tourism, beach tourism, Buddhist tourism etc.
Jain N Mehtaxxxiv, in his study on the Problems and Prospects of ecotourism in
Nepal found that there is no certainty that a particular country can always maintain its
share of international tourism. Factors like political instability, spread of epidemic
diseases, change in values and taste of potential tourists over the time, economic
recession, terrorism, and other socio-cultural problems affect the flow of tourism in a
particular region or country.

As such, contemplating tourism as an alternative to

employment generation activities may be a shaky proposition in the long-term.

Therefore tourism should only be promoted with other employment generation activities
and economic programs, not as a sole bread provider.
Santhosh P Thampixxxv has conducted a study on Ecotourism Marketing in
Kerala. He observed, Almost all districts of Kerala have a number of potential
ecotourism destinations. Significant percentage of tourists visiting Kerala is interested in
ecotourism and about 18 percent of them are definite ecotourists and 14 percent of
them are probable ecotourists. This is a positive indication of the fact that Keralas
ecotourism market potential is sufficiently high. But the stumbling block, in the
development and marketing of Kerala ecotourism is lack of sufficient knowledge about
ecotourism markets and the preferences of genuine ecotourists.

12

In his study, Tourism management in India, KM Menonxxxvi observed that

Populism and overstay on rigid ideology by the ruling coalition have always become an
anathema for managerial efficiency. Resistance to privatization and over confidence on
the public sector are motivated by populist politics aiming to capture votes. In turn, this
strategy proved to be very harmful for sound management.
The review of tourism literature points out finally the striking gap in the field of
studies in ecotourism in Kerala
Due to the lack of research base, the present study has to depend upon the
opinion of the tourists and the informed persons to arrive at a conclusion. Researchers
conducted in other countries have been carefully observed and taken into consideration
for this study.
DESIGN OF THE STUDY
This study is presented in six chapters as detailed below:
1. Introduction:
This chapter contains the meaning and significance of ecotourism, the scope of
the present study, objectives of the study, review of literature, and methodology
used in this study.
2. Tourism in Kerala - An Overview:
This chapter details the theoretical aspects of ecotourism in Kerala.
3. Ethical issues in tourism
This chapter explains the ethical issues in tourism
4. Analysis of ethical issues in ecotourism in Kerala:
This chapter analyses the primary data collected
6. Summary of Findings and Conclusion:
The conclusions drawn from the study and the suggestions for setting up a good
ecotourism development system are incorporated in the final chapter.

13

Dearden, P. & Rollins, R. (Eds.) (2002). Parks and Protected Areas in Canada New
York: Oxford University Press pp 56-59

ii

ibid

iii

Woodley, S. (1993). Monitoring and Measuring Ecosystem Integrity in Canadian

National Parks. In: S. Woodley, J. Kay & G. Francis (Eds.), Ecological Integrity and
the Management of Ecosystems (pp. 155-176). Ottawa: St. Lucie Press.

iv

Payne, R.J., Nilsen, P.W. (2002). Visitor Planning and Management, New York: Oxford
University Press pp 148-177

ibid.

vi

ibid

vii

Francis, J.M. (1996). Nature Conservation and the Precautionary Principle.

Environmental Values, 5(3), 257-264.

viii

ORiordan, T., & Cameron, J. (Eds.) (1994). Interpreting the Precautionary Principle. London:
Earthscan, pp. 12-30

ix

Isaacs, JC (2000) Wildlife Society Bulletin Vol. 28, no. 1, pp. 61-69.

Davidson, Rob (1989) Tourism Pitman, London

xi

Science and technology issues in coastal ecotourism (1992) Office of Technology

Assessment, Washington, DC (USA), p.31

xii
xiii

Goodwin H (1986) op.cit.

Laarman JG and Durst PB (1987) Nature travel and tropical forests FPEI Working Paper
Series, South Eastern Centre for Forest Economic Research, North Carolina State
University, Raliegh.

xiv

Blamey RK (1995) The Nature of Ecotourism Occasional Paper No. 21, Canberra, ACT,
Bureau of Tourism Research

xv

Kutey K (1989) The New Ethic in Adventure Travel Buzzworm, The Environmental Journal
1(4) 31-34

xvi

Wight Sustainable ecotourism: Balancing economic environmental and social goals within an
ethical framework Journal of Tourism Studies 4(2):54-56

14

xvii

Hawkes S and Williams P (1993) The Greening of Tourism From Principles to Practice
Burnaby, British Colombia, Centre for Tourism Policy and Research, Simon Fraser
University

xviii

Wallace GN and Pierce SM (1996) An evaluation of ecotourism in Amazones, Brazil Annals

of Tourism research

xix

Holder JS (1987) The Pattern and Impact of Tourism on the Environment in the Caribbean
Environmentally Sound Tourism Development in the Caribbean (Ed) T. Edward, University
of Calegory Press, Canada.

xx
xxi

Hardin G The tragedy of the Commons, (Art) Science, 162 pp 1243-8

ONeil, Margot (1991) Naturally Attractive, Pacific Islands Monthly, September p.25

xxii

Singh Tejvir (1992) Development of Tourism in the Mountains: An Overview, Tourism

Environment, Inter India Publications, New Delhi.

xxiii

Krippendorf J (1987) Tourism in Asia and Pacific (Art) Tourism Management June p 174

xxiv

Helber LE (1988) The Role of Government Planning in Tourism with special regards for the
cultural and Environmental impacts of Tourism 11.17.23. Seminar paper (Centre for
Studies in Travel and Tourism, James Cook University, Townsville.

xxv

Dingwall, Paul and Gordon Cessford, 1996. Pole Positions. Ecodecision 20:65-69

xxvi

Eagles, Paul F. J. 1996. Fragile Landscapes: Seeking Eco-Benefits. Ecodecision

20:17-20

xxvii

Read SE (1980) Prime force in the expansion of Tourism in the Next Decade- Special
Interest Travel 193-202, Tourism Marketing Management Issues, George Washington
University, Washington DC.

xxviii

Brechin, S. R., P. C. West, D. Harmon, and K. Kutay. (1991) Resident Peoples and
Protected Areas: A Framework for Inquiry Pages 5-28 in West and Brechin, eds., Resident
Peoples and National Parks: Social Dilemmas and Strategies in International
Conservation. The University of Arizona Press, Tuscon.

15

xxix

Vijayakumar. B (1993) Sustainable Development of Ecotourism in Kerala Ph. D Thesis,

University of Kerala, Thiruvananthapuram.

xxx

Anand MM (1976) Tourism and Hotel Industry in India A Study in Management,

New Delhi, Prentice Hall

xxxi

Negi, Jagmohan 1987, Tourism Development and Resource Conservation, Gitanjali

Publisheing House, New Delhi pp. 44 72.

xxxii

xxxiii

Dixit, K. M. (1989) An Obsession with Tourism. Himal 2 (3): 3-1

Chib, Som Nath (1983) Perspectives on tourism in India, New Delhi, Publications Division,
Ministry of Information and Broadcasting

xxxiv

Mehta, Jain N (2003) Problems and Prospects of Ecotourism in Nepal (online). Available
http://www.angelfire.com

xxxv

Thampi, Santhosh P (2003) Ecotourism Marketing with reference to Kerala,

Unpublished Ph. D Thesis, Institute of Management in Kerala,

xxxvi

Menon, KM (1999) Tourism Management in India, Printwell, Jaipur pp 92-108.