ROLE OF URAVU

IN TOURISM PROMOTION
OF WAYANAD DISTRICT OF KERALA

BY
RAJITHA XAVIOR
ASSISTANT PROFESSOR
MARY MATHA ARTS AND SCIENCE COLLEGE,
VEMOM P O , MANANTHAVADY-670745
rajithajv@gmail.com

and

REGI FRANCIS
ASSISTANT PROFESSOR
DEPARTMENT OF COMMERCE
MARY MATHA ARTS AND SCIENCE COLLEGE,
VEMOM P O , MANANTHAVADY-670745
regifrancis@gmail.com 1
List of contents
1) INTRODUCTION
2) ADVANTAGES AND AIMS OF TOURISM
3) ABOUT THE ORGANIZATION
4) RESEARCH METHODOLOGY
5) OBJECTIVES OF THE STUDY
6) BAMBOO VILLAGE
7) TOURISM EVENTS
8) EMPLOYMENT GENERATION BY URAVU
9) IMPORTANCE OF HANDICRAFT IN TOURISM
10) BAMBOO- THE RAW MATERIAL OF URAVU PRODUCTS
11) PRODUCTION PROCEDURE
12) PRODUCTS OF URAVU
13) DATA ANALYSIS AND INTERPRETATION
14) FINDINGS
15) SUGGETIONS
16) CONCLUSION
17) BIBLIOGRAPHY









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1) INTRODUCTION
Tourism is travel for recreational, leisure or for
business purposes.

The world tourism organization defines tourists as
people traveling to and staying in places outside
their usual environment for more than one
consecutive year for leisure, business and other
purpose.

Wayanad is one of the few districts in Kerala that
has been able to retain its pristine nature

Wayanad , the green paradise is an upcoming
tourist spot in Kerala.

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2) ADVANTAGES AND AIMS OF TOURISM
Tourism generates economic advantages to a
country by way of earning tourism exchange
and employment generation.

Tourism also make a tremendous contribution
to the improvement of social and cultural trend
of the country.

The aim of tourism development in rural area is
to provide opportunities for economic and
social development.

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3) ABOUT THE ORGANISATION
URAVU is a non-government organization working with people,
government and business to implement programs for sustainable
employment and income generation in rural areas.

URAVU is a non- profit trust, established in 1996, registered
under the Indian trusts Act.

URAVU is located in Thrikkaipetta village in Wayanad district.
It is about 10 KM from Kalpetta.

The word URAVU means spring.

URAVU promotes social enterprises based on value addition of
local, natural recourses, especially bamboo, the green gold.

URAVU implements training in bamboo processing, establishing
micro enterprises, marketing of bamboo and promotion of eco-
tourism.
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4) RESEARCH METHODOLOGY
The study in designed as descriptive and
empirical one.

It is descriptive because it desirable the state of
affairs of URAVU and
it in empirical one because it collect first
hand information with a structured
questionnaire from the respondents.

The primary data is collected directly from the
respondent by using questionnaire and
secondary data is collected from the website.
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5) OBJECTIVES OF THE STUDY
To know about the products of URAVU.

To know about the role of URAVU in tourism
promotion.

To know about the tourists attitude towards
URAVU product.
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6) BAMBOO VILLAGE
In Wayanad, tourism is one of the economic growth sectors.
URAVU has major importance in tourism marketing as
handicraft producers in Wayanad district.

In the case of tourism development and promotion basis URAVU
started a Bamboo Village in Thrikkaipetta.

The concept bamboo village is started in 2006.

The village is spread in the Meppadi Panchayath.

Now the village hosts guests from other states as well as
countries with its six home stays.

All are conventional houses providing good facilities.

These agro based families hence utilize tourism as an additional
source of income.
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7) TOURISM EVENTS
Jackfruit festival (Chakka Maholsavam)is
organized by URAVU every year and it is
recorded in the Limca books of records.

Kite festival is organized every year during
summer vacation at Thrikkaipetta as a part of
tourism activities.
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8) EMPLOYMENT GENERATION BY URAVU
About 25% of the total income generated from tourism is used for
village development activities and to conduct the major tourism
events.

Bamboo village provides employment opportunities for local
artisans, craftsmen, drivers, guides and support to local families.

URAVU provides employment opportunities to 250 persons in 14
working units. All this units are in Meppadi Panchayath.

The URAVU became an important segment in the growth of
handicraft industry and Wayanad tourism.

The intention of URAVU was to provide a way to livelihood to the
local people.
Only a less number of workers are salaried persons. Most of the
workers are getting wages and it is according to the work
performed by the workers.
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9) IMPORTANCE OF HANDICRAFT IN TOURISM
A well developed handicraft industry usually generates
income for local producers.
Unique local crafts might even become one o the
main reasons for tourists to visit the destination.

In their case there are other surrounding heritage
tourism destinations that are authentic and non-
replicable.
Because of this they become something special and
distinguish the region from others in the area.

There are many challenges associated with the
development of handicraft industry.
When constraints are overcome, production becomes
very economically, culturally and socially beneficial.
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10) BAMBOO- THE RAW MATERIAL OF URAVU PRODUCTS
Bamboos grow more rapidly than trees and start to yield within three or
four years of planting and it functions as an efficient carbon sink.

All parts of the Bamboo plant can be used in rural livelihoods and industry
shoots for food, leaves for fodder and branches for making over a
thousand traditional products as well as a host of new generation
industrial products.

The raw materials are collected from the following sources.
Bamboo nursery
Local supplies
Kerala State Bamboo Corporation
Direct cutting right from forest

Different species of Bamboos known locally are Kallan, Illi, Bilathi,
Pennoda, Oda.
They are used by the artisans for production.

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11) PRODUCTION PROCEDURE
The production procedure in URAVU mainly
depends upon the nature of the product to be
produces.

The following is the production procedure

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12) PRODUCTS OF URAVU
1. Bamboo Trays
The trays are produced by using a different species of bamboo.











Chemical are used to prevent it from fungus and are coated with
polish to give fine look.


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12) PRODUCTS OF URAVU (Cont)
2. Dry Flowers
The women in the unit themselves collect bamboo flowers from
forest.










Apart from bamboo flowers they use the dry leaves, arecanut palm,
silill etc.


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12) PRODUCTS OF URAVU (Cont)
3. Bamboo Curtain
The group members collect the reeds and Bamboo from the forest.










They make curtains by using Bamboo blinds.
Presently they produce 10 models of Bamboo curtains.

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12) PRODUCTS OF URAVU (Cont)
4. Bamboo pens
These pens are made by using reed Bamboo and coconut shelves
and they are environment friendly.

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12) PRODUCTS OF URAVU (Cont)
5. Bamboo Bags
URAVU bags are manufactured by self-help group promoted by
URAVU.







Beautiful Jute and Bamboo bags are produced using top class
quality of Jute.

Bamboo strips are used for decoration.

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12) PRODUCTS OF URAVU (Cont)
6. Boat(Uru)
URAVU presents exclusively designed boat(Uru) which is perfect
amalgamation of natural beauty and craftsmanship.










This beautiful handicraft is a perfect gift item for various occasions.


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12) PRODUCTS OF URAVU (Cont)
7. Bamboo Flute
The Bamboo Flute is a musical instrument which has six holes and
is highly respected instrument in the Indian culture.







This product is made up of fine quality Bamboo which is given a
fine look by polishing it well and giving it an anti-fungal treatment.
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12) PRODUCTS OF URAVU (Cont)
8. Bamboo masks and wall hangings
A collection of Bamboo masks, wall hangings are made by the
artisans team in URAVU.










Each product is signed work of art.
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12) PRODUCTS OF URAVU (Cont)
9. Bamboo Jewelers
Bamboo Jewelers are one of the traditional jewels used by people in
old ages.










The new generation also use Bamboo jewelers because it is now the
fashion of modern world.
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13) DATA ANALYSIS AND INTERPRETATION
TABLE No 1: MEDIUM THROUGH WHICH URAVU WAS KNOWN













INTERPRETATIONS:
From the above table and diagram we can understand that 56% of
respondents came to know about URAVU from the public, 36% from
Website and 8% from guidebook.












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Criteria No of respondents Percentage
Broacher 0 0
Magazine 0 0
Public 14 56
Website 9 36
Guidebook 2 8
Total 25 100
13) DATA ANALYSIS AND INTERPRETATION (Cont..)
TABLE No 2: NUMBER OF TIMES VISITED URAVU














INTERPRETATIONS:
From the above table and diagram 72% of the respondents visited
URAVU once, 16% visited twice the unit and 12% visited more than
twice.
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Criteria No of respondents Percentage
Once 18 72
Twice 4 16
More than Twice 3 12
Total 25 100
13) DATA ANALYSIS AND INTERPRETATION (Cont..)
TABLE No 3: NUMBER OF ITEMS PURCHASED FROM URAVU















INTERPRETATIONS:
From the above table and diagram 24% of the respondents
purchased one item, 48% purchased two items, 8% of them
purchased three items and 20% purchased four or more than four
items.
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Criteria No of respondents Percentage
Zero 0 0
One 6 24
Two 12 48
Three 2 8
Four or more 5 20
Total 25 100
13) DATA ANALYSIS AND INTERPRETATION (Cont..)
TABLE No 4: OPINION ABOUT SERVICES PROVIDED BY URAVU













INTERPRETATIONS:
From the above table and diagram 8% of the respondents says that
the service of URAVU is excellent, 76% of them says that the service
is good and 16% says it is average.

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Criteria No of respondents Percentage
Excellent 2 8
Good 19 76
Average 4 16
Poor 0 0
Very Poor 0 0
Total 25 100
13) DATA ANALYSIS AND INTERPRETATION (Cont..)
TABLE No 5: RATING OF PROMOTIONAL ACTIVITIES OF URAVU IN TOURISM MARKETING












INTERPRETATIONS:
From the above table and diagram 48% says that the
promotional activities of URAVU are good and 52% says that
it is average.
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Criteria No of respondents Percentage
Excellent 0 0
Good 12 48
Average 13 52
Poor 0 0
Very Poor 0 0
Total 25 100
13) DATA ANALYSIS AND INTERPRETATION (Cont..)
TABLE No 6: FACTORS CONSIDERED WHEN PURCHASING AN ECO-FRIENDLY PRODUCT FROM URAVU













INTERPRETATIONS:
From the above table and diagram 12% says that they considered
quality of the product while selecting a product, 64% considered its
beauty, 16% considered the cost and 8% considered the usefulness
of the product.
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Criteria No of respondents Percentage
Quality 3 12
Attractive 16 64
Price 4 16
Offers 0 0
Usefulness 2 8
Total 25 100
13) DATA ANALYSIS AND INTERPRETATION (Cont..)
TABLE No 7: LEVEL OF SATISFACTION IN CHOOSING AN ECO-FRIENDLY PRODUCT












INTERPRETATIONS:
From the above table and diagram the level of satisfaction in
choosing an eco-friendly product from URAVU is excellent for 12%
of the respondents and is good for 88% of them.
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Criteria No of respondents Percentage
Excellent 3 12
Good 22 88
Average 0 0
Poor 0 0
Very Poor 0 0
Total 25 100
13) DATA ANALYSIS AND INTERPRETATION (Cont..)
TABLE No 8: URAVU CAN HELP PRESERVE NATURAL RESOURCE












INTERPRETATIONS:
From the above table and diagram 8% of the respondents strongly
agrees that URAVU helps in preserving natural resource, 84%
agrees and 8% has no opinion in this argument.
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Criteria No of respondents Percentage
Strongly Agree 2 8
Agree 21 84
No Opinion 2 8
Disagree 0 0
Strongly Disagree 0 0
Total 25 100
14) FINDINGS
1) Majority of the respondents are satisfied with the services
provided by URAVU.

2) Most of the respondents agree that URAVU is making
various promotional activities for tourism marketing.

3) The customers of URAVU include both domestic and foreign
tourists.

4) Most of the respondents agree that URAVU can help to
preserve natural resources.

5) URAVU provides homestay facility for tourists.

6) Website is one of the very helpful marketing strategies of
URAVU.
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15) SUGGESTIONS
Adapt more publicity methods for the promotion of
tourism industry through URAVU.

URAVU can set up research centre to explore new
applications of Bamboo building materials.

To know about the product of URAVU, they can give
more advertisements.

Proper pricing should be given to the products of
URAVU.

Provide enough training and development
programs to employees.
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16) CONCLUSIONS
Tourists are much attracted towards the handicraft.
A tourist may purchase some items for the memory of places they
visited.

Good quality handicrafts are purchased by the tourists from URAVU and
they are encouraging and insisting others to visit the destination.

Tourism is a complex system which consists of many complex and
interdependent components.

Service is one of these components.

Most of the respondents are satisfied with the services provided by URAVU.

The URAVU is boosting tourism development in Wayanad. It provides
various facilities to tourists.
It promotes tourism in Wayanad.
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17) BIBLIOGRAPHY
www.uravu.net
keralatourism.org
Company records and articles

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APPENDIX
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ROLE OF URAVU IN TOURISM PROMOTION OF WAYANAD
INSTRUCTIONS: Kindly tick the appropriate one

1. Name :
2. Age :
3. Sex :
4. Place of living :
5. Qualification :
6. Occupation :

7. How did you come to know about Uravu?
BroacherMagazine Public Website Guidebook

8. How many times had you visited Uravu?
Once Twice More than Twice

9. How many items did you purchase from the Uravu outlet?
0 1 2 3 4 or more

10. What is your opinion about the services provided by Uravu?
Excellent Good Average Poor Very Poor

11. How do you rate the promotional activities of Uravu in Tourism
Marketing?
Excellent Good Average Poor Very Poor

12. The factor you considered when purchasing an eco-friendly product from
Uravu?
Quality Harmless Price Offers Usefulness

13. What is your level of satisfaction when choosing an eco-friendly product?
Excellent Good Average Poor Very Poor

14. Uravu can help preserve Natural resource
Thank You
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