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SOCIO-ECONOMIC IMPACTS IN PILGRIMAGE TOURISM
S.VIJAYANAND*
*Ph.D Scholar, Department of tourism studies,
School of Management, Pondicherry university,
Kalapet, Pondicherry – 605014.
ABSTRACT
Pilgrimage, whether religious or secular, is experiencing resurgence around the world. This
includes the motives for pilgrimage, activities during the pilgrimage, and the influence of
tourism on it.The findings show that the visitor population ranged widely from very religious
orthodox pilgrims, through "traditional" pilgrim-tourists to secular tourists. The features of
present-day pilgrims can be represented on a scale that may be described as secular versus
spiritual, and tourism versus pilgrimage. This typology also offers a model for the development
of the pilgrimage sites. The findings highlight the increasing convergence of old-fashioned
pilgrimage and current tourism, which have much in common. Additionally, this research
emphasizes the expanding nexus of holy sites, society, politics, ideology, and culture.This article
explains and supports the idea that the economic impacts of religious tourism should not be
neglected or underestimated, although religious institutions have traditionally attempted to
downplay this in the past. Additionally, the paper argues that religion and tourism have much in
common. In the modern world it is hard to ignore the impression that in most places of
pilgrimage the profane impacts of tourism are just as important if not more so than the religious.
This paper lends theoretical support to this argument.
KEYWORDS: religious tourism, economic impacts, pilgrimages.
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Businesses and public organizations are increasingly interested in the economic impacts of
tourism at national, state, and local levels. One regularly hears claims that tourism supports X
jobs in an area or that a festival or special event generated Y million dollars in sales or income in
a community. ―Multiplier effects‖ are often cited to capture secondary effects of tourism
spending and show the wide range of sectors in a community that may benefit from
tourism.Tourism‘s economic benefits are touted by the industry for a variety of reasons. Claims
of tourism‘s economic significance give the industry greater respect among the business
community, public officials, and the public in general. This often translates into decisions or
public policies that are favorable to tourism. Community support is important for tourism, as it is
an activity that affects the entire community. Tourism businesses depend extensively on each
other as well as on other businesses, government and residents of the local community.Economic
benefits and costs of tourism reach virtually everyone in the region in one way or another.
Economic impact analyses provide tangible estimates of these economic interdependencies and
a better understanding of the role and importance of tourism in a region‘s economy.Tourism
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INTRODUCTION
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activity also involves economic costs, including the direct costs incurred by tourism
businesses,government costs for infrastructure to better serve tourists, as well as congestion and
related costs borne by individuals in the community. Community decisions over tourism often
involve debates between industry proponents touting tourism‘s economic impacts (benefits) and
detractors emphasizing tourism‘s costs. Sound decisions rest on a balanced and objective
assessment of both benefits and costs and an understanding of who benefits from tourism and
who pays for it.Tourism‘s economic impacts are therefore an important consideration in state,
regional and community planning and economic development. Economic impacts are also
important factors in marketing and management decisions. Communities therefore need to
understand the relative importance of tourism to their region, including tourism‘s contribution to
economic activity in the area. A variety of methods, ranging from pure guesswork to complex
mathematical models, are used to estimate tourism‘s economic impacts. Studies vary extensively
in quality and accuracy, as well as which aspects of tourism are included. Technical reports often
are filled with economic terms and methods that non-economists do not understand. On the other
hand, media coverage of these studies tend to oversimplify and frequently misinterpret the
results, leaving decision makers and the general public with a sometimes distorted and
incomplete understanding of tourism‘s economic effects.How can the average person understand
these studies sufficiently to separate good studies from bad ones and make informed choices?
The purpose of this bulletin is to present a systematic introduction to economic impact concepts
and methods. The presentation is written for tourism industry analysts and public officials, who
would like to better understand, evaluate, or possibly conduct an economic impact assessment.
The bulletin is organized around ten basic questions that either are asked or should be asked
about the economic impacts of tourism.
OBJECTIVES
1, To identify the economic impacts of the pilgrimage tourism.
2,To identify the socio,cultural,economic impacts of the pilgrimage tourism
3, To identify the Positive impacts, Multiplier effect, Negative impacts in
tourism
pilgrimage
The data for this study were collected from local residents which engaged in tourism activities.
tourists were identified as a key factor in developing tourism in local communities. This research
is mainly based on secondary data such as broucher,pamplets,books,news
papers,internet,advertisement etc.
REVIEW OF LITEREATURE
Das gupta (2006) pilgrimage tourism plays a great role towards socio-economic
changes.according to Indian sentiment the pilgrim centres or tirthasthan used to visit by number
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METHODOLOGY
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4,To identify the Economic dimensions in pilgrimage tourism.
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Orland (1990) the pilgrimage tourism sites in developing countries are subjected to
extraordinary economic pressures and change. Often being the only remaining open spaces in
densely populated urban or rural agricultural landscapes, they are in danger of being over run,
either by surrounding development, or by growing recreational uses.a site faces pressures from
pilgrims, international tourists and local day-visitors, all with different goals and needs. There
are two apparently conflicting goals: to increase international pilgrimages and tourism use of the
site, and to enhance the site for local day-visitors. Strategies are presented which would reduce
these present conflicts, allow for growth and respond to local management constraints. Mc grath
(1999) The importance of pilgrimage travel as an economic, social and spatial phenomenon
cannot be ignored. The term "pilgrimagetourism' implies travel to a site or worship or a sacred
place; conceptually it is not unlike recreational or tourism movements as a form of short term
migration.,it is one of the most geographically significant forms of religious behaviour..
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of tourists to earn virtue. one of such centre where taking holy dip.during maker
sankranti,thought as in life of a person earns that much of virtue which one can earn by visiting
all the pilgrimage centres throughout the life. the pilgrimage tourism is a vital and living
experience in pilgrimage sites have also become important destinations,because they are closely
linked with the cultural identity and heritage of a destinations where also pleasure components
are being added to the familiar pilgrim routes and itineraries.thus due to continuous flow of
pilgrims and tourists at this land,the socio-economic life of the islanders are evident.there fore,it
can be said that pilgrimage tourism has opened several sources of cash earning and as a result
several new occupations have emerded due to pilgrimage tourism.Shakiry (2001) the value of
pilgrimage tourism in Islamic countries,.pilgrimage tourism reveals many perspectives in culture
and economy.exploring and developing religious land marks and facilities would lead to the rise
of pilgrimage tourism in Islamic countries. Pilgrimage tourism reveals many perspectives in
culture and economy.exporing and developing religious land marks and facilities would lead to
the rise of pilgrimage tourism in Islamic countries. this issue address governments whose
concern it is to boost pilgrimage cultural and other types of tourism.they have to start
internally by;protecting the environment and beautifying the areas in the immediate vicinity of
pilgrimage sites as well as providing these areas with the necessary services, including
constructing ways to facilitate them.LAUKUSH MISHRA (2000) pilgrimage tourism is being
recognized as a prime industry in most parts of the world.for the purpose of earning maximum
foreign exchange.social
significance of pilgrimage tourism cannot be said of less
important.tourism industry requires variety as it is very essential capital and India is land of
diversity.here diversity is present in every walk of life,from natural such as air,and water to
social factors such as language and behaviour all varies from place to place.pilgrimage
tourism,pilgrimages are not a destination only for our religious faith but they also strengthen our
national unity and promote bortherhoodness also.the time has to come when these should be used
to earn foreign exchange also keeping guarded our cultural heritage.in fact the other part of
world may learn many things from India.indians might be poor from pocket but the wealth what
they have in their behaviour is match less in the world.on domestic front religious tourism can be
very helpful for regional development,employment generation,and can enroot again the cultural
values.many modern social evils which are caused by materialism can be cured with the help of
religious tourism.
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In addition to also holy rivers and sacred shrines situated on the banks of these rivers, ―Shakti‖ is
also worshipped as the Divine mother, a creative power both as an enforcing discipline and for
securing righteousness. There are nearly fifty-one shakti peethas all over the country. These
peethas are visited by tourists throughout the year. Thus, the religious tourism is a mixture of
both ancient and modern cultures, i.e., from the exodus of the past to the present day where
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India is a land of pilgrimage. Travel for religious purposes has been there from the most ancient
times. Practically, all religions – Hindu, Buddhism, Jainism and Sikhism have their major and
minor pilgrimage centres in different parts of the country. There are also centres of Sufism,
churches and mosques that are visited by people. In fact, to a majority of domestic tourists in
India pilgrimage has always been the main motivation. In our country all major temples, shrines
and sacred spots are found scattered all along major riverbanks or in the hills. The confluence of
holy rivers called ―Sangam‖, attract millions of tourists every year when pilgrims assemble there
to take holy dip in these rivers. For example on the day of ―Sankranti‖ a bath in holy Ganga
water is believed to relieve a person of all the sins. Another dimension added to it is that an effort
to unify the country Adi Shankaracharya established four peeth (centres) in the four corners of
the country. They are Badrinath in North, Kanchipuram in South, Dwarkapuri in West and
Jagannath Puri in East. To add to this Sringerimutt in Karnataka state is also claimed to be the
sacred peeth. The Indian pilgrims travel to the holy temples, the Indian holy space called
―Teerth‖ which contain the meaning of ―to cross‖. It is a clear indication that in Indian holy
space something is being crossed over. Within the holy space human beings are given the chance
to transcend themselves when they come face to face, in contemplation, with the divinity. The
pilgrimage, instead of diminishing in our apparently ever more secular, scientific and
technologically oriented world, is experiencing considerable growth. This is primarily because in
religious life of an average Indian, even rivers have played a decisive role. The rivers from time
immemorial have been the symbol of purity to humans. Among these rivers the Ganga is
believed to be the most sacred for all Hindus. Innumerable holy shrines like Gaumukh, Gangotri,
Devprayag, Rishikesh, Hardwar, Garmukteshwar, Kannauj, Allahabad, Varanasi, Patna and
Gangasagar have come up on her banks through ages. These holy shrines attract millions of
domestic pilgrims every year. On the other hand, river Yamuna is considered to be most
meritorious to perform Gayatri Jap, worship of Keshav, Shiv or the Sun. The month of ―Kartik‖
is pious for taking bath in Yamuna at Mathura. Traditions believe that Godavari before dividing
itself into seven branches and meeting the sea, is most sacred for bath referred to as ―Sapta Sagar
Yatra‖. Besides rivers, sacred shrines have been visited extensively by domestic tourists all along
the periods. The twelve Jyotirlingas, five Bhutalingas and many other temples enshrining
‗Lingas‘ in their sanctorum are the ideal terminal destinations of domestic tourists since the time
of great epics. The Jyotirlingas are at Kedarmath (Uttaranchal), Kashi Vishwanath (Uttar
Pradesh), Somnath (Gujarat), Baijnath (Karnataka), Rameshwaram (Tamil Nadu), Ghushneshwar
(Maharashtra), Bhimashankar (Maharashtra), Mahakaleshwar (Madhya Pradesh), Mallikarjuna
(Andhra Pradesh), Omkareshwar (Madhya Pradesh), Nageshwar (Gujarat) and Tryambakeshwar
(Maharashtra). The Bhutalingas are at Kalahastishwar (Vayulinga) at Kalahasti; Jambukeshwar
(Appulinga) at Trichy; Arunachaleshwar (Bhatalinga) at Thriuvannamalai; Ekambareshwar
(Prithvilinga) at Kanchipuram and Chidambareshwar (Akaslinga) at Chidambaram.
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HISTORICAL PERSPECTIVE OF RELIGIOUS TOURISM IN INDIA
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religious tourism has become a mainstay of tourism. India is a country abounding in not only
Hindu shrines but she also represents manifestations of elevating and inspiring works of Jain
Tirthankars at Sravasti, Kaushambi, Hastinapur, Parasnath hills, Rajgiris, Khandgiri, Udaigiri,
Khajuraho and Dilwara Temples at Mount Abu. Islami (Sufis) shrines as centres of religious
influence at Ajmer (Khwaja Moinuddin Chisti), Gulbarga (Khwaja Bande Nawaj); Faridkot;
Delhi (Sheikh Nizammudin Aulia); and Panipat (Shah Sharaf Bin Ali). Sikh religion though
believed that real pilgrimage is inward yet their sacred shrines are located at Garhwal (Hemkund
Sahib); Amritsar (Golden Temple); Taran Taaran (Anandpur Sahib), Kartarpur and Patna Sahib;
Churches in Goa. At many of these centres festivals and fairs are also held.
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Most studies that measured specifically the impacts of pilgrimage tourism agree that sacred
destinations are strongly affected by the stream of pilgrimage tourists visiting them (CollinsKreiner et al., 2006; Rinschede, 1992; Vukonic, 1996; Din, 1989; Walpole and Goodwin,2000).
Shinde (2003) proposes a model of the dynamics of pilgrimage tourism, which allows us to
further understand the interaction between pilgrimage tourists and host community and the
associated impacts. As depicted there is both an immediate impact on the hosts‘ environment due
to the direct contact of the visitors with the religious institutions, and also an indirect impact on
the local economy and the society. First and most obvious impact of pilgrimage tourism is
through the visits to the religious site and the visitor‘s contact with the religious institutions.
However, apart from the religious institutions, holy sites are often surrounded by religiously
orientated businesses and facilities, such as souvenir shops, travel agencies, hotels and even
hospitals, providing employment for the host community (Evans, 1998). In particular, the sale of
religious souvenir items, for example sacred water (Maseeh, 2002), icons and candles (Evans,
1998) or other religious things (Dubish, 1995) brings in considerable revenue, as is the case in
Assisi in Italy and Lourdes in France (Fleischer, 2000).According to Secall (2003), this material
perspective of interest brought about by pilgrimages has always been present in human history.
As such, religious tourism can have similar economic impact as we see in other forms of tourism
such as job creation, population growth and infrastructuredevelopment. The Catholic pilgrimage
site Lourdes is a good example of how pilgrimage tourism can affect a destination‘s population
growth. Lourdes, which currently receives some 6 million pilgrims per year from 140 different
countries, (Lourdes, 2007) has been experiencing a constant population growth since its
beginning as a pilgrimage site in 1858. This is in contrast to other cities at the edge of the
Pyrenees and is attributable to the arrival of people from the surrounding area for job
opportunities provided by the pilgrimage (Rinschede, 1992). Czestochowa in Poland, a town
with a population of 250,000 attracts some 4.5 million pilgrims per year (Czestochowa, 2008;
Gray, 2008) saw improving its infrastructure as a result of being a pilgrimage site (Jackowski
and Smith, 1992).Some religious sites have been visited for centuries and there the impacts
develop over along period of time but sometimes holy sites are ―discovered‖ suddenly, bringing
dramatic and sudden changes to the local residents. Medjugorje in Bosnia-Herzegovina is one
such example. Vukonic (1992, 1996, 2002) explains how the discovery of a holy shrine in 1981
resulted in a sudden growth of private accommodation and in land price inflation.In the Islamic
world, income generated from the pilgrims to Mecca is the second major pillar of Saudi Arabian
economy after oil (Aktas and Ekin, 2007). Pilgrimage generates annual revenues of
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SOCIO-ECONOMIC IMPACTS IN PILGRIMAGE TOURISM
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THE SOCIO-ECONOMIC DEVELOPMENT THROUGH PILGRIMAGE TOURISM
The economic impact of pilgrimage tourism can be seen its contribution to a country, the largest
contributions to pilgrimage tourism is seen in the many pilgrimage places in India (Bruner 1994).
Many small places economies are highly depend on pilgrimage tourism as evidenced by the
significant share of pilgrimage tourism in their total earnings. in 2009, pilgrimage tourism alone
contributed 44.5 percent of the total export earnings of Indian tourism. Tourism in India has also
provided a substantial contribution to Indian tourism,
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Pilgrimage tourism is of course not free from negative impacts. El-Bakry (2003) notes that the
high cost of an umra or hajj trip for Muslim people plus the increase in the number of people
performing umra, gave rise to a black market for the exchange rate of the Saudi riyal. More
precisely, the Saudi riyal increased 16% between Novembers. Impacts of pilgrimage tourism.
Source: Shinde, 2003, p. 93.Residents‘ Perceptions of pilgrimage Tourism. Against the Central
Bank of Egypt‘s rate. In addition, the flow of riyal to the black market caused a cash deficiency
forcing local banks to refuse grants even for small amounts to travellers (El- Bakry, 2003). In
fact, according to Rashid (2007), operations and contracts are now set up to ensure that any
element of speculation, uncertainty and gambling are eliminated orminimized.Changes in the
local economy and society due to the large number of pilgrimage tourists may contribute to a
process of cultural commoditization and acculturation (Ichaporia, 1983;Joseph and Kavoori,
2001; Cohen, 1988). For example, the authentic pilgrimages have given way in Sri Lanka to
large-scale tourism (Pfaffenberger, 1983), which combines both recreation and pilgrimage
(Singh, 2005). In Vrindavan, a popular Hindu pilgrimage centre in India, the improvements in
accessibility and availability of transportation have long replaced the traditional pure form of
―pilgrimage on foot‖ for the majority of visitors to the particular site (Shinde, 2006, 2007;
Timothy and Olsen, 2006; Jackson and Davis, 2000). In accordance with changes in visitor
patterns and the expansion of pilgrimage travel, many tourist enterprises (hotels and tour
operators) have emerged in the vicinity of the most popular temples, indicating growing tourism
activity (Shinde, 2007) and diminishing the sacred atmosphere. Similarly, in El Camino, Spain,
the process of secularization has been accelerated by the Council of Europe‘s designation of the
pilgrimage route to Santiago as the first European Cultural Itinerary (Morpeth, 2007). In fact, the
transformation from local religious rituals to national festivals, as is also the case in Anda-lusian
pilgrimage, raised conflicts and problems for the local population (Crain, 1992). On the other
hand, the positive impacts caused by the pilgrimage tourists often motivate residents to seek
preservation of their religious sites and festivals not necessarily for purely religious reasons but
also in order to safeguard the stream of pilgrimage tourists (Cohen, 1992). For instance, in
Lisbon each year on June 13 on the day of the feast of St Anthony, the Town Hall sponsors the
weddings of poor couples. In the year 2000, approximately 2,000 couples were married at the
Town Hall and thousands more came to enjoy parades and other events citywide, making it an
important event in the city‘s tourist calendar (Tilson, 2001).In summary, a pilgrimage site is
connected to the non-sacred world and pilgrimage tourism impacts both positively and
negatively on the local community.
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approximately $8 billion and over the past 30 years Saudi Arabiahas invested $35 billion in
improving facilities for pilgrims (Salih, 2003).
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amounting to 13.7 percent in 2009, taking full advantage of the potential of their natural,
pilgrimage tourism resources, countries like India and foreign countries are benefiting from the
pilgrimage tourism. Bruner 1994; Daniel 1996).in 2009, pilgrimage tourism in India and
neighbouring countries accounted respectively for 23.3 and 22.5% of their total foreign exchange
earnings. In the other countries of the region, the contribution of pilgrimage tourism and is
averaged between 50 to 60% mainly because of their potentialities and wealth. However in the
light of the excreted continuing growth of the pilgrimage tourism in the foreseeable future, it can
be assumed that the share of pilgrimage tourism in the Indian economy will be more significant.
(Silberberg 1995, while there are various definitions of them converge around the concepts of
improving the well being of country citizens, promoting higher standards of living, employment
and conditions of economic and social progress. therefore in the absence of better indications to
measure the impacts of pilgrimage tourism, its importance for employment has been used in the
present document. The pilgrimage tourism contributes significantly to the creation of
employment, both directly and indirectly in 2009, the industry in Indian region provided jobs for
about 21% people. Representing an average of 8.9% of total employment. Taylor 2001),
pilgrimage tourism employment in north-east-asia is estimated at 9 million jobs or 6.1% of total
employment. This situation is attributed mainly to china where 1 out of 10 people works in a
pilgrimage tourism related industry. (Shinde, 2007) the importance of pilgrimage tourism
becomes more significant. When the structure of the work force in Indian economy is analysed.
A comparison with countries in other sub regions indicated that the share of total employment in
pilgrimage tourism sector in 2009 varied from 2.4 percent in India to 5% in other countries.
Fueled by sustained growth, the pilgrimage tourism industry has managed to become a
significant provider of employment in India. Handler and Saxton (1988), thereby improving the
economic situation at the people in India. In addition, revenue generated from pilgrimage
tourism has enabled Govt. to allocate pilgrimage resources, for improving pilgrimage tourism
ECONOMIC DIMENSIONS OF PILGRIMAGE TOURISM
ROLE OF RELIGIOUS TOURISM IN BALANCE ECONOMIC GROWTH
In India, religious tourism plays a vital role in narrowing economic imbalance. Most of the
places, especially rural areas and the areas which have no core competence or business, survive
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Tourism has major economic significance for a country.the receipts from international tourism
can provide a valuable source of earnings for many countries both developed as well as
developing.visitor spending generates income for both public and private sector besides
affecting wages and employment opportunities.although tourism is sensitive to the level of
economic activity in the tourist generating countries,it provides more fixed earnings than primary
products.the income from tourism has tended to increase at a higher rate than merchandise export
in a number of countries especially in countries having a low industrial base.there is now and
almost assured channel for financial flows from the developed countries to the developing
countries rising the latters export earnings and most important source of income for a number of
countries both developed and developing.
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ECONOMIC SIGNIFICANCE
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due to religious tourism. It provides business and employment opportunities to local population
helps to take care of their requirements. For instance, 'Sulli Karadu' a small dry rural area near
Coimbatore, TamilNadu, India, well known for a rural deity which is very powerful, ought to be
worshipped by offering Camphor in big quantities which is available in nearby shops. Devotees
stand in mile long queue to offer their offerings. It provides livelihood to local population who
sell camphor to the devotees which is supplied by camphor manufacturers. Also, it was
interpreted that the whole exercise was orchestrated by the camphor manufacturers to sell their
products which has been banned by TamilNadu Endowment Board to camphor in temples, by
quoting the reason that would spoil the environment. How ever, this is a classical example on the
religious tourism which fed the whole village. Also, a place called "Thadi Kombu" near Madurai,
well known for a deity viz. "Shorna Bairavar" which is very powerful to collect the bad debts, it
is the believe that if a pilgrim visit the place for 8 times in a particular day of the month, his/her
prayers would be answered. This generates employment opportunities in the sleeping semi-urban
small town, also generated business for bus owners who take devotees for charter trips on that
particular day from far off places. These are all the examples of small places which generates
business and employment opportunities for the local population, let alone, many famous places
like "Palani", Madurai, Rameswaram, Kanyakumar, etc. in Tamil Nadu, and well known,
"Sabari Malai" in kerala, which generates millions and provides employment opportunities to
many. The whole kerala belt has been benefiting from lakhs for devotees visit sabari malai
during particular seasons. These provide tremendous opportunities for marketers to focus on
these locations to market their products and services. It is the dual benefit of catering location
population as well to promote the products/services.
STRATEGIES TO ENHANCE RELIGIOUS TOURISM THROUGH CORPORATE
MARKET RESPONSIBILITY (CRP)
Definitely, the marketers would get benefit out of the booming religious tourism as they could
find new territories to sell their products and services. They would also take part in developing
these Places along with local development authorities.
c) Marketers could offer free/paid transportation facilities which will carry the promotion of their
products/ services
d) Pharmaceutical companies could sponsor free medical camps in which their products could be
promoted
e) Food products companies could set up their outlets to sell products with subsidized /actual
prices
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b) Marketers could also participate in constructing rooms for devotees to stay and promote their
products
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a) Marketers could participate in providing basic sanitary facilities along with they could
promote their products viz. If X company sponsors the Free or Paid Rest room facilities, its
products would only be sold.
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f) Clothing/Garment companies could set up their stalls to promote their products and services.
It clearly shows that there is enough room for marketers to participate in Corporate Market
Responsibility which offers the dual benefit of offering services to the society as well to promote
their products/services. This would definitely provide a lucrative mind space in potential target
group in which would not have done by spending millions on conventional promotion tools.
Hence, it is the marketers and the state and central government could join their hands to
concentrate on these locations in order to generate business and employment opportunities as
well to promote their products/services. If this done, the government would not worry about
offering minimum 100 days employment opportunities, they will take care of themselves. The
government could seek help from marketers to offer necessary infrastructure support viz.
transportation, water and sanitation, power and other basic facilities which ensure the influx and
pleasant stay of pilgrims.
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Religion may be a dicey word in recent Indian political lexicon, yet, unites the country from
Kashmir to Kanyakumari. This article does not discuss the intricacies of religion and its role in
India; it does discuss the economic face of religion in removing economic disparity across the
country. Comparing the different countries across the globe, India is surprisingly possess
different religions viz. Hinduism, Islam, Christianity, Buddhism, Sikhism, Jainism, Persian to
name a few, yet, the people embrace different religions live together. Also, people belong to
different religions visit other religions sacred locations which is very unique and surprising. India
is a country of complex culture, yet people live with understanding and tolerance. It is always an
amazing place for researchers who involve in behavioral science. People belong to different
religions; follow different customs, traditions, having different life style, tastes and preferences,
which always pose a challenge for marketers and global companies send their global managers to
India to get trained as it plays a role of potential training ground. Marketers also focus on
encasing the religious believe of the population by targeting religious tourism locations to market
their locations viz. Kumbamela at Varanasi, Allahabad, Rajmundry etc. are the hottest locations
for the marketers to target their potential consumers. These locations woo many pilgrims across
the country and provide a bouquet of potential consumers at one place which provides a platform
to companies to reach the mass at nominal cost of promotion. India possesses many pilgrimage
locations across the country from north to south to east to west which bridges the economic
disparity of the population. Movement of domestic tourists to different places ensures the
movement of money to the required places. For instance, Tirupathi is the famous religious
location in Andrapradesh which woos people across the country and world. It is treated the
richest pilgrimage location next to Vatican. Tirupathi generates employment opportunities to
many and supports considerable number of population. Considering the core competence i.e. the
ability of the place to generate employment opportunities with certain skill sets of the people of
Tirupathi, it contains none. Yet, with the famous Balaji Temple, it runs like a multinational
company spins billions in revenues per year.
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RELIGIOUS TOURISM – KNITTING HEARTS
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BONANZA FOR MARKETERS
Many companies target religious locations to promote their existing and new products which
they find very opt to reach the target group. Even, companies sponsor religious festivals viz.
Ramco, Birla, to name a few, in order to win the hearts and minds of people. Recent
'Kumbhmela in Allahabad and Rajmundry, paved a root to billions of business to local and
multinational conglomerates. These places are considered special rendezvous for marketers to
promote products and services with nominal cost. Most of the companies set up free food stalls,
camping tents, drinking water fountains, medical treatment camps to serve the pilgrims visit the
places. This is an innovative approach normally be executed to capture the hearts of potential
target group. This would provide a mind space for products and services which they may
consider buy these brands in future. These are the practices to create an experience and attitude
about brands before the actual usage.
ECONOMIC DIMENSIONS IN PILGRIMAGE TOURISM;
According to the latest report from the world travel and tourism council in the year 1999 travel
and tourism is expected to generated about 3.5 trillion us dollars of gdp and almost 200 million
jobs across the world economy approximately,one third of this comes from the industry itself and
the remainder from its very strong catalytic flow-through effect in other sectors such as retail
and construction.world travel and tourism gdp is fore cast to increase in real terms at 3% per
annum in the decade 2010.in the same period employement in travel and tourism is expected to
grow at 2.6% per annum.world travel and tourism council has summarized the world highlights
concerning travel and tourism industry as follows;
1.the travel and tourism economy will account for 11.7 of world gdp in 1999.
2.travel and tourism has emerged strongly from the asia crisis with leisure tourism growth
expected to grow by 4.7 in 1999 and business travel by 4.4%.
3.spending by international visitors will amount to 8% of word exports in 1999 with further
impact by export of travel and tourism related goods.
6.Travel and Tourism will support the creation of over 5.5 million jobs per year over the next
decade.
This points to a fact that tourism today is a great economic force.its status as a major economic
activity has been well established by almost all the nations of the world.
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5.Over 8% of all jobs worldwide will depend upon Travel and Tourism;
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4Travel and tourism related GDP is forecast to increase at 3% per annum in real terms.
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INCOME GENERATED WITH IN THE COUNTRY
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Negi finds that money spent by tourists (tourist expenditure) does not stop moving after it is
spent; rather it circulates through the economy of the country. When a tourist visits a place and
spends his money in that particular region, part of this money becomes income for the people
living in that region. Part of this income is spent which generates income for others to spend. A
part of this income is again spent and so on and so forth. This money changes hands a number of
times and is spent and respent. This impact of this expenditure on the nation‘s economy will go
on multiplying if it is spent and changes hands again and again. Thus the national currency
exchanged for foreign currency that enters the country spreads quickly in the market. The
intensity of the multiplier depends on the proportion of the income from tourism that is
redistributed to other branches of the national economy.The Master Plan of 1986 of the
Government of Kerala says: ―tourism Industry looms large in the economic sphere of Kerala as a
potential revolutionary agent of change. A well-organised thrust in the field of tourism can
attract millions of people to Kerala from other parts of India and abroad and ensure a steady flow
of vast sums to the state demanding a variety of services and goods and thereby providing
employment to an ever-increasing number people, educated and uneducated. In fact there is no
other industry which can meet successfully some of the most vexed problems of Kerala such as
poverty and unemployment‖. The tourist expenditure has a tremendous effect on the economy of
the host country. From the frontline level it diffuses into the inner levels of the economy. Kamra
catalogued the various levels of the impact of tourist spending as the direct, the indirect, and the
induced effects. The direct effect or the first round effect is the most obvious effect of tourism
spending. The effect is created in the front-line tourist sectors of provisioning of tourist goods
and services.Expenditures on hotels, restaurants, taxies, railways, domestic airlines, tourismgenerated exports etc are included in this group. The direct impact is in general and depends on
the capability of thedestination to provide for tourist demands.The indirect effect is a series of
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Income in an economy can be generated from various sources like salary, wages, rent,
taxes,interest, profit and so on. The expenditure made by one person is the income of another
person.Income is created directly or indirectly. Tourism a labour intensive service industry, can
create direct as well as indirect income from tourist expenditure by providing tourist goods and
services. For example, expenditure in hotels, investment in infrastructure development, taxis, car
parking, catering services, purchase of goods, and services like water, electricity, gas, food and
beverages etc all result in income generation. The flow of money generated by tourismmultiplies
many times as it passes through various sections of economy. This is known as the multiplier
effect of tourism earnings. It is the extra income produced in an economy as a result of the initial
spending of money. This extra income is again invested directly or indirectly and there can be
different rounds of income generation. Along with the initial spending and with each round of
spending of tourism income,some benefits of spending may be dissipated through different
sources known as lea kages. Savings made by individuals or by the country, tourists purchasing
imported goods, imports to be made by the local people, remittances of income outside the
country etc are the examples of leakages. The following figure explains the tourism income
multiplier. The shaded portion represents the area of leakages. There is an inverse relation
between tourism income multiplier and proportion of leakages. As the proportion of leakage is
high, the proportion of tourism income is low and vice versa.
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the successive rounds of secondary expenditure by suppliers to the tourist sectors, which results
from the direct expenditure. Purchase of goods and services by the front-line establishments from
local suppliers and wholesalers and from other sections within the local economy constitute
indirect effect. Generally, indirect effect will be less than the direct effect because of the
leakages in the direct effect.The incremental local incomes accrued to the local people in the
form of direct or indirect income may be spent or re spent for non-tourism goods and services.
Such income generates further additional rounds of income and it is called induced effect of
tourist income. For example, hotel workers purchas ing goods and services from their wages.
PILGRIMAGE TOURISM ARE OFTEN BIG BUSINESS
It is estimated that in the US alone some 25% of the traveling public is interested in some form
of pilgrimage or faith-based tourism. When one adds to this the number of people who travel for
faith-based conventions, and faith based activities such as weddings, bar mitzvahs or funerals,
the number becomes extraordinarily large. World Religious Travel is one of the fastest growing
segments in travel today. Religious travel is estimated at a value of US$18 billion and 300
million travelers strong. Major faith based destinations such as Israel, Italy and Saudi Arabia
have developed large industries that provide services for people on pilgrimage
POSITIVE IMPACTS
Creation of job oppurtunities; local people are employed in different sectors of the tourism
industry;opportunities for women.New fields for commercial activities;Tourism opens up new
possibilities for ventures; attracts new investment in the city.Tourist spending; Tourist spending
provides the necessary income for preserving and managing places of attraction. Such spending
also becomes a source of revenues for municipal councils (E.G parking, tourist taxes etc.
MULTIPLIER EFFECT
Tourist spending are spread in different sectors and create jobs and revenues on sectors
indirectly related to the tourism industry; contribution to local wealth, economic development
and regeneration.
STATISTICS IN PILGRIMAGE TOURISM AROUND THE GLOBE
Although no definitive study has been completed on worldwide religious tourism, some
segments of the industry have been measured:
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Increased expenses for a town; Spending on cleaning garbage collection, water disposal lighting,
marketing and promotion can impact severely on the municipal budget.Increase in the price of
real states; Prices of land and houses increase;competition for the use of land; poorer section of
the population sometimes have to move out of the town.General price increases; Retailers and
suppliers increase the prices of goods services; segregation between tourists and locals;
desertification or tourist appropriation of creation of ghettos of gentrification.
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NEGATIVE IMPACTS
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According to the World Tourism Organization, an estimated 300 to 330 million pilgrims
visit the world's key religious sites every year.
According to the U.S. Office of Travel and Tourism Industries, Americans traveling
overseas for "religious or pilgrimage" purposes has increased from 491,000 travelers in
2002 to 633,000 travelers in 2005 (30% increase).
According to the Religious Conference Management Association, in 2006 more than 14.7
million people attended religious meetings (RCMA members), an increase of more than
10 million from 1994 with 4.4 million attendees.
The United Methodist Church experienced an increase of 455% in mission volunteers
from 1992 with almost 20,000 volunteers compared to 110,000 volunteers in 2006.
The Christian Camp and Conference Association states that more than eight million
people are involved in CCCA member camps and conferences, including more than
120,000 churches. Religious attractions including Sight & Sound Theatre attracts 800,000
visitors a year while the Holy Land Experience and Focus on the Family Welcome Center
each receives about 250,000 guests annually. pilgrimage 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.
50,000 churches in the United States with religious travel programs
One-quarter (25%) of travelers said they were currently interested in taking a PILGRIMAGE
vacation.
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The results of the foregoing study have clearly demonstrated that pilgrimage tourism is playing a
major role in socio-economic development. Among other observations, it has shown that, for
many countries of the region, the economic significance of pilgrimage tourism is very large
when measured against GDP and exports. For many countries in general and the least developed
countries in particular, pilgrimage tourism is a sector in which they have comparative, if not
competitive, advantages for which they can efficiently convert domestic resources into foreign
exchange. If appropriately used, such foreign exchange can purchase the investment goods
necessary to support more broadly based economic development policies. . The study has
demonstrated that the social significance of pilgrimage tourism, measured in terms of
employment (especially unskilled labour), is very large. It has also illustrated that appropriate
pilgrimage tourism-related interventions can play a role in raising the standard of living and in
reducing poverty in local communities.
It is often necessary, however, to develop and
implement policies that take advantage of the potential benefits of pilgrimage tourism in socioeconomic development. In some cases, this is simply a matter of increasing awareness so that
the joint benefits to pilgrimage tourists and local communities can be ―factored-in‖ at the
planning stage. In other cases it may involve reducing leakages (or retaining pilgrimage tourist
spending). In yet other cases ―affirmative action‖ may need to be taken to capture the benefits.
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SUMMARY AND CONCLUSIONS
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In any event, there is a strong case for considering pilgrimage tourism as an important sector in
socio-economic development..
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