CHAPTER-1

INTRODUCTION

1|Page

1.1 Introduction
Man as a traveller is known since time immemorial. Initially their travel was for the quest of food followed by shelter. Generally with the passage of time their travel turned to several new dimensions-travel as an adventure, travel as hobby, for relaxation, to enjoy natural beauty, as a pilgrimage, to acquire knowledge on historical aspects and archaeological sites. Travel sometimes is associated with adventure and sometimes for enjoying festivals or by taking holy dip. All these are to quench the thirst of mind. Thus, travel or tour has a very important position in human life and ultimately tourism that is movement of people within their own country or across the national border became one of the largest and gainful industries in the economic domain of human life. Kayamkulam is a bright small village which is bathed by Arabian Sea waters. This village is halfway from both Alleppey and Quilon that together connect the backwaters of Kerala. A boat race was conducted in Kayamkulam Lake on 28th of August 2010 as part of initiatives to bring Kayamkulam to the world tourism map. Kayamkulam was once the commercial hub of Kerala. . The first Kayamkulam boat race held in Kayamkulam Lake on August 28th 2010. The length of the race track is 1200 meters. It will be held on the 4th Saturday of August every year. The definition given by the WTO for tourism is the activities of persons travelling to and staying in places outside their usual environment for not more than one consecutive year for leisure, business and other purposes A tourist is a person who is supposed to leave his/her hometown (permanent place) on temporary, basis for the purpose of seeking new experiences, having fun & entertaining, doing sports, seeing cultural & historical places (attractive) etc. On the condition that she/he should stay no less than 1 day and no longer than 12 months, make use of a tourist facility for accommodation and spend her/his own Money through their holiday.

2|Page

Event Tourism is a systematic planning, development, and marketing of festivals and special events as tourist attractions, image-makers, catalysts for infrastructure and economic growth, and animators of built attraction event management deals with event marketing, design and managing of an event. Moreover, it tries to understand the event experiences and to manage them.

Hence, event tourism is in the middle of the two sectors. In other words, event tourism aims at full exploitation of the capabilities of events in order to achieve tourism development of host communities. Event tourism planners must take into account all the details of event management and make a sedulous research on managing event from the tourism perspective. Nowadays event tourism is generally recognized as being inclusive of all planned events in an integrated approach to development and marketing. Event tourism has great similarities with other special forms of tourism.

Event tourism is systematic development, planning, marketing and holding and marketing of events as tourist attraction. Event tourism is generally recognized as being inclusive of all planned events in an integrated approach to development and marketing.

1.2 Objectives of the study

The specific objectives of the study conducted is as follows To examine the tourism potential of Kayamkulam boat race and its role in promoting community benefits To prepare appropriate strategies for marketing Kayamkulam boat race as a event tourism product.

3|Page

1.3 Need and Significance

Tourists have an important role in India. There are many tourist places and our country is getting a good income. We can see different tourists who are seeking variety. Every tourist place need to analyze their activities whether they are attractive enough. Kayamkulam boat race is now becoming popular and attracting many tourists and is a part of event tourism. A study on Kayamkulam Boat race is helpful to understand the following factors: It helps to understand a profile of Kayamkulam boat race. Helpful in understanding which are the area where need improvements. To understand the marketing and promotional activities To understand the community benefits they are getting.

Area of Study
Kayamkulam is a city and a municipality in Alappuzha district of the Indian state of Kerala. It is an ancient maritime trading Centre and is almost equal distance from Alappuzha town and Kollam. The city is well connected by rail and road with other cities in the region. There are two versions as to how Kayamkulam got its name. Some say that Kayamkulam gets its name from a portmanteau of two Malayalam words - kayam (sap of a spice tree) and kulam (pond) while a more reliable version is that Kayamkulam got its name from "kayal" (lake) and "kulam" (pond),since the Kayamkulam lake (Kayamkulam kayal) is as shallow as a pond (a bit exaggerated). Kayamkulam is well known for its coir, fishing and tourism industries. The town is an important township located on the backwaters of Kerala.

1.4 Research Methodology

The study is based on primary as well as secondary data. For collecting primary information, a survey has been conducted among 30 members of host community and interview was carried out among 20 members of boat race authority. The data and information collected were analyzed and interpreted with the help of percentage method.
4|Page

The secondary data has been collected from various books, journals, magazines and eresources and a publication of the boat race authority. Official websites were visited to get relevant informations.

1.5 Chapterisation
The entire study is structured into following five chapters. The introduction chapter provides an overall idea about the tourism industry and event tourism. The second chapter, literature review deals with the theoretical & literature review on the related topics. Chapter three is examining the profile of Kayamkulam. Chapter four explains data analysis and interpretation in detail. The last chapter includes findings, suggestions & conclusion. This is followed by bibliography and appendix.

5|Page

CHAPTER-- II

LITERATURE REVIEW
2. Tourism
The definition given by the WTO for tourism is the activities of persons travelling to and staying in places outside their usual environment for not more than one consecutive year for leisure, business and other purposes A tourist is a person who is supposed to leave his/her hometown (permanent place) on temporary, basis for the purpose of seeking new experiences, having fun & entertaining, doing sports, seeing cultural & historical places (attractive) etc. On the condition that she/he should stay no less than 1 day and no longer than 12 months, make use of a tourist facility for accommodation and spend her/his own Money through their holiday. Tourism is travel for recreational, leisure or business purposes. The World Tourism Organization defines tourists as people "traveling to and staying in places outside their usual environment for not more than one consecutive year for leisure, business and other purposes". Tourism is the act of travel for the purposes of leisure, pleasure or business, and the provision of services for this act. Tourism has been a major social phenomenon of the societies all along. It is motivated by the natural urge of every human being for new experience, adventure, education and entertainment. The motivations for tourism also include social, religious and business interests. The spread of education has fostered a desire to know more about different parts of the globe. Tourism is a major force in the economy of the world, an economy of global importance and signifance (Cooper, 1996) Attractions are an extremely important part of the tourism industry and are the driver for much tourism having taken place. According to Swarbrooke (1995, p.3) tourist attractions are the most important component in the tourism system. They are the main motivators for tourist trips and are the core of the tourism product. Without attractions there would be no need for other tourism services. Indeed tourism as such would not exist if it were not for attractions.
6|Page

2.1 Definition and Characteristics of Tourism

It is defined in a different manner by different people and the most widely accepted definition is the one given by the World Travel Organization (W.T.O) 1993. Tourism comprises the activities of persons travelling to and staying in places outside their usual environment for not more than one Consecutive year for leisure, business and other purposes. The term usual environment is intended to exclude trips within the place of residence, trip to the usual place of work or education and daily shopping and other local day-to-day activities. The threshold of twelve months is intended to exclude long-term migration. For the distance travelled there is no consensus. It varies from at least 40 kms to at least 160kms away from home one way for any purpose other than commuting to work. David Weaver and Laura Lawton gives a definition in his book Tourism Management tourism is As the sum of the processes, activities, and outcomes arising from the interactions among tourists, tourism suppliers, host governments, host communities, origin governments, universities, community colleges and nongovernmental organisations, in the process of attracting, transporting, hosting and managing tourists and other visitors. The sum of

phenomena and relationships arising from the travel and stay of non residents in so far as it does not lead to permanent residence and is not connected to any earning activity-Hunziker and Krapt. The tourism industry has the following characteristics which almost likely to be service industry; Intangibility

7|Page

2.2 Recent Developments of Tourism

The recent development of tourism are classified into different categories like the following

2.2.1 Sustainable Tourism

"Sustainable tourism is envisaged as leading to management of all resources in such a way that economic, social and aesthetic needs can be fulfilled while maintaining cultural integrity, essential ecological processes, biological diversity and life support systems."

2.2.2ecotourism
Ecotourism, also known as ecological tourism, is responsible travel to fragile, pristine, and usually protected areas that strives to be low impact and (often) small scale. It helps educate the traveler; provides funds for conservation; directly benefits the economic development and political empowerment of local communities; and fosters respect for different cultures and for human rights.

2.2.3 Pro-Poor Tourism

Pro-poor tourism, which seeks to help the poorest people in developing countries, has been receiving increasing attention by those involved in development; the issue has been addressed through small-scale projects in local communities and through attempts by Ministries of Tourism to attract large numbers of tourists

2.2.4 Recession Tourism

Recession tourism is a travel trend, which evolved by way of the world economic crisis. Identified by American entrepreneur Matt Landau (2007), recession tourism is defined by low-cost, high-value experiences taking place of once-popular generic retreats. Various recession tourism hotspots have seen business boom during the recession thanks to comparatively low costs of living and a slow world job market suggesting travelers are elongating trips where their money travels further.

8|Page

2.2.5 Medical Tourism

When there is a significant price difference between countries for a given medical procedure, particularly in Southeast Asia, India, Eastern Europe and where there are different regulatory regimes, in relation to particular medical procedures (e.g. dentistry), traveling to take advantage of the price or regulatory differences is often referred to as "medical tourism".

2.2.6 Educational Tourism

Educational tourism developed, because of the growing popularity of teaching and learning of knowledge and the enhancing of technical competency outside of the classroom environment. In educational tourism, the main focus of the tour or leisure activity includes visiting another country to learn about the culture, such as in Student Exchange Programs and Study Tours, or to work and apply skills learned inside the classroom in a different environment, such as in the International Practicum Training Program

2.2.7 Creative Tourism

Creative tourism has existed as a form of cultural tourism, since the early beginnings of tourism itself. Its European roots date back to the time of the Grand Tour, which saw the sons of aristocratic families traveling for the purpose of mostly interactive, educational experiences. More recently, creative tourism has been given its own name by Crispin Raymond and Greg Richards, who as members of the Association for Tourism and Leisure Education (ATLAS), have directed a number of projects for the European Commission, including cultural and crafts tourism, known as sustainable tourism. They have defined "creative tourism" as tourism related to the active participation of travellers in the culture of the host community, through interactive workshops and informal learning experiences.

9|Page

2.2.8 Doom Tourism

Also known as "Tourism of Doom," or "Last Chance Tourism" this emerging trend involves traveling to places that are environmentally or otherwise threatened (the ice caps of Mount Kilimanjaro, the melting glaciers of Patagonia, The coral of the Great Barrier Reef) before it is too late. Identified by travel trade magazine Travel Age West editor-in-chief Kenneth Shapiro in 2007 and later explored in The New York Times, this type of tourism is believed to be on the rise. Some see the trend as related to sustainable tourism or ecotourism due to the fact that a number of these tourist destinations are considered threatened by environmental factors such as global warming, over population or climate change. Others worry that travel to many of these threatened locations increases an individuals carbon footprint and only hastens problems threatened locations are already facing.

2.3 Event Tourism

Event Tourism is a systematic planning, development, and marketing of festivals and special events as tourist attractions, image-makers, catalysts for infrastructure and economic growth, and animators of built attraction event management deals with event marketing, design and managing of an event. Moreover, it tries to understand the event experiences and to manage them. Hence, event tourism is in the middle of the two sectorsEvent tourism planners must take into account all the details of event management and make a sedulous research on managing event from the tourism perspective. Nowadays event tourism is generally recognized as being inclusive of all planned events in an integrated approach to development and marketing. Event tourism has great similarities with other special forms of tourism. Event tourism is systematic development, planning, marketing and holding and marketing of events as tourist attraction. Event tourism is generally recognized as being inclusive of all planned events in an integrated approach to development and marketing.

10 | P a g e

Before starting the analysis of the event tourism sector it is essential to be cleared what is an event. The Definition of the event is difficult to be accurate and it can be flexible to suit different situations. Although there are various definitions in the events literature the current paper uses the one of Allen, OToole, McDonnell and Harris (2002), as is the most appropriate from the tourism perspective: A special event is a one-time or infrequently occurring event outside normal programs or activities of the sponsoring or organizing body. To the customer or guest, as special event is an opportunity for leisure, social or cultural experience outside the normal range of choices or beyond everyday experience. Events are categorized according to their demand, tourist value and impacts to the host destination. Mega events are those that attract an enormous number of visitors such as Olympic Games, World Cup etc. and have long been related to image-making or developmental roles for the host community. Hallmark events are Major one-time or recurring events of limited duration,developed primarily to enhance the awareness, appeal and profitability of a tourism destination (Ritchie, 1984). Local and Major events are small events and constitute the main subject of this paper. Some of them have tourism potential that can be developed, requiring investment, and some are not interested in tourismperhaps even feeling threatened by it(Getz, 2007). Hence, the matter of capability of such events to contribute to rural community rises.

2.3.1 Goals of Event Tourism

The main aims and goals of event tourism are like the following *Creating favorable image for a destination *Expanding the traditional tourist season *Spreading tourist demand more evenly through an area *Attracting foreign and domestic visitors *Economic benefits *Infrastructure development

11 | P a g e

Events contribute to destination attractiveness by their: Expansion of tourist season Spread of tourism geographically Use of resorts, theme parks Use of conventions and exhibition facilities

2.3.2 Advantages of Event Tourism

The advantages of the event tourism is very wide, the main advantages are like the following Increased visitation to region Economic injection Increased employment Improvement of a destinations image Enhanced tourism development Ability to act as a catalyst for development Reduction of seasonal fluctuations

2.3.3 Disadvantages of Event Tourism

Like every other sector or type of tourism, event tourism also has some limitations. The demerits are as follows Inflation Disruption to normal life Disrespect of local culture Exploitation Noise Pollution Environmental damage Overcrowding

12 | P a g e

2.3.4 Concept of Event Tourism

The origins of event tourism as a topic of serious academic interest are comparatively recent. The subject is largely a postwar development which began especially to unfold in the 1970s, not least in response to a growing interest and recognition of the potential value of events to economies, societies, and their cultures, as well as to environmental regeneration. In part, the continued evolution of the subject has arisen from the development of convention and exhibition management as cognate areas but, through time, policy-makers, planners, and destination managers became aware of the potentially significant and wide role of events in specific localities, ranging in scale from the Olympic Games to community festivals. Event tourism is now a vibrant and dynamic field of study and research, and the sheer scale of the growth in its output makes this Rutledge collection especially timely. A wide range of social-science journals have published material about event tourism and this new Major Work makes available foundational pieces of scholarshipas well as cutting-edge researchfrom these disparate, and sometimes less accessible sources, as well as from the leading UK, European, and North American tourism journals, and from other hard-to-find publications. Event tourism is where a particular event, e.g. The Olympics in London is "sold" to tourists. It seeks to maximize the tourist numbers by advertising and online promotions, and capitalize on the event by organizing and matching the various tours, transport needs, hotel reservations and tickets to events as much as possible so it is easy for tourists to pick the sort of options they want. Event Tourism is a systematic planning, development, and marketing of festivals and special events as tourist attractions, image-makers, catalysts for infrastructure and economic growth, and animators of built attraction event management deals with event marketing, design and managing of an event. Moreover, it tries to understand the event experiences and to manage them. Hence, event tourism is in the middle of the two sectors. In other words, event tourism aims at full exploitation of the capabilities of events in order to achieve tourism development of host communities. Event tourism planners must take into account all the details of event management and make a sedulous research on managing event from the tourism perspective.
13 | P a g e

Nowadays event tourism is generally recognized as being inclusive of all planned events in an integrated approach to development and marketing. Event tourism has great similarities with other special forms of tourism. Basic travel motivators have been identified as falling into the four categories - physical, cultural, interpersonal and prestige. Different types of events can satisfy all these motivations. Furthermore, desire for escape from the ordinary and search for the intrinsic rewards of leisure pursuits are motivation for all tourists. Therefore, events can satisfy these needs because are extra-ordinary by definition. Moreover events can provide socio- psychological benefits, such as self- determination, challenge, learning, exploration, novelty, and relaxation. Event tourism is a form of tourism with the event, there are also items such as holding a normal event, but more luxury tourism organization with conferences or ceremonies performed fashion usually sea, summer .Will the attention and attracted the attention of those present direct or indirect presence in the ad so the event really effective tourism brand. Events themselves do not have to attract tourists to the area to play an important role in a tourism development (Getz, 1991). However, there is a reason why tourists need something to do in their free time. They will be looking for attractions or events in a tourism destination, and expect what a tourism destination offers. Events can contribute to a perception that a place is a nice area to visit during travel. There are certain attributes to attract tourists to a destination; events are the emerging sign of success in the list of these attractions. Events can be defined as a package carried out with a perceived concept, and then customized or modified to achieving the aim of organizing that event. In the new millennium the targeted tourists are attracted. The key elements of an event can be considered as venue, target audience, media, and event infrastructure. Thus an event can be a most powerful way to attract tourists to the destination. The events may be in the form of MICE (meetings, incentives, convections and exhibitions), sporting event, and cultural event or may be award functions like Oscar etc. This is how word Event tourism came into being. Although it is a newer concept but is now widely recognized, having a potential significant contribution to local economies.
14 | P a g e

In simple terms, an event acts as an attraction for people from outside the local community to visit the location and spend money on accommodation, food and leisure activities at the destination. Events also help to build an image into the minds of tourists who have never visited the place definitely grabs their attention to the destination through media coverage. A significant motive for year round visits by guests is also event tourism. The Tourist Board of the Primorje-Gorski kotar County has dedicated special attention to this type of tourism by issuing an events calendar titled From day to day through the tourist information provider Kvarner info which is issued in 8 languages and is the basic source of information about the region and manifestations and is updated and reprinted quarterly. There is a wide selection of events significant to the enrichment of the tourist offer and extension of the season. From manifestations connected with culture (music festivals, concerts, exhibitions, competitions, press), sport (regattas, endurance, mountain etc.),

tradition (carnivals, folklore, gastronomy), through to development of tourism (support for eco-centers, national parks and nature parks, improvement of places, walking and cycling trails) to manifestations connected to the fruits of nature (Marunada chestnut festival, Days of cherries, Days of asparagus, Days of mountain fruits).Tourist offer events start in January and February with carnival activities which culminate in one of the largest and most recognisable European carnivals the Rijeka carnival. The cities of Rijeka and Novi Vinodolski are members of the International Association of Carnival Cities which most vividly indicates the importance, in a tourist sense, of these events founded on traditions and within whose framework are a whole series of traditional manifestations like the zvonari (bell ringing) in Kastav and Matulja, Muna, ejanato the Opatija Balinjerade, International Carnival Day and Childrens Carnival Promenade. Events tourism this is a great chance to become a witness of the unique music, sports, cultural events. Such visits are remembered for a lifetime. The main difference of the event tourism from the usual tours is that an event becomes your goal. Today, almost any travel agency is ready to offer a choice of dozens of routes. It all depends on desire, imagination and taste.
15 | P a g e

We can identify several key thematic areas: national festivals and celebrations, theatrical performances, film and theater festivals, gastronomic feasts, flower shows, fashion shows, auctions, sporting events, music concerts and festivals. According to tour operators, clients often choose well-known events. They include the Cannes Film Festival, Oscar, the London Festival of St. Patrick, circus festivals in Paris, Munich Oktoberfest, fashion shows in Milan, Tokyo and New York, the auction Sothebys and Christies. Event tourism is expensive entertainment and not everyone can afford. Great prices are caused by the services provided by travel agency. Tour operators often risk their own money reservations for major events, accommodation of the hotels in a few months before the event otherwise they do not get tickets at all. The event tourism is an important component of recreation and entertainment. In the first place, those hotels and guest houses win that instantly filling their rooms. For example, hotels in the towns where festivals of wine are hold. Families and individuals want to create a memorable and pleasant experience by traveling around the world and visiting different cultures, for example. Practically, you can expand your horizons by exploring new cultures, languages, society, and food to name a few. Indeed, traveling offers one of the best ways to learn and enhance ones experience. Event tourism is one such way to create unique travel experience. Whistler's stakeholders, specialists in the field of event tourism and destinations that are already engaged in event tourism strategies widely accept that it is necessary to adopt a long-term, strategic approach to event tourism in order to realize the full tourism potential of events. The stakeholders interviewed for this strategy also support an integrated approach that considers both the needs of the guest (or "event tourist" or "tourist") and the community. Event tourism sector and its affection on the economy and the society of the rural community. The significance of events for rural development is argued by various researchers. A general conclusion is that rural events affect host communities mainly by constructing a destination image and by building community commitment

16 | P a g e

A wide range of social-science journals have published material about event tourism and this new Major Work makes available foundational pieces of scholarshipas well as cutting-edge researchfrom these disparate, and sometimes less accessible sources, as well as from the leading UK, European, and North American tourism journals, and from other hard-to-find publications. As well as bringing together the key studies and journal articles that have shaped serious thought about event tourism, the collection will be welcomed as the first mapping of an area that to date has lacked an interdisciplinary synthesis. The thematic organization of the collection, together with the editors introductions and their commentaries on the collected texts, will make sense of the wide range of approaches, theories, and concepts that have informed event tourism, and will review the history of the subject and the rise of its identity and research agenda. It is an essential collection destined to be valued as a vital research resource by all scholars and students of the subject. There is another kind of tourism that is critical to any community, and we are beginning to receive more of it. It is event-based tourism. Event tourism is travelers coming to our area for a specific event, such as a local festival like Boom Days, Ider Mule Day, Sand Mountain Potato Festival, Mentone Rhododendron Festival, Collinsville Turkey Trot or Fyffe UFO Days. All of these events bring money to our communities from people to who travelled from outside our area to come here. They buy gas, eat, shop, spend the night in our hotels, cabins, campgrounds, etc. Tourist offer events start in January and February with carnival activities which culminate in one of the largest and most recognisable European carnivals the Rijeka carnival. The cities of Rijeka and Novi Vinodolski are members of the International Association of Carnival Cities which most vividly indicates the importance, in a tourist sense, of these events founded on traditions and within whose framework are a whole series of traditional manifestations like the zvonari (bell ringing) in Kastav and Matulja, Muna, ejanato the Opatija Balinjerade, International Carnival Day and Childrens Carnival Promenade. These are followed by entertainment-musical, gastronomy and sports events, which upon the approach of Easter and

17 | P a g e

the pre-season, especially the main tourist season, increase in numbers and grow into fireworks of attractive tourist events in the summer months. On one side they are characterized by being an offer for everyone, while on the other hand, being of high quality for even those most demanding of guests. Along with popular fishermans evenings in most tourist localities, here too are manifestations and festivals like the Osor musical evenings, Summer performances and Festivals of Krk, Rab musical evenings, Lubenikih musical evenings, Summers in Frankopan in Kraljevica, International summer carnival in Novi Vinodolski, Liburnia jazz festival in Opatija, Kastaf summer, Rab knightly games, Fruits of the mountain in Gorski kotar, Days of music on Mali Loinj, events on the Opatija Summer stage, etc. The annual finale of all the events according to tradition is in Mali Loinj, when in the last four days of the current year the traditional international competition in underwater fishing is held.

2.3.5 Benefits of Events

It provides off-season benefits to the economy. The tourist may visit the destination if any event is on at the destination. It also adds to increase demand of local business weather hotel bookings, food restaurants, transportation. Events also encourage tourists to stay for a longer time at the destination. Events are also a tool to reach specific target market or a wider market both. They reinforce the destinations image. They help in promotion, positioning and branding a destination. The events help to communicate the destinations awareness. They build brand equity. The long term advantages of hosting an event may be referred as improvement in infrastructure, attractive investment by big companies, quality of life for locals and amazing experience for travelers, destinations brand building and an added value to the citys identity It can be added further to this research that the co-branding of events with destination or viceversa can be positive or negative.

18 | P a g e

A huge event may hamper the destinations image as the tourist will be more involved with the event than the destination which will not have a long lasting effect whilst a huge event may not have good response if the destination is not well known. Further study can be on terms of that what kind of events can cater the positive impacts on destination. Overall this article puts an undoubted study in terms of co-branding effects of destination and events.

2.3.6 Impacts of Event Tourism

The impact of event tourism is affecting in different sections and areas. Sometimes event tourism impact as rural development or economical etc... The impacts of event tourism are as follows

2.3.6.1 Rural Development

Because of its great benefits, rural areas depend mainly on tourism for their economic and sociocultural development. Throughout Europe, in particular, tourism has been widely promoted and relied upon as a means of addressing the social and economic challenges facing rural areas (Sharpley, 2002). Especially, in less developed countries tourism afflicted by debilitating rural poverty, tourism is perceived to be one of the few feasible options for development. Worldwide, demand for products such as found in a rural setting are said to be on the increase. There are trends that indicate the demand for rural based tourism will continue to increase .New approaches to product development and marketing of rural tourism products should be considered (Gartner, 2004). Moreover economic reasons are forcing rural destination to increase the supply of rural- based tourism products in order to attract available tourists. Rural areas usually face problems such as limited sources of income and limited opportunities for employment. Declining economic activity, restructuring of the agricultural sector, dwindling rural industrialization and out-migration of higher educated youth, has led to the adoption, in many western nations, of tourism as an alternative development strategy for the economic and social regeneration of rural areas (Hannigan, 1994; Dernoi, 1991). Tourism has been embraced by an increasing number of rural communities as a means to offset losses in traditional agricultural industries and to diversify their economic bases.
19 | P a g e

However, a rural community generally is unable to take full advantage of the tourism industry, as it does not have sufficient infrastructure to support year round visitors (Mangion and McNabb, 2005). Therefore, it is essential to understand the importance of taking advantage of event tourism as a potential tool to overcome the problems of rural areas. Further down, researches that deal with the capability of rural event tourism to contribute to rural development are analyzed

2.3.6.2 Contribution of Rural Events to the Development of Host Destinations

Firstly, it is important to understand and to measure the spending patterns of event tourists or goers in order to measure the cash injection to host community. A useful study for understanding the categories of event tourists spending is of the Chhabra, Sills and Cubbage (2003) which provides estimates of the total economic impact of two short-term events in rural North Carolina, using an input-output (I-O) model. This research found that visitors spent the most on lodging, food and beverage and this varies according to the length of stay for attending the event and the number of activities offered. The business that are the most benefited from events are the tourism enterprises such as restaurant, other food and beverage, lodging, entertainment, shopping, admission fees, and auto-related expenses have been identified as the main categories of spending .The total spending figures from the current case study for North Carolina, are also consistent with findings on other events such as the case studies of Ryan (1998) for New Zealand and the 9day tourism exposition in Michigan . As regards with the festivals attendance approximately the half of the visitors where repeat visitors. Of course this is fact reduces the risk of event failure in the future. For a non-local visitor, a visit to a once-only event in an unknown destination is a high-risk travel decision, whereas the decision to visit an annual event that has been enjoyable in the past is much easier. The general conclusion of the research of North Carolina is that the two events are significant contributors for rural economies mainly for lodging and restaurant sectors.

20 | P a g e

2.3.6.3 Economic Impacts

The positive and negative economic impacts of event tourism are as follows Positives The positive impacts are as follows Increased expenditures Creation of employment Increase in labor supply Increase in standard of living

Negatives The negative impacts are as follows Price increases during event Real estate speculation Failure to attract tourists Better alternative investments Inadequate capital Inadequate estimation of costs of event

2.3.6.4 Commercial Impacts

The commercial impacts are as follows Positives The below mentioned are the positive commercial impacts Increased awareness of the region as a travel/tourism destination Increased knowledge concerning the potential for investment and commercial activity Creation of new accommodation and tourist attractions Increase in accessibility

21 | P a g e

Negatives The below mentioned are the negatives of commercial impacts Acquisition of a poor reputation as a result of inadequate facilities, improper practices or inflated prices Negative reactions from existing enterprises due to the possibility of new competition for local manpower and government assistance.

2.3.6.5 Physical/Environmental Impacts The below mentioned are the physical/environment impact Positives The positive impacts are Increase in permanent level of local interest and participation in types of activity associated with event Strengthening of regional values and traditions. Negatives The negative impacts are Commercialization of activities which may be of a personal or private nature Modification of nature of event or activity to accommodate tourism Potential increase in crime Changes in community structure and social dislocation 2.3.6.6 Psychological Impacts The positive and negative psychological impacts are Positives Increased local pride and community spirit Increased awareness of non-local perceptions. Negatives: Tendency toward defensive attitudes concerning host region Culture shock Misunderstanding leading to varying degrees of host/visitor hostility.
22 | P a g e

2.3.6.7 Political/Administrative Impacts

The administrative impacts are Positives: Enhanced international recognition of region and values Development of skills among planners.

Negatives: Economic exploitation of local population to satisfy ambitions of political elite Distortion of true nature of event to reflect elite values Inability to achieve aims Increase in administrative costs.

2.3.7 Community Benefits of Event Tourism

The contribution of the tourism industry to the global economy has been well documented and in a bid to exploit the cash injection that tourism provides, many rural communities have decided to host tourism events on a yearly basis to bolster their flagging economies. The direct and indirect benefits of tourism combine to create an extensive list of opportunities. The contribution of the tourism industry to the global economy has been well documented. Numerous agencies and academic researchers have identified tourism as a potential economic development tool, particularly for rural communities. Tourism events have been found to increase business turnover, income and employment in the host region and are seen to assist with social and economic development. A number of agencies, along with many academic commentators have identified tourism as a potential economic development tool. Consequently, many rural communities view tourism as a major tool for addressing rural economic decline. In both developed and developing countries, tourism is frequently purported to be a viable means of raising the economic activity of regions, otherwise not well endowed with resource potential (Hall 1994). Additionally, the development of a tourism industry has been noted to promote the destination's image, enabling the region to achieve other objectives, such as
23 | P a g e

business recruitment and retention. Flowers (2004) demonstrated the significance of tourism by reporting that tourism contributed 207,000 employment opportunities to regional and rural Australia. Event tourism is defined as Community-based festivals...organized from within sectors of the community that have a need or desire to celebrate features of their way of life or history (Douglas, Douglas & Derrett 2001 p. 357). Tourism events have several advantages over tourism in general. One of the major benefits of event tourism is the ability to utilize current infrastructure making it less expensive for the host community. Event tourism is arguably capable of smoothing the progress of tourism. Shaw 1992) and has the capacity to provide a market for friendly regional competition additionally, tourism events have been found to increase business turnover, income and employment in the host region. The event has entertainment value; provides economic benefits in particular for local businesses; promotes community pride and act as regional showcase. A community involved in the planning and implementation of tourism has a more positive attitude, is more supportive and has better chance of making a profit than a population passively ruled or overrun by tourism. One of the core elements of sustainable tourism development is community development. This is giving the community the process and capacity to make decisions that consider the long-term economy, ecology and equity of all communities. Services such as tourism act as an economic shock absorber helping to support communities, particularly in rural areas, through economic drought, as services are more recession-proof than goods. The tourism industry is decentralised meaning that there is little dependence on urban centers and imports to sustain tourism activity.

Sustainable/community based tourism relies on small, locally operated business, local features and products and thrives on entrepreneurial activity from individuals.

24 | P a g e

Event tourism provides opportunities for regional development particularly for regional areas undergoing structural change. Being a labour intensive industry, with the right encouragement tourism can deliver great employment and training opportunities particularly for young people. Event tourism development that leverages existing attributes often brings a range of benefits to host Communities. Improved infrastructure (power, water, and

telecommunications), access, services (Banks transport) and new investments, all serve to enhance the lifestyles of communities. Community support will follow developments that service the community and provide ongoing Benefits. Event tourism is an interface for cultural exchange, facilitating the interaction between communities and visitors. People want to interact with other cultures, learn about traditions and even confront themselves with new perspectives on life and society. Event tourism can be used as a tool for raising awareness. Branding of local product and achievements creates regional identity both nationally and internationally. Tourism can also raise awareness of local issues and needs. Event tourism can boost the preservation and transmission of cultural and historical traditions. This often contributes to the conservation and sustainable management of natural resources, the protection of local heritage, and a revival of indigenous cultures, cultural arts and crafts.

2.3.7.1 Economic Benefits

Economic benefits resulting from event tourism can take a number of forms including: *Jobs Employment may be associated directly, such as tour guide or managerial positions; or in supporting industries like food production or retail suppliers.

* Increased spending Increased spending in the community generated from visitors or tourism businesses can directly and indirectly promote the viability of local businesses.

25 | P a g e

* Economic diversification Tourism operators can play a role in highlighting the broad prosperity that tourism can bring to a community and will contribute to a greater understanding and respect for the value of tourism. Economic diversification is, for many communities, an insurance policy against hard times. By offering an additional means of income, tourism can support a community when a traditional industry is under financial pressure, particularly where that community relies heavily on a single industry.

* Infrastructure Infrastructure including roads, parks, and other public spaces can be developed and improved both for visitors and local residents through increased tourism activity in a region.

2.3.7.2 Social Benefits

Community identity and pride can be generated through tourism. A positive sense of community identity can be reinforced and tourism can encourage local communities to maintain their traditions and identity.

2.3.7.3 Environmental Benefits

Providing financial or in-kind support for the conservation of the local environment and natural resources will enhance the reputation of any tourism business. Tourism, particularly ecotourism, can place a greater focus on the conservation of natural resources through the recognition of their importance to visitor experiences and their economic value to the local community.

26 | P a g e

2.3.8 Events in Kerala

Kerala, in southwest India on the Arabian Sea coast, has a mixed population of Hindus, Christians, Muslims and people of other communities. Kerala's cultural calendar is full of events through the year as the secular people of Kerala celebrate festivals and events of all religions. *Onam Festival: Celebrated in August-September every year, this festival celebrates the successful harvest and the return of King Mahabali, who comes to see the welfare of his people. Malayalis exchange gifts of new clothes, enjoy lavish traditional meals and decorate the entrance of their houses with beautiful flower carpets. Women dance around a lit lamp in the courtyard of their houses. Cultural programs of Kathakali and Mohiniattam classical dance are held and everyone celebrates the festival of Onam in Kerala. *Snake Boat Races: Held every year at Alappuzha, during the Onam festival, the Nehru Trophy Boat Race, is held at the Punnamada Lake. Snake boats known as Chundanvalloms powered by teams of rowers compete against each other in an atmosphere of tremendous excitement.

*Temple Festival Thrissur: This annual event held at the Vadakunnatha Temple in Thissur is known for its processions of elephants bearing the idols of the gods, covered with colorful parasols and accompanied by groups of drummers beating in rhythm. The sight of two rows of majestic elephants, decorated in traditional style with gold forehead ornaments and bearing the images of deities is truly an impressive sight. *Sabarimala Pilgrimage: This annual pilgrimage to the shrine of Lord Ayyappa (believed to be a union of Shiva and Vishnu) in the Sahyadri Mountains of the Western Ghats is a pilgrimage, which is undertaken by increasing numbers of pilgrims every year. On Janury 14 every year, which is the most important day of the pilgrimage, thousands of devotees travel to the shrine to see the makara vilakku - a light that glows on a neighboring hillside, which is believed to represent the presence of Ayyappa
27 | P a g e

*Christmas: Kerala has a significant Christian community, and the festival of Christmas is celebrated with joy and fervor, throughout Kerala. Masses are held in churches, choirs sing in schools and public halls, gifts are exchanged and all of Kerala wears a festive appearance on Christmas Day. *Id-ul-Fitr: All the Muslim festivals and holy days are celebrated in Kerala throughout the year. Id-ul-Fitr, which celebrates the end of the holy month of Ramadan, is celebrated with joy and feasting throughout Keral

2.3.9 Kerala Boat Races

Kerala is a land of backwaters and beaches. A number of water sports are associated with the major lakes in Kerala. One of the major water sports in Kerala is boat racing, which is being organized by a number of social and religious organizations. These boat races have always been a part of the tradition of Kerala. There are instances in the history of Kerala when disputes between kings and chiefs were settled by boat races. These boat races are yet another reason that the tourists are attracted towards God's Own Country. A number of teams from different districts participate in boat races, which are organized annually. These races are organized specifically during temple festivals, which give this water sports an aura of religious sanctity. A few out of these races are ancient and have different myths and legends attached to them. The Snake boat races, commonly known by the natives as Chundanvallams, are the one which are most popular. These races are organized at different places in Kerala including Punnamada in Alappuzha.

2.3.9.1 Important Boat Races in Kerala

*Champakulam Moolam Boat Race Champakulam Moolam Boat Race is one of the ancient and most popular boat races in Kerala. The race is organized on the river Pampa at Champakulam, Alappuzha. The snake boats are called so because of the huge sterns of these boats that looks like a hood of a cobra raised in anger. The average length of the snake boats measures to hundred feet. The legend
28 | P a g e

has that the Raja of Chempakasseri, Pooradam Thirunal Devanarayanan, built a temple at Ambalappuzha as suggested by the royal astrologers. It was discovered that the idol which was being placed at the temple was not fit. Therefore, a new idol was brought to this place from Karikulam Temple in Kurichi. As this idol was brought to the temple on a boat, the king declared that watersport will be organized on this particular date every year, to commemorate this event.

*Aranmula Uthrattadi Vallamkali Aranmula Uthrattadi Vallamkali or the Aranmula Boat Race is the oldest known boat race event which takes place in Kerala. The boat race takes place during the festival of Onam, which occurs during the Malayalam month Chingam (August - September). The boat race is dedicated to Lord Krishna and Arjuna. The boats which are used for racing are huge. They have four helmsmen, 100 rowers and 25 singers who sing Vanchipattu songs throughout the race. The traditional snake boats which are especially used here for racing are called Palliyodams by the natives. Each boat is decorated with a golden lace. Along with these decorations every boat has a flag and two or three ornamental umbrellas.

*Payippad Jalotsavam Payippad Jalotsavam is one of the finest snake boat races organized all over the world. The boat race is organized in a span of three days on the lake Payippad, which is located 35km from the district of Alappuzha. There is a close relationship between the Payippad Jalotsavam and the Subramanya Swamy Temple situated at Haripad. The legend has that before the actual construction of Sree Ayyappan Temple, the people of Haripad village had a vision that they should install the idol of Subrahmanya which was to be found at the bottom of the Kayamkulam River. Interestingly, the idol was supposed to be placed under a whirlpool. The people found the idol at the exact location. Hence, they brought the idol to its present location on a boat. This festival is celebrated every year in commemoration of that event.

29 | P a g e

*Nehru Trophy Boat Race The annual Nehru Trophy Boat Race takes place on the backwaters of Punnamada in Alappuzha of Kerala. The race is a rowing competition, which takes place between numerous teams who participate in this event to contend for the Nehru Trophy. The history behind the event is that, a snake boat race was conducted when Pt. Jawahar Lal Nehru visited this place. He was so impressed by the enthusiasm of the rowers that he awarded the Nehru Trophy to the winners. * Indira Gandhi Boat Race It is a boat race festival celebrated in the last week of December in the backwaters of Kochi, a town in Kerala. This boat race is one of the most popular vallam Kali (snake boat race) in Kerala. This festival is conducted to promote Kerala tourism. This race with its heart throbbing rhythm of drum music provides an unforgettable experience to the spectators. The sixteen majestic snake boats racing neck to neck in gaiety and competition to the sky-rending cheers of the multitudes, is a unique sight. The coveted trophy of the race was instituted in memory of Indira Gandhi, the late Prime Minister of India. *Orchirakali Boat Race It is yet another famous event of Kerala. Ochirakali is an annual event in the Sri Parabrahma temple, which aims at highlighting the martial skills of participants. Many people come to the sacred temple of Parabrahma. The exclusive thing about this temple is that there are no idols or sculptures that are worshipped. In Kerala, Ochirakali boat race is held on the place where former rulers of Kerala, namely, Kayamkulam and Ambalappuzha are said to have fought a historic battle. The festival is detained to honor that historical event.

2.3.10. Boat Race Is An Event Tourism

*Dragon Boat Race Dragon boat racing is held to celebrate the Dragon Boat Festival (also known as Tuen Ng Festival) and is one of the most exciting sports you will ever see in Hong Kong. It is immensely popular in Hong Kong and attracts teams from all walks of life, including
30 | P a g e

traditional fishermen. The races are held every year at locations throughout Hong Kong. The main races will be held on the Tuen Ng Festival day, which falls on 6 June (Monday) this year. Join the locals for a day at the races and youll see why this is a must attend event. *Nehuru Trophy Boat Race This is event, the most famous single attraction in Alappuzha, is held on the second Saturday of August the Nehru Trophy Snake Boat Race is a spectacle and it can be described as the biggest team sport. It is the queerest display of a rural culture and vitality in a fast urbanizing world. The race starts in the afternoon. By the late forenoon itself, the rows of bleachers under the palms are packed and other spectators have scaled up the overhanging palms and, the richer ones, have even come here in their own cabin cruises and motor boats. There is an air of tense expectation. Chundan Vallams (Snake Boats) manned by scores of rowers shaded by colorful umbrellas presents a spectacular sight. There is always severe competition as Snake boats sponsored by different villages and with more than 100 rowers in each race to finish it to the accompaniment of rousing music. When the starter's flag falls a roar tears out of thousands of throats. The oared boats cleave through the water accompanied by frenzied cheering. Some palm-straddling spectators even tumble off their perch. The greatest roar, however, is reserved for the battle of the hundred-oared chundan valloms: those ram-snouted battle wagons of another age, with flaring tails on which their straining helmsmen lean on steering oars. You have' missed water-sports if you've not seen the battle of the Chundan Valloms off Alappuzha. *Vallamkali Literally meaning boat game (race) in Malayalam are magnificent fiestas that brings alive the tranquil backwaters. Snake boat races are held in connection with Onam, the harvest festival in August/September. The race of Chundan Vallam (snake boat) is the major item. Hence Vallam Kali is also known in English as Snake Boat Race and a major tourist attraction. Another great event as important as the land's ethos as the elephant pageant. A sport that signifies the excellent team spirit, integration and amity of the people of this backwater country. An occasion of great excitement that is a reflection of a vibrant people. Other types
31 | P a g e

of boats which do participate in various events in the race are Churulan Vallam, Iruttukuthy Vallam, Odi Vallam, Veppu Vallam (Vaipu Vallam), Vadakkanody Vallam, Kochu Vallam. *International Dragon Boat Race The International Dragon Boat Race organized by the Indian Kayaking and Canoeing Association. About 300-350 dragon boat racers from Asian and European countries are participated in the event. Dragon boat race is originated in China more than 2000 years ago and has its roots in Chinese mythology, which tells the tale of Chu Yuan, an honest servant of the erstwhile Chinese emperor. Chu Yuan, distraught at the corruption that prevailed in the land, threw himself into a river in protest and is believed to have been devoured by the dragons of the water. Dragon boat race is held in China to honour the memory of Chu Yuan. In 1976, the Hong Kong Tourism Bureau gave dragon boat racing its place in the modern era when it organized the first international event of the sport. Since then, and especially with the formation of the International Dragon Boat Federation the world governing body for the dragon boat sport and its Continental Federations for Asia and Europe in the early 1990s, dragon boating as a sport with regularized rules and equipment has grown in popularity in Asia and Europe, North and South America, Australia and Asia. Today, dragon boat racing is amongst the fastest growing team water sports in the world. Kochi has successfully hosted several international events like the Second International Conference on Responsible Tourism, Kerala travel Mart, international flower shows and seafood fests. As a strategic location and commercial hub, Kochi has excellent connectivity network with to the rest of the country and the world by air, rail, road and sea and every facility needed to play the prefect host for the International Dragon Boat Race. *Indira Gandhi Boat Race As part of the tourism fair celebrated every year during the last week of December, a boat race is organized at Ernakulam. Several snake boats vie for the coveted trophy. This boat race with its heart throbbing rhythm of drum beats provides an unforgettable experience. More information can be had from the ITDC Tourist Office at Wellington Island and the KTDC Tourist Reception Centre in Ernakulam. Daily boat cruises are arranged by KTDC covering Willington Island, Fort Cochin, Mattancherry, Bolgatty Island
32 | P a g e

CHAPTER-III

PROFILE OF KAYAMKULAM BOAT RACE

33 | P a g e

3.1 Destination Kayamkulam

Kayamkulam is a town washed by the waters of the Arabian Sea and is an important township located on the backwaters of Kerala.. It lies between Alleppey and Quilon. Kayamkulam is well known for its coir, fishing and tourism industries. One of the largest power plants in Kerala, run by the NTPC, is located in Kayamkulam . Kayamkulam was a part of erstwhile Travancore state for a long time and was a prominent center of art and architecture. Many temples and palaces were built during that period. Some say that Kayamkulam got its name from two Malayalam words - kayam (sap of a spice tree) and kulam (pond) while others say that it got its name from "kayal" meaning lake and kulam meaning pond inferring that the Kayamkulam lake (Kayamkulam kayal) is as shallow as a pond Kayamkulam Lake, spread over an area of 60 sq km, is one of the most scenic backwaters in Kerala. It is a shallow lake which merges in the sea at Kayamkulam barrage. With a length of 30 km, Kayamkulam Lake is a favorite destination for nature lovers. House boat facilities are available for the tourists. Kayamkulam Lake connects Ashtamudi lake by the Chavara - Panmana canal. Kayamkulam Sri Vittala Temple and Kayamkulam Thermal Power Plant are easily accessible. Kayamkulam is a city in the State of Kerala. The closest tourism destination to Kayamkulam is Adoor. Other close by tourism destinations include Pathanamthitta, Konni and Kollam (Quilon). The nearest major railway station to Kayamkulam is KOCHI (ERS) which is at a distance of 12.4 kilometres. The nearest airport is at Thiruvanantapuram which is at a distance of 90 kilometres.

3.2 Location
Kayamkulam is a small village on the western coast of India in the state of Kerala. Washed by the waters of the Arabian Sea, the place is almost equidistant from Alleppey and Quilon, both of which connect the Kerala backwaters. The place is connected by rail and road with other cities in the region as well as other parts of the country.

34 | P a g e

3.3 Best Time To Visit

The climate of Kayamkulam is pleasant throughout the year. The rainy season starts from June/July and continues till October/November. The temperature never goes too high or low throughout the year.

3.4 History
Kayamkulam got its name from the blending of two words: kayam (sap of a spice tree) and kulam (a pond). Kayamkulam was a part of erstwhile Travancore state for a long time and was a prominent center of art and architecture. Many temples and palaces were built during that period.

3.5 Tourists Attractions

The famous temple dedicated to goddess Bhagavathy is about 5 km from Kayamkulam. Situated amidst vast paddy fields, it houses a huge traditional lamp made of granite and accommodating a thousand wicks, which are lit every day. The 18th-century Krishnapuram Palace built during the reign of the Travancore monarch Martand Varma is a double-storied structure that displays typical characteristics of Kerala architecture-gabled roofs, dormer windows, and narrow corridors. It houses one of the largest mural paintings in Kerala called the Gajendra Moksham. It measures 14 feet by 11 feet and is at the western end of the ground floor, a walking distance from the Palace Pool. There is also a museum of antique sculptures, paintings, and bronzes inside the palace. Oachira Temple is the only idol-less temple in whole of Kerala. It is believed that Lord Shiva meditated under the gigantic Ficus tree still there. These trees are the points of worship in this temple apart from the Naga (cobra) idols nearby. One of the many rituals that this place has is the worship of bulls. They are decorated and can be seen in the premises of the temple in the abundance. Kayamkulam is also famous for its backwaters and the lake. The wide opening of the lake into the Arabian Sea offers spectacular sunset view through the web of Chinese fishing nets to the tourists cruising in the houseboats. There are some health resorts in Kayamkulam that specialize in Ayurvedic treatment and oil therapy
35 | P a g e

3.6 Places Around Kayamkulam

Alappuzha, the district headquarters, is situated some 50 km off Kayamkulam and connected with rail, road, and boats. The place is famous for the Mullakal Temple, its backwaters, and the annual Nehru Cup Snake Boat Race. Quilon or Kollam is situated around 70 km off Kayamkulam. This place is famous for its backwaters, Ashtamudi Lake, Ayurvedic treatment, and art and craft fair.

3.7 Kayamkulam Boat Race

Kayamkulam Jalolsavam was conducted to bring back its lost glory. There are two versions as to how Kayamkulam got its name. Some say that Kayamkulam got its name from a portmanteau of two Malayalam words - kayam (sap of a spice tree) and kulam (pond) while a more reliable version is that Kayamkulam got its name from "kayal" (lake) and "kulam" (pond),since the Kayamkulam lake (Kayamkulam kayal) is as shallow as a pond (a bit exaggerated). Kayamkulam is well known for its coir, fishing and tourism industries. One of the largest power plants in Kerala, run by the NTPC, is located in Kayamkulam. Kayamkulam is closely associated with the legend of Kayamkulam Kochunni. He was a famed highwayman, active in the area known as Central Thiruvithamkoor, in the early part of the 19th century. He is said to have stolen from the rich and given to the poor. Legends about his exploits are part of the local folklore. Kayamkulam is about 110km from state capital Thiruvananthapuram and lies on NH 47. It is also the constituency of Sadasivan, a former coach and captain of the Kainankary Boat Club, which won a record 12 times at the Nehru Boat Race in the 1970s and 80s. Alappuzha is famous for boat races. Lying on the Southern tip of the district, boat races are conducted during August and September. The races are being conducted in the backwaters of Kayamkulam. Canoes and snake boats take part in the competition to a fight to finish and the races are thus highly eye feasting and exciting from the beginning to the end. The first kayamkulam boat race held in Kayamkulam Lake on August 28th 2010. The length of the race track is 1200 meters. It will be held on the 4th Saturday of August every year.
36 | P a g e

3.8 Community Participation

Many of the race boats belong to the joint ownership of the people of the locality. Further, even the single owner boats are often hired out by a group of people belonging to a particular locality for the purpose of participating in a boat race. In fact, they spend money in the order of lakhs of rupees for participating various boat races in a season. The money required is often raised through public contribution. In fact they consider it as a matter of pride to participate and win a boat race under the label and jercy of their locality (Kara). As such boat race season brings out an occasion for enriching the warmth of friendliness and brotherhood in the locality, which is deteriorating in these days due too various reason. Each boat race is being celebrated as the festival of the locality. It often enables a get together of family members and others of the locality. Festivals have that effect of making the individuals settled at distant places to return to their native place at least once in a year. The boat race being celebrated as the festival of the 'Kara', the sons of the village will experience an irresistible temptation to be the part of the festivities. The nostalgic feeling that these boat races create, makes everybody settled far and near to return to their home village to participate in the boat race festivities. The social impact of the boat race is very high. In the Regattas, the different Karas owning Race Boats enter, and with determination, inspired by local patriotism, strive their best to knock off the prize. The competition is austere and keen, in spite of the mirth and revelry enveloping it.

37 | P a g e

CHAPTER-IV

DATA ANALYSIS AND INTERPRETATIONS

38 | P a g e

In order to fulfill the objectives in mind, a survey was undertaken among 30 local community members and interview was carried out among 20 representatives of Kayamkulam Boat Race Authority. The results of the same are given in details in two parts. The results of the survey conducted among the local community members are presented in Part A while the opinion of the members of Kayamkulam boat authority is given in Part B.

Part A
In this section, the data collected from 30 host community members by using interview schedule is analyzed, tabulated and discussed.
1.1 Gender of Respondents

The table below indicates that the male to female ratio of host community. The majority of the respondents were male respondents. Among the 30 samples 60% of the respondents are male and 40% are female.
Table 1 Gender Attributes Male Female Total No. of respondents 18 12 30 percentage 60 40 100

Source: Field study (2011) Fig.1 Gender

percentage
female 40% male 60%

39 | P a g e

1.2 Age Group of Respondents

The table below mentions the age group of host community. The younger group of below 25 is 13% of the total sample size. The community in the age group of 25 35 is 27% of the community and the majority of the respondents are in the age group of 36 50 that is 40%. Only 20% of the respondents are from above 50. Table - 2
Age group Attributes Below 25 25- 35 36- 50 Above 50 Total Source: field study (2011) Fig.2 Age group No. of respondents 4 8 12 6 30 percentage 13 27 40 20 100

40 27 20 13

below 25

25-35

36-50

above 50

40 | P a g e

1.3 Native from Kayamkulam

The mentioned table indicates that where the respondent are from. Most of the respondents are native of Kayamkulam, which is 70%. Rests of the 30% are outside Kayamkulam. So the respondents have good knowledge about Kayamkulam.
Table 3 Native of Kayamkulam Attributes No. of respondents Natives Others Total Source: Field study (2011) Fig.3 Native of Kayamkulam 21 9 30 70 30 100 percentage

yes

no

30%

70%

41 | P a g e

1.4 Participation In Boat Race

The following table shows the attitude and participation of local community towards Kayamkulam Boat Race. Majority of the people are very interested as a part in the boat race, that is 77% and only 23% of community are not interested.
Table 4 Participation in Boat Race

Attributes

No. of respondents

percentage

Yes No Total

23 7 30

77 23 100

Source: field study (2011) Fig. 4 Participation in boat race

no 23%

yes 77%

42 | P a g e

1.5Pollution After Boat Race

The following table shows that the opinion of host community about the affection of pollution after boat race. 93% of people describes that the boat race doesnt create any pollution in the backwater and surrounding area. 7% of people dont agree with that.
Table 5 Pollution after Boat Race Attributes No. of respondents No yes Total Source: field study (2011) Fig.5 Pollution after Boat Race 28 2 30 93 7 100 percentage

yes 7%

no 93%

43 | P a g e

1.6The Tourist Arrival At The Time Of Boat Race

The following table indicates the tourist arrival of Kayamkulam at the time of boat race. Most of them are saying that the tourist arrival is very high that is 80%. 10% are opinioned that the arrival is high. No one is opinioned that the tourist arrival is poor but 10% opinioned that it is moderate.
Table 6 Tourist arrival at the time of boat race Attributes Very high high Moderate Poor Total No. of respondents 24 3 3 0 30 percentage 80 10 10 0 100

Source: field study (2011) Fig. 6 Tourist arrival at the time of boat race

90 80 70 60 50 40 30 20 10 0 very high high modurate poor percentage

44 | P a g e

1.7Any other activity/fair happened in relation with Kayamkulam boat race

The following table indicates the other activities or fairs conducting in relation with Kayamkulam boat race. The majority that is 97% opinioned that there are some other activities are also usually conducted in relation with boat race, the rest of the 3% dont agree with that.
Table 8 Other Activity/Faire

Attributes

No. of respondents

percentage

Yes No Total

29 1 30

97 3 100

Source: field study (2011) Fig.7 Other Activity/Faire

NO 3%

YES 97%

45 | P a g e

1.8 Satisfied with the safety and security measures taken by the boat race authority.
The following table focuses on the satisfaction level of the host community in the safety and security measures of Kayamkulam boat race. Majorities are satisfied with the safety and security measures that are 93% and 7% dont agree with that.
Table 8 Safety and security measures

Attributes

No. of respondents

percentage

Yes No Total Source: field study (2011)

28 2 30

93 7 100

Fig.8 Safety and security measures

PERCENTAGE

93

7 YES NO

46 | P a g e

Part B
Under this, the data collected from the Kayamkulam Boat Race authority by interview schedule method is critically analyzed, interpreted and presented below.

2.1 Gender of respondents

The following table indicates the ratio of male and female in the respondents. Majority of the respondents are male that is 65% and the minority are female that is 35%.
Table 1 Gender Attributes No. of respondents Male Female Total Source: Field Visit 13 7 20 65 35 100 percentage

2.2 Age of respondents

The respondents are in different age categories, most of the respondents are in the category of 25-35 and the lessor one is below 25 categories. There are 30% of respondents are in the category of 36-45 and 20% in above 45 category. The tabulation is under follows.
Table 2 Age Group Attributes Below 25 25- 35 36- 45 Above 45 Total Source: Field Visit
47 | P a g e

No. of respondents 3 7 6 4 20

percentage 15 35 30 20 100

2.3 Educational qualification

The following table indicates the educational qualification of the respondents. All the respondents are come under different categories in the case of educational qualification, majority are comes under plus two category that is 45% and minority are comes under two groups that are sslc and above graduation.
Table 3 Educational Qualifications Attributes SSLC Plus two Graduation Above Graduation Total Source: Field Visit No. of respondents 2 9 7 2 20 percentage 10 45 35 10 100

2.4 Natives of Kayamkulam

Most of the respondents are native of Kayamkulam that is 55% and others are 45%. The results are tabulated below. Table 4 Nativity
Attributes Natives Others Total No. of respondents 11 9 20 percentage 55 45 100

Source: Field Visit

48 | P a g e

2.5 Average monthly income of respondents

The following table shows the different percentage of monthly income earned by the respondents. Majority are comes under the category of third one that is 10000-15000 and the minority are comes under the last category that is above 20000. Table 5 Monthly Income
Attributes Below 10000 10000-15000 15000- 20000 No. of respondents 7 3 8 percentage 35 15 40

Above 20000 Total Source: Field Visit

2 20

10 100

2.6 Current scenario of the Kayamkulam boat race

Kayamkulam is about 110km from state capital Thiruvananthapuram and lies on NH 47. It is also the constituency of Sadasivan, a former coach and captain of the Kainankary Boat Club, which won a record 12 times at the Nehru Boat Race in the 1970s and 80s. Alappuzha is famous for boat races. Lying on the Southern tip of the district, boat races are conducted during August and September. The races are being conducted in the backwaters of Kayamkulam. Canoes and snake boats take part in the competition to a fight to finish and the races are thus highly eye feasting and exciting from the beginning to the end. The first kayamkulam boat race held in Kayamkulam Lake on August 28th 2010. The length of the race track is 1200 meters. It will be held on the 4th Saturday of August every year.

49 | P a g e

2.7 Inspiration and the uniqueness of the Kayamkulam boat race

Many of the race boats belong to the joint ownership of the people of the locality. Further, even the single owner boats are often hired out by a group of people belonging to a particular locality for the purpose of participating in a boat race. Infact, they spend money in the order of lakhs of rupees for participating various boat races in a season. The money required is often raised through public contribution. In fact they consider it as a matter of pride to participate and win a boat race under the label and jercy of their locality (Kara). The cooperation of the native people in this boat race is 90%. The cooperation gave inspiration them to conduct more events and domestic tourist are more attracted to this race.

2.8 The marketing/promotional activities taken and to be taken

Kayamkulam boat race is more attracted by domestic tourists. In addition to the boat race they are conducting cultural meeting, vanchippattu competition and procession it attract the attention of more tourists. The tourist will be attracted if they activate a website so that tourists will get more information. It will be popularized if there is a linkage between Kerala tourism and DTPC. They can attract more tourists by introducing promotional activities such as advertising, media visuals etc.

2.9 The structure of boat race

The length of the race track is 1200 meters. It will be held on the 4th Saturday of August every year. The races are being conducted in the backwaters of Kayamkulam. Canoes and snake boats take part in the competition to a fight to finish and the races are thus highly eye feasting and exciting from the beginning to the end.

50 | P a g e

2.10 Safety and security measures

There is less chance of accidents while boat racing according to the respondents. 95% of the respondents are satisfied with the security measures taken in the boat racing. Serious safety measures such as fire force are arranged by the authority.

2.11 Local peoples cooperation and response

Kayamkulam boat race is more attracted by domestic tourists. 75% of the respondents are rated boat race in Kayamkulam as excellent. The cooperation of the native people in this boat race is excellent. Community got benefits such as new roads, infrastructure development, employment opportunities etc. by this boat race.

2.12 The response of domestic and international tourist

In Kayamkulam there are coming more domestic tourists. Number of international tourists is less and Kayamkulam is now becoming popular. More promotional activities are to be done here to attract more international tourists.

2.13 Additional activities conducting in relation with boat race

In addition to the boat race they are conducting cultural meeting, vanchippattu competition and procession.

2.14 Government support for the boat race

Kayamkulam boat race is conducting with the help of DTPC Alappey. All other departments like Police, Fire force etc... are also have their own roles. Government motivates this type of events, but more inspiration and support are needed.

51 | P a g e

2.15 Criteria for participating boat race

Most of the participating clubs are outside from Kayamkulam, and they are also participate in other boat races of Kerala. There is no much specification for participate in the boat race.

2.16 Facilities available in Kayamkulam for conduct boat race

The area where the boat race conduct is a sub-way of the National water rout Alappey to Kollam. The main specialty of the sub-way is it is quite straight and we can see the finishing point from the starting point. Private parties are also very supportive to conduct boat race.

2.17 Activities/programs conduct in relation with boat race

Kayamkulam boat race is a 3 days event and it is actually a festival for the people living in the Kayamkulam. A lot of cultural programs and competitions are usually conducted. Vanchippattu competition is a unique competition item of the event.

2.18 Suggestions of authority

One of the main suggestion is they need more support from the government and host community. A permanent water pavilion is needed to build and which should have at least 500 peoples capacity. Road facilities are to be maintained properly.

52 | P a g e

CHAPTER V

FINDINGS, SUGGESTIONS AND CONCLUSION

53 | P a g e

Event tourism is systematic development, planning, marketing and holding and marketing of events as tourist attraction. Event tourism is generally recognized as being inclusive of all planned events in an integrated approach to development and marketing. Boat race is one of the major events that attract tourists to different destinations. Kerala is a land of backwaters and beaches. A number of water sports are associated with the major lakes in Kerala. One of the major water sports in Kerala is boat racing, which is being organized by a number of social and religious organizations. These boat races have always been a part of the tradition of Kerala. Event tourism is now a vibrant and dynamic field of study and research, and the sheer scale of the growth in its output makes this Routledge collection especially timely.boat race is an event tourism which attracts tourists and is benefits to the community. Kayamkulam boat race is now become event tourism and is popularized among tourists.

5.2 Findings
Kayamkulam boat race is more attracted by domestic tourists. 75% of the respondents are rated boat race in Kayamkulam as excellent. 80% agreed that there are a good number of tourists at the time of boat race. The cooperation of the native people in this boat race is excellent. There is less chance of accidents while boat racing according to the respondents. 95% of the respondents are satisfied with the security measures taken in the boat racing. In addition to the boat race they are conducting cultural meeting, vanchippattu competition and procession.
54 | P a g e

 Community got benefits such as new roads, infrastructure development, employment opportunities etc. by this boat race. Serious safety measures such as fire force are arranged by the authority.

The tourist will be attracted if they activate a website so that tourists will get more information. It will be popularized if there is a linkage between Kerala tourism and DTPC

5.3 Suggestions
They can attract more tourists by introducing promotional activities such as advertising, media visuals etc. Tourists will be happy if they provide a water pavilion with the capacity of 800 people and above It will be attractive if they build view points in the banks of backwater. The tourist will be happy if there is an permanent open auditorium. For informing more about the boat race to the tourist, more internet updates are needed, if they maintain a good website in the internet, the response will be great. They can also try to get a good linkage with Kerala Tourism department; it will be more helpful for the promotion of the event.
55 | P a g e

 The maintenance of road facilities to the event spot area will be more useful for the tourist and helpful for the host community also. If they get live media coverage for the boat race that will more attract the tourist.

5.4 Conclusion
Event tourism is now a vibrant and dynamic field of study and research, and the sheer scale of the growth in its output makes this Rutledge collection especially timely. Event tourism aims at full exploitation of the capabilities of events in order to achieve tourism development of host communities. The event tourism is an important component of recreation and entertainment. . Events also encourage tourists to stay for a longer time at the destination. Events are also a tool to reach specific target market or a wider market both. The contribution of the tourism industry to the global economy has been well documented and in a bid to exploit the cash injection that tourism provides, many rural communities have decided to host tourism events on a yearly basis to bolster their flagging economies. Boat races are yet another reason that the tourists are attracted towards God's Own Country. A number of teams from different districts participate in boat races, which are organized annually. These races are organized specifically during temple festivals, which give this water sports an aura of religious sanctity. Boat race is the important factor which attracts tourists to Kerala. Kayamkulam boat race is famous and is very attractive among tourists.

56 | P a g e

BIBLIOGRAPHY

57 | P a g e

Reference:
Books 1. KOTHARI CR (I978) Research Methodology, New Age International Publishers, New Delhi. 2. Richard Sharpley and David.J.Telfer: Tourism and Development: concept and issue, 2006 3. William, C.Gartner, Tourism Development, Principles, Process and Policies , 1996 4. Salah Wahab and John.Pigram, Tourism Development and growth, 1997\

Websites
1. http://www.split.info/kvarner/events-tourism/ 2. http://dspace.iimk.ac.in/bitstream/2259/564/1/252-262+Tanu+Jayuswal.pdf 3. http://events.whistler.com/about-whistler/event-tourism-strategy/ 4. http://www.tandf.co.uk/journals/WCET 5. http://ekayamkulam.com/ 6. http://www.ekayamkulam.com/latestnews.php 7. http://www.keralaboatrace.in/2011/08/kayamkulam-boat-race-2011-kayamkulam.html 8. http://arunlald.blogspot.com/2010/09/kayamkulam-jalolsavam-2010.html 9. http://www.alappuzhaonline.com/snakeboatraces/kayamkulamboatrace2011.html 10. http://www.unwto.org 11. http://www.keralatourism.org

58 | P a g e

APPENDIX

59 | P a g e

Interview Schedule for the Host Community of Kayamkulam An Action Plan for Promoting Event Tourism A Study on Kayamkulam Boat Race
Drear respondent, I am Retheesh K.G doing MBA Travel & Tourism (3rd semester) at KITTS, Trivandrum. As part of my curriculum I am undertaking a project work. I will be very thankful if you could kindly participate in this study. The information provided by you will be kept strictly confidential and will be used for academic purpose only. DEMOGRAPHY Name Age Gender Educational Qualification Occupation Address

1. Are you a native from Kayamkulam? YES NO

2. How long you have been here? 0-2 2-5 5 above

3. Do you participate in the boat race? YES NO

60 | P a g e

4. Do you feel that boat race make pollution on the backwater and surroundings? YES NO

5. List out the changes happened due to boat race in your area. 6. How do you feel about the tourist arrival at the time of boat race? VERY HIGH HIGH MODURATE POOR

7. What are the additional amenities to be provided to the tourists? 8. Is any other activity/fair happened in relation with Kayamkulam boat race? YES 9. If yes what are they? NO

10. Are you satisfied with the safety and security measures taken by the boat race authority? YES NO

11. What are the additional safety and security measures that have to be providing in this area?

12. What are your suggestions for the development of boat race?

61 | P a g e

KERALA INSTITUTE OF TOURISM AND TRAVEL STUDIES (KITTS) Residency, Thycaud, Trivandrum- 695014 Phone: 0471 2329468 www.kittstour.org A mini project report on An Action Plan For Promoting Event Tourism- A Study On Kayamkulam Boat Race Interview Schedule for Authority
Dear Sir/madam, I am Retheesh K G doing MBA Travel & Tourism (3rd semester) at KITTS, Trivandrum. As part of my curriculum, I have to submit a mini project on An Action Plan for Promoting Event Tourism- A Study on Kayamkulam Boat Race. I kindly request you to provide adequate and authentic information for the completion of this project. The information collected will only use for my study purpose.

Retheesh K G

1) Details of the respondent Name: _____________________________________________ Gender: M/F Age: __________

Designation: _________________________________________ Nativity: ____________________________________________ Average monthly Income: ______________________________

62 | P a g e

2)

Kayamkulam boat race is started in two years back, what is the current scenario of the boat race?

3)

How you got inspiration to start this boat race? And what is the uniqueness of the Kayamkulam boat race?

4)

What are the marketing/promotional activities taken in the previous years? How it will be in future?

5) 6)

How is the structure of boat race? How many clubs/teams are usually participating? Safety and security is an important factor in each boat race, what all are the safety measures taken for the boat race? Without government support we cant conduct this type of events, and what is the assistance and support of government? Are the participants of boat race natives of Kayamkulam? What the criterias are for participate the boat race?

7)

8)

9)

Involvement of host community is necessary in each programs, how is the local peoples cooperation and response?

10)

What are the facilities available in Kayamkulam for conducting this type of events? Will it be enough for conducting this type of events?

11)

How was the response of domestic and international tourist? Can you please explain Statistical report about tourist arrival?

12) 13)

What are the additional activities conducting in relation with boat race? When the boat race is happening there are lot of people will come to Kayamkulam, is there any other activities/fairs is usually conducted?

14)

What are the suggestions you can put forward for the development of boat race to the government and the host community?

Thank You For Spending Your Valuable Time

63 | P a g e