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CHAPTER 3. RESEARCH DESIGN AND METHODOLOGY3.1 INTRODUCTION

Tourism development has emerged as an instrument for employment generation, poverty

alleviation and sustainable human development. Tourism promotes international

understanding and gives support to local handicrafts and cultural activities. It is an

important part of the country's economy, especially in terms of its contribution towards

foreign exchange earnings, generation of additional income and creation of employment

opportunities.

World Travel and Tourism Council’s prime objective is to provide, on annual basis,

consistent, reliable and comparable information to assess Travel and Tourism’s current

and likely future contribution to national economic activity and employment. The

contribution of the Travel & Tourism Economy to employment is expected to rise from

31,105,000 jobs in 2009, 6.4% of total employment, or 1 in every 15.6 jobs to 40,037,000

jobs, 7.2% of total employment or 1 in every 13.8 jobs by 2019. Real GDP growth for the

Travel & Tourism Economy is expected to be 0.2% in 2009 and to average 7.7% per

annum over the coming 10 years. Export earnings from international visitors and tourism

goods are expected to generate 6.0% of total exports (INR 811.9 bn or US$ 16.9 bn) in

2009, growing (nominal terms) to INR 2, 819.0 bn or US$ 51.4 bn (4.1% of total) in

2019. This indicates that much of the tourist potential is yet to be tapped. (WTTC2009)

With rapid advances in Science & Technology, tourism has acquired the status of an

industry in all industrialised countries. The high arrival of foreign tourist traffic has

increased the demand for certain economic, production and distribution activities.

Tourism has emerged as an industry next in importance only to Information Technology

industry in the Services sector.

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The economic liberalisation in India resulting in foreign investment opportunities,

development of tourist facilities including expansion in air-line services etc. provide a

momentum for a surge in tourist arrivals in South Asian regions. Domestic tourism plays

a vital role in achieving the national objectives of promoting social, cultural unity and

national integration. Its contribution to generation of employment is very high. With the

increase in income levels and emergence of a powerful middle class, the potential for

domestic tourism has grown substantially during the last few years.

Realising the importance of tourism, the Government of Maharashtra has accorded high

priority to tourism promotion and has taken initiatives to improve and create

infrastructure in tourism potential centres.

A review of tourism literature reveals abundant studies of tourism development

approaches on both theoretical and practical aspects. Human dimensions have not been

given due attention in Tourism planning. In a developing economy the review of issues

related to tourism development approaches and employment generation justifies the

pressing needs to promote the human capital and to integrate it as a tourism development

priority.

The tourism potential of the state has not yet been fully tapped on account of lack of an

integrated approach from various government departments and agencies. The important

issue is that tourism is not an isolated function or activity in itself but spreads across

multiple sectors and hence the role of coordination between different agencies becomes

very important. The need is for the strategic and intelligent synergies to be developed to

tap the market and making tourism a driver in economic growth of the state.

In the context of employment and tourism development in Sindhudurg, this chapter

studies the major research methods and practical needs to address the main objective of

improving the tourism development areas. The focus is on identifying the need for

developing the employment sector in the tourism industry. Research plans and strategies

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are outlined and methods employed to explore the employment pattern and issues relating

to employment and tourism development are addressed.

3.2 A THEORETICAL FRAMEWORK FOR STUDYING DEVELOPMENT

POTENTIAL AND EMPLOYMENT PATTERN OF TOURISM SECTOR IN

SINDHUDURG

Employment pattern has been undertaken from two broad groups, employment impact and

employment requirements.

Researchers first seek to know the employment outcomes of tourism development. The

information is then used to identify the financial aid required from government agencies

and to seek the support for destination, communities and locals/residents. The examples

are basically quantitative in nature and study the true employment effects. The economic

benefits of tourism can be recognized and retained locally. The provision of tourism

education and training is frequently stressed as being vital not only to give the hosts the

knowledge & skills, but to have a meaningful role in all stages of tourism development

and also to remove some of the adverse effects of tourism. However adequate attention is

not paid to the development of workforce needed for tourism at the planning stages of

tourism development.

The major drawback of human resource development is superficial. It does not reflect

practicability and different needs which tourism expects from the destination community.

At the same time there is apprehension in the minds of locals as to the level of

employment benefits owing to low remuneration, seasonal character, cultural & social

implications derived from tourism. If these concerns are addressed in their right

perspective, measures can be taken for improvement and evaluation of tourism

employment.

In developing countries participation in tourism is largely an economic endeavour and a

path for development (Jenkins 1980). Tourism development gives opportunities for

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changing the life style of locals. De Kadt (1979), states that the immediate and major

impact of tourism is the creation of jobs and opportunity for the local population to

increase their standard of living. There are evidences indicating that accommodation and

catering services have grown more rapidly than the total employment in the tourism

sector or the other components of the service sector (Mathieson & Wall 1982).

In almost all the tourist destinations human dimensions have always been given little

emphasis. On the contrary, marketing, promotion & product development have always

been given importance. In a developing economy, problems in human capital are always

because of surplus labour with low skills and qualification. Lack of tourism education has

been a major obstacle that prevents the local population from enjoying the benefits of

employment opportunities available in tourism.

There is a need to increase the awareness of local people to the commercial potential in

tourism industry. They also need to be equipped with the necessary skills, experience and

entrepreneurial talent to undertake tourism related employment and business

opportunities. To develop a theory for research and to determine development potential

and employment pattern, the following questions are taken into account.

Explain the relative importance of tourism in the study area.

Types of skill required for employment in the tourism industry.y

Issues that prevent the locals from seeking career development in tourism sector.

Extent to which tourism employment issues have been dealt with in the tourism.

plans & their suggestions on employment.

Involvement of public and private sector in the development of employment in the

tourism industry.

Types of education & training opportunities that will help the locals in gainful

employment in tourism.

The main aspects which form the framework for this research is

Tourism policies of India and Maharashtra.

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Tourism employment pattern in Sindhudurg.

Local awareness of various employment opportunities created by tourism.

To determine development potential of the tourism areas in Sindhudurg.

FIGURE 3.1THEORETICAL OUTLINE FOR FRAMEWORK OF TOURISM DEVELOPMENT AND EMPLOYMENT ISSUES

The theoretical outline for analyzing tourism development and employment pattern integrates

the main sections that are relevant to the development of tourism employment. It brings forth

the issues relating to tourism employment as a part of tourism planning. It recognizes the

tourism policies to be considered in studying the employment pattern and the move towards

developmental programs for the development of human resources and towards development

of Responsible Tourism.

The theoretical outline begins with the features of tourism policies and plans prepared by the

Ministry of Tourism of India, from the view point of local employment pattern, employment

needs and the ability of the local people to satisfy the tourism industry’s demand.

Maharashtra’s 2006 tourism policy mainly has two objectives, to enhance tourism

development at various destinations of the state and to increase the number of

employment opportunities for the locals in the state.

employment generatorincome earnerdevelopment catalystplanning priorities

TOURISM POLICIES AND PLANS

entry levelpublic and privateskills requiredtrainingstaffing

TOURISM INDUSTRY Job statusawarenessjob satisfactioncareer advancement

PARTICIPATION IN TOURISM EMPLOYMENT

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FIGURE 3.2 INDIAN TOURISM INDUSTRY’S HUMAN RESOURCE REQUIREMENTS

Tourism Employment

Employer Self employed Employee

Qualitative Quantitative

Education and training opportunities

Types of labour

Supply of labour

Economic and non economic

Incentives

Identification of pattern, problems and approach to employment

Tourism Development

Improvement in tourism job generation in destination areas

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3.3. APPLICATION OF THE FRAMEWORK

The main research activities were conducted in Malvan, Vengurla and Sawantwadi

talukas of Sindhudurg. Special thrust was given to the following factors during main

research activities.

1. Tourism development in Sindhudurg.

2. Employment pattern of locals in tourism industry.

3. Reasons for slow/retarded development of tourism and its related economic activities.

4. Issues concerning tourism development.

5. Opportunities for developing tourism in Sindhudurg.

6. Need for training and education in tourism services.

With the results generated from the research, the suggestions that facilitate development

of tourism and locals, job improvement in the tourism sector may be useful to create more

employment to alleviate poverty in Sindhudurg and the adjustment of individuals considering

an industry shift in the future. The areas of investigation for the research were primarily

based on Sindhudurg being identified by the government as a tourism District.

The case studies were conducted in Sindhudurg in the winter of 2008. Sindhudurg has

greatest flexibility and is designated as the best tourism destination. It also exhibits

interesting tourism complexity characterized by backwardness, island peripherality and

the Special Tourism Zone status. The case studies were pursued with the objective of

eliminating the common weakness inherent/associated with tourism studies that involved

in integration of information from schedules/data/tables, tourism policies of the state, the

structure of tourism industry and the nature of local involvement in tourism.

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The identification of a variety of issues and their characteristics allows flexibility and a

broad analysis of factors affecting tourism. This approach permits the identification of

different tourism locations shown by destinations with their various characteristics and

also the blend of tourism studies undertaken from a range of viewpoints.

The following issues were examined

FIGURE 3.3: PERSPECTIVES OF TOURISM STUDY

3.4 NEED FOR THE PRESENT STUDY

Sindhudurg is known as the California of India. It has been declared as a tourism district in

1997. Every area of Sindhudurg can be transformed into a tourism product. The flagship of

tourism industry in Sindhudurg is the Department of Tourism, Government of Maharashtra.

Governmental agencies play a key role in the tourism sector of Maharashtra. Considering the

vast potential of tourism in the district and its impact on socio economic and cultural

environment, a detailed study was found to be pertinent and essential.

Maharashtra Tourism

Development Schemes

Importance of the tourism industry

Employment Patterns Local Participation

Tourism development

Initiatives

Potential of Tourism

Development

National and Cultural

Determinants in HRD strategies

Community perticipation in

tourism

Improvement in Quality of Life of

locals

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An in depth study is required to find out whether the development potential has been made

use of in an optimum manner by the government, semi government and private sectors.

Sindhudurg has been tagged as a Money order economy. Studies analysed the improvement

in the standard of living of people in Sindhudurg brought about by the change/shift in

employment, after it gained the status of tourism district. Based on the above study on

tourism development in Sindhudurg, suggestions and recommendations for improving the

quality of life of locals and areas have been made, which can form the topic for further

research.

3.5 STATEMENT OF THE PROBLEM

According to the tenth plan (2002-2007) the state recognizes the vast employment generating

potentials of tourism and the role it can play in furthering the socio economic objectives. WTTC

identifies that by 2015, India will be one of the foremost tourist growth centres in the world.

Maharashtra offers a complete tourism experience right from the silver beaches of the Konkan to

the rugged mountain forts of the Sahyadris, wildlife sanctuaries in Vidarbha, ancient temples &

religious centres and the cultural treasures of Ajanta and Ellora. But the State has been slow in

realising its tourism potential as it had historically focused on attracting investment for

commerce and industry. Tourism in Maharashtra contributes a mere two per cent to the state's

GDP, compared to the neighbouring states of Goa and Kerala which is 40% and 25%

respectively.

The study of the economic impact of tourism in Sindhudurg district is undertaken to find the

level of development in the service sector. This rich land, however, is afflicted by a very high

level of poverty. Almost one-third of the population lives below poverty line and a large part of

the working age population has migrated to bigger cities like Mumbai, Pune etc. in search of

permanent employment. Despite having comparatively a very high literacy rate, there is vast

unemployment. The scenic beauty rich tradition of folk art and handicrafts, have not been tapped

to the full extent and this district figures nowhere on the tourist map of the country. In short it is

a land of paradoxes. (GOM 2005)

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In the past, there have been many efforts to bring socio-economic development to the

region with the high ideal of making it the California of India. The road network

developed substantially and despite all odds, the train services (Konkan Railway) began

their operation in mid 90's. Electricity reached almost every village and telephones

connected most of the villages. But the real development and a high standard of living

still elude the people of Sindhudurg.

Studying the development of tourism as a service sector in this district would help us to

know out the level of its impact in different dimensions, so that proper strategies can be

evolved to tap the available potential.

This study is on the development potential of tourism and specifically targeted at employment

pattern as evidenced by the following quote by Deloitte (2009). Tourism resources in

Maharashtra can generate much higher demands amongst domestic as well as foreign

tourists coming in India.

The need is for the strategic and intelligent tapping of the market and making tourism a

driver in economic growth of the state. Tourism can trigger further commercial growth

for the state and generate the much needed avenues for employment and sustained

economic development by harnessing the cross sectoral multiplier benefits arising out of

the industry.

This sums up the challenges faced by Maharashtra to develop Sindhudurg as an attractive

tourism destination worldwide. Hence the problem to identify the various factors responsible

for developing Sindhudurg as a tourist destination worldwide is undertaken for my research.

3.6 OBJECTIVES OF THE STUDY

1. To study the Tourism employment and income patterns in Sindhudurg.

2. To identify the potential of development in the tourism sector.

3. To make valuable suggestions for the promotion of tourism programs.

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3.7 SCOPE AND COVERAGE OF THE STUDY AREA

The study focuses on development potential and employment patterns of tourism industry

in Sindhudurg district of Maharashtra state. The study will explore various factors that

influence the generation of income and employment in Tourism. The study will evaluate

several measures undertaken by the tourism industry in Maharashtra with an intention to

find its effectiveness in tourism development.

Method adopted for this study in identifying the specific data types, sources, collection

and collating the necessary data for each major step involved in applying the framework

are listed below.

TOURISM POLICY DOCUMENTS AND PLANS

National level tourism policies and plans were acquired electronically using online

sources (Ministry of Tourism, Government of India and Press Information Bureau). At

the state level such details were obtained from Maharashtra tourism’s online sources

(MEDC, MTDC, Government of Maharashtra). In Maharashtra the first tourism master

plan by the tourism ministry was reviewed. Evaluations of Sindhudurg tourism

development were also undertaken.

The information related to the tourism industry was gathered from mainly three sources:

government statistics, published materials and data gathered through questionnaires. At

the initial stages, field studies and field observations were conducted to gain acquaintance

with the local conditions and the way the people operate in the tourism environment.

The schedule technique provided the opportunity to look into more reliable and insightful

accounts of experience and visions than other methods. In general, informal discussions

and interviews with the employees as well as employers in tourism were conducted to

gain insight into their operational patterns and to investigate the common issues that they

encounter in their tourism activities.

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Format of the questionnaires used for obtaining the replies of the respondents are

presented in Annexure 1. They were designed to acquire the following information from

the existing and prospective tourism employees in the study area.

Demographic characteristics and origin

Area of work

Skill and educational levels and job positions

Employment in tourism jobs

Tourism related employment

Motivation and desirability of tourism jobs

Level of satisfaction

Education and training needs

Problems of tourism

Views on tourism development in their area

Human resource issues

Table 3.1 shows the interview and questionnaire sample sizes as well as the research

participants included in each case study. Sampling target groups was not done randomly

but objectively.

TABLE3.1 SAMPLE SIZE

Research

object

categories

Malvan Vengurla Sawantwadi

Schedules Schedules Schedules

Employers 25 14 8

Employees 55 53 77

Self employed 46 34 24

Total 126 101 109

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It was the researcher’s judgement that the participants were a representative sample of the

population that reflects the tourism community characteristics.

3.8 DATA COLLECTION

The study required collection of a wide range of data to make a methodical examination

of the issues involved. Four categories of data were required: tourism policies, tourism

jobs, job status and education & training needs. Data were derived from a variety of

sources including both primary and secondary. Careful planning was needed to ensure

that all of the local data necessary to meet the overall research objectives were collected

effectively and efficiently. Several factors have been taken into account.

Box 3.1 Factors designed for data collection

Data were successfully collected through the employment of a combination of methods

involving both quantitative and qualitative approaches.

Complex and fragmented nature of tourism.

Truthfulness of information related to tourism.

Confidentiality in the source of information.

Response time needed to approach locals.

Enthusiasm of locals.

Interviews/Interactions with respondents (locals).

Views of the locals.

Tourism resources.

Development of destination areas.

Role of the communities.

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The range of information gathering techniques employed included.

Box 3.2 Range of techniques used for collection of data

Informal discussions were also helpful to further explore aspects that might not have been

identified at the outset of research planning.

3. 9 SOURCES OF DATA COLLECTION

A) Primary data: The Primary data required for research were collected from Malvan,

Vengurla and Sawantwadi talukas in Sindhudurg district of Maharashtra through survey

method i.e. Questionnaire, interview schedules and observational method by undertaking

field research. The survey for employment pattern was based on Employers, employees

and self employed in the tourism sector in the destination areas of study.

B) Secondary data: The Secondary data were collected through the following sources.

Ministry of tourism-Government of India, Tourism Ministry-Government of

Maharashtra, Maharashtra Tourism Development Corporation, various other Government

Departments, books, magazines, journals, newspapers, library, desk research and

previous studies conducted in the related area of research.

Published and unpublished research data and government

statistics.

Qualitative methods: participant observation, informal and

in depth interviews.

Questionnaire-based surveys: One to one (Face to face) and

site surveys.

Quantitative methods.

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Table 3.2 Sources of data collection

Data classification Data sources Analysis

Primary Data Secondary data

Survey Informants Government

reports

Published

material

Quantitative

analysis

Qualitative

analysis

Tourism policies and plans

Role of tourism

Stakeholders

Industry structure

Employment needs

Government participation

Availability of training

Opportunities

pattern of tourism jobs

Motivation

attractions

Work environment

Job situation

Social status

Tourism job status

Labour source

Composition of employment

Job satisfaction

Income level

Full time/part time

Career development

strength

Education and training needs

Required skills

Resource allocation

user-friendliness

Partnership

Ethnography

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3.10 DATA ANALYSIS

The quantitative and qualitative data have been used to study the human resource issues.

The secondary data collected from the government reports and academic literature were

first summarized to generate a consolidated and substantive background to highlight

problem areas and to generate methodological inspirations so that specific issues could be

tackled/addressed in the right manner.

Generalizations concerning tourism policies and planning approaches established in this

way were then used to guide the interpretation of the data. The study used taxonomies

for understanding tourism within the policy environment at the macro level at which it

operates, i.e. development imperative, ideological values, planning theories and practices,

and decision making process.

One of the major challenges encountered in the analyses of secondary data is the

adequacy and credibility of the statistics. Thus the secondary data extracted were

employed with extra caution to ensure validity and reliability.

Primary sources of data involved both qualitative and quantitative categories. Qualitative

(Ethnography) data gathered from the observations, interviews and personal discussions

helped the researcher to evolve understanding of the phenomenon being studied. The

quantitative data derived from the questionnaire surveys were largely based on

participant’s responses. The data were processed using excel program.

3.11 ETHICAL CONSIDERATIONS

This study poses minimal risk to those who were involved in the study. The study is

based on generally available information, documents, publications, archival materials and

interviews with local people.

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TABLE 3.3 ELEMENTS OF INFORMATION

Check

box

Elements

SNDT university, Study information letter from Guide, HOD,

Title of the Research study and purpose of study

Institutional affiliation

Use of information collected

Options to decline answering any question

Time of session

Reference by college

Expected duration of research participation

The participation of the interviewees was voluntary. The people involved in the study

were made well aware of the nature of the study, the way they would be involved and

how the information gathered would be used. In order to help the interviewees make an

informed choice for their involvement, a study information letter, a reference letter from

the research guide and college were provided along with a verbal

introduction/explanation (Table 3.3 and Annexure 2 ) prior to the commencement of the

interviews.

3.12 SUMMARY

Lee’s (1993) recommendations explain simple friendliness and openness to questions and

enquiries aided in securing full cooperation. On the other hand, choosing quantitative and

qualitative data collection methods were needed in the data collection process in Sindhudurg.

For each area, confidential data had to be collected from participants which required in depth

interviews.

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A number of conclusions can be drawn from this study. According to Cohen (1998) the most

significant and lasting contributions in the tourism field have been made through qualitative

research methodology. Xiao and Smith (2006) further note that the case study approach,

which often uses qualitative data collection methods, has also greatly contributed. However,

positivism, the dominant paradigm in this field, places high priority on methodological

exactness and use of quantitative data collection methods (Riley and Love, 2000 and Walle,

1997).

This study provides detailed description and discussions about how data was collected from

locals in Sindhudurg. The literature on this area continues to be vague and incomplete. So far

one socio economic survey for Sindhudurg has been conducted by the government of

Maharashtra.

As a strategy, qualitative inquiry should generate theory out of research, should place

emphasis on understanding the world from the perspective of its participants, and should

view social life as being the result of interaction and interpretations. Phillimore and

Goodson (2004).

It is important to underline that case study strategy and qualitative data collection require

spending considerable time on gaining access, collecting data, planning and preparation are

equally important. Fieldwork experience suggests that the propositions stated in literature are

relevant. However, there are further critical issues that need to be considered by the policy

makers.

The study has both theoretical and practical implications. Theoretically, it enables a

deeper understanding of the actual human dynamics of facilitating and maintaining

research access into tourism development of Sindhudurg. These dynamics occur both

within the enterprise and outside in the field when researchers communicate with locals

to develop their aims, analyze their data, and present their findings. The combinations of

interactions are particularly important for meeting of minds to make access possible. This

study explains how human factors influence the accomplishment and maintenance of

research access.

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