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CHAPTER 7. VENGURLA-AHERITAGE AND BEACH TOURISM DESTINATION7.1 INTRODUCTION
Vengurla is surrounded by a semicircular range of hills with lush green flora mainly
of cashew, mango, coconut and different kinds of berry trees. The Northern Boundary
extends to Malvan and the south to Kiran Pani. The western corner is Arabian Sea,
Kudal and Sawantwadi to its east. The hills of Dabholi, Tulas and Mochemad
respectively lie in the north, the east and the south of Vengurla city.
The town has a rich cultural heritage. A planned city having road and proper drainage
system, market, commercial and office buildings, municipal council, hospitals, parks
etc. which were developed by British rulers. Signs of Dutch traders’ commercial
centre which was initially established during 1665 by Dutch traders and subsequently
by the British rulers still exist in the form of Dutch Wakar (Godown), Crawford
market and St Luke’s hospital.130 years old Vengurla Municipal Council is one of the
oldest Municipal Councils of Maharashtra State.
It has some beautiful temples including those of Shri Sateri, Shri Rameshwar, Shri
Navadurga, Shri Mauli, Shri Vithoba and Shri Ravalnath.
7.2 A PROFILE OF VENGURLA
1. GEOGRAPHIC DESCRIPTION
Vengurla is located at 15.87° N 73.63° E. It has an average altitude of 11 metres (36
feet). Vengurla is located at a latitude of 15°52 North and a longitude of 73°39 East. It
is located 200 km from Ratnagiri and 522 km from Mumbai. Vengurla lies on the
shores of the Arabian Sea. It is delimited by Dabholi, Math, Ubhadanda, Ansur and
Tulas, in the Vengurla taluka and is 66 km from Panjim, the capital of the state of
Goa.
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2. DEMOGRAPHICS
According to India's 2001 census, Vengurla had a population of 12,471 in 2001.
Males and females constituted 49% and 51% respectively of the population. 81% of
Vengurla's population was literate (86% of males and 76% of females) compared to
59.5% of India's total population. 10% of the town's population was under 6 years of
age at the time of the census.
3. THE PEOPLE AND COMMUNITIES
Vengurla is a mixture of Christianity, Hinduism & even Islam. There are a number of
festivals celebrated by the respective communities but enjoyed by everyone making
Vengurla a melting pot of eastern & western cultures.
4. Study Area Map
Map7.1 Map of Vengurla Taluka
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5. STUDY AREA ECONOMY
Farming and fishing is the main occupation of the people. The main economic
occupation of this town is agriculture and it is fortunate to have a major horticulture
research centre covering several hectares of land. They have recently developed a
new (2009) variety of mango named Sindhu that is supposed to be seedless. Export of
saplings of this new variety began during the monsoon of 2009.
Many of the farmers have changed from low yield, labour intensive cereal (rice)
farming to less laborious and more lucrative farming of mango, cashew, jackfruit and
coconut trees. Farmers also plant pepper creepers for additional income. Clumps of
betel nut trees dot almost each plot of agricultural farm land. The research centre in
the vicinity is a great boon and a source for saplings of the highest quality at very
reasonable rates
6. ECONOMIC STRUCTURE
Employment in Vengurla reflects the importance of preserving and developing natural
resources to the talukas residents. The service sector is gaining in importance but its
strength is heavily restricted to agricultural sector e.g. cashew agro based industry.
7. TOURISM RESOURCES OF VENGURLA
NATURAL TOURISM RESOURCES
Tourists are interested in natural tourism for leisure which includes a wide range of
activities such as paragliding, swimming, water rafting, fishing, trekking, etc. Rural
natural tourism needs to be promoted for three reasons, it will be cost effective, it will
generate a lot of greenery and the area will remain unpolluted.
CULTURAL TOURISM RESOURCES
Tourists are interested in visiting places which have cultural significance. The fairs
and festivals of Vengurla should be promoted as unique products of Indian culture.
The dynamism of traditional art and craft has won admiration of connoisseurs all over
the world. The age old rich cultural heritage is a hallmark of Sindhudurg.
226
Every taluka of Sindhudurg makes a rich contribution to the myriad ranges of
handcrafted articles. Pottery at Tulas is famous and needs to be promoted. Vengurla is
a beautiful town with places of heritage, temples, hill stations, folk arts, Malvani
culture and sea food etc. All varieties of tourism are easily accessible in the vicinity of
Vengurla which needs to be developed properly.
BOX 7.1 TOURISM RESOURCES OF VENGURLA
NATURALTOURISM RESOURCES
CULTURAL TOURISM RESOURCES
AGROTOURISMRESOURCES
ECOTOURISM RESOURCES
Island climateTropical terrainFlora and fauna
Beaches
HeritageReligious
Art and cultureFolk art
Rural imageEntertainment
AgricultureFishing
Bird sanctuarywaterways
AGRO TOURISM RESOURCES
Tourists can watch and take part in traditional agricultural practices. Agro tourism refers to
visiting a working farm or any agricultural, horticultural or agro business operation for the
purpose of enjoyment, education or active involvement in the activities of the farm. Vengurla
has a lot of potential for developing farm stays which can provide self employment avenues
for the locals.
ECO TOURISM RESOURCES
Eco tourism preserves as well as maintains the well being and social values of the local
population. Many tourists like to visit places like creeks, bird sanctuary and natural forest
to learn from these trips. Migratory Birds (swift birds) travel to Nivti creek every year.
This can be promoted for tourism in Vengurla.
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8. TOURISM DEVELOPMENT AREAS IN VENGURLA
BOX 7.2 TOURISM DEVELOPMENT AREAS OF VENGURLA
Types of tourism Tourism development areas of Vengurla
Cultural Tourism Malvani cuisine and lifestyle.
Art and craft Tourism
Pottery at Tulas.
Sports tourism Scuba diving, Snorkeling, water sports.
Adventure Tourism Trekking, hiking, paragliding etc.
Beach Tourism Bhogwe, Nivti, Sagareshwar, Velaghar, Sagartirtha Mochemad,
Bagayat, Khavane, Vayangani, Kondura, Shiroda.
Cruise Tourism Cruise liners along the coast of Sindhudurg.
MICE Tourism Facilities can be provided for corporate.
Eco Tourism Model village at Kochara, Bird watching at Nivti.
Cashew Tourism Vengurla is famous for cashew nuts, grown, processed and sold.
Religious Tourism Vithoba Mandir, Redi Ganapati, Sateri Mandir, Adi Narayan
temple and Sun temple related to konark, Nav durga Temple
Rameshwar Temple.
Heritage Tourism Dutch wakar, Crawford market, Yashwant gad, Vengurla rock,
Vengurla port and harbor, Ancient Church at Ubhadanda.
Educational
Tourism
Vengurla fruit research centre, bird watching, marine life,
fisheries.
7.3. TYPES OF TOURISM APPROPRIATE TO VENGURLA
1. BEACH TOURISM
Vengurla is recognized for its beaches. Vayangani beach, Sagareshwar beach,
Mondovi beach, Nivti creek, bhogwe beach are well-known beaches.
2 .PILGRIMAGE TOURISM
Vengurla is famous for its temples like Rameshwar, Purvas, Gawadeshwar,
Ravalnath, Bhutnath, Vetoba, Sateri Mandir (Parabwada), Mansishwar, Sagareshwar,
Sai Mandir (Vengurla S.T. Stand), Maruti Mandir (near bus stop), Maruti Mandir
228
(khardekar road), Maruti Mandir(on the hill), Maruti Mandir (Kubalwada), Ganesh
Mandir (old S T stand), Dnyaneshwar Mandir, Pateshwar, Ekmukhi Dutt Mandir
(kubalwad), Dutt Mandir (Vengurla bazaar), Vitthal Mandir (Bhujnakwadi), Vitthal
Mandir (Dabhoswada), Vitthal Mandir (Nath Pai road), Ram Mandir (Kubalwada),
Ram Mandir(Nath Pai road), Ram Mandir (near Rameshwar), Swami Samarth Mandir
(khyalgiri-Camp), Bharadi Mandir, Narayan Mandir.
3. HERITAGE TOURISM
Dutch factory: In 1638 the Dutch had a trade settlement at Vengurla, where they
purchased food and provisions for their ships during their eight months' blockade of
Goa. A small British factory was established at Vengurla some time before 1772. In
1812 the town was surrendered to the British.
Town library: The General library was established in 1871. It was renamed as
"Nagar Vachanalay" in 1935.
Crawford Market: The market was built in 1876 by British Engineers. There are
3 markets built by the British in India Remaining two are in Kolkata and the other in
Mumbai. Different types of fruits, vegetables, fishes and village products are available
here for shopping.
Vengurla Port: Vengurla is a large town and historic port situated half a league
from the sea, in the kingdom of Bijapur. It has one of the best anchorages in all India
and the Dutch always came there for supplies when they blockaded Goa
Light House: Established in 1869 on Latitude: 15° 51 Min. 12 Sec and Longitude:
73° 37 Min. 0 Sec. having Tower Height: 43feet and Height of Focal Plane: 269. Now
it is under the control of central Government.
4. AGRICULTURAL TOURISM
Vengurla Regional Fruit Research Centre: The Konkan Farming University &
Fruit Research Centre is the study centre wherein new experiments are being carried
on fruits like mango & cashew nut. The newly developed variety of Mango, named
'Sindhu' was discovered here. The farmers are prospering due to the new discoveries.
229
5. CULTURAL TOURISM
Vengurla abounds in festivals and fairs around temples and churches which also
memorialize early legends. It showcases the traditions, festivals, rituals and their
values and lifestyle. It is generally agreed that cultural tourists travel with the
intention to gather new information and experiences to satisfy their cultural needs.
Vengurla has a rich culture with festivals, fairs, values and lifestyle.
Jatra: is celebrated in all temples of special importance being at Rameshwar, Sateri,
Tulas Jaitir, Parule - Vetoba, Aaravali - Vetoba, Mansishwar, Ghodemukh, pal
Khajanadevi, Sateri, Gawadeshwar, Swayambhu Math.
Shimgotsav: This is celebrated in the month of Phalgun (February/March) for 11
days. Shigmotsav, the festival of colours, similar to the festival of Holi is held for one
week up to the full moon day in March.
An attraction of this festival is the parade of horse-riders (Ghodemodni). Martial
dances and parades wind their way down the streets, accompanied by the rhythmic,
hypnotic roll of drums. In Vengurla, on the last day, the 'Rombat', which is a
procession of men in traditional dress, dance to the beat of drums is held to mark the
conclusion of the festival.
Mirg: For the Hindus, the beginning of the monsoon season is marked by Mirg. This
is in the month of June. Christians celebrate it a day earlier. There is offering of
prayers to the Catholic saints who were born in this month. e.g. St.John the Baptist.
6. ART AND CRAFT TOURISM
Arts & crafts tourism of Sindhudurg highlights the various ethnic items that are
locally produced in the remotest towns and villages. Vengurla is a treasure of
exquisite handicraft and traditional art forms.The rich legacy of ancient culture which
evolved slowly and gradually through disciplined efforts of generations. E.g. pottery
at Tulas, the art and a one stop shop can be started to promote the art and craft of
Sindhudurg for the convenience of tourists.
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7. VILLAGE TOURISM
A tourism village is a village area which has some special characteristics of a place as
tourism object. In this area the traditions and culture of local community are still pure.
A tourism village is also coloured by some supporting factors such as local
cuisine/food, agriculture system and social system. Besides, pure nature and
environment are added points for a tourism village. A model tourism village at
Kochara is being developed by Sindhudurg Paryatan Seva Sanstha and government of
Maharashtra.
8. CASHEW TOURISM
Plantation of cashew is done in plenty so availability of cashew nuts is more in this
location. There is a need to promote cashew tourism for tourists.
9. COCONUT LAGOONS
Plantation of coconuts trees are done in plenty so there is a need to promote tourism
and coconut lagoons for tourists.
7.4 EMPLOYMENT PATTERN IN THE TOURISM SECTOR IN
VENGURLA
This study describes the results of employment pattern and tourism development
undertaken in Vengurla. The study was conducted in November 2008. The project
provides information which will contribute to tourism development and employment
generation and will be useful in supporting appropriate sustainable tourism
development and employment generation for the locals in Vengurla.
TABLE 7.1 AGE CLASSIFICATION OF RESPONDENTS IN VENGURLA
Age 20-29 30-39 40-49 50-59 60-64 65
Employer 0 2 2 4 4 0 2Employee 0 29 12 9 2 1 0
Selfemployed 0 3 12 9 7 0 3
TOTAL 0 34 26 22 13 1 5
231
FIGURE 7. 1 AGE CLASSIFICATION OF RESPONDENTS IN VENGURLA
Individuals who participated in the study range fall in the age group as shown in
Figure 7.1. The highest percentage of respondents was between 20-29 having 33.66%,
30-39 having 25.74% of the labour force in the tourism industry and 21.78% in the
age group of 40-49. Highest number of employees are in the age group of 20-29
owners and operators in the age group of 30-39.
TABLE 7.2 EDUCATIONAL QUALIFICATIONS OF RESPONDENTS IN VENGURLA
Classification primary secondary Higher
secondary
graduate Post
graduate
others illiterates
Employer 2 1 4 5 0 2 0Employee 4 18 20 7 1 3 0Self employed 2 16 7 7 1 1 0TOTAL 8 35 31 19 2 6 0
0
5
10
15
20
25
30
Below 19
20-29 30-39 40-49 50-59 60-64 65years or older
no o
f res
pond
ents
AGE CLASSIFICATION
Employer Employee selfemployed
232
FIGURE 7.2 EDUCATIONAL QUALIFICATIONS OF RESPONDENTS IN VENGURLA
In figure 7.2, 34.65 % of individuals in the study have completed secondary and 30.69
% went on to some form of higher secondary education, 18.81% are graduates.
FIGURE7.3 GENDER OF RESPONDENTS TABLE7.3 GENDER OF RESPONDENTS
Classification male femaleEmployer 13 1Employee 50 3Self employed 27 7TOTAL 90 11
0
5
10
15
20
primary secondary Higher secondary
graduate Post graduate
others illiterates
LEVEL OF EDUCATION
Employer Employee selfemployed
0
20
40
60
EmployerEmployee Self employed
GENDER
male female
233
The study generated responses from men and women participants. Figure7.3 indicates
that 10.89% of the respondents working in tourism development areas in Vengurla
were females, while 89.1% were males.
FIGURE 7.4 MARITAL STATUS TABLE 7.4 MARITAL STATUS
About 62.38% of the sample population is married and 37.62% of the population is
unmarried.
TABLE 7.5 INCOME LEVEL CLASSIFICATION OF INFORMANTS
Classification Below 50000
50000 -100000
100000-150000
150000 -200000
2-5lakhs
5-10lakhs
10lakhs and
aboveEmployer 2 1 3 1 5 1 1Employee 38 6 3 1 4 1 0
Self employed
15 10 3 0 4 2 0
TOTAL 55 17 9 2 13 4 1
0
10
20
30
40
MARITAL STATUS
married unmarried
Classification married unmarried
Employer 13 1
Employee 20 33
Self employed 30 4
TOTAL 63 38
234
FIGURE 7.5 INCOME LEVEL CLASSIFICATION OF INFORMANTS
The level of income earned by the respondents appears to have a wide range from Rs
50000 and below to over Rs 10 lakhs. It is important to note that these figures do not
include those working part time and full time. 54.45% of the sample indicated that
they earned below 50000, 16.83% between 50,000 and 1lakh, and 12.87% between 2
to 5lakhs.
TABLE 7.6 RELOCATION OF WORK FIGURE 7. 6 RELOCATION OF WORK
0
10
20
30
40INCOME LEVEL
Employer Employee Self employed
0
10
20
30
40
Employer Employee Self employed
RELOCATION OF WORK
yes No
Classification yes No
Employer 2 12
Employee 15 38
Self employed 4 30
235
To explore migration associated to tourism employment, the study indicated whether
or not individuals had to relocate in order to start their current tourism job. Figure 7.6
indicates that only 20.79 % of the sample had to relocate for work.
TABLE 7.7 LEVEL OF POSITION OF WORK OF INFORMANTS
Classification Front line job
Supervisoryjob
Managementjob
Executivejob
Owner/operator
Others
employer 0 0 2 0 12 0employee 22 11 12 0 2 6
Selfemployed
0 0 1 0 29 4
Total 22 11 15 0 43 10
The level of position held by individuals in the study is represented in table 7.7. The
highest percentage of respondents reported to be in an entry-level position with
83.17%, 52.47% were owners or operators, an additional 15.84 % were in supervisory
jobs and the remaining 8.91% were in management, executive and other jobs.
FIGURE 7.7 LEVEL OF POSITION OF WORK OF INFORMANTS
0% 20% 40% 60% 80% 100%
Front line job
Supervisory job
Management job
Executive job
Owner/operator
OthersLEVEL OF POSITION
employer employee selfemployed
236
The study shows in majority of tourism organizations in the region were self
employed and large number of employees was at frontline and supervisory jobs.
TABLE 7.8 OCCUPATION WISE CLASSIFICATIONS OF INFORMANTS
Classification
stay
Food and beverage
MICE
Art culture and entertainment
Attractions
Travel and tour operators
Trainingand education
Vendors
others
Employer 6 8 0 0 1 4 2 1 1
Employee 16 31 1 1 1 4 5 2 3
Self employed
13 18 0 2 0 6 1 6 3
Total 35 57 1 3 2 14 8 9 7
Figure 7.8 shows that the accommodation sector accounted for 34.65%, food and
beverage 56.43%, Arts Culture and Entertainment 2.97%. 13.86% accounted for
travel and tour operators, 7.92% accounted for education and training and the
remaining 17.2% of the sample identified with attractions, vendors and the other
sectors generated marginal level of employment.
FIGURE 7.8 OCCUPATION WISE CLASSIFICATION OF INFORMANTS
0
10
20
30
40 OCCUPATION WISE CLASSIFICATION
Employer Employee Self employed
237
Tourism generates employment in a variety of sectors in the industry. Majority of the
respondents work in hotels and restaurants and are less aware of other tourism
services that can generate employment and careers for locals.
TABLE 7.9 MOST IMPORTANT SECTOR IDENTIFIED BY INFORMANTS IN TOURISM INDUSTRY
Classification stay Food and beverage
MICE
Art culture and entertainment
Attractions
Travel and tour operators
Trainingand education
Vendors
others
Employer 10 11 1 1 4 6 1 0 0
Employee 45 46 3 7 9 8 5 0 0
Self employed
28 25 0 4 3 7 1 7 2
Total 83 82 4 12 16 21 7 7 2
FIGURE 7.9 MOST IMPORTANT SECTOR IDENTIFIED BY INFORMANTS IN TOURISM INDUSTRY
The most important sector identified by the respondents were 82.18% in
accommodation and 79.21%in food and beverage, Arts Culture and Entertainment
was 11.88% while 20.79% accounted for travel and tour operators, 15.84% of the
0
10
20
30
40
50IMPORTANT SECTORS IN TOURISM
Employer Employee Self employed
238
sample identified with attractions, locals are less aware of other tourism services that
can be provided by them.
TABLE 7.10 NUMBER OF YEARS EMPLOYED IN TOURISM INDUSTRY
Classification Less than 6 months
6-12months
1-2years
3-5years
6-10years
10 years and above
total
Employer 0 0 2 2 3 7 14Employee 6 6 17 9 6 9 53Self employed
1 1 4 8 4 16 34
Total 7 7 23 19 13 32 101
FIGURE 7.10 NUMBER OF YEARS EMPLOYED IN TOURISM INDUSTRY
Individuals were also asked how long they had lived in their current community.
Figure7.10 shows that 31.68% of the sample had lived in their current community for
10 years and above, 22.77% for 1to 2 years, 18.81 % for 3 to 5 years and 12.87% for
6 or 10 years.
0
5
10
15
20
Less than 6 months
6-12months
1-2years 3-5 years 6-10 years 10 years and above
NUMBER OF YEARS EMPLOYED
Employer Employee Self employed
239
TABLE 7.11 CONDITIONS OF EMPLOYMENT DURING DIFFERENT SEASONS
Classification winter summer Rainy
Part time
Full time
Part time
Full time
Part time
Full time
No work
Employer 1 13 1 13 1 11 2Employee 1 52 1 52 1
466
Self employed
4 30 3 31 5 24 5
Total 6 95 5 96 7 81 13
The seasons that individuals reported working are shown in Figure 7.11 the figures
demonstrate a high percentage of individuals who are employed year round in full
time employment. The findings indicate that 94.06% of the sample work full time in
the winter, increasing to 95.05% in the summer season and marginally reduces to
80.19% in rainy season. 12.87% have no employment during rainy season.
FIGURE7.11CONDITIONS OF EMPLOYMENT DURING DIFFERENT SEASONS
Part time employment status ranged from 5.94% in the winter, decreasing to 4.95%
in the summer season. There appears to be a shift in employment to 6.93% in part
time and no work to 12.87% in the rainy season.
0
20
40
60
Part time Full time Part time Full time Part time Full time No work
winter summer rainy
EMPLOYMENT AT DIFFERENT SEASONS
Employer Employee Self employed
240
TABL 7.12 INCENTIVES RECEIVED BY INFORMANTS IN 3YEARS
The study sought to determine the types of incentives that individuals have
experienced in their current organization within the last three years. A list of items
was provided and participants were asked to circle all those that they have received.
The informants were satisfied with increase in pay and recognition for performance.
They also felt the responsibilities and working hours increased.
FIGURE 7.12 INCENTIVES RECEIVED BY INFORMANTS IN 3YEARS
Figure7.12 shows that 96.04 % received increase in pay, 66.37% received increase in
responsibilities and 51.48 % received rewards or recognition in the past three years.
Only 10.89 % of the sample indicated they had opportunities to learn new things.
0
20
40
60INCENTIVES
Employer Employee Self employed
Classification Promotion Increase in pay
Increase in responsibilities
Recognition for
performance
Learn new skills
others none
Employer 0 14 12 12 2 1 0
Employee 3 50 31 20 2 0 2
Self employed
0 33 24 20 7 0 0
3 97 67 52 11 1 2
241
TABLE7. 13 KINDS OF SERVICES OFFERED IN VENGURLA
Kinds of service Not at all Sometimes A lot Not sureA. Interact with tourists 18.81 20.79 60.4 0B. Booking /reservations 83.17 7.92 8.91 0
C. Guide 78.22 5.94 15.84 0D. Provide information 20.79 19.8 59.41 0E. Event manager 95.05 0.99 3.96 0F. Manage hr 95.05 2.97 1.98 0G. Manage finance 97.03 1.98 0.99 0H. Planning 93.07 2.97 3.96 0
I. Package tours 98.02 1.98 0 0J. Transport visitors 95.05 0.99 3.96 0K. Others please specify 97.03 0 2.97 0
Majority of the informants were aware of interaction with tourists and providing information
to tourists, which shows that tourism development is in its budding stage. Nearly 83.17% of
informants do not offer booking/reservations, 95% event management, 98.02% package tours
95% transport visitors etc. which are the pillars for success of a tourism industry.
FIGURE 7.13 KINDS OF SERVICES OFFERED IN VENGURLA
The study also sought to find where the kinds of service were not at all available and
the locals need to be given additional training and education in booking and
reservations, training as guides, event management transporting tourists by starting
local services of tour and travels and know to manage finance and human resource
which is needed for qualitative service in a tourism industry.
0%10%20%30%40%50%60%70%80%90%100%
KINDS OF SERVICES
not at all sometimes a lot not sure
242
TABLE 7.14 LEVELS OF SATISFACTION OF INFORMANTS
rank Very good good Bad Very bad Neithergood orbad
Opportunities 83.2 13.9 2.0 0.0 1.0Quality of work 73.3 21.3 4.5 1.0 0.0Wages and tips 74.3 20.8 4.0 0.0 1.0Level of benefits 78.2 19.8 2.0 0.0 0.0Rewards and recognition 78.2 19.8 2.0 0.0 0.0
Level of challenge 74.3 24.8 1.0 0.0 0.0Status 74.3 25.7 0.0 0.0 0.0Work environment 78.2 21.8 0.0 0.0 0.0Require Training and education 74.3 23.8 1.0 0.0 1.0
Table 7.14 indicates the level of satisfaction with these factors. 83.2 % of the sample
was satisfied with the opportunities, 78.2 % were satisfied with the level of benefits,
rewards and recognition and work environment and 74.3 % with the type of training
and education, status and level of challenge and an additional 73.3% rated the quality
of work positively
FIGURE 7.14 LEVELS OF SATISFACTION OF INFORMANTS
0% 20% 40% 60% 80% 100%
opportunities
Quality of work
wages and tips
Level of benefits
Rewards and recognition given
Level of challenge
Status
Work environment
Training and education
LEVELS OF SATISFACTION
Very good good Bad Very bad Neither good or bad
243
Table 7.14 indicates that 74.3 % of the informants felt they would like to have more
training or education in tourism services. The study also questioned individuals about
how satisfied they were with a range of factors about their current job.
The data also indicates areas where the locals employed in tourism are not as
satisfied. 25.7% individuals reported that they were not very satisfied with the status
provided, 24.7 % of the samples were not satisfied with the level of challenge for
advancement within their organization.
Tourism is often viewed as a low paying employer. When asked to rate how satisfied
individuals in the study were with the level of income, 74.3 % indicated they were
satisfied nearly 21.3 % were dissatisfied. The areas where low levels of satisfaction
have been identified may merit further attention by tourism organizations to improve
the turnover, employee morale and productivity.
TABLE 7.15 .INFORMANTS FIRST TOURISM RELATED JOB
Classification 1year 2years 3years 4years 5years othersEmployer 1 1 1 0 2 9Employee 14 11 4 0 4 20Self employed 2 5 2 1 5 19
total 17 17 7 1 11 48
FIGURE 7.15 INFORMANTS FIRST TOURISM RELATED JOB
After analyzing tourism employment, the study sought to determine how long
individuals remained in the industry. Figure7.15 shows the length of time the
individuals in the sample were employed with their current organization. 16.83% of
the sample had just started work with their employer, having worked for less than 1 or
0
5
10
15
20
1year 2years 3years 4years 5years others
FIRST TOURISM RELATED JOB
Employer Employee Self employed
244
2 years. An additional 6.93% had worked with the same employer for 3 years, 0.99
for 4 years, 10.89% for 5 years and the remaining 47.52 had worked for 6 or more
years with the same organization. This data suggests that individuals in core tourism
jobs are remaining employed with the same employer for longer periods of time.
TABLE 7.16 SECTOR BEFORE AND AFTER TOURISM FIGURE 7.16 SECTOR BEFORE AND AFTER TOURISM
The survey also asked individuals to identify what they were doing immediately
preceding their first job in tourism. Figure 13 shows the pattern of migration into
tourism. Approximately 49.14% of individuals in the study previously worked in
Agriculture, 5.17% of participants entered their first tourism job immediately
Agriculture
Arts, culture
Construction
Educational
Fishing
Forestry
Finance
Health care
Homemaker
Mining
Management
Manufacturing
Professional
Public administration
Recreation
Retail
Studying
Transportation
Trade
Utilities
Unemployed
Others
SECTORS
After tourism before tourism
Sector before tourism
After tourism
Agriculture 49.14 54.29Arts, culture 1.72 1.9
Construction 3.45 3.81Educational 1.72 1.9
Fishing 4.31 5.71
Forestry 0 0
Finance 0 0
Health care 0 0Homemaker 0.86 0.95
Mining 0 0Management 0 0
Manufacturing 2.59 3.81Professional 0 0
Public administration
0.86 0
Recreation 0 0
Retail 3.45 2.86
Studying 5.17 1.9
Transportation 2.59 2.86
Trade 0.86 0.95
Utilities 0 0
Unemployed 2.59 0
Others 20.69 19.06
245
following High school or College/University. Individuals also migrated into tourism
from virtually all other industries including fishing (4.31%), art and culture (1.72%),
educational services (1.72%), construction (3.45%), manufacturing (2.59%), Retail
(3.45%) and transportation (2.59%). The patterns emerging from this study suggest
that tourism is an accessible industry for individuals who work their way up through
the industry, enter after developing skills elsewhere and for those drifting between
different jobs. The importance of the other sectors has not declined after migrating
into tourism sector dependency on agriculture (54.29%), fishing (5.71%),
manufacturing (3.81%) and transport (2.86%) explains that tourism is developing at a
low pace.
TABLE 7.17 REASONS FOR CHOOSING TOURISM AS AN OCCUPATION
Reasons for choosing to work in your first tourism related job
Agree Disagree Neither agree/disagree
N/A
It was easy to start business in tourism 45.54 8.97 0.99 44.5To improve my standard of living 96.04 3.96 0 0
Better working conditions 98.02 1.98 0 0An interesting job 98.02 1.98 0 0
Family had a business in tourism 25.74 63.37 0 10.89
To establish my own business 38.61 28.71 32.68 0
Unemployed and needed a job 30.69 68.32 0.99 0
Saw tourism as a profitable industry 97.03 1.98 0.99 0
Was attracted by the image of tourism 99.01 0.99 0 0
Wanted a job that was conducive to my lifestyle
99.01 0.99 0 0
Was downsized in a declining industry 5.94 92.08 0.99 0.99
Wanted a job that suited my skill 95.05 4.95 0 0
Did not seek prospects in my previous occupation
11.88 87.12 0 1
Leave my previous job 35.64 61.39 0.99 1.98To deal with people 94.06 3.96 0.99 0.99
First job offered was in tourism 48.52 49.5 0.99 0.99Pleasant surroundings 99.01 0 0.99 0Have good business skills 98.02 0 1.98 0
246
The study verified the motivations behind individuals choosing to work in tourism.
Individuals were asked to rate how strongly they agreed or disagreed with different
reasons for choosing to work in their first tourism related job. Figure 7.17 clearly indicate
that individuals in this study chose to work in tourism for a host of positive reasons.
99.01% wanted to work in pleasant surroundings and were attracted by the image of
tourism, nearly 98% wanted to work in better working conditions, interesting job and
possess good business skills, 97.03% of them saw tourism as a profitable industry,
98.02% wanted an interesting job, 94.06% wanted to work with people, 98.02% felt
their business skills would be useful in tourism and 99.01% wanted a job that was
conducive to their lifestyle. However, there was very little agreement that a shift into
tourism was due to downsizing in other industries.
The motivations behind individuals wanting to work in tourism paint a positive image
of the industry and the perceptions of individuals from a variety of backgrounds
wanted to know that what it would be like to work within it.
FIGURE 7.17 REASONS FOR CHOOSING TOURISM AS AN OCCUPATION
0% 20% 40% 60% 80% 100%
It was easy to start business in tourismto improve my standard of living
better working conditionsAn interesting job
Family had a business in tourismto establish my own business
Unemployed and needed a jobSaw tourism as a profitable industry
Was attracted by the image of tourismWanted a job that was conducive to …
Was downsized in a declining industryWanted a job that suited my skill
Did not seek prospects in my previous …Leave my previous job
To deal with peopleFirst job offered was in tourism
Pleasant surroundingsHave good business skills
REASONS
Agree disagree Neither agree/disagree N/A
247
Making a career shift is never an easy decision, particularly when it involved crossing
industries. The individuals in this study were posed a series of statements about why
they chose to work in tourism. They were asked to rate on likert scale to what extent
they agreed with each of the statements. Figure 7.17 provides a summary of the
strength of agreement for each statement made.
TABLE 7.18 SOURCE OF INCOME FIGURE 7.18 SOURCE OF INCOME
In order to get a better understanding of who was satisfied with the level of income
generated by their tourism job, the sample was split into those who indicated that their
job was their primary source of income and those that use it for supplemental income.
Figure7.18 indicates that 90.1% used their position as their primary source of income.
TABLE 7.19 INFORMANTS FUTURE IN FIGURE 7.19 INFORMANTS FUTURE
TOURISM SECTOR IN TOURISM SECTOR
0
20
40
60SOURCE OF INCOME
primary supplementary
0
50
100 FUTURE IN TOURISM
continue working
until something better comes
not formed any decision
Classification primary supplementary
Employer 11 3
Employee 51 2
Self employed 29 5
Area Continue
working
Until something better comes
Not formed
any decision
Employer 13 0 1Employee 52 0 1Self employed
33 0 1
248
Figure 7.19 indicates that 97.02% would like to continue working in the tourism
industry. They believe that if the potential tourism resources will be developed then
there are more opportunities to earn more revenue from tourism.
TABLE7.20 OCCUPATIONAL STRATEGY (IN PERCENTAGE)
Strategy To work Important to work
Pays for performance 36.09 33.81Provides motivation 3.01 5.76Pay raise 8.27 9.35Bonus 15.04 15.83Provides housing\accommodation 20.30 18.71
Increments 3.76 4.32Promotion 2.26 2.88Profit sharing 3.01 2.88Recognizes education & training 1.50 1.44Provides education & training 3.76 2.88
Others please specify 3.00 2.14
TABLE 7.20 OCCUPATIONAL STRATEGY
The study also asked employees which of the strategies to work was used by the
organizations to retain them, employees reported that 36.09% felt that Pay for
performance are keeping them around, 15.04% were given Bonus, 20.30% were
0.00
10.00
20.00
30.00
40.00 OCCUPATIONAL STRATEGY
to work % important to work %
249
provided Housing /Accommodation facilities, 8.27% gave pay raise and 3.01%
provided Motivation to work.
TABLE7.21-JOB SEARCH METHODS FIGURE 7.21-JOB SEARCH METHODS
Tourism, like all areas of the labour market, is forecasted to experience significant
labour shortages in the upcoming decade. This is due to two factors. First more baby
boomers are expected to retire resulting in an increase in demand for leisure products
and services, such as tourism experiences. Second as numerous baby boomers leave
the workforce, including jobs in tourism, there will be less labour supply to
accommodate the increase in demand.
In order to deal most effectively with attracting and retaining employees,
organizations need to have more information on how employees are searching for
positions and what is effective to keep them employed .The study asked employees to
identify the job search strategies that they used, to find their current job and later
which one they felt was most effective. Individuals who were knowledgeable about
the recruitment strategies used in their organization were asked to identify which job
search strategies were used to locate potential employees.
Figure 7.21 shows that informants rely heavily on word of mouth 84.91% to locate
potential employees/jobs. 15.09 % identified newspapers, as a job search strategy.
0102030405060708090 JOB SEARCH METHODS
While searching for job %
Most effective method %
statementsWhile searching for job
Most effectivemethod
% %Online job search 0 0Friends & relatives 0 0Employment offices 0 0Job & career fairs 0 0Newspapers 15.09 15.09Personal contact 84.91 84.91Others 0 0
250
TABLE 7.22 MIGRATION FIGURE 7.22 MIGRATION
The data reveals that 91.09% agrees to migration from Sindhudurg to other places for
higher education, better jobs and higher income.
TABLE 7.23 TOURISM DEVELOPMENT FIGURE 7.23 TOURISM DEVELOPMENT
Growth of the tourism industry develops the destination with more profit, more
employment, income generation, more contribution to GDP, support to traditional
industries and agriculture. These dynamics have turned tourism into a key driver for
socio economic progress. The participants were asked whether there is tourism
development in Vengurla and about 93 people were affirmative but about 40 people
expressed that the development was slow and needed acceleration for providing
benefits to the region as well as locals.
0
20
40
60
80
100
yes no
MIGRATION
migration
0
20
40
60 TOURISM DEVELOPMENT
yes no
Area Yes no
Employer 12 2
Employee 47 6
Self employed 33 1
Area Yes no
Employer 11 3Employee 51 2
Self employed 31 3
251
TABLE7.24 TECHNIQUES OF EMPLOYMENT
FIGURE 7.24 TECHNIQUES OF EMPLOYMENT
Both employees and organizations were asked to identify which recruitment or job
search strategy was the most effective. Figure 7.24 demonstrates that employees felt
and organizations felt word of mouth the most effective job search strategy and
secondly the employees felt the most effective job search strategy was to meet the
potential employer.
0
50
100JOB SEARCH TECHNIQUES
Employers Employees
Techniques Employers EmployeesWebsite 2 0Employment organizations 0 0Attend job and career fairs 0 0Incentives to employees 0 0Post jobs in colleges and universities 0 0Post in news papers 6 15.09Word of mouth 92 84.91Make time for drop in visits by job seekers
0 0
Others please specify 0 0
252
TABLE 7.25 RETENTION STRATEGIES
FIGURE 7.25 RETENTION STRATEGIES
The study also asked organizations and self employed which of the retention
strategies was the most effective for them. Figure7.25 shows that while organizations
0
20
40
60
80 RETENTION STRATEGY
your organization uses important strategy to retain employees
Kinds of strategies your organization uses
Important strategy to retain employees
Pays for performance 64.71 63.38Provides incentives 1.47 2.82Higher wages 4.41 4.23Perks 13.24 12.68Provides housing 10.29 9.86Increment according to seniority
0 0
Promotion 0 0Profit sharing 0 0Recognizes education& training
2.94 2.82
Provides training& education
2.94 4.21
Others 0 0
253
and employees concentrated more strongly on a few. Pay for performance was the
most effective motivator to remain working with an organization followed by
housing, higher wages and perks. Other retention strategies were not significant for
both employers and self employed, they felt these strategies will gain importance
when there is rapid tourism development.
TABLE 7.26 HUMAN RESOURCE ISSUES
Human resource issues significant Not significant
Not sure
High rate of turnover in employees
6.25 89.58 4.17
High costs of training 2.08 97.92 0
Inability to get qualified persons 10.42 89.58 0Inability to recruit persons 2.08 97.92 0
Inability to provide housing 0 100 0Inability to pay high wages 0 37.5 62.5Inability to give incentives 0 100 0
FIGURE 7.26 HUMAN RESOURCE ISSUES
Organizations were asked to rate how significant a range of human resource issues
were for their organization. Figure 7.26 shows that most of the issues were not
0%
100%
HUMAN RESOURCE ISSUES
significant Not significant Not sure
254
significant for tourism organizations in Vengurla. The organizations identified
turnover as a significant issue but numerous comments indicated “only with some
jobs”, although these were seldom provided. Tourism organizations in remote
locations often struggle with attracting employees due to limited housing options
available. When asked how significant the issue of housing was for Vengurla, no one
indicated it was a significant issue because most of them provide housing for people
or employ locals.
7.5 PERSPECTIVES FROM LOCALS OF VENGURLA
The charm and nobility of Vengurla fascinates everyone. A leisurely walk through the
town is the best way to know more about this place of heritage, which once played a
vital role of being a very important commercial centre for Dutch traders and British
rulers. The European traders who left their homeland to expand their business and
change the course of history of land left behind their footprints in the form of Dutch
Wakar, Crawford market and lighthouse on Vengurla rocks. Vengurla is real exotica
on the west coast of India. Tourism was viewed by a number of individuals in
Vengurla as an alternative where they could live in pleasant surroundings and
socialize with people as a part of their job. Some of the interviews were conducted with
individuals who have made a transition into tourism. When asked what could be done to
encourage more people to work in tourism, the issue of development was raised.
Currently, some operators felt there was not enough of an emphasis on development of
tourism in Vengurla though it has been a centre of attraction due to beautiful coastline,
natural beauty and belt of coconut trees. The huge warehouses, large godowns and
well planned markets remind its history even today. Sagareshwar farming research
centre, Shiroda village, Ganapati of Redi, Nivti creek, the coastline at Mochemad are
extremely beautiful with the plantations of 'Suru' Trees.
Mr.Khule has leased his land to culture aangan which promotes cultural home stays
for tourists. He feels that Bhogwe beach has no facilities for tourists.
Mr. Samant said that Adarsh gram (eco tourism village) is being built at Kochara.
Mr. Parulekar trains people for Scuba Diving and Surface Diving at Nivti creek. He
feels that water sport will improve tourism around Sindhudurg.
255
Mr. Hule said that people who travel to Goa by road stay at Vengurla. He feels that
there is need for publicity and awareness to develop tourism. Nivti can be promoted
as a dolphin bay.
Mr. Chavan said Educational tourism can be developed and students will have the
advantage to learn natural development of plants trees fruits at Vengurla fruit research
centre.
Mr. Mestri felt that infrastructural problems are the reason for slow growth of tourism
in Vengurla. The problem of load shedding, obtaining permission from gram
panchayats to start any tourism product is a long drawn process.
Mrs. Parulekar from Sagareshwar says Gram panchayat should promote tourism and
give benefits to people for starting tourism services so that they can attract more
tourists.
Mr. Gavaskar says logistic support from the government is required to develop
tourism in Vengurla. Cruise tourism will be ideal as the coastal line of Sindhudurg is
big, the tourists can visit all tourist spots in a cruise in the pristine and scenic
surroundings.
Mr. Vengurlekar said travel, tours and booking/reservations should be developed in
Sindhudurg because it lacks transport services and tourists have to come with their
own vehicles for travel.
Mr. Kerkar said that the locals do not realise the value of their property and prime
lands are being sold to developers. There is an urgent need to make locals aware of
the potential tourism has in Vengurla. Tourism development will create jobs and
unemployment will come down in our area.
Mr. Sawant said there is a need to develop Tourism cooperatives in Sindhudurg.
Locals should learn English, other foreign languages and promote the concept of
tourists staying with an Indian Family.
Mr. Tare feels that the beaches of Vengurla are clean and Special Tourism Zones
should play an important role in developing Vengurla.
256
Mr. Vastha said though there is lot of euphoria about tourism, no implementation of
the projects for the development of tourism.
Mrs. Anthony runs a resort leased by Sindhudurg Tourist Seva Sanstha which
promotes tourism and creates employment for locals.
Mr. G.Parulekar said that beach security should be given more importance so that the
risk at beaches in Vengurla can be reduced.
Mr. Andhari said there is a lot of tourism potential in Vengurla “rent a Bike” can be
given for travelling in and around Sindhudurg. Paryatan Mahiti Suvidha Kendra
(Tourist Information Centres) should be started at different locations for helping the
tourists.
Mr. Tendulkar feels developing Agro tourism will protect the environment from
erosion.
Dashavtar artist group from Walawalkar Dashavtar Natya Mandal said that art is
appreciated and promoted in Sindhudurg and needs more publicity for its survival and
growth.
Mr. Naik said government initiatives were important and policies should be relaxed.
The Municipality of Vengurla is 125 years old with a rich heritage.
Mrs.Naik said when tourism develops every other sector will also develop. She said
that 90% of women work in the cashew nut industry.
7.6 SUMMARY
Vengurla being a safe and natural port, commercial centre was initially established
during 1665 by Dutch traders and subsequently by British rulers. Planned city having
road and drainage system, market, commercial and office buildings, municipal
council, hospitals, parks etc. was developed by British rulers. Signs of Dutch and
British rulers still exist in the form of Dutch Wakar (Godown), Crawford market and
St Luke’s hospital. 130 years old Vengurla Municipal Council is one of the oldest
Municipal Councils of Maharashtra State.
Though Vengurla is rich in heritage with Historical Forts, places of heritage, temples,
hill stations, folk arts, Malvani culture sea food and has the best clean and
257
unpolluted(Virgin) beaches having silky sand ,backwater creeks, surrounded by
sprawling greenery, it has been isolated from mainstream development because of its
geographical location. It has always had a tremendous potential for tourism but
tourism development has been very slow. People are apprehensive of the development of
tourism and are not aware of tourism in their area.
The study focuses on the employment pattern and tourism development of Vengurla.
Majority of individuals entering the tourism Industry in Vengurla are from other
sectors. They have little or no background in tourism. The locals feel that tourism has
been developing at a slow pace and requires support from government and other
organizations for faster development.
The problems of tourism organizations in remote locations often struggle with
attracting employees due to limited housing options available. In October 2008 the
Maharashtra Economic Development Council’s Tourism and Hospitality committee had
deliberated on the steps that can be taken to develop coastal tourism, agro tourism and
model tourism village at Vengurla. There is a requirement of a coordinated approach of
the stakeholders to develop tourism in Vengurla.
258
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