A Comparative Study of the Positive Social Impacts Due to Tourism Development between Urban and Rural Tourist Centres of Kerala

Tourism development and social development go hand in hand because economic development effected through tourism is instrumental in making increased standards of social living. Kerala situated in the south-west corner of India is a world famous tourist centre. Its wildlife centres like Thekkadi and Iravikulam are extra ordinary places to visit. Similarly bird sanctuaries like Kumarakom and Thattekkad and eco tourist centres such as Konni and Thenmala are infact gifted with natural richness. Tourism drives host community to interact with guests leading to inter-transmission and exchange of culture, values, customs and even language. The development of tourism creates job opportunities, infrastructure development and generated additional foreign exchange. All these are fundamental for the development of an area. Urban and rural tourist centres have a lot of changes with respect to its demography, population and geographical features. The present study attempts to compare these two types of tourist centres of Kerala with respect to positive social impacts.

From the demographic profile of Kerala it is clear that it is an urbanized state. Most of the rural areas show the features of urban areas and there exists and urban-rural continuum. It is one among the many reasons for the tourists‘ attraction to the state. The society of Kerala is well educated and politically aware and its pattern of development is socialistic. Because of those reasons the people of Kerala welcome tourists whole heartedly. This attitude eventually reaps benefits to the society in terms of development in multiple ways. Infrastructure

The study tries to compare the level of social benefits reaping by reason of tourism development to the urban and rural tourist centres of Kerala and to find out which centres are more benefited. 1. To identify the positive social impacts in Kerala by reason of tourism development. 2. To know whether urban or rural centres are better in terms of the identified positive social impacts. 3. To make suggestions for the betterment of positive social impacts

DESIGN

For the purpose of this study a structured questionnaire is prepared and administered to four

Simple Random Sampling Method is used in the study for gathering primary data. Secondary data is collected from different published sources like Department Publications, Magazines, News Papers, Journals, Reference Books, Library Materials and the internet.

Tourism development is a catalyst for infrastructure and economic development of a region. The study finds out the following factors positively influencing the society for its development;

Continuous tourist inflow and its interaction with local society lead to a positive transmission of values one another. This cross cultural transmission refines the values of both host and guest community. A society with a hybrid culture is the outcome of this interaction.

Development of tourism is instrumental in bringing additional shopping facilities. Shopping malls, exhibition stalls and trade fairs to suit tourists‘ demands will become common in such tourism spots. It will give opportunities for greater shopping choices.

By reason of tourism development infrastructure facilities will boost. Transportation, communication, employment opportunities and all other infrastructure will naturally develop.

The development of tourism drives to a local economy creation by way of more shops , more infrastructure, more employment and more income for locals.

Tourists normally demand quality products and a constant increase of shops in the tourist centre will definitely lead to high competition. The sellers and service providers will be naturally forced to increase the quality of goods and services. identity. The host community will be always trying to uphold their traditions and values.

The primary data collected through the questionnaire from four hundred respondents comprising 151 from urban centres and 249 from rural centres of different parts of Kerala are compared by using descriptive statistics including Arithmetic Mean and Standard Deviation. Finally the significant difference of the variations is tested by using ANOVA. The analysis is done by using SPSS Software.

There are six variables identified for comparing urban and rural tourist centres in terms of social positives. In the first variable Hybrid Culture, the Mean Score of urban centres is 19.6556 which is higher than that of rural centres indicating that benefit is more prevalent in urban centres. Greater Shopping Choices as a benefit is reflected more in urban centres as their Average Score is 23.7815 higher than that of rural. In the case of Infrastructure Development also urban centres are leading with a Mean Score of 62.0795 indicating urban centres account for more infrastructures by reason of tourism development. In the remaining three factors called Local Economy Creation, Quality Improvement and Building Host Identity urban centres are leading with Mean Scores 50.1457 18.7550 and 18.7020 respectively indicating all those benefits are more popular in urban centres of Kerala. Now it is time to test whether those variations in the Mean Scores are significant or not. For the purpose F-Test is used as a tool of Analysis of Variance (ANOVA). The following hypotheses are used to test the variation;

From the above table it is seen that the Mean Scores are varying at 1% Level of Significance. It is true for all cases as p<0.01 (vide last column of the table). Hence, the null hypotheses are rejected and the alternate hypotheses are accepted at 1% Level of Significance and the variation is realistic and established by using F-Test.

The following findings are arrived at from interpretation of the data analysed;

4. Considering the third factor called Local Economy Creation, the Mean Score of urban centres is 50.1457 again higher than rural, indicating better economic development is happening at urban centres.

6. Building Host Identity being the last variable is found to be more prevalent in urban centres as its Mean Score is 18.7020 which is higher than rural.

1. In the process of development of tourism in all indicators of development rural areas of Kerala are lagging behind as compared to urban centres. Measures should be taken by authorities to overcome the backwardness of rural areas by improving its transportation, communication and other infrastructure facilities. 2. Kerala is currently stands at 10th position in terms of tourism revenues and arrivals. The state ranked first for many earlier years and so urgent measures should be taken through campaigning and advertising to take back its lost glory as a tourism centre.

In the tourism map of India, Kerala occupies a prominent position as of its unique tourism characteristics. It is a world famous tourism centre also. Munnar, Kumarakom and Thekkady are its pivotal attractions before the world. Being a consumer state, Kerala depends heavily on tourism revenues. Quite recently its number one position as the most attractive tourism centre among Indian states lost and now it stands at tenth rank. The tourist centres of Kerala are truly equipped with all facilities and its infrastructure development is really wonderful. But it is seen from the study the rural tourist centres need further care to be elevated to international standards.

1. Vijay Kumar Gupta, 1987, Tourism in India, Gyan Publishing House 2. E-book of Ministry of Tourism, 2015 3. A K Bhatia, 2012, Tourism Development, Principles and Practices, Jain Book Agency, New Delhi 4. Manaohar Puri, 2006, Tourism Management, Jain Book Agency, New Delhi

Technology and Environment, Thiruvananthapuram. 6. Madhu Murdia, 2015, A Sociological Review on Socio-Cultural Impacts of Tourism, International Journal of Research in Business Management. 7. Colleen Ward & Tracy Berno, 2011, Beyond Social Exchange Theory-Attitudes Towards Tourists, Annals of Tourist Research, Great Britain.

Associate Professor of Commerce, SAS SNDP YOGAM College, Konni, Pathanamthitta, Kerala psajithps@gmail.com