This study was designed and conducted to find out the various market segments and

Transcription

1 ^Observations, conclusion and recommendations Chapter - 13 Observations, Conclusions and Recommendations Chapter Sketch This study was designed and conducted to find out the various market segments and analyze the promotional policies for the adventure tourism product of Himachal Pradesh. The research developed its findings by keeping the districts Kullu, Kangra and Shimla as a case study for the purpose of reference in whole states context. However, the findings derived from these analyses were presented at the end of respective chapters. This chapter is an effort to understand the implications of the study undertaken. Chapter represents some set of observations on the basis of the conclusions and thus put forth some practical recommendations. For the purpose of ease of understanding and facilitating logical link to the recommendations being offered in this chapter, some of the main findings/ conclusions are presented below to serve as a foundations part. The study, on the whole, brings out the fact that Himachal is a state blessed with a very rich potential for almost all types of tourism, whose potential has not been exploited to its optimum (Related details can be seen in exhibit 1, 2 and 3 ofannexure 1) Identified Gaps in Adventure Tourism Industry of Himachal Through extensive surveys and consultation with major stakeholders and tourists, a number of gaps have been identified in the provision of adventure tourism product of Himachal. These gaps have been identified following analysis of the primary survey conducted at market place. Whilst there has been positive Indigenous adventure tourism development within the state, there appears to be further demand for more quality interpretive aboriginal developments with the region. There is a specific demand for this product in the growing

2 ^Observations, conclusion and recommendations international and domestic market, specifically with backpackers and those from Israel, Americas, European countries and leisure travellers form the neighbouring states of India. Emphasis should be placed on 'authentic' aboriginal experiences. The expansion of existing walking trails would benefit bush walking and other special interest groups who travel to the region. Opportunities in the specific eco-adventure market can be expanded upon by some existing operators incorporating conservational and educational components on a range of tours to satisfy the demand in the market place. This is particularly the case for international travellers and socially aware segments that support nature based adventure experiences. There was significant concern regarding the provision of service by non-tourism adventure operators. These are considered part of the 'second-tier' of the adventure tourism industry but nonetheless, still an active and vital part of service provision to visitors. It was considered that basic customer service skills, their understanding of how they 'fit into the big picture' and the impact they can have on the visitors needed to be developed to provide a complete adventure tourism package for the Himachal. It was also identified that there was a need for the provision of a range of eating places beyond those currently on offer. This would provide future packaging opportunities for transport and accommodation providers but also facilitate longer stays in the area and increased expenditure. This point was identified though not part of the scope of the study. It is assumed that an increase in critical mass to the area will support the development and evolvement of this service through market forces. There is a range of budget and 'lower- rated' accommodation within the Himachal. Given the market breakdown, this is quite appropriate. It does however mean that there is a 'gap' in the provision of superior and moderate accommodation. Signage was perceived as a gap for visitors also. Way side amenities and facilities including toilets, picnic areas with seats and grassed areas, particularly along major arterial roads were seen as an area for development. Such facilities would encourage visitors to pause, take more time in the region and encourage an increase in expenditure. Like signage, an increase in traffic will 250

3 -Observations, conclusion and recommendations place extra pressure on infrastructure facilities. This will also need to be addressed by governnnent Main findings of the study The first priority for the development of adventure tourism in Himachal is the formulation of a long-range tourism development master plan with a medium-term implementation programme. Such a plan should articulate a coherent tourism policy which will ensure development in conformity with national aspirations; define development objectives; identify and demarcate areas for tourism product development; set development targets, particularly in relation to tourist traffic volumes, accommodation and other facilities requirements, foreign exchange earnings and other economic benefits, etc. Apart from the need for a comprehensive tourism development plan, there are specific priority areas into which development assistance can be focused to meet the immediate requirements of the tourism sector. This would not only assist the recovery of the sector, but should also ensure continued future expansion. These may be summarized as: 1) The barriers factors of adventure tourism development in Himachal The hardest barriers factors adventure tourism development in Himachal is the inadequate infrastructures, then followed with limited public facilities. Unorganized tourism sector, scarce investments, and insufficient government supports are the last three barrier factors. 2) The stakeholders' opinions toward adventure tourism development in Himachal The stakeholders predominantly agree that ecological resources particularly rivers, mountains, forests, lakes, social life especially villagers and their lives, and cultural resources such as unique traditions are the strength factors of adventure tourism development in Himachal. J 251

4 ^Observations, conclusion and recommendations 3) The weakness factors for adventure tourism development in Himachal A number of weaknesses of adventure tourism development agreed by the stakeholders from the weakest factors until the least weakness contributors as follows; lack of government support, lack of investment and lack of infrastructures. 4) The opportunity factors for adventure tourism development In Himachal Generating adventure related tourism businesses are the most potential opportunity of tourism development in Himachal. As it has been noticed that adventure tourism opportunities is the true gift of nature to this state. However there are still numerous opportunities generated from adventure tourism such as providing local employments, increasing family incomes, and increasing value of the natural resources. 5) The threat factors adventure tourism development in Himachal Degradation of natural resources regarded as the riskiest threat of adventure tourism development in Himachal. The second most serious matter is land using problems as many areas have been developed inappropriately (particularly Manali which is in the growth stage of Destination Life Cycle) and are not in accordance with the principle of tourism development. Other threats such as pollutions (including air, water, and land pollutions), host attitude changes, increasing criminalities, as well as commercialization of traditions are also supposed to be threats factors however they are not as serious as the two hazardous threats. 6) The contributions of adventure tourism toward economy improvement Adventure tourism contributes lots of things in improving the economy of the local communities. The contributions are in the forms of rural and far flung area community improvements, and stimulations of other related tourism enterprises such as handicraft shops, restaurants, and accommodations. 252

5 ====== = = ======= === = ====Observations, conclusion and recommendations 7) The contributions of adventure tourism toward improvement of social situation Adventure tourism plays roles in Improving the social situations of the local communities particularly poverty alleviation, decreasing unemployment as well as declining over carrying capacity at famous tourist destinations such as Shimla and main Manali town. 8) The contributions of adventure tourism toward sustainable tourism development in Himachal Eco adventure tourism as one the sustainable tourism development indicators is contributed by adventure tourism development in Himachal. Other contributions such as international tourist arrival increase and generating economic incomes which can be seen from the establishments of tourism businesses for local communities strengthen argument that adventure tourism plays role in applying the principles of sustainable tourism development. These are the some of the main findings in generalised form and in the chapter further; some of the other specific findings and recommendations thereof are given Recommendations Himachal is full of tourist potential and a well suited destination for all types of tourists; may that be adventure, cultural or health tourists, having religious or nature related aims, interest in archaeology, Himachal can become the best choice destination. Tourism is a wholesome activity which ignites multi facets activities, generating unending opportunities for socio-economic development. There is no denying the fact that tourism enriches individuals, families, communities, countries and the entire world. Tourism facilitates economic development, increased foreign earnings; creates more jobs. It increases economic benefits to local people which include: improved connectivity access, health facilities, air ports and road networks. It is also responsible for increase in prices, desire to possess more material things and change eating habits, dress etc. However, Tourism development also has some positive and negative impacts upon cultural traditions, life style, and environment of the local people. Romila Chawla in her famous book 'Potential of Tourism' argues that tourism also causes decline in morality through unending pursuit of Adventure tourism market segments and promotional policies therein: a study of Himachal Pradesh.. _J 253

6 ^Observations, conclusion and recommendations fun, sun and sex by the golden hordes of pleasure seekers in the vacation destinations thus increasing in prostitution, drug consumption etc. Degradation of natural environment in tourists receiving areas is another problem which his directly proportionate to the tourists' intake. Therefore to tape positive gains and avoid pitfalls, tourism management occupies central role is very important to monitor visitors access and protect the tourist environment. Hov^/ever, it has to be based on the realization of the fact that the intensity of social, economic, environmental, and other impacts of tourism moves in sympathy with the level of tourist flow expressed as proportion of local population in tourist receiving area. Employment in government sector is less than 5% of total population and thus majority works in private sector/agriculture/horticulture/self-employment/entrepreneurship. This draws the obvious conclusion that the people of state are willing to promote every industry that supports their economy say tourism of every type. The existing tourism policy of Himachal, if properly developed, can attract tourists especially adventure loving tourist from all over the world as it offered the world most beautiful scenic and adventure hot spots. Construction of washrooms at petrol stations on highways in addition to similar facilities at appropriate distances on the highways, in addition to similar facilities at appropriate distances on the highways, encouraging greater participation of the private sector in tourist development, improving the quality and functions of tourist guides etc are daunting tasks, if successfully implemented, may result into a boost in the Himachal tourism sector. However, there are number of missing links, which are if attached with the knots of new tourism policy or included in to the future vision, will definitely add lot of benefits to the ongoing efforts in Himachal tourism. Recommendations in General 1. Through the extensive visits and crux of the various interviews conducted at various tourist destinations of the state, researcher found Himachal as "socio-cultural cum ecoadventure destination". This is because eco-adventure is the part of social and cultural life of people of Himachal. This further means that none of the single type of tourism forms the main tourism product for Himachal. The strategic planning for marketing Adventure tourism market segments and promotional policies therein: a study of Himachal Pradesh. 254

7 ^Observations, conclusion and recommendations should include composite mix of all types of tourism in the (Related details can be seen in exhibit 4 of annexure 1). 2. Absence of a systematic programme of training at all levels -hotel/resorts and catering services, guiding and reception services, transport and travel agency services, and also a lack of management and entrepreneurial expertise among the indigenous people to enable them to participate in the ownership and management of tourism related enterprises. Further it has been noticed that implementation of regulatory framework is not up to the mark among the service providers which led to illicit trade practices (Related details can be seen in exhibit 5 of annexure 1). 3. Public - Private Partnership & New Investment: The current trend in almost all regions of the world is towards public-private sector partnerships with the government providing the legal and regulatory framework and the private sector/ NGO's administering, managing and marketing the tourism export product. The same approach is needed in India at national and state level for speedy and focuses growth of its tourism. There is dearth of civic facilities, like hospital, washing sites, clean drinking water etc, in most of the tourism destination located in hill sites, and far flung rural areas. Inadequacy of the existing accommodation capacity in terms of quality, size of units and limited distribution. There has been little effort to encourage investment in hotel and resort development based on an assessment of future demand for travel to the state (Related details can be seen in exhibit 6 of annexure 1). Recommendation for Travel Agents 1. The service providers in the state are not capable to adopt the expensive promotional strategies due to their low economic status as compared to the service providers of such services in other parts of the world. So the need of the hour is active involvement of governmental agencies for accomplishing this task. It may be further recommended that the public private partnership model for promotion should be adopted for the entire tourism product of Himachal at national and international level. The service providers in the state are not well aware about the techniques and benefits of market segmentation, so some awareness workshops may be organise to increase their 255

8 = ======== = = = ===== = = = = ==Ohservatiom, conclusion and recommendations knowledge and skills and task may be carried out by the academicians from Himachal Pradesh University or Central University of Himachal Pradesh or any other institute seems to be capable to achieve the objectives. Again the role of government as well as private sector jointly is there to play. 2. Continuous planning of adventure trips to Kullu-Manali areas is leading to monotonous for the mountaineers and trekking parties. Besides other areas, there are other areas, like Chamba, Kangra, Bilaspur, Kinnaur and Lahul Spiti peaks/treks and wildlife are waiting for expeditions and attention of our tourism management since long (Related details can be seen in exhibit 7 of annexure 1). 3. The 8.8-km Rohtang tunnel, an engineering marvel that is India's most strategically important infrastructure project, will ensure all-weather connectivity to Keylong in Himachal Pradesh's Lahaul and Spiti district. Once ready, the tunnel will be a boon for the cold deserts of Lahaul Valley, where over 20,000 people remain cut off from the rest of the country in winters owing to the closure of the Rohtang Pass. Besides reducing road distance by approximately 46 km and saving travel time of about four hours, the tunnel will open up new vistas of trade and tourism and generate jobs for the locals. It has the capacity to ply 3,000 vehicles per day under any weather condition. So the tour operators in Himachal must include and start marketing Lahul- Spiti and Leh Ladakh for compulsory from now. 4. Himachal should not be promoted as a specific area with facilities which tourists give value/consideration, but it is a travelling experience throughout the length and breadth of the state. This travelling experience must be promoted as the experience of true adventure and in real terms as already mentioned Himachal is a socio-cultural cum ecoadventure destination. 5. Travel trade fairs (TTF) are the confluence of stakeholders, customers, other interested groups and are considered very important from marketing and promotion point of view so that effective and impressive representation of the state with complete range of products and services must be marketed in the all the potential TTF's throughout the world. For this purpose the nongovernmental organisations, trade associations and 256

9 ^Observations, conclusion and recommendations governmental agencies must work in collaboration as this may not be possible for the service providers to market their products and services individually at this front. To ensure the role of stakeholders or to give them a chance on joint platform of public and private counterparts the stakeholders must be given in the form of: i. Collaborative advertisement. ii. Publicity through governmental literature. Enlisting the companies profile in government websites on the basis of their credibility so as to increase the best services competition among the service providers. iii. Adventure activity database on credible source including company name and tariff. iv. Awards for the best adventure tourism practices must be introduced at state level. V. Tourism department should in collaboration with research institutions (universities) organise mandatory annual conference of tourism stakeholders to address the issues and challenges of tourism industry. vi. Certification of adventure tour operators should be done on yearly or half-yearly basis by the competent authority so as to match their competency and skills with the requirement of industry. This will also help to judge the service providers for the award of best tourism practices. Licences for aero and water sports guides must be given with proper authentication and strict action must be taken against the operators without licences. vii. The certified instructors from Atal Bihari Vajpayee Institute of Mountaineering and Allied Sports, Manali (ABVIMAS) should be engaged by HPTDC or department of tourism. The service of such certified guides, escorts and instructors should be made mandatory and enforced in the private sector also; this will be a motivational factor for the youth to undertake such courses from Atal Bihari Vajpayee Institute of Mountaineering and Allied Sports, Manali (ABVIMAS). viii. More awareness can be created by introducing short term adventure courses cum leadership development programmes in the curriculum of school children as well as Adventure tourism market segments and promotional policies therein: a study ofhimachal Pradesh... j rrz"

10 = ======= = = = === =========Observations, conclusion and recommendations higher education for every stream. Also adventure courses by mountaineering institute must be mandatory to all the people in adventure travel trade. Recommendations for Government Role 1. The Department of Tourism is the body assigned the central role in the development of tourism in the state and has to go long way to overhaul its organizational structure, modernize its functioning through equipping itself with new equipment, and technology, and earn respect and confidence of the private sector. Its new vision must address its deficiencies as ineffective source of tourism related data, less developed culture of research based activities/ policies, and low level state of developmental funds. Tourism policy of the state should be revised on yearly basis as it was formulated in the year 2005, because many things are changing on day to day basis so policy should meet the present and future requirements and conditions (Related details can be seen in exhibit 8 ofannexure 1). 2. Himachal has lot of potential for all the forms of alternate tourism, which is presently under utilized and unexplored. Need is to develop essential infrastructure and public private involvement in taking initiatives for development of activity based niche tourism. As the state like Himachal having very limited resources and is dependent on the central government for their assistance to carryon big developmental projects, which are basis for the development of any form of tourism and specifically adventure tourism as it involve the elements of risk also (Related details can be seen in exhibit 9 of annexure 1). 3. Tourism development in Himachal Pradesh is looking forward for a railway link to Leh Ladakh en-route Himachal which is already in the agenda of ministry of railways (Related details can be seen in exhibit 10 of annexure 1). 4. There is the dire need to develop air connectivity to and from the state as lack of air transport facilities is found to be one of main hurdle in the development of adventure tourism or we can say that any form elite tourism activity. Adventure tourism market segments and promotional policies therein: a study of Himachal Pradesh. 258

11 ^Observations, conclusion and recommendations 5. The signage of activities, facilities, destinations and amenities Is not according to the requirement of a perfect tourist destination so lot needs to be done in this regard. A pilot project for the accurate signage's must be initiated on the part of government. Roads/tracks leading to tourist destinations need repair and rehabilitations on routine basis especially before the tourist season or must be converted to all weather roads. There Is also the need for provision of telephone booths, internet cafes, bathrooms, camping sites, motels, fast foods, and rest areas to soften journey and facilitate tourists In their long travelling. Tourist consumer goods and services are too much expensive and don't have uniformity in prices at almost all of the tourist destinations in Himachal Pradesh. Mechanism should be developed to uniform the prices of products and services In the state (Related details can be seen in exhibit 11 ofannexure 1). 6. Tourism is multldirectional/multi departmental activity, requiring integrated approach from various departments of the government. Research points lack of coordination between tourism ministry and other related ministries/ department. 7. Himachal Pradesh Is a very sensitive state in terms of its environment, culture and emotions of people and tourism growth and environmental degradation/cultural imperfection are directly related. Therefore, tourism growth should be sustainable, on ecotourism lines and with harmonious to the people and culture of the state. Many people of Himachal Pradesh are mostly unaware to benefits of tourism and see tourism as source of invasion of foreign culture and threat to local values and tradition. Local communities at destinations are mostly not consulted or involved by the government while planning, or organizing tourism development in those places. This will increase their awareness and results in bringing them close to tourism Industry and tourists (Related details can be seen in exhibit 12 ofannexure 1). 8. Planning Flaws: The review of the tourism practices demonstrated so far reveals a depressing picture and calls for the need for better tourism planning, because that poor planning has led to: 1. Environmental degradation;

12 -Observations, conclusion and recommendations ii. Tourism in Himachal has been at the mercy of seasonal booms and slumps leading to rapid human degeneration" and a sense of insecurity. So seasonality is must consider factor in planning for tourism in Himachal; iii. Missing out the foreign exchange benefits from tourism, as not contributing much to the GDP of the state; iv. Increased income inequality; V. The use of contract and seasonal labour at the expense of permanent employment; vi. The over selling of tourist products and cultures at the established destinations, non exploitation of new areas/ products and non involvement of local communities. In other words, limited integration of local communities and previously neglected groups into tourism; vii. viii. ix. Tourism has been inadequately resourced and funded; Inadequate tourism education, training and awareness; Inadequate protection of the environment; X. Poor quality service; xi. xii. xiii. Lack of infrastructure, particularly in rural area; A ground transportation sector not geared towards tourists; Lack of inclusive, effective provincial and local structures for the development, management and promotion of the tourism sector, xiv. The role existing mountaineering institute must be ensured and increased in the context of adventure tourism development (strategic planning and implementation). XV. Tourism policy and annual action plans of the state should be revised on yearly basis as it was formulated in the year 2005, because many things are changing on day to day basis so policy should be up to date requirement and condition. xvi. The annual budget for tourism industry in the state should be increased. 260

13 -Observations, conclusion and recommendations xvii. The administrative officers of tourism department should have the complete knowledge of the concerned fields and must have master degree in tourism from any recognised university in India. xviii. Himachal should start to organise national level travel trade fairs and then shift to organise international travel trade fairs as a long term strategic planning Suggested Marketing Action Plan The following marketing action plan is derived to provide operators within the HIMACHAL with avenues for marketing activities. Some of these activities require financial contribution by operators, whilst others are fully subsidised. Objective: To increase communication, collaboration and professionalism of operators within the state of Himachal. Strategies 1. Establish collaborative relationships with other agencies and/or operators 2. Develop relationships with key industry partners 3. Develop formal and informal networks of communicating within the HIMACHAL 4. Develop a culture that facilitates learning and customer service excellence across the length and breadth of Himachal. 5. Encourage increased professionalism for operators in the HIMACHAL Objective: To increase the profile and visitation by the interstate market through promotional activities. Strategies 1. Participate in cooperative marketing activities through membership of appropriate region 2. Participate in the development of destination specific promotional opportunities that link across states and regions 3. Increase visitation by the self drive market through promotion to key self drive markets J 261

14 ^Observations, conclusion and recommendations 4. Promote and develop the 'HIMACHAL' brand name through marketing activities Objective: To increase visitation by the international marl(et to Himachal. Strategies 1. Participate in cooperative marketing activities through membership of appropriate region 2. Participate in the development of destination specific promotional opportunities 3. Utilise the Incredible India brand name to promote recognition of the state 4. Develop specific promotional activities for the Backpacker market 5. Utilise the unique themes of the region in promotional adventure tourism including indigenous activities reflecting the unique selling preposition (USP) of Himachal Suggested Model for Adventure Tourism Development and Promotion Organisations Government al Action Industry Action Population National Organisations International Organisations Stage 1 Identify the Identification Work in Awareness Communities Helps in Should be potential of such coordination campaign at village or formulatirtg approached research research with for the panchayat and renewing for the areas organisations government local levels must the tourism membership made to conduct for the community policy adventure the planning of at local. tourism authentic adventure regional development research tourism and state level task force and for this purpose youth, women and retired experienced people must take initiative stage Conducting Allocation of Active Conducting Coordination Providing data Data base and II applicatory budget and participation of workshops of tourism base and successful case research resources to industry to for the skill development expertise from studies of these channelize the developme task force the concerned some similar research efforts for the nt among with local field required destinations tourism organisation development the locals development should be of adventure or bodies and shared and tourism semiskilled workers to become state level annual meet can be followed skilled organised to discuss the issues and share the development Adventure tourism market segments and promotional policies therein: a study of Himachal Pradesh.. 262

15 -Observations, conclusion and recommendations in various regions Stage Submitting Effectively Joint Work as a Should Collaborative Education and ill the Implementing collaboration watchdog Involve efforts for training of recommendat the of public and for the themselves in promotion and service Ion outcomes recommend developmental private sector providers at effective marketing of research projects and international ations of for marketing Implement with should also platform and research mechanism to and promotion ation of play the role emphasis on the validate must be done projects of marketing results entrepreneurs through these international organisations Stage Calculate the Focus on Strong Promote Must evolve Raise the Particular IV effectiveness national and networking with adventure into strong Issues of attentton and of the international the help of travel tourism business regional bodies aid must be research level trade fairs, product players in with the given to such implications marketing familiarisation through and then efforts and trips etc. must the region in central developing international again the may be done be generated to and national order to government destination cyde may be with effective collaborative less level sustain the repeated collaboration with ministry of tourism at centre governmental level expensive and most effective marketing results coordination's destination for the longer period of time 13.5 Implications of the study This study was carried out to find out the adventure tourism marlcet segments of Himachal Pradesh and thereof to suggest measures for the promotional policies for the adventure tourism industry of the state. From the review of the literature it was found that it is the first study of its kind, which was aimed at finding the market segments of adventure tourism and suggesting promotional policies thereafter. The review (as presented in chapter 2 and chapter 4 & 5) also suggested that there are many ways of segmenting the markets such as on the basis of demographic factors, geographic factors etc. but in the case of adventure tourism one more type of segmentation suggested that is activity based segmentation (for details see table 2.2 of chapter 2 and table 8.2 of chapter 8). For the destination Himachal the adventure tourism forms the major part of its tourism product, it can be concluded form the analysis of data that activity based segmentation is best suited to adventure tourism industry in the state. 263

16 ^Observations, conclusion and recommendations As far as the implications of activity based segmentation in study are concerned, we can say that domestic adventure tourists for Himachal Pradesh are more interested in adventure for fun (see graph 8.8 of chapter 8) i.e. the activities which do not require much time to take part and requires no or less skill for participation. Top five adventure activities in which maximum number of domestic tourists participated are white water rafting, zorbing, skiing, mountaineering and paragliding. This lead to the conclusion that these all activities except skiing require virtually no rigorous training or skills. The practicable implications of these results for domestic tourism promotion are as follows: 1. To meet the needs of domestic adventure tourism markets focus of advertisements should be on those activities which give experience of thrill in short span of time and which do not require much expertise to take part e.g. white water rafting (Graph 8.8 of chapter 8). 2. Word to mouth publicity plays important role in adventure sports so Himachal needs to focus on decreasing the gap between expectations and experience (see chapter 10). 3. The needs of domestic and foreign tourists are almost different so their need must be considered while planning for the development of domestic tourism products (See graph 8.8 and 8.9 of chapter 8). 4. The supporting infrastructure for above said adventure activities must be developed on priority basis so as to give fullest satisfaction to the participants, which will further work as word of mouth publicity (for details see chapter 12). 5. Policy for development and promotion of these activities should be made in such a manner that Himachal became the best destination in India for these activities and later this popularity of activities will help us to develop other activities upto same level (See interpretation given in chapter 12). And for foreign tourists we can say that they are interested in those activities which are comparatively safe as they can regulate these activities themselves. Top five adventure activities in which maximum number of foreign tourists participated are; trekking, jeep

17 ==- -Observations, conclusion and recommendations safaris, mountaineering, and skiing (see graph 8.9 of chapter 8). Thus it can be perceived that these ail activities require more time to participate and also require at least intermediate level skills. The practicable implications of these results for international level adventure tourism promotion are as follows: 1. Foreign tourists stay for longer duration of time within the state and their needs are also different so some studies must be conducted to understand the specific needs of foreign tourists and policies to attract and satisfy these, thus implementing the results with an aim to decrease the gap between experience and expectations which further leads to word of mouth publicity in the tourist generating countries (Table 7.1 of chapter 7 and Tables of chapter 12). 2. Himachal got award for the best destination in aero sports in India by Lonely Planet, but practically much needs to be done to bring Himachal on international map (see graph 12.1 of chapter 12). 3. Foreign tourists are generally very sensitive in purchasing their tourism products and thus they believe on word of mouth publicity the most, so instead of getting benefits from foreign tourist once the focus must be on making him repeated tourist and thus a permanent member of non-paid sales team member for the marketing Himachal as an adventure tourism destination (see table 10.2 of chapter 10). 4. Marketing strategies must be implemented in those countries which are the existing tourist generating countries first for adventure tourism product of Himachal rather than exploring the new markets (see table 10.2 of chapter 10) Recommendations for future research As the topic of adventure tourism in Himachal from research point of view is very new, the author has decided to work on the issue quite generally in order to get an overview. Next steps should go further into detail, e.g.: Splitting the state into several regions, according to their tourist value and various forms of tourism and find out the best way for promotion;?b5

18 'Observations, conclusion and recommendations Protect the environment: Through different kinds of collaboration, e.g. with other states and countries; Improve the infrastructure: Find ways for facilitating travels inside the state (especially air travel and roads) and to/from other states/countries (airports: negotiations with low-cost carriers could be an opportunity); Develop a marketing campaign for the identified tourist target; Explore ways to attract foreign tourism investors and sponsors (e.g. for tourism fairs). Adventure tourism market segments and promotional policies therein: a study ofhimachal Pradesh... ^