TOURIST PROFILE AND PERCEPTION

CHAPTER VI TOURIST PROFILE AND PERCEPTION 6.1 Tourist profile and Perception To know the background of the tourist and their perception about a particular tourist spot will help in the tourism promotion. This information is also useful in the improvement of the existing infrastructural and other tourist related facilities. To seek information about the profile of tourist and their attitude and perception, a random sample survey is conducted in some tourist spots of Dharwad, Gadag and Haveri districts. Out of sample size of 1000 persons 850 were domestic tourists and fifty were foreign tourists. A structured questionnaire is administered to the respondents to collect the information. (Apendix-1) 6.2 Educational background The educational background of the tourist visiting Dharwad, Gadag and Haveri districts is present in the table 6.1. It is seen from the table that the educational background of both domestic and foreign tourist is quite encouraging i.e. the tourists with P.U and Graduate qualification are about 17.41% and 34% respectively in domestic 46% and 24% respectively in International tourists. There are 11.52% illiterates in domestic tourists but no illiterates in international tourists. The percentage of technical degree in both domestic and international tourists is 8% and 4% respectively. According to the data availed from the sample survey tourists visiting Dharwad, Gadag and Haveri are with good educational background. 166

Table 6.1 Educational Background. Level of Education International No % No % Illiterate 98 11.52 0 0 Higher secondary 123 14.40 5 10 P.U 148 17.41 23 46 Graduate 289 34.00 12 24 Post Graduate 78 9.17 8 16 Technical 68 8.00 2 4 Others 46 5.40 0 0 Total 850 100 50 100 Source: Field Survey Fig 6.1 Educational background 6.3 Occupational Structure The occupational structure reflects the economic background of a tourist. The occupational structure of domestic as well as international tourists is more diversified in nature. The following table 167

reveals that the number of business, salaried and self employed tourists is predominant in domestic tourists, and the occupational structure of foreign tourists shows that the percentage of business, salaried and student researchers is more than the other professionals. The number of persons engaged in agriculture is about 12.70% in domestic tourists but it is nil in foreign tourists. Table 6.2 Occupational Structure of tourists Occupation International No. % No. % Agriculture 108 12.70 0 0 Business 182 21.41 18 36 Salaried 193 22.70 12 24 Self employed 175 20.58 07 14 Student Researcher 62 7.29 08 16 Housewife 42 4.94 02 4 Retired 58 6.82 0 0 Others 30 3.52 4 8 Total 850 100 50 100 Source: Field Survey 168

Fig 6.2 Occupational Structure of tourists 40 35 30 25 20 15 10 5 0 Domes tic(% ) International(% ) A gric ulture B usiness S alaried S elf E mploye d S tudent R es earche r House wife R etired Others 6.4 Age Group of tourists Along with occupation economic background age of the tourist plays an important role in tourism. It is discernable from the table that majority of domestic tourists in the study area were aged between 25-34, 35-44 and 55-64 years i.e. about 26.23%, 19.41% and 14.23% respectively. As regards to international tourists, the higher percentage is between the age group of 15-24, 25-34 and 55-64 years i.e. about 36%, 22%,and 14% respectively. The data reveals that 15-24 years and 25-34 years age group is higher in both domestic and international tourists due to the fact that it is the most active group. The reason for visiting this place includes religious, social and educational. The major observation made from the pattern of age group is that the tourists in age group of 15-24 are higher in international tourists. 169

Table 6.3 Classification of tourists according to Age Group Age Group International No. % No. % 0-14 72 8.4 4 8 15-24 105 12.35 18 36 25-34 223 26.23 11 22 35-44 165 19.41 6 12 45-54 98 11.52 4 8 55-64 121 14.23 7 14 65 onwards 66 7.76 0 0 Total 850 100 50 100 Source: Field Survey Fig 6.3 Age Group of tourists 40 35 30 25 20 15 10 5 0 (%) International(%) 170

6.5 Awareness of Dharwad, Gadag and Haveri as Tourist Destinations Information about tourist place plays a significant role in attracting a tourist to a particular place. Awareness of a certain tourist place depends on variety of factors. It can be related exclusively to tourism bureaus, Tourism Department, Travel guides, or it can be from printed media like magazines, Audio-visuals like Television. Social factors like friends and relatives also play a significant role in creating awareness and providing information about a place of tourist interest. In recent years the internet is providing information through some websites which exclusively responsible for not only promoting tourism but also providing information about the tourist places with a click of button. The following table is providing various sources of information about Dharwad, Gadag and Haveri districts as tourist destinations, among sample respondents. The table reveals that the domestic tourists the number of friends and relatives is more i.e. about 50.82% it is because of strong social bondage and social networking.27.88% of the domestic tourists preferred hired private taxies due to the reason the taxi owners provide complete package to the tourists. Only 10.3 % of domestic tourists used internet services. The source of awareness for foreign tourists is the internet service nearly 44% of the tourists used internet facilities. And 32% of them got information from Karnataka tourism department. 171

Percentage Table 6.4 Dharwad, Gadag and Haveri as Tourist Destinations- Sources of awareness Sources International No. % No. % Friends and Relatives 432 50.82 8 16 Karnataka Tourism Department 94 11.5 22 32 Internet 87 10.23 16 44 Private Taxies 237 27.88 4 8 Total 850 100 50 100 Fig 6.4 Dharwad, Gadag and Haveri as Tourist Destinations- Sources of awareness 60 International 50.82 50 44 40 32 30 27.88 20 16 10 11.5 10.23 8 0 Friends and Relatives Karnataka Tourism Department Sources Internet Private Taxies Dharwad, Gadag and Haveri as Tourist Destinations- Sources of awareness 172

6.6 Accommodation/Type of stay Accommodation is one of the essential requirements for the tourists where the tourist can take rest and relax. The Table 6.5 reveals that both for domestic as well as international tourists, the most preferred mode of stay is lodge. The domestic tourists preferred budget hotels, where as international tourists choice is different from domestic tourists. Table 6.5 Accommodation/Type of stay Type of stay International No. % No. % Relatives 228 26.82 0 0 Friends 205 24.11 05 10 Lodge/Hotel 322 37.88 42 84 Guest House 95 11.17 03 06 Total 850 100 50 100 Source: Field Survey Fig. 6.5 Accommodation/Type of stay 173

In case of domestic tourists, social links in the form of friends and relatives have a profound impact on number of visitors to Dharwad, Gadag and Haveri districts. The role of economic background and social connectivity plays a significant role among the domestic tourists. This can be proved from the following table 6.5 that nearly 50% of the domestic tourists accommodated themselves in friends and relatives house, but it is quite insignificant in case of international tourists. The staying of international tourists in lodges is higher as compared to domestic tourists. The luxury hotels in Dharwad Gadag and Haveri districts provide catering and accommodation needs of international tourists. The main observations made from the type of accommodations are; Both domestic and international tourists prefer to stay in lodges. Social bondage is important in case of domestic tourists that favour their stay with friends and relatives. 6.7 Duration of Stay Location of hotel, occupancy rate, duration of stay and economic status, influence the hospitality sector especially in the provision of accommodation. It also creates demand for transportation. An analysis of duration of stay revealed that nearly 49.76% of the domestic tourists stayed overnight. Nearly 76% of foreign tourists stayed overnight and 16 % of them stayed for 2-4 days. It is inferred that large number of hotels are needed to cater the tourist demand. In case of domestic tourists the priority is given to the budget hotels. Hubli and Dharwad twin cities are attracting maximum number of business tourists from all over India and also having good number of 174

luxury hotels. The occupancy rate of Budget hotels is very high in this region. Table 6.6- Duration of Stay Duration of Stay International No. % No % Overnight 423 49.76 38 76 2-4 days 245 28.82 8 16 More than 4 days 182 21.41 4 8 Total 850 100 50 100 Source: Field Survey Fig. 6.6 Duration of Stay 6.8 Local mode of Transport Local transport plays a significant role in reaching the tourist spot. Dharwad, Gadag and Haveri are having a number of transportation options that includes of local buses, taxies, auto rickshaws etc. 175

Table 6.7 Local mode of Transport Mode of transport International No. % No. % Hiring a Taxi 210 24.70 36 72 Hiring Auto 172 20.23 0 0 Two wheeler 132 15.52 11 22 Public transport 336 39.52 3 6 Total 850 100 50 100 Source: Field Survey Fig 6.7 Local mode of Transport Both domestic and international tourists used different modes of transport which is presented in the table 7.8 Majority of the domestic tourists depended on public transport, it is due to the fact that these tourists have more time and did not mind spending much time in travelling by public transport. The international tourists used taxi because of convenience, privacy and comfort. In case of domestic tourists nearly 24.70 % of tourists hired taxi and 20.23 % used autos. 176

22% of foreign tourists used two wheelers; it is 15.52% in case of domestic tourists. 6.9 Purpose of visiting Dharwad, Gadag and Haveri districts Within the study of tourism and tourists, there is substantial interest in the choice of destinations and activities for tourism decisions. Table 6.8 clarifies reasons for visiting these places as provided by the tourist respondents. The results lead to a better understanding of reasons in general. Education and religious purpose play a vital role in domestic tourists and tourism/ leisure/ relaxation is the main reason for international tourists. Dharwad is known for education highest numbers of educational institutions are providing quality education. Students from all over India are coming to Dharwad and Hubli for technical as well as higher education. Table 6.8: Purpose of visiting Dharwad, Gadag and Haveri districts Purpose International No. % No. % Religious 173 20.35 - - Business 127 14.94 03 06 Social 98 11.52 - - Medical 162 19.05 05 10 Education 194 22.82 12 24 Meeting/Conference 17 2 10 20 Tourism/leisure/Relax 79 9.29 20 40 Total 850 100 50 100 Source: Field Source 177

Fig 6.8 Purpose of visiting Dharwad, Gadag and Haveri districts 25 20 15 10 5 0 (%) International(%) Gadag is known for temple architecture and Haveri is famous for, religious institutions and Byadagi chilies. Hence, domestic tourists visit these places for the purpose religious fairs and festivals and for business purpose. 22.82%, 20.35% and 19.5% of domestic tourists visit for educational purpose, religious purpose and for medical purpose respectively. In case of foreign tourists tourism/leisure and relaxation are the main motives of their visit. The findings are relevant to the operational management and to the promotion of these sites in the field of education, business, medical and leisure and relaxation. 6.10 Perception of Tourists about Dharwad, Gadag and Haveri districts The study area is having a wide variety of places of tourist interest. An attempt has been made here to seek information from sample survey of tourists regarding their satisfaction level with regard to Dharwad, Gadag and Haveri as tourist destinations. Generally when the tourists visit a particular tourist place they will have some awareness 178

regarding the nature of tourist place. Since Dharwad, Gadag and Haveri are known for various types of tourism the respondent is asked their awareness about Dharwad, Gadag and Haveri districts as tourist destinations. These places have the history of about 1500 years every nook and corner of these places has one or the other natural or anthropogenic tourist spots.dharwad- Hubli; are famous as educational and commercial centers, Gadag-Betgeri is known for its special style of temple architecture and Haveri is renowned place for Byadagi chilies, Cardamom Garlands and beautiful temples. As per the table 6.9, 20.70% of domestic tourists perceived the religious significance of Gadag and Haveri as pilgrimage centres 17.41% of them perceived the educational importance of Dharwad-Hubli twin cities. Only 10% of the international tourists are aware about the educational facilities of Dharwad. Table 6.9 Perception about Dharwad, Gadag and Haveri districts as tourist destination Types of Tourism Source: Field Survey International No. % No. % Religious 176 20.70 0 0 Historical 106 12.47 34 68 Medical 125 14.70 3 6 Education 148 17.41 5 10 Cultural 76 08.94 4 8 MICE 24 02.82 3 6 Recreational 40 04.70 0 0 Lakes/Gardens 87 10.23 0 0 Eco tourism 68 08.00 1 2 Total 850 100 50 100 179

Percentage Fig. 6.9 Perception about Dharwad, Gadag and Haveri districts as tourist destination 70 68 International 60 50 40 30 20.7 20 14.7 12.47 10 Awareness about the medical 6 services among 6 foreign tourists is only 0 17.41 10 0 6%.Therefore it is necessary to boost medical tourism in Dharwad- Hubli twin cities. Recreational, lakes/gardens and eco tourism are of least importance among foreign tourists and the domestic tourists are In case of historical places 68% of international tourists visit Lakkundi and Gadag to study the temple architecture, which has the special style of architecture. tourists are not aware about the significance of such architecture. 12.47% of the domestic tourists give significance to the historical places. Dharwad-Hubli and Gadag- Betgeri are having super speciality hospitals which are providing specialized medical services 14.70% of the domestic tourists are utilizing the medical services. enjoying these facilities in the city areas of Dharwad, Gadag and Haveri i.e. in the district head quarters. 6.11 Areas of Primary Interest The visitors at an overall level think that these districts are significant tourist attractions, which have Religious importance, rich cultural heritage, have great historical significance and scenic beauty. 28.5% of the domestic tourists visit these places at the time of annual fairs 8.94 8 Religious Medical Cultural Recreational Types of tourism 2.82 4.7 0 10.23 Perception about Dharwad, Gadag and Haveri districts as tourist destination 0 180

Percentage and festivals.19.2% of domestic tourists especially school children visit these places to know the historical importance of this region.27% and 21% of the international tourists visit to see the cultural heritage and historical importance. Table 6.10: Areas of Primary Interest Views (in %) International (in %) The Religious Importance 28.5 3 Have rich cultural heritage 10.6 21 Great Historical Significance 19.2 27 Are major tourist attractions 8.5 10 Are worth visiting 11.8 19 Have scenic beauty 12.3 12 Are easily accessible 9.0 8 Source: Field Survey Fig. 6.10 Areas of Primary Interest 30 28.5 Intrnational 27 25 21 20 19.2 19 15 10 10.6 8.5 10 11.8 12.3 12 9 8 5 3 0 The Religious Have rich cultural Great Historical Are major tourist Are worth visiting Have scenic Are easily Importance heritage Significance attractions beauty accessible Views Areas of Primary Interest 181

6.12 Level of Satisfaction with regard to Dharwad, Gadag and Haveri districts 19 % of them expressed that these places are worth visiting.9.0% and 8% of the domestic as well as international tourists said that these tourists spots are easily accessible.travel and tourism is generally undertaken for the purpose of recreation, leisure, entertainment, etc. A Tourist will definitely express their views about the tourist destinations. The information will be most valuable in the planning of infrastructure, maintenance and conservation of these tourist destinations. Table 7.12 reveals the overall opinion of tourists regarding the accessibility, food, accommodation and other facets related to tourism. As per the table 35.66% of the tourists are satisfied about the accommodation facilities in Dharwad, Gadag and Haveri districts. The accommodation facilities are fulfilling the needs of both high and low income groups of tourist. Perception about food is quite interesting among the respondents 50% of the tourists expressed either excellent or good.1/3 of them are quite satisfied and very least percent of the tourists are poorly satisfied. The varities of food are available in Dharwad Hubli twin cities, and have a large number of options like Fast food centres, Dhabas, Roadside eateries and deluxe hotels are providing continental, Chinese, and North Indian food. In case of transportation facilities 1/3 of the tourists are satisfied very few of the tourists expressed that the transport facility is excellent. Shopping is available in Hubli Dharwad and Gadag. 50% of the tourists are not satisfied with the shopping facilities. Quite number of tourists appreciated mannerism and behavior of local people. Many number of tourists expressed the behavior of the people is excellent and good. In 182

order to attract the tourists it is necessary that the behavior of the local people should be pleasant and polite. 183

Table 6.11 Level of Satisfaction with regard to Dharwad, Gadag and Haveri districts as a Tourist Destination Facilities Excellent % Good % Satisfactory % Poor % Total % Accommodation *** 138 15.33 293 32.55 321 35.66 198 22 900 100 Food 298 33.11 293 32.55 185 20.55 124 13.77 900 100 Transportation 122 13.55 198 22 295 32.77 285 31.66 900 100 Shopping* 145 16.11 158 17.55 322 35.77 275 30.55 900 100 Behaviour 226 25.11 269 29.88 231 25.66 174 19.33 900 100 Safety 198 22 259 28.77 296 32.88 147 16.33 900 100 Tour operator 115 12.77 173 19.22 321 35.66 291 32.33 900 100 Public Convenience Information** Centers 134 14.88 325 36.11 237 26.33 204 22.66 900 100 67 7.44 198 22 276 30.66 359 39.88 900 100 Entertainment 139 15.44 260 28.88 298 33.11 203 22.55 900 100 Maintenance of Tourist places 72 8 189 21 336 37.33 303 33.66 900 100 Source: Field Survey Note: i) *In Dharwad Hubli and Gadag, ii) **In Gadag, iii) ***In Dharwad Hubli, Gadag and Haveri 184

The tourists are not satisfied with the Public Convenience, Information Centers and Maintenance of Tourist places. The information about the tourist destinations of historical importance is not available. And majority of the tourists felt that the available facilities are inadequate and not properly maintained. It is therefore imperative that there is an urgent need to improve these facilities. An analysis of perception of tourists revealed the following aspects: A majority of the tourists are fairly satisfied with the available facilities and some of them suggested up gradation of the tourist destinations. Public convenience, Information facilities, and transportation are to be improved to strengthen tourism industry. 185