Elitist Tag or Tool for Development: An Empirical Analysis for Tourism Marketing Strategy in Sikkim

Elitist Tag or Tool for Development: An Empirical Analysis for Tourism Marketing Strategy in Sikkim

Debasish Batabyal (Pailan School of International Studies, India) and Sankar Kumar Mukherjee (Pailan School of International Studies, India)
DOI: 10.4018/978-1-5225-0143-5.ch005
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Abstract

Since time immemorial tourism in hill areas were considered and confined to be leisure centric and recreation oriented. This demand led orientation was a mere perception of the tourists and supply means and ways were largely ignored. Tourism in hill areas is believed to have been a mean of spending from disposable and discretionary income mostly for non-essential activities. This old and stagnant idea has been changing drastically. Today's tourism is not only essential but imperative as well to provide new avenues for income and jobs. This article has dealt with the modern economic environment of tourism in the backdrop of its essential demand (or marketing) and supply (or destination) parameters. More specifically, this article has shown how tourism phenomenon is influencing the community income and thereby their dependency with important marketing and supply trends.
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Introduction

Sikkim is a small hilly state, bounded by vast stretches of Tibetan plateau in the North, the Chumbi Valley and the kingdom Bhutan in the East, the kingdom of Nepal in the west and Darjeeling (West Bengal) in the South. Its latitude is 27030l north and the longitude is 88030l east. Sikkim is famous for scenic valleys forest, snow clad mountains, magnificent Buddhist culture and heritage and peace-loving people. Though small, the environmental, social and cultural diversities are not so. Some scholars believe that the word Sikkim involves Nepalese dialect and it refers to a ‘now place’ or the term has been derived from a Sanskrit word which means a ‘mountain crest’. The people of Sikkim have ethnic diversity. The Bhutias came from Tibet, the Lepchas were the aboriginal community and the Nepalese came from Nepal. When Sikkim was an independent state it faced many invasion by its neighboring countries and the king took the help of the British India and, later, gifted some of its region including Darjeeling to the British India. Now this 22nd Indian State (joined Indian Union in 1975) has Over 81% of the total geographical area under the administrative managerial control of the Ministry of Environment and Forest, Government of India. Over 45% of the total geographical area of the state is under tree cover and nearly 34% of the geographical area is set aside as protected area network in the form of national park and wildlife sanctuary. The basic statistics of flora and fauna are given here under (see Table 1).

Table 1.
Flora and fauna of Sikkim
Mammals144 species
Birds550 species
Butterflies and Moths650 species
Reptiles33 species
Frogs16 species
Orchids550 species,95 Genera
Rhododendrons36 species, 45 varieties
Flowering PlantsOver 4000 species
Ferns and Allies300 species
Conifers9 species
Medicinal plantsNot enumerated

Source: Economic Survey 2006-07, Govt. of Sikkim

Key Terms in this Chapter

Contingent Valuation Method (CVM): Contingent valuation is a survey-based economic technique for the valuation of non-market resources, such as environmental preservation or the impact of contamination.

Kendall's Coefficient of Concordance (Kendall’s W): It is a measure of agreement among raters defined as follows. Definition 1: Assume there are m raters rating k subjects in rank order from 1 to k. Let r ij = the rating rater j gives to subject i.

Destination: It is a place of interest where tourists visit, typically for its inherent or exhibited natural or cultural value, historical significance, natural or built beauty, offering leisure, adventure and amusement.

Sustainability: Meets the needs of the present without compromising the need for the future generation.

Strategy: A plan of action designed to achieve a long-term or overall aim.

Unique Selling Proposition (USP): It states that such campaigns made unique propositions to customers that convinced them to switch brands.

Marketing: The management process through which goods and services move from concept to the customer.

WTP: Willing to Pay for pollution and consumption.

PPP: Polluter Pays Principals.

Development: The process in which someone or something grows or changes and becomes more advanced.

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