A Case Study on: - Generating Garhwal Region as a Technology Hub for Modern Tourists, Uttarakhand Mr. Vinod Negi: - Research Scholar, JNTUH, vinodnegi@y7mail.com Mr Vikas Sah :- Research Scholar, Mr D.S.Rawat :- Students , AIHM,Haldwani ABSTRACT Uttarakhand—the “Land of God” is one of the most beautiful and enchanting states of northern India. Blessed with breathtaking natural beauty, rivers and many mountains, this state has been the heaven for people seeking solace in spirituality and a paradise for adventure lovers. Nestled in the Himalayas, Garhwal Himalayan mainly depends upon its tourism industry that generates huge revenues for its economy. Chamoli is the Northern Himalayan Region in India and it has been a hot spot of tourism due to its magnificently diverse landscapes, high biodiversity enough religious tourist potential and rich cultural heritage, which has also generated a good source of income and employment to youths and rural masses. Tourism is one of the biggest and fastestgrowing economic sectors in the global economy and has significant environmental, cultural, social, and economic effects, both positive and negative. Tourism has been noted as the world’s largest and fastest growing industry. The main objectives of the study are the formation of tourist circuits, to find out the problems and suggest a suitable plan for sustainable tourism development in Uttarakhand. Sustainable tourism is one of the pre-requisites of achieving sustainable development in this region (Chamoli). This form of sustainable tourism, oriented toward the viability of tourism industry, is referred to as the ‘economic sustainability of tourism’ or ‘tourism imperative’. In order to achieve this, the primary aim of tourism development requires physical resources to facilitate its expansion. Maintaining the quality of the environment, however, is usually also among the main goals of sustainable tourism. Tourism was one of the first sectors to embrace information Technology. I.T is crucial to the tourism industry and its success. Information and communication Technology in tourism sector is of special significance. This is due to its special product behavior. Accordingly, various high tech information and communication technologies are in use in the tourism sector around the world. The tourism and Hospitality sector has experienced rapid technological development. In this new tourism environment innovation and knowledge creation are important for establishing a competitive advantage. They are used for tourism product development. Traditional agricultural practices and allied land use systems, Forest resources based practices regarding to arts and crafts and variety of non wood forest products along this part (Garhwal Himalaya) of western Himalayan tract have great possibilities and potential for technological integration for the benefit of local inhabitant Keyword:-Technological integration, Garhwal Himalaya, Chamoli Region, Tourism Development, Uttarakhand, Information Technology. Introduction Chamoli District is worldwide famous for its hill stations, picturesque spots and religious centers. This district has lot of options for pilgrimages and adventures trekkers. This District includes very famous Pilgrimage spots such as Badrinath, kerdarnath, Tungnath and Joshimath, lots of people comes here for religious aspect. This area also have option for adventures people who are fond of trekking in mountains such places are Devaria-Taal, Vedni-Bugyal, Auli-Bugyal, Gurson-Bugyal and Roopkund. Name of Chopata, Chamoli and Gvaaldam can be viewed as a
Beautiful hill stations. Uttarakhand—the “Land of God” is one of the most beautiful and enchanting states of northern India. Blessed with breathtaking natural beauty, rivers and many mountains, this state has been the heaven for people seeking solace in spirituality and a paradise for adventure lovers. Nestled in the Himalayas, Uttarakhand mainly depends upon its tourism industry that generates huge revenues for its economy. Uttarakhand is a state in the Northern Himalayan Region in India and it has been a hot spot of tourism due to its magnificently diverse landscapes, high biodiversity enough religious tourist potential and rich cultural heritage, which has also generated a good source of income and employment to youths and rural masses. Tourism is one of the biggest and fastest-growing economic sectors in the global economy and has significant environmental, cultural, social, and economic effects, both positive and negative. Tourism has been noted as the world’s largest and fastest growing industry. The main objectives of the study are the formation of tourist circuits, to find out the problems and suggest a suitable plan for sustainable tourism development in Uttarakhand. Sustainable tourism is one of the prerequisites of achieving sustainable development in this region (Chamoli). This form of sustainable tourism, oriented toward the viability of tourism industry, is referred to as the ‘economic sustainability of tourism’ or ‘tourism imperative’. In order to achieve this, the primary aim of tourism development requires physical resources to facilitate its expansion. Maintaining the quality of the environment, however, is usually also among the main goals of sustainable tourism. Tourism was one of the first sectors to embrace information Technology. I.T is crucial to the tourism industry and its success. I still believe that Garhwal is the most beautiful country of a; High Asia. Neither the Primitive immensity of the Karakoram, the aloof domination of Mount Everest, the softer Neither Caucasian beauty of the Hindukush, nor any of the many other regions of Himanchal can Compare with Garhwal. Mountains and valleys, forest and Alps, birds and animals, butterflies And flowers all combine to make a delight unsurpassable elsewhere……Long staff. Objectives of Study The conditions of Garhwal Himalayas are not differing from the rest of Himalayan region, the man and forest relationship along the region is in its extreme. Limitations in agricultural and related activities a large number of people are bound to extract natural resources to a great extent from the wild in terms of their livelihood security, economic security and sometimes food security and ecological security too. Traditional agricultural practices and allied land use systems, Forest resources based practices regarding to arts and crafts and variety of non wood forest products, Chamoli hosts a variety of destinations of pilgrim and tourists interest. Badrinath, Hemkund Sahib, Valley of Flowers and Auli. Chamoli, along this part (Garhwal Himalaya) of western Himalayan tract have great possibilities and potential for technological integration for the benefit of local inhabitant. Study Area Chamoli district is the second largest district of Uttarakhand state of India. It is bounded by the Tibet region to the north, and by the Uttarakhand districts of Pithoragarh and Bageshwar to the east, Almora to the south, Garhwal to the southwest, Rudraprayag to the west, and Uttarkashi to the northwest. The administrative headquarters of the district is Gopeshwar. Chamoli hosts a variety of destinations of pilgrim and tourists' interest. Badrinath, Hemkund Sahib, valley of flowers and Auli. Chamoli. Chamoli, region the pre-requisites of achieving sustainable development in this region (Chamoli). This form of sustainable tourism, oriented toward the viability of tourism industry, is referred to as the ‘economic sustainability of tourism’ or ‘tourism imperative’. In order to achieve this, the primary aim of tourism development requires physical resources to facilitate its expansion. Maintaining the quality of the
environment, however, is usually also among the main goals of sustainable tourism. Tourism was one of the first sectors to embrace information Technology. I.T is crucial to the tourism industry and its success. Demographics Garhwal Chamoli region has been referred as Panchal Pradesh or the region of Pandavas.This part of Himalayas not only rich in biodiversity and vegetation wealth due to its unique topography, soil and climate but also rich in cultural diversity. Garhwal popularly known as a region where dialect and the accent would change after every mile may be due to having ill grammatical background of the language. People from Garhwal (Garhwali) are in general hardworking, honest, innocent and sturdy. Self sustenance in their blood is natural one and comes from their experienced friendly relationship to their surrounding nature and environment. Garhwal region is particular, comprehensively lack in basic minerals and economic geology, the residents are further exposed to extreme economic constraints, as well as, bleak developmental prospects. While the region has a predominantly agrarian economy, the poor soil quality and complex meteorology in most parts, does not allow the local populace to solely Geographically Garhwal region lies between latitude 29º26´N to 31º28´N and longitude 77º49´E to 80º6´E with a total area of 29,089 Km2. In the eastern part it separated by Kumaun Himalayas, in the west separated by Himanchal Pradesh with the river Tons and in north snow-clad Greater Himalayan peaks makes Indo-Tibetan border line. With great altitudinal range from 325m in Bhabar it goes to the height of 7,817m in the Nanda Devi peak of Greater Himalayas. The region possesses a number of natural water sources in the forms of rivers, ponds and several rivulets of diverse shape and sizes. Overall the Himalayan region can broadly be specified for its; Rich cultural heritage. Accumulation of communities having high poverty ratio. Lack of sustainable channel of information exchange and proper access to technological advances. Political and economic instability and limitations. Research Methodology Both Qualitative and Quantitative Parameters have been identified and used in the study. Filled in Questionnaires, informal interviews, personal visits have been used and to collect required information. Media reports and interviews with the officials helped to complete the study. The discussion part of the study has been prepared by combining the quantitative results and subjective expressions of the respondents, along with a comparison of ongoing trends in tourism in Uttarakhand , Chamoli Region. Analysis and Findings a) Integration of Technology in Uttarakhand (Chamoli) Scientific and technological interventions have potential to play crucial role for the development of rural population with conservation and advancement of traditional activities especially communities have ethnic composition and surrounded by the plenty of natural resources. Traditional agricultural practices and allied land use systems, Forest resources based practices regarding to arts and crafts and variety of non wood forest products along this part (Garhwal Himalaya) of western Himalayan tract have great possibilities and potential for technological integration for the benefit of local inhabitant. But need is to innovate and design them (modern tools and techniques) that they can be easily assimilate into the local entrepreneurial activities without deteriorating these activities. So, it is important to treat such prospecting activities in the context of strong access-benefit sharing system between private or government firms/institutions and the targeting communities in a way that the sharing of knowledge and the integrating technology may multiply the floral and faunal diversity of the region with handsome output in
economy and enrich the cultural and moral ethics with sustained life support system. Definitely it will be the future not only the Garhwal Himalayan region but rest of the Himalayan part. Forest resources produce a variety of benefits in terms of direct use values and indirect use values. It has been pointed out that a major cause of the failure of sustainable forest management, or the cause of deforestation and transfer of forest to other land uses is the inadequate recognition and underestimation of the value of many goods and services provided by the forests at the local, national, regional and global level (UN, 1996). If we talk about India, a substantial part of its population is distributed along the Himalayan ecosystem. The condition of communities in the mountain village ecosystem is not as good as comparison of communities settled in plains. While it is (Himalayan region) one of the richest region in terms of bio resource availability, it is also a place of world’s poorest population. The conditions of Garhwal Himalayas are not differing from the rest of Himalayan region, the man and forest relationship along the region is in its extreme. Limitations in agricultural and related activities a large number of people are bound to extract natural resources to a great extent from the wild in terms of their livelihood security, economic security and sometimes food security and ecological security too. It is well known to all that Knowledge and culture of local communities is an inherent feature of their existence and it is very much influenced by their qualities, actions, categories, attributes and tendencies that are varying according to place and time. Most of the regions having great biodiversity are inhabited by variety of indigenous and traditional populations. These traditional populations have their own traditional and mysteries way of living with their immediate nature and natural resources. Fortunately the Himalayan region is enriched with such knowledge based system and the Garhwal Himalayan region plays substantial role in the context. Recently, global commitment in form of Convention on Biological Diversity (CBD), towards the conservation of biological diversity and the sustainable and equitable sharing of its benefits arising from the use of genetic resources. And the term Bio-prospecting has emerged as a new tool for capitalization of traditional wisdom and available natural resources. World Resource Institute (WRI) defined Bioprospecting as “Exploration of commercially valuable genetic and biochemical resources� it is felt that term bio-prospecting should include the cultivation of traditional concepts with contemporary tools, techniques and prospective. It should cover the unconditional welfare of biodiversity itself, with the communities where the knowledge is taken through bio-prospecting. So, it is important to treat bio-prospecting in context of strong benefit-sharing system among Industries/Firms, ecosystem and the projected communities in a way that the sharing of knowledge for bio-prospecting will multiply the faunal and floral diversity of that region and enrich the cultural and moral ethics with sustained life support system. Bioprospecting of natural resources include technology access and benefit system to the rural mass. For successful rural up gradation it is need to be enable people all around by using assets such as education, motivation and possible technology support. In above process, technology choice can have a critical impact on many aspects of rural transformation. Especially the way we choose them, the way we innovate and design them and the way we deliver them to masses. Therefore technology must be carefully chosen to enable rural people to acquire imbibe the knowledge of technologies appropriate to their needs and environment. The technologies should be such as upgrade their traditional skills and capabilities; minimize fatigue and reduce drudgery; be innovative and capable of easy assimilation; generate significant and assured added value to existing methods of operation; generate employment and use local resources both men and materials; need low capital investment and should result in low cost production of goods; be capable of replication and adoption and should blend harmoniously with existing eco-systems leading to tangible improvements in the living conditions and self sustained development of the rural people. b) Fields of possibilities of Technology Integration in Uttarakhand (Chamoli)
The state of Uttaranchal (Chamoli) with its innate “tourist appeal” like its scenic mountains, landscapes, lakes, forest, wildlife parks, historical and archaeological sites, religious places and cultural distinctiveness hold good promises for the development of the tourism industry. Prominent places of pilgrimage/ tourist interests are Gangotri, Yamunotri, Badrinath, Kedarnath, Hardwar, Rishikesh, Hemkund Sahib, Nanakmatta, etc. The world famous Valley of Flowers and hill stations like Mussoorie, Dehradun, Chakrata, are the important places of the tourist interest. In short Uttranchal (Chamoli) is the hub of tourism activities whether it is Pilgrimage tourism, Rural tourism, Adventure Tourism, Medical Tourism, Wildlife tourism and so on. The WTTC forecasts that tourism will grow on an average 4.5% annually between 2005 and 2014. Tourism is now viewed as one of the key sectors of economic growth and development in the state, both from the point of view income and employment generation as well as source of revenue for the state. No doubt tourism in Uttaranchal (Chamoli) is definitely capable of generating more income than it is generating now. Efforts are lacking somewhere perhaps on the part of the stakeholders in the tourism industry, policy makers and developers as well as the travel intermediaries in the state. The state has tremendous tourism potential which requires to be fully harnessed. The strength of the state should be properly highlighted and efforts should be made to cash on all the opportunities that Uttaranchal has to offer so that the tourist gets a high level of satisfaction. c) Medicinal and Aromatic Plant Resources. The western Himalaya is extremely rich in plant life and abounds in genetic diversity of medicinal plants, timber plants, wild relative of crop plants and other economic species. It is very true in respect of Garhwal Himalayan region which forms substantial part of the former. A cumulative estimate stated Garhwal Himalaya as a hub of about 3500 species of flowering plants. The research and utilization of the traditional medicinal systems has become an essential part of the contemporary health care planning. The Garhwal region has a fabulous wealth of medicinal and aromatic plants and traditional knowledge and practices of utilization of these plant resources for ethno- medicine and ethno-veterinary treatments. This qualitative relationship of the people’s knowledge with their immediate resources apart from providing physical well being to them helps also in biodiversity conservation and socio-economic development. Recently technological advancement has opened up the international market for such plant resources and has given power to biodiversity rich region to sustainably exploit the genetic resources for better future and economic gain. But it is required to prevent biopiracy of these regions specific resources. Few suggestions in this context are as follows; Proper inventory and documentation is required and to build capabilities to prevent bio piracy. A suitable access and benefit system should be established to harvesting resources and knowledge from subjected region. Need to improve quality and standardization process as per the international guidelines for opening the global market opportunity. Grassroots collectors, harvesters and the cultivators should equip with latest tools and techniques of collection and cultivations of such resources in a sustainable ways. Fair research activities are needed with respect to natural resource use instead of worthless paper work. d) Non-Wood Forest Products At the international level in 1992 a United Nations conference for environment and Development (UNCED) was organized in Rio-de-Janerio in Brazil where India took a major role. This international effort is recognized worldwide as Agenda 21 as approved by UNCED92 provides global initiates towards recognition of NWFP and its role socio-cultural and
socioeconomic uplifftement of less/undeveloped communities. It had set the managers and research priorities for adoption by different communities accordingly. The definition of non wood forest products used here is the one which was adopted at the meeting in Indonesia (FAO, 1995)“NWFPs consist of goods of biological origin other than wood, as well as services derived from forest and allied land uses”. Plant based NWFPs are medicinal and aromatic plants, dye and color yielding plants, tan yielding plants, resins gums, essential oils, fiber and flosses, edible plants, bamboos and canes etc. animal based NWFPs are honey and bee wax, and shellac, silks, horns, bones, ivory and musk etc. minerals including mica, sand, gravel etc. and the services in terms of tourism, recreation, wildlife watching etc. these all are emerging sectors and have great potential to upgrade the rural communities as well as provides facilities to urban population of all kinds (i.e. health, nutrition and recreation etc.). These products have shown great potential for rural enterprise development but unsustainable harvesting and lack of management are the primary restrictions in promotion of these resources as effective tool of forest based community’s development. New Delhi, Nov 25 the forest in Uttarakhand region have been valued at $2.4 billion (app. Rs.10, 700 crore) per year in terms of services they provide. The services they provide include carbon sequestration, climate management, hydrological regulation, timber. Firewood, soil conservation, and pollination and none wood forest products so far. The Uttarakhand has nearly 70 percent forest cover, of which 40 per cent is dense forest. The report has been prepared by Leadership for Environment and Development (LEAD), India and its partner organizations. Technological empowerment of local people with skills and thinking pattern that fosters a sense of self reliance among them. Scientific and technological interventions in following area (mentioned below) can play a crucial role for the development of this part of Uttarakhand, Chamoli region. Standardization and quality control at ground level. Development of proper marketing channels of these resources. Knowledge and training of modern tools and techniques at grassroots level. Establishment of small scale enterprises on the spot for value addition of these resources. Research and documentations. e) Agriculture and Allied Activities Garhwal Himalayas (Chamoli Region) is characterizes by traditional farming system, which is evolved partly through their intimate relationship with their surroundings resources. About 9.6 per cent of the total area of it is under cultivation as against 30 per cent in case of Uttarakhand rain fed agriculture is the common feature in the region which is practiced on the well terraced slopes. The farming system is highly integrated e.g. the soil fertility is maintained via livestock which also provide the energy for the different agricultural operations. In Garhwal the farming system is of closed or self sufficient in terms of nutrient management. There is negligible input need from the outside. Now a days over exploitation of natural resources and increasing population pressure with blindly controlled economic development restricting the practice to be insufficient one for the mainland (hills) farmers. And the agricultural practices in hills are moving towards disastrous future. It may directly or indirectly affect the diversity and traditional sustainable farming system in Garhwal. In this context, redevelopment of agriculture would be possible only when the technologies built over inherited and empirical knowledge of the local people are generated and employed particularly to strengthen the traditional agro forestry, water harvesting and value addition of the agriculture produce etc. capitalizing the heterogeneity of the region need further diversifying through apiculture, horticulture, floriculture, psciculture and small industries establishment and development at grass roots level based on non-wood forest products can together make the agriculture of this region ecologically sustainable and simultaneously would shower enormous economic benefits upon the local populace. As the
agriculture is the main source of livelihood in Garhwal Himalayas, few initiatives are needed are as follows; Distinct land use pattern based schemes and developmental models for the mainland (hills) and the plains because of their different geographical conditions and availability of resources. Modern tools, equipments and techniques to minimize the rural fatigue and unnecessary physical labor are needed to be incorporate into traditional farming system. In this context innovative green technology is required via participatory rural appraisal. Potential policy and other farming schemes is needed that should be results of in depth study of problems, conditions and capabilities of the region. f) The Tourism Industry Components and Requirements of the Tourists. a) Attraction Sector: - Which comprises manmade are natural attractions .which are developed to satisfy visitors educational, recreational, aesthetic needs etc. b) Advertising Sector: - Which includes advertising through mass media and the internet. c) Accommodations Sector :- All types of establishment that offers lodging to visitors (Hotel, Motel, Guest Houses) d) Transport Sector: - Which includes air, water and surface transport. A) Attraction Sector:- In the case of attractions both manmade and natural attraction owners need to Communicate or inform their Customers and potential customers about their production information about the kind of Attraction, where they are located and how to get there is of vital important. The attraction owners particularly the national tourist offices discharge their duty of promoting their country’s tourist attractions using the information technology products. Information through promotional Video’s, Internet websites, Television advertisement and travel documentaries are the main Information Dissemination tools. B) Advertising Sector:- Travel & Tourism fit especially well with interaction media because they are an information intensive industry where transitions can be made online, and current web users are heavy users of travel and tourism products and Services. Interactive media call for Interactive Marketing on the web are :1) Attracting Users, 2) Engaging Users, Interest and Participation. 3) Retaining Users and Ensuring they return. 4) Learning about User Preferences’. 5) Relating back to Users to provide Customized Interactions. C) Accommodation Sector: - In the Accommodation sector also the contribution of information technology is prominent. Any individual or group wishing to travel to any part of the world now has an easy accommodation access to the accommodation service providers. A visitor can access information about the kind of hotels at the destination their ranges of product, the price and other relevant, information without leaving his/her office or home. At a destination also visitors are at ease during their stay in every respect, in getting information about their business family or other information back home. They are also at ease to relax with the videos and televisions entertainment programs which nowadays are part and parcel of many accommodation units. D) Transport Sector: - Transport provides the essential link between tourism origin & destination areas and facilitates the movement of holiday maker’s business travelers’ people. Visitors’ friends and relatives and those undertaking educational and health tourism, before setting out on a journey of any kind, every traveler makes sure which transport company has a good safety record. To this effect, airplanes coaches and even
taxis are equipped with good communication equipment. An airplane flies with the help of modern information technology equipment. This provides information ranging from weather, altitude and other information to the pilot to communication made during emergency by the pilot with other air planes and air traffic control stations. In flight entertainment is also a product of information technology, video games, video films are examples. In the case of buses/ coaches and taxis, in many countries with developed tourism business they are equipped with radio communications systems for various uses. For Example, the Driver or the tour guide up dates the tour company Head quarter about the progress of the tour throughout the touring period this competitive to be picked. In addition, customers will not relay on advertising to obtain to the very nature of advertising. g) Information Technologies as A Major Contributor To Competitiveness And Competitive Advantage in Chamoli, region The terrain of Uttarakhand offer’s immense opportunities for adventure sports the region abounds with a splendid combination of flora and fauna. Flowing rivers and snow capped mountains, which are magnificent enough to infuse the spite of adventure in all. The exhilarating sport of skiing is a big draw. a serious protagonist or a onetime prospector of thrills , all find Uttarakhand a perfect spot for adventure sports . The adventure sports of Garhwal and Kumaon Himalya are different as compared with other states. Marking of adventure sports of any destination is important in tourism industry in order to understand respective place and events in detail. Opening of new economic routes and marketing techniques can give a big boost to travel and trade. The present trade of travel and tourism here is largely a simple affair, as a result, auli, the tourism capital of skiing has achieved its rightful share from tourism. Being a localite it is pleasure to market. Adventure sports that is present in here. Uttarakhand‘s adventure sports becoming popular among present generation, its marketing is essential in order to get it rightful share globally. Hence marketing and uplift of adventure sports needs to be taken up seriously to help attain Indian tourism industry achieve a new milestone in world tourism mainstream. Adventure sports of Uttarakhand mainly includes: Skiing Trekking , Rocking climbing Water sports and mountaineering The fusion of ITs provides unprecedented tools, which facilitate the creation of new industries, restructure existing industries and radically change the way firms and regions compete.Its reshape the nature of competition in most economic activities, whilst they link consumers and suppliers, adding value to organization’s products. Hence, ITs change the competitive game for almost all organizations, regardless the industry they operate in, their location or size.4-6 In particular, technology affects competitive advantage as it determines the relative cost position or differentiation of organizations. A firm can achieve several strategic benefits by using ITs, namely: establishing entry barriers; affecting switching costs; differentiating products/services; limiting access to distribution channels; ensuring competitive pricing; decreasing supply costs and easing supply; increasing cost efficiency; using information as a product itself; and building closer relationships with suppliers and customers. Table 1 illustrates the results of the latest annual Manufacturing Attitudes Survey. Manufacturers not only regard investments on ITs as crucial in enabling them to outperform competitors, but also their expectations from IT systems
go far beyond their operational management and focus primarily on the strategic management of enterprises. As information is a source of power in negotiations with partners, the adoption of ITs often redefines the power balance between partners, and changes their bargaining relationships.9 Perhaps, small and medium sized enterprises gain more advantages by using ITs, as bargaining power is gradually relocated from institutional buyers and wholesalers to suppliers, due to the more effective and interactive communication they can achieve with their target markets. Small size in combination with innovation and effective networking by using ITs also enables them to develop virtual size and empowers their competitiveness. Smaller firms can therefore develop and deliver the right product, to the right customer, at the right price and place, without overdepending on intermediaries. Table 1 Impact of information technologies on businesses Significantly enhance competitive edge 85% Improves information 90% Better external communications 80% Manage computers expectations better 85% Improve decision making process 75%
Hence, ITs offer new management and business opportunities and can be applied strategically in at least four different ways: gain a competitive advantage; improve productivity and performance; facilitate new ways of managing and organizing; and develop new businesses.8 Ultimately, firms investing in ITs attempt to gain a competitive advantage by lowering their cost or by improving customers' perception about the quality of their products and services, and hence differentiating their offering.
Fig: - 1 Rishikesh is also known as the Yoga Capital of the World. Rishikesh is equally famous for the adventure sports like White Water Rafting, Kayaking h) Computer Reservation Systems (CRSs) and increasingly Internet providers satisfy the needs of consumer for convenient access to transparent and easy to compare information. They cover the entire variety of choices of travel, lodging and leisure services, destinations, holiday packages, as well as display the actual prices and availability of such services. These services also provide immediate confirmation and speedy documentation of reservations, allowing a greater degree of flexibility and enabling prospective travelers to book at the "last minute". Experienced travelers are therefore empowered by information and booking systems and increase their personal efficiency by creating tailor-made products independently. ITs also assist principals to understand consumer needs through marketing research and loyalty/partnership schemes. Improved access to information covering all aspects of tourist activities provides the framework for
offering personalized services at price levels comparable to those of standard packages. The revolutionary developments in ITs, which have been experienced through the proliferation of the Internet and the World Wide Web since 1995, illustrate that consumers increasingly rely on the Internet for travel information. They utilize commercial and non-commercial Internet sites for planning, searching, purchasing and amending their travel. Non-tourism organizations tend to seize the emergent opportunity by utilizing the ITs tools. This is already the case with major ITs providers, (e.g. Microsoft developed Expedia, an electronic travel agency) to satisfy tourism demand. Table:-2 Computer Reservation Systems and Global Distribution Systems as drivers for tourism and hospitality globalization Cost drivers • Increase efficiency • Low distribution cost • Low communication cost • Low labor cost • Minimization of waste factor • Facilitator of flexible pricing Market drivers • Satisfy sophisticated demand • Flexibility in time of operation • Support specialization and differentiation • Provide last minute deals • Accurate information • Support relationship marketing strategies for frequent flyers/guests • Quick reaction to demand fluctuation • Multiple/integrated products • Yield management • Corporate intelligence • Marketing research
Government and regulatory drivers • Deregulation • Liberalization • Government supported Competitive drivers • Managing networks of enterprises • Value-added skill building • Flexibility • Knowledge acquisition • Strategic tool • Barrier to entry
Conclusion & Recommendations The hills of UTTARAKHAND have all the requirements for adventure, tourism promotion, excitement and thrills, snow capped peaks, splendid collection of flora and fauna, hence deserve marketing. The region also provides immense opportunities for adventure sports like skiing and other thrills like water sports which makes uttarakhand an ideal venue for aggressive tourists and can assure future INDIAN Status reach miles. The efforts taken up by tourism department and other key players like KMVN, GMVN and private tour operators ensure further innovations on large scale. Being a good source of water, the mountain peaks and Glaciers provide good opportunity for the mountaineers and the scientists to establish high altitude research centers in order to study the climate and environmental issues related with peaks and high altitude snow valleys. The high altitude valleys also harbor various famous tourist places such as AULI, Badrinath, Kedamath, yamunotri etc. it will not be incorrect to say that, economical activities have been boosted by the high altitude valleys and snow resorts. Adventure camps and trekking activities have now become a common practice. Recent changes in the environment had bad impact on the glaciers, which is a serious matter of concern. It is notable that majority of the respondents do not agree with the availability tourist information facilities in the city. The mean value of the responses depicts that majority are lying towards higher side of the mean standard score at five point scale. The standard deviation and skewers is 1.33526 and -.600 respectively. Further x2 value is significant at 1 percent level of significance. It shows that opinion of the respondents is not equally distributed. It is concluded that tourists are not satisfied with the tourist information given on the signboards or offices at Uttarakhand, Chamoli. Foreign tourists who visit Uttarakhand (Chamoli) get a glimpse of the ancient art and culture of India as well as adventure and wildlife spots also. Most of the respondents availed of high-class accommodation and were satisfied with the hygienic conditions in these hotels. They travelled by different modes of transport to reach the rural areas of Uttarakhand, Chamoli the satisfaction related to the attitude of drivers and they not at all appreciated conductors. Uttarakhand, Chamoli market as symbol of culture and heritage are satisfactory but proper marketing of tourism product is not satisfactory which need of an hour. The places, the temples, the river, the adventure spots, parks and the tranquil environment of Uttarakhand (Chamoli) are highly appreciated by the tourist. But the communication and banking facilities are found to be dissatisfactory in rural areas and tourist spots. There are many PCOs and banks are available in the town. Although they feel quite satisfied with their Uttaranchal visit but still a gap exists between their expected and perceived services. One of the reasons for this gap has been identified as non-availability of tourism area packages, improper interpretation facilities, poor conditions of ordinary buses and share taxies plying between interior rural areas, awful maintenance of city roads, traffic congestion, nonavailability of adequate information on official web site and non-availability of quality souvenirs at Uttaranchal. Based on this identification recommendations have been offered for eliminating the gap. This may result in tourist delight and an increase in tourist satisfaction at Uttarakhand (Chamoli) and ultimately into socio-economic development of the state. The tourism and Hospitality sector has experienced rapid technological development. In this new tourism environment innovation and knowledge creation are important for establishing a competitive advantage. They are used for tourism product development. Traditional agricultural practices and allied land use systems, Forest resources based practices regarding to arts and crafts and variety of non wood forest products along this part (Garhwal Himalaya) of western Himalayan tract have great possibilities and potential for technological integration for the benefit of local inhabitant . Conclusion/ Bibliography ďƒ˜ Shah, S. L. (1996) Issues relating to sustainable land use in Uttarakhand: lessons of multidisciplinary action research in land use management. In Kumar, K. Dhyani, P.P., and Palni, L.M.S. (eds) Land Utilization in the Central Himalaya:Problems and
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