Role of Uravu in Tourism Promotion of Wayanad District of Kerala

5/26/2018 Role of Uravu in Tourism Promotion of Wayanad District of Kerala

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ROLE OF URAVUIN TOURISM PROMOTION

OF WAYANAD DISTRICT OF KERALA

BY

RAJITHA XAVIOR

ASSISTANT PROFESSOR

MARY MATHA ARTS AND SCIENCE COLLEGE,VEMOM P O , MANANTHAVADY-670745

[email protected]

and

REGI FRANCIS

ASSISTANT PROFESSOR

DEPARTMENT OF COMMERCE

MARY MATHA ARTS AND SCIENCE COLLEGE,

VEMOM P O , MANANTHAVADY-670745

[email protected] 1


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List of contents1) INTRODUCTION

2) ADVANTAGES AND AIMS OF TOURISM

3) ABOUT THE ORGANIZATION

4) RESEARCH METHODOLOGY

5) OBJECTIVES OF THE STUDY

6) BAMBOO VILLAGE

7) TOURISM EVENTS

8) EMPLOYMENT GENERATION BY URAVU

9) IMPORTANCE OF HANDICRAFT IN TOURISM

10) BAMBOO- THE RAW MATERIAL OF URAVU PRODUCTS

11) PRODUCTION PROCEDURE

12) PRODUCTS OF URAVU

13) DATA ANALYSIS AND INTERPRETATION

14) FINDINGS

15) SUGGETIONS

16) CONCLUSION

17) BIBLIOGRAPHY

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1) INTRODUCTION

Tourism is travel for recreational, leisure or for

business purposes.

The world tourism organization defines tourists aspeopletraveling to and staying in places outsidetheir usual environment for more than oneconsecutive year for leisure, business and otherpurpose.

Wayanad is one of the few districts in Kerala that

has been able to retain its pristine nature

Wayanad , the green paradise is an upcomingtourist spot in Kerala.

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2) ADVANTAGES ANDAIMS OFTOURISM

Tourism generates economic advantages to a

country by way of earning tourism exchangeand employment generation.

Tourism also make a tremendous contribution

to the improvement of social and cultural trend

of the country.

The aim of tourism development in rural area isto provide opportunities for economic and

social development.

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3) ABOUT THE ORGANISATION

URAVU is a non-government organization working with people,

government and business to implement programs for sustainable

employment and income generation in rural areas.

URAVU is a non- profit trust, established in 1996, registered

under the Indian trusts Act.

URAVUis located in Thrikkaipetta village in Wayanaddistrict.

It is about 10 KM from Kalpetta.

The word URAVUmeans spring.

URAVU promotes social enterprises based on value addition oflocal, natural recourses, especially bamboo, the greengold.

URAVU implements training in bamboo processing, establishing

micro enterprises, marketing of bamboo and promotion of eco-

tourism. 5


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4) RESEARCH METHODOLOGY

The study in designed as descriptive and

empirical one.

It is descriptive because it desirable the state ofaffairs of URAVUand

it in empirical one because it collect firsthand information with a structuredquestionnaire from the respondents.

The primary data is collected directly from therespondent by using questionnaire andsecondary data is collected from the website.

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5) OBJECTIVES OF THE STUDY

To know about the products of URAVU.

To know about the role of URAVU in tourism

promotion.

To know about the tourists attitude towards

URAVU product.

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6) BAMBOO VILLAGE

In Wayanad, tourism is one of the economic growth sectors. URAVU has major importance in tourism marketing as

handicraft producers in Wayanaddistrict.

In the case of tourism development and promotion basis URAVUstarted a Bamboo Villagein Thrikkaipetta.

The concept bamboo village is started in 2006.

The village is spread in the Meppadi Panchayath.

Now the village hosts guests from other states as well ascountries with its six home stays.

All are conventional houses providing good facilities.

These agro based families hence utilize tourism as an additionalsource of income.

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7) TOURISM EVENTS

Jackfruit festival (Chakka Maholsavam)is

organized by URAVU every year and it isrecorded in the Limca books of records.

Kite festival is organized every year duringsummer vacation at Thrikkaipetta as a part of

tourism activities.

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8) EMPLOYMENT GENERATION BY URAVU

About 25% of the total income generated from tourism is used forvillage development activities and to conduct the major tourism

events.

Bamboo village provides employment opportunities for localartisans, craftsmen, drivers, guides and support to local families.

URAVU provides employment opportunities to 250 persons in 14working units. All this units are in Meppadi Panchayath.

The URAVU became an important segment in the growth ofhandicraft industry and Wayanad tourism.

The intention of URAVUwas to provide a way to livelihood to thelocal people.

Only a less number of workers are salaried persons. Most of theworkers are getting wages and it is according to the workperformed by the workers.

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9) IMPORTANCE OF HANDICRAFT IN TOURISM

A well developed handicraft industry usually generatesincome for local producers.

Unique local crafts might even become one o themain reasons for tourists to visit the destination.

In their case there are other surrounding heritage

tourism destinations that are authentic and non-replicable.

Because of this they become something special anddistinguish the region from others in the area.

There are many challenges associated with thedevelopment of handicraft industry.

When constraints are overcome, production becomesvery economically, culturally and socially beneficial.

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10) BAMBOO- THE RAW MATERIAL OF URAVU PRODUCTS

Bamboos grow more rapidly than trees and start to yield within three or

four years of planting and it functions as an efficient carbon sink.

All parts of the Bamboo plant can be used in rural livelihoods and industry

shoots for food, leaves for fodder and branches for making over a

thousand traditional products as well as a host of new generation

industrial products.

The raw materials are collected from the following sources.

Bamboo nursery

Local supplies

Kerala State Bamboo Corporation

Direct cutting right from forest

Different species of Bamboos known locally are Kallan, Illi, Bilathi,

Pennoda, Oda.

They are used by the artisans for production.

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11) PRODUCTION PROCEDURE

The production procedure in URAVU mainly

depends upon the nature of the product to beproduces.

The following is the production procedure

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12) PRODUCTS OF URAVU

1. Bamboo Trays The trays are produced by using a different species of bamboo.

Chemical are used to prevent it from fungus and are coated with

polish to give fine look. 14


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12) PRODUCTS OF URAVU (Cont)

2. Dry Flowers The women in the unit themselves collect bamboo flowers from

forest.

Apart from bamboo flowers they use the dry leaves, arecanut palm,

silill etc. 15


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3. Bamboo Curtain The group members collect the reeds and Bamboo from the forest.

They make curtains by using Bamboo blinds.

Presently they produce 10 models of Bamboo curtains.

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4. Bamboo pens These pens are made by using reed Bamboo and coconut shelves

and they are environment friendly.

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5. Bamboo Bags URAVU bags are manufactured by self-help group promoted by

URAVU.

Beautiful Jute and Bamboo bags are produced using top classquality of Jute.

Bamboo strips are used for decoration.

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6. Boat(Uru) URAVU presents exclusively designed boat(Uru) which is perfect

amalgamation of natural beauty and craftsmanship.

This beautiful handicraft is a perfect gift item for various occasions.

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7. Bamboo Flute The Bamboo Flute is a musical instrument which has six holes and

is highly respected instrument in the Indian culture.

This product is made up of fine quality Bamboo which is given afine look by polishing it well and giving it an anti-fungal treatment.

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8. Bamboo masks and wall hangings A collection of Bamboo masks, wall hangings are made by the

artisansteam in URAVU.

Each product is signed work of art.

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9. Bamboo Jewelers Bamboo Jewelers are one of the traditional jewels used by people in

old ages.

The new generation also use Bamboo jewelers because it is now the

fashion of modern world.22


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13) DATA ANALYSIS AND INTERPRETATIONTABLE No 1: MEDIUM THROUGH WHICH URAVU WAS KNOWN

INTERPRETATIONS:

From the above table and diagram we can understand that 56% ofrespondents came to know about URAVUfrom the public, 36% from

Website and 8% from guidebook. 23

Criteria No of respondents Percentage

Broacher

0

0

Magazine 0 0Public 14 56Website 9 36Guidebook 2 8Total 25 100


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13) DATA ANALYSIS AND INTERPRETATION (Cont..)TABLE No 2: NUMBER OF TIMES VISITED URAVU

INTERPRETATIONS:

From the above table and diagram 72% of the respondents visitedURAVUonce, 16% visited twice the unit and 12% visited more than

twice. 24


Once 18 72Twice 4 16More than Twice 3 12Total 25 100


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13) DATA ANALYSIS AND INTERPRETATION (Cont..)TABLE No 3: NUMBER OF ITEMS PURCHASED FROM URAVU

INTERPRETATIONS:

From the above table and diagram 24% of the respondentspurchased one item, 48% purchased two items, 8% of thempurchased three items and 20% purchased four or more than four

items. 25


Zero 0 0One 6 24Two 12 48Three 2 8Four or more 5 20Total 25 100


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13) DATA ANALYSIS AND INTERPRETATION (Cont..)TABLE No 4: OPINION ABOUT SERVICES PROVIDED BY URAVU

INTERPRETATIONS:

From the above table and diagram 8% of the respondents says thatthe service of URAVUis excellent, 76% of them says that the service

is good and 16% says it is average. 26


Excellent 2 8Good 19 76

Average 4 16Poor 0 0Very Poor 0 0Total 25 100


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13) DATA ANALYSIS AND INTERPRETATION (Cont..)TABLE No 5: RATING OF PROMOTIONAL ACTIVITIES OF URAVU IN TOURISM MARKETING

INTERPRETATIONS:

From the above table and diagram 48% says that the

promotional activities of URAVUare good and 52% says that

it is average. 27





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13) DATA ANALYSIS AND INTERPRETATION (Cont..)TABLE No 6: FACTORS CONSIDERED WHEN PURCHASING AN ECO-FRIENDLY PRODUCT FROM URAVU

INTERPRETATIONS:

From the above table and diagram 12% says that they consideredquality of the product while selecting a product, 64% considered itsbeauty, 16% considered the cost and 8% considered the usefulnessof the product. 28


Quality 3 12Attractive 16 64Price 4 16Offers 0 0Usefulness 2 8Total 25 100


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13) DATA ANALYSIS AND INTERPRETATION (Cont..)

TABLE No 7: LEVEL OF SATISFACTION IN CHOOSING AN ECO-FRIENDLY PRODUCT

INTERPRETATIONS:

From the above table and diagram the level of satisfaction inchoosing an eco-friendly product from URAVU is excellent for 12%of the respondents and is good for 88% of them.

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13) DATA ANALYSIS AND INTERPRETATION (Cont..)

TABLE No 8: URAVU CAN HELP PRESERVE NATURAL RESOURCE

INTERPRETATIONS:

From the above table and diagram 8% of the respondents strongly

agrees that URAVU helps in preserving natural resource, 84%

agrees and 8% has no opinion in this argument. 30


Strongly Agree 2 8Agree 21 84No Opinion 2 8Disagree 0 0Strongly Disagree 0 0Total 25 100


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14) FINDINGS

1) Majority of the respondents are satisfied with the servicesprovided by URAVU.

2) Most of the respondents agree that URAVU is makingvarious promotional activities for tourism marketing.

3) The customers of URAVUinclude both domestic and foreign

tourists.

4) Most of the respondents agree that URAVU can help topreserve natural resources.

5) URAVUprovides homestay facility for tourists.

6) Website is one of the very helpful marketing strategies ofURAVU.

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15) SUGGESTIONS

Adapt more publicity methods for the promotion of

tourism industry through URAVU.

URAVU can set up research centre to explore newapplications of Bamboo building materials.

To know about the product of URAVU, they can givemore advertisements.

Proper pricing should be given to the products of

URAVU.

Provide enough training and developmentprograms to employees.

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16) CONCLUSIONS

Tourists are much attracted towards the handicraft.

A tourist may purchase some items for the memory of places they

visited.

Good quality handicrafts are purchased by the tourists from URAVU and

they are encouraging and insisting others to visit the destination.

Tourism is a complex system which consists of many complex andinterdependent components.

Service is one of these components.

Most of the respondents are satisfied with the services provided by URAVU.

The URAVU is boosting tourism development in Wayanad. It provides

various facilities to tourists.

It promotes tourism in Wayanad.

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17) BIBLIOGRAPHY

www.uravu.net

keralatourism.org

Company records and articles

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APPENDIX

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ROLE OF URAVU IN TOURISM PROMOTION OF WAYANAD

INSTRUCTIONS: Kindly tick the appropriate one

1. Name :2. Age :3. Sex :4. Place of living :5. Qualification :6. Occupation :7. How did you come to know about Uravu?BroacherMagazine Public Website Guidebook

8. How many times had you visited Uravu?Once Twice More than Twice

9. How many items did you purchase from the Uravu outlet?0 1 2 3 4 or more

10.What is your opinion about the services provided by Uravu?Excellent Good Average Poor Very Poor

11.How do you rate the promotional activities of Uravu in TourismMarketing?

Excellent Good Average Poor Very Poor

12.The factor you considered when purchasing an eco-friendly product fromUravu?

Quality Harmless Price Offers Usefulness

13.What is your level of satisfaction when choosing an eco-friendly product?Excellent Good Average Poor Very Poor

14.Uravu can help preserve Natural resource


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Thank You

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Documents

Role of Uravu in Tourism Promotion of Wayanad District of Kerala