The Effect of Media on a Particular Touristy Destination Kashmir in India - Case Study Example

Tourism and the Media Introduction: Tourism at present has grown up as a large phenomenon, and has turned out to be one of the rapidly developing and largest industries of the world. Apart from being viewed as industry, where international tourism is said to be a major way of foreign trade, and economically booming sector, tourism is unique in a way in which it could be said as to play a very important role of promoting the socio economic and political development, opening new employment vistas of the particular destination selected. (Vincent etal.,2001) Though this is the gleaming positive side, the tourism on its other end is also prone to bring in loads of negative impacts on the residents, culture and mainly environment. Like management of any other sector, tourism also needs proper management and promotion activities to set the pace. It could be easily seen that in that aspect tourism is widely intertwined with media which acts as an exposure agent or promotion agent that affects it both positively and negatively. The promotional strategy would be of great help to promote newly developed destination that is not much known among the tourist world. (Jim Macbeth etal.,2001) Back ground of the study Now tourism has come to a stage where, the tourism destinations are to be marketed on the global market place, as result of increased globalization and competition. In this context of the race to attract tourist comes the media. There had been many studies and researches done world wide to pin point how the media influences the tourism and it had been established that the effect is high but it is always either positive or negative. In this light it was felt that it would be appropriate to study the effect of media on a particular touristy destination. For this study the place chosen is Kashmir in India- described as the Paradise on Earth. It would be a perfect destination as off late the Jammu and Kashmir had been on news for varied reasons. India is also part of the race of global tourism, with tourist inflow to India has risen from 4.9 % to 9.2 % by 2000’s, with the momentum gained from 80’s. In 1998 – 1999 the tourism has accounted for 24,241 Crore Rs of revenue for India. India is known to people abroad as a country that offers lavish treatment to all visitors, a place with visitor-friendly traditions, varied life styles and cultural heritage and colorful fairs and festivals hold abiding attractions for tourists. They have in them a mixture of attractions as beautiful beaches, forests and wild life and landscapes, snow, river and mountain, technological parks and science museums centers of pilgrimage, heritage trains and hotels to cater varieties as spiritual, heritage, adventurous and science tourism. Kashmir particularly is described as crown of India, offering unique adventures to its visitors that vary widely with the varying seasons. (Annual Report, Ministry of Tourism 2005) The media here mean the mass media as TV, advertisements placed, Travel programme, travel writing, internet, film location, and others as brochures and guide book. In this essay it is tried to bring out the Positive and negative effect of the two forms of media selected – The Print (paper & Broacher ) & Graphic media( internet ) on the tourism rate in the selected destination of Kashmir in India. Section A: Positive and negative representation of the destination in the media: The Advertisement seen so far for Kashmir mainly falls in two categories as the print and the graphics media. The promotion of Kashmir is mainly undertaken by the Tourism Department of J& K, remaining by the leading travel agencies and tour operator’s world wide. The print media includes advertisements in leading News papers in India and abroad, travel articles written in papers by journalist and freelancers, travel experience of the visited tourist. Where as the graphic media, it is mainly the advertisements seen in TV and Radio- the latest of catch being the “ Incredible India “ that has been launched by the tourism department of India as process to attract tourist world wide by featuring all the best tourist destination in India, with the star of the list being Kashmir. Latest among the advertisement campaign is the new addition, the very powerful Internet that has increased the reach of the an advertisement multifold. with this is mind, both Government of India, private tour operators have launched their own websites that features all the strong and attractive points of Kashmir, the places to be seen, and the comforts offered and the process of coming to Kashmir. The Kashmir is advertised positively, mainly by the Indian Media in the News papers and online platform. The advertisement carrying positive features of Kashmir is circulated in news papers in India and in neighboring countries as China, Nepal etc. In Countries as UK, US , Australia, it is mainly the website of J& K Government and private tour operators that does the positive advertisement of them . Also less frequently appears the travel experience and freelance write ups in the News Paper of those countries. Apart from that the news blog and discussion forum a main feature of Internet also functions as informal information providers about the destination. Apart from this the coverage of the visit to Kashmir by dignitaries and people occupying the higher echelon of power appearing in that countries News paper serves as a catalyst that kindles the curiosity and interest of people there. A best example that could be quoted would be the visit by the Prince Charles and Camilla was followed by an increased range of enquiry about Kashmir by UK nationalist. The positive features broadcasted about Kashmir are, Four distinct season offering different temperatures round the year is the main attractive feature of Kashmir, mainly , spring – from march to early may, with temperature from 23 degree to 6 degree with entire landscape carpeted with blossoms: summer- from may to end of august- temperature from 25 to 35 degree with the valley featuring different shades of green; autumn towards September, loveliest period with the scene changing from green to yellow and eventually red ; remaining is winter that features with extreme chillness and snow clad mountain. The Kashmir is a land where there is possibilities for myriad of activities and experience felt differently in different season. The winter sees activities as skewing, tabooganging,sledge riding etc on the slopes of the snow clad mountain Himalayas, the spring and summer promises honey-dewed orchards, rippling lakes and blue skies beckon , giving away the taste of valley , offering activities as golfing, water skiing, fishing, living in house boards, simple drifting etc. The websites offer detail information about the expected climate, clothing required, the hospital and bank services available, currency to be used, post office and telegraph access and above all the police assistance offered The main attractive positive feature broadcasted by the Government of India and in other write up by the tourism department in Newspaper is the police assistance available – the employment of special police force called the Tourist police, employed to assist tourist and safe guard them from being cheated and harassed. They have also advertised and published the contact numbers of various airlines operating to the Jammu and Kashmir capital – Srinagar, and details about the rail and bus roads and also about other private vehicles available along with the list of cost to be expected. In the feed back received from the tourist these information’s were widely appreciated by them. Also are the full length information for staying area, detail and description, and about the Kashmiri food available, famous shoppable articles with the places available and sporting events and sites to be visited. Promises about return of peace and normalcy and lifting of travel advisories in India around 2004 – 2006 saw, Kashmir’s revival of tourism in with a 40 per cent increase in tourism related activities. The website is a very rich source of information. Many Governments as that of Australia, Austria, France, Italy and increased dissemination of information in the foreign countries through broachers and tour operators Thus by the joint efforts of the Jammu and Kashmir government and various agencies connected with the tourism industry have resulted in a tremendous increase of tourist influx to Kashmir with about two lakh tourists arrived in Kashmir so far through organized tours and with four to five lakh tourists are expected to visit the Valley during 2007-2008. (www. j&k tourism.com) The negative features broadcasted: More than the positive feature, it is the negative feature that is widely broadcasted across the world by the electronic and print media. The omnipresent terrorist activity in Kashmir and the persistent presence of tension of war between India and Pakistan is a main feature broad casted around the world in the print and graphics media. The brutal massacre of tourist by the terrorist The improper infrastructure and sanitation and the low note support from officials The frequent grenades attacks and landmines The earth quake that took place in 2005 has its toll on tourist inflow as media described this a s a land at travel advisories that features frequent earth quake The unstable political scenario in Kashmir is one of the strong negative feature broadcasted Alleged rumors that had gone around post 9/11 is the rumor that it could be a base station for Al- Qaeda that targets the foreign nationals mainly the UK and US Christians Recently the assassination of Benazir Bhutto has lead to increased flutter and fear of resumed terrorist activity and tension among the countries, has changed the mind of people who wanted to visit Kashmir. The media’s allegedly has characterized Kashmir as a place that could be visited by tourist who braves their life, which has taken its toll on the tourist population. Many measures taken by the J & K government to boost security and improve connections are not properly advised in the media. The ideas and feedbacks given by the tourist who had positive points about Kashmir were not publicized accordingly. The steps taken, by the Indian government to boost tourism as dissemination of information about changed situation in Kashmir is not well disseminated among the world media. The act of grenade attack on the tourist in 2005 followed on an attempted attack on the Prime Minister Mr. Man Mohan Singh was shown in international media as a place with terror threat looming around. All over the world it has been alleged that, the impact of political unrest and war-like situations has always been very detrimental to tourism. Statistics have shown that not only do violent situations or happenings affect tourism in the country directly involved but also far flung countries that are not even remotely related to the problem. It has been proven true in Kashmir also. (Margrete Lexow,2004) Section B: Examples of media description that discourages the tourist from visiting the destination The best example to be analyzed in this place would be the report of Travel advice by report released by the Foreign Common Wealth Office of UK for the year of 2007, 2008 , projects reports for the people of UK who tends to visit India, in Particular Kashmir. The summary of the report says the following points to the travelers. It is seen in that the British Nationals are strongly advised to not to travel through rural areas of Jammu and Kashmir as there is a high level of conflict and terrorist violence in Jammu and Kashmir It is also advised to avoid travel in the vicinity of the Kashmir area that is close to the border of Pakistan Given the communal riots taking place it is advised to them not to travel out freely without people in authority and nor to move around in public transports. The broacher proclaims further that is a high threat of terrorism throughout India with attacks targeted on public places, including places of worship.  In Kashmir also chances are high to attack the expatriates and foreign travelers.   The area of Jammu & Kashmir is described a place that is being bombed on daily basis. The country is itself depicted as a place known for the high level of burglary, sexual assault, theft from the tourist. (Travel advice by Country, Uk Foreign and Common Wealth office,2008) This broacher is sure to send out a very impression that it is totally unsafe to visit Kashmir. Further down the report it is seen as specifically for Jammu and Kashmir as, In the broacher it could be seen that the Britons are strongly deterred from going to Jammu and Kashmir, with the reason being quoted as, presence of high level of conflict and terrorist violence in Kashmir, in all forms as car bombs, grenade attacks, bombs on roads and shootings.  Constant tension and military eruption between the militants and the security forces in the countryside and around the Line of Control and also occasionally on towns.  In many incidences, Tourists have been targeted or caught up in the violence.   A list of recent incidence of violence as shown by them are November 2006 - grenade attacks in Srinagar and other areas, taking a toll of 6 people life leaving 80 others injured. May - June 2006- a series of attacks targeted on tourist buses in and around Srinagar resulted in loss of six tourist lives, leaving 30 other injured. 11 October 2007- grenade attack on a police HQ that was based in a hotel in Srinagar resulted in three police officers being injured.  Explosion on the Srinagar-Baramulla highway causing the death of five soldiers and two civilians 05 August 2007: grenade attack in the market of Awantipora, 30km south of Srinagar killing nine people. 03 August 2007: grenade attack on a marketplace in Banihal, 110km south of Srinagar leaving twenty four people to be injured. 29 July 2007: six people killed in a explosion on a tourist bus in Shalimar gardens, Srinagar.  11 July 2006: series of grenade attacks in central Srinagar showing a causality of , death of eight people, including six tourists and 40 being injured. 21 May 2006: militant attack on a political rally in central Srinagar. Six people killed and 35 injured. 1 May 2006: 35 civilians kidnapped and murdered by militants in Doda district in Indian-administered Kashmir. Kashmir is an area known to have dangers of landmines in the border areas, with a high risk of kidnapping , where earlier incidence are reported to have taken hostage of five foreign nationals including two Britons, in July 1995 and have murdered. Another negative portrayal is that of the earthquake in 2005 that has shaken up North West India, northern Pakistan and Afghanistan, with the epicenter near Muzaffarabad (Pakistani-administered Kashmir).  The earthquake caused widespread damage and extensive disruption to transport services in the region.  The main areas affected was Kashmir that seen a hit in tourist inflow as it was portrayed that the road routes, train routes and infrastructure. (Blank, Jonah,1998) The report further stress that there are possibilities that the travel agents would try to convince that it is safe to travel to Jammu or Kashmir , but though the Government says that it has beefed up the security and there is a improved relations between India and Pakistan, tensions remain high in Kashmir.( Schofield, Victoria. 1996) This report was rotated among in UK, widely seen through net and was circulated as broachers which had a very negative impact among the tourist. Section C: Suggestions that could help destination marketing improve the ways of being represented in media As far as the promotion is considered, Kashmir is a destination that lacks a wide publicity and facts and features that could wipe out the myth and negative pictures rotating among the world. The Government of J & K though has created a beautiful website with information’s as how beautiful and unique is Kashmir and how unique are the features, routes and roads, not much of information or reaffirmation of the security steps and present day peace is seen. The media in India and abroad should try to push the good qualities and nature available in India – Kashmir as it considers, “ Aditi Devo Bhava”- the tourist – ie visitors are like God. Lessons are to be gained from past experience of lack of publicity and focus having havoc on the tourism in India. Strategies are to be developed to help to fight the negative publicity by reinforcing more facts and present day situation. Online marketing has to be still more powerfully used as in the age of Information and technology it is highly sought out medium by the tourist to extract information. The website authorities should make it still more powerful to generate more sales. It is by far the most cost effective method. The infrastructure is to be improved and the improvement has to be published. Promote sustainable tourism products, using market related instruments and incentives, such as contests, awards, certification, model projects, culturally sensitive quality labels covering both environmental and social sustainability . The Jammu and Kashmir Government has to take step to train staff members and have to encourage them to foster tourist and to encourage multi-cultural education and exchange. Further negative points as exploitative sex tourism, particularly sexual exploitation of children should be discouraged.. Conducting more international fair and exhibition to increase the visibility of destination Encouraging write ups in newspaper around the world about the safety and security steps taken to safeguard the interest of the tourist. Publicing the state government’s step to enact a special legislation - J&K Registration of Tourist Trade Act., that vests various officers of the state tourism department with magisterial powers, including the powers of compounding, in case of cheating, over-charging, harassment, pestering, etc of tourists. Conclusion: Thus it could be seen that though with advent of time , the tourism that earlier appeared to be a entity in itself is now developed to be an industry that is influenced by many factors. One among them is Media. From the above discussion it is very well evident that media has a very high effect on tourism. A lot as the economy, rate of inflow of tourism now a days depends on the posityive and negative effects potrayed by them. This could be seen very candidly in the case of Kashmir, where the year long negative publicity about them in international media has taken its toll. This had been extensively analyzed using the print and graphic media and it could be seen that the effect is very high in terms of tourist inflow . the suggestions offers a wide range of options using which the destination marketing and hence fame can be improved. References: 1. Vincent C. S. Heung, Hailin Qu and Raymond Chu, The relationship between vacation factors and socio-demographic and travelling characteristics: the case of Japanese leisure travellers , Tourism Management ,Volume 22, Issue 3, June 2001, Pages 259-269 2. Jim Macbeth , David Maguire, Tourism and the media by Christian Nielsen. Hospitality Press, Melbourne, Australia, 2001. no. of pages: 254. price: $A100 (paperback) ISBN 1-86250-487-3. 3. Margrete Lexow (International College of Tourism and Hotel Management, Australia) and Johan R. Edelheim (Southern Cross University, Australia), Effects of Negative Media Events on Tourist’s Decisions,International Tourism and Media Conference 2004,http://www.reportbuyer.com/leisure_media/tourism_travel/analyzing_destination_marketing_online.html. 4. Annual Report, Ministry of Tourism 2005 5. Official Website of Jammu & Kashmir Government , www. j&k tourism.com 6. Travel advice by Country, Uk Foreign and Common Wealth office23 January 2008http://www.fco.gov.uk/servlet/Front?pagename=OpenMarket/Xcelerate/ShowPage&c=Page&cid=1007029390590&a=KCountryAdvice&aid=1013618387153 7. Blank, Jonah. "Kashmir–Fundamentalism Takes Root," Foreign Affairs, 78,6 (November/December 1999): 36-42. 8. Schofield, Victoria. 1996. Kashmir in the Crossfire. London: I B Tauris. Read More