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A Pilot Study of Marketing of Coastal Tourism in Ratnagiri District: A Tourist
Perspective
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www.ijcrt.org © 2018 IJCRT | Volume 6, Issue 1 March 2018 | ISSN: 2320-2882
A Pilot Study of Marketing of Coastal Tourism in
Ratnagiri District: A Tourist Perspective.
Jagadish G Patil Dr.Rajesh Kanthe
Research Scholar Research Guide and Director
Bharati Vidyapeeth (Deemed to be University), Pune, India
Institute of Management and Rural Development Administration, Sangli
Abstract:
Tourism is very much part of the globalization process. It is sound to analyse whether the tourism industry
requires the marketing efforts as in the case of other products. In fact, the tourism industry requires a reliable
and effective communication system to ascertain the wishes, needs, motivations, likes and dislikes of tourists.
Moreover, tourism promoting measures are purported to reach a large number of people of different needs, tastes
and attitudes in various lands of diverse socio-economic structures. The purposes of this study are: a) to identify
reasons why tourism is in poor state. b) To identify potentials for sustainable tourism development. This study
also aims to identify tourists preferred destinations. The results of the empirical study which revealed
motivational factors, preferred tourists and tour operators. Major findings and implications are discussed.
Introduction:
The desire for travel is integral in every person, hence the marketers of tourism products must necessarily have
to adopt a distinct strategy for marketing various services. “Marketing in tourism is to be understood as the
systematic and coordinated implementation of business policy by tourist undertakings whether private or state
owned, local or regional, national or international, level to achieve the optimum satisfaction of the needs of
particular consumer groups and, in doing so, to achieve an appropriate return. It is genuinely a powerful and a
unique force for change in the community1. Therefore Understanding the local basis of tourism is especially
important in a globalized situation as it enable to discern the local processes that are consequently affected,
causing the stakes to become intensely and actively felt2. Thus tourism may have different effects on the social
and cultural aspects of life in a particular region depending on the strengths of the region
Marketing is the process of discovering the needs and wants of a market and translating these needs or wants into
product, service or specifications and then converting the demand for these products, services or ideas into a
desired response”. The term tourism was in practice from early years of the 19th century. Earlier the nature of
tourism was restricted up to movement of people for trading and war purpose; as a result historians have
contributed their thoughts on the tourism as a historical event. Sir Pandit Jawaharlal Nehru has written in his
well-known book „Discovery of India‟ about the people and places of India, the said literature is a valuable
document with reference to historical, economic and cultural development of the India. In the history of tourism
it has found that; there were others who travelled for religious purposes either to propagate their religions in new
lands or for the purpose of pilgrimage. While referring history of tourism; the attempt has been made to study
growth & evolution of tourism. According to Oxford English Dictionary (1933:190) the tourist is, „one who
makes a tour; for the purpose of recreation, pleasure or culture.‟ Tourism & recreation in different manner; such
as tourism concerned with long holidays whereas recreation is not required an overnight stay4. Austrian economist
definition of Tourism, “Tourism is the sum total of the operation, mainly of an economic nature which directly
relates to the entry, stay and movement of foreigners inside and outside a certain country, city or region.” 5 has
attempted to define tourism in his book „Towards Sociology of International Tourism‟ as the Tourism is a
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voluntary, temporary traveling in the expectation of pleasure. The issue of study motivations has been the subject
of a number of investigations that attempted to understand .This study used a quantitative questionnaire to explore
tourist’s perceptions regarding study motivations and preferred destination areas. It begins by discussing various
motivational attributes for marketing study in coastal area. Based upon the previous literature on marketing study
in coastal area. Particularly, this pilot study reports on a number of major motivational factors and concludes with
implications for stakeholders (tourists, tour operators and industry) in beach tourism marketing.
Allegations aroused during Pilot study:
The present state poses the following issues
1. Lack of adequate infrastructural facilities.
2. Absence of promotional agencies functioning well to promote tourism in study area.
3. Negative outlook towards the tourism by government authorities.
4. Poor government support
5. Security and safety on beeches
6. Poor road, rail and air connectivity.
7. Lack of water sports and recreation.
8. Lack of tourist circuit.
9. Lack of professionalism.
10. Lack of training institutes in tourism.
These are some of the allegations which require an in-depth study. An investigation into these issues will provide
the basis for establishing a marketing strategy for the promotion of tourism in Ratnagiri and India.
The scope of the proposed pilot study was clarified based on the following points-
Tourism places in Ratnagiri District.
Role of government agencies
Opinions of the service providers
Opinions of the tourists
Opinions of the local citizens
RESEARCH METHODOLOGY:
This research study is of coastal tourism .It utilizes both primary and secondary data. The researcher will adopt
following methodology for the proposed research work and plan the action accordingly.
The questionnaire was pre-tested using a judgment sample of 50 tourists, 10 accommodations providers and 5
tour operators, local citizens 50 in Ratnagiri District. An informal talk was also held with them. Questionnaire
was subsequently revised based on the results of pilot study to improve the reliability and the level of
understanding. Pilot study also aids the investigator to conduct field survey more effectively for collecting
primary data.
The Pilot Study was undertaken in 2018 when the researcher visited beaches in the study area in between 16 st
Jan, 2018 to 1st Feb, 2018. The purpose was to “feel” the environment and ascertain the sequence of the larger
inquiry to be conducted.
In each case 50 samples were randomly chosen for focused interaction (@ 5 each per location. Based on these
observations and random interaction with tourist, the researcher could found following observations.The pilot
study revealed that 60% of the tourist, (6 out of 10) perceive marketing strategies need to redraft in the study area
for sustainable tourism.
So the main objective was to study and document the Marketing in Konkan Region with special reference to
Ratnagiri district could be on track.this pilot study (50 respondents) conducted was to determine positive
approach towards coastal tourism.
Primary Data: Primary data is been collected through questionnaires. Four types of questionnaires were
prepared. First questionnaire was meant to be filled by the tourists in order to get a list of factors affecting
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destination attractiveness of study area. The second questionnaire was prepared to be filled from various tour
operators doing business in study area and dealing with the tour packages. The purpose of this questionnaire was
to countercheck the responses given by tourists and to make the information regarding their perception more valid
and authentic.
The fourth questionnaire was designed to know about the perception of accommodation providers in the study
area. Were asked to fill this questionnaire so as to know their opinion regarding the flow of tourist in study area.
Due to lack of financial and physical resources it was not viable to collect primary data from all over the Ratnagiri
district, it being a very large coastal area. With the resources and time constraint in mind, it was more feasible
and understandable to collect primary data from a representative area. Hence, coastal area of Ratnagiri district
was identified as a demonstrative city for primary data collection.
The reasons for identifying ratanagiri district as a representative city as Ratnagiri is famous for coastal tourism,
it has famous beeches and temples in and around the district and it is economical and well connected to railways
and road. The domestic and foreign tourist arrivals in ratanagiri district are increasing but could not be established
a destination like goa and Kerala.Ratanagiri district has a huge number of local tour operators and home stays
hotel dealing with tour packages.
Total 50 responses were recorded and a detailed analysis was carried.
2) Selection of the coastal tourism spots (beaches):
In order to study marketing strategies for beaches, the researcher has selected beaches from following spots of
study area
Table No. 1.4
Classification of the Sampled Places According to Type of Tourism
S.N. Name of the Sample Place Type of Tourism
1. Ratnagiri Beach +Natural + Religious
2. Dapoli beach +Leisure + Historic
3. Rajapur Beach +Natural
4. Guhagar Beach
5. Mandangad Beach +Natural + Religious
Field survey
The investigator has used a maximum of 5 point scale in the questionnaire.
The range is calculated on the basis of this 5 point scale used.
The primary data is collected from
Table No: 3.1
Sample size for Study
Sr. No. Sample Sample Size
01 Accommodation Providers(Hotels,Resorts,Home 10
stay MTDC,etc)
02 Tourists 25
03 Tour operators 10
04 Local citizens 05
Total 50
Besides primary data some secondary data have also been used which have been collected from the following
sources:-
- UNWTO Reports
- Annual Reports and Economic Survey of Tourism Ministry of Government of India
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- Singapore tourism board annual reports
- Various journals and magazines of tourism, news releases etc.
- Various websites of Maharashtra government
- District publications on tourism.
Data Analysis: Tourist pilot study data analysis and interpretation.
Table 1.1:Source of Information about Ratnagiri (tourist)
Response
Source of Information about Ratnagiri Percentage%
5
Travel agents 20
10
Websites 40
20
Friends and relatives 80
15
Advertisements 60
10
Newspaper 40
Source: Sample survey
From the table it is clear that the friends and relatives act as the main source of information about Ratnagiri,
followed by Websites, Books, Guides and Travel agents. The response for the question, purpose of visit was also
asked as a ranking question (if the tourist visit for more than one purpose they can make their response in the
order of preference).
Table 1.2: Purpose of visit (tourist)
Purpose of visit Responses Percentage
22
Rest and relaxation 88
16
Leisure (entertainment) 64
7
Religious (pilgrim) 28
5
Culturally motivated 20
5
Official (business) 20
10
Meeting friends and relatives 40
3
Health 12
Source: Sample survey.
The table shows that the main purpose of visit is for ‘rest and relaxation ‘almost 88% followed by leisure, official,
religious 28% and very few tourists visit for medical treatment 12 % and meeting relatives.
Table 1.3: Reason for choosing Ratnagiri as a tourist destination (Domestic tourist)
Reason for choosing Ratnagiri as a tourist destination Responses Percentage
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Uniqueness of attraction of beaches 24 96
Good infrastructure 5 20
Pleasing hospitality 20 80
Accessibility 10 40
shopping facility 6 24
Variety of cuisines 20 80
Attitude of the local people 5 20
Source: Sample survey
From the table it is clear that the most important reason for choosing Ratnagiri is the ‘Uniqueness of the
attractions’ (beaches ), followed by ‘Pleasing hospitality at home stays’, ‘Accessibility’, ‘good infrastructure’,
‘Attitude of the local people’, ‘shopping facility was poor 24% ’ and cuisines were loved by tourist 80%
Conclusion: Beaches in Ratnagiri district has a lot of scope for the development of beach tourism. But, there has
been a lack of awareness about the benefits that it can bestow upon the host populations along the coastline. The
host populations must support this tourism to bring a vibrant economic force. There is a growing need for the
application of tourism marketing such as designing the tourist products, pricing the products, distribution of
tourist products and promotion of tourist activities. In spite of the fact that India has adequate potential for
tourism, it has not made much movement. This is evident from the poor foreign exchange earnings from tourism.
Foreign tourists’ inflow into the country and inadequate tourist Infrastructure facilities. As tourism marketing has
not been practiced much, the tourists as consumers do not get adequate satisfaction.
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