IX Unit - 2: Tourism Business - I (English)

 

Evolution of the Business of Tourism 

• It is often said that human beings were always wanderers. In ancient times, people lived a nomadic lifestyle, constantly moving in search of food and shelter.

• With the passage of time, humans learned to settle in one place and fulfil their basic needs. This led to a change in travel patterns.

• The reasons for travelling also changed over time. People travelled for:

  • Trade and business

  • Spreading religion

  • Religious faith and pilgrimage

  • Escaping famine or drought

  • Military activities and expansion of kingdoms

• It is not possible to determine the exact time when tourism as an industry began, but travel has existed since ancient times.

Travel Accounts as Evidence

• Historical travel accounts help us understand early travel and cultural conditions:

  • Megasthenes (Greek ambassador) described life in the court of Chandragupta Maurya.

  • Fahien (5th century AD) visited India and recorded his experiences.

  • Hiuen Tsang (Hsuang Tsang) stayed in India from 630–644 AD and documented Indian society and Buddhism.

• These accounts confirm that international travel existed in ancient times.

Trade and Early Travel Routes

• Travel was also promoted through trade and commerce:

  • Ships sailed across seas and oceans, connecting different countries.

  • Ports became important centers of interaction.

• The most famous trade route was the Silk Route, connecting Asia, the Middle East, and Europe.

Role of Ancient Civilizations

• Early civilizations like Egyptian, Greek, Roman, and Sumerian contributed to the development of travel:

  • Egypt: River Nile provided easy and comfortable transport.

  • Roman Empire: Developed well-built roads and a common legal system, making travel safe and organized.

• These developments encouraged both business and leisure travel.

Key Idea

• Tourism evolved gradually from basic survival travel to organized travel for trade, religion, and leisure, forming the foundation of the modern tourism industry.

The Silk Route

• The Silk Route was one of the greatest trade routes of the world. It was named by a German geographer Ferdinand von Richthofen in 1870, who called it “Seidenstrasse” (Silk Road).

• The route got its name from the most valuable commodity traded on it – Silk.

Nature of the Silk Route

• Contrary to common belief, the Silk Route was not a single road but a complex network of land and sea routes.

• It connected:

  • East Asia

  • South Asia

  • Western Asia

  • Mediterranean region

  • Europe

  • Parts of North and East Africa

• The route extended over approximately 12,000 kilometres and was culturally diverse.

Trade on the Silk Route

• Major commodities traded included:

  • Silk (Chinese and Indian)

  • Indian spices and condiments

  • Precious metals and gems

• Other items traded were:

  • Ceramics and glass

  • Ivory

  • Medical herbs

  • Exotic animals and livestock

Cultural Significance

• The Silk Route was not only used for trade but also for cultural exchange.

• It helped in spreading:

  • Eastern culture

  • Philosophies

  • Religious beliefs like Buddhism to the Western world

• Thus, it played an important role in bringing East and West closer.

Modern Importance

• The importance of the Silk Route is recognized by the UNWTO (United Nations World Tourism Organisation).

• In 2010, UNWTO launched the Silk Road Action Plan:

  • 24 member countries are involved

  • Focus on developing Silk Route as a tourism circuit

  • Promotion of cities located along the route

Historical Context

• The Silk Route mainly connected parts of Asia and limited areas of Europe.

• After the collapse of the Roman Empire, Europe entered a period of instability known as the Dark Ages, which lasted until the Renaissance (Age of New Beginning).

The Grand Tour 

• The Renaissance, also known as the age of new beginning, brought cultural revival in Europe.

• During the 17th and 18th centuries, there was a growing interest in art and culture, especially as royalty and aristocrats patronised the arts.

Meaning of Grand Tour

• The Grand Tour refers to journeys undertaken by wealthy young men of Northern Europe, mainly from England.

• It was considered an important part of their education and upbringing.

Purpose of the Grand Tour

• The main objectives were:

  • To educate themselves

  • To improve language skills

  • To gain cultural experience

  • To enhance social status

• It helped prepare them for important roles in government and politics.

Features of the Grand Tour

• The tour was usually undertaken:

  • With a tutor and servants

  • For several months, depending on wealth

• Major destinations included:

  • France and Italy

  • Cities like Paris, Florence, Venice, and Rome

• Italy was popular for its cultural heritage and pleasant climate.

Changing Nature of Grand Tour

• Over time, the Grand Tour changed from an educational journey to a symbol of wealth and status.

• It also provided:

  • Adventure

  • Opportunity to buy unique items not available at home

Impact of the Grand Tour

• After returning, tourists displayed:

  • Books

  • Artworks

  • Paintings and souvenirs

• These collections enhanced their social prestige and status in society.

Business of Tourism

• The Grand Tour marked the beginning of travel for purposes other than war, trade, and natural calamities.

• In the 18th century, wealthy people started travelling for health reasons, leading to the popularity of places like Bath and sea resorts.

Impact of Industrial Revolution

• The Industrial Revolution led to the development of cheaper and faster modes of transport such as:

  • Railways

  • Steam boats

  • Ships

• This made travel more accessible and contributed to the growth of tourism business.

Contribution of Thomas Cook

• Thomas Cook, known as the Father of Tourism Industry, initiated organized tourism.

• Key contributions:

  • Organised the first excursion trip on 5th July 1841 from Leicester to Loughborough with 570 passengers.

  • Each passenger paid one shilling for the trip.

  • Travel included a chartered train, picnic lunch, and brass band.

• Further developments:

  • In 1843, around 3000 students travelled from Leicester to Derby.

  • Conducted circular tours to Scotland (1848–1863) with about 5000 tourists in one season.

  • Introduced the first hotel voucher (1867).

  • Started foreign currency exchange services.

• His innovations shaped the modern tourism business.

Growth of Modern Tourism

• Tourism business needs to adapt to changing consumer demands and competition.

• Transportation has played a key role in tourism development.

• Air travel brought major changes:

  • Faster and more affordable travel

  • Increase in leisure travel

• The modern tourism era is considered to have begun after World War II, with:

  • Development of jet aircraft in the 1950s

  • Growth of the commercial airline industry

Key Factors in Tourism Business

• Important elements influencing tourism:

  • Attractions

  • Accommodation

  • Infrastructure

• Improved transport and facilities have led to the rise of international tour packages and global tourism.

Review Questions Answers 

1. Discuss any three new types of tourism.

• Health Tourism: Wealthy upper-class people in the 18th century travelled to places like Bath and sea resorts for health reasons. This marked the beginning of travel specifically for wellness and recovery.

• Leisure Tourism: After the Industrial Revolution and development of railways, steam boats, and ships, people started travelling for pleasure and relaxation, not just necessity. This was made possible by cheaper and faster transportation.

• Organised Package Tourism: Thomas Cook introduced structured tour packages with chartered trains, meals, and entertainment. This evolved into modern tour packages that include air travel, accommodation, and attractions for convenience.

2. What is the UNWTO Silk Road Action Plan?

• The UNWTO Silk Road Action Plan was launched in 2010 by the United Nations World Tourism Organisation.

• It involves 24 member countries working together to develop the ancient Silk Route for modern tourism activities.

• The plan promotes Silk Route tourism through yearly action strategies and focuses on cities located along the historic route.

Tourism Intermediaries and Linkages 

• Tourism business focuses on meeting tourist needs for accommodation, transportation (surface, air, water), food & beverages, attractions, souvenirs, and special requests.

• Tourists usually access these services through travel intermediaries who act as links between service providers and customers.

Meaning of Intermediaries

• Intermediaries (also called distributors) connect producers (service providers) and customers (tourists).

• They add value to transactions that direct trading cannot provide.

• Key tourism intermediaries:

  • General Sales Agents of Airlines

  • Travel Agents

  • Tour Operators

Role in Distribution Channel

• Intermediaries form the distribution channel of tourism business.

• Thomas Cook was the first tourism intermediary by combining railway travel and picnic lunch into a complete tour experience.

• Their main job:

  • Ensure services meet tourist expectations

  • Help sellers (hotels, guides) understand buyer needs

Linkages Required

• Travel intermediaries need connections with:

  • Transportation providers

  • Hotels, motels, inns, guest houses

  • Cruise liners

  • Guides and escorts

  • Foreign exchange handlers

  • Souvenir sellers

• They must know about attractions (best time to visit, entrance fees, etc.).

Value Addition by Intermediaries

• Value comes from:

  • Handling tourist queries effectively

  • Providing additional services

Importance in Internet Age

• Despite direct online booking (hotel websites, airline tickets), intermediaries remain beneficial because they:

  • (i) Allow producers to sell in bulk (hotels, flight tickets) to one intermediary

  • (ii) Reduce promotion costs for producers as intermediaries reach buyers

  • (iii) Save time for consumers searching services

  • (iv) Offer consumers special prices and discounts

  • (v) Provide consumers knowledge and information about destinations

Review Questions Answers 

1. What do you understand by travel intermediaries?

• Travel intermediaries act as mediators between tourism service providers (producers) and tourists (customers). They link accommodation, transportation, food services, attractions, and other needs.

• Examples include General Sales Agents of Airlines, Travel Agents, and Tour Operators. They form the distribution channel and add value by bundling services, like Thomas Cook did with train travel and picnic lunches.

• Their role is to ensure services meet tourist expectations while helping sellers understand customer needs. They maintain linkages with hotels, transport providers, guides, and attractions.

2. What is the role of Indian Railways in Indian Tourism?

• Indian Railways provides extensive connectivity across the country, making tourist destinations accessible, especially remote and scenic areas not easily reachable by road or air.

• It promotes tourism through special tourist trains like Palace on Wheels, Maharajas' Express, and Bharat Darshan packages, offering luxury, heritage, and pilgrimage circuits.

• Railways supports economic growth by enabling affordable domestic travel, boosting regional economies, and collaborating with state tourism corporations for rail tours and packages.

Tourism in Modern India 

• Tourism business developed late in India compared to the rest of the world, but travel has always existed in some form.

• Ancient travel included seers and saints like Gautam Buddha and Adi Shankaracharya travelling across India to give discourses and spread philosophy.

Traditional Reasons for Travel

• People travelled to:

  • (i) Listen to discourses by saints and seers

  • (ii) Visit places of religious importance for pilgrimage

  • (iii) Attend religious gatherings like Kumbh Mela, Ardh Kumbh

  • (iv) Participate in fairs or cultural events

  • (v) Attend family functions and gatherings

  • (vi) Do business across the land

Modern Tourism Development

• Leisure tourism is now a major part of tourism activities in India.

• Improved accessibility through road, rail, air, and water transport has made tourism easier.

Growth of Air Travel

• Air Corporations Act (1st August 1963) nationalized the entire air transport industry in India.

• Opening of Indian skies to private players (1993) made air travel faster and more convenient.

• Introduction of Low Cost Carriers (LCC) brought air travel within reach of the middle class, saving travel time.

Hospitality Industry Growth

• Many private players in hospitality have made accommodation available in various categories:

  • Budget/economy

  • Business

  • Luxury

• These developments have greatly facilitated modern tourism in India.

Tours on Indian Railways

Indian Railways, the fourth largest railway network in the world and second largest in terms of passengers, has played a prominent role in tourism growth.

• Its extensive network of over 63,000 km route length and 6,909 stations connects remote areas, allowing comfortable travel for people of all economic means.

Benefits of Railway Network

• Enables travel to remote corners of India and vice versa.

• Offers special ticketing facilities like circular tickets:

  • Starts and ends at the same station

  • Allows eight break journeys for flexible touring or pilgrimage

Special Railway Tours

• Hill Trains in Shimla and Ooty, plus World Heritage Darjeeling Himalayan Railways, explore hilly terrain.

• Luxury Trains like:

  • Maharaja Express

  • Palace on Wheels

  • Golden Chariot
    Offer royal luxury travel to various destinations.

Role of IRCTC

• IRCTC (Indian Railway Catering and Tourism Corporation), a subsidiary of Indian Railways, develops:

  • Budget and deluxe tour packages

  • Domestic and international tourists

  • Pilgrimage tours

  • Adventure tours

  • Customized packages

• Operates special trains like Buddhist Circuit Trains.

Overall Contribution

• Indian Railways provides accessibility to destinations and actively promotes tourism through diverse tour packages.

Review Questions Answers 

1. Name and discuss the route of any two luxury trains of India.

• Palace on Wheels: This luxury train offers royal travel across Rajasthan. Route: Delhi → Urvashi → Chittorgarh → Udaipur → Jaisalmer → Jodhpur → Bharatpur → Agra → Delhi (8 days/7 nights). It covers heritage sites, forts, and wildlife in grandeur.

• Maharaja Express: Known for opulent journeys through North India. Route: Mumbai → Udaipur → Jodhpur → Bikaner → Jaipur → Ranthambore → Fatehpur Sikri → Agra → Delhi (Heritage of India itinerary, 7 days/6 nights). Features palaces, tigers, and Taj Mahal.

2. List any five reasons for travelling.

• Trade and business

• Religious faith and pilgrimage

• Military activities

• Health reasons (like visiting Bath resorts)

• Leisure and cultural experience