Statistics Book 2007.pdf - Kerala Tourism

Kerala Tourism conducts various studies and surveys to get important inputs for the formulation of policies
and programmes for the development of the tourism industry in the state. In addition, regular monthwise
data collection of foreign and domestic tourists visiting Kerala is also collected from all the
accommodation units coming under the purview of the tourism industry. Evaluation studies are also
conducted to find out the effectiveness of the schemes being implemented by Kerala Tourism. The
summary of the two studies completed recently, viz. ‘Continuous Tourist Survey which was conducted for
a period of three years from 2004-2007’ and ‘Study on Local Impacts of Tourism’, is included herewith.
11.1. CONTINUOUS TOURIST SURVEY FOR A PERIOD OF THREE YEARS
(2004-2007) - HIGHLIGHTS
The Tourism Industry is expected to be on an upswing in Kerala. Foreign tourist arrivals to Kerala have
been showing an increasing trend in the last few years and Kerala Tourism remain a Superbrand among all
other states in India. India’s rich cultural and geographic diversity provides the basis of a wide range of
tourist products and experiences, which include among others - leisure, culture, adventure, spirituality,
eco-tourism, wellness & health. Apart from acknowledging the traditionally recognized advantages of
developing tourism for promotion of people to people understanding, earning of the foreign exchange,
vast employment generation, it can play a major role in furthering the socio-economic objectives of the
nation.
11.1.1 Executive Summary
SURVEYS AND STUDIES
Government of Kerala, Department of Tourism entrusted Datamation Research Analyst, New Delhi to
conduct Continuous Tourists Survey (CTS), analysis and interpretation of data of both domestic and
foreign tourists, visiting the state for three years from 2004 May to 2007 April.
The objectives of the CTS are:
1. Review the current system and practices of tourism data collection, market research and use of
information technology for compiling and interpreting tourist data to develop a scientific and relevant
data management system for the state;
2. Profiling tourists - demographic, economic, social and cultural, and factors attracting them to Kerala;
3. Type of tourists/tourism;
4. Determine mode of arrival and important tourist destinations, provide qualitative details and their
overall experience;
5. Provide qualitative details on the preferences of present attractions and future expectations;
6. Evolve criteria to select destination / circuits and infrastructure mix for tourism development with
due consideration to carrying capacities;
7. Conduct survey outside Kerala (generating markets) to understand the perception of tourists about
Kerala, especially those who have not included Kerala in their travel plan;
8. Estimate room occupancy and average room rent in the classified and unclassified hotels; and
9. Assess requirements of human resource in tourism industry and suggest plans for their development
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