Role of Media in the Development of Ecotourism in Kanyakumari District

J. H. Akash

Media Science Research Scholar, Department of Chemistry, Anna University, Chennai, India

*Corresponding Author Email: akashjh90@gmail.com

ABSTRACT:

Tourism management is an interdisciplinary approach and practice. Primarily, nature is the marketing substance in tourism – it deals with ‘nature with preservation, protection of species, and their habitats’ (Pillai, 2010). The right awareness mostly can be spread through the media only (Kumar, 2014). Only with the active collaboration with the media, the wildlife conservation movement involves common citizens, NGOs, civil society groups, research organizations, educational institutions and volunteers in protecting the endangered (Wildlife Conservation and Management in Tamil Nadu, 2016). Tourism is viewed by most governments as a means of economic development and as a result, investment in the industry is usually encouraged (Glasson, 1999). At the same time, tourism can lead to heavy damaging impacts on the environment such as increased water use, increased pollution loadings through waste and emissions, and direct and indirect disturbance to wildlife and vegetation (Fennell, 2003). This may ruin the beauty of the natural destination and the tourists reject the destinations which are polluted and natural environment is destroyed. The need of the hour is sustainable tourism that can easily be achieved through ecotourism. Therefore, tourism calls for awareness for conservation activities which can be done by the mass media. Mass media is the most powerful tool to change audience cognition, belief systems, and attitudes, as well as emotional, physiological and behavioral effects (Potter, 2012). The Government of India has taken some initiatives for the promotion of eco-tourism. Its 'SwadeshDarshan' under the Ministry of Tourism also funds for ecotourism. Tamil Nadu has a spectrum of scenic landscapes, pristine forests, wildlife reserves and a rich cultural heritage. Tamil Nadu has a good potentiality for the ecotourism but the steps taken by the State Government to promote ecotourism are not up to the mark.In the last three financial years, most proposed projects of Tamil Nadu had not been sanctioned due to the non-submission of utilization certificates for tourism projects sanctioned earlier.The media should properly inform the public about the funds and needs of ecotourism. It can do a lot for the economic growth and natural conservation.This paper is in an attempt to study the scope of ecotourism in modern life. Ecotourism not only supports the local communities but also deals with environmental conservation and awareness. The most important element of ecotourism is that cultural, historical and geographical information exchange through real experience. As tourism supports economic development, it has another side of environmental degradation. Negative impacts from tourism arises when the quantum of visitors is greater than the environment's ability to cope with.

KEYWORDS: Mass Media, Tourism, Natural Tourism, Ecotourism, Social Change, Environment Conservation.

INTRODUCTION:

Ecotourism not only supports the local communities but also deals with the environmental conservation and awareness. The most important element of ecotourism is that cultural, historical and geographical information exchange through real experience. Every person in this advanced technical era always wishes to reach the best in the world first. All are in their continuous travel to achieve their vision. In this travel, some may forget their family, sometimes they may not find time to spend with them. To be the richest person is not real happiness – but maintaining a great bond with family and friends will. Some racers find it very late that spending time with those who love them is more important than being rich. Money dictates the necessities, but it cannot buy the emotions that you crave for. It can purchase only the temporary materialistic happiness. Journeys with family assures one that they find time to spend with them. A travel with family makes the relation stronger and smarter. One can give his/her children, knowledge about distinct tradition, culture and lifestyle through real experience apart from the books.

OBJECTIVES:

1. To analyze whether mass tourism leads to environmental degradation.

2. To analyze the relation between tourism and environment in the media.

3. To create awareness about the benefits of tourism development in the media.

4. To analyze whether media supports ecotourism.

METHODOLOGY:

In this paper, data have been collected from primary sources that include literature review collected from different journals, articles, newspaper reports, websites etc. The literature review discusses the basic premises of environment and media. The methodology is useful in identifying the positive impacts as well as negative impacts of the media. From the methodology it can be find out that how far the media is powerful in psychological, social and behavioural change of communities.

Tourism:

Travelling to natural spots helps to overlook the pains from stressful time one faces ; involving travel to naturally bound places gives people ‘a change from their routine life’, freshness, energy, spontaneity, relaxation and being social. Tourism does not only provide individual benefits but also culminates an economic phenomenon of social, political, cultural and environmental development. Social and cultural impacts of tourism are the ways in which tourism is contributing to changes in value systems, individual behaviour, family relationship, collective lifestyles, moral conduct and community organization (Pizam&Milman 2014). So tourism can be considered a seed for the development of local community. On the other hand, ‘tourism’ can be said as people of different socio-economic, ethnic, cultural, linguistic people assemble at a place to relish natural beauty of the place. They spend time and money to get lot of experience and knowledge. Thus people from different regions assemble at a place and that can be said as ‘mass tourism’ which may result in contaminating the environment. Though tourism is considered as the most popular form of economic recreation, it also opens the door to degradation of environment. The domination of foreign investors and the non-local investors in the tourism industry negatively affect the local area. This affects the local people who live in the area severely and compel them to leave their indigenous places. So tourism also contains the seeds of its own destruction, tourism can kill tourism, destroying the very environmental attractions for which visitors come to a location (Glasson et al., 1995). But if properly managed, tourism has the potential of being a renewable industry, where resource integrity is maintained or even enhanced.

Alternative form of tourism:

It is time for redirection towards ‘ecotourism’. Ecotourism that provides a new breath to the tourism industry by erasing the negative impacts on biodiversity and, at the same time, inculcates positive impact to the community development. Like other forms of development, tourism can also cause its share of problems, such as social dislocation, loss of cultural heritage, economic dependence and ecological degradation. Tourism has not only encroached the ecosystems and lives of indigenous, ethnic peoples and the local communities, but also has brought disastrous environmental balance. Learning about the impacts of tourism has led many people to seek more responsible holidays. These include various forms of alternative or sustainable tourism such as ‘nature-based tourism’ and ‘ecotourism’. According to UNESCO, sustainable tourism is “tourism that respects both local people and the traveller, cultural heritage and the environment”. It seeks to provide people with an exciting and educational holiday that is also of benefit to the people of the host country.

Landscape:

India being a unique land of biodiversity, with distinguished landscape and scenic beauty extending from the snow-clad Himalayas in the north to the roaring waters of Kanyakumari in the south has a lot of avenues and opportunities to explore and promote ecotourism. Kanyakumari being the southernmost tip of India, by its location, the district occupies a unique place among the tourist centers of India. In terms of area (1,672 sq.km.), Kanyakumari is the second smallest district in Tamil Nadu. In literacy it stands first among other districts. This small district is famous for its vast green stretches of paddy fields, coconut groves, rubber plantation and luxurious forests and the rare earth of the western sea shore and stretched Valley Mountain of the Western Ghats. The Western Ghats ends in the district of Kanyakumari, having a very rich natural resources. The conventional tourism results in severe environmental problems. At this stage, the tourism department of Kanyakumari district has to find alternatives to develop tourism in an eco-friendly manner. Kanyakumari district is in need of developing a strategy for an effective liaison between Tourism and Forest department to enhance ecotourism. In spite of having a thick population, the district is free from major factories and industries which results in unemployment. On the other hand, this keeps the district clean from major industrial and developmental pollution. In this context, ecotourism could be a catalyst to socio-economic development of the district, providing enough and more employment opportunities to a large number of youth.

Most of industries depend on natural resources and services, while tourism is based on natural landscape, biodiversity, ecosystem, tradition, culture etc. If well managed, tourism can contribute more to the region. Human resources is also inevitable for tourism in the fields of food, accommodation, travel agencies, transport, travel writers, media & publishers. This strongly argues beneficiaries for the local people in the form of employment. At the same time, the tourists reject the destinations where the pollution and destruction of the natural environment takes place. Therefore, tourism raises awareness among indigenous concerning the need of conservation activities (UNESCO). Diversity of culture, tradition, history and lifestyle of our surrounding can be experienced through tourism. In other words, tourism is the confluence of people of different culture to a particular place is paving the way for pollution. The right formula of ecotourism paves the way to the right path by preventing environmental disaster due to tourism. As our environmental concern decreases, the consequences are not just in alarm, so it is the time to implement long-term solutions.

Ecotourism Framework:

Tourism industries are using the term ‘ecotourism’ as a market segment for the fastest growing in the competition world, with a prosperous future outlook, particularly for the tourists demanding ultimate natural experience. The Government makes use of the development policies and strategies for encouraging ecotourism. Its potential concept is job and income production, especially for the local communities and regional development (Buckley, 1994).

Fig. An Ecotourism Framework of Ralf Buckley, 1994.

Ecotourism:

Ecotourism is not just a walk through the natural areas unless that walk make some benefit to the indigenous people of that area. The term ‘ecotourism’ was coined and its preliminary definition was given by Hector Ceballos-Lascurain in 1983 for boosting the local rural economy, creating new jobs and preserving the 'ecology' of the area. According to Hector Ceballos-Lascurain, "Ecotourism is that tourism that involves travelling to relatively undisturbed natural areas with the specific object of studying, admiring and enjoying the scenery and its wild plants and animals, as well as any existing cultural aspects (both past and present) found in these areas.”To make ecotourism more practical traveller should follow the definition of TIES definition. As per TIES, ecotourism should be “responsible travel to natural areas that conserves the environment and improves the well-being of local people and involves interpretation and education” (TIES, 2015). Ecotourism is an idea, not a discipline or inscription, but travel agents and hoteliers are using the term without understanding even its basic principles. According to TIES (2002), each region should develop its own principles, guidelines and certification procedures for ecotourism based on the materials available internationally; only then it will be beneficial for the local people.

Negative impacts from tourism arise when the level of visitors are greater than the environment's ability to cope with this use within acceptable limits.While practising ecotourism, tourists are supposed not to destroy the flora and fauna or other natural inhabitants of the spot they visit. Ecotourism can be also said as a form of tourism involving visiting fragile, pristine, and relatively undisturbed natural areas, intended as a low-impact and often small-scale alternative to standard commercial tourism. Martha Honey defines ecotourism as “travel to fragile, pristine, and usually protected areas that strives to be low impact. It helps educate the traveller; provides funds for conservation; and political empowerment of local communities” (Honey, 1999).

Ecotourism and local economic growth:

Following the definition of TIES (2015), Kanyakumari district is a right place for rubber (latex) and other garden tourism and demo section for honey production from honeybee. Preparation of natural honey is very enthusiastic for visitors and they can buy the honey from the production house as they are very happy to get it in original form. At the same time, this contributes to the wellbeing of the local people. Tourism supports the growth of GDP thereby increasing the living style of local people. However, the promotion and development of tourism is the responsibility of the State Governments Administrations. The Ministry of Tourism provides Central Financial Assistance (CFA) to boost ecotourism. And Local Advisory Committee (LAC) must be appointed for each Protected Area by the State Government. The media should always maintain a good relation and support the administrative offices for the betterment. It should make aware and suggest about the projects related to ecotourism. With tireless marketing strategies, Kerala succeeds in making Kerala tourism as world branded that lead to the sustainable economic growth of the state. So this is the hour of Tamil Nadu Government to initiate the necessary steps for tourism betterment.

Rajasthan, for example, is a state with innumerable natural as well historical tourist spots, but the tourism promotion is sluggish because of unawareness about the benefits of tourism. Tourism activity in Rajasthan must be taken as a vibrant tool in enriching the social status of society. For uplifting tourism, there must be frequent get-together campaigns of local people with foreign tourists so that social barriers and orthodox systems can be abolished as well as attain socio-economic development (Batra, 1990). Most of studies interprets, services providing by private sector is superior (good) than by the government sector is may be due to the red-ribbon (delay) of proper planning and hence implementation became the burden for the growth of tourism. The lack of professionalism among the department is another problem facing by the tourism department. It is much known to all that private sectors can update and make the changes as per the demand effortlessly, but in case of the government sector, the employees can walk only through the proper channel to break the rotten eggs for the amendments (Sudheer, 1992). The determined destination development and the marketing programs initiated by the government of Kerala in partnership with private sector supports to produce better result.

Tourism that helps the tourist to get a plenty of natural enjoyment and knowledge about the culture and natural history of the environment is the base idea of ecotourism. It is empirically fact that the natural beauty of a region attracts more than manmade (Vijayakumar, 1995). Chawla (2004) states that the eco- tourist visits relatively least developed areas in the spirit of appreciation, participation and sensitivity. The ecotourism practices a non-consumptive use of wildlife and natural resources and contributes benefiting the conservation of the site. With the development of ecotourism, the quality of life of the rural would be improved, instead of their migration to the cities for more income. Tourism would create way to new jobs, business, more income and stabilization of the rural economy (Garcia-Ramon, 1995). Ecotourism brings opportunities for a good environmental management and reduces damage to the environment and it contributes sustainability of all dimensions (Patrick et al., 1995). Ecotourism claim for the quality of tourists instead of the quantity tourists. The benefits of ecotourism are transmitted not only to the tourists taking part but also to local community and the whole ecosystem.

Ecotourism Activities:

During the tour, there is immense possibility that the traveler get wider opportunity to learn from the local culture and historical significance of the places you are travelling. Exchange of cultural, historical and geographical information is quite enriching during one's eco-tour. The innate intention of ecotourism is to involve the local business in itself. Involvement of local business provides employment to local people, which ultimately leads to building the nation's economy better. Ecotourism helps motivating the conservation policy of government and local bodies. Eco-travelers supports funding for the local bodies and that help to the conventional tourists to understand the true value of natural resources for sustainable tourism. Activities to tourists in the form of adventure activity like climbing rocks, trekking, photography club, boating club and cooking traditional food competitions are some other ways to attract tourists. There should be a 24 hours running tourism office for the district and from there they can arrange eco-friendly tourism packages which will be very cheerful for tourists as well as local people. For these types of programs, the Tourism Department should work in coordination with the media to make people aware.

Tourism in relate to environment:

Kanyakumari district being one of the most highly literate districts in India and free from major hazards of highly polluting industries, eco-friendly awareness can be easily inculcated. The current scenario is getting bad, so awareness through the media can provide good results. However, in this global scenario unless drastic steps are taken there is a high risk, which may alter the present situation and the district may fall into hands of so-called industrial development and modernization.

Media in relate to environment:

The places with great possibilities of tourism developments, should be tracked into the channel of ecotourism, helped by the media. For this the media has to analyse: How the Government is promoting various sites in Kanyakumari district as ecotourism destination?; Does the government allow private agencies to promote ecotourism? Does providing concessions and more advertisement coverage for ecotourism packages help? Media and eco-clubs should spread good perceptions of local people on ecotourism in the Kanyakumari district. To protect our environment from the illicit activities, low impact ecotourism must be implemented. Some of the studies are demanding the government not to delay the framework plans for the progressive activities of ecotourism. The Government should open doors to NGOs and other private agencies to begin the startups-related tourism.

NGOs may range from small clubs in schools and villages can play a vital role in imparting awareness on several such issues relating to environment and development, and in mobilizing people to take up action oriented programmes by employing a variety of techniques and methods. The Government has started many projects with the Tamil Nadu Tourism Development Corporation and Eco-clubs in schools and colleges. ‘Eco Echo Newsletter’ an environmental development magazine started by students was unfortunately taken forward. Environmental concern should be imparted from the school days. The media only can make aware about the need of these clubs on each locality so as to rejuvenate them. Society’s perception of world is based on the information get from mass media and the media became a significant force in shaping the society. Most of environmental problems are due to manmade activities and insensitivity towards nature. As the media becomes part of contemporary life, people give priority to what the media content is about. The media should pay more attention to environmental problems. Most of studies saying the media is less active in environmental news coverage, unless there are sensational issues. In this situation, the media can act fast and be effective in influencing the mindset of people and sensitizing them on the importance of protecting the environment.

Repeated follow-up of any environment content through media is more effective. Space and importance given to the environmental news are very less and seasonal. Most of the media report environment news only when there is some serious problem or a disaster and later no detailed follow-up on the news content. It is the duty of the media to break the silence that surrounds the environmental problems. It should cover environmental news and environmental protection laws on a regular basis and follow up the news to educate people on various measures of safeguarding environment that encourages local people to take part and change their behaviour (Meda, 2016).

Theory:

In terms of Classical Marxist Media theory, the media are 'means of production' as they disseminate ideas to the world. The Agenda Setting Function theory suggests ‘the media may not exactly tell you what to think, but the media may tell you what to think about’. Based on the agenda setting theory if a news item is covered frequently and prominently, the audience will regard the issue as more important (McCombs & Shaw, 1972). Repetition is a simple technique used by the media to build environmental awareness. Therefore, to be effective, repetition must occur in the right proportion.

CONCLUSION:

There are only a few basic laws on preventing the pollution but there is no specific law on tourism, which has to be enacted. India has only a few legislations to protect ecologies and eco-systems, and there is no specific provision on ecotourism. Kanyakumari district being highly literate, message through the media can easily reach the common man. The media can be used as an effective tool to persuade people. The deep-rooted environmental problems in Kanyakumari are the lack of attention and inappropriate management. The media must make efforts to sensitize the public about the environmental tourism issues in a continuous manner. If the media takes it as a challenge, the ecotourism and sustainable development could be achieved and became an integral part of local economy. Constant efforts in the form of news and follow-ups are necessary for the messages to stay in human mind. Therefore, concrete measures should be taken by the media for the promotion of ecotourism which also indirectly gives thrive to social development.

REFERENCES:

1. Batra, K. L. (1990). Problems and Prospects of Tourism. Jaipur: Printwell Publishers.

2. Buckley, R. C. (1994, January). A Framework for Ecotourism. Annals of Tourism Research, 21, 661–665.

3. Chawla, R. (2004). Ecology and Tourism Development. New Delhi: Sumit Enterprises.

4. Fennell, D. A. (2003). Ecotourism: An Introduction. New York: Routledge.

5. Hector Ceballos-Lascurain, E. B. (1990). Ecotourism: The Potential and Pitfalls. World Wild life Fund, US.

6. Honey, M. (1999). Ecotourism and Sustainable Development: Who Owns Paradise? Washington: Island Press.

7. John Glasson, K. G. (1995). Towards Visitor Impact Management: Visitor Impacts, Carrying Capacity and Management Responses in Europe's Historic Towns and Cities .Aldershot: Avebury.

8. Kanyakumari District Administration. (2017, July 30). Places of tourist interest. Retrieved from Kanyakumari: http://kanyakumari.nic.in/tourist.html

9. Kumar, S. P. (2014). Role of Media in the Promotion of Tourism Industry in India. Global Review of Research in Tourism, Hospitality and Leisure Management, 1(3), 187-192. Retrieved from http://globalbizresearch.org/files/id_4009_grrthlm_praveenkumar-95957.pdf

10. Lakhendra, B. (2014, February). A Study on the Influence of Mass Media on the Culture and Tradition of Singpho Tribe in Tinsukia district of Assam. Journal of Business Management & Social Sciences Research, 3(2).

11. Maxwell E. McCombs, D. L. (1972, January). The Agenda Setting Function of Mass Media. 36(2), 176-187.

12. MEDA, A. (2016). Coverage of Environmental Issues in Two National Dailies of India (The Hindu and Times of India). Anveshana’s International Journal of Research in Regional Studies, Law, Social Sciences, Journalism and Management Practices, 95-99.

13. Pizam, A. (2014). The Social Impacts of Tourism. Industry and Environment, 7(1), 11-14.

14. Patrick Kangas, M. S. (1995, September). Economics of Ecotourism Operations in Belize. Environmental Management, 19(5), 669–673. Retrieved from https://link.springer.com/article/10.1007%2FBF02471949

15. Pillai, K. R. (2010). Seven P's Spectrum of Marketing in Tourism. Indian Journal of Tourism and Hospitality Management, 1(2), 84–97.

16. Potter, W. J. (2012). Media Effects. India: Sage Publications.

17. Sudheer, S. V. (1992). Tourism in Kerala-problems and prospects. University of Kerala, Thiruvananthapuram.

18. Tamil Nadu Government. (2017). District Details. Retrieved from http://www.tn.gov.in/district_details/573

19. TIES. (2015). Ecotourism. Retrieved from TIES: http://www.ecotourism.org/what-is-ecotourism

20. U. N. E.P (n.d.). (2017). Retrieved from UNESCO Regional Bureau for Science: http://portal.unesco.org/en/files/45338/12417872579Introduction_Sustainable_Tourism.pdf/Introduction_Sustainable_Tourism.pdf

21. Vijayakumar, B. (1995). Ph.D. thesis - Sustainable Development of Ecotourism in Kerala. Thiruvananthapuram: University of Kerala.