Tourism is an economic and industrial activity where many individuals, firms, co-operations, organisation and association are engaged and is direct concern to many others. The dynamic growth of tourism industry in the 1970’s and 1980’s is bound to create new demands on the planning and development of the tourism centers and tourism infrastructure facilities.
India’s natural resources are among the richest in the world. Evergreen forest in the northeast and along the Western Ghats, moist and dry deciduous forests, swampy marshes, estuaries and lagoons shelter unique forms of plant and animals life. For a long time, India has been a favourite destination for adventure loving tourist. Each Indian wildlife region has something distinct to offer. There are great diversities of wildlife in their natural habitats. For the right-winger adventure lover, nothing can be more magnetic than Royal India.
Adventure may hold with-in, some secrets to understanding, unlocking and fulfilling human’s potential to experience more than the every day. Adventure is closely related to challenge, stress, coping, difficulty, fear, normative, resilience etc. that needs to explore the world’s top most natural secrets and to go through all the difficulties and secure a memorable moment for lifetime.
Adventure travel means different things to different people. The common denominator for adventure traveller is a willingness to explore, to experience and to see the wonder’s of world from a different perspective. While the adventure seeking, extreme sport practicing, thrill driven person, it is more likely to experience the world at ground level, up close and personal. The adventure traveller spans the spectrum from the backpackers to the luxury hotel, lodge, guest house, from the young in age to the young at heart. Marketing of such activity could be a challenge in itself.
Bike riders are moving to Himalayas , Marathon runners have graduated to triathons and many such activities are gaining foot because they offer thrill.
With so much dispensible income in hand and extremely tiring work schedules weekend getaway with a little thrill will do no harm.
In the Adventure Tourism Market, adventure tourism primarily represents domestic or international travel featuring physical activity, nature-based travel and cultural experiences. Population when asked questions about their past three trips and intentions for future trip, their answers are hard adventure, soft adventure or “other travel.” The studies have revealed that 26.3% are preferring hard adventure or soft adventure holidays.
Types of Adventure Tourism
Although adventure tourism means different things to many people, it is generally defined as a type of tourism that engages a person in physical, natural or cultural excursions that bring the individual outside his comfort zone, generally through an established tour company. This broad idea is broken into two major subcategories of adventure tourism: hard adventure and soft adventure. Hard adventure tourism generally involves an element of physical danger or risk, whereas soft adventure tourism simply seeks to explore areas that are not typical for travelers, such as visiting relatively undeveloped destinations.
- Ecotourism
Generally considered to fall under the category of soft adventure tourism, ecotourism is a form of travel whereby the adventurer explores undeveloped, natural and culturally sensitive areas with a desire to experience it while leaving it intact and unchanged. Ecotourism is done with minimal equipment and accommodations, relying on an ecologically and culturally sensitive approach for procuring food and shelter, such as forgoing established resorts and restaurants in favor of locally owned and sourced alternatives. Although ecotourism is more of a travel philosophy than a destination-oriented undertaking, some popular destinations for ecotourism include the Amazon rainforest, Arctic polar bear viewing, the Costa Rican rainforest and barrier reefs.
- Accessible Tourism
Accessible tourism straddles the line between hard and soft adventure tourism, providing excursions for the mobility-challenged that can take the form of cultural exploration and extreme activities such as bungee-jumping or white-water rafting. Accessible tourism is a growing industry that seeks to provide individuals with barriers to mobility a personally rewarding, adrenaline-inducing adventure experience that might otherwise be out of reach. Several companies dedicated to accessible tourism have recently opened, providing those with disabilities a fully personalized adventure tourism package with specialized equipment and training. E.g., Goa having water sports and relaxation at the same time at the beaches
- Thrill Tourism
Thrill tourism is the best known type of hard adventure tourism. Bungee jumping, white-water rafting, mountaineering, parasailing, BASE jumping, rock climbing and spelunking are all popular forms of thrill tourism, but anything that incites an adrenaline rush and a sense of danger applies. This type of adventure tourism is generally done through an established company that provides appropriate safety and training measures, since most thrill tourism activities can be extremely risky Eg white water rafting in Manali. Trekking, Parasailing
- Ethno Tourism
Ethno tourism is a form of soft tourism that brings participants into contact with cultures and diverse people around the globe. Often involving long treks into undeveloped areas, ethno tourism does involve a certain amount of risk, but reputable ethno tourism companies take these considerations into account to ameliorate risk factors such as exposure to disease, social or political upheaval, food safety issues and physical demands. Another consideration when undertaking ethno tourism is the potential for adverse effects on indigenous populations, such as the possibility of exposing them to illness to which they might have no immunity. E.g.,Kumbh Mela
Though adventure tourism is acknowledged as a growing niche tourism segment, primary research to quantify the size and scope of this market in the U.S. or internationally has been lacking. A study focused on previous and anticipated travel behavior, as well as psycho-graphic and demographic information was conducted and report provides a detailed examination of adventure travelers in these three areas, including: number of travelers, spending and a snapshot of predicted future trends.
Information available in the ATTA is expected to aid th
e adventure travel industry, destinations looking to build or enhance their adventure offerings and adventure tourism operators seeking to better understand their target market.
For destinations, tour operators and gear, apparel and accessories manufacturers and retailers, these new trade and consumer findings indicate the independent adventure traveler is an underserved, dynamic, growing and innovative market. Although many people are engaging in adventure activities while on vacation, they may not fully be aware of the value tour operators and guides, and also specialty gear brands and retailers, bring to the holiday equation.
Acase study encompassing the tourism product with adventure centric approach was developed and put into action by a very prominent hospitality chain in Nagpur. The concept is to provide the luxurious and relaxing environment to the thrill loving tourist of the world. The day long thrill activity to be followed by a peaceful yet modern and comfortable stay. The wildlife tourism is gaining pace in areas which have enough forests to offer the wild life. The hospitality industry is encashing on India’s rich forest reserves by offering value added services in terms of luxurious stay, adventure activities, rejuvenation centre and sports.
Vidarbha is a corridor for wild life tourism, with major wildlife sanctuaries around it namely Pench national Park, Tadoba Andhari tiger reserve Navegaon Nagzira wild life parks etc. Nagpur city has lately been labeled as Waghpur. Considering the potential of the area, anideal hosting facility for monitored adventure sports will be developed
The viewing of area of Pench can provide opportunities for hot air balloon, Jungle Safari, Night Safari, Amusement Park for kids and adults, Horse Riding, Gondola rides in the canal that flows through the entire jungle side , Golf Course, Bungee jumping ,Rain forest treks, Parasailing, Gliding, Rappelling Village Carts, Pottery, Tracking Mobikes, fishing etc
Marketing strategies may differ depending on the unique situation of the individual business. However there are a number of ways of categorizing some generic strategies. A brief description of the most common categorizing schemes is presented below:
Strategies based on market dominance – In this scheme, firms are classified based on their market share or dominance of an industry. Typically there are four types of market dominance strategies: Leader, Challenger, Follower, Nichers
No doubt tourism in India has tremendous scope for growth and development. Adventure tourism has not been much in focus hence it needs proper marketing and safe conducting of the activity.
A marketing mix of strategies aiming solely on the adventure activity would not be suitable for a tourist who would travel out for vacation. The package should include all facility of hospitality clubbed withadventure, sightseeing, luxurious accommodation, good food and a revitalizing environment. The USP of the venture should be adventure activity and the marketing strategy should be designed to create a niche amongst the emerging forms of tourism. Besides Hard Tourism there should be scope for lighter activities and relaxing and invigorating spacentres, family recreation and holistic healing centres.
The resort should be marketed for all value added facilities or should be known as one stop shop for thrill, rejuvenation, entertainment and relaxation
If the services for the adventure activity are clubbed with luxurious living, is wrapped professionaLly, attractive enough for the tourist, it certainly gets buyers. The adventure sports should be conducted by trained personal, under strict supervision of life guards. The adventure company should invest in good quality and appropriate gear for the activities. The standardized equipment and grounds should be made available for the interested thrill seeking tourist. A warning of life risk to be displayed and the thrill seeking tourist should be made aware of the probable hazards involved. Arrangements for emergencies should be a call away. The tourist should feel the confidence in the resorts capability to handle the activity well. Regular updating and training of the involved staff should be provided. Regular maintenance of the equipment used in such activity.
Besides this the govt can actually continue to add on facilities that can motivate the guest to venture out in such sports as a kick giving experience. Local people to be trained for such activity as employment generation for the villagers is the corporate social responsibility of the industrial development
Market executives should focus on the USP of the area i.e. the adventure sports activity being conducted in the vicinity of Nagpur. “Get a Kick of Life While You Chill with us” punch line will fetch many thrill seekers to the resort. A Marketing strategy with a mix of market dominance and innovation based model will work ideally in this situation.
