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ROLE OF MEDIA IN THE PROMOTION OF SUSTAINABLE TOURISM: AN EXPLORATORY STUDY OF SIKKIM

2016, The Researcher- International Journal of Management Humanities and Social Sciences

Appropriate information and message, being the source of knowledge, could have impact on the attitude to access resources available to the target people over a period of time. Development communication, in this context, is considered to be an important means for spreading the message of development to the rural masses. The Ecotourism Directorate of Sikkim runs appropriate multimedia campaigns to promote ecotourism through mass media.

Related Papers

Jyotirmay Research Journal of Education

Dr. Amit Kumar

Tourism is a potent tool for economic development, poverty elimination and for the preservation of natural and cultural resources. However it is witnessed in past few decades that the development opportunities presented by tourism comes at a cost of some serious negative impacts like altering social norms and structure, changing the cultural authenticity of host communities, and disrupting natural habitat. Therefore, the choices made for tourism must be sustainable. Communication plays a binding role in supporting as well managing sustainable tourism development and keeping different stakeholders constructively engaged. To protect the natural and cultural heritage and to curb the negative impact of mass tourism the government of Sikkim has stressed on creating an ecotourism pathway to ensure the benefits of tourism to local communities. The Directorate of Ecotourism (SED) is mandated with the promotion and overall execution of ecotourism. The SED has notified 11 ecotourism zones, to showcase their natural and culture based tourism products and to build capacity among stakeholders. These ecotourism zones are marketed through big festival. For the success of ecotourism festivals the promotional campaigns are done in mass media. The objective of this research paper is to find out the appropriateness of communication campaign in terms of campaign design and creatives as per the objectives of the sustainable tourism development by doing the content analysis of print advertisements related to ecotourism promotion in Sikkim. The methodology for content analysis was taken from a similar study which was conducted by Indian Institute of Mass Communication for the Directorate of Advertising & Visual Publicity (DAVP), entrusted to carry out the Plan Scheme Publicity activities of the Ministry of Information & Broadcasting relating to Bharat Nirman Campaign during 2009-13. The field work conducted during research followed by subsequent interview of officials of SED reveals that there was no pre-testing of the advertisement which gets reflected in the creative interpretation. Also no specialized outside agency was involved in media planning and buying and these were done internally at SED level. Conclusion and recommendations are made in this study to meet the TA expectation level through strategic campaign planning.

Debasish Batabyal

International Journal of Research in Social Sciences

This study was a part of a research work with primary intention to explore the relation among the demographic profile of tourists, their preference of media platforms to receive the ecotourism-related promotion, and their primary motivation to participate in ecotourism. Further, this study attempted to dive deep into the media platforms' choice of tourists to recommend the most preferred medium for ecotourism promotion in the state of Sikkim. The primary data was collected during the field survey through a set of questionnaires and cross-tabulation analysis was performed to analyze the data. The findings of this study suggested that the most preferred medium for getting the ecotourism-related promotion about a destination to travel to was Facebook, while television ranked the last. Further, demographic factors showed a noticeable influence in the choice of the media platform. Lastly, motivation to participate in tourism was significantly different in domestic and foreign tourists‟ which is another important indication that needs to be considered by those who are responsible to promote ecotourism in Sikkim as it is a major contributing factor in the selection of destination. The findings of this study are expected to provide valuable information to better utilize the media as a marketing tool for ecotourism promotion in the state of Sikkim.

Pempa Bhutia

Dr. Rinzing Lama

JMRA Publication

Sikkim is the smallest state of India with rich culture, heritage, and natural biodiversity. Beautiful landscape, rivers, lakes, forests, mountains and cold desert, there is everything here one can dream of a place. Eleven areas in Sikkim as ecotourism zones have been identified and distinguished by The Directorate of Ecotourism under the Forest, Environment and Wildlife Management Department which is developed under JICA assisted Sikkim Biodiversity Conservation and Forest Management Project (SBFP). The objective of this paper has explored the status and prospectus of Ecotourism Development in Sikkim. For the study secondary data has been used in the form of published research articles and Sikkim government " tourism and ecotourism Policies etc. It can be concluded that Sikkim has a great potential for ecotourism development while following sustainable practices. It was found that that the locals participate in ecotourism activities only for enjoying economic benefits either in the form of increased job opportunities, income or improved infrastructure and tourists had favorable attitude towards ecotourism experience but there is a need to retain a balance between conservation of natural and cultural resources and provide economic development with regular growth.

Adithya Yagnik

Minia Journal of Tourism and Hospitality Research MJTHR

Mahmoud R A M A D A N Al-Azab

The study-in-progress attempts to ensuring the importance of the African market for the Egyptian tourism industry alongside the other tourist markets, and achieving the African integration through intra-regional tourism. The main objective of this study is to present future visions and strategies to promote intra-regional tourism between Egypt and Africa. Intra-regional tourism is providing social interest and leisure opportunities, supporting community infrastructure and industry, and ultimately contributing to social cohesion and national pride. Data was collected through questionnaire list and interviews with experts at Ministry of Tourism and researchers at the Institute of African Research and Studies, Cairo University. The findings revealed that intra-regional tourism plays an important role to deal with many political, economic, social and cultural and environmental problems between Egypt and African countries. It indicated that the most important obstacles facing the promotion of intra-regional tourism are lack of promotional marketing campaigns, absence of policies and plans related to put African tourism on the Egyptian tourism map, the complex procedures for obtaining a visa to Egypt. The findings also suggested some of future visions to promote intra-regional tourism, the most prominent of which are Conducting a lot of market studies about African communities, implementing an organized marketing campaign to African Market, solving the problems and political tensions between Egypt and the African countries, launching regular flights with competitive prices, encouraging joint tourism programs between Egypt and the African countries for foreign tourists. Finally, the study concludes with suggestions for decision makers in Egypt to pay attention to promote intra-regional tourism between Egypt and African countries.

Aynalem Demeke

IPE Journal of Management

Indranil Bose , PhD, FHEA

Sustainable tourism or sustainable development through tourism or tourism development in terms of sustainable tourism is becoming increasingly relevant among contemporary scholars from different countries. The relevance of sustainable tourism has evolved from eco-tourism to community tourism and from community tourism to sensible tourism involving 'waste management' , 'energy management' etc. In the present paper, attempt has been made to review the concepts and practices of contemporary sustainable tourism, those have evolved over the periods of time. The three major early sustainable tourism initiatives in the states of India, those are considered as 'Early bird states' have also been briefly discussed in the paper. Finally, a short survey based empirical study has been conducted to do a comparative study based on the opinions related to 'sustainable tourism in India', where some Indian tourists and 'non-Indian/foreign tourists', those have travelled to India in recent years have been involved.

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Budget North Sikkim Tour Package 5D4N

• Budget Tour Sikkim 2022-23

Package Overview

Budget Tour Package to Sikkim. 5 Days North Sikkim - Sharing tour package includes meals, permit, transport, pick up stand to stand Pick and Drop - wagonR private Rooms at Gangtok, Lachen and Lachung RATES ACCORDING TO SEASON. FOR 2 HEADS 15 Jan - 17 Mar: Rs.18500/- 18 Mar Till 30 April : Rs.21,200/- 01 MayTill 15 May : Rs.23500/- 15 May Till 25 May : Rs.25,200/- 26 May Till 08 Jun: Rs.27,000/- 09 Jun Till 16 Jun: Rs.25,200/- 17 Jun till 05 Jul: Rs.23500/- 06 Jul till 05 Dec : Rs.18500/- (FOR DURGA POOJA, DIWALI AND NEW YEAR CHRISTMAS contact us for rates) BEST TIME TO VISIT MAR-JUN SEPT - DEC Avoid Monsoon season of Jul and August months. Roads will be closed due to landslides.

Popular Destinations Covered

Additional destinations covered, popular attractions covered.

• Gurudongmar Lake

Additional Attractions Covered

• Yumesamdong

Day-wise Itinerary Details

*Package Name: GANGTOK - NORTH SIKKIM*  *Duration: 5D4N* *Ex. NJP/IXB TO NJP/IXB*

*ITINERARY*

*DAY 1: NJP TO GANGTOK*

Guest will be received by our official at Bagdogra Airport (IXB) / New Jalpaiguri Railway Station (NJP) / Tenzing Norgay Bus Terminus (Junction) - He will assist you for the forwarding journey to Gangtok - Nearly 135 Kilometers, 3 - 4 hours drive - A perfect destination for tourist in search of enchantment, tranquility, trekking or any other adventure - Land of monastery, mystic rituals / festivals at an elevation of 1,437 meters / 4,715 feet is the most often visited spot of India for its rare Orchids and Butterflies - In the evening one is free to stroll around M G Marg / Local Market - Over night stay at Gangtok

*DAY 2: GANGTOK TO LACHEN (SHARING TOUR)*

Next the vehicle will report for North Sikkim with permit FROM VAJRA STAND AT 10:30AM -Drive to Lachen - Chungthang is nearly 96 kilometers from Gangtok - On the way stop at Chungthang - Next drive for 29 kilometers from Chungthang to Lachen - Reach Lachung late afternoon / early evening - The infrastructure is not good due to the remoteness and the snowfall / Rainfall - The place is worth visiting - Check into a hotel - Welcome Tea - Evening free to stroll - Overnight stay at Hotel in Lachen

*DAY 3: GANGTOK TO LACHUNG (SHARING TOUR)*

The route is Lachen - Gurudongmar lake - Lachen - Drive 55 kilometers from Lachen stop at 15000 feet for permit to be signed - Drive the rest and visit to Gurudongmar Lake - 3 hour - A valley at an altitude of nearly 15 800 feet through which Lachen Chu flows - This is a holy Lake and is one of the most sacred place of worship for the Buddhist - The Lake gets frozen during winter barring a stretch which remains as water even at - 20 C - The region is generally covered with snow from December to April - This is a stretch of cold desert till Tibet / China - While returning have lunch at Lachen - After Lunch drive to Lachung - Overnight stay at Hotel in Lachung.

*DAY 4: LACHUNG TO YUMTHANG GANGTOK (SHARING TOUR)*

Early morning breakfast - Visit to Yumthang i.e. 25 kilometers, 2 hour - A valley at an altitude of 11800 feet through which Lachung Chu flows, generally covered with snow from December to April or even more is known as the valley of flowers - Guest can spend a few hours at Yumthang - The vast Valley stretches and is a cold desert till Tibet / China - The region is fully covered with snow and Rhododendron forest - Back to hotel for lunch / Packed Lunch - Proceed to Gangtok - Afternoon drive to Gangtok 130 Kilometers, 5 hours - Drop at Vajra stand. Check-in hotel at night.

*DAY 5: BACK TO NJP/IXB*

Early morning breakfast - Drive to Siliguri, on the way to Bagdogra Airport (IXB) / New Jalpaiguri Railway Station (NJP) - It is approximately 130 kilometers and 4 to 5 hours drive - The road will be bit busy and jam is frequent - The drive will be along the River Teesta - Stoppage at Jorethang / Chitrey or Melli for a cup of Tea is advisable - One stop at Coronation bridge if time permits - One will travel through the area of natural beauty - Rafting on the way is an optional (Most operators are not Registered with any Government wing hence try to avoid the same) - Drive to Bagdogra Airport (IXB) / New Jalpaiguri Railway Station (NJP) /Siliguri - Guest are advised to start early and not to rush - Forwarding Journey.

COSTING PER COUPLE

15 Jan - 17 Mar: Rs.18500/-

18 Mar Till 30 April : Rs.21,200/-

01 MayTill 15 May : Rs.23500/-

15 May Till 25 May : Rs.25,200/-

26 May Till 08 Jun: Rs.27,000/-

09 Jun Till 16 Jun: Rs.25,200/-

17 Jun till 05 Jul: Rs.23500/-

NOTE: RATE NOT APPLICABLE DURING HOLI, DUSSHERA, DIWALI AND NEWYEAR CHRISTMAS

*INCLUDED IN THE PACKAGE:*

-Vehicle wagonR private & Sharing vehicle for North Sikkim (10 heads in 1 vehicle) -Standard rooms 1 nos per night -Stay at all places -Meals at Lachen & Lachung only -Driver’s food, accommodation & daily allowance -Fuel charges -Pick up and drop (North Sikkim sharing stand to stand) -Sightseeing -Transfers -Permit and Passes fees

*EXCLUDED IN THE PACKAGE:*

• Air Fare / Train fare. • Meals at Gangtok  • Zero Point, Kalapathar and Katao is extra additional cost done by driver (per point per vehicle cost ?3500/-) • Personal Expenses such as Laundry, telephone calls, tips & gratuity, mineral water, soft & hard drinks, rafting, rock climbing, paragliding, joy ride (Toy Train), porterage. • Additional sightseeing or extra usage of vehicle, other than mentioned in the itinerary. • Any cost arising due to natural calamities like, landslides, road blockage, political disturbances (strikes), etc (to be borne by the client, which is directly payable on the spot). • Any increase in taxes or fuel price, leading to increase in cost on surface transportation & land arrangements, which may come into effect prior to departure. • Insurance. • Anything which is not included in the inclusion

Detail information visit >>  https://travelgangtok.com/tours/popular/sikkim-cheap-and-best-tour-package-5days-4nights

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