Determinants of profitability of hospitality initiatives in major ecotourism destinations in kerala

Abstract

Though India has been late in recognizing the developmental potential of tourism, of newlinelate there is appreciable growth in tourism development and hence tourism earnings. But newlineits position nowhere in comparison with the rest of the world. Analogously, the specific newlinecase of Kerala the God s own Country within Indian union is characterized by an newlineenviably high potential for tourism development, though its relative share among the newlinedifferent states is quite low. In this context, it is relevant to make a study of the feasibility newlineof the tourism initiatives with focus on ecotourism and hence to identify the major newlinedeterminants of superior performance (especially on determinants of Profitability). newlineBoth primary and secondary data are used for the study. Primary data were collected newlinefrom the beneficiaries of ecotourism projects, local people and the officials of the various newlinedepartments connected with ecotourism using a structured questionnaire. The data were newlinesupplemented by interviews, discussions and observation. The interviews helped to gather newlinedeeper and more detailed information than impersonal survey method newlineFrom each destination 50 samples were taken. 300 service providers were newlineinterviewed as part of data collection. newlineData published in other secondary sources are also extensively used. Data were newlinecollected from secondary sources like books and journals related to tourism and other newlinepublished reports. Data were also being collected from websites of the Tourism newlineDepartment and other related sites. Secondary data were also analysed by using various newlinestatistical tools. newlineMixed method (both qualitative and quantitative method) is used in the study. The newlinecriteria for selection were based on the number of tourist arrivals in the location. The data newlinecollected were analysed using the SPSS (Software package for Social Science). newlinePercentages and Frequencies were applied throughout the study. newlineTo study the association between selected variables the chi-square test, were applied newlinefor the analysis. newline