You have been recently appointed as the head of tourism department of a state in India that has many places of great historical importance. In the past few years, the state has witnessed a decrease in tourist inflow. Upon enquiry, you come to know that this decrease is largely attributed to the influence of touts and harassment of tourists, including unwanted advances and grossly overcharging them for various services. You also did a quick search about your state on leading travel advisory websites and found that it has earned a dubious reputation for being particularly unsafe for women tourists. Given the situation, answer the following: (a) Do you think that such a state of affairs can be attributed to insensitivity prevailing in the society? How can the community be made more sensitive towards tourists? (b) Suggest some measures to make a quick turnaround in terms of reputation, employment generation and rebuild the reputation of the state as a safe haven for tourists.

Now-a-days, we see our nation witnessing less tourist arrival due to their bad treatment. eg. An South African woman raped & killed in Goa recently.

Instead of 'Atithi devo bhava' doctrine (ie Guest is God); we are showing less respect & humility for them. Reasons for such a sorry state of affairs :-

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• Tourism
  • culture - values transmitted
  • food - social dress habits
  • economic - huge employment
  • general standard of living

Reasons for such a sorry state of affairs :-

1. Insensitivity in society :- a) Loss of values like respect to women in society, dignity, human rights. b) People more self-centred today c) Lack responsibility - show escapist attitude & thinking it is not their business. d) Lack of collectivism in society. e) Increase in materialism, profiteering through illegal means.
2. Lack of adequate infrastructure - like hotels, lighting of roads, safety during transportation, effective policing.
3. lack of effective grievance redressal - insensitivity amongst police officials.
4. corruption nexus between these touts, politicians and bureaucrats.

Thus, this state of affairs is a result of a number of factors apart from insensitivity.

Measures to make community more sensitive

1. Individual :- Value-based education with focus on citizen duties & humanism as core values.

• Owning responsibility instead of escapism.

1. society :- zero tolerance towards any woman harrassment.

• welcoming tourists with open arms.
• Understanding their benefits to their own lifestyle and thus, giving them good treatment.
• More awareness generation through participation of local leaders, religious leaders etc.

1. Tourist guides - special training to give right treatment.

• sensitivity training.

1. More community participation in unkeeping of historical places.

(b) As a head of tourism department, I'll be guided by :-

1. Indian constitution :- DPSP and fundamental Rights.
2. Indian philosophy (religious, cultural)
3. Laws, rules & regulation.
4. Ethics in administration.

Measures to make a quick turnaround are :- I Legal - i) Action against illegal touts. ii) strict action against service agents overcharging. iii) Ensuring a police official in every tourist place on 24x7 basis.

II Administrative - i) Having a talk with leading travel advisory not to show bad reputation. If possible, after 6 months, do a fresh survey & publish reports. ii) cooperation with Transport, Tourism, Police, Health Department for a holistic response.

III Practical - i) Involving schools - having awareness drives regarding importance of tourism. ii) community awareness programs to make people aware & also make them eye & ear of administration. iv) Roping in local leader, film star as a face of that state. Eg- Amitabh Bachhan for Gujarat tourism.

IV Police - special sensitivity training, quick investigation & judicial process.

• Helpline for female tourists.