Home Stay Tourism in Kerala – a Pro Women Tourism Opportunity
.
Abstract
In India,
the phenomenon of domestic tourism with its vibrant and changing dimensions can
be expected to make an even greater contribution toward strengthening the
fabric of the unity of India. Kerala is also a good destination for the
tourists both domestic and foreign. Home Stay is one of the tourism products
which foster overall tourism development and it is an interesting experience
to the tourists. The main theme of this research paper is to
understand the concept of Home Stay tourism, to highlight the significance of
Home Stays, to find out of the problems and prospects of Home Stay programme by
conducting a SWOT analysis, to bring out the role of Home Stay programme in the
tourism of the State and finally to
frame suggestions for promoting Home Stay in the tourism map of the State. The
literature shows that the arrival of domestic tourists is favourable and
opinion survey is also conducted to assess the opinion of tourists and
operators about the home stay.
1. Back Drop
Home stay tourism is popular in many countries; it adds
authentic socio cultural richness to the tourists’ experience. But this
interesting home stay programme has not
evolved much in the industry. Many tourists have not fully realised about the
benefits of the programme. This is because of the weakness of the programme
that have chances to improve and lack of promotion activities. Many study shows that home stays are
congruent with the state tourism. The essence of state tourism lies in
naturally beautiful hills and mountains and its indigenous communities with
their mystical lifestyle and culture. (World Travel
and Tourism Council, 2009). These natural and cultural attributes can be
best showcased through the tourism product - Home Stays. Also the Home Stays
can be projected as a pro-women tourism opportunity that promotes sustainable
community development by fostering gender equality. Female ownership of home stay
businesses secures women's avenues for income generation and involves them in
mainstream development. The Home Stay focuses on three essential aspects of
sustainable development, namely economic, environmental and social. Considering the significance of Home Stays,
the Kerala state tourism department has taken lot of initiatives for setting up
and for the promotion of Home Stays. (Gangotia, Amit, 2013). In this backdrop, the above research topic
has been taken up for the study. The primary data have been collected by
interview method from a sample of 25 respondents consisting of guests and Home
Stay operators situated in Trivandrum district. With the objective of framing
suggestions for making Home Stays more profitable, analysis is made to assess
the challenges and opportunities through colleting the views and comments of
operators and guests in home stay tourism.
2. Conceptual Framework
2.1.
Gist and Concept
Home Stays provide the travelers- a home away from home,
with all the comforts and facilities, for whatever duration it takes, to
discover the highs and lows of host Country, at incredibly low prices. (Bhatia, A.K., 2004). Experience the
hospitality of the host family and the unique feeling imparted while staying in
a home and interacting with the local people of a different culture. The Home
Stays will make the trip a pleasant memorable experience. The Home Stays gives
freshness throughout the day of stay. While returning from host country the
tourists will surely carry along a bunch of memories about the sweet Home stay,
which the tourists will always love to cherish. (Kayat, K., 2007). Living along
with the natives, in their own houses and environment, helps travelers to know
the lifestyle, language, cuisines, religion and every aspect of the local
culture, in the best way possible.
2.2. Features
The Tourists will get ample opportunities to know about the culture and
lifestyle of the land in a better way. Home stay is an interesting experience
that allows the sharing of culture, life style, information and experience. It
helps to promote the rich and varied cultural heritage of a tourist location.
The number and quality of home stays in various tourist locations have
increased to such a level that they match hotels and resorts. Some of the Home
Stay has high-end facilities and provides a wide array of distinct features at
affordable prices. In future, home stay will become an alternate accommodation
system in the tourism industry since the Home Stays potential market is
increasing year after year.
2.3. Stirring Factors
There are two basic
motivations for a family to engage in the operation of a home stay:
·
The family is looking to assist students, incorporate
culture, and better understand the world and its people through a mutual
exchange of traditions, knowledge and culture.
·
The family is looking to augment their income.
3. Augmentation in Kerala
3.1. Ambience
The Home Stay Tourism in Kerala provides an inimitable
service that sets it apart from others. The Home Stays provides the glimpse of
the beauty of the rich flora and fauna and the divinity of nature's beauty of
the tourist destinations. It also provides to have a glimpse of the traditional
cuisines, tea shops, boat races, vivid beauty of nature and beauty of lakes,
boating in lakes, lagoons & backwater canals, blessed with nature's finest
and serene vista. Further it gives a complete relaxation and rejuvenation by
Ayurvedic massage treatments for the travelers. Kerala is also well known for
its hospitality and mouthwatering cuisine. To feel the charm of Kerala,
tourists opt for a homely atmosphere as it provides them the real ambience of
this blissful land. Here is the importance of Homestays, which blossomed in Kerala
around seven years ago. (Yahaya, I., & Rasid, A. R., 2010). Now, according to tourism sources, there are
more than 400 homestays in Kerala. (See
table 1 appended).
3.2.
Popularity of Home stays
The popularity of Homestays increases day by day as it
helps tourists experience the real and multifarious cultural traditions of the
state. Tourists from all over the world stay in Homestays with their family to
live in the lifestyle of Keralites. Traditional home cooked dishes are the main
attraction of Kerala Homestays. The guests can also take part in various
household activities of the family. Home Stay in Kerala offers one of the most
favored means by visitors to enjoy and experience the culture & life style
and flavors of the land and its people. Home
Stay can be described as a safe, secure and caring home away from home for the
guests. One of the many fascinating experiences for visitors to Kerala is no doubt;
it is “Home Stays.”
3.3.
Government Initiatives
Kerala
Home Stay is a programme promoted by Kerala Tourism Department,
which allows tourists to Kerala, to live in a Kerala home and get to know the
culture and lifestyle of this land in a better way. The Government of Kerala
and the Department of Tourism are giving tremendous support to the concept of
Kerala Homestay, as it helps to promote the rich and varied cultural heritage
of Kerala. Initially, the non - availability of Homestays in Kerala was a major
issue. But thrust given by Kerala Tourism in promoting the concept of Kerala
Homestays, helped to overcome this easily. A great advantage in this scenario
was the high levels of education among Keralites. Now, the number and quality
of Homestays in various tourist locations of Kerala have increased to such a
level that they match hotels and resorts.
3.4.
Co-ordination
Kerala State Home stay and Tourism Association (KHATS) has been formed
basically to serve as a consortium of Homestay providers and tourism promoters
for the effective co-ordination of tourism activities in Kerala and also to
ensure qualitative and competitive service. KHATS while striving to enhance the
working conditions of Homestay providers and tourism providers would also join
hands with the Government and Organizations to promote tourism activities in
Kerala. It is also among the objectives of KHATS to carry out research programs
in the hospitality sector of Kerala and be actively involved in conservation of
natural resources and environment, upkeep of heritage structures and monuments.
Promotion of rainwater harvesting, organic farming and zero waste management
system would also occupy a prominent place in the activities of KHATS. (Subash,
T., 2014).
3.5. Classification
The
state tourism department has brought out a classification scheme for the Home Stay
units in Kerala. The classification scheme is implemented through District
Tourism Promotion Councils (DTPC) based on the facilities and quality of
accommodation provided. Accordingly the Home Stays are classified into three
types namely- Diamond House, Silver House and Gold House. The Home Stay Units
fulfilling the all the essential conditions prescribed by the department of
Tourism and meeting the required criteria in the check list of facilities
belonging to the Class A will be given Diamond status, Class B category will be
awarded Gold House status and Class C category will be accorded the Silver
House status. (Gosh, B., 2007). The
tariff of Home Stays depends on the above ratings. The ratings and
classification are only available for those Home Stays which are registered
with the tourism department of Kerala. Table
2 appended shows the different classes of home stay in Kerala and arrivals
of Domestic Tourists.
4. SWOT Analysis of Home Stay Operations
The SWOT Analysis
of the Home Stay tourism in the state is done to highlight its Strengths & Weaknesses
and Opportunities & Threats. This analysis will provide a balanced useful guidance
in making the Home Stays a great success.
4.1. Strengths
The
following are the strengths of Home Stays
·
Cheap and beneficial accommodation and food.
·
It is safe, secure and caring for the guest.
·
Promotes rich and varied cultural heritage.
·
Tourists like to buy and local home made
products.
·
Local people can get extra income.
·
Host family can earn more income.
·
It is an interesting experience for both the tourists
and the host family.
·
Traditional houses can be more showcased in the
programme.
4.2. Weaknesses
The following are the weaknesses of
Home Stays:
- Cultural
activities are not properly showcased before the guests.
- Guests
are forced to follow the host’s way of life.
- Home
stay is affected by unnecessary policing.
- Unregistered
Home Stays increases.
- Different
host people charges different rates
for various services.
- Unclean
atmosphere of the Home Stays.
- Some
people believe that their houses will be spoiled if given for Home Stays.
- Modern buildings are not much attractive
for the Home Stays.
- Language
problem of the local people make tourists feel uncomfortable.
- Lack of
adequate promotional schemes.
- Lack of
proper awareness of Home Stays among the tourists.
4.3. Opportunities
The following are the
opportunities of Home Stays:
·
The demand for Home Stays is increasing.
·
Creates more business avenues.
·
Local people get opportunity to generate extra
income from Home Stays.
·
The State
can also generate more revenue by
way of taxes from Home stays.
·
More revenue
can be created from traditional houses of the host family.
·
The educated youths can be deployed for the
promotion of Home Stays.
·
It provides better investment avenues for new Home
Stays.
·
Opportunity for using Kerala tourism brand for
marketing.
4.4. Threats
The following are the threats of Home
Stay programme
·
The Tourists
will get unsatisfactory and
easily get bored with the activities of the host family.
·
Some local people will be against the home stay
programme.
·
Illegal
home stay will increase in the
market.
·
Chances of anti social activities (social evils)
connected with tourism will rise.
·
Hotel business will be affected.
·
The Government
rules and regulations may affect
the home stay operations.
·
The steep Increase in building Tax may affect
the home stay operations.
The above analysis
shows that for Home Stays, Opportunities and Challenges exist side by side, so
it is necessary to explore the strategies and tactics on Home Stays from the tourists’
experiences and perspectives to make it more profitable and grow more in the
tourism industry
5. Respondents Comments
The following are the comments of the
respondents regarding the Home Stays:
5.1. Promotional
Measures
The awareness of Home Stay programmes among the local people is very low. The promotion of home stays through
internet and blogs are not adequate. The advertising strategies are very low,
road shows are absent and hence potential tourists are not tapped.
5.2. Premonition
The respondents’
comments like inadequate choice of activities, illegal homestays,
nontraditional building structure, unhygienic conditions, cultural programmes
repetitiveness, and communication problems are the factors that ebb the growth
of Home stay tourism. The Guests are not getting time for adequate rest and
hence the satisfaction and enjoyment of the stay programme is low.
5.3. Absence
of Tourist Focus
The tourists /
Guests are not provided with excellence services, quality foods and other
entertainment programmes as per their needs and tastes.
5.4.
Sluggish move
The tourism
department is not effective in making the Home Stays a success. The Home Stay
operators are not getting incentives on investments and building Tax concessions.
In adequate training to stake holders, very low brand image and insufficient
support from the local people are also the stumbling block for the success of
this industry.
6. Suggestions
The analysis
of arrivals of tourists, SWOT and opinion of gust and tourist operators, the
improvement of image of home stay need the following.
6.1.
Have more choices of
activities for Guests
Include more choices of activities for guests like
traditional games, local delicious
cooking demonstration etc. The guest should be educated on how the
dishes are cooked and what the main
ingredient in the traditional cooking. The host family should conduct
traditional games and make it a main attraction for the guests.
6.2. Choose more Traditional Houses
The tourists are more interested to stay in traditional houses like “Nalukeetu,” because from it they will experience more on the culture.
Therefore host family must promote
and maintain old traditional house and maintain them clean for the use of
guests.
6.3. Take action against illegal Home Stays
Now illegal home stay is growing
rapidly in the market due to high demand on Home Stays. These illegal homes
stays may run into problems and even do anti- social activities. Hence strict
action should be taken against illegal Home Stays.
6.4. Maintain surrounding places Clean& Tidy
Most of the surrounding places of Home Stays are unhygienic because of
garbage, flies and mouse everywhere. Hence local community needs to be involved
in the overall cleaning of the locations on weekly basis.
6.5.
Present Varieties of
Cultural Programmes
The state is having a gist of traditional cultural programmes which can
be showcased before the guests. The variety of cultural performances will be
more appreciated by the guests and make the stay more enjoyable.
6.6.
Educate the local
people and have Language Learning
Most of the guests have communication problems. Most of the local people
did not speak English .Hence steps should be taken to educate the young people
and the community in the rural areas on how to communicate with the tourists.
6.7.
Give Guests more Time
for Rest
Most of the
guests are complaining about the lack of time for themselves. Most of time full
with activities and with the host family.
They don’t have enough time for themselves and for rest. Hence time
schedule of various activities should be drawn by choosing which activities and
time that is most suitable to the guest.
6.8.
Marketing & Advertising Strategies
The demand for Home Stay is increasing but in a low pace only, because of
low awareness of Home Stays. Even the local people are not aware of the Home
Stays in their vicinity. This is because of inadequate promotion and advertising
on Home Stays. Hence the following promotional and advertising strategies may
be followed to target the niche market
segments.
a)
Promotion through Internet
The Home Stay operator should create website about the Home Stay with
information about the location, place, activities, pictures of house
rooms, details of cultural
programmes, contact numbers, email id etc. In this regard, the tourism
department should have a major role in integration of promotional activities of
homes stays.
b)
Add in Newspapers/Magazines etc
The advertisement of Home Stays through newspapers and magazines is very
expensive. So, for those Home stay Operators who can afford can go for
advertisement in newspapers and magazines. Thus advertisement through
newspapers and magazines will help to create more awareness of Home Stays among
the tourists in domestic and international markets.
c)
Promotion through Blogs
Blogs can be created by the Home Stay Operators. Here pictures and guest
details need to be included. When the people read the Blog, they will be
interested in experiencing the Home Stays. Blog need to be updated every time
based on the feedback received from tourists.
d)
Road Shows
The very purpose of road shows is to sell the Kerala Home Stays to
foreign Country tourists. Conducting road shows is very expensive and time
consuming and hence the tourism department should take initiative for hosting
road shows in international tourism fairs and festivals.
e)
Word of
Mouth
Provide better facilities, courtesy services, quality food and host of
other entertainment programmes according to the needs, tastes requirements of
guests .The excellent services to the guests will make them happier and more
satisfied. Thus the word of mouth of satisfied customers will be spread far and
wide creating more new customers.
6.9.
Integrated Approach of
Tourism Department
An integrated approach of tourism
department is needed with regard to policy, guidelines and marketing/ promotion
strategies for the proper growth of Home Stays in the State. In this regard, the tourism department should have a frame
work in
coordination with the home
stay operators, government agencies and
other stake holders.
6.10.
Provide Incentive and Tax Concession
Provide incentives and tax concessions (building tax) to the home stay
operators. Incentive based on the
investment in new building and for
repairs to the existing building should be given to promote investment
in Home Stays and also building tax of local authority should be at domestic rate
rather than at commercial rate.
6.11.
Brand Image Issues
The Home Stays do not create brand image in accommodation. So it is a
great challenge to establish brand image of home stay for better opportunities.
This issue should be taken up by the tourism department and to allow the Home
Stay Operators to make use of the departments’ brand image.
6.12.
Provide Training to
Home Stay Operators & Staffs
The success of home stay operation depends on key factors like courtesy services,
commitment, good organizing skills,
leadership skills, marketing and promotion skills, Hospitality
management, guest serving and professionalism.
Hence the tourism department should take initiatives to provide adequate
training.
6.13.
Ensure Co-operation of local people
For the success of Home Stays, the co - operation and involvement of the
local people in all activities should be ensured. The Community involvement in
Home stay operations provides job opportunities and improves the local quality of life.
7.
Conclusion
The Home Stay is a new concept in tourism and is catching up among
foreign and domestic tourists. The study shows that demand for Home Stays is
increasing every year and that the future prospects (potential) of Home Stay
tourism are very bright. The increasing demand shows that the Home Stays is
more suitable for the overall development of the state tourism. This is the
only programme that exactly portraits the traditional Kerala rural way of life.
In future, the Home Stays can be an alternate accommodation system in tourism
industry. It will also ensure employment generation and income opportunities
for the local people. For this the home stay programme need a lot of
improvement in it considering the tastes and preferences of the tourists. For the
better success of Home Stays, an integrated approach from all the stake holders
along with the involvement of Government is required.
Appendix
Table 1
|
No. of Classified Home Stays
|
|||||
|
#
|
Districts
|
Diamond
|
Gold
|
Silver
|
Total
|
|
1
|
Trivandrum
|
7
|
18
|
6
|
31
|
|
2
|
Kollam
|
9
|
6
|
5
|
20
|
|
3
|
Pathanamthitta
|
4
|
6
|
1
|
11
|
|
4
|
Alappuzha
|
14
|
13
|
43
|
70
|
|
5
|
Kottayam
|
31
|
15
|
16
|
62
|
|
6
|
Idukki
|
14
|
26
|
71
|
111
|
|
7
|
Eranakulam
|
10
|
16
|
45
|
71
|
|
8
|
Trissure
|
3
|
10
|
2
|
15
|
|
9
|
Palakkad
|
2
|
3
|
2
|
7
|
|
10
|
Malappuram
|
-
|
-
|
-
|
-
|
|
11
|
Kozhikode
|
-
|
3
|
2
|
5
|
|
12
|
Waynad
|
-
|
6
|
3
|
9
|
|
13
|
Kannur
|
1
|
-
|
-
|
1
|
|
14
|
Kasargod
|
-
|
-
|
-
|
-
|
|
|
Total
|
95
|
122
|
196
|
413
|
Source: Department of
Tourism
Table 2
|
Home Stay Classification wise arrival of domestic
Tourists
|
||||||||||
|
Districts
|
Diamond
|
Gold
|
Silver
|
No Class
|
Total
|
|||||
|
|
No
|
%
|
No
|
%
|
No
|
%
|
No
|
%
|
No
|
%
|
|
Trivandrum
|
4518
|
17.9
|
4723
|
18.8
|
58.73
|
23.3
|
10075
|
40
|
25189
|
100
|
|
Kollam
|
2010
|
29.5
|
3350
|
49.2
|
228
|
3.3
|
1224
|
18
|
6812
|
100
|
|
Pathanamthitta
|
133
|
3.8
|
1401
|
40.3
|
188
|
5.4
|
1754
|
50.5
|
3476
|
100
|
|
Alappuzha
|
728
|
3.6
|
1699
|
8.3
|
4700
|
23.1
|
13251
|
65
|
20378
|
100
|
|
Kottayam
|
5064
|
45.1
|
2181
|
19.4
|
3778
|
33.6
|
217
|
1.9
|
11240
|
100
|
|
Eranakulam
|
9860
|
13.1
|
11108
|
14.7
|
17376
|
23
|
37124
|
49.2
|
75468
|
100
|
|
Iddukki
|
6431
|
11.9
|
12445
|
23
|
24521
|
45.2
|
10821
|
20
|
54218
|
100
|
|
Trissure
|
473
|
18.2
|
342
|
13.1
|
1788
|
68.7
|
0
|
0
|
2603
|
100
|
|
Palakkad
|
1621
|
53.5
|
106
|
3.5
|
1260
|
41.6
|
45
|
1.5
|
3032
|
100
|
|
Malappuram
|
308
|
25.6
|
438
|
36.8
|
444
|
37.3
|
0
|
0
|
1190
|
100
|
|
Kunnur
|
0
|
0
|
0
|
0
|
6385
|
34.7
|
12002
|
65.3
|
18384
|
100
|
|
Kasargod
|
0
|
0
|
0
|
0
|
0
|
0
|
433
|
100
|
433
|
100
|
Source:
Department of Tourism
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