SCMS Journal of Indian Management, April - June 2017 113

Backwater Tourism :
RT Initiatives and Socio-
Environmental Dynamics
Ravish Mathew, Anu Chandran R.C., and Sampada Kumar Swain

A The Vembanad Lake is an iconic tourist place and an identified Ramsar Site. Over the years, it has been touted as an
b established backwater tourism region. Vembanad Lake is also the biggest fresh water lake in Kerala and the people
s around are profoundly dependent on its offerings for their livelihood. Kumarakom, the premier backwater tourism
t destination in the region is listed as part of the Responsible Tourism (RT) initiative of Kerala Tourism. An in-depth
r enquiry has brought to light the road blocks with respect to the RT initiatives and the thematic analysis and inferences
a shall strengthen the blueprint so as to enable the planners, policymakers, and tourism service providers fine tune the
c societal dynamics as well as take remedial measures for the preservation of the depleting lake ecosystem in a
t sustainable manner.

Key words : Backwater Tourism, Responsible Tourism Initiative (RT), Wetlands, Ecosystem, Ecological Threats,
Environment Pollution, Preservation, Sustainable Development.

T he paradigms of tourism are undergoing certain

marked shifts; world over. The scale of tourism
development and tourists' footfalls at the global level
is quite impressive. According to UNWTO, in 2015,
international tourist arrivals touched 1,186 million and are
forecasted to rise to 1.8 billion by 2030. Thus, the tourism
phenomenon can be expected to continue to expand as more
Dr. Ravish Mathew people in more countries around the world have growing
Post Doctoral Fellow affluence and time to travel. Domestic tourism is even more
Department of Tourism Studies significant than international, with estimates pointing to 4
School of Management
billion domestic tourists' worldwide. The neo forms of
Pondicherry University, India
tourism are slowly but steadily gaining traction. An
Dr. Anu Chandran R.C. explorative dimension has started to rule the roost as regards
Assistant Professor the vibrant and varied tourism offerings dished out by
Department of Tourism Studies
School of Management fascinating global destinations. The experiential aspects of
Pondicherry University, India tourism have been leveraged by Destination Management
Organizations (DMO's) to greater effect so as to woo the
Prof. Sampada Kumar Swain various segments of tourists. Through the ages, water bodies
Professor
School of Tourism and Hospitality Management have mesmerized tourists across continents. Destinations
Indira Gandhi National Tribal University, M.P. India. possessing marine resources are rapidly growing and the

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SCMS Journal of Indian Management, April - June 2017 114

impacts of tourists' activities are posing serious concerns to from Kollam to Kottapuram, declared as a National
planners and developers. However, there are scores of Waterway. (http://www.kerenvis.nic.in/Database/
examples where tourism has produced positive results in Lakes_1634.aspx)
aqua-based tourism destinations in terms of associated
The number of rivers and lakes establishes that the state is
infrastructural developments, enhancement of standard of
rich in water potential. Besides, canals, springs, waterfalls,
living of the host communities, eco-cultural revival, and
rivulets, marshes, vernal pools, bogs, and mangroves adds to
resource protection. Furthermore, the silver lining here is
the wetland potentiality of Kerala. As regards the tourists'
that tourism brings forth an agenda for the legitimate
arrivals to Kerala in 2015, the State was ranked 7th (4.2% of
protection of water-based resources and the emergence of
the total foreign tourist visit in India). The foreign exchange
more conservation advocates and projects. Rather than
earnings during the year 2015 stood at Rs.6949/- crore,
putting its weight on mass tourism, the need of the hour for
which record an increase of 8.61%over the previous year.
fragile destinations such as backwater regions like wetlands
While the total revenue generated from tourism was
is to focus on alternative tourism practices. The value of the
Rs.26689.63/-crore. The Kerala Tourism Policy document's
world wetlands is ever increasing and receiving due
projections of 2012 targeted an annual growth rate of 15
attention as they contribute to a healthy environment in
percent in foreign tourists' arrivals and expect to receive 3
many ways (Paul et.al 2011). It is also observed that urban
million tourists by 2021. On the Kerala front, the planners are
wetland act as a haven for many species of flora and fauna,
looking forward to achieve an annual growth rate of 7 percent
stabilize the local climate, help in flood control and
for the next decade and host 18 million domestic tourists by
replenish ground water, and also it is important for carbon
2021. (Source:www.keralatourism.org/tourismstatistics.pdf)
sequestration and emission. Wetlands are amongst the most
Kerala has been in the forefront in offering finest travel and
productive of the world's ecosystems, providing services
hospitality experiences to the visitors. The cultural and
such as water, food, construction materials, transport, and
biological diversity of the wetlands as a whole incredibly
coastline protection, as well as provide important
represents the invaluable wealth that sustains the hosts and
opportunities for tourism and recreation, which are also
guests, both physically and emotionally.
defined as 'ecosystem services'. Wetlands and Wetlands
associated tourism are enamoring forms of tourism which Wetland Tourism – World Scenario
configure leisurely cruise through the lakes, rivers, or
backwaters, and the experience linked dimensions of The global importance of wetlands came into limelight after
adventure water sports activities. Projections of tourism and the Ramsar Convention. Around the globe, there were much
ecological organizations such as UNWTO, IUCN, etc., hue and cry to protect the wetlands and flora and fauna
vouch for the fact that many segments of tourists evince directly or indirectly associated with it. The Mission of the
interest towards wetland and wetland related tourism Ramsar Convention on Wetlands is the conservation and
activities. At present in India only 50% of the wetland wise use of all wetlands through local and national actions
remains. They are disappearing at a rate of 2% to 3% every and international cooperation as a contribution towards
year (Surker.D). achieving sustainable development throughout the world.
Giving more importance to Wetlands and Wetlands
In India, the state of Kerala which is often described as 'the associated tourism, UNWTO and the Secretariat of the
favorite child of nature' possesses a niche identity owing to Ramsar Convention signed a Memorandum of Cooperation
the extensive backwaters and blue lagoons that dot the in February 2010 as the starting point for effective and
coastal belt. Kerala is among the few states renowned for fruitful synergy. Particularly, UNWTO mooted the theme of
wetlands and more importantly for its scintillating “Wetland Tourism and Recreation” for the Ramsar's 11th
backwaters. Kerala has a long coast line of 580 km (360 Conference of the partners in Bucharest, Romania and the
miles) entrenched with beautiful sandy beaches, 44 rivers World Wetland Day 2012 was dedicated to the theme
and 10 lakes, (41 west flowing rivers and 3 east flowing “Wetlands & Tourism-A Great Experience”. Wetlands are
rivers, viz, Kabani, Bhavani & Pampar). The important among the most productive of world's ecosystems providing
stretch of this unique water world is the 168 km expanse a diversity of ecosystem services that sustain all forms of

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lives. These include Cultural Ecosystem Services such as the filled with water the soil is said to be saturated. In areas which
aesthetic, recreational, and spiritual values manifested by are not wetlands, water drains away quickly and the soil does
any wetland and it is these services that will go on to explain not remain saturated. However, in wetlands the water persists
the popularity of wetlands as tourist destinations, attracting or drains away very slowly and the soil remains saturated or
millions of visitors every year. Some of the most important flooded for long periods. Soil in these conditions is said to be
wetland destinations across the globe and its geographical waterlogged. Depending on factors such as temperature, it
and tourism importance are (a) Everglades, (United States of usually takes a week or so for the plant roots and other living
America), 6,21,000 ha of the wetland consists of fresh water organisms in the soil to use up the oxygen, causing anaerobic
and wet prairies, subtropical forest, salt marshes, mangrove conditions to develop in the waterlogged soil. The
forests, beaches, dunes, brackish water estuaries; (b) Sooma importance of wetlands got a global visibility after the
Wetlands (Estonia) 39,639 ha, famous for its raised bogs, famous Ramsar Convention which was held in Iran in the
rivers, swamps, forests, flood plains, and meadows; (c) year 1971.The Ramsar Convention (1971) Article 1 (1)
Skocjan Caves (Slovenia), 41,300 ha, having a unique defines Wetland as “area of marsh, fen, peatland or water,
geographical system like river catchments with meadows, whether natural or artificial, permanent or temporary, with
forest plains, karst and under water cave system; (d) Ichkeul water that is static or flowing, fresh, brackish or salty
(Tunisia), 12,600 ha lake surrounded by Mediterranean including areas of marine water, the depth of which at low
scrubs and forests; (e) Pantanal (Brazil, Bolivia, Paraguay) tide do not exceed six meters. It may also incorporate
which is one of the largest and best preserved wetlands in the riparian and coastal zones adjacent to wetlands and islands
world, covering a total area of 1,50,000 km2 and its or bodies of marine water deeper than 6 meters at low tide
complex system of marshlands, flood plains, lagoons, and lying within the wetlands. A Ramsar Site, or Wetland of
interconnected drainage lines are home to over 658 species International Importance, is a wetland area designated
of birds, 190 mammals, 50 reptiles, 270 fish species and a under the Ramsar Convention by the national government of
truly outstanding 1,132 species of butterflies. Pantanal is a Member State. Currently there are over 2,000 such sites
also a renowned Jaguar Tourism destination; (f) Ibera covering over 192 million hectares: an impressive global
Marshes (Argentina) 13,000 ha, configures lakes, marshes, network of wetlands that meet criteria related to their
rivers and forests; (g) Nakuru (Kenya) 18,800 ha, renowned biodiversity and uniqueness. Researchers often refer to
for shallow alkaline lake in an enclosed basin surrounded by wetland as 'kidneys' of the earth and forest as the 'green lungs'
marshes, grass lands and forests; (h) Abrohlos Marine of the earth. The same concept has also been adopted by the
National Park, Brazil 91,300 ha consists of coral reefs, European Commission, which groups the wetlands in
seagrass beds, mangrove beaches and sand banks; i) Tso Europe broadly as marine and coastal wetlands, estuaries and
Moriri (India ,J.K &Ladakh) 12,000 ha in high altitude deltas, rivers and flood plains, lakes, freshwater marshes,
consists of fresh water lakes and marshes;(j) Be Lake peat lands and manmade wetlands (CEC, 1995). Cowardin
(Vietnam) 10,480 ha of freshwater lake surrounded by et.al (1979) defines wetlands as “the lands transitional
forests and limestone karts and jaw dropping landscape. between terrestrial land aquatic systems where the water
table is usually at or near the surface, or the land is covered
Literature Scan
by shallow water." It includes three attributes that help to
Wetland –Core Concepts delineate a wetland: (i) the area must be permanently or
periodically inundated or water must be present for at least
The geographical resource of Wetland is aptly distinguished seven successive days during the growing season; (ii) the
thus: “A wetland is a land which is wet”. But not all wet area must support hydrophytic vegetation; and (iii) the
lands results in a wetland. Why is this so? A wetland is found substrate is predominantly hydric soils that are saturated or
where the land is wet enough (i.e. saturated or flooded) for flooded for a sufficiently long period to become anaerobic in
long enough to be unfavorable to most plants but are their upper layers. The following is a brief description of the
favorable to plants adapted to anaerobic soil conditions. As major classes of wetlands under the Cowardin (1979)
soil becomes increasingly wet, the water starts to, fill the system. Marine - Open Ocean overlying the continental shelf
space; between the soil particles. When all the spaces are and coastline exposed to waves and currents of the open

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SCMS Journal of Indian Management, April - June 2017 116

ocean shoreward to (1) Extreme high water of spring tides; protection of the natural environment. The behavioural
(2) seaward limit of wetland emergent's, trees, or shrubs; or objective is more complex and difficult to measure, and is
(3) The seaward limit of the Estuarine System, other than recognized as being a somewhat idealistic objective Wetland
vegetation. Salinities exceed 30 parts per thousand. ecosystems are such a complex resource. They account for
Estuarine - Deepwater tidal habitats and adjacent tidal about six percent of the global land area and are among the
wetlands that are usually semi-enclosed by land but have most threatened of all natural resources. Wetlands found in
open, partly obstructed, or sporadic access to the ocean, with temperate climate zones in developed economies have long
ocean-derived water at least occasionally diluted by suffered significant losses and continue to face an on-going
freshwater runoff from the land. The upstream and landward conversion threat from industrial, agricultural, and
limit is where ocean-derived salts measure less than during residential developments, as well as from hydrological
the period of average annual low flow. The seaward limit is perturbation, pollution, and pollution-related effects
(1) an imaginary line closing the mouth of a river, bay, or (Turner, 1991).
sound; and (2) the seaward limit of wetland shrubs or trees
Responsible Tourism
when not included in: (1). Riverine - All wetlands and
deepwater habitats contained within a channel except those The responsible tourism concept mandates each tourism
wetlands (a) dominated by trees, shrubs, persistent business to do their part and take responsibility for achieving
emergent's, emergent mosses or lichens; (2)which have sustainable tourism. Specifically, the 2002 Cape Town
habitats with ocean-derived salinities in excess of Declaration, formulated during the Cape Town Conference
Lacustrine - wetlands and deepwater habitats (3) situated in on Responsible Tourism in Destinations, argues that this
a topographic depression or dammed river channel; (4) form of tourism: minimizes negative economic,
lacking trees, shrubs, persistent emergent's, emergent environmental and social impacts; generates greater
mosses or lichens with greater than 30% aerial coverage; economic benefits for local people and enhances the well-
and (5) whose total area exceeds 8 hectares (20 acres); or being of host communities; improves working conditions
area less than 8 hectares if the boundary is active wave- and access to the industry; makes positive contributions to
formed or bedrock or if water depth in the deepest part of the the conservation of natural and cultural heritage and also to
basin exceeds 2 m (6.6 ft) at low water. According to Bacon the maintenance of the world's diversity while providing
(1987), recreational use of wetlands need not conflict with more enjoyable experiences for tourists through more
their conservation objectives. However, decisions meaningful connections with local people; creates a greater
concerning the protection of wetlands should precede understanding of local culture, social and environmental
recreational planning. From the utilitarian point, wetlands issues; provides access for physically challenged people and,
can be defined as transitional areas between permanently is culturally sensitive and engenders respect between tourists
flooded deep water environments and well drained uplands and hosts and builds local pride and confidence. (p.3). In
that contribute to a wide array of biological, social, and other words, responsible tourism helps “create better places
economic benefits (Watzin & Gozzelink, 1992). Orams for people to live in and better places to travel and
(1995) argued that ecotourism management strategies visit.”(Cape Town Declaration 2002).In 2007, the Kerala
should attempt to move ecotourism experiences beyond government adopted “Responsible Tourism” (RT) as the
mere enjoyment to a more active role which incorporates cornerstone of its tourism policy and chose Kumarakom,
learning, attitude, and behavioural change. Through these Thekkady, Wayanad, Kovalam, and Bekal as pilot
desired objectives, the activities of visitors would actually destinations for implementing the concept. The objective
contribute to the health and viability of the natural was to promote community engagement in tourism planning
environment. The Boondall Wetlands Reserve has adopted and programmes. The community engagement came
such management strategies through the facilitation of through creation of micro enterprises, undertaking group
education at the Visitor Centre. By providing financial farming, and setting up ethnic restaurants run by women
support and/or labour through community involvement, from Below Poverty Line (BPL) families.
visitors are assisting directly in the maintenance and

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Research Design and Methodology groves and lovely paddy fields offer spectacular visual treat.
Tourists are found eagerly observing the practices along the
The researchers chose the qualitative method by reviewing shoreline such as pounding coconut husks for coir fiber,
and analyzing the media reports, published works, and angling, etc. There are regular ferry services and cargo boats
research outputs and dossiers of consultancies and NGOs that ply to and fro from dawn to dusk. The smaller canoes
working in the field of Responsible Tourism such as also can be found operated by native village folks. Thatched
EQUATIONS, DHAN Foundation, Ecosphere and Srishti. country-side shops along the lake side offer fermented nectar
Tourism officials and industry practitioners were consulted with fried carps (Karimeen).
over the social media platforms as well as over e-mail to
The history of water transportation in Kerala can be traced
reinforce the thematic analytical insights posited by the back to the mighty Chera period. It is believed that Chera
researchers and also to take resourceful views on the issues. kingdom had one of the impregnable and powerful navy and
In the present study, thematic and content analyses were the boats were designed in such a way that it can carry 100
used to scrutinize and infer the data acquired from report army troupes at a time. The renowned backwaters comprise
reviews and expert responses. an intricate network of lakes, canals, estuaries, and deltas of
forty-four rivers that drain into the Arabian Sea. The
Backwater Tourism Vistas in Kerala
important stretch of this unique water world is the 168 km
Kerala is situated in the extreme south west corner of the expanse from Kollam to Kottapuram, declared as a National
Indian Sub- Continent. The God's Own Country comprises Waterway. As tourism activities started gaining momentum,
the narrow coastal strip surrounded by the Western Ghats in local country boats were converted for sports and leisure
the East and the Arabian Sea in the West. Kerala comprises activities. Today, the traditional boat (Chundan Vallam) is
three natural divisions which are: (a) The High Land – The used during the annual boat races during the harvest festival
Western Ghats constitute this region; (b) The Low Land – it of Onam. The age old cargo boats were converted in to
stretches along the coastal plain in the West, and (c) The luxury house boats (known as Kettuvalloms in olden days) in
due course of time. Country boats are made using
Midland- in between the High Land and the Low Land
sustainable and local materials like jack wood, woven
which is rich in agricultural products. Besides the sea coast
together with coir (a coarse fiber found on the exterior of a
Kerala has a chain of lagoons and backwaters. They provide
coconut shell) and sealed with fish oil. The house boats are
communication between different parts of Kerala. The most
usually made of Rose Wood.The boats normally have
important lakes of Kerala are Ashtamudi, Vembanad, and
longevity of 50-60 years, with annual application of fish oil.
Sasthamkotta. Backwater tourism has been positioned in the Houseboats are in the current age constructed lavishly and
tourism map as the Unique Selling Proposition (USP) of configure one bed room to five bed rooms. Some houseboats
Kerala Tourism. provide facilities like restaurants, swimming pools,
Kerala's centuries old backwater stretch over 900 km long ayurvedic massages and cultural entertainments.
snake their way across the land, sometimes seeping into the The backwaters were formed by the action of waves and
sea, then emerging and flowing on, bestowing fertility on shore currents creating low barrier islands across the mouths
surrounding villages and paddy fields. The merchant ships of many rivers flowing down the Western Ghats range. The
used to tread the backwaters carrying valuable articles of
backwaters have a unique ecosystem - freshwater from the
ivory, gold, coconut, rubber, and spices. The entire
rivers meets the seawater from the Arabian Sea. In certain
backwater stretch- some clogged over a period of time- act
areas, such as the Vembanad Kayal, where a barrage has been
as vital channels for the transport of goods, people, and
built near Kumarakom, salt water from the sea is prevented
produces (http://www.keralabackwater.com/tours/
from entering the deep backwaters and lakes inside, keeping
backwaters.htm). The backwaters are sometimes the only
link between remote villages and major towns. The the fresh water intact. Such fresh water is extensively used
backwater regions throb with enchanting cultural for irrigation purposes. Vembanad Kayal is the largest of the
expressions and manifests. The tourists get invigorated by lakes, covering an area of 200 sq.km, and bordered by
just experiencing the voyage through the poppling water Alappuzha (Alleppey), Kottayam, and Ernakulum districts.
relishing the lake side delicacies and delights. The lush palm The gateway to the great backwaters is the magnificent

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eight-armed Ashtamudi Lake in Kollam, which gets Latex, and Letters. Bordered by the towering Western Ghats
connected to the vast Vembanad Lake that flows through on the east and the alluring Vembanad Lake and paddy fields
Alappuzha and Kottayam districts, before opening out into of Kuttanad on the west, Kottayam is a land of unique
the sea at the Kochi Port. Home to more than 20,000 characteristics. Panoramic backwater stretches, lush paddy
waterfowls - the third largest of such population in India, the fields, highlands, hills, and hillocks, extensive rubber
Vembanad Wetland System is included in the List of plantations, places associated with many legends, and the
Wetlands of international importance, as defined by the high number of literate people have made Kottayam a vibrant
Ramsar Convention for the conservation and sustainable district of Kerala with a special place in the realm of tourism.
utilization of wetlands in November 2002. The backwaters The State is an important trading center of spices and
i n Ke r a l a c o n s i s t o f A l l a p u z h a , Ko t t a y a m , commercial crops, especially rubber. Most of India's natural
Thiruvananthapuram, Kollam, Kuttanad, Kozhikode, rubber originates from the acres of well-kept plantations of
Kasaragod, Kochi, and Kumarakom backwaters. Kottayam, also home to the Rubber Board. Kottayam is also
Conjointly, Kerala Tourism has tagged it as 'The Most called as "Akshara Nagari" which means the 'City of Letters'
Fascinating Water World on Earth - The Great Backwaters. considering its contribution to print media and literature.
Kottayam Town is the first town in India to have achieved
Unique and Enthralling Offerings of Kumarakom
hundred percent literacy (a remarkable feat achieved as
Backwaters vis-a-vis Facets of Special Interest Tourism
early as in 1989).
Kottayam district is popularly known as the Land of Lakes,

Figure:1. Mapping Destination Kumarakom and its Location Features.

Source: http://www.google.co.in/kumarakom+map

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The name 'Kumarakom' is said to have derived from the projects must be approved by the government, as laid down
words 'kuminja' (heap) and 'akam' (inside), referring to a in the Special Tourism Zone Act of Kerala. Kumarakom is
land formed by the accumulation of sediments. The island home to a wide variety of flora and fauna. Kumarakom Bird
created by the deposition of mud and other materials through Sanctuary is a noted bird sanctuary where many species of
natural and man-made methods, is one of the world's most migratory birds visit. The charming backwaters have rich
favorite tourist spots. The mythological name of aquatic life. The Vembanad Lake/Vembanad Kayal spans
“Kumarakom” was derived from the deity of the oldest several districts in Kerala. The Vembanad Wetland System
temple Kumaran. 'Kumaran's Akam' or place eventually covers an area of over 2033.02 km2, thereby making it the
became Kumarakom.In 1878, the marshy mangroves on the longest lake in India and the largest in Kerala. The Vembanad
banks of the Vembanad Lake was cleared and replaced by Lake is approximately 14 km wide at its broadest point. The
coconut plantations. Kumarakom is situated on the banks of total area drained by the lake is 15,770 sq. km, which
Vembanad Lake, 10 km west of Kottayam district located accounts for 40% of the area of Kerala. Fed by 10 rivers
between. (090 00' – 100 40' N Latitude and 760 00' -770 30' E including the six major rivers of central Kerala namely
Longitude). It has an area of 51.67 sq.km (12,844 Acres) of Achenkovil, Manimala, Meenachil, Muvattupuzha, Pamba
which 24.13 sq.km is part of Vembanad lake, 15.04 sq.km and Periyar, it boasts of rich bio-diversity; for instance, it is
spatially dotted by an island and 16 sq km is covered by home to about 150 species of fish. The estuarine nature of the
paddy fields. Four important canals connect the lake to the lake, with its rich sediment deposits, makes it a good habitat
sea namely (a) Thottappally (b) Andhakaranazhi (c) Kochi for Shrimp. Mullets, Catfish, and Pearl fish that are seen in
(d) Azhikode. The lake is fed by six major rivers from abundance. In the 70’s and 80's, it was the only breeding area
Western Ghats (a) Achankovil (b) Pampa(c) Meenachil (d) of Night Herons. Three major varieties of Mangroves are
Manimala (e) Muvattupuzha (f) Periyar.The total length of identified in Kumarakom. The backwaters also has more
the lake is 96km.South to Thaneermukkam Bund is 13,224 than 70 edible species, which include Crabs, Oysters, Clam,
hecters and the area of the lake North of Thaneermukkam Milk fish, Scampi, Catfish etc. The Vembanad Lake, the
Bund is 23500 hectares.The designated area of the largest backwater in Kerala, is habitat for many marine and
settlement of the village is only 12 Sq.kms. Due to its natural freshwater fish species and it teems with Karimeen (Pearl
charm and aesthetic beauty, Kumarakom has gained spot also known as (Etroplussuratensis) Shrimp
momentum to entice both foreign and domestic tourists. The (Metapenaeusdobsonii) common name Poovalanchemeen.
saying 'Kayal, Kuil, and Karimeen' (Lakes, Indian In view of the sparkling rise and achievements, destination
cuckoo–(Cuculus Micropterus)- and Pearl Spot- a highly Kumarakom bagged the National Tourism Award for the
sought after variety of wetland fish. is popular keeping in year 2012-2013 for Best Civic Management Award for
view the offerings of Kumarakom. George Alfred Baker, an Kumarakom Grama Panchayat.
English farmer who arrived in India in 1857, reclaimed 500 Pathiramanal or 'Island of Midnight Sand'
acres of Vembanad Lake and made gardens and paddy fields.
He built Baker's House, in which four generations of Bakers Pathiramanal or 'Island of Midnight Sand' is known as a
lived until 1962. Apart from the efforts of the Government to place where the King of Kochi traditionally made a night halt
promote tourism in the area a crucial factor which has also on his journey to South Kerala. The island is also known as
contributed to the growth of tourism here is the mention of Anantha Padmanabhan Thoppu which was purchased by
Kumarakom in one of the best seller novels of the modern Chevalier (Orders of Knighthood) ACM Anthraper, from
century - God of Small Things by Booker Prize winning Bheemji Devji, Trust of Cochin and was under the private
writer Arundhati Roy. Following the success of the book, the ownership of Thaimattathil Family until the late seventies.
Ayemenem House, where Arundhati Roy spent her early The 19.6 hectares of land supposedly surfaced from the lake
childhood has been turned into a tourist attraction. In order out of an earthquake. Pathiramanal Island is 28.505 ha. It is
to protect the ecology of the place, the Kerala government about 1.5 km from Muhamma Boat Jetty and about 13km
has declared Kumarakom as a Special Tourism Zone (STZ). from Allapuzha. The island is 5km from Kumarakom and
In pursuance of the Declaration, any development against situated 4km North West. Maximum length is 550m (SW-
the ideals of sustainability is restricted in the area and the NE), Maximum Width 450m (SE to NE), Perimeter 1800m,

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Estimated area: 19.6 ha and distance to the nearest mainland Tourism- India (ICRT) and EQUATIONS (Equitable
is 810m. The bird sanctuary extends over 14 acres Tourism Options) on 2nd and 3rd February 2007. Furthermore,
(57,000m²), and came into existence following the a (SLRTC) State Level Responsible Committee which met
preservation efforts initiated by the Government. during April, 2007 decided to take up implementation of RT
Kumarakom Bird Sanctuary is the first scientifically formed initiatives in phases. The Kerala government has also
and preserved bird sanctuary in India. The Pathiramanal selected Great India Tourism Planners and Consultants
Island is home to about 180 species of birds and 30 species of ( G I T PAC ) t o p r o v i d e t e c h n i c a l a s s i s t a n c e .
butterflies. The backwater between the island and the (https://www.keralatourism.org/rt-keralaupdate.php).
Kumarakom Bird Sanctuary is a favorite haunt of migratory
birds from Siberia and Europe. A good number of migratory The Tourism Department has identified 114 Panchayats
birds flock to Kumarakom, more particularly Pathiramanal. across the state as potential RT destinations. It has also taken
During migratory season an avian fauna called the 'Siberian in to consideration the classification of hotels and resorts
Crane'- a special visitor- can be spotted. based on global Sustainable Parameters. Kudumbashree was
Tourism in Kumarakom largely revolves around the appointed as a consultant for Responsible tourism on
backwaters of the Vembanad Lake. Several luxury and practical aspects. Kumarakom has initiated programmes like
budget resorts are lined up on the shore side of the lake which fallow land cultivation, establishing rapport with hotel
provides tourists with facilities for boating, yachting and industry and local producers, Kumarakom has started two
angling, and panoramic views of the lake. The other major innovative Village Life Experience packages under
attraction is the Bird Sanctuary which can be visited by Community Based Tourism Products called “Village Life
canoes arranged by local fishermen at the entrance to the Experience and A Day with Farmers”. Besides, promotion
sanctuary. The best time to visit the sanctuary is morning and of local artifacts, promotion of cultural and ethnic tourism
evening. A two-hour rowing canoe trip is quite cheap, and is underpinning fair trade in tourism and efforts to create a
best undertaken in the evening or early morning to avoid the positive image by showcasing the cultural expressions and
afternoon sun. Bird sanctuary in Kumarakom is the first social life have worked wonders. Energy saving measures
destination in India to implement Responsible Tourism and resource mapping were also carried out as part of the RT
practices. Kerala Tourism was awarded for its path-breaking Initiative at Kumarakom.
'Responsible Tourism' project in Kumarakom, which has
successfully linked the local community with the hospitality The Responsible Tourism Paradigm in the Backwater
industry and government departments, thereby creating a Destination
model for empowerment and development of the people in
The current study is to examine how far the RT initiatives and
the area while sustaining eco-friendly tourism. Apart from
the subsequent socio-environmental impacts have
carving a niche image as a spellbinding ornithologists'
influenced backwater tourism in the wetlands of
paradise, Kumarakom is also famous for its food festivals,
Kumarakom. The progressive and promising agenda of
flower shows, and exhibitions of indigenous works. The
Responsible Tourism are investigated. The RT agenda
tourists to Kumarakom are given a taste of the Kerala village
envisaged minimizing negative economic, environmental,
life. The traditional works such as coir making, cashew
and social impacts; generating greater economic benefits for
production practices, and retting of coconut husks allures
local people; enhancing the well-being of host communities;
tourists and therefore is main ingredients of the itineraries.
and improving working conditions and access to the
The diversified attractions of Kumarakom are bundled by
industry.
tour operators are providing special interest tourism
packages. Sometimes Responsible Tourism can be termed as a “Triple
An Overview of RT Initiatives of Kerala Tourism Bottom Line” (TBL) with spotlight on Economic
Responsibility, Social Responsibility & Environmental
The Department of Tourism, Govt of Kerala organized a
Responsibility.(http://www.ibrc.indiana.edu/ibr/2011/sprin
State level consultation on Responsible Tourism in
g/article2.html).
association with International Center for Responsible

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SCMS Journal of Indian Management, April - June 2017 121

The concept of responsible tourism was mooted from 1996. fetched a niche image for the destination. The government is
Albeit, it was after the Cape Town Declaration of 2002 that a working on the classification of home stays and houseboats.
clear picture of responsible tourism including its aims and The seven existing RT destinations did a combined business
factors was devised. Kerala has emerged as one of the prime of Rs. 3.50 crore during the last tourism season with
tourism trendsetters in the country. The quick and easy Kumarakom alone contributing Rs.1.50 crore. The
availability of natural resources, skilled man power, government targeted Rs.10 crore by the end of the tourism
supportive entrepreneurial community, strong local self season in 2014. The social aspects focus on sustaining
government, civil society organizations, multitude of micro traditional livelihood by integrating practices like coir
enterprises, streams of professionals and academicians, and making, toddy tapping, pottery and net fishing into tourism
responsible media and responsive tourism industry provide packages and ensuring proportionate distribution of revenue
the state an ideal setting to implement and practice among the community members. Promoting arts and culture
responsible tourism. The first projects of responsible by attracting tourists to watch traditional art forms in the
tourism in India were implemented in the State and it stands natural settings rather than serving it in capsule form at the
much acclaimed today. Inspired by the Second International resorts they stay is another focus area. Responsible Tourism
Conference on Responsible Tourism in Destinations at Kumarakom started on December, 2007; but it was
concluded in Kochi, Kerala on the 24th of March 2008 the officially inaugurated on March, 2008. As the local self body
Kerala Declaration impelled a pro-active plan directed holds the key position in the works, the hurdles in the
towards the stakeholders in tourism. The State Level formative stages were resolved and responsible tourism was
Consultation Workshop was thus organized in the capital effectively boosted. Moving towards the second year,
city of Thiruvananthapuram. Responsible Tourism (RT) responsible tourism at Kumarakom is slated to be a big
initiatives of the Government of Kerala were started on 7 success. As regards women empowerment, around 900
February 2012. Mr. Harold Goodwin, Director, women directly involved in the production processes and
International Centre for Responsible Tourism (ICRT), UK made revenue with in a small period of time. With respect to
launched the Responsible Tourism Classification the employment opportunities, responsible tourism focuses
Standards. Responsible Tourism (RT) - an innovative and on the economic participation of local people as direct
far-reaching concept of Kerala Tourism –completed its owners in the business of tourism and not just as
pilot program last year, with noticeable achievements. beneficiaries of charity. Local self bodies also succeeded in
Being the pilot phase, it was then implemented only in four propping up profit oriented production and sales at
destinations viz. Kovalam, Kumarakom, Thekkady and Kumarakom. With the cooperation of the State Tourism
Wayanad. Later on Kumbalangi in Ernakulum, Vythiri and Department and Grama Panchayat, 15 hotels and as many
Ambalavayal in Wayanad and Bekal in Kasargod were resorts joined the responsible tourism team over a period of
enrolled. Among these destinations Kumarakom evolved as time. In the year 2008, Responsible Tourism Destination
the successful model for responsible tourism and was Cell has been incepted synergizing the technical, economic,
honored by Ministry of Tourism, Government of India for social, and environmental aspects and thus more core and
the best Responsible Tourism Initiative in Kerala. Based on augmented tourism services were made available. Under the
recommendations of the State Level Committee which leadership of Kudumbasree nine Karshaka Samithis were
reviewed the experiences of Responsible Tourism during formed in Kumarakom and one in a nearby place
the pilot phase, Responsible Tourism is now becoming a Manjadikkare. The functioning of small scale Kudumbasree
reality, across the State. The RT Classification will be a self units of altogether 250 members, home stead farming
assessment module with four key parameters -sustainable performed by 512 families and Karshaka Samithis with 450
management, socio-cultural responsibility, economic members' uplift the production and sales dynamics of
responsibility and environmental responsibility. The responsible tourism at Kumarakom. To match demand and
criteria for classification are developed in line with the supply, an agreement was made with hotels and resort groups
Global Sustainable Tourism Criteria (GSTC). Already 13 on the purchase of vegetables, fruits, eggs, meat and milk
resorts at Kumarakom, the pioneer in RT and winner of the from the villagers. Specific arrangements are made for
coveted UNWTO Ulysses Award for innovation and public regular supply of quality items by the Kudumbasree units.
policy in governance under the tourism category have

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SCMS Journal of Indian Management, April - June 2017 122

Inferences and Discussions service quality leaves much to be desired and hospitality
Backwater tourism is indeed the USP of Kumarakom as aspects can be strengthened by offering adequate training to
evidenced by the success of RT initiatives, resource the host community. The use of motorized boats needs to be
protection, and socio-economic development. The dying art restricted in the areas in proximity to the wetland. Excessive
forms are ardently revived, for instance coir making, tourism needs to be curtailed by making soft tourism the
souvenir making, making of cane furniture and lanterns, etc. norm; preventing quarrying, construction works,
Self-help groups are very active in Kumarakom and they are depreciation of floral coverings, etc., in the wetlands. Care
empowered to a very great extent. Most of the investments has to be taken to avoid filling of mangrove swamps.
are found to be productive, but caution has to be exercised in Construction of groins and piers, trampling, and collection of
the sanction of more projects. Decentralization, if ideally marine artifacts from the wetland hampers the sustainable
practiced can bring efficient results. Entrepreneurs in progress and counteract preservation efforts. A conducive
tourism can be locally drawn as they have both the potential environment has to be maintained for the flocking migratory
and indigenous know-how. Industry players can capitalize birds. The local bodies must ensure solid waste management.
on the RT initiatives and join together, pool in resources and The resorts, hotels and ayurvedic establishments must not
effectively market the destination rather than making channelize their sewage outfall to the water bodies. Sewage
individual efforts. RT directives strongly recommend only management and effective treatment must be given due
eco-friendly projects in Kumarakom. It is essential for the importance. The consultation of all stakeholders including
long-term success of backwater tourism in the destination. the host communities is of paramount significance and so are
The RT agenda should be fulllproof to thwart any attempt to capacity building programmes and skills development
commodify cultural symbols and embodiments and endeavours for artisans, weavers, craft-makers, taxi drivers,
violation of social and cultural codes and exploitation in guides, resort staff, tourism police, etc. The tremendous
myriad ways. Furthermore, displacement of host population opportunities for investments have to be tapped, though in a
for tourism projects should not be permitted at any cost. An sustainable manner. Community Participation and holistic
entrepreneurial vision and management has to be further involvement along with synchronized decision making have
nurtured as part of the RT agenda. Moreover, the agenda to be at the crux of the RT action plans. Frequently organized
must enhance its focus on micro enterprises which can skills development workshops can do a world of good to
infuse stability to the destination. Documentation of the service delivery part and give ample fillip to tourism
resources of Kumarakom must become an integral part of advancement of Kumarakom. Authenticity of tourism
the RT practices. Ethical conduct of business must be resource stewardship has to be attended meticulously.
diligently monitored. Environmental auditing is a key part of Tourist guides can be selected from the local community and
RT agenda and it is necessary to give prospective directions. given professional training. The planners and designers of
Visitor management strategies are to be well–designed in the Kumarakom have to put forward many innovative ideas to
RT agenda of Kumarakom. Permit system may be sustain the development by linking ecology, planning, and
introduced to regulate tourist traffic. Appropriate local protection. Consultants must be engaged to conduct
controls and positive checks can prevent socio- feasibility and technical viability studies including (EIA)
environmental exploitation. RT initiatives are designed to Environment Impact Assessment. The Limits of Acceptable
elevate tourists' experiences and have attained certain Change (LAC) needs to be determined in Kumarakom. RT
crucial goals. Responsible tourism agenda can ameliorate initiatives have made tourism a social and environmental
the capacity building endeavours of the destination. force in Kumarakom. Finally, the host communities can be
actively engaged in pro-environment resource conservation
Major Findings and Suggestions ventures like organic farming and renewable energy
RT initiatives have helped Kumarakom as a destination to conservation in Kumarakom.
maintain its environment pristine and pollution free. The

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SCMS Journal of Indian Management, April - June 2017 123

Figure - 2

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SCMS Journal of Indian Management, April - June 2017 124

Proposed Model Interpretation Conclusion

Wetland is fragile natural resources .At the same time it has a
While examining the contours of the study area in
spectacular charm to be promoted as a tourism site. This is
consonance with the dynamics of responsible tourism, the
owing to the fact that wetland attracts migratory birds, is
profound roles of stakeholders mooted to be very crucial,
instrumental in the sustenance of myriad flora and fauna, and
have surfaced. The District Tourism Promotion Council
offers the apt background for lot of activities such as angling
(DTPC) of Kottayam district is the premier public sector
that amuses the tourist. Backwater tourism is deemed to be
concern which may be empowered to invite tourism projects
the USP of Kerala tourism and the districts of Kottayam and
strictly conforming to the environment impacts- stated as
Alleppey are the focal point of backwater tourism offerings,
within its ambit and as per the norms; identify the potential Kumarakom a renowned tourism heaven in Kottayam
areas; design campaigns at the local level; approve the possesses a significant part of the Wetland which is identified
projects and award them to the investors based on merit; as Ramsar Sitein the year November 2002. Backwater
facilitate infrastructure development; and from the point of tourism gives ample fillip to the local livelihood activities. It
sanctioning the project, monitor and evaluate the overall is a prime revenue earner for the host community of
functioning. The local bodies like Panchayat need to be Kumarakom in many fold ways. Concerns over tourism
empowered to innovate in the realm of tourism in staging depreciating/adversely affecting the environmentally fragile
novel eco-friendly practices and cultural forays, issue wetland resources of Kumarakom arose from various
licenses to micro and small scale enterprises in tourism, and quarters following which the place was designated as a
also advance the development initiatives. The dire need for Responsible Tourism destination. This study delves on the
in-depth technical and viability studies for eco-friendly strides taken by Kumarakom in the realm of tourism by
tourism are highly essential, which can contribute to the imbibing the ideals of Responsible Tourism. Sustainable
blueprint of sustainable development. Consultants with Resource Management has received remarkable thrust due
requisite expertise could be engaged to conduct EIA and to the Responsibel Tourism initiatives in Kumarakom.The
similar studies to unveil the multi-dimensional footprints of Private sector enterprises are showing more sensitivity
tourism in the backwaters of Kumarakom. The focused towards the ecological and environmental aspects while the
pragmatic groups, maybe the NGO's and local self-help local community proactively engages in offering tourist
groups can usher in newer conservation paradigms and amenities without compromising on resource depletion. Yet,
ingrain the same with the ongoing plan. The stark role which the monitoring mechanism needs to be strengthened to
may be donned by the activists with respect to maintain consistency. The reviews pertaining to secondary
accomplishing transparency in all socio-economic and data sources namely the study reports on Kumarakom
environmental aspects of the tourism activities was quite indicate that it leaves much to be desired when it comes to
obvious during the course of this study. The hotels and enforcing and regulating development in favour of
resorts need to lay ample stress on quality control ensuring conservation of environment. Responsible Tourism can
the avoidance of green washing ventures which was found to leverage environment education which can for a very great
deliver substantial impetus to the backwater tourism assets extent address such challenges as world over innovative and
linked to the wetlands of Kumarakom. The destination has environmentally sensitive tourism projects, are gaining
garnered steam owing to the thrust laid on tourism by the traction. The role of public sector agencies and NGO's would
host communities. The nuanced approaches as regards be to strengthen the arms of the host community.
destination planning and management undoubtedly warrant Acknowledgements: The research is an outcome of Post
the pro-active participation; not a coerced one but Doctoral Fellowship. The first author would like to thank
spontaneous participation of the local residents. Engaging (UGC) University Grants Commission for providing
the indigenous vibes will definitely boost the facets of funding for conducting this research work.
tourism in the backwater tourism haven.

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SCMS Journal of Indian Management, April - June 2017 125

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ETHICS for Editors, Authors, and Peer Reviewers.

© SCMS Journal of Indian Management, SCMS New Campus, Prathap Nagar, Muttom, Aluva-683106,
Kochi, Kerala, India
Ph: 91-484-262 3803 / 262 3804 / 262 3885 / 262 3887 Fax: 91-484-262 3855, Website: www.scms.edu.in
E-mail: editor@scmsgroup.org Journal Website : www.scms.edu.in/journal
All rights reserved. No part of this publication may be reproduced in any form without the written consent of the
publisher. School of Communication and Management Studies and SCMS Journal of Indian Management assume
no responsibility for the views expressed or information furnished by the authors. Edited and published by the
Editor for and on behalf of SCMS and printed at Maptho Printings, Cochin-683104.

A Quarterly Journal
SCMS Journal of Indian Management, April - June 2017 130

A Quarterly Journal
SCMS Journal of Indian Management, April - June 2017 131

Contact:
Editor, SCMS Journal of Indian Management, Prathap Nagar, Muttom,
Aluva - 683106, Ernakulam, Kerala, India.
Phone: 91-484-262 3803 / 262 3804 / 262 3885 / 262 3887 Fax: 91-484-262 3855
E-mail: editor@scmsgroup.org, Journal Website: <www.scms.edu.in/journal>

A Quarterly Journal