Theises Urabn Entertainment Center

DESIGN DESSERTATION

A LANDMARK LANDMARK RECREATIONAL RECREATIONAL AND AND ENTERTAINMENT ENTERTAINMENT QUARTER QUARTER

PRACHI SHAH PRACHI SUDHIR SHAH 5TH YR.B.ARCH

[A LANDMARK RECREATIONAL AND ENTERTAINMENT QUARTER ]

5TH YR.B.ARCH

Recreational and entrtainment quarter can be defined as family-oriented entertainment destinations. These centers combine shopping and recreation with entertainment to form an overall experience. Retail needs entertainment to draw people in and entertainment needs retail to support the overall operation. The goal of a UEC for a city or developer is, perhaps, to create tax revenue, revenue, or to sell food, or merchandise, but for the visitor the overriding concept is to have fun. Entertainment is the draw and a large part of of what creates creates the unique experience experience of the entre. A UEC has to to be created created as a centre with the right balance b alance of retail and entertainment. If the centre contained too much retail it read to the visitor as an ordinary shopping mall, conversely, if there were too many entertainment options people forget to make purchases. purchases. UECs are created on the fundamental of partnership between retail and entertainment. Combinations of this partnership provide variations of UECs which can be adopted depending on the culture and heritage of the city. The components that, typically, form a entertainment quarter are as l isted below: 1. Movie halls 2. Restaurants, cafeterias 3. hotel 4. Shopping arcade 5. parks 6. Walk ways 7. semi open exhibition gallery 8. open air theatre 9. convention ground 10.water sports and adventure sports 11.promenade and squares 12.administration 12.administration

Key Differences – Malls, Theme parks and Urban Entertainment Centres Malls A shopping mall or shopping centre is a building or set of buildings which contain retail units, with interconnecting walkways enabling visitors to easily walk from unit to unit. When the shopping mall format was first developed, signing larger department stores was necessary for the financial stability of the projects, and to draw retail traffic that would result in visits to the smaller stores in the mall as well. These larger stores are termed anchor store or draw tenant. Anchors generally have their rents heavily discounted, and may even receive cash inducements from the mall to remain open. In physical configuration, anchor stores are normally located as far from each other as possible to configuration, anchor stores are normally located as far from each other as possible to maximize the amount of traffic from one anchor to another. However, the concept of heavily discounted rents for anchor stores may not hold good today, as the economic profile of the consumer has changed and therefore, the stores may in turn have pay large sums of money as rent to avail PRACHI SUDHIR SHAH


5TH YR.B.ARCH

Recreational and entrtainment quarter can be defined as family-oriented entertainment destinations. These centers combine shopping and recreation with entertainment to form an overall experience. Retail needs entertainment to draw people in and entertainment needs retail to support the overall operation. The goal of a UEC for a city or developer is, perhaps, to create tax revenue, revenue, or to sell food, or merchandise, but for the visitor the overriding concept is to have fun. Entertainment is the draw and a large part of of what creates creates the unique experience experience of the entre. A UEC has to to be created created as a centre with the right balance b alance of retail and entertainment. If the centre contained too much retail it read to the visitor as an ordinary shopping mall, conversely, if there were too many entertainment options people forget to make purchases. purchases. UECs are created on the fundamental of partnership between retail and entertainment. Combinations of this partnership provide variations of UECs which can be adopted depending on the culture and heritage of the city. The components that, typically, form a entertainment quarter are as l isted below: 1. Movie halls 2. Restaurants, cafeterias 3. hotel 4. Shopping arcade 5. parks 6. Walk ways 7. semi open exhibition gallery 8. open air theatre 9. convention ground 10.water sports and adventure sports 11.promenade and squares 12.administration 12.administration

Key Differences – Malls, Theme parks and Urban Entertainment Centres Malls A shopping mall or shopping centre is a building or set of buildings which contain retail units, with interconnecting walkways enabling visitors to easily walk from unit to unit. When the shopping mall format was first developed, signing larger department stores was necessary for the financial stability of the projects, and to draw retail traffic that would result in visits to the smaller stores in the mall as well. These larger stores are termed anchor store or draw tenant. Anchors generally have their rents heavily discounted, and may even receive cash inducements from the mall to remain open. In physical configuration, anchor stores are normally located as far from each other as possible to configuration, anchor stores are normally located as far from each other as possible to maximize the amount of traffic from one anchor to another. However, the concept of heavily discounted rents for anchor stores may not hold good today, as the economic profile of the consumer has changed and therefore, the stores may in turn have pay large sums of money as rent to avail PRACHI SUDHIR SHAH


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retail floor space. Classical forming out of Mall consists of one anchor tenant each at each side. Malls are usually closed buildings with numerous passenger car parking bays.

Amusement /Theme Parks Amusement park is the generic term for a collection of rides and other entertainment attractions assembled for the purpose of entertaining a large group of people. An amusement park is more elaborate than a simple city park or playground, usually providing attractions meant to cater to adults, teenagers, and small children. A theme park is a type of amusement park which has been built around one or more themes. Today, the terms amusement parks and theme parks are often used interchangeably. Most amusement parks have a fixed location, as compared to traveling funfairs and carnivals. Often a theme park will have various 'lands' (sections) of the park devoted to telling a particular story. Non-theme amusement park rides will usually have little in terms of theming or additional design elements while in a theme park all the rides gowith the theme of the park.

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Recreational and entrtainment entrtainment quarter are a partnership between retail and entertainment and created by variations of detail and entertainment combinations. They are generally compared to shopping malls in almost every respect but scale. UECs are not the stereotypical indoor climate controlled centres like malls but incorporate a variety of outdoor plazas, corridors, paths, trails, courtyards, and interior space.

Idea In order to provide better entertainment and shopping facilities to tourists (both domestic and foreign), it was suggested that an integrated system such as an Urban Entertainment Center (UEC) should be developed in major cities. Most cities have reasonable shopping and entertainment. entertainment. Facilities like amusement parks etc. However, there is no integrated centre where the visitors can take the advantage of entertainment entertainment as well as retail shopping. The facilities envisaged to be provided to the visitors of the UECs are retail stores, theme/amusement theme/amusement parks, multiplexes, restaurants etc. In addition to these facilities which may be common to all UECs, U ECs, city/district specific specific components may also be added for e.g.: a UEC in Pune may contain a heritage specific retail store or museum. Industry Overview Urban Entertainment Centers have combined both the shopping and recreation with entertainment to offer an overall experience to the visitors. Retail needs the entertainment to draw people in and entertainment needs retail to support the overall operation. Hence UEC falls on the crossroads of both the entertainment and retail industry. The entertainment component consists of Multiplexes (Movie halls), parks, etc. as depicted below.

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Retail Industry The retail sector in India is highly fragmented and organized retail in the country is emerging at a faster pace. Organized retail is growing at estimated 25% growth year on year in the country. It is set to penetrate tier II and tier III cities of the country. The great Indian retail story, an Ernst & Young report on the retail sector released recently, says the number of malls across the country is likely to increase with retailers firming up plans to exploit the potential in tier II cities. In a survey carried out by Jones Lang LaSalle Meghraj, a real estate consultancy firm, it reports that 328 new malls have come up in metros and Tier I, II, III cities in 2010. Around 600 malls were anticipated to get opened in India by the end of2011. Entertainment Industry Entertainment industry in India is projected to be one of the major economic driving forces of the country. Multiplexes The entertainment industry in India is growing at a fair clip amongst which multiplex segment is touted to be one of the fastest growing segments. Despite the current slowdown, the number of multiplexes in India grew by 80-100% in calendar year 2008, contributing to 28-35% of the overall domestic box-office collections 3. There were 73 multiplexes operating in India with 276 screens during the year 2005. “Up to 97 percent of urban youth prefer to watch movies in multiplexes,” says a report recently released by the Confederation of Indian Industry (CII).There are only 11 multiplexes for every million people in the country as compared to 117 in USA and 77 in France. Multiplexes are one of the anchor tenants in large format malls, as their presence increases footfalls by approximately 40-50%. parks PRACHI SUDHIR SHAH


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The size of the Indian Park business is estimated to be around Rs 4000 crore and has grown 6% annually till 2013 . There are over 150 amusement and theme parks in the country. In the next five years, sustained growth of the Indian economy will drive the amusement industry to grow both vertically (in terms of scale of investment) & horizontally (across the length and breadth of the country). According to Indian Association of Parks and Industries (IAAPI), “The Cumulative investment in this industry in the last eight to ten years was to the tune of Rs.40 billion approximately and we expect to grow at 25 percent every year". One of the major advantages for the industry is the enormous amount of dormant/underutilized land in India's hinterland segments. Concept A pre-feasibility study is to be carried out for developing UECs in major cities. Variations of retail and entertainment combinations may be designed for the development of UECs depending on the needs of residents and tourists to each city. The parameters for prioritizing the cities are as follows: • Resident and Tourist Population • Economic growth of the city • Socio-economic profile (Economic Indicators) • Availability of Suitable land • Industrialization Components The various components could be • . Movie halls 2. Restaurants, cafeterias 3. hotel 4. Shopping arcade 5. parks 6. Walk ways 7. semi open exhibition gallery 8. open air theatre 9. convention ground 10.water sports and adventure sports 11.promenade and squares 12.administration The diverse linguistic and religious ethnicities that are native to Karnataka combined with their long histories have contributed immensely to the varied cultural heritage of the state. Due to this reason the UEC could also comprise of heritage complexes to attract more number of visitors.

DEVELOPMENT AND PLANNING CONSIDERATIONS PRACHI SUDHIR SHAH


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Development consideration: Selection of site- A suitable site should be selected in the whole city .The factors such as population density, connectivity, site dimensions should be considered for selecting the site. Study of legal framework- A thorough study of the legal framework related to the development is a necessity. The obligations pertaining to the project has to be well known, different acts pertaining to this sector has to be understood. Planning considerations Study of demographics- Demographics of the city has to be studied in detail to establish any set up. This could include the population, male and female ratio, youth population, linguistic details etc. This helps in understanding the profile of the people in the city. Socio-economic profile of the city- The socio-economic profile of the city provides information about its major occupation, the prevailing economy scenario of the city, major factors influencing economy etc. Analyzing tourist attractions – The number of tourists visiting the city will definitely help in estimating the footfalls to UEC. Tourists are the major revenue generators for the business entities such as hotels, shopping malls, movie theaters, amusement parks etc. Industrialization of the city- This factor is as important, if not more, to other planning consideration as the level of industrialization of any city will increase the disposable income among the population and in turn will be important to ascertain the components of the UEC. 

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Factors Impacting Prioritization of City The factors considered for the prioritization of a city from the identified 14 cities are as indicated in the figure below:

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Population & Tourism – In addition to the city population, the tourist population is also taken into account as the demand for UEC is majorly influenced by the tourist population. The tourists are those who visit the city especially for entertainment and other leisure activities. Economic growth – The economic well-being of the city is to be noted to predict the future potential through mere extrapolation of the growth rate. Industrial set up – The industries located in the vicinity of the city are responsible for the growth in disposable income of the city residents. Land availability – The availability of land is also a major concern as the higher rate of growth of urban population has negative effect on this factor. Connectivity - The connectivity of the city with the other cities in the state and major cities in the country is essential so as to attract more crowds towards UEC. Similarly the city should also have an air connectivity to attract more foreign tourists.

The urban structure provides the foundations for detailed design of the constituent elements. It creates a coherent framework, which forms the basis of the design of PRACHI SUDHIR SHAH


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individual developments - quite possibly by different actors - in order to achieve the following: Integration Connection and overlap with surrounding areas. Functional efficiency So that individual elements (buildings, streets, open space etc) work together as part of an efficient whole. Environmental harmony Creating development forms that are energy efficient and ecologically sensitive. A sense of place Creating somewhere that is recognizably distinct but simultaneously strengthens local identity. Commercial viability Responding to the realities of market. Undertake a movement assessment:

This will form the basis for improving the existing network or creating a new street pattern. Some of the factors to consider in relation to the various modes of transportation (walking, cycling, bus, car, etc.) include:                   

Safety Air quality Convenience of journey Speed Walking down and up kerbs Pedestrian crossings Pedestrian and cycle (Toucan) crossings Segregated path Quality of transport Over bridges Underpasses Severance Noise Pollution Visual amenity Variety in visual amenity Pavement congestion Road congestion Quality of pavements

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Fit art to the place: Public Art can make a major contribution to giving a place character and identity, bringing people into and through places. An extra layer of quality can be obtained for a small proportion of the total project budget. For a large scheme, there are usually great benefits in preparing a public art strategy. This identifies locations and types of work and provides a framework for commissioning artists and seeking funding. Cardiff Bay Development Corporation, for instance, has a five per cent public art levy on all projects in their area, although one or two percent is a more usual requirement. Turn the corner:

Corner sites are visually prominent, have two frontages and can potentially offer more entrances to different parts of the building. They therefore provide special opportunities for mixing uses. Houses on corners need to face two ways; many standard building types used by housing developers are rarely able to do this. More tailored designs will be required or new types devised. Corners are best emphasized by incorporating prominent entrances and/or windows at the apex, expressing the height by, for instance, using a ‘mansion block’ of apartments, or incorporating a special use into the mix.

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Keep it rich - from near and a far:

The number and composition of elements on the building’s façade, and the contrasting relationships between them - as viewed from near and afar - determine visual quality and interest. Great urban architecture requires that at every scale, from a range of viewing distances, a building’s surface appears rich in detail. The key is to emphasize vertical rhythm in particular and avoid exposing blank walls. Cladding systems tend to pose difficulties in evoking a human scale. If their use is unavoidable, then emphasize doors and windows and surface textures on the lower floors and in the immediate landscape.

Connections:

Towns exist for interaction. They depend upon movement systems - roads, streets, footpaths and public transport routes; also the service utilities (water, gas, electricity, etc.) which make urban life possible. These connections allow towns to work and link to the wider world. None of these movement systems exist in isolation. As well as being the means by which we get around and buildings are serviced, they are a crucial component of urban character. Just as much as architecture or landscape they help determine whether places are good or bad. So whatever their function, connections need to be thought of as an integral part of the urban fabric.

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Why the Connections are Important?

The success of a town or new development depends on how well the connections work. The measure of their success is not just their functional performance, but how they contribute to the quality and character of the urban area: Linking up New developments need to be clearly linked to existing routes. The more direct links there are, the more successful will be the integration of new and old. Movement choices Connections should give people the maximum choice in how to make their journeys, with a presumption in favor of walking, cycling and public transport. A sense of place Making connections is an essential part of creating a sense of place. This means that roads, streets and the routes for utilities should be designed in response to the local context. Safe routes for all Maximizing choice in how people move around means creating routes all of which are felt to be safe. Segregated routes for people on foot and cycles are not always the best solution. The parking problem Parking needs as much thought as connections. Indeed a poor parking strategy can wreck a scheme. Better traffic management Design the layout of buildings and spaces to help control the flow and density of traffic. Signs and add-on traffic calming

Streets for everyone In any development the design of streets should start by asking “what will happen on this street?” The street should be designed to suit the activities that we would like to see carried out on it. For example, if the street is lined with shops it should be designed to enable people to get to the shops, cross the road, have a chat and linger in front of shop windows, or have a beer in the sun. The re-integration of traffic and other activities is best done by creating a network of spaces rather than a hierarchy of roads. The arrangement of spaces will take full account of the movement framework for the area, including the analysis of vehicle movements. Inevitably there will be some main roads, either within the development or nearby. These are the main routes for vehicle movement, but should be designed: • To minimize their negative effects on the area through which they pass; • To allow their safe, pleasant and convenient use by pedestrians and cyclists. PRACHI SUDHIR SHAH


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Create a skyline The skyline created by the roofs of buildings not only adds visual interest, but also conveys particular activities (churches or civic centers for instance) and concentrations of uses (such as clusters of office buildings indicating the business centre). Sloping land offers special opportunities for the roofscape to emphasize natural forms and make a place of real distinction.

Point and line:

A clear network of routes or paths allows an easily useable series of connections between places, creating a favorable image in the memory. Views and vistas aligned wi th key buildings are particularly useful to the visitor. The most memorable routes are often those with a varied sequence of long and short views, terminated with landmarks. Street crosssections designed to reflect the relative importance and use of routes will help users to move around with confidence. Welcome people with an entrance: PRACHI SUDHIR SHAH


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The most important transport interchanges or nodes serve as gateways to a town or city centre. Main junctions, roundabouts, footpaths, car parks, rail and bus stations are all arrival points. Emphasizing their prominence is important to clarify where the centre begins (usually marked by a change of use and by building height) and prevent the indistinguishable blurring of centre and edge. Create rhythms in the urban structure, with thematic quieter areas giving way to occasional focal points. This can be done by marking key focal points and gateways with landmarks, squares or other distinctive landscaping or by pulling back the building line

Upgrade Now: Capture the Family Entertainment Market PRACHI SUDHIR SHAH


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Cinema's FunScape and Carmike's Hollywood Connection FECs. The FEC industry has grown to include several thousand centers with new ones opening every week. If you don't have one in your town now, it is likely you will in the near future. These FECs are giving roller rink owners a run for the money and carving out a big slice of the market pie. What is left for roller rink owners? Are crumbs the best you can hope for? Not if you choose your options wisely. You can:   

Do nothing and watch your business whither and possibly die. React to competitors after they come to your market. Become a proactive market leader by expanding and upgrading to an FEC now.

The option you choose - and doing nothing is a choice - determines your future. A closer look at FECs

weECs work like shopping malls in which the department stores act as anchors, generating traffic for the specialty shops. Like a mall, an FEC has two or more anchor attractions and a variety of secondary impulse attractions. Major participatory attractions like bowling, softcontained-play, lazer tag, go-karts, roller skating, miniature golf and children's rides pull i n guests for the impulse items of video and redemption games and food and beverages. The scale and mix of attractions create a critical mass and synergy; the FEC's drawing power is greater than the sum of its individual parts. This strategy works like a one-two punch. While the major attractions are the initial draw, it is the impulse items and birthday parties that generate the bulk of income. The major attractions have timeless appeal, while the games can be updated. FECs vary greatly in size and mix of attractions. What some people call FECs are really just skating centers with a face-lift. One anchor attraction and a couple of video games do not make an FEC, and that approach will not get you the dramatic expansion of business common to true FECs. While your skating center gives you a great start, it is only one piece of a successful formula. What you get for your investment in upgrading

If you use your roller rink as the foundation to upgrade to an FEC, you can set yourself up for a whopping increase in business. Here are the specific benefits that a FEC offers roller rink owners:

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[A LANDMARK RECREATIONAL AND ENTERTAINMENT QUARTER ] 

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FECs can expand your market area. The critical mass and mix of attractions means that your customers will be willing to drive farther to visit. FECs increase market penetration. The FEC's mix appeals to a broader range of ages and customer types. This increases your market penetration; defined as the percentage of residents within the market area who are customers. FECs increase the per-capita spending of your customers. Because there is more to do, people stay longer and spend more money than they would if their only option is skating. FECs increase the frequency of visits. Roller rinks that upgrade to an FEC reap dramatic gains in market area and penetration. Even more significant to rinks is the increase in frequency of visits. The diverse offerings mean that the experience is more interesting for customers, an interest that skating by itself may not generate.

Together, these benefits prepare you to face the future. New competitors will find you have increased customer loyalty by providing better value. What does it take to upgrade?

Committing to an upgrade is the easy part. To do it right, you have to understand the strategy behind the upgrade. The first phase of work, concept development, is critical to your success. Mistakes at this stage can be disastrous. Success requires that you address six important elements during concept development: 1. 2. 3. 4. 5. 6.

Market research Facility scale, mix, and operating capacity Layout Theming Economics Operations and management

To make the most of the synergy and to increase spending per visit, the skating center should be integrated into the mix of FEC attractions, not left as a separate adjoining component. There is no generic formula that will work fo r your upgrade. Every market area, every group of customers is different. You ignore those differences at your own peril. The mix, size, design, service level and pricing must be targeted to the specific customer groups within your market area, and your existing customer base has to be factored into the formula. In addition, all competition, not just other roller rinks, has to be examined closely. With the right mix and design, your rink can be the start of something really big. First step - Know the skaters PRACHI SUDHIR SHAH


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You want to keep your existing customers after the upgrade. The challenge is to expand your customer base using these folks as the foundation. Market and customer research allows you to do that by tailoring every aspect of your upgrade to delight current skaters, and all those others who would show up if only. . . Market research includes both primary qualitative and quantitative research of your current skaters. The research should include analysis of your customer database information and both written questionnaires and interviews. The written questionnaires should be designed not only to gather statistical information (age, income, profession, and family composition), but should also cover an evaluation of various aspects of your business. Open-ended questions allow customers to reveal their likes and dislikes, and uncover things you can do to delight them. Since people are naturally reluctant to complain (most days anyway), you can get the same information by asking them to suggest ways to improve their experience at your center. The questionnaire is mailed to a random sample of skaters' homes. It usually takes mailing 800 to 1,000 questionnaires to get enough responses to be statistically useful. Customers are usually willing to help if they believe it will contribute to change. On one of our company's assignments, we mailed a four-page questionnaire and got a 65 percent rate of return. In-person interviews, both one-on-one and in small groups, can uncover improvements that will make a real difference to your guests, a benefit that questionnaires rarely can provide. If the budget warrants the cost, professionally, moderated focus groups are ideal. Not surprisingly, people are more candid when talking to someone neutral. Let's face it, as the business owner, you cannot be neutral, or what is more important, you cannot be perceived as neutral. That means you are the last person who should be mailing questionnaires or conducting interviews. The only way to get the results you need is to work through an independent third party. Once the questionnaires are returned, tabulating the results can get tricky. They must be examined carefully to assure that they represent a true cross-section and significant sample of skaters. If not, the responses can be weighted. The responses should be tabulated as a whole, as well as within different skater segments to find important insights. The results need to be properly interpreted. Consumers will often say one thing, but behave differently. The results also need to be interpreted within the framework of what actually works in an FEC. This job should be done by someone with broad FEC industry experience and skilled in market research techniques. Next, find out where your customers live or work PRACHI SUDHIR SHAH


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Now that you know whom you serve, it is time to figure out where they live or work - your existing market area, which encompasses about 85 percent of your current customers. How do you find out your market area? Usually, you would grab a map and protractor, and draw a circle ten miles out. Sure is simple, right? The bad news is that it bears no relationship to the real world. Customers are influenced by where the competition is located, accessibility by car or other transportation, travel patterns, and physical and psychological barriers. A real market area (see figure 1) looks like an amoebae. Finding the real market area takes plotting the homes or work places of a random sample of several hundred skaters. The next step is to see how the existing market area could be expanded. Maps that show increases in drive time by 5, 10, 15 and 20 minutes are laid over the existing map. Differences are evaluated to find out whether they are an attribute to competition (or the lack of it), travel patterns, natural or psychological barriers, and the socioeconomic/lifestyle composition of residents. Expanding your market area.

Knowing what you have now gives you a good idea what the future might hold. Your potential market area includes areas and residents your center is not serving. Attracting those potential customers requires more than simple demographics or guesswork. Market research is important here because otherwise you rely on perceptions - whether your own, your manager's or those of your designer. As we have seen so often, those perceptions are usually dead wrong as you, your manager or your designer are not your customer. To learn more, people usually go to demographic data. But, that just tells you the measurable characteristics of the population in your trade area, including age, income, and family size. If you stop there, you miss a method that works a whole lot better. You see, demographic data puts your customers into a clump and gives you the average. This composite profile disguises the true makeup and behavior of a family with middle-aged parents earning $50,000 per year which will vary depending on whether they live i n a town outside Aspen, a suburb of Kansas City, or a high-rise in Chicago. Demographics do not reveal those differences. Socio-economic/lifestyles, on the other hand, draw an accurate, detailed picture of your market area. Socio-economic/lifestyles break the population into 62 household groups based upon their socio-economics and lifestyles - consumer behavior, values, and tastes.

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You will not believe what this method can get you. Want to know your market penetration rate - the percentage of residents in your market who skate? Comparing existing skaters' socio-economic/lifestyle composition with the socio-economic/lifestyle data for your potential market area tells you who your current skaters are and what segments of the market you are not capturing. Then, combined with analysis of your competition, the ideal mix of attractions, theme and facility design can be developed to make your center a winner into the next millennium. You are now ready to increase visits and expenditures of your existing customers and bring in new ones because you are giving people what they want, not what you want to give them. A market-driven approach to concept development and facility design can make you a winner. The rewards of delighting your customer

Pleasing guests depends on everything they experience at your center, and market research tells you what you need to do when you upgrade your skating center to an FEC to make them happy - better than that, to wow and delight them. Your center will be only as good as the process that reveals your customers' needs, wants, tastes, and expectations. A market-driven process tells you what your customers really want. Give people what they want and you can count on their loyalty and enthusiasm. Skating gives you a strong base from which to start. Now is the time for rink owners to tap into the memories of baby boomers, who enjoyed skating when they were young and just need a little encouragement to introduce their own children to the activity. Birthday and private parties are already an important part of rink business; upgrading to an FEC assures that your center can offer the level of entertainment that the modern customer expects. With a broader appeal, party business can be dramatically increased. Excellence makes the difference between eating well and chewing crumbs from a dwindling slice of the youth market pie. With the market and consumer research methodologies and data available, it makes sense to use the best tools on something as important as your business

Enclavisation of tourism: Special Tourism Zones in India

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This article argues that the Indian government's planned new policy of setting up Special Tourism Zones (STZs) along the lines of the country's Special Economic Zones (SEZs) will promote the 'enclavisation of tourism', converting lands, landscapes and common property into exclusive islands of leisure. This is a model of tourism development that has been fought and rejected by many communities around the world. EQUATIONS IN their insightful book Seductions of Place, editors Alan Lew and Carolyn Cartier provide a useful interpretation on 'touristic landscapes'1 which could be our starting point to understand enclavisation in tourism. 'Tourism as a phenomenon and set of processes has increasingly become embedded, whether intentionally or unintentionally, in the relationship between modernity and place, in how places are created and how they are experienced.' The statement embodies the reality of how processes in the modern world have created the demand for tourism and leisure products that are fundamentally transforming the places people live in. Modernity and the economic processes that are supporting this demand are also simultaneously dictating the form and pace of such tourism developments. Globally, the process of enclavisation in tourism has been a result of the need to create exclusive centres of tourism. Enclaves are also often viewed as safe investments, which would ensure a steady, continuous and reliable flow of income from tourism through all seasons. However, enclavisation exploits local resources but gives back little benefit to the local economy. Brief history of enclavisation of tourism around the world

A historical analysis of enclavisation in tourism takes us back to the mid-1960s when, post World War II, the process of decolonisation was gaining strength globally. The economic revival of erstwhile colonial powers in Western Europe and the emergence of new economic powers like the US and Japan created a class of people with high disposable incomes that simultaneously generated high demand for leisure and holidays. In this scenario, countries across Asia, Africa, the Middle East and South America that had formerly been colonies and had now gained their political but not their economic freedom became ideal locations for creating tourism enclaves to specially satisfy the leisure needs of Western tourists. The historical link that erstwhile colonial powers had with their former colonies could have been a possible cultural impetus for creation of tourism enclavisation. This process was abetted by liberal loans by international financial institutions like the World Bank and IMF to newly independent countries for creating such enclaves, on the argument that tourism growth would create jobs and bring in much-needed investment into these nascent economies. Thus, the first tourism enclaves of the world were built in Kenya, Egypt, Gambia, Caribbean islands like Jamaica, Barbados, the Dominican Republic and St Lucia, Mexico, Indonesia, Tunisia, Morocco and Tanzania to cater to tourists from Britain, France, the Netherlands, Spain, Portugal, Germany and Japan - their former colonial powers. PRACHI SUDHIR SHAH


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It did not take long for the first signs of trouble to appear of how such tourism enclaves were impacting the lives of people in these newly created destinations. The intense resource usage by tourism establishments, the resultant environmental pollution, widened income inequalities and socio-cultural effects are some of the adverse impacts that emerged and have been associated with tourism enclaves around the world. Economically, these enclaves were exploitative of the region's natural and labour resources but ended up being nonremunerative as communities waited endlessly for some part of what tourists spent on their holidays to 'trickle down' to them. Nothing symbolises the impact of enclavisation in tourism better than the case of the infamous Zona Hotelera in Cancun, Mexico - an artificial creation that transformed a sleepy settlement of fisherfolk and coconut farmers into a banker's dream of 30,000 rooms. Between 1971 and 1993, Mexico was granted seven loans for large-scale tourism projects totalling $457.5 million. In 1973, FONATUR - the national trust fund for tourism development was set up to oversee the development of large-scale tourism projects across the country and to aggressively seek foreign and domestic investors as well as secure development loans from international institutions such as the Inter-American Development Bank (IDB) and World Bank. In the recent past, these experiences have helped highlight the adverse impacts of enclavisation in tourism. But sadly, even with this enlightenment, enclavisation has not stopped but has only assumed new forms and found new locations. But what is important to consider from the historical experience is that the process of enclavisation in tourism needs a strong economic impetus and a conducive social climate or impetus that demands such leisure products. India's earlier experiences

The concept of identifying specific exclusive areas/zones for intensive tourism development is not new in India. It was first introduced in the National Tourism Policy of 1992 through Special Tourism Areas (STAs). When the STA policy was proposed in 1992, some of the identified locations were Bekal (Kerala), Sindhudurg (Maharashtra), Diu, Kancheepuram and Mahabalipuram (both Tamil Nadu). The proposal never took off, probably due to a lack of the necessary economic impetus from the central and state governments. But in some identified areas like Bekal and Sindhudurg where the government went all out to implement the policy, communities resisted vociferously. Despite the fact that the government's STA policy did not have the intended impact, tourism enclaves nonetheless began developing spontaneously and organically in places like Goa and Kovalam in Kerala. In these cases, enclavisation was a result of the socio-cultural identity that was given to these places as free-for-all tourist destinations, economic incentives that were given to boost tourism and especially private investment and a rising domestic and international tourist segment. It is important to learn from the experiences of local communities in these locations. Let us take the case of Bekal in Kerala and Sindhudurg in Maharashtra. The long-term objective of the government in converting the entire Konkan coastal belt into a tourism hub PRACHI SUDHIR SHAH


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was reflected in the choice of places like Bekal and Sindhudurg that border the Konkan coast, with Goa being right in the centre. Large-scale infrastructure projects like the Konkan Railway and Mangalore Airport were seen to facilitate the movement of tourist traffic. In Bekal, a total area of 1,000 acres with an 11km stretch of beach was acquired through a 'single window clearance' mechanism, with an initial investment of Rs 1,000 crores (1 crore = 10 million) for development of the STA. The plan was to construct an International Tourist Village in Bekal - a resort of international standard that was to cater to the needs of foreign tourists with facilities like adventure sports, golf courses and tennis courts2. For the project to become a reality, 30,000 farming and fishing families covering four fishing panchayats would have been rendered homeless and would have lost their traditional livelihood3. A writ appeal petition was filed in the Kerala High Court in 1995 highlighting that the project was being planned and pushed ahead with the greatest of secrecy; it would violate coastal zone regulations, had not complied with the necessary Environmental Impact Assessment and superseded the rights of the panchayats. Following sustained struggles by the affected communities on the ground supported by larger campaigns against this project, it was finally withdrawn. In Sindhudurg, a stretch of land of 84 km in length and 1km in width, situated on the south Konkan coastal belt, was earmarked by the central government for the development of an STA. Large acres of agricultural land were acquired by the government for the construction of five-star hotels, resorts and the proposed Oros Airport. The tourism development model in the region was to cater specifically to the needs of foreign tourists with the sole intention of bringing in foreign exchange. The image of Sindhudurg as a 'foreign tourist destination' has not only made it completely inaccessible to domestic tourists due to its ultra-expensive nature but also has gradually adulterated its socio-cultural ethos. Tourism activities have caused the displacement of locals from areas like Mithabao, Tarkali, Shiroda and Malwan, giving rise to anti-tourism protests and demonstrations in many places. In both the cases, the project failed to understand the ethos and concerns of the local community with respect to issues related to livelihood, the environmental degradation to the region and cultural erosion. The only motive behind the project was generating greater revenue and creating a tourist hub along the lines of Goa. But what makes the current development of tourism through SEZs and STZs (see below) much more inimical than any previous government policy is the combination of the economic incentives that the SEZ policy has outlined, the already unregulated and imbalanced structure of India's tourism economy, and the changing socio-cultural processes within urban India that are making specific demands on l eisure and tourism products. Enter the SEZs and STZs

While the country was already witnessing vibrant and widespread protests against the SEZ Act 2005, the National Tourism Advisory Council (NTAC), a think-tank under the Ministry of Tourism (MoT) meant to advise it on policy issues, floated in November 2006 the proposal of PRACHI SUDHIR SHAH


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establishing Special Tourism Zones (STZs) along the lines of Special Economic Zones (SEZs) to boost tourism and increase investment, employment and infrastructure in the country4. The NTAC's proposal to the MoT suggested the following5: STZs are to be located in tourist destinations, cities, along the coastline The government should provide single window clearance for setting up of these zones 100% tax exemption for a period of 10 years Each STZ should be able to provide 2,000 to 3,000 hotel rooms Facilities for shopping, entertainment Exemption from import duty on capital goods Withdrawal of luxury tax, lower value-added tax, etc. Exclusive tourism zones for non-resident Indians (NRIs) or elite world tourist zones for highend global tourists. It is thought that with these incentives, private investors would come flocking to STZs, resulting in improved infrastructure (i.e. improved even beyond the infrastructure in existing SEZs), increased economic activities (i.e. providing an enabling environment like hotels, amusement parks, entertainment facilities and shopping malls for business to thrive) and creation of jobs for the 'dependent communities' in the STZ area. A recently released report of the Confederation of Indian Industry (CII), 'Bharat Nirman Plus: Unlocking Rural India's Growth Potential', prepared by McKinsey & Company for CII (which was presented to Prime Minister Manmohan Singh in June 2007), talks about a series of actions and steps to unlock the potential of rural India. Among others, it proposes that the central government should establish a National Special Tourism Zones Authority that identifies areas as Special Tourism Zones and enacts a policy to facilitate their establishment and reform. Further, it suggests a series of policy reforms in five key areas, namely power, water, agriculture, wastelands, and tourism, at the central and state level, and it urges panchayats and local community organisations to capture opportunities created by the central and state governments.6 Cashing in on this policy initiative and the blitzkrieg approval that the Commerce Ministry has been giving to SEZs, the last 18 months have seen many state governments initiating plans to either set up specific STZs or develop tourism within SEZs (see box). SEZs and tourism

In fact, given the high potential for tourism-related activities in all SEZs and not only STZs, there will be a substantial compounded effect on local communities. This is because according to the SEZ Act and the Special Economic Zone Rules 2006 (to be henceforth referred as Rule), only 25% (as per the new proposal in the case of IT services or SEZ for special products the limit is 35%) of the total area in any SEZ need be statutorily used for developing and setting up industrial/manufacturing units for the designated purpose for which the SEZ was created. The rest of the land can be used for developing infrastructure, where 'infrastructure' according to the same Rule includes 'social amenities' like roads, housing, hospitals, hotels, leisure, and recreation and entertainment facilities. The tourism PRACHI SUDHIR SHAH


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industry has already begun to make full use of this opportunity and is in the process of building tourism projects, resorts and other establishments within already-existing or upcoming SEZs7. The leisure and entertainment tourism likely to be promoted within STZs and SEZs is not of a nature where communities will benefit or can participate. The Mukesh Ambani-led Reliance Industries Ltd has signed a pact with the Haryana government to develop India's largest SEZ in over 25,000 acres at a cost of Rs 400 billion (nearly $9 billion). It will come up near National Highway 8 in Gurgaon - a satellite township off the capital of Haryana - and would extend to Jhajar district adjacent to the proposed Kundli-Manesar-Palwal expressway. About 5% of the area is being earmarked for leisure and recreation. A possible tie-up with Disney, Time Warner or Universal could be undertaken. A golf course will also be set up in this special zone.8 Hospitality and leisure destinations, educational institutions, offshore banking and insurance, and medical tourism figure high on the priority list of the special zone, according to officials. The Bangalore city-based Century Building Industries Pvt Ltd has charted out a plan to set up an SEZ for facilitating the establishment of educational, health and hospitality infrastructure. The SEZ would also have a foreign investor as partner. The SEZ, planned on a 2,500-acre piece of land, will come up near the proposed Bangalore International Airport, off Devanahalli Road. According to a representative of the company, the Century group was also engaged in developing hotels, with a new 75-room three-star hotel planned in the city.9 In Bangalore the Karnataka government is spending Rs 20,000 crores for setting up six SEZs and many prominent corporates and developers have decided to invest in SEZs in Bangalore. To enhance the investment environment in the city, the government plans to increase connectivity by road, rail and air. The road projects across Bangalore and its outskirts include a four-lane stretch of 74-km Kundapur-Suratkal; the 85-km Bangalore-Mulbagal road; the sixlane road between K R Puram and Hoskote; a four-lane 157-km Nelamangala-Hassan road; and a 131-km peripheral ring road, critical to decongesting the city. Moreover, with more investment into the city, there has been a dearth of lodging facilities in the hospitality sector. Therefore, approximately 7.0 million square feet of commercial space was likely to have been absorbed in the 2005-06 fiscal year in this sector and Bangalore is expected to have 27 new hotels, serviced apartments and mixed-use developments with approximately 6,100 rooms in various segments over the next few years.10 The new tourism enclaves

The fundamental feature, and flaw, of the SEZ policy is that it seeks to create enclaves of investment, growth and prosperity. Therefore 'enclavisation' is inherent in the SEZ policy and this applies as well to STZs and any tourism development that takes place within SEZs. But to get a more comprehensive picture of the enclavisation of tourism that will take place through this policy, let us examine some characteristic features and commonalities of these tourism proposals: They all require high investment and are infrastructure-heavy, making high demands on air, road connectivity and natural resources like land, water and power. PRACHI SUDHIR SHAH


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All such STZs are adopting 'urban imaging strategies' to seduce the tourist. Urban imaging processes include the development of a critical mass of visitor attractions and facilities, including new buildings/flagship centres/shopping malls, stadia, sports complexes, convention centres and the hosting of hallmark events. Urban imaging strategies are therefore conscious efforts by places to seduce. In particular, not only do they seek to develop something which is attractive, but in doing so they aim to package specific representations of a particular way of life or lifestyle of consumption. The tourism products/facilities coming up in these STZs exemplify this feature through the creation of massive accommodation complexes, shopping malls, convention halls, amusement parks, ski-villages, golf courses, and replicas of 'Disneylands' and 'Venices' that are culturally incongruous and environmentally damaging11. They are located in suburbs, small townships or rural stretches that are near guaranteed sources of tourists, i.e., big cities like Bangalore, Delhi, Mumbai, or are already part of a standard tourist itinerary (as in the case of Himachal and Kerala). These characteristics indicate that STZs are coming up to cater to a very specific segment of people, namely business travellers and domestic tourists mainly from big metros. The location and the nature of products being developed all point in this direction. It is therefore clear that the impetus for developing tourism through STZs and in SEZs comes from the economic processes that the country is witnessing, which include the increasing visitation by foreign business representatives and the burgeoning disposable incomes of the middle class in big metros that are creating a demand for easy and accessible leisure options. As the objective of such tourism development is only to cater to the leisure needs of specific segments of the population, and as the model is thoroughly enclavised, there is little benefit that such tourism will bring to local communities. On the contrary, the costs of such a form of tourism are indeed going to be high. Impacts of tourism development through STZs and SEZs

Valorising of the region as a 'tourism destination' - In each of these STZ proposals, the intent of valorising and branding the developed area as a tourism zone is clear. Thus, for example, the primary identity of Gorai, Manali, and all of the villages being swallowed up in the Delhi Commonwealth Games Village is to be as 'tourism zones'. Land grab by STZs and induced displacement - It is now well accepted that tourism has also contributed to the process of land-induced displacement in India. STZs propose to provide tourism developers with land at subsidised rates on lease for 15 years as per the SEZ model. While it might seem that the land requirements for tourism activities are not high, this is not true. The tourism and entertainment SEZ in Gorai-Manori is acquiring 1,000 hectares, the Delhi Commonwealth Games Village STZ requires 250 acres and the Haryana government's planned Tourism Economic Zone in Gurgaon to build 'Disneyland' is going to grab huge tracts of land as well although no official figure on the size of this project has yet been quoted. Further, STZs are coming up in coastal and hilly stretches where communities are dependent on natural resources like the coast and forests for livelihoods. PRACHI SUDHIR SHAH


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The displacement that these tourism projects would induce would be in the form of not only direct physical displacement in the takeover of land by the projects but also indirectly the loss of access to natural resources that such projects would bring along. A report of the National Campaign on Dalit Human Rights (NCDHR), dated February 2007, has indicated that the much-hyped SEZs in and around Bangalore, which are aimed at triggering economic development, will come as a nightmare to thousands of poor Dalit families in Karnataka. Jogan Shankar, Director of the Babasaheb Ambedkar Research Institute, says that the SEZs would result in a sizeable number of Dalits in Karnataka losing their agricultural lands, which had been given to them by the government some time ago to provide them with social and economic security under a welfare scheme. Employment - What meaningful high-end and skill-based employment can local communities currently living in tourism areas hope for in shopping malls, amusement parks, spas and luxury business hotels? In an industry that is already biased against local community/unskilled labour, STZs will only increase the division without integrating capacitybuilding measures. Generally, it is observed that the employment opportunities have also been limited to low-end jobs like housekeeping and support services like cleaning, gardening, security and the occasional guide services, except in cases where developers have taken special effort to build the capacity of the local communities on skills and language12. There is growing evidence that labour laws and regulations are being significantly diluted by many state governments to benefit 'unhampered and even unaccountable' SEZ growth in the country. This too has relevance for tourism, as there are significant issues of labour rights and protection like contract labour, wages, working hours, gender disparity and discrimination, child labour (which is particularly high in hotels and the restaurant sector) and even sexual exploitation that arise in tourism and need formal redress within labour laws. If STZs are to be a leading model for tourism development, there is even less possibility of these issues being addressed. STZs, in fact, are likely to shrink the space for the organised working class. The fate of the large sections of informal and unorganised labour in the tourism industry is thus likely to become even more pitiable. Environmental impacts - The location, size and components within STZs are high cause for concern when it comes to the environmental fallout from these projects. Further, as per the SEZ Act, none of the sections lays down that environmental regulations are applicable on the units within an SEZ. Rather, the wordings in Section 49 and the SEZ rules categorically state that SEZ areas are outside the purview of the environmental regulations of the country. There are no provisions for monitoring the cumulative environmental impacts of all units coming under one SEZ or periodic review of the ecological effects of functioning of these industries in such zones. Further, large-scale services-related activities like tourism lead to excessive use of water, increased deforestation and environmental pollution in these areas without any regulatory blanket. With respect to STZs, the matter is even more serious, with the recent Environment Impact Assessment (EIA) Notification 2006 excluding tourism projects from the requirement of EIA clearances. Thus, the democratic spaces available to communities to decide on tourism PRACHI SUDHIR SHAH


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development or voice their dissent/consent to projects under the available Environmental Clearance Regulations are not applicable to tourism industries. This change would bring a wider range of projects that are not directly tourism-based but related to it, like shopping malls, entertainment facilities and amusement parks, within the bracket of tourism to avail of this exemption. Institutional hegemony and bypassing democratic processes - One of the most critical aspects of the SEZ policy and cause for serious contention has been the institutional arrangements the Act has made and state governments have set in place to expedite the process of setting up SEZs. The SEZ Act and its implementation are raising serious concerns about the phenomenon of centralisation of power. It is clear that local institutions are going to be bypassed by the proposed 'single window clearance' mechanism, which is being stressed for all tourism infrastructure developments. Tourism benefits local communities only if the activities undertaken are suited to their abilities, skills and priorities and take into account regional specificities of ecology, culture and society. The transfer of power from local Panchayati Raj institutions (PRIs, the units of governance at the village level) to Tourism Development Authorities in such zones, as is happening in tourism-intensive areas like Kerala and Hampi, Chilka Lake, and Kevadia (Gujarat), has huge implication for local communities' participation in decision-making on issues such as control of natural resources like water and land (on which the tourism industry is highly dependent). Of further concern is the issue of substituting and prioritising tourism development plans over the general development plans in any area that is identified to have tourism potential. The Kerala Conservation and Preservation of Tourism Areas Act 2005 is a case in point as it gives overriding powers to supra committees to declare areas as special tourism zones, usurping the existing constitutional powers of local bodies to prioritise, plan and regulate developmental activities. The recommendation by the Working Group on Tourism, in its report to the Planning Commission on the country's XI Five Year Plan, to replicate such an Act in other states points to the growing tendency to centralise such decisions. Campaign efforts to oppose STZs and SEZs in India

At the national level, the STZ proposal has been seriously contested by civil society around the country urging the MoT, the Parliamentary Standing Committee on Transport, Tourism and Culture and State Tourism Departments to seriously reconsider this proposal. Under mounting pressure, the Minister of Tourism, in a statement in Parliament and letter to the Chairman of the Parliamentary Standing Committee from on Transport, Tourism and Culture, stated that STZs had only come up as a matter of recommendation the NTAC and that the Ministry was yet to take any decision with regard to STZs. However, that by no means implied that the matter has been settled. The recent ventures by state governments are a clear indication that STZs have not been abandoned but are instead being pushed and promoted by the state governments in different forms. At the local level, in Gorai, for example, the local community has voiced serious opposition to the establishment of the SEZ. The Gorai Bachao Sangharsh Samiti Committee has been PRACHI SUDHIR SHAH


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spreading awareness among the local community on the potential implications of the tourism SEZ in the region. Residents are concerned that Gorai's mangroves and beaches will be destroyed once tourists start arriving. Gorai village residents, all fourth-generation fishermen or farmers, second this view13. In Himachal, the ski village project has been opposed by the local community. They fear that the ski village would pollute the local culture and sacred spots on hilltops which belonged to the deities, and that the traditional lifestyle of villagers in the locality would be affected by the project that would attract large numbers of tourists from abroad. The Jan Jagran Manch (JJM), Kullu, which is opposing the project along with the local community, has stepped up its campaign against the project and has threatened to file a public interest litigation against the project in the High Court. According to the locals who have opposed the project since it was floated way back in 2005, the project would spell disaster in the area as hotels and chalets would be sold to outsiders that would ruin the fragile ecology.14 Conclusions

As has been the case with how tourism enclaves started off historically, in India the setting up of STZs is the result of the strong economic impetus being given to the industry and the need that the modern professional life of a certain portion of the country's working class has created for leisure. This is coupled with the availability of dis posable incomes that can be expended on leisure options and the economic incentives for investment that the SEZ policy has provided. The very intent behind the creation of STZs as an easy leisure outlet for a certain segment of the population, when weighed against the costs that these enclaves are bound to have on identity, culture, ethos, environment, and livelihoods and political rights of the communities living in these areas, is the primary and strongest reason for opposing them. The identity and raison d'ˆtre of a place cannot revolve around tourism, communities cannot be converted to hosts, and tourism cannot be allowed to dictate the overall development process in any area. It can only be one of the factors in the development and economic process and cannot be given such overriding powers. Any such policy move calls for an intense public consultation and debate with the local people and their representatives.

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Draft: National Tourism Policy of India The Preamble

Tourism emerged as the largest global industry of the 20 th century and is projected to grow even faster in the 21st century. India has immense possibilities of growth in the tourism sector with vast cultural and religious heritage, varied natural attractions, but a comparatively small role in the world tourism scene. A New Tourism Policy, which builds on the strength of the national Tourism Policy of 1982, but which envisages new initiatives towards making tourism the catalyst in employment generation, environmental regeneration, development of remote areas and development of women and other disadvantaged groups in the country, besides promoting social integration is, therefore, vital to our economy. It would lead to larger foreign exchange earnings and create conditions for more Foreign Direct Investment. The Mission

Our mission is to promote sustainable tourism as a means of economic growth and social integration and to promote the image of India abroad as a country with a glorious past, a vibrant present and a bright future. Policies to achieve this will be evolved around six broad areas such as Welcome (Swagat) , Information (Suchana), Facilitation (Suvidha), Safety (Suraksha), Cooperation (Sahyog) and Infrastructure Development (Samrachana). Conservation of heritage, natural environments, etc. and development and promotion of tourist products would also be given importance. Objectives PRACHI SUDHIR SHAH


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The objectives of tourism development are to foster understanding between people, to create employment opportunities and bring about socio-economic benefits to the community, particularly in the interior and remote areas and to strive towards balanced and sustainable development and preserve, enrich and promote India’s cultural heritage. One of the major objectives is the preservation and protection of natural resources and environment to achieve sustainable development. Given the low cost of employment creation in the tourism sector and the low level of exploitation of India’s tourism potential, the new tourism policy seeks to expand foreign tourist arrivals and facilitate domestic tourism in a manner that is sustainable by ensuring that possible adverse effects such as cultural pollution and degradation of environment are minimised. The New Tourism Policy also aims at making the stay of foreign tourists in India, a memorable and pleasant one with reliable services at predictable costs, so that they are encouraged to undertake repeated visits to India, as friends. This would be in tune with India's traditional philosophy of giving the highest honour to a guest (Atithi debo bhava). Tourism A Multi-Dimensional Activity

( a) The Government will aim to achieve necessary linkages and synergies in the policies and programs of all concerned Departments/agencies by establishing effective co-ordination mechanisms at Central, State and District levels. The focus of national policy, therefore, will also be to develop tourism as a common endeavour of all the agencies vitally concerned with it at the Central and State levels, public sector undertakings and the private sector. (b) It will be the policy of government to encourage people’s participation in tourism development including Panchayati Raj institutions, local bodies, Co-operatives, non-governmental organisations and enterprising local youth to create public awareness and to achieve a wider spread of tourist facilities. However, focused attention will be given for the i ntegrated development of identified centres with well directed public participation. (c) Public and Private Sector Partnership: A constructive and mutually beneficial partnership between the public and the private sectors through all feasible means is an absolute necessity for the sustained growth of tourism. It is, therefore, the policy of the Government to encourage emergence of such a partnership. This will be achieved by creating a Tourism Development Authority consisting of senior officials of the Government and tourism experts and professionals from the private sector. (d) Role of the Government: Tourism is a multi-sectoral activity and the industry is affected by many other sectors of the national economy. The State has to, therefore, ensure intergovernmental linkages and co-ordination. It also has to play a pivotal role in tourism management and promotion. The specific role of the Government will be to : i. ii.

Provide basic infrastructural facilities including local planning and zoning arrangements. Plan tourism development as a part of the over all area development strategy. PRACHI SUDHIR SHAH


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Create nucleus infrastructure in the initial stages of development to demonstrate the potential of the area. Provide the required support facilities and incentives to both domestic and foreign investors to encourage private investment in the tourism sector. Rationalise taxation and land policies in the tourism sector in all the States and Union Territories and in respect of land owned by Government agencies like Railways. Introduce regulatory measures to ensure social, cultural and environmental sustainability as well as safety and security of tourists. Ensure that the type and scale of tourism development is compatible with the environment and socio-cultural milieu of the area. Ensure that the local community is fully involved and the benefits of tourism accrue to them. Facilitate availability of trained manpower particularly from amongst the local population jointly with the industry. Undertake research, prepare master plans, and facilitate formulation of marketing strategies. Organise overseas promotion and marketing jointly with the industry. Initiate specific measures to ensure safety and security of tourists and efficient facili tation services. Facilitate the growth of a dynamic tourism sector.

(e) Role of Private Sector : Tourism has emerged as the largest export industry globally and all over the globe private sector has played the lead role in this growth. The private sector has to consider investment in tourism from a long term perspective and create the required facilities including accommodation, time share, restaurants, entertainment facilities, shopping complexes, etc. in areas identified for tourism development. Non-core activities in all airports, major stations and interstate bus terminus such as cleanliness and maintenance, luggage transportation, vehicles parking facilities, etc. should be opened up to private operators to increase efficiency and profitability. The specific role of the Private Sector will be to : i. ii. iii. iv. v. vi.

Build and manage the required tourist facilities in all places of tourist interest. Assume collective responsibility for laying down industry standards, ethics and fair practices. Ensure preservation and protection of tourist attractions and give lead in green practices. Sponsor maintenance of monuments, museums and parks and provision of public conveniences and facilities. Involve the local community in tourism projects and ensure that the benefits of tourism accrue to them in right measure. Undertake industry training and man-power development to achieve excellence in PRACHI SUDHIR SHAH


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quality of services. Participate in the preparation of investment guidelines and marketing strategies and assist in database creation and research. Facilitate safety and security of tourists Endeavour to promote tourism on a sustained and long term perspective. Collaborate with Govt. in the promotion and marketing of destinations.

(f) Role of voluntary efforts: Voluntary agencies and volunteers have to contribute their expertise and understanding of local ethos to supplement the efforts of other sectors to provide the human touch to tourism and foster local initiatives. All such efforts shall be encouraged. Tourism Development Fund and Resources for Development

It would be the policy of the Government to facilitate larger flow of funds to tourism infrastructure and to create a Tourism Development Fund to bridge critical infrastructural gaps. Priority would be given for development of tourist infrastructure in selected areas of tourist importance and for those products which are considered to be in demand in the existing and future markets so that limited resources are put to the best use. Foreign Investments and Incentives and Rationalization of Taxes

i.

ii.

In view of large investment requirements in the tourism sector and the need for maintaining high quality standards in services, hotels and tourism related industries will continue to be in the priority list of industries for foreign investment. Exporthouse status has been accorded to Hotels, Travel Agents, Tour Operators and Tourist Transport Operators vide Notification No.33(RE-98)1997-2002 dated 26.11.98 of the Ministry of Commerce. The status needs to be extended to all tourism units irrespective of the annual turnover. In order to off-set the specific constraints of tourism industry and to put in place the required infrastructure as quickly as possible, particularly in less developed areas, appropriate incentive schemes would be considered. It would also be the endeavour of the Government to persuade the State/UT Governments to rationalise taxes, to put a cap of 20% on all taxes taken together on the accommodation and hospitality units, to allocate suitable land for tourism purposes at reasonable prices, harmonize movement of tourist transport across State borders, etc.

Adoption of New Technologies

a. Efforts will be made to adopt the technological advances in the tourism sector to PRACHI SUDHIR SHAH


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provide better facilities to tourists and to market the tourism product, to the benefit of all concerned. b. Information technology shall be given the pride of place in the efforts to promote Indian tourism. Evey endeavour in this regard would increasingly rely on optimising the use of e-commerce/m-commerce, use of internet for disemination of tourism related information, increasing use of portals as gateway to accessibility to tourism information, development of Handy Audio Reach Kit (HARK) Tourist Guidance System at important monuments and heritage sites, networking of States, setting of tourist information Kiosks, encouoragement to information technology and ecofriendly practices by the private industries and above all keeping abreast with the global technologies for promoting and facilitating tourism. It shall be ensured that Information Technology(IT) and Indian Tourism(IT) become synonymous. c. The Central Government will set up a Paryatan Bhawan in New Delhi as a modern Tourist Interpretation Centre to cater to various needs of travelers, foreign as well as domestic and to offer facilities for air and train reservation, money changing counters and information about all tourist centres in the country. The Centre will be equipped with e-connectivity and networking facility to all state tourist offices. Efforts will be made to have similar state level Paryatan Bhawans in state Capitals. The economic and social benefits of tourism and its importance as an instrument of economic growth have to be fully recognised by all sections of the society. It would, therefore, be the endeavour of the Government to bridge the information gap through proper statistical documentation of the impact of tourism and its wide publicity to create awareness so that the economic and social significance of tourism is well recognised and tourism is given due attention and national priority Safety and Security

The safety and security of tourists are of primary importance both from the point of view of tourism development and the national pride. It will be, therefore, given high priority in the national strategy for tourism development. Central Government will take up with the State Government to enact suitable legislation on travel trade/ tourist police for protection and security of tourists and for providing institutional mechanism to deal with complaints received from tourists and the industry so as to create a better security perception amongst actual and potential visitors. Facilitation Services

Tourists have to pass through several Government agencies so as to meet the requirements under various laws. These include obtaining visas, undergoing immigration checks, obtaining permits to visit certain areas, payment of fees for certain facilities, etc. The endeavour of the Government would be to improve efficiency in providing such facilitation services and make PRACHI SUDHIR SHAH


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travel to and within India a pleasant experience. Introduction of issue of Visa on arrival at least for 15 days at all the airports, computerisation of the system of issue of Visa, streamlining of luggage handling system at airports improving tourist facilitation services at the airports by adopting technological solutions are some of the important facilitation services proposed in this regard. Tourism Economic Zone, Tourist Circuits, Special Tourism Area and Areas of Special Interests

1. Tourism Economic Zones will be created with private participation based on the intrinsic attractions, potential for development and availability of resources in these zones. Air, road and rail connectivity to these areas will be established to facilitate direct and easy access to these zones from international and domestic destinations. Adequate backward and forward linkages will also be established to ensure flow of benefits to the local community. The development of such zones will be guided by well conceived Master Plans and executed by specific Tourism Development Authorities which will be created by the Government involving senior officers from the Department of Tourism, and other relevant Ministries/Departments of the Govt. of India, professionals from tourism industry and representatives of Industry & Trade Associations. 2. India with vast cultural and religious heritage and varied natural attractions has immensed potential of growth in the tourism sector. 25 travel circuits and destinations have already been identified for development through joint efforts of the Central Govt., the State Governments and the private sector. State Governments of Kerala, Tamil Nadu, Orissa and Maharashtra and Union Territory Administration of Daman & Diu have also declared Bekal Beach, Puri-Konark, Sindhudurg, MuttakaduMamallapuram and Diu as Special Tourism Area for integrated development. Steps will be taken to work towards the integrated development of all the tourist circuits of the country with the involvement of all the infrastructural departments, State Governments and the private sector. 3. Areas of Special Interest: Government would initiate and support special programmes and schemes for the development of tourism in North Eastern States, Himalayan region and island States/U.Ts with a view to achieve overall economic development of the regions, and as part of the strategy for removing regional imbalances. Sustainable Development and Perspective Plans

The principle of sustainable development stipulates that the level of development does not exceed the carrying capacity of the area. It will be governments’ policy to ensure adherence to such limits through appropriate planning instruments, guidelines and enabling regulations and their enforcement. Efforts will be made to diversify the tourism products in such a way PRACHI SUDHIR SHAH


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that it supplements the main stream of cultural tourism. Comprehensive perspective plans for developing sustainable tourism by assessing the existing tourism scenario in each State/Union Territory with respect to availability of natural resources, heritage and other socio-cultural assets, quantitative/demographic factors like population, employment, occupation, income levels etc, services and infrastructure will be developed by initiating immediate action in this direction. Conservation and Development

Tourism development needs to be properly guided and regulated to avoid adverse impact on the natural environment and cultural heritage which constitute the tourist attraction. A judicious balance needs to be maintained between conservation and development. Government will continue its policy of trying to maintain balance through planning restrictions and by educating the people in appreciating their rich heritage and by eliciting their co-operation in preserving and protecting it. Promotion and Marketing

Promotion and marketing is an important component of tourism development and needs to be undertaken along with product development in conformity with consumer profiles and product characteristics. The policy of the Government therefore will be to develop and implement cost effective marketing strategies based on market research and segmentation analysis in each of the tourist generating countries. International Co-operation

Tourism is a global industry requiring inputs from various international agencies and collaborations with other countries. The policy of the Government therefore will be to foster positive win – win partnership with all the international agencies and other countries. Professional Excellence

Tourism being a service industry it is necessary to enhance its service efficiency. The new policy will strive towards excellence by introducing professionalism through training and retraining of human resources and providing memorable visitor experience to both domestic and international tourists.

Placing Tourism in the Concurrent List of the Constitution of India

Tourism as a separate subject does not find a place in the Seventh Schedule of the Constitution of India even though a number of its components are either in the Union List or PRACHI SUDHIR SHAH


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in the State List or in the Concurrent List. Under the new Policy, Tourism will be placed in the Concurrent List as such a step will provide a Constitutional recognition to the tourism sector and help in channelising development of tourism in a systematic manner by enabling the Central Government to bring in legislation governing the activities of various service providers in the tourism sector.

Action programme

The following is a list of action points emerging from the National Tourism Policy indicating the Ministries/Departments/Agencies responsible for implementing these acti ons. Action points relating to Suvidha (facilities)

Paryatan Bhawan in Delhi and at State Capitals: Setting up of Paryatan Bhawan in Delhi as one stop tourist reception centre to cater to various needs of travelers, foreign as well as domestic and offer air and train reservations, money changing counters and information about all tourist centres with e-connectivity and networking facilities to all State tourist offices. Construction of similar State level Paryatan Bhawans at State Capitals. (Action – Ministry of Tourism and Culture and State Governments) Augmentation of International Air Seat Capacity:

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Assessing sector wise and season wise air seat capacity, and load factors and augmentation of capacity in the critical sectors either by the National Airlines or by encouraging Foreign Airlines. Improvement of accessibility in States and regions of tourist interest. Special interest would be given to areas having important tourist centres which are not connected by trains/buses. Promoting arrivals in destination of interest by creating hub and spoke operations. Giving impetus to Heli Tourism and Helicoper services to areas not serviceable by fixed wing Aircraft. Construction of airports on Built-Operate-Transfer (BOT) through private sector participation.

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Increasing the number of tourist trains. Special funds need to be earmarked for this purpose. Improving hygienic conditions, environment and passenger facilities in and around Railway Stations serving important tourist centres. Construction of budget hotels at important railway nodes.

(Action – Ministry of Railways) Road Network:

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Providing wayside amenities along with filling stations or otherwise at a distance of about 100 kilometres on all the highways connecting important tourist centres. Providing standard signages on all roads leading to tourist spots. Ensuring uninterrupted inter-state movement of tourist coaches and vehicles through rationalisation and single point collection of taxes.

(Action – Ministry of Surface Transport)

Maintenance of Heritage Sites and Improvement of Tourist Facilities:

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Ensuring proper maintenance and professional site management of i mportant tourist attractions/monuments under the control of Archaeological Survey of India/State Archaeology Departments. Involving local authorities, trusts, etc. in the restoration/ preservation of tourist attractions and maintenance of the surroundings. Providing world class tourist facilities, amenities and land scaping of area around important monuments in a phased manner. Identification, documentation and video publishing of all the monuments which are great tourist attractions.

(Action – Department of Culture and State Governments) General Improvement of Tourist Facilities 

Computerisation of the system of issue of visas by the Embassies/High Commissions. PRACHI SUDHIR SHAH


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Introduction of issue of visas on arrival atleast for 15 days at all the airports. Distribution of tourist information brochures through Indian Emabssies/High Commissions. Streamlining of luggage handling systems at the airports to ensure that the luggage is transported and cleared within about 30 minutes after the arrival of the flights. Improving tourist facilitation services at the airports by adopting technological solutions and imparting training to functionaries at the cutting edge level like customs and immigration officials, taxi drivers, guides, etc. Introduction of airconditioned taxis with electronic fare metres in all the international airports. Provision of special taxi and coach enclosures extending from arrival halls in all the international airports and controlled by security staff so that passengers can queue up easily and pick-up taxis and coaches without hassles. Mounting Video-Cameras in strategic places inside and outside arrival areas to prevent corruption. Providing direct access to airport hotels and railway platforms in all the international airports.

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Augmenting information services at the airports.

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Removal of RAP/PAP restrictions from most parts of the country.

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Provision of money changing facility in all the tourist centres.

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Providing international standard signages at tourist centres, airports, railway stations, bus stands, etc.

(Action – Ministry of Home Affairs, Ministry of External Affairs, Ministry of Civil Aviation, Ministry of Finance [Department of Banking] and State Governments) Action Points relating to Soochana (information) 

Setting-up a chain of exclusive souvenir shops stocking specially manufactured and beautifully packed information books and other souvenir items at all the nationally important tourist places in a professional manner. PRACHI SUDHIR SHAH


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Introduction of audio-guides at the important tourist places on a commercial basis.

(Action: - Department of Culture and State Governments) 

There have been revolutionary changes in the computer and communication technologies and other relevant sectors,which are still changing. Such technologies have helped sharing of information globally to the advantage of all. Information Technology for improving visitor information and facilitation should be effectively used. Setting up of Touch Screen Information Kiosks , development of Tourism Portals with links to all tourism related web sites, production of CD-ROMs, creation and maintenance of websites, introduction of computer based information and reservation systems, use of virtual reality systems and video-conferencing for tourism promotion, etc. are the activities proposed in this regard.

(Action – Ministry of Tourism & Culture and State Governments) Action Points relating to Safety and Security (Suraksha) 

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Launching of campaigns through local bodies, non-governmental organizations, youth centers, etc. to create awareness about the traditions of Indian hospitality and the importance of providing an assurance of safety and security to tourists so as to control touting, extortion and harassment to tourists. Providing a legal framework for the protection of tourists and their belongings. Providing an institutional mechanism to deal with the complaints received from tourists and the industry so as to create a better security perception amongst actual and potential visitors. Introducing tourist police at important tourist centers through the respective State Governments. Strict prohibition of soliciting and enticing of tourists both within the airport premises and in its immediate neighborhood by unethical operators and traders and keeping both the airports and its vicinity tout free.

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Central Government to take up with the State Governments to enact suitable legislations on travel trade/tourist police for protection and security of tourists. Model guidelines to be circulated to the State Governments. (Action – Ministry of Tourism & Culture, Ministry of Home Affairs and State Governments) PRACHI SUDHIR SHAH


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Action Point relating to Infrastructure Development 

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In order to off-set the specific constraints of tourism industry and to put in place the required infrastructure as quickly as possible, particularly in less developed areas, appropriate incentive schemes would be considered. It would also be the endeavor of the Government to persuade the State/UT Governments to rationalize taxes and to allocate suitable land for tourism purposes at reasonable prices, harmonize movement of tourist transport across State borders, etc. Efforts will be made to prepare Master Plan for land use in each tourist destination/urban centre for infrastructure purposes. Ministry of Tourism & Culture will also be the agency to effect any changes in the master plan relating to land use for tourism infrastructure. It will be the Endeavour of the Govt to provide single window clearance facilities in the areas like allotment of lands, environment, electricity, water, sewerage, etc. in order to facilitate speedy implementation of tourism projects.

(Action – Ministry of Tourism & Culture and State Governments) 

Tourism being an area where generally strategic issues are not involved, maximum impetus and incentives need to be given to FDI and involvement of NRIs, PIOs and OCBs to evolve appropriate means to facilitate FDIs such as Special Purpose Vehicles (SPVs). At present NRIs & PIOs are allowed 100 per cent investment in tourism projects.

(Action- Ministry of Tourism and Culture and Ministry of Finance) 

Development of tourism to the extent desired would involve heavy investments in infrastructure. The resources for such investments have to come mostly from private investors, financial institutions and external borrowing. Financial viability and commercial returns are the guiding factors in such investments. Very often, it would depend on investments to bridge certain critical gaps in infrastructure which by itself may not be commercially remunerative. Special funds have to be therefore, created for such investments. The Institutions like Tourism Finance Corporation of India (TFCI) will be strengthened and a special fund namely Tourism Development Fund will be set up for development of Tourist Infrastructure.

(Action – Ministry of Tourism & Culture, Ministry of Finance and State Governments) Action Point relating to Cooperation PRACHI SUDHIR SHAH


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Encouraging Panchayati Raj Institutions, local bodies, religious trusts, co-operatives, and other community level institutions to take up tourism promotion activities through the general rural development and employment generation programmes and specific rural tourism development schemes. Encouragement of non-governmental organizations to create and manage tourist facilities. Involvement of non-governmental organizations to create environmental awareness on Eco-tourism, national parks, coastal tourism and urban/rural hygiene in tourist centers. Involvement of local community in the formulation and implementation of tourism development plans through District Tourism Promotion Councils, etc.

(Action: Ministry of Tourism & Culture and State Govt.) Action Point relating to Conservation 

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Formulation and publication of appropriate policies and guidelines, creation of public awareness about such guidelines, etc. are the activities envisaged in this regard apart from providing the requisite legal frame work for ensuring social, cultural and environmental sustainability. Despoliation of natural environment, archaeological monuments, beaches, mountains and places of natural beauty; disruption in the eco-system of environmentally sensitive regions; destruction of traditions in the culturally sensitive areas; clandestine selling of antiques and vandalism are some of the possible adverse effects of unimaginative and unregulated development of tourism.

(Action – Ministry of Tourism & Culture, Ministry of External Affairs, Ministry of Environment and Forests and State Governments) Action Point relating to Product Development and Promotion 

Giving guidance and financial assistance to State/Union Territory Governments for preparing tourism Master Plans and perspective plans identifying tourism resources, prioritizing development circuits and projects and specifying the most suitable forms of tourism.

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Implementing integrated/intensive development of tourist destinations after assessing the carrying capacity, local aspirations and the benefits likely to accrue to the community. Involving the town and country planning agencies of Central and State Governments and integration of spatio-economic development plans with tourism development. Focusing on the development of Eco-tourism. Developing the places of pilgrimage by providing the requisite infrastructural facilities with a view to promote domestic and international pilgrim tourism. Develop a clear identity/theme around some important existing attractions and package them to offer an attractive product e.g. Varanasi as the present living city with roots into deep ancient civilization on similar lines as Jericho/Rome/Bethlehem; Expand "Events Tourism" through organization of international events such as sports, conferences etc.; also market existing cultural and religious festivals as tourist attractions. Expand "Shopping Tourism" through good value for money with the exquisite range of hand-crafted products made in the country. Expand "Cruise Tourism", in view of the huge coastlines and large number of ports. Developing heritage and village tourism as a package by identifying and developing villages around heritage properties, which have already been restored. Diversifying the tourism product to make India a unique multi-attraction tourism destination which can meet the needs of all forms of tourism particularly rural tourism, spiritual tourism, eco tourism, adventure tourism, incentive tourism, conference and convention tourism, etc. Developing natural health resorts of Yoga, Ayurveda, etc. as unique tourism products of India.

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Developing seamless inter-modal transfers by improving linkages.

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Involvement of NRIs and PIOs in product development.

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Amusement parks promote tourism by attracting both international and domestic tourists, generate demand in the transport, accommodation and service sectors and PRACHI SUDHIR SHAH


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create employment opportunities. The Government will prepare appropriate guidelines to encourage private sector to invest in development of amusement parks. (Action – Ministry of Tourism & Culture and State Governments) 

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Peoples Participation in Development of Tourism: - Tourism policy 1982 envisaged a selective approach based on travel circuit concept in the provision of tourism infrastructure to achieve intensive development of selected centers. The National Action Plan for Tourism 1992 also reiterated the need for such a policy to achieve significant impact on infrastructural development with the limited resources available. These policies, however, did not succeed in view of persistent demands for several small projects to meet the needs of domestic tourists in almost every place of tourist interest. Even the Government of India essentially followed a scheme approach instead of area approach in providing financial assistance for the development of tourism infrastructure. The approach for the future development of tourism has to; therefore, take into account both the needs for selective development and the demands of a wide cross section of domestic tourists. The activities in this regard would include: Creating public awareness about economic and social benefits of tourism amongst administrators, planners and the masses through seminars, workshops, presentations, etc. Launching entrepreneurship development and self employment programmes to involve the educated youth in providing various tourist facilities and services and thereby creating employment opportunities. Integrated development of special tourism areas and selected circuits.


Integrated Development of Tourist destinations: International tourist traffic to the country is largely confined to certain selected centres and destinations at present. There is also a fair level of seasonality in the international tourist arrivals. As a result there is a good deal of congestion and scarcity of facilities in some of these centres during peak seasons. The tourist traffic to some of the centres have even exceeded the carrying capacity with the attendant problems of environmental degradation. It has, therefore, become necessary to go beyond the beaten tracks and to facilitate direct visit of tourists to new destinations. However, the choice of such new destinations for development will have to be based on their intrinsic attractions, potential for development and the carrying capacity as well as availability of PRACHI SUDHIR SHAH


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resources. Such development will be guided by well conceived master plans, and executed by specific Tourism Development Authorities. Adequate backward and forward linkages will also be established to ensure adequate flow of benefits to the local community. Creation of Tourism Economic Zones Constitution of Tourism Development Authorities


Diversification of Tourism Products: - The main strength of Indian tourism at present is its cultural attractions, particularly, the large number of monuments and archaeological remains scattered through out the country, its art and artefacts and colorful fairs and festivals. The country is also endowed with a number of other tourist attractions and options including beach tourism; forests, wild life and land scapes for eco-tourism; snow, river and mountain peaks for adventure tourism; technological parks and science museums for science tourism; centres of pilgrimage for spiritual tourism; heritage trains and hotels for heritage tourism; etc. The tradition of Indian system of medicine and its curative and preventive effect are well known the world over. Yoga, Ayurveda and other forms of natural health resorts have thus become unique tourist attractions of the country. There are also facilities for conference and convention tourism, cruise tourism and shopping tours. The development of natural health resorts of Yoga, Ayurveda etc. along with rural tourism, spiritual tourism and eco-tourism will be given adequate attention.


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Sustainable Development of Tourism: - Assessment of carrying capacity and Environment Impact Assessment studies would be insisted while developing tourism in ecologically fragile areas and all developmental activities will be guided by such studies. The other activities in this regard would include: Providing a legal frame work through appropriate legislation for ensuring social, cultural and environmental sustainability of tourism development and protecting the tourists. Evolving specific policies and guidelines for the development of specific forms of tourism like ecotourism, adventure tourism, etc.

(Action – Ministry of Tourism & Culture, Ministry of Environment and Forests and State Governments) Action Points relating to Promotion and Marketing PRACHI SUDHIR SHAH


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Achieving effective co-ordination and synergy with other Departments, agencies and the private sector in tourism promotion and marketing. Fully utilizing the Indian missions abroad for tourism promotion and related activities. Identifying potential tourism markets and segments and adopting focussed marketing strategies based on research to make promotional and marketing efforts cost effective. Enhancing the image of India as a fascinating multi-attraction and multi-activity destination with rich cultural heritage and a vibrant society.

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Observing 1999-2000 as Millennium/Explore India Year.

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Developing a Millennium Yatra Package and Youth packages.

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Organising Bauddha Mahotsav with international seminars and exhibitions at Sarnath/Bodhgaya. Organising photo exhibitions and creation of a photo library. Launching of a multi-media CD-ROM and creating an integrated website on Indian tourism. Developing a clear identity of Indian tourism product by promoting selected theme based tourist attractions.

(Action – Ministry of Tourism & Culture, Ministry of External Affairs, Tourism Industry and State Governments) Action Points relating to International Cooperation 

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Ensuring active participation in the activities of international agencies like United Nations Development Programme (UNDP), Economic and Social Commission for Asia and Pacific (ESCAP), World Tourism Organisation (WTO), Pacific Asia Travel Association (PATA), Indian Ocean Tourism Organisation (IOTO). Enhancing multilateral co-operation in tourism with different groups of countries like Association of South-East Asian Nations (ASEAN), Bangaldesh-India-Myanmar-Sri Lanka- Thailand-Economic Co-operation (BIMSTEC), South Asian Association for Regional Co-operation (SAARC), etc.

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Strengthening tourism promotion and investment through multilateral and bilateral agreements.

(Action – Ministry of Tourism & Culture, Ministry of Commerce and Ministry of External Affairs) Action Points relating to Areas of Special Interest

The seven States of the North East with beautiful landscapes, lush green forests, exotic wildlife, unique forms of art and culture and affable tribal societies have hitherto remained backward due to various reasons including poor infrastructure. These States alone offer enormous potential for the development of eco-tourism. At least ten percent of Plan funds of the Ministry will be used for the promotion of tourism in North East apart from taking up special projects and schemes for the development of the area. Other Special Tourism areas such as Himalayan areas, Islands and coastal areas which are identified will also be developed. (Action – Ministry of Tourism & Culture, Himalayan States and North Eastern States) Action points relating to the Economic and Social Benefits 

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Standardization of statistical definitions and methods of data collection, tabulation and dissemination. Strengthening of statistical machinery and improvement of statistical systems on tourism both at the Central and State levels. Development of Tourism Satellite Accounts in association with the Department of Statistics to estimate the economic benefits of tourism precisely and regularly. Undertaking tourism impact assessment studies and case studies. Launching of tourism awareness campaigns at all levels of society.

(Action – Ministry of Tourism & Culture and Department of Statistics) The Action Points Relating to Professional Excellence 

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Strengthening the institutional set-up for human resource development including the setting-up of an Advanced Institute of Hotel Management and a Culinary Institute. Qualitative improvement and modernization of existing training institutions. Setting-up at least one Food Craft Institute in each State, particularly in North Eastern States. PRACHI SUDHIR SHAH


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Improving the standards of training in private institutes through accreditation and quality control. Setting up a National Tourism Documentation Centre equipped with modern technology systems to function as a repository of research findings and publications on tourism. Involving the tourism industry in human resource development activities and encouraging them to set-up independent i ndependent training facilities. Streamlining and strengthening of guide training and training of other grass root level workers. Introduction of optional courses in tourism related topics at Graduate and under Graduate levels in order to meet requirement of trained personnel in this sector.

(Action – Ministry of Tourism & Culture and Tourism Industry) Inclusion of Tourism in the Concurrent List of the Constitution of India (Action- Ministry of Tourism & Culture)

The Death of Entertainment; Welcome to the New Mindset of Leisure Experiences Modern consumers have drastically drastically changed their thinking about their leisure time -- and about what constitutes entertainment. Meanwhile, much of the location-based entertainment (LBE) industry is stalled in an outdated mindset that keeps it from being competitive today. As fast as the world changes, it is amazing how slow some consumer-based industries are to change to stay in sync with the competitive landscape and the changing consumer. One of those industries is what is sometimes referred referred to as location-based entertainment entertainment or awayfrom-home entertainment. This, of course, includes cinemas, theaters, amusement parks, PRACHI SUDHIR SHAH


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family entertainment centers and other entertainment-oriented venues. Although not a part of the entertainment industry per se, mixed-use projects that incorporate entertainment such as urban entertainment centers, malls, and many forms of shopping destinations - need to be included in this discussion. We believe the location-based entertainment (LBE) industry has developed a mindset, a set of assumptions so entrenched that most of its members are not even aware of the influence this mindset has on their thinking. This tendency to fall back on viewing the industry "the way things have always been done" makes it extremely difficult for the industry to break out of its mold and stay competitive. So exactly what is the main component of this mindset or paradigm? It's the very name by which the industry calls itself and the venues it creates - entertainment entertainment.. By believing the industry is in the entertainment business, many of these entertainment-type attractions and venues are fast becoming out of sync with wi th modern consumers and undermining the attractions' long-term prospects for success. Let's take a look at the word "entertainment." What exactly does it mean? We looked at its definition as found in many recognized dictionary sources, and they are all in general agreement. The one we found atWikipedia atWikipedia was the most comprehensive comprehensive:: Entertainment is an event, performance, Entertainment performance, or activity designed to give pleasure to an audience (although, for example, in the case of a computer game the 'audience' may be only one person). The audience may participate in the entertainment passively as in watching opera or actively as in computer games. By defining itself in such narrow terms, the LBE industry has created a mindset that blinds it to opportunity. Instead of "entertainment," "entertainment," a much more holistic view of the industry would focus on consumers' use of their free time. This shift in mindset would open up the industry to new opportunities to create experiences experiences more in tune with consumers' needs and wants. That could be accomplished by dropping the word entertainment and adopting the word leisure to define both the industry and the venues and attractions it creates. What is leisure? We will again turn to Wikipedia Wikipedia:: Leisure is one's discretionary time spent in non-compulsory activities, time spent away from cares and toils. Because leisure time is free from compulsory compulsory activities such as employment, running a business, household chores, education, day-to-day stress, eating, and sleeping, it is often referred to as 'free time.' The distinction between leisure and compulsory activities is not strict, as compulsory activities may be done for pleasure as well as long-term utility. The big difference between leisure and entertainment is that leisure is defined in terms of the consumers' time, free time, whereas entertainment is defined more as an activity that is PRACHI SUDHIR SHAH


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offered to them. While entertainment is generally something that takes place in free time, it is only one possible type of leisure activity, and that is where entertainment misses the opportunity; it is narrow-minded in its view of consumers' pleasurable pleasurable activities. So what happens is that by defining themselves as entertainment, many of the attractions and activities the industry creates are far too limited in scope. Entertainment restrains the thinking of what type of free-time experiences experiences the consumer is looking for as well as what can be offered. In a sense the entertainmen entertainmentt mindset says, "We are in the entertainment industry, so we have to offer only entertainment options to the consumer." The problem with the focus on entertainment is that i n most cases the consumer is looking for more than just entertainment to entice them to leave their home to visit a destination venue. They are looking for the maximum benefit they can obtain for the expenditure of their free time. In today's world, for middle and higher income consumers, time is their currency. The growth of large-screen high-definition televisions and the DVD and cable industry are examples of how consumers are now able to get a movie entertainment entertainment experience in their own homes without the added effort, time and expense required to visit a movie theater. Cinemas are struggling to keep up attendance against the in-home DVD and cable television movie-on-demand competition. Another issue is that by defining itself only as entertainme entertainment, nt, the LBE industry sets itself up to think in terms of competing with other entertainment options rather than competing with all of the consumers' free time or leisure options, both in the home and at locationbased leisure venues. In almost all situations, when consumers are considering leaving their home for a leisure experience that includes some entertainment, they are looking for more than just entertainment. In fact, many times, the entertainment is not the largest part of their equation or the main motivation. When friends and families go out together, together, they often are primarily looking for a social experience, an opportunity to talk and be together. The entertainment might only be the excuse to get together. Americans, at least, have a hard time socializing unless they are engaged in some form of activity. Leisure activities are often viewed as opportunities for relaxation and rejuvenation, a time away from the chores and stress of life, a break from the routine, not necessarily to be filled with entertainme entertainment. nt. A significant shift is occurring in how middle and higher income consumers throughout the world are looking at many leisure activities. They are shifting from defining themselves based upon what they own to defining themselves based upon the experiences experiences they have in their free time. Things are becoming much less important. Rather than material possessions, friends, personal development (enriching experiences) and time to oneself are moving to the forefront. As such, their choice of leisure activities is becoming increasingly important to them. PRACHI SUDHIR SHAH


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Coupled with this is the increased importance of their leisure time. Although, at least in America, the amount of leisure time has actually increased over the past 30 years. Consumers have many more choices, and accordingly want to do more in the free time they have, so their free time becomes more precious to them. They also experience free time in smaller chunks of time, which means that leisure activities must be more deliberately scheduled. Although not really time-starved in a historical sense, consumers today feel time pressured. Time has a much greater value than in the past. For many consumers, their time is more valuable to them than their money. They sure don't want to squander their limited time on an activity that proves a waste not of the money, but of the time they have to invest in it. Today, time is the new currency. According to University of Colorado at Boulder resear Boulder researcher cher Leaf Van Boven, we no longer live in a material world, but rather an experiential world. Through a series of surveys and experiments that included more than 12,000 people over several years, Van Boven and fellow researcher Thomas Gilovich of Cornell University found that people from all walks of life were made happier by investing their discretionary income in li fe experiences rather than in material goods. Van Boven suggested three possible reasons that "experiential" purchases -- those made with the primary intention of acquiring a life experience -- make people happier than do material purchases. 

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Experiences are more open to positive reinterpretation, because they tend to be associated more with deeper personal meanings. Whereas possessions are always "out there" and separate from who we are. "For example, if you go on a hiking trip, and the weather is terrible, you might not view it as a pleasurable experience experience in the here and now," Van Boven said. "Instead, you may view it as a challenge, and over time remember the positive aspects of the experience more than the negative aspects. With material things you can't do this, because they are what they are." Experiences are a more meaningful part of one's identity. "Our culture highly values accomplishing goals and challenging oneself. We strongly value accomplishments," Van Boven said. "Also, experiences tend to be associated more with personal meanings than possessions." Experiences contribute more to social relationships. Van Boven said that experiences are more pleasurable to talk about and they more effectively foster successful social relationships, which are closely associated with happiness. "Experiences foster relationships because you tend to do things with other people, so there is a great social aspect to it," Van Boven said. "Furthermor "Furthermore, e, we often share stories about experiencess because they're more fun to talk about than material possessions. They experience are simply more entertaining."

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Van Boven's research found that a higher percentage of women were happier with experiences than were men and that individuals with higher i ncomes and more education especially tended to prefer experiential spending. For lower income individuals, material purchases were higher in importance, perhaps because the less discretionary income you have, the more any purchase will improve your quality of l ife. However, not a single demographic segment reported being happier with their material purchases. The research authors summed up their findings: "The good life may be better lived by doing things than by having things." The perceived scarcity of leisure time, desire to do more than available leisure time might allow, and the necessity to plan every minute of our waking days is upping the ante for each leisure decision. Our culture now so values the productive use of time that perceived waste of time is almost considered a sin. A bad movie is no longer a bad movie. It represents a lost opportunity in terms of the enjoyment you could have had during that time. The bar has been raised for the expectation level of leisure experiences. This leads to a desire to multitask leisure time. Why only invest time in an entertainment activity, if you can combine it with a meal and be socializing with family or friends at the same time? We are seeing many new forms of location-based leisure that have entertainment combined with other forms of leisure, such a dinner cinemas where you not only see a first-run film, but also have a good meal. Instead of going to a restaurant before the movie, and then attending the movie, perhaps a total 3+ hour experience, you get to combine both into a 2hour experience. The amount of value placed on leisure time in Western cultures is not universal. Europeans have more leisure time than Americans and seem to place a higher value on it, while Americans place a higher value on earning and spending. Americans on average have bigger cars, bigger homes and spend more on material goods than Europeans. In contrast, according to Mauro Guilllen, a Wharton management and sociology professor, "It's a sign of social status in Europe to take a long vacation away from home. Money is not everything in Europe; status is not only conferred by money. Having fun, or being able to have fun, also is a sign of success and a source of social esteem." The French average 7 weeks paid leave a year, the Germans 8, while Americans are lucky to have 4 weeks and often don't use it all.

PRACHI SUDHIR SHAH


5TH YR.B.ARCH

Designing museums, zoos, botanical gardens and cultural and informal learning institutions for young children The design of the environment has a profound impact on the behavior and learning of young children. Young children read the environment differently than adults. They look for ways to interact with what is referred to as the environment’s affordances. A child subconsciously tries to test out what the environment affords her to do with it. Often, when adults think a child is misbehaving, the child is responding exactly the way the environment "told" them to and set them up to behave. Environments that do not take this into account produce undesirable, and possibly unsafe, behaviors from children. The behavior can also disturb the enjoyment by other patrons. Boredom is an important design issue when it comes to younger children visiting a cultural or informal learning facility. Young children learn differently than adults and older children. They are bored by passive exhibits (except of course with swimming sharks). They have a biologically programmed need to interact with the environment—to learn by hands-on, interactive experiences. Interactive in this case does not mean pushing a button and having technology talk to you. It means true manipulation of the environment. PRACHI SUDHIR SHAH


5TH YR.B.ARCH

Mihaly Csikszentmihalyi, a University of Chicago psychologist, has researched boredom in children. He says that boredom is caused by a mismatch between what children have the ability to do and what they are expected to do. They enjoy themselves, when their skills match the task at hand. If they're challenged beyond their capability, they become anxious and often claim boredom as a defense. If not challenged enough, they're bored. Since children's skill levels change constantly as they develop, the point where boredom sets in is a moving target. Linda Caldwell, a professor of leisure studies at the University of Pennsylvania, has identified another factor in boredom. She says children become bored when they don't think they have control over their lives and in what they are doing. This conclusion is supported by Csikszentmihalyi, who points out that when an individual's capabilities are balanced with the challenges of a particular activity, the result is a sensation of confidence, or being in control. If a family visits, and their children misbehave and/or are bored, the family doesn't have a pleasant experience, the desired educational outcomes aren’t achieved and the family doesn't return or recommend the facility to their friends. Children's development runs a predictable course through different developmental stages. The best way to approach design for children is to design exhibits and events so they progressively meet children’s needs as they develop with a continuum of challenge that allows their skills and interests to match the task at hand. Anthropometrics are very important. Design needs to match the size, physical range and abilities of children-and this varies greatly as children grow. This requires activities and events that are designed to work for a wide range of ages. For example, the average height variation between a 3-year-old and an 8-year-old is 14", or almost 40%. All to often, museum and cultural environments are only designed with adults in mind. They accordingly set younger children up to feel incompetent, to not be able to enjoy exhibits, often to not even be able to see exhibits. It is important to follow the principle of universal design, to make the environment usable by all patrons—adults, people with disabilities and children. Are you bookish? Hooked on sports? Transported by music or art? Like adults, kids are smart in different ways. Harvard psychologist Howard Gardner has identified the theory of multiple intelligences that says we all possess eight distinct and somewhat autonomous intelligences to differing degrees — linguistic, logical-mathematical, musical, spatial, bodily kinesthetic, intrapersonal, interpersonal and naturalist. Just how much talent we have in different areas depends on a combination of genetic and environmental factors. We tend to be most interested in activities that match our stronger intelligences. There are also distinct differences between the interests of girls and boys. Therefore, the variety of exhibits and activities must appeal to the broadest range of multiple intelligences and to both genders.

PRACHI SUDHIR SHAH


5TH YR.B.ARCH

Designing for children is no simple task. Most adult designers have a completely different perception of the environment than the users they are designing for. If you put children in an environment not properly designed for them, all kinds on unexpected and undesired behaviors and outcomes result. Children are going to use the environment in ways that their biology tells them to, so it's the responsibility of adults to design children's environments carefully to produce the desired behaviors and outcomes. Positive outcomes for children's behavior and learning in a museum, zoo, botanical garden, or cultural or informal learning setting will be produced only when the environment has been designed with a thorough knowledge of child development, play, anthropometrics, ergonomics, environmental factors, wayfinding, environmental psychology and universal design.

PRACHI SUDHIR SHAH


5TH YR.B.ARCH

The Phoenix Mills in Lower Parel have been transformed into an shopping and entertainment complex, complete with a bowling alley and fast-food restaurants chains.] [

Over the last three decades in Mumbai, planning has been largely concerned with rearguard actions versus the avant-garde approaches that traditionally led planning. Thus today most infrastructure follows city growth rather than facilitating and opening up new growth centres within and outside the city’s core. In contemporary Mumbai, planning happens systematically ‘posterior’, as a recuperative and securing action. Perhaps globalisation and the urgency of integrating with a broader economic system are challenging the priorities of the governing authorities responsible for making the city? The case of the mill lands vividly illustrates the city’s runaway physical growth. In the development of the area’s 2.37 km2, located in the crowded central district of Parel, the economic gain of a select few has driven the conversion of this rare asset into private commercial development. Yet, despite being a PRACHI SUDHIR SHAH


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vitally important and heavily publicised planning decision, no planning agency in Mumbai prepared a masterplan or strategy to integrate these lands for the benefit of the city; and concerned citizens, environmentalists and planners just reacted too late to salvage whatever could be retrieved through Public Interest Litigation (PIL) within a set of legislative moves to divide this prime land. In sum, the mill lands demonstrate the state of the profession of urban planning and the culture of architecture in the city. Here, professionals and institutions are seemingly unequipped to grapple with emergent issues in the city. Thus, the profession is chiefly engaged in recuperative action, intervening post-facto to clean up the mess! It is therefore no coincidence that in Mumbai there is an increased celebration of projects involving ‘cleaning up’ – whether that is the restoration of historic buildings, precincts or districts, waterfronts and pavements, or the relocation of slums to make way for infrastructure. While critical to the functioning of the city, these projects are an indication of the limited role of the architectural and engineering professions as well as all the other agencies involved in making the city. By default, the private sector is determining the emergent form of Mumbai. This is the result of a fundamental shift in the planning process whereby the government has privatised city development. And although the government has devolved itself of the responsibility of delivering urban amenities within a strategic framework, it has not defined its new role. Will it still be the custodian of the public realm or will it establish the checks and balances required for the unleashing of private enterprise for urban development? Today, there is an incredible disjuncture in the city between existing and allocated land use and the positioning of new infrastructure – a condition where land use, transportation planning and urban form have no relationships with each other in the emergent landscape. How then do growth, planning and vision for the city accommodate the future? In order to evolve an approach relevant to this emerging scenario, there needs to be greater engagement with city issues by the citizens and professionals in the city. To allow this to happen, planning or decision-making about urban form should be addressed at two levels – the macro (or city) level and the micro or area/neighbourhood level. In this model, akin to the state and concurrent lists at the national policy level, the macro level would concern itself with infrastructure, roads and connections between parts of the city as well as broad policies for the metropolitan area.

PRACHI SUDHIR SHAH


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At the micro level, issues of urban form – floor space index (FSI) and transfer of development right (TDR) designations, aesthetics as well as health and hygiene – would enable city authorities to take responsibility for orchestrating growth in the region with the local level organisations (i.e. ward offices or citizens’ groups) focused on the tactics for urban governance. This decentralised system would be far more efficient in managing as well as responding to crisis situations – like smaller pixels on a screen, we will get higher resolution in our cities on the ground. Cities grow and evolve by opening up new land for growth or recycling land within their domains. In both these processes, people affected must necessarily participate in the process if the decisions are to be sustainable. The misappropriation of the mill lands demonstrates that without this engagement, land becomes an abstract entity reduced to blobs of colour on a land use plan – open to change and manipulation. Cities by nature are contested territories. Who commands what and how in a Democracy is determined by who participates or is excluded from the process. It is crucial that a city has an articulated strategy for its growth and builds a consensus reflecting the aspiration of its citizens. In the mill lands, the state government and planning agencies sadly did not engage its citizens in the process of adapting this asset for future growth. In this context, the eastern waterfront is of greatrelevance to the city and the region, as their connection depends on how the eastern water’s edge is recycled for use. I n the regional growth scenarios and projections of the Golden Triangle (connecting Mumbai, Nashik and Pune), the eastern waterfront could connect the old centre with the regional triangle’s emergent industries, special economic as well as agricultural export zones. This land also offers the potential to connect the peripheral areas of the city with the Metropolitan region as a whole. The eastern waterfront’s approximately 7.3 km2 (1,800 acres) are g rappling with great transformation as the economy of Mumbai moves into the post-industrial phase. While this area is roughly 3 times larger than the area of the mill lands, interestingly only 6 per cent of this land is under reservation by the BMC for public use with a meagre 0.85 per cent of open space. Thus the area’s stretch of 14.5 km of virtually inaccessible waterfront offers the potential for public access while re-orienting the perception of the region with regard to the city’s geography and physical form. Similarly, the potential for connectivity using water transport could offer the much-needed transformation of mobility within the region. Currently only 50 per cent of the land, 3.4 km2 (836 acres), is used for port activities. Large, seemingly underused infrastructure, roads and warehouses (often beautifully robust buildings with great reuse potential) create a sense of desolation that is offset by teeming populations, labour pools and a virtual sea of energy and resources creating new forms of employment in the area. Equally daunting is determining the process most appropriate to trigger the conversion of this incredible resource of land, people and infrastructure to PRACHI SUDHIR SHAH


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improve the city while safeguarding the interest of present users? Indeed, the ecology of the region, defined by the mangroves and flamingos that settle here during half the year, couple with the heritage buildings and treasures such as the Sewri Fort and other fragments to comprise the rich fabric of Mumbai’s Eastern Waterfront. The eastern waterfront is a crucial zone that could transform Mumbai and compensate for the city’s many physical deficiencies. The challenge is how to rearrange the landscape to synergize these different components.

The dense mangroves at the Versova Creek are an important part of the city’s fragile coastline and act as a buffer during high tide to help filter effluents discharged in the creek.] [

PRACHI SUDHIR SHAH


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Impact of culture on interacting spaces.

Studying the character of interacting spaces unfolding the various expressions of culture.

o

Understanding the term interaction.

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To study the human behavior and the need for interaction with respect to that.

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Studying the character of space and to understand the term ‘interacting space’.

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To understand the term ‘culture’ and different aspects of culture.

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Analyzing the space as an interacting space in different shades of Indian culture.

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Studying the element ‘street’ in Indian context.

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To analyze its character and to study the reflections of culture on it.

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Studying the different activities and their overlapping during different time period on the street and change in its character due to this.

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To analyze the change in the way of interaction between people and the need of direct interaction in today’s culture.

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To study the change in the spatial character of interacting spaces with the change in the culture.

Introduction: PRACHI SUDHIR SHAH


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Culture is the field of forces which influences and shapes the minds and attitudes of society which may be given (as a condition of mind) or self-chosen (out of conviction from knowledge, perception and intuition.)

Interacting spaces are spaces which promotes the activity ‘interaction’ or which stimulates dialogue either between a person and person/people or between a space and a person which is expressed in different forms of communications.

In Indian culture, remarkable forms of interacting spaces (where large number of people come together) are temple complexes, chowks (i.e. street junctions), courtyards etc.

There are enormous forms of interacting spaces in Indian culture from ancient time, which functioned in many ways.

Culture is dynamic in nature; it absorbs changes and lives in present. The character of the interacting space is changing according to the contextual change and the culture is expressed through these spaces where people gather and do socialize.

Importance of study:

Education, its emphasis, the concept of ‘development’ has varied effects on the qualitative, quantitative and cultural aspects of urban space. PRACHI SUDHIR SHAH


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Though people are attracted towards individualistic living in society, they are very interdependent.

Though the mediums through which one can interact or communicate with other, without the physical existence, have changed tremendously, need for an interacting space is there where a person or community can relax / share / enjoy the space. This study will help in analyzing the psyche of the interacting spaces, studying their character, being used by large public, as vital interacting spaces.

Applicability and Contributory value:

People are copying from foreign at very superficial level. But the attitude that is culture is still there. Study will help in finding out the role of interacting space in contemporary architecture.

There are different aspects of culture. Thesis will include the study of climate aspect forming culture, tradition because culture is life style having tradition as its border, and the influences and invasions which made the culture to change. The study will analyze the interacting space unfolding different characters of culture. This thesis will aim at comparative study of influence of changing culture over interacting spaces. PRACHI SUDHIR SHAH


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Delimitations:

The interacting spaces having cultural impact are temples, ghats, bazaars, chowks and many others. The travel of such spaces till today’s context is shown. But with in time constraints, the thesis focuses only expressions of different cultures in India which reflects the various aspects of culture, which are multivalent spaces that functioned in many ways.

INTERACTIOn Introduction: These are the expressions generated and are in between people. When we say ‘people’, we consider a faceless human being; but the individual who constitutes people has definite identity, his individual ideology. An individual represents certain social status, age group, economic position and culture. According to all these factors, his behavior and psychology can be analyzed and this analysis will certainly help us in designing well-used public place. Places can be planned for interaction, which is a social need of every person.

One can express architecture as a service to be rendered for well being of a human being. Therefore dealing with architecture is attempting to create an environment where the occupant can perform his function well, where he can produce quality in every essence, in the betterment of society.

It is necessary to understand the people for whom the spaces are meant. Spaces are known mostly through the activities they sustain. The spaces are identified by human participation and activities. The spaces do not have any meaning without its users. The activities and behaviour reflects a person’s evaluations, his needs and beliefs. PRACHI SUDHIR SHAH


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1.2 People: In every formal setting, each individual is performing a role. Each participant has a specified place to be during working hours and the interaction between individuals is in a repetitive format. But people want freedom from their roles in formal setting and want to interact with others and get relaxed. Although they do not forget their roles but the strict rules of behaviour is loosened at home, at public places, at interacting places. In interacting spaces, to rest, recreate or interact in formal settings; people do not follow any role but subconsciously they follow certain behavioural pattern and these patterns are sometimes typical for certain persons.

1.3 Human behaviour: Every individual has his own particular response, desires and outlook. Thus, human needs changes and accordingly space requirements also changes.

Human being is a form existing in space. So, to be identified needs space around him. In the space, one can perform his duties about himself in anyway.

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Illustration-1 Form in a space

Also human being is more relaxed in a space having sense of an enclosure. He needs a space to relate.

1.4 Patterns and activities:

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Not only are there roles but there are patterns of action. The pattern refers primarily to individual movement. The pattern of acceptable behaviour covers every aspect of dress, place and action. Pattern suggests individual entry, action, stay and living smooth and pleasant.

1.5 Activity: ‘Activity’ is a group movement. If we change the context from the individual role player to the group and different kinds of pattern emerge. Here the patterns are interweaving, bringing together all the players to function as a group in predetermined ways. The group patterns over here are referred to as an ‘activity’. There are thousands and thousands of activities, performed in a thousand indi vidual setting.

Activity

Activity

Activity Private space

Activity Public space PRACHI SUDHIR SHAH


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Illustration-2 Relation of activity and kind of space.

Some activities are formally structured, and others are informally. When the structure is unwritten, a common understanding of the rules is of greater importance. It is possible to plot all the possible physical relationship between one and each person. A person may stand, or sit for work, sit for relaxation, to interact or sleep.

The same positions can be repeated for two people, three people and so on. But in fact all these are theoretically possible, if we do not consider social rules of behaviour.

Thus, the second aspect of relationship cannot easily be shown graphically. This aspect is the social mores that govern acceptable behaviour between participants, depending on number and mode. Each of the modes and each of the size groups have reasonably well defined social connotations.

It is useful to discover in social activities, their social patterns. Once activities are seen in their full dimensions as expression of cultural norms as well as useful actions, they communicate meaning aside from the architectural setting.

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One must be aware of the social mores active in the situation. Also one must presuppose the background of the participant.

1.6 Background: The background of individual may be determined by norms of education, job experience, and status and so on.

The acceptable behaviour of person in society is based on certain goal that he wants to achieve. A person cannot be defined by any one situation or activity alone.

He needs various kinds of fulfilment e.g. o

Physical security

o

The expression of spontaneity

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The securing and maintaining of membership in a definite human group.

The goals and their fulfilment cannot be divorced in a settling.

1.7 Interaction: PRACHI SUDHIR SHAH


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Any form of meeting, which stimulates mutual or reciprocal reaction amongst two people or group of people, is called interaction. It can be verbal (i.e. expressing in the form of verbal communication or other form of expression) or visual.

Interaction is the dialogue in between. It can be a dialogue between two persons or in between a person and a group of persons, or a person with self.

Man is a social animal. His need to interact with people is constant and omnipresent. Very rarely can live without company. Moreover, meeting new people and exposure to different ideas is essential for a well personality.

Since ages people have been gathering and interacting at different places like wells, temples, under trees, chowks (road junctions) roadsides etc. One can say that knowingly or unknowingly these gatherings have played an important role in people’s lives. Healthy interaction leads to the development of mature human being. It is the relationship of behavioural and psychological aspects.

It includes meetings of any form or visual contact between people. They could vary from accidental meetings or prearranged meetings.

1.8 Necessity of interaction: Man in the wild stage, was in need of social relation, to face the difficulties. But today, the world has made enormous progress in all fields and man has conquered almost all animals not only that but PRACHI SUDHIR SHAH


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overpower the nature also. He has proved himself as a far superior and stronger animal, who can work alone, faster and better with the help of skills and machines he has got. Even then he cannot stay alone. He has to have the relation with the people interested in the same field, his family friends and other familiar persons.

From ancient time, the housing system form the pattern where more importance being given to social matter. The houses fronts face each other, so as to have various types of connections like visual, audio and conversation with the people of outside world.

By promoting interaction, one learns to live in amenity, sharing together the day-to-day struggles and joys, facing together the problems of life and thus learns to appreciate and understand each other’s point of view.

So, the necessity of interaction is there for a human being and will remain forever.

1.9 Classification according to social classes: People always orient themselves in terms of their position in society and the places of others. People compare with others his status and the status of the others. The patterns of the acceptable behaviour cover every aspect of dress, place & action. Behaviour of a person in particular set of surrounding can be guessed according to ones economical, educational, social standing in society.

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Society can be divided broadly into three classes.

1.9.1 Lower income group:

This class constitutes people on the verge of poverty line. In urban areas, labours, workers, beggars belong to this class. This priority is to earn food. They may or may not have shelter. But generally live in congested and unhygienic areas. These are also essential factors in a city. They are hands of the city, which are most neglected. They are forced to live in unhygienic and congested places as they cannot make both ends meet, health & education is neglected. All the members of the family must be earning. Children also have to earn their own bread.

1.9.1-a BEHAVIOR: The style of upbringing affects the behaviours. They have learned to fight their own battles and thus sometimes exhibit overt aggression. They are free in informal places. They do not prefer the places, which is more formal, where expensive elements are exhibited. They fear they will look odd in such places. They don’t have strict differentiation in age groups.

1.9.1-b INTERACTING SPACES: The people from these classes do physical labour. They need places to relax. The places secured from traffic providing shade, with the facility of food and water and chai tapari near working places are popular places for interaction. The workers are dependent on each other. They always remain in groups. The concept of privacy is not followed in strict sense. PRACHI SUDHIR SHAH


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1.9.2 Middle income group:

This class occupies the major part of the society. The people of this class follow certain rules of society. They give importance to education.

1.9.2-a BEHAVIOR: Their behaviour with others is not aggressive. They mix with the others of the same class. They want recreation after the whole day o office work. The places for different age groups may or may not be different. They love informal environment but can suit in informal environment. Gives more importance to family.

1.9.2-b INTERACTING SPACES: Bus stops, canteens parks may be called as typical interacting spaces for this income group. Picnic spots, recreational areas are now becoming popular places for interaction. These are the major users of these spaces which are public in nature.

1.9.3 Higher income group:

This can be called as cream layer of society. People in this group like to live isolate from rest of the society and wants to interact with the people of the same social status.

1.9.3-a BEHAVIOR:

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They spend on recreational facilities more. It is status symbol for them. They are less prone to interaction with others and like privacy.

1.9.3-b INTERACTING SPACES: Clubs, gyms, recreational parks, picnic spots are interacting spaces for this group. The character of their idea about public space differs in many ways. They use public places like commercial plazas, recreational parks which are richly maintained. These people feel more comfortable in formal kind of atmosphere.

1.10 Classification according to age groups: As the behaviour of the user will depend upon its social position if also depends upon to which age groups he/she belongs to. The different age groups have different physical and psychological needs. Their behaviour and reactions to certain environment can be called typical for that age group.

1.10.1 Children (up to 6 years):

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In earliest childhood, self is the centre of its own universe. Slowly he develops awareness of surrounding and starts making friendship with others. This is the beginning of his social life. Infant, toddlers, school-going children come under this group.

1. 10 .1 -a PHYSICAL NEED: Infant and toddlers always needs assistance in doing certain activities. They need secure places. They need to be protected from sharp corners, steep slope. They should be constantly intervened as they have habit to eat unnecessary materials like sand or soil. They should be provided with protected areas and shielded from other children.

1.10.1-b PHYSIOLOGICAL NEED: They need comfortable microclimate. They need to be protected from harsh sun and high velocity of wind. Though they are fully involved and completely engrossed in their play; they need parents, teachers or someone to whom child know in the atmosphere strange or unknown to the child.

1.10.1-c INTERACTING SPACES: There are very less spaces for these age groups. All such spaces designed for children are for school going i.e. elder children. They are forced to play in house. PRACHI SUDHIR SHAH


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However, crèche and day care centres are the need of today’s culture of the city. There may exists private crèche and day care centre but are not designed considering the special needs and they do not support creative and imaginative play.

1.10.2 Children (6 to 10):

These are school going children, physically self-sufficient. These children do need social interaction. The creation of an environment that looks good in plan, but that does not measure up as a person moves through it. When designing for children, special attention needs to be paid to their eye level as they walk, run, climb or crawl through the play yard.

The child’s reaction over his environment is one of the process through which physical, intellectual and psycho-social development occurs. The ability to mobilize physical and mental initiative reflects the role of activity as an essential factor in development and learning. The ability to be active in relation in relation to his external world influences is closely related to the child’s increasingly complex internal world of thoughts and feeling. Gradually, he comes to learn that he has choices to make, options to exercise, activities to initiate; he realizes that not only the powerful adult, but also he can choose and influence the environment of which he is a part.

A child’s response to his environment is far more direct and energetic than an adult’s. He is constantly making discoveries about highness and lowness, hardness and softness, light and dark, nearness and farness etc. the physical object through which he explore these concepts can stimulate his imagination and reinforce his joy of learning.

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1.10.3 Teenagers:

1.10.3-a PSYCHOLOGICAL NEED: Teenagers have particular problems in regard to the use of public space. Our society does not fully acknowledge their special needs. Privacy from other age groups is the strong need of these age groups. At this age, group influence of friends is stronger than family forces. The interaction with others is the main activity. They need social interaction and need to be held in esteem by others.

1.10.3-b INTERACTING SPACES: Teenagers mass in large groups and takes possession of a particular spot. This dominance may prelude use of the place by other people.

For teenagers, Neighbourhood Park is a better place. An area for socializing may be provided at the entrance of the park. The ideal location is where both vehicular and pedestrian traffic passes by providing best chances for seeing and being seen by others. A hangout area should be located which provide maximum view from passer-by. Seating may be provided in the form of retaining wall steps. A setting that allows seating on various levels in various posters is best.

1.10.4 Youths:

Wherever young people have gathered together, apart from adults, they have tended to develop their own style of life. The expansion of the mass media has made it possible for the young to achieve a symbolic unity, which is enhanced by physical association. In deciding how to use their spare time, young people in contemporary society are much more strongly influenced by the views of their friends than parents.

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1.10.4-a PSYCHOLOGICAL NEED: Youth culture is closely identified with the world of entertainment and more recently, with protest. This reflects in their interacting spaces. A ‘katta’ is present at each ‘galli.’ It has produced typical culture where they are keen to develop new tasks and they are willing to experiment, with the result that their leisure and interaction is extremely colourful and varied in contrast to the more stable and conventional pursuit of their elders.

1.10.4-b INTERACTING SPACES: Parks, places where facility for food is available in vicinity. The groups are seen chatting on steps of shops, corners anywhere from where they can view the traffic and activities going on the road but are not disturbed by others. The places that initiate enthusiasm and which are challenging in physical sense are preferred by youth.

1.10.5 Middle aged (30-60):

The middle-aged people are generally settled in their life. They are engaged in their routine day work, their family responsibilities and tensions.

1.10.5-a PSYCHOLOGICAL NEED:

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They neither have aggressiveness that youths have nor the passive attitudes of elderly. Person becomes mature and the interaction becomes more and more formal or it remains to selective group of friends.

They like the places, which are away from the chaos of street having the view of street, but not getting disturbed by it is preferred. Places that will relieve tension and passive recreation are the main objective.

1.10.5-b INTERACTING SPACES: In formal places at work, e.g. canteen, restaurant, cafes or corridors, courtyards. In parks with families immediate surrounding of home. Bus stops, transport nodes etc.

1.10.6 Elderly:

Owing to improved medical science and social welfare, more people are living past retirement age and for longer period. Growing older means a number of subtle work role status, health, physical ability and sensory activity. These and other age related changes might reduce the older person’s sphere of activities, social networks and self-confidence and make it more difficult for him or her to gain access to and enjoy the outdoors.

Health and mobility have an important effect on both the amount of leisure available to the elderly and the quality of the enjoyment.

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5TH YR.B.ARCH

In our culture, elders are respected. But in reality, when they become physically incapable of doing their own things and began to loose their memory in the process of aging, even though their physical needs are taken care off their social needs are often neglected. Although the care centres for elderly or separate housing for elderly emerging rapidly in our society, still large population do not want to send elderly people to these centres. These facilities are not very good and caring, if these are then it is most unaffordable, or society does not accept these places as good alternatives.

Retired persons as a whole face the problem of what to do with extra time available. Some people are frustrated physically, mentally, environmentally and financially in the enjoyment of the free time. Retirement from work particularly affect the men, since women may well find that retirement from their job or from responsibilities connected with their children is replaced to some extend by activities connected with their grand children.

1. 10 .6 -a PYSICAL NEED: The elderly people need safe and secure places. The place should assure the elderly of its physical safety. Moreover, it should be designed to stimulate older persons to function without help of others.

They need places away from traffic, seating at appropriate places provided with back and handrails. The walkways should be of predictable no slip and no glare material. Surface paved should be levelled brick paving.

1.10.6-b PYSIOLOGICAL NEED:

PRACHI SUDHIR SHAH


5TH YR.B.ARCH

Elderly people are particularly susceptible to changes in temperature. The places that are provided with shade can be used more. The places where elderly persons expected to use for interaction should be shielded against high velocity wind. If the place is provided with good draining system so that it becomes dry and non slippery after rain, the elderly persons will be encouraged to use the place in rainy season.

1.10.6-c PSYCHOLOGICAL NEED: Elderly person, some times due to physical inabilities losses confidence and get frustrated. It is necessary to reinforce a sense of autonomy and self esteem. The places, which they can go to use by themselves, encourage this feeling. The place should be such that reducing the like hood of frustration, anxiety, or even withdraw from too challenging on activity.

Shady, pathways looping back to the same place avoid confusion and missing is avoided. Feeling a part of the activity is important for older people. Older people like peaceful and quiet environment. But at the same time they also like to watch children playing and busy street from a safe location.

1.10.6-d INTERACTING SPACES: Temples and neighbourhood parks are the most used interacting places by older people. Older people most of the times go there to meet their friends. The walkways can be good place for interaction, which are looped back to original spot to avoid confusion. Non-slippery levelled material can be used for it. This is not a time of life for active recreation or even active socializing rather it is a time for reflection and observation of passing world.

PRACHI SUDHIR SHAH


5TH YR.B.ARCH

1.11 Types of interaction: Depending on the nature of the interaction, it could be classified into following two:

1.11.1 Formal interaction:

Formal interactions are generally pre-planned, scheduled and organized. Many times it is the one way dialogue i.e. group is interacting or responding to similar set of conditions, e.g. theatre for performing arts or a play. (Illustration-3)

1.11.2 Informal interaction:

Informal interactions generally take place instantly and spontaneously; must not be pre - planned. Informal interactions could be between two persons or between groups. Duration can vary from seconds to hours. It could also be a visual interaction where a person or a group of person could only see another person or a group of persons but cannot communicate verbally.

This type of interactions generally happens in open spaces where people do feel more relaxed. These are not pre-planned. Many times these are very comfortable. (Illustration-4)

PRACHI SUDHIR SHAH


5TH YR.B.ARCH

PRACHI SUDHIR SHAH


5TH YR.B.ARCH

Illustration-3 Formal interaction in an informal space.

Illustration-4 Informal interaction (may not be pre-planned).

PRACHI SUDHIR SHAH


5TH YR.B.ARCH

1.12 Architecture as relationship: The space in which human being exist changes continuously. Every time a person reacts with his surrounding quality of space varies. The foremost of these qualities shared by all that man can not exist in isolation.

His life is based on interactions. In order to interact with anything outside him, man requires an appropriate environment. Both these needs are satisfied by the act of architecture.

Thus, architecture provides him with the maximum opportunity for interactions to occur which may be in the form of verbal communication or just through visual relief.

Another quality of man, directly opposing to his need of interaction and equally universal, is his need for privacy and security which can be a place for interaction with him.

Man’s need for interaction with other people demands spaces which are public in nature and his need for privacy demands a relatively secluded space.

So while designing such spaces, architecture will help in making the character of the space, which will enhance the dialogue between people, where they can feel relaxed. PRACHI SUDHIR SHAH

Theises Urabn Entertainment Center

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