The Impact of Festivals in promoting cultural tourism: A case study of

The Impact of Festivals in promoting cultural tourism:
A case study of Ganesh Utsav in Pune City, Maharashtra.
Dr. Savita Kulkarni
Dr. Alka Bhopatkar
Festivals are very important in the history of human being. It gives peace and breaks the
monotony of the people. In India there are numerous festivals. In Maharashtra National festivals
are celebrated but with many other festivals. Ganesh Utsav is very important which have long
history. Ganesh Utsav has unique place in the culture of Maharashtra.
In recent years festivals are a being used for promoting tourism. It helps in boosting the
economy. This time-limited event encourages visitors to visit the place during the event. During
the event, visitors have a unique chance to interact with the local community, gaining a deeper
experience of the ambience, customs and local culture.
The Pune is Cultural City in Maharashtra. It has seen many freedom fighters, social
workers. Great personality in national freedom movement Bal Gangadhar Tilak with the great aim
started the festival of Gansheh Utsav publicly. Prior to this it was celebrated personally in the
houses only.
The study looks at local festival of Ganesh Utsav that take place annually in Maharashtra
and specifically in Pune. This festival attracts many tourists from nearby areas and foreign
countries also. The article covers the study of the assessment of tourists visiting the festival,
opportunities for income generation in the festival time. This paper will examine the role of
Ganesh Utsav in the promotion of tourism and Cultural development of Pune. The questionnaire
regarding the question will be used to collect the data. Local newspaper will be used for the
information collection. The paper will argue that local festivals help to promote the tourism
activities in the area and it creates the cultural environment in the area.
Introduction :
Cultural tourism is one of the important branches of tourism. The World Tourism
Organization suggests that more than 40% of all international tourists are “cultural tourists”
(Richards, 1996). The Travel Industry Association of America has estimated that two-thirds of
U.S. adults visit a cultural or heritage site or attraction when they travel (Silberberg, 1995). Based
on this data, it has been argued that cultural tourists represent a new type of mass tourist who
seeks meaningful travel experiences (McKercher and Du Cros, 2003). The festivals, traditions,
culture attracts tourist to visit the place. Yeoman (2004) says that festivals can lengthen tourist
seasons, extend peak season or introduce a “new season” into a community. Events such as
festivals do not only serve to attract tourists but also help to develop or maintain a community or
regional identity.
Cultural tourism has been defined as 'the movement of persons to cultural attractions away from
their normal place of residence, with the intention to gather new information and experiences to
satisfy their cultural needs'
The study of festivals and events is now an important and prolific area of tourism research
enquiry. Festivals and events have flourished in recent decades and interest in understanding their
significance in the tourism academy has risen accordingly.
The festivals have changed over the years, before festivals were associated with key
calendar moments, linked specifically to particular seasons and heritage sites. Over the last decade
these have been changed and developed upon, there is now a broad and diverse range of festivals
events taking place all over the world. Getz (1997, p.1) introduces festivals events as a:
“Events constitute one of the most exciting and fastest growing forms of leisure, business,
and tourism-related phenomena.”
According to Dictionary of Travel, Tourism and Hospitality Terms published in 1996
“Cultural tourism: General term referring to leisure travel motivated by one or more aspects of the
culture of a particular area.” ('Dictionary of Travel, Tourism and Hospitality Terms', 1996).
Cultural tourism in India :
India has long history and culture with diversity. The Indians celebrate the various fairs
and festivals. The rites and the rituals followed by the Indians, the enthusiasm and faith that are
constant features add to the charm of the fairs and festivals. Most the Indian festivals are regional,
seasonal or religious. The unity of the diverse country like India can be seen at the national
festivals of the Republic day (26th January), Independence Day (15th August), Gandhi Jayanti i.e.
the birth anniversary of the father of the nation (2nd October) and Children's Day i.e. the birth
anniversary of Jawaharlal Nehru (14th November).
There is a big list of the religious festivals that are celebrated in India. In the secular
country of India people light up their homes with as many lights on Diwali as on Christmas, the
fireworks are as loud as on Onam. The colors of Holi are spread across the castes and creeds.
Hindus commemorate the birth anniversaries of their deities as Ram Navami, Maha Shivratri,
Janam Ashtami similarly, the Sikhs remember their gurus on Gurpurab. On the occasion of
Raksha Bandhan an unspoken pledge is exchanged between, a brother and sister cementing their
fraternal relationship.
There is another list of seasonal fairs and festivals that are celebrated across India. Teej
celebrates the onset monsoon. The Ganguar fair and the festival of Baisakhi are held in the harvest
season. Down south the people perform the seasonal ayyappa pooja. The harvest festival of
Assam is Rongali Bihu, when unbounded joy and enthusiasm is expressed through intoxicating
songs and dances. Famous dance festival of Konark in Orissa and Khauraho temples of Madhya
Pradesh Surajkund Crafts Fair, Kunbh Mela at Haridwar and Nashik, Rath Yatra at Jagannath Puri
add to the cultural tourism in India.
Maharashtra has a highest share in tourism which is 24.7 and in 2011 4.81 million
foreign tourist visited Maharashtra. With many other tourism destinations makes Maharashtra one
of the most visited states in India, in turn making Maharashtra a tourism hot-spot too. The state
has a well-developed social, physical and industrial infrastructure. The state celebrates many
festivals that are great tourist attractions, the most famous being Ganesh Chaturthi.
The festival of Ganesh Chaturthi is one of the important festival in Maharashtra. It has
historical and political importance. At the end of the last century, at the growth of nascent Indian
nationalism, that the foremost leader of his times Bal Gangadhar Tilak began to organize the
Ganesh Utsav as a social and religious function. Thus, since 1882, the Ganesh Chaturthi Utsav
has been celebrated throughout Maharashtra with community enthusiasm and participation.
Maharashtra is the most happening place to be during the time of this festival.
Ganesh Chaturthi is celebrated all over India with great festivities and enthusiasm. It is
celebrated as the birth anniversary of Lord Ganesha, the God of wisdom and prosperity. The
festival honors Ganesha, the elephant-headed God of the Hindu pantheon. During the ten days of
Ganesh Chaturthi, the image of the God is worshipped and feted in most homes, temples and
halls, and on the last day the images are taken in a procession and immersed in water. Fasting,
feasting and distribution of sweets are important aspects of Ganesh Chaturthi rituals in India.
Lord Ganesha, affectionately called Ganapati, is commonly depicted in homes and offices
throughout India as a chubby, smiling and a little mischievous God. His devotees ascribe to
Ganesha the ability to bestow wisdom and wealth upon us humans, thus making him probably the
most popular deity in the Hindu pantheon. To repay Ganesha's bounty, in India, especially in
Maharashtra and nearby areas, the entire population celebrates the ten-day festival of Lord
Ganesha's birthday.
For the remaining days, the image is worshipped, morning and evening, with simple
recitations of the Ganesha Stuti, devotional songs, offerings of flowers and incense, and lamps.
After ten days of ritual worship, the god returns to his heavenly abode and his image is immersed
in water at Lakdi Pul (Bridge) in Pune. This is called the visarjan (immersion). The farewell
procession is marked by the procession of musicians, dancers, acrobats, singers, priests, onlookers
and numerous Ganesha idols from a number of houses and temples. The event is now a colossal
celebration and perhaps the world's largest religion-inspired beach party. Processions from all
over Pune commandeer the city's already congested road system riding on and walking beside
trucks bearing the Ganapatis. Loud speakers shriek from the truck cabs and processionals bang
drums and gongs while the orange-capped devotees on the back of the trucks shower themselves
and everyone in their wake with red powder called gulal.
History :
The Peshwas of the erstwhile Maratha empire started the tradition of community
celebrations of the Ganesh Chaturthi. It was during this time that the Peshwas began to celebrate
the Ganesh festival inviting everyone to participate. The tradition continued to be the highlight of
the season's festivities until the defeat of the Marathas in the third Anglo-Maratha war in 1818.
Ganesh Chaturthi was started by Chhatrapati Shivaji as a public event to promote
traditions and nationalism, this festival was even celebrated by Peshwas to worship Ganapati as
their family deity. The festivities remained a family affair until the festival was revitalised by Bal
Gangadhar Tilak in the late 19th Century, to take the message of freedom struggle to all Indians.
This festival brought in a feeling of unity and togetherness in Indians that helped in revival of
their patriotic spirit. Through the medium of this festival he brought together all the classes of
societies against British by getting rid of the caste differences. He stressed on it that Ganesh
Chaturthi was a festival for everyone irrespective of the caste or class, and so he organised
cultural events like dance dramas, musical nights, and religious gatherings on this festival.
.Methodology :
The cultural tourism research on The Impact of Festivals in promoting cultural tourism:
A case study of Ganesh Utsav in Pune City, Maharashtra. resulting in the comprehensive survey
of attitudes and spending of visitors to Festival of Ganesh festival in Pune. The main purpose of
the research was to collect relevant data on the economic and cultural impact of the festival to
promote the cultural tourism. The research was conducted through an interview with hotel
owners, manager of public transport company and using questionnaires for visitors of the festival.
Tourist in the Ganesh Festival :
Ganesh festival is celebrated 10 days but the preparation starts month or two months
before. Visitors or tourists participating in the festival are vary in age, gender, education,
profession and the area from they come. The festival is celebrated in every house as well as in
public places also. The survey carried out in the 5th day of Ganesh festival which is the peak time
for tourists. The questions were regarding the age, sex, education, profession, area of interest, the
amount they spend for one night. It gave the detail information of tourist visiting the festival.
Age – As per the survey it shows that visitors coming there are from all age groups. 20% visitors
from 5-15 age group 54% visitors are with the age group of 15 to 40, 24% visitors 40 to 60 age
group and 6% visitors are from 60 to 70 age group.
Gender – Visitors participate in the festival are both males and females which are equal in
number. The festival is celebrated with family or friends.
Occupation – All types of workers, businessman participate in the festival. Visit to Ganpati
mandals, their decorations and music are enjoying moments for everyone. Doctors, Engineers
participate in the celebration of Ganesh Festival are 5% only.
Education – While considering the educational status of visitors it came to notice that most of
visitors are having education with higher secondary school. Higher percentage participating in the
festival is youngsters taking their graduation. As well as people having primary schooling is 20
%. People having post graduation are 15 % in number.
Area of interest – Ganesh Festival is celebration with music, decorations, lights, social messages,
entertainment, sweets and food. Children with the age group of 5-15 are interested in the festival
because of variety of sweets, food and lights. Female have their interest in rituals and enjoying the
festival with sweets and recipes. 90% people enjoy the music, decoration with lights.
Dagadusheth Halwai Ganpati is attraction every year. They decorate their pendol with models of
famous monuments, palaces in India. Hatti Ganpati Mandal is famous for stories (moving shows)
from epics like Ramayan and Mahabharat. Youngsters are interested in playing Dhol and Tasha.
This year the number of Dhol Tasha Pathak has increased to 250. Girls are also involved in this
Pathak.
Dhol Tasha Pathak enjoying the festival with playing Dhol
Amount spend by visitors – The amount spend by visitors varies with occupation of the person.
Minimum amount spend by person is 200-300 Rs. which range upto 1000 Rs. per person. Visitors
spend money mostly on food and drinks. Money spend for children is on entertainment like merry
go round, balloons, toys etc.
CROWD IN THE IMMMERSION
Role of festivals in attracting tourist
Festival contributes economically to the city. To local businesses, festivals can be
considered as a market for services. Festivals with their opportunities for commercial stalls,
booths, merchant tents, and activity areas, including the provision of music and artistic expression
provide an excellent setting for the introduction of new kinds of services to customers. As a
consequence, festivals include a variety of offers. However, the variety of offers tends to draw
consumers with many different lifestyles and shifting preferences, which can, among other things,
lead to problems of safety for festival participants.
Festivals based on specific themes are often characterized as follows: 1) They often have
their departure in hobbies, 2) they engage (a large) voluntary workforce at low or no labor cost, 3)
they can develop from being local to becoming regional, national, international and global, 4) they
include both non-profit and profit business, 5) many festivals are open air events. Often being
conceived by individuals with a passion for the specific art form presented, it is not until they
grow to a certain size that they begin to make use of professional management skills, and consider
a systematically data collection.
This research article tried to study the products formed by this festival in Pune and
surrounding area. The attraction for the festival is decoration by the Mandals (groups). Day by
day the number of mandals having Ganesh idols and decoration are increasing. In 2001 there were
2409 registered groups in Pune and Pimpri Chinchwad but in 2013 it is 3916. It shows that it has
increased by 1507 in 13 years. The data of increasing number shows that in 2013 it has increased
by 468 and it is the highest number of increase compared to last 12 years.
Year
No.
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
of 2409 2468 2662 2642 2727 2720 2771 3155 3043 3224 3266 3448 3916
Mandals
1. Food and beverage serving services – Pune i3448s city with number of restaurants and hotels
with variety of foods. Cheap and healthy food is easily available in the restaurants. During the
festival time of Ganesh festival hotels and restaurants are open over night. The income generated
during this festival time gets double or tripled. Visitors from city and around the city visit the city
to see the decorations, lighting at the places of Ganesh Mandals especially in the night. It requires
the food and beverage serving services. There are hundreds of stalls serving food, tea, coffee and
drinking water. The stall owners replied that they earn 5000 Rs. Per night. Hotel owners on the
main city roads provide information that it was peak time of their business. It provides 3 times
more income than other days of the year.
2. Road passenger transport services – During the festival time roads are closed and two
wheelers and four wheelers are restricted in the main city area because of crowd. The road
passenger transport services become very important in those days. PMPML is the public transport
company which provides public transport facilities to Pune and Pimpri Chinchwad area. Visitors
from surrounding Pune preferred this public transport to enter in the city during the festival time.
PMPML run extra buses from day 3 of the festival till it conclude, with relatively more
number of buses scheduled to ply during peak days. 25 major bus-stands were identified by the
transport utility from where these extra buses run as per the passenger rush in 2011. Extra buses
run round-the-clock, after 11 pm till early morning hours with 25 per cent extra fares. This year
35 major bus stands were identified from where extra buses will run. It gives 2-3 times more
income than other days of the year. The demanding transportation facilities shows that number of
visitors are also increasing year by year.
3. Handicrafts, Ganesh idols - Ganesh festival is festival of lord Ganesh. Lord Ganesha,
affectionately called Ganapati, is commonly depicted in homes, offices and at public places
(chowk). Newly molded idols of Ganesha are bought from the Pen, Mumbai, Pune itself. Stalls
are erected 15 days before the festival. Innumerable street-side shop that spring up specially for
the festival. Manufacturing Ganesh idols is the important business for many families in Pune and
surrounding area. They started to it around 3 months before the festival.
Mr. Kudale Ganesh idol manufacturer from Pen said in Pen taluka alone, there are over
500 idol manufacturers, while Pune and even Ratnagiri houses over 3,000 idol manufacturers. The
seasonal trade of Ganesh idols generates revenue of Rs 100 crore. The PMC figures from the
2010-11 festival reveal that over 5 lakh Ganesh idols were immersed in and around Pune. An
increase of 3,566 idols in comparison to the 1.87 lakh idols immersed in 2009-10. (Times of
India)
Ganesh Idols in the stall before the festival
4. Sweets – In the festival time shops having sweets especially Modak (a sweetmeat of rice-flour
and sweetened coconut) is offered to the Lord Ganesh. The shops are full of variety of sweets in
those days. This generates 3 times revenue compared to the other days. Chitale Bandhu
Mithaiwale, Kaka Halwai Sweets, Joshi Bandhu Sweet are some of the famous shops having their
branches in the city generate more revenue than other days.
6. Recreational services for example – Decorations, Music, Dhol thasha, lighting is the great
experience for the visitors. Many recreational services are provided during the festival time in the
city. Pune Festival is one of the important programme organised by MTDC. During this festival
time, the Maharashtra Tourism Development Corporation organizes the month-long Pune
Festival which hosts classical dance and music recitals, a film and drama festival, automobile
rallies and some traditional sports. In these programmes MTDC seeks to present the myriad
facets of Maharashtra's rich heritage of the performing arts through a series of festivals held at
important cultural centres. The years have added a mesmerizing allure to these events, now avidly
awaited by lovers of Indian music, art and culture, who appreciate the artistry of India's leading
exponents of classical music and dance who come from all over the country to perform at the
festivals.
Pune Festival, a celebration of art and culture, song and dance, custom and tradition
originally conceived as a localised cultural event, the Pune Festival has, over the years, gained
national and international stature and evolved into one of India's landmark cultural happenings. It
is one of the few festivals that has been consistently and actively promoted abroad by the
government of India, as a major tourist attraction.
Some of the country's internationally renowned artistes have gathered at Pune, and
regarded it as a privilege to be invited to perform at the festival. While it has provided a unique
platform for exponents of classical music and dance it has, keeping pace with changing times, also
helped to promote modern trends in the performing arts, notably the dramatic arts and the
traditional art of rangoli.
Performance in the Pune Festival
A rare treat, the week-long Pune Festival provides a feast of entertainment for visitors who
can participate and revel in traditional and modern sports events, shop for exquisite textiles and
handicrafts, relish the delectable cuisine and rejoice in the colourful customs of Maharashtra.
Renowned personalities or persons from ministry feel proud to be present for the
inauguration ceremony and preside over the function. In those days hotels in Pune are booked for
the artists and visitors who specially travel to Pune.
7.
Infrastructural development – Municipal Corporation of Pune city takes care of the
infrastructural facilities in the city. Roads are repaired before the Ganesh Festival. Care has been
taken on the safety and security of the visitors. Special police force is appointed for the security in
every chowk of the city. NGOs worked to help the police during the festival time.
8. Insurance and Security –The Mandals invest crores in the decorations and shows.It is insured
with the insurance. The steep escalation in prices of gold have made many Ganesh mandals take
to insure the jewellery. Some mandals are getting artistes performing also insured.This year the
temple and the decoration has 5 crores insurance each. More attention is given for the safety of
visitors. CCTV cameras are made mandatory to each and every Mandal. Police department is very
alert in those days. All the policeman have their duties in the area of Ganesh Mandals. College
students also help them for the safety and security of visitors.
H
Decoration with model of Hawamahal
9. Media-event – Festivals attract journalists and other opinion leaders. For these audiences,
festivals are a ‘media-event’, generating an opportunity for a magazine or a news story. Such
stories may be different from the destination’s typical media frame – i.e. the way in which it’s
regularly covered in the news media.
10. Culture and traditions Culture and traditions of Pune are being flattered by the international interest in their culture. This
enhances the residents’ pride and promotes the preservation and cultivation of the local culture.
Festival of Ganesh Utsav is celebrated in foreign countries by the people residing there. The
Ganpati idols, sweets are send them before the festival. Thus this festival helps in promoting and
preserving the traditions and culture of Maharashtra.
Foreigner enjoying the festival event
It is observed from the study that Ganpati Idols, foods, Transportation facilities are more
important aspects of the festival which generates hundreds of crores revenue in the festival.
Conclusion
Conclusively, the study shows that festivals have contributed in the development of
cultural tourism it attracts culture tourists to local community events to promote cultural
exchanges between tourists and resident with the example of Ganesh Festival in Pune. Tourism
festivals have major effects on the local economy directly and indirectly that the spending by
visitors on local goods and services by event-tourist has a direct economic impact on local
businesses and also passes the benefit more widely across the economy and the community. The
study also found that local transport, hotels, restaurants, small shopkeepers, hawkers gets profit
during the period of festival. Number of visitors is increasing year by year which affects the local
economy. The tourists and visitors spend money within the community, enhance the local
economy and supporting restaurants, hotels and other tourism-related businesses.
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