COURSE: COMMUNITY TOURISM DEVELOPMENT

PROGRAM:

MANAGEMENT PROFESSOR:
AGENDA
Introduction
Background
Landscape of the
Village
PESTLE Analysis
SWOT Analysis
Attractions
Tourism Stakeholders
Tourism Assets
Conclusion
 Introduction
Name of the Location: Patiala, Punjab,
India
The strategic community tourism development plan
for Patiala, Punjab, India, aims to promote sustainable
and inclusive growth in the tourism sector. The plan,
incorporating heritage conservation, community
engagement, eco-friendly practices, innovative
marketing strategies, and infrastructure development,
aims to enhance visitor experience, increase local
employment, and preserve Patiala's cultural and
natural heritage. It includes a marketing strategy,
financing plan, risk management, and implementation
timeline.
Background

•Patiala, a historic city in Punjab, India, is celebrated for its rich cultural
heritage, architectural marvels, and vibrant festivals. Established in the 18th
century by Baba Ala Singh, the founder of the Patiala dynasty, the city has
evolved into a significant cultural and historical hub. Patiala's architectural
landscape is adorned with majestic landmarks such as Qila Mubarak, a grand
fort complex that showcases a blend of Mughal and Rajput architectural
styles; Sheesh Mahal, known for its intricate mirror work and housing a
museum; and the Baradari Gardens, a picturesque garden featuring colonial-
era buildings. The city is also renowned for its lively festivals like Patiala
Heritage Festival, which attracts numerous visitors. These attributes make
Patiala an attractive destination for cultural tourism, offering a deep dive into
the region's history and traditions.
Landscape of Patiala

•Patiala is characterized by its lush gardens, historical buildings, and

bustling markets, offering a unique blend of traditional and modern
elements. The cityscape includes the serene Baradari Gardens, which
provide a green oasis in the heart of the city, and the architectural
splendor of Qila Mubarak and Sheesh Mahal. The vibrant markets,
such as Adalat Bazaar and Chhoti Baradari, are filled with traditional
crafts, textiles, and local delicacies, providing a sensory-rich
experience for tourists. This combination of natural beauty, historical
significance, and cultural vibrancy creates a distinctive and engaging
environment for visitors, showcasing both the heritage and the
contemporary lifestyle of Patiala.
PESTLE
ANALYSIS
PESTLE ANALYSIS
•Political

• Stable political environment.

• Active local government support for tourism.
• Policies and incentives for cultural heritage preservation.
• Robust framework for sustainable tourism projects.
•Economic

• Growing economy with diverse economic activities (agriculture, manufacturing, services).

• Potential for increased revenue through tourism.
• Tourism investment boosts local businesses.
• Job creation and enhanced economic stability.
PESTLE •Social
• Rich cultural heritage.

ANALYSIS •
•
Friendly and hospitable community.
Enhances visitor experience.
• Cultural events, traditional music, dance, and cuisine.
• Deep connection with local culture and social fabric.
•Technological

• Advancements in digital marketing.

• Availability of online booking systems.
• Better promotion of tourist attractions.
• Easier access to information.
• Streamlined booking processes.
• Use of social media and websites to attract a global
audience.
PESTLE ANALYSIS
•Legal

• Compliance with local tourism laws and regulations.

• Protection of cultural heritage sites.

• Regulation of tourism activities.

• Promotion of responsible tourism practices.

• Maintenance of integrity and authenticity of tourist sites.

•Environmental

• Need for sustainable practices.

• Preservation of natural and historical sites.

• Waste management initiatives.

• Conservation of water resources.

• Minimization of ecological footprint of tourism activities.

• Implementation of eco-friendly initiatives.

• Enhancement of appeal as a sustainable tourism destination.

SWOT
ANALYSIS
 SWOT ANALYSIS
•Strengths
• Rich cultural heritage
• Historical landmarks
• Vibrant festivals
•Weaknesses
• Limited infrastructure
• Seasonal tourism
•Opportunities
• Potential for eco-tourism
• Community involvement
• Cultural tourism
•Threats
• Environmental degradation
• Competition from other tourist destinations
Attractions
Qila Mubarak Complex
 A historic fortress and royal residence
 Features intricate frescoes and Mughal-Rajput architectural
styles

Sheesh Mahal
 Known as the 'Palace of Mirrors'
 Houses a museum with artifacts and a mirror hall

Baradari Gardens
 A lush, historic garden
 Offers beautiful landscaping and walking paths

Patiala Peg
 Famous for its unique measure of drink
 A cultural tradition in local bars and restaurants

Local Markets
 Bustling markets like Adalat Bazaar and Chhoti Baradari
 Offer traditional crafts, textiles, and local delicacies
•Tourism Stakeholders
•Local Community
• Residents and business owners
• Active involvement in tourism activities

•Government
• Local tourism boards and municipal authorities
• Provide funding and promote tourism initiatives

•Tour Operators
• Local and national travel agencies
• Organize tours and provide travel information
• Non-Governmental Organizations (NGOs)
• Focus on cultural preservation and sustainability
• Implement eco-tourism and heritage conservation projects
Tourism Assets

•Cultural Heritage:
Traditional music,
dance, crafts, and
cuisine.
•Historical Sites:
Forts, palaces, and
gardens.
•Natural Beauty: Parks
and gardens.
•Strategic Plan

•Strategies

• Heritage Conservation: Preserve and promote historical sites.

• Community Engagement: Involve local residents in tourism activities.

• Sustainable Practices: Implement eco-friendly initiatives.

• Marketing Campaigns: Promote Patiala through digital platforms.

• Infrastructure Development: Improve transportation and accommodation facilities.

•Goals

• Enhance tourist experience.

• Increase local employment through tourism.

• Preserve cultural and historical assets.

• Promote sustainable tourism practices.

• Objectives

• Increase tourist arrivals by 20% annually.

• Train 100 local residents as tour guides within the next year.

• Implement at least three major eco-friendly projects by 2025.

Marketing Plan

•Digital Marketing: Utilize

social media, SEO, and online
advertising.
•Collaborations: Partner with
travel bloggers, influencers, and
tour operators.
•Promotional Materials:
Develop brochures, videos, and
virtual tours.
•Events and Festivals: Organize
and promote local events to
attract tourists.
Financing Plan

•Government Grants: Apply for state and

national tourism development funds.
•Public-Private Partnerships: Collaborate
with private investors.
•Crowdfunding: Engage community and
diaspora for financial support.
•Revenue Generation: Through entry fees,
guided tours, and local products.
Risk Management Plan

•Environmental Risks:
Implement policies for
waste management and
conservation.
•Economic Risks:
Diversify tourism offerings
to reduce dependence on
peak seasons.
•Social Risks: Ensure
community participation
and benefit-sharing.
•Implementation Plan
•Planning and Community Engagement (0-6 months)
•Conduct comprehensive planning sessions involving key stakeholders, including
government officials, local community leaders, and tourism experts.
•Identify priority areas for tourism development and establish clear goals and objectives
for each phase of the plan.
•Engage with the local community through town hall meetings, focus groups, and surveys
to gather input, address concerns, and ensure buy-in for the project.
•Infrastructure Development and Marketing Launch (6-12 months)
•Begin infrastructure development projects, focusing on improving transportation,
accommodation, and tourist facilities.
•Launch marketing campaigns to promote Patiala as a tourist destination, utilizing digital
platforms, traditional media, and strategic partnerships.
•Develop promotional materials such as brochures, videos, and virtual tours to showcase
Patiala's attractions and experiences.
•Full-Scale Operation and Continuous Improvement (12-24
months)
•Implement full-scale tourism operations, including guided tours,
cultural events, and hospitality services.
•Monitor visitor feedback and satisfaction levels to identify areas
for improvement and implement necessary adjustments.
•Continuously evaluate the effectiveness of marketing strategies
and infrastructure projects, making refinements as needed to
enhance the overall visitor experience.
•Monitoring & Evaluation Plan

•Performance Indicators
•Tourist Arrivals: Measure the number of tourists visiting Patiala over time to gauge the
effectiveness of marketing efforts and infrastructure development.
•Revenue: Track tourism-related revenue streams, including entry fees, guided tours, and souvenir
sales, to assess the economic impact of tourism.
•Community Satisfaction: Conduct surveys and community feedback sessions to gauge local
residents' satisfaction with tourism development initiatives and their perceived benefits.

•Regular Reviews
•Conduct quarterly assessments of project progress, including milestones achieved, challenges
encountered, and lessons learned.
•Review performance indicators and adjust strategies and activities as necessary to ensure alignment
with project goals and objectives.
 Conclusion

•The strategic community tourism plan for Patiala represents a concerted

effort to develop a sustainable and inclusive tourism model that capitalizes on
the city’s rich cultural heritage and community strengths. By prioritizing
heritage preservation, fostering community involvement, and implementing
innovative marketing strategies, Patiala has the potential to emerge as a
prominent tourist destination in Punjab, offering authentic cultural
experiences and memorable adventures for visitors from around the world.
Through ongoing monitoring, evaluation, and continuous improvement,
Patiala can ensure that its tourism development efforts are responsive to the
needs of both tourists and the local community, fostering long-term growth
and prosperity for all stakeholders involved.
 References

•Santos, A., Vezzoli, C., & Cortesi, S. (2008). Part V -

Business approaches to implement CSR. SciVee.
https://doi.org/10.4016/8498.01

•Zeidan, H. (2023). Visitor management plan for the

complex of AL -Ain national Museum and the eastern Fort
(World heritage site). International Journal of Eco-
Cultural Tourism, Hospitality Planning and
Development, 6(1), 30-65.
https://doi.org/10.21608/ijecth.2023.347014