Date:14/08/2004 URL: http://www.thehindubusinessline.com/2004/08/14/stories/2004081400991700.htm

Back The 4 Cs of tourism

Our Bureau

Mangalore , Aug. 13

WHAT makes a tourist destination more attractive? "Adherence to four Cs", says Mr Cherian Varghese, CMD of Corporation Bank. These Cs are: Curiosity, Courtesy, Cleanliness and Culture.

He was addressing the delegates at the national seminar on "Emerging trends in tourism sector" in Mangalore on Friday.

Mr Varghese feels that it is essential to generate curiosity among people about a place to market it effectively. Branding a place helps in generating curiosity among the people. Kerala, which is better known as "God's Own Country" in the tourism circuit, is attracting a large number of tourists.

After generating curiosity among tourists, they should be welcomed with courtesy. However, he regretted that this is not the case in many tourist destinations.

Curiosity and courtesy can yield better results only if the destination is clean. Some of the destinations are filled with garbage and plastic waste, distracting the tourist from the spot. Cleanliness makes an impact on the minds of the tourists and welcomes them time and again.

The memories of the area last forever if a person is made to experience the culture of the area. "Yakshagana" art form of coastal Karnataka could be effectively used in marketing the tourist potential of the area. Stating that he had a chance to witness a "yakshagana" performance recently, Mr Varghese said he was impressed by the art form.