Business Research Methods
Project Proposal
“Research on How Cultural Heritage Sites and Its Theme based Hotels boosting the Tourism Industry in the State of Rajasthan (India)”

Table of Contents
Page No.
I. Introduction
a. Background of the Study————————————————————– 2
b. Objectives of the Study—————————————————————- 4
c. Research Questions——————————————————————— 4
d. Research Hypothesis——————————————————————- 5
e. Significance of the Study————————————————————– 5
II. Literature Review
a. Introduction—————————————————————————– 5
b. Tourism in Rajasthan—————————————————————— 6
c. Cultural Heritage Organizations and Luxury Heritage Hotels in Rajasthan— 7
d. Cultural Heritage sites and Tourism in the state of Rajasthan——————- 8
e. Theme-based Hotels and Tourism in Rajasthan———————————– 9
III. Research Methodology——————————————————————–10
IV. Timeline————————————————————————————-13
V. Conclusion———————————————————————————-14
VI. References———————————————————————————-15

Chapter 1: Introduction
Tourism in India is characterized by different types of attractions ranging from art, history, music, culture and beaches among others. The state has since been declared the top state in tourism in India (Sharma, 2013, p. 20). The growth of the tourism industry in Rajasthan can be attributed the international recognitions of its heritage hotels, safaris on camels, and sanctuaries (Dharmwami, 2013, p. 63). Singh also supports this ranking and adds the colorful fairs and festivals have made the biggest contributions (2009, p. 2). Dharmwami, however, indicates that he state is currently ranked third after Goa and Kerala as the preferred travel destination in India (2013, p. 63). Additionally, the destination is world famous for the Pushkar fair, and desert festivals that are occasionally held (The Wall Street Journal, 2013, para 1).
The Journal reports that “Its claim to fame is the annual camel fair by the Hindu Lunar Calender.” As such, the evidence of the significance of cultural sites and theme-based hotel in boosting tourism in Rajasthan is clear. The paper will discuss the cultural sites that have had a significant influence on the tourism industry in Rajasthan. Various organizations have supported cultural heritage in the area. Additionally, the emergence of luxury heritage hotels have boosted the tourism industry. The paper will investigate further the implications that these stakeholders have played in the development of the tourism industry in Rajasthan. Furthermore, it will disclose how the tourists’ preferences for cultural sites and theme-based hotels such as those in Rajasthan have led to the tourism growth in the area. The results of these investigations are expected to reveal the correlation that exists between revisits to the tourist sites and the culture and heritage of the area.
Background of the Study
The State of Rajasthan is among the 28 union states in India and the largest of them all. Authors consider this state one of the richest in terms of culture in the Republic (Singh, 2002, p. 1). In terms of heritage and culture, different regions in the area such as Braj, Dhundhar, Hadoti, Mewar, and Shekhawati offer a vast array of heritage and culture in terms of architecture and cuisine. Additionally, they provide tourists with various schools of paintings, handicrafts and performing arts. According to the Government of Rajasthan, the name of the state, means the home of kings (2009, p. 84). The Government reveals, “Rajasthan is the Land of the Kings, Palaces, and Sacrifices.”
Tourism is this state is a crucial activity because it plays a significant role in the economic prosperity of the area. This industry has been reported to have a major impact on the financial and cultural life of the residents (Government of Rajasthan, 2009, p. 84). The rich heritage and culture supported by festivals and fairs have been reported to boost the tourism industry in the region (Sharma, 2013, p. 17). The author adds that the theme based places and cultural sites have made Rajasthan a major tourist destination adding to its competitive advantage over other regions in India. In the exploration of types of Tourism in India, Rajasthan offers a diverse array for the tourists. The activities range from spiritual, adventure, cultural, and heritage among others (Government of Rajasthan, 2009, p. 108). Tiwary adds that there are cultural and traditional arts such as the Kaimur rock art that has been a point of a tourist attraction (2013, para 2).
Previously, about forty years ago, the state’s tourism was small with a slow growth rate because of the limited tourists that were foreign elites and those that made up the domestic pilgrimage (A. F. Ferguson &Co., 2012, p. 1).The types of tourism that the Government of Rajasthan explains have been a state effort leading to the rapid growth, particularly in heritage and cultural tourism. The efforts have been backed by the emergence of theme based hotels since 1990s by major players such as Maharaja Gaj Singh (Travel Trade Journal, 2015, para 1). The journal reveals that heritage tourism has not received enough recognition despite the significant role it plays in boosting tourist activities in the region. The heritage hotel have been reported to encourage tourists to visit the rural areas in which they are located. It has been witnessed that the role of cultural sites and theme-based hotels is crucial in boosting tourism in Rajasthan leading to a deeper study of the topic.
Objectives of the Study
This proposal will examine how cultural sites and theme-based hotels in Rajasthan have boosted the tourism industry in the area. Besides, it will discuss the organizations of cultural heritage and luxury heritage hotels that exist in the state that seem to support the boost of the tourism industry. As such, there must be set objectives to be covered for better exploration of the topic.
• To identify the correlation between culture and heritage sites and customer satisfaction that leads to revisits.
• To determine the factors that have resulted in tourists’ preference for cultural sites and theme-based hotels in Rajasthan.
• To establish the role cultural heritage organizations and luxury heritage hotels have played in boosting tourism in the Indian state.

Research Questions
• What is the potential of Rajasthan as a heritage and cultural destination?
• How effective are theme-based hotels in attracting more tourists to the region?
• What are some of the roles that cultural heritage organizations can play in boosting tourism in Rajasthan?
Research Hypothesis
H1: Cultural attractions are more popular because they affect the tourist’s perception of the destination.
H2: The high level of destination amenities in Rajasthan has enhanced its image as a tourism destination.
H3: There exists a relationship between the tourists’ choice of Rajasthan and the presence of cultural sites and theme-based hotels in the area.
Significance of the Study
The study will be beneficial to the stakeholders of Rajasthan’s tourism industry because it will provide more information on how they can grow this industry by focusing on the culture and heritage of the state. It will serve as an addition to the available body of academic knowledge available for further research. Once the study is completed, it will establish the relationship between Rajasthan’s cultural sites and the growth of tourism that has been realized in the region.
Chapter 2: Literature Review
Introduction
Rajasthan is a state in India that attracts tourists, both international and local because of its cultural sites, Arts and attractive sceneries such as the palaces and the forts. The tourism industry in Rajasthan flourishes primarily because of the rich history. Dharmwani states that “tourism’s composition is triadic in nature encompassing cultural, social and natural phenomenon” (2013, p. 64). Notably, there are many theme-based hotels that were constructed from forts and palaces that were neglected. Consequently, more tourists are attracted by the hotels that offer a unique experience because of the cultural orientation of the Indians. The state has a potential to provide various facilities to promote cultural troupes, local artists and nature cure among others that attract tourists. Essentially, Rajasthan is popular for its cultural heritage, archeological and historical wonders that acts as attractions to tourists especially the foreign visitors. “There has been an increase in the number of tourists from 830,000 to 30,100,000 between 2001 and 2012” (Dharmwani, 2013, p. 63).
Tourism in Rajasthan
Historically, the state of Rajasthan did not have a famous tourism industry because it was primarily restricted to the foreign tourists that were considered to be elites. The arrival of tourists each year mostly comprised of approximately a thousand guests, who were confined in tourists’ sites such as Jodhpur, Jaipur, and Udaipur. Consequently, the contribution of the tourism sector towards the economy of India was mainly limited, besides to employing a few individuals. However, tourism in the state of Rajasthan is growing rapidly as the focus of the industry has progressed from the few elites and the pilgrim traffic to incorporate diverse tourists, both locally and internationally. The state is strategically placed in the international and domestic tourists maps. Additionally, visitors are assured of unique experiences as there are diverse activities and attractions to enhance tourism.
Illustratively, a review conducted in 2001 revealed that the tourism industry in Rajasthan has grown immensely. In 2001, the state had approximately seven million domestic tourists and 0.6 foreign visitors, which was a four-fold increase within 30 years. The state’s popularity has grown extensively because of its diversity in regards to wildlife, natural resources, archeological and historical wonders as well as the cultural heritage. Additionally, there are attractive heritage hotels, handicrafts and local arts, festivals and ancient palaces and forts. Resultantly, the state of Rajasthan has increasingly grown to be amongst the most popular and preferred tourist destinations for both the foreign and domestic tourists (Ferguson, 2001, p. 1).
Cultural Heritage Organizations and Luxury Heritage Hotels in Rajasthan
The historical forts, cultural sites and heritage present in Rajasthan attracts many tourists annually, from local and international locations. Some of the sites that attract these visitors are the Chittorgarh Fort and Gagran Fort among others (Government of Rajasthan, para 9). The Government states that United Nations Educational Scientific Cultural Organization (UNESCO) handles the declaration of these locations as world heritage sites. Considering such sites control the eight percent GDP in the area, there must be some key players that have led to the realization of these results. The declaration might seem insignificant, but it has the global effect on the tourists that may not know of the place. Being considered by the UN means worldwide recognition leading to more knowledge of what the place has to offer.
The Travel Trade Journal states that Maharaja Gaj Singh’s Heritage Hotel has been a key player in the tourism industry in the state (para 2). A.F. Ferguson & Co. revealed in their report that the travel trend has been changing over the past five years leading to a slight shift from the tourist’s traditional preferences. The preference for this type of hotel is attributed to the need for a traditional and cultural experience in a more modern setting (2012, p. 10). The report reveals that the state enjoyed the launch of this line of hotels because of the conversion of palaces of former rulers into accommodation for tourists. Travel Trade Journal explains that that this hotel is the top rank when it comes to theme-based hotels in Rajasthan. An example of its activities is when the hotel holds conventions annually based on Indian Heritage theme. Additionally, this association of hotels has set a trend of heritage experience for anyone that stays in its hotels in Rajasthan.
The Rajasthan Tourism Development Corporation Ltd has a significant role to play in the turnout of heritage tourism in the state (IPC, 2006, p. 102). The corporation has acted as a catalyst in this crucial process that has seen the tourism industry flourish more than it ever has over the last forty years (A.F. Ferguson & Co. 2011, p. 20). The Government of Rajasthan reports that this organization has handled the festivals and fairs that encourage heritage tourism in the state (2009, p. 103). One of the popular festivals is the Gangaur Festival for worshiping Gauri, who was the partner of Lord Shiva. A.F. Ferguson & Co reports that this organization has performed well in promoting heritage tourism, however; it has planned some activities that will lead to better performance. Some of these plans include acquiring castles from the government and developing them into heritage properties. Additionally, it has signed memorandum of understanding for promotions and marketing activities of the state to international airlines and some local ones (2011, p. 20). Such actions have led to the realization these organizations are crucial for the tourism industry to boom in Rajasthan.
Cultural Heritage sites and Tourism in the state of Rajasthan
The idea of heritage sites is popular in cultural tourism, which has increased over the centuries in different countries. Primarily, culture has been a traveling motive for most international tourists (George, 2010, p. 376). Heritage sites are products of culture and promote the tourism sector extensively in various regions. Ideally, it is crucial to interpreting the culture associated with particular sites, especially to international visitors to make it attractive (Rudan, 2010, p 579). Cultural heritage sites as tourists’ attractions strengthen the economic significance of states such as Rajasthan that are considerably small. Additionally, the quality of life of the residents of the region is improved through job creation and developed infrastructure.
The state of Rajasthan is famous for its cultural heritage sites that have been attractive sceneries over the years for tourists (Das, 2011, p.79). Effectively, UNESCO recognized six forts in the region and included them as World Heritage sites. The forts are Amber, Ranthambhore, Chittorgarh, Jaisalmer, Gagaron, and Kumbhalgarh. The sites were recognized in the World Heritage Committee’s 37th session. The forts have been major attraction sites for visitors because of their architectural styles that embody the historical way of construction. Primarily, the forts represent the Rajput Princely states that were popular in the region before the 18th Century. The forts have trading centers, palaces, temples, urban centers and other buildings that incorporate the culture of the residents. Consequently, recognizing the cultural heritage sites in the state makes it be a preferable destination for domestic as well as foreign tourists (Singh, 2013, para 2). “…the forts will now get improved international recognition,” The Tourism, Art and Culture Minister of the Rajasthan state, Bina Kak asserted after the inclusion of the forts in the World Heritage list.
Essentially, the locations that are listed by UNESCO as cultural heritage sites are crucial for a region’s social stability and development, international cooperation and mutual understanding amongst individuals. Notably, tourism represents an essential way in which the cultural heritage sites recognized by UNESCO are valued (Andrian & Stanojlovic, 2011, p. 6). This recognition puts Rajasthan in a position where it tourism industry can grow considerably because of its cultural heritage sites that have been designated by the UNESCO.
Theme-based Hotels and Tourism in Rajasthan
There are some heritage hotels in the state of Rajasthan that have employed many local people, improving their living standards (Ashutosh, 2015, p. 128). The heritage hotels in India and specially Rajasthan have promoted the state, making it be a successful tourist destination. Notably, the Indian Heritage Hotels Association has made efforts to convert the neglected palaces and forts into lodges. Most of these hotels are theme-based, founded on the rich culture of Indians.
According to Sebastian (2011, para 7), the Heritage Hotels in Rajasthan have taken the concept of tourism to the community level, making the industry be embraced by local people. Notably, people are migrating to the region because of the immense growth associated with the cultural tourism. The heritage hotels that contain cultural themes have enhanced economic activity in the area through improved travel. Additionally, there has been a creation of jobs especially in areas where these hotels are situated, which are mostly less developed and neglected. The local artisans, dancers, singers and artisans have benefited as some of them perform in the different hotels in the region to entertain the visitors for a pay. Besides, the young men in the villages act as tourists’ guides and drivers for the visitors lodging n the heritage hotels in the region.
Importantly, the heritage hotels that have cultural themes have transformed the crumbling palaces and forts through tourism, besides to integrating the rural areas with the more developed regions. Rajasthan is the state that is leading in the number of heritage hotels in India, with 127 states as recorded in 2013. Consequently, the state has an increased number of tourists, which continuously increases leading to the region’s development (Sebastian, 2011, para 2).
Chapter 3: Research Methodology
This research will adopt a triangulation approach. This approach is a research method that uses both qualitative and quantitative methods. This methodology will help in validating the information collected from secondary sources. Data collected from different secondary sources should not be considered as equally valid or reliable. Secondary sources often bear the risk of inaccuracy especially if they are not drawn from reputable research agencies or government institutions. The information obtained will be carefully evaluated and weighed in terms of decency and credibility (Stewart and Camins, 1993). The primary focus, therefore, will be to use veritable sources such as the large-scale research conducted by international agencies. To locate useful data sources, the search for Printed secondary sources will be directed to referral texts like directories, guides, handbooks and indexes (Dillan et al., 1994).
This study will use qualitative research to complement primary data as it will be used to gather information will guide the design of surveys. Secondary sources such as scholarly publications, government reports, historical data and the internet will be utilized. There are credible publications on the study area, which can be supplemented by internet sources. Primary data sources will be used to validate the data obtained
Quantitative methods will be applied to give factual information. A survey will be administered to a selected sample group comprising of tourists and the locals. A study is a model of research, which is designed to collect data from an identified population. The typical ways of conducting surveys are through interviews and questionnaires. Surveys are a fundamental instrument for obtaining data from individuals about their surroundings, establishing prevailing trends in a sector and projecting the preferences of target groups.
The preferred survey method in this study is questionnaires. The feasibility of this data collection method will be enhanced through using smaller groups of the sample for purposes of effectiveness. The questions that are more appropriate in this situation will be open-ended to allow the respondents to express diverse views freely. With the advent of credible online survey methods, which are both cost-effective and quick, self-administered interviews are not mandatory. The survey method to be applied is random sampling. In a standard sample survey methodology, information is collected by evaluating population samples, which have been systematically identified. Random sampling entails selecting an unspecified group of individuals from a populace as a representative of the broader population. According to Gay (1997, p. 104), this is the most appropriate single means of attaining a representative sample. Even though no technique can guarantee a sample that is accurately representative, the probability of obtaining one randomly are higher (Gay 1997, p. 104 as quoted by Moulton, 1998). The information given by the participants will be analyzed, and conclusions drawn after dividing the different sub-groups represented within the sample population.
The surveys to be administered in this research will address the tourism role of cultural heritage in the Rajasthan State of India. The aim is to examine the perceptions of selected tourists and locals concerning the significance of the state’s cultural heritage in improving the tourism quality of the state. Quantitative research is a formal, systematic and objective procedure which will be used to describe and examine relationships and evaluate causal and effect interplays between the identified variables (Burnes and Grove, 1993, p. 777).
Surveys are mainly applied for explanatory and descriptive researches. Survey methods are applied when there is a need to collect original information, which can be used to describe a population whose large size inhibits direct observation (Mouton, 1996, 232). Even though online surveys will be predominantly useful, self-administered questionnaires will also be disseminated during the study. In both internet and personal studies, descriptive surveys will be used to highlight the knowledge and prevailing opinions within the sample group.
Time line
The Gantt chart will be used to display the work schedule related to the submission of the proposal. This basic Gantt chart represents the proposed timeframe that the research will be conducted. The tasks are aligned in chronological order with the shaded part showing the time frame in which the specific task will take place.

• Identifying articles to be used in literature review
• Drafting notes for the literature review
• Writing the literature review
• Identifying the sources for secondary data
• Sorting the data
• Recursive abstraction
• Writing the first draft
• Consulting with supervisor on first draft
• Second draft
• Proofreading
• Submission of final report
July/August
2015 September
2015 October/November
2015 December 2015 /January 2016

Conclusion
The role of cultural heritage in the tourism industry in Rajasthan is substantial. Most of the foreign and domestic tourists in the state are interested in the culture of the Indians making them prefer the heritage sites and hotels in Rajasthan. The cultural heritage of Indians is unique, which leads to considerable visitors gaining interest in the regions where the cultural sites are still evident. Resultantly, the economy of the region has grown substantially, besides to the increased employment of the young villagers in the state of Rajasthan.
References

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