Destination Branding of Ziro Through Potentiality of Bio-tourism
The purpose of this study is to determine the potentiality of destination branding through bio-tourism in Ziro of Arunachal Pradesh. The study has focussed on various aspects of the bio-tourism such as the scope for bio-tourism, selection of site for bio-
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Shibabrata Choudhury, Rajive Mohan Pant, Saibal Chatterjee, and Asha Nanding
Abstract
The purpose of this study is to determine the potentiality of destination branding through bio-tourism in Ziro of Arunachal Pradesh. The study has focussed on various aspects of the bio-tourism such as the scope for bio-tourism, selection of site for bio-tourism project, and features of bio-tourism project. The data was collected through secondary sources as well as through interview of various officials of the Department of Tourism, National Information Centre, and personnel of Bulyang (local governing body). Research design proceeds in an orderly and specific manner. A formal study type was being adopted to find out the answers for the research questions. Collected data was analysed by observed vis-a`-vis expected value of attracting tourists of various districts of Arunachal Pradesh. Keywords
Destination branding • Bio-tourism • Ziro
21.1 S. Choudhury (*) • A. Nanding Centre for Management Studies, North Eastern Regional Institute of Science and Technology, Nirjuli 791109, Arunachal Pradesh, India e-mail: [email protected] R.M. Pant National Institute of Rural Development and Panchayat Raj, Guwahati, Assam, India e-mail: [email protected] S. Chatterjee Department of Electrical Engineering, North Eastern Regional Institute of Science and Technology, Nirjuli 791109, Arunachal Pradesh, India e-mail: [email protected]
Introduction
Ziro valley is situated in the Lower Subansiri district of Arunachal Pradesh. It has been shortlisted for world heritage site tentatively on 12 December 2012 because of its scenic beauty. Ziro is surrounded by hillocks, lush paddy fields, pine grooves, and bamboo grooves; it has been blessed with rich flora and fauna Elwin (1965). Ziro is an exemplary case for indigenous biodiversity through the optimum utilisation of land areas. For years, wet rice cultivation along with fish cultivation in the same land is being practised.
# Springer Science+Business Media Singapore 2016 J. Purkayastha (ed.), Bioprospecting of Indigenous Bioresources of North-East India, DOI 10.1007/978-981-10-0620-3_21
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Conservation of the forest is something in the blood of the local people of Ziro. This in turn allows perennial watershed for the daily usage of the peoples of the locality. Concern for nature can be transferred to other outside tourists too, which in turn will allow generating new exposure in terms of knowledge and economy for Ziro. Tourism is generating a high income and works as a pool of employment generation as it is considered as the world’s most fast-growing industry in the world. Tourism helps in increasing the economic value of the destination as investments are made in the area which in turn can act as a source to generate employment and income of the people residing in that particular destination as demand for accommodation, food, transportation, and entertainment increases. In bio-tourism, people are more concerned with protecting the environment so
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