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28 © Batta 2016 | SMEs and Sustainable Tourism
Development Model for
Manali Area
Service Centric Supportive Sustainable
Institutional Support Infrastructure Retention Renewable energy
Information Reinforce Culture
Coordination Community centric Concern for safety
Figure 4: PPP Model of Sustainable Development
Service-centric Development ing hotels. Besides, norms on design and
material of buildings need to be prescribed in
Manali is a tourist destination with a concen- conformity with the local architecture to save
tration of SMEs catering to the needs of the its façade from further damage from concrete
tourists. Therefore, the tourism development structures (earlier studies by Singh, 1989 and
strategy has to focus on measures to enrich the Redecon, 2005 have observed that the
quality of service at the destination, which in construction activity in Manali has turned it into
turn could result in higher occupancy levels and a concrete jungle).
increased off- season business. This could be
done by enriching the product by adding new One of the major reasons for the short stay of
activities that could be undertaken by the local tourists in the area is the lack of recreational
community. The approach has to focus on facilities to engage tourists for a longer time
strengthening the institutional base for holistic (Redecon, 2005; HSV, 2006). Even though
planning, upgrading infrastructure, enhancing Manali has enough potential to develop low
the skill level of the locals, and disseminating impact outdoor activities, like trekking and
information. Himalayan cycling, and local culture-based
entertainment facilities, more needs to be done
The Council needs to consider a wide range of to harness this potential. One very strong
infrastructure options to overcome the current probability is setting up a cultural theatre at the
problems. For example, a ban on construction site of the present bus stand. The Council could
on both banks of the river Beas has to be develop a cultural theatre/shopping complex on
considered to protect it from further damage. a Build Own Operate and Transfer (BOOT)
Within the town, areas need to be designated basis. It could emerge as a place for showcasing
for residential and commercial use and the the local culture and handloom and handicraft
maximum flore-area ratio must be properly products. Skiing, trekking, and rafting are other
prescribed and strictly enforced to restrict activities with great potential in the area that
multi-storied structures. Having dedicated need to be promoted.
built-in parking may need to be made compul-
sory for all commercial establishments, includ-
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