HOSPITALITY MANAGEMENT

GRADUATE SCHOOL OF BUSINESS & ADMINISTRATION

A PRESENTATION

On

Rural Tourism in India

RURAL TOURISM

”A range of activities, services and amenities provided by farmers and rural people to attract tourists to their area in order to generate extra income for their businesses" (Gannon, 1988; in Kloeze, 1994).

Concept Drivers

Rural/ agrarian lifestyle(Farm Tourism)

HERITAGE & CULTURE(ETHNIC TOURISM)

Religious Value(Pilgrim Tourism)

Adventure/ Sports based Activities(Adventure Tourism)

Learning & Education(Eco Tourism)

Learning & Education(Eco Tourism)

Scenic Value(Nature Tourism)

Rural Tourism

Preservation of assets, values & heritage

Rural essence

Benefit to local community

Non-urban setting

Why The Thrust?

Rural Centre

·Falling income levels·Aging rural populations·Search for better prospects

Exodus to cities &Resultant stress

Urban Centre

Issues :·Environmental·Ecological·Social· Economic·Political·Law & Order

Urbanization

Syndrome

Counter- Urbanization Syndrome

Growing interest in non-urban centres

Opportunities - the linkage between development and the industry

Additional trends….•Increasing education level•Growing interest in heritage & culture•Improved means of transport & communication•Environmental consciousness•Growing interest in one’s roots•Increasing trend of “active retired” people

Recognizing Dualities

•Increasing income•Job creation•Diversifying rural economy•Pluriactivity•Natural landscape conservation•Rural arts and crafts•Conservation of monuments•General infrastructure improvement•Changing gender roles•Strengthening of ethnic identity•Increased social interaction

•Environmental threat•Threat to existing social system•Congestion due to excessive accommodation structures•Leakage of benefits to non-locals•Traffic congestion•Changing of attitude towards visitors•losing indigenous cultural forms and meanings•losing traditional production & subsistence skills•Loss of land and property

The contribution …. And the negation…….

……..Related to economy ……..Related to socio-cultural aspects

Rural Tourism in India - The Multi-Stage Evolution Model

“Crafts Village”

Simulation of Rural Environment in Urban Locations

®Located on the city outskirts®Very limited rural environment®Exhibit rural art & craft/ cuisine

®Shilparamam - Hyderabad®Dakshin Chitra - Chennai®Dilli Haat - Delhi®Dhola-ri-Dhani - Hyderabad

“Heritage Hotels”

Recreation of Rural Environment in

Semi-Urban Locations

®Often converted from Forts/ Palaces®Targeted towards upmarket tourists®Limited rural involvement

®Rajasthan®Uttar Pradesh®Himachal Pradesh®Gujarat

“Border line Villages”

Semi-Rural Locations bordering

main cities

®Normally day destinations®Close to natural rural setting®Exhibit rural life, art & craft in rural settings®Relatively well-connected

®Araku near Vizag®Kerala backwaters near Cochin®Pipli near Bhubaneswar

“Interior Villages”

Typical Rural Locations - away

from urban centres

®Located in rural interiors®Need accommodation facilities, connectivity, safety & security®Presently untapped

®Mollana near Udaipur

Locations Characteristics

…to begin with

Raja

stha

n-

Guj

arat

circ

uit

Punjab-Himachal ckt

The Southern circuit

The Tribal belt - MP, Chattisgarh, Jharkahnd

The North-east circuit

UP Pilgrim circuit

Potential Circuits

Issues in Rural TourismUnderstanding the Market • Understanding & relating to the market

• To identify a body to coordinate a study to ascertain market size

• Identifying potential tourist

• Study to understand tourists profile, perceptions and expectations

•To focus on outbound tourists.

Concept Development

• Destination Development

•To offer a complete package to tourists

•To design macro-plan for each state and link to the micro-plan for each district

• Seasonality Factor• Scheduling events to attract different segments during different times of the year

Issues in Rural TourismInfrastructure & Other Facilities

• Provision & management of infrastructure

• Primary infrastructure - road, electricity, water etc. by govt..

•Secondary infrastructure - hotels, transport etc. by public/ private players

• Provision of hygienic food •Rural communities to provide local food

in hygienic environment

• Guide services and interpreters

• To enable tourists to understand the meanings of local culture, traditions and festivals

•Employment avenue for local youth

• Community involvement and community- industry cooperation

• Role of NGOs/ CBOs/ local govt. and community

•Partnership arrangement required.

Local involvement

RURAL TOURISM FOR DEVELOPMENT

MARKETING AND PROMOTION

Rural tourism marketing mix Product – Accommodation, catering, sights,

infrastructure Placement – Direct marketing, with trvel

agents Price – General price, discounts Promotion – Advertisment, stimulation to

buy, popularisation, recommendation,...

CONTINUED…

People – pleasant personality having rural background.

Process – better service qualities, hygienic services.

Physical evidence – eco friendly environment, beside the natural beauty rich place, peace & proper communication facilities.

Why Rural Tourism• Sustainable Livelihood • Poverty Alleviation• Uplift of Rural Artists• Uplift of Rural Artisans• Empowerment of Women• Improvement in Urban and Rural Infrastructure• Better Image, Quality of Life and Attitude of People• Revival of Traditional Crafts • Heritage Conservation• Conservation of Natural Resources

RURAL TOURISM A POTENTIAL DEVELOPMENT DRIVER

RURAL TOURISM A POTENTIAL DEVELOPMENT DRIVER

Significant multiplier effect on the economy

Every dollar spent by a tourist changes hands

13 times

Every hotel room generates direct employment

to 3 and indirect employment to 8 persons

RURAL TOURISM A POTENTIAL DEVELOPMENT DRIVER

FAMINE-PROOFING

Reducing absolute dependence on agriculture:

Revival of traditional arts & crafts, building art, etc.

Providing ready marketing opportunities for rural artisans

Employment generation during entire year

About half a million of artisans employed in Handicraft

sector in only one State of Rajasthan

Handicraft Exports from one of the States, Rajasthan: 1991-92 Rs. 2800 mn.

2000-01 Rs.43,000 mn.

2004-03 Rs. 100,000 mn.

CONCLUSIONS

Rural Tourism is the main driver of economic growth/employment

generation in more than 80 countries

It has the potential of addressing issues such as rural poverty,

empowerment of women, strengthening the economic status of the rural

artisans, earning forex etc.

It is necessary to create the right environment to attract FDI by establishing

progressive legal-institutional framework and facilitating organizations

Circuit development approach yields fastest results

HR is the key

Presenting bankable projects to the investors not only increases the

possibility of attracting forex but also establishes benchmarks for the future

Welcome to the RURAL INDIA

Baramati

Andra

Village in Kochi

Janapada Loka

Ganjam, Srirangapattna

Ganjam, Srirangapattna

Rural Sports Panjab

Sravanabelagula, Hassan

Belur , Hassan

Turuvekere Mysore Dasara

THANK YOU !