Thesis Nilanjan Ray PDF

ROLE OF MARKETING IN DEVELOPING
RURAL TOURISM: A STUDY OF SELECT

VILLAGES IN WEST BENGAL
THESIS SUBMITTED TO THE UNIVERSITY OF BURDWAN
FOR THE AWARD OF DOCTOR OF PHILOSOPHY IN ARTS

(Business Administration)
SUBMITTED BY
Nilanjan Ray
Department of Business Administration
The University of Burdwan
Burdwan
Under the Supervision of
Dr. Dillip Kumar Das

Assistant Professor
Department of Tourism Management
Burdwan, West Bengal
THE UNIVERSITY OF BURDWAN

BURDWAN 713104
WEST BENGAL
2015
Dr.Dillip Kumar Das The University of Burdwan
Assistant Professor Golapbag, Burdwan-713104
Department of Tourism Management West Bengal ( India)
E-mail:dillip_das@rediffmail.com Dial ( 0342)-2558-554
Mobile No: 9433293791
Date: …………………….
This is to certify that the thesis titled “ROLE OF

MARKETING IN DEVELOPING RURAL TOURISM: A STUDY OF SELECT
VILLAGES IN WEST BENGAL” is being submitted by Nilanjan
Ray, Research Scholar, Department of Business
Administration, The University of Burdwan, Golapbag,
Burdwan, West Bengal, for the award of Ph.D. Degree in
Business Administration is a record of bonafide research
work carried out by his under my supervision and
guidance. The thesis has reached the standard fulfilling
the requirements of the regulation of the Burdwan
University and has not been submitted to any other
university or institution for the award of any degree or
diploma. He also complied with all other relevant
conditions specified in the regulations of the University
of Burdwan including the residential requirements. He has
pursued the research work under new guidelines prescribed
by U.G.C.
(Dillip Kumar Das)
Residence
U7A/A-1,
University Staff Quarter, Tarabag, Burdwan-713104.
West Bengal.
DECLARATION
I do hereby declare that the thesis entitled “Role

of Marketing in Developing Rural Tourism: A Study
of Select Villages in West of Bengal” is an
original piece of work done by me. No part of the
content of this thesis has been published or
submitted elsewhere for any other degree in full or
in part. Previous works in this field have been
duly acknowledged as and when they have been
referred.
Date: (Nilanjan Ray)
Place:
i
ACKNOWLEDGEMENT
First, I am grateful to ALMIGHTY GODSRI SRI
RAMAKRISHNA PARAMHANSHA DEVA & SRI SRI SARADA DEVI
for granting me the wisdom, health and strength to
undertake this research task and enabling me to its
completion without their blessing nothing will
happen on this world.
I would like to thank my parents Sri Nirmalendu Ray

and Smt. Rina Ray for their unending inspiration
and standing beside me throughout my career and for
completion of my thesis .I owe a deep sense of my
gratitude to my grandma Late Prativa Ray and
grandfather Late Jyotirmoy Ray as well as Late
BelaGhosh and Late Satyendra Narayan Ghosh. I
would like to thank to my wife Trina Ray for
providing me moral support as well as the necessary
time and resource toward the applications and
maintaining databases.I also thank to my Father-in
Law Bidyut Kumar Ghosh, for his good wishes and
inspiration.
I am extremely grateful to my doctoral mentor, Dr.

Dillip Kumar Das, Assistant Professor in Department
of Tourism Management, The University of Burdwan,
Burdwan, West Bengal for his valuable and
resourceful guidance, scholarly inputs and
consistent encouragement I received throughout my
ii
research work. This accomplishment was possible
only because of the absolute support provided by
Sir. Sir has continuously made himself available to
clarify my doubts despite his busy schedules and I
consider it as a great opportunity to do my
doctoral programme under his guidance and to learn
from his research expertise. Thank you Sir, for all
your support.
Faculty members of Department of Business

Administration and Department of Commerce and
Department of Physics have been very kind enough to
extend their help at various phases of this
research, when I approached them, and I do hereby
acknowledge all of them I also express my gratitude
to Dr.ParthaMitra Associate Professor in Department
of Physics, The University of Burdwan; Dr. P K
Mallik Professor and Head in Department of MBA, The
University of Burdwan; Dr. S K Sengupta Professor
in Department of MBA, The University of Burdwan;
Dr.ParthaSarkar Assistant ProfessorDepartment of
HR(MBA), The University of Burdwan; Dr.Debasish Sur
Professor in Department of Commerce, The
University of Burdwan.
The thesis would not have come to a successful

completion, without the help and support I received
from the Administrative staff members of the MBA
iii
Department. I would like to thank Mr.
ChandrachurMukhapadhaya and MrSumeet.
My colleagues, Dr. ParthaChaudhury, Dr.

KaushikChakraborty have all extended their support
in a very special way, and I gained a lot from
them, through their personal and scholarly
interactions, their suggestions at various points
of my research programme.
(Nilanjan Ray)
iv
List of Tables
Table No Title Page No.
Chapter-1
1.1 Positive Issues of Economic, 28
Environmental and Social perspective.
Chapter-4
4.1 Tourism infrastructure at a glance 98
4.2 Issues and Challenges of Bishnupur 124
tourism in the context of Livelihood.
Chapter-5
5.1 7 Ps’ Elements of Tourism Sector 132
5.3 The Key Promotional Tools of Tourism 136
and Leisure Industry
Chapter-6
6.1 Information of Data Collection at a 153
Glance
6.2 Demographic profiles of respondents 154
6.3 Respondents’ Expenditure Pattern 157
6.4 Range of Expenditure 158
6.5 Patterns of Stakeholders 159
6.6 Tourists Arrival to Kamarpukur (Actual) 161
6.7 ARMA estimation of tourist inflow in 163
Kamarpukur
6.8 Parameters of ARMA estimation of 164
tourist inflow in Kamarpukur.
6.9 Tourists Arrival to Kamarpukur 166
(Forecasted)
6.10 KMO and Bartlett's Test 167
6.11 Total Variance Explained 167
6.12 Rotated Component Matrix 168
v
List of Tables
Chapter-6
6.13 Commonalities and differences of factor 168
loadings/cross loadings
6.14 Variables and Dimensions 169
6.15 Accommodation Infrastructures 170
6.16 Descriptive Statistics 172
6.17 Wilcoxon Signed Ranks Test 172
6.18 Test Statistics 173
6.19 Reliability Statistics 174
6.20 Variables Entered/Removed 175
6.21 Model Summaryb 176
6.22 ANOVAa 176
a
6.23 Coefficients 177
a
b
6.25 Model Summary 178
a
6.26 ANOVA 178
a
a
b
6.30 ANOVAa 180
6.31 Coefficientsa 181
6.32 Variables Entered/Removeda 182
6.34 ANOVAa 182
6.38 ANOVAa 185
vi
List of Tables
Chapter-6
6.42 ANOVAa 187
6.46 ANOVAa 189
6.48 7Ps Classifications of Tourism Elements 191
Available at Kamarpukur
6.49 Comparative Analysis of Tourism Impact 192
6.50 KMO and Bartlett's Test 197
6.51 Rotated Component Matrix 197
6.52 Commonalities and differences of factor 198
6.53 Variables and Name of Dimensions 199
6.55 Wilcoxon Signed Ranks Test 202
6.56 Test Statisticsa 203
6.60 ANOVAa 207
vii
List of Tables
Chapter-6
6.64 ANOVAa 209
6.68 ANOVAa 211
6.72 ANOVAa 213
a
b
a
6.76 ANOVA 215
a
a
b
a
6.80 ANOVA 217
a
6.84 ANOVAa 220
6.86 Comparative Analysis of Tourism Impact 221
viii
List of Figure
Chapter Title Page No.
Chapter-4
Educational Infrastructure 102
4.1
Pattern of Occupation 102
4.2
Industry Infrastructure 105
4.3
Segments of the Tourist 119
4.4
Educational Background 120
4.5
Segmentations of Income Groups of 120
4.6
Tourists
Chapter-5
5.1 7 Ps’ Framework of Tourism Services 131

5.2 Procedures of Integrated Communication 133
Strategy
5.3 Flow chart of IT on Tourism 148
Chapter-6
6.1 Awareness of Rural Tourism, Heritage 155

Tourism, Religious Tourism
6.2 Age wise Pattern of Tourists preference 155
6.3 Frequency of visit at Kamarpukur 156
6.4 Tourists inflow from intrastate, 156
interstate & abroad
6.5 Distribution of Respondents According 157
to different Districts of West Bengal
6.6 Expenditure Pattern 158
ix
6.7 Partial Autocorrelation function 165
6.8 Source of Information about Kamarpukur 184
6.09 Awareness of Tourism concepts 194
6.10 Tourists arrival 195
6.11 Tourist Inflow from different Districts

195
in West Bengal
x
ABBREVIATIONS
AIDA- Awareness, Interest, Desire & Action
ANOVA- Analysis of variance
ARMA- Auto Regressive Moving Average
ARR-Arrival
ASI- Archaeological Survey of India
BPL- Below Poverty Level
CF- Cultural Factors
CI-Cultural Impact
CII-Confederation of Indian Industry
CRS- Computerized Reservation Systems
CT- Cultural Tourism
DOT- Department of Tourism
EF- Emotional Factors
EI- Environmental Impact
EIi- Economic Impact
EMC- Economic Multiplier Model
ETA-Estimated Time of Arrival
GDP- Gross Domestic Product
GIS-Geographical Information System
GOI- Govt. of India
xi
GPS-Global Positioning System
ICT- Information & Communication Technologies
INTACH- Indian National Trust And Cultural Heritage
KMO- Kaiser-Meyer-Olkin
MOT- Ministry of Tourism
NEPG- National Ecotourism Policy and Guidelines
NGO- Non Government Organization
PENCILS- Publications Events News Community involvement
Identity of media Lobbying Social responsibility
PMS- Property Management Systems
PPF-Physical and Personal Factors
PPP- Public Private Partnership
PPT- Pro-Poor Tourism
PR- Public Relation
RKM- Ramakrishna Mission
RT- Rural Tourism
RTDC- Rajasthan Tourism Development Corporation
RTNE- Rural Tourism Network Enterprise
SGLB-Single Room with Bath
SI-Social Impact
STDC- State Tourism Development Corporation
SWOT- Strength Weakness Opportunity and Threat
xii
TAF-Tourism Amenities Factors
TAM- Tourism Appraisal Model
TO-Tour Operator
TTF-Travel and Tourism Fair
UNDP- United nation Development Programme
UNESCO-United nation Educational, Scientific and Cultural

Organization
UNESCO-United Nations Environment Programme
USP- Unique Selling Proposition
VT- Virtual Travel
WBTDC- West Bengal Tourism Development Corporation
WTO- World Tourism Organization
WTTC- World Tourism and Travel Council
xiii
LIST OF CONTENTS
Chapter Contents Page No.
I INTRODUCTION 1-34
II OBJECTIVES AND RESEARCH METHODOLOGY 35-47
III SURVEY OF LITERATURE 48-84
IV CASE STUDY OF KAMARPUKUR AND BISHNUPUR 85-125
V ROLE OF MARKETING FOR PROMOTING RURAL 126-150
VI DATA ANALYSIS AND DISCUSSIONS 151-222
VII MAJOR FINDINGS, SUGGESTIONS / 223-237
RECCOMMENDATIONS & CONCLUSIONS
BIBLIOGRAPHY 238-260
APPENDIX 261-272
PICTURES OF KAMARPUKUR 273-279
PICTURES OF BISHNUPUR 280-284
xiv
CHAPTER-I
INTRODUCTION
C O N T E N T S
1.1 INTRODUCTION
1.2 WESTBENGAL:GEOGRAPHICAL BOUNDARIES
1.3 TOURISM IN WEST BENGAL
1.4 TOURISM ART & CRAFTS IN WEST BENGAL
1.5 DIFFERENT PATTERN OF TOURISM IN WEST BENGAL: A
CONCEPTUAL FRAMEWORK
1.5.1 HERITAGE TOURISM IN WEST BENGAL
1.5.2 CULTURAL TOURISM IN WEST BENGAL
1.5.3 RURAL TOURISM IN WEST BENGAL
1.6. SCHEME OF RURAL TOURISM: GOVT. OF INDIA
1.7 ISSUES AND OPPORTUNITIES OF TOURISM:
1.7.1 ISSUES OF TOURISM
1.7.2 OPPORTUNITIES OF TOURISM
1.8. TOURISM APPRAISAL MODEL (TAM) IN WEST BENGAL
1.9. CONCLUSION
1
1.1 INTRODUCTION
T ourism is now a booming and fastest growing industry

next to the oil & jewelry industry. In the next few
decades tourism will play a
different fields like human resource, economic growth of a
potential role in
country, improve the wealth and productivity. Impact of

tourism on rural India has a great potentiality because
each and every village has unique culture, traditions, food
habit, folklore, and craft, languages, etc all of which
will be a great interest to the National & International
visitors.
Tourism is now the largest industry worldwide in terms of

employment generations and gross domestic product. The
tourism industry has been growing rapidly as well as
changing at a fast pace. As more people are interested in
spending their holidays in nature, both ecotourism and
rural tourism has become one of the important segments of
the tourism industry. This creates opportunities in areas
characterized by natural attractions, wildlife and
wilderness habitats, agriculture, home stay, local craft,
bird watching, local cuisines etc. Local communities are
getting benefit in economic terms in form of employment
opportunities and commitment to conservation and
sustainable development.
West Bengal is a land of splendid destination with rich

cultural heritage, historical heritage, flora & fauna,
spectacular beaches & mountains & wildlife. There are few
states in India which can satisfy each and every kinds of
tourist. West Bengal is one of them. Tourism has various
dimensions in various aspects like economic, social,
2
demographic, technological, geographical, cultural,
natural, and so many fields. The attractions of tourists
have been growing up on the above stated types of
dimensions. Tourism now has laid more emphasis on the rural
areas. In the context of socio-economic objectives it is
necessary to take vital steps which are constructive and
positive. Tourism is also an employment oriented sector. It
is estimated that hotel and catering sector provide more
than 10% of the total employment generated by the tourism
industry. World Travel & Tourism Council (WTTC) estimates
show that tourism sector of India is economically
important and though has been growing at a substantial
rate, it has also undergone some turbulence after post
Mumbai attack on Hotel Taj at Mumbai on 26th November 2008.
However it has started growing gradually gaining back the
momentum since 2009 with a marginal growth rate. The World
Travel and Tourism Council calculated that tourism
generated INR6.4 trillion or 6.6% of the nation's GDP in
2012. It supported 39.5 million jobs, 7.7% of its total
employment. The sector is predicted to grow at an average
annual rate of 7.9% from 2013 to 2023. This may give India
the third rank among countries with the fastest growing
tourism industries over the next decade. India has a large
medical tourism sector which is expected to grow at an
estimated rate of 30% annually to reach about 95 billion by
2015.
Rural parts generally following kinds of products are

available viz. historical, heritage, natural based,
medication based, religious based, cultural based and
manmade. Which have got a great potential with respect
development of tourism, also if certain constraint are
3
removed this could be developed to their fullest excellent
and there are certain great examples and certainly few
countries where it will be showing public and political
will these things have been made possible. All of them
religious and historical type of rural tourism products are
given much space for rural development. (Trivedi& Dixit et.
al. 2005 Rural Tourism in Globalizing World: A Scope of
Rural Development). In India, we observe that there is
tourist congestion in urban, religious and historical sites
and simultaneously innumerable tourist sites remain unknown
and unnoticed in the rural belts of our country. This paper
has observed that a tourist site, which was, once located
in extreme rural location has come to limelight due to its
historical importance or publicity by the local government
and they have developed into a tourist village with variety
of improvements in civic amenities, road and rail
connection, hospitality and cottage industry. This has in
turn bought immense change in the local economy in terms of
growth of handicraft industry, employment, life style of
the local population, etc.
1.2 WESTBENGAL: Geographical Boundaries
The state of West Bengal is situated in the eastern part of

India. On the east lies Bangladesh. Sikkim lies on the
north of West Bengal. The state of Assam is situated on the
north east of West Bengal. The geographical location of the
state is 230 North latitude and 880 East longitude. The area
of West Bengal can be divided into broad physiographic
divisions. The foothills of the Himalaya are known as the
Terai region. This area is famous for the tea plantation.
4
Then onwards, starts the plain land formed by river Ganga.
The main distributary of Ganga is the Hooghly River that
flows over the area of Kolkata. The Sunderbans or the delta
region is an important spot for tourist attraction in West
Bengal. The urban and the rural population form a part of
the total area of West Bengal. According to the census, 70%
of the total population resides in the rural areas. The
people occupying the area of the state are mainly Bengali.
But there is a marked heterogeneity in the population of
West Bengal.
1.3 TOURISM IN WEST BENGAL
West Bengal has the wide variety of attractions in terms of

tourist destinations from bustling Kolkata with its
historical evidence to the rural beauty of lush green
country side. The state is endowed with all the diversities
of the nature that is the tourist’s attractions or dream.
West Bengal Tourism Development Corporation (WBTDC) is
foreseeing an investment of Rs 150 crore in the next couple
of years just for promoting river tourism. The investment
would go towards renovating heritage coasts along the
Ganges as well as developing a Marina with speed boats,
village-sailing and cruise boats facilities. There is no
doubt that river tourism targets the high-end tourists. For
example, Ganga Hut caters to an exclusive set that can
drive down from Kolkata to enjoy a couple of days of total
relaxation in the lap of luxury. The resort has 16 rooms
priced at Rs 12000 onwards, a library, a bar, a Spa, a
swimming pool which seems to merge into the river, river
cruise facilities and an excellent restaurant. Tourisms
5
greatest potential benefit is to earn money and attached
with different allied activities. This involvement can
translate into numerous positive economic opportunities for
society and development communities. Tourism in West Bengal
has much to offer to the world. West Bengal has rich
tradition, culture, craft and so on which can emerge as a
rich potential tourism destination. Tourism development
means more income profits for tourist’s related business.
Tourism in West Bengal is the major source for generating
the employment and promoting the livelihood. According to
TVN Rao, Managing Director, West Bengal Tourism Development
Corporation, there was great scope for investment in river
tourism in the state starting from hotels along the banks
of the Ganges, river entertainment, infrastructural
development of the Sunderbans Delta area, which is still
very undeveloped etc. The Tenth Plan has identified tourism
as one of the major sources for generating employment and
promoting sustainable livelihoods. The Union ministry of
tourism in collaboration with United Nations Development
Program (UNDP) has launched the Endogenous Tourism Project
linked to the existing rural tourism scheme of the
Government of West Bengal. The UNDP has committed $ 2.5
million for the project. UNDP will help in areas of
capacity building, involvement of NGOs, local communities
and artisans forge strong community-private and public
sector partnerships. The government has decided to develop
necessary infrastructure for facilitating rural tourism
(Financial Express 2004).
There is also tremendous potential for investment in Tea

Tourism in the Dooars in North Bengal which has over 350
Tea Gardens and Hill Tourism in Darjeeling. West Bengal has
6
the right specifications to become a different tourism
segment in India in terms of rural tourism, heritage
tourism, pilgrimage tourism. There are varieties of
occupational practices in India as well as west Bengal
province which reflects different types of socio economic
culture. Tourism in West Bengal has recently got some
attentive developmental steps. West Bengal is a province in
Eastern India which has various tourism dimensions with a
rich culture, festivals, handicraft, folklore, river,
pilgrimage so on. There are many such fairs & festivals in
the Eastern India like Durga puja, Kali puja, Rathajatra,
Pouse fair, VasantaUtsav, Festivals of light (Diwali),
Ganga sagarmela (Fair at the time of January / February)
(all these are Indian festivals) these include in Cultural
Tourism. The lifestyle of the Indian village includes the
education, occupation and lifestyle of the villagers.
Though there is Industrialization in India still the
majority of the people depends on agriculture. The people
of India in general and WB in particular are also engaged
in the various arts, culture and handicrafts business. As
per 2001 census, the rural population of the West Bengal
constitutes 72% of the total population. As per the same
census report, 7.3% of the State population is tribal. The
total area covered by forest is 12425.28 sq.kms.14% of the
total area of the state. As per the report of West Bengal
Human Development, 2004 depicts that rural economy in the
West Bengal province has improved especially in terms of
agricultural production largely due to the effective
functioning of the Panchayet system. The most remarkable
acceleration of growth occurred in agriculture. Rural West
Bengal is a land of stupendous dimension with a rich
handicraft, handlooms, folklore, wild life etc.
7
BallavpurDanga in Birbhum District and Mukutmonipur in
Bankura District have been undertaken as the rural tourism
potential site in the Endogenous Tourism Project in
collaboration with Ministry of Tourism Government of India
and UNDP. The heritage of Bengal includes different
dimension like at Purulia district specialize in
traditional folk music and dance like Chou dance, Baul,
Classical Music. Bishnupur District consists major
heritage, cultural and verities of handicrafts
potentialities. Bishnupur is specialized for Bishnupur
Gharana Classical folk lore, cane and bamboo work, cane
work, silk textiles clay work and many more. Bengal’s very
personal tradition fancy articles from bamboo and cane is
rich, more than 35,000 artisans practice this craft in
different districts in rural Bengal. Golden Fiber is
another name of Jute, which has traditionally been knotted
by rural women of Bengal. In 50 Villages of the Kaliaganj
area in West Dinajpore, the process of coloring, weaving of
jute in a single looms as the world outside turns again to
this wonderful natural fibre. Purulia district is famous of
its Eco tourism destinations. In Purulia district Forest
Department has taken initiatives in establishing a Deer
Park and Tourist Cottage for the tourist. Ajodhya hill is
about 2133 ft. high from sea level. There are two wonderful
falls presents in this hill. A lot of archaeological
monuments like Mound, Jain temple, Hindu God and Goddess
temples are also present in this district. The pilot
project on endogenous tourism is rightly conceived with the
involvement of central and state governments and all
stakeholders. Concerned district administration and the
local NGOs are partners in implementing this project. The
central government has pledged assistance to the states
8
amounting to Rs 0.5 million for developing a site for rural
tourism. The project conceives to establish common facility
centers for craft persons and village ‘Kala Kendras’ (arts
& craft centers) to showcase the arts and crafts, history
and culture, nature and heritage of the identified sites.
The project will facilitate construction of ‘VishramSthals’
(rest houses for tourists). These ‘VishramSthals’ will be
made using locally available materials and traditional
skills and knowledge of building and construction. With a
view to provide services of global standards, local
communities will be trained in different aspects of
hospitability, lodging and cuisine. (Financial Express
2004)
For centuries the world has known for its expertise in art
and craft. Its skill in architectural splendors and
exquisite and unmatched works in wood, terracotta,
painting, and textile. Pottery, brass and copperware,
embroidery, tapestry, hand looms, fine muslin and silk
artistry, wood carving, cane works etc. are some examples
of handicrafts which originated at the ground level in the
heartland of Bengal - the villages.
1.4 TOURISM ART & CRAFTS IN WEST BENGAL
The art and handicrafts of West Bengal can be categorized

under following heads:
Artistic Leather Craft
This is a fine example of contemporary art and craft, the

Bengal leather crafts owe their widespread popularity and
9
development due to some innovative work done by gifted
artists at Santiniketan.
Brass & Bell Metal

A many-splendored craft of West Bengal.Handed down to
generations of metalworkers. From domestic utensils for
everyday use to vessels for observance of rituals, the
emphasis is always on strength of form. Copper, one of the
earliest known metals was transformed into alloys like
bronze, brass and bell metal by Indian metallurgists of
Harappan times. Archaeological evidence indicates that
Bengal’s metallurgists too were practicing the art and
science of metal workings as early as 2nd millennium B.C.
Cane & Bamboo
From the depths of time and the earliest chapters of

civilization, comes a craft that endures. Bengal’s very own
tradition in creating everyday and fancy articles from
bamboo and cane is rich and varied. More than 35,000
artisans practice this craft in different districts of
rural Bengal.
Ceramic
This is a tradition built up in contemporary times-several

centuries of interaction with foreign craftsmen and a
legacy left us by many years of British rule. The craft,
however, is today flourishing in and around Kolkata and in
some places in Birbhum district. New ceramic technologies
have joined hands with a heritage of handicrafts to produce
10
a range of fine, glazed ceramic products for decoration,
dolly, toys, wall-hangings, household pottery and
industrial application.
Clay Dolls
Clay fantasies of real-life stylized, sometimes even

graphic in their representations, mark traditional Indian
clay dolls and toys. But the dolls and figurines of
Krishnanagar in Bengal are unique in their realism and the
quality of their finish. Patronized by Maharaja
Krishnachandra himself in the late 18th century, they truly
represent a breakaway from the traditional form.
Dokra
Nomadic tribes who roam the earth restlessly – what

permanence do they leave us with, as a mark of their
passage ? The Dokra or Dhokra group of tribal craftsmen who
range through the landscapes of Bengal, Orissa, Madhya
Pradesh and Andhra Pradesh – give us a timeless heritage of
beautifully shaped and ornamented products of cast metals.
The Bikna group of Dokra artisans of Bankura and the
Dariapur group of Burdwan were rehabilitated in the
sixties. There are similar concentrations at Kharagpur in
Midnapore and Malda. What makes Dokra metal casting
priceless is that if uses the lost wax process or ‘Cire
Perdue’ to cast brass, bronze, or any of the noble metals,
molten metal replaces wax in the traditional hollow casting
method.A method perfected in India long before the advent
of the Aryans.
11
Hill Crafts
High up in the hills, close to the mystic Himalayas, lies

the "abode of lightning", Dorje-ling or Darjeeling, queen
of hill stations.A land whose scenic beauty is only rivaled
by its wealth of culture, of art and craft treasures that
are different from any other in the land. Painted ‘tankas’,
colourful woven and knitted aprons and garments, copper and
brass ware of fascinating variety with beautiful repose
work on them, intricately carved wooden trays and low
tables (Tokchi). And incredibly imaginative range of carved
wooden masks, decorative bamboo with lacquer works,
charming hill jewelry, path work create such magic in
baskets, fruit baskets, flower-pot holders, and paintings
of Kalimpong, carpets and rugs, wooden partitions, all the
work of Bhutia and Nepalese other forest based items,
craftsmen, upholders of centuries old tradition. More than
6,000 families keep this craft vibrant in the hill areas of
Bengal.
Jute Products
Jute, the ‘golden fiber’ has traditionally been woven and

knotted and braided by women of Bengal, often for domestic
storage. Jute as a fabric was much popular in ancient
times. Today Bengal is not only a major producer of jute
goods ranging from pllush jute-blended carpets, to
decorative tapestries, garden pot hangings, decorative hand
bags, bedspreads and more. In 50 villages of the Kaliaganj
area in West Dinajpore, the process of colouring, weaving
of jute on single looms goes on, as the world outside turns
once again to this wonderful natural fiber.
12
Masks & Puppets
Once upon a time, priests masqueraded as gods, demons or

spirits. Sorcerers and wizards wove their spells. Today
they are more popular as items of interior decoration. In
Bengal, masks used by the Chhou dancers of Purulia and
those who perform the Gambhira dances of Malda, actually
represent the theatrical tradition. While the masks used in
Devil Dances and other socio-religious festivals of
Darjeeling and Tibet, are colourful relics of priesthood.
Papier Mache
Papiermache is not a craft traditional to this state. The

Santiniketanschool of artists did some pioneering work in
introducing this craft in West Bengal. Today quite a number
of craftsmen in and around Kolkata have taken up the craft
and their products mainly dolls and masks, have found a
market for their beauty in designs and excellence in
craftsmanship.
Soft Dolls
Rag Dolls are not traditional to Bengal. But from the

common soft dolls given to infants and very small children
to the more sophisticated, costumed, bejeweled dolls – the
range is truly fascinating.
Stone Carving
From the depths of the earth in many parts of Bengal,

archaeologists have discovered a veritable treasure house
13
of stone carving, images and temple carvings, dating back
to the glorious days of the Pala dynasty.Though stone is no
longer widely available, the hereditary talents of Bengal
stone carvers continue to live and prosper.
Cane & Bamboo work
From the depths of time and the earliest chapters of

civilization, comes a craft that endures. Bengal’s very own
tradition in creating everyday and fancy articles from
bamboo and cane is rich and varied. More than 35,000
artisans practice this craft in different districts of
rural Bengal.
Ceramic
This is a tradition built up in contemporary times-several
centuries of interaction with foreign craftsmen and a
legacy left us by many years of British rule. The craft,
however, is today flourishing in and around Kolkata and in
some places in Birbhum district. New ceramic technologies
have joined hands with a heritage of handicrafts to produce
a range of fine, glazed ceramic products for decoration,
dolly, toys, wall-hangings, household pottery and
industrial application.
Sandal Wood Carving
Once upon a time, an elephant tusk was carved into great

and tiny delicate pieces of art by master craftsmen of
Khagra and Jiaganj in Murshidabad district. But then the
elephant population stood threatened, ecological disaster
14
became imminent and so a ban came upon ivory. But that did
not stop the wizardry of the craftsmen. Their deft fingers
found the aromatic, oily sandalwood as an ideal substitute.
Shell & Conch Shell
And the Lord Krishna below upon his great conch shell
‘Panchajanya’ and the great enemy army trembled where they
stood – so says the Mahabharata. No less sonorous and
memorable is the Conch Shell craft of West Bengal, and one
of the most ancient.
Sholapith
Nature has always been one better on man. Compare

"Sholapith" the core of a plant (AeschyromeneAspere) that
grows wild in wet marshlands of Bengal and Assam, Orissa
and Deccan and the artificial "thermocole" produced in a
laboratory. In fact, in malleability, in texture, in its
luster and sponginess, in its ability to turn into "light
as air" beautiful ornamentation – thermocole just does not
come close to "Sholapith". "Sholapith" work is every
uniquely of Bengal.
Terracotta
The earth turns and bears life, so does the potter’s wheel.
Creating forms of plastic consciousness from ordinary clay
to which multitudes have reacted, spontaneously, for aeons
of time. "Nowhere in the world, the part played by
traditional folk pottery is greater than in India," quotes
15
a publication of the Geneva Museum of Ethnology. And how
true it holds for the superb specimen by the master potters
and clay craftsmen of Bengal.
Wood Carving
Wood is probably the most primitive material that was

fashioned by man to suit his needs. Among those who turned
wood carving into an art were the Kasthakaras or the
ancient Sutradharas, traditional craftsmen who worked with
wood, stone, earth and color. Among the outstanding wood
carvings of Bengal are the one-piece owl and deities of
Natungram in Burdwan and sandalwood carvings of
Murshidabad.
1.5 Different Pattern Of Tourism In West Bengal: A

Conceptual Framework
West Bengal is endowed with a natural beauty. West Bengal

has almost all the geographical features, the snow caped
Himalayan ranges in the north, the vast stretch of the Bay
of Bengal soothes its soul to the down south, world’s
largest Mangrove forest Sunderbans along with the royal
Bengal tigers makes one discover the ferocious side of
beauty, the verdant plains, looping hills of Purulia ,
Ganges, Red soil in the western district, forest and
wildlife, all this along with a blend of rich ancient
culture , traditional, historic heritage and beautiful
craftsmanship makes it a hub for a tourist destination.
16
The most popular places to be visited in Bengal are
Darjeeling, Dooars, Murshidabad, Malda, Bishnupur,
Santiniketan, Purulia, Sunderbans, Dingha, Shankarpur and
of course Kolkata.
In Tourism potentials of West Bengal can be effectively

segregate into three forms namely (a)Heritage Tourism
(b)Cultural Tourism (c) Rural Tourism.
1.5.1 Heritage Tourism in West Bengal
In the context of Heritage tourism in West Bengal,

Murshidabad is a vital historical place for heritage
tourism main places of interests are Katra mosque,
Hazarduari Palace, The Hazaarduari Museum is maintained
within the palace. The art galleries have a collection of
rare oil paintings, artifacts, old arms and curios.
Paintings by Marshall, Titian, Raphael and Van Dyke are
notable in a collection of more than 400 oils. Oil
paintings of all the Muslim Nawabs of Bengal are featured
in the museum. MurshidKuli Khan (1704 - 1725), Shuja Khan
(1725 - 1739), Alivardi Khan (1740 - 1756), Mir Jafar (1757
- 1760) and Mir Kasim (1760 - 1763) are among those
portrayed in the collection. Paintings of members of
various Nawab-dynasties are also a part of this collection.
The Katra Masjid, severely damaged by an earthquake in
1897, was designed by NawabMurshidQuli Khan to replicate
the hallowed Kabah Mosque of Mecca. The Nawab himself is
buried under the entrance stairs so that all may step over
him as they enter. 700 karis or Koran Readers once lived in
this huge mosque. The compound of the Mosque retains a
17
Hindu Shiva Temple. The upper tier of the Katra Mosque is
ideal for an aerial view of Murshidabad. Bishnupur is the
most important tourist spot in the district of Bankura. Way
back in the 14th century, JagatMalla, the 19th king of the
Malla dynasty, established his capital at Bishnupur. The
DolMadol Cannon, a number of lakes were artificially
created. Krishna Bandh, JamunaBandh, KalindiBandh,
PokaBandh and Lalbandh are some of them. Another historical
destination Malda district, situated in the north-central
portion of West Bengal, has Bangladesh in the east and
Bihar in the west. A natural port at the confluence of the
Mahananda and Kalindi rivers, Malda rose to prominence as
the river port of the Hindu capital of Pandua.Historical
places are Baroduari , Chika
Mosque ,FerozeMinar,LakhchhipiDarwaza,GumtiDarwaza .Coochbi
har is a city of old palaces of Koch kings, with temples
and large water bodies. North and South Dinajpur are
basically agricultural plains and Malda again is an old
civilization and has its own importance from the
archeological point of view for the famous ruins of Gour
kingdom.
1.5.2 Cultural Tourism In West Bengal
In the context of cultural tourism Mukutmonipur has

played a dominant role in the field of art and culture.
From tourism aspects has immense potential to cater the
needs of all kinds of travelers. Tribal folk and dance are
the inseparable part of the major tribes like Santal,
Munda, Bhumij (Sardar). The main festivals in the area are
Saalui (Baha), Pata, Langra, Dasain, Saharai (Khuntao /
18
Bandna / GoruJagania), Manasa Puja, Makar festival,
TusuSahrai is a post harvest festival performed by Santals
during October -November. Baha is a festival of flowers
celebrated with dance and music in March during the full
moon associated with Holi. The state also has a rich
heritage in North Indian classical music. In dance, Chau
dance of Purulia is a rare form of dance, where the dancers
wear masks. Festive occasions of West Bengal are numerous,
the most famous of which is the DurgaPooja, which is
generally being held in October. The Bengali New Year, also
known as PoilaBaishakh, Rathayatra, Dolyatra, the
Poushparbon, Kali puja, Saraswati puja, Lakshmi puja,
Buddha Purnima which marks the birth of Buddha, etc are
some of the other festivals of the region. In cuisines,
rice and fish are the favorite traditional foods of West
Bengal. Its recorded history dates back to two thousand
years, and having being under various rules over the years,
West Bengal is rich in its traditions and cultures.
Shantiniketan at Birbhum District of West Bengal stands
pivotal cultural evidence. The Kalabhavan is the nucleus
and cultural essence of Tagore's Shantiniketan.The
PoushMela, held amidst the freezing winter of December, is
a notable amalgamation of the diverse cultural sects of
Bengal. It is this festival that incorporates all
the"Bauls"(nomadic singers famous for their bohemianism and
philosophical chantings) from numerous parts of the
state.Lovely springs charm the minds of the students of
ViswaBharati University, Shantiniketan, when they cherish
the vibrant "DolUtsav" or "BasantaUtsav", as it is
popularly known in Shantiniketan, amidst colours, gaiety,
frolic, and, not to forget, its enchanting music.Vishnupur
festival is a chief occasion where you can experience the
19
true heritage of one of the important district of Bengal,
Bankura. This festival can be regarded as the blend of past
and the present. The famous Vishnupur Festival takes place
in the month of December and thousands of tourists come and
visit this fair which has lots to offer to every tourist.
Visiting this historically significant place will surely
make your trip momentous. Teesta Tea & Tourism Festival
takes place in Darjeeling which is the door to the
Himalayas in the state of West Bengal. This festival is
also observed in Sikkim and this promotes the tourism in
North Bengal as thousands of tourists gathers to celebrate
the grand occasion in the tranquil hills of Darjeeling. The
KenduliMela in Birbhum is most well known for the gathering
of the Bauls, a group of mystic minstrels. They are the
bearers of a unique musical tradition, who are identified
by their saffron attire and distinctive musical instrument,
the Ektara(one string musical instrument). They have the
proud distinction of being included in the list of
“Masterpieces of the Oral and Intangible Heritage of
Humanity" by (UNESCO). Gangasagar Fair is famous world
wideand this mela is celebrated with great pomp and
grandeur in this state. This meal is regarded as one of the
main fairs celebrated in West Bengal. The mela gathers
thousands of devotees from different parts of the country.
The fair is one of the main attractions in the winter span
of West Bengal. The fair explored by various foreign
tourists and tourist from other religious background and
thus all cultures, heritages mishmashes to from a single
one. The light and the sacred atmosphere creates and
enigmatic ambience that attracts tourist every year.
20
1.5.3 RURAL TOURISM IN WEST BENGAL
The tourism potential of Bengal is vast and varied.

The state has no doubt has plenty to offer in terms of
religious, cultural and wild life tourists. The state has 3
D’s namely- Darjeeling, Digha and Duars. 3 M’s namely –
Malda, Murshidabad, and Mukut Mani Pur. The state has also
promoting Vishnupur in terms of 3 T’s namely-Temple,
Terracotta and Textile. Apart from these, the state is
having lot to offer to the tourists in terms of
handicrafts, textiles, art forms etc. Again in the context
of Kamarpukur 3H’s namely- History , Heritage and
Handicraft.
The west Bengal heritage of handicraft is legendary

The exquisite texture of BaluchariSarees, Silk and Tasar
Textile from Murshidabad, Birbhum, Bankura, Hoogly and
Nadia districts have become the Choice of the Century. The
fascinating handloom textiles of the same regions as
mentioned above are now attracting world-wide attention.
Besides the garment materials, jute products, wood and cane
products, conch-shell products, brass wares and folk dolls
and handicrafts belonging to different schools of art as
Dokra art etc. Now embellish a large many drawing rooms.
The salient point, however, to be noted in this context, is
that each of these schools. In spite of their contiguity
has maintained its own distinguishing features down the
ages.
The major fairs and festivals of west Bengal includes the
GangaSagarMela- South 24 pargana, PausaMela-
Shantiniketan., JabderKenduli/BaulMela, PathorChapri-
Dargha, Krishna SayerMela-Burdwan, Durga puja, Kali puja
21
etc. The state Government has also announced that each 18
districts head quarter will organize utshav to promote
their culture, tradition and handicraft.
Apart from that the state government also organizes
different leather exhibition, book exhibitions, and
Industrial exhibition to attract a large bunch of domestic
as well as foreign tourist.
1.6. Scheme of Rural Tourism: Govt. of India
Tourism growth potential can be harnessed as a strategy for

Rural Development. The development of a strong platform
around the concept of Rural Tourism is definitely useful
for a country like India, where almost 74% of the
population resides in its 7 million villages. Across the
world the trends of industrialization and development have
had an urban centric approach. Alongside, the stresses of
Urban lifestyles have led to a “counter urbanization”
syndrome. This has led to growing interest in the rural
areas. At the same time this trend of urbanization has led
to falling income levels, lesser job opportunities in the
total areas leading to an urbanization syndrome in the
rural areas. Rural Tourism is one of the few activities
which can provide a solution to these problems. Besides,
there are other factors which are shifting the trend
towards rural tourism like increasing levels of awareness,
growing interest in heritage and culture and improved
accessibility, and environmental consciousness. In the
developed countries, this has resulted in a new style of
tourism of visiting village settings to experience and live
22
a relaxed and healthy lifestyle. This concept has taken the
shape of a formal kind of Rural Tourism.
Under this Scheme, thrust will be to promote village

tourism as the primary tourism product to spread tourism
and its socio-economic benefits to rural and its new
geographic regions. Key geographic regions would be
identified for development and promotion of Rural Tourism.
The implementation would be done through a Convergence
Committee headed by the District Collector. Activities like
improving the environment, hygiene, infrastructure etc.
would be eligible for assistance. Apart from providing
financial assistance the focus would be to tap the
resources available under different schemes of Deptt. of
Rural Development, State Govt. and other concerned
Departments of the Govt. of India.
Tourism growth potential can be harnessed as a strategy for

Rural Development. The development of a strong platform
around the concept of Rural Tourism is definitely useful
for a country like India, where almost 74% of the
population resides in its 7 million villages. Across the
world the trends of industrialization and development have
had an urban centric approach. Alongside, the stresses of
Urban lifestyles have led to a “counter-urbanization”
syndrome. This has led to growing interest in the rural
areas. At the same time this trend of urbanization has led
to falling income levels, lesser job opportunities in the
total areas leading to an urbanization syndrome in the
rural areas. Rural Tourism is one of the few activities
which can provide a solution to these problems. Besides,
there are other factors which are shifting the trend
23
towards rural tourism like increasing levels of awareness,
growing interest in heritage and culture and improved
accessibility, and environmental consciousness. In the
developed countries, this has resulted in a new style of
tourism of visiting village settings to experience and live
a relaxed and healthy lifestyle. This concept has taken the
shape of a formal kind of Rural Tourism. Under this Scheme,
thrust will be to promote village tourism as the primary
tourism product to spread tourism and its socio-economic
benefits to rural and its new geographic regions. Key
geographic regions would be identified for development and
promotion of Rural Tourism. The implementation would be
done through a Convergence Committee headed by the District
Collector. Activities like improving the environment,
hygiene, infrastructure etc. would be eligible for
assistance. Apart from providing financial assistance the
focus would be to tap the resources available under
different schemes of Dept. Of Rural Development, State
Govt. and other concerned Departments of the Govt. of
India.
1. Definition of Rural Tourism: Any form of tourism that

showcases the rural life, art, culture and heritage at
rural locations, thereby benefiting the local community
economically and socially as well as enabling interaction
between the tourists and the locals for a more enriching
tourism experience can be termed as rural tourism. Rural
Tourism is essentially an activity which takes place in the
countryside. It is multi-faceted and may entail
farm/agricultural tourism, cultural tourism, nature
tourism, adventure tourism, and eco-tourism. As against
conventional tourism, rural tourism has certain typical
24
characteristics like; it is experience oriented, the
locations are sparsely populated, it is predominantly in
natural environment, it meshes with seasonality and local
events and is based on preservation of culture, heritage
and traditions.
2. Identification of villages: Each State/UT Govt. would be

requested to furnish one proposal for promotion of Rural
tourism. Based on the merits and after a joint inspection
by the Dept. Of Tourism and the State/UT Govts. if required
ten proposals would be identified for implementation in the
country.
3. Preparation of detailed plan for implementation of the

project: After short listing the proposals, the State/UT
Govts. Would be requested to draw up a detailed plan of
action. The thrust here would be to achieve convergence
between the different schemes of the Govt. of India and the
State Govts. It should be ensured that at least 50% of the
project should be implemented through achieving convergence
of different schemes. Assistance up to Rs 3.00 lakhs would
be provided to the State Govts. for engaging an expert for
preparing the project report.
4. Assistance under the Scheme: A maximum of Rs.50 lakhs

would be sanctioned under this scheme.
5. Permission activities: The following works may be taken

up under the Scheme – i) Improvement of the surroundings of
the village. This would include activities like
landscaping, development of parks, fencing, compound wall
etc. ii) Improvements to roads within the Panchayat limits.
This shall not include may major road which connects the
25
village. iii) Illumination in the village. iv) Providing
for improvement in solid waste management and sewerage
management. v) Construction of Wayside amenities. vi)
Procurement of equipments directly related to tourism, like
Water Sports, Adventure Sports, Eco-friendly modes of
transport for moving within the tourism zone. vii)
Refurbishment of the Monuments. viii) Signages ix)
Reception x) Other work/activities directly related to
tourism xi) Tourist Accommodation.
As a part of the modernization programme, the Tourism

Department has taken up the scheme of computerization of
the bookings of the Tourist lodges through an online
system. It is expected that the work would be completed by
the financial year 2003-04.The Government of India
sanctioned two of the State's proposed projects in the year
2002-03. These are Destination Tourism-Bishnupur and Rural
Tourism at Shantiniketan. Subsequently, the government of
West Bengal has signed a Memorandum of Understanding (MoU)
with Sahara India Pariwar for a large-scale eco-tourism
project at Sunderbans. The department has also selected
Gossaingaon in Cooch Behar district of the state, for its
archeological importance and has requested the Centre for
necessary funds. The state is also trying to develop the
Dooars. To provide a further impetus to tourism in the
state, a massive arts and crafts village has been
constructed as well as an exhibition centre and an art
gallery.
26
1.7 Issues and Opportunities of Tourism:
1.7.1 Issues of Tourism
Tourism has different valuable issues in our

society which brings foreign exchange, employment, higher
government revenues and the transformation of agriculture
into a modern service industry; it can also damage many
indigenous societies. It has been observed that communities
located near the major attraction sites such as nature
parks, reserves, historical sites, etc should have the
opportunity to participate in tourism related activities.
Local people can be employed in hotels, restaurants, shop,
transportation, guide and escort service and other tourist
facilities and services.
27
Table: 1.1 Positive Issues of Economic, Environmental and
Social perspective.
Positive Positive Positive

Economic Issues Environmental Issues Socio Cultural
Issues
Create employment Infrastructure Increasing self-
development will esteem of hosts and
lead to healthy tourists
tourism
Increase Income Develop healthy Learning about each
level environment with other’s culture and
proper sanitation, customs
roads, electricity,
telecommunication,
Increase House Preserve the natural Reducing negative
hold expenditure habitats, bio- perceptions and
diversity historical stereotypes
monuments
Improvement in Use modern Exchange of
the public technology cultural
services
Local businessman Enhance the quality Reduce migration
will be benefited of life for
local residents
1.7.2 Opportunities of Tourism
The basic requirement for any tourism destination is proper

infrastructure. The questionnaire survey as well as
observation revealed that hotels, guest houses or tourists
lodges are present in good numbers. Records from the
28
hotels, lodges and guest houses revealed that even during
the peak season the occupancy rate is high. Only a few
tourists responded that the toilet facilities need
improvement in a few of the hotels and lodges in terms of
bathing water. The ecosystem of West Bengal is very
delicate. Rise in the sea level has taken its toll on this
delicate ecosystem, causing a rise in salinity. As a result
the low salinity tolerant mangrove species have gradually
dwindled in number. Only the high salinity tolerant species
are surviving well. Rise in salinity has also resulted in a
drop in the fresh water table. The Forest department is
taking adequate measures by digging up pot holes so that
wild animals can get drinking water. Moreover, driven by
poverty more than 2 lakhs people resort to tiger prawn seed
collection. The collection process is very harmful for the
natural regeneration of the mangroves as it destroys the
mangrove seeds along with other species. Tourism is a
seasonal activity. As a result the local communities cannot
solely depend on tourism as the only livelihood option. The
income from tourism for the local people is mostly from
working as cooks and guides. Apart from this, local people
also get 25% of the revenue collected from tourists as the
entry fees to the National Park. Questionnaire survey
revealed that only a small percentage of the local people
are involved in tourism related activities. The income
generation from tourism for the local people is also very
small. Development and management of ecotourism requires
conducive environment, which can facilitate its development
and smooth operation. For that the most important
requirement is the local people's participation in bigger
number and ensuring that the income generated from this
region stays within the community. At present, there are
29
proper guidelines for ecotourism in accordance with the
National Ecotourism Policy and Guidelines (NEPG) 1998. But
local participation in tourism is a small percentage and
only a small percentage of the total income generated from
tourists actually percolates into the local community. The
success of any tourist destination lies in the satisfaction
of the tourist after visiting the place. This is manifested
in the number of tourists visiting the place, their
feedback, duration of stay as well as their desire to make
repeat visits. The number of tourists visiting in West
Bengal is increasing on a year on year basis. However, most
of the tourists are not satisfied since tiger sightings in
the wild are rare and destinations are over-crowded. West
Bengal aims to become a preferred tourism and tourism
related investment destination by leveraging its unique
geographical setting along with its multifarious tourism –
related assets. It aims to develop necessary infrastructure
and promote tourism in an integrated manner. With an eye to
improve the market share of West Bengal in the inbound
international tourism segment and also to have a dominant
share in the domestic tourism market, the West Bengal
government recently announced a new tourism policy.
Recognizing the fact that West Bengal contributes the
largest share of domestic tourists in the country, the
policy has introduced a new concept called "know your own
state tourism", in an attempt to hold on to holidayers from
Bengal. Recognizing that sporadic, stand alone and
fragmented development would only hinder the process, the
policy states that responsible and sustainable tourism
through integrated development of infrastructure would be
encouraged. As part of this new initiative, the State is
actively seeking to enhance its tourist destinations by
30
opening up of new spots, developing infrastructure to
facilitate tourism, providing incentives for investment in
tourism by private entities and making available industrial
loan funds under the Tourism Industry related guidelines
for promotion of tourism(WBTDCL, Project Information
Memorandum).
1.8. TOURISM APPRAISAL MODEL (TAM) IN WEST BENGAL
Taking into account the background information on West

Bengal as well as the opinions from tourists, tour-
operators, forest officials and local people, SWOT
(Strengths, Weaknesses, Opportunities, Threats) analysis
has been done for ecotourism in West Bengal. In analysis of
the Strengths, Weaknesses, Opportunities and Threats for
each enterprise the following themes emerged.
Strengths:
1. West Bengal is a well-established tourism destination

with a variety of attractions.
2. The local people strongly supporting the need of

tourism in West Bengal.
3. Status of Biosphere Reserve and World Heritage Site of

West Bengal is high.
4. Good number of domestic and foreign tourists visiting

this destination.
5. Unique culture of the local people.
31
Weaknesses:
1. Lack of coordination among local people.
2. Low involvement of local people in tourism.
3. Little incentive for the local people from tourism in

terms of income generation.
4. Lack of proper tour guide
Opportunities:
1. Social mobilization
2. Increasing tourism allied activities
3. Motivate more alternative employment and income

generation
4. Capturing floating tourist & increased number of stay
5. Attracting attention foreign tourists
6. Development of allied tourism direct involvement

activities
7. Proper tourism package development involving local

people in decision making and planning so that there
is a larger involvement of the local people.
8. Diversification of tourism products like stay in

country boats, trail walks etc. which will help in
retaining majority of the income generated with the
local people.
32
Threats:
1. Migration of extremely poor landless people to Kolkata

in search of job opportunities.
2. Potential negative environmental impacts (damage to

mangrove vegetation due to rise in salinity, loss of
species due to tiger shrimp cultivation etc)
3. Pollution by sewage, dumping of the wastes in river.
4. Increase in biotic pressure due to increase in mass

tourism.
5. Lack of proper management causing negative impact on

this fragile ecosystem.
6. Tourists' dissatisfaction after visiting this place.
7. Saturation of local cultural heritage expose
8. Political disturbance
9. Migrate / Shift another profession
1.9 Conclusion
Rural tourism in this part of West Bengal, having a rich

cultural and religious heritage, will pave the way for
sustainable development with women empowerment .Also rural
tourism is expected to emerge as an important key factor
for sustainable human development including poverty
alleviation, employment generation, environmental re-
generation and development of remote areas and empowerment
of women .This paper recommends that the Government as well
as private agencies including NGOs intending to promote
33
rural tourism in the state of West Bengal ,India can ensure
sustainable economic development and positive social change
in this particular destination.
34
CHAPTER - II
OBJECTIVES AND RESEARCH METHODOLOGY

C O N T E N T S
2.1 INTRODUCTION
2.2 OBJECTIVES
2.3 METHODOLOGY
2.3.1 CRITERIA FOR THE TOURISTS CITE/
SPOT SELECTION
2.3.2 METHODS OF COLLECTING DATA
2.3.3 DATA SOURCE
2.3.4 DATA GATHERING
2.3.5 POPULATION
2.3.6 SAMPLING
2.4 METHODOLOGICAL FRAMEWORK FOR
ANALYZING THE COLLECTED DATA
2.5 MAJOR HYPOTHESIS
2.5.1 HYPOTHESES FOR KAMARPUKUR
2.5.2 HYPOTHESES FOR BISHNUPUR
2.6 LIMITATIONS OF THE STUDY
35
2.1 INTRODUCTION:
R ural tourism is now considered to be one of the most

important
tourism.
segments
The main
among
objectives
various
of
tourism are not only to showcase the rural, art culture,
handicraft but also to gain economic benefit out of it.
new forms
developing rural
of
Development of rural tourism will provide numerous positive

benefits including community development, infrastructure
development as well as socio economic benefits. Economic
Multiplier Model depicts that local income from tourist
expenditures is spent within local area, an increase in
local income and jobs will follow. Rural tourism brings
about immense changes in the local economy in terms of
growth of earnings, utilization of rural tourism resources
like Zamindars house, handicraft, folk-lore, folk music and
it also stop migration from rural to urban area as well.
Rural tourism also develop opportunity of various economic
activities, small scale enterprises development aided by
micro financial assistance has a significant potentialities
to enhancement the rural livelihood.
2.2 OBJECTIVES
Keeping in mind the above significance of Rural tourism

main objectives of this study are:
1. To study the tourism potentials of West Bengal in

general and rural tourism in particular.
2. To study the role played by the state government, NGOs
and other bodies for the promotion of rural tourism in
the state.
36
3. To identify the major challenges and opportunities in
rural tourism development in the state.
4. To analyze the perception of tourists visiting rural
tourism destinations in general and the study area in
particular.
5. To analyze the Socio economic condition of the people
in the study area and their perception for the
development of tourism in the village.
6. To analyze the marketing Mix strategy for the
promotion of tourism in these two villages.
7. To suggest the upliftment of socio-economic life of
the people staying in the study area.
8. To recommend the various ways and means for the
conversation of rural tourism resources in the study
area.
2.3 METHODOLOGY
The main purpose of this research paper is to

systematically collecting, recording and analyzing data
about the problems related to promote and marketing of
rural tourism in the state. This present chapter researcher
focuses on the procedure to shaping the entire research
methodological framework in a systematic manner for the
study.
Keeping the above objectives in the mind the
information required and analytical framework has been
developed over a period of time. This research study has
been conducted the following aspects:
i) Criteria for the tourists cite/ spot selection.
37
ii) Method of collecting data and pattern of data
source.
iii) Methodological framework for analyzing the
collected data.
2.3.1 Criteria For selecting the Tourists Sites

This present research work concentrate is mainly a
destination promotional level study. So from the very
beginning of the methodological framework turns the
selection of the tourists spot for detailed investigation.
The tourist spots are mainly classified into three basic
attractions: (a) Natural attraction (b) Spiritual
attraction (c) Heritage attraction.
The first two attractions i.e. natural and spiritual

attractions are mainly classified as village tour, senic
beauty, holly place, peace. Kamarpukur is selected as a
typical spot representing the above stated features
respectively. Another destination Bishnupur is selected as
a historical evidence as a heritage village tourism.
The selections of above two destinations are made based on

following conditions:-
i) The tourism potentiality of the above destination.

ii) These above spots are least influenced by
infrastructural facilities i.e. infrastructural
point of view.
iii) The above spots are influenced by spiritual
sentiment for visits both by foreigners and domestic
tourists.
iv) Possibilities of promotional infrastructure.
38
2.3.2 Methods of Collecting Data
The present research has been conducted in Kamarpukur in

Hooghly District and Bishnupur in Bankura District. The
sample respondents comprising both tourists from different
socio economic category of society. The data for this
research study had been collected to understand the market
potential for rural tourism to evaluate positive and
negative impact.
2.3.3 Data Sources:
The data for this present research has been collected from
primary and secondary sources. Primary data will be
supplemented by the secondary data stated below:
a) Block office records

b) Census report 2011
c) Economic Records from Economic Review.
d) Report from small scale Industries
e) Report from tourism Department
f) District Statistical hand books.
2.3.4 Data Gathering

The research design had been formulated keeping in mind of
various essential and requirements of given objectives of
the present research. Considering the objectives of the
study two sets of questionnaires were developed. To make
this analysis more transparent the sample size was
restricted for both destinations to 200 tourists.
39
In the context of Bishnupur in Bankura district,
the survey samples were selected arbitrarily from the pre-
selected spots. Specifically collected the data related to
tourism and its impact study from two groups viz. Tourist,
the sample size is 200 and Local hospitality providers the
sample size is 200.
The purpose of the study to identify about different

infrastructural components in the point of view of tourism
as well as socio economic conditions, such as major
components are educations, occupations, sanitation, water,
environmental infrastructure and so on.
2.3.5 Population
A research population refers to the whole group to which
the research results apply. It literally means all the
people and in a research context, population refers to all
the members or objects of any defined group which might be
taken or to about which information might be given.
Population can be defined as the entire group under study
as specified by the research objectives the objectives of
this research was to investigate the guest (i.e tourists)
perception regarding different tourism element /
infrastructure the identification for promotion at
Kamarpukur and Bishnupur particularly. Therefore the
population in this research study has:
a) Tourists that visit at Kamarpukur and Bishnupur.
b) Host Community of the above stated destination
For both cases of destination while conducting the

survey respondents were asked about their demographic
40
profile , income status, length of stay, problems in
occupation, financial assistance, health and hygiene,
village infrastructure, for promoting the destination.
Whereas the collecting the data from tourists the
questionnaires includes information regarding their region,
age , sex, income, duration of stay, accommodation availed,
safety measures, method of booking , aim of visits,
interaction with local people etc.
The research had conducted a pretest to know the

accuracy. As per suggestion based on pretest the
questionnaires were redesigned and administered personally
to collected the required data.
2.3.6 Sampling
Sample size will be restricted to 400 tourists (200
tourists from Kamarpukur and 200 from Bishnupur) as well as
for further consideration to identify the prospects and
impacts of tourism on local community 200 household has
been selected by using stratified random sampling. This
study was conducted using self-administered questionnaires
with the consent from Ramakrishna Math and Mission
Authority, respondents those who are interested to share
their views, tourism authority of Bishnupur, hotel owners,
businessmen. The respondents were informed that their
participation was on a voluntary basis and all information
provided would be kept private and confidential.
Questionnaires were distributed only to those who agreed to
participate in the study. The researcher then briefly
explained the nature and requirement of the survey before
the respondent filled up the questionnaire.
41
2.4 METHODOLOGICAL FRAMEWORK FOR ANALYZING THE
COLLECTED DATA
The collected data have been analyzed using different
statistical techniques and methods. For fulfilment, the
basic objectives of this research study observation method
and in-depth survey method are the main survey instrument
tools. Looking into the collected data through survey,
nature of response, association between the variables and
their influences are tested with relevant statistical
tools.
a) KMO test:
Exploratory Factor Analysis followed by Principal Component

Analysis and Varimax with Kaiser Normalization processes
were performed to reduce data and to observe whether the
different items were properly loaded under several
components or not. Sincere observation was happened on
Rotated Component Matrix where factor loading was taken
place in order to take decision about whether regrouping of
several items are possible or not. The eigenvalues,
percentage of variance, cumulative percentage, Cronbach’s α
test, Kaiser-Meyer-Olkin (KMO) measure for sampling
adequacy and Barlett’s test of sphericity were also
conducted for the purpose of this study. According to
Kaiser and Cerny (1979), the high shared variance and
relatively low uniqueness in variance are indicated by the
KMO measure for sampling adequacy (0.924).
b) ARMA(Auto Regressive Moving Average ) Model:

On the basis past 5 years tourist’s inflow data, we are
analyzing the future trend of tourist inflow in Kamarpukur.
42
We apply a general time series regression model, which
describes as:
Y t = X t β + ε t (1)
Where Y t =tourist inflow, X t = Year, ε t = White noise, with

zero mean and constant variance. We estimate the time
series regression equations as follows:
Tourist Inflow:
y t = 4140 . 79 + 85 . 54 x t (2)
Based on the above time series regression equation

researcher has predicted the future trend of tourist inflow
in.
This is a basic time series regression model where

researcher does not consider the random walk model as well
as the stationary property of time series that is the
problem of moving average and autoregressive problem. In
order to avoid the problem of autoregressive and moving
average researcher has considered the ARMA (Autoregressive
Moving Average) model for prediction of tourist inflow in
Kamarpukur.
AR-Model: y t = ρ y t − 1 + ε t .It can be shown that
σ 2
E ( yt ) = 0; V ( yt ) = ; corr ( y t , y t − k ) = ρ k . (3)
(1 − ρ ) 2
ARMA MODEL:
y t = ρ 1 y t −1 + L + ρ p y t − p + ε t (4)
43
The ARMA model for tourist inflow, where ρ =1 and q =0
based on partial autocorrelation functions. Here xt is the

value of time. The estimate ARMA equation as follows:
Tourist Inflow:
y t = 3140 . 79 + 82 . 54 x t + 0 . 43 y t−1 (5)
Based on Akaiki Information criteria and all t values for

different regression parameter researcher can conclude that
model is accepted and it can be used for predict the future
trend based on past data.
c) Wilcox on Signed Test Samples Model
In the context of Perceived Service Quality (i.e. perceived

service – expected service) there are 22 components of
SERVQUAL five dimensions (tangibles, reliability,
responsiveness, assurance and empathy) identified. In the
first section compounds 22 items where consumers fix their
expectations of excellent firms in the specific service
industry, and second section with 22 items measure
consumers perception of particular company in that service
industry. After comparison of “22 and 22” items gap score
for each five dimensions (tangibles, reliability,
responsiveness, assurance and empathy) in five point score
scale. The result depends on “gap score”. According to
this, perceived service quality can be expressed as
follows: Perceived service quality = perceived service (P)
– expected service (E) Banciuet al.2005. The collected data
has been analyzed using with the help of Wilcoxon Paired
Rank Method through SPSS to identify the relation between
before and after visit of Kamarpukur as well as Bishnupur.
44
The test statistics is given by:
T – n (n-1)/4
Z = -------------------------------------------
n(n + 1)(2n + 1) / 24
For a given level of significance ά , the absolute
sample Z should be greater than the absolute Zά /2 to reject
the null hypothesis. For a one sided upper tail test the
null hypothesis is rejected if the sample Z is greater than
Zά and for a one sided lower tail test the null hypothesis
is rejected if the sample Z is less than - Zά.
d) Linear Regression Model:
To understand the strength of the relationship of tourism

product and Tourists satisfaction, the simple regression
analysis was performed in order to predict the dependent
variable from the independent variable (predictor) where
satisfaction was considered as the dependent variable and
tourism product was considered as the independent variable
for this study.
2.5 MAJOR HYPOTHESES
Hypotheses for Kamarpukur & Bishnupur

v Hypotheses on Tourism Gap Analysis
=
Ho There is no difference in the overall service
satisfaction of tourists’ expectations and perception
45
H1= There are some reasons of difference in the overall
service satisfaction of tourists’ expectations and
perception
v Hypotheseson Marketing Mix Elements On Tourist’s

Satisfaction
H01: Product and Tourists’ satisfaction are negatively

related each other
H02: Price and Tourists’ satisfaction are negatively related
each other
H03: Place and Tourists’ satisfaction are negatively related
each other
H04: Promotion and Tourists’ satisfaction are negatively
related each other
H05: People and Tourists’ satisfaction are negatively
related each other
H06: Process and Tourists’ satisfaction are negatively
related each other
H07: Physical Evidence and Tourists’ satisfaction are
negatively related each other
2.6 LIMITATIONS OF THE STUDY
There are few limitations, which the researcher faced

during the study.
a) The researcher collected primary information mostly

through field visits. For the time and cost
constraints it was not possible to visit all the
potential rural tourism sites of the state.
46
b) The statistical tools used for the study have their
own limitations.
c) The size of the sample is another limitation. This is

basically due to the fact that the research is purely
focused on primary once.
d) During the collection of data of the primary data, the

researcher had to thoroughly convince the respondents
about the purpose of the survey that took a
considerable amount of time.
e) The researcher has faced problem while collecting the

data particularly from the tourists for evaluating the
Gap analysis of both, before the tourist visit the
destination and after visiting the destination to find
out the difference between expected and perceived
service quality.
f) Dearth of literature on rural tourism in the state is

another limitation of the study.
47
CHAPTER – III
SURVEY OF LITERATURE
C O N T E N T S
3.1. INTRODUCTION
3.2. TOURISM DEFINED
3.3. RURAL TOURISM DEFINED
3.4 RURAL TOURISM POTENTIALS
3.5 SUSTAINABLE TOURISM DEVELOPEMNT CONTEXT
3.6 BENEFITS OF RURAL TOURISM AND EVIDENCE
3.7 PROMOTIONAL/MARKETING APPROACHS OF RURAL

TOURISM
3.8 TOURISM PROMOTION THROUGH WEB
48
3.1. INTRODUCTION
S urvey of
International
literature
context
both
is very
Indian
important
proposed research. In the survey of literature there
are so many conceptual framework of rural tourism with the
context
for
and
the
Indian and International scenario. Though the concept

available from different experts on the subject is not
directly applicable in Indian scenario but it can builds an
effective back ground.
Tourism has been particularly attractive to

governments as a development strategy because of tourism
expenditures have strong multiplier effect—the phenomenon
in which tourist dollars initiate increased spending on
local goods and services, thereby promoting employment and
growth in multiple sectors of industry (Wearing and Neil
22)
Rural Tourism is mainly takes place in the country
side. Every districts of West Bengal has some different
unique culture, handicraft, tradition, habitat, .So tourism
in the new perspective in the village area has a great
prospect to uplift the rural economy, employment,
alternative income as well as make a recreational industry.
3.2. TOURISM DEFINED
In the Sanskrit literature the key words for the

tourism ‘ATANA’, i.e. going or leaving home for some other
place. They are –
* Paryantana i.e. going out for pleasure and knowledge.
49
*Desantana i.e. going out of the country for economic
gain.
*Tirthantana i.e. going out to places of religious

interest. i.e. spiritual tourism.
According to R.N. Kaul (1985) points out that “one of

the reasons for travel has been the desire to widen one’s
knowledge & understanding about other peoples, place , &
countries and study their culture, customs, ways of life &
heritage & satisfy ones curiosity about them.
In response, tourism studies turned its attention to

‘alternative’ forms of tourism, suggesting that these were
more likely to overcome the exploitative dimensions of mass
tourism in developing countries (Lea 1993; Brohman 1996;
Khan 1997)
3.3. RURAL TOURISM DEFINED
As per Scheme of Rural Tourism : “any form of tourism

that showcase the rural life , art , culture, heritage at
rural location there by benefiting the local community
economically & socially as well as enabling interaction
between tourists and locals .”
According to Naqshband (1980): “integration of tourism &

environment reminds the planners promoters of tourism in
India about the greatest responsibility of tourism industry
for protecting the environment of places of natural &
cultural importance”.
The ‘pro-poor tourism’ (PPT) approach can be seen as an

attempt to take these questions into account and to target
50
the benefits of tourism more directly towards poverty
reduction (Brown and Hall 2008)
PPT has been extensively debated in the literature,

with critics arguing that it serves to facilitate a
reinforcement of global inequalities by not taking into
account broader power relations of global political economy
(Harrison 2008).
According to Negi (1990) the attractions in rural areas
• Enjoyment of rural scenery.

• The desire for open space , quiet and piece of
mind.
• Rural sports like hunting, fishing, etc.
• Ethnic attractions like folk life, custom, food,
drinks, and festivals.
• Educational and historical attractions like
castles, churches, temples and monasteries etc.
According to Jennet Hanshall (2000) “describes that
Rural area is that rural tourism uses the country side as a
resource, which is associated with the search by urban
dweller for tranquility and space for outdoor recreation
rather than being specifically liked to nature”.
S. Blangy& S. Vantier represented that “Rural tourism
often includes all forms of tourism taking place in natural
area with low density of population and where agricultural
forestry and traditional activities are intimately.”
According to Turner(1973, 1974) analyzed pilgrimages in
terms of the rites de passage involved in movement from one
stage to another. First there is social and spatial
separation from the normal place of residence and
conventional social ties. Second there is a zone where the
51
individual finds him/ herself in an anti-structure out of
time and space which provides an intensive social bonding
or ‘Communitas’, as well as the direct experience of the
secred.
Bramwell& Lane (1994) points out that “Rural tourism is
a multifaceted activity. It is not just farm based tourism.
It includes farm based holidays but also comprises special
interest nature holidays and ecotourism , walking ,
climbing, riding, adventure, sports & health tourism ,
hunting, and angling, educational travel ,arts & heritage
tourism & in same areas ethnic tourism .” According to
Muthoo&Onul (1996) “the creation of employment, the
improvement of rural living standards and the reverse of
the trend towards migration of rural populations to urban
areas are some of the main objectives of Turkish Government
Rural Development Policies.” Rural environments have been
attracting tourists and tourism for many years, due to
their ability to fulfill tourists’ expectations such as:
tranquility; beautiful landscapes; relaxation; sports and
adventure activities; exposure to nature and to rural
lifestyle and culture (Christaller 1964; Page et al 2001).
Lane .B (1994) points out that “ rural tourism

should be –located at rural areas, functionally rural i.e.
small scale enterprises, open space; natural contact,
heritage, traditional, societal practices etc ; rural in
scale; traditional in character; take different forms
representing the complex pattern of rural environment,
economy, history and locations.
The European Union conducts special projects under the

LEADER program and emphasizes the ‘local’ nature of its
52
product offerings, management and control. The LEADER
programs have two distinct ways of defining rural tourism.
The first relies on defining it in terms of the

percentage of revenues that benefit the rural community and
so, tourism in the countryside benefits the population as a
whole whilst agri-tourism benefits farmers directly. Rural
Tourism lies somewhere in between these two types of
tourism. The second definition relies on the various
elements that make up the rural tourism product, and
therefore, if rural culture is a key component then rural
tourism is used. However agri-tourism, green tourism,
gastronomic tourism, equestrian tourism, hunting, etc can
also be subsectors of rural tourism. The key distinguishing
features include giving guests personalized contact in the
physical and human environment of the countryside and
allowing them to participate in activities, traditions and
lifestyles of their rural hosts. Thus, there is also a
strong educational element and so rural tourism is
sometimes included as a subset of eco-tourism. (EC-AEIDL,
1997).
In a broad sense it can be defined as ‘a state of mind, and
technically, according to activities, destinations and
other measurable, tangible characteristics’
(Sharpley&Sharpley, 1997). Over time researchers have
constantly added to understanding the activities that
encompass rural tourism.
The list includes interest in farms, nature,

adventure, health, education, arts, and heritage (Bramwell
and Lane in Jolliffe& MacDonald, 2003) and experiencing
living history such as rural customs, folklore, local
53
traditions, beliefs, and common heritage (Pedford in
Jolliffe& MacDonald, 2003).
The key parameters that define rural tourism are: ‘it

is located in rural areas, functionally rural; based on
small-scale and traditional activities and enterprises
(rural in scale), relies on the traditional qualities of
the countryside, develops slowly under the control of local
people and is non-uniform (reflecting the complexity of the
rural environment) (Thomson Learning).
3.4 RURAL TOURISM POTENTIALS
Kaul also highlighted that “the economic impact of tourism.

He cites the benefits listed by the economic committee of
the league of Nations , viz (a) ability to generate
foreign exchange , (b) role as accelerator of development
, (c) to reduce the damage of uncertain commodity price
fluctuation of primary product.
Tourism is often seen as having great potential in

developing countries which have substantial natural
resources to attract tourists (Bird, 1992). For developing
countries facing falling and erratic prices for their
traditional export, tourism can bring substantial benefits
, increasing foreign exchange earnings and contributing to
a diversification of earnings overall (Sinclair &Tsegaye
1990; Sinclair, 1998,1999, Durbarry, 2002, Lea 1993 ). In
many developing countries tourism is the main or one of the
most important exports (Sinclair 1991a, Dieke 1993,
Varley,1978, Curry1992, Mudambi,1994, Archer 1995, archer &
Fletcher 1996,), and providing a path towards development
through the services sector (Sinclair &Bote Gomez1996)and
54
growth enhancement (Kweka et.al. 2001). Tourism development
may also require specific NGP and Government institutional
support(Dieke, 1995, Pryce,1998, Holm Petersen 2000, De
Villiers 2000), training and education(Doswell 2000) and
regional co-operation (Teye,2000).
According to Campbell (1999) et.al. “ad hoc development of

rural tourism in Costa Rica found that though the residents
there has a positive attitude towards tourism they had
limited awareness of employment & investment opportunities.
He also highlighted that for the communities to further
benefits from tourism it was essential that some amount of
formal planning & interventions are done by the Govt.” The
growth of rural tourism is mainly characterized by the
expansion of infrastructure, tourist opportunities, and
types of activities offered to tourists. Thus, rural
settings have been the hosts of adventure and sport
tourism, cultural tourism in traditional rural
environments, eco-tourism and agro-tourism to name a few
(Inskeep 1991; Oppermann 1998; Page et al 2001). The
expansion of rural tourism, both in terms of number of
tourists and in number of tourists and hospitality
facilities, has been of a great economic and social
importance to communities living in such settings (Mill
1990; Weaver 2000; Page et al 2001; Dwyer et al 2004;
Stoecklet al. 2005).
Tourists participate in creation of sales, profits, jobs,

returns and income. Tourism is characterized by the fact
that consumption takes place where the service is provided
(Steenwegen, 2003), and the economic impact of tourism is
an important factor of national, regional and public
planning and economic development. In addition, its
55
economic impact is a relevant factor in marketing and
management decisions ( Vogelsong, 2001).
Briedenhann&Wickens(2004) represents that “ the benefit of

tourism is that it is seen as a means of alternative
development strategy for economic & social regeneration of
rural areas , as a catalyst to stimulate economic growth,
increased viability of underdeveloped regions & improve the
standard of living of local communities.”
The supply of rural tourism products corresponds with

tourism demands in a region and the demand depends on the
good value, services, and facilities. The direction of
rural tourism demands is a variable which depends on
domestic and international tourists visits. (GharahNejad,
2008).
Focusing on the demand side as several authors

have pointed out (Page and Getz 1997, Sharpley and Sharpley
1997), the recent trends in tourism lead to shift from
standardized mass tourism to more individualistic patterns,
which look for a more meaningful experience. In this sense
the emergent rural tourist segment has varied motivations,
which might include ecological uniqueness, cultural
attractions, special adventures opportunities or the peace
and quiet of the countryside. These represent a unique
opportunity for rural operator, who can established network
of different service providers to maximize opportunity and
offer a diverse range of activities (Briedenhann and
Wickens 2004)
56
3.5 SUSTAINABLE TOURISM DEVELOPEMNT CONTEXT
The Action Strategy for Sustainable Tourism

Development produces at the Globe’1990 Conference in
Vancuver in 1990stated that:
The concept of Sustainable development explicit recognizes

intendancies that exist among environmental and economic
issues and policies. Sustainable development is aimed at
protecting and enhancing environment meeting basic human
needs, promoting current and intergenerational equity,
improving the quality of life of all people. (Action
Strategy, 1990). The reference in this important definition
to human needs, equity and quality of is evidence of the
broadening or the concept beyond the scope of the physical
environment. Bramwel& Lane (1993: 2) state that sustainable
tourism is presented as a positive approach intended to
reduce the tensions and friction created by the complex
interaction between the tourism industry, visitors, the
environment and the communities which are host to holiday
makers. It is an approach which involves working for the
longer viability and quality of both natural and human
resources.
In the definitive text on sustainable tourism

planning, Inskeep(1991:461) cites the objectives of the
concept as applied to the industry in the Action Strategy
for Sustainable Tourism Development:
a) To develop greater awareness and understanding of the

significant contribution that tourism can make to the
environment and the economy.
b) To promote equity in development
57
c) To improve the quality of life of the host community.
d) To provide a high quality of experience for the
visitors.
e) To maintain the quality of the environment on which
the foregoing objectives depend.
3.6 BENEFITS OF RURAL TOURISM AND EVIDENCE
Fleischer & Pizam (1997) points out that “the rural people
benefit as Rural Tourism supplements their income & enables
them to stay on the firm with the decline in the ability of
farm agriculture to generate sufficient income has assessed
many farmers to seek new sources of income & for the
diversification of agriculture base.” Hall and Jenkins
(1998) suggest that the expansion of tourist flows in rural
areas:
• To sustain and create local incomes, employment and

growth.
• To contribute to the costs of providing economic and
social infrastructure.
• To encourage the development of other industrial
sectors.
• To contribute to local resident amenities and
services.
• To contribute to the conservation of environmental
and cultural resources.
According to Gannon (1994) and Kieselbach and Long (1990)
the development of tourism can help several of these
problems through:
58
• Economic growth, economic diversification and
stabilization
• Employment creation, as primary source of income but
most importantly secondary source of income
• Reduced out-migration and possibly re-population
• Maintenance and improvement of public services
• Infrastructural improvement
In the context of product development for rural

tourism core product is understood to be the actual
experiences the tourists want to have in rural contexts.
Auxiliary products are those that tourists would like to
have as part of their experience, but essential to the
product. Their role is in core product enhancement and
include such things as rural museums and galleries, the
hospitality services tourists receives whilst visiting in
rural areas, participating outdoor activities arts and
crafts, and touring on tourist trials. On the other side
augmented product represents all the other benefits
tourists receive whilst consuming the rural tourism product
that facilitates their consumption. But according to Hill
et.al, 1996 the rural tourism product is suitable
accommodation, friendly people and scenic beauty dining,
historical and cultural attractions, rest and relaxation.
Considering the importance of tourism in the process

of rural development planning, it is of paramount
importance to take it into account in rural plannings and
plans. For the purpose of playing the positive role of
tourism in the process of rural development, paying
attention to environment management, local contribution,
59
firm laws, marketing and realistic plannings in tourism
seems necessary. (Rezvani, 2004)
Evidence from Japan
In the context of opportunities of rural tourism an

evidence from Japan that, a popular tourist region in Hongu
Cho mountain villages initiated a supply localization
campaign whereby local businesses were given incentives
(through pricing and government sponsored programmes) to
source as much of their commodities from local farmers and
other businesses(Knight , 1996)
Evidence from Greece
In Greece, women’s co-operatives created additional

products like handicrafts, food products, dry trips,
village tours and educational activities in languages, art,
music and cuisine (Iakovidou et al. 1995). According to
Gannon “a range of activities provided by farmers and rural
people to attract tourists to their area in order to
generate extra income for their business.”
Evidence from Europe
Rural tourism is farm tourism and non-farm tourism

in rural areas and communities, but does not include
activities in outdoor recreation areas such as national
parks, forest or wilderness areas. In Europe ‘rural
tourism’ is usually used to describe agritourism (tourism
on farms) but expands to encompass basically all tourism
activities in the countryside when needed. (EC-AEIDL,
1997).
60
Evidence from Rajasthan, India
The Government of Rajasthan has sanctioned Rs.0.015

Billion for promoting rural tourism sensing the
opportunities in the segments. The Department of Tourism of
Rajasthan has picked up three villages – Khejdhi and
Khichan in Jodhpur and Soren at Baran – for the same. The
three places offer three different attractions .Demoiselle
cranes flock at Kichan during winters and are a major
attraction for tourists. Sorsen in addition to flocking
birds, offer black buck sights.Khejdhi is famous for the
stories of human sacrifice to save tree. A fair that is
organized during winters is drawing a lot of foreign
tourists to the small towns. Changes in sightseeing
interests are being recognized by analysts. It is found
that people are no longer interested in sites showcasing
monuments, handicrafts, architecture heritage etc. They are
interested in going beyond regular tourism and love seeing
places that offer a rustic area.
The Government is drafting plans to promote ecotourism

in suitable areas and building the required infrastructure
such as roads and amenities to ensure access, comfort and
affordability. The RTDC (Rajasthan Tourism Development
Corporation) has been entrusted with the responsibility of
creating the required infrastructure such as connecting
roads to the villages, sanitation facilities, and toilet
and resting spots for visitors. It is believed that the
development of these places would not promote tourism will
also provide employment to the locals and improve the
economy of the rural areas.
61
Holland, J., Burian, M. and Dixey, L. (2003) mentioned
in their pro-poor tourism research that rural areas
generally suffer high levels of poverty, characterized by
lower levels of non-farm economic activity, infrastructural
development, and access to essential services. They may
also suffer from depopulation of the able-bodied (young,
skilled workers moving out, to leave a largely unskilled,
elderly population in the rural area), lack of political
clout.
3.7 PROMOTIONAL/MARKETING APPROACHS OF RURAL

TOURISM
Marketing is a way of thinking about a situation that

balances that needs of tourists with services or variety of
recreations available in the destinations. Various types of
information should be available the general geographical,
historical and cultural background of the area, the
attractions, facilities and series and there costs etc.
that are available. Target customer i.e. here tourists are
more likely to extend their stay in a rural area if they
have sufficient information about destination and various
activities and attractions as well. Competition among
destinations economic instability, oil crisis and political
events have demonstrated the vital significance of
marketing in the development & operation of a whole range
of tourism services. Transportation and lodging business,
tour operators, travel agencies as well as towns, cities,
regions and nation states are all actively involved in
encouraging tourists. The scope of the tourism marketing
therefore is enormous and extends into both the public and
62
private sectors of the economy. A brief retrospective of
the existing literature in marketing reveals that research
interest seems to be focused on the following topic:
Developing marketing programmes (Mc Cleary,1987,

Frechtling, 1987), identifying the tourist or segmenting
the market (Crask, 1981; Calaton& Johar,1984; Woodside &
Jacobs 1985), advertising/ communications & conversion
studies(Woodside & Motes 1981; Pritchard,1982,Bellman
et.al. 1984; Silberman& Klock,1986), attractiveness of
tourist areas(Gearing et.al. 1974; Var et.al. 1977;
Husbands,1983), evaluating tourist satisfaction(Pizam et.
al. 1978; Hannigan 1980; Pearce 1980), ,marketing of
package tours and tour operators(Allen 1985; Sheldon &
mak,1987).
Service marketing concept has made inroads into the

literature has been noted. The pioneering efforts of such
people as Levitt(1972); Rathmell(1974); George and
Barkshale(1974); Donnelly(1976) and many others have been
overwhelming to summarize below:
a) Services are performances which tend to be produced in

real time often in the presence of the customer.
b) The creation and delivery of a performance is unlike
that of a manufactured goods, more attention needs to
be given to developing testing and introducing new
services.
c) Customers may be actively involved in creating the
service product.
63
d) The intangibility of services makes their pricing
difficult , particularly with respect to perception of
risk , search cost and price for similar services.
e) Capacity and demand management require special
attention.
f) Quality assurance is a persistent problem and needs to
be better understood measured and managed.
g) Distribution channels will be controlled increasingly
through information and communication technology.
h) Tourism services need to be more effectively bundled.
Marketers usually consider four strategic element as

product, price, place and promotion when the matter is
marketing strategic element service nature involve other
dimensions such as customers participation in product
process and importance of time , need and some other
critical elements(Lovelock and Wright, 1999)
Krippendrof has defined marketing in tourism as follows:
“Marketing in tourism is to be understood as the systematic
and the coordinated execution of business policy by
tourist undertakings whether private or state owned at
local, regional, national or international level to achieve
to optimal satisfaction of the needs of identifiable
consumer groups and in doing so to achieve an appropriate
return.”
Rural areas and small towns will usually lack the
sophisticated management system found in cities and in
higher level of Government. This includes fewer resources
and perhaps less expertise in research, planning, marketing
and operational and project management. This applies to
private and public sectors alike. Tourists operators need
to organize for marketing(Middleton 1982 , Gilbert 1989) ,
64
Planning( Holland and Crotts 1992), lobbying and self help
purpose, and in rural areas this process is more different
due to fewer numbers, greater distance fewer resources and
perhaps cultural factor which act against collaboration.
According to Beeton& Sue (2004), “Branding has
become a central element of tourism destinations, with
image being the singular most significant element of brand,
which needs to be very seriously considered in the context
of rural tourism. Therefore it is a salient to look at the
images presented by the popular, mass media and consider
how they relate to tourism in general and more specifically
in rural tourism”.
Robert & Hall (2004) has defined that “there is a

need for rural tourism to be differentiated from main
stream tourism, eco-tourism, and geo tourism and is argued
that the context of rural tourism challenges the
“Traditional” approach the marketing
A professional marketing approach , permitting the

identification of the most appropriate target market and of
ways to attract and satisfy it, combined with a concern
about sustainability , is therefore defended as most
appropriate for rural tourism development (Gilbert 1989 ,
Dolli and Pinfold 1997 , Kastenholz 2004) , in this context
a focus may be an interesting option , improving
perspectives of long term destination success, reducing
cost, creating relationship that may enhance mutual
understanding and reduce potential conflict.
In the point of view of advertising Middleton & Clarke

(2001) stated “ one classic communication tool used by
marketing managers as part of marketing campaigns to
65
develop awareness, understanding, interest and motivation
amongst a target audience” Tradition marketing concepts is
focus on the product, but the concepts have been transit to
customers satisfaction ,Kuo(2003).
According to Kotler (2000) MPR consists of a set of

tools that can be classified under the acronym of PENCILS.
In this context it can be classified as:
P= Publications (Travel magazine, attractive travel

broachers, travel road map, publish article about the
destination in airbus or train magazine)
E= Events (attractions of local festivals, rituals, craft

or trade show, performing folk lore,)
N= News (favorable stories about the destination)
C= Community involvement activity (local participation,

local Government participation)
I= Identity of media (travel cards, travel post card)
L= Lobbying activity (favorable and unfavorable activity of

legislations, Sanctions of Government funds)
S= Social responsibility activity (education, development

of SHG)
In the point of view of promotion Huang 2002, mentions

that the sales for tourism industry is via surveys,
analysis and forecast the tourism market, tourism product
design, packaging and, pricing; Further promote tourism
commodities, trading techniques, documents or transfer
service through value-added upgrade to explore, and expand
66
and meet the travel consumer goods or travel to the tourist
demand business services.
Many potential visitors the brochure they possess

actually represents the product or destination they are
purchasing. Another important factor is image, because it
influences destination selection. Formal sources of
information, like brochures, and informal sources, for
example relatives and friends, have an influence on image
formation in a tourist destination (Beerli and Martin,
2004; Crompton, 1979; Etzel and Wahlers, 1985).
In the context of regional network for rural tourism

marketing , strong regional relationships also extends to
the use of food and other farm produce in the tourism
industry through targeted import substitution policies and
links to other products in the local area (farms,
factories, shops, museums) . Such polices have the
potential of increasing the inter relationships between
farming communities, the commercial sector and tourism
industry providers in the local area and hence
strengthening local economies (Telferet. al 1996;
Swarbrooke, 1996 ; ATSIC, 1996)
There is much different management way in different

travel agencies; also, the marketing strategy would not
same. The marketing strategy is the first image for
travel agencies to customers. Therefore, the marketing
strategy would be the most important factors for tourism
industry. Tradition marketing concepts is focus on the
product, but the concepts have been transit to customers’
satisfaction.
67
Kotler says that the marking is a process between social
and management. Also, can be via a process for personal
and group to create, offer or exchange for product or
service that can satisfy wants (Yang，2001).
In the context of tourism satisfaction The Satisfied

apply in consumer theory means that the Reasonable value
equal to the consumer pay for the product (Howard &Sheth,
1969).The satisfaction for tourism would be all the process
offering from tourism to customers react the degree like or
not. The satisfaction can be divided into three
categories. There are:
（1） Promotion: Huang (2002)mentions that the sales for

tourism industry is via surveys, analysis and forecast
the tourism market, tourism product design, packaging
and ,pricing; Further promote tourism commodities,
trading techniques, documents or transfer service
through value-added upgrade to explore, and expand and
meet the travel consumer goods or travel to the
tourist demand business services.
（2） Catering: Crosby et al. （ 1990 ） says service is
invisible, complex and the lack of consumer awareness
of this untried often need more than the transfer
time, and good relations quality can be reduced
uncertainty.
（3） Resource The resilience of the travel agents,
consumers are choosing a travel agent one of the
considerations.
Relationship marketing is a process of strengthening

ties between the organization and its customers,
68
intermediaries, suppliers and employees. Building
relationships involves economic, social and structural
components (Zeithmal and Bitner, 1996). These components
can be applied to all relationships important to the
hospitality, tourism and leisure organization.
Hospitality marketing took on a more strategic focus

(Sasser& Morgan 1977; Blomstrom, 1983) with increasing
attention being given to such topics as:
Market segmentation(Lewis, 1980; Moller et.al.

1985; Garvey, 1986), marketing planning(Yesawich,
1979,Doswell & Gamble,1979),new product development
(Withiam, 1985), promotional strategies(Lewis,
1987;Renaghan & Kaye,1987, Morrison,1989).
Zeithaml(1988) mentions that from the consumer's point of

view price is consumers to get a product to be abandoned or
the price of sacrifice. "Price" is affecting the
profitability of companies the most important factor, which
is one of factors considered for the consumer decision-
making.
According to Getz.D& Page S.J (1997) rural tourism can be

described as, spectrum i.e. rural and wild, the rural
appeal i.e. peace, solitude, lifestyle, nature, scenery,
traditional people, recreation and adventure, the rural
product and services involvement of rural entrepreneurs and
operators.
Stabler (1997) provides a thorough treatment of sustainable

tourism development in terms of economic, ethical and
environmental perspectives from the standpoint of a variety
69
of academic disciplines, including geography, sociology,
economics, and management, marketing, and planning.
Coltman (1989) comments that potential customers “will

compare the brochure of one destination or supplier with
the brochure of its competitors, and it is likely that the
one with the best brochure will receive the business”.
Mak(1977) developed a behavioral model using simultaneous

equation to analyze the determinants of actual length of
stay and per capita daily expenditure for mainland US
visitors in Hawai. Empirical results indicated that length
of stay does affect the average daily expenditure per
person and vice-versa.
According to Vich-I-Martorell(2000), major tour

operators and the global travel industry crowd out local ,
independent firms, the internet as a commercial tool has
provided the supply side with an alternative channel for
communication, marketing and distribution, which may prove
capable of sidestepping these middlemen.
3.8 TOURISM PROMOTION THROUGH WEB
ICT usage and online travel and reservations systems

dominate the field of tourism industry in the practice is
both fragmented and represented by, on the one hand, large
number of small enterprises and the other , a small but
powerful number of global and national operator and
intermediaries (Buhalis,1994,1998, Evans & Peacock,1999)
Hudson’s (1984) volume was one of the first to examine

the role of telecommunications in rural development. While
70
it seems obvious that telecommunications contribute to the
efficient operation and productive growth of an economy,
telecommunications may be a cause, a consequence, and a
manifestation of development.
In tourism it is not a computer or a telephone or video

text that is being diffused, but a whole system of these
technologies based upon microelectronics. The diffusion of
the system of information technologies in tourism will
increase the efficiency, quality and flexibility with which
travel services are supplied. It has already led to the
generation of new services (teleconference, interactive
videotext, video brochures and the internet). Technology
will have the greatest impact on the marketing and
distribution of travel but will leave relatively untouched
the human intensive areas of guest- host relation and
supplier consumer relationships (Poon, 1988a).
Information technologies applied to the tourism system will

increase the efficiency and qualities of services provided
and lead to new combinations of tourism services. This will
be achieved without changing the manifestly human ‘high
touch’ content of travel (Poon 1988b)
Tourism is a hybrid industry since even though it is

dominated by the provision of information; essentially it
is about a physical product Werthner, H & Klein, S (1999).
Technology behind the modern information society,
particularly by the way of the internet, has bought about
four key changes for the way in which business is conducted
Clayton, T &Criscuolo, C (2002).
71
These changes which apply equally to the tourism sector.
• The ability to turn ideas into marketable innovation

for a wide range of customer, with reduced buyer
search costs & costs of access to market
• Increased speed to market and access to new product
offerings via. Internet.
• Changed processes and sharing of information within
and between organizations.
• A shift in the balance of power between suppliers and
customers due to the increased availability of
information.
In the area of tourism, tourist information search has
mainly focused on the uses of various information sources
Gitelson, R.J., & Perdue. 1987, Fesenmaier et.al.(1993).
The tourism industry can be seen as one of the first
business sectors where business functions are almost
exclusively using information and communication technology
Garzotto, Fet.al.(2004). Information mechanism leads to the
establishment of specific product distribution (1999).
Online technologies within the tourism industry have
significantly influenced communications, transactions and
relationships between the various industry operators and
with the customer, as well as between regulators and
operators (Galloway et.al.2004, Sharma, et.al.2000).
72
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84
CHAPTER - IV
CASE STUDY OF KAMARPUKUR AND BISHNUPUR
C O N T E N T S
(A)STUDY AREA OF KAMARPUKUR
4.1 INTRODUCTION
4.2 KAMARPUKUR: PHYSICAL SETTING
4.3 TOURISM POTENTIALS& SIGNIFICANCE: 3HS TOURISM
HISTORY, HERITAGE& HANDICRAFT
4.4 TOURISM INFRASTRUCTURAL FACILITIES
4.5 SOCIO ECONOMIC IMPACT
4.6 TOURISM APPRAISAL MODEL AT KAMARPUKUR
(B) STUDY AREA OF BISHNUPUR
4.2.1 INTRODUCTION
4.2.2 TOURISM POTENTIALS

4.2.3 VIEWS OF TOURISTS ABOUT BISHNUPUR TOURISM
4.2.4 TOURISM ECONOMY IN BISHNUPUR
4.2.5 BISHNUPUR TOURISM: POSITIVE AND NEGATIVE
CONTRIBUTION
4.2.6 ISSUES AND CHALLENGES OF BISHNUPUR TOURISM
85
(A) STUDY AREA OF KAMARPUKUR
4.1. INTRODUCTION
c ultural heritage sites often attract a huge number

of tourist
attractions,
to
that
the
marginal
can
primary
be
significant part of developing word, and they eventually

attract people rural
developed
“tourism
areas.
as
magnets”
This
a
type
major
is
of
tourism contributes to tourism development and the
wellbeing of local community and markets get economic
development which in turn paves the way to rural
development and contributes to local employment
opportunities. It is observed that in order to enrich
themselves culturally and religiously, the tourists often
visit different cultural Places and pilgrim centres.
Travelling from one place to another started taking a shape
into business. The credit goes to the Romans, who gave the
concept of travelling. This transformation of travelling as
a business started taking shape from the 15th century.
During the period 15th to 18th century the concept of
excellence of competition was prevalent and this made the
people to go abroad in order to enrich themselves in terms
of knowledge, ideas, etc. By the 20th century new
dimensions came up in terms of infrastructure, scope and
ideas. The typology of tourism can be Recreational,
Cultural, Adventure/Sports, Health, and Convention. On the
basis of region, the types are domestic and international,
on the basis of number the types are individual and world
and finally on the basis of arrangements the types are
independent and inclusive. The World Tourism Organization
(WTO) played a major role in the development of Tourism as
86
an industry particularly in the developing countries. World
Travel and Tourism Council (WTTC) estimates show that in
2002 travel, tourism and related activities will contribute
11% to the world’s GDP, rising to 12% by 2010. The industry
is currently estimated to generate 1 in every 12.8 jobs or
7.8% of the total workforce. This percentage is expected to
rise to 8.6% by 2012. Tourism is also the world’s largest
employer, accounting for more than 255 million jobs, or
10.7% of the global labor force (WTTC 2002). In Indian
context it was in the Seventh Plan that Tourism was
accorded the status of an Industry. A vast potential to
earn foreign exchange and generate employment was
recognized. Rural Tourism in West Bengal has a great
prospect and also has potentiality for the rural economy.
Rural Tourism in highly attractive to both guest and host
because they would like to participate in rural Culture,
share the knowledge, ideas and get maximum recreational
satisfaction out of it.
4.2 KAMARPUKUR: PHYSICAL SETTING

Lord Sri Sri Ramakrishna (1836-1886) the great religious
clairvoyant was born in Kamarpukur in the district of
Hooghly in West Bengal, India. Swami Vivekananda the
disciple of Sri Ramakrishna had spread the message of his
Master in the country and beyond it to, in the western
countries especially in the international congress religion
at Chicago, USA. The site of Ramakrishna Mission Kamarpukur
where the Mission retains the mud house with thatched roof
is the Holy Birth place of Sri Ramakrishna and the centre
was affiliated to its Headquarters at Belur Math, Howrah
87
India. This Holy Place turns into a pilgrimage as well as a
tourist destination. Kamarpukur is situated in the extreme
West of Arambag Sub-division of Hooghly District, West
Bengal in India with Bankura district in the West and
Burdwan in the North. It is surrounded by three rivers like
the Damodar, the Kansabati and the Darakeswar. Considering
its geographical location and historical importance,
Kamarpukur has taken a vital position in the road map of
rural tourism in West Bengal. Although this tourist spot
is of religious importance, it nature – lovers’ paradise as
if GarhMandaran, Jilimili, Susunia and Mukutmanipur are
located in crow’s flight from tourists’ main destination of
Kamarpukur. In other words, it may be said that the
tourists visit Kamarpukur for religious purpose and
thereafter cover the neighboring tourists locations in one
go.
As per 2001 Census Report, Kamarpukur is spread over of

190.30 sq. kilometers with total population of 1, 43,359
with 54,380 people from backward community. Density of
total population is 754 per sq. kilometers. Out of 190.30-
kilometer area 14.84 hectors are cultivable land.
Therefore, local population cannot solely depend upon
agriculture as the primary source of income. Therefore, a
large number of populations depend upon secondary source of
income through local tourism and handicraft industry
catering to needs of the tourists. Ramakrishna Mission and
Ramakrishna Math includes different developmental
activities are as follows:
Promoting and preservation of ancestral home of Sri

Ramakrishna
Integrating Rural Tourism and Spiritual Tourism
88
Human Resources Development and Capacity building
Providing quality education through multipurpose
schools, library, hostels, audio visual and computer
training programme
Health care facilities through its Allopathic
dispensaries along with Ayurvedic and Homeopathic way
of treatment.
Mobile health care services
Sustainable livelihood promotion program through micro
enterprise development among rural poor- The
PalliMangal
Better environmental program with herbal garden and
solar light system
4.3 TOURISM POTENTIALS AND SIGNIFICANCE:3HS TOURISM

HISTORY, HERITAGE& HANDICRAFT
Tourism in and around Kamarpukur, West Bengal, India

is concentrated on 3 ‘H’ of tourism. 3 ‘Hs’ Tourism has
been found from the empirical study at Kamarpukar are:
‘History’, ‘Heritage’, and ‘Handicraft’. Development of
tourism industry in and around Kamarpukur is seen as
desirable and relatively slow. 3 ‘H’s of Tourism give
benefits to local employment, and rural development and
economic benefits. Over the last decade, Kamarpukur is out
to be a growing tourism destination in West Bengal for its
cultural heritage which played a vital role in uniqueness
of the development in and around the Kamarpukur. The
primary interest of the tourist is to visit in and around
Kamarpukur is the beauty of the natural and evergreen
89
atmosphere as well as spiritual refreshment. The village of
Kamarpukur is on the North West of Hooghly. It is the
meeting point of two districts Bankura andMedinipur(E/W),
the village Kamarpukur consists of 3 Villages: Sripur,
Kamarpukur and Mukundapur. It has the History in the past
its name was Sukhlalgang. Dhonikamarni the foster mother of
Sri Ramakrishna Dev was the native of this village. A great
man named Manik Raja digged a tank for the benefit of local
villagers. Most of the Predecessors of Dhoni family were
engaged in digging the tank .The tank becamepopular as tank
of the “Kamars” at last it was named asKamarpukur.
Sri Ramakrishna’s Living room: - Sri Ramakrishna’s

living room is presently an integral part of the
temple.Sri Ramakrishna used to stay in south facing
hut situated at the western side of the premises which
is presently being used as a part of Shrine
Ramakrishna.
The Temple of Sri Raghuvira:This also was previously a

small hut facing east. It has floor and walls of mud
and a roof of straw, the present temple has been
constructed exactly on the same spot with the same
dimension. In it, the SalagramaSheela (round stone
emblem) of Raghuvira (Rama), the earthen jar
representing Goddess Sitala, the RameswaraSivalinga,
and image of Gopala and the SalagramaSheela of
Narayana are worshipped every day.
90
Yogi’s Siva Temple: It is situated to the north of the
resident of Sri Ramakrishna. In front of the temple
his mother had a divine vision. While speaking of
Dhani, she suddenly saw a beam of celestial light with
emerged from the image of Siva, filled the temple and
swiftly entered her body. When she regained
consciousness, she felt that the light was still in
her womb, and that she had conceived. As a result, Sri
Ramakrishna was born.
The primary School:The school was held in the spacious

natmandir in front of Sri Durga Temple of Lahas house.
Gadadhar also joined this School at the age of five.
In a short time he learnt to read and write, but soon
his interest flagged off and he developed a tendency
to get merged in ecstatic moods at the sight of
beautiful scenery or at the contemplation of
particular deities. The boy liked the recital of the
Puranas and the performance of village dramas more
than his school lessons. He had a great dislike for
arithmetic. Though he made no appreciable progress in
his studies, his handwriting was good. The plays of
Subahu and Yogadya which Gadadhar copied are still
preserved in the Belur Math.
Palace of Manik Raja:-Manik Chandra Bhandyopadhyaya of

Bhursubo Village was renowned in the area for his
great benevolence, and so he becomes known as Manik
Raja. To the West of BhutirKhal he reared an extensive
mango grove for the public. His garden became the
playground of Gadadhar and his friends. Now and then
91
they would run away from school. Go to this secluded
place and engage them in performing drams, which they
might have seen earlier. In these, Gadadhar took not
only the role of the hero but also directed the
performance. Men and women passing by or the peasants
engaged in cultivation nearby, were astonished to see
his memory and were also charmed at his skill in
acting. There are many other incidents motioned in Sri
Ramakrishna Lila-Prasanga about the intimacy of
Gadadhar with Manik Raja.
Temple of Gopeswar Siva :-This ancient temple is

situated to the east of Sri Ramakrishna’s house.
Either SukhlalGoswami, who helped Khudiram to settle
at Kamarpukurk, or his forefather GopilalGoswami had
founded this temple with a big Sivalinga. When Sri
Ramakrishna was passing through ecstatic moods at
Dakshineswar, his mother hearing the report that
Gadadhar had turned mad, got alarmed and went to
Gopeswar temple, where she practiced hard penances to
get the diving grace for the cure of her son.
SitanathPyne’s House :-Sitanathpyne was a man of

mediocre means. His house was to the south of the
Lahas. Gadadhar used to go there often in his boyhood.
When about 12 or 13 years old, he used to have
ecstatic trances while singing devotions songs. Or
reading holy books like the Ramayana or the
Mahabharata there. Once on the occasion of the
Sivaratri, there was an arrangement for the
performance of a village drama. As the boy who was to
act as Siva fell suddenly ill, Gadahar was persuaded
92
to play that role. But as soon as he came to the stage
decked with matted locks, Rudraksha beads and ashes,
he fell into a deep trance which lasted very long, and
the performance had to be stopped.
Dhanikamarini’s Birth Place and Temple :- It is

situated to the south east to the Sri Ramakrishna’s
house. Recently, a small temple has been built on that
site by some devotees and also and oil painting of
Dhani with the child Gadadhar in her lap has been
placed. In that temple the photo of Sri Ramakrishan is
worshipped. Dhanikamarini, a blacksmith woman, served
him in his childhood. Once she got a promise from the
boy that at the time of his investiture with the
sacred thread he would accept alms from her. But it
was contrary to the custom in the Chattopadhyaya
family to accept alms from a non-brahmin on such an
occasion. So his elder brother Ramkumar objected to
it: but Gadadhar was adamant. At last DharmadasLaha,
their father’s friend earn this and said to Ram Kumar
that though this has not so far been allowed in their
family, but had been accepted in many good Brahmin
families elsewhere and hence no blame would be
attached to those allow that .Besides that would also
satisfy Gadadhar and make him happy. In this way the
problem was amicably solved and Gadadhar kept his
promise in difference to the affection of Dhani.
ChinuShankharis Birth place : - Srinivas (alias

chinu), through not born in high family, had great
devotion to God. His relation with the boy Gadadhar
was very sweet. He had a strong faith that gadadhar
93
was a divine being, and loved him dearly. He was
afraid that he might die before he could witness the
enfoldment of his divine paly. One day he fed Gadadhar
with sweets and prayed for his grace. Even when he
grew up, sriRamkrishna kept loving Srinivas. After his
Sadhana periods, whenever Sri Ramkrishna Visited
Kamarpukur, Srinivas spent his time himin religious
discourses. Later the master often referred to his
deep seated devotion and love. At present nothing
exists at the site of Chinu’s house situated to the
north-east of the Sir Ramakrishna’s house. The site
has recently been maintained by Ramakrishan Math,
Kamarpukr.
Mukundapur Siva Temple :- It is situated on the south

West of Sri Ramakrishna’s Birth place. On being
directed by GopeswarSiva,Godadhar’s mother went to
this temple and lay there without food and drink,
praying for the recovery of Gadadhar from supposed
madness. She, however, felt comforted when she heard a
diving voice saying “don’t be afraid, your son is not
mad; he has become like this because of diving
intoxication.”
It has been observed that gradually the tourism activities

are improving slowly, some rural development projects of
“Ramakrishna Mission Pallimangal” are gathering momentum.
Handicraft is one of the ‘H’ among 3H’s. Handicraft of
Kamarpukur and neighboring villages are very rich. The
existing small-scale industries, which need to be nurtured
with contact of rural tourism, can be mentioned below:
94
Jute Handicraft Unit : Since 2001 -02, Jute handicraft
units producing about 35 jute items for domestic
usages have come up in Pallimangalcentre providing
employment to 75 poor and destitute village women who
earn in the range of Rs. 4000 – 9000 per month.
Although the number of people and earning per head are
both insignificant, but they are worth mentioning due
to the effort on the part of non-governmental agency
i.e. Ramakrishna Mission.
Weaving Project Unit: Women workers at Kamarpukur are

doing handloom weaving and stitching of garments.
Ramakrishna Mission has opened at Nakunda under
Pallimangal Weaving Project in 2010 providing job
opportunity to 33 poor and destitute women who earn in
the range of Rs. 2700 – 5000 per head per month.
Incense Stick Unit: In 1980, the Pallimangalcentre

promoted this cottage industry, which provides self-
employment to about 30 persons whose monthly income,
is in the range of Rs. 4000 – 7000 per head per month.
Mini jute Spinning Unit: The Unit was established

during the year 1987 as a pilot project in
collaboration with Jute Technological Research
Laboratories (Now NIRJAFT) Dept of Science &
Technology Government of India &Govt of West Bengal.
Average earning of a worker is Rs 8,000. This unit was
under taken by pallimangal during its inception in
1980.
95
Food Processing Unit: Promoting Cottage industries
with available resources, minimizing wastage of
perishable fruits and Vegetable, helping the farming
community Pallimangal started the Programme in the
month of June 2002. Now 19 varieties of products are
processed from different fruit and vegetables.
These products are sending to different destination for

selling purpose. Greater exposure and interaction with
different customers and artisans’ pallimangal has
participated at Paschim Banga Rajya Silpa Mela near Science
City, Kolkata as special sales counters were launched at
Cossipur Math, Barasat Math and Yagodyen Math on various
festive occasions like Kalparataru Utshav and Annual
Celebration.
4.4 TOURISM INFRUSTRUCTURAL FACILITIES
At Kamarpukur the whole Population is maintained by various

beliefs and faiths. Theplace, particularly and around this
places this unique
religious atmosphere,
which has its
cultural heritage
uniqueness. The
villages of
Kamarpukur, they are
of opinion that
tourism industry is
an economic source is lucrative. The local people during
the festival of Sri Ramakrishna’s birthday mela& during
96
Durga puja earn cash a lot. Math takes initiatives every
year during those festive occasions. Ramakrishna, Sarada
Devi and Swami Vivekananda influence much of the cultural
life of local population during traditional Hindu festivals
.The local population as well as domestic and international
tourists visit Kamarpukur on these occasions not only to
enjoy the religious activities in rural environment but
also to have a taste of Cultural heritage of this tourist
destination. This provides an opportunity to local people
to display and sell their handiwork to the tourists with a
view to earning their livelihood. In order to accommodate
the tourists for their brief stay at Kamarpukur,
Ramakrishna Mission runs two guesthouses. There are private
hotels and restaurants at Kamarpukur, who take care of a
large number of tourists. Because of seasonal tourism, local
people get the scope to earn more through the supply of
food, providing transport facility and selling their
handiwork to the tourists. The villagers of Kamarpukur are
of opinion that tourism industry is a lucrative source of
their income. The local people during the festival of Sri
Ramakrishna’s birthday fair & during different festivals
earn cash a lot. Ramakrishna Math takes initiatives every
year during those celebrations. Tourism can also support
local culture in rural areas by encouraging restoration of
local and regional historic sites. In addition, tourism,
which is generally considered a relatively clean industry,
may foster local conservation of tourism element.
97
Table:4. 1 Tourism infrastructure at a glance
Items Kamarpukur
(i) Guest House / Lodge
Under Mission Authority 12

Private
10
(ii) Hotels 15
(iii) Snack Shop 5 to 12
(iv) Rental Car 55
(v) Rickshaw Puller 45
(vi) Van Rickshaw Puller 60
(with Motor)
(vii) Shops of Private Concern 12
Selling Photos, Bags etc
(viii) Tourist Police 10
(Depend on Tourist)
98
(ix) Hospital / Dispensary 2 (Hosp.)
(x) Overhead Water Tank 1
(xi) Rest house 3
(xii) Shop Outlet under R.K.M 3
Local people 10
(xiii) Car Parking Lot 1
(ix) Children Park 1
Source: Data Collected by Survey Method
Ramakrishna Mission possess to relatively big two

guesthouses for Pilgrims who wishes to spend their
spiritual holidays for a few days. For accommodation one
requires to contact the Math Authority for booking and
reservation. There are three, four and five bedded rooms
with or without attached baths. Side by side, some private
lodge, hotels and restaurant also build near by the math
and around Kamarpukur when overcrowd at the time of
celebration tourist stay such lodge cum hotels. An a impact
of tourism it has been observed that tea stall, fast-food
centre, rickshaw puller, STD shops, sweet shop owner etc
are benefits due to tourist inflow and as a result they are
able to earn a lot of cash from tourists. At the time of
Prayer Kamarpukur Mission authorities provide tourist
police for maintaining discipline. Van Rickshaw, Rickshaw
and rental Car available for sight seen. Medical facilities
also provide in the emergency case. Besides there are other
facilities like Medical aid, medicine shops, laundry
facility, banking services and Travel agents available to
fulfil tourists’ needs. With regard to tourism, Kamarpukur
99
faced with two-fold problems. On the one hand due to lack
of infra-structural facilities as indicated in the above
table, tourists visiting the place during two particular
occasions do not get adequate facilities for accommodation
on the other hand, during the rest of the year due to lack
of tourists, neither the Government, nor RK Mission nor
private investors are interested to develop boarding,
lodging and other infra-structural facilities at
Kamarpukur.
4.5 SOCIO ECONOMIC IMPACT
Availability of limited agricultural land and high

density of population at Kamarpukur, as enumerated earlier,
the population cannot depend on agriculture alone. They
need to explore their potential for handiwork, which has a
tremendous potential for growth if tourism is promoted, and
it becomes perennial in nature in this tourist location.
It will certainly improve socio-economic pattern of life of
local people of Kamarpukur. Tourism can offer rural
resident business opportunities in activities that cater to
the tourist trade. Brown M. Dennis Such locally operated
businesses, which may be seasonal, can provide local
residents with valuable opportunities to develop business
skills and can give local crafters, farmers, and food
processors, among others, outlets to sell their products to
local retail establishments. Parallelly, it has been
observed that handicraft of Kamarpukur, and neighboring
villages are very rich.
100
Educational Infrastructure:
It is well recognized that education level plays a vital
role in improving the quality of life of people on the
average 16% of the households having good educational
background with at least one person in the family having
university degrees. A large population of this study area
is only primary educated. 23% of the households are having
members who have just attended higher education. 13% of the
households having just literate members and 9% of the HHs
are still having members who are completely literates. In
three GPs the educational status varies interestingly,
Kamarpukur where more number of HHs having university
Degrees most of them Masters Degree. But in the other side
this GP is having more illiterate population as compare to
the other two GPs Bengai and Mandaran GPs having more
number of primary educated people. Education has a direct
impact on the health status of the family. During the field
operation it has been well recognized that households
having good educational background are practicing healthier
practices of water and sanitation activities. Muslim
communities in this study area are having less education
and their sanitation operation practices are very poor
condition compare to the other community in this study
area.
101
Kamarpukur Ramakrishna Mission Multipurpose school
HIGH SCHOOL established in 1962, value based formal and holistic education
is imparted to 642 students upto class X with the help of 22
teachers & hostel f acilities provided for 100 students.
JUNIOR BASIC Students strength: 340 boys and 101 girls

SCHOOL 46 boys & 11 girls SC/ ST
NONFORMAL 416 students are enrolled in 19 centers

EDUCATION 319 SC/ST, 72 general, 25 Muslim students
Reading room equipped with 15434 books,

AREA LIBRARY Newspapers, periodicals, Average issue of
Books : 1150
AUDIOVISUAL Screened 46 films of educational values

UNIT In 8 villages of Hooghly District
Fig. 4.1 Educational Infrastructure
Occupational Infrastructure:
It has been observed 50% of the total community’s economic
status of is measurable and they are surviving through a
subsistence livelihood sources (daily wage laborer, petty
business, migration to other place in search of work) they
are hardly capable to fulfill their basic minimum needs.
40%
35%
30%
25%
20% Series1
15%
10%
5%
0%
Service Business Labour Cultivation Self
operated
small scale
business
Fig: 4.2 Pattern of Occupation
102
Human Resources and Capacity Development Infrastructure
Human resource development covers all actions required for
developing qualified and motivated manpower at all levels
of the development activities, which includes training and
education, manpower, utilization plans and also creation of
an appropriate culture in the implementing agencies in
particular and in the community in general. In order to
improve the capacity of the community members it is
essential first of all to identify the need of such
capacity or assess the gaps in capacity to manage the basic
functionality the stakeholders and the key individuals.
This need assessment exercises are part of developing a
process of community mobilization and community
organization building in the context of sustainability of
the community health initiatives.
Rural Development Infrastructure:

Pallimangal is a Bengali word, which means rural welfare.
Thus Ramakrishna Mission PallimangalKamarpukur, Hooghly has
been working for the upliftment of the poor and downtrodden
with an emphasis on the folk in the health, education,
training in order to enable them to earn their livelihood.
Since its inception in 1980, various new income generating
initiatives have been launched that have developed into
mature and effectively managed programmes under two major
categories: Agro Based Industry and Cottage Industry.
103
RURAL DEVELOPMENT
AGRO BASED INDUSTRY

COTTAGE INDUSTRY
• Soil testing laboratory

•Mini jute spinning
• Seed production unit
•Weaving project
• Apiculture project
•Jute handicraft
• Food processing
•Incense sticks
v Agro Based Industry:

Soil testing laboratory established in 1983 to encourage
the farming community for scientific agriculture with
balanced use of plant nutrients for higher production,
economy in input cost, maintenance of soil health and
reduction in pollution. Total 2918 soil samples were
received and tested during the year 2008-09. Soil samples
for testing received from farmers 1224, soil samples
received from NGO 39, from Government 2 and directly
received from farmers 1632. Simultaneously apiculture
project increases the potentiality of Beekeeping unemployed
youths are trained and provided with Bee Box and
appliances. Honey is collected from the bee keepers and is
sold after processing and bottling.
v Industry Infrastructure:
Jute is a cash crop which is cultivated in Eastern
Region of the country mainly in Bengal . A large number of
industries have been engaged to produce bags and carpets of
jute fabrics since the 19th. Century and export the products
all over the world. This helps to develop the socio
economic conditions in the country. Ramakrishna Mission and
Math has started jute handicraft projects through its
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Ramakrishna Mission Pallimangal, Kamarpukur in the year
1980. More than 160 different varieties of products
comprising of bags, decorative items, shoes, money purse
etc. are being produced and sold at showrooms of
Ramakrishna Mission located in different parts of the
country. Besides this a large number of people who have
been trained by experienced and expert trainers under the
guidance of Ramakrishna Mission at Tarakeswar, Dhaniakhali
in Hooghly districts are now engaged in producing selling
the jute products.Ramakrishna Math and Mission exemplary
rerecord in promoting rural crafts has now earned the
patronage of Ministry of Tourism, Govt. of India for its
valuable contribution to the “Incredible India”
25 different cotton items are produced regularly

Weaving
Project 40 destitute women are engaged in this unit as engaged in
this unit as production based wage workers.
Mini jute 15 local youths employed

Spinning Production of twines of different counts during the year 2009-10
Project Stands at 72.365 metric tones
Average income of the workers stands to Rs. 1735/-
Started since 1980 on an average 46 poor and destitute women

of different villages are engaged and trained and are earning
INCENSE either working at the Kamarpukur Workshop or at their homes
PROJECT Now more than 90 destitute women are presently working on
production based wages.
Fig. 4.3Industry Infrastructure
The Community of Kamarpukur in well cultured and educated.

Educational status in and around Kamarpukur in very rich.
One Boy’s School under R.K.M, One Girls’ School and One Co-
Ed. School and two Colleges under The University of Burdwan
at Kamarpukur. There has also 13 Non Formal Education
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Centre (NFEC) (Three Coaching Centers for Primary School
Students) for SC, ST and Depressed Classes. Medical Service
also rendered by the R.K.M for poor and needy patients of
local and neighboring villages of Bankura,
Medinipur&Burdwan districts. Eye Core Unit & National
Blindness Control Program, National Tuberculosis Control
Program, National Leprosy & Elimination Program, Child
Nutrition Program (Aug. 36 Children per day were provided
like milk powder, Biscuits, Sweets distributed), Regular
Mobile, Medical Services at free of Cost is being continued
since 1980 in and around different villages of 3 Gram
Panchayet 72 Districts of Hooghly &Bankura. Again more than
196 medicinal plants collected from different regions of
the country are being cultivated around the HalderPukur
tank which named ‘Gadadhar Herbal Resource Garden’
established in 2005-2006 to make people aware the
importance of cultivation of medical plants for the use of
domestic health remedy.
Ramakrishna Mission and Math, Kamarpukur always

thrives to support and serve the community who are resource
poor for their overall development. Health is one of the
most important parameter for the rural community and it has
a great impact on their life and livelihood. To provide a
healthy and better life to its people, Ramakrishna Mission
Kamarpukur join hands with the National Institution of
Homeopathy on January 2009 a programme on Community Health
Project. One of the most important objective of community
Health Project of NIH is to crate resource pool on
Homeopathy way of treatment at the community level so that
people will have an easy accesses to the service in
sustainable manner which in turns will yield good health
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for the resource poor of the targeted this geographic
location. To full fill the objective Ramakrishna Mission
Kamarpukur has selected around 150 male and female
volunteers with setting of minimum criteria and has given
proper training to the selected persons by the experts.
Ramakrishna Mission Kamarpukur, through its homeopathy
approach of health care services to the community has
effective set different well equip clinics in different
targeted areas in a cluster approach. In the process sub-
clinics and main clinics have been establish to address the
health needs of the targeted population. Ramakrishna
Mission through its project activities provides all the
back ward and forward linkages like counseling the patients
and mobilizing them to seek the treatment and provides a
platform for treatment at the clinic. All the main clinic
except Kamarpukur are open weekly once but Kamarpukur
clinic is open for all the days a week except Monday. All
the sub clinics are open for two days in a week. Maximum
number of patients per day is restricted to 60-65 to
maintain the quality of the treatment. In an average 90% of
the patient coming to the clinics are women and child.
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4.6 TOURISM APPRAISAL MODEL AT KAMARPUKUR
S= STRENGTHS
Rich & Spectacular rural physical setting for rural

tourism
Rich quality of natural environment
Rich History, Heritage, Handicraft
Rich variety of festive occasion and celebration
throughout the year
Maximum level of tourist satisfaction
Transportation overall satisfactory
W= WEAKNESSES
Kamarpukur is far from main urban area

Most of the cultural ritual demolished
Lack of trained guide
Lack of promotional strategy
Low level of sanitation
O= OPPORTUNITIES
Increasing tourism allied activities

Motivate more alternative employment and income
generation
Capturing floating tourist & increased number of stay
Attracting attention foreign tourists
Development of allied tourism direct involvement
activities
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T= THREATS
Saturation of local cultural heritage exposes

Political disturbance
Migrate / Shift another profession
Increase land price
How to Reach at Kamarpukur
Kamarpukur can be reached both by train and by bus. It is

only a 3.5-hour drive (about 125 km) from Kolkata and
regular buses from Esplanned (Kolkata), taxis, and trains
from Howrah/ Sealdah are available.
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(B) STUDY AREA OF BISHNUPUR
4.2.1 Introduction
West Bengal has the wide variety of attractions in terms of

tourist destinations from bustling Kolkata with its
historical evidence to the rural beauty of lush green
country side. The state is endowed with all the diversities
of the nature that is the tourist’s attractions or dream.
West Bengal Tourism Development Corporation is foreseeing
an investment of Rs 150 crore in the next couple of years
just for promoting river tourism. In the context of
Heritage tourism in West Bengal, Murshidabad is a vital
historical place for heritage tourism main places of
interests are Katra mosque, Hazarduari Palace, The
Hazaarduari Museum is maintained within the palace. The art
galleries have a collection of rare oil paintings,
artifacts, old arms and curios. Paintings by Marshall,
Titian, Raphael and Van Dyke are notable in a collection of
more than 400 oils. Oil paintings of all the Muslim Nawabs
of Bengal are featured in the museum. Paintings of members
of various Nawab-dynasties are also a part of this
collection. The Katra Masjid, severely damaged by an
earthquake in 1897, was designed by NawabMurshidQuli Khan
to replicate the hallowed Kabah Mosque of Mecca. The Nawab
himself is buried under the entrance stairs so that all may
step over him as they enter. 700 karis or Koran Readers
once lived in this huge mosque. The compound of the Mosque
retains a Hindu Shiva Temple. The upper tier of the Katra
Mosque is ideal for an aerial view of Murshidabad.
Bishnupur is the most important tourist spot in the
district of Bankura. Way back in the 14th century,
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JagatMalla, the 19th king of the Malla dynasty, established
his capital at Bishnupur. The DolMadol Cannon, a number of
lakes were artificially created. Krishna Bandh,
JamunaBandh, KalindiBandh, PokaBandh and Lalbandh are some
of them. Another historical destination Malda district,
situated in the north-central portion of West Bengal, has
Bangladesh in the east and Bihar in the west. A natural
port at the confluence of the Mahananda and Kalindi rivers,
Malda rose to prominence as the river port of the Hindu
capital of Pandua.Historical places are Baroduari, Chika
Mosque,FerozeMinar,LakhchhipiDarwaza,GumtiDarwaza.
Coochbihar is a city of old palaces of Koch kings, with
temples and large water bodies. North and South Dinajpur
are basically agricultural plains and Malda again is an old
civilization and has its own importance from the
archeological point of view for the famous ruins of
Gourkingdom.The lifestyle of the Indian village includes
the education and the occupation and lifestyle of the
villagers. If there is Industrialization in India still the
majority of the people depends on agriculture. The people
of India are also engaged in the various arts, culture and
handicrafts and the tourism in the country is also the
major occupation of the country. The heritage of Bengal
includes different dimension like at Purulia District
specialize of traditional folk music and dance like Chou
dance, Baul, Classical Music as well as at Bishnupur
District consists major heritage, cultural and verities of
handicrafts potentialities. Bishnupur is specialized for
BishnupurGharana Classical folk lore, cane and bamboo work,
cane work, silk textiles clay work and many more. Bengal’s
very personal tradition fancy articles from bamboo and cane
is rich, more than 35,000 artisans practice this craft in
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different districts in rural Bengal. Golden Fiber is
another name of Jute, has traditionally been knotted by
rural women of Bengal. In 50 Villages of the Kaliaganj area
in West Dinajpore, the process of coloring, weaving of jute
in a single looms as the world outside turns again to this
wonderful natural fiber. Purulia District of Eco tourism
destination. At Purulia in Purulia district has been
developed by Forest Department with a Deer Park and Tourist
Cottage. Ajodhya hill is about 2133 ft. high from sea
level. There are two wonderful falls. A lot of
archaeological monuments remain like Mound, Jain temple,
Hindu God and Goddess temples. The pilot project on
endogenous tourism is rightly conceived with the
involvement of central and state governments and all
stakeholders. Concerned district administration and the
local NGOs are partners. The central government has pledged
assistance to the states amounting to Rs 0.5 million for
developing a site for rural tourism. The project conceives
to establish common facility centers for craft persons and
village ‘Kala Kendras’ (arts & craft centers) to showcase
the arts and crafts, history and culture, nature and
heritage of the identified sites. The project will
facilitate construction of ‘Vishram Sthals’ (rest houses
for tourists). These ‘Vishram Sthals’ will be made using
locally available materials and traditional skills and
knowledge of building and construction. With a view to
provide services of global standards, local communities
will be trained in different aspects of hospitability,
lodging and cuisine. (Financial Express 2004).
West Bengal has the right specifications to become

different tourism segmentation in India like rural tourism,
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heritage tourism, pilgrimage tourism particularly. There
are varieties of occupational practices in India as well as
west Bengal province which reflects different types of
socio economic culture. Tourism in West Bengal has recently
got some attentive developmental steps. West Bengal is a
province in Eastern India which has various tourism
dimensions with a rich culture, festivals, handicraft,
folklore, river, pilgrimage so on. Rural West Bengal is a
land of stupendous dimension with a rich handicraft,
handlooms, folklore, wild life etc. Ballavpur Danga in
Birbhum District and Mukutmonipur in Bankura District have
been undertaken as the rural tourism potential site in the
Endogenous Tourism Project in collaboration with Ministry
of Tourism Government of India and UNDP. The heritage of
Bengal includes different dimension like at Purulia
District specialize of traditional folk music and dance
like Chou dance, Baul, Classical Music as well as at
Bishnupur District consists major heritage, cultural and
varities of handicrafts potentialities. Bishnupur is
specialized for Bishnupur Gharana Classical folk lore, cane
and bamboo work, cane work, silk textiles clay work and
many more.
4.2.2 Tourism Potentials:

Bishnupur subdivision of Bankura district in West Bengal is
known as temple city. Today Bishnupur is famous tourist
spot of West Bengal. Bishnupur has been proposed to be
declared as the National Heritage Site of the UNESCO in the
year of 2000. Bishnupur, the ancient capital of Mallabhum
is rich repository of some excellent terracotta temles. The
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brick temples at Bishnupur built between the seventeenth
and eighteenth centuries when terracotta had culminated to
its zenith under the auspicious of MallaKings, are ruined
fort area and its neighborhood. Apart from temples the
thick Sal forest at Joipur-Bishnupur, Sonamukhi and way to
Panchmura provides a picturesque view. One may come across
various birds, reptiles and elephants in that forest
stretch. In the vicinity of the town and within the old
fortifications there are seven picturesques lakes called
Lalbundh, Krishnabundh, Gantatbundh, Kalindibundh,
Shyambundh and Pokabundh. Near LalbundhBankuraJelaporisod
(District )has constructed an Eco Park (LalPrakrityUddyan)
to attract tourists.
Art and Craft
The famous art form of Bishnupur is its terracotta work.

The exquisite craftsmanship of the terracotta artisans is
evident in the Madanmohana Temple an ShyamRai Temple. The
temple walls are richly decorated with the carvings of
different aspects of Krishna’s Life playing with Radha.
One of the most expensive Baluchori silk sarees in India

called BaluchoriSarees are weaving by craftmen of this
place. The silk strands are dyed separately and then put
into a loom. Designs are woven with the help of a sarees of
punch cards that are hung from the top of the loom. These
punch cards are rectangular pieces of cardboard with
hundreds holes punched according to the design.
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Dokra
Dokra was used to indicate a group of craftsmanship of

nomadic type, scattered over Bengal, Orrissa, Madhya
Pradesh were identified by their beautifully shaped and
decorated metal products. The craftsmen have latter on
settled down in some areas of Burdwan, Bankura and Midnapur
districts of West Bengal leaving their nomadic character.
Conch Shell
The conch shell curving is one of the traditional arts of

Bishnupur. Traditional artisans mostly belonging to
SankhaBanik caste partake conch shell curving at Sankhari
Bazaar, Malleswar and Kadakuli. The artisans beautifully
curve various mythological characters of Hindu pantheons on
conch shell.
Bell Metals
Bell metals and brass metal craft found to be one of the

oldest craft in Bishnupur. Mostly artisans belonging to
Karmakar caste are traditionnaly engaged in such metal
casting. Artisans of Kaitypara, Kamarpara, Krishnaganj,
Koilashtola, Gopalganjetc are traditionally engaged in
brass and Bell metal works. Presently the artisans are
organized under Bishnupur Branzeiers Co-Operative Society
Ltd.
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Wood Curving
Wood curving is another important handicraft in Bishnupur.

The artisans with dexterous hand make beautiful handicrafts
and wooden horse of different sizes Pot and Dash Avatar
Taash another important handicraft item has foreign market
demand.
Places of Tourists Interests:

Rasmancha
The Rashmancha pavilion used for housing the idols of Lord
Krishna from other temples during the Rash festival was
built in brick by King Veer Hambir in 1600 A.D. This is the
oldest brick temple in Bishnupur and is shaped as an
elongated pyramidal tower surrounded by hut-shaped turrets.
The outermost gallery is elegantly surrounded by Bengal
hut-type roofs.The floor is paved with bricks.The entire
structure stands on high platform made up of laterite
blocks. Good quality clay is locally available in plenty
for making the bricks and terracotta plaques used in the
construction of the temples and decorative images.
Jorebangla Temple of KeshtoRai
The Jore Bangla temple resembles two thatched huts joined

together and surmounted by a single tower. This temple in
brick was built by the Malla King Raghunath Singh in
1655.The structure was erected on one metre high platform
using laterite bricks. The entire outer surface is
decorated with terracotta plaques displaying various
aspects of human life and culture, gods and goddesses,
animals, floral and geometrical designs.
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PanchaRatna Temple of ShyamRai
Built in 1643 AD by King RaguhnathSingha, ShyamRai Temple

has the most intricate sculptural details amongst all the
Bishnupur temples.
Madanmohan Temple
The temple of Madanmohan, the best known in Bishnupur, in

the Sankharipara area was built outside the fort compound
by King Durjana Singh Dev, in 1694 AD for his family
deities of Lord Krishna and Radha. Its rich decorations and
designs surpass the ShyamRai and KeshtaRai temples. There
are impressive scenes from the Ramayana, Mahabharata and
the Puranas carved on the temple walls. The temple is the
best example in brick of Ratha or chariot style
architecture with a single sikhara(tower) and a curve
Bengali chala type roof.
Lalbandh,Krishnabandh&Pokabandh
Bishnupur has some attractive large tanks that offer good
sightseeing. The Lalbandh, Krishnabandh and Pokabandh were
built by the Malla kings around 17th and 18th centuries.
These were made to provide water to the villagers and to
protect the town from enemy attacj by draining out the
water towards them.
BishnupurMela
The PoushMela also known as the BishnupurMela is held every
year around the last week of December, near the Madanmohan
Temple. This fair stretches over four days and people from
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all the nearby villages come together to celebrate the end
of the agricultural season. A recent addition is the
BishnupurUtsav, held immediately after the Mela. It is a
classical music and dance festival in recognition of the
‘BishnupurGharana' in music.
According to Ministry of Panchyati Raj, Weaving is the

major livelihood in the area. In addition, most of these
weavers also do farming as an alternative source of income
mainly during rainy season. This cluster is famous for silk
product, but gradually weavers have started weaving cotton,
due to increasing market demand. Weaving in this area are
predominantly done by Hindu community out of which 70
percent of the weavers are from OBC category and the
remaining 30 percent are from general and SC/ST
category. Bishnupur, Sunamukhi, Jaypore and Patrasayer are
the major weaving blocks in the cluster. Baluchari Sari is
produced in and around Bishnupur. The other areas are
producing plain silk yardage. The skill level of weavers
producing Baluchuri sari is significantly higher than the
weavers producing plain yardage. Income level also differs
based on this skill level. Major value added work like
katha stitch and block printing is done outside the
cluster. Though Baluchari product enjoys a good place in
regional and national market but still the weavers have
less direct exposure to these markets. They largely depend
on the intermediaries and traders in Kolkata and other
nearby cities to sell their product and hence loose a good
chunk of profit.
Jhapan: Bishnupur has immense potentials in rural folk as

well. Jhapan is one of the folk lore in Bishnupur. This
cultural activity being celebrated in the end day of
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Sravana (Bengali calendar 4th month) or mid Aug. Bishnupur
is the main center of this cultural activities. It is the
occasion that makes the people to worship snakes. Locals
worship this Goddess in the expectation that the fertility
of the land is maintained resulting the good harvest.
Rabankata Dance: This is a mask dance evolved since Malla

Kingdom of four hundred years ago celebrated in the end
day of Durga puja. The mask dance is performed with the
rythem of folk music in the heart of Bishnupur.
4.2.3 Views of tourists about Bishnupur Tourism
Fig:4.4 Segments of the Tourist
Segments of the Tourist
50
25
15
10
20-30 31-40 41-50 50- above
Source: Calculated from primarily collected data
The above figure depicts that respondents within the age

group of 41-50 seems to have visited in Bishnupur is higher
50% than people of the other age group. However percentage
of people visiting Bishnupur within the age group of 20-30
10% and 31-40 is 15% and above 50 age range is 25%.
119
Educational Background
67
16
10
5 2
10th 10+2 Graduate PG Not Educated
Fig:4.5 Educational Background
The educational background of these tourists had been

widely ranged. From the collected data we can analyze this
variation. Though, about 67 % of tourists were graduate and
10 % were post graduate, percentage of H.S. passed was 16 %
and those who were only school final passed 5% and 2% is
negligible educated tourists. It depicts that educational
level amongst the tourist is quite good.
Segmentations of Income Groups

55
30
10
5
5000-10000 10001-20000 20001-50000 50000 Above
Fig:4.6Segmentations of Income Groups of Tourists
Above figure depicts that respondent in the lower and

middle income groups (Rs. 5,001-10,000) likely to visit
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Bishnupur due to its sub urban advantage with having
comparatively cheap cost of travel expenditure. Hence
people come here frequently for recreation purposes at a
affordable cost. But respondents belonging to higher income
group have also visited Bishnupur.
4.2.4 TOURISM ECONOMY IN BISHNUPUR
People of Bishnupur are engaged in different types of job.

Some people earn money by selling tee or snacks, some sell
different types of product such as, wooden, handicraft and
terracotta product, or people earn money by selling clayey
goods, or many of them provide different types of things
required for puja purpose. Some people are engaged in
preparing quality Saree- Baluchari, Swarnachari. Thus,
there are different types of local hospitality providers
who provide services for maintaining their basic needs.
Most of the local people expressed economic benefits from
tourism at Bishnupur. Study depicts that four kinds of
benefits from the local tourism like a) Income generation,
b) Employment generation, c) Scope of local tourism product
increased, d) Flourishing of hotel business. Majority of
local peoples were considering that there are two types of
potential tourism business in Bishnupur i.e. hotel business
and handicraft business. Among the craft items the
excellent pottery and terracotta works not only glorified
the name of Bihnupur but they also placed the Bankura
district in a prestigious position. The handicraft items of
the locality are the centre of attraction of Bishnupur.
There are sixty pottery families whose traditional
occupation is pot making and terracotta work. The present
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conditions of the terracotta artists were found not so
satisfactory although the demands of those handicrafts
items increased over the time. According to the artist the
problems are lack of financial support from Govt., lack of
promotional activities, proper brand positioning, non-
availability of raw material etc.
4.2.5 Bishnupur Tourism: Positive and Negative

Contribution
Bishnupur has its own identity in Indian tourist map and

Bishnupur has captured a good position in the field of
rural and heritage tourism. There are many tourists spots
like Mukutponipur, Bikna, Bohulara Temple, Panchmura,
Susunia, Jairambati, Joypur forest so on. Bishnupur as a
tourist spot is full of potential to attract tourists.
Recently the tourism professionals and Governing bodies
have understood fell that the positive sides of tourism in
Bishnupur that may increase or promote Bishnupur as a
heritage and rural tourist spot. Tourism department has
begun to organize “BishnupurUtsav” in every year. Now this
utsav has become the major attraction or recreation of
domestic as well as foreign tourists. Tourism in Bishnupur
has received considerable attention in the last few
decades. This is due to economic impact on tourist. The
tourists flow to any destination generates a large number
of business enterprises and it contributes to the economic
development. It has been observed that several positive
contributions from the tourism development in Bishnupur.
For instance the locality has helped to generates new job
opportunities the jobs were created from tourist guide,
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small car drivers, relates to hotel and lodges as well as
local handicrafts like Baluchori and Sornochorisarees ,
terracotta products. Some negative sides of Bishnupur
tourism like as tourism is seasonal so it is not true that
jobs are available throughout the year except November to
March first. Fundamental problem is infrastructure problem
like lack of good quality and efficient transportation
system. Rickshaws are very ill maintained are available for
local sightseeing within the town. Lack of authentic
souvenir and so on.
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4.2.6 Issues and Challenges of Bishnupur tourism
Table:4.2Issues and Challenges of Bishnupur tourism in the

context of Livelihood.
ISSUES CHALLENGES
Basic Cash earnings Narrow and congested roads
Infrastructure (particularly pro-poor) which makes the journey
Better collective uncomfortable for those who
resource management travel a long way to visit
this place.
Many of the tourists
complained about the
improper facilities of
accommodation and public
restrooms.
Non –availability of proper
drinking water
Capital needs Earning opportunities Requirements of funds

from employment, casual very low export prospects
sale enterprises & from the Government
community contracts hesitate to involve their
future generation in the
family business.
Empowerment Stronger social & human Conflict within & between

capital engagement communities
Confidence to handle Imposition of developments
challenges by outsiders
Recognition of the Lack of proper training
community Poor infrastructure.
Economic Uplift SHG Local artisan not promoted

Issues Demand of services and due to proper marketing
goods increase Rural people may be under
Technological up paid.
gradation in agricultural
activities
Businessmen benefited
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How to Reach
Bishnupur can be reached both by train and by bus. It is

only a 5-hour drive (about 150 km) from Kolkata and regular
buses from Esplaned (Kolkata), taxis, and trains from
Howrah/ Sealdah are available.
125
CHAPTER - V
ROLE OF MARKETING FOR PROMOTING RURAL
TOURISM
C O N T E N T S
5.1 INTRODUCTION
5.2 WHEN TOURISM MARKET IS READY?
5.3 PROMOTIONAL STRATEGIC MODELS
5.4 ADVERTISING STRATEGY
5.5 STRATEGIES FOR RURAL TOURISM MARKETING:
5.6 PRODUCT DEVELOPMENT AND MANAGEMENT PROCESS
5.7 E-TOURISM: INFORMATION TECHNOLOGY AND ITS ROLE
IN TOURISM PROMOTION
5.8 IMPACT OF INTERNET ON TOURISM INDUSTRY:
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5.1 INTRODUCTION
T
Marketing
ourism is mainly service based sector and intangible
in character so it is quite
challenging task to market the intangible product.
in tourism mainly considered as management of
the attraction itself. It may be done by different ways
difficult and
including: through product development, providing better

service quality, promotion through media (TV, Radio or
Newspaper), through internet.
Marketing involves several activities establishing the

marketing objectives, formulating the marketing strategies,
preparing and implementing the promotion programs and
providing appropriate tourists information series. We have
to plan for marketing for the domestic and international
tourists for the rural tourism marketing. An important
function of marketing is providing appropriate and valuable
information to tourists before and after they arrive at
their destinations. Various types of information should be
available the general geographical, historical and cultural
background of the area, the attractions, facilities and
series and there costs etc. that are available. Target
customer i.e. here tourists are more likely to extend their
stay in a rural area if they have sufficient information
about destination and various activities and attractions to
undertake during their stay at the destination.
127
RURAL TOURISM BOUNDARIES
Preservation of assets,
Values& heritage
Rural/ agrarian lifestyle

(Farm Tourism)
Culture Value Scenic Value

(Cultural Tourism) (Nature Tourism)
Rural
Urban Tourism Rural
Non-urban Essence
Heritage Value
Setting Religious Value
(Heritage Tourism)
(Pilgrim Tourism)
Adventure/ Sports based Activities

(Adventure Tourism)
Benefit to
Local community
Rural Tourism boundaries are different forms like Pilgrim

Tourism, Adventure Tourism, Heritage Tourism, Cultural
Tourism, Nature Tourism and Farm Tourism. Benefits of above
rural tourism boundaries are:
v Increasing education level
v Growing interest in heritage & culture
v Income level will rise.
v Alleviation of poverty
v Provide higher standard of living or the rural people.
v Cultural understanding through fairs and festivals.
128
v Exchange of cultural beneficial for both.
v Demand for education will increase.
A Perfect Destination: Rural Tourism Market in India -The Opportunity
• Almost 60% of India is in

villages
• Diversity of religions,
customs and traditions and
• Market exists in rituals
terms of “potential” • Variety in terms of rich,
• Positive indicators colorful festivals, rural
suggesting potential culture, arts, crafts,
for rural tourism ethnicity, cuisine,
development heritage,
• celebration for all
occasions
• Simple , friendly rural
communities
Rural and urban settings have a new trend for knowledge

about traditional ways of life, arts and crafts and
experiencing the rural tourist sites. Rich in traditions of
rural culture, arts, crafts, ethnicity, cuisine, heritage,
rural India can emerge as the new hub for domestic urban
tourists as well as foreign tourists.
Realizing the potential of this upcoming market, IFMR Trust

has invested Rs. 50 Million in the Rural Tourism Network
Enterprise (RTNE). Talking about the investment, the CEO of
IFMR Ventures, Ms. Deepthi Reddy said, “Rural Tourism
Network Enterprise has tremendous potential for scale. It
will open up unexplored markets to a whole new segment of
travellers in India. Rather than the impersonal feel of
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luxury resorts, which are usually located far away from
local people, food and culture, RTNE offers an authentic,
rural travel experience at a fraction of the cost,
typically under Rs. 500 a night”.
For promoting rural destination improvement of possible

considerations may include like, development of
accommodation infrastructure and collaborating with
franchisees or property owners, auditing and financing
repair, maintenance and upgradation of existing
infrastructure, hiring and training local people, providing
an open information portal for customers, creating a
platform for bookings, helping the rural artisans and
craftsmen market their crafts, handlooms, artifacts and
cuisine etc. Customers may be provided options to become
stakeholders by investing in local development.
5.2 WHEN TOURISM MARKET IS READY?
Tourism market depends on balanced itineraries. A panel

including the Ministry of Tourism’s Rural Tourism team
USAID & MRT staff evaluated itinerary based on following
criteria:
• Consistency with the overall rural tourism strategy
• Proximity to an international gateway
• Diversity of local resources
• Existing infrastructure, primarily accommodation,
but also restaurants, guides, & activities.
• Safety and security
130
Again itinerary consists major attractions of interest,
service quality of accommodation, transportation and
different types of supply chain activities and interaction
privilege with the guest and host community. When all kinds
of above ingredients are provide with balanced cost to the
tourists then it becomes a well organized tourism market
which turns to published a Brochure for particular
destination.
5.3 Promotional Strategic Models

Model 1: 7Ps’ Framework
4Ps’ concept is a traditional concept which indicates
Product, Promotion, Price, Place but three additional
variables are included in this framework, i.e., People,
Physical evidence and Process. The significance of this
extension is high degree of public relation between tourism
industry and prospective tourists.
Marketing mix (7Ps)
Product Price Promotion Place
People Physical evidence Process
Target customer i.e.,
Tourists
Fig:5.1 7 Ps’ Framework of Tourism Services
131
Table:5.1 7 Ps’ Elements of Tourism Sector
Physical
Product Price Promotion Place Process People
evidence
Revenue Fairs and Water Training &

Scenic value Availability Training
oriented trade show Bodies Reward system
Commitment to
Cultural Competition customer
Exhibitions Accessibility Wildlife Administration
assets oriented service
excellence
Agricultural Mining & Planning &
- Entertainment - Guide
products Minerals Strategizing
Horticultural Art &
- Advertising - Recruitments Travel Agent
products Craft
Forestry
- Brochure - - Distribution Manager
assets
Special
- - - - Purchasing Employees
facilities
Service
- - - - -
delivery
Model 2: AIDA (Awareness, Interest, Desire & Action)
AIDA model is a vital marketing element generally adopted by

advertisers to stimulate a purchase awareness, interest,
desire, and action. The main aim of this model is
promotional objective. Proper advertising has a considerable
effect on the guest behavior. Awareness is the first step of
AIDA model aims at spreading the information or awareness
about the tourism products or about the destination or other
facilities provided to the target guests. Interest in the
tourists mind can develop through a catchy baseline, highly
informative brochure, highlighting the main features or
privileges of ancillaries or auxiliaries services.
132
For promotional activity of rural tourism AIDA model is
an effective tool.
For capturing attention effective brouchers is an
effective medium. An effective brouchers grab the attention
through different massage, different recreational evidence,
services, booking. All these kind of information create
interest to plan the proposed vacation by the tourists.
Interest in the desired vacation or in purchasing product,
the offer must be stimulated through informative brouchers,
and illustrations to reach the desired destination i.e
action.
Integrated communication strategic models
Tourism Journal
information
Magazine
News Paper
Writer
TV Desired Tourists
Radio
Experience
Film
&
observation
Fig:5.2 Procedures of Integrated Communication Strategy
Travel writing also emphasizes to providing more

information regarding the destination. The desired tourists
133
want to read these elements which already stated not only
for the sake of knowledge but also for acquaintance about
the destination and what kind of recreational activities
they can utilize.
Coltman (1989) comments that potential customers “will
compare the brochure of one destination or supplier with
the brochure of its competitors, and it is likely that the
one with the best brochure will receive the business”. For
many potential visitors the brochure they possess actually
represents the product or destination they are purchasing.
Another important factor is image, because it influences
destination selection. Formal sources of information, like
brochures, and informal sources, for example relatives and
friends, have an influence on image formation in a tourist
destination (Beerli and Martin, 2004; Crompton, 1979; Etzel
and Wahlers, 1985). The stage in formulation of the
marketing communication strategy includes five steps as
suggested by Czinkota and Ronkainen (2001), and is shown
below:
(1) First Stage– Marketing Communication Opportunities:
Since the marketing environment is dynamic, i.e., change is
elemental, the opportunities must be constantly monitored
and that the opportunities need to be tapped with a proper
need analysis of the customer based on their buying
behavior and characteristics.
(2) Second Stage–Analyze Marketing Communication

Resource: Money as a resource is of prime importance in
execution of the marketing campaign as designed because the
market is run by certain rules which may go well or may not
be conducive in nature and hence the company need to tide
over such uncertain events and situation.
134
(3) Third Stage–Set Marketing Communication Objectives:
A common objective is necessary to strengthen the campaign
and the basic need of the marketing communication. Based on
the market segment slight variations may be needed but the
core theme or the objective need to be integrated.
(4) Fourth Stage–Evaluate Alternative Strategies:
Alternative strategies need to be evaluated in order to
analyze the degree of exploring the opportunities by the
company.
(5) Fifth Stage–Assign Specific Marketing Communication
Tasks: The task assigned need to be oriented towards the
strategy of push or pull.
It is necessary that service providers should keep the
evidence for convince the prospective visitors. Service
providers should carefully manage a set of visual and
experiential clues to communicate the visitors what they
can expect. So flexible communication opportunities may
enable to capture target customers. Such flexible
communications may be through internet, banners so on. To
assign alternative strategies and specific marketing
communication tasks in the context of tourism industry tour
operators should focus on multitasking and multi skilled
personnel, developing business strategies, operational
skills to deliver the core services of tourism industry to
satisfy the tourists. So lack of ability of above stated
five key stages might adversely affect the success of
tourism business.
Marketing plan would first involve producing high
quality but cost effective promotional materials like
brochures, folders, direct mail material, display materials
all of which come under the printed material category.
Brouchers are one of the principal display aids for tourist
135
organization which could be local national and
international. Good quality of brouchers on the villages of
Kamarpukur as a spiritual and rural destination may be
produced containing detailed tourism information regarding
accommodation, prices travel, schedules, attractions, for
tourists in the villages and the pattern of different
activities available including auxiliary and ancillary
services through illustrations, roadmap, and graphic design
of the cover and the layout of the brouchers.
Table 5.3 The Key Promotional Tools of Tourism and Leisure

Industry
Sl.
Promotional Tools Comments
No.
Television, press, radio, billboard and the
internet, also tourists board and travel
1. Media Advertising
related guides, books and brochures that
sell advertising space
All media exposure appearing as editorial
2. Public Relation not as paid for advertising space, includes
‘ambush’ and ‘guerrilla’ marketing
Meetings, workshops, telephone contact
aimed at distribution and trade purchasing
3. Personal selling
to sell on to end users also aimed at
consumers.e.g.at travel agents
Short term incentives to induce purchase–
4. Sales Promotion
aimed at wholesalers retailers & consumers
A common form of sales promotion aimed at
5. Price discounting
wholesalers, retailers and consumers
Distribution Systems by which consumers access products
6.
Channels and services including computerized network
136
Educates and rises product awareness
Familiarizes on
7. through sampling–aimed at wholesalers,
trips
retails and opinion of formers
Exhibition and Venues for displays and distribution aimed
8.
Shows at wholesalers, retailers and consumers
Brochures, leaflets and others print used
9. Sales Literature
as a selling and booking tools
Atmospherics, store layout, posters,
Merchandising and
10. displays and other materials to create
PoP Display
image
Part of the wider activity of direct
11. Direct Mail
marketing
Sponsorship/Special Community based activities, sports and
12.
events music events and good causes
Source: Nigel Morgan (2003): Advertising in tourism and

leisure, British Library Cataloguing in Publication
Public relation plays a very vital role in the promotion

activity of any tourist destination. Well executed PR Cell
may be established with the support of the Ramakrishna Math.
This PR Cell will be organized with the private and public
participation. This Public Relation Cell can help through
different rendering services to improve the better service
quality like provide tourist guide , 24 × 7 information
provide, guide should be well acquaintance about the
destination and he/she must know two or three foreign
languages. According to Kotler (2000) MPR consists of a set
of tools that can be classified under the acronym of
PENCILS.
137
In this context it can be classified as:
P= Publications (Travel magazine, attractive travel
broachers, travel road map, publish article about the
destination in airbus or train magazine)
E= Events (attractions of local festivals, rituals,
craft or trade show, performing folk lore)
N= News (favorable stories about the destination)
C= Community involvement activity (local participation,
local Government participation)
I= Identity of media (travel cards, travel post card)
L= Lobbying activity (favorable and unfavorable activity
of legislations, Sanctions of Government funds)
S= Social responsibility activity (education,
development of SHG)
Apart from the above mentioned marketing functions other
strategies may be entrusted to promote like:
v Liaison with different transportation sectors like
airlines, railways etc.
v Participation in Travel fairs or Exhibitions
v Develop website is necessary for cyber savvy visitors
i.e virtual tourism.
v Attractive advertisements in newspaper and magazines
to create attention about this destination
v The front-line employees should be knowledgeable about
your community and should promote other stores,
attractions and amenities to visitors to keep them in
the area longer.
v Photographs used for tourism purposes should have a
“wow” appeal in the viewer and should make the viewer
want to go to the place depicted.
v Promoting through website includes both online and
138
offline strategies. Online strategies include search
engine optimization, banner ads, multiple points of
entry, virtual marketing, strategic partnership and
affiliate marketing.
5.4 ADVERTISING STRATEGY
Advertising is a good idea to capture the tourist target

market. Advertising depicts to those methods which are
available for communicating with the target consumer when
his identity is unaware. The role of advertising is to
impel the target tourists towards the point of sale where
the product is easily accessible. The object of advertising
is to persuade the consumer that he needs the product and
in particular the advertisers’ brand of it.
There are a number of key issues that must be considered

when designing a successful advertising:
i) It must have an attention – grabbing headline.

ii) It must be simple.
iii) It must invoke action(i.e. click here)
iv) It must download quickly.
v) It must be placed effectively on a website location.
Looking for ways to make online advertising more compelling

and hopefully there by more acceptable, marketers have
increasingly been turning to streaming advertising. In
effect another kind of rich media advertising, streaming
advertising comes in two basic forms. First it can either
139
be part of streaming audio or video programmes on the web.
With many virtual tourists now listening to web radio or
watching web broadcasts, this makes perfect sense. After
all everyone is accustomed to getting commercials on their
TV advertising, media advertising, press advertising and so
on.
Collaborating Marketing Strategy also team up with other

business to:
i) Cross Promote – e.g. setting up links from one

tourism website to another or offering special
promotions in partnership with complimentary goods
and services.
ii) Participate in joint sponsorship of events,
initiatives, informational websites, mailing list,
bulletin board system etc.
iii) Link exchange with trade / professional association
to support credibility of firm provide further
market information to tourist, build their awareness
and prepare them for action of purchasing.
Publicity: The goal of publicity is to have other talk

about the rural tourism or its products or services.
Because rural tourism is mainly unaware to the tourists due
to proper publicity. It can be inexpensive or even free and
it may have the potential to generate far more in sales
than even a well-executed advertising plan.
140
5.5 STRATEGIES FOR RURAL TOURISM MARKETING:
v Alliance with specialized whole sellers having a

narrower but in depth range of handicraft products.
v Departmental stores prefer to deal directly with
manufacturers. The buyers are very specialized and
only handle a limited range of product. Artisan group
may establish business contacts with the buyers.
v The mail order houses in foreign countries may be
contacted to secure orders for the products.
v By placing product informal on a website , artisan
group can create awareness and promote sales.
v Different teleshopping companies operates all over the
world offering various types of gift ware and
handiwork, jewelry, fashion, health.
v Marketing and promotion of rural areas requires
sensitively develop tourism infrastructure in or
adjacent to these areas. Tourism industry is a service
industry so it must accept and adopt an integrated
planning and regularly.
v The marketing and promotion of rural areas and
protected areas requires a supply led tourism
industry. For this, the industry must agree to
cooperate and coordinate with other body or authority
to make decisions about tourism operating activities,
price structure, licensing, segmentation and so forth.
v Structural considerations such as pricing economics of
scale, price yield management and all other financial
tools will have to be modified accordingly. The
philosophy of segments such as ecotourism calls on low
volume tourism with high ticket prices per head. This
tactic also negates the business philosophy of
141
competitive pricing to win new customers, either from
the latent market or from competitor.
v Marketing of rural tourism destinations requires

strong monitoring activities. It is a task that no
profit motivated organization in the industry sees as
its responsibility. The establishment of carrying
capacities requires a comprehensive knowledge and
expertise in the field of environmental, social and
cultural assessment. The latter two are very difficult
to measure but a commendable starting point in with
the host community, by identifying in partnership with
each community, what is of social and cultural
importance. Monitoring is an essential component of
carrying capacity management. It requires ongoing
financial and human resource commitment to monitor and
evaluate impacts and changing relationship. (Wearing
2008.
v The marketing and promotion of national park and

protected areas relies on the environmentally
sensitive behavior and operations of tour operators
and tourists but the proponents of ecotourism may have
placed undue faith in the notion that the behavior of
tourists, developers and other industry operators can
be modified through education and awareness
programmes(Butler 1990, Pigram 1989.
v Target marketing is an important strategy in marketing

of rural tourism and can be used in the promotion of
rural areas. Because rural tourism is particularly in
142
its philosophies it is important to select target
market or target segments that are compatible with its
organizational goals and objectives.
v Tourism sector needs better understanding of

procurement requirement decisions. This will help
identifying what types of tour operators, tour agents
and guides are required and when and how companies can
access procurement opportunities.
v Tourism sector need to identify and recruit well

trained and skilled manpower particularly tourism
education.
v Distribution policy should be transparent and

flexible. Strengthen distribution provide
comprehensive services and the solution to the
customers.
v Communication strategy should be transparent. Good

communication strategy is a vital issue particularly
in tourism industry. Guide should know two or three
foreign language apart from regional language.
v Not only communication strategy but also communication

through appropriate media selection also a vital
requirement. To attract tourist , to improve brand
image , to improve tourism related business and allied
activities media plays a vital role.
143
v As customer is a king of market, so satisfaction
should be given first priority. So expectation and
experience of tourists should be taken care in the
tourism industry.
v After execution of service, the service providers

(tourism industry) should attain the feedback of the
service he has rendered so that any improvement
required in the future can be attended too.
v Coordination policy is a part of promotion. So

interaction i.e coordination between tourism industry
and non-tourism industry should increase. It is
necessary that there should be a support that involves
the variety of stakeholders in the development of
tourism within the destination. In order to create a
heritage for tourism, a defined body is required to
oversee marketing and development, which should
include the professional and community-based cultural
community, education, tourism and non-tourism business
sectors.
While considering the target market a number of

things need to be considered.
First Socio demographic characteristics that include things

such as age / family lifecycle stage, sex, education and
occupation. Second, it is necessary to consider behavioral
characteristics.
This is a very important stage in selecting target markets

for ecotourism as it enables marketers to decide what
144
characteristics they will select people on. It includes
consideration of:
i) The benefits sought

ii) The consumer’s motivations, perceptions of the
ecotourism product.
iii) The level of skill – is it necessary for targets to
have some basic level of skills before embarking on
an ecotourism experience.
iv) Psychographic profile – a concept that explain
consumers attitudes, opinions and lifestyle
v) Behavioral characteristics which are especially
important in choosing target markets because they
can later be used as criteria in selecting people
for specific in selection.
vi) Local crafts and cottage industry can provide unique
shopping experience (inexpensive).
5.6 PRODUCT DEVELOPMENT AND MANAGEMENT PROCESS
i) Planning of the site- like existing activities,

physical status and human assets and potential
capacities, Preparation of resource map, seasonal map
for the village. Inherent advantages of site selecting
for Rural Tourism project in terms of historic
importance, craft, culture, cuisine, natural beauty
etc.
ii) Setting up of tourism infrastructure

Need evaluation for tourism infrastructure
identification of basic infrastructure required to
promote tourism in the respective villages.
145
iii) Creation of common utilities:
Improvement of pathways, interpretation center,
renovation of monuments, improvement in surroundings
of village, illumination in the village, signage and
accommodation.
iv) Facilitation centers

Setting up GramkalaKendras and craft museums to display
ethnic local crafts and arts.
v) Systems for upkeep of facilities

Maintain consistent facilities created for the benefit of
the local community as well as the tourists.
vi) Capacity Building

Awareness created amongst the community for the effective
participation and monitoring of the systems for
sustainability. Awareness of the women community,
equipping the natives through skill building to provide
increased satisfaction to tourists and training to host
families and local guides.
vii) Publicity and Awareness

Creating awareness, capacity building for
tourism/hospitality services, marketing of traditional
art and folk forms, Involvement of Travel agents/ Tour
operators to promote these destinations, effective
documentation of the site by preparation of Brochures,
cards, websites etc depicting the site attractions.
Documentation of traditional festivals and folk lore for
providing the information to tourists, seminars/Workshops
to increase in awareness on
146
5.7 E-TOURISM: INFORMATION TECHNOLOGY AND ITS ROLE
IN TOURISM PROMOTION
Information technology has considerable impact on the

tourism industry. It affects through various components in
the tourism business like render tourism services, tourism
management, tourism marketing, public relationship with the
revolution of technology and application of information
technology has a direct bearing on the success of tourism
industry. Information Technology is essential for both
managers as well as entrepreneurs in service sector as well
as production sector.
There are certain steps taken into the consideration which

is directly related to IT such as:
1. Knowledge up gradation.
2. Analyze advantages and disadvantages in relation to
own business.
3. Entrepreneurs should have trained and qualified people
to manage the technology.
As a matter of fact this industry requires huge amount of
information on different aspects of areas. Impact of IT in
tourism is very vital. For instance, a guide requires
historical and cultural information about the destinations,
tour agency requires information on transformation,
reservations, accommodation in Hotel, and for marketing a
tourist requires information from Cell Phone Application
(SMS), Internet, Wireless (WiFi), GPS, GIS, Digital Radio,
On demand application and so on.
147
• Fig: 1
INFORMATION TECHNOLOGY
FAX TELEPHONE E-mail VEDIO SATELLITE GPS/VOIP
TOURISM INFORMATION
TOURIST
Fig: 5.3 Flow chart of IT on Tourism
Role of Information Technology in tourism industry cannot

be underestimated because it has vital contributions. Once
the tourism information or data is in the system (computer)
this may be transmitted to the proposed tourists through
different channels viz. FAX, GPS, Website etc. For
instance, The Orissa Tourism Website was refurbished to
highlight the Tourism products of the State which attracted
considerable cyber- visitors.first time Orissa Tourism in
association with NIC has web cast the programmes of the
Mukteswar Dance Festival. The objective of this web cast
was to market Orissa in general and the cultural heritage
of Orissa in particular through the use of Internet amongst
the Cyber Savvy visitors.
148
5.8 IMPACT OF INTERNET ON TOURISM INDUSTRY:
The Internet is an interactive medium unlike traditional

marketing which usually facilitates only one-way
communication from marketer to consumer. Consumers in the
Internet medium are more than just passive recipients in
the marketing process. The Internet is changing the
industry structure by altering barriers to entry,
minimizing switching costs, revolutionizing distribution
channels, facilitating price transparency and competition,
whilst enhancing production efficiency (Kim, Nam,
&Stimpert, 2004). The increase in buyers’ bargaining power
is also related to the increased convenience, transparency,
flexibility, direct communication with suppliers and depth
of the available information. The Internet also enabled
them to dynamically package their individualized products
by combining different travel products (i.e. accommodation,
transportation etc.) (Daniele & Frew, 2005).
New Policies and limitations including the privacy and

security issues by the Government have significant effect
on the Internet and its potential development. This
enforces the Internet providers to consider on the ethical
matters and the usage of personal data stored within the
networks. For the fullest utilization of the commercial
potential of e-commerce and Internet to be exploited by the
tourism industry and its consumers, several issues have to
be taken into consideration which includes an increase of
security of transmissions, copyright issues, reduction of
confusion and dissatisfaction among users, establishment of
pricing structures for information distribution and
reservations, enhancement of the standardization of
149
information and reservation procedures. Credibility and
accountability of the information needs to be secured and
equal access for smaller and larger partners should be
developed.
A tourism organization deploying IT and Internet for

competitive advantage has a probability to face legal risks
due to violation of privacy and anti-trust laws. So in
order to make the operations of IT user friendly to
organization, policies and procedures should be created to
promote the understanding of such potential legal risks.
This understanding will encourage organizations to obtain
help from legal experts to design controls to subdue such
risks. Economic cycles include changes in economic growth,
interest rates, inflation or currency fluctuations and the
Internet is not very sensitive to the economic cycles.
However, it is considered that the tourism sector sales
from the Internet will be much affected by economic changes
in those countries, from where the customers carry on their
booking or reserving the product.
Nowadays customers are more skilled, informative and

advanced in the usage of technology. Demographic changes
and changes in customers' attitudes towards new technology
and Internet, in particular, will have a direct impact on
the Internet intervention in the tourism industry. The
social system dimension must include the larger social and
political processes through which the interests of the
different social groups interact with one another and in
terms of technology as well.
150
CHAPTER -VI
DATA ANALYSIS AND DISCUSSIONS
CONTENTS
6.1 KAMARPUKUR
6.1.1 DATA ANALYSIS AND DISCUSSIONS
6.1.2 EMPIRICAL FINDINGS ON TOURISTS

6.1.3 EMPIRICAL STUDY ON TOURIST ARRIVAL
6.1.4 TOURISM FACTORS IN KAMARPUKUR
6.1.5 TOURISM GAP ANALYSIS
6.1.6 IMPACT OF MARKETING MIX ELEMENTS ON
TOURIST’S SATISFACTION
6.1.7 TOURISM IMPACT STUDY
6.2 BISHNUPUR
6.2.1 EMPIRICAL FINDINGS
6.2.2 TOURISM FACTORS IN BISHNUPUR
6.2.4 IMPACT OF MARKETING MIX ELEMENTS ON
TOURIST’S SATISFACTION
151
6.1.1 DATA ANALYSIS AND DISCUSSIONS
For the present study data were mainly gathered from

tourists, households, stakeholders from both the places
i.e. Kamarpukur and Bishnupur. The numbers of data
collected from tourists are 400 out of which 200 from
Kamarpukur and 200 from Bishnupur. The numbers of
stakeholders were 60 which include Ramakrishna Mission,
Local Community, Govt. officials and dedicated pilgrim
tourists from Kamarpukur. 200 households (100 each from
both Kamarpukur and Bishnupur) where considered for
collecting the data.
Data for this study is based on both primary and

secondary data. For fulfillment of the objectives of this
study, observation method and survey method are the main
technical tools. The survey instrument included questions
on socio-economic aspect like age, sex, education and
occupation of respondents. Information about the profile of
tourism industry includes the tourism units (i.e. hotel,
guesthouse, etc.), number of rooms, number of persons
employed.
Data Base:
The data for the proposed study has be collected both from
Primary and Secondary sources. Primary data was mainly
collected through questionnaire survey, observation method.
Secondary data was collected from:
* Block office Records
* Ramakrishna Mission Annual Hand Book
* Census report 2001
* Economic Records from Economic Review.
152
* Report from Small Scale Industries
* District hand books.
* Reports from Tourism Dept.(Govt. of India &of
WB)
* District Statistical Hand Books.
*Journals, magazines and newspapers
Instrument of Data gathering :

Two sets of questionnaires first set for the tourist and
second set for the host population in the study area to get
more information about the subject.
Table: 6.1 Information of Data Collection at a Glance
Sl. Place Type of Number of

No. Respondents Respondents
1. Kamarpukur Tourist 200
2. Bishnupur Tourist 200
3. Kamarpukur Stakeholder 60
4. Kamarpukur Household 100
5. Bishnupur Household 100
153
Table: 6.2 Demographic profiles of respondents
Demographic No of Percentage of
Characteristics respondents respondents
Sex
Male 135 67.5
Female 65 32.5
Age
Less than 25 40 20
25 – 35 78 39
Above 45 82 41
Marital Status
Single 75 37.5
Married 125 62.5
Occupation
Businessmen 25 12.5
Servicemen 85 42.5
Professional 55 27.5
Students 35 17.5
Income (Rupees)
Less than 15,000 120 60
15,000-45,000 50 25
Above 45,000 30 15
Length of Stay
Less than 5 days 126 63

5- 8 days 74 37
Source: Data collected from field survey
154
6.1.2 Empirical Findings on Tourists
The above table revealed that
Figure: 6.1 Awareness of Rural Tourism, Heritage Tourism,

Religious Tourism
50%
45%
40%
35%
30%
25% Series1
20%
15%
10%
5%
0%
Rural Tourism Heritage Tourism Religious Tourism
The above figure depicts that 22% aware about rural

tourism and 44% know about Heritage tourism and 34% aware
about religious tourism.
Figure:6.2 Age wise Pattern of Tourists preference
60%
50%
40%
30% Series 1
20%
10%
0%
Religious Touris m Adventure Touris m
The above figure reveals that pilgrimage or religious

tourism,56% respondents were 50 years and above followed by
adventure tourism (24%).
155
Figure: 6.3 Frequency of visit at Kamarpukur
50%
45%
40%
35%
30%
25% Series 1
20%
15%
10%
5%
0%
First time Twice in a Festive
y ear s easons
The above figure depicts that frequency of the visit at

Kamarpukur 47% respondents had visited for the first time,
32% had visited twice in a year, while the remaining 21%
visited only in the festive seasons such as Durga festival,
Ramakrishna’s birthday, and Kalpataru festival
Figure: 6.4 Tourists inflow from intrastate, interstate &

abroad
80%
70%
60%
50%
40% Series1
30%
20%
10%
0%
Intra State Inter State Abroad
The above figure, reveals that 70% of the tourist visting

this destination are mainly from within the state. They are
mainly from North 24 Parganas, East & West Midnapore and
Bankura Districts. It is also revealed that 25% of the
respondent are coming from interstate tourist like Bihar,
156
Jharkhand; Orissa Delhi, Mumbai and Chennai and 5%from
abroad
Figure: 6.5 Distribution of Respondents According to

different Districts of West Bengal
NO. OF TOURISTS
60
38
30
22 20
8 11
4 4 3
Table: 6.3 Respondents’ Expenditure Pattern
Pattern of Expenditure % of Expenditure
Accommodation 11.70%
Food 15.40%
Transport 24.70%
Shopping 38.80%
Entertainment 9.40%
157
Figure: 6.6 Expenditure Pattern
Expenditure Pattern
38.80%
24.70%
15.40%
11.70% 9.40%
Accommodation Food Transport Shopping Entertainment
The above figure depicts that tourists coming to this place

are normally spent more in shopping porpose (38.8%)
followed by transportation (24.7%). The data also revealed
that they spend on fooding (15.4%) followed by
accommodation (11.7%) and Entertainment (9.4%).
Table: 6.4 Range of Expenditure
< Rs.3500 40%
Rs.3500- Rs.5500 35%
Rs.5500- Rs.7500 20%
Rs.7500 above 5%
The above table reveals that expenditure in the account of

accommodation purpose is negligible because Ramakrishna
Mission possess to relatively big two guesthouses for
Pilgrims who wishes to spend their spiritual holidays for a
few days. For accommodation one requires to contact the
158
Math Authority for booking and reservation. There are
three, four and five bedded rooms with or without attached
baths. Side by side, some private lodge, hotels and
restaurant also build near by the math and around
Kamarpukur when overcrowd at the time of celebration
tourist stay such lodge cum hotels. According to the
respondents entertainment expenditure comparatively low
because most of the activities are indigenous activities
like bird watching, fishing, seasonal festivals etc.
According to respondents Transportation expenditure is
quite high due to long distance from Kolkata and different
pattern of vehicles owners charged high rate from visitors.
Table: 6.5 Patterns of Stakeholders
Classification of What we can expect Potential Description

Stakeholders them to offer Influence
The RK Mission Human recourse, 60 / 60 Their overall vision will

Organizing of funds drive the project
Overseeing Activities
Local Community Initial ‘help’ may be 37/60 Critical stakeholder - they

Minimal stand to gain the maximum
even if they cannot ‘help’,
they have their ability to
hinder
Local Government They can play a 25/60 Their cooperation needed for
crucial role in safety & security; they can
government sanctions create issues if training
programme not sustained long
term
Tourist Pilgrims Regular , committed 48/60 Can be future source of sale

of products; & encouraged to
Dedicated participate in community
tourists. initiatives to create a
‘corpus’ of funds- for basic
food & clothing.
A survey was conducted with a sample size of 60 on various

stakeholders, namely, People from Ramakrishna Mission
159
Authority, Local Community,People from Local Government and
Tourist who are dedicated themselves to work with this
destination. All the 60 respondents surveyed at Ramakrishna
Mission were found to be involved in the effective
utilization of rural human resource and organizing the
available funds. 37 out of the 60 respondents in the local
community showed a keen interest for direct involvement in
community development. Out of the 60 respondents in the
local government, 25 agreed to offer their full support to
the safety and security of the community subject to
government sanction of the requisite fund. 48 out of the 60
respondents of the tourist pilgrims were found to be
regular dedicated visitors who directly participated in
community building by rendering various services like one
who was a doctor offered treatment to the sick while the
teacher tutored. The community also economically benefits
highly from the visits of these tourist pilgrims as the
pilgrims indulge in lavish local purchases of the
indigenous handicrafts.
160
6.1.3 EMPIRICAL STUDY ON TOURIST ARRIVAL
Table: 6.6 Tourists Arrival to Kamarpukur (Actual)
Year No of Tourist % Change

Arrival
2007 48,714 -
2008 53,322 9.45
2009 59,454 11.49
2010 82,511 38.78
2011 90,734 9. 96
Source: Database from Ramakrishna Mission Authority
Table 6.6 reveals the actual tourist arrivals to Kamarpukur

starting from the year 2007 onwards. The table also reveals
that the tourist flow to the destination is increasing
every year.
On the basis past 5 years tourist’s inflow data, we are

analyzing the future trend of tourist inflow in Kamarpukur.
We apply a general time series regression model, which
describes as:
Y t = X t β + ε t (1)
Where Y t =tourist inflow, X t = Year, ε t = White noise, with

zero mean and constant variance. We estimate the time
series regression equations as follows:
161
Tourist Inflow:
y t = 4140 . 79 + 85 . 54 x t (2)
Based on the above time series regression equation we

predict the future trend of tourist inflow in. This is a
basic time series regression model where we do not consider
the random walk model as well as the stationary property of
time series that is the problem of moving average and
autoregressive problem. In order to avoid the problem of
autoregressive and moving average we consider the ARMA
(Autoregressive Moving Average) model for prediction of
tourist inflow in Kamarpukur.
AR-model: y t = ρ y t −1 + ε t
. It can be shown that
σ 2
(3)
E ( y ) = 0; V ( y ) = ; corr ( y , y t − k ) = ρ k
.
(1 − ρ
t t 2 t
)
ARMA MODEL:
y t = ρ 1 y t −1 + L + ρ p y t − p + ε t (4)
We estimate the ARMA model for tourist inflow, where we
apply ρ =1 and q =0 based on partial autocorrelation
functions. Here xt is the value of time. The estimate ARMA

equation as follows:
Tourist inflow:
y t = 3140 . 79 + 82 . 54 x t + 0 . 43 y t −1 (5)
Based on Akaiki Information criteria and all t values for

different regression parameter we can conclude that model
162
is accepted and it can be used for predict the future trend
based on past data.
Table: 6.7 ARMA estimation of tourist inflow in Kamarpukur.
Number of 48
residuals
Standard error 1430. 0396
Log likelihood -415. 45199
AIC 836. 90398
Analysis of Variance:
DF Adj. Sum of Squares Residual

Variance
Residuals 45 9,24,38,641. 2 20,45,013. 2
From the above table 6.7depicts an Akai Ke information

criterion which is highly recommended to accept ARMA (1,0)
model in our analysis. If we consider the likelihood test
statistics, it also suggests us to accept ARMA (1,0). In
first row shows the number of observations. First column of
second row shows the standard error and second column of
second row shows the value of standard error. First column
of the third row estimates the value Log likelihood
statistics and second column of third row show the values
of estimated Log likelihood statistics. First column of
the fourth row estimates the value AIC statistics and
second column of fourth row show the values of estimated
AIC statistics. Fifth row shows the value of analysis of
variance. Second column of sixth row shows degrees of
freedom, third column of sixth row shows adjusted sum of
163
squares and fourth column of sixth row shows residual
variance.
Table: 6.8 Parameters of ARMA estimation of tourist inflow

in Kamarpukur.
Variables in the Model
^ SEB T-RATIO* APPROX. PROB Or

B p-values
AR1 0. 43980 0. 14818 2. 9681127 0. 00478743
MONTH 82. 54851 25. 34438 3. 2570740 0. 00214403
CONSTANT 3,140. 79088 719. 04335 4. 3680132 0. 00007284
From table 6.8 depicts that test statistics for different

parameters. Here all t-values are statistically significant
at 5% level of significance. So we accept alternative
hypothesis i.e. all parameters are explained our model
significantly. In first row shows the variable in the
model. Second column of second row shows parameters and
third column of second row shows the value of standard
error, fourth column of second row shows t-ratio and fifth
column of second row shows p-values. First column of the
third row estimates the value AR1and remaining column shows
the estimated values of different statistics. First column
of the fourth row estimates the value of month parameter
and remaining column shows the estimated values of
different statistics. First column of the fifth row
estimates the value of constant parameter and remaining
column shows the estimated values of different statistics.
164
In our model, we accept the alternative hypothesis for each
parameter based on t-statistics where the test statistics
is described as follows:
* t- statistic are significant at 1% level of significance

i.e., t-values are more than 2.51 at 45degree of freedom
and t-values are more than 2.50 at 45 degree of freedom.
** t- statistic are significant at 5% level of significance

i.e., t-values are more than 1.96 at 45 degree of freedom
and t-values are more than 1.96 at 45 degree of freedom.
Figure: 6.7 Partial Autocorrelation function
Tourist Inflow
1,0
,5
0,0
CF
-,5
artial A
Conf idence Limits

P
-1,0 Coef f icient

1 3 5 7 9 11 13 15
2 4 6 8 10 12 14 16
Lag Number
Transf orms: natural log, dif f erence (1)
This figure shows that partial autocorrelation functions of

tourist inflow, where it has a one coefficient, which is
out of the confidence limits that mean we consider one
order auto regressive model for our analysis.
165
Table: 6.9 Tourists Arrival to Kamarpukur (Forecasted)
Year No of Tourist % Change

Arrival
2011 91,656 -
2012 1,03,541 12.96
2013 1,15,427 11.47
2014 1,27,312 10.29
2015 1,39,199 9.33
Table no.6.9 reveals the expected tourist flow to

Kamarpukur starting from the year 2010 onwards with the
help of ARMA model and percentage change of tourists inflow
at Kamarpukur From the table also depicts that the tourist
flow to the destination is increasing every year and it is
matching the actual number of tourist arrivals with a
negligible difference, which we have already seen from the
recent compiled tourist statistics of the year 2011. Where
the actual tourist arrivals to Kamarpukur is 90,734 and
projected tourist arrivals to Kamarpukur is 91,656 with a
minimum error of 1.01%.
166
6.1.4 TOURISM FACTORS IN KAMARPUKUR
Table:6.10KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .754

Approx. Chi-Square 329.454
Bartlett's Test of
Df 55
Sphericity
Sig. .000
Table:6.11 Total Variance Explained
Initial Eigenvalues Extraction Sums of Squared Rotation Sums of Squared

Loadings Loadings
Total % of Cumulati Total % of Cumulative Total % of Cumulative
Variance ve % Variance % Variance %
3.815 34.684 34.684 3.815 34.684 34.684 2.598 23.622 23.622

1.638 14.890 49.574 1.638 14.890 49.574 2.185 19.859 43.482
1.025 9.321 58.895 1.025 9.321 58.895 1.537 13.977 57.459
1.010 9.183 68.078 1.010 9.183 68.078 1.168 10.620 68.078
.821 7.467 75.546
.667 6.060 81.606
.610 5.545 87.151
.445 4.047 91.198
.412 3.750 94.947
.287 2.612 97.560
.268 2.440 100.000
Extraction Method: Principal Component Analysis.
167
Table :6.12 Rotated Component Matrix
Component
Tourists Infrastructures Tourism Activities Destination
Motivational of Physical Infrastructure Infrastructures
Infrastructure Amenities
VAR00001 .165 .790 -.100 -.005
VAR00002 .277 .651 -.215 .191
VAR00003 .658 .385 -.044 .247
VAR00004 .866 .070 .059 .113
VAR00005 .763 .199 .352 -.194
VAR00006 .665 .385 -.236 .091
VAR00007 .392 .577 -.081 .180
VAR00008 -.128 -.025 .814 -.086
VAR00009 .333 -.092 .712 .279
VAR00010 .085 .124 .060 .945
VAR00011 .031 .662 .340 -.040
VAR00012 .032 .024 .465 .877
VAR00013 .432 .243 .365 .654
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 6 iterations.
Table:6.13 Commonalities and differences of factor

Component
1 2 3 4
Tourists Physical Tourism Destination
Motivational Amenities Activities Infrastructure
Factors Factors Factors Factors
Initial
Eigen 3.815 1.638 1.025 1.010
values
% of 9.183
34.684 14.890 9.321
Variance
Cumulative 68.078
34.684 49.574 58.895
%
168
Table: 6.14 Variables and Dimensions
Variable Names Dimension

Tourists
VAR00003- Art and Folk lore Motivational
VAR00004- Cultural Infrastructure Factors
VAR00005- Historical Setting
VAR00006- Enjoyment of rural experience
VAR00001- Attractive Environment for meditation/ Physical

Sight seeing Amenities
VAR00002- Car Parking Factors
VAR00007- Rest house
VAR00011- Room service facilities
VAR00008- Accessibility to the destination

VAR00009- Safety and Security Destination
Infrastructure
Factors
VAR00010- Shopping
VAR00012- Festivals Tourism
VAR00013- Religious / Cultural activities Activities
Factors
The above table reveals that tourists motivational factors

like bicycle rides, tree house recreation, yoga vacations,
bush walking, farm holiday, horse cart rides, craft market,
fishing, bird watching are main options for enjoyment of
rural experience. Above table also depicts that various
physical amenities factors like attractive environment for
meditation is the main factor for which tourists are
visiting the destination followed by rest house, parking
facilities etc. According to destination infrastructural
factors and tourism activities factors like peace,
transportation, safety measures, religious, shopping, rural
169
festivals are the main source of infrastructural motivation
for Kamarpukur.
Table:6.15 Accommodation Infrastructures
NO. Name of the No. of Rate (Rs) Capacity of

Accommodation Rooms Accommodation
1. Ramakrishna 27 Depends 245

Mission Guest
On
House
Donation
2. Laha Lodge 07 200-550 50
3. Gadadhar Lodge 19 200-600 90
4. Relax Hotel 19 500-1500 60

Cum Restaurant
5. Dutta Lodge 12 200-550 50
170
Hypothesis:
=
Ho There is no difference in the overall service
satisfaction of tourists’ expectations and perception
H1= There are some reasons of difference in the overall

service satisfaction of tourists’ expectations and
perception
To test the above Hypothesis statement whether null

hypothesis is accepted or rejected, researchers have
applied Wilcoxon Signed –Rank Test for Paired Samples
through SPSS package.
The test statistics is given by:
T – n (n-1)/4
Z = ----------------------
√n (n+1) (2n+1)/24
For a given level of significance ά, the absolute sample Z

should be greater than the absolute
Zά /2 to reject the null hypothesis. For a one sided upper

tail test the null hypothesis is rejected if the sample Z
is greater than Zά and for a one sided lower tail test the
null hypothesis is rejected if the sample Z is less than -
Zά.
171
Table:6.16 Descriptive Statistics
N Mean Std. Minimum Maximum
Deviation
VAR00001 200 86.5500 4.4571 75.00 98.00
VAR00002 200 85.1200 4.9793 70.00 98.00
Table 1.16 depicts about the descriptive statistics of
VAR00001 and VAR00002 of 100 numbers of respondents. From
this table VAR00001 denotes the before visit at Kamarpukur
and VAR00002 denotes the after visit of tourists at
Kamarpukur
Table: 6.17 Wilcoxon Signed Ranks Test

N Mean Rank Sum of Ranks
VAR00002 - Negative Ranks 110(a) 81.37 3130.00

VAR00001
Positive Ranks 90(b) 59.18 1920.00
Ties 0(c)
Total 200
a VAR00002 < VAR00001
b VAR00002 > VAR00001
c VAR00001 = VAR00002
The above table denotes test of Wilcoxon Signed Ranks ,
which depicts that three patterns of ranks (a) Negative
ranks which denotes VAR00002 < VAR00001 (b) Positive rank
which denotes VAR00002 > VAR00001 and (c) Ties which
denotes VAR00001 = VAR00002.
172
Table: 6.18 Test Statistics
VAR00002 - VAR00001
Z -2.085(a)
Asymp. Sig. (2-tailed) .037
a Based on positive ranks. b Wilcoxon Signed Ranks Test

The above table depicts that, Z value is -2.085 and has
a p-value of .037 which is greater than the calculated
value 1.96 at 5% level of significance so null hypothesis
is rejected and alternative hypothesis is accepted. Study
depicts that different aspects which are not up to the mark
as tourist’s demand like Environmental Issues,
Transportation, Hygiene, Service Quality of Hotels,
Reservation Facilities, Maintenance and management tourist
attraction, Wayside amenities etc.
6.1.6 IMPACT OF MARKETING MIX ELEMENTS ON TOURIST’S

SATISFACTION
Product
Price
Place
Tourists Satisfaction
Promotion
People
Process
Physical Evidence
173
RESEARCH QUESTIONS:
The Hypothesis has been formulated based on the following

question:
Is there significant relation between tourists’

satisfaction and marketing mix?
Hypotheses:
related each other
each other
each other
related each other
related each other
related each other
Reliability Test
Table: 6.19 Reliability Statistics
Cronbach's Alpha Cronbach's Alpha Based N of Items
on Standardized Items
.817 .721 8
For internal reliability of the questionnaire was tested by
Cronbach’s Alfa. If Alfa value greater than 0.70, it
depicts that higher internal consistency in the measured
174
dimension. Here the above table Cronbach’s Alfa is .817. It
is clear that the questionnaire used in this study had
strongly internal reliability and it could be used with
confidence for the application of next statistical analysis
and interpretation.
for this study. The results of simple regression analysis
are given below in the following tables:
Hypothesis Testing:1
H01: Tourists’ satisfaction is independent of product
Ha1: Tourists’ satisfaction is dependent of product
To understand the strength of the relationship of Product
and Tourists satisfaction, the simple regression analysis
was performed in order to predict the dependent variable
from the independent variable (predictor) where
Product was considered as the independent variable for this
study. The results of simple regression analysis are given
below in the following table.
Table 6.20 Variables Entered/Removed

Model Variables Variables Method
Entered Removed
1 Product . Enter
a. Dependent Variable: TOURISM_SATISFACTION
b. All requested variables entered.
175
Table6.21 Model Summaryb
Model R R Adjusted Std. Error Change Statistics Durbin-
Square R of the R F df1 df2 Sig. F Watson
Square Estimate Square Change Change
Change
1 .621a .364 .357 .834 .364 57.510 1 98 .000 1.505
a. Predictors: (Constant), PRODUCT b. Dependent Variable:

TOURISM_SATISFACTION
Above table depicts that the model summary. Here R square which
represents the proportion of variation in the dependent variable
that can be explained by the independent variable. Critical value
of R- square should be between 0 and 1. A higher value is better.
From the above table R- square is .364.
Table 6.22 ANOVAa

Model Sum of Df Mean F Sig.
Squares Square
Regression 52.083 1 52.0823 57.507 .000b
1 Residual 84.447 98 .863
Total 136.530 99
b. Predictors: (Constant), PRODUCT
From the above table ANOVA result depicts that F =

57.507and P= .000 established the significance of the
relationship between Product and tourists satisfaction.
176
Table 6.23 Coefficientsa
Unstandardized Standardized 95.0% Confidence
Coefficients Coefficients Interval for B
Model t Sig.
B Std. Beta Lower Upper
Error Bound Bound
(Constant) 1.210 .283 4.467 .000 .737 1.884
1
PRODUCT .587 .077 .614 7.668 .000 .441 .745

Above table depicts that standardized coefficient Beta and
t value of product are Beta .614, t = 7.668, P= .000 which
also proved that a strong evidence a relation between
Product and tourists Satisfaction. Hence the null
hypothesis is rejected and alternative hypothesis is
accepted.
Hypothesis Testing: 2
H01: Tourists’ satisfaction is independent of Price
Ha1: Tourists’ satisfaction is dependent of Price
To understand the strength of the relationship of price and

Tourists satisfaction, the simple regression analysis was
performed in order to predict the dependent variable from
the independent variable (predictor) where satisfaction was
considered as the dependent variable and price was
considered as the independent variable for this study. The
results of simple regression analysis are given below in
the following tables:
177
Table 6.24 Variables Entered/Removeda
Model Variables Entered Variables Removed Method
1 PRICEb . Enter
a. Dependent Variable: TOURIST_SATISFACTION
Table 6.25 Model Summaryb
Mod R R Adjusted Std. Change Statistics Durbin-
el Square R Square Error of R Square F df1 df2 Sig. F Watson
the Change Change Change
Estimate
1 .572a .330 .319 .975 .330 48.044 1 98 .000 2.033
a. Predictors: (Constant), PRICE

b. Dependent Variable: TOURIST_SATISFACTION
Above table depicts that the model summary. Here R square

which represents the proportion of variation in the
dependent variable that can be explained by the independent
variable. Critical value of R- square should be between 0
and 1. A higher value is better. From the above table R-
square is .330.
Table 6.26 ANOVAa

Model Sum of Df Mean Square F Sig.
Squares
Regression 44.952 1 44.952 48.060 .000b

1 Residual 91.565 98 .931
Total 136.517 99
a. Dependent Variable: TOURIST_SATISFACTION b. Predictors:
(Constant), PRICE
178
From the above table ANOVA result depicts that F = 48.060
and P= .000 established the significance of the

Model Unstandardized Standardized t Sig. 95.0% Confidence
B Std. Beta Lower Upper Bound
Error Bound
(Constant) 1.680 .275 6.163 .000 1.140 2.230
1
PRICE .519 .073 .570 6.830 .000 .360 .685

also proved that a strong evidence a relation between Price
and tourists Satisfaction. Hence the null hypothesis is
rejected and alternative hypothesis is accepted.
H01: Tourists’ satisfaction is independent of Place
Ha1: Tourists’ satisfaction is dependent of Place
To understand the strength of the relationship of place and
considered as the dependent variable and place was
179
Entered Removed
1 PLACEb . Enter
a.DependentVariable: TOURIST_SATISFACTION

Model R R Adjusted Std. Change Statistics Durbin
Square R Square Error of R F df1 df2 Sig. F -
the Square Change Change Watson
Estimate Change
1 .605a .366 .356 .930 .366 58.620 1 98 .000 1.530
a. Predictors: (Constant), PLACE

square is .366.
Table 6.30 ANOVAa

Squares Square
Regression 51.070 1 51.070 58.490 .000b
1 Residual 86.660 98 .869
Total 137.730 99
b. Predictors: (Constant), PLACE
180
relationship between Place and tourists satisfaction.


Error Bound Bound
(Constant) 1.205 .287 4.466 .000 .730 1.783

1
PLACE .587 .070 .609 7.348 .000 .437 .749

also proved that a strong evidence a relation between Place
H01: Tourists’ satisfaction is independent of Promotion
Ha1: Tourists’ satisfaction is dependent of Promotion
To understand the strength of the relationship of Promotion
Promotion was considered as the independent variable for
this study. The results of simple regression analysis are
given below in the following tables:
181
1 PROMOTIONb . Enter

Model R R Adjusted Std. Change Statistics Durbin-
Square R Square Error of R Square F df1 df2 Sig. F Watson
Estimate
1 .535a .437 .440 .446 .437 77.118 1 98 .000 1.837
a. Predictors: (Constant), PROMOTION


square is .437
Table 6.34 ANOVAa
Squares Square
Regression 58.506 1 58.506 77.222 .000b
1 Residual 77.032 98 .786
Total 135.538 99
b. Predictors: (Constant), PROMOTION
182

Model Unstandardized Standard t Sig. 95.0% Confidence
Coefficients ized Interval for B
Coeffici
ents
Error Bound Bound
(Consta
1.186 .270 3.323 .000 .581 1.630
nt)
1
PROMOTI
.522 .068 .583 8.738 .000 .278 .660
ON

Promotion and tourists Satisfaction. So there is not so
good enough evidence to accept null hypothesis and
alternative hypothesis has been accepted.
183
30%
25%
20%
15%
10%
5%
0%
TV Advertisement Travel journal Travel General books Word of mouth Travel agent Tourism office
in magazine exhibition
Fig:6.8 Source of Information about Kamarpukur

The above figure depicts that WOM (28%) is the best of
creating awareness about Kamarpukur followed by the general
books (20%), travel exhibition (15%), travel agent (11%),
TV (10%), travel journal (9%), advertisement in magazine
(4%), tourism office (3%).
H01: Tourists’ satisfaction is independent of People

Ha1: Tourists’ satisfaction is dependent of People

considered as the dependent variable and people was
184
1 PRICEb . Enter

Estimate
1 .574a .329 .322 .967 .329 48.066 1 98 .000 2.048
a. Predictors: (Constant), People

square is .329.
Table 6.38 ANOVAa
Squares
Regression 44.964 1 44.964 48.066 .000b
1
Residual 91.676 98 .935
Total 136.640 99
b. Predictors: (Constant), People

relationship between People and tourists satisfaction.
185
Error Bound Bound
(Constant) 1.679 .272 6.174 .000 1.139 2.218
1
PRICE .521 .075 .574 6.933 .000 .372 .670

People and tourists Satisfaction. Hence the null hypothesis
is rejected and alternative hypothesis is accepted.
H01: Tourists’ satisfaction is independent of Tourism

Process
Ha1: Tourists’ satisfaction is dependent of Tourism Process
To understand the strength of the relationship of Process
Process was considered as the independent variable for this
below in the following tables:
186
1 PROCESSb . Enter

Square R Square Error of R F df1 df2 Sig. F Watson
the Square Change Change
Estimate Change
1 .266a .067 .057 1.130 .067 7.748 1 98 .000 1.850
a. Predictors: (Constant), PROCESS


square is .067it depicts that the value is good enough.
Table 6.42 ANOVAa

Squares Square
Regression 10.030 1 10.030 7.740 .000b
1 Residual 130.606 98 1.290
Total 140.636 99
b. Predictors: (Constant), PROCESS
187
From the above table ANOVA result depicts that F = 7.740and
P= .000 established the significance of the relationship
between Process and tourists satisfaction.
Table 6.43Coefficientsa
Model Unstandardized Standardized T Sig. 95.0%
Coefficients Coefficients Confidence
Interval for B

Error Bound Bound
(Constant) 2.630 .309 8.450 .000 2.014 3.248

1
PROCESS .234 .066 .260 2.680 .000 .066 .310

Process and tourists Satisfaction. Hence the null
accepted.
H01: Tourists’ satisfaction is independent of Physical

Evidence
Ha1: Tourists’ satisfaction is dependent of Physical
Evidence
To understand the strength of the relationship of
Physical Evidence and Tourists satisfaction, the simple
regression analysis was performed in order to predict the
dependent variable from the independent variable
(predictor) where satisfaction was considered as the
188
dependent variable and Physical Evidence was considered as
the independent variable for this study. The results of
simple regression analysis are given below in the following
tables:
Table6.44 Variables Entered/Removeda
1 PHYSICAL_EVIDENCEb . Enter


Estimate
1 .608a .364 .355 .934 .364 57.410 1 98 .000 1.443
a. Predictors: (Constant), PHYSICAL_EVIDENCE

square is .364.
Table 6.46 ANOVAa

Squares
Regression 52.042 1 52.042 57.502 .000b
1
Residual 86.438 98 .860
Total 138.480 99
b. Predictors: (Constant), PHYSICAL_EVIDENCE
189
relationship between Physical evidence and tourists
satisfaction.

Model Unstandardized Standardized T Sig. 95.0% Confidence

Error Bound Bound
(Constant
1.307 .277 4.467 .000 .725 1.783
)
1
PHYSICAL_
.580 .069 .578 6.735 .000 .322 .750
EVIDENCE

Physical evidence and tourists Satisfaction. Hence the null
accepted.
190
Table: 6.48 7Ps Classifications of Tourism Elements
Available at Kamarpukur
Cultural assets, Agricultural products, Scenic
Product
value, Handicraft,
Revenue oriented, Room price, Price of food and
Price
beverages,
Fairs and trade show, Exhibitions, Broachers,
Promotion
Advertising, PR Cell, television and radio,
Place Availability on demand, parking facilities,
Water Bodies, Rest house, availability of guide,
Physical
attractive guest house, good room service
evidence
facilities, pleasant atmosphere,
Process Administration, Easy booking,
Politeness, responsible skilled personnel, rapid
People
willingness and attentiveness to the customer.
The above table depicts that 7P’s components are available

in Kamarpukur and tourist satisfaction depends on the above
mentioned components.
191
Table: 6.49 Comparative Analysis of Tourism Impact
Tourism Impact Mean Rank C.V. Rank Sum of Final
Ranks Rank
Environmental 3.52 4 32.10 3 7 4
Impact (EI)
Cultural Impact 4.43 1 13.54 1 2 1
(CI)
Social Impact (SI) 3.62 3 31.49 2 5 2
Economic Impact 3.99 2 100.75 4 6 3
(EIi)
Table 6.48 depicts that CI has highest mean value 4.43 and
was followed by EIi (3.99), SI (3.62) and EI (3.52). So,
according to the mean values of the points (5 point Likert
Scale) CI captured the top most position and was followed
by EIi, SI and EI respectively in that order. The Table also
reveals that CI that has lowest C.V. (13.54) ranked first
as it maintained highest consistency in points (5 point
Likert Scale) and was followed by SI(31.49), EI (32.10) and
EIi (100.75) respectively in that order. Table 6.48 also
depicts that CI which scored highest mean i.e. 4.43 and
lowest C.V. i.e. 13.54 had a combined score of 2 in the
sum of ranks. Similarly, SI had a combined score of 5, EIi 6
192
and EI 7 in the ‘sum of ranks’ column. Based on the sum of
score ascertained by considering both the average and
consistency parameters, CI proved itself most effective
motivational factors for tourism and it was followed by SI,
EIi and EI respectively in that order.
193
6.2 BISHNUPUR
ANALYSIS AND DISCUSSIONS
6.2.1 Empirical Findings
Figure: 6.9Awareness of Tourism concepts
Awareness of Tourism Concept

53%
30%
13%
4%
Heritage Tourism Adventure Tourism Cultural Tourism Eco-Tourism
From the above figure it has been found that 53%

respondents are aware about Heritage tourism whereas only
4% are aware about Eco tourism
sm concept
concept. Again
awarenessabout adventure tourism is 13% and 30% of the
respondents are aware about cultural tourism.
194
Fig: 6.10Tourists arrival
Tourist Arrival
55%
35%
10%
Intrastate tourists Interstate Tourists Foreign Tourist
Above figure depicts that 5

55%
% tourists were from intrastate
and 35% from interstate and the percentage of foreign
tourist is only 10
0%.
%. Intrastate tourists are from different
provinces of West Bengal like Hooghly, Burdwan, Kolkata,
Midnapore etc.
Fig: 6.11Tourist Inflow from different Districts in West

Bengal
Percentage of Tourists inflow

30%
19%
15%
11% 10%
4% 5.5%
2% 2% 1.5%
195
The above figure depicts that tourist inflow of
different districts at Bishnupur, as high as 30% of the
tourists are coming from Kolkata followed by Hooghly 19%
as Hooghly is a neighboring district of Bankura. After
that data depicts that tourist from Burdwan 15% followed
by Purulia 11%, Midnapore 10% , 24 Parganas 5.5%, Nadia
4% , Darjeeling 2% , Murshidabad 2% , Malda 1.5%.
6.2.2 TOURISM FACTORS IN BISHNUPUR:
This present study has been analyzed on the basis of

following factor analysis:
Exploratory Factor Analysis followed by Principal Component

Analysis and Varimax with Kaiser Normalization processes
were performed to reduce data and to observe whether the
different items were properly loaded under several
components or not. Sincere observation was happened on
Rotated Component Matrix where factor loading was taken
place in order to take decision about whether regrouping of
several items are possible or not. The eigenvalues,
percentage of variance, cumulative percentage, Cronbach’s α
test, Kaiser-Meyer-Olkin (KMO) measure for sampling
adequacy and Barlett’s test of sphericity were also
conducted for the purpose of this study.
196
Table: 6.50KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .924

Approx. Chi-Square 1114.947
Bartlett's Test of
Sphericity Df 190
Sig. .000
Table: 6.51Rotated Component Matrix
Rotated Component Matrixa
Component
1 2 3 Dimension
Naming
VAR00001 .754
VAR00006 .715
SERVICE
VAR00018 .831 EFFICIENCY
VAR00019 .757
VAR00020 .589
VAR00002 .648
VAR00005 .533
CONVINENT
SERVICE
VAR00011 .842
VAR00014 .651
VAR00017 .574
VAR00003 .681
VAR00004 .632
197
VAR00007 .777
TANGIBLES &
VAR00008 .583 ASSURED
SERVICE
VAR00009 .732
VAR00010 .654
VAR00012 .649
VAR00013 .746
VAR00015 .691
VAR00016 .688
Extraction Method: Principal Component
Analysis.
Rotation Method: Varimax with Kaiser
Normalization.
Table:6.52 Commonalities and differences of factor

Component
1 2 3
TANGIBLES & CONVINENT SERVICE
ASSURED SERVICE SERVICE EFFICIENCY
Initial Eigen
12.963 1.091 1.007
values
% of Variance 64.816 5.455 5.036
Cumulative % 64.816 70.271 75.307
According to Kaiser and Cerny (1979), the high shared

variance and relatively low uniqueness in variance are
indicated by the KMO measure for sampling adequacy (0.924).
The Barlett’sSphericity Test where Chi-square value is
198
1114.100 (p<0.0001) established that distribution is
ellipsoid and amenable to data reduction.
The Rotated Component Matrix table, Table 2, shows that the

values of all the 20items are greater than 0.5 which
strongly support the recommendation of Nunnally and
Bernstein (1994) about the factor loading and cross-
loading. So, Table 2 established that all the factors are
properly loaded under three components. It is clear to
understand that under the first component i.e. TANGIBLES &
ASSURED Services 10 factors- VAR00003, VAR00004, VAR00007,
VAR00008, VAR00009, VAR00010, VAR00012, VAR00013, VAR00015
and VAR00016 are properly loaded, 5 factors i.e. SERVICE
EFFICIENCY - VAR0001, VAR0006, VAR00018, VAR00019 and
VAR00020 are loaded under the second component and other 5
factors i.e. TANGIBLES &ASSURED SERVICE- VAR00002,
VAR00005, VAR000011, VAR000014 and VAR000017 are loaded
under the third component.
Table:6.53Variables and Name of Dimensions

Variable Names Dimension
VAR00001- Instant Service(On demand)
VAR00006- Neat & clean internal environment SERVICE

EFFICIENCY
VAR00018-Carry out what they promise
VAR00019- Service personnel respect individual

privacy
VAR00020- Personnel can serve tourists with

constant cordiality
199
VAR00002- Strongly positive service attitude
VAR00005- Comfortable waiting rooms CONVINENT

SERVICE
VAR00011- Reasonable cost and price
VAR00014- Give individual attention to customers
VAR00017- Establish relationship with tourists

with interaction
VAR00003- Always be willing to help tourists
VAR00004- Treat tourists with politely
VAR00007- Admission procedure is simple
VAR00008- Staff appearance is well dressed TANGIBLES

&
VAR00009- Staff appearance is well dressed
ASSURED
VAR00010- Visual appealing recreational facility
SERVICE
VAR00012- Communicate and interact with
pilgrimage to understand their needs
VAR00013- Professional knowledge and ability to

guide tourists
VAR00015- Have convenient operating hours for

all tourists
VAR00016- Understand the specific needs of

tourists
200
Table 6.52depicts that Initial Eigenvalues are 12.963,
1.091 and 1.007 which are greater than 1 that proves the
significance of the factors.
The service delivery in demand is neutral in Bishnupur as

per respondents that the service is neither slow nor very
fast. The tourists are happy and agree that Bishnupur has
got strong positive service attitude which is obliging to
flourishing tourism industry in country. And most of the
respondents were agree that people (locals/ guide) are
always willing to help tourists. Study revealed that
tourists are satisfied with neat and clean of internal
environment of monuments in Bishnupur. This study also
depicts that the booking procedure to visit monumemnts is
not complicated so that more tourists can visit in
Bishnupur. Tourists strongly agree that hotel staffs are
well dressed willing to provide better service.
The above table also depicts that regarding the cost and
price are concern, the cost of travel is very high and the
price charged from the customer is not flexible .
6.2.3Tourism Gap Analysis
H0 = There is no relation between expected services and

perceived services
H1 = There is a relation between expected services and

perceived services
201
Table: 6.54Reliability Statistics
Cronbach's Cronbach's Alpha Based on N of Items
Alpha Standardized Items
.915 .915 2
From the above table depicts about reliability of data.
From reliability test among the four items it depicts that
Cronbach’s Alfa is .915. It depicts that reliability of
data is good enough for test the above hypothesis.
Table:6.55Wilcoxon Signed Ranks Test

N Mean Rank Sum of Ranks
Negative
18a 17.14 308.50
Ranks
Perceived – Positive
36b 32.68 1176.50
Expected Ranks
Ties 6c
Total 60
a. Perceived < Expected
b. Perceived > Expected
c. Perceived = Expected
The above table denotes test of Wilcoxon Signed Ranks ,
which depicts that three patterns of ranks (a) Negative
ranks which denotes Perceived < Expected (b) Positive rank
which denotes Perceived > Expected and (c) Ties which
denotes Perceived = Expected
202
Table: 6.56 Test Statisticsa
Perceived – Expected
Z -3.746b
Asymp. Sig. (2-tailed) .000
a. Wilcoxon Signed Ranks Test
b. Based on negative ranks.
Above table depicts that Z value is 3.746 and has a

p-value of .000 which is greater than the calculated value
1.96 at 5% level of significance there is not enough
evidence to accept the null hypothesis, thereby indicating
that there are different aspects Gaps like guide
facilities, transportation facilities at the destinations
is not sufficient to meet the need of the people. As a
result within a very short span of time, the rickshaw
puller and generator operator van numbers are increasing at
an alarming rate causing traffic problem as well as noise
pollution. Another possible gap observed is the knowledge
gap. This gap can lead to involvement of some new gaps
including service quality , Lack of market information in
terms of supply and demand analysis; Incorrect
interpretations of expected information. Local artists are
also facing numerous other problems. Emergence of agents or
middle man is one of them, availability of good raw
materials and hike of price of raw materials are also huge
problem.
203
6.2.4 Impact of Marketing Mix Elements on Tourist’s
Satisfaction
Product
Price
Tourists Satisfaction
Place
Promotion
People
Process
Physical Evidence
RESEARCH QUESTIONS:
Is there significant relation between tourists’

satisfaction and marketing mix?
Hypotheses:
related each other
each other
each other
related each other
related each other
204
related each other
Table: 6.57 Reliability Statistics

Cronbach's Alpha Cronbach's Alpha Based N of Items
on Standardized Items
.918 .921 8
For internal reliability of the questionnaire was tested by
Cronbach’s Alfa. If Alfa value greater than 0.70, it
depicts that higher internal consistency in the measured
dimension. Here the above table Cronbach’s Alfa is 0.918.
It is clear that the questionnaire used in this study had
strongly internal reliability and it could be used with
confidence for the application of next statistical analysis
and interpretation.
for this study. The results of simple regression analysis
are given below in the following tables:
H01: Tourists’ satisfaction is independent of product
Ha1: Tourists’ satisfaction is dependent of product
To understand the strength of the relationship of Product
205
Product was considered as the independent variable for this
below in the following table.
Table 6.58 Variables Entered/Removed

Entered Removed
1 Product . Enter

Model R R Adjuste Std. Error Change Statistics Durbi
Square d R of the R F df1 df2 Sig. F n-
Square Estimate Square Change Change Watso
Change n
1 .611a .374 .367 .934 .374 58.510 1 98 .000 1.506
a. Predictors: (Constant), PRODUCT b. Dependent Variable:

TOURISM_SATISFACTION

which represents the proportion of variation in the dependent
variable that can be explained by the independent variable.
Critical value of R- square should be between 0 and 1. A
higher value is better. From the above table R- square is
.374.
206
Table 6.60ANOVAa
Model Sum of df Mean Square F Sig.
Squares
Regression 51.082 1 51.082 58.510 .000b
1 Residual 85.558 98 .873
Total 136.640 99
b. Predictors: (Constant), PRODUCT
Table 6.61Coefficientsa
Error Bound Bound
(Constant) 1.310 .294 4.458 .000 .727 1.893
1
PRODUCT .598 .078 .611 7.649 .000 .443 .754

Product and tourists Satisfaction. Hence the null
accepted.
207
Hypothesis Testing: 2
H01: Tourists’ satisfaction is independent of Price
Ha1: Tourists’ satisfaction is dependent of Price

considered as the dependent variable and price was

1 PRICEb . Enter

Estimate Change
1 .574a .329 .322 .967 .329 48.066 1 98 .000 2.048
a. Predictors: (Constant), PRICE


208
square is .329.
Table 6.64 ANOVAa

Squares
Regression 44.964 1 44.964 48.066 .000b

1 Residual 91.676 98 .935
Total 136.640 99
a. Dependent Variable: TOURIST_SATISFACTION b. Predictors:
(Constant), PRICE


Error Bound Bound
(Constant) 1.679 .272 6.174 .000 1.139 2.218
1
PRICE .521 .075 .574 6.933 .000 .372 .670

also proved that a strong evidence a relation between Price
209
H01: Tourists’ satisfaction is independent of Place
Ha1: Tourists’ satisfaction is dependent of Place
To understand the strength of the relationship of place and
considered as the dependent variable and place was

Entered Removed
1 PLACEb . Enter
a.DependentVariable: TOURIST_SATISFACTION

Estimate Change
1 .611a .374 .367 .934 .374 58.510 1 98 .000 1.506
a. Predictors: (Constant), PLACE

210
square is .374.
Table 6.68ANOVAa
Squares Square
Regression 51.082 1 51.082 58.510 .000b
1 Residual 85.558 98 .873
Total 136.640 99
b. Predictors: (Constant), PLACE
relationship between Place and tourists satisfaction.
Table6.69 Coefficientsa

Error Bound Bound
(Constant) 1.310 .294 4.458 .000 .727 1.893

1
PLACE .598 .078 .611 7.649 .000 .443 .754

also proved that a strong evidence a relation between Place
211
H01: Tourists’ satisfaction is independent of Promotion
Ha1: Tourists’ satisfaction is dependent of Promotion
To understand the strength of the relationship of Promotion
Promotion was considered as the independent variable for
this study. The results of simple regression analysis are
given below in the following tables:

1 PROMOTIONb . Enter

Estimate Change
1 .666a .444 .438 .881 .444 78.117 1 98 .000 1.922
a. Predictors: (Constant), PROMOTION


212
square is .444.
Table 6.72 ANOVAa

Model Sum of df Mean F Sig.
Squares Square
Regression 60.607 1 60.607 78.117 .000b
1 Residual 76.033 98 .776
Total 136.640 99
b. Predictors: (Constant), PROMOTION

Model Unstandardized Standardi t Sig. 95.0% Confidence
Coefficients zed Interval for B
Coefficie
nts
Error Bound Bound
(Constant) 1.195 .269 4.444 .000 .661 1.728
1
PROMOTION .620 .070 .666 8.838 .000 .481 .759

Promotion and tourists Satisfaction. So there is not so
good enough evidence to accept null hypothesis and
alternative hypothesis has been accepted.
213
H01: Tourists’ satisfaction is independent of People

Ha1: Tourists’ satisfaction is dependent of People

considered as the dependent variable and people was

1 PRICEb . Enter

Estimate Change
1 .574a .329 .322 .967 .329 48.066 1 98 .000 2.048
a. Predictors: (Constant), People


214
square is .329.
Table 6.76 ANOVAa

Squares
Regression 44.964 1 44.964 48.066 .000b

1 Residual 91.676 98 .935
Total 136.640 99

b. Predictors: (Constant), People

relationship between People and tourists satisfaction.

Error Bound Bound
(Constant) 1.679 .272 6.174 .000 1.139 2.218
1
PRICE .521 .075 .574 6.933 .000 .372 .670

215
People and tourists Satisfaction. Hence the null hypothesis
is rejected and alternative hypothesis is accepted.
H01: Tourists’ satisfaction is independent of Tourism

Process
Ha1: Tourists’ satisfaction is dependent of Tourism Process
To understand the strength of the relationship of Process
Process was considered as the independent variable for this
below in the following tables:

1 PROCESSb . Enter
216
Estimate Change
1 .271a .073 .064 1.137 .073 7.759 1 98 .006 1.947
a. Predictors: (Constant), PROCESS


square is .073 it depicts that the value is good enough.
Table 6.80 ANOVAa

Model Sum of df Mean F Sig.
Squares Square
Regression 10.024 1 10.024 7.759 .006b
1 Residual 126.616 98 1.292
Total 136.640 99
b. Predictors: (Constant), PROCESS
relationship between Process and tourists satisfaction.
217

Error Bound Bound
(Constant) 2.634 .311 8.469 .000 2.017 3.251

1
PROCESS .236 .085 .271 2.785 .006 .068 .404

Process and tourists Satisfaction. Hence the null
accepted.
H01: Tourists’ satisfaction is independent of Physical

Evidence
Ha1: Tourists’ satisfaction is dependent of Physical
Evidence
To understand the strength of the relationship of
Physical Evidence and Tourists satisfaction, the simple
regression analysis was performed in order to predict the
dependent variable from the independent variable
(predictor) where satisfaction was considered as the
dependent variable and Physical Evidence was considered as
218
the independent variable for this study. The results of
simple regression analysis are given below in the following
tables:

Model Variables Entered Variables Method
Removed
1 PHYSICAL_EVIDENCEb . Enter


Estimate Change
1 .611a .374 .367 .934 .374 58.510 1 98 .000 1.506
a. Predictors: (Constant), PHYSICAL_EVIDENCE

square is .374.
219
Table 6.84 ANOVAa
Squares
Regression 51.082 1 51.082 58.510 .000b

1 Residual 85.558 98 .873
Total 136.640 99
b. Predictors: (Constant), PHYSICAL_EVIDENCE
relationship between Physical evidence and tourists
satisfaction.

Model Unstandardized Standardized T Sig. 95.0%
Coefficients Coefficients Confidence
Interval for B
Error Bound Bound
(Constant) 1.310 .294 4.458 .000 .727 1.893
1 PHYSICAL_EV
.598 .078 .611 7.649 .000 .443 .754
IDENCE

Physical evidence and tourists Satisfaction. Hence the null
accepted.
From the above study prove that tourists’ satisfaction is

related with product, price, place, promotion, physical
220
Evidence, process, people. The findings also prove that
Product package has the significant role for satisfaction.
Price also moderate which can lead the strong relationship
with tourists satisfaction.
6.2.5 Tourism Impact Study

Table: 6.86 Comparative Analysis of Tourism Impact
Tourism Impact Mean Rank C.V. Rank Sum of Final

Ranks Rank
Social Impact (SI) 3.58 4 34.10 3 7 4
Cultural Impact 4.48 1 12.50 1 2 1

(CI)
Economic Impact 3.64 3 32.40 2 5 2

(EIi)
Environmental 3.89 2 100.66 4 6 3

Impact (EI)
Above depicts that CI has highest mean value 4.48 and was
followed by EI (3.89), EIi (3.64) and SI (3.52). So,
according to the mean values of the points (5 point Likert
Scale) CI captured the top most position and was followed
by EI, EIi and SI respectively in that order. The Table also
reveals that CI that has lowest C.V. (12.50) ranked first
as it maintained highest consistency in points (5 point
Likert Scale) and was followed by EIi (32.40), SI (34.10)
and EI (100.66) respectively in that order. Table 6.48 also
221
depicts that CI which scored highest mean i.e. 4.48 and
lowest C.V. i.e. 12.50 had a combined score of 2 in the
sum of ranks. Similarly, EIi had a combined score of 5, EI 6
and SI 7 in the ‘sum of ranks’ column. Based on the sum of
score ascertained by considering both the average and
consistency parameters, CI proved itself most effective
motivational factors for tourism and it was followed by EIi,
EI , SI, respectively in that order.
222
CHAPTER VII
MAJOR FINDINGS, SUGGESTIONS/RECCOMMENDATIONS
& CONCLUSIONS
CONTENTS
7.1 Major Findings
7.1.1 Findings of Kamarpukur
7.1.2 Findings of Bishnupur
7.2 SUGGESTIONS/RECCOMMENDATIONS
7.3 CONCLUSIONS
223
7.1 MAJOR FINDINGS
7.1.1 Finding of Kamarpukur
The study reveals that Kamarpukur may be developed as a
rural tourism than religious tourism in the state of West
Bengal.
v This study indicates that tourism education is very

much essential to encourage people to engage in
tourism entrepreneurial activities in the state.
v The study depicts that most of the tourism activities

in Kamarpukur are mainly indigenous in nature which
includes bird watching, fishing, seasonal fairs
&festivals etc. which sometimes discourage the tourist
to go for repeat visit to the destination.
v This study reveals those tourists who are mainly

coming from urban areas are trying to exploit the
rural culture by degrading the local environment and
surrounding.
v In terms of employment potentialities the above study

reveals that employment opportunity through tourism
business is quite low due to lack of Government
initiatives, lack of tourism marketing opportunities,
non-availability of trained manpower etc.
v This study depicts that there is a greater need for

accommodation facilities specifically for budget
category hotels to accommodate more number of tourists
in this destination.
224
v There is a greater need for car parking facilities at
the destination was felt particularly during the pick
season.
vA greater demand for trained tourist guide was felt to

provide proper information for the destination.
v The study reveals that during their visit to

Kamarpukur they are more concern about the safety and
security aspects of their tour.
v It is observed that in rainy season due to water

logging and bad road condition causes more
inconvenient to visit this destination.
v This study revealed that due lack of promotion and

advertisement policy the tourist flow to this is not
encouraging despite of high potential.
v This study reveals that there is a lack of uniformity

of pricing system of tourism services causing
inconvenience to the tourists to avail the various
facilities at the destination.
v This study indicates that price of the land and

housing services are astronomically increasing due to
development of tourism in this region.
v It is observed that negative role played by the middle

man create problems for the tourists in case of hotel
booking , and booking of vehicles during the pick
season.
225
v It is observed that sanitation and hygiene condition
are not up to the mark at Kamrpukur which needs urgent
attention.
v It is also observed that during any festivals and

fairs in this destination, due to the increase inflow
of the people, the transportation facilities at the
destinations is not sufficient to meet the need of the
people. As a result within a very short span of time,
the rickshaw puller and generator operator van numbers
are increasing at an alarming rate causing traffic
problem as well as noise pollution.
226
7.1.2 FINDINGS OF BISHNUPUR
After analyzing the data the follow findings are revealed
for Bishnupur :
v The existing numbers of hotels are very much limited

to accommodate the current inflow of tourist
particularly during the pick season.
v It is observed that service delivery system is not

satisfactory in terms of providing accommodation
services, transportation services and food services
etc at the destination.
v Proper interpritation sites/ facilities are not found

to be sufficient in Bishnupur.
v Basic infrastructure facilities to attract tourist

like toilet , safe drinking water etc.are found to be
insuffucient in Bishnupur.
v The study revealed that a complete absence of trained

licensed guides at the destination caring
inconvenience to interstate and foreign tourist.
v This study shows that due to narrow & congested road

as well as uncomfortable stay tourist inflow is less
in lean season.
227
v The study revealed that the price of the land and
housing services are steadily increasing in Bishnupur.
v It is observed that the local economy of Bishnupur is

mainly depend upon tourist activities.But due to lack
of tourist infrastracture as well as seasonality
factor the income from tourist activity redused
drastically in the lean season i.e from Mid April to
October causing inconvinient for the local people to
sustain their livelyhood who are involved in tourism
business.
v Regarding the purpose of visit to Bishnupur is concern

it is revealed that most of the tourist are coming to
Bishnupur to see the historical and cultural heritage
of the destination. However different purpose like
education as well as liesure are some of the important
reasons to visit Bishnupur.
v Handicraft is also major source of motivation to visit

in Bishnupur.
v People of Bishnupur are engaged in different types of

occupation. Some people earn money by selling tee or
ghoogni, some sell different types of product such as,
wooden, handicraft and terracotta product, or people
earn money by selling clayey goods, or many of them
provide different types of things required for puja
228
purpose. Some people are engaged in preparing a high
quality Saree- Baluchari, Swarnachari.
v It is observed that some foreign tourists visited

Bishnupur as a part of their research on Indian
temples and their architecture; others simply came as
a part of their tour circle.
7.2 SUGGESTIONS/RECCOMMENDATIONS
A proper marketing plan is required to develop rural

tourism in the state of West Bengal, which can bring
lots of benefits to the society. It can also helps
in inflow of resources from urban to rural economy,
as a result of which the migration of people from
rural to urban area can be prevented. Environmental
management , local involvement ,proper legislation,
sustainable marketing practice and realistic
planning are the key for the development of rural
tourism in the state of West Bengal.
F State Govt. should recognize the importance of

rural tourism on a priority basis and helps in
creating a healthy competitive business environment
in the above destinations.
F To attract foreign tourist to these destinations

Govt. should construct all weather roads to these
places and ensure proper sanitation and hygiene
229
including provision of safe drinking water and way
ide amenities in and around study area.
F To safeguard the rural resources, careful

planning and development of authentic attraction are
very much necessary in the study area.
F In order to ensure safety and security including

risk free movement of the tourist, the security
measures should be strengthened at these
destinations.
F In order to promote and market these rural

tourism destinations, tourism fairs and festivals
should be organized both within the state and
outside the state.
F As women are one of the important stakeholders in

any developmental activities , rural tourism must
involve active participation in the matter of
decision making process.
F Live folk dance/music should be organized in

these destinations by the local artists in the
evening on a regular interval can bring more
tourists.
230
F Govt. should encourage private sector investment
in the rural tourism areas through formulating
liberal policies inform of providing easy term
loans, tax benefits, interest subsidy etc.
F Sufficient training has to be ensured to the

employees and executives in order to offer quality
services to the tourists.
F To make these rural destinations easily

accessible and to facilitate quick and comfortable
movement of the tourist, improve public transport
network and well organized domestic transport should
be built.
F To provide an everlasting experience to the

tourist and to bring substantial increase in income
of the locals, homestay facilities should be
developed in these rural tourism sites.
F Rural tourism should develop in the state by

protecting the natural resources, local heritage and
indigenous lifestyle in the local people.
F Local authorities should work in tandem with the

state Govt. to plan & implement various policies
related to Tourism development in these
destinations.
231
F Basic tourism infrastructure such as hotels ,
electricity, proper drainagesystem, roads should be
developed so that tourist movement to these
destinations can be year around.
F Due to natural calamity & seasonality, tourism

business suffers a lot so financial support may be
provided to various stakeholders which resulting
increasing entrepreneurial activities in these
destinations.
F Provisions for more budget category of hotels

should be constructed/provided at both the
destinations to meet ever increasing demand for the
tourist.
F Provisions for supplementary accommodations

including guest house, rest house, dharamsala, way
side amenities may be constructed in and around
these destinations to attract mainly budget
tourists.
F Establishment of ‘Tourism Information Centre’ in

both the destinations for dissemination of
information to both domestic and foreign tourists.
232
F Provision of Hindi and English speaking guide
should be deployed at both the destinations to cater
the need of inter-state and foreign tourist.
F To attract more number of tourists to these

destinations safe drinking water and public toilet
facilities particularly for women may be provided on
priority basis.
F As Bishnupur is famous for its historical

monuments and temples, organizations like ASI,
INTACH should give the responsibility for
conservation and preservation of monuments.
F Proper marketing facilities should be provided

for artisans and craftsmen to increase their
business activities by selling their handicrafts and
thereby increasing socio economic conditions of the
people of the study area.
F The state government has to increase the

budgetary provision substantially so that proper
promotion and development of tourism can be made
through advertisement and publicity.
F Since tourism is a multi-sectorial and multi-

dimensional activity, proper co-ordination and
liaison should be maintained between tourism
233
department with other departments of state
government.
F As most of the tourists are staying for a very

short period in the destination, the state Govt.
should try to increase the duration of stay by
providing variety of leisure and recreational
facilities in and around the study area.
F To showcase the uniqueness of the Bengali

cuisine, local cuisine should be promoted on a
priority basis to attract large number of domestic
and foreign tourists in both the destinations.
F To promote and market these destinations , State

Govt. should act as a facilitator to various travel
agencies and tour operator to market different these
rural tourism destinations of the state.
F Innovative marketing strategies should be adopted

by the state Govt. in form of selling various
package tours with the help of internet bookings.
Private operators may be given approval in this
regard to sell the package tour on commission basis.
F The concept of Public Private Partnership (PPP)

should be developed and they should be provided with
different tax benefits, provision of long term
loans, subsidies etc. for construction of hotels,
restaurants, tea stall , small dhabas so that the
234
socio economic conditions of the people can be
increased.
F Provision of training for the rural youths in

form of training programme may increase the
employment opportunity in these destinations .
Capacity Building for Service Providers programme
may be implemented properly to give a boost to the
rural tourism sector in the state.
F Provide forum for the rural artisans and

craftsmen to participate in different fairs,
festivals, exhibitions which are organize both
within the state, nationally and internationally to
give a boost to the popular handicrafts of Bengal.
F The products of Bisnupur have no tag of Govt. If

Government provide a specific tag for each product
then trade of baluchari, bell metal, and shanka will
be easier to the Entrepreneur.
F Government support is also essential for

Entrepreneurial development. If Government come
forward and make more mandies where Entrepreneurs of
bell metal, shanka, weaving, can sell directly to
the customer then Entrepreneurs will not be
suffering from output market problem.
235
7.3 CONCLUSIONS
West Bengal is a state with a dominant rural

population as well as agro based economy. So, rural tourism
development can be of great importance here. The simplicity
of rural living, the timelessness of rural landscape is
something unique and unexplored in this part of the state.
If a proper marketing plan is done for rural tourism in
West Bengal in general and Kamarpukur and Bishnupur in
particular, it could bring a lot of benefit to this state.
Its boom time for travel and tourism sector in India

.Eastern India has emerged as the front runner in its
growth chart. West Bengal is replete with business and
tourism potential. The travel and tourism sector has
entered a take off stage and it is going to scale a great
height in near future. It is growing every day, every month
and every year with a steady pace. Both the growth promise
must not lead to mind less complacency. At a time when
expansion looks assured in the travel and tourism sector,
it calls for some hard thinking.
v Has west Bengal realized its optimum potential in the

sector?
v Has the state government done enough in promoting

travel and tourism, particularly rural tourism in the
state?
v What are its priorities? Has the private sector made

Adequate Contribution to the travel and tourism in the
east?
236
v Has the center extended a helping hand in this regard?
It does not need any serious analysis to say that despite

their immense potential west Bengal don’t figure
prominently in the tourism map of India. Internationally
the eastern India is yet to make a true mark. The number of
domestic and foreign tourist visiting west Bengal and the
neighbouring states has been on the rise in the last few
years. The rising trend may yield some satisfaction. But a
comparison with other states and regions in India shows
that the east region particularly West Bengal have failed
to measure up to their potential. The reason is simple.
While other states are doing all around publicity to
attract tourists, West Bengal is lagging behind in its
visibility campaign.
If rural tourism develop properly in the state, it ‘ll

emerged as an important instrument for human development
including poverty alleviation, employment generation,
environmental regeneration ,development of infrastructure
of the rural areas including women empowerment in West
Bengal.
237
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APPENDIX
Annexure-I
Questionnaire for Tourists- KAMARPUKUR/BISHNUPUR
Dear Sir/ Madam
It is our pleasure to have you here with us, I am

collecting primary data for my Ph.D degree under The
University of Burdwan on the topic “ROLE OF MARKETING IN
DEVELOPING RURAL TOURISM: A STUDY OF SELECT VILLAGES IN
WEST BENGAL”. I seek your views on different aspects
covered in this questionnaire. The information furnished by
you will be kept confidential and will be used for my
research purpose only.
(Part-A)
1. Name:……………………………………………………………………………………..
2. Age:…………………………….
3. Sex: Male………………. Female……………………
4. Marital status: Married…………………; Unmarried……………..
5. Occupation:………………………………………….
6. Domicile: (Put Ѵ)
Foreign Tourists Domestic Tourists
America Bihar
UK Delhi
Asia Orissa
261
Africa Mumbai
Bhutan Chennai
Nepal Kerala
Any Other Any Other
7. Monthly Income:
Foreign Tourists Domestic Tourists
Equivalent to INR
Below 30000 Below 5000
30001- 50000 5001- 10000
50001-70000 10001-15000
15000 above
8. Main purpose(s) of visit (Rank Accordingly):
Purpose
Rural Tourism
Heritage Tourism
Pilgrim Tourism
Eco Tourism
Farm Tourism
Cultural Tourism
Nature Tourism
262
9. What was the mode of travel to reach this place?
v Bus ………………….
v Train………………..
v Plane……………….
v Personal car………………
v Any two wheeler……………….
v Others (specify)………………….
10. How did you come to know about this tourist site?
v Through travel agent…………………..

v Through friends/relatives……………………
v My own effort because of interest in……………
v Tourism Department…………………….
v TV/ Radio…………….
v Internet…………….
v Print Media……………..
v Through WOM………………….
v Others (specify)………………………..
11. How many days you propose to stay

here?..............
12. Problems encountered during your visit:
v Inaccessible lobby in hotel…………………………………..

v Rooms are not suited…………………………………………………
v Lack of basic needs (Please specify)…………………………….
v Toilet facility………………………………………..
v Other please specify ………………………………………..
263
13. This survey deals with your opinions of marketing
mix. Please show the extent to which you think
destinations offering services should possess the
features described by each statement. If you strongly
agree that these firms should possess a feature,
circle the number 5. If you strongly disagree that
these firms should possess a feature, circle 1. If
your feelings are not strong, circle one of the
numbers in the middle. There is no right or wrong
answers.
v Connectivity ofdestination/ circuit

v Quality of help provided by thereception office
v Availability of trained tourist guides
v Behavior of the guides at the monument/tourist
attraction
v Behavior of the officials available at tourist
reception office
v Connectivity of the destination/ circuit with major
Indian cities
v Availability of other commercial transportations
v Availability of budget hotels
v Availability of luxury hotels
v Illumination of monuments
v General ambience
v Availability of authorized touroperators
v Promptness at the ticketing window of the
monument/tourist attraction
v Drinking Water supply
264
(Part-B)
[PLEASE INDICATE YOUR LEVEL OF EXPECTATION where 1 is
Extremely Poor and 5 is Excellent]
Parameter 1 2 3 4 5
Sl.No
1. Instant Service(On demand)
2. Strongly positive service attitude
3. Always be willing to help tourists
4. Treat tourist with politely
5. Comfortable waiting rooms
6. Neat & clean internal environment
7. Booking procedure is simple
8. Staff appearance is well dressed
9. Visual appealing physical facilities
10. Visual appealing recreational

facility
11. Reasonable cost and price
12. Communicate and interact with

13. Professional knowledge and ability to

guide tourists
14. Give individual attention to

customers
15. Have convenient operating hours for

all tourists
265
16. Understand the specific needs of
tourists
17. Establish relationship with tourists

with interaction
18. Carry out what they promise
19. Service personnel respect individual

privacy
20. Personnel can serve tourists with

constant cordiality
21. Personnel can sincerely answer what

tourist ask
22. Perform well right from the first

time
(Part-B1)
[PLEASE INDICATE YOUR LEVEL OF EXPERIENCE where 1 is
Extremely Poor and 5 is Excellent]
Parameter 1 2 3 4 5
Sl.No
1. Instant Service(On demand)
2. Strongly positive service attitude
3. Always be willing to help tourists
4. Treat tourists with politely
5. Comfortable waiting rooms
6. Neat & clean internal environment
266
7. Booking procedure is simple
8. Staff appearance is well dressed
9. Visual appealing physical facilities
10. Visual appealing recreational

facility
11. Reasonable cost and price
12. Communicate and interact with

13. Professional knowledge and ability to

guide tourists
14. Give individual attention to

customers
15. Have convenient operating hours for

all tourists
16. Understand the specific needs of

tourists
17. Establish relationship with tourists

with interaction
18. Carry out what they promise
19. Service personnel respect individual

privacy
20. Personnel can serve tourists with

constant cordiality
21. Personnel can sincerely answer what

tourist ask
22. Perform well right from the first

time
267
v What are the strategies would you like to suggest for
development of Kamarpukur/
Bishnupur………………………………………………………………………………………………………………………
………………………………………………………………………………………………………………………………………………
………………………………………………………………………………………………………………………………………………
………………………………………………………………………………………………………………………………………………
………………………………………………………………………….
****Thank you very much for your precious time****
268
Annexure-II
Questionnaire for Residents
KAMARPUKUR/BISHNUPUR
Dear Residents,
I am pursuing tourism research leading to the award of Ph.D

degree in Tourism and have chosen Kamarpukur/ Bishnupur.
For tourism impact on local community of the region I
request you to fill this questionnaire. Information sought
by you to shall kept for research purpose only.
Nilanjan Ray
Research Scholar
(Part-A)
1. Name of the Respondents:……………………………………………………………………….

2. Residence:…………………………………………………………………………………………………
3. Gender: Male:………………………………….; Female:…………………………………….
4. Marital Status: Married:……………………..; Single:………………………
5. Number of members in the family:………………………….
6. Number of earning members in the family:……………………………….
7. Educational Qualification:………………………………………………………..
8. Occupation:
v Govt. Employee
v Private Employee
v Agriculture
v Self Employed
v Any Other
269
9. Income of household:
v Less than 3000
v 3001-5000
v 5001-10000
v 10001-20000
v 20001- above
10. Do you have any supplemented source of income
generated by tourism related business? Yes / No
If Yes pls. specify……………………………………………………………………………………
11. How many persons are involved in tourism related

business?
12. Do you use your own house for accommodating

tourists? Yes / No
13. Rank Accordingly
Purpose
a. Increase in the price of essential
commodities
b. Increase price of land
c. Seasonal fluctuation in the economy
d. Increase in investment by outsiders
e. Increase in job opportunity
f. The development of infrastructure
g. Increase in commercialization of Art,
Craft, Culture
h. Increase in population
i. Increase in crime rate
j. Loss of indeginous culture
k. Decrease in accessibility to natural
resources
270
14. Do you have any Eco Club or society/ NGO
promoting environmental awareness? Yes/ No
15. Is there any loan facility available to open up

tourism related business?
16. Basic Community Facility:

v Play Ground nearby
v Existing drainage system
v Pucca road
v Whether the area is connected with electricity
17. Does the community have a stake?

Pls. Mention……………………………………………………………………………………………..
18. Do you think a good relationship is important

between host and tourist relation for the development
of Kamarpukur/ Bishnupur?
1. Strongly disagree 2 3 4 5. Strongly disagree
19. Do your think that outside investment is required

in the interest of tourism industry in Kamarpukur/
Bishnupur?
20. Is the current environmental management of

Natural Attraction Features?
271
(Part-B)
[PLEASE INDICATE YOUR LEVEL where 1 is Extremely Poor and 5
is Excellent]
SURVEY ON TOURISM IMPACT
Tourism Impact 1 2 3 4 5
Factors
Economic Impact
Tourism leads to more investment and
spending
Standard of living is increasing day by day
due to tourism
Prices are increasing due to tourism
Tourism creates employment opportunities
Tourism gives economic benefits to the
locals
Social Impact
Meeting tourists is a valuable experience
Tourism had led to increase in the
recreational facilities
Tourism has an undesirable effect on our way
of life
Tourism causes changes in our traditional
life
Tourism causes a lower quality of life for
local residents
Tourism causes security and crime problems
Tourism brings more positive than negatives
social effects
Environmental Impact
Tourism provides an incentives for
restoration of heritage/culture/tradition
Public facilities are kept at a better
standard
Tourism causes crowded public places
Traffic congestion, air pollution and noise
increases by tourism
Tourism destroys the natural environment
****Thank you very much for your precious time****
272
PICTURES OF KAMARPUKUR
INCENCE STICKS MAKING
INFORMAL EDUCATION AT KAMARPUKUR ORGANIZED BY RAMAKRISHNA

MISSION
273
PROVIDING LUNCH THOSE WHO ARE WORKING IN PALLI MANGAL
WORKSHOP ORGANIZED BY RAMAKRISHNA MISSION PALLIMANGAL
274
INTERACTIVE SESSION IN WORKSHOP
JUTE SPINNING MILL
275
Weaving Unit
Food Processing Unit
276
Products of Pallimangal
Ancestral Home
277
Yogi’s Siva Temple
Primary School
278
Palace of Manik Raja
Sri Sri Ramakrishna Deva’s Temple
279
PICTURES OF BISHNUPUR
Rashmoncho
Jor Banglow
280
Metal Craft
Dalmadal Cannon
281
Conch Craft
Baluchori Saree
282
Terracotta (Clay) Craft
Bamboo Craft
283
Terracotta (Used in West Bengal’s Tourism Logo)
284

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ROLE OF MARKETING IN DEVELOPING

RURAL TOURISM: A STUDY OF SELECT

FOR THE AWARD OF DOCTOR OF PHILOSOPHY IN ARTS

Under the Supervision of

Dr. Dillip Kumar Das

THE UNIVERSITY OF BURDWAN

This is to certify that the thesis titled “ROLE OF

(Dillip Kumar Das)

I do hereby declare that the thesis entitled “Role

Date: (Nilanjan Ray)

I would like to thank my parents Sri Nirmalendu Ray

I am extremely grateful to my doctoral mentor, Dr.

Faculty members of Department of Business

The thesis would not have come to a successful

My colleagues, Dr. ParthaChaudhury, Dr.

5.1 7 Ps’ Framework of Tourism Services 131

6.1 Awareness of Rural Tourism, Heritage 155

6.11 Tourist Inflow from different Districts

ANOVA- Analysis of variance

ARMA- Auto Regressive Moving Average

ASI- Archaeological Survey of India

BPL- Below Poverty Level

CF- Cultural Factors

CII-Confederation of Indian Industry

CRS- Computerized Reservation Systems

CT- Cultural Tourism

DOT- Department of Tourism

EF- Emotional Factors

EI- Environmental Impact

EIi- Economic Impact

EMC- Economic Multiplier Model

ETA-Estimated Time of Arrival

GDP- Gross Domestic Product

GIS-Geographical Information System

GOI- Govt. of India

ICT- Information & Communication Technologies

INTACH- Indian National Trust And Cultural Heritage

MOT- Ministry of Tourism

NEPG- National Ecotourism Policy and Guidelines

NGO- Non Government Organization

PENCILS- Publications Events News Community involvement

Identity of media Lobbying Social responsibility

PMS- Property Management Systems

PPF-Physical and Personal Factors

PPP- Public Private Partnership

PPT- Pro-Poor Tourism

PR- Public Relation

RKM- Ramakrishna Mission

RT- Rural Tourism

RTDC- Rajasthan Tourism Development Corporation

RTNE- Rural Tourism Network Enterprise

SGLB-Single Room with Bath

STDC- State Tourism Development Corporation

SWOT- Strength Weakness Opportunity and Threat

TAM- Tourism Appraisal Model

TTF-Travel and Tourism Fair

UNDP- United nation Development Programme

UNESCO-United nation Educational, Scientific and Cultural

UNESCO-United Nations Environment Programme

USP- Unique Selling Proposition

VT- Virtual Travel

WBTDC- West Bengal Tourism Development Corporation

WTO- World Tourism Organization

WTTC- World Tourism and Travel Council