HOSPITALITY MANAGEMENT

A PRESENTATION

On

Rural Tourism in India

GRADUATE SCHOOL OF BUSINESS &
RURAL TOURISM
 ”A range of activities, services and amenities provided by farmers and
rural people to attract tourists to their area in order to generate
extra income for their businesses" (Gannon, 1988; in Kloeze, 1994).

 Concept Drivers
Rural/ agrarian Rural
lifestyle Tourism
(Farm Tourism)
Preservation of assets,
HERITAGE & CULTURE values & heritage
(ETHNIC TOURISM)

Religious Value Rural

(Pilgrim Tourism) essence
Adventure/ Sports based Activities
(Adventure Tourism)
Learning & Benefit to
Education local community
(Eco Tourism)
Learning &
Education Non-urban
(Eco Tourism) setting
Scenic Value
(Nature Tourism)
 Why The Thrust?

Rural Centre Urban

Centre
•Falling
income Issues :
levels Counter- Urbanization Syndrome
Urbanization Syndrome •Environmen
•Aging rural tal
populations •Ecological
•Search for Exodus to Growing •Social
cities & interest •Economic
better
Resultant in non-
prospects •Political
stress urban
centres •Law &
Order
Additional trends….
•Increasing education level
•Growing interest in heritage & culture
•Improved means of transport & communication
•Environmental consciousness
•Growing interest in one’s roots
•Increasing trend of “active retired” people

Opportunities - the linkage between development and the industry

 Recognizing Dualities
The contribution ….
•Increasing income
•Job creation
•Diversifying rural economy
•Pluriactivity
•Natural landscape
conservation
•Rural arts and crafts
•Conservation of monuments
•General infrastructure
improvement
•Changing gender roles
•Strengthening of ethnic
identity
……..Related
•Increased to economy
social interaction
And the negation…….
•Environmental threat
•Threat to existing social
system
•Congestion due to excessive
accommodation structures
•Leakage of benefits to non-
locals
•Traffic congestion
•Changing of attitude towards
visitors
•losing indigenous cultural
forms and meanings
•losing traditional production
& subsistence skills
……..Related to socio-cultural aspects
•Loss of land and property
 Rural Tourism in India - The Multi-Stage Evolution Model
Locations Characteristics
→Shilparamam - Hyderabad “Crafts Village” →Located on the city outskirts
→Dakshin Chitra - Chennai →Very limited rural environment
Simulation of Rural
→Dilli Haat - Delhi →Exhibit rural art & craft/ cuisine
Environment in Urban
→Dhola-ri-Dhani - Hyderabad
Locations

→Rajasthan “Heritage Hotels” →Often converted from Forts/

Palaces
→Uttar Pradesh Recreation of Rural →Targeted towards upmarket
→Himachal Pradesh Environment in Semi- tourists
→Gujarat Urban Locations →Limited rural involvement

→Araku near Vizag “Border line Villages” →Normally day destinations

→Kerala backwaters near Cochin →Close to natural rural setting
Semi-Rural Locations
→Pipli near Bhubaneswar →Exhibit rural life, art & craft in
bordering main cities rural settings
→Relatively well-connected
→Mollana near Udaipur “Interior Villages” →Located in rural interiors
→Need accommodation facilities,
Typical Rural connectivity, safety & security
Locations - away from →Presently untapped
urban centres
 Potential Circuits

Punjab-Himachal
ckt UP Pilgrim
The North-
circuit
east circuit

itu
ra an-
irc
h
tc
Gu jast

The T
Ra
ja

ribal
MP, C belt
hatti -
Jhar sgarh
kah n ,
d

The
Southern
circuit

…to begin with

 Issues in Rural Tourism
Understanding the Market
•Understanding & relating •To identify a body to coordinate a study to
to the market ascertain market size
•Identifying potential •Study to understand tourists profile,
tourist perceptions and expectations
•To focus on outbound tourists.

Concept Development

•To offer a complete package to tourists

•Destination
Development •To design macro-plan for each state and
link to the micro-plan for each district
•Scheduling events to attract different
•Seasonality Factor
segments during different times of the year
 Issues in Rural Tourism
Infrastructure & Other Facilities

•Provision & •Primary infrastructure - road, electricity,

management of water etc. by govt..
infrastructure
•Secondary infrastructure - hotels,
•Provision of transport etc. by public/ private players
•Rural communities to provide local food in
hygienic food
hygienic environment
•Guide services and •To enable tourists to understand the
interpreters meanings of local culture, traditions and
festivals

Local involvement •Employment avenue for local youth

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

involvement and community
community- industry
•Partnership arrangement required.
cooperation
RURAL TOURISM FOR
DEVELOPMENT
Marketing and promotion
 Rural tourism marketing mix
 Product – Accommodation, catering,
sights, infrastructure
 Placement – Direct marketing, with trvel
agents
 Price – General price, discounts
 Promotion – Advertisment, stimulation to
buy, popularisation, recommendation,...
Continued…
 People – pleasant personality
having rural background.
 Process – better service qualities,
hygienic services.
 Physical evidence – eco friendly
environment, beside the natural
beauty rich place, peace & proper
communication facilities.
RURAL TOURISM a Potential
Development Driver

Why Rural Tourism

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

 Significant multiplier effect on the economy

 Every dollar spent by a tourist changes

hands 13 times

 Every hotel room generates direct

employment to 3 and indirect

employment to 8 persons
RURAL TOURISM a Potential Development
Driver

FAMINE-PROOFING


 Reducing absolute dependence on agriculture:

 Revival of traditional arts & crafts, building art, etc.
 Providing ready marketing opportunities for rural
artisans
 Employment generation during entire year
 About half a million of artisans employed in Handicraft
sector in only one State of Rajasthan
 Handicraft Exports from one of the States, Rajasthan:
 1991-92 Rs. 2800 mn.
 2000-01 Rs.43,000 mn.
 2004-03 Rs. 100,000 mn.
CONCLUSIONS
 Rural Tourism is the main driver of economic growth/employment
generation in more than 80 countries
 It has the potential of addressing issues such as rural poverty,
empowerment of women, strengthening the economic status of the
rural artisans, earning forex etc.
 It is necessary to create the right environment to attract FDI by
establishing progressive legal-institutional framework and facilitating
organizations
 Circuit development approach yields fastest results
 HR is the key
 Presenting bankable projects to the investors not only increases the
possibility of attracting forex but also establishes benchmarks for the
future
Welcome to the RURAL INDIA
Baramati

Andra
Village in Kochi Ganjam, Srirangapattna

Ganjam, Srirangapattna
Janapada Loka
 Mysore Dasara Turuvekere
Rural Sports Panjab

Belur , Hassan
Sravanabelagula, Hassan
Thank you !