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Product Development and Management in Rural Tourism

(With Reference To Maharashtra)
Prof. A. Ramakumar* and Prof. Dr. Rajashree Shinde**
Introduction
INDIA is a multi-destination country with a variety of tourist attractions and facilities. India’s rich religious
and cultural past has created distinctive architectural styles, temple towns and famous monuments. With
Himalayas as back drop, India’s mountain hideaways offer some of the best places in the world to literally
chill out and rejuvenate the body and soul... The stunning beaches that line India’s vast coast line; offers
unique experience. In year 2005, Conde Nast listed India as the 10th chosen destination in the world.
Surprisingly in the year 2006 India has moved to the fourth position. India received an estimated 3.5
million foreign tourists and 366 million domestic tourists in the year 2005, a rise of almost 30 percent from
2003. The domestic tourism is expected to grow by 20 per cent over the next five years. It is the third
largest foreign exchange earner after gems, jewelry and ready made garments. TOURISM create more jobs
than any other sector for every rupee invested. For every Rs.10 lakh of investment in manufacturing, there
is employment generation for 12.6 people; in tourism it is four times higher at 47.5, even higher than in
agriculture, which is 44.7. In India direct employment from tourism contributes 4.59 per cent of the total
employment while indirect employment bumps that figure up to 8.27 per cent or around 40 million. The
forecast by the World Travel and Tourism Council pegs industry growth in India at 9.7 per cent, which
translates in to the creation of nearly seven million jobs over the next 10 years.
The above figures may sound big from India’s point of view, but when we compare with France
(75.1million foreign tourist arrivals in 2004-2005), Spain (53.6 mn.), U.S.A. (46.1mn.), our figure 3.5
million seems negligible. Small countries like Malaysia (11.7 mn.) and Thailand (11.7 mn.) are far ahead in
tourism with their limited resources. In view of the fierce competition in tourist generating markets from
several countries, it becomes necessary for India to strengthen its promotional and marketing efforts
continuously to maintain and improve its existing market share. Steps are, therefore being taken to develop
and implement strategic marketing Programme .Efforts are continuing to focus on cultural heritage as well
as pilgrim tourism, special campaigns are made for promoting India as tourism destination in different
seasons, promotion of yoga and Ayurvedic for mental and physical health and traditional value and cultural
based RURAL TOURISM.
RURAL TOURISM is emerging as one of the best options available with its proven results in west, to
promote incredible India both for domestic and foreign tourists. .. Rural India has much to offer to the
world. Rich in traditions of arts, crafts and culture, rural India can emerge as important tourist spots. Those
in the developed world who have a craze for knowledge about traditional ways of life, arts and crafts will
be attracted to visit rural India if the concept of rural tourism is marketed well. The market for rural
tourism is around Rs.4, 300 crore per anum. Rural tourism has the potentiality of attracting both foreign
and domestic tourists. Rural tourism projects in India have 310 million domestic tourist potentialities. .
‘ATITHI DEVO BHAVA’ is more practiced in rural India.
The stresses of urban lifestyles have led to a ‘counter –urbanization’ syndrome. This has led to growing
interest in the rural areas. 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. Urban population is increasing day by day, today urban children’s world is
restricted in the closed door school, classes, cartoon programs on the television, video games, chocolates,
soft drinks, spicy fast food, computer, internet, and so on, and they see Mother Nature only on television
screen. More over out of people living in the cities 35 % do not have relatives in villages and 43% never
visited or stayed in village.

Objectives of Paper
1) To make clear the concept of ‘Rural Tourism’ and its significance in the current scenario.
2) To explore the process of ‘Rural Tourism’ product development and management through case
study analysis, at two selected sites in Maharashtra.
3) To overview the challenges in this upcoming sector.

*Sinhgad Institute of Management, Pune. ark_6392@yahoo.co.in, rajashreeashinde@gmail.com

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Methodology
The research conducted for this study consists of several parts. Primary data was collected to ascertain the
information gathered from secondary data. Primary data was collected through interviews and observation
method. The respondents’ are comprised of members of management team, villagers, working staff and
tourists. Two organized rural tourism projects from Maharashtra were selected for Case study. One project
managed by NGO, ATDC (Malegaon, Baramati) and the other Rural tourism project supported and
controlled by Ministry of Tourism under UNDP situated at ‘Sulibhanjan-Khultabad’near Aurangabad
considered for this study. The source of these projects selected for study is based on the data published by
Ministry of Tourism and information available through internet. The secondary data was collected from
books, journals, internet, magazines, news paper reports, Reports of Ministry of Tourism and Parliamentary
committees etc.

What is ‘Rural Tourism’?

As per Gannon, ‘Rural Tourism’ covers “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.”
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 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.
In Indian context, any form of tourism that showcases the rural life either real or recreated , and that which
involves rural folk (as artists and guides etc.) at such locations, there by benefiting the local community
economically and socially, as well as enabling interactions between the tourists and locals for a more
enriching tourism experience would classify as rural tourism.
That means rural tourism takes place in the countryside and creates value from rural opportunities. Typical
characteristics of Rural tourism are:-
¾ Sparsely populated locations
¾ Predominant natural environment
¾ Focus on out door activities
¾ Small establishments with mainly part time involvement in tourism by the local community.
¾ Locally owned enterprises
¾ Meshing with seasonal and local events

The important elements of Rural tourism are:-

¾ Tourists rent out cottages in country side or sometimes become paying guests of villagers by
residing with them
¾ Village tourism activities like farm-camping, horse riding will be provided to tourists in villages
¾ Traditionally furnished accommodation and food
In a nut shell rural tourism promotes non-urban life style.

Concepts of Rural tourism

The Rural tourism has great potentialities in attracting tourists of various interests as it is a mix of various
tourism concepts. It provides everything in single package and works in non-urban setting with rural
essence for the benefit of local community while preserving rural assets, values and heritage. Rural tourism
inculcate following concepts of tourism-
i) Heritage and Culture (Ethnic Tourism)
ii) Learning and Education from natural environment about rural life style, art and culture (Eco
Tourism)
iii) Scenic value (Nature Tourism)
iv) Religious value (Pilgrim Tourism)
v) Adventure/Sports based activities (Adventure Tourism)
vi) Rural/Agrarian life style (Farm Tourism/Agritourism)

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The way in which rural tourism is organized and the forms it takes vary from country to country. In some
countries, the government or cooperative movement is the main source of investment. In others it is private
enterprise.
In Indonesia, rural tourism has been developed mainly in the plantation areas of Sumatra and Java. Visitors
stay in hotels, but visit farms to see activities such as rice planting or rubber tapping. In Japan, the most
common type of farm tourism is the farm inn, which offers accommodation and usually meals A European
example of well developed rural tourism is France. Camping and caravans are the most popular form of
accommodation in rural areas, many of them on farms. Many farmers have developed camping sites on
their farms. Other farmers prefer to invest in various kinds of short-term rental houses known as "gîtes".

Significance of ‘Rural Tourism’

Rural tourism’s greatest potential benefit is its ability to generate money which can translate in to numerous
positive economic opportunities for locals and their communities. For locals the first benefit of tourism
development is jobs both within the tourism sector and outside of it. Tourism development means more
income and profits for tourist related business. The economic multiplier model suggests that if local income
from tourist expenditures is spent within local area, an increase in local income and jobs will follow. The
following points will highlight the significance of rural tourism in Indian context.
i) Tourism growth can be harnessed as a strategy for Rural Development. The concept of rural
tourism is definitely useful for a country like India where majority of population resides in
villages.
ii) The trend of ‘Urbanization’ has led to falling income levels, lesser job opportunities in the
rural areas. Rural tourism is one of the few activities which can provide a solution to this
problem.
iii) In many parts of India the rural economy is in doldrums due to the increase in input costs and
decrease in income. Many debt ridden farmers are committing suicides. Efforts to promote
rural tourism as a subsidiary occupation can arrest this trend with balanced regional
development.
iv) This concept has the potentiality to attract investment from big industrial houses in rural areas
including valuable Foreign Direct Investment and ultimately increase in GDP of the country
by creating value from rural opportunities.

State of ‘Rural Tourism’ in India

Developed countries with large agricultural economies forayed into this area mainly because it offers
tourists an opportunity to enrich their lives with nature and adventure and at the same time instill pride
among farmers along with the benefit of extra income. Countries that are in the forefront of rural tourism
include Australia, New Zealand, Holland, UK, Germany, Switzerland, France, Spain, Argentina, Chile,
Canada and the United States.
Rural tourism is gaining importance in Indian tourism with its economic and social benefits. It is estimated
that Rs.4, 300 crore additional revenue can be generated through Rural tourism. It is going to play a vital
role in bridging the gap between Rural and Urban India by balancing urbanization and counter urbanization
syndromes.

The government, of late, has realized what the rural India can offer to the world. The Tenth Five Year Plan
(2002-2007) has notified Tourism as one of the major sources for generating employment and promoting
sustainable livelihoods. The Union ministry of tourism in collaboration with UNDP has launched the
Endogenous Tourism Project in the year 2004, linked to the existing rural tourism scheme of the
government. 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. So far the Ministry of Tourism, Government of India, with the help of State tourism departments
has identified 31 villages across the country as tourist spots and providing Rs.50.00 lakh as financial
assistance for each project. Besides, an additional amount of Rs 20 lakh would be provided for developing
logistic facilities and starting community participation centers through self-help groups. Till June2007 only
25 projects have been successfully completed or are in the verge of completion in the 16 states as detailed

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in the following Table. The remaining projects are either not completed or have been recently sanctioned.
The implementation of this scheme has been done through a convergence committee set up under the
district collector. There are many other spots of potential tourist interest where adequate infrastructure
needs to be developed. In the Annual plan 2006-2007, an amount of Rs.439.00 crore has been allocated for
the purpose against Rs. 369.00 crore allocated in 2005-06.

Table: State wise Rural Tourism Projects Completed/ about to be completed

Sr. No States Projects completed Projects about to be completed Total
1 Andhra Pradesh 4 0 4
2 Chattisgarh 0 1 1
3 Gujarat 1 0 1
4 Haryana 0 1 1
5 Himachal Pradesh 0 2 2
6 Karnataka 2 1 3
7 Kerala 1 0 1
8 Madhya Pradesh 1 1 2
9 Maharashtra 1 0 1
10 Nagaland 1 0 1
11 Orissa 1 0 1
12 Rajashan 1 0 1
13 Sikkim 1 0 1
14 Tamil Nadu 1 1 2
15 Uttaranchal 1 1 2
16 West Bengal 0 1 1
Total 16 9 25
Source: Ministry of Tourism, Government of India

Some states have by their own initiatives have begun promoting rural tourism. For instance the forest
department of the Uttaranchal government has set up ‘Centre for Ecotourism and Sustainable Livelihoods’.
This centre aims at capacity building of local communities and promotion of rural tourism.
Maharashtra also started moving in this direction, though late and slow. Both government and private
already on the lines with the others but bit behind. Organized Rural tourism in Maharashtra is in its infancy
stage. Central government identified ‘Sulibhanjan-Khultabad’ in Aurangabad district in Maharashtra under
UNDP supported, Ministry of Tourism’s Endogenous Tourism Project. By taking inspiration from a farmer
in Alibaug, who adopted agri-tourism three years ago and earning Rs.12 lakh every year through his
venture, Agri Tourism Development Corporation (ATDC), Pune has started its pilot project in association
with an NGO namely ‘Agriculture Development Trust’ in Malegaon near Baramati and has managed to
increase the annual income of farmers by almost 25 percent. The trail has now encouraged ATDC to
replicate the model under‘Maharashtra Krushi Vistar Yojana’ on a wider scale -25 centers have been
identified across Maharashtra to help farmers in diversifying their operations. Another NGO, Watershed
Organization Trust (WOTR) is managing a project in Kohne village, in Ahmednagar district. There are
many more projects are working at individual level in unorganized sector.

‘Rural Tourism’- Strategic Insights

In India we find different tourism destinations in different stages of what is termed as the product life
cycle. For example, a region like Goa, a city like Shimla has reached a maturity level. They no more
require promotion and have similarly exhausted their carrying capacity (infrastructural, environmental or
social impacts). Right now their problem is of retaining their image, checking the decline to sustain. In
marketing jargon what they require is internal marketing, product improvement, checking the decline,
proper maintenance, etc. On the contrary look at the regions like Konkan, Vidarbha and Marathwada in
Maharashtra which are struggling hard to promote its attractions in rural areas and develop its tourism
products. The same is the case with many rural parts of India, even after having enough potential to attract
both domestic and foreign tourists.
Marketing becomes a major problem for the promotion of Rural Tourism in India. This is because the local
bodies are either not aware about the developmental role of tourism or are constrained by their own politics
or lack of funds. Most rural tourism businesses of all kinds invest relatively little in marketing and related
training (Lane, 1994). But to be sustainable as businesses, and in turn to sustain their communities and

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cultural landscapes, rural tourism operators have much to gain from improving marketing practice
(Organization for Economic Co-operation and Development, 1994). While marketing a rural tourism
destination (region, village or leisure spots) there is need of strategic approach on following aspects:
• Attractions - like promotion of rural tourism around a heritage site
• Infrastructure (accommodation, cuisine, hygiene, clean water (basic amenities etc.)
• Accessibility (roads, means of transportation) - should not be too far from railhead or airport: 2-
21/2 hr.
• Carrying capacity of the destination,
• Environmental issues (Pollution, Eco-fragility, etc.)
• Safety, law and order situation etc.
• Continuous Maintenance

There is a need of comprehensive research in finding out the suitable locations, ascertain market size,
tourist profile, perceptions and expectations, to demarcate roles and responsibilities among various
stakeholders, complete package to tourists, product development, provision and management of
infrastructure, accommodation and food facilities, promotional plans and more importantly about the role
of NGOs/local government and community for the strategic implementation of project. Product
development and management ensure long term viability of project.
The few essential questions to be answered and the issues to be resolved while developing the product are
here for consideration:
1. What type of attractions (nature, adventure or cultural etc.), within the region have to be developed
into tourism packages?
2. Whether these attractions have to be packaged and promoted as a mix or as separate attractions?
3. Do we have a market for them?
4. What type of infrastructure is to be created?
5. Is the local population receptive to tourism?
6. If the destination is highly seasonal, should huge investments be made or one should develop
alternate and subsidiary accommodation?
7. How to ensure that the ecology and environment at the destination are not damaged by tourism?
8. What type of tourists is to be attracted? Etc.

After having resolved issues submitted regarding enhancement of rural tourism, the stage will come to have
a destination with unique selling preposition e.g.
• An experience one cannot have anywhere in the world - equate with west
• Actually living with people
• Diversity of culture, language, food, craft
• Exposure to heritage sites
• Coming back to nature
• Health - physical and mental both: yoga, exposure to local medicine or Indian system of medicine
e.g. Ayurveda, Unnani. Then there is yoga, various types of massages -Tranquility - away from
humdrum, stress less and strain free stay
• Environment friendly
• Freshness in food ingredients when procured locally - may be organically cultivated
• Local crafts and cottage industry can provide unique shopping experience (inexpensive).

Product Development and Management Process

• Baseline survey
Mapping of the current status of the site- like existing activities, physical status and human assets
and potential capacities (“what is possible”) to be used during the implementation scheme.
Preparation of resource map, seasonal map and Venn map for the village drawn. Inherent
advantages of site selected/selecting for Rural Tourism project in terms of historic importance,
craft, culture, cuisine, natural beauty etc.
• Setting up of tourism infrastructure
Need assessment for tourism infrastructure: Identification of basic infrastructure required to
promote tourism in the respective villages.

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Creation of common utilities: Improvement of pathways, creation of interpretation centre,

refurbishment of monuments, improvement in surroundings of village (Landscaping, development
of parks, fencing and compound walls), illumination in the village, signage and tourist
accommodation.
• Facilitation centers
Setting up Gramkala Kendras and craft museums to display local crafts and arts.
• Systems for maintenance of facilities
Continuation and permanent facilities created for the benefit of the local community as well as the
tourists. Optimize the utilization of developed structures, continuous improvement in quality of
life indicators like hygiene and sanitation and employment to the locals for the maintenance of the
Common facilities.
• 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.
• Technical and Marketing support to Artisans
Identify the artisans of the village and their capability. Support the artisans with various marketing
and technical inputs and skill up-gradation to meet the international market specifications.
Organize workshops, fairs, exhibitions etc for equipping them to meet the international standards,
through product diversification.
• 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 the importance of the site and
participation and organization of Fairs/Exhibitions/ workshops.

Report on Field study

i) Rural Tourism Project at Sulibhanjan-Khultabad, Distt. Aurangabad, Maharashtra:

Rationale for selection of Sites under Rural Tourism Scheme

Khultabad, located 24 kms from Aurangabad is 0.5 Km from the famous caves of Ellora. Among the 12
Jyotirlingas in India, Grishneshwar Jyotirlinga temple is situated 2 Kms from this place. Other attractive
spots include the garden of Bani Begum, the tomb of Burhanudin, the Malik Umbars tomb, the fort wall
with eight gates, the Dargah of Zarzari Zarbaksh and the Aurangzeb’s tomb. Sulibhanjan was the ancient
capital of the Rashtrakuta kings. At present it is a famous pilgrimage center and the famous yatra is held on
the Dutajayanti day. Close to the site is the beautiful lake called Pariyon Ka Talab which also attracts
tourists. The village has maintained its rural life and has adopted all possible measures for environmental
protection. The countryside is green and panoramic; the location is sparsely populated, away from urban
development.

Carrying Out Baseline Survey

At the start of the project, baseline survey was conducted at site by the implementing agencies and state
tourism department to compile information about the site, status of rural people, socio-cultural issues etc.
To have overview about the site, secondary data was collected from Block Development Officer (BDO),
Balwadi teachers, Government Hospitals, Agricultural Departments, Taluk Offices, Electricity Departments
and other agencies at the block level. For further detailed information about the village, the village profile
was prepared in consultation with Gram Panchayat representatives to capture the status of rural people, the
socio-economic and developmental issues involved and so on.

Setting up of Tourism Infrastructure

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Need Assessment for Tourism Infrastructure: During the Participatory rural approach done by GOMUKH
the implementing agency, the locals were invited to give their suggestions for infrastructure development in
the area. Their suggestions, as also those of various agencies involved were discussed in the course of
several meetings at Khultabad.

Creation of common utilities: The creation of common utilities like toilets, parking sheds, drinking water
facilities are necessary for improving the hygienic conditions in the villages as well as targeting the
fundamental requirements of the local population.
Construction of toilets for tourists at Sulibhanjan has been completed. An interpretation centre has been
established. The Black topping of the approach road from Kot gate to Bani Begum Baug and construction
of the approach road from the NH to Bani Begum Baug has been completed. The other activities like
desolation of tanks in the Cascade Lake system, cleaning and repairing of drains and by lanes at
Sulibhanjan is partially completed. The construction of an interpretation centre by the PWD is in progress.

System for Maintenance of Infrastructure

The maintenance of the facilities created under the scheme is very vital so as to have long term
sustainability of the scheme. In absence of proper maintenance, the utilities and civil structures created
would either be destroyed due to sheer negligence or would not be able to draw the desired number of
tourists. All the created facilities are maintained by the villagers under the direct supervision of the
panchayat.

Capacity Building
Regular meetings are held in the village for upliftment of the women members. They have been taught as to
how to keep books of accounts and conduct meetings. The capacity building for handling visitors has been
undertaken. The employment of guides, managers, administrators, cooks, etc; from outside the village
could have led to a loss in interest of the community in sustaining and promoting the rural tourism. Hence
community members were encouraged to take active part in the training process. A whole range of capacity
building exercises have been formulated by the community to enhance the capacity of the villagers so that
they can undertake the administration and management of tourist facilities. 12 local people (ten men and
two women) have been trained to work as guides.

Publicity and Awareness

Signages have been erected. Besides, publicity is done by ‘Gomukh’ the NGO, through posters, magazines
and brochures

Artisan Development
In Khultabad, artisans belonging to different crafts like pottering, vermicelli making handicraft Zai-Zardosi
have been integrated into groups and provided skill building training.

ii) Agricultural Tourism Project At Malegaon (Baramati,Pune)

Think about a board meeting of a corporate house under a mango tree with only a blackboard for writing
down the information. This is what the Agri-Tourism Development Corporation, Pune, is aiming at. The
unit offers tourists edutainment farm tours in Baramati district, Malegaon area where they are told about the
cultivation of grapes, sugarcane, pomegranate, guava, and watermelon or get an insight into how silk is
produced and raw jaggery is made.
Pune-based Agri Tourism Development Corporation (ATDC) is offering their new concept of agriculture
tourism, with the unique experience of actually staying on a farm, enjoying the serenity of village life and
the flavour of wholesome ethnic food such as bhaji-bhaakri (Maharashtra’s staple food) enhanced by
freshly churned butter.
Agri Tourism Project at Baramati comprises of the Area 110 acres of land owned by Agricultural
Development Trust Malegoan Baramati. Hon’ble Shri Sharad Pawarji, Agriculture Minister, Union
Government of India is the President of this trust and Mr. Rajendra Pawar is the Chairman.
Agri Tourism activities include farm tours; tractor and bullock cart rides; grapes, mangoes, and other
horticulture farms and by - product farms; birds and animal farms; There are lot of things the visitors or

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guests can enjoy in this agri tourism unit/farm; Total area under cultivation here is of 110 acres, primarily
use for agricultural purposes, out of which 65 acres is used for Horticultural plantations and cultivation,
consisting of various seasonal fruits farms. The added attractions here are the poultry farm; dairy farm; goat
farm; and most visited point silk processing unit. The visitors here can also visit the gram-panchayat village
office and school; village fairs and markets, near by Jaggery making unit; Emu bird Farm; Sugar Factory;
Taluka Milk Collection Centers and some of the oldest religious temples.
ATDC has now made this facility a round-the-year feature on the Pune tourism calendar. The company
now offers weekend getaways comprising an overnight stay at the farm with the unique experiences of
village life.
As the only organized player in the Agri Tourism sector, ATDC’s offerings to the tourists are,

™ Pollution free environment to the visitors

™ Providing opportunity to experience the farm life
™ Bringing tourists closer to the village culture and hospitality and Mother Nature
™ Introducing rural games which are refreshing and genuinely exciting
™ Relish the authentic rural Indian food
™ Offering a thrilling experience in staying in comfortable cottages with authentic rural look in the
middle of the huge 110 acres of farms
™ Lunch, breakfast and dinner are offered under mango, guava or coconut farms
™ Tourists get an opportunity to work in the fields with the farmers to experience the farm life.
™ Tourists can enjoy farm fresh fruits and vegetables during their farm tours.

Accommodation facilities and amenities

The over night stay arrangement is at the farm itself, there are 12 rooms and 1 big hall. The occupancy is
quadruple sharing every room have 4 single beds. One Room is allotted to each Family .The
accommodation facilities are basic but very hygienic neat and clean. Two toilets (one western style) and
one bathroom attached to block of every three rooms, this arrangement is purposely kept to experience the
joint family atmosphere. The Solar Water heaters at the rooftop are fitted to provide the running hot water
for bathing in the morning. There is also the facility of dormitory hall, wherein more than 250 people can
easily accommodate.
Star gazing activity, and the rural Maharashtra folk dances and folk songs programmes such as Bharud,
Jagran Gondhal, and Shekoti are organized on evenings along with bonfire/ campfire programmes.
Agri–Tourism is growing at an average rate of 20% per annum in India. In this background so far, more
than 7000 tourists (including National and International visitors) have visited the farm.

‘Rural Tourism’ – Challenges

The major challenge is preservation of the environment and natural resources. There are other challenges to
deal such as, proper education, need to generate a democratic movement which helps people at all levels to
participate in tourism development. Occupation training, handicraft promotion, and improvement in the
basic infrastructure are very much necessary to boost the villagers' quality of life and rural tourism.

Exploitation of rural environment

Outsiders come and pollute the rural atmosphere. There is the probability exploitation of children and also
exploitation of labor. They may also damage the existing culture and environment.

Shortage of Trained Manpower

The success of rural tourism totally depends on the quality of service provided to the tourists. In reality
there is a dearth of trained rural people in discharging duties like serving food to the visitors, understanding
different tastes of the customers, and also like decorating the cottages or suites and maintain them. Another
major problem is lack of experienced tourist guides who have thorough knowledge of the places and can
generate interest in the minds of tourists to visit the site and to popularize the same. Many of the services in
rural tourism require trained people, and many professionals may not be interested to go to rural area to
work.

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To develop the trained manpower government and NGOs have to take initiative to open various short
training courses for imparting knowledge and skills, so that they can perform their duties effectively.
Inadequate economic Support
Lack of capital with villagers hamper the promotion of this business in preliminary stages. Sufficient
financial support is required for essential developments like human resource, enforcement of rules and
regulations and building of physical infrastructure. The concept, rural tourism is still unusual to many of
the people. The cause may be the government has just started promoting rural tourism. Central and State
governments should encourage rural tourism by providing financial and promotional support to start the
project.

Inadequate physical amenities

Nearly half of the villages in the country do not have all-weather roads. Just getting to some of these
villages is very difficult task. In many states, traveling in rainy season is a nightmare. In other seasons
bumpy roads make many beautiful places inaccessible. The ‘Pradhan Mantri Gram Sadak Yojana’ has
promised to connect all the villages with a population more than 500 in the plains and 250 in hilly areas by
all-weather roads by 2007, but to what extent it has been succeeded we all know.
To develop rural tourism we not only need all-weather roads but also have to arrange for safe drinking
water, electricity, telephone, safety and security, etc.

Language problems
Language is one of the hindrances in rural tourism. India has 16 recognized languages and 850 dialects.
The dialect changes every 50 Km radius. Though Hindi is India’s official language, in many parts of India
people do not understand it. This becomes a major hurdle in getting benefits from the rural tourism.
If the villagers develop their ability to speak Hindi and English they can interact with their customers
(tourists) easily and this will certainly benefit both locals and tourists.

Business Planning Skills

There is a general concept that the rural people lack in the business expertise. To do any business, having
technical knowledge and skill to organize and maintain are very much essential. Government and Non-
Government Organizations should train villagers in this point of view and make them competent enough to
prepare and implement their own business plans. Involvement of locals in developing and implementing the
projects certainly helps the betterment of village and villagers, or else the advantage goes to outsiders.

References
Piplani, N K, General Manager (HRD), ITDC-Research Paper- Strategies for Marketing Rural Tourism in India-
International Conference and Exhibition on Rural Tourism-September 7-8, 2001, Udaipur, Rajasthan
The Minister for Tourism, J. Geeta Reddy, Andhra Pradesh- ‘Promote rural tourism-Focus should be on employment
generation too’- HINDU
Gour Kanjilal- ‘Center’s Rural Tourism Project Gets Going’
Sanjay Sharma- City Slickers - Try A Little Rural Tourism Courtesy Of Haryana Government- Section Fun & Games -
Posted on Fri Feb 25th, 2005.
Ashok B Sharma- Rural Tourism: It’s A Niche That India Can Offer- Posted online: Monday, August 23, 2004
Amitabh Kant, Joint Secretary, Union Ministry of Tourism-Business Line,Hindu,Internet Edition-Reported by V.
Sajeev Kumar Kochi , Aug. 28 ,2005
Tourism Marketing - Jha S.M.
Foundation for Tourism Development - Negi, Jagmohan
Tourism Marketing - M.V.Kulkarni
Marketing Research - Aaker kumar Day
Marketing Research – Tull Hawkins
Marketing Strategy - Walker Boyd Mullins
Strategic Marketing - Bowerson Cooper
Strategic Marketing Management - ICFAI
Indian Journal of Marketing
Journal of Marketing
Report prepared by AF Ferguson & co
India Today- Special issue on Indian Tourism (November 2006 )

Conference on Tourism in India – Challenges Ahead, 15-17 May 2008, IIMK 451
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IIMK Part IX – Rural Tourism IIML

‘Ruralism takes root’- Article written by Jyoti Koul in Indian Express (March 2008)
Repots of Parliamentary committees on Tourism
Reports of Ministry of Tourism, Govt. of India
Rural Tourism and Recreation: Principles to Practice - Lesley Roberts; Derek R Hall
Rural Tourism – Piali Haldar
www.dspace.iimk.ac.in
www.tourism.nic.in
www.indianmba.com
www.agnet.org
www.ficci.com
www.india.agnesscott.edu
www.Incredibleindia.org
www.livemint.com
www.agritourism.com

Conference on Tourism in India – Challenges Ahead, 15-17 May 2008, IIMK 452