FUTURE ISSUES & INITIATIVES IN RURAL MARKETING

MARKETING RURAL TOURISM AS A PRODUCT IN INDIA

FUTURE ISSUERURAL TOURISM

If we’ve seen -• The backwaters of Kerala, • The grandeur of the Taj Mahal, • The bathing ghats of Varanasi and • The royal palaces of Rajasthan.

• Do we think that we have experienced all of “Incredible India?”

RURAL TOURISM

• Tourism growth potential can be harnessed as a strategy for Rural Development

• The stresses of urban lifestyles have led to a "counter-urbanization" syndrome. This has led to growing interest in the rural areas.

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.

Characteristics of RURAL TOURISM

• Experience oriented,

• The locations are sparsely populated,

• It is predominantly in natural environment,

• It meshes with seasonality and local events,

• Based on preservation of culture, heritage and traditions.

BHINGARPUR

• A village named Bhingarpur between Cuttack and Bhubaneswar,

• A perfect getaway for birdwatchers, • Branch of the Puri Main Canal and river

Kuakhai meet at this place and create a huge wetland which, along with a large stretch of agricultural fields provide ample space and a natural playground for several species of birds.

FUTURE INITIATIVES

Facts and figures

• 169 rural tourism sites set up by govt.

• It covers 29 states and 4 union territories.

• Over 5.5 million foreign tourists visited India in 2010

• Over 21 million domestic tourist travelled in different tourist spots.

• VLC has set up by govt.

• Contribution to GDP 6.7% in 2010

The initiatives which needs attention for the promotion of

Rural-tourism

• Publicity - Rural-tourism operators can provide publicity or organizations like ITDC, State tourism development corporations, NGOs, press and tour operators can take up this responsibility

• Transport - Government should play important role in creating facilities namely roads, transport and telecommunication to rural areas specially where rural-tourism units are established on priority basis. This efforts could be effective with private participation in partnership mode. 

FUTURE INITIATIVES

• Accommodation - Safe and clean accommodation is must in rural-tourism. Urban and foreign tourists look for these minimum facilities.

•  Networking - Networking public and private stakeholders at national and state level to assist the rural-tourism operator at remote place is necessary. This network can get policy support, infrastructure and publicity to rural-tourism units. 

FUTURE INITIATIVES

• Capacity building of farmers - Farmer need to be oriented on maintenance of facilities, hospitality and public relation which he is not aware. 

• Safety of tourists – rural tourism units are located in remote areas which lacks roads, medical facilities, telecommunication and sometimes threat from theft and wild animals. Hence, support of local population is must besides facilities for emergency medical care. 

FUTURE INITIATIVES

• Private - pubic partnership - farmers organizations, co-operatives, NGOs and private business owners can take up these ventures with the help of farmers and government agencies tour operators. Transporters and hospitality industry would also benefit in the process. 

• Prevention of Mushroom growth of business – growth of hotels and other chain of business like mushroom should be restricted, and there should be initiatives to bring up business through rural co-operative and involving local people for their ultimate growth.

THANK YOU