• The life style of villager is different from the metro or other cities. Even after the industrialization, most of the Indian population is engaged in agriculture. There are other people in rural India who earn their bread by various arts, handicrafts and couture and tourism. Tourism in India gives employment and business opportunities to many people who are employed in rural sector. Because of its importance rural tourism of India needs more attention and support

Rural tourism will bring people of different cultures, faiths, languages and life-styles close to one another

And it will provide a broader outlook of life. It will not only generate employment for the people but it can also develop social, cultural and educational values

Although, there is phenomenal growth in Indian Tourism, but rural tourism, was never given any priority

The concept of rural tourism has a noble cause, it is another kind of sustainable tourismthat exploits resources in : rural regions, causes little or no harmful impact, and generatesincreasing benefits to rural areas in terms of rural productivity, employment, improveddistribution of wealth, conservation of the rural environment and culture, local people'sinvolvement, and a suitable way of adapting traditional beliefs and values to modern times.

The main aim of the study is to measure the potential of rural tourism in India. The specificobjectives of the study are :

(1) To understand the potential of rural tourism,(2) To find out the impact of rural tourism to our society(3) To identify the challenges and opportunities in rural tourism(4) To identify the essential elements for development of rural tourism

Study had been conducted to understand the taste and preference of different classes of tourists.Whether there is a potential customer for rural tourism and the physical characteristics that willappeal to tourists seeking a rural tourism, generally fall into the following categories:• scenic value - including mountains, seashores, lakes, islands, rivers, and special interestscenery such as wetlands, native bush, geological features;• special wildlife assets - flora and fauna both native and exotic:• cultural assets - including historic buildings, towns, settlements, historic sites and othercultural experience opportunities, other ethnic heritage;• agricultural/horticultural/forestry assets - farm systems and activities e.g. sheep rearing,cattle rearing, interesting crops, flowers etc;• special facilities for sporting activities - including hunting, fishing, skiing, trekking, walking,etc.

Rural tourism could help in boosting the local performing arts and help conserve the local culture,and can prevent rural-urban migration.Thus rural tourism could attract tourists by providing excellent glimpse of the village ambiencewith local cuisine. Moderate, but clean, accommodations for tourists should be constructed by thevillagers in traditional design and architecture. Bank finance

Different festival of India like Holi, Diwali, Durga Puja, Ganesh Utsav, Navaratri, etc are some ofthe festivals of India should be more organize to attract Domestic as well as International tourist.Melas and festivals are needed to be promoted to attract tourists

Positive Economic Impact- It will create employment for the rural people and generate incomefor them. The villagers will able to provide better food and education for their children. They willhave an additional source of income along with their agricultural income.• Create employment especially for the rural youth.• Income level will rise.• Generate foreign exchange• With the rise of income other measure of community like education, health etc will rise.• The price of the land will rise.• The expenditure on housing will increase.• Demand for other goods and services will increase.• Improvement in the public services.• Generate revenue or the government.• Modernization of agriculture and other rural activities.• Local small businessman will be benefited.

Environmental ImpactThe rural people can learn to develop the healthy environment with proper sanitation, roads,electricity, telecommunication etc for better living on one side on other side the tourist can exploitnatural resources and have a heavy impact on the environment

Positive Environmental Impact – The rural people will learn how to lead healthy and hygieniclife from the urban people visitors.• Infrastructure development will lead to healthy tourism.• The impact of rural environment can improve the state of body and mind.• Help in create and maintain the natural park.• Learn the importance of preservation of natural resources.• They will learn to develop healthy environment with proper sanitation, roads, electricity,telecommunication, etc.• They will learn to use modern tools and technology.• They will learn to preserve the natural habitats, bio-diversity historical monuments

Socio-cultural ImpactSince the income from tourism is much higher than what rural people can earn from agriculture,tourism has been accepted willingly in many rural areas in spite of its negative effects. It iswidely recognized that such negative impacts on rural communities have become stronger, andthat rural tourism must be modified to give rural people its benefits

Poorly planned tourism can mean that villages are invaded by foreign visitors with differentvalues, disrupting rural culture. The higher standards of living in urban tourist destinations havecaused emigration from nearby rural neighbours, resulting in changes in the demographicstructure and possible culture shock. Furthermore, employment and education can have a negativesocial impact. The younger generation may gain better prestige than their elders as they gainexperience, jobs and money from tourism.

Challenges in rural tourismThe major challenges are need to preserve the environment and natural resources, the need foreducation, proper understanding for both tourists and local people, and the need to generate ademocratic movement which helps people at all levels to participate in tourism development.Also they need to focus on occupation training, handicraft promotion, and improvement of boththe landscape and the basic infrastructure, to increase the villagers' quality of life by creating ahealthy environment.The cooperative system in rural tourism can be an effective approach in bringing positive impactin rural areas. Local people can monitor and control the negative impacts of tourism on their ownsociety, if they have an equal stake and authority in management and development.

Essential elements for development of rural tourism are:• Creation of infrastructure• Restructuring and liberalization of policies• Encouragement for investment• Law and Order• Tourist Police• Complaints Handling• Standardization of goods and services• Government supportRural tourism can help in creating sustainable development in some of our villages in rural areas.

1. To develop of rural areas2. Provide more jobs in rural sector3. Improve the standard of living of rural people4. Bring rural people to main stream5. Totally reduce migration of people to cities in search of employmenttourists to India

Ministry of tourism has identified many spots which are being developed as tourist destinations in rural area. These sites are unexplored and incredibly beautiful. The rural tourism in India is will also help to promote the skills and arts of the villagers along with natural, cultural and historical heritage of India.

Positive Socio-cultural Impact - The rural people will learn the modern culture. They will learnto come out of their traditional values and beliefs. They will adopt different practice of modernsociety. Since the income from tourism is much higher than what rural people can earn fromagriculture and other allied services.• Education and health of the rural community will improve.• Provide higher standard of living or the rural people.

• Cultural understanding through fairs and festivals.• Exchange of cultural beneficial for both.• Foreign tourist will bring cultural change faster.• Demand for education will increase.• Reduce migration of rural people to urban areas.• Market for agro products and handicrafts will develop in rural areas farmers and artisans willdevelop a direct contact with the customers

Tourism in India can fetch great awards in the rural sector, if the state rural tourism helps in exposure of the local and regional culture and historical heritage supports movement of tourist in rural areas.

The villagers are mostly engaged in different types of occupations and depict the socio economic culture of rural India. The main occupations are farming and producing agricultural products. Besides the other occupation are fishing, pottery, leather work, weaving, carpentry, sweepers, labours etc. Many people are engaged in handicrafts and cottage industry or work in small, medium or large industries.

• Governments should recognize importance of rural tourism at priority• and help in creating healthy competitive business environment. Government should try to• generate data for decision-making bodies investing for developing the human resources,

create• adequate facilities and suitable infrastructure like accommodation, roads, airport facilities,

rail• facilities, local transport, communication links and other essential amenities become

essential for• development of rural tourism.• Some of the essential services required for rural tourism.• • Build confidence in safety and security.• • Plan for sustainable growth of rural tourism• • Invest in new technology• • Business must balance economics with people, culture and environment.• • Develop rural tourism protecting natural resources, local heritage and lifestyles.• • Fill the narrow gaps between the ‘haves’ and ‘have-nots’.