Rural tourism in India
Transcript of Rural tourism in India
HOSPITALITY MANAGEMENT
GRADUATE SCHOOL OF BUSINESS & ADMINISTRATION
A PRESENTATION
On
Rural Tourism in India
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 lifestyle(Farm Tourism)
HERITAGE & CULTURE(ETHNIC TOURISM)
Religious Value(Pilgrim Tourism)
Adventure/ Sports based Activities(Adventure Tourism)
Learning & Education(Eco Tourism)
Learning & Education(Eco Tourism)
Scenic Value(Nature Tourism)
Rural Tourism
Preservation of assets, values & heritage
Rural essence
Benefit to local community
Non-urban setting
Why The Thrust?
Rural Centre
·Falling income levels·Aging rural populations·Search for better prospects
Exodus to cities &Resultant stress
Urban Centre
Issues :·Environmental·Ecological·Social· Economic·Political·Law & Order
Urbanization
Syndrome
Counter- Urbanization Syndrome
Growing interest in non-urban centres
Opportunities - the linkage between development and the industry
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
Recognizing Dualities
•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•Increased social interaction
•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•Loss of land and property
The contribution …. And the negation…….
……..Related to economy ……..Related to socio-cultural aspects
Rural Tourism in India - The Multi-Stage Evolution Model
“Crafts Village”
Simulation of Rural Environment in Urban Locations
®Located on the city outskirts®Very limited rural environment®Exhibit rural art & craft/ cuisine
®Shilparamam - Hyderabad®Dakshin Chitra - Chennai®Dilli Haat - Delhi®Dhola-ri-Dhani - Hyderabad
“Heritage Hotels”
Recreation of Rural Environment in
Semi-Urban Locations
®Often converted from Forts/ Palaces®Targeted towards upmarket tourists®Limited rural involvement
®Rajasthan®Uttar Pradesh®Himachal Pradesh®Gujarat
“Border line Villages”
Semi-Rural Locations bordering
main cities
®Normally day destinations®Close to natural rural setting®Exhibit rural life, art & craft in rural settings®Relatively well-connected
®Araku near Vizag®Kerala backwaters near Cochin®Pipli near Bhubaneswar
“Interior Villages”
Typical Rural Locations - away
from urban centres
®Located in rural interiors®Need accommodation facilities, connectivity, safety & security®Presently untapped
®Mollana near Udaipur
Locations Characteristics
…to begin with
Raja
stha
n-
Guj
arat
circ
uit
Punjab-Himachal ckt
The Southern circuit
The Tribal belt - MP, Chattisgarh, Jharkahnd
The North-east circuit
UP Pilgrim circuit
Potential Circuits
Issues in Rural TourismUnderstanding the Market • Understanding & relating to the market
• To identify a body to coordinate a study to ascertain market size
• Identifying potential tourist
• Study to understand tourists profile, perceptions and expectations
•To focus on outbound tourists.
Concept Development
• Destination Development
•To offer a complete package to tourists
•To design macro-plan for each state and link to the micro-plan for each district
• Seasonality Factor• Scheduling events to attract different segments during different times of the year
Issues in Rural TourismInfrastructure & Other Facilities
• Provision & management of infrastructure
• Primary infrastructure - road, electricity, water etc. by govt..
•Secondary infrastructure - hotels, transport etc. by public/ private players
• Provision of hygienic food •Rural communities to provide local food
in hygienic environment
• Guide services and interpreters
• To enable tourists to understand the meanings of local culture, traditions and festivals
•Employment avenue for local youth
• Community involvement and community- industry cooperation
• Role of NGOs/ CBOs/ local govt. and community
•Partnership arrangement required.
Local involvement
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.
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
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
Janapada Loka
Ganjam, Srirangapattna
Ganjam, Srirangapattna
Rural Sports Panjab
Sravanabelagula, Hassan
Belur , Hassan
Turuvekere Mysore Dasara
THANK YOU !