HOSPITALITY MANAGEMENT

A PRESENTATION

On Rural Tourism in India

GRADUATE SCHOOL OF BUSINESS & ADMINISTRATION

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)

Rural Tourism
Preservation of assets, values & heritage

Rural essence

Adventure/ Sports based Activities (Adventure Tourism)

Learning & Education (Eco Tourism) Learning & Education (Eco Tourism) Scenic Value (Nature Tourism)

Benefit to local community

Non-urban setting

Why The Thrust?

Rural Centre Falling income levels Aging rural populations Search for better prospects Urban Centre Issues : Environmen tal Ecological Social Economic Political Law & Order

Urbanization Syndrome
Exodus to cities & Resultant stress

CounterUrbanization Syndrome
Growing interest in nonurban centres

Additional trends. Increasing education level Growing interest in heritage & culture Improved means of transport & communication Environmental consciousness Growing interest in ones 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

And the negation.

Environmental threat Threat to existing social system Congestion due to excessive accommodation structures Leakage of benefits to nonlocals Traffic congestion Changing of attitude towards visitors losing indigenous cultural forms and meanings losing traditional production & subsistence skills

Natural landscape conservation

Rural arts and crafts Conservation of monuments General infrastructure improvement Changing gender roles Strengthening of ethnic identity Increased social interaction ..Related to economy

Loss of land and property

..Related to socio-cultural aspects

Rural Tourism in India - The Multi-Stage Evolution Model

Shilparamam - Hyderabad Dakshin Chitra - Chennai Dilli Haat - Delhi Dhola-ri-Dhani - Hyderabad

Locations

Crafts Village Simulation of Rural Environment in Urban Locations

Located on the city outskirts Very limited rural environment Exhibit rural art & craft/ cuisine

Characteristics

Rajasthan Uttar Pradesh Himachal Pradesh Gujarat

Heritage Hotels
Recreation of Rural Environment in SemiUrban Locations

Often converted from Forts/ Palaces Targeted towards upmarket tourists Limited rural involvement

Araku near Vizag Kerala backwaters near Cochin Pipli near Bhubaneswar

Border line Villages

Semi-Rural Locations bordering main cities Interior Villages Typical Rural Locations - away from urban centres

Normally day destinations Close to natural rural setting Exhibit rural life, art & craft in rural settings Relatively well-connected
Located in rural interiors Need accommodation facilities, connectivity, safety & security Presently untapped

Mollana near Udaipur

Potential Circuits
Punjab-Himachal ckt UP Pilgrim circuit

The Northeast circuit

The Southern circuit

to begin with

Issues in Rural Tourism

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

Concept Development
Destination Development Seasonality Factor To offer a complete package to tourists To design macro-plan for each state and link to the micro-plan for each district Scheduling events to attract different segments during different times of the year

Infrastructure & Other Facilities Provision & management of infrastructure Provision of hygienic food Guide services and interpreters

Issues in Rural Tourism

Primary infrastructure - road, electricity, water etc. by govt.. Secondary infrastructure - hotels, transport etc. by public/ private players Rural communities to provide local food in hygienic environment

To enable tourists to understand the meanings of local culture, traditions and festivals
Employment avenue for local youth Role of NGOs/ CBOs/ local govt. and community Partnership arrangement required.

Local involvement Community involvement and community- industry cooperation

RURAL TOURISM FOR DEVELOPMENT

MARKETING AND PROMOTION

Rural tourism marketing mix

Accommodation, catering, sights, infrastructure Placement Direct marketing, with trvel agents Price General price, discounts Promotion Advertisment, stimulation to buy, popularisation, recommendation,...
Product

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 2000-01 2004-03

Rs. 2800 mn. Rs.43,000 mn. 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

A n d r a

Village in Kochi

Ganjam, Srirangapattna

Ganjam, Srirangapattna

Janapada Loka

Rural Sports Panjab

Mysore Dasara

Turuvekere

Belur , Hassan
Sravanabelagula, Hassan

THANK YOU !