INTRODUCTION:

India received an estimated 8.9 million foreign tourists and 725 crores domestic tourist sin the year 2015. It is the third largest foreign exchange earner after gems, jewelry and ready made garments. Tourism creates more job in comparison to other sectors. for every Rs10 lacs investment in manufacturing, it creates employment opportunity for 12.6 people while in tourism it generates 47.5 which is higher then agriculture which attracts 44.7 jobs so far as direct employment in tourism is concerned , it is 4.59% of the total employment which is indirect employment attracts 8.27% as per WTTC, tourism industry is growing at the rate of 9.7% in india it means nearly 7 million jobs own the next 10 years invested.

India is getting a fierce competition from several countries and it becomes necessary for India to strengthen its promotional and marketing strategies thus ther is need to focus on cultural heritage as well as pilgrim tourism. Effort are being taken to promote India as a destination of all reasons and all seasons .

The concept of “atithi devo bhava” is more practiced in rural India. The stresses of urban lifestyles faces ‘counter-urbanization’ syndrome. This has opened led in growing interest in the rural areas. There are many other factors responsible, which are increasing the trend towards rural tourism like increasing levels of awareness, growing interest in heritage and culture and improved accessibility, and environmental consciousness . though urban populations uncaring nips and bounds but the children has restricted themsenes in the closed doors schools classes videos games chocklets soft drinks spicy test food computers internet and so on they do not know the meaning of nature or natural product. Thus it is important that these children should b given exposer of rural ares . More over as per recourse available that 35% people of people living in the cities and do not have relatives in villages and 44% never visited or stayed in village.

Status of Rural Tourism in India:

The form of rural tourism can be traced International Conferences and Exhibition on Rural Tourism in India organized by Federation of Indian chambers of Commerce and Industry (FICCI) in association with the Udaipur Chambers of Commerce and Industry development. The basic concept of promoting rural tourism was focused on development .local community through entrepreneurial opportunities, income generation, employment opportunities, conservation and development of rural arts and crafts, investment for infrastructure development and preservation of the environment and heritage. Early movers in adopting the concept to developing and promoting rural tourism have been Rajasthan and Kerala.

As per National Tourism Policy, 2002 ‘Village tourism will be promoted as the primary tourism product of India to spread tourism and its socio-economic benefits to rural areas’. The nexus of this brought endogenous tourism project between UNDP and MOT in 2003 The project called ‘Sustainable Livelihood’ thematic area was launched “to initiate and build upon a number of community level initiatives to address issues of poverty, through group mobilization around income-generation activities buttressed by skill endowment and credit/resource support issues” (UNDP, 2003). The 5 broad objectives were set like to build capacity at the local level, experiment with location-specific models of community tourism enterprise, build strong community-private partnerships, support innovative and promising rural tourism initiatives and provide inputs to national and state tourism policy. The project was launched at 31 sites in 20 states and has been allocated Rs 50 lakh per site for tourism development works.

In another phase of development Ministry of Tourism identified another 55 sites. Government of India has thus come forward with a scheme under which financial assistance would be granted upto Rs. 50 lakhs for promoting rural tourism in one centre. The development activities under the scheme are improvement of surroundings, roads, illumination, sewerage, wayside amenities, refurbishment of monuments and signage etc. The emergence of rural tourism as an alternatie tourism is a recent concept. The government (at centre, state, local level), the tourism industry as well as groups/organizations on the ground are putting in concerted efforts to see that these models of community-based tourism finds success. However, caution must be heeded in relation to the impacts that this may have on the environment and the people of the region, and therefore a full proof planning is required to minimize or negate the negative impact

The concept of ‘Rural Tourism’ covers “a range of activities provided by farmers and rural people to attract tourists to thear are 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, 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. In brief it can be said that the pertamance of rural tourism take place in country side and open lots of opportunities

Typical characteristics of Rural Tourism are:

1. Tourists stays into tradionally furnished accommodation in country side or act as a paying guest of villagers.

2. The tourist may enjoy activates like farming camping agriculture horse ridingetc in the villages

3. Traditional and indigenous food which meansrural tourism promotes non urban life.

Concept 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.

· Heritage and Culture (Ethnic Tourism)

· Learning and Education from natural environment about rural life style, art and culture (Eco Tourism)

· Scenic value (Nature Tourism)

· Religious value (Pilgrim Tourism)

· Adventure/ Sports based activities (Adventure Tourism)

· Rural / Agrarian life style (Farm Tourism/ Agri tourism)

SIGNIFICANCE OF ‘RURAL TOURISM’:

Rural tourism’s has ability to generate money which can further re generate numerous positive economic opportunities for locals and their communities. For locals the first benefit of tourism development therefor which lies in tourism sector as well as non tourism sector. 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:

· 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.

· The trend of ‘Urbanization’ has led to filing 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.

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 balance regional development.

As the treand many part of india the rural economic has been declined due to increase in input cost and decreasein income the farmers are trapped and loaded with havy depts.. as the complanes of comers committee suiside has also been increased. The efferts to promote rural tourism can impetus to such farmers.

Rural tourism had both positive and negative impacts in our society:

Although tourism can bring various benefits such as foreign exchange, employment, higher government revenues and the transformation of agriculture into a modern service industry, it can also damage many indigenous societies

Positive Economic Impact:

It will create employment for the rural people and generate income for them. The villagers will able to provide better food and education for their children. They will have an additional source of income along with their agricultural income.

· Create employment opportunities especially for the rural people

· Income level may rise

· Generate foreign exchange

· With the rise of income the commumity may accrue money on education, health .

· The price of the land will also 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.

Negative Economic Impact:

The economic benefit may go to urban communities and entrepreneurs. The rate of economic return of rural communities has been low. The facilities provider and investors such as resorts, hotels and tour operators will be mainly from cities: who will take away most of the profits. Most the products consumed will be imported from outside, not produced locally. There is a chance that limited employment will be generated for the rural people due to their limited knowledge and exposure.

· The rural people can be exploited.

· The rural people have to depend on the urban entrepreneur, so the benefit may not reach them.

· The urban investor will take away most of the profit.

· Food, drink and necessary products will be imported from outside and not produced locally.

· The entertainment tax will go to the government the local people will not get the benefit.

· Rural people may be under paid.

· Local artisan may not get benefited.

· Due to competition the local handicraft and farm produce products will be sold at lower price.

· Demand for luxury items will increase.

· Increase in the price of local agro products

Environmental Impact:

The 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 tourism can exploit natural resources and have a heavy impact on the environment.

Positive Environmental Impact:

The rural people will learn how to lead healthy and hygienic life 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.

Negative Environmental Impact:

The visitors may overexploit natural resources and it can have a heavy impact on the environment. In addition, rural tourism will require infrastructure, transportation and other facilitates which can cause environmental distortion.

· Development of infrastructure may distort the natural beauty.

· Tourist activities like trekking and camping can cause environmental pollution.

· Huge number of visitors may exploit the natural resources.

· Hunting can affect the wild life population.

· Natural ecology will be distributed.

· Over population can spoil the scenic beauty.

· High rise building for tourist can spoil the scenic beauty.

Socio-cultural Impact:

Since 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 is widely recognized that such negative impacts on rural communities have become stronger, and that rural tourism must be modified to give rural people its benefits. Poorly planned tourism can mean that villages are invaded by foreign visitors with different values, disrupting rural culture. The higher standard of living in urban tourist destinations has caused emigration from nearby rural neighbors, resulting in changes in the demographic structure and possible culture shock. Furthermore, employment and education can have a negative social impact. The younger generation may gain better prestige than their elders as they gain experience, jobs and money from tourism.

Positive Socio-cultural Impact:

The rural people will learn the modern culture. They will learn to come out of their traditional values and beliefs. They will adopt different practice of modern society. Since the income from tourism is much higher than what rural people can earn from agriculture 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 will develop a direct contact with the customers.

Negative Socio-cultural Impact:

Poorly planned tourism can affect the villagers. It can disrupt the rural culture. It may affect the traditional and cultural practices, agriculture and other allied activities.

· Can create disharmony in development

· Modernization can affect their traditional values and cultural practices.

· Traditional products will be replace by modern products.

· Traditional houses are replaced by modern buildings.

· Can increase the rate of crime.

· Sexual harassment.

· Overcrowding in schools.

· Rural people may shift from traditional business to tourism activities.

· Rural people try to copy tourist can affect their daily life.

· Decline in participation in rural traditional and cultural practices follows.

Challenges and opportunities in rural tourism:

Other traditional jobs are neither so remunerative nor having much future potential. The major problem in rural area is that there is very little opportunity for working. Most of them are engage in agriculture, some of them in forestry, some of them are artisan. But none of their traditional business is remunerative. Villagers are struggling with one or two earning members in the family and high consumption expenditure. Due to some taboos and literacy most of them are not practicing any method for population control. Big family low income and poverty are major problems in rural areas. Since there is very little scope for increase the earning in village they star moving toward the cities, where they get some opportunity to earn. Today, rural migration has become a major problem in India. There are 638, 691 villages in India as per the Census Report 2001 and the rural population is 741, 660, 293 with an average population1,161 per village. Out of these villages some of them are very close to big cities and towns. They may have very good scenic beauty due to presence of lake, river, sea-beach, hills, mountains, paddy field, or mustard field, fruit garden or flower garden. Some families like to take vacation to relax for some days away from home, office and city live. Indian tourist generally likes to visit the place of pilgrimage. Senior citizen has preference toward pilgrimage, but the senior citizen liked the concept of rural tourism. Senior citizen, especially the pension earner like to visit those place which are good for health and have the basic medical facilities, the cost of logging and food are reasonable. They are interested to visit those place which are very calm and quiet.

Many rural communities have the potential resources, ability to attract and the opportunity to exploit the growing tourism industry. The scenic beauty, historical importance may appeal to urbanites, caught up in today’s fast pace of lifestyle. Sound business planning is necessary to diversify.

There are many arguments that have been presented to support and oppose rural tourism development. Both pros and cons need to be carefully considered by local villagers while considering rural tourism as an economic diversification strategy. Argument in support of tourism includes new jobs opportunities and additional income begins injected into the local economy. It will attract outsiders who bring dollars to spend. Tourism can also enhance the quality of life for local residents. New restaurants and cottages can enhance recreation and entertainment opportunities for the local residents.

Rural tourism development can give rise to several new economic activities, more demands, competition for services and some times more crime. With the arrival of rural tourism, regions will not be the same place as in the past. The challenges and opportunities for local communities are to be anticipated while developing a plan to enhance rural tourism.

To develop the rural tourism, a goal has to be set for the entire community. Ministry of tourism should allocate funds for promoting rural tourism. The government should encourage every state to involve the local people in the rural areas to participate in tourism related projects, which may preferably be formulated by the tourism department officials in consultation with local people and NGOs. These projects could be in the nature of providing glimpse of the village ambience to the tourists with local cuisine with local art and culture. The people should be dress in local costumes. Moderate, but clean, accommodations for tourists should be constructed by the villagers in traditional design and architecture. Bank finances should be made available at attractive terms and conditions for promotion of such projects.

Challenges in rural tourism:

The major challenges are need to preserve the environment and natural resources the need for education, proper understanding for both tourists and local people, and the need to generate a democratic 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 both the landscape and the basic infrastructure, to increase the villagers’ quality of life by creating a healthy environment. The cooperative system in rural tourism can be an effective approach in bringing positive impact in rural areas. Local people can monitor and control the negative impacts of tourism on their won society, if they have an equal stake and authority in management and development.

Exploitation of the Rural Hinterlands:

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 Man Power:

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 customer, 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. 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 for 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 unusal to many of the people. The cause may be the government has just started promoting rural tourism. Central and State government 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 Yojna’ 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 Issues:

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.

Lack of Local Involvement:

Rural tourism will not bring much benefit to rural people. Since the rural people do not have knowledge and skills to involve them in different activities. They may get the jobs of unskilled worker. The rural people need to develop the knowledge and skill to have a higher involvement in rural tourism. The basic concept behind rural tourism is to emphasize on people. But in practice local people are seldom involved in decision making, planning and implementing policies. Most of the rural people do not have much knowledge of tourism, and are misled by outside investors who hope to take most of the economic benefits from rural areas. Consequently, local people become confused about what kind of tourism they want to establish in their own area

Underdeveloped people:

A vast majority of the rural populations are uneducated and illiterate they are bounded by the traditional values and customs. Their culture, religion, superstition have a strong influence on their attitudes and behaviors. The paces of life of the villagers are very slow and they have a tendency to stick to their traditional jobs whether they are remunerative or not, they are not much interested to take up risk. But it has been observed that after globalization the rural economy started showing the aspiration to grow, the media is playing an important role in changing the mindset of the rural consumer.

Lack of proper physical communications:

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 northeast states, like Assam landscape is very beautiful, but due to heavy rainfall. It is inaccessible for developing tourism especially during rainy season. For the development of tourism in any rural area we not only need all-weather roads but we also have arrange safe drinking water, electricity, telephone, safety and security.

Business Planning Skills:

Rural people generally lack in the business acumen. To do any business, they require technical knowledge and skill to organize and maintain it. With the help of government or non-government organization they can prepare business plan. If some outsider is preparing a project for rural tourism, the villagers should participate in developing and implementing the project, otherwise it will not bring much benefit to the rural people.

Trained tourist guide:

The guide plays a very important role in attracting tourists. Some of the respondents pointed out that the guide should have through knowledge about the place and he or she should be able to generate interest in the minds of tourist who visit the site. The guide can show an album, video film, brochure to give further knowledge about the places. The guide should deliver what he promise during booking. The guide should be intelligent enough to handle different type of tourist, good communication skill and good rapport building attitude. Department of Tourism should select and train them and provide licenses to guides.

Communication Skills:

Language and education is the basic hindrance in communication. The ability to communicate effectively is essential. Much of success will depend on your ability to give warm welcome to tourists.

OPPORTUNITIES:

The tourists look for quality environment and meaningful experience. Once in a year, urbanites have expressed their interest to go for rural tourism. Especially to those area where there is beauty of natural elements like mountains, forests, sea, lakes etc. Along with that traditional customs, handicraft of the rural flock, traditional foods and their hosting style and the cultural programmes. In Rajasthan, we can see reflection of these types of programmes in Jaipur and Udaipur especially. Jaipur and other cities of Rajasthan have developed some unique selling proposition to attract domestic and foreign tourists. Some of the hotels of Rajasthan are providing traditional food in a very traditional style. They entertain the tourist in the evening with tradition folk dances and songs. They decorate the hotels with a traditional look of Rajasthan palaces. They are promoting the Rajasthani handicraft and garments. This is a glimpse of what Rajasthan is doing to attract the attention of the tourist. If they can provide a meaningful holiday and fulfill the expectation of tourist at a reasonable price there is a higher chance that the tourists will make a return visit in future.

RECOMMENDATION:

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 developing 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-note’

· Improve quality, value of tourism.

· Give quality standard of services at all levels

· Transfer skills and best practice.

· Share information to make better business decisions.

· Communicate more effectively.

· Share the pursuit of long-term growth and prosperity.

· Set environmental policy goals.

· Develop and deploy skills effectively.

· Collaborate on information requirements.

· Develop confidence on all sides.

SUGGESTIONS:

· If a proper marketing plan is done, rural tourism, could bring lots of benefit to our society. It could be a sustainable revenue generating project for rural development. It can help inflow of resources from urban to the rural economy. It can prevent migration of rural people to urban. Both short-term and long-term planning, implementing and monitoring are vital in avoiding damage to rural areas. Environmental management, local involvement, sound legislation, sustainable marketing, and realistic planning are crucial for development of rural tourism.

· Rural tourism will emerged as an important instrument for sustainable human development including poverty alleviation, employment generation, environmental regeneration and development of remote areas and advancement of women and other disadvantaged groups in the country apart from promoting social integration and international understanding. The government should promote rural tourism to ensure sustainable economic development and positive social change.

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Received on 05.03.2017 Modified on 25.03.2017

Int. J. Rev. and Res. Social Sci. 5(1): Jan.- Mar., 2017; Page 31-38 .

DOI: 10.5958/2454-2687.2017.00004.1