TOURISM MARKETING
Rural Tourism : Revisiting the Roots
Increased realization of the benefits of rural tourism has set into motion numerous initiatives by the Indian government to harness its potential in attracting domestic and international travelers. In the light of these developments, this article explores the rural tourism scenario in India, with special emphasis on the benefits it bestows on the economy and the challenges embedded in its growth trajectory.
India, with its diverse cultures, religions, distinctive styles of architecture, temple towns and historical monuments, is a one stop shop for unique experiences. The variegated nature that extends from the mighty Himalayas at one end to the stunning beaches that beautify the coastline at the other rejuvenates the mind and soul. The Travel and Tourism Competitiveness Report (2009) prepared by the World Economic Forum, placed India at the 11th position in the Asia Pacific region and 62nd globally, among 133 countries that were assessed in 2008. Over the years, the contribution of tourism sector to the world's GDP has been increasing, making it a sector of focus for economic development in many countries. Following this, the Indian government has stepped up its initiatives to develop and bring to the forefront new differentiators in this sector, such as ayurveda, medical and rural tourism.
The Indian tourism industry's performance has been quite impressive during recent years. The number of foreign tourist arrivals has increased from 2.537 million in 2001 to 5.380 mn in 2008. Foreign exchange earnings from tourism have increased even faster from $3.198 bn to $11.747 bn over the same period.
Rural Tourism
Rural tourism is primarily tourism that occurs in the countryside. It is multidimensional and includes farm/agricultural tourism, cultural tourism, nature tourism, adventure tourism and ecotourism. Rural tourism is experimental in nature, restricted to thinly populated areas, occurs in a predominantly natural environment and is focused on display and preservation of local events, culture, heritage and traditions. Exhibit 1 depicts a picture of rural tourism in Pushkar village, Rajasthan.
Rural tourism is a concept widely prevalent in countries, like Australia, New Zealand, Holland, UK, Germany, Switzerland, France, Spain, Argentina, Chile, Canada and the US. Refer Exhibit 2 for some snapshots on rural tourism in select countries.
Rural India has a lot to offer to the world in terms of traditions, arts, crafts and culture. It has the capability to draw international and domestic travelers that crave for knowledge about traditional ways of life or want to escape the stresses of urban life or even want to reconnect with their roots. It provides an enriching experience to the tourists and serves as a source of additional income for the locals. According to World Tourism Organization, rural tourism is one of the fastest growing segments of the tourism industry with an annual growth of 5% worldwide and representing 6% of the world's GDP. The market for rural tourism in India is around Rs.4,300 cr per annum. Tourism, in any of its avatars, is capable of playing a pivotal role in the development and growth of an economy. For a country like India where 74% of the population resides in over 600,000 villages, tourism holds the key to rural development through government intervention, local community commitment and improved accessibility.
Government Initiatives
The Ministry for Tourism has focused on recreating the rustic rural charm to harness the dual advantages of unforgettable visitor experience and revival of the rural economy. Revenue from tourism has considerable outreach with ripples being sent across value chains of multiple goods and services. It opens up possibilities of utilizing synergies across sectors, such as agriculture, horticulture, poultry, handicrafts, logistics and construction, all of which have capabilities in employment generation and poverty mitigation.
The national tourism policy, introduced in 2002, identified rural tourism as a thrust area for generating employment and sustainable livelihoods. The Ministry began the process of identifying, developing and promoting rural tourism sites with distinct competencies in arts, crafts, culture, heritage, handloom, etc.
In an effort to spread the socioeconomic benefits of the sector amongst the rural masses, the Indian Tourism Ministry has partnered with UNDP (United Nations Development Program). The Ministry has identified 125 rural tourism sites, of which, UNDP is supporting 36. It provides financial aid to the state governments after identifying key areas for development of projects. The implementation is supervised by a convergence committee headed by the district collector.
The scheme centers on issues including hygiene, environment protection, capacity building and infrastructure development. UNDP has contributed Rs.20 lakh for each of the 36 sites supported by it, and Rs. 70 lakh per site have already been sanctioned to the district collectors for the remaining 89 sites (data up to March 2009).
Other projects undertaken by the Government to improve infrastructure include:
The above initiatives will not only make different parts of the country more accessible to the tourists but will also benefit the local population in carrying on with their livelihood activities.
Abundance of Distinct Experiences
Rural tourism offers a wide array of choices to both global and domestic travelers. It is an amalgamation of multiple forms of tourism. For some, it is an opportunity to get away from hectic schedules and laze in the slow paced rural backdrop. For others, it is `cultural tourism', allowing them to experience village culture, cuisines, crafts and the way of life at a personal level. For those with an inclination for adventure, there are endless opportunities for rafting, horse riding, diving, mountain climbing, etc. Moreover, the uniqueness of rural tourism in India is that all the villages identified as tourism sites by the Ministry of Tourism are distinct in their own way. Exhibits 3, 4 and 5 highlight the USP's (unique selling propositions) of some of these villages.
Tourism and Employment Generation
Lack of job opportunities in rural India has led to an exodus of people to the cities, which, in turn, are reeling under the strain of the mammoth population influx. This has forced the government to look at the role of tourism in alleviating rural poverty. According to statistics, tourism has the capacity of creating more jobs per rupee invested as compared to most other sectors. An investment of Rs.10 lakh is capable of generating jobs for 12.6 people in the manufacturing sector, 44.7 in agriculture and 47.5 in tourism. Of the total employment in India, the contribution of direct employment from tourism stands at 4.59% and indirect at 8.27%. Moreover, the World Travel and Tourism Council has projected the growth of the Indian tourism industry at 9.7%, which translates into creation of nearly seven million jobs in the next 10 years.
To capitalize on this opportunity, the Ministry of Tourism launched the "Hunar se Rojgar" program aimed at enhancing employability skills in the hospitality sector. The skill development courses under this scheme include courses in food and beverage service as well as production, and are being offered by Institutes of Hotel Management and Food Craft across the country.
Since the tourists come in contact with a host of service providers, the government also initiated programs to improve people's behavior and service skills. The training covers including health and personal hygiene, cleanliness, garbage and solid waste disposal, etiquette, manners, tourism awareness, communication skills, behavior skills, etc. The duration of the course ranges from four to six days. Besides this, rural tourism provides a plethora of employment and business opportunities for the locals ranging from tourist guides, those operating and working in restaurants, artisans and artists deft in local arts and cultural performances, and sales persons in handicraft outlets, besides generating revenue through parking, accommodation and food outlets.
Challenges
Despite the success encountered by the rural tourism initiatives, the path continues to be riddled with concerns, the major ones among them being inadequate infrastructure, limited stakeholder participation and ecological damage.
Infrastructure
The length and breadth of the Indian subcontinent is capable of offering the discerning traveler a host of unique experiences. However, a major impediment is the lack of infrastructure. The villages located near existing tourist destinations have had greater success in attracting tourists as opposed to those that are in remote areas. Even the initiatives taken by the government for planned development of tourism infrastructure have been centered at areas located in the vicinity of major tourist destinations. Despite abundant cultural variety and scenic beauty, most villages fail to meet world-class standards in accommodation, communication and transportation facilities, which are crucial for attracting tourists. This distances them from the mainstream, making them bereft of economic development.
Stakeholder Participation
The key stakeholders in case of rural tourism are the local community. The government has a limited role to play, i.e., being restricted to identification and development of infrastructure. Critics of rural tourism are of the opinion that the over zealousness displayed by most villages to jump on to the tourism bandwagon might just be a momentary whim, which may eventually die out as interests fade away. Therefore, long-term sustainability of the project rests entirely on the shoulders of the local population. They need to understand that the commitment towards this venture cannot be restricted to one tourist season alone, but has to extend across generations, if one has to reap the expected level of benefits. Some communities have understood the benefits of tourism and have put into practice the now famous phrase "Atithi devo bhava" (Guests are equal to god).
Mawlynnong, a small town in the north eastern state of Meghalaya, became the poster boy for rural tourism in India on account of substantial community efforts. The initiative to develop the village as a tourist site was taken at the village level and not initiated by the Government or UNDP. In 2003, Discover Asia (a magazine published by Media Trans Asia along with the Union Ministry of Tourism) christened it as the cleanest village in Asia. Since then, it has retained its magical charm, making it a must visit for domestic and international travelers. It has, thus, reiterated that success in rural tourism cannot be achieved without the sustained involvement and commitment of the local community.
Ecological Damage
Another fear prevalent among critics of rural tourism is the possibility of damage that can be inflicted on the sensitive ecology of the villages. Success of rural tourism necessitates development of infrastructure and facilities, which itself can damage the fragile village eco system. It is believed that the large inflow of tourists will further be accompanied by air, water, land and sound pollution (as well as problems associated with solid waste disposal). Environmentalists fear that the rate of growth of rural and eco tourism may in the long run turn into its own worst enemy.
Conclusion
Rural tourism, if properly planned and implemented, holds the potential to benefit a larger canvas of the society. It enables the flow of resources from urban to rural areas, development of remote locations. It reduces migration of rural people to the cities and helps promote social integration and preservation of culture. The downside is the environmental damage that it can inflict on the delicate rural ecosystem and the possibilities of exploitation of the rural masses. Therefore, a clear focus, sound legislation, public-private partnership and stakeholder involvement are critical to avoid damage to these areas while simultaneously reaping the benefits of this new found resource. Rural tourism, thus, has the capability of delivering the twin advantages of visitor satisfaction and rural development.
-- Swati Singh
Faculty - Marketing,
Inc Noida.
The author can be reached at
swatiyadav8k@gmail.com
Faculty - Marketing,
Inc Noida.
The author can be reached at
swatiyadav8k@gmail.com
Reference # 10M-2010-04-03-01.
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