RESEARCH PROJECT

TOPIC: CREATING A VILLAGE TO A TOURISM HUB.

RESEARCH GUIDE
BY

Mr. Chetan Thakur

SUBMITTED BY - Abhishek Kumar- 214119014

CREATING A VILLAGE INTO A TOURISM HUB

 INSTITUTE OF HOTEL MANAGEMENT CATERING & NUTRITION,

SHIMLA- 171012

BONAFIDE CERTIFICATE

DATE: 26th March ,2024

This is to certify that Mr. Abhishek Kumar B. S c H & HA, IHM Shimla, 3rd year
has successfully completed the research project of 6 th semester, under the
guidance of Mr . Chetan Thakur, IHM Shimla on the topic CREATING A VILLAGE
INTO TOURISM HUB, and submitted all the necessary papers required for the
completion of the project.

Mr . Chetan Thakur

(MENTOR) (INTERNAL EXAMINER)

CREATING A VILLAGE INTO A TOURISM HUB

 Institute of Hotel Management, Catering and
Nutrition, Kufri, Shimla, Himachal Pradesh
Under Ministry of Tourism, Govt. of India
HomeAcademics
Administration
Admission
Student Zone CANDIDATE’S DECLARATION

It is certified that the project entitled “CREATING A VILLAGE INTO TOURISM HUB
”Submitted by me is my own work under the supervision of my supervisor Mr.Chetan Thakur.
I also declare that I have adhered to all principles of academic honesty and integrity and have not
misrepresented or fabricated or falsified any idea/fact/source in my submission. I understand that any
violation of the above may result in failure in examination.

Name of the Student

Abhishek Kumar

This is to certify that the above statement made by the candidate is correct to the best of my knowledge.

Chetan Thakur
IHM SHIML
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CREATING A VILLAGE INTO A TOURISM HUB

 ACKNOWLEDGEMENT

I feel indebted to my guide Mr. Chetan Thakur for the completion of this
project report entitled “CREATING A VILLAGE INTO TOURISM HUB”.
The present work could be completed only because of the able guidance and
affectionate attitude of my guide Mr.Chetan Thakur.
I am thankful to all respondents and all those who assisted me by supplying
the requisite information towards the completion of the research project and
provided me the relevant data.

SUBMITTED BY:
Name of Student – Abhishek Kumar
Roll No- 2141119014

CREATING A VILLAGE INTO A TOURISM HUB

 RATIONALE AND JUSTIFICATION OF THE STUDY

I have chosen this topic to know whether a village can turn into a tourism hub or not, if yes
then how it could be done what are the factors affecting tourism in a village or any rural
area. By this study, we will be able to know how can we transform a village to a tourism
destination or hub By exploring its natural beauty, tradition and culture.
In our country there are thousands of villages which have tremendous point of attraction
and beautiful locations by tourism point of view but due to some factors they are still
struggling to be a tourist spot.
So by our study, we could know what are the factors upon which the tourism development
in village depends? What are the challenges towards creating a village into a tourism hub
and how we could overcome from these challenges?
The next thing we will be coming to know after this research that how much the local
community of that village is concerned about this practice and by doing can we create a
source of employment for them?
The study will throw the light over advantages of creating village into a tourism hub and
how it attracts the tourist/people towards the village. Due to which the people who live in
Busy/Crowded cities will go there in weekends for having some Refreshing and enjoyable
moments.
We will analyze the methods of involving the tourist in their cultural event, Traditional
Cuisines, there way of living so that they will be aware of the importance of the culture of
the particular area.
Since village tourism is less expensive as comparison to the tourism in metropolitan cities, it
can easily be fitted to a large number of people and this is the area which not most of the
people used to get it enjoyed

OBJECTIVES OF THE STUDY

• To know the feasibility of startup in village tourism as profession

• To know which factors affect development of tourism in village
• To develop the tourism potential of natural resources
• To enhance local village/communities making them more attractive for visitor

CREATING A VILLAGE INTO A TOURISM HUB

RESEARCH METHODOLOGY TO BE USED

SAMPLE OF THE Ringu,munsiari,pithoragarh,uttrakhand

SELECTED
ORGANISATION
NATURE OF DATA Qualitative

SAMPLING 1

COLLECTION Primary-questionnaires and personal interviews

METHODS Secondary-journal , research paper , book and
newspaper
TOOLS & Suitable technique of data collection will be used.
TECHNIQUES OF
ANALYSIS

SIGNIFICANCE OF THE STUDY

Creating village into a tourism hub is an important means of enhancing employment and income
and can help social and economic development of rural societies. It also takes account of the
people who must have access to the villages, which makes it possible to get beefits to the local
people. It will enhance the value of that particular area in terms of development and
advancement. A bulk of people will visit every season for spotting the destination and this will
turn the total business of the local peoples who are involved in this practice as a profession.

SCOPE / BOUNDARY OF RESEARCH

This research is confined only to village of uttrakhand but it can also be used in the context of
other region/communities of India .the research will be useful to the young entrepreneurs who
are planning to initiate their own startup in the tourism industry .
The research can also be helpful in making people aware of village tourism.

CREATING A VILLAGE INTO A TOURISM HUB

CHAPTER SCHEME

Chapter 1: introduction

Chapter 2: factors affecting development of tourism in a village

Chapter 3: how to impart village tourism?

Chapter 4: benefits of village tourism to the villagers?

Chapter 5: how to turn a village into tourism hub

Chapter 6: challenges towards developing a village into a tourist hub

Chapter 7: village tourism as a startup.

Chapter 8: summary

Bibliography:

Rural tourism and sustainable business (Irene Kirkpatrick, Morag Mitchell, Derek R
Hall (2005).., New Delhi)

Webliography:
• https://timesofindia.indiatimes.com/travel/things-to-do/government-to-develop-
jakhol-in-uttarakhand-as-a-model-tourist-village/as63375523.cms
• https://www.indiatoday.in/travel/travel-buzz/story/holipura-village-to-become-agra-
rural-tourism-hub-316672-2016-04-06

CREATING A VILLAGE INTO A TOURISM HUB

APPROVED BY: MR. Chetan Thakur
(FACULTY, IHM Shimla)

PROPOSED CHAPTER SCHEME

Chapter 1: Introduction
Chapter 2: Factors Affecting Development Of Tourism In A Village
Chapter 3: How To Impart Village Tourism?
Chapter 4: Benefits Of Village Tourism To The Villagers
Chapter 5: How To Turn A Village Into Tourism Hub?
Chapter 6: Challenges Towards Developing A Village Into A Tourist Hub
Chapter 7: Village Tourism As A Startup.
• Research Methodology

• Data Analysis

• Conclusion

Chapter 8: Summary
• Bibliography

CREATING A VILLAGE INTO A TOURISM HUB

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CHAPTER 1 – INTRODUCTION

What is Village Tourism?

In a broad sense it can be defined as 'a state of mind, and technically, according to activities,
destinations and other measurable, tangible characteristics' (Sharpley & Sharpley, 1997). Over
time researchers have constantly added to understanding the activities that encompass rural
tourism. The list includes interest in farms, nature, adventure, health, education, arts, and heritage
(Bramwell and Lane in Jolliffe & MacDonald, 2003) and experiencing living history such as rural
customs, folklore, local traditions, beliefs, and common heritage (Pedford in Jolliffe & MacDonald,
2003). The key parameters that define rural tourism are: 'it is located in rural areas, functionally
rural; based on small-scale and traditional activities and enterprises (rural in scale), relies on the
traditional qualities of the countryside, develops slowly under the control of local people and is
non-uniform (reflecting the complexity of the rural environment) (Thomson Learning).

Village Tourism: History & Development

Defining rurality has taken much space in geographical and rural sociology texts but there is little
consensus on what constitutes the phenomenon 'rural' (Robinson 1990; Ilbery 1997 in Thomson
Learning). A simplistic definition of rurality can be those areas, which lie beyond major towns and
cities and which are, therefore, rural, as opposed to urban, in character (Sharpley & Sharpley,
1997). Lang (1994) suggests population density, size of settlement, land use and traditional social
structures as main characteristics that help identify the area as rural. However there is no universal
definition for 'rural' as national governments use country specific criteria. For example, rural in
Australia is defined as parishes of less than 5000 people while in Denmark and Norway towns of

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fewer than 10,000 people are considered rural areas (Sharpley & Sharpley, 1997). In India,
defining rural gets even more complicated as it is a state subject. However for a general
understanding we could use the definition as illustrated in the Census of India (2001), rural location
- is a location with a population of less than 10,000 persons. At the time of the Census, there were
638,000 villages in India.

Geographic and Demographic Definitions

“A multi-faced activity that takes place in an environment outside heavily urbanized areas. It is an
industry sector characterized by small scale tourism business, set in areas where land use id
dominated by agricultural pursuits, forestry or natural areas” (Department of Tourism, 1994: 3)

Sustainable Rural/Village Tourism

The United Nation World Tourism Organization (UNWTO) notes that within the next 5-10 years
the range of products on offers to tourists seeking the rural experience is to increase significantly.
There is a clear trend in the growth of rural tourism with the increase in the numbers of tourists
visiting these places (United Nation World Tourism Organization, 1999). In the previous section
we have seen the repercussions that these demands have and will make on fragile environments.
These impacts for a long time have not been given its due recognition as rural tourism is often
taken to be synonymous with alternative tourism and the notion that alternative tourism is
embedded by sustainable practices. Sustainable development has been in existence and practiced
since time immemorial. However the concept of sustainability as it is understood today was first
defined in the Brundtland Report, 1987 by the World Commission on Environment and
Development, as "development that meets the needs of the present without compromising the
ability of future generations to meet their own needs" (Williams, 1998) Though the Brundtland
report made no special reference to tourism, the role of tourism in the process of continuously
misusing the Earth's resources has been analyzed and the concept of sustainable tourism appeared
(Ratz & Puczko, 1998). Various international conventions/ organizations (CBD, CSD, WTO-OMT,
and WTTC) since then have highlighted the importance of sustainable tourism. Essentially, the
basis of sustainable tourism development is recognition of the relationship that exists between the
three components of the tourism-operating environment, the destination environment and the host
community and how to find a balanced approach amongst the three (Sharpley & Sharpley, 1997).
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It is this ideal balance that is sought by most planners. The need of the hour is to align rural tourism
under the broad ambit of sustainable development. The reasons as explained by Lane (1994)
"Visitors to the countryside are increasingly mobile and are able to penetrate more remote areas
than just a few years ago. Advances in modes of transport have assisted this, coupled with the
increasingly sophisticated marketing of new destinations. Outsiders who have little understanding
of the people, culture and heritage of that area may manage rural tourism. While realizing a need
to stimulate some rural economies, reliance on tourism may lead to an unbalanced economy".
(Thomson Learning) However, information on the principles of sustainable rural tourism still
remains elusive. Efforts have been made by a few countries to answer this question; United
Kingdom has published advisory booklets on the Development of Sustainable Rural Tourism and
Working for the Countryside: A strategy for rural tourism in England (2001-2005), while India,
Korea and others have incorporated this element into their national policies. As there is no clear
direction on this subject, each country trying to mesh this ideology into its national policies.

Scheme of Rural/Village Tourism: Government of India

Tourism growth potential can be harnessed as a strategy for Rural Development. The development
of a strong platform around the concept of Rural Tourism is definitely useful for a country like
India, where almost 74% of the population resides in its 7 million villages. Across the world the
trends of industrialization and development have had an urban centric approach. Alongside, the
stresses of urban lifestyles have led to a “counter urbanization” syndrome. This has led to growing
interest in the rural areas. At the same time this trend of urbanization has led to falling income
levels, lesser job opportunities in the total areas leading to an urbanization syndrome in the rural
areas. Rural Tourism is one of the few activities which can provide a solution to these problems.
Besides, there are other factors which are shifting the trend towards rural tourism like increasing
levels of awareness, growing interest in heritage and culture and improved accessibility, and
environmental consciousness. In the developed countries, this has resulted in a new style of
tourism of visiting village settings to experience and live a relaxed and healthy lifestyle. This
concept has taken the shape of a formal kind of Rural Tourism.Under this Scheme, thrust will be
to promote village tourism as the primary tourism product to spread tourism and its socio-
economic benefits to rural and its new geographic regions. Key geographic regions would be
identified for development and promotion of Rural Tourism. The implementation would be done
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through a convergence committee headed by the district collector. Activities like improving the
environment, hygiene, infrastructure etc. would be eligible for assistance. Apart from providing
financial assistance the focus would be to tap the resources available under different schemes of
department of rural development, state governments and other concerned departments of the govt.
of India. The form in which rural tourism is now taking shape can be traced to an International
Conference 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 in Udaipur (Rajasthan) in 2011. The basic concept of rural tourism was envisaged with
benefit accruing to 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 of developing and promoting rural tourism have been Rajasthan and Kerala.
The outcome of this workshop was a collaborative effort by the union ministries of tourism &
culture, rural development, other nodal agencies and FICCI to plan a 10-year project to market and
develop the concept of rural tourism in India. A survey commissioned to A. F Ferguson for the
study for the above project estimated that every one million additional visitors to the country could
translate into Rs 4300-cr of revenue for the industry. Besides, every one million of additional
investment into the tourism sector has the potential of generating 47.5 jobs. And every direct job
leads to the creation of another 11 indirect jobs 3. With the figures in hand the ministry of tourism
(MoT) in its national tourism policy, 2002 announced that 'Village tourism will be promoted as
the

primary tourism product of India to spread tourism and its socio-economic benefits to rural areas'.
Direct fallout of this was the endogenous tourism project between the United Nations development
programme (UNDP) and the ministry of tourism in 2003. The project focus under the 'Sustainable
Livelihood' thematic area will be "to initiate and build upon a number of community level
initiatives to address issues of poverty, through group mobilisation around income-generation
activities buttressed by skill endowment and credit/ resource support issues" (UNDP, 2003).

The 5 broad objectives of this initiative are:

1. To build capacity at the local level.

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2. Experiment with location-specific models of community tourism enterprise.

3. Build strong community-private partnerships.

4. Support innovative and promising rural tourism initiatives.

5. Provide inputs to national and state tourism policy.

Types of rural tourism

Rural tourism or local tourism can occur in any of the following forms:
• Agri-tourism (wineries, pick-your-own farms)
• Hotel and motel stays
• Experience tourism (fishing guides, painting studios)
• Adventure tourism (hot air balloons, ziplines)
• Gastro-tourism (pubs, restaurants, food trucks)
• Sports tourism (local teams, sports history and memorabilia)
• Community tourism (downtown shopping, local festivals)
• Ethno-tourism (ethnic festivals, cultural activities)

Any attraction that brings local or non-local tourists to a rural area would be considered rural
tourism. Because it’s such a broad classification, there are many viable options when it comes to
starting this type of tourism business. The very nature of this type of tourism means it can be
successful in any area, no matter how small or far flung.

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Tourism In Uttarakhand

Uttarakhand the 27th state of India, also known as ‘Dev Bhoomi’ or the ‘Land of the Gods’ was
carved out of Uttar Pradesh in November 2000. Uttarakhand has a total area of 53,483 sq km of
which around 86% area is mountainous and 70% is covered under forest.The State has a total
population of 10, 116, 752 (Census 2011) with a density of 189persons/sqkm. The state ranks 19th
in terms of area coverage and 20th in terms of population in the country. The State is rich in natural
resources especially water and forests with many glaciers, dense forests and rivers making it an
ideal destination for adventure, leisure and ecotourism. It is endowed with topographic diversity,
pristine natural beauty and religious shrines. Besides its natural beauty, Uttarakhand also offers
many adventure tourism opportunities in the form of trekking, skiing, para-gliding, camping,
angling, mountaineering and rock climbing. The economy of the State has been largely dominated
by the services sector including Tourism which contributes over 51% to the total GSDP from 2004-
2005 to 2013-2014. Tourism is already a major driver of economic growth and livelihood
promotion in Uttarakhand. Its contribution to State Gross Domestic Product (SGDP) is about 4.4 %
and its share in employment is 2 % according to estimates worked out by UNWTO.3 1.2 Need for

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the Uttarakhand Tourism Policy 2016 Uttarakhand Tourism Development Board (UTDB) had
introduced its first Tourism Policy in 2014 with the objective of establishing world class
infrastructure, attracting more private players and identification of new tourism destinations. A
number of opportunities exist to harness the tourism potential of Uttarakhand through enhanced
revenue, employment generation and integrating Tourism as a way of life for the local community
of the State. Over the years as a result of dynamism associated with tourism sector the contours of
the existing policy need to be redefined. Tourists are increasingly in search of unique tourism
products and destinations. Thus to unlock the true potential of tourism sector in Uttarakhand, it is
imperative to introduce a comprehensive policy There by enabling sustainable growth. Hence a
new Tourism Policy is envisaged to address the same.

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ABOUT RINGU VILLAGE

Ringu - Village Overview

Gram Panchayat : Ringu

Block / Tehsil : Munsiari

District : Pithoragarh

State : Uttarakhand

Pincode : 262555

Area : 767.74 hectares

Population : 630

Households : 135

Nearest Town : Didihat (65 km)

Ringu is a Village in Munsiari Tehsil, Pithoragarh district and Uttarakhand State. Ringu village
Pin code is 262555. Ringu Village Total population is 630 and number of houses are 135. Female
Population is 49.2%. Village literacy rate is 58.6% and the Female Literacy rate is 24.8%.
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Population

Total Population :- 630

Total No of Houses :- 135

Female Population % :- 49.2 % ( 310)

Total Literacy rate % :- 58.6 % ( 369)

Female Literacy rate :- 24.8 % ( 156)

Scheduled Tribes Population % :- 24.6 % ( 155)

Scheduled Caste Population % :- 22.4 % ( 141)

Working Population % :- 63.0 %

Child (0 -6) Population by 201

Girl Child (0 -6) Population by 201

Location and Administration

Ringu Village Gram Panchayath name is Ringu. Ringu is 26 km distance from Sub District Head
Quarter Munsiari and it is 136 km distance from District Head Quarter Pithoragarh. Nearest
Statutory Town is Didihat in 65 km Distance . Ringu Total area is 134.43 hectares, Forest area is
137.44 hectares and Total Water fall area is 0 hectares.

Education

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Govt Primary and Govt Middle Schools are available in this Village. Nearest Govt Secondary
School and Govt Arts and Science Degree College are in Munsiari. Nearest Private Disabled
School, Private Engineering College, Govt Medical College and Private MBA college are
in Haldwani. Nearest Govt ITA College is in Askot. Nearest Private Pre Primary School and Govt
Senior Secondary School are in Madkot. Nearest Govt Polytechnic College is in Lohaghat.

Agriculture

Wheat, Other Pulses and Ragi are agriculture commodities grow in this village.

Drinking-Water and Sanitation

No Drainage System Available in this Village. There is no system to collect garbage on street.
Drain water is discharged directly into water bodies.

Communication

Sub Post Office is available in this Village. Landline available. Mobile Coverage is available.
There is no Internet Centre in less than 10 km. No Private Courier Facility in less than 10 km.

Transportation

There is no Public Bus service in less than 10 km.

There is no Railway Station in less than10 km. Nearest National Highway is in 5 - 10 km. Nearest
State Highway is in 5 - 10 km.

No Nearest District Road in less than 10 km. Kuccha Road, Macadam Road and Foot Path are
other Roads and Transportation within the village.

Commerce

No ATM in less than 10 km. No Commercial Bank in less than 10 km. No Cooperative Bank in less than
10 km.

Other Amenities

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This Village has a Power supply with 8 hour power supply in summer and 9 hour power supply in
winter, Anganwadi centre and ASHA are the other amenities in the village.

CHAPTER 2 - FACTORS AFFECTING DEVELOPMENT OF TOURISM IN

A VILLAGE

Important factors that affect the development of tourism are as follows:

• Environmental factors :

• Good climate,

• Beautiful scenery, etc.

• Socio-economic
factors :

• Accessibility,

• Accommodation,

• Amenities,

• Ancillary services, etc.

• Historical and cultural factors,

• Religious factors

Other Factors:-

Now let's discuss above factors affecting the growth of tourism.

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1. Environmental factors

Two main environmental factors that have led to the growth of tourism:

• Good climate: Good climate is one of the most important features of attraction for any
tourist place. Pleasant climate with warmth and ample of sunshine attracts tourists who
come from the temperate and colder regions. For example, most of the sea-side resorts in
U.S.A and U.K are located on a warmer southeast. On other hands, people from summer
areas migrate to cooler regions to seek pleasure of cold fresh environment. For instance, in
India places like Lonavala, Mahabaleshwar near Mumbai, Kullu and Manali, Shillong,
Kashmir, so on are well-known for their cool and pleasant climate. Other countries with
cooler climate that attract tropical tourists are Switzerland, Sweden, etc.

• Beautiful scenery : Tourism booms at picnic spots with beautiful sceneries. For
example, sunrise and sunset points, long sea beaches, fresh water lakes, waterfalls, etc.,
often attract large numbers of tourists.

2. Socio-economic factors
Four important socio-economic factors that influence the development of tourism:

• Accessibility: Of all socio-economic factors, accessibility is the most important one.

All tourist centers must be easily accessible by various modes of transportation like roads,
railways, air and water. To enjoy nature's beautiful sites seeing traveling by roads and
railways is a better option. If a tourist plans to reach a remote tour-destination in the
quickest possible time, then airway is the most suitable choice. Generally, waterways are
seldom selected unless a tourist decides to enjoy a luxury cruise experience in sea and/or
interested to visit an isolated archipelago.

• Accommodation: Places of tourists' interest must be capable enough to provide good

accommodation and catering facilities. A type of accommodation required by tourists
depends on their lives-styles, standard of living, capacity to spend money, nature of

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CREATING A VILLAGE INTO A TOURISM HUB

 services expected, etc. Classification of accommodation centers (i.e. various hotels, motels,
dormitories, etc.) on basic of rating like five stars and below is essential so that tourists can
make a proper choice and plan their trips appropriately. Generally, tourism mostly prospers
in those areas where good lodging and food facilities are available at reasonable prices.

• Amenities : Growth of tourism at a particular place is also influenced crucial factors

like; how well the site is maintained for touring activities like skiing, roping, paragliding,
rowing, fishing, surfing, safari adventure, etc. Whether emergency facilities are available
or not, so on.

• Ancillary services : If a tour destination is equipped by ancillary (supplementary)

services like banking and finance, the Internet and telecom connectivity, hospitals,
insurance, so on, then such a place succeeds to hold (retain) more tourists for a longer time.
This overall helps to boost the local economy to some extend.

3. Historical and cultural factors

Many tourists are attracted to places of historical significance and that which have a legacy of rich
cultural heritage. People love and enjoy exploring destinations where there are famous ancient
monuments, marvelous forts, castles and palaces of earlier kings and queens, etc.

Examples of places that are famous throughout the world for their historical and cultural accounts
are; Taj Mahal in India, Nazca lines and Machu Picchu in Peru, Pyramid of Giza in Egypt, Great
wall of China and Stonehenge in England.

4. Religious factors

People often make pilgrims to places of religious importance to seek inner peace, get blessing of
their favorite deities and gurus, attain salvation before death, etc. Here, faiths, beliefs and
sentiments of people contribute in booming tourism at holy places.

Examples of places that are well-known for their religious significance are Jerusalem in Israel,
Mecca and Medina in Saudi Arabia, Varanasi and Amritsar in India, etc.

5. Other factors
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Sometimes other factors also contribute toward growth of tourism at unexpected places.

For example:- UFO crash site in Roswell, New Mexico (USA) attracts many tourists from around
the world.

Research activities and adventures of deep seas and caves, geological studies of hot-water springs
and geysers, seismic analysis of active volcanoes, investigation of paranormal-activities in
abandoned ghost towns, etc. also contribute in developing tourism on some scale.

So, these are some of the main factors influencing the growth of tourism.

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CHAPTER 3 - HOW TO IMPART VILLAGE TOURISM

Village tourism also called farm tourism offers a “ back to nature” exposure.

1. Identify USP’s/strengths of villages in each

state – Handicrafts, Folk music, Dance, Puppet
shows, Theatre/Street dramas, Madhubani
painting, villages which are completely into
organic farming, herbal, yoga and meditation
centres.
2. Highlight education wonders like “Anand’s IIT
mission” in Bihar. Identify such indian
achievements across states.
3. Document history of such chosen places for
visitors/tourists to go through them.

4. Develop infrastructure in all such villages.

5. Ask MP’s , leading personalities , corporates to adopt such villages under Aadarsh Gram yojna.
6. Get basics right – from hygiene, water, road and good shelter.
7. Villagers and Paying guest landlords should be trained on ways to address foreign tourists.
8. Create clusters of the following.
a. Such villages in each state that give a complete picture of the state, rural way of living,culture.
b. Of northern india, eastern india, southern india, Central India and western india.
c. Encourage tourist operators to organize state and national packages which are rural only
packages, mix of rural and urban packages.
9. Encourage NGO’s, Private players to play a major role in development and management of such
clusters of villages.

10. Ensure paying guest accommodations as business model is encouraged so that landlords and
farmers can develop necessary infrastructure to provide right lodging for tourists.

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CREATING A VILLAGE INTO A TOURISM HUB

11. Encourage farmers and landlords to have separate zone within their farmland to educate the
following kinds of people :-
a. Budding agricultural students

b. Tourists – Domestic and foreign

c. Urban kids and families never exposed to hardships but willing to understand
12. Expose visiting tourists/ families to basic work in the village – from milking cows, cleaning
of barns, entertain the rural population, pump water etc.
13. Encourage and involve visiting families and tourists to work in the farm and earn based on
effort and time put in to understand what a farmer goes through to earn whetever he does. This
will send a clear message about hard work.

14. Involve village bodies like Sarpanch and others in planning for village tourism.
15. It will provide business opportunities for rural community.

16.Product development as per tourist’s changing demands.

• Proper planning and conservation of natural resources and local heritages for the
sustainable development of Rural Tourism.
• Fill the gaps between ‘have’ and ‘have not’.
• Educate the rural villagers and develop their communication skill and language proficiency.
• Creating awareness regarding rural tourism benefits.
• Democratic movement that helps rural people at all levels to participate in tourism
development activities.
• Conduct regular Government and/or private sponsored skill development programmes in
identified rural area to train the rural people appointed in rural tourism business.
• Encourage young and potential business entrepreneurs for their businesses.
• Government initiatives to support the young entrepreneurs by providing loans.
• Rural Tourism should be tax free.
• FDI or Private investment to introduces latest technology.
• Taking Rural Tourism Circuit development approach for overall regional development.
• Take necessary safety and security measures for the tourists.

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 • Balance between three dimensions of sustainable tourism i.e. social, economic and
environmental.
• No compromise with quality service.
• Share information to make better business decisions.
• Set environmental policy.
• The concept of responsible tourism can be blended with rural tourism that would be great
for prospective tourists as well as future generations.
• Any museum or interpretation centre can be set-up to provide information to tourists.

CHAPTER 4 - BENEFITS OF VILLAGE TOURISM

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Rural tourism can play an important role in the developing of rural area that has an attractive
natural view,living,mountainous and coastal villages and various point of cultural, regional and
racial view. Rural tourism has some benefits such as creating job opportunity, earninig more
income for government,increasing the income of rural families and providing social amenity and
so on, but if it become unrestrained,it can damage the cultural and natural figure (body) of villages.
For accessing tourism benefit, all obstacles and difficulties on the way of this activity like the lack
of management ability, unsuitable marketing, the lack or shortage of services that is needed for
tourists, seasonal limitation, the lack of suitable law must be removed, so some measures such as
creating and developing substructures,stable advertisement and marketing, performing tourism
festivals and preparing for non-government investment for rural tourism, giving priority to the
request of local people and satisfying their needs and compiling suitable law must be taken action.

Economic Advantages:
Rural tourism is an important and new resource of income production for rural societies. Hence:
It may cause to create new jobs, for those which are related to tourism e.g. preparing rooms for
tourists, food preparation, retailing, transportation and entertainments. The current service
activities such as transportation systems, medicinal cares, rural industries and jobs would be
supported. Varieties of local economic will be increased and the economics of local societies will
be established and developed. It may cause to create opportunities for multiple activities and in
this way provisional economic records will be prevented and incomes will be supported. The
current occupations and services will be supported. New and various types of jobs would be
created and by decreasing agricultural costs, the local economic would be strengthened.

Social Advantages:
Rural tourism development might result in different social advantages in rural societies such as:
Reinforcing and supporting local services e.g. public transportation and health cares. Creating
facilities and new attractions e.g. cultural facilities, entertainment or sport centres. Developing
social relationships in rural societies and creating opportunities for cultural exchange. Enhancing
knowledge about expressions of local cultures, occupations and cultural identity. Repopulating the
rural areas. Because it would confront with the population reduction policy and increase the
number of aged people of the rural society. Increasing women’s functions in societies which are
more traditional and faraway.
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Environmental Advantages:
The main motivation of the majority of tourists who visit villages is being benefited of the rural
environment. Success for developing rural tourism depends on attractive environment. Therefore,
this tourism: Both produces income and leads to support and flourish natural environment of the
village. Supports maintenance and flourishing historic places such as rural houses, gardens and
promenades. (furthermore, tourism causes rehabilitating old and deserted buildings in villages. For
instance, warehouses or old grain mills can be used as industrial centres or old stables can be used
as buildings.) Would results in environment improvement by performing the activities such as
waste disposal, drawing up traffic regulations and reforming buildings.
Alternative Way of Earning

Most of the rural dwellers in India are dependent on traditional agricultural activities to maintain
their livelihood. In this connection, rural tourism can be a potential tool to reduce their over-
dependency on cultivation and it contributes to the overall economic development of an area that
would otherwise be deprived.

Employment

Rural tourism creates a large number of semi-skilled jobs for the local population in not only local
hotels and catering trades but also in other fields like transport, retailing, heritage interpretation
etc. Moreover, it ensures revival of traditional arts, crafts, building art etc. and brings marketing
opportunity for rural producers to sell their products directly to the tourists. Rural performers are
hired for cultural programs where they can exhibit talent and also can earn money. It allows
alternative sources of earning opportunities from non-agricultural sectors that improve living
standards of the rural dwellers to some extent.

Job Retention

Cash flows generating from rural tourism can assist job retention in services such as retailing,
transport, hospitality, medical care etc. It provides additional income for farmers, local fishermen
and local suppliers. Job retention does not sound as glamorous as job creation but it helps the
viability of small communities.

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Alternative Business Opportunities

Rural Tourism generates new business opportunities even those rural businesses, not directly
related to tourism can also gain benefit from tourist activity through developing close relationships
with tourist facilities. For example, a number of tourists love to taste local cuisines of different
tourist spots. Therefore any restaurant serving ethnic foods can also attract tourists though many
of these restaurants are not directly related to tourism business.

Poverty Alleviation

Rural Tourism is being admired all over the world because such form of tourism can shape up rural
society both by economic and social terms. It brings both monetary and social benefits to the rural
people. It alleviates poverty by creating alternative sources of earning.

Empowerment of Localities

Rural Tourism cannot be flourished without the involvement of local people in it. Accommodation
facilities are being provided by local hotel owners whereas local suppliers supply food and
beverages to the local hotels. Local producers produce locally made products as per tourists
demand and earn money by selling them in the local market. To entertain tourists, local organizers
conduct different cultural programmes where local performers exhibit their art and culture through
live performance. Not only that, rural people also become engaged in different decision-making
processes. All such engagement actually empowers the localites.

Entrepreneurial scope

Rural Tourism is an emerging concept in India and its market is still open for all. The tourism
industry needs energetic and enthusiastic young people. Rural Tourism has increased career
options for these young entrepreneurs.

Arts and Crafts Sale

Arts and crafts are the evidence of local culture and heritages of a community belonging from any
region or any nation. The urban tourists, wherever they go, generally prefer to have a collection of
local arts and crafts to make their trip-experience a remembering one. Such tendency motivates
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them to purchase local arts and crafts from the local producers and artists. Side by side it
encourages the local community to sell their products in local market. Such practice opens an
alternative way of earning to the rural people. Environmental Improvement

According to Nagaraju, Chandrashekara (2014), “Environmental improvements such as village

paving and traffic regulation schemes, sewage and litter disposal can be assisted by tourism
revenues and political pressures from tourism authorities. These help develop pride of place,
important in retaining existing population and businesses, and in attracting new enterprises and
families”.

Heritage Preservation

Rural Tourism brings a strong sense of emotion in everyone’s (both community and tourists) mind
to preserve and reserve the local culture and heritages to make any place attractive for the tourists
to visit it and also for the host community to live in. Such sense is maintained through rural
museums that play a significant role in local heritage preservation.

CHAPTER 5 - HOW TO TURN A VILLAGE INTO TOURISM HUB

It focused on actively participating in rural lifestyles. It can be a variant of ecotourism. Many

villages can facilitate tourism because many villagers are hospitable and eager to welcome (and
sometime even host) visitors. Agriculture is becoming highly mechanized and therefore, requires
less manual labour. This trend is causing economic pressure on some villages, which in turn causes
young people to move to urban areas. There is however, a segment of the urban population that is
interested in visiting the rural areas and understanding the lifestyle.

Rural tourism is particularly relevant in developing nations where farmland has become
fragmented due to population growth. The wealth that rural tourism can provide to poor households
creates great prospects for development. Rural tourism exists in developed nations in the form of

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providing accommodation in a scenic location, ideal for rest and relaxation. There are many scenic
towns that have become quaint spots for vacationers. Overcoming negative perception is often the
first challenge – followed by many more. Aspiring tourism destination must ensure that the right
infrastructure is in right place, flights are affordable, authenticity is preserved, tourism dollars are
retained in-country, and local population are not alienated. Speaking of Devex at the world tourism
Day 2017 official celebration in Doha, Qatar, experts and tourism officials urged government to
engage with airline companies, incentivize the creation of destinations outside urban hubs, include
community input in tourism, policies and provide capacity-building trainings for communities.

The planning system, by taking a pro-active roll in facilitating and promoting the implementation
of good quality development, is crucial to ensuring that the Tourism industry can develop and
thrive, thereby maximising these valuable economic, social and environmental benefits. At the
same time the Planning system aims to ensure that these benefits are achieved in the most
sustainable manner possible.

• Principles of the Planning system:- Tourism is an important industry its

future development will be secure by tourism developers engaging with the Planning
process and by those operating the Planning system recognising that importance. This
section set out the principles of the English Planning system which governs all forms of
development including planning for tourism. Sustainable development is the core principle
underpinning sustainable. At the heart of sustainable development is the simple idea of
ensuring a better quality of life of everyone, now and for future generations. The Planning
process provides the opportunity to help to make new development more sustainable, both
through the preparation of development plan and when decisions are taken on specific
scheme. The outcome should be developments which:
• Provide well-designed, safe and accessible development, and create new opportunities that
will improve the well being of individuals and the regeneration of communities;
• Result in the more efficient use of land and bring forward sufficient land to meet a wide
range of expected needs ;
• Provide a supportive framework for economic growth and successful business;
• Create vibrant, vital and viable towns centres;
• Reduce the need to travel, and
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 • Protect and enhance the nature and built environment and safeguard natural sources.

Local development frameworks(LDFS).

Ldfs should comprise a number of development plan documents including the core strategy, site
specific allocations of land and area action plan. Any need for further development plan documents,
or supplementary planning documents, should be identified in the local scheme, the purpose of
which is to inform the public of the Planning authority's programme for the production of local
development document. In a similar way a regional planning bodies, those preparing LDFs will
need to decide how to deal with tourism issues within the framework. Like RSS, the approach
should seek to produce a plan which is integrated with other strategies that have been prepared for
the area, including any that relate to the future of tourism.

Planning will need to understand and often reconcile a number of important factors when preparing
such policies in particular;

• Market demand - sometimes market demand will exist in a very precise location.
This might be to do with prominence and accessibility. In other cases the demand will be
of approximately the same level throughout a wide area.
• Environmental impact - this can have a large number of facet, such as visual and
noise impact, impacts on an historic setting, impact upon biodiversity and landscape
quality. Impact may be positive, negative or mix of both.
• Transport and accessibility - travel is an inherent element of tourism. Whilst
recognising that it is a principle of the Planning system to seek to promote more sustainable
transport choices, improve accessibility and reduce the need to travel, this may be
particularly difficult for some types of tourism projects or for areas that are poorly served
by public transport.
• Functional links - whilst some forms of tourism may, in commercial terms, be able
to directed to a verity of locations (ex. a hotel) other will be much more specific in their
and use requirements (ex. a visitor centre for a cathedral).
• Regeneration benefits – tourism developments have the potential to bring job to
an area, to improve physical appearance and to support local businesses and services. Plan

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 to bring tourism into an area will often be developed in order to realise to some of these
advantages.
• Labour supply – The amount and quality of the labour supply will vary from place
to place. Planning will often seek to locate new development where the need for job exist
or where the population might benefit from an wider range and quality of employment.

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CHAPTER 6 - CHALLENGES IN PROMOTING AND MARKETING RURAL
TOURISM IN INDIA

Deprivation, Improper Communication Facilities and Embryonic Stage

of Rural Market

Rural markets are often characterized by rural population and majority of them still come under
below Poverty Line. These villagers are less involved in showcasing their culture and heritages in
front of the tourists visiting their places as they are not very much aware of the potentiality of rural
tourism that can act as an alternative source of earning and therefore there will be lesser need to
go to nearby town in search of job. Moreover, most of the rural markets are underdeveloped with
lots of hindrances. Long distance from nearby towns, absence of proper mode of surface
transportation, lack of basic infrastructure, inadequate lodging – fooding-amusement facilities,
inconsistent electricity, telecommunication problem etc. cause difficulties to attract valued
consumers (tourists) in many rural sites though those are very much promising in term of the
availability of tourism resources.

Communication Skill

There is no doubt that communication skill is an essential tool for producers, marketers and
suppliers to draw the attention of potential buyers. The difference in languages and lack of basic
education are the two basic obstacles for the rural marketers. Much of the success of tourism
marketing depends on the ability to give warm welcome to the guest, to understand the clients’
(here tourists) demand and to provide right services at right time.

Legislation Problem

Generally, owners of licensed accommodation units pay taxes to the government. But it is kind of
burden for the poor rural marketers to pay tax at a regular basis as they lack sufficient financial
backing and many a time they face losses in business because of seasonal demand.

Insufficient Financial Support

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Most of the rural tourism marketers come from the poor family background and not every time
they are financially supported by the local banks or local Government bodies through loan

facilities. Therefore, though these marketers have unique business ideas, most of the time because
of insufficient fund, inadequate technical knowledge and skill they fail to startup businesses as per
their desire.

Lack of Trained Human Resource

The success of rural tourism depends on the quality of hospitality service from welcome to see off
the tourist as we all know the first impression is the last impression. But in rural areas, lack of
trained human resource is a common issue that affects directly the tourism and hospitality industry
badly. Moreover, the trained people from urban areas normally are not interested in going to rural
areas to work due to lack of basic infrastructure facilities.

Lack of Proper Physical Communications

Proper drinking water, sufficient electricity, good telecommunication, safety and security, etc. Are
the few basic needs of a tourist while he or she is visiting any place individually or in a group. It
is unfortunate but true that nearly half of the villages in this country…

Business Hurdles
Government regulations in India frustrate tourists and tour operators alike, with ever-shifting visa
rules that can leave visitors in the lurch and create inconsistent enforcement. Many have called for
India to start offering visas on arrival, like other nations competing for tourist dollars. The tourism
industry is also weighed down by infrastructure problems once visitors arrive, including
inadequate roads, water, sewer, hotels and telecommunications. Airports have been expanding in
an effort to accommodate more passengers. Tourist facilities have a lack of skilled workers to fill
all the positions to cater to international visitors. Service, luxury and transportation taxes are high,
and hit visitors in the pocketbook when planning a trip to India.

Attacks on Women

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India tour operators reported a 25 percent drop in business over the first quarter of 2013 after the
high-profile slaying of a 23-year-old woman who was gang raped riding a bus in Delhi the previous
December. With the case inspiring other victims of sex crimes to bring their stories into the light,
the Associated Chambers of Commerce and Industry of India said female tourism dropped by 35
percent that same quarter. The U.S. State Department reports a "modest increase" in violent crime
against foreigners and cautions women against traveling alone in India, using public transportation
after the sun has gone down and going to isolated areas.

Security Concerns
India is in a constant state of tension with its fellow nuclear neighbor, Pakistan, and the U.S.
government has long warned travelers to avoid the restive border and disputed Kashmir. The threat
of terrorism to tourists hit closer to home in the 2008 Mumbai attacks, when gunmen fired on a
train station platform, cafes and luxury hotels; the victims included 28 foreigners from 10 countries.
Since then, smaller-scale bombings conducted by Islamic extremist and insurgent groups have
continued against some public places frequented by Westerners. Tourists have to wade through a
continually shifting slate of warnings. U.S. citizens with Pakistani bloodlines who try to obtain a
visa for India feel the weight of this extra security in the additional wait time they experience for
entrance approval.

Concerns About Industry Growth

Despite the influx of overseas cash that tourism brings to a country, one challenge for the tourism
industry in India comes from within. Concerns about the potentially negative impact of tourism
here include economic boons for some areas but not others and resulting migration of workers,
underemployment caused by seasonal work, inflation as tourists drive up prices and preferences
given to tourists for supplies such as water rations. There are also concerns about the environmental
impact of tourism on an already crowded country and the potential wearing down of cultural
monuments from overuse.

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CHAPTER 7 - VILLAGE TOURISM AS A STARTUP

1st STEP

ASSESSING PERSONAL RESOURCES

If you decide to start a tourism business in rural domain, you will find many people
and organizations standing by to help you work out the details.
But the first step is to be made by the land owner and future businessman. This is
the one to be informed, consider all the factors, and make his decision about the
enterprise to establish.
The desire and the ability to cater to tourists and meet their expectations of a visit
in a rural area is the main prerequisite and the chief qualification for a land owner
or a businessman aiming to make a living through a tourist activity in rural domain.

EVALUATING PERSONAL RESOURCES:

The success of every enterprise depends largely on offering potential visitors an
experience they can’t get elsewhere and they will choose it over all other options.
Farms and the wider rural areas surrounding them are full of natural and human
resources that provide great opportunities for alternative enterprises and
agritourism. The first step to deal with in establishing a new agritourism/rural
tourism business, i.e. a good inventory of personal and local resources (natural
and social) that could support the tourism activity, will help you complete the next
step, i.e. prepare a good business and marketing plan.
(a) Buildings Farm buildings are very important to preserve and are appreciated
by rural and urban people alike. Buildings are also able to host many uses, or to be
an attraction, in an alternative rural enterprise or agritourism business.
(b) Assets. Determining existing assets and equipment that could support your
new business is an important step.
For many agritourism businesses, buying equipment is the biggest start-up

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expense. You might need equipment for your new business and, in addition, you
might need a new computer, a printer, a good digital camera, and so on.
(c) Plants and animals are the basic production component of nearly every farm
operation and can provide an almost endless number of alternative enterprises and
agritourism opportunities. Many forms of entertainment, education, and other
agritourism services can be delivered to the public relying on related products,
while, many uses can improve an in-farm agritourism experience.
(d) Family Considerations
Family resources, needs, goals, life style preferences and family cooperation are a
crucial part of identifying alternative enterprises or agritourism opportunities,
particularly as we are dealing with enterprises of a small (usually family) scale.

2nd STEP

CONSIDERING NATURAL AND SOCIAL RESOURCES OF THE

BROADER AREA
Considering natural and social resources of the actual place and the broader area
is the key to start a tourism business. The first question to pose is: “Why would
anyone come here?” or “What is the attraction, or mix of attractions, that would
draw visitors to this region or community?”
That is an important question to answer, because it is not right to assume that the
area shall attract tourism based on the experience of another, perhaps neighboring
village or region.
To ensure the attraction of an area which may be costly to attain, it is necessary to
create a recognizable and competitive product that responds to the tourist
expectations and needs.
One key to success is, after identifying attractions (as mentioned in previous
paragraphs) in each region or village, to think about ways to make them appealing
and accessible to visitors.

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As the resources’ inventory is completed, the multiple-use or complementary
resources and interaction among them will become apparent. Usually, key to the
success of this effort is connecting interesting attractions so as to create a fulfilling
unified experience.
Further, an assessment of lacking or over utilized local resources is necessary.
(a) Natural resources as the base for alternative tourism and agritourism.
The identification of natural resources that can support activities regarding
alternative tourism can be written down in an inventory which could include:
Landscape Features
Natural landscape features such as scenic views, overlooks, hills, forests,
mountains, valleys, and cliffs should be taken into account when deciding the best
form of agritourism or alternative enterprises to be established within rural environment.
Wetlands.
By filtering water and providing habitat for many birds and other animals, wetlands
can be used for outdoor lessons and practices and for bird watching and wild life
viewing activities.
Pristine Nature and wildlife habitats.
It is useful to evaluate the uniqueness, the quality and beauty of the scenery, and
define the framework to various activities, such as wildlife viewing, bird watching,
and viewing and studying flowers, plants and herbs in pristine environment, visiting
pristine lakes, rivers, coastlines.
Examples include hiking , river rafting and mountaineering guide etc. or more demanding and
hazardous activities like mountain climbing.
(b) Culture as the basis for alternative tourism:
Cultural or Heritage tourism is a form of tourism that has plenty of potential in rural
areas all over Europe. It could be defined as tourism directed toward experiencing
the arts, heritage, and special character of a rural area, such as “tangible” culture
(traditional settlements, producing traditional handicrafts and artefacts, and lodging
in traditional preserved buildings) and “intangible” culture, such as habits,

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conducting native dancing or musical performances and demonstrating local food
preparation.
(c) Social Resources
Community Characteristics and Infrastructure
Consideration of community’s general characteristics, available resources and infrastructure.
Although it may not be immediately apparent, the community does have an integral role in the
development of entrepreneurial businesses. The community may be the neighbors, the country, or
a larger entity.

3rd STEP

DECIDING ABOUT ENTREPRENEURIAL CAPACITY

One has more than one reason for starting an agritourism business and it is up to
him/her to make this decision.
The desire to increase or maintain one’s income by diversifying the actual business
is the most frequently referred motivation.
Some motivations may not match the reality of the situation; there is no single right
motive, but it is important for all to understand theirs, to align their interests with
others’ and to adopt successful measures. These will help to determine their
actions.
The way to make a decision is through motivation analysis.
(a) What Is the Motivation?
All prospective enterprisers are moved from distinct, differentiated motivations,
such as the following:
• Professional personal interest,
• Transition to a new form of additional alternative activity to primary production,
• Seeking retirement options,
• Opting for a new lifestyle,

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 • Educating visitors about farming or rural issues,
Other potential motivations could be preserving local history or exposing the
family to other cultures.
A common motivation is “To make money”. This statement may imply a number of
expectations, like:
• A positive cash flow,
• A net income enough to pay for subsistence related equipment and costs,
• A wish to finish one’s house, or to meet some other financial goal.
Financial success is also a relative goal: providing some employment for family
and neighbors, and/or bring some cash to the community, and/or maintaining one’s
equipment may be success for someone.

It is a fact that few small, rural tourism businesses produce big profit, but those that
do so required years to reach high profitability. A conventional belief is that any
new business takes three to five years to stabilize its operations; until it does, it
could well be unprofitable.
There are questions that may help to highlight motivation and take a decision:
• Do I have, or am I willing to get, detailed knowledge of a new business?
• Do I enjoy meeting people and socializing with them?
• Do I like selling my services and providing personal service to strangers?
• Do I have the skills to operate necessary equipment?
• Do I need a steady, predictable income, or can I live with uncertainty?
• Is my family supportive, and can they make the necessary changes in their
lives?
• Is my community supportive; will they accept visitors in the village?
• Am I good at taking care of details?
• Do I like this kind of work well enough to do it day after day into the future?
(b) Analysis of Strengths, Opportunities, Challenges and Problems
An analysis of strengths and opportunities versus challenges and problems is a
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useful tool to manage and overcome weaknesses that might otherwise stop the
whole endeavor.
It is also useful to look at competitors and figure out ways to distinguish one’s
enterprise from theirs.
Anyone can use this form of analysis as it does not require special training. It helps
thinking through the questions and answering in a sincere way.
Here are some factors that might be included in the analysis and an indication of
what might need to be considered:
Questions regarding Strengths and Opportunities may be about useful relations,
good opportunities, required equipment or facilities already available, existing
advantageous conditions and trends, established skills and competences.

A list of positive elements could be:

Strengths:
• Good knowledge of the region being a local resident;
• Friends, family, neighbors who can help;
• Available suitable field and other equipments and facilities useful for the new
• activity;
• Plenty of experience in the field of doing primary sector activities;
• Basing the development of the new activity on existing skills, abilities and
• interests.
Opportunities:
• Growing interest of the public in rural and agri-tourism;
• The EU and each European State are providing loans, technical assistance
and guidance for rural tourism Small Enterprises;
• Travel Agents performing in receptive (in bound) tourism are looking for new
products to sell.
Questions regarding Challenges and Problems may be about: lacking resources

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and equipment, required skills missing.
Challenges and Problems:
Business and managerial experience are often lacking and require getting
additional skills. Business management skills can be acquired through formal
training or applied experience, and many village residents should be able to assure
access to these skills through training courses existing either locally or in the wider
region.
Initial capital for starting may be lacking. New businesses usually need a mix of
cash and credit to start and to run until they become profitable. Lack of adequate
funds (“under-capitalization”) can stop a new business operation.
Licenses are required
Access to the locality may be difficult and traveling to the place may involve high
cost and/or take long time.
In many rural areas, residents tend to be divided on accepting tourism
entrepreneurship. Some of them consider it an economic opportunity to residents
and the region, while others consider it as intrusion into their lives and antagonistic
for the use of resources.
Several new agritourism businesses have high competition with existing and new
businesses.
(c) How to Proceed
Once there are clear ideas regarding attributes of the farm and how these might be
managed to include a tourism/recreation activity, as well as the type of guests to
attract, the next issues to investigate are:
Regulatory barriers
Rural tourism business operators must meet many requirements imposed by local
and state legal and regulatory framework. Some of these aim at the health, safety
and well-being of travelers. Others are to ensure that businesses pay required fees
and taxes.
Categories of legal requirements include:

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● Land use permit and building approvals
● Business license
● Requirements related to employers
● Licensing and inspections including lodging and food service
● Licensing and equipment requirements related to providing tourism lodging
and services
● Licenses, permits, and registrations for particular activities (guide etc)
● Liability insurance, first aid training, and other qualifications.
● Responding to special regulations (disabled accessibility, environmental
schemes).
● Further challenges that small businesses need to address about food safety
requirements and agricultural legislation.
● Requirements for accessing subsidies to finance the enterprise.

4th STEP

DEFINING THE ENTERPRISE PROFILE

(a) What are the different types of tourism services that can be offered?
Α wide range of rural / agritourism services and products can be offered that could
be included into the following groups:
Rural and agri- accommodation, Rural and agri- catering business, “real agritourism”,
rural and agri- retail business, cultural and heritage, rural and agri- sport,
rural and agri-therapy, rural/agri-recreation and entertainment.
Each group offers its own set of services, products and activities. However, some
of them may overlap.

Rural and agritourism accommodation services comprise various kinds of

accommodation in rural areas. Farmhouse accommodation, rural home--stays and
rural B&B are the most common. As the differences between them are very slight,
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B&B is usually an “umbrella term” for a variety of agri- accommodation that
includes a bed for the night and a breakfast in the morning.

Rural and agri-catering businesses (gastronomy) are an integral part of agritourism.

Food products may come from local producers, the agri-tourism farm’s
own production or partly or entirely purchased from the broader area.
In this frame, demonstrating food gathering and preparation is an appealing activity
to be offered. It may also lead to cost containment if visitors are invited and are
willing to share in these.
The meals can be limited to breakfast or to more meals, served outdoor, in a
restaurant or in a special room of the agri-accommodation and be based on
regional or national kitchen.
The variety and quality of the meals can diversify an agri-tourism enterprise from
another and through the unlimited possibility of meals differentiation to promote the
own cuisine and local production.

Proper agritourism

Related groups of products and services for creating a “real agritourism” product /
experience are:
Observation of agricultural production process, including plant production, animal
production, some processing (e.g. help in cow milking, hay making, sheep
shearing etc.)

Rural/agri-sport and active tourism

An activity that does not seem necessarily connected with agri-tourism, is sport.
Rafting, kayaking, small boat tours, surfing and sailing are activities possible to
promote in places by lakes, rivers and the sea of the rural environment.
However, agri-tourism and rural tourism enterprises usually have suitable
conditions for different sport activities, especially when the sport discipline is
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connected with animals, natural and landscape resources and free space to
practice the sport. Horse-back riding is a typical agri-tourism product. It may vary
from one farm to another and it may comprise various activities connected with
horses. Mountaineering, snow ski, mountain ski and Hiking are also activities to combine
with agritourism.

Rural/Agri-therapy (health related products and services)

Agritourism can be connected with health services or health-related products.

Tourists coming to the countryside may expect possibility of a specific therapy, e.g.
horse riding therapy (one of the methods for rehabilitation of disabled persons) or a
special diet therapy, including consumption of “healthy” / “organic” products.
“Green care” is a growing movement to provide health, social or educational
benefits through farming for a wide range of people as well as the base for
promoting mental and physical health through farming and environmental activities.

Rural/agri-recreation and agri-entertainment

Agri-recreation is another branch of agritourism. It is considered to be an essential
component of agritourism, as it is connected to the need of the tourists to have
diverse experiences.
In that context a “nature walk” may be included to show the habitat of wild plants,
mountainous vegetation and natural woods in their original environment.

5th STEP

BUSINESS PLANNING

Whether running an one-person business or an enterprise with many employees, it

is necessary to define the business structure and to develop, even a simple,
business plan.
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The business plan need not be a thick volume of details written by a business
consultant. It can very well be a brief document that the entrepreneur compiles by
describing one’s purpose, targeted market resources and assets, marketing and
operating plans, and showing how one intends to bring it all together.
The purpose in creating a business plan is summarized as follows:
It helps to define what the Product/Service will be: the product is everything
one offers to satisfy customers’ needs and is defined by the features, optional
services, quality, style, name, packaging, length of service, price, etc.
It helps to organize one’s thoughts about factors such as business structure,
employees, financing, equipment, insurance and marketing.
Therefore, it can be used as a guide for starting up and managing the business.
It can be used to obtain financing by submitting the respective applications for
loans or grants.
It can help identify risks that the enterprise might face, as well as strengths which
should be emphasized.
It can be used to describe and explain the business concept to potential partners
and focus employees on core business objectives and goals
It should serve as a working plan to help make operational decisions.
A business plan can—and should—be modified during the operational stage of the
business, as there is always a need to adapt to new requirements and challenges.
The parts forming a business plan are:
• The Creation of a Mission Statement and set of objectives reflecting the core
purpose of the business and stating the basic values and goals in a short, focused
sentence of no more than 20 words.
• The creation of a Marketing Slogan, consisting of a short, clever, even
humorous translation of the mission statement that conveys a single, simple
thought about the particular business to the particular customer profile.
• The Set of Measurable Objectives and Goals. Objectives are things to
accomplish within the next year after the beginning of the operation; goals are to

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 be met in 3-5 years.
Some areas for consideration may include volume of expected sales and profits,
how to achieve customer satisfaction, owner compensation, initial number of
employees, possible employee development, etc.
To set goals and objectives, the following questions may be of help:
What? Why? How? When? Who?
o Who will be responsible for what activities?
o Who are the key employees and what are their titles?
o How long is the venture going to operate this venture?
o How many hours is the entrepreneur willing to commit to this venture?
o How is the entrepreneur going to ensure and promote customer satisfaction?
o When to start each specific activity?
• Gather Information from reputable sources to document the business plan. It
is useful to know about potential visitors’ length of stay and expenditures,
preferences and interests, competition and complementary services in the same
area etc.
• Describe the Farm and the new Enterprise: When was it started, or projected
to start? Why was it started? Who started it? How does the agritourism enterprise
fit in with the overall farm operation? How is the business set up (sole
proprietorship, partnership, corporation etc)?
• Describe the Product or Service: Write down what one is selling to the public.
What does it do? What makes it unique? What will it cost to provide this service or
product? What are the charges? How does it compare to other similar enterprises?
Are there similar services in the area? Why should people buy this particular
service?
• Define the Customers: The focus of each business’ effort is placed on the
consumer and this leads to an organization that revolves around the needs and
interests of the customers to be served. Targeting specific market segments, it is
suitable to define: gender, age, income, broader location of origin, family status,

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 children, education, and interests.
For example, in developing an ecotourism enterprise, one should probably look at
special groups interested to environmental issues.
• Compete or Complement: Since agritourism is an emerging industry, the
European Union and state agencies are encouraging enterprises to work together
to attract visitors and share resources and market services. However, before any
initiative for cooperation, one should first carefully develop and evaluate one’s
business and product, considering one’s resources and activities and defining
possible partners in order to widen or enrich the offered product.
• Develop a Marketing Strategy: The marketing and advertising method may be
very simple as word of mouth and repeat customers, or it may involve an
advertisement campaign with printed materials, radio spots, newspaper or other
media advertising, mass mailings, and so on.
• Marketing strategy should be included in the business plan.
• Management: Identifying outsourcing consultants and advisors, including
accountant, lawyer, banker, insurance broker and other consultants.
• Start-up Expenses: Any new enterprise will have initial costs associated with
what is necessary to start a business operation. Most of these costs will be onetime
expenditures, while a few will occur every year. Examples include legal fees,
licenses and permits, accounting fees, remodeling work, advertising, promotions,
hiring costs, etc.
• Employees: Written job descriptions that clearly define duties of everyone
occupied in the business and, for more complicated operations, a personnel
manual may be helpful.
The number of employees needed to run the tourism part of the enterprise, their
titles, job duties and skills and structure of salaries and wages should be identified.
The training needs that will be faced, who will conduct the employee training (inhouse,
paid consultant, community institutions, other businesses) and what will be
the cost of the training are matters that should also be identified.

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 • Insurance: Identify the types of insurance for your business, including liability
insurance for possible accidents of visitors.
• Sales Forecast: Forecasting sales are critical to the enterprise from both a
management and sales point of view.
There is no financial plan without an estimate of sales. A review of data on
products, customers, competitors, and budgets to develop the trends and
projections is a necessary tool.

6th STEP

DETERMINIING INFRASTRUCTURE, EQUIPMENT AND OTHER

SUPPORT NEEDS
For many rural tourism businesses, ensuring the required facilities for
accommodation, food and any other services offered, and buying the necessary
equipment is the largest initial expense. Before figuring out how to get what the
business needs, one should determine what one already has and what is really
needed.
In order to respond to the planned product and service, it may be necessary to
have additional infrastructure or alternatively to renovate the existing one.
It is advisable to resist the temptation to buy all the equipment up front as this
could leave one without enough operating funds.
Conserving cash is one of the keys to surviving the early years in business.

Making a Capital Goods Assessment

Capital goods are things that cost capital (substantial amounts of money) to buy
and which presumably will last at least a few years. Land, buildings, a truck are
capital goods, whereas a tank of gas to run it isn’t.
Machinery, other equipment, livestock, office furniture, computers, etc. are goods
to estimate according to their life expectancy and use.
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One could start by making a thorough list of all the capital goods that might be
needed to run the business and then check off everything that is already available
in useable condition. If it works, even if it is old, it should be checked.
If not, there are these options:
• Pay cash from own resources
• Finance through the seller or by use of a credit card
• Take out a personal loan
• Take out a business loan
Once the decision is taken to finance the purchase, shopping can begin. It is
probable that there is a notable difference from one dealer to the next for the same
item. The purchasing may also be from catalogs or through the internet, and prices
between catalogs tend to be similar. “Bargain” or “sale” catalogs may be presented
with apparently discounted prices, but it would be worth to compare prices in any
case to ensure a good bargain.

7th STEP

FINANCING

It is an old story: “The only people who can qualify for a loan are those who don’t
need one”.
It is true that it is hard to get a loan to start a business unless one already has a
proven track record in business. Lenders want to see a history of success in that
kind of operation before they are willing to take a chance.
Land (that has a clear title), buildings and similar assets may be used to
collateralize a tourism business loan. Skiffs, vehicles, camping gear, and the like
have little or no value as guaranty, even if altogether they cost a lot to buy.
However, they are often suitable to be financed through leasing schemes.
So, what is a small agritourism business start‐up operator to do?

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Here are some possibilities. One can:
Go to a commercial bank, credit union, or finance company and offer property
already owned, such as real estate, as collateral.
● Get equipment through leasing schemes
● Check all the available EU and government programs for agritourism,
alternative tourism and small business development.
● Self-finance using savings, or by cashing-in stocks or retirement funds.
● Borrow from friends or relatives.
● Make all purchases on credit and conserve cash for emergencies.
All these options have advantages and disadvantages, and a start‐up business
may find that none of them works.
If the decision is to accept financing, one should pay close attention to factors such
as:
● Repayment schedule
● Interest rate
● Penalties for late payment
● Insurance and other conditions of a loan.
In some cases low-interest credit cards can be helpful in the short term.

8th STEP

BUSINESS IMPROVEMENT TOOLS

(a) Institutional assistance

It relates to coordination, support and other assistance that enables development
of agritourism. This may involve government, industry or community-based
initiatives that provide strategic direction and support to agritourism beyond the
individual business scale.
Main tools and drivers are:

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● Farmers’ markets
● Informal cooperation
● Supply chains (food and wine trails, guest houses and hotels, different rural
businesses)
● Communication with consumers
● Contact with leaders and innovators
(b) Tourism networks, clusters and linkages

Tourism networks are recognized and strongly supported by European policies and
funds, as a key element in Small and Medium Businesses, particularly in the
agritourism sector.
Successful agritourism and rural tourism businesses often rely on clusters that
provide an integrated product and diverse range of experiences that can meet
visitor expectations and increases their view of the place. The product provided by
clusters and thematic networks includes services and activities of different
agritourism and rural tourism enterprises, and an authentic regional tourism
experience.
Business models that go beyond the owner-operator and involve another layer,
through which several businesses link, can be helpful, making it more manageable
and viable through economies of scale.
Not everything about local networking is positive. In certain cases progress made
by business operators that conduct the network are not equivalent from partner to
partner.
The main advantage of networking and business linkages is the integration and
support that the new scheme can provide to all businesses involved leading,
through synergies, to a ‘sum-total’ that is larger than its individual components.
Research by the World Tourism Organisation has shown that the most successful
destinations are those where the various stakeholders cooperate closely and not
those that are richly endowed with natural beauty or monuments.

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(c) Training and development

Agritourism and rural tourism is mainly a service industry, and one important
service is providing good information.
Clients expect that host community and the persons they contact have knowledge
of the place and can drive them safety and correctly to the activities they are going
to experience.
Especially if visitors are interested to be involved in alternative, adventure and soft
adventure tourism activities they need guides with special skills and this is a
definite asset for nature and wildlife tourism.

(d) Skills, Personal Traits, and Experience

The specific skills and personal traits required for running a successful rural
tourism business vary to some extent with the kind of operation.
But there are some qualities that are important to every tourism business, such as:
• Communication: The ability to connect with clients, to convey information
effectively, and to enjoy an interactive relationship with all guests. The ability to
modify client expectations in the face of adversity is an important skill to have.
• Judgment and decision-making: The ability to quickly anticipate or perceive
threats to safety, comfort, and enjoyment and to decide how to remedy the
situation.
• Situational awareness: Another way of saying the ability to see danger or
discomfort and avoid it.
• Behaviour management: The ability to bring out the best in trip participants and
to halt unacceptable behaviour without appearing heavy‐handed.
• Vision: The ability to recognize opportunities to enhance visitor experience and
to act on those opportunities.
• Patience: The ability to tolerate the shortcomings of clients, to listen to their

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 stories, and to put up with bad weather and other kinds of adversity without
showing your own unhappiness or anger.
• Business management skills: All of the above is secondary to the ability to
manage the business to make a profit.

(e) Interpretation

Interpretation, whether natural or cultural, means more than just presenting the
facts. It means telling a story that brings the facts to life.
It should encourage the visitors to broaden their interest in the subject and to gain
a greater understanding of it.
It should be interactive, providing the visitors an opportunity to ask questions,
make observations, and offer their own opinions or interpretations.
Whether one takes formal training or simply develops one’s own skills, good
interpretation will lead to consumer satisfaction, positive referrals, and more
financial success in the long run.

(f) Certification systems

Some enterprises in order to become more environmentally recognizable may go
even further and conduct programs that certify tourism businesses as
ecologically sustainable or meeting prescribed requirements.
These logos, printed on certificates or incorporated into company
brochures and websites, can be used in marketing and advertising. Many
operators believe that potential customers select them in part because they are
certified eco‐friendly.

9th STEP

MARKETING THE BUSINESS

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For many tourism businesses, the hardest part is attracting enough customers to
make the business profitable. “Build it and they will come” usually does not work in
the competitive tourism industry, particularly in distant locations where few people
ordinarily visit.

(a) What is marketing?

It is important to understand what the term marketing means. The process of

attracting customers is called marketing, and it can be complicated, expensive,
time consuming, and sometimes frustrating. But it is essential.
Besides the Business Plan, every new business needs a Marketing Plan as a step
to emphasize the procedures to reach the future customer and sell its services or
products.
But a Marketing Plan does more. It helps positioning each business in the specific
market context. It determines the distinguishing elements between the business
and the competitors. It specifies the elements guiding all future operations, which
compose the final image or identity of the enterprise. Finally, it helps determine
pricing of the products.
Marketing process has several components:
• Situation analysis: First decision to make is to decide the nature and identity of
the business and define its scope and then to figure out how to make it
recognizable in the marketplace.
• Market research: Corporations consider market research a very important tool to
understand who buys their products and why; who buys competing products and
why; what consumers are looking for; how they make their buying decisions; how
much they are ready to pay.
The same thing is needed, but on a smaller scale for an agritourism business.
An integral part of market research is competitive analysis — that is,
understanding who the competitors are, what they offer, why people go to them,
and what can be done to get access to a specific segment of the market.
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It is important to understand how to attract clients who may alternatively choose to
go to another business in the same or the next village or region. Market research
will help to determine product placement, which means getting the specific
product before the right audience.
Selling may be directly to the consumer, that is, the traveler, or it may be to travel
intermediaries such as travel agents, tour packagers, or even to clubs,
organizations, or corporations whose members or employees may become clients.
After that, the objectives may be to increase sales by a certain percent, increase clients during
low season, change the market mix from indirect to direct sales, or simply to
produce a certain minimum amount of income.
Pricing, as a part of market research, simply means deciding how much to charge
for services and product. But the product may have several components
(transportation, lodging, meals), and each could have its own pricing, or it all could
be packaged into a single price.
There are two approaches to pricing:
Decide how much one wants to make per client by calculating costs,
Find out what others are charging for similar products and then charge the same,
more, or less, depending on adopted policy.
In general, pricing is not a good way to compete in the tourism business, for two
reasons: One is that if charges are lower than a competitor, it can give the
impression that the product is not as good.
Second, that if competing businesses start lowering prices to get a bigger share of
customers, this can quickly lower the price to the point that no‐one makes a profit.
Most experienced tourism operators would advise to set prices at a level where
one can make a profit and then compete mainly on the basis of quality service.

(b) Developing a Marketing Plan

Through the Business Plan, the clientele, the business profile and offer and a plan
for diffusing information about the enterprise to potential financing institutions and
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future clientele are already defined. By developing a Marketing Plan the two or
three strong selling points of the service or operation are also identified. These
might be: the success rate of a specific experience, exclusivity and solitude,
facilities, location and access to area attractions, price, or other services you
provide.
Determining the audience first will help choose the key selling points for the
marketing strategy.
Marketing can be as simple as word-of-mouth referral, or involve an intensive
promotion directed to the identified audience. If horse-riding activities, for example,
are provided, marketing may emphasize the experiences of riding horses and
outdoor activities. Anything highlighted must reflect these selling points in neat,
high quality, and refined presentation. The three basics of advertising include:
• The message, i.e. the two or three strong selling points and additional
information about the service,
• The medium, i.e. internet, publications, radio, TV, etc., and
• The target audience that one is trying to reach.
The message should tell about the type of activity or enterprise offered additional
goods and services, directions to the location, costs of the activities and how to
make reservations.
Originality is very important in marketing.
Keep the message simple.
Always check dates, fees, addresses and phone numbers for accuracy.
Make certain the goods and services advertised represent what can be delivered.
Contact someone experienced in website creation and desktop publishing to assist
in design and creation of electronic and printed pieces; a good designer of
electronic or printed material is probably one of the best investments you are
required to make.

(c) The Medium

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Marketing includes a wide range of activities, from public relations and advertising
to promotions and trade shows.
The medium is the method by which the message is delivered to potential clients.
They might include:
Promotion. This includes every way of getting the name and product of the
business before potential customers. Promotion can include publicity, just getting
the business name at the market. Or public relations, that is creating a positive
image of the enterprise in the eye of the public.
Here are some examples:
• Search Engine Optimization and Social Media handling for the internet
• Press releases to newspapers, magazines, radio stations
• Sponsorship of community events, public radio, conservation groups, etc.
• Familiarization trips for tour agents or travel writers, so that they know the
establishment and can talk or write about it
• Promotional items – pens, mugs, clothing with your company logo
• Public speaking and slide shows
• Brochures, business cards, and “rack cards”
Advertising, on the other hand, involving promotion in the internet,
newspapers and magazines, radio, TV, travel guides, brochures can in many
cases be expensive. And most advertising professionals sustain that a single
advertisement is almost worthless -if not included in an advertisement campaign
over a period of months or years. Buying paid advertising, one needs to determine
a measure of return on investment (ROI). Spending 1,00 Euro on an advertisement
campaign and being able to trace 5,00 Euros worth of bookings to that campaign,
then there is an ROI of 5 per 1 Euro invested.
Public Relations
‘Public relations’ is defined as the creation and maintenance of a favorable image.
It is part of marketing and advertising, but it goes further. A businessman should

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always be concerned with his business image. Public relation goals can range from
satisfying the client about the whole experience to acceptance of the operation by
neighbors, local community leaders, and the general public.
The Internet
The World Wide Web has fundamentally changed marketing, particularly in
tourism, and studies show that 25 to 70 percent of travelers research and book all
or parts of their trips on the Web. Many small businesses now devote the largest
part of their advertisement budget to website design, optimization, and
maintenance.
Advantages :
• Can be accessed by virtually any computer in the world
• Can be relatively low cost to set up
• Continues to do its job indefinitely rather than for a single day or month
• Can include large quantities of copy (words) and all the photos one wants to post
• Can be made interactive and can be used to take bookings
• Can link and be linked to other websites.

Disadvantages :
• Immense competition on the Web
• Most users only look at the first few sites that show up on a search
• Searchers scan quickly so they may miss important information
• Searchers must use the correct key words to find the site
• Websites must be maintained and must be updated to be effective
• Their promotion may require substantial human resources and cash.
Effective Web advertising is a mixture of art and science. It is advisable to hire an
expert to build and optimize the site.
Keep in mind, however, that people who know how to create websites do not
necessarily know how to write great advertising copy, and more importantly, do not
necessarily know how to design effective websites or how to promote them. There
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are books, on‐line sources, and consultants who can help to make a website fit to
the particular business profile and be very helpful.
Here are some factors that make websites more effective:
1. Good site design. Get the most important information up front, since people
spend only a few seconds looking at a site unless it really grabs their interest.
Ensure easy site navigation.
2. Search engine optimization. Websites only work, because people use search
engines to find what they are looking for, so the site has to be built correctly and
include the right key words, page titles, and links to make it rank highly with the
main search engines. The search engines change their ranking criteria from time to
time so the optimization must be renewed at least annually. Use links to other
sites, but learn to use them correctly.
3. Web analytics. One can hire services that analyze the site and tell how many
“hits” the site is getting, where they are coming from, what key words are drawing
the hits, and so on. Most servers also provide an analysis if you learn how to use
them.
4. Great copy. Define the service, state its location, highlight elements that
indicate that the entrepreneur knows what he/she is doing. Use simple, clear
language and leave out buzzwords. Provide what the customer wants to know.
(d) The Target Audience
Target audiences are distinct groups or segments of clients that one expects to
reach when one employs different marketing strategies.
The decision to target the service takes into account the characteristics of:
• Income level;
• Age;
• Location (in or out-of-state; urban/rural, international);
• Client preference (lodging, level of involvement: self guided versus guided,
experience, etc.).

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(e) Marketing Costs

The cost of marketing for an enterprise will largely depend on the size and type of
the operation, the medium selected, and the number of times any advertisements
are repeated. New operations typically spend substantial amounts of total
operational costs on marketing for the first few years. It is important to keep good
records about response to specific marketing efforts so that marketing can be more
effective. With time and reputation, costs for marketing will be reduced.

(f) Putting it All Together

By putting all previously referred tools together, the goal of marketing can be
achieved: to know the customer so well that the product fits him and sells itself.
The last four (4) actions necessary to complete the 7th Step are listed below:
1. Identify and describe the target market and determine what the target consumer
desires.
2. Decide on the Positioning of the business in the Market, which it is expected to
be strongly associated with the business name. Keep it short and simple,
descriptive of some benefit to the customer, and different than competitors.
3. Decide on market expenditure level. Most established businesses spend 2-8%
of gross sales on marketing.
4. Develop and shape a marketing mix. The marketing mix is the blend of tools that
an enterprise uses to achieve its objectives with a target market. By shaping a
marketing mix and position it is easier to create a unique identity for the business
that attracts and retains customers, and to highlight uniqueness and difference.

(g) Situation Analysis

A situation analysis is a fundamental step that supplements the marketing plan.

Analyzing the management policy, the information about enterprise customers,
competitors and marketing environment, the evaluation of business effectiveness
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and client satisfaction, as well as manpower effectiveness, will most probably
make the agritourism business successful.

(h) Post-Season Evaluation and Follow-Up

Rural tourism entrepreneur should be concerned about the clients’ satisfaction,

provide input for improving the service, and encourage word-of-mouth advertising
by past customers, particularly through Social Media where the business should be
proactive – e.g. post visitors’ comments on its site or create its own page in one of
the most popular Social Media.
It is great to see satisfied clients depart and not have to worry about them
anymore. But, increasingly, rural tourism businesses are following up with past
clients, weeks and even years later.
Some send out trip evaluation forms. They ask a few questions with a check box
system that allows the recipient to indicate how pleased or displeased they were
with various aspects of their stay.
If well designed, the evaluation form could help the operators identify strengths
and weaknesses in their business so they can improve the product.
The questionnaire also expresses concern for the client’s satisfaction and reminds
them of their trip to encourage word-of-mouth referral.
Many operators go beyond evaluation forms. They might target past clients by:
-Sending personalized Christmas cards or greetings on birthdays
-Sending photos or CDs of photos of the clients on special activities
-Requesting written comments, which they then use in their advertising
-Sending them ads for special rates, companion rates, or law fees for clients.-
-Giving them small gifts on their departure
- Putting them on a print or e-mail list for a regular on-going newsletter
Operators can also inform previous clients about the schedule for the coming
season.

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10th STEP

SALES

After initiating the business operation and marketing efforts result in people coming
and buying the product, it is important to treat this step as carefully as all the
others.
First, before dealing with the client, a statement of “Terms and Conditions.” should
be provided. This is usually a one page document stating what is provided and
what not, when deposits and final payment are due, what the refund policy is, and
so on.
The business-client relation “Terms and Conditions” may be already defined by
National regulations or it could be shaped in accordance to that of other operators
or a combination of both if National regulations are broad and not very specific.
An informed consent form may also be included, which is normally signed by the
client. The informed consent simply tells clients of possible dangers (e.g. of horseriding
or diving) so that they cannot claim they did not know,
The liability release is a legal document in which, by signing, clients declare that if
they get hurt, killed, or otherwise inconvenienced, they will not hold the business
manager liable (that is, they will not sue for damages).
Some people may refuse to sign, but then the entrepreneur can also refuse to take
them at the business or activity.
Payment: It may be done by cash, check, money order, or credit card.
The traveling (and buying) public expects to use credit cards for all purposes,
including making payments at remote locations. The cost of setting up to process
credit card transactions may be more than a new business can justify; if so one
needs to inform clients ahead of time. Otherwise one may have clients who
dispose a card and no cash and there is not much one can do but hope the clients
pay when they get home.

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11th STEP

OPERATIONS AND SAFETY

Safety is very important in tourism and specifically in rural tourism and agritourism.
Guests have entrusted their precious vacation time, their money, and their lives to
the operator, who wants to ensure every visitor’s safety.
Furthermore, bad news travel quickly and an injury or fatality could not only ruin
the prospects for future business, but could influence the whole industry in the
region.
Adventure and Remote wilderness tours probably have the greatest physical
dangers, but every kind of tourism business has its own risks.
Operators should act on three elements of safety:
1. Perception of safety
2. Actual safety — that is, prevention of injury, and damage to property
3. Response to an emergency if, despite best efforts, an incident does occur.
It’s not enough to know that the operation is safe. Clients must feel that they are
safe. Many of them will be in a very unfamiliar situation — it could be the first time
they have been in the wilderness — and they may be apprehensive, even
frightened. This uneasiness (being “out of their comfort zone”) will detract from
their enjoyment of the trip and could cause them to behave in ways that may
actually increase the risk of accident. It is important that the accommodation or tour
are presented in such a way that the clients immediately trust the operator and feel
secure in every activity they plan to participate.

Conveying a Sense of Safety

Inappropriate actions like stunt driving (vehicles, ATVs, boats) or showing off with
guns would not impress visitors with the guide’s skills.

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There are several easy steps that can be taken to convey a sense of safety.
For example:
• In vehicles: Ensure that everyone driving a vehicle stays within speed limits.
• In all kinds of boats: Make sure everyone disposes a life jacket before
boarding any open boat or going on deck aboard a covered boat. Be sure to give
the required safety information and show the location of safety and survival equipment.
• In camps and lodging: Give a brief orientation explaining any dangers, such
as low overheads or hot stoves; show escape routes, locations of fire
extinguishers, first aid kits, and emergency response equipment.
• Before entering country where there is a chance of encountering bears and
other potentially dangerous wildlife – give a safety lecture, preferably with reading
material clients can study on their own. Provide clear instructions on what to do in
the unlikely event of a confrontation.
• In deteriorating weather conditions: Ensure clients adjust clothing
appropriately. If necessary, stop the trip, set up camp early, or take whatever steps
necessary to prevent hypothermia and related problems.
• On any kind of tour: Explain in advance how any emergency might be dealt
with. Is radio/cell/satellite phone contact available? Can the location be pinpointed
with GPS or other device?

Ensuring Safety

In order to ensure safety to clients, it is required planning and strictly practicing

safe operations.
Elderly people with slow reflexes and diminished flexibility and people who are
overweight are the most common victims. In a rural tourism business elderly
people are often a considerable part of the clientele.
Tourists, as they are often unfamiliar with the local environment and usually come
from urban environments, are extremely adept at stepping in holes, banging their

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heads on low overheads, touching hot stoves and mufflers, cutting and scraping
themselves on sharp corners and rough rocks, getting stuck by spiny plants, and
being stung by bees and wasps.
Remember, many people develop serious allergies as they get older, and a bee
sting or bug bite can be a life‐threatening emergency if the allergic reaction causes
a constricted airway.
Rural residents know how to avoid chained sled dogs but tourists may not.
Furthermore, any dog, cat or wild animal that can bite, scratch, or maul can
transmit diseases.
In order to plan a response to anything that might go wrong, you first could make a
list of all the things that can go wrong, from sprained ankles to heart attack, insulin
shock (diabetics), and severe allergic reaction to bee stings or certain food. The
operator (and the staff) should have first aid kits and be trained for every
inconvenient.
In addition to personal injury, it’s one’s job to keep people from dropping their
cameras off cliffs, setting fire to their clothing, dunking or splashing expensive
optics and electronics, and losing personal items overboard or along the trail.
After having thought out of all the threats to visitor safety, develop a safety plan to
ensure visitors’ well being. Write it down and make copies. This is particularly
important if every visitor or group is not accompanied in the various activities by
the employees or the person in charge of the enterprise.
It is possible that after an incident a refund of their money be offered as a goodwill gesture, but it
is better than exposing visitors to a potentially dangerous situation to
prevent it.
Last but not least, seriously consider insuring your business against accidents of
visitors.

12th STEP

ACHIEVING CUSTOMER SATISFACTION

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Components of Visitor Satisfaction

Safety and the perception of safety: As explained in the preceding chapter,

visitors have to be safe, and they have to feel safe. Nothing takes the fun out of a
trip like worrying about getting hurt. It’s important for the agritourism businessman
constantly to take steps to eliminate those fears.
Food: Older people are also more sensitive to the food they eat. Many have
allergies or special dietary requirements. Many have developed strong preferences
and simply cannot enjoy an experience unless they get the foods they like. It is
important to ask ahead of time about food preferences and restrictions, often due
to religious beliefs.
Convenience: This translates to quality accommodation and personal service.
One can help visitors work out their plans, and answer all posed questions quickly
and enthusiastically.
Outstanding Experience: It is important to provide an experience that
distinguishes one’s service from the others’, and it’s up to each operator to make it
memorable. Remember, visitors want to “experience” and “do,” not just “see.”
Time: it is very important to people on vacation or planning a vacation:
• Respond promptly to calls and emails
• Adhere strictly to set schedules.
• Try dealing with problems that may arise.
Maintain highest possible standards in every part of the operation, including:
• Food preparation
• Clothing and personal grooming – Be neat and clean;
• Maintenance of vehicles, equipment, and facilities;
• Personal conduct and speech;
• No smoking, drinking, swearing, or rough language around guests.
Learn to be a good listener. Visitors love to talk about themselves, their families,

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their homes, their jobs. They love to talk about the other places they have visited,and compare
them with yours. Ask lots of questions and appear or be interested in
the answers, as they may also give you ideas on how to improve your own
business. Never argue with clients about politics, religion, or anything else.
Pay close attention to children if any are on the trip. Parents will not be happy if
their kids are unhappy. Parents must know at all times that the kids are safe,
comfortable, and entertained. For parents, the value of a trip is measured by their
children’s enjoyment.
“Under-promise and over-deliver” Give your guests a better experience than
they expected.
One final tip: Be a tourist yourself. Go on trips, not just in your area but in other
parts of the country and world, to see how other operators do it. You’ll probably be
informed about some useful tips, and you’ll feel part of a global industry.

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 RESEARCH METHODOLOGY

It is known that research in common parlance refers to a search for knowledge. In the research
process, the tourism geography uses traditional geographical methods (observation, analysis,
synthesis and specific methods as well. One of the most commonly used classifications of
specific methods is the one that focuses on quantitative and qualitative methods, each of them
having their own specific tools of research. Regarding qualitative methods we centred our
attention on interview method, focus-group, and document analysis; in point of quantitative
methods, the statistical method and the model method preempt an distinguished role in the
research.
Research approach and methodology methods chosen and also explains the various processes
involved in the research process. The methodology is a descriptive part of the research project
which provides an evaluation of the methods, techniques and procedures used throughout the
investigation. It is used to describe the scope and aims of the various research processes in detail.
The subdivision will also briefly outline the meaning and differences between research methods
and research methodology. The chapter will also momentarily framework adopting qualitative
and quantitative processes. Finally, the research process itself will then be explained and justified
and the process of raw data collection will be commented on.

Methods of Data Collection :

❖ Scope of the Research: conducting a desk and field research.

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 ❖ Region and Target Market of research: The research will be based on people of
Uttarakhand, Chandigarh and Himachal Pradesh .It will include the study of human
demographics.
Data Collection :
❖ Primary Sources
• Public and online Questionnaires
❖ Secondary Sources
• World Wide Web
• Book
❖ A survey with the help of structured and focused observations among travelers and locals.
❖ This research covered the five North Indian states focusing on the government policies of
the states
❖ The sample size for this survey taken will be approximately of 100 people.

STATISTICAL TOOLS & TECHNIQUES OF ANALYSIS

The tools and techniques of analysis would include analysis of questionnaire in bar charts, pie
charts and tables.

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 DATA ANALYSIS

SAMPLE QUESTIONNAIRE
(We Are Conducting A Research On Creating A Village Into A Tourism Hub. Kindly Take Out A Few Minutes
From Your Time And Fill The Questionnaire Provided.)

Name: Age:

Occupation:

Q1. Do You Like To Travel?

( ) Yes ( ) No ( ) Sometime ( ) Not Sure

Q2. Which Place Do You Like To Travel The Most?

( ) City

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( ) Village

( ) Desert

( ) Beach

Q3. Do You Like Village Tourism

( ) Yes ( )No ( )Not Much ( )Very Much

Q4. What Do You Like The Most In Village Tourism ?

( ) Mountains ( ) Climate ( ) Culture ( ) Villagers

Q5. How Many Times Have You Visited To A Village Tour In The Past?

( ) Only Once

( )2-3 Times

( ) Many Times

( ) Not Yet

Q6. What Makes You To Not Attend A Village Tour?

( )Not Aware ( ) Not Interested ( ) Lack of Facilities ( ) Neither Find The Time

Q7. How Much Willing You Are To Go On A Village Tour?

( ) Highly Excited

( ) Moderate

( ) Not Sure

( ) I Will Not Go

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Q8. How Likely Is It That You Will Choose A Village Over Any Other Tourist Destination? Rate From(1 To
4).

( )1

( )2

( )3

( )4

Q9. What All Do You Expect In A Village?

( )Natural Resources

( )Flora And Fauna

( )Peace Full Life

( )All The Above

Q10. Have You Ever Seen A Village Turning Into A Tourism Hub?

( ) Yes

( ) No

Q11. What All Important Things Do You Think A Village Should Have To Become A Tourism Hub ?

( ) Better Mode Of Transportation

( ) Wonderful Geographical Location

( ) Recreational Activities And Peaceful Environment

( ) All Of The Above .

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 CONCLUSION

Working on this topic has given us a good knowledge on village tourism. From the reports we
came to know that 40 % of the international tourist roams around in the golden triangle of the
country. Our country is rich in natural resources and tourist should also come to see the true beauty
of India. It is apparently simple to define Rural Tourism but it is actually complex in nature and
has different forms and meanings in different countries. In India, Rural tourism is an emerging
concept and the scope for its marketing is still open. It is also realized that the future of such niche
tourism is very promising as rural India boasts of rich culture and heritages. Moreover, its
greeneries, fabulous scenic beauty and wide range of biodiversity can easily grab the attention of
city dwellers. Therefore, seeing availability, accessibility and affordability some macro-level
marketing strategies should be adopted along with long-term planning, scrutiny, monitoring and
regular inspection. In addition, proper market research will remove the uncertainty of business and
can bring lots of socio-economic benefits to the rural community. Rural Tourism is a kind of

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sustainable revenue generating activity that ensures inflow of money from urban to the rural
economy and side by side it also prevents the tendency of migration from rural villages to urban
cities in search of better livelihood. Such form of tourism motivates host community to stay in
their own soil offering them alternative opportunities of earning. It is an important instrument for
sustainable human resource development. Poverty alleviation, employment creation,
environmental regeneration, basic infrastructure development of remote areas, advancement and
empowerment of host community especially women and other disadvantaged groups in the country
are a few of many positive impacts of Rural Tourism. It also promotes social integration and
international understanding. Preservice of nature and natural resources, market awareness and
active participation, sound legislation, sustainable marketing policies and realistic planning and
marketing strategies are also crucial for flourishment of rural tourism in India. Improvement of
basic infrastructure development in rural areas can make the future bright one.

BIBLIOGRAPHY

WEBSITES:
• www.tourism.gov.in
• www.incredibleindia-tourism.org
• www.uttarakhandtouirsm.gov.in
• www.gmvnl.in
• www.kmvn.gov.in
• https://timesofindia.indiatimes.com/travel/things-to-do/government-to-develop-jakhol-in-
uttarakhand-as-a-model-tourist-village/as63375523.cms
• https://www.indiatoday.in/travel/travel-buzz/story/holipura-village-to-become-agra-
rural-tourism-hub-316672-2016-04-06

NEWSPAPERS
RESEARCH PAPERS
PRINT MEDIA
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❖ Books by
GARHWAL MANDAL VIKAS NIGAM – GMVN (an undertaking by
Uttarakhand Tourism)
KUMAON MANDAL VIKAS NIGAM- KMVN (an undertaking by Uttarakhand
Tourism)
RURAL TOURISM AND SUSTAINABLE BUSINESS (Irene Kirkpatrick,
Morag Mitchell, Derek R Hall (2005).., NEW DELHI)

❖ Brochures and Pamphlets of tourism departments of the Uttarakhand.

❖ Booklets providing information regarding tourist destinations of Uttarakhand.

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