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Rural Tourism Evaluation Study

Rural Tourism Evaluation Study

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Evaluation of Rural Tourism in India, and the go live strategy
Evaluation of Rural Tourism in India, and the go live strategy

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Published by: Napiddu on Jan 19, 2010
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12/15/2012

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Submitted to
M R Division,Ministry of Tourism (Govt. of India)C-1, Hutments, Dalhousie RoadNew Delhi- 110011India
EVALUATION STUDYOF RURAL TOURISMSCHEME
Executive Summary
June 2007
Mott MacDonald
 
 
Executive Summary Mott MacDonaldEvaluation Study of Rural Tourism Scheme MR Division, Ministry of Tourism (Govt. of India
S-1
EXECUTIVE SUMMARY
The Ministry of Tourism, Government of India is implementing Rural Tourism Scheme to promotevillage tourism as the primary tourism product to spread tourism and its socio-economic benefits torural and its new geographic regions in India. The primary beneficiaries are rural communities(especially women and unemployed youth), PRI representatives, tourists etc. The implementation isdone through a Convergence Committee headed by the District Collector/ District Magistrate. Toachieve rural tourism objectives, various hardware and software activities were coordinated with keyidentified project partners/implementing agencies.
RURAL TOURISM SCHEME
Under the 10
th
Five Year Plan, thrust has been given to promote village tourism as the primary tourism product to spread tourism and its socio-economic benefits to rural and its new geographic regions. TheStates/UT Governments submitted proposals for promotion of rural tourism in their respective states.After shortlisting of the proposals, the State/UT Governments were requested to draw up a detailed plan of action. For creation or improvement of infrastructure at the selected site, various activities have been undertaken, viz, improvement of surroundings of the village which include landscaping,development of parks, fencing, compound wall etc; improvements of roads within the Panchayatlimits; illumination in the village; provision for improvement in solid waste management andsewerage management; procurement of equipments directly related to tourism, like water sports,adventure sports, eco-friendly modes of transport for moving within the tourism zone; refurbishmentof the monuments; signages; reception centres; tourist accommodation and other work/activitiesdirectly related to tourismFurther to build capacity and enhance the participation of local community, various software activitiesare undertaken by implementing agencies like Non Government Organisations (NGO) / Panchayat RajInstitutions (PRI)/ etc. The objectives of the software activities is to develop a sustainable RuralTourism product, convergence with the Ministry’s Rural Tourism Scheme (Hardware) through tourismawareness, capacity building for tourism/hospitality services, gender equity, creation of Gurukul,environment care and marketing of traditional art and folk forms.Various activities at the selected sites that have been undertaken include the baseline survey of thesite; enhancing local community awareness of the tourism process; gender sensitization; capacity building/design inputs related to art & craft skills, cultural & natural heritage; Gurukul process;capacity building for various aspects of visitor handling; convergence with other yojanas/schemes inthe site; environment care and access to cleaner technology with local material, local skills and localtraditional styles; marketing convergence including the travel trade for domestic and internationalvisitors.Based on the Tenth Five Year Plan goals of the Government of India, and on the United NationsDevelopment Assistance Framework priorities of strengthening decentralization and promoting gender equality, Government of India- United Nations Development Programme (UNDP) CountryProgramme (2003-2007) has been initiated. UNDP has committed funding support to the Governmentof India (Ministry of Tourism) for the Endogenous Tourism Project initiative. The Project seeks to promote local culture and craft based eco-tourism for sustainable livelihoods and integrated ruraldevelopment during the 10th Five Year Plan. The primary facilitation of the Endogenous TourismProject is for capacity building/direct training; thereby enabling low-income village communitiescreate and articulate their skills from within.
 
Executive Summary Mott MacDonaldEvaluation Study of Rural Tourism Scheme MR Division, Ministry of Tourism (Govt. of India
S-2
THE STUDY
In order to assess the impact of Rural Tourism Scheme, Mott MacDonald India (MMI) has beenentrusted by the Ministry of Tourism, Government of India, to undertake the impact assessment of Rural Tourism Scheme.
TERMS OF REFERENCE (TOR)
The scope of work for the assignment as per the requirement of the Ministry of Tourism and outlinedin the basic document requesting for proposal for the proposed study is as follows:(a)
 
To assess the impact of Rural Tourism projects, particularly on:
 
Tourist arrivals
 
Employment generation-overall and for the local population
 
Employment generation, income generation, and other socio-economic aspects of livesof local population
 
Preservation and improvement of environment.(b)
 
To calculate/estimate direct revenue generated from the projects since completion, andcompare with any forecasts/assessments made at feasibility/inception stage;(c)
 
To assess the self-sustainability of projects(d)
 
To evaluate the system of maintenance of facilities for tourists(e)
 
To evaluate the publicity/ campaign launched by the agency implementing the project for attracting tourists.(f)
 
To evaluate the involvement of Travel agents/ Tour operators to promote these destinations.(g)
 
To get the perception, experience and expectation of tourists about the facilities available.(h)
 
To make recommendations, based on the findings of the study, for bringing aboutimprovements in the scheme
Approach and Methodology
The team of Mott MacDonald has carried out the assessment by using a consultative and participatoryapproach. The inputs for the study were collected mainly from primary sources duly supported bysecondary information. As per the information provided to the study team by Ministry of Tourism, tilldate only 25 projects have been successfully completed or are in the verge of completion in the 16states. The remaining projects are either not completed or have been recently sanctioned. Out of these25 completed / partially completed projects, 24 projects were selected randomly and visited by thestudy teamThe primary research involved visiting 24 identified rural tourism sites in 16 states for the impactassessment study and interacting with the relevant respondent categories. The data collected from bothsecondary and primary sources was analysed to assess the impact of the rural tourism scheme.In order to assess the socio-economic benefits of the Rural Tourism Scheme in the villages covered bythe scheme vis-à-vis those not covered, the study of a village in the close vicinity was undertakenwhere the scheme has not been implemented. The 24 control villages have been selected on the basisof interaction with NGOs, PRI representatives and state tourism department

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