Content Home

Study on Improving the Potential for Rural Tourism in Kerala- With Emphasis on Developing the
Potential of Local Areas of Tourism Importance with Special Reference to Ponnumthuruthu,
Anchuthengu and Kumbalangi
Jubin Joy John*, Hari Sundar.G*, Anoop Das** and Ravikrishnan**
Introduction
Role of Tourism as a Service Sector
Tourism being a very developing prospective area in India has also got impetus and tourism in India has
started growing with considerable pace. India is being fabulous country offering almost all the tourism
products available under a single roof (destination). From marvelous beaches to exotic hills, from oldest
civilization to the youngest paradigm shift, from still existing barter system to highly developed system
market every thing in available in India and this industry of tourism is really offering challenging and very
bright future to the people of India.
In rural parts generally following kinds of products are available viz. historical, heritage, natural based,
medication based, religious based, cultural based and man made. Which have got a great potential with
respect development of tourism, also if certain constraint are removed this could be developed to their
fullest excellent and there are certain great examples and certainly few countries where will showing public
and political will these things have been made possible. All of them religious and historical type of rural
tourism products are give much space for rural development.
After independence government was focusing on development of the key areas like agriculture, industry,
infrastructure, etc in rural India. Tourism was never seen as a potential business, it was growing at its own
space. Although tourism has started receiving some attention from last decade, but rural tourism was never
given any priority. Worldwide tourism is ranked second highest revenue-generating industry next to the oil
industry. It is necessary to differentiate between different type of tourists to understand and analyse their
purpose of visit. There are different ways to attract domestic and foreign tourists, we need to understand
what types of services are required to attract and retain the customers. There is a large potential market for
rural tourism for especially for foreign tourists, which has not yet developed because government has not
taken up any systematic approach to attract foreign tourists. Rural tourism will bring people of different
cultures, faiths, languages and life-styles close to one another and it will provide a broader outlook of life.
It will not only generate employment for the people but it can also develop social, cultural and educational
values.
It is estimated world travelers will spend over US$ 7,060.3 billion as per estimates of World Travel and
Tourism Council (WTTC) for year 2007.It is expected to grow at a rate of 3.9% in year 2007 and expected
to contribute 3.6% to the GDP. Every 12th person in the world is engaged in travel & tourism industry for
livelihood with 231,222,000 persons will be employed in this industry in 2007. It is estimated the India
generate only US$ 61.0 billion as per the report of World Travel and Tourism Council (WTTC) for year
2007. It is expected to grow at a rate of 8.7% in year 2007 and expected to contribute 2.0% to the GDP.
Every 18.3th person in the India is engaged in travel & tourism industry for livelihood with 25,607,000
persons will be employed in this industry in 2007. 5.5% of the total population will be engage in travel and
tourism industry.

Contributions of rural Tourism Industry

Economic development
Infrastructure development
Employment generation
Community development
Restoration of culture
Environmental preservation
Promotion of harmony and understanding

There are number of potential tourism destination in India which are yet to be explored but have not been
explored as yet and have got great potential hence before making a blueprints and discussing the pros and
cons we must first of all find out the region which are contributing to a great extent for pathetic
development of these areas despite of the fact that these areas have got great potential and scope and
development the regions are very strong and are matter of great concern the reasons are as follows:
* Faculty, TKM Institute of Management, Kollam. sundarsmm@gmail.com
**Students, II MBA, TKM Institute of Management, Kollam
 Top

IIMK Part IX – Rural Tourism IIML

1. Poor Infrastructure
2. Lack of public and political will
3. Lack of social awareness
4. Off let realization of the fact that tourism can also play a great role in the development.
5. Political games
6. Illiteracy
7. Belief that only agriculture can help people
8. Through it has been more than 50 years of Independence still it can be find that it is a new country.
9. Ecological disturbance
10. Improper tourism marketing
11. Lack of planning
13. Instability of the Government.
14. Less allocation for tourism infrastructure and technological backwardness
15. Attitude of people due to unawareness
16. Absence of people participation
17. Absence of supporting industry, like food, transportation and cloths etc.

Apart from these there are various regions to support the statement that need a lot to do for the
developments of these areas.

Focus of the study

This study covers the considers the following aspects, like how far the rural tourism is beneficial , kinds of
rural tourism available, scope and potential. Profile of potential customers with special reference to rural
tourism, developments plan to be initiated, measure to crate awareness , to protect the environment. It also
highlights what class of people make a visit and so on. Hence this paper is designed to cover all those
aspects of study.
This paper examines the rural tourism in India with reference to Kerala, whch is known as God’s own
country, where not much importance is given by the people, and attempts to find out the awareness of
rural tourism and their perception towards rural tourism . The paper also highlights the choice of people on
choosing their tour place as when he or she decides to arrange tour. It also forecast the development of
rural tourism among the people. The focus is on the people expectations on rural tourism.

Key objectives
Although there is phenomenal growth in Indian Tourism, but rural tourism was never given any priority.
The concept of rural tourism has a noble cause, it is another kind of sustainable tourism that exploits
resources in rural regions, causes little or no harmful impact, and generates increasing benefits to rural
areas in terms of rural productivity, employment, improved distribution of wealth, conservation of the rural
environment and culture, local people's involvement, and a suitable way of adapting traditional beliefs and
values to modern times.
Not much study has been done in India to assess the potential of rural tourism, he related challenges and
opportunities. In this backdrop the present exercise attempts to attain the following objectives during the
course of research. The main aim of the study is to measure the potential of rural tourism in Kerala. The
specific objectives of the study are to
1) To Understand the potential of rural tourism
2) To find out the impact of rural tourism to our society
3) To analyze the perceptions and satisfaction of tourist.
4) To develop some strategies to develop rural tourism
5) To identify essential elements expected by tourist
6) To offer suggestion and make recommendations.

Need and Significance of the Study

Conference on Tourism in India – Challenges Ahead, 15-17 May 2008, IIMK 433
 Top

IIMK Part IX – Rural Tourism IIML

The present study has been conducted in Thiruvananthapuram and Kochi, the sample respondents
comprising both tourists from different socio-economic category of society
. Though absence of infrastructural facilities is a major drawback for exploiting this potential, lack of well
coordinated and properly directed efforts in marketing is also a reason behind the inability of the rural
tourism industry to mobilise a good number of tourists from within and outside India. Past studies on the
tourism industry in India have focused mainly on how to sell the tourism product. But it is more important
to view it from the tourist’s point of view. This study will help to understand their perceptions and needs
and thus aims to-
• Exploit the full potential of rural tourism
• Improve the image of "rural tourism
• Increase tourist arrivals
• Combat the competition by newly developing tourist destinations

Nature of the Study

This is an exploratory study which attempts to analyze various factors that effect rural tourism in the Places
of Ponnumthuruthu, Kumbalangi and Anchuthengu with the help of questionnaire. The study basically
concentrates on analyzing a tourist’s needs, preferences, perceptions and satisfaction.

Scope of the Study

The study is confined to the development and marketing of rural tourism in Ponnumthuruthu, Kumbalangi
and Anchuthengu. The study analyses the responses provided in the questionnaires by the tourists who
have visited these places. The study analyses perceptions, preferences, satisfactions of respondents.

Limitations of the Study

• The sample size may not be very large to generalize the results.
• The sample may not be a true representative of the entire population.
• It is limited to information provided both by primary and secondary data
• The proportion of foreign tourists in the analysis was very less.

Review of Research and Literature

A thorough study was done on information available about tourism from various research
papers, journals and literature. The literature surveyed can be classified as shown below:
• Tourism marketing
• Sustainable tourism
• Tourism trends
• Other related articles
• News articles

Methodology
Universe of the present study is infinite. It is decided to use convenient sampling method. Originally it was
planned and data was collected from 150 sample respondents. The sample chosen consisted of 150 sample
respondents representing the tourists Sample respondents comprising both tourists from different socio-
economic category of society. The empirical data had been collected to understand the market potential for
rural tourism to evaluate its positive and negative impact on the society, especially in the area of
environment, economy and socio-culture. The survey was conducted using the convenient sampling
method. Primary data was collected from 150 respondents by administering them a detailed questionnaire.
The secondary data was collected from different sources like searching net, traveling authorities, traveling
guides.

Research Design
Two basic techniques are used for research, i.e., observation method and survey method.
The data collection instruments were developed to systematize the collection of data and to ensure that all
the respondents are asked the same questions and in the same order. A sample of 150 respondents was
contacted conducted in Anchuthengu, Ponnumthuruthu, and Kumbalangi . The questionnaires were

Conference on Tourism in India – Challenges Ahead, 15-17 May 2008, IIMK 434
 Top

IIMK Part IX – Rural Tourism IIML

developed with open-ended and close-ended questions. The questionnaire was personally administered with
the respondents.

Sampling frame work

Sampling design
The 150 respondents in the sample were divided proportionately divided into three location equally. The
samples are selected on the basis of convenience sampling .
A literature survey was first conducted to identify the domains and to find out the items to be generalized
for the study. A primary data required for the study was collected through a set of standard questionnaire.
The questionnaire was administered among the students and views were collected personally. The reason
for conducting the study at places of Kerala is because it is a tourist area and the researcher was interested
to find

Variables in the study

The researcher, after a thorough review of the studies has identified the following as the variables to be
studied in the present context. The following are the dependent and independent variables take for the
study:

Independent variables:
¾ Education Dependent variables:
¾ Occupation
¾ Income ™ Awareness
¾ Gender ™ Duration of stay
¾ Marital status ™ Mode of travel
¾ Age ™ Place of stay
¾ Type of family ™ Group stay
™ Purpose of visit
The above said variables are tested using statistical tools like Chi- square analysis and one way
classification of Analysis of variance and respondents were asked to rate the traits which they most prefer
during their tour by using Garret ranking method.

Period and limitations of the study

This study was conducted during the year 2007-2008 between December and February. The study is
limited on the basis of the following domains. All the data were collected from the respondents from the
places of Ponnumthuruthu, Anchuthengu and Kumbalangi. A broad generalization of the results obtained
may not hold good. There are other factors like the culture and back ground of the respondents have not
been considered as variables for the study.
The respondents were allowed to give the response according to their discretion. As the study mainly
depended on the results obtained through the questionnaire, the limitations applicable to the questionnaire
method will affect in this study also.

Hypotheses for the study

The following were the null hypotheses framed for the purpose of analysis:
™ There is no relationship education of respondents and awareness toward rural tourism
™ There is no relationship between Occupation and awareness of the respondents.
™ There is no relationship between gender , marital status with awareness among respondents
™ There is no relationship between income and mode of travel
™ There is no relationship between gender and place of stay.
™ There is no relationship between type of family and group stay
™ There is no relationship between age, marital status with purpose of visit.

Analytical tools used:

1. Chi-Square Analysis
2. ANOVA ( One way classification)
3. Garret Ranking
Results and discussions:

Conference on Tourism in India – Challenges Ahead, 15-17 May 2008, IIMK 435
 Top

IIMK Part IX – Rural Tourism IIML

1.1 Age of the respondents and place of stay

place of stay Total
Visram
Hotel sanketam Ashram Guest house Relative house
age of up to 14 9 0 0 0 0 9
15-24 10 0 0 0 0 10
24-34 55 0 0 0 0 55
35-44 4 16 4 0 0 24
45-54 0 0 1 31 0 32
55-64 0 0 0 0 15 15
above 64 0 0 0 0 5 5
Total 78 16 5 31 20 150

1.2 Awareness of cultural tourism and occupation of the respondents

occupation of the respondents Total
professionals business students retired
awareness of cultural yes
51 62 0 0 113
tourism
no 0 0 25 12 37
Total 51 62 25 12 150

1.3 Durationn of stay and income of the respondents

income of the respondents Total

10,001- 20,001- 30,001 and
up to 10,000 20,000 30,000 above
Durationn of up to 2 days
12 14 0 0 26
stay
3-5 days 0 35 0 0 35
6-8 days 0 18 33 17 68
above 8 days 0 0 0 21 21
Total 12 67 33 38 150

From the Table 1.1, it is deduced that out of 150 respondents, 55 respondents fall under the age group of
24-34, followed by 32 respondents belonging to age group 45-54, and only 5 respondents belong to the age
group above 64. It also highlights that an overwhelming respondents say 76 make their stay in hotel, 20 of
them stay in their relative homes, and only 5 of the respondents stay in ashrams.
It is deduced from the above table 1.2 that an majority of the respondents are awared of cultural tourism,
and and only 37 are unawared. It also highlights that an overwhelming respondents engage in their own
business, 51 of them are professionals, and only 12 are retired persons.
It is deduced from the above table 1.3 that , a majority of the respondents belong to the age group of Rs
10,001-20,000 , and 38 respondents fall under the income Rs 30,000 and above and only 12 respondents
belong to the income upto Rs 10,000. It also describes that a majority of the respondents say 68 make a
stay for 6-8 days, 35 of the respondents stay for 3-5 days and only 21 respondents stay more than 8 days.

1.4 Education of respondents and awareness on rural tourism

awareness on rural tourism Total
yes no
education of SSLC 22 0 22
respondents HSC 21 0 21
UG 69 13 82
PG 0 15 15
others 0 10 10
Total 112 38 150

Conference on Tourism in India – Challenges Ahead, 15-17 May 2008, IIMK 436
 Top

IIMK Part IX – Rural Tourism IIML

1.5 Marital status and travel mode for destination

travel mode for destination Total
train Air Bus Taxi Own car
Marital married 44 5 53 0 0 102
status Unmarried 0 0 16 10 22 48
Total 44 5 69 10 22 150

1.6 Type of family and group visit

group viist Total
Yes no
type of joint family 46 0 46
family neutral 46 58 104
Total 92 58 150

It is deduced from the above table 1.4 that out of 150 respondents, a n overwhelming respondents say 112
are awared on rural tourism, and only 38 of them unaware. It also highlights that a majority of the
respondents say 82 of them are under graduates, 43 of them had their school education and only 15 of them
are post graduates.
It is inferred from the above table 1.5 that out of 150 respondents, an overwhelming respondents are
married and only 48 of them remain unmarried. It also highlights that a majority of the respondents say 69
of them travel through bus for reaching their destinations, 44 of them through train, 10 of them by taxi, and
only 5 fly through air.
The above table 1.6 elucidate that out of 150 respondents, a majority of the respondents say 104 belong to
nuclear family, and only 46 are from joint family. It also highlights that an overwhelming respondents say
92 of them make a group visit and only 58 do not.

1.7 purpose of visit and gender of respondents

gender of respondents Total
male female
purpose of holiday and sight seeing 89 1 90
viit pligrimage 22 3 25
conference study 0 20 20
visiting friends 0 9 9
others 0 6 6
Total 111 39 150

1.8 company and awareness of health tourism

awareness of health
tourism Total
yes no
company family 29 45 74
friends 0 27 27
relatives 0 13 13
colleagues 0 22 22
education tour 0 14 14
Total 29 121 150

1.9 number of groups and awareness of Ecotourism

awareness of eco tourism Total
yes no
number of 1-3 11 0 11
groups 4-5 29 23 52
6-8 0 45 45
more than 8 0 42 42
Total 40 110 150

Conference on Tourism in India – Challenges Ahead, 15-17 May 2008, IIMK 437
 Top

IIMK Part IX – Rural Tourism IIML

I t is inferred from the above table 1.7 that out of 150 respondents, a majority of the respondents are males
and only 39 are females. It also highlights that an overwhelming respondent say 90 arrange tour for sight
seeking and to enjoy their holidays, 25 rest to pilgrimage, and only 9 for visiting their friends and relatives.
It is inferred from the above table 1.8 that out of 150 respondents , a majority of the respondents are
unaware about health tourism, and it also elucidates that an overwhelming respondents say 74 are
accompanied with their family, 27 by their friends, 22 by their colleagues, and 14 by educational tour.
It is inferred from the above table 1.9 that an overwhelming respondents say 110 are unaware of eco
tourism and only 40 are aware . It also elucidates that a majority of respondents 52 arrange tour by 4-5
groups, and 1omly 11 respondents form 1-3 groups while arranging tour.

1.10 Beneficial for rural society and awareness of eco tourism

awareness of eco tourism Total
yes no
beneficial for yes 21 0 21
rural society no 19 110 129
Total 40 110 150

1.11 Awareness on agro tourism and hiring a guide

hiring a guide Total
yes No
awareness on yes 12 0 12
agro tourism no 46 92 138
Total 58 92 150

It is deduced from the above table 1.10 that an overwhelming respondents about 110 are not aware on eco
tourism and a majority of the respondents say 129 believe arranging a rural tour will benefit the society.The
table 1.11 elucidates that out of 150 respondents, a majority say 138 are unaware about agro tourism, and
92 respondents hire a travel guide during their visit.

Factors influencing respondents while arranging tour:

Every respondents arrange a tour due to influence of many factors. The influencing factor may differ from
one respondent to another. The present study is an attempt to find out the various factors that influence the
tourist while arranging a tour. The importance given to a factor by a person may not be the same as in the
case of another. Some of them may be satisfied with one aspect but dissatisfied with other aspects
regarding tourism.

Table Factors influencing respondents towards tourism

Factors 1 2 3 4 5 6 Total
Infrastructure 12 9 28 29 35 37 150
Service and safety 56 47 24 16 16 1 150
Basic needs 42 35 27 20 19 7 150
Cost related 11 25 28 25 30 31 150
Nature 23 23 29 35 22 18 150
Overall satisfaction 11 21 18 26 29 45 150
Garret Table value 77 63 54 46 36 23

Primary data:
To find out the most significant factors which influence the respondents while arranging tour, Garrett’s
ranking technique was used. As per this method, respondents have been asked to assign the rank for all the
factors and outcome of such ranking have been converted into score value with the help of the following
formula :
Percent Position = 100(Rij-0.5)/ Nj
Where,
Rij = Rank given for the ith factor by the jth respondents
Nj = Number of factors ranked by the jth respondents.

Conference on Tourism in India – Challenges Ahead, 15-17 May 2008, IIMK 438
 Top

IIMK Part IX – Rural Tourism IIML

By referring the Garrett’s table , the percent position estimated is converted into scores. Then for each
factor the scores of each individual are added and then mean values is considered to be the most important.

Table : Garret ranking selection factor results

Factors 1 2 3 4 5 6 Garret Average Garret
score Rank
Infrastructure 924 567 1512 1334 1260 851 6448 42.99 5
Service and safety 4312 2961 1296 736 576 23 9904 66.03 1
Basic needs 3234 2205 1458 920 684 161 8662 57.75 2
Cost related 847 1575 1512 1150 1080 713 6872 45.85 4
Nature 1771 1449 1566 1610 792 414 7602 50.68 3
Overall satisfaction 847 1323 972 1196 1044 1035 6417 42.78 6

The table exhibits Garrett’s ranking and scores. The table highlights Garrett’s scores which helps to decide
the most important factors adopted by the respondent in arranging tour. The highest score is 66.03, I rank
for service and safety, and the lowest rank is 42.78, the last rank selected by the respondent is overall
satisfaction. It is inferred from these table that an individual chooses the factor based on his own
perceptions in order to satisfy their routine needs.

Challenges and opportunities in rural tourism

Other traditional jobs are neither so remunerative nor having much future potential. The major problem in
rural area is that there is very little opportunity for working. Most of them are engage in agriculture, some
of them in forestry, some of them are artisan. But none of their traditional business is remunerative.
Villagers are struggling with one or two earning members in the family and high consumption expenditure.
Due to some taboos and literacy most of them are not practicing any method for population control. Big
family low income and poverty are the major problems in rural areas. Since there is very little scope for
increase the earning in village they start moving toward the cities, where they get some opportunity to earn.
Today, rural migration has become a major problem in India.
There are 638,691 villages in India as per the Census Report 2001 and the rural population is 741,660,293
with an average population 1,161 per village. Out of these villages some of them are very close to big cities
and towns. They may have very good scenic beauty due to presence of lake, river, sea-beach, hills,
mountains, paddy field, or mustard field, fruit garden or flower garden. Some families like to take vacation
to relax for some days away from home, office and city live. Indian tourist generally likes to visit the place
of pilgrimage. Senior citizen has preference toward pilgrimage, but the senior citizen liked the concept of
rural tourism. Senior citizen, especially the pension earner like to visit those place which are good for
health and have the basic medical facilities, the cost of logging and food are reasonable. They are interested
to visit those places which are very calm and quiet.
Many rural communities have the potential resources, ability to attract and the opportunity to exploit the
growing tourism industry.The scenic beauty, historical importance may appeal to urbanites, caught up in
today’s fast pace of lifestyle. Sound business planning is necessary to diversify.
There are many arguments that have been presented to support and oppose rural tourism development. Both
pros and cons need to be carefully considered by local villagers while considering rural tourism as an
economic diversification strategy. Argument in support of tourism includes new jobs opportunities and
additional income begins injected into the local economy. It will attract outsiders who bring dollars to
spend. Tourism can also enhance the quality of life for local residents. New restaurants and cottages can
enhance recreation and entertainment opportunities for the local residents.
Rural tourism development can give rise to several new economic activities, more demands, competition
for services and some times more crime. With the arrival of rural tourism, regions will not be the same
place as in the past. The challenges and opportunities for local communities are to be anticipated while
developing a plan to enhance rural tourism.
To develop the rural tourism, a goal has to be set for the entire community. Ministry of tourism should
allocate funds for promoting rural tourism. The government should encourage every state to involve the
local people in the rural areas to participate in tourism related projects, which may preferably be formulated
by the tourism department officials in consultation with local people and NGOs. These projects could be in
the nature of providing glimpse of the village ambience to the tourists with local cuisine with local art and
culture. The people should be dress in local costumes. Moderate, but clean, accommodations for tourists

Conference on Tourism in India – Challenges Ahead, 15-17 May 2008, IIMK 439
 Top

IIMK Part IX – Rural Tourism IIML

should be constructed by the villagers in traditional design and architecture. Bank finances should be made
available at attractive terms and conditions for promotion of such projects.

Challenges in rural tourism

The major challenges are need to preserve the environment and natural resources, the need for education,
proper understanding for both tourists and local people, and the need to generate a democratic movement
which helps people at all levels to participate in tourism development. Also they need to focus on
occupation training, handicraft promotion, and improvement of both the landscape and the basic
infrastructure, to increase the villagers' quality of life by creating a healthy environment.
The cooperative system in rural tourism can be an effective approach in bringing positive impact in rural
areas. Local people can monitor and control the negative impacts of tourism on their own society, if they
have an equal stake and authority in management and development.
• Legislation Problems
• Lack of Trained Manpower
• Insufficient Financial Support
• Underdeveloped people
• Lack of proper physical communications
• Lack of Basic Education
• Language problems
• Business Planning Skills
• Trained tourist guide
• Communication Skills
Different segments for rural tourism are
• Newly married couple
• Family
• Retired person/senior citizen
• School children
• College students
• Patients
• Foreigners
• Artist
• Adventurous person
• Corporates
Essential elements for development of rural tourism are:
• Creation of infrastructure
• Restructuring and liberalization of policies
• Encouragement for investment
• Law and Order
• Tourist Police
• Complaints Handling
• Standardization of goods and services
• Government support

Rural tourism can help in creating sustainable development in some of our villages in rural areas.

Recommendations
Governments should recognize importance of rural tourism at priority and help in creating healthy
competitive business environment. Government should try to generate data for decision-making bodies
investing for developing the human resources, create adequate facilities and suitable infrastructure like
accommodation, roads, airport facilities, rail facilities, local transport, communication links and other
essential amenities become essential for development of rural tourism. Some of the essential services
required for rural tourism are the following.
• Plan for sustainable growth of rural tourism
• Invest in new technology

Conference on Tourism in India – Challenges Ahead, 15-17 May 2008, IIMK 440
 Top

IIMK Part IX – Rural Tourism IIML

• Business must balance economics with people, culture and environment.

• Develop rural tourism protecting natural resources, local heritage and lifestyles.
• Fill the narrow gaps between the ‘haves’ and ‘have-nots’.
• Promote traditional tourism products.
• Improve quality, value of rural tourism.
• Give quality standards of services at all levels
• Transfer skills and best practice.
• Share information to make better business decisions.
• Communicate more effectively.
• Share the pursuit of long-term growth and prosperity.
• Set environmental policy goals.
• Develop and deploy skills effectively.
• Collaborate on information requirements.
• Develop confidence on all sides

Adoption of Responsible Tourism for sustainable growth

Responsible Tourism provides a meaningful experience for tourists, by including the local communities in
the development process and sharing with them the fruits of development. The improvement in awareness
on sustainable development, tourists are also becoming conscious of the needs to reduce any adverse
impact on environment.
One of the aims of Responsible Tourism is to prevent monopolists from cornering the benefits of tourism.
The opportunities, earnings and possibilities must be shared with local people. Due care must be taken in
protecting the culture of each region .Kerala,the green state of India, popularly known as “Gods Own
Country”(Termed coined by The Kerala State Tourism Development Corporation),is the upshot of careful
notions, innovative dreams and deliberate actions. The state has been recognized as a trendsetter in Indian
tourism scene. UNESCO has listed Kerala as one of the ten” must see” spots in the world.
The World Travel and Tourism Council had forecast that Kerala would record 11.60% annual growth in
tourism during the coming decade (2011-2020), the highest in the world for any tourism destination. The
state is a role model in Responsible Tourism, covering the socio-economic and environmental themes.
Union Tourism Secretariat has published that the number of international tourists has increased by 6% in
2007 as compared to 2006.In 2007, India hosted 50,00,000(5 million) foreign tourists, an increase of 12%
over previous year 2006.The trend would continue this year. While there is reason to celebrate, it makes the
adoption of Responsible Tourism practices crucial for sustained growth.
Kerala has emerged as “The undisputed tourism hotspot of India”.Kerala has been accorded the status of a
partner state by the WTTC,in recognition of its potential in tourism sector 2000.The National Geographic
Traveller,in a landmark issue in 2000 rated Kerala,in the “Paradise Found” category, as one of the “50 great
places of a lifetime”. The endeavors of the state with focus on Responsible Tourism can provide an impetus
to the tourism sector in the state. Tourism is one of the alternatives for developing Kerala state’s economy
in the context of limited prospects and scope of manufacturing sector, problems in agriculture and
traditional sector and uncertainties facing the expatriate employment in the Middle East and Gulf countries.
According to WTTC, tourism is already the world’s largest industry, contributing to more than 11 %of the
world’s GDP. The relevance of implementation of adoption of Responsible Tourism Practices for sustained
socio-economic development has been identified by Kerala and its outcomes are expected to be positive.

Conclusion
If a proper marketing plan is done Rural tourism, it could bring lots of benefit to our society. It could be a
sustainable revenue generating project for rural development of our government. It can help inflow to
resources from urban to the rural economy. It can prevent migration of rural people to urban. Both short-
term and long-term planning, implementing and monitoring are vital in avoiding damage to rural areas.
Environmental management, local involvement, sound legislation, sustainable marketing, and realistic
planning are crucial for development of rural tourism.
Rural tourism will emerged as an important instrument for sustainable human development including
poverty alleviation, employment generation, environmental regeneration and development of remote areas
and advancement of women and other disadvantaged groups in the country apart from promoting social

Conference on Tourism in India – Challenges Ahead, 15-17 May 2008, IIMK 441
 Top

IIMK Part IX – Rural Tourism IIML

integration and international understanding. The government should promote rural tourism to ensure
sustainable economic development and positive social change.

Reference
Andrew Vladimir, Complete Travel Marketing handbook, NTC Business Book, 1989
Coltman, Michael M, Introduction to Travel and Tourism, Van Nostrand Reinhold, New York, 2004
Karan Singh, Indian Tourism-Aspects of a great adventure, Dept. of Tourism, New Delhi, 1980
Tapan K. Panda, Marketing Management, Excel Books, 2006
Indian Tourism, Karan. P. Mazumdar, Prestige Books, 2004
Tourism as a heritage- Text and Cases, New Age Publications, 1999
www.tourismindia.com
www.progya.org
www.kerala.gov.in
www.indiabusiness.nic.in
www.nal.usda.gov
www.agnet.org
www.wttc.org

Conference on Tourism in India – Challenges Ahead, 15-17 May 2008, IIMK 442