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Agro-Tourism A Tool of Rural Tourism: Innovative Strategy of Rural Market

Dr.G.P.Dinesh, Dean, Professor BITM-DMS, Bellary Anantha Nag.M.S, Assistant Professor of BITM-DMS, Bellary Abstract
The paper approaches a study of Agro-Tourism as a specialized form of rural tourism, in the context of rural market. Rural markets as a part of developing economy, have untapped potential. To fully explore such a potential it is necessary to develop the innovative products in the rural markets. Tourism in rural area is a very important factor, which can positively influence rural development. Tourism has great capacity to generate large scale employment and additional income sources to the skilled and unskilled men. Developing tourism in rural areas increases participation of the poor section of the society. This paper focuses on the rural urban relationship for the rural product, concept of Agro-Tourism and its applicability & its impact, various products and services of the agrotourism and at last the SWOT analysis which helps to understand the opportunities and challenges for the development of agro-tourism as a innovative product in the rural market.

Keyword: Agro-Tourism, Alternative Tourism, Innovative Product, Rural Tourism, Rural

Rural Markets are defined as those segments of overall market of any economy, which are distinct from the other types of markets like stock market, commodity markets or Labor economics. Rural markets, as part of any economy, have untapped potential. There are several difficulties confronting the effort to fully explore rural markets. The concept of rural markets in India, as also in several other countries, like China, is still in evolving shape, and the sector poses a variety of challenges, including understanding the dynamics of the rural markets and strategies to supply and satisfy the rural consumers. Tourism in rural areas is a very important factor, which can positively influence regional development."Tourism comprises the activities of persons traveling to and staying in places outside their usual environment for not more than one consecutive year for leisure, business and other purposes" (UNWTO Definition). Tourism is an important sector of the economy and contributes significantly in the country’s GDP as well as Foreign Exchange Earnings (FEE). With its backward and forward linkages with other sectors of the economy, like transport, construction, handicrafts, manufacturing, horticulture, agriculture, etc., tourism has the potential

consumer durable etc. The data collected from related articles. . FMCG products. It is a two way marketing process wherein the transactions can be. for instance. real India has its roots right inside this simplistic structure. but also become an effective tool for poverty alleviation and ensuring growth with equity. Developing tourism in rural areas increases participation of the poor and brings wider benefits. pricing. To undertake SWOT analysis of Agro-Tourism product in the context of rural market. To understand the concept of Agro-Tourism as a specialized form of rural tourism. riding and AgroTourism. Result and Discussion: Rural-Urban Relationship between Rural Products Rural marketing is the process of developing. 1. The economic potential of tourism as a key driver of growth and development is based on the competitive advantages that the country has in its natural and cultural resources. guest farms. involving ownership and management. 2. Rural tourism consists of leisure activities carried out in rural areas and includes different types of tourism activities. The data also collected from different websites related to the Tourism development. 2. To study marketing of Agro-Tourism product and services in urban market. research papers. backpacking. 3. To identify the Agro-Tourism products and services in rural area and its impact on rural community. Tourism has great capacity to generate large scale employment and additional income sources to the skilled and unskilled. India is a country of rich culture and heritage. Rural to Urban (R2U): Transactions in this category basically fall under agricultural marketing where a rural producer (usually a farmer) seeks to sell his produce in an urban market. reports and 11th Plan Document of the Government of India. ecotourism. cultural tourism. The present study on Agro-Tourism was based on Secondary data. It includes the transaction of urban marketers who sell their products and services in rural areas. The study includes the benefits and problems as well as it includes appropriate framework for the development of Agro-Tourism product and its SWOT analysis. seeds. which satisfies consumer demand and also achieves organizational objectives. 5. Objectives This paper is based on the following main objectives. An agent or middleman plays a crucial role in this marketing process. such as community-based tourism. distributing rural specific goods and a service. With above 70% population residing in around 6 million plus villages. not only be the economy driver. To understand the Rural-Urban relationship between rural products. 1. Methodology The scope of the study is limited to understand the concept and applicability of AgroTourism in rural markets. bicycles. Important items sold in rural areas and manufactured in urban areas include pesticides. adventure tourism. 4. fertilizers. tractors. Urban to Rural (U2R): A major part of rural marketing falls in this category. leading to exchanges between urban and rural markets.

Rural to Rural (R2R): This includes activities that take place between two villages in close proximity to each other. Agro-Tourism as a Form of Rural Tourism Tourism is synthesized from mass and alternative tourism. rural tourism has certain typical characteristics like. Therefore. This arrow exists because urban dwellers have begun to purchase farm products that often have the features of service goods such as rural tourism. it is assume that there are two spatially segregated markets in rural and urban areas. When it is consider two possible markets. it is predominantly in the natural environment. another arrow emerges from right to left.Important items produced in rural areas and sold in urban markets include seeds. respectively. According to the above classification of rural market. Items in this category include agricultural tools. in addition to the traditional route of farm products from rural areas to urban markets depicted by the arrow from left to right. This is why we should consider two spatially independent markets. Mass tourism is characterized by large number of people seeking relevant to their culture holidays in popular resort destinations. . but are complementary to each other for farmers. the difference is based on whether or not price formation is done at the point of production. spices. adventure tourism. Profiles of the two products. nature tourism. 1992). it is cleared from the figure 2 that Agro-Tourism is a specialized form of rural tourism. bullock carts etc. fruits and vegetables. the rural tourism product falls under the category of Rural-Urban. The transactions involve areas of expertise a particular village has. Alternative Tourism is a form of tourism that are consistent with natural. it is easier to extend perspectives towards Agro-Tourism as a specialized rural tourism. Figure 1 illustrates that. are characterized and contrasted. heritage and traditions. This is because prices for traditional farm products are formed in urban markets. As against conventional tourism. It is multi-faceted and may entail farm/agricultural tourism. cotton for textile mills etc. handicrafts. In other words. which we call “rural tourism goods” and “ordinary farm products”. Rural tourism has many potential benefits for rural areas (Frederick. and eco-tourism. forest produce like beeswax and honey. milk and related products. it is an experience oriented. the locations are sparsely populated. while prices for rural tourism are formed in rural markets. cultural tourism. It is presumed that these two markets are not substitutable. it meshes with seasonality and local events and is based on preservation of culture. social and community values and which allow both hosts and guests to enjoy positive and worthwhile interaction and shared experiences (Eadington and Smith 1992). The profiles show two different goods dealt in spatially different markets. The Figure 2 shows the different forms of tourism. Alternative tourism is sometimes referred to as “special interest tourism” or “responsible tourism” and usually taken to mean alternative forms of tourism. 3. and these are termed here “urban markets” and “rural markets”. Rural tourism is essentially an activity which takes place in the countryside.

physical. Agro-Tourism Products and Services in Rural Area Farm Management specialist point out that in general each farm by its nature has free resources which are not used in the process of agricultural production such resources are free rooms. Physical assets are tangible features or materials. Many times these assets have multiple uses. while tourism is a form of active recreation away from ones place of residence that is inspired by cognitive. Agro-Tourism is a specific form of rural tourism with close relation to nature and country side of rural areas and direct relationship to agricultural activities. or natural activities and attractions. free space and environmental resources like landscape. clean air. In principle they can be classified by three essential criteria:  seasonal availability of Agro-Tourism services and products. While developing Agro-Tourism at the basic level consideration of the different features of agricultural enterprise and ways they can be used for Agro-Tourism is necessary. it is advisable to use the term rural tourism to Agro-Tourism. The two terms have the same meaning. heritage or combination of the three. own food. Heritage assets have some type of historical. Agro-Tourism is a way of Responsible and Sustainable tourism development. These can be classified as natural. The prefix agri derives from the Latin term ager which means field while agro comes from the Greek term agros. which means soil. Agro-Tourism provides the whole range of services and products. when used they give farmers an additional income. Virginia law defines Agro-Tourism as “any activity carried out on a farm or ranch that allows members of the general public. The differentiation between the Agro-Tourism and rural tourism is crucial. . An activity is an Agro-Tourism activity whether or not the participant paid to participate in the activity” (Code of Virginia). Both terms consists of two parts agri or agro and tourism. entertainment. historical. or educational purposes. recreational and sports need. ranching. cultural. This innovative activity helps to boost up the socio-economic condition of the rural area by providing employment and creating the markets for the rural products. Natural assets are features that occur naturally. It explains the features of Agro-tourism destination and the different activities (Product) to entertain and educate the visitors. that means human tourist activity whose aim is to familiarize oneself with farming activity and recreation in an agricultural environment.Concept of Agro-Tourism In the last 25 years of the 20th century the term Agro-Tourism appeared in international literature. These resources can be effectively used in the Agro-Tourism. wineries. water reservoir etc. including farming. to view or enjoy rural activities. harvestyour-own activities. The combination of prefix agri with noun tourism resulted in the formation of new word Agro-Tourism/ Agri-Tourism. artistic or educational significance. There exists a parallel word Agri-Tourism. cultural. for recreational. free manpower resources. In the areas where farming production is divided and highly specialized and where it is possible to observe the close relations in the rural community.

tourism farms or other rural tourism enterprises. The above accommodation categories are quite specific for Agro-Tourism. including farm-stays.g. and  Agri entertainment (agri-tainment).g. Tourist staying temporarily or periodically in a farm have to buy at least some meals. countrystays. number and time of meals. services and imponderables have been divided into nine classes. The variety is connected with source of food products. etc. supper). They are connected with some threats both for a farm (e. A cheap price of an Agro-Tourism farm service may be an advantage for a visitor. Each meal may be identified .  Agri accommodation  Agri catering business  “Real Agro-Tourism”  Agri retail business  Ethnography  Agri sport  Agri therapy  Agri -recreation. own production.  Kinds of activities.).g. 1) Agri-Accommodation Services: Agri-accommodation services comprise various kinds of accommodation in rural areas. However. They can buy their meals in restaurants. sleeping on the hay. camping barns or bunkhouses. Foods products may come from an Agro-Tourism farm. make their own meals or buy catering services offered by agri. There are also some specific Agro-Tourism forms of accommodation. Serving own food products farms can increase their income. low sanitary condition. 2) Agri-Catering Businesses (Gastronomy): Agri-catering is an integral part of AgroTourism. tea. On the other hand they cannot attract clients. possibility of skin diseases transfer). or by feeding patterns (regional kitchen. by the place of served meals (in the dinning room or in the kitchen. One can divide meals in various ways and by three criteria. for example. by the time of serving meals (breakfast. AgroTourism farms sometimes have to offer cheaper accommodation. Bed and Breakfast in usual is an “umbrella term” for variety of hosted accommodation that includes a bed for the night and a breakfast in the morning. outside home. national kitchen. and rural bed and breakfast seem to be the most common and the most tied with countryside and rurality. There is a great variety of agri-catering services in Agro-Tourism. lunch. costs of products and services. every-day meals and holiday meals. in restaurants. etc. places of serving meals. dinner. fire) and for visitors (e. e. rural home-stays. The idea of Agro-Tourism lies in varieties that make the meals very special and different from the meals served by other Agro-Tourism farms.). however the differences between them are very slight. Homestead accommodation. such accommodation services cannot be offered in a mass scale. Agro-Tourism products. etc.

including cow milking. The unlimited possibility of meals’ differentiation causes the farms can be different from each other.. including guided or individual farm (ranch) tours that are widely offered in various countries.  Direct contact with domestic animals or the nature of farms in different kinds of pettingzoo or safaris.g.).  Animal demonstrations or shows.Tourism comprise of five groups namely: • Observation of agricultural production process.tourism service. stock selling or cowboys rodeo. angora rabbit shearing. 5) Ethnography: Local rural societies produce specific cultural products and goods that are different from other societies. The products and services assigned to it are available on farms exclusively. fruits. including guided or individual farm (ranch) tours that are widely offered in various countries. Products and services of real Agro. help in cow milking. hay making. angora rabbit shearing. Therefore ethnographic products and services are usually offered by the whole rural societies than by individual farms.The products and services assigned to it are available on farms exclusively. • Direct contact with domestic animals or the nature of farms in different kinds of petting-zoo or safaris. hay making. animal production and some processing. • Real participation in the process of plant production. including plant production. . Products and services of real AgroTourism comprise of five groups namely:  Observation of agricultural production process. 3) Rural and Agri-Retail Business (Direct Sales): Tourists watching or participating in the production process are more willing to buy products that they observed or produced themselves. etc.). sheep shearing.g. The most often tourists buy vegetables. help in cow milking. including cow milking.  Real participation in the process of plant an individual variant of an Agro-Tourism product. Therefore Agro-Tourism enterprises organise open-air markets or road stands or stalls advertised very 4) Real Agro-Tourism (Proper Agro-Tourism): This is specific for agricultural tourism (Agro-Tourism) only. • On-farm signed walking trails. stock selling or cowboys rodeo. 3) Real Agro-Tourism (Proper Agro-Tourism): This is specific for agricultural tourism (Agro-Tourism) only. including plant production. animal production and processing (e. animal production and processing (e. etc. sheep shearing. Direct sale is an important agri. Ethnographic products offered by rural society may include: • stay within rural society and deal with their life’s day-to-day problems. honey and various processed home made products. • Animal demonstrations or shows. animal production and some processing.  On-farm signed walking trails.

folk art. e. special diet therapy. during long weekends). songs.Tourism. Agro-Tourism farms may also offer field” seems to be very reasonable. • Short weekend holiday (1-3 days) or longer holiday (e. museums of agriculture. especially when the sport discipline is connected with animals or requires a lot of space to practice it. rural or religious holidays. Rural heritage parks. This covers agri sports. Vacation farm is an agri-tourist farm receiving holidaymakers for a holiday lasting from one to four weeks. Easter or New Year. The idea behind the agritainment is to explore and preserve this culture. however offering a high standard of playgrounds and sport fields require quiet high investments.g. e. Introduction of the term “agri. museums of folk art. Tourists coming to the countryside may expect possibility of a specific therapy. This activity provides the opportunity to the urbanities to get participate and recall the traditional culture of the nation. Agri-Sport And Active Tourism: Sport is an activity that does not seem necessarily connected with Agro. It may vary from one farm to another and it may comprise various activities connected with horses. However. Regional. . • Staying at Christmas. 9) Agri-Entertainment (Agri-Tainment): This covers big range of activities directly tied to farms and rural areas. Horse-back riding is a typical Agro-Tourism product. In usual AgroTourism farms do not compete with other enterprises in the area. Here farmers and the rural artist can generate the additional income. This way they can generate additional income. especially if there are cycling paths around it. specific family. The idea of agri-recreation boils down to spending free time away from home. 7) Agri-Therapy (Health Related Products And Services): Agro-Tourism can be connected with health services or health-related products. bicycles. Impact of Agro-Tourism on Rural Area Agro-Tourism is very important for the communities both urban and rural.g. It can have several positive impacts on rural community. It is considered to be the point of Agro-Tourism. 8) Agri-Recreation: Agri-recreation is another branch of Agro-Tourism. on a farm or in rural accommodation. folk poetry and folk music. dance and much more. etc. games. including consumption of “healthy” products. Agro-Tourism and rural tourism enterprises have usually suitable conditions for different tourism activities. Agri-Tainment provides the visitors a quick view of rural culture through festivals. various conventional and extreme sports. Every rural area has a specific culture.• • • • • 6) stay with rural family and get involved in its life style. An Agro-Tourism farm can also offer some equipment to practice sport. folk songs and folk dance etc.g. local language. The products and services of agri-recreation are classified according to the length and season of stay in the following way: • Holiday on a farm offered by vacation farms.

) D. fuller utilization and revival of certain objects in villages (community centers. communes. contributes to good health (climatic conditions. Meeting new people. behavior or opinions. exchange of experiences or attitudes. a group of tourists. 2) Positive Economic impact: A. learning foreign languages. diversification of local economy. encouragement of social initiatives or new opportunities for rural women. Creation of employment and reduction of unemployment rates. gaining entrepreneurial skills. formation of new capacities in tourist services. experiences and professions. Gaining new skills.1) Positive Social impact: A. increased tolerance in relation to different attitudes. promoting respect and revival of folk traditions and culture. extension of assortment and improved quality of offered services facilitate direct sales of certain farm produce. exercise). such as crafts. learning a folk craft.). sports facilities. Educational functions of agro-tourism are connected with learning about the real world (nature. A possibility to revive rural traditions. including latent unemployment. Obtaining additional income for business. which modifies specific attitudes in relation to different aspects of reality (the host and guest. E. diversification of economic activity in rural areas. agro-tourism offers an opportunity for tourists to be creative (participation in farm work. may be allocated to investment outlays. C. the development of culture in rural areas. etc. family). additionally tourism is a revival factor in rural areas and the revitalization of the rural community by offering possibilities of social and economic advancement F. e. cultural heritage). D. Extension of accommodation facilities. and artistic metalwork. and local governments of a given town. Overcoming economic recession. Promotion of the socio-economic development of underprivileged areas.g. its history and attractions. food. construction or renovation works). handicraft products. etc. which results in inhabitants of villages being needed. which in this way becomes less vulnerable to market fluctuations. a possibility to make new contacts and social ties. actualization of the rural community. encouragement to develop hobbies and interests. maintenance of existing production. associations of communes or the region. B. socially accepted. C. broadening one’s knowledge or leaning more about one’s local area. on the part of farmers and their guests. B. contribute to the formation and development of additional markets for foodstuffs and different types of local services. creating conditions and opportunities for the development of other types of activity in rural areas. and thus income. encourages them to develop qualifications (the psychological aspect) and facilitates the utilization of the human resources potential. broadening of knowledge on the world and other people on the part of farm owners. Obtaining additional sources of income for farmers (increased revenue for farmers. . which results in reduced dependence on farming. agro-tourism is also a medium to express one’s feeling (learning about and respect for farmers and farm produce).

Since agrotourism in the process of development uses elements of the natural environment. Marketing is “planning and executing a set of objectives to bring buyers and sellers together so that a sale can take place. E. Meet the needs of the target audience and entice them to spend their money at the enterprise. D. palaces.). sewage systems. Thus. farm buildings. Countering mass migration from rural areas (mainly of young and educated people) and the depopulation of rural areas. Before capital is spent to develop a new enterprise. spatial and environmental functions include the consequences of the development of agro-tourism for the natural and anthropogenic environments. then strategies need to be developed to meet this demand. public transport. which may contribute to the preservation of the rural cultural heritage. The development of local infrastructure (water supply. shops. sewage treatment plants. parts of households. While market planning does not guarantee success. If indeed demand exists.” When making purchase decisions. whole uninhabited buildings. A. 2. Enhanced care for the environment. Attract the target audience to the enterprise. it is vital to determine if adequate demand exists for the products or services. marketing includes much more. marketing has four main goals: 1. C. care for the aesthetic value of village. restaurants. manor houses. attics. castles. etc. it is important to understand the concept of “consumer values. B. 3. Identify a target audience and their needs. Create a desire in the audience to return again and again to the enterprise. 4. transforming them.” It requires thorough planning and execution. windmills. however. Improved aesthetic value of houses and areas in their vicinity. frequently derelict buildings (rarely used rooms. In case of agro-tourism. streets and other public spaces – aesthetic enhancement of villages. which makes life in the country easier and improves the standard of living for rural populations. houses.3) Positive Spatial and Environment impact Tourism establishments that adopt good environmental practices inevitably contribute to the quality of their surroundings. Marketing is often thought of as simply product advertising or sales pitches. consumers generally consider four factors. the potential for success is greatly enhanced. creating a friendlier environment for guests and visitors. recreation facilities). Marketing requires focusing on customer values in order to develop and market a product or service to meet unfulfilled needs of consumers. nature protection. Marketing of agro-tourism product in urban market Marketing is very important to the success of agro-tourism enterprises but is often neglected in the planning stages of new ventures. roads. improving the experience for guests and the living standards of local communities. The utilization of old. often referred to as the Customer’s 4 C’s 1) Customer Benefit: What benefit will customers receive from the product or service? 2) Customer Cost: What cost will the customer incur to acquire the product or service? 3) Convenience: How convenient is the process of acquiring the product or service? .

touched. or tasted before it is purchased. heard. It is necessary.4) Communication: How do customers learn about products. 1) A service product. Marketing an Agro-Tourism product is different from marketing other products. it is important to work toward keeping services as consistent as possible. services and how to acquire them? Agro-tourism entrepreneurs should keep these factors in mind when developing products and services as well as when developing their marketing plan. 2) A service product cannot be separated from the customer. Once the tourism experience has ended. requires a special type of marketing called service marketing. ⇒ Quality and warranty – To achieve good quality. on comprehension of marketing terms and the different ways that the terms apply to agrotourism. and pricing as traditional marketing considerations. so it must be used. Seven “Ps” Of Marketing The following marketing terms are important because their application to tourism is different from common product marketing practices. In service-oriented organizations. . It is important to have a plan that minimizes the negative effects that customers can have on agro-tourism business. product must be “free from defects” Policies should seek to correct any quality failures. Since tourism is an experience-based product. so they also expire with time. smelled. 1) Product: Agro-tourism is a service product. Agrotourism. Services take place over time. The only way for a customer to know if they like a tourism product is to experience it. a service product like tourism is a perishable product. while also respecting the rights of all visitors. It is very important to realize that agro-tourism service is perishable. place. to have the same quality experience when they return next time 4) Finally. the customer can judge the experience and form an opinion about the tourism product and service. promotion. success in tourism will be dependent. which consists of: ⇒ A range of goods and services –must specifically define the product. like any tourism. The customer is a part of the product in tourism. in part. which has four main characteristics. cannot be seen. Customers can evaluate non-service products before purchasing them by using the five senses. such as tourism. or it will expire. which is a lost opportunity to make a sale. Customers influence the experiences of other customers. 3) Service products face the constant challenge of remaining consistent. This section begins with an explanation of product. guests that visit your agro-tourism site today. never to be regained.

It is important to preserve the sense of place when integrating business into the community. ⇒ Sales-oriented pricing: Raising prices as sales increase to maximize profits without significantly reducing sales. For a concert. baseball caps. contests. Happy employees are more likely to interact well with customers. ⇒ Publicity – Generating news about business. People who wear these items will help to promote business in the future. Promotion involves: ⇒ Personal selling – Persuading people to buy product in a small interactive group. ⇒ Advertising – Telling people about the services available at the business to increase public interest. a positive practice involves gathering feedback from customers on the quality of their experience and asking them to suggest improvements to make business better. inviting a local radio station that plays the same type of music as the performers might significantly improve publicity for location. Business conflicts with sense of place are more of a concern for mainstream tourism. One problem with this method is that it can reduce the trust of customers who purchase products because of the low prices. ⇒ Relative locations – How far are the customers from business? ⇒ Coverage – Other places identified as target markets. 4) Pricing – Deciding how to adjust prices can be a challenge at times. 2) Place – This is location or the location of many potential customers. 3) Promotion – People have to know about business to become customers. or other items available for sale at business. 5) People – Business is about people. also called a target market. while exceeding the cost of producing the product. This might involve hosting events that attract media coverage. ⇒ Merchandising – Selling items with your business name or label. . The result is profit maximization. but should not be disregarded in any tourism operation. They might choose to find another provider if prices rise too much. who directly interact with customers and have a serious impact on the image of business. ⇒ Cost-oriented pricing: Raising prices as your costs for producing the products rise. and other incentives to attract customers.⇒ After-sales service – This means that maintain the product after the sale. Business may use a combination of these. ⇒ Profit-oriented pricing: Adjusting prices to match demand for product. ⇒ Sales promotion – Using coupons. For tourism. ⇒ Service personnel: Do not forget the importance of workers. ⇒ Competition-oriented pricing: Adjusting prices as other businesses offering the same services adjust their prices (usually lowering prices for a competitive edge). Business operations involve three groups of people in particular. This cannot be overstated. This might include Tshirts. ⇒ Sense of place – This is the overall image of a regional area. but different groups of people are involved in business in different ways. The section below describes several pricing methods.

C. B. 8. it is a good idea to be involved with local organizations that relate to business. Pilot experiences for the re-vitalization of old villages positively carried out. Rich cultural heritage and historical background (archaeological and architectural remains. Travel to the site/area. maps. ⇒ Local residents: These are the neighbors and other members of the community. turtles. As discussed earlier such kind of activity has a direct. . stay. Here. 3. myths and legends. Trip planning packages. 4. The effects of tourism on local communities have been extensively studied. the core product is bed in case of stay. so it is important to be respectful toward other cultures while also securing the quality of tourism product. traditional dance and music. (c) recollection. 11. indirect influence on rural community and rural area which leads to sustainable development at overall level. Un-polluted environment. It is also the additional income generating activity for the farmer. attractions route and on site. The trip planning packages include. breathtaking landscapes and untouched natural areas). Presence of protected areas. quality souvenirs and mementoes 7) Physical Evidence In Agro-Tourism the physical evidence is basically depends on travel experience. 9. festivals and musical events etc). Strengths: 1. but with varying results. information regarding lodging. authentic/ traditional agricultural products. So by considering the Agro-Tourism as a innovative tourism product the SWOT analysis is presented herewith. food. wild donkeys): 7. Hospitality of the inhabitants. Low-density of population in the majority of the countryside a sound basis for setting-up relax-oriented rural vacations. handcrafts. Many of them will not be from the local area. 2. Good relationships with the local community can strengthen a business significantly. 10. To gain the approval of community. A. The richness of flora and fauna (birds. High quality of natural attraction and suitable Agro-Tourism areas (“winning combination” of mountains. If proper policy frame work is designed then this Agro-Tourism product will become successful in the near by future. SWOT Analysis of Agro-Tourism Business: Agro-Tourism is a innovative product of rural market. custom. Advantages of the short transporting distances. Number of the newly established micro and small enterprises is gradually increasing. 5. Trip planning and anticipation. Favorable climate conditions that extend the tourist season up to 12 months. and comfort. traditional food. 6.⇒ Tourists: These are the customers. 6) Process The process in Agro-Tourism include.

13. Lack of public transportation facility in rural areas 14. Opportunities: 1. 11. Weaknesses: 1. 2. customer service. . Creation of sustainable environment. Diversification of tourism sector in the country as well as repositioning of its tourism offer. Agro-Tourism as a tool for branding local. 13.12. garbage waste). water pollution. Creation of new jobs in rural areas. 7. sales). 4. 7. 3. 10. The high tourism potential. organic and traditional products. Develop “tourist character “in key villages with traditional houses and/or traditional events. 12. Lack of knowledge about new “know how” related to the sector (event management. Development of entrepreneurship in rural areas 12. An increasing demand for this kind of tourism products. 2. 2. Neglected and sometimes damaged natural and cultural heritage. Traditional craft/ souvenirs often not well organized nor promoted. Development of Agro-Tourism destinations and creation of Agro-Tourism products. 4. Lack of tools for marketing and branding high quality/typical rural produce. 9. new Modern-style houses next to traditional ones. 5. Dominating development of mass tourism products in many areas . Lack of professional and skilled human capacities (especially lack of training in product development and marketing). Lack of awareness and vision among national/local stakeholders (this sector is not yet being taken seriously as a business). No standards for rural accommodation /services. Poor offer of rural tourism in overall country tourism product and lack of product image. 8. 8. 10. Very limited amount of organic and traditional food products. 6. 5. Integration of mass tourism and rural tourism offers new market opportunities. Poor infrastructure in some rural areas (especially electricity and water). A state financial support (credits. 6. Unsatisfactory strategy/coordination about tourism and Agro-Tourism. Lack of financial resources for investments. Existence of Government Scheme to encourage Village livelihoods. Threats: 1. Availability of substantial new funding for rural development activities from international aid. grants. 9. Lack of land planning. 3. Good price/value of rural produce and catering (food/drinks) (VFM-Value For Money). (General trend for healthy and quality lifestyle “back to roots” concept). Increasing pressure on the environment (quarries. 11. subvention) may enable many new entrepreneurs of enter in this sector.

By implementing this specialized form of rural tourism in rural market it is possible to fully explore the untapped potential of rural market. & Lasnier. It can help inflow to resources from urban to the rural economy. 4. Beeton.& Gill S. IIMK. 5. The government should promote Agro.M (Ed.ext. 7. Because of the isolations. Dr. J. Gopal.. M. Department of Agriculture. 427-446. Haldar. Philadelphia: University of Pennsylvania Press. 22). Ms.Challenges and Opportunities. 10.vt. R. Rashmi Gopinathan (2008). 7(10): 68-73 3.). Taluka Baramati. Rural Employment: An International Perspective (pp. International Marketing Conference on Marketing & Society. In: Landlink Press. Agro-Tourism in focus: A Guide for Tennessee Farmers (September 2005). The financial isolations is creating insufficient credit opportunities. a. Tourism as a rural development tool: an exploration of theliterature (Vol. Aref F. (2000). not having direct transporting opportunities. implementing and monitoring are vital in avoiding damage to rural areas. (1997). (2006). Underestimation of the potential of Agro-Tourism as revenue/employment generator both at national/local level. DC: Eadington. 6. Valene L Smith and William R Eadington. 9. employment generation. local involvement. Lack of pro-active approaches and dependence on “outside” action (e. D. environmental regeneration and development of remote areas and advancement of woman and other disadvantaged groups in the country apart from prooting social integration and international understanding. 4. Shilpa Varma and Ms. Economic Research Service. (2009). 2. http://pubs. Nature and Science. Washington. Rural Tourism Development through Rural Cooperatives. Rural Tourism.g. Rural Tourism Development: Constraints and Possibilities with a special eference to Agri Tourism. 9. Conclusion If a proper strategic planning is done for Agro-Tourism. Bontron. 8. sustainable marketing and realistic planning are crucial for development of Agro-Tourism. ëTourism: A Potential Source of Rural Employmen. Pilali (2007). Australia. (1992). It can prevent migration of rural people to urban. Training and awareness needs to be addressed in a very short timeframe. S. sound legislation. “Environment and Tourism”.). The University of Tennessee. 8. Maharashtra: 6. Lack of intermediate structures at regional level able to foster co-operation between key players for Agro.3.. 7. A Case Study on Agri Tourism Destination –Malegoan Village. Long time needed to build a “critical mass” in the Agro-Tourism offer. 1992. Bollman. 10. 'Introduction: The Emergence of Alternative Forms of Tourism'. eds. 5. 2009. William R and Valene L Smith. Holden A. S. Agro-Tourism is emerging as an important instrument for sustainable human development including poverty alleviation.S. Tourism competition for this kind of tourism. Environmental management.pdf . In Tourism Alternatives: Potentials and Problems in the Development of Tourism. B. donors) as well as investment opportunities. In R. Routledge. References 1. J. Wallingford: CAB International. London. It could be a sustainable revenue generating product for rural market. Frederick. N. Community development through tourism. Both short term and long term planning. District Pune.Tourism development.Tourism to ensure sustainable economic development and positive social change. it could bring lot of benefit to our society.

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