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
Market

Introduction
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

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

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

Concept of Agro-Tourism In the last 25 years of the 20th century the term Agro-Tourism appeared in international literature. physical. water reservoir etc. free space and environmental resources like landscape. for recreational. that means human tourist activity whose aim is to familiarize oneself with farming activity and recreation in an agricultural environment. or educational purposes. Agro-Tourism provides the whole range of services and products. Many times these assets have multiple uses. Physical assets are tangible features or materials. Virginia law defines Agro-Tourism as “any activity carried out on a farm or ranch that allows members of the general public. while tourism is a form of active recreation away from ones place of residence that is inspired by cognitive. . Natural assets are features that occur naturally. wineries. These resources can be effectively used in the Agro-Tourism. These can be classified as natural. Agro-Tourism is a way of Responsible and Sustainable tourism development. harvestyour-own activities. when used they give farmers an additional income. 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. entertainment. The two terms have the same meaning. 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. historical. ranching. clean air. or natural activities and attractions. heritage or combination of the three. which means soil. The prefix agri derives from the Latin term ager which means field while agro comes from the Greek term agros. free manpower resources. recreational and sports need. cultural. It explains the features of Agro-tourism destination and the different activities (Product) to entertain and educate the visitors. In principle they can be classified by three essential criteria:  seasonal availability of Agro-Tourism services and products. Both terms consists of two parts agri or agro and tourism. Heritage assets have some type of historical. 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. to view or enjoy rural activities. The differentiation between the Agro-Tourism and rural tourism is crucial. 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. including farming. An activity is an Agro-Tourism activity whether or not the participant paid to participate in the activity” (Code of Virginia). cultural. There exists a parallel word Agri-Tourism. The combination of prefix agri with noun tourism resulted in the formation of new word Agro-Tourism/ Agri-Tourism. it is advisable to use the term rural tourism to Agro-Tourism. 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. artistic or educational significance. own food.

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

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

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

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

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

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

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

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

Creation of sustainable environment. Development of entrepreneurship in rural areas 12. 3. garbage waste). 5. Traditional craft/ souvenirs often not well organized nor promoted. Poor offer of rural tourism in overall country tourism product and lack of product image. 9. Development of Agro-Tourism destinations and creation of Agro-Tourism products. 7. 12. No standards for rural accommodation /services. Neglected and sometimes damaged natural and cultural heritage. A state financial support (credits. customer service. Good price/value of rural produce and catering (food/drinks) (VFM-Value For Money). new Modern-style houses next to traditional ones. Lack of financial resources for investments. The high tourism potential. 10. subvention) may enable many new entrepreneurs of enter in this sector. . water pollution. 10. Creation of new jobs in rural areas. Lack of land planning. 13. Availability of substantial new funding for rural development activities from international aid. Agro-Tourism as a tool for branding local. 9. 2. grants. organic and traditional products. Weaknesses: 1. Lack of professional and skilled human capacities (especially lack of training in product development and marketing). 7. Develop “tourist character “in key villages with traditional houses and/or traditional events. Diversification of tourism sector in the country as well as repositioning of its tourism offer. Very limited amount of organic and traditional food products. An increasing demand for this kind of tourism products. 6. Lack of knowledge about new “know how” related to the sector (event management. Lack of tools for marketing and branding high quality/typical rural produce. 5. Opportunities: 1. 8. 8. 13. 3. sales). (General trend for healthy and quality lifestyle “back to roots” concept). Integration of mass tourism and rural tourism offers new market opportunities. 4. Dominating development of mass tourism products in many areas . 4. Threats: 1.12. Lack of awareness and vision among national/local stakeholders (this sector is not yet being taken seriously as a business). 11. Lack of public transportation facility in rural areas 14. 6. 2. Increasing pressure on the environment (quarries. Poor infrastructure in some rural areas (especially electricity and water). 2. 11. Unsatisfactory strategy/coordination about tourism and Agro-Tourism. Existence of Government Scheme to encourage Village livelihoods.

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