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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. email@example.com **Students, II MBA, TKM Institute of Management, Kollam
Lack of planning 13. Political games 6. Attitude of people due to unawareness 16. where not much importance is given by the people. 5. The main aim of the study is to measure the potential of rural tourism in Kerala. it is another kind of sustainable tourism that exploits resources in rural regions. 9. Ecological disturbance 10. 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. causes little or no harmful impact. 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. developments plan to be initiated. Profile of potential customers with special reference to rural tourism. Poor Infrastructure 2. Lack of social awareness 4. employment. Key objectives Although there is phenomenal growth in Indian Tourism. 15-17 May 2008. improved distribution of wealth. and generates increasing benefits to rural areas in terms of rural productivity. Hence this paper is designed to cover all those aspects of study. measure to crate awareness . and attempts to find out the awareness of rural tourism and their perception towards rural tourism . IIMK 433 . Absence of people participation 17. local people's involvement. but rural tourism was never given any priority. kinds of rural tourism available. to protect the environment. Focus of the study This study covers the considers the following aspects. and a suitable way of adapting traditional beliefs and values to modern times. It also forecast the development of rural tourism among the people. Need and Significance of the Study Conference on Tourism in India – Challenges Ahead. The paper also highlights the choice of people on choosing their tour place as when he or she decides to arrange tour. Off let realization of the fact that tourism can also play a great role in the development.Top IIMK Part IX – Rural Tourism IIML 1. like how far the rural tourism is beneficial . This paper examines the rural tourism in India with reference to Kerala. Less allocation for tourism infrastructure and technological backwardness 15. Absence of supporting industry. like food. 14. Improper tourism marketing 11. Not much study has been done in India to assess the potential of rural tourism. whch is known as God’s own country. Belief that only agriculture can help people 8. Instability of the Government. The concept of rural tourism has a noble cause. Lack of public and political will 3. he related challenges and opportunities. conservation of the rural environment and culture. Illiteracy 7. 4) To develop some strategies to develop rural tourism 5) To identify essential elements expected by tourist 6) To offer suggestion and make recommendations. scope and potential. In this backdrop the present exercise attempts to attain the following objectives during the course of research. It also highlights what class of people make a visit and so on. The focus is on the people expectations on rural tourism. Through it has been more than 50 years of Independence still it can be find that it is a new country.
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. Review of Research and Literature A thorough study was done on information available about tourism from various research papers. • The sample may not be a true representative of the entire population. traveling authorities. Research Design Two basic techniques are used for research. The study analyses the responses provided in the questionnaires by the tourists who have visited these places. 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. IIMK 434 .e. economy and socio-culture. i. traveling guides. Originally it was planned and data was collected from 150 sample respondents. Though absence of infrastructural facilities is a major drawback for exploiting this potential.Top IIMK Part IX – Rural Tourism IIML The present study has been conducted in Thiruvananthapuram and Kochi. Limitations of the Study • The sample size may not be very large to generalize the results. satisfactions of respondents. 15-17 May 2008. The secondary data was collected from different sources like searching net. 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. Scope of the Study The study is confined to the development and marketing of rural tourism in Ponnumthuruthu. especially in the area of environment. 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. But it is more important to view it from the tourist’s point of view. It is decided to use convenient sampling method. Ponnumthuruthu. and Kumbalangi . • It is limited to information provided both by primary and secondary data • The proportion of foreign tourists in the analysis was very less. The survey was conducted using the convenient sampling method. Kumbalangi and Anchuthengu with the help of questionnaire. Kumbalangi and Anchuthengu. The empirical data had been collected to understand the market potential for rural tourism to evaluate its positive and negative impact on the society. The study basically concentrates on analyzing a tourist’s needs. perceptions and satisfaction. observation method and survey method. The study analyses perceptions. preferences. Primary data was collected from 150 respondents by administering them a detailed questionnaire.. journals and literature. A sample of 150 respondents was contacted conducted in Anchuthengu. preferences. the sample respondents comprising both tourists from different socio-economic category of society . The questionnaires were Conference on Tourism in India – Challenges Ahead. Past studies on the tourism industry in India have focused mainly on how to sell the tourism product. The sample chosen consisted of 150 sample respondents representing the tourists Sample respondents comprising both tourists from different socioeconomic category of society.
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. after a thorough review of the studies has identified the following as the variables to be studied in the present context. All the data were collected from the respondents from the places of Ponnumthuruthu. There is no relationship between type of family and group stay There is no relationship between age. The questionnaire was personally administered with the respondents. IIMK 435 . the limitations applicable to the questionnaire method will affect in this study also. The study is limited on the basis of the following domains. The respondents were allowed to give the response according to their discretion. A primary data required for the study was collected through a set of standard questionnaire. The following are the dependent and independent variables take for the study: Independent variables: Education Occupation Income Gender Marital status Age Type of family Dependent variables: Awareness Duration of stay Mode of travel Place of stay Group stay Purpose of visit The above said variables are tested using statistical tools like Chi. marital status with purpose of visit. As the study mainly depended on the results obtained through the questionnaire. 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. 15-17 May 2008. The questionnaire was administered among the students and views were collected personally. Anchuthengu and Kumbalangi. Analytical tools used: 1. A broad generalization of the results obtained may not hold good. Chi-Square Analysis 2.Top IIMK Part IX – Rural Tourism IIML developed with open-ended and close-ended questions. ANOVA ( One way classification) 3. There is no relationship between gender . Garret Ranking Results and discussions: Conference on Tourism in India – Challenges Ahead. 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. A literature survey was first conducted to identify the domains and to find out the items to be generalized for the study. Sampling frame work Sampling design The 150 respondents in the sample were divided proportionately divided into three location equally. There are other factors like the culture and back ground of the respondents have not been considered as variables for the study. Period and limitations of the study This study was conducted during the year 2007-2008 between December and February. The samples are selected on the basis of convenience sampling . 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.
15-17 May 2008. it is deduced that out of 150 respondents. and only 5 respondents belong to the age group above 64. and only 5 of the respondents stay in ashrams.2 Awareness of cultural tourism and occupation of the respondents occupation of the respondents professionals business students retired awareness of cultural yes 51 62 0 0 tourism no 0 0 25 12 Total 51 62 25 12 Total 113 37 150 1. and only 12 are retired persons.3 that . It also highlights that an overwhelming respondents say 76 make their stay in hotel. 55 respondents fall under the age group of 24-34. 51 of them are professionals.1 Age of the respondents and place of stay place of stay Hotel 9 10 55 4 0 0 0 78 Visram sanketam 0 0 0 16 0 0 0 16 Ashram 0 0 0 4 1 0 0 5 Guest house 0 0 0 0 31 0 0 31 Relative house 0 0 0 0 0 15 5 20 Total age of up to 14 15-24 24-34 35-44 45-54 55-64 above 64 Total 9 10 55 24 32 15 5 150 1. and and only 37 are unawared.3 Durationn of stay and income of the respondents income of the respondents 10.00120. It also describes that a majority of the respondents say 68 make a stay for 6-8 days. IIMK .000. a majority of the respondents belong to the age group of Rs 10.1.2 that an majority of the respondents are awared of cultural tourism. followed by 32 respondents belonging to age group 45-54.000 14 35 18 0 67 0 0 33 0 33 Total 30.000 30. It is deduced from the above table 1. and 38 respondents fall under the income Rs 30. 20 of them stay in their relative homes.00120.4 Education of respondents and awareness on rural tourism awareness on rural tourism yes no 22 0 21 0 69 13 0 15 0 10 112 38 Total 22 21 82 15 10 150 436 education respondents of SSLC HSC UG PG others Total Conference on Tourism in India – Challenges Ahead.000 and above and only 12 respondents belong to the income upto Rs 10. 1.001-20.000 Durationn of stay up to 2 days 3-5 days 6-8 days above 8 days Total 12 0 0 0 12 From the Table 1. 35 of the respondents stay for 3-5 days and only 21 respondents stay more than 8 days.000 .Top IIMK Part IX – Rural Tourism IIML 1. It also highlights that an overwhelming respondents engage in their own business. It is deduced from the above table 1.001 and above 0 0 17 21 38 26 35 68 21 150 up to 10.
7 purpose of visit and gender of respondents gender of respondents male female holiday and sight seeing 89 1 pligrimage 22 3 conference study 0 20 visiting friends 0 9 others 0 6 111 39 1. an overwhelming respondents are married and only 48 of them remain unmarried. 10 of them by taxi. 15-17 May 2008. 1.6 Type of family and group visit type of joint family family neutral Total group viist Yes 46 46 92 Total no 0 58 58 46 104 150 It is deduced from the above table 1. 43 of them had their school education and only 15 of them are post graduates.5 Marital status and travel mode for destination travel mode for destination train Air 44 5 0 0 44 5 Total Bus 53 16 69 Taxi 0 10 10 Own car 0 22 22 102 48 150 Marital status Total married Unmarried 1.6 elucidate that out of 150 respondents. and only 38 of them unaware. a majority of the respondents say 104 belong to nuclear family. The above table 1. a n overwhelming respondents say 112 are awared on rural tourism.Top IIMK Part IX – Rural Tourism IIML 1.8 company and awareness of health tourism awareness of health tourism yes no family 29 45 friends 0 27 relatives 0 13 colleagues 0 22 education tour 0 14 29 121 Total 90 25 20 9 6 150 purpose of viit Total Total 74 27 13 22 14 150 company Total 1. It also highlights that a majority of the respondents say 69 of them travel through bus for reaching their destinations. It is inferred from the above table 1. and only 5 fly through air. It also highlights that an overwhelming respondents say 92 of them make a group visit and only 58 do not.4 that out of 150 respondents. and only 46 are from joint family. 44 of them through train.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. It also highlights that a majority of the respondents say 82 of them are under graduates.5 that out of 150 respondents. IIMK 437 .
Top IIMK Part IX – Rural Tourism IIML I t is inferred from the above table 1. 438 Conference on Tourism in India – Challenges Ahead. Factors Infrastructure Service and safety Basic needs Cost related Nature Overall satisfaction Garret Table value Table Factors influencing respondents towards tourism 1 2 3 4 5 12 9 28 29 35 56 47 24 16 16 42 35 27 20 19 11 25 28 25 30 23 23 29 35 22 11 21 18 26 29 77 63 54 46 36 6 37 1 7 31 18 45 23 Total 150 150 150 150 150 150 Primary data: To find out the most significant factors which influence the respondents while arranging tour. It also elucidates that a majority of respondents 52 arrange tour by 4-5 groups.The table 1.9 that an overwhelming respondents say 110 are unaware of eco tourism and only 40 are aware . It is inferred from the above table 1. It also highlights that an overwhelming respondent say 90 arrange tour for sight seeking and to enjoy their holidays. Some of them may be satisfied with one aspect but dissatisfied with other aspects regarding tourism. Rij = Rank given for the ith factor by the jth respondents Nj = Number of factors ranked by the jth respondents. and only 9 for visiting their friends and relatives. 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-0.7 that out of 150 respondents. 15-17 May 2008. 25 rest to pilgrimage.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. Garrett’s ranking technique was used. As per this method. 27 by their friends.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.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. Factors influencing respondents while arranging tour: Every respondents arrange a tour due to influence of many factors. It is inferred from the above table 1. a majority say 138 are unaware about agro tourism. and 14 by educational tour.11 elucidates that out of 150 respondents. The influencing factor may differ from one respondent to another. 22 by their colleagues. and 1omly 11 respondents form 1-3 groups while arranging tour. a majority of the respondents are males and only 39 are females. The importance given to a factor by a person may not be the same as in the case of another.5)/ Nj Where. 1. IIMK . and 92 respondents hire a travel guide during their visit. The present study is an attempt to find out the various factors that influence the tourist while arranging a tour.
The challenges and opportunities for local communities are to be anticipated while developing a plan to enhance rural tourism.78.161 per village. Many rural communities have the potential resources. Factors Infrastructure Service and safety Basic needs Cost related Nature Overall satisfaction 1 924 4312 3234 847 1771 847 Table : Garret ranking selection factor results 2 3 4 5 6 Garret score 567 1512 1334 1260 851 6448 2961 1296 736 576 23 9904 2205 1458 920 684 161 8662 1575 1512 1150 1080 713 6872 1449 1566 1610 792 414 7602 1323 972 1196 1044 1035 6417 Average 42.Top IIMK Part IX – Rural Tourism IIML By referring the Garrett’s table . hills. The major problem in rural area is that there is very little opportunity for working.85 50. Villagers are struggling with one or two earning members in the family and high consumption expenditure. I rank for service and safety. office and city live. Ministry of tourism should allocate funds for promoting rural tourism.68 42. competition for services and some times more crime. sea-beach.691 villages in India as per the Census Report 2001 and the rural population is 741. Senior citizen. There are 638. They may have very good scenic beauty due to presence of lake. To develop the rural tourism. a goal has to be set for the entire community. but clean.75 45.293 with an average population 1. ability to attract and the opportunity to exploit the growing tourism industry. Sound business planning is necessary to diversify. Moderate. Both pros and cons need to be carefully considered by local villagers while considering rural tourism as an economic diversification strategy. and the lowest rank is 42. Most of them are engage in agriculture. paddy field. some of them in forestry. Then for each factor the scores of each individual are added and then mean values is considered to be the most important. 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. 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. especially the pension earner like to visit those place which are good for health and have the basic medical facilities. The government should encourage every state to involve the local people in the rural areas to participate in tourism related projects.78 Garret Rank 5 1 2 4 3 6 The table exhibits Garrett’s ranking and scores. river. some of them are artisan. 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. mountains. Challenges and opportunities in rural tourism Other traditional jobs are neither so remunerative nor having much future potential. Today. caught up in today’s fast pace of lifestyle. With the arrival of rural tourism. Since there is very little scope for increase the earning in village they start moving toward the cities. IIMK 439 . 15-17 May 2008. There are many arguments that have been presented to support and oppose rural tourism development. which may preferably be formulated by the tourism department officials in consultation with local people and NGOs.99 66. regions will not be the same place as in the past. fruit garden or flower garden. Senior citizen has preference toward pilgrimage.03. accommodations for tourists Conference on Tourism in India – Challenges Ahead. historical importance may appeal to urbanites. Tourism can also enhance the quality of life for local residents. They are interested to visit those places which are very calm and quiet. the percent position estimated is converted into scores. The people should be dress in local costumes. Some families like to take vacation to relax for some days away from home. rural migration has become a major problem in India. where they get some opportunity to earn.03 57.660. but the senior citizen liked the concept of rural tourism. Rural tourism development can give rise to several new economic activities. Indian tourist generally likes to visit the place of pilgrimage. the cost of logging and food are reasonable. New restaurants and cottages can enhance recreation and entertainment opportunities for the local residents.The scenic beauty. It is inferred from these table that an individual chooses the factor based on his own perceptions in order to satisfy their routine needs. But none of their traditional business is remunerative. more demands. Out of these villages some of them are very close to big cities and towns. the last rank selected by the respondent is overall satisfaction. Due to some taboos and literacy most of them are not practicing any method for population control. or mustard field. Big family low income and poverty are the major problems in rural areas.
Some of the essential services required for rural tourism are the following. if they have an equal stake and authority in management and development. airport facilities. • 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. roads. create adequate facilities and suitable infrastructure like accommodation. the need for education.Top IIMK Part IX – Rural Tourism IIML should be constructed by the villagers in traditional design and architecture. IIMK 440 . proper understanding for both tourists and local people. The cooperative system in rural tourism can be an effective approach in bringing positive impact in rural areas. and improvement of both the landscape and the basic infrastructure. and the need to generate a democratic movement which helps people at all levels to participate in tourism development. rail facilities. Local people can monitor and control the negative impacts of tourism on their own society. Government should try to generate data for decision-making bodies investing for developing the human resources. to increase the villagers' quality of life by creating a healthy environment. Also they need to focus on occupation training. handicraft promotion. Bank finances should be made available at attractive terms and conditions for promotion of such projects. • Plan for sustainable growth of rural tourism • Invest in new technology Conference on Tourism in India – Challenges Ahead. communication links and other essential amenities become essential for development of rural tourism. Recommendations Governments should recognize importance of rural tourism at priority and help in creating healthy competitive business environment. 15-17 May 2008. local transport. Challenges in rural tourism The major challenges are need to preserve the environment and natural resources.
Environmental management. The state has been recognized as a trendsetter in Indian tourism scene. Fill the narrow gaps between the ‘haves’ and ‘have-nots’. the highest in the world for any tourism destination.in the “Paradise Found” category.the green state of India. Conclusion If a proper marketing plan is done Rural tourism.Kerala has been accorded the status of a partner state by the WTTC. by including the local communities in the development process and sharing with them the fruits of development. Both shortterm and long-term planning. Improve quality. The endeavors of the state with focus on Responsible Tourism can provide an impetus to the tourism sector in the state. Share information to make better business decisions. local involvement. Union Tourism Secretariat has published that the number of international tourists has increased by 6% in 2007 as compared to 2006. earnings and possibilities must be shared with local people. The improvement in awareness on sustainable development.The trend would continue this year. culture and environment. It can prevent migration of rural people to urban. popularly known as “Gods Own Country”(Termed coined by The Kerala State Tourism Development Corporation). Rural tourism will emerged as an important instrument for sustainable human development including poverty alleviation. One of the aims of Responsible Tourism is to prevent monopolists from cornering the benefits of tourism. as one of the “50 great places of a lifetime”. The opportunities. The state is a role model in Responsible Tourism. an increase of 12% over previous year 2006. Develop confidence on all sides Adoption of Responsible Tourism for sustainable growth Responsible Tourism provides a meaningful experience for tourists. Kerala has emerged as “The undisputed tourism hotspot of India”.000(5 million) foreign tourists. Give quality standards of services at all levels Transfer skills and best practice. tourists are also becoming conscious of the needs to reduce any adverse impact on environment. Develop and deploy skills effectively. According to WTTC. implementing and monitoring are vital in avoiding damage to rural areas. 15-17 May 2008. employment generation. 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. problems in agriculture and traditional sector and uncertainties facing the expatriate employment in the Middle East and Gulf countries. sustainable marketing.in recognition of its potential in tourism sector 2000. it could bring lots of benefit to our society. contributing to more than 11 %of the world’s GDP. value of rural tourism. Communicate more effectively. It can help inflow to resources from urban to the rural economy. innovative dreams and deliberate actions. Due care must be taken in protecting the culture of each region .In 2007.is the upshot of careful notions. it makes the adoption of Responsible Tourism practices crucial for sustained growth. Tourism is one of the alternatives for developing Kerala state’s economy in the context of limited prospects and scope of manufacturing sector. covering the socio-economic and environmental themes. Share the pursuit of long-term growth and prosperity.60% annual growth in tourism during the coming decade (2011-2020).The National Geographic Traveller.Top IIMK Part IX – Rural Tourism IIML • • • • • • • • • • • • • • Business must balance economics with people.Kerala. and realistic planning are crucial for development of rural tourism. Collaborate on information requirements.in a landmark issue in 2000 rated Kerala. It could be a sustainable revenue generating project for rural development of our government. 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. Promote traditional tourism products. Develop rural tourism protecting natural resources. sound legislation. IIMK 441 . UNESCO has listed Kerala as one of the ten” must see” spots in the world. local heritage and lifestyles. tourism is already the world’s largest industry. While there is reason to celebrate. Set environmental policy goals.00. India hosted 50. The World Travel and Tourism Council had forecast that Kerala would record 11.
IIMK 442 .kerala. Introduction to Travel and Tourism. 1989 Coltman. Mazumdar. 15-17 May 2008.gov www. Reference Andrew Vladimir. New Delhi.indiabusiness. Michael M.org www.nic. Excel Books. Karan.nal.agnet.progya. 2006 Indian Tourism.usda. The government should promote rural tourism to ensure sustainable economic development and positive social change. New York.com www. P.tourismindia. Complete Travel Marketing handbook.org www. Indian Tourism-Aspects of a great adventure. Dept. 1999 www. New Age Publications.wttc.in www. NTC Business Book. of Tourism. Prestige Books.Top IIMK Part IX – Rural Tourism IIML integration and international understanding. 2004 Karan Singh.in www. 1980 Tapan K. 2004 Tourism as a heritage.gov.Text and Cases. Van Nostrand Reinhold.org Conference on Tourism in India – Challenges Ahead. Panda. Marketing Management.
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