group no 11 report

8/2/2019 Group No 11 Report

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Rural Tourism

Submitted by,

Srikant Yadav.

Paresh Bhutada.

Mayur Bhamre.

Akshay Kulkarni.

MBA


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Contents

Desi Darshan Diversification Tourism

In short- D3T

-name of the company

S.NO. TOPIC PAGE NO.

1 INTRODUTION OF INDUSTRY 1

2 POSITIONING LINE 2

3 INTRODUCTION OF REPORT 2

4 ANALYSIS 3

5 MARKET SEGMENTATION 5

6 TARGET MARKET 5

7 STRATEGIES 6

8 CHARECTERISTICS OF RURAL TOURISM 7

9 FACTORS 8

10 SIGNIFICATION 8

11 PRODUCT DEVELOPMENT AND

MANAGEMENT PROCESS

9

12 BENEFITS 10

13 RURAL TOURISM CHALLENGES 10

14 MARKETING MIX 13

15 SUMMARY 14


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INTRODUCTION

With respect to the title of the industry Desi Darshan Diversification Tourism

(D3T) is related with the rural tourism. It include the concepts of rural tourism like ecotourism,

agri-tourism, nature tourism, etc. the concept of D3T is:

Desi: Desi is related with rural. It indicates the activities which are directly related to rural area

and culture.

Darshan: Darshan means to see or to feel the nature or culture of rural area.

Diversification: Diversification means Variety in the rural tourism like ecotourism, nature

tourism, etc. It also includes the Variety of benefits from the rural tourism.

Tourism: Tourism as we all know means tour with some services or some business purpose. It

can be the getting of knowledge from the tour.

So it is summarized as :


After knowing about the concept behind the name of this industry, we should

know about the D3T which is a short form of industry. Basically the name this industry include

three times D and to make easier for the customer to remember the industry name. as they can

use short name at the time of communication. And in last T is written, which means Tourism

because basically this industry is related to Tourism. So finally it becomes:


(D3T)

Now the report of rural tourism is given by this industry, which include the marketing plan of

different concept.

This is your path to

know our country

Love nationality Love naturality


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This thought is useful to create a position in the mind of customer. They can

easily get attracted towards this industry as it creates a feeling of patriotism and also has a

touch of India.

INTRODUCTION OF REPORTRural tourism focuses on participating in a rural lifestyle. It can be a variant of

ecotourism. Any village can be a tourist attraction, and many villagers are very hospitable.

Agriculture is becoming highly mechanized and therefore requires less manual labor. This is

causing economic pressure on some villages, leading to an exodus of young people to urban

areas.This paper is about rural tourism in the post-industrial developed world. The concept of

rural tourism as understood by communities, governments, and western tourists only refers to

tourism in rural areas of modern developed countries. None of the writers and researchers made a

distinction between tourism in rural areas of developing countries and those of developed

countries.

INDIA is a multi-destination country with a variety of tourist attractions and

facilities. Indias rich religious and cultural past has created distinctive architectural styles,

temple towns and famous monuments. With Himalayas as back drop, Indias mountain
http://en.wikipedia.org/wiki/Tourismhttp://en.wikipedia.org/wiki/Ecotourismhttp://en.wikipedia.org/wiki/Ecotourismhttp://en.wikipedia.org/wiki/Tourismhttp://en.wikipedia.org/wiki/Ecotourism


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hideaways offer some of the best places in the world to literally chill out and rejuvenate the body

and soul.

Rural tourism inculcate following concepts of tourism :

i)Heritage and Culture (Ethnic Tourism)

ii) Learning and Education from natural environment about rural life style, art and culture

(Ecotourism)

iii) Scenic value (Nature Tourism)

iv) Religious value (Pilgrim Tourism)

v) Adventure/Sports based activities (Adventure Tourism)

vi) Rural/Agrarian life style (Farm Tourism/Agritourism)

ANALYSIS

In year 2005, Conde Nast listed India as the 10th chosen destination in the world.

in the year 2006 India has moved to the fourth position. India received an estimated 3.5 million

foreign tourists and 366 million domestic tourists in the year 2005, a rise of almost 30 percent

from 2003. The domestic tourism is expected to grow by 20 per cent over the next five years. It

is the third largest foreign exchange earner after gems, jewelry and ready made garments.

TOURISM create more jobs than any other sector for every rupee invested. For every Rs.10 lakh

of investment in manufacturing, there is employment generation for 12.6 people; in tourism it is

four times higher at 47.5, even higher than in agriculture, which is 44.7. In India direct

employment from tourism contributes 4.59 per cent of the total employment while indirect

employment bumps that figure up to 8.27 per cent or around 40 million. The forecast by the

World Travel and Tourism Council pegs industry growth in India at 9.7 per cent, which

translates in to the creation of nearly seven million jobs over the next 10 years.

But when we compare with France (75.1million foreign tourist arrivals in 2004-

2005), Spain (53.6 mn.), U.S.A. (46.1mn.), our figure 3.5 million seems negligible. Small

countries like Malaysia (11.7 mn.) and Thailand (11.7 mn.) are far ahead in tourism with their

limited resources. In view of the fierce competition in tourist generating markets from several

countries, it becomes necessary for India to strengthen its promotional and marketing efforts

continuously to maintain and improve its existing market share. Steps are, therefore being taken

to develop and implement strategic marketing Programme The market for rural tourism is around


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Rs.4, 300 crore per anum. Rural tourism has the potentiality of attracting both foreign and

domestic tourists. Rural tourism projects in India have 310 million domestic tourist potentialities.

. ATITHI DEVO BHAVA is more practiced in rural India.

What is Rural Tourism?

As per Gannon, Rural Tourism covers a range of activities provided by farmers

and rural people to attract tourists to their area in order to generate extra income for their

business.

Rural tourism is gaining importance in Indian tourism with its economic and

social benefits. It is estimated that Rs.4, 300 crore additional revenue can be generated through

Rural tourism. It is going to play a vital role in bridging the gap between Rural and Urban India

by balancing urbanization and counter urbanization syndromes. The Tenth Five Year Plan (2002-

2007) has notified Tourism as one of the major sources for generating employment and

promoting sustainable livelihoods. The Union ministry of tourism in collaboration with UNDP

has launched the Endogenous Tourism Project in the year 2004 UNDP has committed $ 2.5

million for the project.

Some states have by their own initiatives have begun promoting rural tourism the

forest department of the Uttaranchal government has set up Centre for Ecotourism and

Sustainable Livelihoods Central government identified Sulibhanjan-Khultabad in Aurangabad

district in Maharashtra under UNDP supported, Ministry of Tourisms Endogenous Tourism

Project. Pune has started its pilot project in association with an NGO namely Agriculture

Development Trust in Malegaon near Baramati and has managed to increase the annual income

of farmers by almost 25 percent. The trail has now encouraged ATDC to replicate the model

under Maharashtra Krushi Vistar Yojana on a wider scale -25 centers have been identified

across Maharashtra to help farmers in diversifying their operations. Another NGO, Watershed

Organization Trust (WOTR) is managing a project in Kohne village, in Ahmednagar district

Market segmentation:


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Group size differences

ADVENTUROUS PEOPLE

RELIGIOUS PEOPLE

TRADITIONAL PEOPLE

HISTORICAL

So there are three points basically:

1 For historical knowledge and to learn something.

2 Enjoy the culture of the rural area or village

3 Enjoy the ecosystem of rural area

TARGET MARKET

According to the analysis and segmentation our target market is:

Youngsters:

Adults:

Family:

STRATEGIES


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i) Improvement of the surroundings of the village. This would include

activities like landscaping, development of parks, fencing, compound

wall etc.

ii) Improvements to roads within the Panchayat limits. This shall not

include any major road which connects the village.

iii) Illumination in the village.

iv) Providing for improvement in solid waste management and sewerage

management.

v) Construction of Wayside Amenities.

vi) Procurement of equipments directly related to tourism, like Water

Sports, Adventure Sports, Eco-friendly modes of transport for moving

within the tourism zone.

vii)Refurbishment of the Monuments.

viii) Reception Centers.

ix) Other work/activities directly related to tourism.

x) Tourist Accommodation.

Clearly defined geographical boundaries.

Natural, cultural and human attractions, with a focus on a few tourism products of good

quality rather than a proliferation of low quality products A specific identification: to establish a position in the market, we must define and

promote the differentiating elements of their area

Local stakeholders willing to work together: for an area to become a rural tourism

destination, not just a stop off point, structured networks and collaborative agreements

between public and private sector actors are essential. Community is a key part of the

equation.

Proximity to a generating market or gateway: rural tourism destination must be must be

easily accessible to potential visitors through reliable transportation system

Tourism planning , infrastructure and activities

A visitor centre: must have welcoming center where visitors can seek information on

local attractions, activities, and accommodation, ask question of people who are

knowledgeable about the area.


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There are some more promotional tool: journals, internet, magazines, news paper

reports, committees etc.

There are some programs which are shown in the TV channels like:

DESI GIRL

KRISHI DARSHAN

Marketing a rural tourism destination (region, village or leisure spots) there is

need of strategic approach on following aspects:

Attractions - like promotion of rural tourism around a heritage site

Infrastructure (accommodation, cuisine, hygiene, clean water (basic amenities etc.)

Accessibility (roads, means of transportation) - should not be too far from railhead or airport: 2-

21/2 hr.

Carrying capacity of the destination,

Environmental issues (Pollution, Eco-fragility, etc.)

Safety, law and order situation etc.

Continuous Maintenance

Typical characteristics of Rural tourism are:-

sparsely populated locations

Focus on out door activities

Small establishments with mainly part time involvement in tourism by the local

community.

Locally owned enterprises

Meshing with seasonal and local events

The important elements of Rural tourism are:-

Tourists rent out cottages in country side or sometimes become paying guests of villagersby residing with them

Village tourism activities like farm-camping, horse riding will be provided to tourists in

villages

Traditionally furnished accommodation and food


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Factors for successful development of tourism in rural areas (Wilson, et al, 2001)

1. A complete tourism package

2. Good leadership

3. Support and participation of local government

4. Sufficient funds for tourism development

5. Strategic planning

6. Coordination and cooperation between businesspersons and local leadership

7. Coordination and cooperation between rural tourism entrepreneurs

8. Information and technical assistance for tourism development and promotion

9. Good convention and visitors bureaus

10. Widespread community support for tourism

Significance of Rural Tourism

i) Tourism growth can be harnessed as a strategy for Rural Development. The concept of rural

tourism is definitely useful for a country like India where majority of population resides in

villages.

ii) The trend of Urbanization has led to falling income levels, lesser job opportunities in the

rural areas. Rural tourism is one of the few activities which can provide a solution to this

problem.

iii) In many parts of India the rural economy is in doldrums due to the increase in input costs and

decrease in income. Many debt ridden farmers are committing suicides. Efforts to promote rural

tourism as a subsidiary occupation can arrest this trend with balanced regional development.

iv) This concept has the potentiality to attract investment from big industrial houses in rural areas

including valuable Foreign Direct Investment and ultimately increase in GDP of the country by

creating value from rural opportunities.

Product Development and Management Process Baseline survey

Mapping of the current status of the site- like existing activities, physical status

and human assets and potential capacities (what is possible) to be used during the

implementation scheme. Preparation of resource map, seasonal map and Venn map for the


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village drawn. Inherent advantages of site selected/selecting for Rural Tourism project in terms

of historic importance, craft, culture, cuisine, natural beauty etc.

Setting up of tourism infrastructure

Need assessment for tourism infrastructure: Identification of basic infrastructure

required to promote tourism in the respective villages. Creation of common utilities:

Improvement of pathways, creation of interpretation centre, refurbishment of monuments,

improvement in surroundings of village (Landscaping, development of parks, fencing and

compound walls), illumination in the village, signage and tourist accommodation.

Facilitation centers

Setting up Gramkala Kendras and craft museums to display local crafts and arts.

Systems for maintenance of facilities

Continuation and permanent facilities created for the benefit of the local

community as well as the tourists. Optimize the utilization of developed structures, continuous

improvement in quality of life indicators like hygiene and sanitation and employment to the

locals for the maintenance of the Common facilities.

Capacity Building

Awareness created amongst the community for the effective participation and

monitoring of the systems for sustainability. Awareness of the women community, equipping the

natives through skill building to provide increased satisfaction to tourists and training to host

families and local guides.

Technical and Marketing support to Artisans

Identify the artisans of the village and their capability. Support the artisans with

various marketing and technical inputs and skill up-gradation to meet the international market

specifications. Organize workshops, fairs, exhibitions etc for equipping them to meet the

international standards, through product diversification.

Publicity and Awareness

Creating awareness, capacity building for tourism/hospitality services, marketing

of traditional art and folk forms, Involvement of Travel agents/ Tour operators to promote these

destinations, effective documentation of the site by preparation of Brochures, cards, websites etc

depicting the site attractions. Documentation of traditional festivals and folk lore for providing

the information to tourists, seminars/Workshops to increase in awareness on the importance of

the site and participation and organization of Fairs/Exhibitions/ workshops.


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Benefits

Rural tourism allows the creation of an alternative source of income in the non-

agricultural sector for rural dwellers The added income from rural tourism can contribute to the

revival of lost folk art and handicrafts. It is an ideal and natural method of rural and urban

economic exchange Pollution free environment to the visitors

Providing opportunity to experience the farm life

Bringing tourists closer to the village culture and hospitality and Mother Nature

Introducing rural games which are refreshing and genuinely exciting

Relish the authentic rural Indian food

Offering a thrilling experience in staying in comfortable cottages with authentic rural

look in the middle of the huge 110 acres of farms

Lunch, breakfast and dinner are offered under mango, guava or coconut farms

Tourists get an opportunity to work in the fields with the farmers to experience the farm

life.

Tourists can enjoy farm fresh fruits and vegetables during their farm tours

Rural Tourism Challenges

The major challenge is preservation of the environment and natural resources.

There are other challenges to deal such as, proper education, need to generate a democratic

movement which helps people at all levels to participate in tourism development. Occupation

training, handicraft promotion, and improvement in the

basic infrastructure are very much necessary to boost the villagers' quality of life and rural

tourism.

Exploitation of rural environment

Shortage of Trained Manpower

Inadequate physical amenities

Language problems

Business Planning Skills

MARKETING MIX
http://en.wikipedia.org/wiki/Folk_arthttp://en.wikipedia.org/wiki/Folk_arthttp://en.wikipedia.org/wiki/Folk_art


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It include 7ps of marketing:

1. Product: it means those object which can called as commodity or goods who

have physical appearance. Ex: fresh vegetables, monuments, old coins, etc.

2. Price: price means value of product which can be expressed in terms of money

flexibility in the price.

3. Place: It consider the warehouse. And it also means location or area.

4. Promotion: for promotion well use news papers, TV, Internet, Advert. Etc.etc.

Summary:

Any form of tourism that showcases the rural life, art, culture and heritage at rural

locations, thereby benefiting the local community economically and socially as well as enablinginteraction between the tourists and the locals for a more enriching tourism experience can be

termed as rural tourism. To explore the activity of rural tourism the industry Desi Darshan

Diversification Tourism (D3T) has adopted the different strategy on the basis of analysis.

Position line for the customer is this is your path to know your country love nationality love

naturality. Market segmentation is made on the basis of analysis and focusing mostly to the


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youngsters as target market. They made some strategy so that they can achieve there goal.

Suitable locations, ascertain market size, tourist profile, perceptions and expectations, to

demarcate roles and responsibilities among various stakeholders, complete package to tourists,

etc are the strategy. This industry also has cleared the concept of product development and

management process.. But there are some challenges also, for example preservation of the

environment and natural resources, Shortage of Trained Manpower,

Inadequate physical amenities etc.

group no 11 report

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