rural tourism evaluation study

Submitted to M R Division, Ministry of Tourism (Govt. of India) C-1, Hutments, Dalhousie Road New Delhi- 110011 India

EVALUATION STUDY OF RURAL TOURISM SCHEME Executive Summary

June 2007

Mott MacDonald

Executive Summary Evaluation Study of Rural Tourism Scheme

Mott MacDonald MR Division, Ministry of Tourism (Govt. of India

EXECUTIVE SUMMARYThe Ministry of Tourism, Government of India is implementing Rural Tourism Scheme to promote village tourism as the primary tourism product to spread tourism and its socio-economic benefits to rural and its new geographic regions in India. The primary beneficiaries are rural communities (especially women and unemployed youth), PRI representatives, tourists etc. The implementation is done through a Convergence Committee headed by the District Collector/ District Magistrate. To achieve rural tourism objectives, various hardware and software activities were coordinated with key identified project partners/implementing agencies. RURAL TOURISM SCHEME Under the 10th Five Year Plan, thrust has been given to promote village tourism as the primary tourism product to spread tourism and its socio-economic benefits to rural and its new geographic regions. The States/UT Governments submitted proposals for promotion of rural tourism in their respective states. After shortlisting of the proposals, the State/UT Governments were requested to draw up a detailed plan of action. For creation or improvement of infrastructure at the selected site, various activities have been undertaken, viz, improvement of surroundings of the village which include landscaping, development of parks, fencing, compound wall etc; improvements of roads within the Panchayat limits; illumination in the village; provision for improvement in solid waste management and sewerage management; procurement of equipments directly related to tourism, like water sports, adventure sports, eco-friendly modes of transport for moving within the tourism zone; refurbishment of the monuments; signages; reception centres; tourist accommodation and other work/activities directly related to tourism Further to build capacity and enhance the participation of local community, various software activities are undertaken by implementing agencies like Non Government Organisations (NGO) / Panchayat Raj Institutions (PRI)/ etc. The objectives of the software activities is to develop a sustainable Rural Tourism product, convergence with the Ministrys Rural Tourism Scheme (Hardware) through tourism awareness, capacity building for tourism/hospitality services, gender equity, creation of Gurukul, environment care and marketing of traditional art and folk forms. Various activities at the selected sites that have been undertaken include the baseline survey of the site; enhancing local community awareness of the tourism process; gender sensitization; capacity building/design inputs related to art & craft skills, cultural & natural heritage; Gurukul process; capacity building for various aspects of visitor handling; convergence with other yojanas/schemes in the site; environment care and access to cleaner technology with local material, local skills and local traditional styles; marketing convergence including the travel trade for domestic and international visitors. Based on the Tenth Five Year Plan goals of the Government of India, and on the United Nations Development Assistance Framework priorities of strengthening decentralization and promoting gender equality, Government of India- United Nations Development Programme (UNDP) Country Programme (2003-2007) has been initiated. UNDP has committed funding support to the Government of India (Ministry of Tourism) for the Endogenous Tourism Project initiative. The Project seeks to promote local culture and craft based eco-tourism for sustainable livelihoods and integrated rural development during the 10th Five Year Plan. The primary facilitation of the Endogenous Tourism Project is for capacity building/direct training; thereby enabling low-income village communities create and articulate their skills from within.

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THE STUDY In order to assess the impact of Rural Tourism Scheme, Mott MacDonald India (MMI) has been entrusted by the Ministry of Tourism, Government of India, to undertake the impact assessment of Rural Tourism Scheme. TERMS OF REFERENCE (TOR) The scope of work for the assignment as per the requirement of the Ministry of Tourism and outlined in the basic document requesting for proposal for the proposed study is as follows: (a) To assess the impact of Rural Tourism projects, particularly on: Tourist arrivals Employment generation-overall and for the local population Employment generation, income generation, and other socio-economic aspects of lives of local population Preservation and improvement of environment.

(b) To calculate/estimate direct revenue generated from the projects since completion, and compare with any forecasts/assessments made at feasibility/inception stage; (c) To assess the self-sustainability of projects (d) To evaluate the system of maintenance of facilities for tourists (e) To evaluate the publicity/ campaign launched by the agency implementing the project for attracting tourists. (f) To evaluate the involvement of Travel agents/ Tour operators to promote these destinations. (g) To get the perception, experience and expectation of tourists about the facilities available. (h) To make recommendations, based on the findings of the study, for bringing about improvements in the scheme Approach and Methodology The team of Mott MacDonald has carried out the assessment by using a consultative and participatory approach. The inputs for the study were collected mainly from primary sources duly supported by secondary information. As per the information provided to the study team by Ministry of Tourism, till date only 25 projects have been successfully completed or are in the verge of completion in the 16 states. The remaining projects are either not completed or have been recently sanctioned. Out of these 25 completed / partially completed projects, 24 projects were selected randomly and visited by the study team The primary research involved visiting 24 identified rural tourism sites in 16 states for the impact assessment study and interacting with the relevant respondent categories. The data collected from both secondary and primary sources was analysed to assess the impact of the rural tourism scheme. In order to assess the socio-economic benefits of the Rural Tourism Scheme in the villages covered by the scheme vis--vis those not covered, the study of a village in the close vicinity was undertaken where the scheme has not been implemented. The 24 control villages have been selected on the basis of interaction with NGOs, PRI representatives and state tourism department

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The detailed assessment of visited sites is given in following chapters of the report. IMPACT ASSESSMENT OF SCHEME Impact Assessment of Rural Tourism projects, particularly on Tourist arrivals Most of the sites chosen for rural tourism project have inherent advantages in terms of historic importance, craft, culture, cuisine, natural beauty etc. It was assessed that prior to the intervention of Ministry of Tourism, there were five basic issues hindering the flow of tourist. Lack of basic infrastructural facilities for tourists like sanitation, drinking water facility, wayside amenities Lack of accommodation and fooding facilities Lack of awareness about the site importance and the need for local guides Need to maintain hygienic and good sanitation conditions at the sites Xenophobia among the local population

With the intervention of Ministry of Tourism, there has been considerable change. Though, it is too early to assess quantitatively the increase in the number of tourists (in most of the cases, the project is not yet completed), but our study shows that the Xenophobia (fear towards unknown) has been removed from the mind of the local people. The smaller radii in the tourism circuit have been identified within the destination for keeping the tourist stay for more than a day. Different goal setting exercises have been conducted with the host community in due participation and suggestion of village committee as well as the District Coordination Committee. The following factors have complemented and are indicative of the fact that Rural Tourism scheme has been successful in attracting more tourists and elongating their period of stay in the village. Effective documentation of the site by preparation of Brochures, cards, websites etc depicting the site attractions. This has helped in marketing the sites even among foreign tourists. Equipping the artisans to produce the artistic products with good quality. Encouraging product diversification and provision of marketing linkages as well as credit facilities has increased sales of the local art and craft forms from the craft interpretation centre. Documentation of traditional festivals and folk lore has been carried to the tourists. Improvement in the cleanliness and hygiene in the village and environmental awareness among the people has fostered a conducive atmosphere for tourists at few places. The drainage system, garbage disposal system etc has changed the Sanitation and health of the village Guide training among the local youths has led to an increasing number of youths helping the tourists in knowing the places of attraction in the villages.

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Concept of homestays with food, clean water and toilets being promoted among the host community has resolved the problem of accommodation on one hand and on the other hand helped the tourists to feel a part of the local community. Training of the women/ the host community in preparation of different types of cuisine and other hospitality aspects has also resulted in increasing the satisfaction level of the visitors.

The tourist arrival to control villages is constant over a period of time. Not much of efforts have been done by local community members to increase the total inflow to the destinations. Impact Assessment of Rural Tourism Projects, Particularly on Employment Generation overall and for the Local Population The overall goal of the rural tourism is to create a community managed rural tourism model through strengthening livelihoods of the local communities and the preservation and development of local heritage of the villages. Due to the initiatives taken by the Ministry of Tourism to promote rural tourism, a number of avenues for employment of local population have opened. The direct and indirect sources of income are enumerated below: The employment of local youths as tour guides has given gainful employment to a large number of unemployed youth in the village. The concept of homestays with toilets has supplemented the income of the host population. A large number of tea stalls, small restaurants, pan shops etc have started functioning due to the increase in inflow of tourists, which has again improved the socio-economic conditions of the local people. As local resources (labour and material) were used to construct the hardware structure under this scheme in the villages, a number of people have got employed. The revival of Tourism products like folk arts by formation of activity groups has also helped the local population. These folk arts provides link with the past and bring alive ancient traditional art forms and culture. They also helped in perpetuating legacy for the future. The support to rejuvenate the folk arts has lead to the revival of the folk arts and also providing livelihoods to the practitioners of the arts. A vital aspect of the Rural Tourism Scheme was to check the migration of the artisans from the village. To tackle the problem of migration, the artisans in different categories like stone carvers, pot makers, wood carvers, painters, weavers etc have been given trainings and exposure visits. Their product has been effectively promoted via different means and they have been taught about product diversification and demand of market, which has ultimately enhanced their income and stopped the migration.

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Integration of gender perspectives into the tourism industry has also evolved as an important concept through the Rural Tourism Scheme, as it is the major employer of women and offers various opportunities for independent income generating activities for them. The Self Help Groups (SHGs) which were either non functional or disintegrated and have been provided/ will be provided financial and marketing linkages helping them to increase their income.

In control villages, due to lack of concept of integration of existing economic activity with the tourism, the villagers lack the basis understanding of alternative livelihood opportunity Impact Assessment of Rural Tourism Projects, Particularly on Preservation and Improvement of Environment One of the biggest challenges of the tourism industry is that success should not destroy, what attracts the visitors in the first place i.e. the environment. During the field visits, it was observed that there is change in villagers attitudes towards cleanliness, hygiene and sensitiveness towards environment. The changes in relation to preservation and improvement of environment that were noticed during the field visit are listed below: Solid Waste Management: Solid Waste Management (SWM) Training has been imparted by the NGOs/ implementing agencies to the villagers covering issues like awareness generation; appropriate waste segregation; disposal of plastics; reuse and recycling of plastic, composting and vermi-composting. The measures adopted have improved the environment and facilitated the tourists. After training, the villagers have initiated waste management and started collection, segregation and dumping of the waste in designated areas. The SWM brought in the much required scientific approach to the whole process of waste management and a proper disposal of plastic which was unchecked. It also gave Waste Management a new perspective in terms waste as wealth and waste as source of income. Beautification and Landscaping of the village: It has been reported that the rural tourism has improved the natural beauty of the rural tourism sites. Beautiful parks; renovation of old and heritage buildings, temples, mosques etc; decoration of entry gates etc have gone a long way in attracting the tourists by presenting them a clean and environment friendly village. Sanitation and Personal Hygiene: The quality of the living conditions of the local community and their standard of living has improved at select rural tourism sites. For the development of village, people have showed their priority towards sanitation. For instance, in Lachen (Sikkim), the cows and yaks roam in plenty and pose a threat to health of the villagers. To spread awareness among people, various measures have been undertaken under the rural tourism scheme. For instance, for improvement in health and hygiene, camps and demonstrations of hygienic practices; workshop on cleanliness has been organized. This has resulted in improved living condition of the local community through proper hygienic practices. Again, for improvement in the sanitation facilities, need assessment was done with the local community to identify the needs of the people in the improvement of sanitation. Environmental awareness workshops were organized. The output of all these has been creation of sanitation facilities such as the toilet facilities for the usage of local community and enhancement in awareness on the utilization of created infrastructure.

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In control villages, the participation of local community members for improvement of sanitational condition is limited and lack the concept of improved sanitational conditions in the village can increase stay period of tourist which would ultimately lead to enhancement of income generation Impact Assessment of Rural Tourism Projects on Direct Revenue Generated One of the most important objectives of the rural tourism programme is to increase the income flow of the local population and improving their quality of life. After receiving training on various aspects like hospitality management, guide training, visitor handling, linguistic ability etc, many rural unemployed youths have come forward and started working as guides. Youth who were already employed in the profession, have improved their skills on visitor handling. Most of them neither could speak in English nor had any formal degree. These guides have now become much more organised and many have opted for various courses and certification, which will increase their income in future. Besides, the development of homestays in this programme has resulted in a smooth flow of income for the host community. They have been given training on cleanliness, preparation of cuisines and other vital aspects of visitor handling. During the field survey, it was found that in Kumbhalanghi (Kerala), the charges of rooms are as high as Rs 1200 per day. Besides, the host community also earns by serving the guests with different types of cuisines. Artisans and craftsmen in the villages are another set of people whose earning has moderately increased due to the efforts taken under rural tourism scheme. They have participated in various workshops and training sessions, updating their knowledge and skill on modern designs, colours, technology and experimented with different models. While participating in the local festivals or in national events, they have earned good profit by selling their products. In control villages, artisans still use traditional techniques and designs for their product. It leads to low demand for their product in the market. Impact Assessment of Rural Tourism Projects on Self-Sustainability of Projects Another major objective of the rural tourism is to build the capacity of local communities so that the projects may be sustainable in long run. In most of the rural tourism sites, the community has been effectively mobilised and their capacity being built (especially for UNDP supported sites). The local community has been trained to manage the tourism site, all by its own for sustainability. The community has been equipped through the goal setting exercises in the maintenance of the site; outcomes of the tourism through community participation and effective monitoring of all the said activities. The Village Coordination Committee, consisting of both genders has enabled the local community in the activities for the successful results. The active participation in need assessment, group discussion, disadvantaged groups, women, and unemployed youth has also been ensured in this process. This institution building among the artisan community has resulted in the formation of Federation of artisans, VLCs, SHGs, producer groups etc. These institutions are constituted to manage the site on sustainable basis. In control villages, the concept of self sustainability totally lacking amongst the local communities

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Impact Assessment of Rural Tourism Projects on System of Maintenance of Facilities for Tourists The maintenance of the facilities created is an aspect which requires a lot of attention or else the utilities and civil structures created would either be destroyed due to sheer negligence or would not be able to draw the desired number of tourists. At Paranpur (Madhya Pradesh), it has been observed that the structures like Kala Kendras, Craft Museums, Toilets, Parking sheds, rest rooms etc are maintained by the villagers under the direct supervision of the village panchayat. This also serves an important objective of the rural tourism i.e. to increase the livelihood opportunities of the locals. For maintaining these facilities, in many places (or already in place in many sites) the local youths and women are working as sweepers, guards, cleaners, facilitators, receptionists etc. Thus not only the structures gets utilized and maintained, but the people also get gainful employment resulting in self sustainability. Impact Assessment of Rural Tourism Projects of Publicity/ Campaign Launched by the Agency Implementing the Project for Attracting Tourists The publicity/campaign launched by various NGOs and implementing partners has helped in projecting the particular sites as places in the tourism circuit of India. Earlier, the visitors were either unaware about the site or didnt stop over in the village. Due to the publicity and marketing efforts of the Ministry of Tourism, State departments and the implementing partners, situation is gradually changing. Various publicity methods have been adopted to promote tourism at the sites like documentation of the site with the campaign of Incredible India; preparation of brochures, cards depicting the site attractions; developing websites explaining in details the history, culture, food, craft etc of the site; strategic tie-up with various tour operators and travel agents to market the site; video shooting; Taking natives to exposure visits to unknown places, thereby spreading the culture through word of mouth ; putting up signages in villages so that visitors know exactly what to see or where to go and conducting workshops in places like Delhi Haat etc where the true art form of the natives is showcased thereby getting more recognition to the villages. Impact Assessment of Rural Tourism Projects on Involvement of Travel agents/ Tour Operators to Promote destinations The travel agents and tour operators are playing an important role in promotion of the destinations. Most of these places were till recently unknown to many domestic and foreign tourists. However, most of tour operators who conduct package tours, (taking the people for sight seeing to different places and arrange for their accommodation and food too) have started taking the visitors to these sites now. Though it is still at a nascent stage, with volume of tourists slowly increasing to the sites, however the efforts are in place to promote these sites. During interaction with private tour operators, it has been reported that the situation is slowly changing and visitors are now desirous to see these destinations. Perception, Experience and Expectation of Tourists about the Facilities Available During the interaction with tourists (both domestic and international), overall the visitors seem to be truly satisfied with their trip to India. While some of them were in the site for the first time, few others had repeated their tour. The positives of the rural tourism according to them are enumerated below: India being a land of diversity, this type of trips gives a platform to visit the hinterlands and meet the rural people. Local community warmth and the natural beauty of the places is really enchanting

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Their expectations have been fulfilled, as they felt a part of the family itself They really enjoyed the homestays and talking and mixing with people Added attraction for them was that the local art and crafts were being made in front of them and the process being explained to them. It was a great experience to witness the way of living, to exchange views with rural people and being close to nature. They enjoyed the hospitality of the people who were very receptive.

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Mott MacDonald MR Division, Ministry of Tourism (Govt. of India)

The following table summarises the impact of the various activities undertaken in rural tourism scheme ACTIVITY OUTCOME Mapping of the current status of the site like existing activities, physical status and human assets & potential capacities (what is possible) to be used during the implementation scheme PRA done and resource map, seasonal map and venn map for the village drawn OUT PUT Identification of potential groups to be covered under the scheme Enhancement of knowledge about livelihood of people and their status Enhancement of knowledge about socio economic status of families To form the villages into cluster based on potentiality IMPACT Better understanding of the culture of the village in terms of food, arts, leisure sports, architecture and events Assessment of communitys livelihood Active participation of community for objective, implementation plan and activities of the scheme Formation of clusters in the village based on potentiality Plan of action in place Effective community participation during need assessment for tourism infrastructure Effective participation of the government department Local labour, technology and resources being optimally utilised Increased comfort for the villagers and tourists Improvement in natural beauty of the village Improvement in hygiene conditions

BASELINE SURVEY

SETTING UP OF TOURISM INFRASTRUCTURE Identification of basic infrastructure required to Need assessment for tourism promote tourism in their infrastructure respective villages Creation of common utilities Development / improvement of pathways resulting in improved village connectivity & surrounding.

Deriving the role plan of community, NGOs and government

the the

Improvement of pathways

Improved pathways without potholes, waterlogging etc like in Kumbhalanghi village (Kerala) Travelling through vehicles atleast two wheelers has become possible like in case of Karaikudi (Tamil Nadu)

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ACTIVITY

OUTCOME Development of Interpretation Center

OUT PUT Development of common platform for artisans to sell their product like in case of Raghurajpur village (Orissa). Increase in sales of the local handicrafts from interpretation centre Beautification of ailing monuments like in Samod village (Rajasthan) Preservation of rare and vanishing paintings and sculptures Improvement in natural beauty of the village Improved Solid waste management facilities like the garbage disposal system in Annegundi village (Karnataka). Creation or modification of lanes, parks etc like the sculpture garden in Annegundi village (Karnataka). Creation of facilities like Rain water harvesting system, bio gas plant etc as observed in Kumbalanghi village (Kerala). Proper drainage system in the village. Installation of solar lights and normal light posts at important places in the village like in Lachen village (Sikkim) Optimum use of local/ nonconventional material and technology

IMPACT Increase in tourists flow to the site Enhancement in income of artisans Wider promotion of handicraft items made in the village Increase in tourist attraction to the monuments resulting in more inflow Satisfaction of religious sentiments of the local community Clean environment and facilitation of cleaner technology. Beautification and landscaping of the village. Tourist satisfaction towards sanitation and personal hygienic conditions

Creation of interpretation centre Maintaining and restoring old heritage, pride and culture of the village.

Refurbishment of monuments

Improvement of the surroundings of the village landscaping, development of parks, fencing, compound wall

Improving the environment and providing the tourists, an eco-friendly tour and ecofriendly get together for the villagers

Development of lighting arrangement in the village Illumination in the village

Increased tourist satisfaction Improved accessibility to the village. Proper illumination in the village

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ACTIVITY

OUTCOME Facilitation of tourist information and places of interest

OUT PUT Information flow among villagers about the rural tourism programme and its vital aspects. Installation of information boards at important places in the village like in Sulibhanjan-Khultabad (Maharashtra) Installation of signage to guide the tourists Availability of ethnic accommodation facilities at nominal rates to make them feel a part of the village as observed in Puttaparthi (Andhra Pradesh) Providing platform to crafts persons to showcase the arts and crafts, history &culture, nature and heritage of the site like in Raghurajpur (Orissa) Encouraging the product diversification Ethnic craft items are persevered as in the Jyotisar (Haryana).

IMPACT Increase in knowledge of tourists about the various places in the village Help to visitors in approaching places

Signage

Tourist accommodation Facilitation centres

Development of accommodation facilities in the village

Increase in comfort of tourists resulting in prolonging the stay Increase in the level of satisfaction among tourists. Collective production and marketing of the arts & craft products. Enhancement in motivation of the rural artisans by providing a space. A common platform where visitors can easily see the various local skills of the village Repeat visits and increase in domestic & international tourist flow Creation of community owned facility centres for showcasing to tourists

Creation of facilitation center for crafts persons to display local arts and crafts. Gram Kala Kendras

Craft Museums

Development of institution to showcase unique craft items

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ACTIVITY

OUTCOME Continuation and permanent facilities created for the benefit of the local community as well as the tourists

OUT PUT Optimal utilization of hardware structure Improvement in quality of life indicators like hygiene and sanitation. Employment to the locals for the maintenance of the Common facilities like in Lachen (Sikkim). Creation of sustainable livelihood opportunities as observed in Banavasi Village (Karnataka). Enhancing the skill sets of the local community. Imbibing strong sense of institution building among the local community. Street plays, one to one meetings, family visits etc are used to capture the attention and to create awareness on diverse issues including environment, benefits of the training in the site, waste management

IMPACT Increase in employment opportunities for people working as maintenance staff Upholding and sustenance of the basic objectives of rural tourism scheme Increase in income generation due to constant flow of tourists. Revival of traditional skill of the village Exposure of the villagers to new concepts

Systems for maintenance of facilities

CAPACITY BUILDING

Awareness building among the community for the effective participation and monitoring of the systems for sustainability Creating sense of ownership about the project among community

Enhancing local community awareness

Create an ambience of harmony resulting in the community being more open and being a part of the project All the arrangements including the direction of the event undertaken with the help of the PRI membersBrought about a sense of sharing responsibility

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ACTIVITY

OUTCOME Awareness of the women community Mobilization of women artisans in the active participation in the tourism programme. Mainstreaming women folk in the society

OUT PUT Organizing the women folks for the common purpose of being selfdependent. Formation of activity based groups and self help groups, benefiting women community Kazhugumalai and Kaikudi villages (Tamil Nadu).

IMPACT Active participation of the women Continuous Capacity building to equip themselves to meet their own needs Effective skill building of the women community Provision for additional income through capacity building exercise Capacity building of the women in the traditional activities, so as to earn additional income. Ensured livelihood opportunities for gurus/teachers Instilled in the native population a pride for their traditional skills and urge to preserve the same Showcasing the skills abroad and broadcasting it among the youths. Increased livelihood opportunities for the local community Improved skill set of the local community. People becoming more receptive towards tourists Prolonging the stay of tourists

Gender sensitization

Disseminate the traditional knowledge and art of the village Gurkul Process

Equipping the natives through skill building to provide increased satisfaction to tourists Capacity building for visitor handling

Development of institution like Gurukul platform to learners and teachers as observed in Raghurajpur village (Orissa) Disseminating knowledge among visitors on the glory of the village Revival of precious and traditional knowledge/ dance form/music Number of capacity building program for local community member Providing a feeling of freedom, spirit and flavour both for the domestic and international tourists More number of local youths opting for courses/training of guides like in Jageshwar village (Uttaranchal) Host community getting trained on different types of hospitality management, cuisine preparation, tourist handling etc leading to sustenance.

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ACTIVITY

OUTCOME Homely and congenial environment for tourists to enjoy the rural flavour

OUT PUT Homely atmosphere and ethnic cuisine for the tourists at nominal rates as in Samod village (Rajasthan) Tourists getting a chance to interact much more with the local community

IMPACT Increased livelihood opportunity for the host family Prolonged period of stay by domestic and foreign tourists in the villages. Local resources and technology getting optimally utilised leading to sustenance Increased motivation level of youths. Increased community participation. Youth taking more ownership of the project. Elongation in the period of stay by tourists in the village.

Host families

Active participation of rural youth to work as guide Guide Training

Number of guide training sessions have been organised Active Participation of the local community and youth as in Jyotisar Village (Haryana).

PUBLICITY AND AWARENESS Increase in awareness on the importance of the site Seminars/Workshops Successful in increasing community participation and generating awareness among the tourists, thereby facilitating institutional building process like Samod village in Rajasthan. Wider publicity of the site through publicity material developed under the project as in Ballabhpur danga village of West Bengal Strengthening the process of institutional building leading to sustenance Increase in knowledge about the site Important features have been highlighted about the site Wider coverage leading to increase in tourist inflow

Development of Publicity Material like post cards, websites,

Development of publicity material like Posters, post cards

TECHNICAL AND MARKETING SUPPORT TO ARTISANS Mapping of artisans of the village and their capability Artisans Identification Documentation of the crafts, arts and folk lore as in Karaikudi village of Tamil Nadu Enhancing the level of motivation among the artisans Revival of the traditional arts. Providing livelihoods to the practitioners of the art through tourism.

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ACTIVITY

OUTCOME Support the artisans with various marketing and technical inputs Skill upgradation to meet the international market specifications Promotion of traditional products for marketing. Knowledge enhancement in back ward and forward linkages

OUT PUT Need assessment of the community in various aspects such as production, marketing, improvement in the quality, changes in the design through various workshops. Continuous skill building of the artisan community in various aspects Community mobilization through the promotion of activity based groups. Collaboration with different business institutions for market tie-ups. Practical sessions provided them with an opportunity to understand the theory as well as assess themselves Exposure visits to the locations to draw parallels like the artisans of Lachen village of Sikkim Products are sold in the national and international markets and their livelihood activities have increased Promotion of the traditional arts and crafts to the outer world like in Pochampalli village of Andhra Pradesh.

IMPACT Resulted in formation of Federation through institution building exercise among the artisan community Activity based groups are in the process of formation for sustainability Effective skill building of the artisans Production of quality products in line with the market need Increase in product diversification and adoption of modern technology

Capacity Building

Participation in Fairs/Exhibitions

Organizing workshops, fairs, exhibitions etc for equipping them to meet the international standards, through product diversification and to meet both the needs and standards of local and international market

Sustainable Livelihood opportunities through the strong community organization. Skillset of the craftsmen increased. Creation of more livelihood opportunities and income generation measures among the locals. Increasing the level of involvement of the community. Increase in the awareness of the artisans about the worth of their products.

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CONSTRAINTS IN IMPLEMENTATION During interaction with various stakeholders, it was found that there were project constraints during the implementation of the rural tourism scheme. These include: The initial common understanding developed among all the stakeholders gets diluted with the frequent transfer of focal personnel, like the District Collector (DC) /District Magistrate (DM). At the sites which did not have a software component (especially Non UNDP sites), there was a lack of awareness among the people about the scheme. There has been no direct synergy between the hardware activities and the software activities under Rural Tourism Scheme. In few of the sites, hardware activities have preceded the software activities. Wherever there is a lack/ incompletion of software activities, the community awareness, understanding, participation and ownership in the project is suboptimal. The community participation and ownership can be achieved only when the local governing institutes like Gram Panchayat cooperate with the NGO. Unfortunately, in some cases due to vested interests, there seems to be a lack of coordination between the gram panchayats and the local NGOs. There are many stakeholders like the Rural Department, the Ministry of Environment, Archaelogical Survey of India, PWD, Water Department etc in the implementation of the scheme. Due to the involvement of different stakeholders in the scheme, sometimes, there is a problem in creating or refurbishing the existing structures. The size and population of the village also needs to be taken into consideration before deciding the duration of software activities. The formation of the community groups, product development and marketing is expected to take longer time to reach a reasonable standard for foreign and domestic tourism markets. The initial project time period of two years was too short. The challenges in rural tourism have been compounded by institutional obstacles, i.e. the administrative complexity. During the field visit, it was reported that in some cases the software implementing partner cannot continue with their efforts, due to delay in the release of the funds. At various locations the concept of integrated tourism products is still in the infancy stage. Another major constraint in the rural tourism scheme has been the lack of statistics about the site. For instance, in many cases, the correct data of tourist inflow to a particular site was impossible to obtain. No one had ever maintained such records. Rural Tourism scheme is constrained by strong competition from other nearby tourism destinations and from other packages sold by tour operators. It has been reported that the interest of tourists looking for authentic rural experiences very often conflict with the interest of locals looking for urban comfort.

RECOMMENDATIONS The rural tourism scheme is based on principles of sustainable development and the aim is to promote tourism sites in India. The scheme emphasizes entrepreneurship and active community participation in development and policy-making in rural tourism. Following are few recommendations that can be S- 17 -



undertaken for the sustenance of the capacity building and better utilisation of the infrastructure and other materials provided under rural tourism scheme. The present system of selection of activities in the rural tourism sites is appropriate. However, it can be underlined that more community based activities within the scope of project should be identified by the NGOs. This would pave the way for sustenance in the long run as the community would get more returns. A vital aspect for the success of rural tourism scheme is the selection of NGOs as implementing partners. Thus, it is recommended that NGOs having presence across the state, relevant experience in project implementation and community mobilisation for atleast 5-10 years should only be selected. The present system of selection of software activities is appropriate. However, it is recommended that Logframe with clearly defined Key Performance Indicators (KPI) should be developed to monitor the progress of activities. Effective documentation of all the Incredible India sites is an imperative. Media persons and Jornalists should be contacted and invited for the same. For instance in Pochampalli, it was observed that journalists were invited by the Andhra Pradesh State Government to write about the site. It is important that all the stake holders evolve a similar kind of understanding about the project and understanding evolved is further retained among them. So there should be permanent posting of key staffs till the project is completed. Further clear cut delegation of responsibility among the stakeholders to avoid any confusion during implementation. The software activities should start 6-8 months before the hardware funds are released, so that actual need is identified and fulfilled. A complaint redressal cell to facilitate the coordination between implementing partner ( PRI/State Government) and NGO should be set up and the DPIC meetings should be held more frequently. A micro database capturing the updated tourism related information of the village, should be maintained by the gram panchayat. The rural sites should be aggressively promoted via tour operators. More national level exposure trips should be organized to create awareness among the natives. Last but not the least, a special monitoring cell or steering committee to evaluate the rural tourism scheme should be set up. This committee should work under strict deadlines and periodically monitored by an external agency.

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To conclude, rural tourism is not only the end, but the means to stimulate economic growth, to increase the viability of underdeveloped location, and to improve the living standards of local populations. Rural tourism scheme has been a valuable vehicle to bring the ultimate rural stakeholders in touch with tourism sector to increase employment. In order to make the scheme more meaningful, it is very important that the sustenance issues be discussed with the community before the start of the project and also aggressive marketing of the destinations be taken up with the local and international Tour Operators

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Final Report Evaluation Study of Rural Tourism Scheme


M R Division, Ministry of Tourism (Govt. of India) C-1, Hutments, Dalhousie Road New Delhi- 110011 India


June 2007

Mott MacDonald Pvt Ltd A-20, Sector 2 NOIDA 201 301 Uttar Pradesh India Phone : +91 120 2543582-85 Fax : +91 120 2543562 e-mail: [email protected]

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Issue and Revision RecordRev A Date 3rd December 2006 Originator Mr. Anisur Rehman, Mr. Trinanjan, Mr Bandu Sona Das Mr. Anisur Rehman, Mr. Trinanjan, Mr Bandu Sona Das Mr. Trinanjan Checker Dr. Rajesh Khanna Approver Ms. Shoma Majumdar Description Draft Report

B

10 February 2006 21st June 2007

th

Dr. Rajesh Khanna

Ms. Shoma Majumdar

Draft Final Report

C

Dr. Rajesh Khanna

Ms. Shoma Majumdar

Final Report

This document has been prepared for the titled project or named part thereof and should not be relied upon or used for any other project without an independent check being carried out as to its suitability and prior written authority of Mott MacDonald being obtained. Mott MacDonald accepts no responsibility or liability for the consequence of this document being used for a purpose other than the purposes for which it was commissioned. Any person using or relying on the document for such other purpose agrees, and will by such use or reliance be taken to confirm his agreement to indemnify Mott MacDonald for all loss or damage resulting therefrom. Mott MacDonald accepts no responsibility or liability for this document to any party other than the person by whom it was commissioned.

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SUMMARYThe Ministry of Tourism, Government of India is implementing Rural Tourism Scheme to promote village tourism as the primary tourism product to spread tourism and its socio-economic benefits to rural and its new geographic regions in India. The primary beneficiaries are rural communities (especially women and unemployed youth), PRI representatives, tourists etc. The implementation is done through a Convergence Committee headed by the District Collector/ District Magistrate. To achieve rural tourism objectives, various hardware and software activities were coordinated with key identified project partners/implementing agencies. RURAL TOURISM SCHEME Under the 10th Five Year Plan, thrust has been given to promote village tourism as the primary tourism product to spread tourism and its socio-economic benefits to rural and its new geographic regions. The States/UT Governments submitted proposals for promotion of rural tourism in their respective states. After shortlisting of the proposals, the State/UT Governments were requested to draw up a detailed plan of action. For creation or improvement of infrastructure at the selected site, various activities have been undertaken, viz, improvement of surroundings of the village which include landscaping, development of parks, fencing, compound wall etc; improvements of roads within the Panchayat limits; illumination in the village; provision for improvement in solid waste management and sewerage management; procurement of equipments directly related to tourism, like water sports, adventure sports, eco-friendly modes of transport for moving within the tourism zone; refurbishment of the monuments; signages; reception centres; tourist accommodation and other work/activities directly related to tourism Further to build capacity and enhance the participation of local community, various software activities are undertaken by implementing agencies like Non Government Organisations (NGO) / Panchayat Raj Institutions (PRI)/ etc. The objectives of the software activities is to develop a sustainable Rural Tourism product, convergence with the Ministrys Rural Tourism Scheme (Hardware) through tourism awareness, capacity building for tourism/hospitality services, gender equity, creation of Gurukul, environment care and marketing of traditional art and folk forms. Various activities at the selected sites that have been undertaken include the baseline survey of the site; enhancing local community awareness of the tourism process; gender sensitization; capacity building/design inputs related to art & craft skills, cultural & natural heritage; Gurukul process; capacity building for various aspects of visitor handling; convergence with other yojanas/schemes in the site; environment care and access to cleaner technology with local material, local skills and local traditional styles; marketing convergence including the travel trade for domestic and international visitors. Based on the Tenth Five Year Plan goals of the Government of India, and on the United Nations Development Assistance Framework priorities of strengthening decentralization and promoting gender

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equality, Government of India- United Nations Development Programme (UNDP) Country Programme (2003-2007) has been initiated. UNDP has committed funding support to the Government of India (Ministry of Tourism) for the Endogenous Tourism Project initiative. The Project seeks to promote local culture and craft based eco-tourism for sustainable livelihoods and integrated rural development during the 10th Five Year Plan. The primary facilitation of the Endogenous Tourism Project is for capacity building/direct training; thereby enabling low-income village communities create and articulate their skills from within. THE STUDY In order to assess the impact of Rural Tourism Scheme, Mott MacDonald India (MMI) has been entrusted by the Ministry of Tourism, Government of India, to undertake the impact assessment of Rural Tourism Scheme. TERMS OF REFERENCE (TOR) The scope of work for the assignment as per the requirement of the Ministry of Tourism and outlined in the basic document requesting for proposal for the proposed study is as follows: (a) To assess the impact of Rural Tourism projects, particularly on: Tourist arrivals Employment generation-overall and for the local population Employment generation, income generation, and other socio-economic aspects of lives of local population Preservation and improvement of environment.

(b) To calculate/estimate direct revenue generated from the projects since completion, and compare with any forecasts/assessments made at feasibility/inception stage; (c) To assess the self-sustainability of projects (d) To evaluate the system of maintenance of facilities for tourists (e) To evaluate the publicity/ campaign launched by the agency implementing the project for attracting tourists. (f) To evaluate the involvement of Travel agents/ Tour operators to promote these destinations. (g) To get the perception, experience and expectation of tourists about the facilities available. (h) To make recommendations, based on the findings of the study, for bringing about improvements in the scheme Approach and Methodology The team of Mott MacDonald has carried out the assessment by using a consultative and participatory approach. The inputs for the study were collected mainly from primary sources duly supported by secondary information. As per the information provided to the study team by Ministry of Tourism, till

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date only 25 projects have been successfully completed or are in the verge of completion in the 16 states. The remaining projects are either not completed or have been recently sanctioned. Out of these 25 completed / partially completed projects, 24 projects were selected randomly and visited by the study team The primary research involved visiting 24 identified rural tourism sites in 16 states for the impact assessment study and interacting with the relevant respondent categories. The data collected from both secondary and primary sources was analysed to assess the impact of the rural tourism scheme. In order to assess the socio-economic benefits of the Rural Tourism Scheme in the villages covered by the scheme vis--vis those not covered, the study of a village in the close vicinity was undertaken where the scheme has not been implemented. The 24 control villages have been selected on the basis of interaction with NGOs, PRI representatives and state tourism department The detailed assessment of visited sites is given in following chapters of the report. IMPACT ASSESSMENT OF SCHEME Impact Assessment of Rural Tourism projects, particularly on Tourist arrivals Most of the sites chosen for rural tourism project have inherent advantages in terms of historic importance, craft, culture, cuisine, natural beauty etc. It was assessed that prior to the intervention of Ministry of Tourism, there were five basic issues hindering the flow of tourist. Lack of basic infrastructural facilities for tourists like sanitation, drinking water facility, wayside amenities Lack of accommodation and fooding facilities Lack of awareness about the site importance and the need for local guides Need to maintain hygienic and good sanitation conditions at the sites Xenophobia among the local population

With the intervention of Ministry of Tourism, there has been considerable change. Though, it is too early to assess quantitatively the increase in the number of tourists (in most of the cases, the project is not yet completed), but our study shows that the Xenophobia (fear towards unknown) has been removed from the mind of the local people. The smaller radii in the tourism circuit have been identified within the destination for keeping the tourist stay for more than a day. Different goal setting exercises have been conducted with the host community in due participation and suggestion of village committee as well as the District Coordination Committee. The following factors have complemented and are indicative of the fact that Rural Tourism scheme has been successful in attracting more tourists and elongating their period of stay in the village.

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Effective documentation of the site by preparation of Brochures, cards, websites etc depicting the site attractions. This has helped in marketing the sites even among foreign tourists. Equipping the artisans to produce the artistic products with good quality. Encouraging product diversification and provision of marketing linkages as well as credit facilities has increased sales of the local art and craft forms from the craft interpretation centre. Documentation of traditional festivals and folk lore has been carried to the tourists. Improvement in the cleanliness and hygiene in the village and environmental awareness among the people has fostered a conducive atmosphere for tourists at few places. The drainage system, garbage disposal system etc has changed the Sanitation and health of the village Guide training among the local youths has led to an increasing number of youths helping the tourists in knowing the places of attraction in the villages. Concept of homestays with food, clean water and toilets being promoted among the host community has resolved the problem of accommodation on one hand and on the other hand helped the tourists to feel a part of the local community. Training of the women/ the host community in preparation of different types of cuisine and other hospitality aspects has also resulted in increasing the satisfaction level of the visitors.

The tourist arrival to control villages is constant over a period of time. Not much of efforts have been done by local community members to increase the total inflow to the destinations. Impact Assessment of Rural Tourism Projects, Particularly on Employment Generation overall and for the Local Population The overall goal of the rural tourism is to create a community managed rural tourism model through strengthening livelihoods of the local communities and the preservation and development of local heritage of the villages. Due to the initiatives taken by the Ministry of Tourism to promote rural tourism, a number of avenues for employment of local population have opened. The direct and indirect sources of income are enumerated below: The employment of local youths as tour guides has given gainful employment to a large number of unemployed youth in the village. The concept of homestays with toilets has supplemented the income of the host population. A large number of tea stalls, small restaurants, pan shops etc have started functioning due to the increase in inflow of tourists, which has again improved the socio-economic conditions of the local people.

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As local resources (labour and material) were used to construct the hardware structure under this scheme in the villages, a number of people have got employed. The revival of Tourism products like folk arts by formation of activity groups has also helped the local population. These folk arts provides link with the past and bring alive ancient traditional art forms and culture. They also helped in perpetuating legacy for the future. The support to rejuvenate the folk arts has lead to the revival of the folk arts and also providing livelihoods to the practitioners of the arts. A vital aspect of the Rural Tourism Scheme was to check the migration of the artisans from the village. To tackle the problem of migration, the artisans in different categories like stone carvers, pot makers, wood carvers, painters, weavers etc have been given trainings and exposure visits. Their product has been effectively promoted via different means and they have been taught about product diversification and demand of market, which has ultimately enhanced their income and stopped the migration. Integration of gender perspectives into the tourism industry has also evolved as an important concept through the Rural Tourism Scheme, as it is the major employer of women and offers various opportunities for independent income generating activities for them. The Self Help Groups (SHGs) which were either non functional or disintegrated and have been provided/ will be provided financial and marketing linkages helping them to increase their income.

In control villages, due to lack of concept of integration of existing economic activity with the tourism, the villagers lack the basis understanding of alternative livelihood opportunity Impact Assessment of Rural Tourism Projects, Particularly on Preservation and Improvement of Environment One of the biggest challenges of the tourism industry is that success should not destroy, what attracts the visitors in the first place i.e. the environment. During the field visits, it was observed that there is change in villagers attitudes towards cleanliness, hygiene and sensitiveness towards environment. The changes in relation to preservation and improvement of environment that were noticed during the field visit are listed below: Solid Waste Management: Solid Waste Management (SWM) Training has been imparted by the NGOs/ implementing agencies to the villagers covering issues like awareness generation; appropriate waste segregation; disposal of plastics; reuse and recycling of plastic, composting and vermi-composting. The measures adopted have improved the environment and facilitated the tourists. After training, the villagers have initiated waste management and started collection, segregation and dumping of the waste in designated areas. The SWM brought in the much required scientific approach to the whole process of waste management and a proper disposal of plastic which was unchecked. It also gave Waste Management a new perspective in terms waste as wealth and waste as source of income.

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Beautification and Landscaping of the village: It has been reported that the rural tourism has improved the natural beauty of the rural tourism sites. Beautiful parks; renovation of old and heritage buildings, temples, mosques etc; decoration of entry gates etc have gone a long way in attracting the tourists by presenting them a clean and environment friendly village. Sanitation and Personal Hygiene: The quality of the living conditions of the local community and their standard of living has improved at select rural tourism sites. For the development of village, people have showed their priority towards sanitation. For instance, in Lachen (Sikkim), the cows and yaks roam in plenty and pose a threat to health of the villagers. To spread awareness among people, various measures have been undertaken under the rural tourism scheme. For instance, for improvement in health and hygiene, camps and demonstrations of hygienic practices; workshop on cleanliness has been organized. This has resulted in improved living condition of the local community through proper hygienic practices. Again, for improvement in the sanitation facilities, need assessment was done with the local community to identify the needs of the people in the improvement of sanitation. Environmental awareness workshops were organized. The output of all these has been creation of sanitation facilities such as the toilet facilities for the usage of local community and enhancement in awareness on the utilization of created infrastructure.

In control villages, the participation of local community members for improvement of sanitational condition is limited and lack the concept of improved sanitational conditions in the village can increase stay period of tourist which would ultimately lead to enhancement of income generation Impact Assessment of Rural Tourism Projects on Direct Revenue Generated One of the most important objectives of the rural tourism programme is to increase the income flow of the local population and improving their quality of life. After receiving training on various aspects like hospitality management, guide training, visitor handling, linguistic ability etc, many rural unemployed youths have come forward and started working as guides. Youth who were already employed in the profession, have improved their skills on visitor handling. Most of them neither could speak in English nor had any formal degree. These guides have now become much more organised and many have opted for various courses and certification, which will increase their income in future. Besides, the development of homestays in this programme has resulted in a smooth flow of income for the host community. They have been given training on cleanliness, preparation of cuisines and other vital aspects of visitor handling. During the field survey, it was found that in Kumbhalanghi (Kerala), the charges of rooms are as high as Rs 1200 per day. Besides, the host community also earns by serving the guests with different types of cuisines. Artisans and craftsmen in the villages are another set of people whose earning has moderately increased due to the efforts taken under rural tourism scheme. They have participated in various

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workshops and training sessions, updating their knowledge and skill on modern designs, colours, technology and experimented with different models. While participating in the local festivals or in national events, they have earned good profit by selling their products. In control villages, artisans still use traditional techniques and designs for their product. It leads to low demand for their product in the market. Impact Assessment of Rural Tourism Projects on Self-Sustainability of Projects Another major objective of the rural tourism is to build the capacity of local communities so that the projects may be sustainable in long run. In most of the rural tourism sites, the community has been effectively mobilised and their capacity being built (especially for UNDP supported sites). The local community has been trained to manage the tourism site, all by its own for sustainability. The community has been equipped through the goal setting exercises in the maintenance of the site; outcomes of the tourism through community participation and effective monitoring of all the said activities. The Village Coordination Committee, consisting of both genders has enabled the local community in the activities for the successful results. The active participation in need assessment, group discussion, disadvantaged groups, women, and unemployed youth has also been ensured in this process. This institution building among the artisan community has resulted in the formation of Federation of artisans, VLCs, SHGs, producer groups etc. These institutions are constituted to manage the site on sustainable basis. In control villages, the concept of self sustainability totally lacking amongst the local communities Impact Assessment of Rural Tourism Projects on System of Maintenance of Facilities for Tourists The maintenance of the facilities created is an aspect which requires a lot of attention or else the utilities and civil structures created would either be destroyed due to sheer negligence or would not be able to draw the desired number of tourists. At Paranpur (Madhya Pradesh), it has been observed that the structures like Kala Kendras, Craft Museums, Toilets, Parking sheds, rest rooms etc are maintained by the villagers under the direct supervision of the village panchayat. This also serves an important objective of the rural tourism i.e. to increase the livelihood opportunities of the locals. For maintaining these facilities, in many places (or already in place in many sites) the local youths and women are working as sweepers, guards, cleaners, facilitators, receptionists etc. Thus not only the structures gets utilized and maintained, but the people also get gainful employment resulting in self sustainability. Impact Assessment of Rural Tourism Projects of Publicity/ Campaign Launched by the Agency Implementing the Project for Attracting Tourists The publicity/campaign launched by various NGOs and implementing partners has helped in projecting the particular sites as places in the tourism circuit of India. Earlier, the visitors were either unaware about the site or didnt stop over in the village. Due to the publicity and marketing efforts of S-7



the Ministry of Tourism, State departments and the implementing partners, situation is gradually changing. Various publicity methods have been adopted to promote tourism at the sites like documentation of the site with the campaign of Incredible India; preparation of brochures, cards depicting the site attractions; developing websites explaining in details the history, culture, food, craft etc of the site; strategic tie-up with various tour operators and travel agents to market the site; video shooting; Taking natives to exposure visits to unknown places, thereby spreading the culture through word of mouth ; putting up signages in villages so that visitors know exactly what to see or where to go and conducting workshops in places like Delhi Haat etc where the true art form of the natives is showcased thereby getting more recognition to the villages. Impact Assessment of Rural Tourism Projects on Involvement of Travel agents/ Tour Operators to Promote destinations The travel agents and tour operators are playing an important role in promotion of the destinations. Most of these places were till recently unknown to many domestic and foreign tourists. However, most of tour operators who conduct package tours, (taking the people for sight seeing to different places and arrange for their accommodation and food too) have started taking the visitors to these sites now. Though it is still at a nascent stage, with volume of tourists slowly increasing to the sites, however the efforts are in place to promote these sites. During interaction with private tour operators, it has been reported that the situation is slowly changing and visitors are now desirous to see these destinations. Perception, Experience and Expectation of Tourists about the Facilities Available During the interaction with tourists (both domestic and international), overall the visitors seem to be truly satisfied with their trip to India. While some of them were in the site for the first time, few others had repeated their tour. The positives of the rural tourism according to them are enumerated below: India being a land of diversity, this type of trips gives a platform to visit the hinterlands and meet the rural people. Local community warmth and the natural beauty of the places is really enchanting Their expectations have been fulfilled, as they felt a part of the family itself They really enjoyed the homestays and talking and mixing with people Added attraction for them was that the local art and crafts were being made in front of them and the process being explained to them. It was a great experience to witness the way of living, to exchange views with rural people and being close to nature. They enjoyed the hospitality of the people who were very receptive.

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The following table summarises the impact of the various activities undertaken in rural tourism scheme ACTIVITY OUTCOME Mapping of the current status of the site like existing activities, physical status and human assets & potential capacities (what is possible) to be used during the implementation scheme PRA done and resource map, seasonal map and venn map for the village drawn OUT PUT Identification of potential groups to be covered under the scheme Enhancement of knowledge about livelihood of people and their status Enhancement of knowledge about socio economic status of families To form the villages into cluster based on potentiality IMPACT Better understanding of the culture of the village in terms of food, arts, leisure sports, architecture and events Assessment of communitys livelihood Active participation of community for objective, implementation plan and activities of the scheme Formation of clusters in the village based on potentiality Plan of action in place Effective community participation during need assessment for tourism infrastructure Effective participation of the government department Local labour, technology and resources being optimally utilised Increased comfort for the villagers and tourists Improvement in natural beauty of the village Improvement in hygiene conditions

BASELINE SURVEY

SETTING UP OF TOURISM INFRASTRUCTURE Identification of basic infrastructure required to Need assessment for tourism promote tourism in their infrastructure respective villages Creation of common utilities Development / improvement of pathways resulting in improved village connectivity & surrounding.

Deriving the role plan of community, NGOs and government

the the

Improvement of pathways

Improved pathways without potholes, waterlogging etc like in Kumbhalanghi village (Kerala) Travelling through vehicles atleast two wheelers has become possible like in case of Karaikudi (Tamil Nadu)

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ACTIVITY

OUTCOME Development of Interpretation Center

OUT PUT Development of common platform for artisans to sell their product like in case of Raghurajpur village (Orissa). Increase in sales of the local handicrafts from interpretation centre Beautification of ailing monuments like in Samod village (Rajasthan) Preservation of rare and vanishing paintings and sculptures Improvement in natural beauty of the village Improved Solid waste management facilities like the garbage disposal system in Annegundi village (Karnataka). Creation or modification of lanes, parks etc like the sculpture garden in Annegundi village (Karnataka). Creation of facilities like Rain water harvesting system, bio gas plant etc as observed in Kumbalanghi village (Kerala). Proper drainage system in the village. Installation of solar lights and normal light posts at important places in the village like in Lachen village (Sikkim) Optimum use of local/ nonconventional material and technology

IMPACT Increase in tourists flow to the site Enhancement in income of artisans Wider promotion of handicraft items made in the village Increase in tourist attraction to the monuments resulting in more inflow Satisfaction of religious sentiments of the local community Clean environment and facilitation of cleaner technology. Beautification and landscaping of the village. Tourist satisfaction towards sanitation and personal hygienic conditions

Creation of interpretation centre Maintaining and restoring old heritage, pride and culture of the village.

Refurbishment of monuments

Improvement of the surroundings of the village landscaping, development of parks, fencing, compound wall

Improving the environment and providing the tourists, an eco-friendly tour and ecofriendly get together for the villagers

Development of lighting arrangement in the village Illumination in the village

Increased tourist satisfaction Improved accessibility to the village. Proper illumination in the village

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ACTIVITY

OUTCOME Facilitation of tourist information and places of interest

OUT PUT Information flow among villagers about the rural tourism programme and its vital aspects. Installation of information boards at important places in the village like in Sulibhanjan-Khultabad (Maharashtra) Installation of signage to guide the tourists Availability of ethnic accommodation facilities at nominal rates to make them feel a part of the village as observed in Puttaparthi (Andhra Pradesh) Providing platform to crafts persons to showcase the arts and crafts, history &culture, nature and heritage of the site like in Raghurajpur (Orissa) Encouraging the product diversification Ethnic craft items are persevered as in the Jyotisar (Haryana).

IMPACT Increase in knowledge of tourists about the various places in the village Help to visitors in approaching places

Signage

Tourist accommodation Facilitation centres

Development of accommodation facilities in the village

Increase in comfort of tourists resulting in prolonging the stay Increase in the level of satisfaction among tourists. Collective production and marketing of the arts & craft products. Enhancement in motivation of the rural artisans by providing a space. A common platform where visitors can easily see the various local skills of the village Repeat visits and increase in domestic & international tourist flow Creation of community owned facility centres for showcasing to tourists

Creation of facilitation center for crafts persons to display local arts and crafts. Gram Kala Kendras

Craft Museums

Development of institution to showcase unique craft items

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ACTIVITY

OUTCOME Continuation and permanent facilities created for the benefit of the local community as well as the tourists

OUT PUT Optimal utilization of hardware structure Improvement in quality of life indicators like hygiene and sanitation. Employment to the locals for the maintenance of the Common facilities like in Lachen (Sikkim). Creation of sustainable livelihood opportunities as observed in Banavasi Village (Karnataka). Enhancing the skill sets of the local community. Imbibing strong sense of institution building among the local community. Street plays, one to one meetings, family visits etc are used to capture the attention and to create awareness on diverse issues including environment, benefits of the training in the site, waste management

IMPACT Increase in employment opportunities for people working as maintenance staff Upholding and sustenance of the basic objectives of rural tourism scheme Increase in income generation due to constant flow of tourists. Revival of traditional skill of the village Exposure of the villagers to new concepts

Systems for maintenance of facilities

CAPACITY BUILDING

Awareness building among the community for the effective participation and monitoring of the systems for sustainability Creating sense of ownership about the project among community

Enhancing local community awareness

Create an ambience of harmony resulting in the community being more open and being a part of the project All the arrangements including the direction of the event undertaken with the help of the PRI membersBrought about a sense of sharing responsibility

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ACTIVITY

OUTCOME Awareness of the women community Mobilization of women artisans in the active participation in the tourism programme. Mainstreaming women folk in the society

OUT PUT Organizing the women folks for the common purpose of being selfdependent. Formation of activity based groups and self help groups, benefiting women community Kazhugumalai and Kaikudi villages (Tamil Nadu).

IMPACT Active participation of the women Continuous Capacity building to equip themselves to meet their own needs Effective skill building of the women community Provision for additional income through capacity building exercise Capacity building of the women in the traditional activities, so as to earn additional income. Ensured livelihood opportunities for gurus/teachers Instilled in the native population a pride for their traditional skills and urge to preserve the same Showcasing the skills abroad and broadcasting it among the youths. Increased livelihood opportunities for the local community Improved skill set of the local community. People becoming more receptive towards tourists Prolonging the stay of tourists

Gender sensitization

Disseminate the traditional knowledge and art of the village Gurkul Process

Equipping the natives through skill building to provide increased satisfaction to tourists Capacity building for visitor handling

Development of institution like Gurukul platform to learners and teachers as observed in Raghurajpur village (Orissa) Disseminating knowledge among visitors on the glory of the village Revival of precious and traditional knowledge/ dance form/music Number of capacity building program for local community member Providing a feeling of freedom, spirit and flavour both for the domestic and international tourists More number of local youths opting for courses/training of guides like in Jageshwar village (Uttaranchal) Host community getting trained on different types of hospitality management, cuisine preparation, tourist handling etc leading to sustenance. S-13



ACTIVITY

OUTCOME Homely and congenial environment for tourists to enjoy the rural flavour

OUT PUT Homely atmosphere and ethnic cuisine for the tourists at nominal rates as in Samod village (Rajasthan) Tourists getting a chance to interact much more with the local community

IMPACT Increased livelihood opportunity for the host family Prolonged period of stay by domestic and foreign tourists in the villages. Local resources and technology getting optimally utilised leading to sustenance Increased motivation level of youths. Increased community participation. Youth taking more ownership of the project. Elongation in the period of stay by tourists in the village.

Host families

Active participation of rural youth to work as guide Guide Training

Number of guide training sessions have been organised Active Participation of the local community and youth as in Jyotisar Village (Haryana).

PUBLICITY AND AWARENESS Increase in awareness on the importance of the site Seminars/Workshops Successful in increasing community participation and generating awareness among the tourists, thereby facilitating institutional building process like Samod village in Rajasthan. Wider publicity of the site through publicity material developed under the project as in Ballabhpur danga village of West Bengal Strengthening the process of institutional building leading to sustenance Increase in knowledge about the site Important features have been highlighted about the site Wider coverage leading to increase in tourist inflow

Development of Publicity Material like post cards, websites,

Development of publicity material like Posters, post cards

TECHNICAL AND MARKETING SUPPORT TO ARTISANS

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ACTIVITY

OUTCOME Mapping of artisans of the village and their capability

OUT PUT Documentation of the crafts, arts and folk lore as in Karaikudi village of Tamil Nadu Enhancing the level of motivation among the artisans Need assessment of the community in various aspects such as production, marketing, improvement in the quality, changes in the design through various workshops. Continuous skill building of the artisan community in various aspects Community mobilization through the promotion of activity based groups. Collaboration with different business institutions for market tie-ups. Practical sessions provided them with an opportunity to understand the theory as well as assess themselves Exposure visits to the locations to draw parallels like the artisans of Lachen village of Sikkim

IMPACT Revival of the traditional arts. Providing livelihoods to the practitioners of the art through tourism. Resulted in formation of Federation through institution building exercise among the artisan community Activity based groups are in the process of formation for sustainability Effective skill building of the artisans Production of quality products in line with the market need Increase in product diversification and adoption of modern technology

Artisans Identification Support the artisans with various marketing and technical inputs Skill upgradation to meet the international market specifications Promotion of traditional products for marketing. Knowledge enhancement in back ward and forward linkages

Capacity Building

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ACTIVITY

OUTCOME Organizing workshops, fairs, exhibitions etc for equipping them to meet the international standards, through product diversification and to meet both the needs and standards of local and international market

OUT PUT Products are sold in the national and international markets and their livelihood activities have increased Promotion of the traditional arts and crafts to the outer world like in Pochampalli village of Andhra Pradesh.

IMPACT Sustainable Livelihood opportunities through the strong community organization. Skillset of the craftsmen increased. Creation of more livelihood opportunities and income generation measures among the locals. Increasing the level of involvement of the community. Increase in the awareness of the artisans about the worth of their products.

Participation in Fairs/Exhibitions

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CONSTRAINTS IN IMPLEMENTATION During interaction with various stakeholders, it was found that there were project constraints during the implementation of the rural tourism scheme. These include: The initial common understanding developed among all the stakeholders gets diluted with the frequent transfer of focal personnel, like the District Collector (DC) /District Magistrate (DM). At the sites which did not have a software component (especially Non UNDP sites), there was a lack of awareness among the people about the scheme. There has been no direct synergy between the hardware activities and the software activities under Rural Tourism Scheme. In few of the sites, hardware activities have preceded the software activities. Wherever there is a lack/ incompletion of software activities, the community awareness, understanding, participation and ownership in the project is suboptimal. The community participation and ownership can be achieved only when the local governing institutes like Gram Panchayat cooperate with the NGO. Unfortunately, in some cases due to vested interests, there seems to be a lack of coordination between the gram panchayats and the local NGOs. There are many stakeholders like the Rural Department, the Ministry of Environment, Archaelogical Survey of India, PWD, Water Department etc in the implementation of the scheme. Due to the involvement of different stakeholders in the scheme, sometimes, there is a problem in creating or refurbishing the existing structures. The size and population of the village also needs to be taken into consideration before deciding the duration of software activities. The formation of the community groups, product development and marketing is expected to take longer time to reach a reasonable standard for foreign and domestic tourism markets. The initial project time period of two years was too short. The challenges in rural tourism have been compounded by institutional obstacles, i.e. the administrative complexity. During the field visit, it was reported that in some cases the software implementing partner cannot continue with their efforts, due to delay in the release of the funds. At various locations the concept of integrated tourism products is still in the infancy stage. Another major constraint in the rural tourism scheme has been the lack of statistics about the site. For instance, in many cases, the correct data of tourist inflow to a particular site was impossible to obtain. No one had ever maintained such records. Rural Tourism scheme is constrained by strong competition from other nearby tourism destinations and from other packages sold by tour operators. It has been reported that the interest of tourists looking for authentic rural experiences very often conflict with the interest of locals looking for urban comfort.

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RECOMMENDATIONS The rural tourism scheme is based on principles of sustainable development and the aim is to promote tourism sites in India. The scheme emphasizes entrepreneurship and active community participation in development and policy-making in rural tourism. Following