International Journal of Management Research and Review

IJMRR/ Dec 2012/ Volume 2/Issue 12/Article No-7/2069-2076 ISSN: 2249-7196

INTERNATIONAL JOURNAL OF MANAGEMENT RESEARCH AND REVIEW

RURAL TOURISM: AN IMPORTANT SECTOR UNDERPINNING GROWTH AND DEVELOPMENT OF RURAL ASSAM Anjan Kumar Bordoloi*1, Archana Kalita 2 1Asst. Professor, Department of Management, Margherita College, Margherita,Tinsukia, Assam, India. 2Research Scholar (Ph.D), Department of Commerce, Dibrugarh University, Dibrugarh Assam, India. ABSTRACT Tourism is considered as the fastest growing industry in Assam and there are lots of tourist resources available in this State which may attract the tourists from different parts of the country and abroad. Assam is the central state in the North-East Region of India and serves as the gateway to the rest of the Seven Sister States. A Rural tourist destination can be defined as a wider area dominated by the natural or farmed/ forested environments where specific natural, economic and socio-cultural features, such as tradition, local cooperation, and trust are harmoniously embedded and as such create a unique tourist product. The attractiveness of rural areas for tourism and recreation can first be associated with the image of rurality. Rurality is closely related to the traditional, cultural, natural, pure, and simple lifestyle. Thus nostalgia of the origins, the need for recuperation of the lost link with nature and the basics of life in an increasingly complex, highly organized, anonymous, congested, stressful urban and inhumane surrounding constitutes the principal attention of rural area. Thus the importance of rural tourism as a part of the overall tourism market depends on each country’s tourism resources, infrastructure image, market access and the presence of other types of tourism products. The paper intends to highlight the importance of rural tourism in the purview of Assam rural economy setup. Keywords: Rural tourism, Assam. I. PRELUDE Tourism is termed rural when the rural culture is a key component of the product on offer. Depending on the primary activity component of this product, the terms used are agri- tourism, green tourism, nautical, hunting, adventure, historical/ cultural tourism and so on. Tourism activities revolving around large holiday home developments, big hotels, golf courses are difficult to integrate into the concept of rural tourism. The distinguishing feature of tourism products in rural tourism is the wish to give visitors personalized contact, a taste of the physical and human environment of the villages and, as far as possible, allows them to participate in the activities, traditions, cultures and lifestyles of local people. After independence government of India was focusing on development of the key areas like agriculture, industry, infrastructure, etc in rural India. Tourism was never seen as a potential

*Corresponding Author www.ijmrr.com 2069

IJMRR/ Dec 2012/ Volume 2/Issue 12/Article No-7/2069-2076 ISSN: 2249-7196 business, it was growing at its own space. Although tourism has started receiving some attention from last one decade, but rural tourism is still not gaining any priority. Tourism can be considered as second highest revenue-generating industry next to oil industry globally. It is necessary to differentiate between different types of tourist and their purpose of visit. Therefore, we need to understand about the types of services which are required to attract and retain the customers. There is a large potential market for rural tourism, especially for foreign tourists which have not yet developed because government has not taken up any systematic approach to attract foreign tourists. Now-days, tourism is no more a word that can be made to indicate pleasure and relaxation only at the cost of one’s empty pockets. Many development and promotional tools have been designed newly to profitably deal with tourists, tourist destinations, tourism products and resources and tourism promotion activities. Rural tourism will bring people of different cultures, faiths, languages and life-styles close to one another and it will provide a broader outlook of life. It will not only generate employment for the people but it can also develop social, cultural and educational values. According to World Travel and Tourism Council , India will be a tourism hotspot from 2009- 2018, having the highest 10-year growth potential. The Travel & Tourism Competitiveness Report 2007 ranked tourism in India 6th in terms of price competitiveness and 39th in terms of safety and security. Despite short- and medium-term setbacks, such as shortage of hotel rooms, tourism revenues are expected to surge by 42 percent from 2007 to 2017. India's 5,000 years of history, its length, breadth and the variety of geographic features make its tourism basket large and varied. It presents heritage and cultural tourism along with medical, business and sports tourism. India has a growing medical tourism sector. II. OBJECTIVES OF STUDYING RURAL TOURISM Although there is phenomenal growth in Indian Tourism, but rural tourism was never given any priority. The concept of rural tourism has a noble cause; it is another sustainable tourism that exploits resources in rural regions, causes little or no harmful impact and generates increasing benefits to rural areas in terms of rural productivity, employment, improved distribution of wealth, conservation of the rural environment and culture, local people’s involvement, and a suitable way of adapting traditional beliefs and values to modern times. Not many studies have been done in India to assess the potentiality of rural tourism. The following objectives are taken into consideration to develop this paper. (1) To understand the potential of rural tourism. (2) To find out the impact of rural tourism to our rural as well as urban society. (3) To identify the challenges and opportunities in rural tourism. (4) To identify the essential elements for development of rural tourism. III. METHODOLOGY The paper is based on secondary data available in the context of rural tourism development and sources of procurement includes Journals, Magazines, Periodicals, Books, Published Research Articles, Unpublished Works and website sources. Copyright © 2012 Published by IJMRR. All rights reserved 2070

IJMRR/ Dec 2012/ Volume 2/Issue 12/Article No-7/2069-2076 ISSN: 2249-7196

IV. RURAL TOURISM Rural tourism is defined as the subject of many debates in the literature without arriving at any firm consensus (Pearce 1989; Bramwell 1994; Seaton et al. 1994) . First of all, rural areas where rural tourism occurs are difficult to define since criteria used by different nations vary enormously; secondly, not all tourism which takes place in rural areas is strictly “rural” – it can be urban in form, and merely be located in a rural area; thirdly, different forms of rural tourism have developed in different regions and hence it is hard to find characteristics that are common to all of the countries; fourthly rural areas are in a complex process of change due to the impact of global markets, communications and telecommunications that have changed market conditions and orientations for traditional products. Besides, though some rural areas have experienced depopulation there are many of them that are experiencing an inflow of people to retire or to develop new non-traditional businesses. V. RURAL TOURISM AND ASSAM Tourism is the fastest growing industry in Assam. There are lots of tourist resources available in the State which may attract the tourists from different parts of the country and abroad. Assam is the central state in the North-East Region of India and serves as the gateway to the rest of the Seven Sister States. Tourism activities revolving around large holiday home developments, big hotels, golf courses are difficult to integrate into the concept of rural tourism. The distinguishing feature of tourism products in rural tourism is the wish to give visitors personalized contact, a taste of the physical and human environment of the villages and, as far as possible, allows them to participate in the activities, traditions and lifestyles of local people. There is also a strong cultural and educational element in this form of leisure tourism. Hence a rural tourist destination could be defined as a wider area dominated by the natural or farmed/ forested environments where specific natural, economic and socio-cultural features, such as tradition, local cooperation, and trust are harmoniously embedded and as such create a unique tourist product. The attractiveness of rural areas for tourism and recreation can first be associated with the image of rurality. Here rurality is closely related to the traditional, cultural, natural, pure, and simple lifestyle. Thus nostalgia of the origins, the need for recuperation of the lost link with nature and the basics of life in an increasingly complex, highly organized, anonymous, congested, stressful urban and inhumane surrounding constitutes the principal attention of rural area (Kastenholz, Davis, Paul 1999). The importance of rural tourism as a part of the overall tourism market depends on each country’s tourism resources, infrastructure image, market access and the presence of other types of tourism products. Even if rural tourism is very small in relation to the overall tourism market of many countries its importance to the development of specific rural areas may be critical. Thus, the multiplier effect is often more impacting in rural areas where the entire rural lifestyle is looked for a main attraction. Rural tourism includes:

IJMRR/ Dec 2012/ Volume 2/Issue 12/Article No-7/2069-2076 ISSN: 2249-7196

1. Agri-Tourism: Tourism on the farms enables farmers to diversify their activities while enhancing the value of their products and property. Farm tourism also helps to reconcile farming interests and environmental protection through integrated land management in which farmers continue to play a key role. Tourists who choose farm accommodation rather than other kinds of accommodation facilities look for genuine rural atmosphere where they can share intimacy of the household they live in, learn traditional crafts and skills with their hosts, make friends which is a quality, modern times have almost forgotten and above all enjoy homemade food and drinks. Some specific food labels can help consumers establish a local produce and can be used as a selling point to tourist who want to taste home grown quality food and drink. 2. Heritage and Cultural Tourism: Heritage and cultural Tourism in rural areas comes in a wide range of forms most of which are unique to an individual local and a valuable component of the rural tourism product. Heritage and cultural tourism includes temples, rural buildings but may be extended to local features of interest including war remnants, monuments to famous literary, artistic or scientific people, historic remains, archeological sites, traditional parkland etc. 3. Eco Tourism: Many tourists visit rural areas for the purpose of bird and animal watching and learning about local flora and fauna. Rural tourist destination as a product is definitely very fragile in ecological, social and cultural sense. Its development requires very specific approach that could help it remain sustainable in the long term. VI. RURAL TOURIST DESTINATION There are some critical factors responsible in the evaluation and development of rural tourism as a product. Some of these are: Changes in the preferences and needs of visitors. Destination of the natural and manmade environment. Change or disappearance of those attractions, which brought tourists to the area. Identification of potential consumer. Understanding the rural tourist’s buyer’s behaviour. To be competitive rural tourism destination must possess basic tourist requirements Such as hygienic accommodation and catering. It should be connected with the farm accommodation. VII. PROBLEMS OR BARRIERS OF RURAL TOURISM Following are the points put forwarded as barriers faced by rural peoples in the development of rural areas. Lack of tourism policy.

IJMRR/ Dec 2012/ Volume 2/Issue 12/Article No-7/2069-2076 ISSN: 2249-7196

Lack of transportation system and poor communication. Lack of sufficient training institutions in rural areas and people of the rural areas cannot come to urban area for training purpose. Absence of self employment schemes for the rural tourism. Lack of self confidence among rural people. Inadequacy of information, knowledge and data on related to agriculture businesses. Lack of guidance and motivation. Lack of management training and experience. Lack of clear mission. VIII. IMPORTANCE OF RURAL TOURISM Assam is situated in the north-eastern part of India. It is bordered by Bhutan and Anunachal Pradesh in the north, Nagaland and Manipur in the east and south-east, Mizoram, Tripura and Meghalaya in the south and south-west, Bangladesh in the west and south-west and west Bengal in the west. There are various prominent tourist places in Assam like Sivasagar, Tezpur, Tinsukia, Kamrup, etc. The picturesque Sualkuchi forest range on the opposite side, well-tended agricultural fields and the village fishing pond complete the rustic picture…fauna and all. Sualkuchi combines the ethnic setting of weaving skills in white and golden Assam silk, indigenously called ‘Pat’ and ‘Muga’, together with agriculture and fishing in the neighbouring villages. The established regional tourist circuit includes the Kamakhya Temple and North Guwahati, noted for its archaeological heritage, temples and the sacred Hajo. Local residents welcome visitors and can facilitate extension of their stay by arranging bullock cart rides, village walks, and Gurukul learning programmes in traditional weaving, fishing, agriculture, sewing, cruises and cultural performances. Natural Heritage: Project hamlet has a unique geographical characteristic with some small hills, hillocks and wetlands. A small river island covered in the project through a river cruise offers an ecstatic feeling of Asom's true riverine ambience. The settlement of the Project Site is scattered in the foothills of Gandhmou hills. It is located in the North bank of the River Brahmaputra. It is part of the macro watershed area of river Puthimari in the west and river Barnadi in the east. Puthimari and Barnadi are Northern tributaries of river Brahmaputra originating in Bhutan hills and confluencing with river Brahmaputra. One can see diverse types of ecosystems in the project area including terrestrial (Forest), riverine, wet-land or marshy and agro-ecosystem. Monuments & Archaeological Attractions: Sculptures of Ganesha and Vishnu in the village and the famous Ganesh Mandir on way, Traditional religious institutions called ‘Namghar’, and a cave at the Rakshasini Pahar (island in Brahmaputra).Bamboo is a local natural resource that has today achieved the status of Green Gold in the Global market. The constructions of the buildings in the project site are bamboo based. The construction pattern at the site is an example of this. Visitors can compare the architectural details of the building in the site with the buildings in the nearby villages. The buildings in the nearby villages and Copyright © 2012 Published by IJMRR. All rights reserved 2073

IJMRR/ Dec 2012/ Volume 2/Issue 12/Article No-7/2069-2076 ISSN: 2249-7196 in the site have common raw materials. The traditional buildings in the village are supported by bamboo framework and the walls are coated with mud. This gives a cover of insulation, which prevents the heat to enter the house in the summer thereby giving a cool feeling inside. The same hut in winter is comparatively warmer inside because the insulation provided by the mud walls prevent the heat loss by convection. Bamboo, with its natural colour enhanced by chemical treatment gives wonderful look to a building and a skilled mind can really fashion a proper match of ethnic look and durable construction. The site is rich in ecological diversity. Both migratory and local birds are seen at the site, in addition to important mammals such as Porcupines, Rhesus Monkey, Hog Deer, Barking Deer, Rabbits, and Gangetic Dolphins etc. Over thirty species of Butterflies, Moths, Beetles, Bugs, Caterpillars, Ants and Bees etc. add to the insect life here. Local Culture Cuisine: Like all other States, Assam is also rich in various traditional dishes and snacks items. Breakfast items are light and easy to prepare type whereas main meal is rich and involves planned preparation. Most of the items include rice as ingredient. Different varieties of rice and rice powders are used for different types of preparations. Some of the delicacies in snacks items are- ‘Laddu’ of Coconut, Suji, Til, Akhoi, Muri, Chira, Pitha (Tekeli, Chunga, Malpowa, Pani, Ghila, Topola, Tel, Khola chapori, Bora, Kal patot diya), Sandah guri, Chira- doi, Akhoi, Muri, etc. Majority of people in the area are non vegetarian but vegetarian meal is equally delicious. The vegetarian meal contains rice, dali, mahor dali, khar, pitika, chatni, mixed tarkari, bengena bhaji, bengena pora, kharisa, kothalor tarkari, kal dil, pachala, green leafy vegetable like dhekiya, kachu, lai, marisa, loaf, doron, puroi, laur aag etc. The non vegetarian meal contains choose and pick from the above list and one fish item and one meat item or sometimes, egg items are also served. Fish items include- machor tenga, machor khar, patot diya mach, machor pitika, murighanta. Traditionally preferred meats are duck, mutton and pigeon. But now a day with the growing conservation movement, pigeon consumption has reduced to almost nil. Meat items include- ‘komora-hanhor mangso’, ‘mah-hanhor mangso’, ‘pathar mangso’ etc. Egg items include ‘konir alu bhaji’, ‘koni-alur dam’ etc. Depending on the season and availability of items, the consumption varies from time to time. Dress: The traditional dress of Assam includes Mekhela Chador for women and Churiya or Dhuti and kurta for men. Mekhala chador is a two piece dress for women. Festival and Events: Some of the main festivals and events celebrated in this region are: Bihu: Bihu is the main festival celebrated by the Assamese community in Assam. There are three types of bihu celebrated. Firstly, ‘Magh Bihu’- It is the festival of food celebrated during Makar Sankranti. This bihu is also known as ‘Bhugali bihu’. Secondly, ‘Bohag Bihu’- This bihu is done for rang dhemali means to do fun. The spring festival is also called ‘Rongali Bihu’ and thirdly, ‘Kati Bihu’- The festival of peasants. This bihu is known as ‘kongali bihu’ as it is the time of harvesting, farming of crops. Saraswati Puja : Worshipping the Goddess of Knowledge during winter. Id-ul-Fitre: Celebrated after Ramzan month by the muslim people.

IJMRR/ Dec 2012/ Volume 2/Issue 12/Article No-7/2069-2076 ISSN: 2249-7196

Id-ul-Zuha Fateha: Birth anniversary of Hazrat Mohammad.. Baishagu: Spring festival of Bodo community. Durga Puja: Worshipping the Goddess of Shakti during autumn. Lakshmi Puja: Worshipping the Goddess of Wealth during autumn. Kali Puja & Deepawali: Worshipping the Goddess Kali and festival of light. Nao Khel: Boat racing in some of the parts of Assam. Art & Craft: Weaving is the core activity of the people of this hamlet. It is found that 55-60 percent families have traditional looms at their home, 17 percent of them have modern looms for commercial silk weaving. ‘Pat’ and ‘Muga’ are the two main silk varieties that they use to produce ‘Sarees’, ‘Mekhela-Chadar’, ‘Salwar-Kameej’, ‘Kurta’, ‘Scarf’, ‘Gamosa’ and ‘Chunni’ etc. Besides weaving people are engaged in handicrafts like ‘basket making’, ‘hand fan’ making from bamboo, etc. Traditional Cultural Entertainment: The folk and traditional Dance forms are ‘Bihu’ (The Sate Dance of Assam), and ‘Bagurumba’ (Bodo folk dance), while the folk music traditions have ‘Naam’ (Devotional song of the Baishnavs), ‘Borgeet’ (Devotional song of the Baishnavs), ‘Jikir’ and ‘Jari’ (Devotional song of Assamese Muslims), ‘Kamrupi Lokageet’ (Folk song of Kamrup District) etc. IX. CONCLUSION Rural tourism will emerged as an important instrument for sustainable human development including poverty alleviation, employment generation, environmental regeneration and development of remote areas and advancement of women and other disadvantaged groups in the country apart from promoting social integration and international understanding. The government should promote rural tourism to ensure sustainable economic development and positive social change. In rural context family members do not like peoples to go away to far off places for training to develop skills. Therefore it is suggested that mobile training centres should be arranged to counter this difficulty and also part time training facilities, especially during afternoons will attract more people to acquire skills. Government has already framed the infrastructure and introduces many plans, policies and programmes to motivate the rural tourism and as well as rural peoples. Various training and promotional activities are also being initiated and organized to develop entrepreneurial skills and self-employment among the rural people In Assam, in the form of institutional support to the rural entrepreneurs, there are well developed institutional structures in the field of entrepreneurship and self-employment and more such requirements are demanded. The Nationalised Banks, State Financial Corporation, State Industrial Development Corporation and District Industrial Centres are providing loans, subsidies and grants and implementation of several schemes for the development of small scale rural activities. Assistance to the rural development is also given by DRDA (District

IJMRR/ Dec 2012/ Volume 2/Issue 12/Article No-7/2069-2076 ISSN: 2249-7196

Rural Development Agency) and many schemes are being monitored by District Industrial Centres. Apart from the agencies and institution cited above there are certain specific schemes being run by the Central Government and several industrial and public sector banks for this purpose and more importantly to cite here is all key initiatives stood prominent in five years plans. REFERENCES [1] Commonwealth Games to boost tourism in India. Deloitte- Economy and Politics. Livemint.com. 2010 (Retrieved). [2] Economic Research: Economic Impact of Travel and Tourism. Travel Industry Association of America. 2004. [3] John, LaCaille P. Promoting Tourism in Rural America. National Agricultural Library, Rural Information Center. December 30, 2008 (Retrieved). [4] Rural Tourism. USDA Cooperative State, Education and Extension Service. Retrieved December 30, 2008. [5] Tourism in India has little to cheer:(2007) (Retrieved) [6] Tourism set to boom in India (2009): Deloitte-Economy and Politics, Livemint.com.2009 (Retrieved) [7] Wilkerson C. Travel and Tourism: An Overlooked Industry in the U.S. and Tenth District. Economic Review, Third Quarter 2003. Federal Reserve Board in Kansas. December 30, 2008 (Retrieved). www.tourismindia.com www.progya.org www.rajasthantours.allindiaguide.com www.incredibleindias.org www.tourismindiaonline.com www.kerala.gov.in www.indiabusiness.nic.in www.agnet.org www.wttc.org