The document discusses community-based tourism in Aritar GPU, Sikkim, India. It provides background on the Kudumbashree National Resource Organisation and its partnerships with various Indian states to promote community-based organizations and enterprises. It then describes the study area of Aritar village and defines community-based tourism. The document outlines the objectives, methodology, data collection, analysis, findings, and conclusions of a study conducted on homestays in Aritar village, including a SWOT analysis, BCG matrix, and recommendations.

1. Community Based Tourism
in
Aritar GPU, Regu block, East District, Sikkim
COSARIO NONGSPUNG
IIM KOZHIKODE

2. Introduction of Kudumbashree National Resource Organisation (KS-NRO)
• Ministry of Rural Development (MoRD), Government of India recognised
Kudumbashree as a National Resource Organisation (KS-NRO) under the
National Rural Livelihoods Mission (NRLM) in 2013. KS-NRO is expected
to provide technical and implementation assistance to the State Rural
Livelihood Missions (SRLMs) that partner with it. KS-NRO started
functioning in May 2013.
• It is based in Thiruvananthapuram, the State capital of Kerala.
• KS-NRO works with partner-SRLMs on two domains.
• Making Panchayat Raj Institutions (PRIs) and Community Based
Organisations (CBOs) work together (PRI-CBO Convergence)
• Enterprise Development

3. Introduction of Kudumbashree National Resource Organisation (KS-NRO)
(Contd…)
• States that KS-NRO has partnered with:
• For Enterprises and PRI-CBO convergence
• Five States: Jharkhand, Karnataka, Rajasthan, Maharashtra, Sikkim
• For PRI-CBO convergence
• Two States: Assam, Odisha
• For Enterprises
• Two States: Bihar, Gujarat

4. AREA OF STUDY
 Sikkim is a state in northeast India. It shares borders with China's
Tibet Autonomous Region in the north and northeast, Bhutan in the
east, Nepal in the west and West Bengal in the south.
 Sikkim is the first state in India to achieve its aim of turning its
agriculture to 100 percent organic between 2003 and 2016
 Aritar is a tiny Himalayan hamlet in East Sikkim's Rhenock district
and also known for being the starting point for the renowned Silk
Route
 Tourists from all over the world have descended on the town of less
than 4000 inhabitants.
 It has six wards namely Gumpa Simana, Aritar-Maneydara, Pradhan
Goan, Kingstone, Upper-Khamdong, and Kuttitar.
 Literacy rate is 70%; 40% of the total population is employed

5. WHAT IS COMMUNITY BASED TOURISM?
Local communities invite tourists into
their communities, giving them insight
into their culture and daily lives.
Community-based tourism is a
promising segment as travelers are
increasingly looking for unique and
authentic experiences.
Communities that are involved in
community-based tourism are strong,
resilient and extremely willing to show
tourists their culture.

6. COMMUNITY BASED TOURISM IN INDIA
 India opened for tourism a little late compared to
global trends and is discovering and opening more
and more destinations in remote and small areas
 The scheme of Rural Tourism was started by the
Ministry of Tourism in 2002-03 with the objective of
highlighting rural life, art, culture and heritage at
rural locations and in villages
 Along with national government, various state
governments are very keen to promote Community
Based Tourism in form rural tourism and homestays

7. COMMUNITY BASED TOURISM IN SIKKIM
 Communities, cultures, religions and customs of different hues
intermingle freely in Sikkim to constitute a homogeneous blend
 Tourism plays a significant role in the economy of Sikkim and
it is Sikkim’s one of the largest revenue generating sector after
agriculture, mining and forest
 The state government has focused on sustainable tourism with
focus on educating and people and on preservation of culture,
tradition, heritage and environment/ecology of the state.
 Sikkim is now the only organic state and plastic is banned in
the state and the tourists are educated to respect local culture
and tradition

8. OBJECTIVE OF THE STUDY
METHODOLOGY
 To conduct a SWOT analysis
 Scope and potential of intervention in the existing homestay services
 Suggestive potential intervention
 Transportations services quality of food services, recreational activities, local activities, tour guide training, English
speaking skills.
 Develop a system of marketing strategy to broaden the business of the enterprise.
 Questionnaire through person interview in the local area both home stay and customers.
 SWOT analysis evaluates the internal strengths and weaknesses, and the external opportunities and threats
 BCG matrix is a framework used to evaluate the strategic position of the business
 Go-To-Market Strategy

9. DATA COLLECTION
DATA ANALYSIS
 Primary Data Source
Primary data collection has been collected through personal interview for both the homestay
and the tourist visiting the area..
 Secondary Data Source
Secondary data are collected from government website of Sikkim, Tourism department of
Sikkim, Gram Panchayat of the village, blog, social media post, and other sources from the
internet.
 The sample size of the homestay taken is 25 homestays and 25 customers respondent in the
area
Descriptive statistics such as Pareto analysis, mean, and standard deviation were used to examine
the data. For qualitative data, SWOT analysis, matrix, and KPIs (Key Performance Indicators)
were employed.

10. Field work

11. Challenges Face during the field work
 Easy access to Homestay locations & directions
 Transportation
 Communication due to Language
barrier
 Availability of the owner/manager

12. 0
5
10
15
20
YES No
Do you have any knowledge in
managing and operating the
homestay?
0
2
4
6
8
10
12
14
16
18
YES NO
Advertise Online
HOMESTAY ANALYSIS
0
2
4
6
8
10
12
14
16
18
Owner Staff Profesional Cook
Who Cooks

13. 0
5
10
15
20
25
30
Own
Investment
Bank Loan Government
Scheme
Both Own
investment
and Bank
Loan
Both
Government
Sceheme and
Own
investment
Source of Funds
0
1
2
3
4
5
6
7
8
9
50 and above 100 and above 150 an above 200 and above
Customer during Seasons
HOMESTAY ANALYSIS
12
13
11.4
11.6
11.8
12
12.2
12.4
12.6
12.8
13
13.2
Owner Staff
Who Clean

14. 5
20
24
0
5
10
15
20
25
30
Yes No Tie up Other travel
agency
Travel Agency
0
0.5
1
1.5
2
2.5
3
3.5
Staff Payment
HOMESTAY ANALYSIS

15. 0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
120.00%
0
5
10
15
20
25
30
No cultural
night
No
knowldedge
on
Government
Scheme
No Travel
agency
No cooking
and cleanning
staff
Cleanliness No Knowledge
or Training
No staff Staff payment
from 4000 -
10000
Not advertise
online
Pareto analysis (80/20 %)
Count Cumulative percentage

16. 0
5
10
15
20
25
30
Know about the homestay program in
this region
0
5
10
15
20
25
Online Booking Travel Agents Local people Tourism
Department
Mode of Reservation Perfer
CONSUMER ANALYSIS

17. 0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
120.00%
0
5
10
15
20
25
Involement with local No cultural Activities No Online exposure Amentities No authentic food
Pareto analysis (80/20 %)
Count Cumulative percentage

18. SWOT
Strength
Peace and tranquilly, as well as a sense of safety and
security
People are welcomed in a welcoming culture.
Natural resources abound, as doe’s pollution. a
liberated atmosphere
Organic state with abundant biodiversity and
farmland
A beautiful natural and rural scenery
Traditions and practises from many cultures
Religious customs,
Traditions of holistic healing,
Seventy percent of the population is literate.
Both urban and rural development plans are strong.
All climate zones are covered.
Weakness
Brand identity isn't strong enough
There is a lack of connectivity and electricity.
Facilities, services, and service providers are all of poor
quality.
Public restrooms are few.
Accommodation of high quality,
There is no geyser for hot or cold water.
In the homestay, pest management is a must.
Infrastructures connected to transportation and associated
infrastructures
Inadequate planning, lack of implementation facilities
outside of urban areas
Participation and responsibilities in the community are
limited.
Coordination between the home stay and the government is
lacking.
a lack of capabilities
Human resources that are skilled and trained are in short
supply.
Budget or financing constraints
The issue of forest land usefulness and conversion is a
complex one.

19. Opportunities
Incentives.
Tourism-related events and cultural talks, dances,
and festivals, as well as conventions and exhibitions
Compelling incentive from governments and
organizations to institute environmental and
conservation measures
Camping, Eco parks, and hiking have a lot of
potential.
Urban domestic populations have a huge potential
for rural/village tourism.
Heritage, culture, and civilizational diversity are all
rich and diversified.
Exceptional location Mountains,
For the International Market, Pilgrimage/Buddhist
Wetland tourism is a one-of-a-kind experience.
Wilderness tourism, peace and tranquilly, and a
strong private sector
Threats
Failure to properly address the stated
constraints/weaknesses
The failure to include communities in the decision-
making process,
Failure to embrace and put into effect sustainable
development and management ideas and practises
at destinations and sites, particularly in natural
tourism destinations.
Natural disasters,
Non-vernacular structures, non-vernacular
structures, non-vernacular structures
Solid/waste management, as well as a significant
number of low-value items.
SWOT

20. BCG Matrix
Question Marks Stars
Cultural Activities
Eco park, hiking ,camping
Traditional educational to the tourist
Training camp for the local people on tourism
More Government schemes
Restaurants
Accommodation
Hospitality
Green and clean Environment
Organic vegetables
Peaceful and tranquillity
Collaboration with other travel agencies
Dogs Cash Cows
Homely Ambience
Exposure to Online or Internet and social media
Lack of Public toilet in the area
Bad connectivity and power cut
Location of the homestay near the town to
engage with the community
Lack of Human resource
Insufficient budget
Tourist from West Bengal Kolkata
Lack of Hot/cold water supply
Package for homestay to improve more
Providing Bengali food
Communities in the decision-making process
Food offered

21. GO-TO-MARKET STRATEGY
 Have a training session from the tourist department
 Homestay should aim to market more on the web platform.
 They might start their own travel agency or work with numerous agencies.
 Having a color theme in the homestay
 Work on their package offered to the customer, adding value to the customer as
well as benefiting themselves
 Food in these areas should mostly consist of West Bengal cuisine, as well as other
typical Indian cuisine and delicacies.
 Provide essential facilities such as hot/cold running water and a functional geyser,
 Should have a backup power source such as a solar panel or an inverter.
 Have a separate homestay page, either on a website or on social media.
 Display consumer reviews or comments on their pages to demonstrate what they
received.
 Uploading high-quality photos of their homestay
 Accepting online bookings via online travel providers' booking platforms (OTA).

22. GOALS
 Short-term goals-
 Get training campaign and increase reaches in the internet
 Collaboration with multiple online travel agencies (OTA)
 Setting up cultural activates.
 Improvement on the basic amenities
 Mid-term-goals-
 Build a brand image
 Setting up its own travel agencies
 Long-term goals-
 Expand to different district of Sikkim or different states in India to attain sustainable
income.

23. IMPORTANT FACTORS
KEY POINTS IMPORTANT LEVEL
Training
campaign
Very Important
Advertisement Very Important
Feedback Very Important
Travel Agency
(coloration)
Very Important
Amenities Very Important
Sign Boards Very Important
Staff Mid Important
Food Very Important
Source of food Less Important
KEY POINTS IMPORTANT LEVEL
Price Mid Important
Cleanliness Very Important
Toilet and bathrooms Very Important
Involvements with local Very Important
Cultural Activities Mid Important
Staff payment Mid Important
Colour Theme Mid Important
Hospitality Very Important
KEY POINTS IMPORTANT LEVEL
Non-Veg food Very Important
Social Media exposure Very Important
Package offer Very Important
Backup power supply Very Important
Reviews Very Important
Uploading good images Very Important
Mode of reservation Very Important
Registration and licence Very Important
Own Travel agency Less Important
Record system Very Impoetant

24. Homestay Questionnaire Samples

25. Customer Questionnaire Sample

26. CONCLUSION
• Based on the findings of this study, we can conclude that the Aritar homestay has a lot of
scope for improvement in order to expand its potential and reach.
• We want to strengthen their business model and management utilizing these analyses, such
as activities to learn about religious history, cultural practices, camping, tourist training,
and so on.
• Furthermore, the tourist sites are still lacking in facilities. The creation of a homestay
model based on the Aritar community's identity demonstrated that homestay members
should focus on systematic management concepts, such as local community engagement,
to maximize the efficiency and sustainability of homestay tourism.

27. THANK YOU