Rural tourism is growing in importance worldwide. It provides economic opportunities for rural communities while allowing visitors to experience rural lifestyles and activities. The document discusses definitions of rural tourism and examples from around the world. Top rural tourism destinations include Ontario, Canada known for agri-tours of farms and Dunedin, New Zealand for its scenic landscape and proximity to wildlife. Rural tourism is beneficial as it generates income for rural areas and encourages preservation of local culture and environment.

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Chapter no. 1 Introduction
Tourism is a social, cultural and economic phenomenon related to the movement of
people to places outside their usual place of residence, pleasure being the usual
motivation1. From this definition and the fact that tourism is a temporary activity, it
can be interpreted that tourism is a demand based concept. Tourism arises from a
movement of people to, and their stay in, various destinations. Tourism is travel for
recreational, leisure or business purposes. The temporary movement of people to
destinations outside their normal places of work and residence, the activities undertaken
during their stay in those destinations, and the facilities created to cater to their needs.
The sum of the phenomena and relationships arising from the interaction of tourists,
business suppliers, host governments and host communities in the process of attracting
and hosting these tourists and other visitors. Tourism is a collection of activities,
services and industries that delivers a travel experience, including transportation,
accommodations, eating and drinking establishments, retail shops, entertainment
businesses, activity facilities and other hospitality services provided for individuals or
groups travelling away from home. Tourism can be understood as the set of productive
activities that cater mainly to visitors.
The UN World Tourism Organization (UNWTO) provides the following definition of
tourism which is now the accepted official definition of Tourism. Tourism refers to the
activity of visitors. A visitor is a taking a trip to a main destination traveller outside
his/her usual environment for less than a year, for any main purpose (business, leisure
or other personal purpose) other than to be employed by a resident entity in the country
or place visited. Tourism is one of the largest and fastest growing economic sectors in
the world, thanks to increase in tourism destinations in tandem with an increase in
awareness among people. Unlike a rather conservative tourism activity in the past,
particularly in developing countries like India, no are willing to travelling more and
even cross boundaries to visit far sometimes remote destinations. People away and
According to the UNWTO, despite occasional shocks, worldwide international tourist
arrivals have shown virtually uninterrupted growth from 25 million in 1950 to 278
million in 1980 to 528 million in 1995 and breached 1 billion mark, at 1,035 million,
in 2012.
International tourism propelled ahead in 2014 as the number of international tourists
(overnight visitors) grew 4.4% with an additional 48 million more than in 2013, to reach
a new record total of 1,135 million. Growth since the global economic crisis of 2009.
With a 4.4% increase, international tourism once again exceeded UNWTO’s long-term
forecast of 3.8% the sector´s strong and consistent performance in spite of the global
challenges the world faced in 2014, including a slow global economic recovery, the
Middle East (+5%) registered the strongest growth, while Europe (+3%) and Africa
(+2%) grew at a slightly more modest pace. By sub region, North America (+9%) saw
the best results, followed by North-East Asia, South Asia, Southern and Mediterranean
Europe, Northern Europe and the Caribbean, all increasing by 7%.

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The top 10 international tourism destinations in 2014 were:
Rank Country UNWTO region International
t o u r i s t
a r r i v a l s
( 2 0 1 4 )
International
t o u r i s t
a r r i v a l s
( 2 0 1 3 )
Change
(2013 to
2 0 1 4 )
( % )
Change
(2012 to
2 0 1 3 )
( % )
1 F r a n c e Eur o p e 83.7 million 83.6 million 0 . 1 0 . 2
2 United states North America 74.8 million 70.0 million 6 . 8 5 . 0
3 S p a i n Eur o p e 65.0 million 60.7million 7 . 1 5 . 6
4 C h i n a A s i a 55.6million 55.7million 0 . 1 3 . 5
5 I t a l y Eur o p e 48.6million 47.7million 1 . 8 2 . 9
6 Turnkey Eur o p e 39.8million 37.8million 5 . 3 5 . 9
7 Germany Eur o p e 33.0 million 31.5 million 4 . 6 3 . 7
8 U K Eur o p e 32.6 million 31.1 million 5 . 0 6 . 1
9 R u s s i a Eur o p e 29.8 million 28.4 million 5 . 3 1 0 . 2
1 0 Mexico North America 29.1 million 24.2 million 2 0 . 5 3 . 2
Tourism is an important economic activity in the world. It comprises a wide variety
of product and destinations and many different stakeholders are involved. Tourism
has great potential as regards its contribution to achievement of several major
world objectives, such as sustainable development, economic growth, employment
and economic and social cohesion. The strategic approach process is to create
the conditions and provide the basis for sustainable, high-quality tourism.
Sustainable tourism development meets the needs of tourists and host regions,
protecting and expanding the possibilities for the future. Tourism can bring both
advantages and disadvantages in the area. It can stimulate the development of other
economic activities such as agriculture, local production of food and crafts, and
help increase revenue. Rural tourism have a significant role in the economic
development of those areas or regions as touristic attractions. The most important
positive contributions refer to the state revenue generated by tourist spending and
export / import of goods complementary for receiving countries, and the boost
of investment in various sectors, so the multiplier effect of tourism by contribute
to the economic prosperity of the country. Rural tourism started from the of idea
gathering together the traditional activities related to hospitality and rest and from
the following basic premise: agriculture takes place a natural and unpolluted
environment, framed in natural resources nutrition organic, trend that has so
sharply divided the markets in recent years and, finally, in an area potentially
rich in traditions and ancestral customs, which, at least for foreign tourists,

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providing that the necessary dose the exotic and unknown to attract and convince
the decision of leisure.
Tourism has the potential to impact a destination’s culture, economy and environment.
These impacts can be both positive and negative. The positive impacts include revenue
generation, job creation, decreased rural emigration, and incentive to preserve wildlife,
history and culture of the destination. However, the negative impacts of tourism are
affecting the future of tourism destinations due to the deterioration of the natural
environment, depletion of natural resources, waste and pollution, and disruption of local
lifestyles and customs. Tourism managed poorly can result in a phenomenon known as
“tourism destroys tourism”. Mass tourism is proving to be not only an environmentally
unsustainable activity, but also an economic and social activity with damaging impacts
on local social and cultural assets. The environment, being the major source of tourist
products, should be protected in order to have further growth of tourism and economic
development in the future.
The trends observed in the tourism industry in recent years indicate an increased
demand for nature-related and rural tourism activities. It is simple to define rural
tourism as “tourism that takes place in the countryside” but this definition does not
include the complexity of the activities and the different forms and meanings developed
in different countries, as well as the number of protagonists participating in rural
tourism. There is still a need to differentiate rural tourism from other forms of tourism
that exist. Even if there is ambiguity between urban and rural tourism, and it is difficult
to speak about strictly rural characteristics, people still shape images and views of the
countryside that differ from those of the town. The social representations of rural areas
by the media and the perceptions of individuals for the countryside create a demand for
these spaces and shape the distinctive form of rural tourism.
Looking at the supply side, rural tourism can be understood in three different ways:
a) Rural tourism is perceived as “working class tourism”. It depicts images of a poor
man’s holiday, including stays with a local resident in a rural area.
b) Rural tourism is associated with a particular form of accommodation, as well as with
the option of undertaking specific and usually nature based activities.
c) Rural tourism is defined as a type of holiday where the place of stay is on a farm,
and the organized activities are connected with and around the farm. In this case, rural
tourism is limited to farm tourism or Agri-tourism.
According to a broader definition, given by Gannon (1994: 5): “Rural tourism includes
a range of activities, services and amenities provided by farmers and rural people to
attract tourists to their area in order to generate extra income for their businesses”.
According to a European Union definition, “rural tourism is a vast concept covering
other services besides accommodation
According to the World Tourism Organization, "rural tourism is term used when rural
culture is a key component of the product". In order to realize this concept, a tourist
needs to provide personalized contact and the experience of a specific rural
environment. In addition, the tourists should be given, as far as possible, the opportunity

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to actively participate in certain agricultural activities and other activities, traditions and
lifestyle of local residents. It certainly provides a whole new experience, which is
almost impossible to achieve in destination of so-called mass tourism.
Tourism that takes place in rural areas, activities such as walking (trekking and hiking),
biking, horseback riding, extreme sports (e.g. climbing), farm visits, tasting local food,
hunting and fishing are also integral elements of integrated rural tourism product.
Therefore, depending on the presence of such elements in the total supply, we can talk
about agro tourism, green tourism, gastronomic tourism, nautical tourism, hunting
tourism, cultural-historical tourism, different types of sports and recreational tourism
(e.g. riding) and more. The above suggests that rural tourism is a very complex type of
tourism. That is why the division of rural tourism is very rich and very committed to
the characteristics of the area in which tourist activity takes place. In other words, the
boundaries and content of rural tourism are determined by the specific characteristics
and limits of rural area in which to develop. If there are opportunities for the
development of several forms or types of tourism in certain rural areas, then they all
belong to the broader concept, which collectively are called rural tourism.
Rural tourism is particularly relevant in developing nations where farmland has become
fragmented due to population growth. The wealth that rural tourism can provide to poor
households creates great prospects for development. Rural tourism exists in developed
nations in the form of providing accommodation in a scenic location, ideal for rest and
relaxation. There are many scenic towns that have become quaint spots for vacationers.
Many niche tourism programs are located in rural areas. From wine tours and eco-
tourism, to agritourism and seasonal events, tourism can be a viable economic
component in rural community development.
Top 10 rural tourism destinations across the globe
As rural tourism is gaining momentum past few years across the globe with the present
generation tourists looking for newer and innovative modes of holidaying, we present
you the top rural tourist destinations of the world where you can enjoy and relax in your
own way.
1. Ontario, Canada:
Rural tourism has occupied a prominent position in Ontario with the ever growing
popularity of innovative agri tours. Visiting museums, restaurants, cheese factories,
pork shops and other livestock farms are much sought after activities. This
agriculturally developed region is well explored by the tourists through themed tours
and trails like Apple Route or Hurton Harvest trail where the farm products are
showcased in an interesting manner.
2. Dunedin, New Zealand:
Rural tourism in New Zealand has set an example with rural areas around Dunedin
turning out to be hot rural tourism destinations. The dramatic shoreline, stunning
volcanic mountains and close proximity to natural wild life has made this place ideal
for a roaring bed and breakfast business. The tranquil rural areas surrounding this old
city offer the much needed shelter to the tired bodies and souls.

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3. Queensland, Australia:
Agritourism in Queensland has boosted the growth of the Aussie farmers with rural
tourism catching up in a fast pace. Just an hour drive from Brisbane, this rustic area
with beautiful landscape, varied wild life and farm animals has been a hot spot for the
tourists. Provisions for accommodations for the young and wheel chaired persons along
with farm fresh products have boosted rural tourism in this region of the island country.
4. Cape Town Wine Route, South Africa:
Five popular wine routes located within 20-25 km from the heart of Cape Town city
forms one of the unique rural tourism destinations of the world. With the establishment
of wine estates in the early nineties, these wine routes form the life line of wine farming
industry in South Africa. Being the haven of connoisseurs of wine, these wine routes
have many other exciting activities to offer apart from wine tasting and delicious
cuisine.
5. Lungao, Austria:
The 250 km long cross country skiing route forms one of the main tourist attractions of
Lungao, a small country located in Salsburg, Austria. The picturesque mountains with
interlocking valleys become the favorite walking grounds of tourists in the peak of
summer and popular skiing spots in winter. Lungao is famous for alpine lakes, ruined
castles and a private museum. Proper infrastructure development through well
connected roads has made this rural destination popular for winter sports.
6. Kuldiga, Latvia:
A combination of the age old historical wooden buildings and valley of river Venta
make Kuldiga an important rural tourism destination. The aura of yester years can be
felt even today through the legends and myths enveloping this small town. The recourse
to rural tourism in Kuldiga is concentrated around the river valley and Ventas Rumbas,
the widest waterfall in Europe.
7. Romania:
The lush green landscapes of the villages of Romania are the ideal rural tourism
destinations of Eastern Europe. The beautiful but less explored Transylvania popular
for Dracula’s castle, century old traditions and delicious cuisines are much liked by the
adventurous minded tourists. Monasteries of Bukovina and art and music festival of
Sighisoara pose attraction for a different category of travelers.
8. Kerala,India:
Popularly known as God’s own country, this small state located in the extreme south of
India on the borders of Arabian Sea proudly exhibits its natural bounties through
stunning landscapes, attractive back waters, spice and herb gardens and a plethora of
unknown flora and fauna drawing the attraction of domestic and international tourists.
Kumbalangi, Thiruvilvamala, Kuttanad and Shoranur are the top rural destinations of
this state worth exploring.

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9. Ballyhoura, Ireland:
The agriculture sector in Ireland has been revamped with the promotion of rural
tourism, and Ballyhoura in South Ireland has turned into a popular rural tourism
destination. Mini stays and home stays with upgraded facilities cater to the demands of
the vacationers and educational groups. Ballyhoura has lots of activities to offer which
include group agricultural study, night adventures, site seeing and interesting village
festivities.
10. Basilicata, Italy:
The rich natural vegetation and cultural heritage of this small region in south of Italy is
spurting the growth of rural tourism. The historical Greek temples, Norman castles,
Roman thermal baths, medieval abbeys along with the green clad farmhouses and wine
tours offer the perfect ambience of rural tourism catering to the travelers of varied tastes
thronging from remote corners of the globe.
Tourism in India has shown a phenomenal growth in the past decade. India travel
tourism has grown rapidly with a great influx of tourists from all across the globe who
have been irresistibly attracted to the rich culture, heritage, and incredible natural
beauty of India. India tourism with its foggy hill stations, captivating beaches, historical
monuments, golden deserts, serene backwaters, pilgrimage sites, rich wildlife, and
colorful fairs capture the heart of every tourist. In addition, a variety of festivals, lively
markets, vibrant lifestyle, and traditional Indian hospitality presents an overview of
incredible India.
Tourism in India is economically important and is growing rapidly. The World Travel
& Tourism Council calculated that tourism generated ₹6.4 trillion (US$96 billion) or
6.6% of the nation's GDP in 2012. It supported 39.5 million jobs, 7.7% of its total
employment. The sector is predicted to grow at an average annual rate of 7.9% till 2023
making India the third fastest growing tourism destination over the next decade. India
has a large medical tourism sector which is expected to grow at an estimated rate of
30% annually to reach about ₹95 billion (US$1.4 billion) by 2015. About 22.57 million
tourists arrived in India in 2014, compared to 19.95 million in 2013. This ranks India
as the 38th country in the world in terms of foreign tourist arrivals. Domestic tourist
visits to all states and Union Territories numbered 1,036.35 million in 2012, an increase
of 16.5% from 2011. In 2014, Tamil Nadu, Maharashtra and Uttar Pradesh were the
most popular states for tourists. Chennai, Delhi, Mumbai and Agra have been the four
most visited cities of India by foreign tourists during the year 2011. Worldwide,
Chennai is ranked 38 by the number of foreign tourists, while Mumbai is ranked at 50,
Delhi at 52 and Agra at 66 and Kolkata at 99.
 Tourism in India accounts for 6.8 per cent of the GDP and is the third largest foreign
exchange earner for the country
 The tourism and hospitality sector’s direct contribution to GDP totaled US$ 44.2
billion in 2015
 Over 2006–15, direct contribution is expected to register a CAGR of 10.5 per cent

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 The direct contribution of travel and tourism to GDP is expected to grow 7.2 per
cent per annum to US$ 88.6 billion (2.5 per cent of GDP) by 2025
 Over 7.757 million foreign tourist arrivals were reported in 2015 Foreign tourist
arrivals increased at a CAGR of 7.1 per cent during 2005-15
 By 2025, foreign tourist arrivals are expected to increase to 15.3 million, according
to the World Tourism Organisation
The development of infrastructure in rural areas having potential for tourism is being
supported under the existing scheme of destination development. The objective is to
showcase rural life, art, culture and heritage at rural locations and in villages, which
have core competence in art & craft, handloom, and textiles as also an asset base in the
natural environment. The intention is to benefit the local community economically and
socially as well as enable interaction between tourists and local population for a
mutually enriching experience. Under this scheme, the thrust is to promote village
tourism as the primary tourism product to spread tourism and its socio-economic
benefits to rural and its new geographic regions, thereby stopping the exodus from rural
to urban areas. The Village Level Council (VLC) is the interactive forum for local
community participation in work plan implementation, further supported by other
community level institutions. For the visitor, whose expenditure creates revenue for
host community service providers, rural tourism adds value through packaged programs
in art & craft imparted by skilled local artisans. Village entertainment groups unveil
local history and culture, natural and oral treasures. The visitor thus comes face to face
with India’s rural traditions. So far, 153 rural tourism projects in 28 States/Union
Territories have been sanctioned by the Ministry of Tourism including 36 rural sites
where UNDP has supported for capacity building. Pochampalli in Nalgonda district and
Srikalahasti in Chittor district in Andra Pradesh, Durgapur in Golaghat district and
Sualkuchi in Kamrup district in Assam , Nepura in Nalanda district in Bihar, Chitakote
and Nagarnar in Baster district in Chhatisgarh, Hodka in Kachchh district in Gujarat,
Jyotisar in Kurukshetra district in Haryana, Nagger in Kullu district in Himachal
Pradesh, Banavasi in Uttar Kannada district in Karnataka, Aranmulla in Pathanamthitta
district and Kumbalanghi in Kochi district in Kerala, Chaugan in Mandla district and
Pranpur in Ashok Nagar district in Madhya Pradesh, Sulibhanja-Khultabad in
Aurangabad district in Maharashtra, , Pipili and Raghurajpur in Puri district Orissa,
Rajasansi in Amritsar district in Punjab, are few among them.
The Ministry of Tourism extends Central Financial Assistance to the State
Governments/Union Territory Administrations for tourism projects identified in
consultation with them for the improvement of existing tourism products and also for
developing new ones. Under the Centrally Sponsored Scheme of Product/Infrastructure
Development for Destinations and Circuits, 100% Central Assistance is given for
development of destinations/ circuits including mega projects to world standard and
also for rural tourism infrastructure development. The Ministry of Tourism provides
financial assistance up to Rs. 5.00 crores for the development of Destinations and Rs.
8.00 crores for Circuits. The upper limit of financial assistance has been increased to
Rs. 25 crores and Rs. 50 crores for development of identified mega destinations and
circuits respectively. Under the schemes to promote rural tourism in the country, the

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thrust is for development of tourism infrastructure at the identified rural tourism sites
so that socio-economic benefits percolate down to the rural community. A maximum
of Rs. 50.00 lakh is sanctioned for each project under this scheme for development of
tourism related infrastructure.
Popularly known as the "Paradise on the Earth", Jammu & Kashmir is the most
picturesque destination in the northern part of India. This beautiful land is nestled amid
the foothills of the magnificent snowcapped Himalayas, Karakoram, and Ladakh,
Hindu Kush, and Pir Panjal mountain ranges. The home of the rugged Dogras, Jammu
and Kashmir is dotted with most beautiful mountain peaks, massive glaciers, splendid
monasteries, blue lakes, rivers, forests, verdant meadows and tall pine trees. Known for
its scenic splendor, rich wildlife, exquisite monuments and hospitable people, Jammu
& Kashmir has become an awe-inspiring holiday destination where one can also
indulge into winter adventure sports in nature's laps.
Jammu Kashmir tourism is not only popular for its vivacious natural beauty and
splendid architecture but is also renowned as an ideal destination for adventure sports.
The sloping meadows, rugged terrains, stupendous mountains and snobbish hills are
good take off point for trekking, rock climbing and camping activities. The ideal
trekking months last from April to November. No special permits are required for
trekking, though registration with the nearest Jammu & Kashmir tourism office is
necessary. Tourists can avail licensed Jammu & Kashmir tourism guides for trekking
tours and contact Jammu & Kashmir travel agencies in Srinagar and Leh that conducts
special trekking and camping tours. Adventure tourism in Jammu & Kashmir is not
only confined till trekking and climbing activities. It also include some of the most
exhilarating adventure sports such as white water rafting, diving, para gliding, para
sailing, trout fishing, water skiing and ice skating. For each sport, there are centers run
by Jammu & Kashmir tourism and private training institutes where equipment can be
hired. Professionally trained instructors, and Jammu Kashmir tourist guides are also
available to assist amateur adventure enthusiasts.
Jammu & Kashmir has the rare distinction to wear varied caps, given the wide spectrum
of weather, terrain, topography, wind, snow, water, mountains, heritage, and
handicrafts of this beauteous state that could become individual, collective or combined
focuses of Rural Tourism. While many of these activities are already being promoted
by state tourism department, dovetailing these with rural tourism could enhance their
charm manifold. Some examples:
 Kashmir countryside has tales & stories, legends & history, varied shrines built
from multi influences including, Buddhist, Hindu, Greek, Persian and Mughal
besides melas, festivities and celebrations of rituals, that could allow an entire
HERITAGE focus to rural tourism.
 Adventure, sports, backpacking, trekking, camping, hiking, mountaineering,
mountain biking and of course horse riding, rock climbing, paragliding, hay
stack rides, could be slotted into DRY adventure sports, while white river
rafting, parasailing, canoeing, kayaking, water skiing and water ball, (in upper
lakes), speed boat tours in silent waters surrounded by lofty cliffs and many
innovations could be included in WATER adventure sports.

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 Skiing, snowshoeing, sledging, snow scooters, snow mobiles and snowman-
making or snow sculptor competitions for added fun in the itinerary of WINTER
sports.
 ANGLING or FISHING has already formed its own rural tourism circuits,
which could be enhanced by including rural stays such as in lodges or rural
home stays.
 Bird watching, wild life watch, village walks, village stays, flora, fauna,
medicinal plants could come under NATURE or ECO-rural tourism.
 Traditional Kashmiri architecture, built of environmentally friendly materials,
including brick, mud, wood, stone or a combination of all these used by
Kashmiris, Gujjars, Bakarwals and nomadic communities could be promoted as
‘Rural Architecture’ tourism. On similar lines could be ‘Pilgrim’ Circuit,
‘Border-Areas Rural Tourism along the LoC and added flavors could be ‘Rural
Cuisine’ fests etc.
The industrial sector of the state is not well developed and tourism is one of the main
sources of revenue. However, mainstream tourism does not seem to be progressing
which demands other alternatives be sought. One of the best possible alternatives could
be rural tourism development. Rural development is increasingly associated with
entrepreneurship, which is considered as a central force of economic growth and
development. Tourism’s role in rural development is basically an economic one and
can help to sustain and improve the quality of life in rural areas. Tourism involves
mostly small enterprises, so the role of tourism entrepreneurs can be very important for
the development of rural tourism. Of all the economic sectors, tourism is perhaps the
one in which the greatest degree of involvement is needed by the entrepreneurial sector
in formulating sustainable development strategies. Rural tourism entrepreneurship has
gained increasing importance as it is seen as a major driving force behind rural tourism.
This study aims to highlight the importance and potential of rural tourism in a Kashmir
region where about 73 percent of the population live in rural areas. Kashmir has a lot
to offer tourists, such as its scenic beauty, a kaleidoscope of traditions, a variety of
cultures and an array of opportunities to explore the outdoors through sporting and
adventure activities.
Scope and Importance of Rural Tourism in Kashmir
The state tourism department is avidly looking to develop rural tourism, 50 villages are
identified as rural tourism villages under the programme. Three rural tourism circuits
have also been identified and sanctioned by the Centre for development. In addition, a
plan for conservation of both urban and rural heritage sites has been formulated.
Moreover, pilgrimage destinations like shrines, temples and monasteries, often located
in rural areas, are being developed to boost pilgrim tourism to these localities. New
rural tourism destinations include Gurez and Bangus Valley and a few others are
currently being considered for future tourism development, including the Khag area in
the Beerwah Constituency of Budgam District in Central Kashmir. Interestingly, some
rural tourism projects were given the green signal even during the years of militancy
under the Government of India project for promotion of Rural Tourism. Despite the
lumbering situation at the time, turning worse in 2010 with stone-pelters, these projects
in J&K displayed remarkable success wherein all work had been expeditiously

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completed in sanctioned time. Seven out of eight -sanctioned ‘rural tourism’ projects
by the union ministry were adjudged ‘successful’ and only one took the blame for being
average. No other state fared better than this northern mountainous beauty, save for the
aspect of attracting tourists to it.
Rural Tourism promises plentiful jobs for rural youth as builders, painters, masons,
artisans, carpenters, guides, cooks, porters, hosts, providers, trainers, horse owners,
gullies (angling experts), adventure-sports assistants, photographers, artists and others.
Simple villagers, who cannot afford opportunities for their progeny, would be thrilled
about having a profitable stake in such community or cooperative ventures of a
particular rural tourism circuit and would readily pool in for a build up as well as
infrastructural needs of the project, with government help.
Instead of building new structures incongruous with the surroundings, existing rural
homes could be given additional incentives to add more rooms or dorms to
accommodate tourists. Rural home-stays could boost income of families, which could
include all meals, including packed lunches, bonfires, barbecues thrown in for outdoors,
as part of the package. This could translate into a business opportunity for the locals
and even for the likes of nomads, Gujjars, bakarwals etc. to present the rarity of their
culture as a means of earning for the prosperity of their clans, just as houseboat, lodges
and hotels owners are doing. Entire ‘cluster infrastructure’ could be built with the
replication of original architectural design to every new additional structure including
community centers useful for get-togethers, experts’ training workshops besides
exhibition of lost and existing performing arts. This could conserve existing
architectural practices and revive lost cultures allowing a peep to a visitor into the rich
cultural heritage of the region especially performing arts – not hampered by language
barriers like dances- Rouf that graces all festive occasions, Hafiza Naghma of
weddings, Bhand Jashan, Bacha Nagma during harvest season, where a boy dresses as
a girl, Wanwun –song session during weddings or an adaptation of Bhand Pather –
traditional folk theater of Kashmir. Revival of lost and prevalent handicrafts could
benefit with a sales outlet in the base camp of each niche tourist circuit. It would
invigorate the pride of villagers in their holdings and deter flight of local youth to cities
and other regions.
The situation could turn ideal as a natural and sustainable way for rural and urban
economic exchange. Villages will retain their distinct architecture and their exciting
indigenous innovations. Community or clan’s fascinating rituals, traditions and culture
unique to the locals could become part of the tourism itinerary.
Need for the Study
In Kashmir Valley there is potentiality to develop the rural tourism industry. Tourists
want to see new places which are close to nature and away from hustle and bustle of
city. In Kashmir Valley the nature of rural areas is not polluted at par with other states
in India, so that is why there are enough potential for development of rural spaces for
development of tourism in the region.
Tourism industry is also called the “Smokeless Industry” because without using any
chimney, having more advantages than disadvantages. Thousands of the rural people

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get attached with this industry and get jobs in this sector. Rural tourism is often
considered to be intrinsically sustainable, for it attracts small number of visitors, there
is no need for extensive infrastructural development, tourists are usually genuinely
interested in the local culture and traditions. One of the main attractions of rural
holidays is the personal interaction with local residents, so hosts and guests are able to
share ideas and knowledge, and consequently tourism can fulfill its role as the "industry
of peace", as a tool of mutual understanding.
Nevertheless, if rural tourism development is analyzed on a deeper level, certain doubts
arise concerning intrinsic sustainability. The most significant issue to be investigated is
the economic profitability of rural tourist services, since the demand is often seasonal,
the occupancy rates are low and the investment required for creating or improving
facilities for tourists is often high. In most rural tourist destinations it is quite unlikely
that tourism can be viable as a sole source of income. Rural tourism can usually be only
one of the income-generating alternatives in a region, so its role in sustainable
development is highly influenced by the performances of other economic sectors.
Objectives of the Study
The present study has certain specific research objectives. They are as follows:
1. To analyze motivational factors for rural tourism;
2. To analyze the potential of Rural Tourism in Kashmir,
3. To find out the importance of Rural Tourism Development in Kashmir Valley,
4. To analyze Rural Tourism resources as a tool for Sustainable Tourism
Development in the Kashmir Valley.
Research Methodology
The data for this study was generated through systematic review of existing literature
on the rural tourism and other tourism development and is a conceptual analytical study.
In the present study, secondary data has been used. Secondary data have been collected
from various books, journals, tourism department of Jammu and Kashmir, economic
survey of Jammu and Kashmir and other online resources. Being the qualitative nature
of the study there are the various articles and thesis and other reports and online
resources have been referred and downloaded from the Ugc@Inflabanet and open
access journals and magazines. The various key words like "tourism development,
sustainable development, community participation, Rural tourism" etc., used for
searching the secondary data from the search engines. There were full 63 research
papers/ articles, abstracts and thesis downloaded from the resources and almost 13 were
exactly referred which meet with the objectives of the study.
Study Area
The Valley of Kashmir occupies the topmost position in the map of India. Kashmir,
along with the region of Jammu and Ladakh forms the State of Jammu and Kashmir.
Located approximately 1730 m above the sea level; it has Tibet in its east and Pakistan
China and CIS in its west. The south of Kashmir is bordered by Punjab, while on the
southwest is Himachal Pradesh.

12. PresentScenarioof Rural Tourism
In Kashmir
pg. 12
Kashmir Valley is endowed by nature with location advantages that it has the potential
to become hub of tourist activity. It is surrounded by beautiful mountains and
snowcapped peaks which makes the stay in Srinagar pleasant. Excellent scenic,
cultural, religious and cultural places are within short distances ranging from a few
kilometers to 40 kilometers. Even drive, walk or horse ride to these places is enchanting.
Snowy peaks, frozen lakes, ski slopes, pine forests, fresh water streams are the major
tourist attractions of the Valley.
Limitation of the Study
Nothing is perfect so is this study. The present study suffers from certain limitations.
The study is based on the information from secondary source which reduce the degree
of reliability. However, attempt has been made to collect maximum information from
the official record of tourism sector in general and J&K in particular on the various
aspects of the study. Most of the departments neither publish the information nor do
they allow the outsiders an access to their records, internal workings etc. on the pretext
of maintaining secrecy. This restricts the data availability. It was difficult to collect all
the necessary data from grass-root level. Some basic limitation are:
a) Lack of updated and adequate material on the internet.
b) The author could not go himself does not go for the first hand data collection
because of the time constraint.
c) The touristic study that the author of the thesis came across may not portray the
similar scenario of overall rural tourism in the state.
Dissertation Outline
This thesis contains seven chapters and this section presents a brief overview of each
chapter in this thesis. The first chapter presents the discussion on a research
background, research objective, methodology used, limitations and thesis outline.
The Second chapter is literature review about various travel motivation as in case of
rural tourist. A relevant literature is reviewed in this chapter to facilitate a development
of a logical framework for the research to improve the understanding of rural tourism.
The Third chapter is related to rural tourism resources in Kashmir. It provides the
overview of potential for rural tourism in the valley.
The Fourth chapter provides an analysis of rural tourism in valley with regard to its
impacts on socio-cultural and economic perspective.
The fifth chapter illustrates about rural tourism as a tool for sustainable tourism
development in the valley.
The sixth chapter provides a conclusion and suggestion for the dissertation. It gives an
analysis of the research objective and highlights the key findings. It also recognizes the
contribution of this research to existing methodology and theory.

13. PresentScenarioof Rural Tourism
In Kashmir
pg. 13
Chapter no. 2 Literature Review
“The tourism knowledge is the study of inhabitants away from their usual surroundings,
of the institutions which respond to the need of travelers, and the impacts that they have
on the social, economic and environmental security of their host.
The key focus of this research study is to scrutinize the present scenario of rural tourism
in Kashmir. The research carried out an inclusive literature study to recognize the
problem and shape a theoretical viewpoint on the research objectives.
This chapter demonstrates the literature review on the concept of Rural Tourism, socio-
cultural impacts of tourism, economic impacts, and role of locals in rural tourism
development.
Essence of Literature
Rajeev Kumar (2008) rural tourism is a subset of tourism that consists of ranging aspect
such as farm/agricultural tourism, cultural tourism, nature tourism, adventure tourism,
and eco-tourism. Any form of tourism that displays the rural life, art, culture and
heritage at rural locations, thereby benefiting the local community economically and
socially as well as enabling interaction between the tourists and the locals for a more
enriching tourism experience can be termed as rural tourism. Rural tourism is
essentially an activity that takes place in the countryside. Rural tourism is essentially
an activity that takes place in the countryside. Rural tourism creates experiences for
tourist who enjoys locations that are sparsely populated, it is predominantly in natural
environment, and it meshes with seasonality and local events and is based on
preservation of culture, heritage and traditions. Rural tourism has become quite admired
since the last few years.
According to Negi (1990) attractions in rural areas includes enjoyment of rural scenery,
the desire for open space, quiet and peace of mind. Rural sports like hunting, fishing,
ethnic attractions like folk life, custom, food, drinks, and festivals. Educational and
historical attractions like castles, churches, temples etc. Respondents to an English
Tourism Council research project on rural tourism described the concept of rural
tourism as ‘peace and quiet’, ‘slower pace of life’, ‘fresh air’, ‘none urbanized’ and
‘lots of space.’ This research also stated that rural tourism could encompass ‘gentle’
countryside (farms, fields, and cows), ‘rugged’ countryside (moors, hills, and
mountains), coastal areas and non-urbanized towns and villages.
Hall and Jenkins (1998) suggest that the expansion of tourist flows in rural areas: To
sustain and create local incomes, employment and growth, to contribute to the costs of
providing economic and social infrastructure, to encourage the development of other
industrial sectors, to contribute to local resident amenities and services. Also important
is to contribute to the conservation of environmental and cultural resources.
According to the World Tourism Organization (UNWTO 2004), "rural tourism is a term
used when rural culture is a key component of the product". In order to realize this
concept, a tourist needs to provide personalized contact and the experience of a specific
rural environment. In addition, the tourists should be given, as far as possible, the
opportunity to actively participate in certain agricultural activities and other activities,

14. PresentScenarioof Rural Tourism
In Kashmir
pg. 14
traditions and lifestyle of local residents. It certainly provides a whole new experience,
which is almost impossible to achieve in destination of so-called mass tourism.
Kušen (2006) considers it necessary to insist on a complex definition of rural tourism
because it needs to include all its elements. Thus, as tourism that takes place in rural
areas, activities such as walking (trekking and hiking), biking, horseback riding,
extreme sports (e.g. climbing), farm visits, tasting local food, hunting and fishing are
also integral elements of integrated rural tourism product. Therefore, depending on the
presence of such elements in the total supply, we can talk about agro tourism, green
tourism, gastronomic tourism, nautical tourism, hunting tourism, cultural-historical
tourism, different types of sports and recreational tourism (e.g. riding) and more. The
above suggests that this is a very complex type of tourism. That is why the division of
rural tourism is very rich and very committed to the characteristics of the area in which
tourist activity takes place. In other words, the boundaries and content of rural tourism
are determined by the specific characteristics and limits of rural area in which to
develop. If there are opportunities for the development of several forms or types of
tourism in certain rural areas, then they all belong to the broader concept, which
collectively are called rural tourism. In any case, preserved rural area is an essential
resource for rural tourism. Especially interesting are the areas where poor production,
smaller quantities and maintaining the traditional way of life are carried out because
they are so attractive to tourists from industrialized and suburban areas that have lost
the key features of recognition as a rural area.
Authors Hall, Roberts and Mitchell (2005) highlight the sensitivity of tourism as an
economic activity in the development of rural areas in the following segments:
 Generating new business and jobs is often limited due to small size and
dispersed activity and low rates of return on investments;
 It requires more skill to achieve success, and the same is not possible to combine
in one person;
 The development is in the hands of rural entrepreneurs, such as farmers and
local municipal officials who often lack the necessary skills and knowledge in
the field of tourism;
 It anticipates great number of micro enterprises;
 Sources of investment are often scarce;
 The duration of the tourist season is short;
In accordance with the preceding, it is possible pick out a few specifics for the tourist
offer in rural destinations. Tourist offer is extremely fragmented, and consists of a large
number of small, regionally dispersed bidders. These are mostly small family
businesses, which offer warm welcome and personalized contact with tourists.
However, there is often a great lack of inconsistency with regard to the quality of
services provided, which can vary to a greater or lesser extent. In addition, holders of

15. PresentScenarioof Rural Tourism
In Kashmir
pg. 15
such positions are limited with staff and finances, which directs them to join forces for
more efficient implementation of destination management and marketing programs. In
the examples of rural tourism development in Central and Eastern Europe risk factors
that can affect the development of rural tourism are identified (Hall, Kirkpatrick and
Mitchell 2005):
 Lack of understanding and / or misunderstanding of the concept of rural tourism,
coupled with the wrong initial assumptions about the simple and easy generation
market, income and employment, which often leads to failure and the creation
of a given image of negative rural areas and the whole country as a tourist
destination;
 Low level of quality accommodation, associated with the poor resources of
investment and lack of planning for further development;
 Lack of information about the needs and desires of tourists as a result of
insufficient or poor quality of marketing research;
 Lack of funds for starting and / or continuation of business as a result of
insufficient understanding and support from the banking and other financial
institutions;
 Low level of infrastructure in rural areas, but noting that this deficiency can be
an advantage in terms of eco-rural tourism;
 Lack of information on the possibilities and opportunities of further
development of tourism, leading to disconnection of villages in a unique tourist
product and lack of support of local and regional, governmental entities;
 Non-compliance with the development objectives of local governments and
development agencies, and as a result of inadequate communication, lack of
confidence, and lack of shared vision of development.
Pretty (1995) states that when a community is involved in destination development
process from design to maintenance, the best results occurred and when they are only
involved in information sharing and consultation, then the results are poorer. Effective
tourism planning requires resident involvement to overcome the negative impacts and
to channelize the benefits associated with tourism development. Tourism development
at a destination is generally treated like other commercial forms. As we know that
tourism industry is a service based industry and many players/stakeholders
play/contribute their roles/parts to complete the whole process of tourism development
at a destination into a successful process. Often, it develops incrementally with one
business building on another, or one successful event such as festival inspiring the
creation of similar undertakings.
According to OECD (1994) rural tourism comes into existence when the rural culture
is the key component of the product on offer. This form of tourism varies from one

16. PresentScenarioof Rural Tourism
In Kashmir
pg. 16
country to another and one region to another as well with various channels of rural
tourism having been suggested. These include interest in farms, nature, adventure,
health, education, arts, and heritage; and experiencing living history such as rural
customs, local traditions, beliefs, and heritage (Jolliffe and MacDonald, 2003).
Haghsetan, Mahmoudi and Maleki (2011) argue that developing rural areas through
tourism calls for developing rural tourism first. This is attributed to the fact that rural
tourism possesses strong social and economic potential for growth of the rural areas.
Viljoen and Tlabela (2007), points out that rural tourism is as a way of involving the
rural population in ventures that call for local ownership and management of tourism
facilities in a given destination. In order to increase participation by the rural
communities in rural development initiatives, Holland, Burian and Dixey (2003) stress
the importance of considering appropriate forms of rural tourism.
Rural tourism is not altogether a new phenomenon. Interest in the countryside
recreation started to grow towards the end of the eighteenth century as a reaction to the
stress of the increasing urbanization and industrialization. The nature and the
countryside became the “gaze” of tourists (Urry, 1990) and influenced poets and artists.
However, its growth and development is due to technological advance, the availability
of free time and the increase in disposal income (Sharpley, 1996). The biggest demand
occurred after the end of the Second World War, and the most influential factor was the
increase in car ownership, which enabled more people to visit the countryside
(Harrison, 1991). However, the rural tourism of the eighties, the nineties and the current
era is different. The number of tourists involved has increased significantly, the range
of activities and types of rural holidays has continued to expand, and tourism has
developed in all types of countryside instead of being limited to areas of exceptional
scenic beauty (Knudson, 1985).
One of the benefits of rural tourism is the generation of income for local communities.
Such income can then be used by these communities towards the sustainability of their
traditional activities [19], the promotion and conservation of their local arts and
cultures, and the prevention of rural-urban migration [9]. Other benefits of rural tourism
are well documented by [9]. According to [9], local communities are benefiting from
rural tourism in three aspects: Economic, environmental, and socio-cultural.
The following extract from [9] highlights the economic benefits of rural tourism. “It
will create employment for the rural people and generate income for them. The villagers
will be able to provide better food and education for their children. They will have an
additional source of income along with their agricultural income. The following
possibilities are created by rural tourism.
• Create employment especially for the rural youth.
• Generate foreign exchange.
• The price of the land will rise.
• The expenditure on housing will increase.
• Demand for other goods and services will increase.
• Improvement in the public services.
• Generate revenue for the government.
• Modernization of agriculture and other rural activities.

17. PresentScenarioof Rural Tourism
In Kashmir
pg. 17
• Local small businessman will be benefited.
The following extract from [9] highlights the environmental benefits of rural tourism.
“The rural people will learn how to lead healthy and hygienic life from the urban people
visitors.
• Help in create and maintain the natural park.
• Learn the importance of preservation of natural resources.
• They will learn to develop healthy environment with proper sanitation,
roads, electricity, telecommunication, etc.
• They will learn to preserve the natural habitats, biodiversity historical
monuments.”
The following extract from [9] highlights the socio-cultural benefits of rural tourism.
“Since the income from tourism is much higher than what rural people can earn from
agriculture and other allied services,
• Education and health of the rural community will improve.
• Cultural understanding through fairs and festivals.
• Reduce migration of rural people to urban areas.
• Market for agro products and handicrafts will develop in rural areas.”
According to [1], although tourism is booming globally, rural tourism is still under
developed compared to urban tourism despite the tremendous advances made by e-
tourism. Rural tourism is still not the first choice of most tourists, probably because of
the following challenges highlighted by authors such as [12]. “Developing rural tourism
has its challenges. Any successful tourism development, whether pro poor or not,
depends on commercial, economic, and logistical issues, such as the quality of the
product, accessibility and infrastructure of the destination, availability of skills, and
interest of investors. In most of these aspects, rural areas may well be at a disadvantage
compared to urbanized and more developed areas. These challenges may be
compounded by political and institutional obstacles, particularly in developing
countries, i.e. the administrative complexity of dealing with low-populated areas, the
lack of policy co-ordination between rural development and tourism development, and
low priority provided to rural areas by central governments. Thus, ways to deal with
these challenges are needed.”
It is also important to note that, apart from the above highlighted challenges, some
authors such as [9] also attribute some economical, environmental, and socio-cultural
disadvantages to rural tourism, and these disadvantages may be detrimental to the
development of rural tourism. The following extract from [9] highlights the economic
disadvantages of rural tourism.
• The rural people can be exploited.
• The urban investor will take away most of the profit.
• Food, drink and necessary products will be imported from outside and
not produced locally.
• Rural people may be under paid.
• Due to competition the local handicraft and farm produce products will
be sold at lower price.

18. PresentScenarioof Rural Tourism
In Kashmir
pg. 18
• Increase in the price of local agro products”.
The following extract from [9] highlights the environmental disadvantages of rural
tourism. “The visitors may overexploit natural resources and it can have a heavy impact
on the environment. In addition, rural tourism will require infrastructure, transportation
and other facilities which can cause environmental distortion”.
The following extract from [9] also highlights the socio cultural disadvantages of rural
tourism. “Poorly planned tourism can affect the villagers. It can disrupt the rural culture.
It may affect the traditional and cultural practices, agriculture and other allied
activities.”
A. Tourism Motivation Theories
The result of the literature review conducted by this study on tourism motivation
theoretical frameworks reveals that there are at least five existing tourism theoretical
frameworks: the sunlust and wanderlust theory, the push and pull theory, the personal
and interpersonal theory, the physical, status and prestige, cultural, and impersonal
motivation theory, and the inner-directed and outer-directed values theory.
1. The Sunlust and Wanderlust Theory
According to [15] cited by [3] and [11], the concepts of sunlust and wanderlust can
explain the reasons why people travel (Fig. 1). The concept of sunlust refers to the fact
that travelers are attracted to places that can provide them with specific facilities that
do not exist in their own place of residence. The concept of wanderlust refers to
travelers’ desire to go from a known place to an unknown place.
2. The Push and Pull Theory
According to [4] cited by [10], the concepts of push and pull can explain why people
travel (Fig. 2). The concept of push refers to the fact that one wants to travel in order to
satisfy a need. The concept of pull refers to the fact that tourism destinations are
designed such a way that their attributes will attract visitors.

19. PresentScenarioof Rural Tourism
In Kashmir
pg. 19
3. The Personal and Interpersonal Theory
According to [14] cited by [10], people travel because of personal and interpersonal
reasons (Fig. 3). Personal reasons refer to personal rewards such as self-determination,
a sense of competence or mastery, challenge, learning, exploration, and relaxation.
Interpersonal reasons refer to rewards generated from social interactions.
4. The Physical, Status and Prestige, Cultural and Impersonal Motivation Theory
According to [15] cited by [20], tourism motivation has four dimensions: physical,
cultural, interpersonal, and status and prestige (Fig. 4). Physical motivation is directly
connected to a person’s bodily health: physical rest, participation in sports, and the need
for recreation at the beach. Status and prestige motivation refers to tourists’ self- esteem
and personal development. Cultural motivation refers to the fact that travelers desire to
gain knowledge about the cultural activities of other countries. Interpersonal motivation
refers to the fact tourists want to meet new people, visit friends or relatives, get away
from the routine conventions of life, or make new friends.

20. PresentScenarioof Rural Tourism
In Kashmir
pg. 20
5. The Inner-directed and Outer-directed Theory
According to [7] cited by [20], people travel because of inner-directed reasons and
because of outer- directed reasons (Fig. 5). Inner –directed reasons predominantly refer
to tourists’ emotions, while outer-directed reasons are cognitive in nature.
B. Rural Tourism Motivation Factors
The following factors were found during the review of literature on rural tourism
motivation factors: the need to escape, the quest for pleasure and relaxation, the quest
for a memorable and life time experience, the quest for adventure, the quest for
intellectual enrichment, the need to learn more about nature, the quest for safety, the
quest for beautiful landscapes, the quest for a hassle free, peaceful, and pollution free
environment, and affordability (Table I).
1. The Need to Escape
According to [18], most travellers visit rural areas to escape from their busy lives.
2. The Quest for Pleasure and Relaxation
Research conducted by [9] and [18] found that most rural tourists are in search of
“pleasure and relaxation of body and mind”, and they want to relax away from their
usual environment.

21. PresentScenarioof Rural Tourism
In Kashmir
pg. 21
3. The Quest for a Memorable and Once in a Lifetime Experience
References [17] and [5] found that most families want to build family togetherness and
have a “memorable and once in a lifetime experiences” at a rural destination.
4. The Quest for Adventure
Reference [2] found that rural tourists are driven by the quest for adventure through
activities such as mount climbing and desert camping. According to [5] and [9], rural
tourists have the desire “to seek adventure and pleasure” through exciting outdoor
activities such as hiking, skiing, fishing, hunting, horse riding, etc.
5. The Quest for Intellectual Enrichment
According to [5], most rural tourists are driven by their willingness to enrich themselves
intellectually, and to discover new things by taking advantage of the learning
opportunities offered by rural tourism: Learning about a destination, its culture, its
history, and its people.
6. The Need to Learn More about Nature
Reference [17] found that rural tourists want to explore nature.
7. The Quest for Safety
According to [13], [16], and [5], rural tourists visit a place where they feel that they will
be safe and welcomed by friendly local people.
8. The Quest for Pollution Free, Peaceful, Hassle Free
Environment, and Beautiful Landscapes Research conducted by [9] found that rural
tourists are attracted by rural areas because they offer a pollution free and peaceful
environment with lots of greenery. According to [17], rural tourists are attracted by
beautiful landscapes and hassle free environments.
9. Affordability
Findings from [2] and [9] indicate that tourists choose rural destinations because of
their affordability.
C. Matching Factors with Theories
This section presents how the above identified rural tourism motivation factors were
fitted in the tourism motivation theoretical frameworks described earlier.
1. The Sunlust and Wanderlust Theory
Fig. 6 shows that it is possible to model rural tourism motivation factors according to
the Sunlust and Wanderlust tourism motivation theory. However, the classification of
the following rural tourism motivation factors is questionable: the need to escape, the
quest for safety, and affordability.

22. PresentScenarioof Rural Tourism
In Kashmir
pg. 22
2. The Push and Pull Theory
Fig. 7 shows that it is possible to model rural tourism motivation factors according to
the Push and Pull tourism motivation theory. However, the classification of the
following rural tourism motivation factors is questionable: the quest for memorable and
once in a lifetime experience, and affordability.
3. The Personal and Interpersonal Theory
Fig. 8 shows that it is possible to model rural tourism motivation factors according to
the Personal and Interpersonal tourism motivation theory. However, the classification
of the following rural tourism motivation factors is questionable: the quest for safety,
the quest for pleasure and relaxation, and the quest for memorable and once in a lifetime
experience.

23. PresentScenarioof Rural Tourism
In Kashmir
pg. 23
4. The Physical, Status and Prestige, Cultural and Impersonal Motivation Theory
Fig. 9 shows that it is possible to model rural tourism motivation factors according to
the Physical, Cultural, interpersonal, and status and prestige tourism motivation theory.
However, the classification of the following rural tourism motivation factors is
questionable: the need to escape, the quest for memorable and once in a lifetime
experience, and the quest for intellectual enrichment.
5. The Inner-directed and Outer-directed Theory
Fig. 10 shows that it is possible to model rural tourism motivation factors according to
the outer-directed and inner directed values tourism motivation theory. However, the
classification of the following rural tourism motivation factors is questionable: the quest
for safety, and affordability.

24. PresentScenarioof Rural Tourism
In Kashmir
pg. 24
D. Modelling Rural Tourism Motivation Factors
When matching rural tourism motivation factors with existing tourism motivation
theories, one reaches the conclusion that rural tourism motivation factors can be
adequately modeled using the push and pull tourism motivation theory or using the
inner-directed and outer directed values theories. This seems to mean that rural tourists
are either pushed by their own needs or they are pulled by the destinations’ attributes,
or they are motivated either by their emotions or by their quest for knowledge.
In Brief
It is noteworthy that in many cases in rural tourist destinations, tourism is an additional
activity that provides significant support to the traditional rural economy, made up
primarily of agriculture, forestry, crafts and other activities. Therefore, the holders of
such positions are farmers, and not tourist entrepreneurs with all necessary supporting
knowledge and marketing skills. Thus, as one of the key limiting factors in the success
of rural tourism are planning, organization and implementation of effective marketing.
Many rural areas face a lack of their own tourism image, as a result of insufficient
application of marketing concept to create a tourism product. In this way, rural
destinations cannot be successfully positioned in the market or they work in difficult
circumstances, and it is their main limiting factor for further progress. The cause is less
attention focused on the so-called "Soft" elements of rural tourism development such
as knowledge and skills in the field of marketing, management, modern computer
technology, foreign languages and more. According to the results of this study, the push
and pull, and the inner-directed and outer directed values theories are the most suitable
theories for the modeling of rural tourism motivation factors. The main contribution of
this study resides in the fact that it provides evidence on the suitability of existing
tourism motivation theories for the modeling of rural tourism motivations, instead of
just choosing one theory over another as usually done in other existing research.

25. PresentScenarioof Rural Tourism
In Kashmir
pg. 25
Chapter no. 3 Rural Tourism resources in Kashmir
Jammu & Kashmir has the rare distinction to wear varied caps, given the wide spectrum
of weather, terrain, topography, wind, snow, water, mountains, heritage, and
handicrafts of this beauteous state that could become individual, collective or combined
focuses of Rural Tourism. Kashmir’s uniqueness makes it fascinating for every kind of
tourist .Extremely wide-ranging and possibly the most extensive sites and attractions
make Kashmir a truly world class destination. Romantic green meadows, mountains,
bewitching lakes and valleys remains a spectacular facet of countryside in Kashmir.
The glory of the valley in its pristine charm is in the picturesque rural Kashmir,
sounding like a fairytale and portraying the true culture of Kashmir.
Even though life and atmosphere in villages have a lot to share in common but villages
in Kashmir stand apart for their unique features and traits. Kashmiri villages have got
their own style, structure and architecture. Villages of Kashmir valley are characterized
as the beautiful spots on representing nature in its chaste form. The essential features
of these villages are congenial climate, numerous streams, water-falls, springs, fragrant
flowers, delicious fruits, caves, pastures and other natural sceneries. Home to many
renowned shrines, Saints, ascetics and the sages have always been attracted to Kashmir
Villages.
In the 10th Five year plan Rs.128.47 crores has been sanctioned and Rs.97.42 crores
has been released for various projects in Jammu & Kashmir. 12 Tourism Development
Authorities at Patnitop, Bhaderwah, Kishtwar, Poonch, Rajouri, Lakhanpur-Sarthal,
Pahalgam, Gulmarg, Kokernag, Sonamarg, Leh and Kargil have been identified for
specific Tourism Development and an amount of Rs. 118.00 crores has already been
sanctioned to the above authorities on the basis of the proposals received from them.
Regarding setting up of 50 tourist villages across the State with the allocation of amount
Rs.35.00 crores, it was decided in a meeting with Planning Commission that initially 5
pilot villages for development of rural tourism will be taken up. Accordingly, during
the Financial Year 2005-06 under the Rural Tourism Scheme of the Union Ministry of
Tourism, Govt. of India, 5 projects for development of Rural Tourism infrastructure at
Drung in Distt. Baramula, Surinsar in Distt. Jammu, Gagangir, Sonamarg in Distt.
Srinagar, Pahalgam in Distt. Anantnag and Jheri in Distt. Jammu received from State
Government of J&K have been sanctioned for Rs.50.00 lakh each. In 2006-2007 three
more villages Akingaam, Vasaknag, Dori Degair were sanctioned financial assistance
of Rs.149.00 lakh under Rural Tourism scheme of the Ministry.
Sanction for software work plan for the villages are being provided for development
under Capacity Building for Service Providers scheme (CBSP) of the Ministry. The
four villages i.e. Jhiri, Surinsar and Dori Degair in Distt. Jammu and Akingaam in Distt,
Anantnag have already been extended financial assistance under CBSP scheme of the
Ministry.
Soft loan have been provided to Houseboat owners and Hoteliers/ Guest Houses for
their re-establishment. Ministry of Tourism has supported the recommendation on
Economic Development on Jammu and Kashmir for upgradation to accelerate
renovation and new construction of Houseboat, Hotels and Shikara by supporting the

26. PresentScenarioof Rural Tourism
In Kashmir
pg. 26
allocation of Rs.30.00 crores for immediate disbursement as soft loan directly by
planning commission.
Land as an Option for Developing Rural Tourism in Kashmir
Majority of people in Kashmir reside in villages and agriculture is their main source of
livelihood and income. Economy of Kashmir is agriculture based. Widening the scope
of tourism in a region like Kashmir is the need for the region, due to various reasons
like huge number of unemployed youth, lack of industrial development etc. Tourism, if
given considerable importance in Kashmir can became source of creating employment
and income. Rural tourism in simple terms means carrying the process of tourism in
rural areas. Rural Kashmir comprised of villages, where we have ample availability of
land.
Land is the major source of livelihood and income of the rural people in Kashmir. Land
is mostly used for the agricultural purposes. And people are mostly dependent on
agricultural. Their livelihood and income from agriculture is subjected to out of control
forces like nature, climate and market. The same land under the same crops cultivated
in villages can be brought on the scene of tourism in the form of rural tourism. It needs
just the planning and developmental initiatives on the behalf of the state. Rural tourism,
as an option can cover the rural areas of Kashmir and make these the sites of attraction
for the tourists coming to the valley. Rural tourism in Kashmir on one side can benefit
the rural people socio-economically. It can also bring diversification in the agricultural
activities, which in turn will develop the rural economy of the valley. On the other side,
it will decrease the burden on the urban centers of the valley in terms of reducing traffic
jam, pollution etc. and also tourists can become familiar with the rural society of
Kashmir, its culture, craft works, art etc.
Land in rural Kashmir is used for cultivation of different crops, different income
generating activities. The utilization of land for cultivation of different crops and other
income generating activities itself is the source of attraction for the tourists. The land
under different agriculture activities throughout the agriculture cycle provides beautiful
and charming scenes to us at different times in a year. To mention, the green paddy
fields after plantation, the yellowish paddy fields at the time of its harvest, the blooming
yellow flowers of mustard fields in the months of March, April, the variety of large
vegetable fields, the large fields under the orchids especially at the time of flowering,
the flowing water in the Doodhgaga and Sukhnag , meadows etc are few examples that
can attract the attention of tourists towards the rural areas and can initiate the process
developing rural tourism in Kashmir. Visiting to any rural area by the tourists is
accompanied by various other income generating activities like trained tourist guides,
trained cooks, hotels, stalls etc.
There are various beautiful places in valley within the rural areas surrounded by villages
and laying close to these villages. Unfortunately, has not been yet identified by the
government and still remained untapped for the tourism activity. To mention few
Tosamaidan, Mujipatheri, Labkhal, Hackhal, are few places in the sub district
Khansahib, if given consideration can give birth to other tourist spots like Yousmarg.
All these places have such features that can attract the domestic and international

27. PresentScenarioof Rural Tourism
In Kashmir
pg. 27
tourists. Developing these places in rural areas of Kashmir can benefit the rural people
and can encourage the development of rural tourism in the valley.
In addition to these existing untapped beautiful spots, the land under the utilization of
agriculture and allied activities, the same land can be brought on the scene of rural
tourism by establishing agri-farms. Agri-tourism is the concept of visiting a working
farm or any agricultural, horticultural, or agribusiness operations for the purpose of
enjoyment, education, or active involvement in the activities of the farm or operation.
In general Agri tourism is the practice of attracting visitors to an area used for primarily
for agricultural purposes. In the hilly areas of the valley, the production of land is very
low because of climatic constraints and practice of single crop cultivation. For example,
the villages lying on the banks of Nallah Sukhnag in Khansahib area cultivating only
single crop of rice throughout the year, because of climate. The people of these villages
mostly depend on the agriculture. Due to less production, they are facing the rural
poverty. To solve the problem of rural poverty needs to avail the allied sources of
income generation options to these people. They have land but less productive, needs
to be utilized for farm tourism activities like establishing large dairy farms, fish ponds,
poultry farms, sheep farms, floriculture units, horticulture units etc. Such units should
be established in such a way that can become the examples in order to attract the
domestic and international tourists. In addition, these units should become spots of
recreation for the local people. These types of innovations in terms of rural tourism can
become the instruments of increasing rural economy. They can diversify the land use
activities, create employment avenues and can reduce the rural poverty. So the land
already available can be utilized for the upliftment of the farmers.
Kanir is one of the villages of tehsil Chadoora, which houses a cave being referred to
Sheikh Ul Alam (RA). People came to visit this place from different areas at few times
in a year mostly in the days of Urs (a religious event). Few years back, an initiative was
taken to develop a park in this place of village Kanir. The park is based on land of 10
kanals. With the construction of park at the place the place has become a point of
attraction for people though out the district Budgam. Recreation is one important
motivating factor of tourism. So this type of steps can became the spots of recreation
for the rural people. In other case they had to spent large amounts on the recreation.
This type of developing recreation spots in rural areas can also prevent migration of
rural people to the urban destinations and with the passage of time these recreation spots
can become attraction for tourists.
Resources available for developing the rural tourism in Kashmir:
Natural Resources
 Land utilized for cultivation under various crops and various income generating
activities.
 Water and water bodies.
 Vegetation
 Forests and wild life

28. PresentScenarioof Rural Tourism
In Kashmir
pg. 28
 Flora and Fauna
 Climate
 Landscape
Cultural Resources
 Historical monuments
 Religious places
Some of the recently completed projects related to rural tourism developments of
bringing some villages on tourist map are listed below:
S. No. Name of the Village Main Attraction Available
District Anantnag
01 Akingam, Anantnag Akingam has one of the oldest Bhand theatre
companies in the Kashmir valley – the Kashmir
Bhagat Theatre. The performers of Akingam lost
their mentor and teacher Guru Mohammed
Subhan, a SNA awardee. Akingam has status of
tourist village by J & K Govt. with a well-
established tourist center. Village Akingam used
to have Kashmiri Pandits Bhand performers but
they left the village in 1990. The people of
Akingam are deeply Sufi and philosophical in
outlook.
02 Omeh, Verinag Verinag is a spring housed in a garden that lies
about 80 kms from Srinagar in the south. It is the
principal source of the river Jhelum or Vyeth that
flows through the Valley. The structure at
Verinag is built in an octoagonal shape. It was
constructed by Mughal Emperor Jehangir in the
year 1619-1620.
District Baramulla
01 Chahal Shahkot Gaba Saji Craft
02 Watlab, Sopore Apart from the untamed beauty, Watlab in
Kashmir is famous for its hilltop Muslim shrine.
The shrine was built in the memory of Baba
Shukurddin, a Muslim mystic. This place offers
you a beautiful view of the Wular Lake, stretching
out as far as the eye can see. The picturesque
villages edging around the lake further enhance
the scenery. Also adding a touch of color to the
landscape, are the fields of paddy nearby. As far
as the accommodation at Watlab is concerned,
there is a Forest rest house situated amongst
beautiful apple orchards.

29. PresentScenarioof Rural Tourism
In Kashmir
pg. 29
03 Upper reach of
rafiabad
Trek on major mountain ranges, including Vigi
Top, Moladari Top, Satsaryan, Gabayawal, and
Bosyan, which possess lush alpine meadows.
Rafiabad has varied terrain in its several villages
like Brandub, Khamoh, Braman, Lariangan,
Kutru, Naribal, Ladu, Ladoora, Balhama and
Hamammurkot. These villages with houses made
of wood and mud are perfectly suited for trekking,
hiking, village walks, village stays, mountain
biking, horse riding, bird watching, apple festivals
and angling.
04 DandMoh The villages situated in picturesque forest area
near Shranz waterfall include Saterseeran,
Nagbal,Dandmoh, Nilsar ,Chontipathri and
Baldaji. The natural falling of water of waterfall
doubles to the charm of the spot in scenic beauty.
The spot remains priority of people including
school children every day to enjoy at. However
due to lack of basic facilities in the area the
visiting tourists face immense hardships. Kangri
and basket making and carpet weaving
05 Gohan, Pilgrimage
06 Drang, 3.5km from Tangmarg, a motor able road leads to
this famous picnic spot. A day trip from Gulmarg
can be made for enjoying at the Ferozepur nallah
‘river’. ‘Drang’ has now became a favorite tourist
spot with beautiful mountains of Gulmarg
forming a valley through which the crystal clear
waters of Ferozepurr nallah flows. JKTDC has
launched a new park along the river.
07 Chuntpathri
Nambalnar,
Nambal Nar Stream is drawn on the Nationala
Geospatial Agency (NGA) Map. Nambal Nar is
located in the Jammu And Kashmir Area of the
Country of India. The Stream is located at the
latitude and longitude coordinates of 34.452778
and 73.991667. This could be one of the best
fishing or outdoors adventure locations in the
regions of Asia/Pacific.
District Budgam
01 Khag, Budgam The Khag pasture is located in the southwest of
Kashmir, 8,000 to 14,000 ft above sea level. It is
surrounded by mountains whose average height
reaches 17,000 ft. It is frequently scenic in the
summer season, where Nomadic Bakarwals bring
their cattle to graze. Khag is also known for its
springs and according to locals as many as 35
springs are there in Khag.

30. PresentScenarioof Rural Tourism
In Kashmir
pg. 30
02 Pakharpora, Budgam Pakharpora falls in the Budgam district and is
famous for shrine off Syed Ali Aali Balkhi (RA)
who came to Kashmir from Balkh region in
Afghanistan in the beginning of 15th century. He
stayed in Kashmir to preach Islam. The religious
festival is celebrated for 10 days at the shrine in
the month of August.
03 Poshkar Budgam The village is named after the name of Tirath Raj
Pushkar. The village is situated in between Khag
(Beeru) and Ferozpora (Tangmarg).
The literary meaning of Pushkar is (Pokhar) a
spring. Puskhar is identified with this spring. The
Tirath Raj is as old as the existence of human
beings in the valley. Nilmat Puran, Rajtarangni
and other historical documents bear a testimony
to it.
04 Kuchwari Budgam TO reach this alpine pasture, one has to cross the
green slopes of Donwar, Brari Pather and Yanga
Pather. A little higher from these slopes, the entire
place is covered with various kinds of asters and
several plants of saussuera lappa (Kuth).
Immediately afterwards, the area of "Rachi
Parhan" (Pasture of Parhan) commences. In clear
blue sky, the view of the area is ravishing. One
can view the famous Wular Lake from here which
resembles a silver-sheet. One can also enjoy the
most charming view of one of the highest peaks
in the world - Nanga Parbat (26,696 ft) - from
here.
District Kulgam
01 Qaimoh Kulgam Kashmir is the land of saints, Sufis and Munis and
Qaimoh Block, being part of the Kashmir Valley,
is no exception. This place belongs to a famous
saint, Sheikh-Ul-Alam, which has enchanting
environs. Sheikh-Ul-Alam was born and brought
up in Qaimoh but was buried in Chari Sharief.
Qaimoh is also known for its holy springs which
includes manche naag, gobal naag, gretbal naag,
kral naag and so
District Kupwara
01 WaderBala Village code of Wader Bala village is 000259.
Wader Bala village is located in Handwara Tehsil
of Kupwara district in Jammu & Kashmir, India.
Handwara is nearest town to Wader Bala village.

31. PresentScenarioof Rural Tourism
In Kashmir
pg. 31
02 Nowgam Mawar,
Kupwara
It is also known for providing key access to one
of the most beautiful highland pastures in
Kashmir valley namely Bangus. Kupwara has a
scope of becoming an exotic tourist destination.
The essential features of these villages are
congenial climate, numerous streams, water-falls,
springs, fragrant flowers, delicious fruits, caves,
pastures and other natural panorama.
03 Dedikoot Kupwara Flower nursery and honey farms
District Shopian
01 Hirpora, Shopian Hirpora Wildlife Sanctuary or Heerpora Wildlife
Sanctuary (Sometimes Hirpora National Park) is
located in Shopian district of Kashmir, 70
kilometers south of Srinagar. It spreads over an
area of 341 km2. It is bounded to the north by Lake
Gumsar, northeast by Hirpora village, east by
Rupri, south by Saransar and to the west by the Pir
Panjal pass.
District Pulwama
01 Bagi Sangerwani village code of Bagh Sanger Wani village is
003243. Bagh Sanger Wani village is located in
Pulwama Tehsil of Pulwama district in Jammu &
Kashmir, India. Pulwama is nearest town to Bagh
Sanger Wani village.
02 Shar Shali, Pampore It is an eco-tourist village famous for saffron
cultivation.
03 Litter Pilgrimage
District Ganderbal
01 Manasbal, Manasbal is located in Ganderbal District in the
State of Jammu and Kashmir in India. The name
Manasbal is said to be a derivative of the Lake
Manasarovar. Lake is encircled by three villages’
viz., Jarokbal, Kondabal (also called Kiln place,
is situated on the north-eastern side of the lake)
and Ganderbal and is stated to be the deepest lake
(at 13 m or 43 ft depth) in India. The large growth
of lotus (Nelumbo nucifera) at the periphery of the
lake (blooms during July and August) adds to the
beauty of the clear waters of the lake.
02 Naranaag Naranag (or Nara Nag) is a tourist
village of Ganderbal district, Jammu and
Kashmir, India. It is located around 8 km
from Kangan, 6 km upstream from the Sind River.
Noted for its scenic meadows, lakes and
mountains, it is a base camp for trekking to
the Mount Haramukh 16,870 ft (5,142 metres)
and Gangabal Lake. The village lies at the left

32. PresentScenarioof Rural Tourism
In Kashmir
pg. 32
bank of the Wangath river, which is a tributary of
the Sind River.
District Bandipore
01 Saderkote Peayen Pilgrimage
The above listed villages and different attractions available in these areas presents a
clear view of potential for rural tourism development in Kashmir. Even though the
Government of J & K is trying to bring more villages on tourist map still an effective
research seems to be pending related to the cultivation of different attractions possible
in presently undertook projects.
“The concept of tourism is changing globally. A vast majority of tourists want to have
a firsthand experience of village life. They want to know about local culture.
Community tourism is already a big success in the north-eastern states, where people
have improved infrastructure in villages to attract tourists worldwide.
The J&K government is now focusing on developing infrastructure in these villages.
From improving accommodation facilities to setting up community centers, the villages
will be developed on modern lines without altering its natural ambience.

33. PresentScenarioof Rural Tourism
In Kashmir
pg. 33
Chapter no. 4 Rural Tourism & Kashmir Valley
Tourism growth potential can be harnessed as a strategy for Rural Development. The
development of a strong platform around the concept of Rural Tourism is definitely
useful for a country like India, where almost 74% of the population resides in its 7
million villages. Across the world the trends of industrialization and development have
had an urban centric approach. Alongside, the stresses of urban lifestyles have led to a
“counter-urbanization” syndrome. This has led to growing interest in the rural areas. At
the same time this trend of urbanization has led to falling income levels, lesser job
opportunities in the total areas leading to an urbanization syndrome in the rural areas.
Rural Tourism is one of the few activities which can provide a solution to these
problems. Besides, there are other factors which are shifting the trend towards rural
tourism like increasing levels of awareness, growing interest in heritage and culture and
improved accessibility, and environmental consciousness. In the developed countries,
this has resulted in a new style of tourism of visiting village settings to experience and
live a relaxed and healthy lifestyle. This concept has taken the shape of a formal kind
of Rural Tourism. So we have to plan the same concept in our country in general and
Kashmir Valley as particular. The important proposed sites for rural tourism
development in Kashmir Valley are as follows:-
1. Kheer Bhawani: - The Goddess Ragnya Devi is symbolised, as a sacred spring at
Tula Mula Within the spring is a small marble temple. The devotees of the goddess fast
and gather here on the eighth day of the full moon in the month of May when, according
to belief, the goddess changes the colour of the spring's waters. In this village the people
came for worship of goddess and this village is having much cultural diversity. This
village is near to Wangat River.
2. Martand: - located atop a plateau, close to the township of Anantnag, has a temple
dedicated to Surya, the "Sun God". Built by king Laitaditya Muktapida (7th to 8th
century AD), it is a medieval temple with a colonnaded courtyard and the shrine in its
centre. The temple complex has 84 columns and offers a commanding view of the
valley of Kashmir. This village is also having important tourist potential development.
Rich in cultural as well as natural diversity. The beautiful gardens water bodies are
found in this villages.
3. Harwan: - This village is found in between Shalimar and Dacchigam. In the South
of the village Harwan, on the hillside, one can see some remarkable remains of ancient
ornamented tile pavements of the Buddhist era. The tiles depict the dresses of the people
of that time, such as loose trousers, Turkoman caps or close fitting turbans and large
ear-rings which present the central Asian influence. Harwan village is having huge
Garden lined with flower beds and massive Chinar Trees with a beautiful canal flowing
right through the middle. A beautiful canal, fed from a lake just behind the garden,
passes through its center. The canal is bordered with blossoming flowerbeds and chinar
trees. Kashmir Harwan Garden does not have the usual terraces, artificial fountains, etc,
like the other gardens of Kashmir. It has been deliberately kept devoid of these man-
made things. The main attraction of the Harwan garden is its natural beauty that is
present in plenty. The big lawns, carpeted with green grass, draw people automatically
towards this place. An ideal spot for picnics and excursions, Harwan is the perfect place

34. PresentScenarioof Rural Tourism
In Kashmir
pg. 34
to take long walks in the lap of nature. It also serves as a take-off point for visiting
Dachi Gam Wild life sanctuary and a starting point of a Mahadev Mountain trek.
4. Panchtarni: - From Sheshnag one has to climb steep height up across Mahagunas
Pass at 4276 mtrs.(14000 ft) for 4.6 KM and then descending to the meadow lands of
Panchtarni at a height of 3657 mtrs (12000 ft). The last camp enroute to the Holy Cave
is made here on third day. Here one faces cold winds which cause the skin to crack .The
route to Mahagunas is full of rivulets, water falls, springs. Panchtarni is a very beautiful
place in the feet of Bhairav Mountains. Five Rivers flow here. It is said that the five
rivers origanated from Lord Shiva's Hairs (Jataon). This village has enough potentiality
for rural tourism development.
5. Aru: - This village is having tranquil and serene meadow. Aru village is situated at
a distance of approximately 107 km from Srinagar. Traveling to Aru is the perfect way
to take a break form the pollution, dust and stress of city life. Towering at a height of
approximately 2408 meters, it follows the shepherds' trail to the high Kashmiri
meadows. On one side of the meadow of Aru is a gorge with a small hamlet of wood-
and-stone houses. Some of these houses are built in the typical Gujjar-shepherd style
with flat roofs and backs against the hillside. This village is having enough potentiality
of cultural tourism. The Gujjar and Bakkarwal tribal people are found in this village.
Running through this golden meadow is a ravine of the Lidder River, along with a small
stream. Apart from enjoying the breathtaking beauty of the meadow, the other major
attraction of rural tourism in Aru is trekking. Some of the popular treks of this region
are those of Lidderwat meadow and Kolahoi Glacier. One can also go for a walk in the
nearby woods and feel the sunlight peeking through the leaves.
The effects of rural tourism on Kashmir Valley
Rural tourism like other types of tourism contains negative and positive points. Our
main goal in stable rural tourism is to minimize the negative effects and to strengthen
positive effects.
From economic point of view
1. Tourism causes to make various occupations, economic resources and much
more tax.
2. Tourism causes to capital injection, especially foreign capitals and foreign
exchange to the village economic (generally, it causes to increase income).
3. Growth and preserving industries, handicrafts and souvenir such as rug waving
and coarse blanket weaving.
4. Many different parts of society through economic points of view will be
benefited from tourism. In a rural tourism project, the works would be
undertaken by different parts of the society. Some people can be responsible for
tourist guiding through ecotourism routes (Knower), some other people may
present their house for rent, some other sell handicrafts and etc. these works
bear the most value in rural tourism.

35. PresentScenarioof Rural Tourism
In Kashmir
pg. 35
5. Tourism can cause to strengthen and develop those parts of industries which are
not related to tourism, directly (it causes to attract other industries).
6. Tourism leads to make job opportunities for those who are not skilled for better
occupations or those who are retired (part-time or seasonal occupation).
7. It will reduce the villagers’ dependence to agricultural activities and single-
aspect economic through long-term (enhancing village economics into different
aspects).
8. Tourism industry, at the beginning, in comparison with other industry, costs
less.
9. In order to meet tourists needs, villagers can vary their own products, and even
their products could be sold more. For example, in Kashmir’s villages, tourists
can purchase products such as saffron, different fruits from villagers, directly.
10. At last, tourism economic effects can help to set the village economic security
so that it leads to preservation of natural qualities of the vicinity of cities by the
local people that this is one of the village tourism purposes.
11. Tourists industry is extremely provisional and seasonal.
From social point of view
1. With assistant of tourism development and by emphasizing on local culture, we
would strengthen the sense of being proud of our possessions and national
culture.
2. Rural tourism will cause to introduce the national heritage, culture of art and
history of Kashmir to the other nations.
3. Preserving natural resources and ecology of the region by villagers and local
people are the positive effects of rural tourism. When the villagers realize that
the tourists might come there in order to see the wild flowers, virgin nature, the
culture of local people and to purchase handicrafts produced at the same place,
they will try to preserve these values.
4. Stranger will visit the region whose cultures and ideologies differ. In this item,
ruining the features of which determine village and villager should be severely
prevented and noticed. Mountainside villages of which are very fragile through
economic, cultural and political.

36. PresentScenarioof Rural Tourism
In Kashmir
pg. 36
Jammu and Kashmir is blessed with enormous sites which attract the tourists across the
globe. Still there is much scope to accelerate the process of tourism in the state. The
rural areas need to be selected as new sites of attraction for the tourists so that the rural
people are benefitted from the process of tourism. In order to bring the rural people on
the scene of tourism, rural tourism is one of the important options for the state and this
can strengthen the rural economy. Under rural tourism villages are designed in such a
way that fresh and non-polluting environment, traditions, village handicraft, village
folk dance and music, painting and sculpture, history of the region, nature of local work
and technology use, architecture, education system, religion, dress, leisure activities
etc. can attract tourists from outside.
The growth of new employment opportunities is lesser than population growth.
Tourism forms an important part in the state’s economy. A need has been felt to extend
the tourism development in rural areas and to tap the natural rural beauty of J&K in the
form of nature based projects. Industrialization and development is mostly urban
centric. The urban stress has led to growing interest in the rural areas. Rural tourism is
a new concept which covers all those aspects of travel whereby people from the urban
areas learn the ways of life and thoughts of rural people. Rural tourism refers the
tourists’ interest in the customs of the indigenous and exotic people. This tourism
showcases the rural life, culture; heritage and art of rural areas and rural people are
socially and economically benefitted and enable the interaction between the villagers
and tourists. It can also be termed as agricultural tourism, cultural tourism, nature
tourism, eco-tourism etc. Rural tourism has certain characteristics like it exits in natural
environment, sparsely populated, experience oriented and based on the preservation of
culture. In this tourism, tourists visit the homes of local people to understand their
customs, traditions, life style, food habits, their festivals, folk dances, songs, rituals etc.
It also involves a study, research and purchase of local products. Rural tourism
fascinates the domestic and outside tourists as villages in Jammu and Kashmir have
their unique styles and splendid natural beauty. The charming beauty of the villages
could be the centers of attraction for the people of urban areas who live in the congested
and polluted cities. The urban people lifestyle is stressful due to their hectic lifestyle.
They want to get away from their daily routine work and want to enjoy the natural
beauties of rural areas during weekends and holidays.
Rural tourism can create the job opportunities for the rural people. Environmental
consciousness, increasing interest in culture and heritage, improving villages’
accessibility etc. are the factors responsible which are shifting the trend towards rural
tourism.
Tourists are a major factor of socio-cultural change. Rural tourism has many
advantages. It enhances communication skills, improves self-image of the community,
increases employment opportunities, improves educational opportunities, motivates for
learning new things etc. of the rural people. Rural tourism creates new jobs in rural
areas, attracts many youths for rural employment and slows down the migration of rural
people in the urban areas. New jobs in the rural areas may motivate the rural people for
education. Employment opportunities in rural tourism can divert workers from other
professions. Employment generated in the villages may improve the status of the rural
people and can also increase the income of rural people. Rural tourism can create

37. PresentScenarioof Rural Tourism
In Kashmir
pg. 37
confidence among the rural people and revive the local people’s interest. Rural people
may have pride in their culture, traditions and values. Mass media and hegemonic
culture can promote the local folk traditions into oblivion. Rural tourism can also
provide the opportunities to study the religious and ritualistic services of the rural areas.
These aspects of a culture can fascinate the tourists. Religious rituals, festivals and
public performances can provide inputs to symbolic qualities of rural tourism.
Rural tourism is a highly competitive business. Success in rural tourism can be
influenced by the weather, changing consumer taste, economic cycles and government
policies of the rural areas. Rural tourism has a great appeal for many rural communities
because of anticipated economic benefits such as increased income and employment.
There is need for intensive rural tourism planning. Tourism in rural areas can change
the rural economy of the state. Rural tourism can earn the money from the tourists from
the urban areas tourists of the state, country and globally. The importance of rural
tourism as contributor to economic growth of rural areas has been accepted in recent
years. The flow of money earned by rural tourism will find its way into overall rural
economy through the multiplier effect. Both rural and international tourism have the
equal advantage to enhance the national income as both types of tourism constitute a
demand for service and for consumer goods that would otherwise not have been
produced. The accommodation construction, increased tourist transport and equipment
etc. are the examples of how tourists demand encourages investment. Rural tourism can
provide employment many times more than normal rural industries.
Many business firms such as restaurants, travel agents, gift shops, transporters, rural
handicrafts, etc. earn income from rural tourism activities. Several other firms such as
food and beverages suppliers, photographers, taxi drivers’ doctors, dentists etc. also get
benefit from rural tourism related activities in the rural areas. Rural tourism thus can
create lot of employment in rural areas. Government should take proper measures for
creating framework for the promotion of rural tourism.
There is need to increase the rural tourism at a fast rate and it should be diversified.
Increased tourists traffic in the state calls for new marketing and pricing policies. There
is need of proper planning and effective legislation for resource conservation and
balanced developmental activities for the rural tourism. The technical resources are also
required for successful promotion of rural tourism. Rural tourism can be fostered if it
is an integral part of a balanced economic and social development programme. It is not
only the Government but the private sector should also play an equal responsible role
for the development of rural tourism. Rural tourism can make our rural areas become
attractive and prosperous.
Jammu and Kashmir with its vast potential and growing economy has immense
potential for the sustenance of tourism industry. Tourism has no doubt remained an
instrument of economic growth in the state of Jammu and Kashmir and has contributed
a lot in developing the economy, particularly in Kashmir valley. Tourism is an
important industry of Kashmir. This sector has given jobs to a large number of people
of Kashmir and generated economic activities especially in the tertiary sectors. Its
impact in Kashmir is visible in service industry sectors, such as transport, hospitality,
horticulture, handicrafts and small scale industry

38. PresentScenarioof Rural Tourism
In Kashmir
pg. 38
Rural tourism can be harnessed as a strategy for rural development. The development
of a strong platform around the concept of rural tourism is definitely useful for a region
like Kashmir where more than 70 percent of the population resides in rural areas. The
trends of industrialization and development have had an urban centric approach across
the world. Along with this, the stresses of urban life styles have led to a counter
urbanization syndrome. This led to growing interest in rural areas. Rural development
initiatives if taken in consideration with the concept of tourism can facilitate the process
of rural tourism in rural areas. The progress of rural tourism in turn can facilitate the
process of rural development of the rural areas. Taking initiative for introducing rural
tourism in Kashmir primarily demands the development of the rural infrastructure; that
is at the center of rural development programs. So the two processes of rural
development and rural tourism are interdependent. After all there is a limit to the
number of tourists that can be could accommodated in hotels, and also houseboats in
Srinagar. There is a scarcity of land for dumping of the wastage generated by the human
activities during the tourist seasons in the Srinagar city. Dal Lake, Jhelum are facing
severe problems of pollution. Noise pollution, water pollution, air pollution and traffic
jams are other problems faced by the Srinagar city. For all these problems, tourism is
one of the causative factors. Centralizing tourists within a particular area of Srinagar
city has various bad consequences and such planning is neither desirable nor safe for
the Srinagar people and administration and needs to be addressed. Rural tourism is the
best option for tackling this problem. Firstly, it can decrease the burden of tourists on
Srinagar. Secondly, various problems of administration such as the growing problem
of pollution, the management of waste disposal, and traffic jams, to some extent, can
be checked. Thirdly, it will diverge the benefits of tourism to the rural people. Fourthly,
tourists can enjoy the quiet, calm natural environment of the countryside, free from
noise. At last we will give an overview of the resources available in Kashmir that can
become the sources for the rural tourism and also the various benefits of the rural
tourism to the community and the tourists.
The majority of people in Kashmir live in villages. The main source of livelihood and
income for people here is agriculture. There is huge unemployment among youth of
Kashmir. Also there is a lack of industrial development. Tourism, if given considerable
importance in Kashmir can became source of creating employment and income.
Visiting any rural area by the tourists is accompanied by various other income
generating activities like trained tourist guides, trained cooks, hotels, stalls etc.
Developing these places in rural areas of Kashmir could benefit the rural people and
could encourage the development of rural tourism in the valley. In the hilly areas of the
valley, the production of land is very low because of climatic constraints and practices
of single crop cultivation. The people in villages mostly depend on agriculture. Due to
less productivity, they are facing rural poverty. To solve the problem of rural poverty
they need to avail themselves of the allied sources of income generation options for
these people. They have land but it is less productive, and this needs to be utilized for
farm tourism activities like establishing large dairy farms, fish ponds, poultry farms,
sheep farms, floriculture units, horticulture units etc. Such units should be established
in such a way that they can become examples used in order to attract more domestic
and international tourists. In addition, these units should become spots of recreation for
the local people. These types of innovations in terms of rural tourism can become the

39. PresentScenarioof Rural Tourism
In Kashmir
pg. 39
instruments of increasing the rural economy. They can diversify the land use activities,
create employment avenues and can reduce the rural poverty.
Entrepreneurship in Rural Tourism
For the sustainable regional development of regions like Kashmir, creating
entrepreneurship in rural tourism could prove a best option. Rural tourism
entrepreneurship needs to be focused in Kashmir region for the following important
reasons:
1. To facilitate the use of local resources (both human and non-human).
2. To create additional scope of employment for every type of rural labour.
3. To achieve a better standard of living and increased income sources.
4. To explore the possibilities of forward and backward linkages through vertical
and horizontal integration of labour.
5. To preserve and maintain the traditional culture and value system along with
refinements on these via the assimilation process of tourist linkages.
6. To grow the consciousness towards eco-biodiversity.
Challenges to Rural Tourism development in Kashmir
There are a number of challenges that have been associated with tourism development
in rural areas, such as the general lack of capacity and tourism development related
skills. Most rural areas in Kashmir region are characterized by lack of infrastructure,
high illiteracy rates, unemployment, underdevelopment, poverty and a general lack of
knowledge and understanding of tourism development issues. Tourism infrastructure,
especially in rural areas of the region is poorly developed. Development of
infrastructure facilitates development of rural environment, ensuring compliance with
environmental protection requirements. Rural tourism development is hampered by the
poor quality of roads. Many rural tourism attraction sites are not easily accessible by
vehicular transport. This limits their potential for rural tourism development. There is
the problem of inadequate publicity of the tourist potentials in the area. Most people
within rural communities of Kashmir are often not aware of the existence of tourist
potentials such as attractive cultural ceremonies and festivities, scenic sites and unique
features around them. There is therefore the need to package the tourist products
properly and make it known to the people through media adverts in Radio houses and
Television stations.
Lack of information or ignoring the basic principles of sustainable rural tourism
development can create serious problems for rural tourism businesses as well as the
local population. Initially, as the numbers of tourists are comparatively low, rural
tourism entrepreneurs offer free rooms to tourists in their family homes. With growing
numbers of visitors, the farmers start to transfer from the traditional farming to tourist
business, enlarging rooms, building separate cottages for tourists, opening small hotels

40. PresentScenarioof Rural Tourism
In Kashmir
pg. 40
and guesthouses, opening and improving camping sites. These activities involve a more
intensive use of natural resources, increasing volumes of waste, the use of chemicals,
etc., thus increasing environmental impact.
This study has identified and discussed the community participation towards tourism
development in the rural tourist destination of Jammu & Kashmir. The study has found
that the barriers like relatively high cost of community participation, limited capacity
of poor people and attitudes of professionals exists there. We can interpret by these
results that barriers exist there due to the non-involvement of locals in tourism
development process by Tourism and Government. It is found that local residents
believe that their representatives should be involved in decision making processes and
locals should be involved in tourism related projects. Local residents also believe that
tourism related activities need large amount of investments and time. People also
believe that tourism authorities are not showing their interests in the promotion of this
destination and they are mostly focusing on the already developed destinations.

41. PresentScenarioof Rural Tourism
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pg. 41
Chapter no. 5 Rural tourism: A tool for sustainable development
in Kashmir.
The beauty and the salubrious climate of the valley were known even from ancient
times. The mythological traditions supported fully by the research of geologists confirm
that the valley was originally a huge lake called "Satisar", (the land of goddess Sati,
consort of Lord Shiva ) and its waters were blocked near Baramulla (ancient
Varahmulla). In the words of Sir Francis Young-Husband, "The huge lake must have
been twice the length and three times the width of the lake of Geneva, completely
encircled by snowy mountains as high, and higher than Mount Blank, while in the
immediately following glacial period, mighty glaciers came wending down to the
Sindh, Lidder, and other valleys even to the edge of water."
The land of Kashmir is characterized with young folded mountains, deep gorges,
waterfalls, cascades, scenic beauty and alpine pastures. Its lush green forests, rich wild
life, snow clad peaks, mountainous gorges, giant glaciers, rich fishing grounds, lofty
skiing grounds, carpet green turfs, perennial rivers, gushing fountains, floating gardens
in Dal Lake, hissing springs, cool breeze, shimmering lakes, invigorating climate,
apple-almond orchards, saffron fields and benevolent and kind hearted folk are well
known all over the world. Tourism, however, is dominating economic activity in the
state. Moreover, about, 20 percent of the workforce of the state is directly or indirectly
dependent on tourism. In changing economic scenario of the world, tourism has
emerged as one of the world’s largest service industries with sizable economic benefits.
So in a region like Kashmir, blessed with enormous sites and locations and a range of
tourist attractions, there is much scope for accelerating the process of tourism. New
areas need to be identified and developed in order to attract the more tourists. In a region
inhabited by more than 70 percent rural people mostly dependent on agriculture. The
rural areas need to be selected as the sites of attraction for the tourists in order to benefit
the rural people also from the process of tourism. In bringing the rural areas and rural
people on the scene of tourism, rural tourism is one of the important options for the
region, its agencies especially those concerned with the rural development. Rural
development and rural tourism can facilitate the ways of progress for each other. This
in turn can develop and diversify the rural economy.
Rural tourism in simple terms means carrying the process of tourism in rural areas.
Rural Kashmir comprises of villages, where we have ample availability of land. Land
is the major source of livelihood and income of the rural people in Kashmir. Land is
mostly used for the agricultural purposes. And people are mostly dependent on
agricultural. Their livelihood and income from agriculture is subjected to out of control
forces like nature, climate and market. The same land under the same crops cultivated
in villages can be brought on the scene of tourism in the form of rural tourism. It needs
just the planning and developmental initiatives on the behalf of the state. Rural tourism,
as an option can cover the rural areas of Kashmir and make these the sites of attraction
for the tourists coming to the valley. Rural tourism in Kashmir on one side can benefit
the rural people socio-economically. It can also bring diversification in the agricultural
activities, which in turn will develop the rural economy of the valley. On the other side,
it will decrease the burden on the urban centers of the valley in terms of reducing traffic

42. PresentScenarioof Rural Tourism
In Kashmir
pg. 42
jam, pollution etc. and also tourists can become familiar with the rural society of
Kashmir, its culture, craft works, art etc. The land under different agriculture activities
throughout the agriculture cycle provides beautiful and charming scenes to us at
different times in a year.
There are endless beautiful places in valleys within the rural areas surrounded by
villages and laying close to these villages. In addition to the beautiful natural spots, the
land under the utilization of agriculture and allied activities, can be brought on the scene
of rural tourism by establishing agri-farms. Agri-tourism is the concept of visiting a
working farm or any agricultural, horticultural, or agribusiness operations for the
purpose of enjoyment, education, or active involvement in the activities of the farm or
operation. In general Agri tourism is the practice of attracting visitors to an area used
for primarily for agricultural purposes.
The culture also forms an important attraction of rural Kashmir. The cultural heritage
of Kashmir valley is an amalgamation of sorts. The numerous civilizations that have
inhabited the Kashmir valley from time to time have left their impression on the culture
of Kashmir. The state of Kashmir abounds in ancient literature, language, religion, arts,
crafts, dance, music, etc. The people of Kashmir have made significant contribution in
the fields of storytelling, poetry, philosophy, sciences, etc. The handicrafts of Kashmir
like Pashmina shawls, papier-mâché products, silk carpets, woodwork, etc. are admired
throughout the world.
The renowned folk songs and dances are an integral part of the Kashmir culture. Music
and dance is a way of celebrating festivities for the people of Kashmir. At one point of
time in the past, Kashmir served as one of the highest learning centers of Sanskrit and
Persian. With time, the cultural heritage of Kashmir, India, has evolved more and more.
However, this beautiful and peaceful valley has managed to protect itself from the
ravages of progress to some an extent. The rich and deep-rooted ancient tradition of the
Indian culture stills retains its place in the heart of Kashmir.
The up-to-date results point that Jammu and Kashmir, opposite many tourism-oriented
states in India, notes very modest results in tourism, particularly to rural tourism.
Although the authorities are now trying to frame a strategic document for this issue, the
rural tourism potentials in Kashmir are still insufficiently exploited. In this regards, it
is necessary that rural tourism must have a significant position in regional programs
and national development strategy being defined as key opportunity for sustainable
development of Kashmir region.
Role of Rural Tourism in Sustainable Development of Kashmir
Sustainable development is seen as an essential element of eco-tourism and it includes
making use of natural resources but without causing lasting harm or depleting them. As
Wilson (2006:10-11 citing Zeiger and Mc Donald 1997) points out, sustainable
development “helps to provide the local community with freedom, education and
welfare and they can thus be given the opportunity to act as partners in the sustainable
development of their land and not as enemies to it.” Clarke (2002:19) views sustainable
tourism as a contested concept that refers to the development of indicators to measure
the achievement of objectives. Clarke cites the World Tourism Organization’s (1995:5)

43. PresentScenarioof Rural Tourism
In Kashmir
pg. 43
accepted definition of the term sustainable tourism, which requires that it meets the
needs of present tourists and host regions while protecting and enhancing opportunity
for the future. It is envisaged as leading to management of all resources in such a way
that economic, social, and aesthetic needs can be fulfilled while maintaining cultural
integrity, essential ecological processes, biological diversity, and life support systems.
Jammu and Kashmir with its vast potential and growing economy has immense
potential for the sustenance of tourism industry. Tourism has no doubt remained an
instrument of economic growth in the state of Jammu and Kashmir and has contributed
a lot in developing the economy, particularly in Kashmir valley. Tourism is an
important industry of Kashmir. This sector has given jobs to a large number of people
of Kashmir and generated economic activities especially in the tertiary sectors. Its
impact in Kashmir is visible in service industry sectors, such as transport, hospitality,
horticulture, handicrafts and small scale industry
Rural tourism can be harnessed as a strategy for rural development. The development
of a strong platform around the concept of rural tourism is definitely useful for a region
like Kashmir where more than 70 percent of the population resides in rural areas. The
trends of industrialization and development have had an urban centric approach across
the world. Along with this, the stresses of urban life styles have led to a counter
urbanization syndrome. This led to growing interest in rural areas. Rural development
initiatives if taken in consideration with the concept of tourism can facilitate the process
of rural tourism in rural areas. The progress of rural tourism in turn can facilitate the
process of rural development of the rural areas. Taking initiative for introducing rural
tourism in Kashmir primarily demands the development of the rural infrastructure; that
is at the center of rural development programmes. So the two processes of rural
development and rural tourism are interdependent. After all there is a limit to the
number of tourists that can be could accommodated in hotels, and also houseboats in
Srinagar. There is a scarcity of land for dumping of the wastage generated by the human
activities during the tourist seasons in the Srinagar city. Dal Lake, Jhelum are facing
severe problems of pollution. Noise pollution, water pollution, air pollution and traffic
jams are other problems faced by the Srinagar city. For all these problems, tourism is
one of the causative factors. Centralizing tourists within a particular area of Srinagar
city has various bad consequences and such planning is neither desirable nor safe for
the Srinagar people and administration and needs to be addressed. Rural tourism is the
best option for tackling this problem. Firstly, it can decrease the burden of tourists on
Srinagar. Secondly, various problems of administration such as the growing problem
of pollution, the management of waste disposal, and traffic jams, to some extent, can
be checked. Thirdly, it will diverge the benefits of tourism to the rural people. Fourthly,
tourists can enjoy the quiet, calm natural environment of the countryside, free from
noise. At last we will give an overview of the resources available in Kashmir that can
become the sources for the rural tourism and also the various benefits of the rural
tourism to the community and the tourists.
The majority of people in Kashmir live in villages. The main source of livelihood and
income for people here is agriculture. There is huge unemployment among youth of
Kashmir. Also there is a lack of industrial development. Tourism, if given considerable
importance in Kashmir can became source of creating employment and income.

44. PresentScenarioof Rural Tourism
In Kashmir
pg. 44
Visiting any rural area by the tourists is accompanied by various other income
generating activities like trained tourist guides, trained cooks, hotels, stalls etc.
Developing these places in rural areas of Kashmir could benefit the rural people and
could encourage the development of rural tourism in the valley. In the hilly areas of the
valley, the production of land is very low because of climatic constraints and practices
of single crop cultivation. The people in villages mostly depend on agriculture. Due to
less productivity, they are facing rural poverty. To solve the problem of rural poverty
they need to avail themselves of the allied sources of income generation options for
these people. They have land but it is less productive, and this needs to be utilized for
farm tourism activities like establishing large dairy farms, fish ponds, poultry farms,
sheep farms, floriculture units, horticulture units etc. Such units should be established
in such a way that they can become examples used in order to attract more domestic
and international tourists. In addition, these units should become spots of recreation for
the local people. These types of innovations in terms of rural tourism can become the
instruments of increasing the rural economy. They can diversify the land use activities,
create employment avenues and can reduce the rural poverty.
Suggestions for enhancing rural tourism in Kashmir
The crucial point of tourism development in rural communities is not "whether" but
"how" to develop. Without clearly defined guidelines, development cannot be
accomplished efficiently.
Managerial approaches to tourism development in rural communities may be divided
into five main areas: environmental management, the involvement of rural communities
and sectors concerned, legislation, sustainable marketing, and design objectives.
 Environmental Management
o Carrying Capacity: Before tourism development takes place in rural areas,
we must be sure that the type and level of development is in keeping with
the capacity of rural communities to absorb visitors. The number of tourists
should be limited in order to prevent any harmful impact. The appropriate
carrying capacity can probably be identified on the basis of the capacity of
the most sensitive variable factors and the minimum social cost. Getz (1983)
notes that there are three variations in capacity, linked to costs and benefits.
These are:
 Whether a limiting factor can be overcome in pursuing such goals as
economic growth;
 To what extent social and ecological problems should be tolerated
in the pursuit of the goals;
 Whether an optimum balance can be found between the costs and
the benefits.
With reference to ecology, economy and socio-culture of rural communities,
the number of tourists should also depend on the particular characteristics

45. PresentScenarioof Rural Tourism
In Kashmir
pg. 45
of each rural area. After carrying capacity is assessed, the number of visitors
must be controlled to ensure that it remains below this number.
o Development of Physical Structures: Although inadequate infrastructure is
one of the major limitations in rural tourism, sustainability must be a major
concern in the development of physical structures. The appropriate type and
volume of infrastructure and utilities should be carefully designed, planned,
and monitored.
In some rural tourist destinations, a great deal of infrastructure is provided
to improve access and convenience. While local people may benefit from
this, they may lose their unique way of life. Therefore, physical structures
should be developed under the three following conditions:
Firstly, infrastructure, and necessary facilities should be constructed
according to a design and in a quantity that meets the needs of tourists as
well as of local people, and at the same time causes no negative ecological
or socio-economic impacts on rural communities. In this respect, such
physical development projects as the water supply, sewerage treatment
system, solid waste disposal management, and tourism activities such as
camping, trekking and diving, all of which may contribute to rural
degradation, must be all monitored according to clear environmental and
socio cultural standards. Secondly, physical development from both the
public and private sectors should be based on the needs, goals, values and
attitudes of the rural host communities. Rural assets such as the architectural
heritage and historic values must be protected. New buildings should be
constructed in a design consistent with the local architectural style. In
addition, local businesses providing accommodation, food etc. should be
given priority in terms of marketing and management, to ensure that the
benefits come to local people rather than outside investors. Physical
development should be carried out in accordance with zoning plans, so as to
achieve a balance between conservation, tourism and public use.
 Zoning: Careful attention must be paid to zoning in determining how land will be
used. The four different zones used in Japan's Mt. Fuji Park could usefully be
applied to tourist destinations in rural areas of Kashmir.
The local government, private entrepreneurs, local people and tourists must all have
a unified perception on zone management. Tourism must not invade land used for
wilderness or farming. Where tourism takes place on farms, it must be looked upon
as a secondary source of income, not as a replacement for agriculture.
 Involvement and Cooperation
o Local Involvement: Tourism is developed most efficiently when rural
communities participate, including local institutes, volunteer groups,
tourism associations, the Chamber of Commerce, municipal councils and,
particularly, groups of local people.

46. PresentScenarioof Rural Tourism
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pg. 46
During planning, implementing and monitoring, the involvement of each
rural community is greatly needed so that projects can be realized according
to local preferences. If local people receive sufficient incentives, financial
aid and technical support; they can develop their rural resources according
to their own traditional practices. Education and training in management and
finance for small businesses is a crucial factor. Groups of experts should be
available to provide advisory services to rural communities engaged in
tourism development. In addition, there should be continuous research on
how to maximize the economic benefits from tourism in a sustainable way.
Armed with the knowledge and experts' assistance, local people can then
decide what kind of tourism they want: urbanization with congested
environment, or a rural atmosphere where they can enjoy peaceful,
pollution-free natural resources.
o Cooperation between different parties: As tourism is an integrated activity,
the multilateral meetings which include government organizations, local
people and the private sector, especially business investors, should be
regularly organized to establish a network of tourism, training institutes and
organizations in rural areas. In addition, the role of responsible authorities
in both the private and public sectors has to be clearly defined. Since the
bureaucratic structure of government cannot easily be adjusted, the private
sector, which is more flexible in a changing economic situation, plays an
essential role in providing entrepreneurial skills, management and
marketing. Strong cooperation between the public and private sectors may
minimize the "Black Hole" in which government tourism authorities tend to
operate, and can create more competitive rural tourism.
 Regulations
Regulations on land use, building density, carrying capacity, and appropriate
business patterns should be strictly imposed. However, if regulations are too strict,
they may discourage investment, to the detriment of the local economy. The scope
of regulations and the means to enforce them are very important in creating a
successful rural tourism industry. Regulations should be discussed and agreed on
by guides, village leaders, teachers and investors. The following are examples of
regulations on tourist behavior which can apply to all sectors:
 Do not give money, candies or gifts to village children;
 Buy food or drinks only from local shops, to discourage unlicensed
street stalls or vendors from outside;
 Take photos with due regard to local beliefs, and only when it is
permitted by villagers;
 Buy handicrafts directly from local people, so they get the profit
rather than urban traders and middlemen.

47. PresentScenarioof Rural Tourism
In Kashmir
pg. 47
 Take part only in those tourism activities which are supervised by a
local guide or liaison officer.
 Both horizontal and vertical integration among the organizations
concerned is needed to set up regulations that are positive to all
parties.
 Sustainable Marketing
To ensure that rural tourism will be sustainable, private enterprise should be active in
"green marketing" and in creating a type of tourism which conforms to both tourists'
expectations and industry standards. Though there has been no consistent approach to
marketing rural tourism, the following policies may be beneficial:
o Be honest, and substantiate the company's socio-cultural and environmental
claims;
o Identify the socio-cultural and environmental benefits of the company's
products;
o Present details of the environment surrounding the operation;
o Consider developing socio-cultural and environmental boards at a local
level; and
o Match suitable tourism products with each market segment
 Objectives and Plans
Tourism should be considered as one component in economic development, so that
tourism projects are harmoniously linked with the development of the whole
community. Furthermore, tourism development in rural areas should focus on the
environmental and socio-cultural impact at all levels of the planning process. Efficient
government institutes with the authority to coordinate planning, implement policies and
enforce legislation are essential.
The state government in Kashmir should recognize the importance of rural tourism as
a priority and help in creating a healthy competitive business environment. The
government should try to generate data for decision-making bodies investing for
developing the human resources, create adequate facilities and suitable infrastructure
like accommodation, roads, airport facilities, rail facilities, local transport,
communication links and other essential amenities become essential for development
of rural tourism. Some of the essential services required for rural tourism are the
following.
o Plan for sustainable growth of rural tourism
o Invest in new technology

48. PresentScenarioof Rural Tourism
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pg. 48
o Business must balance economics with people, culture and environment.
o Develop rural tourism protecting natural resources, local heritage and
lifestyles.
o Fill the narrow gaps between the ‘haves’ and ‘have-nots’.
o Promote traditional tourism products.
o Improve quality, value of rural tourism.
o Give quality standards of services at all levels
o Transfer skills and best practice.
o Share information to make better business decisions.
o Communicate more effectively.
o Share the pursuit of long-term growth and prosperity.
o Set environmental policy goals.
o Develop and deploy skills effectively.

49. PresentScenarioof Rural Tourism
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pg. 49
Chapter no. 6 Suggestions & Conclusion
Obviously, as an alternative to the maddening mass tourism, rural tourism seems to
have a certain appeal for those concerned with development and conservation of under-
privileged areas .The global market for rural tourism (both domestic and international)
has grown significantly, with a gradual shift in worldwide travel patterns and
preferences. If the rural regions are to take advantage of tourism development, efforts
must be focused on developing long-term plans and policies necessary for successful
implementation. Key elements of such policies include sustainability criteria, diversity,
institutional reforms, gender equity, local, regional, and global economic integration,
local financial incentives, and peace and security. Because the concept of rural tourism
tends to be used haphazardly, a clear definition must be developed and a set of criteria
and indicators applied to the evaluation of potential destinations. The international
community should cooperate to develop such criteria and indicators. Furthermore, the
potential for a system of site designation must also be explored. This will set the stage
for increased compliance and adherence to criteria and indicators by rural tour
operators, establish monitoring mechanisms, and offer the destinations a platform for
raising their profiles at the international level. It is very important to raise awareness of
handicraft and tourism development to village people in a simple way.
The suggestions for the rural tourism development would be:
 The surroundings of the villages promoting rural tourism must be kept neat and
clean. Houses that are hosting the guests must be clean, too. If they have cattle,
they must keep the cattle sheds separate in some measurable distance for
sanitation.
 Health care facilities are yet another important aspect of rural tourism. Nobody
wants to go to the place without health care facilities because accidents and
mishaps might occur, any place and any time. Hosting villages must take care
of this sensitive matter.
 Jammu and Kashmir government must work on the education of the villagers.
It is of course, a farsighted approach but it is a must for educational uplift. Adult
learning classes can be started along with guests’ etiquette training to the
villagers. Education awareness campaign should be started for proper attention
on female education.
 Language is another barrier for the development of rural tourism in Kashmir.
Youth English learning, tour guide and vocational training should be
encouraged for rural tourism promotion.
 Many villages in Kashmir are suffering either from daily basis power cuts of no
electricity facility at all. In this case, rigorous and collective initiations should
be made for electricity availability in the villages by the villagers, village
development committees (VDC), NGOs, INGOs and even the donors.
 Villages could be united and develop the infrastructure of the villages. At least
they could set up public toilets and public drinking water taps to maintain health
and hygiene.
 Most importantly, youth migration to the cities and abroad should be
discouraged because youths are the main manpower for the rural tourism

50. PresentScenarioof Rural Tourism
In Kashmir
pg. 50
development. In no way can the middle aged and elderly people initiate the rural
tourism in their villages without the young working force. Youths must involve
with the entrepreneurship development programs in the support of NGOs,
INGOs and donors. Youth should be oriented thoroughly about the implications
of their migrations towards the village and they should orient how they can
make meaningful and traditional culture, norms and values for the benefit of
their village development. They should not stay idle but should make
themselves busy with different career oriented trainings for the promotion of
rural tourism.
 Transportation problems must be taken well care of because it is important that
the tourists reach the destination comfortably at first.
Conclusion
There is vast potential for the development of rural tourism in Kashmir. If properly
developed, rural tourism could bring great benefits to the valley. It could be a
sustainable revenue generating project for rural development of the government. It can
help the inflow of resources from the urban to the rural economy. It can prevent
migration of rural people to urban areas which are crowded. Both short-term and long-
term planning, implementing and monitoring are vital in avoiding damage to rural
areas.
Environmental management, local involvement, sound legislation, sustainable
marketing, and realistic planning are crucial for development of rural tourism. 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 region apart from promoting social integration and international
understanding. The government should promote rural tourism to ensure sustainable
economic development and positive social change after various security related
problems and natural disaster in Kashmir valley.
To conclude, we can say rural tourism can be an effective option for developing the
rural economy of the region. It can create many employment options for the rural people
and can diversify the agricultural activities in the region. Rural tourism showcases the
diversity and uniqueness of our rural life, rural art and craft works, agriculture, thereby
increasing the visibility and the appeal of locally grown products. In order to develop
the rural areas, eradicate rural poverty, it is imperative to use the regions, natural
resources for the upliftment of the local people. The government should promote rural
tourism to ensure sustainable rural development and to develop the rural economy.
Therefore, to promote rural tourism as primary product and to spread tourisms socio-
economic benefits to rural and to new geographic regions, key regions would be
identified for the development of rural tourism.

51. PresentScenarioof Rural Tourism
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pg. 51
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