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Travel and Tourism Essay

Keywords: tourism article, travel and tourism, travel and tourism speech

Introduction to Travel and Tourism

Tourism is travel for leisure, recreational and business purpose. Tourists can be defined as people who happen to be and stay in places outside their common area for more than twenty-four time and not more than one consecutive calendar year for leisure, business and other purposes by the globe Tourism Organization. Tourism is a known affair in human being life. It's been a business of vast dimensions and eventually facilitates economic and interpersonal growth. Tourism worldwide has experienced remarkable growth. With more than 600 million people travelling annually, travel and leisure is the world's major industry, with profits of about half of a trillion dollars each year, and averaging five percent annual growth.

India, being truly a vast and diverse country has always something to provide, and its own glorious practices and rich social heritage are linked with the introduction of tourism. Its amazing monuments attract large numbers of visitors from all over the world. Travel and leisure is the largest service industry in India, with a contribution of 5. 68% of the national GDP and 8. 78% of the total career in India. India witnesses' more than 13. 72 million twelve-monthly foreign vacationer arrivals and 650 million local tourist goes to. The tourism industry in India produced about US$ 100 billion in 2008 and is expected to increase to US$ 275. 5 billion 2018 at a 9. 4% twelve-monthly growth rate.

Booming IT industry and outsourcing industry has resulted in growing range of business trips created by foreigners to India, who often put in a saturday and sunday or longer holiday with their trip. Foreign visitor spends more in India than almost any other country worldwide. Holiday arrivals are projected to increase by over 22% per calendar year through till 2010. Travel and leisure minister in addition has played an important role in the development of the industry, initiating promotional initiatives such as the 'Incredible India' advertising campaign, which marketed India's culture and tourist attractions in a brand new and memorable way. This marketing campaign helped generate a colourful image of India in the intellects of tourists around the globe and directly led to an increase in the eye among vacationers.

The tourism industry has helped progress in other sectors as diverse as horticulture, handicraft, agriculture, development and even poultry.

Both directly and indirectly, increased travel and leisure in India has created jobs in a variety of related industries. Almost 20 million people are now working in the India's tourism industry.

Growth Of Hospitality Industry In India

The hotel industry in India is going through an interesting phase. One of the major reasons for the upsurge in demand for hotel rooms in the country is the boom in the entire current economic climate and high growth in industries like it, telecom, retail and real estate. Rising stock market and new business opportunities are also bringing in hordes of overseas investors and international corporate travellers to consider work at home opportunities in the country.

The hotel industry in India is going via an interesting period. The industry has a capacity of 110, 000 rooms. Based on the tourism ministry, 4. 4 million travelers visited India last year and at the current rate, the demand will soar to 10 million by 2010 to accommodate 350 million home tourists. The hotels of India have a lack of 150, 000 rooms fuelling hotel room rates across India. With great yank of opportunity, India has become a vacation spot for hotel chains looking for expansion.

Due to such an enormous potential available in this segment, several global hotel chains like the Hilton, Accor, Marriott International, Berggruen Hotels, Cabana Hotels, Leading Travel Inn (PTI), InterContinental Hotels group and Hampshire among others have all announced major investment programs for the country. The Government's move to declare hotel and travel and leisure industry as a higher concern sector with a provision for 100 % foreign immediate investment (FDI) in addition has provided an additional impetus in appealing to investments in to this industry.

It is approximated that the hospitality sector will probably see US$ 11. 41 billion surge in the next two years, with around 40 international hotel brands making their existence known in the country by 2011. Concurrently, international hotel advantage management companies are also likely to go into India. Already, US-based HVS International has firmed up programs to get into India, and industry players believe that others like Ashford Hospitality Trust and IFA Hotels & Resorts amongst others are likely to follow suit.

Niche Tourism

The concept of 'niche travel and leisure' has emerged in recent years in counter-point from what is commonly referenced as 'mass tourism'. Within a globalising world of increasing sameness, niche tourism represents variety and means of making difference. It takes on on the pejorative connections that have supported the evolution of mass and program tourism and their, often cited, negative effects with regards to environmental degradation and socio-cultural disruption. For destination managers and planners seeking to utilise tourism as a system for economical development, the niche tourism approach appears to often greater opportunities and a tourism that is more sustainable, less damaging and even more capable of providing high spending travellers.

The term niche market tourism is basically borrowed from the term niche marketing, which in turn has appropriated the topic concept from the terminology of the relatively recent discipline of ecology.

Tourists, as consumers have developed increasing degrees of expertise and connection with being travellers. Whilst this developmental structure of tourists may not continually be linear or simplistic.

Figure 2: Niche market Tourism Components

Types of Specific niche market Tourisms

Niche tourism has broadly been divided into following components:

Cultural Travel and leisure: Cultural tourism is the subset of tourism worried about a country or region's culture, specifically the lifestyle of the people in those physical areas, the annals of those individuals, their art, structures, religions, and other elements that helped shape their life-style. Cultural travel and leisure includes tourism in cities, particularly historic or large places and their social facilities such as museums and theatres. Additionally, it may include tourism in rural areas showcasing the traditions of indigenous cultural areas (i. e. celebrations, rituals), and their worth and lifestyle.

Environmental Travel and leisure: Environmental travel and leisure, ecotourism, or nature tourism provides an possibility to visit undisturbed natural areas, scenic vistas, and view plants and wildlife. Ecotourism is accountable travel to delicate, pristine, and usually safeguarded areas that make an effort to be low impact and frequently small scale as an alternative to mass tourism. Its purpose is to educate the traveller and provide cash for ecological conservation, straight benefit the financial development and political empowerment of local neighborhoods and foster value for different cultures and for individuals protection under the law. Generally, ecotourism focuses on volunteering, personal progress and environmental responsibility. Ecotourism typically consists of travel to places where flora, fauna, and social heritage will be the primary attractions. Among the goals of ecotourism is to offer tourists insight in to the impact of human beings on the environment, also to foster a larger appreciation in our natural habitats. Responsible ecotourism includes programs that decrease the negative aspects of conventional travel and leisure on the environment and improve the ethnical integrity of local people.

Rural Tourism: Any form of tourism that showcases the rural life, art work, culture and history at rural locations, therefore benefiting the neighborhood community financially and socially as well as permitting interaction between your vacationers and the locals for a more enriching travel and leisure experience can be referred to as rural tourism. Rural tourism is actually a task which occurs in the rural areas.

The term "rural travel and leisure" was followed by the European Community to refer to all travel and leisure activities in rural areas or as an economical activity, which depends upon and exploits the countryside.

Figure 1: Rural Travel and leisure Approach

Forms of Rural Tourism

Agritourism: Agritourism or farm tourism identifies an organization working on farm or agricultural seed made for entertainment of travelers or visitors, thus producing income for farm owners. This may help the farmers to interact with the visitors, in that way benefiting the visitors to enrich their knowledge regarding agritourism.

Sports Tourism: It entails tourists to participate or monitor rural sports. It teaches the local rural people how to get scope/chance in international game and compete with opponents. It enables the people of different cultural record to mix with other people and exchange ethnic activities between your parties and therefore they can be culturally abundant.

Pro-Poor Tourism: Pro Low-quality tourism is established in growing countries as a way to improve the local market for local people. It increases the linkages between tourism businesses and poor people; so that poverty is reduced and poor people are able to participate more effectively in tourism development. The aims of pro-poor amounts from increasing local occupation to involving local people in your choice making process.

Introduction to Rural Tourism in India

Majority of India is one of the rural category with the sanctity and subtleness intact in the essence of the town land. This pious environment of the rural India attracts lot appealing among the tourists in India and therefore rural travel and leisure is an easy appearing category.

A national travel and leisure policy was created in 2002, with rural travel and leisure discovered as a emphasis area to generate career and promote sustainable livelihoods. The federal government in its 10th five time plan has centered on the main topic of rural tourism. With a rich diversity in culture, traditions, food, crafts, and custom, India has enormous probable and opportunity. It offers determined certain areas in the united states, which can immediately be developed as the rural places.

The federal partnered with the United Nations Development Program (UNDP) for an Endogenous Tourism Job. Some 30 rural sites were chosen in 20 says to build up as areas for rural travellers. The UNDP pumped within an initial US$2. 5 million. Those proposals that were selected by the government were entitled to assistance up to US$100, 000.

Divining Forces in Rural Tourism

Industry stakeholders explain the rural travel and leisure experience by what they feature as product. However they are simply responding to what they understand as an increasing demand for connection with rural areas, and interpreting it via their own world views. This demand is powered by a range of causes that combine to build tourist involvement in rural experiences. These makes have been determined by many authors and can be summarised as:

Tourist generating parts for rural tourism are highly developed and urbanised. The tensions of metropolitan living and the remoteness from the natural environment has created a desire for get away from from the monoculture of city living.

Baby boomers are powered to tourism experiences that produce increased self-awareness in their drive for "longed for efficiency" that compensates for lives "destabilised by uncertainty and insecurity" (Mackay, 1997)

Demand fuelled by multimedia, over-familiarity and congestion with traditional visitor resorts and increased involvement in alternative attractions using its voracious desire for food for content and the resultant over coverage of several traditional tourist destinations.

Increasing environmental awareness and fascination with the relationship between humans and the surroundings. Green issues have increased the appeal of rural experiences as ecologically sustainable tourism.

Transport, communication, and removing political and financial barriers to visit have facilitated convenience of rural areas.

Increase in volume of free independent tourists because of the increased capacity, especially in long-haul carry modes. When combined with increasing discretionary incomes, greater knowing of the range activities on offer, the availability and attractiveness of rural spots has been considerably improved.

Changing work habits have increased the reputation of shorter breaks that minimise the lack from work and the result of absences on work circulation and involvement.

An increased desire for traditions can be satisfied through rural travel and leisure as rural areas tend to be the repositories of remnant history.

Rural areas are perceived as healthier, offering fresher air, cleaner normal water and the chance for outdoor entertainment. Rural areas offer fresh and speciality food. (Bartmann and Baum, 1998)

Issues with Rural Tourism

The lack of statistical bottom:

It is difficult to establish amount and value of rural tourism as a specific market sector in countries, even harder on an international level. Many countries have different explanations of 'rural' and will therefore accumulate different data. Data on rural travel and leisure are not easily accessible.

Rural neighborhoods:

These have a tendency to be non-uniform for example remove versus accessible rural areas contain very different types of arrangement, employment opportunities, socio-demographic characteristics. Different community structures with diverse replies to tourism exist.

Tourism development strategies may not advantage all rural areas:

Where there can be an inadequate supply of attractions or accommodation, travel and leisure may not flourish. However marketing strategies must be good to catch the attention of tourists. Also, development of tourism provision by residents may not be possible in a depressed rural current economic climate.

Impact of Rural Tourism

The goal of travel and leisure development in rural areas is, generally terms, to provide opportunities for monetary and interpersonal development. In a few areas, travel and leisure provides the main income source and job, as well as providing public and economic benefits. Undoubtedly, negative aspects of rural tourism are obvious as well. (Gannon 1994)


Assists viability of existing travel and leisure and non-tourism business.

Encourages reliance on industry prone to uncontrollable change

Creates new employment

Creates part time, seasonal employment

Attracts inward investment

Incurs development costs and open public service cost


Assists in viability of local service

Creates feeling of invasion by tourists

Creates sense of pride

Increases crime

Revitalises local culture, customs, happenings and crafts

Reduction in local services


Leads in environmental advancements in settlements

Increases wear and tear on surroundings features

Provides income for conservation of structures and natural environment

Creates dependence on new advancements which might not exactly be in maintaining local area.

Fosters awareness of conservation as worth it activity

Increases pollution and impacts local biodiversity

Table 1: Negative and positive effects of rural tourism

Niche Market: A Place in Rural Tourism

If the value of the products one buys is placed generally in their potential as public markers, travel and leisure marketers must concentrate both on tourism's cultural signification and on meanings attached to spaces in which these happen. Explanations of tourism consumption cannot be derived in isolation from the interpersonal relations in which they are inserted. New users of the countryside are redefining what constitutes 'rurality', and there's a need to take postmodernism and the building of the rural a lot more seriously. Contemporary social building often transcends the countryside's tangible characteristics and attributes of open space or fresh air by representing it as the setting for the achievement of a variety of personal goals. The necessity for a wider sociological method of travel and leisure studies has been emphasised by Sharpley, who argues for the acceptance of broader cultural and cultural affects that form consumer behaviour as a whole and influence use patterns. Inside the hobbies of the rural environment, therefore, and of the small businesses trying to meet up with the needs of growing markets, it is necessary to look beyond classical marketing theory to get a useful understanding of 'rural tourism' consumption and to evaluate the living of niche categories for marketing purposes.

The increasing dependence on analysts to focus on consumption as an improved method of understanding contemporary forms of 'rural travel and leisure' demand requires a dynamic platform within which the research can be conducted. A continuum to gauge the relative need for the countryside to the intake of tourism in rural areas is proposed to indicate the importance of the countryside to the goal of the trip and to tourist satisfaction. The significance of the model lies in its popularity of the primacy of neither travel and leisure nor traveler types however the ways that the countryside is used as a recreational reference.

Challenges and Opportunities in Rural Tourism

The significant problem in rural areas is that there surely is not much opportunity for working. A lot of people are involved in agricultural activities, a few of them in forestry among others are artisans. Villages are fighting large people with one or two earning people in the family and high usage expenditure. Due to less opportunity in villages the majority of them started migrating to towns.

There are 638, 691 villages in India as per the Census Statement 2001 and the rural human population is 741, 660, 293 with average people of 1 1, 161 per community. Many of these rural areas have the potential have the potential resources, capacity to appeal to the growing travel and leisure industry. The scenic beauty, historical importance may appeal the urbanites, caught up in the current fast speed of lifestyle.

Challenges in Rural Tourism

The major issues will be the need to preserve the environment and natural resources and the necessity for proper education.

Legislation Problems

Respondents have remarked that there can be legal problems. Tourism is an integral part of entertainment industry. All hotels, motels and cottages having license pay taxes to administration. Rural tourism should have a tax holiday or it should be tax free. The federal government should encourage rural travel and leisure to grow.

Lack Of Trained Man Power

The ruler people require to be trained for discharging their duties, decorating the cottages and keeping them, portion food to the visitors and to understand the flavour of the costumers, either the local food or different kind of Indian food. The success of rural travel and leisure totally depends on the grade of service provided to the tourists. To build up the manpower federal must take effort to start various short classes for imparting knowledge and skills.

Insufficient Financial Support

To start rural tourism, sufficient fund must promote it in introductory period. Rural tourism continues to be uncommon to many tourists. It is because the government has just began promoting rural tourism. Central and state should encourage rural tourism by providing financial support to start the project. As it will create career in rural areas and can help the inflow of cash from rural areas to cities.

Lack of Local Involvement

Since rural people don't have knowledge and skills to involve hem in various activities. They could get the work of unskilled individuals. The rural people need to build up the knowledge and skills to truly have a higher participation in rural tourism. The basic principle behind the rural tourism is the involvement of rural people. But in practice local people are seldom involved in decision making, planning and utilizing policies. Most of rural people don't have much knowledge of travel and leisure, and are misled by outdoor investors who desire to take almost all of the economic advantages from rural area.

Language Problem

There are 16 regarded dialects and 850 dialects in India. Although 'Hindi' can be an official terminology, in many elements of India people don't realize it. The rural folks have to up grade themselves to communicate with the urbanites. The villagers not simply educate themselves nonetheless they have to comprehend hindi to interact with the Indian costumers and English to communicate with the international costumers.

Opportunities in Rural Tourism

The visitors look for quality environment and important experience. Marketing of rural is an expert job. For rural travel and leisure, rural folks have to surrender themselves to professional marketers who understand the difficulty of their task. The business is determined by the development of systems, creation of trust and devotion and information system, all of which takes money and time to build up, which is beyond the resources of most specific.

Tourists have grown to be more educated, more alert to facilities available and more capable, their expectation in addition has increased. People are interested in exploring new places. Rural travel and leisure in India has great future, since it not only provides natural elements of beauty but also the indigenous local practices, traditions and foods. Immediate experience with local people can be considered a unique advertising proposition to get tourists. Every point out in India has unique handicraft, customs and foods. The rural travel and leisure not go for mass marketing, rather different strategies should be under taken for different section to make it successful.

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