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CHAPTER – IX

CONCLUSION

Domestic Tourism Registers an Impressive Growth during 2010

Market Research Division of Ministry of Tourism compiles data on "domestic

and foreign tourist visits to States/ UTs" received from Ministries/ Departments of

Tourism of various State Governments and UT Administrations.

Following are the important highlights of data for 2010:

1) Domestic Tourist Visits to States/ UTs

• During 2010, the number of domestic tourist visits to the States/ UTs was 740

million as compared to 669 million in 2009 and 563 million in 2008.

• During 2010, the number of domestic tourist visits to States/UTs registered an

increase of 10.7% over 2009 as compared to increase of 18.8% in 2009 over

2008.

• The top ten States in terms of number of domestic tourist visits (in millions)

during 2010 were Andhra Pradesh (155.8), Uttar Pradesh (144.8), Tamil Nadu

(111.6), Maharashtra (48.5), Karnataka (38.2), Madhya Pradesh (38.1),

Uttarakhand (30.2), Rajasthan (25.5), West Bengal (21.1) and Gujarat (18.9).

• The contribution of top 10 States was about 85.5% to the total number of

domestic tourist visits during 2010. The percentage shares of top 5 States were

Andhra Pradesh (21%), Uttar Pradesh (19.6%), Tamil Nadu (15.1%),

Maharashtra (6.5%) and Karnataka (5.2%)

2) Foreign Tourist visits to States/ UTs

• During 2010, the number of foreign tourist visits (FTVs) to the States/ UTs

was 17.9 million as compared to 14.4 million in 2009 and 2008.

• During 2010, the number of FTVs to States/UTs registered an impressive

growth of 24.2% over 2009 as compared to a decline of 0.1% in 2009 over

2008.

• The top ten States in terms of number of FTVs (in millions) during 2010 were

Maharashtra (5.1), Tamil Nadu (2.8), Delhi (1.9), Uttar Pradesh (1.7),

Rajasthan (1.3), West Bengal (1.2), Kerala (0.66), Bihar (0.64), Himachal

Pradesh (0.45) and Goa (0.44).

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• The contribution of top 10 States was about 90.3% to the total number of

FTVs in the country during 2010. The percentage shares of top 5 States were

Maharashtra (28.5%), Tamil Nadu (15.7%), Delhi (10.6%), Uttar Pradesh

(9.4%) and Rajasthan (7.2%)

Data shows that after a slight decline in 2009, the foreign tourist visits

registered an impressive growth of 24.2% in 2010. The domestic tourist visits

continue to grow at a double digit rate in 2010 also.

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Month Wise and District Wise Domestic Visitor Arrival in Maharashtra (2009-10)

Table No. 9.1

District July,09 August,09 Sep,09 October,09 Nov,09 December,09 January,10 February,10 March,10 April,10 May,10 June,10 Total

AHMEDNAGAR 345039 746492 78491 1 881100 899533 1246018 1427236 1304804 1280891 1288765 1349143 1367555 12921487

AKOLA 17593 5780 7043 7906 8083 8229 9049 8917 8337 7201 8325 8819 105282

AMRAVATI 18100 89399 53905 96632 105789 106142 118189 119816 111190 99048 101631 105043 1124884

AURANGABAD 181860 105777 91533 734309 711813 751963 933745 880658 838835 779018 796797 798114 7604421

BEED 8545 10360 14326 20952 128661 237993 777133 655833 621947 604295 639341 625323 4344708

BHANDARA 5856 129088 88934 103979 11374 7845 7150 6925 5566 5462 5588 5712 383478

BULDHANA 1365 84061 57286 147115 176412 173634 252780 201042 185849 182118 191956 169947 1823565

CHANDRAPUR 20137 232097 103779 190497 191423 185277 229372 215365 207596 193346 205510 196228 2170626

DHULE 747 5798 7659 7012 5213 5220 8490 7618 7010 6721 7279 7465 76233

GADCHIROLI 3780 2919 7832 13934 1783 1058 1475 887 858 826 1114 1211 37677

GONDIA 11725 208125 62206 113437 109457 128015 136764 113880 110075 97569 103513 99391 1294158

HINGOLI 14167 171932 132927 212737 197935 197498 349723 390545 367291 365064 367823 354088 3121731

JALGAON 37774 288455 222767 278052 300584 269485 302972 276305 266593 263714 276106 258495 3041302

JALNA 22939 4974 36202 37107 89193 115282 180686 169531 165608 152101 172231 170179 1316034

KOLHAPUR 74938 539092 541171 490884 455007 449571 524738 496482 483817 528010 544692 512352 5640753

LATUR 0 0 0 0 0 0 24314 18609 17614 16011 17004 16011 109563

MUMBAI 1762909 1686111 1845983 2493446 2619456 2769607 2717633 2616521 2575980 2472123 2608030 2524053 28691854

NAGPUR 80281 294612 343353 368089 359874 397853 433815 383685 344484 323188 345177 338728 4013137

NANDURBAR 26807 207842 144112 187991 229313 246933 267602 234239 221112 194365 203008 197240 2360564

NASIK 126633 299506 195967 332459 258844 185459 296518 346747 334902 316488 342147 330375 3366045

NANDED 93277 7789 36898 83130 141864 153955 335351 293217 284105 273388 293482 273388 2269845

OSMANABAD 125803 9332 293390 711879 468291 332470 396216 375714 361307 353266 356533 348812 4133014

PARBHANI 11891 1995 42123 64742 84804 84652 85611 94256 94223 84094 85951 85956 820297

PUNE 440089 543606 582084 837911 598318 724748 836132 852745 834520 810851 859006 859110 8779119

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District July,09 August,09 Sep,09 October,09 Nov,09 December,09 January,10 February,10 March,10 April,10 May,10 June,10 Total

RA1GHAD 6812 25931 75546 112573 166369 179157 227088 205294 197198 181223 189212 183158 1749562

RATNAGIRI 14990 45276 52964 60716 64292 88117 91542 80313 74554 72268 73505 70593 789130

SANGLI 3570 36856 37372 54240 40850 58057 57321 52685 49095 46879 48196 50179 535299

SATARA 69464 65546 49437 83490 106684 165042 194711 173520 161150 155890 166118 159929 1550983

SINDHUDURG 1307 34639 29171 50309 51294 83442 128919 120329 112829 98168 102764 103693 916866

SOLAPUR 195348 317312 160348 340352 391205 375554 429660 392801 373884 363952 392081 380630 4113127

THANE 13195 118406 118353 161956 201031 160996 159943 144994 135288 125224 132390 129054 1600831

WARDHA 13626 3301 6453 7730 17573 18966 21554 21157 19514 17718 18527 18734 184853

WASHIM 5940 3521 6517 19206 15467 15476 19216 15478 14664 13167 14526 14365 157543

YAVATMAL 25535 158987 78018 137343 142551 133510 166323 146969 134695 123846 129096 124914 1501786

Reference: Department of Tourism, Government of India

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From the table showing district wise and month wise domestic tourist arrivals

in Maharashtra for 2009-10, it can be seen that there is phenomenal growth in the

tourist arrivals in the districts falling under Western Maharashtra.

For the purpose of this research as mentioned in chapter 6 Research

Methodology following districts are counted under Western Maharashtra. Thane,

Raigad, Ratnagiri, Sindhudurga, Mumbai, Kolhapur, Pune, Sangli, Satara, Solapur,

Beed. The domestic tourist arrival growth for these districts is as follows.

Domestic Tourist Arrival Growth 2009 to 2010

Table No. 9.2

Rank

No.

District Domestic Tourist

Arrivals in July 2009

Domestic Tourist

Arrivals in June 2010

Total

Growth

in

Numbers

1 Kolhapur 74938 5640753 5565815

2 Mumbai 1762909 28691854 26928945

3 Pune 440089 8779119 8339030

4 Raigad 6812 1749562 1742750

5 Ratnagiri 14990 789130 774140

6 Sangli 3570 535299 531729

7 Satara 69464 1550983 1481519

8 Sindhudurga 1307 916866 915559

9 Solapur 195348 4113127 3917779

10 Thane 13195 1600831 1587636

11 Beed 8545 383478 374933

Out of eleven districts under the survey for the research, eight districts still

have more or less more rural pattern of development excluding, Mumbai, Pune and

Thane.

The growth in the number of tourists in these districts is not a random

phenomenon. It has its roots in Eight Five Year Plan, which invested in marketing

strategy. Ninth Five Year Plan which emphasized on product diversification and

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Tenth Five Year Plan which proposed sustainable development of tourism. Also the

Tenth Five Year Plan (2002-07) stressed on rural tourism development.

In the line of action state of Maharashtra also launched tourism policy in 2006

which stressed on

• Development of infrastructure at tourists destination

• Cultural tourism

• Handicrafts

• Rural, agricultural and wine tourism

• Pilgrimage circuits development

• Fort / Fort circuits development

(Details of which could be referred in chapters 3)

Also while promoting and developing various forms of tourism, the

government has also recognized the need of sustainable tourism development. Eco

Tourism Policy, 2008 was developed for this purpose (reference chapter 3).

Development Pattern of Tourism

After adding all these things one can see a clear development pattern of

tourism.

Step I - Product identification

Step II - Strategic marketing

Step III - Product diversification as per market demand

Step IV - Achieving sustainable development pattern in the long run.

Step I – Product Identification:

The increased urbanization, need to relax and go back to nature, finding one’s

own root is the need of today’s urban society. These are the prime motives behind

their leisure spending. In tourism policy of Maharashtra 2006, government has laid

stress on cultural tourism, handicrafts, rural, agricultural and wine tourism, pilgrim

circuit development, fort and fort circuit development.

In the research conducted the growth of agro tourism is found around pilgrim

places (Survey No. 3) Vanprastha Krushi Paryatan (Survey No. 16), (Survey No.17)

Ankur Pratishthan and Shodh Sanstha.

Also growth is seen around fort and fort circuits.

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(Survey No. 2) Koyna Agro Tourism and River Camp (Vasota Fort), (Survey

No. 12) (Raigad fort), Survey No. 18 (Dhak cha Bahiri)

Other surveys are located in rural areas and do have agricultural attractions

along with a rural culture background.

The districts selected for the survey in Maharashtra have successfully

identified the product. Out of 20 surveys falling in different districts all surveys are

successful in attracting tourists.

Step II – Strategic Marketing.

At Macro level in the Eight Five Year Plan a systematic marketing of Indian

tourism was set off with trade fair participation, FAM trips, and road shows.

Government of Maharashtra also launched its marketing campaign with “Maharashtra

Unlimited” slogan. The vast sea shores, forts, handicrafts, natural beauty, ethnic food

and culture all were used as a back drop for this.

As a consequence there was stress on rural development which enhanced the

tourism products thus marketed. Though the marketing served the purpose, it did not

propagate the movement of mass tourism. The consideration was given to segments of

new emerging travelers called as special Interest tourist. A niche segment which is

substantial in quantity.

The surveys under the current research topic have identified this niche

segment and their marketing strategy at micro level is a subtle one. No survey has

proposed or tried an aggressive marketing strategy. Word of mouth publicity has

served as the best marketing strategy for them.

Step III – Product diversification as per market demand.

In the Ninth Five Year Plan (1997-2002) the major thrust areas were,

• Indigenous and Natural Health Tourism

• Rural and Village tourism

• Pilgrim Tourism

• Adventure Tourism

• Heritage Tourism

These areas of thrust were devised as a demand for Niche or SIT was on the

verge of rise.

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In connection to this one can also refer to the Tourism policy of Maharashtra

2006 earlier mentioned in this chapter which stresses on the same areas.

Out of 20 surveys for the purpose of research 17 Agro Tourism Centers (i.e.

85%) are established during 2005-2010, only 2 Agro Tourism Centers (20%) are

established in 2000-2005 and only 1 Agro Tourism Center (10%) is established during

1985-1990. (Please refer to chapter No.7 for detailed analysis of the surveys.)

The development of agro tourism is a consequential phenomenon of deliberate

decision making and policy formation by the government. The fact that the rise in

agro tourism centers is a recent phenomenon is because of the fact that product

diversification strategy by government is behind the growth and development of this

new form of tourism.

Step IV – Achieving a sustainable development pattern in the long run

The current product diversification and development of new (niche) tourism

products is a result of change in consumer behavior. Tourist traffic was observed

centering on selected centers and destinations. There was also a good deal of

congestion and scarcity of facilities at some of the famous destination during peak

season.

The annual report of 2009-10 under Eleventh Five Year Plan states that the

ministry of tourism has taken initiative to achieve sustainable tourism growth. Is has

been due to realization that though in recent years tourism industry in India has

registered a considerable growth, uncontrolled and unorganized growth would lead to

an irreversible impact the ecology and environment of the country.

A work shop was conducted on 27th and 28th July, 2010 in New Delhi which

agreed on,

• Need for sustainable tourism criteria for India.

• Growth and development of tourism should preserve natural and cultural

resources while ensuring that tourism meets its potential for poverty

alleviation.

• Every earth resource is finite and fragile. So tourism practices should be

consistent with the best environment and heritage protection standards and

optimize community benefit and future sustainable usages.

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Development of Rural Tourism is one such sustainable tourism product

identified by Government of India. So far 153 rural tourism projects in 28 states /

Union territories have been sectioned (2009-10)

It is this stream of Rural Tourism development of Maharashtra in Tourism

Policy 2006 has promoted rural and agricultural tourism. So one has to understand

that the development of agro tourism is a sub segment in Rural Tourism. Being in

harmony with the sustainable development, it easily spread its roots in rural areas.

Rural backdrops and culture are the essential elements for agro tourism.

Strategic Action Plan for 2010-2011

Further in the strategic action plan 2010-11 following suggestions are given:

1) Formulation and implementation of Action plan for each site, ensuring the

products are market worthy and acceptable.

2) Adoption of solid waste management, hygiene and sanitation standards as pre

requisites for local communities’ health and visitor satisfaction.

3) Use of vernacular architecture should be mandatory. Preference to local

construction material should be given.

4) Participation of rural artisans at national and international events to provide

marketing platform.

5) A web site for each rural tourism site has to be commissioned.

6) Impact study should be undertaken periodically at each tourism site.

7) The effects of the above plan would be gauged in 12th five year plan.

Sustainable Agro Tourism Sevelopment in Maharashtra (After Survey Analysis)

The agro tourism is also a recent phenomenon in Maharashtra (starting in

2005) but looking at the current development surely it shows the signs of sustainable

development from the following observations obtained from the survey.

• 65% of the successful agro tourism farms are run by small farmers ( so tourist

activity does not grow out of proportion)

• 45% farmers do not depend on only one source of water for farming (they use

both modern and traditional sources) which allows them to sustain under

adverse conditions. 50% do have alternative natural water resource.

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So though the farmers depend on natural water resources, they also have found

out other means to survive and sustain.

• 95% farmers preserve their indignity of farm crops, fruits and vegetables.

(Sustainability of ecology)

• Also 95% farmers said agriculture is the base of their revenue and they were

not dependant on agro tourism as major source of income. This gave them

choice to limit tourist traffic and maintain carrying capacity.

• Though their dependency of agro tourism is limited, 95% of the farmers

agreed that the income from agro tourism is a generous revenue generating

activity at low investment cost for the owner.

• In 55% of the cases local people are developing various skills like fruit

processing, nursery, local handicrafts which adds to the general economic

sustainability of the community. This is apart from work at agro tourism farm

(unskilled work)

• 65% of the owners of agro tourism farms have helped to start such projects in

the vicinity. This helps in distributing the tourist traffic and reduces stress on

carrying capacity. This is possible because the farmers still depend majorly on

their agricultural activities for revenue.

• Agro tourism is an activity where guests and host are closely in contact with

each other for a short while. The difference between rural and agro tourism is

the close interaction between the guest and the host. Even the family of the

host is involved in the activity. In 72% of the surveys the whole family is

involved with the tourism activity. In such a scenario the host expects guest to

respect the culture, tradition and family values. 95% of the surveys show that

their 1st preference of guests is families, 2nd preference is college/school

groups (62%), followed by ladies group (62%).

Only male groups are totally banned in the case of 45% of the farm owners.

They want the guest to be participative and decent. Strict screening is followed

at the time of admission and alcohol consumption is banned in all 100%

surveys.

Senior citizens were at 40% preference on number 4.

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• 95% of the survey show that urban guest like authentic food and homely

atmosphere offered by the farm owner. Also the guests enjoy farm work and

are even happy to participate in day to day farm activities.

• 80% of the survey relied on soft marketing (mostly word of mouth) and 65%

get the repeat customers through service provided.

• 85% surveys are happy with limited number of guests as

3) It does not hamper with their daily activities

4) The farms cannot handle increased capacity. This limits the guest flow.

• Seasonality is a major issue at any tourism destination. In the current survey

25% owners do not face peak and low seasons, they get uniform tourist flow.

65% face peak and low seasons but it compensates as

4) There are farm activities to be done in tourist low season (monsoon), so

labour is not idle.

5) Aiming various other guest segments in low season (e.g. corporate guests)

6) As agriculture is major revenue, less income from agro tourism does not

matter a lot.

• Considering the above development strategies adopted by agro tourism it can

be concluded that

1) Agro tourism can be sustainable form of tourism for a destination and

people at the destination.

2) It develops a sense of responsibility in guests as it is a participative form of

tourism which expects certain norms to be followed by the guests.

3) It can be developed through the backdrop of rural background and it’s a

way to preserve our culture.

4) It provides additional revenue generation for the farmers at negligible

investment and helps them to sustain

Potential of Agro Tourism

Under the Eleventh Five Year Plan in 2009-10 government has identified 123

rural destinations in 28 states. In Maharashtra as per ATDC (an NGO working for

agro tourism) there are 134 registered agro tourism centers. On an average a medium

agro tourism center can accommodate about 20-30 guests for overnight stay (refer to

chapter 7 findings) and about 65% of the farms surveyed fall under the category of

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medium farms. So there is a huge potential for medium sized farms (5 to 20 acres) to

develop successful Agro tourism projects.

Considering the increase in the domestic tourist number (refer to table district

wise, month wise, tourist arrivals in Maharashtra in this chapter) speaking only of

districts in Western Maharashtra agro tourism can be a success story.

Further if one has to consider overall picture of Maharashtra, there are 35

districts and every district has its own indigenous variety of crops, fruits and natural

attraction to offer to the tourists. Currently wine tourism combined with agro tourism

is emerging in Nasik. Rural pockets like Junner are inviting tourists with grape

festivals in their farms. By using his own imagination, every farmer has something

new to offer to his guests.

Agro tourism also offers local employment opportunities and there is

economic upliftment of unskilled population in rural areas. 80% of the surveys are

providing employment to unskilled labour at local level. 55% of the surveys suggest

that local people are able to develop new skills because of development of agro

tourism.

Surveys like Survey No. 10 Sagunabaug also promote local handicrafts,

Survey No. 7 Tarpa Agri and Eco tourism promotes adiwasi painting (Warli painting)

Survey No. 17 Ankur Pratisthan and Shodh Sanstha promotes homemade items by

local Mahila Bachat Gat. The individual efforts by farmers are noticeable. The option

of agro tourism development is not only limited to traditional farmers. It was observed

from the survey that 6 farm owners i.e. 30% have different professional background

(Survey No. 2 - Doctor, Survey No. 9 – Ph.D. in Botany, Survey No. 6 – Retired from

IT Department). So the potential of agro tourism is not limited to traditional farmers.

A growth in allied agricultural activities is observed due to agro tourism. Fruit

processing plant, dairy, animal husbandry, emu farming, nursery, silk production is

developed for attracting tourists. It adds to the revenue and generates employment.

Though there is a huge potential for development of agro tourism, individual

efforts are not enough. There are various NGO’s working for development of agro

tourism MART, ATDC, KVK and Konkan Bhumi Krushi Paryatan Sanstha are the

major players in this development process.

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Role of NGOs in the Development of Agro Tourism in Western Maharashtra

1) Role of Krushi Vigyan Kendra (KVK) in the development of destination and

the region The Krushi Vigyan Kendra of Baramati

Krushi Vigyan Kendra is a district level farm science centre established by the

Indian Council of Agricultural Research (ICAR) at Baramati; district Pune for speedy

transfer of technologies to the farmers' fields. Pune district, the operational area of this

Krushi Vigyan Kendra comes under the Western Maharashtra Dry Zone. The aim of

Krushi Vigyan Kendra is to reduce the time lag between generation of technologies at

the research institutions and its transfer to the farmers' fields for increasing

production/productivity and income from agriculture and allied sectors on a sustained

basis. Four mandates have been envisaged in the design of the Krushi Vigyan Kendra.

There are about 550 such centers established all over Maharashtra. Usually centers are

run by NGOs are funded by Government. The Agriculture Universities have three

activities running under then namely: Education, Research and Extension, (i.e.

reaching out to the farmers). Under extension activity the university tries to benefit

farmers by providing them with the latest research development. "The Krushi Vigyan

Kendra is a vehicle through which the universities approach farmers.

Vision and Mission

• Vision :

Krushi Vigyan Kendra, Baramati to be the leading knowledge and resource centre

for agricultural technology for the upliftment of the farming community.

• Mission :

Krushi Vigyan Kendra, Baramati delivers demand driven agricultural products

and services by qualified professionals. '

• Mandates

1. Conducting "on farm survey" for identifying technologies in terms of location

specific sustainable land use systems (Technology assessment & refinement)

2. Organize training programmes to update the extension personnel with emerging

advances in agricultural research on regular basis (in service training)

3. Organize short and long term vocational courses in agriculture and allied

vocations for the farmers and rural youth with emphasis on "learning by doing"

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for higher product on farms and generating self employment (Vocational

Training)

4. Organize front line demonstration on various crops to generate production data

and feedback information.

2) MART: Maharashtra State Agri Tourism and Rural Tourism Co-operative

Federation Ltd.

A society registered on 9th January, 2008 has been officially recognized by

Government of Maharashtra in November 2011 as apex body working for agro

tourism. The society is mainly working for development of agro tourism in Western

Maharashtra. Till now 40 farmers from Solapur, Akkalkot and Pune region are

members of this society.

While developing agro tourism a farmer is given help in the form of

promotion of product, advice in development pattern. An undertaking from the farmer

is taken so as not to disturb local peace by tourism activities. Commercial use of land

is not permissible.

The society encourages formation of farmers in tourism development. Till

now 13 such co-operative societies are formed in various districts. (A list could be

referred in observation)

Out of the entire region in Western Maharashtra Osmanabad is the most under

developed region and MART is working on developing agro tourism in this region

around pilgrim or religious circuits.

3) Konkan Bhumi Krushi Paryatan Sanstha

Located in Mumbai it is a NGO working for overall development of Konkan

region. There are various forums and co-operative societies each working on different

aspect of development for Konkan region.

There was a time when the potential of Konkan region was not utilized and

understood by the people. Beautiful sea shores, mangoes and cashew fruit orchids

Sahayadri forests, rivers and backwaters all have the potential to attract tourists. In

October 2010 various eminent personalities like Dr. Vijay Mehta V.C. of Konkan

Krushi Vidyapeeth, Dr. Sarang Kulkarni Marine Biologist, and Mr. D.M. Suthankar

Ex. Secretary of Maharashtra State worked together to form this NGO.

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Rural and agro tourism development was considered as major issue and

“Konkan Bhumi Krushi Paryatan Sanstha” was formed. The NGO is trying to get

funds from government to develop tourism in Konkan region. The NGO aims at

giving tourist a wholesome experience of Indian Culture with a backdrop of agro

tourism. Farmers interested in developing agro tourism are given 3 days training in a

work shop. Project feasibility is assessed and necessary help for promotion is given

by MART. The members have advantage of strong marketing network through

MART. Currently these sites are developed at Murud, Dapoli and Sindhudurg

districts.

In the current survey there are 3 MART members, 8 ATDC guided projects, 2

projects are approved by MTDC, and 7 surveys are not yet attached to any NGO. But

total 11 surveys out of 20 are benefiting from NGOs help. Two are attached to MTDC

(Government organization)

4) ATDC: Agri Tourism Development Corporation (Pune).

ATDC was established on 16th May 2006. Its aim is to Promote Agri tourism

to help Indian Rural Social Economy to flourish and help rural youth to earn good

respectable living in the villages and farm itself.

In the last 4 years more than 500 farmers are trained under ATDC’s Agri

tourism Training Programme and in 2007 there were about 52 farmers from

Maharashtra started Agro Tourism activity on their farms to supplement the

agriculture income. To quote a success story, Mr. Sunil Bhosale from Jogawadi

Village, 40 kms from Baramati in Pune district has 13 acres of agriculture farm. His

annual income from the same was Rs. 60,000/- However, ever since, he started agro

tourism activities at his farm, his income from agro tourism has been on the rise by

Rs. 45,000/- in only 6 months.

ATDC has published a directory of farmers in 2007 (refer to Appendix) 1st

edition and in 2009 (2nd edition) to list down all agro tourism centers under its belt.

Till now it claims to have 134 agro tourism centers in Maharashtra.

To guide and acquaint farmers about agro tourism, it started their first model

project in Baramati “Malegaon Sheti Farm” on 110 acres (Please see details in survey

no.19) The farms boasts of having 65 acres of fruit orchids, dairy plant, silk

production unit, fruit processing unit, seed farm, goat farming, compost and vermi

culture. This is open for farmers to see and they are given technical support by KVK.

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Challenges in Agro Tourism:

1) Creating attraction for a tourist: A tourist would not certainly visit the farm

because it is producing wheat, jowar, rice, fruits. In a remote place, where one

needs something more than just to see, it has to be a unique experience. As we can

call a REAL experience. Rewarding Enriching, Appealing and Learning. It can be

in the form of farm work, arts and crafts, games, bird watching and anything

which can attract a tourist to the farm.

2) Continuous Product development: Though currently agro tourism is in the

initial stages of its PLC (Product Life Cycle) sooner or later there would a stage of

stagnancy. As of now there is lot of government support and schemes working in

favour of agro tourism. But one has to take notice of changing markets demands.

Specific product development could be achieved by E.g. making journey a part of

the product, introducing gastronomic specialties of the region, arranging small

scale events which appeal both to local and potential visitors.

3) Right packaging of product elements for consumption: Offering a complete

package is important and each of the product categories within the package should

complement each other.

E.g.: There are many features around the location that can add up to package of

products. They are

• Access to location (proper road connectivity)

• Type of accommodation offered (rooms, cottage)

• Available activities (farm work)

• Leisure opportunities (games, crafts)

• Local area attractions (events, forts)

• Quality of general environment

4) Competing with other emerging forms of SIT: Like agro tourism there are also

other special Interest Tourism forms that are emerging. Adventure tourism, Wine

tourism, Ethnic Tourism, Wild life tourism, Gastronomic tourism to name a few.

The market segment for this niche is divided and diversified which change in the

interest, shift in the attraction and opportunity to pursue their leisure time in

218

variety of special way, the consumer demand may shift gradually. Other form of

SIT would be competing to establish in the market.

5) Following the correct marketing strategy: Marketing gimmicks would not go a

long way for such kind of tourism. Promises made must be delivered. As of now

the marketing is a soft marketing and a word of mouth publicity is working the

best for most of the agro tourism centers. As the number of farms would increase,

to compete with the other agro tourism destinations aggressive marketing

strategies may develop. But authenticity of the product should be maintained at all

time. Also would small establishments survive aggressive marketing is a question.

6) Managing Seasonality: As noted earlier in this chapter, the current survey shows

that the present agro tourism destinations could cope up with seasonality by

focusing on agricultural activities during low tourist season (usually monsoon).

Also there has been a strategy to aim other scattered guest segments (corporate)

during this season. But in the long run it would be beneficial to extend the tourist

season uniformly throughout the year and avoid extreme peaks and lows as it puts

pressure on amenities to sustain either way.

7) Managing tourist flow to maintain Carrying capacity: According to the current

findings in the survey most of the farms could accommodate about 20-30 people

for an overnight stay. Some farms can accommodate up to 150 people for a day

visit. Currently the tourist flow is limited as agro tourism is the secondary source

of income. But a complete commercial attitude may develop at a later stage to

obtain more income. One has to consider the carrying capacity (hampering

agriculture activities disturbing local peace, strain on infrastructure with reuse) to

avoid ill effects of mass tourism in this field.

8) Smooth interaction between local community and the guests : Currently the

guest segments catered are limited : Families, ladies groups, school and college

children, senior citizens. Also the tourist flow is limited. Strict screening of the

guest is done, no online bookings are taken. But with the use of technology and

development of more agro tourism centers visitors may not be screened so

thoroughly. Rural cultural is more conservative and there is a very thin line

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between being curious and being too inquisitive. Still at many destinations there is

very less interaction between guests and the local community. A decent balance is

required to preserve privacy of local community. There should be no hostility

between the guest and the host community.

9) Cultural invasion: Unlike other forms of tourism where the guest does not come

in direct contact with the host, (e.g. you pay for a room in a resort, you avail

amenities, services are provided, but one would never interact closely with service

staff) in agro tourism guest host interaction is very close. The guest is staying on

the farm premises which is a work place for the farmer (his profession) and also it

is a place where farmer stays with his family. So day to day activities at the farm

and family culture becomes a part of guest experience. As the guest is enjoying

this new cultural experience, the chances are he is also influencing the host with

his cultural values.

E.g.: in Goa, effects of contact with the foreign guests on local population can be

seen in the form of drug addition, alcohol addiction etc.

In this scenario maintaining and preserving one’s own culture is a big challenge.

Especially young children, teenagers get easily influenced. In case of agro tourism

the cultural invasion could be habits like smoking, changes in the food habits (fast

food offered by guests, and dressing sense and so on)

10) Staged authenticity: This is putting up something which really is not part of real

life. The tourist visits agro tourism destination not only to see the green fields but

enjoy a day in rural lifestyle as well. Food, accommodation, leisure activities are

all part of it. To attract the tourists one should not put up a show of life style

which may not be authentic.

For e.g. daily one cooks in steel vessels, but the day guest arrives one takes out

brass and iron degchies to cook food. Performing rituals (like drawing, rangoli)

only because guest is staying with you.

These things are easily noticeable and the guest may lose interest. It would not

give him real experience.

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11) Fear of Allowing Overuse of resources for tourism: One must remember that

agriculture is at the base of this form of tourism and tourism should not override

the agriculture activities. Resources including land, water, time (of farmer) should

primarily be allocated for farming activities. If over tourism consumes most of it,

then it would be a warning bell for agricultural activities.

12) Controlling pollution and waste management: Pollution could be because of

sewage disposal, garbage disposal, noise and air pollution because of tourist

traffic. Any tourist activity large or small does generate these problems. They

could be potentially hazardous to delicate ecosystems on which the whole tourism

rests. These pollutants could hamper quality of life and food grains grown in the

farms.

Accumulation of waste in the form of food waste, paper, plastic bottles and plastic

bag is another challenge. It was observed that in the current surveys conducted for

the research, many agro tourism farms are also ecotourism farms, they ban the use

of plastic and prefer using locally available material.

13) Educating guests and encouraging participative tourism by the guests: Guests

visiting agro tourism destinations definitely have a different mindset than a tourist

visiting a hill station. He is willing to experience and learn. This is an opportunity

for the host to accquaint and educate the guests about his profession and hard

work. It can also be an opportunity to be a part of living culture and learn more

about our traditional ways of life. Encouraging guests to participate in day to day

farm activity could educate the guests. Guests would surely respect and follow

such trend.

14) Maintaining cleanliness and hygiene: Some people associate rural areas with

dust, dirt, unhygienic sanitary conditions. They are reluctant to visit places in rural

areas for these reasons. Though to some extent one cannot help dust, it is

absolutely essential to provide clean and hygienic accommodation and sanitary

provision. It is also essential for health and safety of the guests.

15) Reasonable pricing strategy: Pricing strategy should be so that it covers the

costs and also reasonable for the guests. Currently the price is within the range of

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Rs. 350 to Rs. 900 per day per person including food and accommodation.

Discounts are offered for school and college children up to 25%. This helps in

getting bulk business.

Role of NGO in pricing strategy:

The members of ATDC get bookings from ATDC. In the process a

commission is charged to the guest. In case of “Malegaon Sheti Farm” at

Baramati, if a guest books for a day visit directly he pays Rs. 250/- per head where

as if a booking is done through ATDC the amount charged is Rs. 400/- per head.

This was my personal experience. This double pricing strategy should be given a

second thought, as a guest might feel cheated to pay almost double amount for the

same services. Nobody would object to a reasonable profit. But being a NGO such

kind of over pricing could hardly be justified.

16) Maintaining Sustainability: Looking at the destruction caused by over use of

resources as a result of mass tourism, maintaining sustainability is of prime

importance. Over tourism in case of agro tourism would not only degrade a

destination but rural culture, a way of life and means of earning for farmer.

Though agro tourism can flourish only under the backdrop of rural

background, there are certainly differences in characteristics of rural tourism and agro

tourism which makes it more special.

Characteristic Differences in Rural and Agro Tourism

The following table distinguishes the characteristics of differences in Rural

Tourism and Agro Tourism

Characteristics Differences in Rural Tourism and Agro Tourism

Table No. 9.3

Characteristic Rural Tourism Agro Tourism

The Product Class Rural area / Village Working Farms

The tourist Spectator Active /experiential

learners

The Host Performer Teacher

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Characteristic Rural Tourism Agro Tourism

The tourism market Mainstream, Mass Niche

The experience Staged or extrinsic

authenticity. Tourist

attraction fantasy

Intrinsic authenticity

Determining influences Romantic notion of

rurality

Desire for ground reality,

desire to learn and share

rural living, to connect

with agriculture heritage,

to understand farming

Reliance on farming Total Minimal

Need for sophisticated

tourism marketing

Essential Not required

As tourists seek out experiences from across spectrums the nature of the

experience and the tourist who seeks them out changes. Understanding the nature of

this change makes target marketing more accurate and helps suppliers to make

appropriate decision about product development according to where in the spectrum

of offerings they wish to pose themselves.

Of all the characterization of tourism in rural areas, agro tourism is perhaps the

easiest to define. Many of the functionaries in rural tourism already agree about what

agro tourism is consensus appears to be grounded in on farm experiences. This

includes farm stay, farm host and farm holiday experience.

As compared to other niche / eco tourism offerings, agro tourism is small scale

tourism with a limited market appeal. As an eco tourism product, agro tourism is on

farm experiences where the tourist participates in the daily activities on farm and

experiences the realities of rural life. The tourists’ desire is to share farm life and learn

from the host, and in this sense it is an experiential learning and self discovery

experience.

These experiences are truly authentic and they require a willingness from both

the host and guest to develop a relationship with each other, to engage with each other

on a level that often has longer term effects leading to lasting friendships. The

experiences on the farm are in most literal sense “down to earth” and “hands-on”

experiences.

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Agro tourism has the greatest potential to act as the repository of regional

cultural authenticity founded on the farming life of the host community. Its very

nature requires that the agricultural production of the region is retained. This does not

mean that farming practice and production to set in concert but is allowed for the

progressive development of agriculture in a region to reflect changing market

demand.

Hypothesis Testing

Considering the above conclusions following hypothesis (mentioned in

chapter V) could be said to be true:

Hypothesis -1

Agro tourism can be developed through a backdrop of ethnic and rural tourism

more effectively, rather than developing it as a separate form of tourism:

True: With reference to Ninth and Tenth five year plans, Maharashtra Tourism Policy

2006, Annual Report of 2009-10 regarding Ninth five year plan (Secondary Data)

From surveys conducted and conclusion with reference to statistical analysis

presented in various tables in chapter VIII and IX. (Primary Data)

• Though I could find some distinct features of agro tourism which could clearly

underline its separate scope from rural tourism.

Hypothesis -2

Agro tourism is a participative form of tourism where a guest is not a passive

spectator of activities. Authentic experience is at the core of this particular tourism

product. So every effort to preserve the authenticity of the environment, food and

ambience has to be done.

True: 95% of the survey show that urban guests like authentic food, homely

atmosphere offered by the farm owner. Also the guests enjoy farm work and are even

happy to participate in day to day farm activities (Authenticity of experience)

95% of the farmers under survey preserve their indignity of crops, fruits and

vegetables. They also use locally available material to construct guest

accommodation.

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Hypothesis -3

Farmers in India are largely dependent on the rain water for good harvest. Though

water harvesting techniques, dams and irrigation provides some relief, majority of the

agriculture depends on monsoon.

Farmers can earn a respectable income by starting agro tourism. It requires less

investment and it can prove to be a sustainable farm of tourism

True: 45% of the farmers are using modern irrigation techniques to avoid dependency

on monsoon but for 55% of the farmers still natural water resource is the main source.

Note: Though it was further found that, they have found out other natural resources

than just rain water. But which again is dependent on monsoon (E.g. river, well water

etc.) 95% of the farmers agreed that though their major source of income remained

farming, a revenue earned from agro tourism is generous and at low investment cost.

Hypothesis 4:

The concept sustainable development for a destination can be feasible in the

development of agro tourism. The ill effects of mass tourism seen at popular

destinations could be avoided while developing agro tourism this would be favourable

for guests as well as host population.

True: Sustainability was observed on the following criteria;

55% surveys show that local people are developing various skills like

handicrafts, nursery, dairy (skill development and economic sustainability of the local

population)

This is apart from the unskilled labour required for the tourism activity.

* 85% of the surveys show that they are happy with limited number of guests

(maintaining carrying capacity). Also 65% were positive about new development in

the vicinity for uniform guest distribution. It would also be beneficial for guests as

they get personal attention and good services.

* Most of the farms allow only decent guests and expect them to follow norms.

Strategies like no alcohol /no non-vegetarian food, banning only male groups are

adopted to prevent nuisance value of guests.

* 65% of the farms are run by small farmers so the tourist activity does not grow out

of proportion as they could cater to only limited number of guests, (Ill-effects of mass

tourism could be avoided)

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Hypothesis 5:

Responsible tourism can be developed through the concept of agro tourism. Guest

host interaction in agro tourism is very close and interactive. The guest almost

becomes a part of the host’s culture for a short duration. In other forms of tourism

such close guest- host relationship does not occur. Otherwise tourists are often

ignorant about inconvenience caused by them to the host population.

True: 72% of the surveys show that the whole family of the host is involved with the

tourism activity. This unlike any other tourism where rarely on would encounter an

owner at the site. 95% of the farmers stay at the farm where guests are staying. So the

host expects the guest to respect the culture, tradition and family values.

Polices like strict screening of the guests and avoiding nuisance segment (E.g.

only male) are adopted. This leads to responsible tourism.

As mentioned in hypothesis 2 it is a close guest host interaction with a cultural

background. 80% of the surveys rely on soft marketing (mostly word of mouth

publicity). 65% get repeat business as customer is happy with the services provided.

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