Strategic Planning and Marketing of Rural Tourism in Western Odisha

Abstract

Rural Tourism is an increasingly important activity for the country’s economy.  It is being used as  a development strategy to improve the social and economic well being of the people in rural areas.  Rural tourism includes an enormous range of activities, natural and manmade attractions, amenities and facilities, transportation, marketing and information systems. Rural tourism is very diverse and fragmented in terms of operational structures, activities, markets and operating environments.  Benefits of rural tourism have been expressed as employment growth and broadening a region’s economic base, reproduction, social improvement and revitalization of local craft.  In the contemporary world, an increasing number of enterprises, including rural tourism, businesses employ marketing methods and knowledge in their activities.  Rural tourism has an exclusive link with nature.  For this reason its services became very popular.  Its development can be furthered by the right marketing system.  In the article, the author highlights the strategic measures for rural tourism development in Western Odisha.