Niche Tourism in Rural Areas: A Case Study of India

Main Article Content



The travel and tourism industry around the world have been hit by the pandemic for various reasons, it is necessary to develop rural tourism, as soon as the new normal resume with the new rules for receiving tourists. The quality of life of people living in rural areas has always been an issue of concern around the world, post pandemic era made it more critical. Under this circumstance, growth of rural tourism sector could bring a reasonable positive change for rural people. The major objectives of this study are to exploring the challenges faced by the stakeholders and how these challenges can be tackled by the stakeholders. Some of the major challenges in rural tourism sector are deficit of trained manpower, inadequate financial support, lacking in local involvement, and lacking in entrepreneurial skills. Success of this sector depends on how they recruit, train and educate, manage, value, reward and supports each other in the process of continuous learning and career development. The stakeholders are trying to develop the strategies focusing on economic and non-economic benefits to unlock opportunities for the rural community at all levels.


Download data is not yet available.


Metrics Loading ...

Article Details

How to Cite
HALDAR, P. (2021). Niche Tourism in Rural Areas: A Case Study of India. ISBR MANAGEMENT JOURNAL <span style="font-Size: 16px;"> ISSN (Online) - 2456-9062</span≫, 6(01).


Barkley, D. L., “Economic adaptation: alternatives for non-metropolitan areas. The potential for tourism development in non-metropolitan areas”. (1993).

Burns, P., “Hard-skills, soft-skills: undervaluing hospitality’s ‘service with a smile”, Progress in Tourism and Hospitality Research, Vol. 3 No. 3, pp. 239-48. (1997)

Cawley, M., & Gillmor, D., “AIntegrated rural tourism: Concepts and Practice”. Annals of Tourism Research, 35(2), 316-337. (2008).

Edgell Sr, D. L., International tourism policy. Van Nostrand Reinhold. .(1990).

Fa´ ilte Ireland, A human resource development strategy for Irish Tourism. Competing through People, 2005–2012. Dublin: Fa´ ilte Ireland. (2005a).

Gartner, W. C., “A perspective on rural tourism development”. Journal of Regional Analysis and Policy, Vol.35, No.,1, 33-42. (2005)

Hall, C. M., Tourism and politics: policy, power and place. John Wiley & Sons. (1994).

Hochschild, A. R,. The Managed Heart: Commercialization of Human Feeling. Berkeley, CA: University of California Press. (1983). 2010

Kashyap, P., The Rural Marketing Book, 2nd Edn., Pearson Pub

Lane, B., & Yoshinaga, K. Niche markets for the rural world. OECD Observer, (190), 14-18. (1994).

Li, X. (2006). “Examining the antecedents and structure of customer loyalty in a tourism context”. (Vol. 68, No. 09).

Nagaraju L.G. and Chandrashekara, B., “Rural Tourism and Rural Development in India”, International Journal of Interdisciplinary and Multidisciplinary Studies, Vol. 1, No.6, pp. 42-48. 2014.

Novelli, M. (Ed.). Niche tourism: contemporary issues, trends and cases. Routledge.,p. 250. (2005).

Parasuraman, A., Zeithaml, V.A., & Berry, L.L., “A conceptual model of service quality and its implications for future research”. Journal of Marketing, 49(Fall), 41–50. (1985).

Sharpley, R., Tourism, Tourists & Society. Cambridgeshire: ELM Publications. (1994)

Shen, F., Hughey, K. F., & Simmons, D. G.. “Connecting the sustainable livelihoods approach and tourism: A review of the literature”. Journal of Hospitality and Tourism Management, Vol.15, No. 1, 19-31. (2008)

Warhurst, C., & Nickson, D., Looking good, sounding right. London: Industrial Society. (2001).