L13 TRI Rural Tourism
L13 TRI Rural Tourism
L13 TRI Rural Tourism
00
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Rural tourism in India is increasingly becoming competitive. Customers expect better services and
unique experiences. It is therefore essential for the service providers to better understand the expec-
tations of the visitors and carefully match their offers. Segmentation and targeting of the market are
accepted principles of business and there has been a lot of research on the basis of segmentation. The
primary objective of this article is to identify the profile of the different clusters (popularly known
as segments) of motivations of tourists traveling within rural India. The intention is to decipher the
causative clusters, which influences the tourists to visit the rural areas. These variables are used to
identify the various rural domestic tourist market segments. A self-administered instrument was used
to collect the data. Four factors have been identified through exploratory factor analysis: socializa-
tion, escape, rural experience, and self-indulgence. After identifying factors, K-means clustering was
used to segment the market. The researchers have identified two relevant segments of domestic rural
tourists. These are family retreaters and rural escapists. The study advances the understanding of the
Indian domestic rural tourism market. It will help policymakers and practitioners to design products
and marketing programs matching the expectations of these targeted markets.
Address correspondence to Rahul Pratap Singh Kaurav, Assistant Professor, Prestige Institute of Management, Gwalior, India.
Tel: +91.9826569573; E-mail: rsinghkaurav@gmail.com
23
24 CHOWDHARY, KAURAV, AND SHARMA
of their popular schemes: Pilgrimage Rejuvenation be a significant contributor to the economic growth
and Spirituality Augmentation Drive (PRASAD) at tourism destinations. A report of the National
and Heritage City Development and Augmentation Sample Survey Office (2015) indicated that during
Yojna (yonja means plan) (HRIDAY). For imple- 2014–2015, the total contribution of rural tourism
menting PRASAD 12 cities of religious importance was 21%, with an annual growth of 11.85%. There
were identified. For HRIDAY, another 12 cities of are numerous examples of the contribution of tour-
heritage importance were recognized. These cities ism to the rural economy. Rural tourism, while still
will be developed by the 12th 5-year plan to make preferred by a few tourism markets, is attracting
the stay of tourists—foreign and domestic—com- significant funds to the rural economies (Nagaraju
fortable. The objective is to develop these place as & Chandrashekara, 2014). Rural tourism promises
tourism-friendly destinations. several possible benefits for rural development. It
Nearly 70% of the Indian population lives in rural can therefore be considered a powerful intervention
areas (Census of India, 2011). The rural communi- for development (Graffe, 1994).
ties are the trustees of India’s diverse culture. Often, India is attracting tourists from all over the
far from the urban settlement, which is increasingly world due to its vast rural diversity, heritage, and
becoming cosmopolitan, each village continues a large number of destinations to choose from.
to preserve the local cultural legacy as differenti- However, many destinations are yet to be identi-
ated from the others. Culture, lifestyle, vocation, fied and developed as tourist attractions leading to
tradition, and tangibles like vernacular architec- organized and sustainable growth (Chandrashekara
tures, dresses, cuisine, etc., manifest rurality. Apart & Anitha, 2018). Rural Indian villages are idio-
from this, rural communities are often considered syncratic spaces with a vibrant social and cultural
close to nature. There is a global trend in travel essence that are intertwined on the ethos of an age-
from urban to rural destinations (Rid, Ezeuduji, & old tradition (Kapur, 2016). There are various plans
Probstl-Haider, 2014; United Nations World Tour- proposed and put in motion by the government of
ism Organization [UNWTO], 2001). Further, cul- India (GoI) and governments in various states that
tural tourists who seek unspoiled, authentic cultural aim to promote tourism of rural sites in the country.
experiences also tend to travel to rural destinations The GoI, realizing the importance of rural tourism,
(Delener, 2010). took several initiatives to develop this sector in its
A more recent estimate in 2017 by Ashok Gulati various plans, identifying tourism as a driver for
for the Indian Council for Research on Interna- the socioeconomic development in the rural areas
tional Economic Relations (ICRIER) suggested (Planning Commission, 2008). It is believed that
that nearly 49% of India’s workforce is engaged this will benefit the residents as they interact with
in farming. Since rural households are larger than the tourists for a more soothing tourism experience.
urban households, this can be projected to suggest The MoT and GoI have outlined tourism in rural
that nearly 60% of the population is dependent on places. Government intends to promote rural tour-
farming and agriculture. It is also estimated that ism to showcase rural lifestyle, their arts, crafts,
agriculture contributes only 17% to India’s total culture, and traditions at rural locations. Around
gross domestic product (GDP). The rural commu- the world, people recognize the “Incredible India”
nities in India are confronting several challenges, brand. It is now supported by another initiative
including the relocation of locals and uneven aging of the government as a subbrand “Explore Rural
of the rural community, to name a few. These prob- India” that further targets to strengthen the tourist
lems are aggravated by losses in rural jobs and destinations in India, aiming at higher visitor yields
decreasing incomes from the farm and agricultural (Department of Tourism, 2015).
sector. These challenges have retarded the growth Tourism is a significant source of employment.
of the rural economy, which has resulted in the From the hotel or home stay to catering trades, it
not-so-good quality of rural life. Infrastructure and also includes transport, retailing, heritage interpre-
amenities have not improved over the years. tation, etc. Tourism generates additional income for
Tourism has evolved into an attractive, fast- the locals and the entire rural community is directly
growing activity, and therefore it has turned out to benefited. It contributes to the viability of small
DOMESTIC RURAL TOURISTS IN INDIA 25
specific segments. Understanding the tourist moti- of domestic tourists traveling to rural areas within
vation in the ever-changing environment is vital for India. It also aims at understanding the needs of
the survival and growth of every destination. The tourists in rural places, by using a segmentation
strategy of market segmentation is essential in prod- approach (using cluster analysis) of motivations.
uct development and for positioning the marketing Thus, this study has the objective to offer a better
material to the identified segment comprising visi- understanding of tourism in rural places and among
tors having similar traits, needs, and interests. These rural tourists.
identified segments include homogenous elements Eventually, gaining keen insights into the profiles
within a group but these are heterogeneous when of niche tourism segments practicing rural tourism
compared to each other. Identifying and categoriz- shall further help in providing useful information
ing the market based on travel motivation enables for devising advertising strategies for promoting
the organizations to tailor their products and ser- rural tourism in the country. Thus, this study sets
vices to enhance the satisfaction of customers. forth the following research questions:
Indian customers are divided into three broad
groups based on geographical and sociological RQ1: What are the travel motives of rural tourist?
characteristics. These are urban, rural, and rurban RQ2: Does the rural tourism market have different
(Jha, 2003)—“rurban” being the overlap between expectations? If yes, what are the segments?
urban and rural, with pretensions of being closer How to define different segments as part of
to urban in physical features, but with deep rural the marketing strategy?
social moorings (Dogra, 2010). Variations in eco-
nomic and sociocultural backgrounds influence the
customer’s willingness to accept innovation and
new products in different areas. Therefore, there is Review of Related Literature
no similarity in rural areas and variations in behav-
Motivations
ior, local resources, rural activities, motivations,
lifestyle, demographic, and geographic patterns Motivation inspires people to initiate action and
demand segmentation. understand the mechanics of the travel industry.
Research papers published over the years in Travel motivation is a fundamental psychological
Indian settings have dealt with the motivation of process that supports tourism analysis (Cromp-
tourist rather than understanding tourist behavior ton, 1979; Wight, 1996; Young, 1999). The ear-
and demand. Similarly, challenges such as visitor lier research on consumer behavior suggests that
behavior, benefits sought, visitation patterns, and motives represent intrinsic factors that lead to the
visitor motivation have mostly been unnoticed in act of purchase. Researching motivations for travel
the current empirical studies, related to rural tour- help to comprehend tourism as an emotional and
ism literature, especially in established journals. social construct. Such research findings help desti-
Motivations of tourists have been studied for quite nation leaders in practical decision-making (Prayag
some time (Bansal & Eiselt, 2004; Crompton, 1979; & Hosany, 2014; Wight, 1996; Young, 1999).
Dann, 1981; Kozak, 2002; Nicholson & Pearce, According to Kim, Crompton, and Botha (2000)
2001; Uysal & Jurowski, 1994). Gender, age, and and Kim and Lee (2002), travel motivation is a set
wealth have shown an excellent predictive power to of needs and wants that leads a person to participate
influence buying behavior, which is situation depen- in tourism-based activities. Goeldner and Ritchie
dent because they are ultimately forming and deter- (2003) have classified these drives according to
mining purchase intentions. Earlier studies (Goeldner typologies, like physical relaxation or recreation;
& Ritchie, 2003; Johns & Gyimothy, 2002; Kotler, cultural and status, which includes self-worth and
Bowen, & Makens, 2003; Uysal & Jurowski, 1994) self-actualization; and, interpersonal (e.g., meeting
have pointed out that purchase behavior is the most new people and socializing with them). Pearce and
pertinent predictor of travelers’ response. Lee (2005) have directed that the factors named
Indian rural destinations are placed in a differ- knowledge-seeking, recreation, and family inti-
ent setting. This research aims to study the profile macy are the common push factors. Other studies
DOMESTIC RURAL TOURISTS IN INDIA 27
have identified costs, infrastructure, natural envi- the market (Lee, Lee, Bernhard, & Yoon, 2006).
ronments, history and legacy, safety and security, The ultimate aim of segmenting the market is to
accessibility, etc., as essential factors (Jang & Wu, explore and identify the segment with the maximum
2006; Kaurav et al., 2016; Park & Yoon, 2009). amount of interest in a particular product or service
There are multiple versions of the theories that and then, by adopting the best marketing styles, the
have been developed for explaining motivations of organizations attempt to deliver utmost satisfaction
travel and tourism. One of the popular theories is to the customers (Camilleri, 2018; Jang, Morrison,
Push and Pull theory, which is frequently applied & O’Leary, 2002).
to understand travel behavior (Dean & Suhartanto, Researchers in the field of tourism have used a
2019; Kaurav et al., 2016; Kim & Lee, 2002; Suni different criterion for segmenting the tourism mar-
& Pesonen, 2019; Wong, Musa, & Haha, 2017). kets. Of late, these include posteriori or factor group
This theory identifies the motives of visitors and segmentation compared to the earlier segmenta-
tries to explain why they travel. Dean and Suhar- tion studies. Choosing a target market is an essen-
tanto (2019) found that there is a set of individual tial consideration before the decision-makers get
needs. These needs can be satiated by visiting a involved in rolling out a promotional effort. Many
destination. It is argued that businesses, research- researchers have also highlighted the importance of
ers, and academics need to understand the impor- market segmentation in tourism (Jang, Morrison,
tant factors that explain visitor needs (Suhartanto, & O’Leary, 2004; Jurowski, Uysal, & Noe, 1993).
Brien, Sumarjan, & Wibisono, 2018; Zhang, Wu, & In recent literature, researchers have utilized vari-
Buhalis, 2018). ous labels and descriptors to segregate the market.
When tourists consider their goals, which can be These include qualities for an excursion, benefits
achieved after the visit, these are called “push moti- looked for by explorers, inspirations, social attri-
vations.” A tourist’s push motivations can be driven butes, and item packages.
by internal needs, like relaxation, escape, interac- There has also been research on country-specific
tion with friends, knowledge improvement, as well tourism market segmentation. An investigation
as discovery and adventure (Rid et al., 2014; Yoon based in France highlighted elements recognizing
& Uysal, 2005). the specific segments arranged by significance.
The pull motivation factors can be visible aspects These are quiet and serenity, unwinding, pure air,
of an attraction like specific facilities, inexpensive- and greenery (Federation nationale des syndicats
ness, available services, performances, or some- d’exploitants agricoles [FNSEA], 1989). These
thing tangible in nature (Suni & Pesonen, 2019). investigations demonstrate that natural assets and
There may be some intangible aspects of the pull separation from the urban way of life are essential
factors, which depend on the perception of the tourism measurements for rural tourism in country-
tourist like expectations and interpretation, unique- specific territories.
ness, and perceived contrast food, and surround- There can be numerous motives for different
ings (Yoon & Uysal, 2005). Pull motivation factors people to visit a destination. In the case of visiting
commonly consist of attributes that have the poten- a rural destination, different purposes could be rel-
tial to satisfy the visitor’s push motivation factors ishing the natural environment of rural areas, cul-
(Suni & Pesonen, 2019). tural or opportunities for activities, etc. To sum up,
different segments are available in terms of moti-
vation sought by visitors (Frochot, 2005; Sharpley
Tourist Segmentation
& Sharpley, 1997). The push and pull factors are
Usually, segmentation is based on sociodemo- not the new terms underlining the concept of moti-
graphic variables. However, in the tourism and vation; more specifically, these are the reasons for
travel industry, the study of behavioral aspects of deciding the course of action of a traveler. Push fac-
the people is a prerequisite to better understand the tors are internal reasons and pull factors are the des-
market. Having a good knowledge of market seg- tination’s attributes (Uysal & Jurowski, 1994). As
mentation will allow organizations to efficiently cited in the work of Devesa, Laguna, and Palacios
use travel marketing tools to have a stronghold over (2010), undoubtedly travel motivation has emerged
28 CHOWDHARY, KAURAV, AND SHARMA
as a meta-concept that deals with three underlin- confirmed that they are not visiting their hometown
ing determinants to have a better understanding or native place.
of the market. These are: (1) “why”—reasons of
traveling; (2) “where”—destination that the cus-
Instrument of Measurement
tomer wants to visit; and (3) “satisfaction”—how
satisfied the customer is with the tour. Finding the Data were gathered by using a self-administered
characteristics of the visitors of various segments survey, which was mainly designed to collect the
and their motivations play a significant role when data on the respondents’ or participants’ motiva-
the need to diversify is the priority. Poon (1998) tions for traveling to rural areas. Measurement of
also pointed out that firms are increasingly target- motivations involved analyzing inherent charac-
ing segments identified based on motive rather than teristics and lifestyles. The items in the question-
any other sociodemographic variables. naire were formulated based on a review of the
literature on travel motivations (Jang & Cai, 2002;
Park & Yoon, 2009; Yoon & Uysal, 2005). Initially,
Methodology researchers screened 26 statements (items). After
the panel discussion, 22 statements were finalized.
The Geographical Spread of Study Sites
The panel comprised industry practitioners, aca-
In 2011, the MoT had identified 172 rural destina- demics, research scholars, and some of the rural
tions in 29 states with different unique selling prep- tourists. The panel has ensured the face and content
ositions (USPs). These sites were evaluated by MoT validity of the items in the questionnaire. A Likert-
in 2014 and it was found that 52 destinations were type scale (where 1 indicated not at all impor-
offering rural tourism. Out of the rural tourism vil- tant and 5 indicated very important) was given to
lages being promoted by the MoT, 12 rural tourism respondents.
villages (destinations) were selected for the study. The final questionnaire was then translated into
These 12 destinations were randomly selected from Hindi and retranslated back to English. The resulted
all over India. These rural sites include Chaugan, questionnaire did not deviate much. The question-
Orchha, Seondha, Pranpur, Budhni, Konaseema, naire, for data collection, was distributed in Hindi.
Hodka, Banavasi, Samode, Padmapuri, Longsa, A pilot study was conducted with 23 person sample
and Lachen. All these villages had unique selling size and it was found that the questionnaire was
propositions, such as ecotourism, heritage tourism, well-understood by the respondents. No correction
handicraft, and adventure tourism. was introduced after the pilot study.
K-means clustering technique. Many authors have rural areas. The results of the demographic analysis
used the same method for understanding segmenta- show that the profile of the respondents reflected
tion (Park & Yoon, 2009; Rid et al., 2014). general sociodemographic information.
Table 2
Factor Analysis of Motivations of Rural Tourism
Variance Cronbach’s
Items Factor Loading Mean (±SD) Eigenvalue Explained Alpha
Factor 2 named “Escape” identified unusual Rid et al., 2014). This factor suggests that loneliness
experience, reminiscence, refresh, relax, escape, is a better idea, in comparison to luxury. Generally,
calm ambiance, experience the simple life, and find luxury is not expected at places like rural settings.
excitement. The second factor explained approxi- That is why the mean score has a lower score.
mately 18% of the variance in the data, with 0.867
as the reliability score. The highest mean in this fac-
Cluster Analysis
tor is get refreshed, which has the idea of refresh-
ment and recreation during rural tourism. However, Clustering is one of the most prominent research
it is perceived that the idea of getting into the situa- tools in marketing for market segmentation (Dolni-
tion of unusual experiences is liked less. car, 2008). Cluster analysis has been used to divide
Factor 2, “Rural experience” (17.7% of the vari- the dataset into different subgroups according to
ance), had items like rural scenery, experience, and some specified criteria. Cluster analysis works
rural life. All statements are about rural life and on the assumption that, in the given dataset, there
exposure. It is therefore aptly termed. Interestingly, exists similarity of individuals within subgroups
all the statements had similar means, which sug- and dissimilarity between different subgroups. Two
gests that all the activities are considered (almost) different types of cluster analyses were performed
equal in importance. to identify the groups and the initial seed points in
Factor 4, “Self-indulgence,” had only two state- the dataset.
ments about loneliness and luxury; the total vari- The K-means clustering analysis, a nonhierar-
ance is 8% and the reliability of this factor was low chical method, was applied to determine the ini-
(0.608) (a large number of studies have accepted tial seed points (Huh, Yusal, & McCleary, 2006).
the lower alpha value; Allan & Shavanddasht, 2017; According to the authors, these initial seed points
DOMESTIC RURAL TOURISTS IN INDIA 31
carry the future values of the cluster that has been that the identified clusters are statistically signifi-
qualitatively interpreted to know the group repre- cant. Finally, two distinct clusters were identified:
sentation of each cluster. Initially, cluster centers Family retreaters and Rural escapists (Table 3).
can be chosen at will as it is a prerequisite for Table 3 also describes the segments’ profiles and
K-means clustering to have a specified number of their socioeconomic profiles. Statistically significant
clusters in advance. This study has used hierarchi- differences were determined by chi-square tests. The
cal clustering to distinguish different clusters. higher number is for Rural escapist in comparison
Hierarchical clustering has been used to sort the to Family retreaters. Family retreaters are higher in
respondents in similar groups and outliers by elicit- number and their trends and primary motives indi-
ing the partition to the set of the class by drawing cate that they should be considered to be attracted
horizontal lines through the hierarchy (Contreras & against “pull’ factors of motivation whereas Rural
Murtagh, 2015; Saunders, 1980). The tree of clus- escapists are being attracted by “push” factors.
ters, known as a dendrogram best describes the dif- The summary of the discriminant analysis result
ferent classes. However, Chen, Tai, Harrison, and is provided in Table 4. Discriminant analysis was
Pan (2005) pointed out that hierarchical cluster- used on both the clusters. The resulted discrimi-
ing fails to filter the different clusters with similar nant functions was subjected to a chi-square test
expression patterns. It is also noted that the actual to decide the importance of all the functions. The
expression patterns become less relevant when functions measured by the chi-square statistics
clusters grow in size. were found statistically significant.
The segments were designed in a way to show To determine the significance of both the clus-
that segment elements were similar (homogeneous) ters so identified, a Wilks’s lambda test along with
to each other, whereas, at the same time, they are necessary statistical functions was applied, which
different from other segments’ elements. The hier- could be interpreted that all the clusters have made
archical clustering was applied to determine the a statistically significant contribution to the out-
number of clusters. come, which is a discriminant function in this case
In the next step, the K-means clustering tech- (see Table 5).
nique was adopted to understand the sample profile
based on demographics. Researchers suggest that
Family Retreaters. The Family retreaters (44% of
clustering should be the best discriminating vari-
the sample) segment valued the family and this
able out of all others (Cha et al., 1995; Formica
is the principal segment of members. Their main
& Uysal, 1998; Kau & Lee, 1999). Clusters were
intention to visit the rural destination is to enjoy
profiled based on demographics using a chi-square
traditional rural tourism activities. They are keen
test. Different univariate and multivariate statisti-
to immerse themselves in local experience and tra-
cal procedures delineated segment characteristics.
ditions. They want their children to see and feel
Discriminant analysis was used to offer evidence
the rural culture. In most of the cases, they visited
on the accuracy of classification of membership of
the places of the family’s roots. This segment fre-
respondents in one segment.
quently visited rural destinations and participated in
rural activities. Their stay in rural tourism villages
Segmentation of Rural Tourists is likely to be higher than the other segment. Two
different age groups were majorly available in this
As the researchers were not aware of the avail-
group: 41–50 years old and the other was older than
able number of segments in the data, a hierarchical
50. For the larger sample they visited once a year
cluster analysis was conducted. The hierarchical
and their transportation mode is a personal vehicle.
clustering technique was used with Euclidean dis-
Hence, they were named as Family retreaters. The
tance as a likeliness degree among the cases. This
members of this cluster were highly educated.
technique resulted in a two-cluster classification,
which is preserved by the measure of the pairwise
comparative growth of the dendrogram and agglom- Rural Escapists. The Rural escapist cluster (the
eration coefficient. Scheffe test helped to establish largest group) valued all four factors of the study.
32 CHOWDHARY, KAURAV, AND SHARMA
Table 3
Means of Motivational Factors Among the Clusters and Profile of Respondents
Cluster 1: Family Cluster 2: Rural
Retreaters (“Pull”) Escapists (“Push”)
Factor (n = 73, 43.7%) (n = 94, 56.2%) Total Mean
Table 4
Discriminant Analysis Summary
% of Variance
Explained by Canonical Wilks’
Functions Eigenvalue the Function Correlation Lambda Chi-Square df Sig.
should be typical of the given rural areas. Their pri- means) for microarray analysis. 2005 IEEE Computa-
mary motivation for visiting rural areas is to engage tional Systems Bioinformatics Conference-Workshops
(pp. 105–108). Piscataway, NJ: IEEE.
with rural recreational activities. They also contrib- Contreras, P., & Murtagh, F. (2015). Hierarchical clustering.
ute to local life and learn, which is very satisfying In M. Meilă, C. Hennig, R. Rocci, & F. Murtagh (Eds.),
for them. The findings of this study suggest that Handbook of cluster analysis (pp. 103–120). Boca Raton,
visitors to rural destinations want to participate in FL: CRC Press.
agrarian activities that include ploughing, tillage, Crompton, J. (1979). Motivation for pleasure vacation.
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