Knowledge of villagers regarding rural tourism as an emerging sector for livelihood security

Introduction

In the current era, tourism is being recognized as a leading industry which might drastically change the economic scenario of a particular region or a country. It is a multifaceted sector encompassing various industries, such as hospitality, transport, entertainment, and cultural services. Globally, tourism has evolved into a significant driver of economic development, cultural exchange, and social integration. As highlighted by the United Nations World Tourism Organization (UNWTO), tourism leads to GDP growth, employment generation, and community development, making it an indispensable tool for fostering socio-economic stability. According to the UNWTO report (2015), approximately 1 in every 11 people are employed by tourism sector globally while global GDP contribution of this sector stands at 10 percent in the year 2014 (Department of Tourism, 2022) [1] . Tourism is an industry that is not driven directly by commercial concerns but in most cases by natural and cultural resources. Thus, tourism can contribute significantly towards growth of a country. In case of India, the GDP share from tourism was 9.3 per cent and generated 5.9 per cent of total investments in 2019 (Hindustan Times, 2020) [2] . India aspires for tourism to contribute 10 per cent of its GDP by 2030 [3] , utilizing its cultural assets and enhanced infrastructure. (The Economic Times, n.d.) A study on "Local Tourism Awareness and Knowledge: Community Views in Wanayasa" by Sihombing et at. (2017) [4] stated that almost all the respondents possessed extensive knowledge on the principles of sustainable tourism. Additionally, they were also aware about their important role in development of tourism. This study also highlighted that the perceived understanding of the respondents regarding the idea of sustainable tourism was impacted by their perceived awareness about the role the local communities undertake in tourism. Similarly, Phukan et al. (2024) [5] stated that respondents possessed significant knowledge about tourism along with its benefits and impacts. Similar kind of study was conducted in Lesotho southern Africa by Lekaota (2014) [6] in three villages namely, Ha 'Mali, Ha Lejone and Phelandaba, adjacent to distinguished nature reserves. The findings revealed that among the surveyed villages, the respondents from Ha Lejone were identified as the most knowledgeable about potential benefits of tourism. They had relatively good awareness regarding tourism. When it comes to sustainability, energy saving is one of the important factors. Sun and Wu in 2023 [7] conducted a study on "Energy Literacy of Residence in Rural Communities: Comparison of Tourism and Non-Tourism Villages" in Jizhou District, China. Researchers found that rural communities exhibited higher levels of energy literacy, which fosters better knowledge, attitudes and behaviour towards energy conservation, contributing to more sustainable tourism practices and development. Conversely, Fong et al. (2015) [8] stated that the local communities' engagement in decision-making, community knowledge and empowerment all have an impact on the sustainable rural tourism. Surprisingly, the research revealed that knowledge sharing had no significant influence on sustainable rural tourism development. Poor relationships among tourism stakeholders were thought to have an impact on the efficacy of knowledge sharing.

Assam and its diverse geography with forest-clad hills, roaring rivers, scenic landscape, rich diversity in flora and fauna, protected forests etc. attracts eco-tourists and those who seek adventure. The state offers a great potential of agro-tourism as well as tea tourism as the state has large number of tea gardens. Moreover, organic and traditional farming practices are still prevalent in the state. Its rich traditional crafts like bamboo and cane work, bell metal works, mask art, handloom and textiles, folk dances, fairs and festivals etc. are integral to Assam's identity which provides authentic rural experience. Inspite of having myriads of opportunities in Assam, in rural tourism, it is observed that its true potentiality hitherto has not been discovered fully. In rural places tourism has the ability to boost the expansion of the economy along with cultural preservation, which is shown by the nations that have successfully developed it on a global scale. The interest in unique cultural experiences, natural attractions and engagement in rural life has the potential to uplift the condition of many economically backward rural communities. Similarly, it can also contribute in preservation of many traditional crafts and traditions, providing the local residents with alternate source of income while preserving their cultural heritage. Such significant benefits might establish prospective outcomes in case of Assam too with strategic planning and implementation. Having been affected by covid-19 pandemic the tourism industry worldwide, people have ventured into alternative forms of tourism, of which rural tourism has been one of the alternative tourism options where people find their roots. Rural tourism may be one of the pillars of "Vocal for local" campaign which is a rallying cry given by the union government urging people to support local products, which is a part of the "Atmanirbhar Bharat", a vision for a self-reliant India. The Government of India has included rural tourism as one of the components of "Atmanirbhar Bharat". This has a great bearing with rural tourism as it is based on local resources. Nevertheless, the rural tourism as a concept is still in nascent phase. Even though there has been growth of alternative tourism projects, they are very few in numbers. Assam with more than around 80 per cent people living in rural areas, and 29 notified tribes certainly offers excellent potential for blooming rural tourism. However, apparently the potential offered by rural tourism in Assam has not been adequately explored. In spite of being rich in numerous resources such as -natural resources, cultural resources, agricultural resources etc., the state is still lagging behind in exploring the potential areas for rural tourism. Many factors such as, inadequate public and private investment to build and support the tourism infrastructure, lack of community participation coupled with their apprehension regarding the opportunities and scope of rural tourism in their area might hinder the expansion of the state's rural tourism. Knowledge and attitude on rural tourism is one of the key factors which can attract people to involve meaningfully in this sector. Considering this, the current study attempts to ascertain the knowledge and attitude of rural people towards rural tourism as livelihood opportunity.

Materials and methods

The current study had been carried out in Assam. A list of districts with existing agro-tourism, eco-tourism or rural tourism projects had been prepared on the basis of information collected from various sources such as government website, electronic and social media and officials from different departments and non-governmental organizations. From the list, four districts viz., Goalpara, Golaghat, Bishwanath and Sonitpur were selected purposively which represent diverse geographical zones and cultural identities within the state. Among the districts, two villages i.e., Kasumari and Nisangram from Goalpara, Bochagaon and Durgapur from Golaghat, Biswanathghat Puroni Gaon and Karbi Block from Biswanath Ghat and Baligaon Miri Green Village and Chegelimari Garo Gaon from Sonitpur were selected for the present study. For selection of respondents, thirty villagers, who were involved directly or indirectly in the project had been included from each selected village as respondent purposively. Total number of villagers as respondents was 240. To gather the information from the respondents, one structured interview schedule and a knowledge test was developed to assess knowledge of the respondents. For assessing knowledge on rural tourism different aspects such as knowledge related to tourism, rural tourism, principles of rural tourism and benefits from rural truism were included in knowledge test after reviewing various journals, publications related to agro-ecorural tourism. It comprises 57 statements including both positive and negative dimensions. Respondents were categorized as low, medium and high level of knowledge considering their mean score and standard deviation. Further ranking of knowledge was done based on the responses of the respondents.

Results and discussion

Knowledge enhances the reasoning and critical thinking and helps to think productively. It broadens the horizon of thoughts and thereby simplifies the decision-making process. In the present study knowledge is regarded as the body of information acquired by the respondents related to different aspects of rural tourism. Perusal of the Table 1 indicates that majority (79.60%) of the respondents had medium level of knowledge regarding rural tourism whereas 12.90 per cent had high and 7.50 per cent had low level of knowledge respectively. Results portrayed that majority of the respondents had medium level of knowledge regarding rural tourism. This could be attributed to their general awareness of tourism concepts through local exposure and informal discussions. However, their knowledge might be limited to surface-level understanding rather than in-depth technical aspects such as key government programmes, policy framework, tourism initiatives etc. The availability of basic tourism related information through community interactions and occasional tourism activities may have contributed to this medium level of knowledge. Whereas the respondents with high level of knowledge were significantly less. They may have had direct engagement in tourism initiatives or access to structured training programmes covering various aspects of eco/rural tourism. Conversely, those with a low level of knowledge might not have had significant exposure to tourism-related discussions, structured learning opportunities, or authentic sources of information on the expansion and governance of rural tourism. The statements on knowledge were formulated in four dimensions, which includes knowledge on tourism, knowledge on rural tourism, principles of rural tourism, and knowledge related to benefits of rural tourism. According to the mean score, the subcategories were ranked. It is seen from the Table 2 that 'Knowledge related to benefits from rural tourism' occupied as rank I with mean score 1.97, followed by 'Principles of rural tourism' with mean score 1.92 ranked II. 'Knowledge related to tourism' and 'Knowledge related to rural tourism' received lowest ranks i.e. III and IV with mean score 1.48 and 1.42 respectively. 6 shows that among all the statements related to benefits from rural tourism three statements obtained ranked I with mean score 1.98. From the data it is evident that respondents had knowledge on 'preservation and promotion of cultures and traditions', 'entrepreneurial scope' and 'platform provider for showcasing talents.' These aspects likely received the highest score because they directly contribute to cultural sustainability and livelihood opportunities, which are crucial for rural communities. The variations presented in ranking of the knowledge statement may be due to the firsthand experience on the positive impacts such as income generation, cultural promotions etc. In contrast, their lower scores in overall concept of tourism might stem from limited formal education on these topics. The highest-ranked statements indicate a strong information about tourism as an industry and its economic significance, which suggest that respondents recognize the fundamental concept of tourism along with the role of rural tourism to enhance local production which provides tourists with an authentic rural experience. However, knowledge about alternative tourism appears to be relatively lower. The moderate level of knowledge of the respondents indicates that they might recognize the natural potential of their region but may not fully understand its utilization. The variation may be due to limited exposure to policy level discussions and a lack of direct involvement in government initiatives. Furthermore, the lowest-ranked statements signify considerable gap in understanding tourism classifications and structured planning models. Several factors could explain these knowledge gaps. Limited exposure to alternative tourism, or insufficient awareness programmes might contribute to the lower understanding of specialized tourism concepts. Additionally, the absence of structured tourism education or training for local communities, lack of theoretical foundation may hinder deeper knowledge on tourism development. However, the ranking of statements related to principles of tourism reiterate that respondents' knowledge was based on practical involvement in rural tourism without having sufficient theoretical foundation. The findings are in line with Sihombing et al. (2017) [4] , who found that all the respondents had high level of knowledge regarding the principles of sustainable tourism. In terms of the benefits from rural tourism the findings align with Phukan et al. (2024) [5] and Lekaota (2014) [6] , where they stated that respondents possessed significant knowledge about benefits of tourism. This could indicate that villagers acknowledge its role but may feel that rural tourism alone is insufficient for sustaining traditional crafts, requiring additional support such as better market linkages and financial assistance. Overall, the rankings reflect that villagers prioritize direct economic and cultural benefits, which are essential for their livelihood security and community development. [9] , where they found that respondents from Meghalaya had favourable attitude towards rural tourism. The respondents' favourable attitude towards rural tourism may be explained from the encouraging experience gained over the years as results of their association with rural tourism. Their knowledge level, mass media exposure and extension contact might also contribute in shaping their favourable attitude toward rural tourism. The prospect of earning additional revenue through activities related to tourism including homestays, handicrafts and cultural performances, might also have encouraged their positive perception. Moreover, the presence of natural and cultural attractions in their villages, coupled with a growing interest in rural tourism, could have further reinforced their belief in its potential benefits.

Attitude of the respondents towards rural tourism

Correlation between knowledge with attitude of the villagers regarding the rural tourism as an avenue for livelihood security

Spearman's rho correlation co-efficient test was conducted to study the correlation between knowledge and attitude of the respondents regarding rural tourism. The Table 8 reveals that there is a statistically significant positive relationship between knowledge and attitude among villagers regarding rural tourism. From the data it may be interpreted that with increased knowledge, attitude may be improved. The results of the analysis of variance (ANOVA) presented in the Table 9 signifies that there was no significant difference in the level of knowledge about rural tourism based on age. The data also represents the comparative picture of the level of knowledge in relation to selected variables. The findings for the same indicates that there were significant differences in the level of knowledge concerning their educational qualification, occupation, mass media exposure and extension contact. This suggests that the knowledge acquisition might not necessarily dependent on age, probably due to individuals across different age groups have access to similar sources of information and learning opportunities. It may be due to some factors such as exposure to external knowledge sources, professional engagement and personal interest play a more crucial role than age alone in determining knowledge levels. The findings for the same also indicates that there were significant differences in the level of knowledge concerning their educational qualification, occupation, mass media exposure and extension contact. This implies that individuals with higher education tend to possess greater knowledge, as formal education enhances cognitive skills, analytical abilities, and exposure to diverse information sources. Education also facilitates better comprehension of technical subjects related to rural tourism and livelihood security, making it an important determinant of knowledge among respondents. Similarly, different professional backgrounds expose individuals to varying degrees of information and experience. Those engaged in occupations closely related to tourism, agriculture, or self-employment may have higher knowledge levels due to direct involvement in livelihood-related activities. Occupational roles that encourage interaction with experts, customers, or training programmes may also contribute to better understanding of rural tourism opportunities. Additionally, the findings highlight the crucial role of information dissemination through various media channels. Mobile phones, Television and online platforms serve as major sources of knowledge, keeping individuals informed about government policies, tourism prospects, and livelihood strategies. Findings from the present study also reveal that majority of the respondents had medium level of mass media exposure, which might ensure access to a wide range of updated and relevant information, contributing significantly to the respondents' knowledge base. Similarly, direct interaction with extension personnel, training programmes, and awareness campaigns provide respondents with valuable information tailored to their specific needs. Extension services play a key role in rural development by facilitating knowledge transfer, capacity building, and skill enhancement, ultimately improving the understanding of livelihood security and tourism-related opportunities.

Conclusion

It was encouraging to note that villagers possessed medium level of knowledge regarding rural tourism. In terms of ranking of knowledge test, statements related to benefits from rural tourism received highest rank. Moderate knowledge was observed in terms of villagers, with significant variation based on education, occupation, mass media exposure and extension contact while there was no significant different in the level of knowledge about rural tourism based on age. It can be concluded that the respondents' moderate level of knowledge was based on their experience in the field of tourism rather than their formal trainings and exposures which limits their initiatives in certain dimensions deriving benefits of government schemes. However, there is scope for improving their knowledge with enhanced intervention from different stakeholders. In the light of above findings, it may be concluded that rural tourism has strong potential to thrive in Assam due to the acceptance and willingness of villagers and the state's rich and unique natural and cultural resources.

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