Understanding the relationship among factors influencing rural tourism: a hierarchical approach

Abstract

PurposeThe aim of this paper is to analyze the interrelationship between factors conducive to rural tourism development. This touristic segment has enormous potential but still lacks consistent means and measures to ensure rural tourism's holistic development in India.Design/methodology/approachThe study identified 14 factors, of which nine are from the literature review and five are from interaction with the experts, which influence rural tourism development. The research design comprises three segments, i.e. identifying factors from the literature and expert opinion, conducting interviews with the academic experts and managers, and analyzing the responses recorded. Interpretive structural modeling (ISM) technique is used to determine the interlinkage between the factors and develop a hierarchical relationship.FindingsThe results indicate that infrastructure development, growing environmental conscience, support of local government and community, availability of funds with the government and participation of the private sector are the primary factors channelizing rural tourism development. Also, attitudes of locals to adapt, tourist travel motives, marketing of the destination, destination characteristics and recommendation by others are the major dependent factors identified. The findings broaden the knowledge on suitable channels for rural tourism development and provide vital information for the formulation of flexible strategies for developing rural tourism in India.Originality/valueThis paper's originality lies in providing information to clarify the relationships between factors conducive to rural tourism development, an area where limited research has been done.