Promoting Rural Heritage Tourism

Abstract

The purpose of this chapter is to explore three research questions concerned with marketing strategies, marketing tools, and integrated promotional strategies in general and in respect to this particular destination. The chapter attempts to extract the strategy formulation aspects in marketing practices for development of rural tourism destination at Bishnupur. The analysis is in particular and on overall marketing practices in general. The study hypothesizes that lack of proper marketing initiatives cause problems for tourism industry to claim parallel existence with the mainstream entrepreneurs. The study believes that there is a great scope of rural heritage tourism especially in Bishnupur because every village has rich treasure of unique art, culture, folklore, heritage, lifestyle, and so on. Marketing plays a vital role to develop the rural tourism and encourage the tourists to visit the rural destination and involve the rural people to enhance their socio-economic condition as well.