An Evolutionary Vision for an Indigenous Festival in Rajasthan

Abstract

Indigenous festivals operate in an increasingly competitive environment hence the implementation of effective marketing approaches is a priority. This chapter focuses on a home-grown indigenous festival and provides insights into the existing practices embraced indigenous Bheel tribe of Mewar Estate of Rajasthan. Partnerships with important stakeholders such as the national tourism organization of India, the Rajasthan State tourism office, and other key local stakeholders who are interested in promoting it as an important part of the region heritage tourism portfolio are explored. In summary, this study extends the work of existing scholars by using a case study approach to identify the socio-cultural benefits of the Gavari and evolutionary practices to support/promote the festival. This field of inquiry is important because such festivals can serve as effective vehicles with which to not only showcase Indigenous culture, but which can flourish through art, storytelling, dance, and community gatherings, but to also create awareness and interest in indigenous tourism.