System Design Project

System Design Project on

Shubham Singhai

Furniture and Interior Design UG 2012 Guide : P. Rama Rao

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Preface “Tourism is only just emerging as a discipline in its own right.�

Tourism, in today’s world, is emerging as a field with most scope for development in terms of generating revenue, promoting to advancement in technology and ideas, integrating and contributing to cultural heritage, generating employement etc. The future of other sectors seems to be bending according to the needs of the tourists in the economy and their contribution to further development. Tourism is the main source of foreign exchange for one-third of developing countries and one-half of LDCs. Job in the core tourism industry creates about 1.5 times additional or indirect jobs in the tourism-related economy.

80 percent of adult travellers (over 118 million people) have included a historic or cultural activity while travelling. Now a days, tourists are indulging in many rural recreational activities and that seems to benefit the farmers and gives them an opportunity to expand their farming business.

Agritourism is being a becoming a backbone for such farmers to help them promote it and provide a platform for urban people to experience rural lifestyle and perform agricultural activities.

This document deals with understanding and promoting agritourism as a sector for investment.

It further digs into studying the experiential learning a tourist is looking for and that a host can provide to demarcate the issues that are posing to be obstacles in making it more successful than ever. It concludes with a solution for problems like publicity and accommodation that come in the way of smooth working of this interwoven system after studying a case of agritourism in Indian state of Madhya Pradesh

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Index 1. What is tourism? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

2. Research on tourism . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

3. Types of tourism . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

4. What is agritourism? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

5. Research on agritourism . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

6. Opportunities in agritourism . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

7. Taking up the issue of publicity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

8. Case study about North Carolina Farmers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

9. Proposed solution for publicizing agritourism . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

10. Taking up the issue of accommodation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

11. Case study at The madman’s farm . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

12. Proposed solution for accommodation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

13. Bibliography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

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What is tourism?

Tourism is built on and builds meaningful encounters.

Tourism is the travel for recreational, leisure, family or business purposes, usually of a limited duration. It is motivated by the natural urge for new experience, adventure, education and entertainment, social, religious and business interests also.

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Research on Tourism Facts and figures behind tourism

Tourism in India • India is one of the fastest growing tourist destinations in the world and is the second largest tourist market in Asia, after China.

• It welcomed 6.85 million international tourists in 2013 who along with the locals putting in 113.2 billion USD to Indian GDP. • Mumbai has been judged at the 2nd cheapest city in the world for US travellers in 5-star hotels i.e. $177 per day.

• About 8.6 million Indians travelled to the U.S. and 1.77 million travelled to Europe in the year 2014.

• Largest employer of women in the world.

• This statistic shows the number of international tourist arrivals worldwide from 1995 to 2014. In 2010, the number of international tourist arrivals throughout the world reached 948 million. In 2012, they reached 1.04 billion.

• Tourism’s rant to the Indian GDP is expected to grow by an average of 6.4% annually between 2014 to 2024.

• Further, it invited about 7.7 million tourists in 2014 with an increase of 10.6% from 2013.

• The country’s earnings from tourism in 2014 hiked to Rs 120083 crores which accounts to an increase of 11.5%.

• Shopping is the most popular domestic trip activity, and is included in 30 percent of all domestic trips. In total, that’s 342 million trips with shopping sprees.

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Statistics on tourism

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The cycle of tourism Revenue Publicity

HOSTS

VISITORS

Experience Development Employment 9

Tourism after decades • Travel and tourism will be both sustainable and responsible, with a focus on preserving identities and cultures, celebrating the unique and conserving what is locally distinctive about a place.

• The tourism industry is expected to boost up and serve as preponderant to GDPs of various countries.

The consequences of global warming, including crop failures and changes in water availability, will lead to mass migration and increased social and political instability - threatening a few countries that are most dependent upon it.

• Tourist will spend less time in planning the trips due to better services provided by the hospitality sector.

Smart destinations will no longer just pursue more tourists per se. Instead, they will focus more on the types of tourists they need and matching these to the most suitable areas and communities within their country. As a result, economic benefits will be maximised, while social and environmental costs are kept to a minimum.

• Travellers would have stepped beyond traditional boundaries. We will begin to have a more personal, meaningful relationship with the places that we visit and a better understanding of our individual motivations for travelling. When we contact a travel agent, they’ll be asking us, ‘What do you need from a holiday?’ rather than, ‘Where do you want to go?’

• Increased transit connectivity and new mechanism for speedy implementation of tourism projects, development of integrated tourism and rural destinations, special capacity building in the unorganized hospitality sector and new marketing strategy.

• India plans to modify the visa policy during 2014 by allowing visitors from most countries to obtain an electronic visa online. As a result of this visa policy Indian government is expecting a boom in tourism industry.

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• Travellers will face a puzzlement with almost all the fields viz tourist sites, accommodation, eateries, transportation etc. Housing costs will rise due to the renting culture.

• One of the biggest advantages of tourism is development of the economy. It provides financial support which helps in filling the gaps and develop infrastructures in that land.

Advantages

• Visitors promote international links, which can provide more business and cultural connections in the medium to long term.

• It provides an incentive to preserve, regenerate their urban and wildlife areas and species. It also provides an incentive for investment in infrastructure such as roads and rail networks, as well as funding local medical and education facilities.

• It provides jobs for the locals. Hotels, bars, transport, shops, and restaurants all need staffing. Tourism can provide much-needed employment for people thus skedaddling poverty.

• It raises the profile of the place generally. Tourism gives the locality a chance to show itself off and raise its profile in the world.

and • It leads to high amounts of pollution and deforestation. Tourism can often cause environmental damage with things like pollution and forest fires.

• Overuse of natural wealth and breaking down of family dynamics.

• Overcrowded areas leading to damage to sites and greater risks of crime.

• Tourism may cause disruption in socio-economic, cultural setup of a country.

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Disadvantages

• The commercialization of culture can undermine the soul of a tourist destination. Local traditions that have a rich cultural heritage are reduced to wearing costumes and putting on acts for the tourists in return for money.

Water related tourism:

Adventure tourism: Culture and Arts tourism:

Adventure tourism Extreme tourism Space tourism

Bookstore tourism Cultural tourism Heritage tourism Literary tourism Music tourism Pop-culture tourism Tolkien tourism

Nautical tourism Shark tourism Water tourism

Types of tourism

Food and Drink tourism: Extralegal tourism:

Historical tourism: Militarism Heritage tourism Archaeological tourism Atomic tourism Geneology tourism

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Dark tourism Disaster tourism Ghetto tourism Jihadi tourism Township tourism War tourism Poverty tourism

Christian tourism Halal tourism Kosher tourism Religious tourism

Culinary tourism Wine tourism

Child sex tourism Drug tourism Female sex tourism Sex tourism Suicide tourism

Religious tourism:

Voyeuristic tourism:

Low Impact tourism: CouchSurfing Ecotourism Geotourism Responsible tourism Sustainable tourism

Nightlife and Party tourism:

Miscellaneous tourism: Accessible tourism Garden tourism Libel tourism Sports tourism

Medical and Dental tourism: Dental tourism Fertility tourism Medical tourism Wellness tourism

Party Weekend tourism Stag Party tourism Youth Party tourism

Nature and Rural tourism: Jungle tourism Rural tourism Village tourism Wildlife tourism

What is

Agritourism is doing both, taking us back to where we came from and showing us the future of tourism..

?

Agritourism is a type of tourism that involves agriculturally based operation which brings visitors to a farm or a ranch. This includes tourists helping the hosts with the daily activities and tasks on the fields.

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It aims to achieve income, employment and economic stability in rural communities of the country, help boosting a range of activities, services and amenities provided by farmers and rural people to attract urban tourists to their area, thus providing opportunities for urban people to get back to the roots.

Research on agritourism

Organic agriculture in India • As per FAO (Food & Agriculture Organization), in 2003 India had 1423 certified organic farms producing approximately 14000 tons of organic food annually.

• In 2005, as per the Government of India figures, approximately 1,90,000 acres (77,000 hectares) were under organic cultivation.

• The total production of organic food in India as per the reference was 1,20,000 tons annually, though this largely included certified forest collections.

• Around 85% of the population of India is directly or indirectly dependent on agriculture.

• Pandurang Taware who is known as Father of Agri Tourism Concept in India started Baramati Agri Tourism Center in 2004.

• ATDC (AgriTourism Development Corporation), as of 2014, has 218 affiliated farmers and operates agri tourism center in their respective villages in the state of Maharashtra.

• There are about 90 million farmers in India.

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Scope of agritourism • Curiosity in urban people about the farming industry and lifestyle. Agri-Tourism which revolves around farmers, villages and agriculture has the capacity to satisfy the curiosity of this segment of population.

• Strong demand for wholesome family oriented recreational activities. Villages provide recreational opportunities to all age groups. Rural games, festivals, food, dress and the nature provides variety of entertainment to the entire family.

• Health consciousness of urban population and finding solace with nature. Ayurveda which is a pro-nature medical approach has roots in villages. Indigenous medical knowledge of villagers isrespected.

• An inexpensive gateway - The cost of food, accommod An inexpensive gateway ation, recreation and travel is least in Agri-Tourism. This widens the tourist base.

• Disillusionment with over crowded resorts and cities. In resorts and cities, over crowded peace seekers disturb each others peace. Hence, peace isbeyond cities and resorts.

• Nostalgia for their roots on the farm. Deep in the heart of urbanites lies the love and respect for their ancestors and villages. Hence, visit to villages satisfies their desire.

• Educational value of Agritourism. Agri-Tourism could create awareness about rural life and knowledge about agriculture science among urban school children.

This experience based concept is theUSP of Agri- Tourism.

• Desire for peace and tranquility. Tourism is a means for searching peaceful location which are inbuilt in Agri-Tourism as it’s away from urban areas and close to nature.

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• Rural recreation. Villages provide variety of recreation to urbanites through festivals and handicrafts. Their lifestyle, dress, languages, culture / traditions which always add value to the entertainment.

Benefits of agritourism

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BENEFITS FOR FARMERS :

For farmers, agritourism is a potential way of:

BENEFITS FOR COMMUNITIES :

From a community perspective, agritourism can be a vehicle for :

BENEFITS FOR VISITORS:

• expanding farm operations; • using farm based products in new and innovative ways; • improving farm revenue streams; • developing new consumer market niches; • increasing awareness of local agricultural products; • increasing appreciation of the importance of maintaining agricultural land; • channeling additional onfarm revenues directly to family members; • improving farm living conditions, working areas and farm recreation opportunities; • developing managerial skill and entrepreneurial spirit; and • increasing the long term sustainability for farm businesses.

• generating additional revenue for local businesses and services from tourists; • increasing protection of rural landscapes and natural environments for tourists and residents; • helping preserve and revitalize local traditions, art and craft • promoting inter-regional, intercultural communication and understanding; • increasing awareness of agricultural issues and values among the public; • promoting the on-going use of local agricultural products and services; • helping to diversify and strengthen the rural economy via job and income creation; and • providing a more energetic business environment for attracting other businesses and small industries.

• provides rural experience and economic alternatives to urban residents.

• helps the urban crowd to know the cost to produce food and the logistics behind it.

• agritourism can be an effective tool to educate consumers about local agriculture, its issues and its importance for the country’s economy and quality of life.

• concerns about the safety of our food and the environment around us.

• makes children aware about the farming activities and gives them a hands-on experience of the same.

Agritourism has various benefits on various levels. Some of them are:

BENEFITS FOR TOURISM OPERATORS :

From a tourism industry viewpoint, agritourism can be a means of: • diversifying the mix of tourism products and services available to visitors; • increasing tourism flows into attractive rural regions; • increasing season length during traditionally off-peak business periods; • uniquely positioning rural regions in key tourism markets; and • bringing more non-local currency to local businesses.

Foreign Embassies

Farmer Organizations

Tour Operators

Government Roads Transport

Telecom Agribusiness Companies

Tourism Institutes

Farmer Safety

Medical

Transporters

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Cooperatives

Stakeholders

Press

Hospitality Industry

Challenges in agritourism • Publicity – It is difficult to provide publicity to a remote Agri-tourism unit. Hence, either collectively such Agri-tourism operators can provide publicity ororganizations like ITDC, State tourism development corporations, NGOs, press and tour operators can take up this responsibility. Information technology can play very important role in promotion of Agri-tourism.

An interactive website containing all details about Agri-tourism locations and a toll free 24 hours help line can provide necessary information to Agri-tourists.

• Accommodation – Safe and clean accommodation is must in Agri-tourism. Urban and foreign tourists look for these minimum facilities. Orienting Agri tour operators on one hand and providing incentive to such efforts on other hand is necessary. Regular clean water supply and neat toilets are important. At the same time, it is necessary to limit modern facilities in which Agri-tourist is not interested.

• Safety of tourists – Agri-tourism units are located Safety of tourists in remote areas which lacks roads, medical facilities, telecommunication and sometimes threat from theft and wild animals.

• Challenge of making ends meet on a family farm. Farmers need non-farm income to survive the number of tourists.There is also underemployment caused by seasonal work.

• Capacity building of farmers – Farmer need to be oriented on maintenance of facilities, hospitality and public relation which he is not aware of.

• Transport – Reaching the remote Agri-tourism units Transport is the greatest challenge due to lack of approach roads and poor transportation facilities in rural areas. Tele connectivity is must which is yet to reach villages. Government should play important role in creating these facilities namely roads, transport and telecommunication to rural areas especially where Agritourism units are established on priority basis. These efforts could be effective with private participation in partnership mode.

• Low level of education and thus low level of development.

• Tourism in India is distinctly urban oriented. Most of the tourist desire luxury and comfort in its urban ways.

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• Public-Private partnership – Agripreneurs, farmers’ organizations, cooperatives, NGOs and agribusiness companies can take up these ventures with the help of farmers and government agencies tour operators. Transporters and hospitality industry would also benefit in the process.

Opportunities in agritourism 1. The Indian tourism industry is growing at the rate of 10% which is 2½ times more that the growth rate at global level. By introducing Agri-Tourism concept, not only present growth rate is sustained but also this value addition contributes to further growth.

2. India has entered amongst the top 10 tourist destinations list top 10 tourist destinations list (Conde Nast Travellor – A leading European Travel Magazine) - India is already established as one of the top tourist destination in the world. Value addition by introducing novel products like Agri-tourism would only strengthen the competitiveness of Indian tourism industry in global market.

3. India has diverse culture and geography which provides ample and unlimited scope for the growth of this business. India has diverse Agro-climatic conditions, diverse crops, people, culture, deserts, mountains, coastal systems and islands which provides scope for promotion of all season, multilocation tourism products.

4. Increasing number of tourists preferring non-urban tourist spots (financial express). Hence, there is scope for promotion of non-urban tourist spots in interior villages by establishing Agritourism centres. But, adequate facilities and publicity are must to promote such centres.

5. Government initiatives and policies in Xth five year plan increased from 525 crore to 2900 crores. Increased financial allocation reaffirms the government commitment. The increased financial allocation by six times could be used for capacity building of service providers, creation of infrastructure and publicity.

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Great scope for education and recreational activities

From a survey, it has been able to determine the top five priority needs of those currently engaged in agritourism. They include: • need help in marketing and promoting their business! (25%) • need expansion capital (25%) • need help finding qualified employees (21%) • insurance issues (19%) • difficulty obtaining financing (17%) PROMOTING AGRITOURISM:

Advanced agriculture techniques

Encourage farmers and communities to promote and develop agriculturally based tourism activities that may become tourist destinations. Capturing the tourist dollars at the farm gate may provide the extra revenues that farmers and host communities need to survive and to foster economic activity on a countrywide, year-round basis.

Farmers must overcome their traditional views of farming as simply the production of food and fiber. Agritourism involves the exchange of services as well as products. It also requires different skills and abilities than those needed to produce and sell raw commodities. Finally, agritourism also requires an entrepreneurial approach driven by an understanding of market trends, consumer behavior, consumer attitudes and consumer preferences. These factors are favorable for agritourism activities and they should inform, lead and shape product development and marketing.

Better accommodation facilities

Financial support for agritourism may come from a variety of sources. Exploring the merits of public-private partnerships that are beneficial to the tourist and agricultural industries. Further diversifying tourism promotional efforts, destinations and attractions to include agritourism may help preserve agricultural land and spread the benefits of tourism. Furthermore, enhancing the economic viability of farming operations and stimulating economic growth and employment opportunities in a wider geographic area may improve the quality of life for residents in the countys ag-urban interface.

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Opening doors to more monetary sources

Opportunities taken forward and design interventions 21

Taking up the issue of publicity

One of the major issues with agritourism is its publicity. Not many people in today’s world are aware of the experience and the learning they can gather through farming activities and a rural lifestyle.

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This part of the project deals with analysing the loopholes in the system of publicising agritourism and finding out relevant solutions for the same.

Websites, brochures, merchandise etc.

Basic principles of agri-business

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1.

Have something for visitors to see -

2.

Have something for visitors to do -

Have something for visitors to see , farms and nature are few things which Agri-Tourism could offer to the tourist. Apart from these, culture, dress, festivals and rural games could create enough interest amongvisitors in Agri-Tourism.

Have something for visitors to do like agricultural operations, swimming, bullock cart riding, camel riding, buffalo riding, cooking and participating in the rural games are few activities to quote in which tourists can take part and enjoy.

3.

Have something for visitors to buy Have something for visitors to buy Rural crafts, dress materials, farm gate fresh agriculture products, processed foods are the few items which touristcan buy as memento for remembrance.

Steps to make your agri-business a success

BECOME FAMILIAR WITH YOUR MARKET. What types of agritourism activities are popular or are gaining popularity?

Notice where growth the industry is growing and the types of activities and goods consumers are seeking. What changes and developments in the agritourism market might be expected in the foreseeable future?

One of the most important aspects of marketing your business venture is the formulation of a marketing plan.

This should include:

WHO ARE YOUR CUSTOMERS? Identify customers coming to your area for similar attractions.

Such information may be found through agritourism associations, regional tourism councils, or local chamber of commerce and other outlets. Be specific in identifying the group of consumers you wish to target.

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BUDGET.

YOUR NICHE.

A thumb rule for beginning an agritourism operation is that 10% to 30% of gross revenues should be invested in marketing. In your plan, clearly state marketing goals with regard to the number of visitors, revenue and expenses, etc. Make sure your plan is flexible, so you can adapt to changes in the marketplace or results that do not match expectations as you monitor your business’s progress.

Why is your agritourism business unique? What would set you apart from competitors? Some examples: a farm/ranch operated by your family for generations with unique heritage components; a unique location with attractive amenities; specialized attributes of your products or services, such as organic produce or meat, raising exotic animals, or unique activities available.

The four Ps of success in agritourism Throughout the planning, building, and expanding of your agritourism business, it is important to keep these fundamental aspects of marketing in mind.

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 PROMOTION.

 PRODUCT.

 PRICE.

 PLACE.

Advertising in agritourism and similar businesses has traditionally come mostly from customer to customer word-of-mouth communications. Advertising through various forms of media (websites, brochures, etc.) can also be effective in getting the word out about your agritourism operation. Membership in agritourism organizations and business associations, such as your local chamber of commerce, can help publicize your business and inform consumers specifically seeking the goods and services you offer. The popularity and usefulness of the internet can make it an effective place to market your business if used properly.

Is there a market for what you are selling? Is there some way to change your goods or services to more adequately address a consumer demands? The quality of your staff and their training is also an important consideration in agritourism. The quality and the process of making the product also gives an advantage to sell it at a higher price and to a broader market. Thr product should can either be a souvenir for the tourist or can be something that they can use. It should find relevance in the life are going to lead thereafter.

Balance the price charged for your goods and services between the need to attract customers and maximize sales, and the need for those sales to yield a profit. The price should be attractive not just to the urban croud but also to the local people which can precede the raising of prices after gaining the trust, but without putting the quality or the quantity of the product on stake.

Is your location one that is easily found by consumers? Will potential customers notice your agritourism business in passing? Are there other beneficial aspects to your location such as impressive natural scenery?

Location and easy availability of resources plays an important role.

Case study about North Carolina Farmers INTRODUCTION Agritourism, defined as activities offered on working farms and other agricultural settings for entertainment or educational purposes (Rich et al., 2012), has been increasing over the last ten years (Cordell, 2008). Despite its growth, there is uncertainty about the benefits that agritourism brings to society, especially to rural communities. Understanding the benefits of agritourism is essential to further develop this recreational activity and to strengthen marketing efforts to attract more visitors to farms. To document perceptions of the socio-cultural, environmental, and economic benefits of agritourism, an online survey was conducted in 2010 among North Carolina agritourism providers (“farmers”) and a non-random panel of current and potential visitors (“residents”).

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Responding farmers (63%) and residents (57%) were predominantly female. In general, farmers were older (53 years old) than residents (46 years old). Most farmers (59%) reported an annual household income between $35,000 and $99,999 before taxes; a relatively large proportion (25%) earned more than $100,000 (Figure 1). About half (46%) of the residents reported an annual household income smaller than $34,999. This is consistent with the low proportion of full-time employees among the respondents (28%), an occurrence most likely due to the economic crisis underway during the time of the study

(Figure 1)

THE SOCIO-CULTURAL BENEFITS OF AGRITOURISM All respondents perceived that educating the public about agriculture was the most important socio-cultural benefit of agritourism (see “Rank� in Figure 2).

Sharing and preserving rural heritage and lifestyles shared the second importance rank, and both were more important than the remaining benefits. The recreational role of agritourism was perceived as the least important socio-cultural benefit.

Farmers and residents had similar perceptions of the importance of agritourism in providing socio-cultural benefits to society; the slight differences found were not statistically significant and do not carry any practical implications.

(Figure 2)

THE ENVIRONMENTAL BENEFITS OF AGRITOURISM The importance ranking of all environmental benefits of agritourism was orderly defined among all respondents. That is, the first ranked benefit (preservation of farms) was significantly more important than the ones below it, the second ranked benefit (provision of quality products) was significantly more important than the ones below it, and so forth (Figure 3). Farmers and residents held similar perceptions (no statistical differences) of an array of environmental benefits of agritourism.

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THE ECONOMIC BENEFITS OF AGRITOURISM

(Figure 3)

Respondents considered that the most important economic benefit of agritourism is to provide additional income for farmers and landowners (Figure 4). No statistical differences were found in the ranks of the remaining economic benefits examined, except that enhancing the tourism appeal of rural areas was considered significantly more important than enhancing locals’ quality of life. Farmers were statistically more conscious than residents of the role of agritourism in providing additional income for farmers and landowners and enhancing the tourism appeal of rural areas. Both farmers and residents alike considered agritourism similarly important for revitalizing local economies, providing job opportunities for farm household members, and enhancing the quality of life of local people.

(Figure 4)

CONCLUDING REMARKS Farmers and residents in North Carolina recognize that agritourism is important for delivering an array of socio-cultural, environmental, and economic benefits to society. The widespread recognition of agritourism as an educational tool and a way to preserve rural heritage (i.e., by educating the public about agriculture, preserving farmland, and sharing rural heritage and lifestyles) suggests that agritourism farmers and promoters (e.g., local development agencies) need to capture those benefits in their advertising materials.

Residents’ awareness of the educational and stewardship roles of agritourism should also be used to inform pro-agritourism policies, such as those limiting farmers’ liability when receiving visitors for education, recreation, or direct sales purposes. Likewise, it is essential that the heritage-related benefits of agritourism are more widely promoted among farmers to stimulate the conservation of their heritage assets and to attract culturally-oriented visitors.

Farmers and residents had similar perceptions of the importance of agritourism across most of the benefits examined in this study.

The fact that farmers rated higher the importance of agritourism to increase farm income and enhance the tourism appeal of rural areas is meaningful in two ways. It first indicates that more effort and resources should be directed towards agritourism development because agritourism providers perceive its economic return. It also suggests that more effort is needed to communicate these positive economic benefits to the public, as such information may elicit more farm visits.

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For more information please visit: http://content.ces.ncsu.edu/how-beneficial-is-agritourism-north-carolina-farmers-and-residents-respond

Proposed solution to publicize agritourism Farmer

Brain work

NGOs and Tour operators

Government

The first and foremost step in making agritourism a discipline is expanding the farmers’ circle and exposing him/her to the organizations, schemes he/she can benefit from.

The government is most powerful member in the chain as it is the big brother in the game of agritourism, be it granting permissions, supporting through subsidiaries, schemes or technology etc.

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This part of the project proposes a system that has aims at making farming a more respected profession, make people aware of the services like agritourism and taking farmers’ life away from debts and loans.

Transport Operators

Agents Tourists

The system The system encompasses an exchange of services and money between the main stakeholders (figure 1).

The government is majorly involved in the process.

It helps the farmer sustainin the field, provides information and funds etc. The NGOs can be a part of the system so they help publicize the services provided by the farmer. The tourists gain experience from the farmers and pay them a sufficient amount they deserve for it. They can also buy products from the farmers. The farmers are benefited the most through this system, their income boosts up, they have a better lifestyle (socially, politically and economically). As they gain experience in the amalgamating agricultural and service sectors, expand their contacts and publicity scope, have a better financial condition.

Government

Information about the place through online or print media

NGOs and Tour operators

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Publicity through online portals, websites and meets

Publicity by talking about the services to the tourists

Information about the place through online or print media, experience and word of mouth

Farmers

Experience and knowledge about the activities at farm and lifestyle in rural environment.

Tourists

The flow of money Government

Farmers

The money provided to publicize the services about the farmers Either provide funds or publicize for the farmer

NGOs and Tour operators

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Pay for the services, experience and merchandise Taxes

Tourists

The system makes sure that the farmers benefit from the visits and have a better lifestyle. This eventually makes the profession a more respectful one and an option amongst all those that the service sector offers. It aims at a fair exchange of money and services. The governement will be willing to spend in this sector as it is a part of one of the most emerging sector i.e. tourism ups the status of living of farmers. The investment in agritourism sector would be of great benefit for the government as it completes the cycle of income through this sector. If the farmers start gaining better profits of the business then they would invest more in strengthening it and providing better services. This will then lead to more demand in tourism industry and thus more revenue, leading to better standards of living.

Organising annual farmers’ meets Another part of the system includes organising an intrastate annual farmers’ meet in an easily accessible area (most probably the capital) of the state. This would connect better with the farmers in terms of the laws instigated, the type of soil in the state and the guidelines to handle the same. The farmers would receive individual attention and can thus be helped easily in coming out of the debt pit. They can understand each other’s situation and learn from the mistakes each of them make or have made in past.

The meet will host seminars and workshops that will provide the farmers with theoritical and practical hondson knowledge about the crops, tools, measures to take, monetary isuues etc. It will help the farmers to start from scratch and guide him/her along the path. It will also have some online portals and printed publications that will solve the necesaary problems. It will also be a platform for other entrepreneurs and designers to invlve in this sector and its improvement.

A national meet would aim to combine all the intrastate meet and help farmers extend their professional boundaries within the country. They can learn new techniques of growing a popular crop of another state in their own state through modern techniques but still maintaining the organic nature of them (without harming the soil).

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Benefits of following the changed system

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Help with activities on the farm

Farm tours and information

Inputs in animal husbandry

Marketing and publicity

Government support and permissions

Seminars on organic farming methods

Certificates and appreciation

Pension schemes for farmers

Visit farms for better understanding

Expanding circles of farmers

Provision of seeds, raw materials etc.

Easy access to markets and

Provide loans and funds and thus help starting up

Publicity through brochures, pamphlets, hoardings etc.

Workshops for hands on experience at the farm

Substitutes for fertilizers and other harmful products

Modern machinery and knowledge for the same

Engaging farmers with other professionals

Taking up the issue of accommodation

One of the most important criteria to certify a place as an agritourism site is to have a “clean and accessible� accommdation. Even though rural dwellings are deprived of the luxuries that hotels offer, they surely have the basic needs for a healthy living.

An urban tourist would always wish for a clean safe and accessible accommodation. A place to sleep, eat and excrete include the basic needs tourist look for. The problems of the accommodation to be small, secluded, unhygienic and not universally designed can be seen in some of the agritourism sites across the country.

This part of the project deals with looking into how wand what goes into developing a space for the tourists to stay. The analysis of the structure, its strength and the ambience inside the place helps out in figuring out what tourists are looking for and what is that they miss in it. It also demonstrates a study done at one of the sites in Central India and conditions, problems etc. and solution for the same.

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Case study at Madman’s Farm The Madman’s Farm is an organic farm at a nascent stage of conducting agritourism visits. It is located between the cities of Bhopal and Jabalpur, Madhya Pradesh, India.

The farm is almost 3 years old.

The owner, Mr. Shashi Bhushan is a and engineer along with MBA. He decided to commence farming as a business as he wanted to live a simple life. “I have seen all the luxuries of life too and I know where the mankind has reached but I chose this way of life because I like it”, as stated by him.

The site has a land of 23 acres which includes a kaccha-pakka house, crop farming area, a cowshed, a small artificial lake and 2 wells.

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Sights from the site

(b)

The residence built by the owner, developed from a kaccha house to a kaccha-pakka house.

Also contains a room for the visitors. (a)

(a)

The cowshed with a cow and 2 calves serving milk for drinking and preparing ghee, cream, cottage cheese etc. (b)

(c)

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The artificial lake in progress, dug by the owner, it is used for harvesting rainwater. (c)

Daily activities at the site (a)

The ongoing construction process. (a) Cooking (poha for breakfast). (b) Washing dishes with ash. (c) Motor extracting water from the lake. (d) Crops from the fields of “The madman’s farm”. (e)

(d)

(b)

(e) (c)

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Challenges faced at the site • Starting the business of agritourism. The funding, land, getting used to the schedule and the surroundings.

• Need of trained artisans for constructing durable dwellings.

• Produce is less due to scarcity of water and other nutrients.

• Safety and security of the tourists. The farm is in a remote area and stays far away from the main connecting road. It also has a fence that is weak and animals can easily breakthrough resulting into thrests to safety of the tourist and the host.

• Not enough income thus no financial security. Since agriculture as a field is greatly dependent on climate and luckand the host has not involved in any other means of income, there is no financial security.

• Insufficient and unattractive accommodation for a bigger group of people. The guest room has no appealing factor to it. It gives an impression of a failed attempt at making an urban looking room.

• Reachability of the place, as it’s located far away from big cities. There is no time efficient transport system to reach.

• No private accommodation for tourist, as the current place is right next to the owner’s.

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• Developing a wellness centre for a sick crowd and providing medicinal herbs. Developing a closed space for meditation.

Current living condition

(a)

• The guest room (b) gives an urban feeling to it. The room almost looks like a pakka construction with paints applied on it.

A common kitchen in the house, serves the hosts and the guests.

• The kitchen is no different from an urban household kitchen and also uses a urban eminities and products.

(b)

• The guest is adjacent to the host’s which battles with theprivacy of the tourists.

• The room can hold at max 2-3 people which is not enough during the times of meetings held at the site which might invite upto 18 people.

• The lifestyle led gives you an experience of a rural one. The owner practises a very simple life without considering any urban luxuries into account.

• Lacks a space that is temporary and can be put or removed at any moment according to the need.

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The guest room contains a bed and is just big enough for 2 people to stay.

Brief

Diving deeper into the challenges faced in accommodation of tourists at an agritourism site and developing solutions for making the stay experiential and comfortable. Also looking for a solution to spread awareness about agritourism and publicize it to the right audience strategically for the progress of this field and the farmers.

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Proposed solution for accommodation

Brain work Brainstorming for the initial concepts.

Exploring the layout of the rooms that are connected to a common hall. The owner wishes for a dormitory like space which is connected to rooms of 8’X10’ which suffice the basic need of resting and storage.

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To decide the orientation of the bed, the owner suggested that I use Vaastu thus the bed has to be facing the East.

The walls in the dormitory have been tried to be minimum, so the construction of the place is easy. The rooms contain a space for a stove or a chulha to fit in if they wish to cook in the room. A chulha is easy to make and can be made very quickly just with bricks.

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Lay-outing the dormitory The dormitory has 4 rooms with double beds in them. It also has 2 spaces for sanitation and meditation hall.

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Knowing the materials The materials used in the construction of the place are vernacular and environment friendly. The wood is intended to be bought from the authorities and not stolen from the forest.

The mud of the site is to be used and so on.

For increasing the strength of the walls, bricks and cement have been used coated with cow dung.

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Looking at roof variations Studying the types of roofs, their strength, stability, resistance to air pressure etc. The ‘open sable’ type roof is to be used in the dormitory and a ‘shed’ type to be used above the rooms.

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Direction of air, water and sun

The site has 2 hills nest to it, because of which the air and rain flow towards it with high speed. Thus the orientation of the house has been kept such that the air slips over the roof. The rains in the area are really heavy and get it flooded a lot of times since all the water from the hills also flows towards it. The solution for the same is that there is a little depression made on the side of the house to collect the water and put it in rainwater harvesting pits.

The direction of the sun according to the orientation has also been shown. It is such that the first ray of light enters the meditation room in the morning and the last is the common area.

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Final concepts sketches

The final sketches show the perspective view of the room and a space for sanitation. In these areas urination and defecation is usually done on the fields but this space is mainly supposed to be used at night. It has 2 openings on the sides that allow water or urine to flow out to the soil.

This way the plants are benefited from the urea.

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Final layout sketches

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The final layouts show the occupancy of the rooms and dormitory and placement of various objects in it.

Renders of the final space

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The dormitory has been designed in such a way that it keeps the tourists connected to each other and can also provide them their own privacy when needed. It has been kept minimal in terms of the facilities as it would be in a rural environment. A common hall, 2 double rooms, 2 single rooms, 2 toilets, 1 meditation room and 1 porch constitute the whole structure. The porch has a firepit and is big enough for a gathering.

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