Vol. 3, Issue 1, Part A (2021)

Rural tourism has developed into a notable sector within the tourism industry, becoming a viable economic activity in its own right. It is a nature-oriented form of tourism that highlights the lifestyle, traditions, heritage, and art, culture of rural communities, while simultaneously supporting local development in both social and economic dimensions. This type of tourism not only strengthens the local economy and improves the socio-economic conditions of the host areas but also offers long-term opportunities for rural inhabitants. With this perspective, the present study seeks to examine the social and economic effects of rural tourism directly and indirectly in Naggar Village, Kullu, a destination that holds potential to become a prominent attraction for travelers interested in culture, arts, crafts, cuisine, ethnicity, and natural beauty.
The survey method was employed to investigate the impact of rural tourism in the selected study area. To obtain a wider perspective, a structured questionnaire was prepared. Due to time constraints, convenience sampling was adopted, targeting respondents who were readily available at key locations such as farm stalls, shopping areas, public spaces, and among tourism stakeholders. A total of 250 questionnaires were distributed, out of which 146 were returned in a fully completed form. The collected responses were analyzed using appropriate statistical techniques, including frequency distribution, mean, and standard deviation. The results were then presented in the form of tables and graphs, providing a descriptive interpretation of the findings.
The study concludes that rural tourism plays a crucial role in driving socio-economic development and is regarded as one of the most significant contributors in this regard. Findings further reveal that while rural tourism generates several positive outcomes, it also brings certain cautionary implications that must be addressed. Therefore, this emerging sector calls for well-structured planning and strategic interventions, with a particular focus on sustainable rural tourism development, to ensure that it serves as an effective instrument for holistic rural growth.