IRJMSH
Vol 7 Issue 7 [Year 2016]
ISSN 2277 – 9809 (0nline)
2348–9359 (Print)
Horticulture tourism: Synergy for Sustainable Rural development. Prospect for Arunachal Pradesh Mudang Tagiya1 Research Scholar
[email protected] Dept. of HSS NERIST
S. Sinha2 Associate Professor
[email protected] Dept. of HSS NERIST ABSTRACT:
Today, tourism is considered as one of the most important components of development and one of the largest industries reference to volume of the business and employment generation globally. It has been observed that “tourism has emerged as one of the central means by which rural areas can adjust themselves economically, socially and politically to the new global environment.
This paper examines the current rural environment exclusively horticultural products of Arunachal Pradesh, showing the unique relationship between tourism sector and horticulture sector for the rural development. The purpose and objectives of this paper is to connect the horticulture with tourism for the rural development in the state of Arunachal pradesh. The research objectives are: to identify horticulture products in the rural areas and attempt to bring those products and tourism in the common platform where both the sectors meet so as to solve the marketing aspect of the horticulture for sustainable rural development. KEYWORDS:Horticulture,
Tourism, Horticulture tourism, rural tourism, rural development,
sustainable development. 1. Introduction: India is the second largest producer of vegetables and fruits next to China and their production has tripled over the last 50 years but hardly 1 to 2 percent of the produce is processed. The fruit production is to the tune 45 million tonnes and the vegetables production has reached a new height in the recent past to the tune of 90 million tonnes, however, the export is hardly 0.1 percent in case of fruits and 0.17 percent in case of vegetables. The share of North Eastern Region both in respect of production and export is very low. Global competitiveness can be only dealt with by improving the quality simultaneously with the quantity of exports. In the present scenario, rigid adherence to global health and environmental standards has become inevitable for success in agro-export. International Research Journal of Management Sociology & Humanity ( IRJMSH ) www.irjmsh.com
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1.1. Special features of North Eastern Region.
North Eastern Region of India is blessed with natural endowments, abundant sunshine, variable soil texture, good irrigation potential coupled with different agro-climate zones ranging from tropical to temperate climate. This region can be divided agro-climatologically into 6 distinct sub zones such as subHimalayan hills, north eastern hills, central and lower Brahmaputra valley, upper Brahmaputra valley and Barak valley. Since the North Eastern Region has been bestowed with varied types of climatic conditions which are suitable for the cultivation and new introduction of different types of horticulture crops such as fruits, vegetables, flowers, ornamentals, spices, aromatic and medicinal crops of high commercial and economic valley round the year. Source: M.R Sharma 2006, Horticulture for sustainable income, vol. 1, pp. 2, table 1.1.
The area has a great potential for the horticulture development with vast scope of setting up horticulture based industries but the post-harvest handling of the fruits through processing has not got sufficient attention. 1.2. Horticulture in Arunachal Pradesh.
Arunachal Pradesh has tremendous scope for development of fruits & vegetable crops spices, plantation crops, flowers and medicinal & aromatic plants. The total area of fruits during 20142015 has been estimated as 54212 hectare with a total production of 3,77,907Metric Tonnes and 1,02,458 hectare. However the productivity status of various crops is still low as compared to all India level. The area under production and production of major horticulture crops in the State is provided at Table 1.1 below. Table 1.1
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Area and Production of Major horticulture Crops in Arunachal Pradesh - Year: 2014-15 Name of Crops Area under Cultivation Sl. No. (in Ha) 1 Apple 14,500 2 Kiwi 4052 3 Citrus 40,000 4 Banana 6,500 5 Pine apple 13,700 6 Large cardamom 17,978 7 Ginger 3978 8 Vegetables 1750 Total 1,02,458
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Production (in MT) 32,000 4956 1,90,000 20,095 70,543 4,100 15213 41000 3,77,907
Table 1.1 Source: Dept. of Horticulture, Govt. of Arunachal Pradesh
There are no regulated markets and the trade moves around the private traders who procure the produces at local markets in the village areas. Some traders from Assam have been procuring mandarin orange and exporting to Bangladesh. During the last season approximately 1200 MT of orange has been exported through this channel. It was also reported that good quantities of Ginger is also being sold outside the State however no organized market information system is in place to assess the quantity andprice of such transactions taking place. There is only one processing unit in the State in Bagra (West Siang District) set up by the Industries Department, which has been leased out to an individual entrepreneur. The unit is extracting fruit juice and pulp. The unit is also reportedly having problems in production due to lack of technical support. The state also has the potential of taking up commercial floriculture also, however there is a lot of work needed before planning to export orchid‟s cut flowers in a big way. The production of potato and tomato has also increased over the years and has the potential of growing much more if proper processing and marketing infrastructure is provided. 1.3. Tourism in Arunachal Pradesh. Arunachal Pradesh is one of the most picturesque tourist destinations of India. Places of tourist attraction in the state can be broadly classified as; Places of Religious Importance and Archaeological/Historical Sites, Wildlife Sanctuaries and National Parks, Adventure tourism, Arts and Craft, Fairs & Festivals, Dances.
Though Arunachal Pradesh has some beautiful attractions to its destination, it fails to attract the significant number of tourists partly because of insufficient and poor promotional and advertising activities. To promote the tourism of any destination one needs to launch the promotional activities through e.g. international media like cable TV, world renowned newspapers, magazines and other world and country wide coverage media. The state has been unable to tap the potential of international media. As a result, the state has to depend on other local media to advertise the same and this has resulted in Arunachal Pradesh tourism not being able to attract foreign tourists which is evident from the fact that in the year 2012 foreign tourist contributed to only about 1.5% of the total tourist inflow in the state (India Tourism Statistics, 2012). Arunachal Pradesh also lacks the infrastructural facilities to the standard of international levels to its destination places. This important issue needs to be considered immediately and in the priority basis before going to promoting the same sector in order to develop the industry. Arunachal Pradesh received a grant of Rs. 131.96 Crore for tourism development during the Eleventh Five-Year Plan standing next only to Sikkim amongst the North-Eastern states (LARRDIS, 2013). The problem is not of inadequate funds. There is the perennial problem of International Research Journal of Management Sociology & Humanity ( IRJMSH ) www.irjmsh.com
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funds not reaching their intended recipients; in addition to the worrying gap between the conceptualization and actualization of the tourism policies of the Northeastern states (Neog, 2011). Table 1.2 No. of Tourist inflow in Arunachal Pradesh Year
Domestic
Foreign
Total
1999
2092
86
2178
2000
3126
129
3255
2001
4644
78
4722
2002
6878
137
7015
2003
3632
438
4070
2004
39767
321
40088
2005
50560
313
50873
2006
80137
706
80843
2007
91100
2212
93312
2008
149292
3020
152312
2009
195147
3945
199092
2010
227857
3395
231252
2011
233227
4753
237980
2012
318143
4235
322378
2013
318461
10846*
329307
2014 Total
336028 2060091
5316 29084
341344 2100021
*FTA increase in 2013 due to conduct of ITM Tawang & Tawang Festival Source: Directorate of Tourism Itanagar, Arunachal Pradesh
2. Literature Review. Consumption of local food is broadly recognized as an essential part of tourism. Locally distinctive food shapes the tourist experience and can be an attraction in itself[8].In the study at United Republic of Tanzania, food consumption corresponded to about 22 per cent of the total earnings from tourism activities in the country in 2013 or US$ 409 million [10][11]. As a result, local food experiences can become strong linkages between tourism and local horticultural production since local communities have a unique culture in terms of food, which could be incorporated into the touristic experience of international visitors [7]. They also have the potential to contribute considerably to sustainable development, help maintain regional identities and support agricultural diversification in the country. Horticultural products like fruits, herbs and spices are important ingredients in hospitality industries like hotels, restaurants etc.Though the fact that horticultural production represents a small part of the overall agricultural production yield and value in the country, the sector makes a significant contribution to food security, improving nutrition, rural livelihoods and economic growth, since production is mainly based on small-scale farming [18] International Research Journal of Management Sociology & Humanity ( IRJMSH ) www.irjmsh.com
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At the local level, food supply is needed by the tourism sector but linkages are done on personal business terms through individual brokers – middlemen – or via street markets. There are currently no formal agricultural programmes that assist local farmers in meeting the requirements of hotels and restaurants or tap into their markets [14]. The study found that there is interrelationships between tourism, tourists and horticulture and gardening. It also examines briefly the media coverage of horticulture, horticultural features and horticultural events to show the direct interrelationship between tourism and horticulture [6].Rural tourism can stimulate the development of other economic activities such as agriculture, local production of food and crafts, and help increase revenue. Tourism stimulates the development of new commercial and cultural facilities, which could benefit both locals and the tourists. Garden tourism is considered as a part of enhancing destination attractiveness to both specialist and general visitors. It has seen the use of tourism as a means to creating value and sustaining part of Ireland‟s heritage. The study has been carried out through the Great Gardens Restoration Programme [15]. Number of researchers have argued that focusing on locally produced products can result in benefits for both hosts and guests. In the first instance, increasing tourist consumption of local foods can generate a multiplier effect that will benefit the local economy [12]. Moreover the promotion of iconic food products at the tourist destination creates an „image‟ that can help attract new visitors and boost economic sustainability in the long term [4].However due to growing competition for tourists at destinations sites, introducing high-value iconic agricultural products can boost tourism at that site [15] and it has been shown that locally grown food products sold through alternative outlets such as farmers‟ markets and organic foods stores can encourage traditional farming in communities dependent on farming for survival [4];[13];[16];[1]). 3. Objective. To study the tourism and horticulture linkage for sustainable rural development. 4. Methodology. This paper is based on a literature survey and own experiences by the Author. The desk work has been performed during the months June – August, by consulting published articles and books as well as other relevant documents (fully referred to in the text, as the guidelines for this Journal impose), produced by associations, institutions, websites and interest groups. Data about tourism and Horticulture in Arunachal Pradesh have mainly been collected from the concern department and their respective websites. 5. Tourism and Horticulture events. Although both tourism and horticulture are different domain and have their own significant in rural development in terms of economic and cultural aspects. A model can be create by attempting to amalgamate both the domain in a strategic manner for the mutual benefit and the development of farmers and rural area. Tourism became the avenue for the farmers where the various horticulture goods like fruits, flowers, nuts etc. are marketed to the tourists. Seasonal fruits are mixed up with the seasonal tourist and enhance the demand and supply need. Following are the example through clubbing Tourism and Horticulture together. International Research Journal of Management Sociology & Humanity ( IRJMSH ) www.irjmsh.com
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5.1. Fruit Festivals across India: 5.1.1.
Orange festival:
One of the calendar event of the state of Arunachal Pradesh amidst the Orange Garden at Akoko Village of Dambuk which is said to be the first Adventure cum Music Festival of its kind in the country. The Festival is promoted by the Department of Tourism, Govt. of Arunachal Pradesh with the aim to boost tourism in rural sector and marketing of horticultural product of the area viz. orange.For the Music Lovers, more than 20 best bands from across the country are taking part in this Orange Festival for Adventure and Music at Dambuk. The festival is added colours by the cultural troupes from four local communities of the district that enhance cultural orientation. Villagers are very enthusiastic about the festival as local farmers get the market to sell their products fruits, flowers, nuts etc. to the tourist participating in the event and gets the benefit. Besides all these, local dishes, exhibition stalls of local crafts and handlooms will be displayed in the festival ground. 5.1.2.
Pineapple festival:
Pineapple festival cum seller and buyer meet and youth festival is an annual festival of the state of Manipur which aims to promote pineapple growers. The festival is held under the initiative of Development Organization Andro Kendra (DOAK). Manipur has the favourable climate for pineapple cultivation. The demand for this fruit had increased with the establishment of many canning industries during the last two decades. The festival encourages many pineapple farmers to took part with great zeal and enthusiasm. Besides this, a cultural programme was also organised during the event. The famous 'Rasleela' folk dance of Manipur, showcasing the rich cultural heritage and tradition of the state, brought the festival to life. 5.1.3.
Konkan Fruit Fest:
The Konkan Fruit Fest, an event promoting the lesser known fruits of Konkan region held in Goa. The festival aimed at promoting the lesser known fruits of the Konkan region, with a view to improve the long-term food security and preserve the unique fruit biodiversity of the region. The festival featuring competition for fruits, fruit products, on the spot competition in fruit eating and fruit carving among other things. The festival provides an opportunity to the tourists, common people and youths in Goa to sample popular tropical fruits, local wines, foods and several increasingly rare seasonal fruit varieties.In the festival the regional farmers can sell these fruits and they are encouraged to maintain their trees for the enjoyment of the future generations, he said. 5.1.4.
International Mango Festival:
International Mango Festival - . One of Delhi‟s most popular events which celebrates everything about the King of all tropical fruits, „Mango‟. The International Mango Festival is held every year at the Delhi Haat Pitampura in Delhi. Hosted by Delhi Tourism in alliance with the Delhi Government, this festival aims to showcase the specialities of mangoes from different states of India. The International Mango Festival in Delhi features an array of recreational events and activities associated with mango, like mango eating competitions, quizzes, mango slogan writing, mango carving, children‟s shows, mango folk performances, mango tasting, and plenty of mangoes to go around with varieties of the fruit on display. The Delhi International Mango Festival also carries sale of processed mango items. This includes products like pickles, jam, chutney, mango pulp, mango juice, jelly, aam papad, and aam panna. One can also buy mango plants. The festival encourages trading of the fruit and has buyers from all over the world.
6. Synergy for sustainable rural development.
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Table 4.1 Sl. No. Tourist Destination 1 Tawang 2 Bomdila 3 Ziro 4 Pasighat 5 Aalo 6 Menchuka Sources: Personal Interview with the people.
Horticulture Goods Vegetables Apple Kiwi Oranges Pineapple Vegetables
Month/Season June - July August November January August July - August
The above table is the list of potential tourist destination and the horticulture goods available at the destination with their respective season of availability. The table gives the clear picture about the tourist destination of Arunachal Pradesh and the Horticultural good available at the destination. In the strategic way the destination can be promoted with the help of exotic fruits like wall nuts, kiwi etc. if the effort is made to market the goods. The strategic approach is to blend both the sector by creating the event which emphasis on tourism as well as the horticulture goods.One can organise “Orange festival” in the state in the month of January where the tourist can participate in the tourism event and local farmers can showcase their horticulture production and get the benefit out of it. The amalgamation of this two sector can led to the solution of marketing aspect of Horticulture exclusively the promotion of the fruits and the destination. As the horticulture sector need marketing for the sales and supply so the idea can help in promoting the goods and destination as well. If the effort is make possible it would enhance the growth of local economy and rural livelihood.
7. CONCLUSION The main aim of this paper is create an idea to development of horticulture tourism in the state of Arunachal Pradesh for rural development and as part of enhancing destination attractiveness to both specialist and general visitors. It has been observed that tourism and horticulture can be combine and create synergy for rural development in the state. In the particular season the tourism event can organised with respect to the season of particular fruit. The use of tourism could create value to the goods offered by the farmers and enhance sustainability to the rural area. This could be carried out through the fruit festivals. The main advantage of the linkage between two sectors can solve the marketing aspect of the horticultural good especially promotion part of the marketing. Though every task is never said to be perfect in this development field even more improvement may be possible in this paper. The conceptual model is framed for state of Arunachal Pradesh with respect to its tourism potentials and horticulture products. The model may not be applicable to every state or tourist destination. References [1] Boniface, P. (2003). Tasting Tourism: Travelling for food and drink. Burlington, VT: Ashgate. [2] Bord Failte (1998).A Business Plan for Irish Tourism Marketing. 1998-2003 [3] Collier, A. (1991). Principles of Tourism. A New Zealand Perspective. Pitman. Auckland. [4] Ilbery, B., Kneafsey, M., Bowler, I., & Clark, G. (2003). Quality products and services in the lagging rural regions of the European Union: A producers Prospective. In K. Beesley, H. Milward, B. Ilbery & L. Harrington (Eds.), The new countryside: Geographicperspectives on rural change. Manitoba, Canada: Brandon University. [5] Ilbery, B., & Kneafsey, M. (2000). Producer constructions of quality in regional speciality food production: A case study from South West England. Journal for Rural studies,16, 217-230. [6] Jolliffe, A. Tourism and Horticulture. pp. 1-13
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[7] Manwa H and Manwa F (2014). Poverty Alleviation through Pro-Poor Tourism: The Role of Botswana Forest Reserves. Sustainability. 6:5697–5713. [8] Maria, R. D. (2012).The relationship between agro torism and rural tourism among with the sustainable development concept [9] Mgonja JT, Backman KF and Backman SJ (2014). Assessment of International Tourists’ Perception on Local Foods in Tanzania. Health, Education and Human Development Awards. Paper 1. Clemson University,Clemson, United States of America. [10] MNRT (2014). Tourism Statistical Bulletin – 2013. MNRT, Dar es Salaam. [11] NBS (2014). The 2012 International Visitors’ Exit Survey Report. MNRT, Dar es Salaam. [12] National Farmers' Retail and Markets Association. (2007). Certification-abridged rules. Retrieved from www.farmersmarkets.net/certification2.htm [13] Rusu M. L., (2008, 6 August). Agro tourism, important element in rural development, The Tribuna Economica Journal, No. 31, pp. 67-70 [14] Torres, R. (2002). Toward a better understanding of tourism and agriculture linkages in the Yucatan: tourist food consumption and preferences. Tourism Geographies, 4(3), 282– 306. [15] Tregear, A., Arfini, F., Belletti, G., & Marescotti, A. (2007). Regional foods and rural development: The role of product qualification. Journal of Rural studies, 23, 12-22. [16] Vock J (2014). Tanzania Chefs Association. (A Sanches-Pereira, MK Muwanga, interviewers and GR Bamwenda, translator – November) Dar es Salaam. [17] UNCTAD (2015). Enhancing linkage between tourism and the sustainable agricultural sectors in the united republic of Tanzania. Annual Report. 2015. [18] Urry, J. (1990). The tourist gaze: leisure and travel in contemporary societies. London, Newbury Park CA, New Delhi:: Sage Publications.
Authors Profile: Mr. Mudang Tagiya1 Research Scholar Dept. of HSS North Eastern Regional Institute of Science & Technology. e-mail:
[email protected] [email protected]
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