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ied as a focus area to generate employment and promote sustainable livelihoods. The government in its 10th five year plan has focused on the subject of rural tourism. With a rich diversity in culture, heritage, food, crafts, and tradition, India has immense potential and opportunity. It has identified certain areas across the country, which can immediately be developed as the rural destinations.

The government partnered with the United Nations Development Program (UNDP) for an Endogenous Tourism Project. Some 30 rural sites were selected in 20 states to develop as destinations for rural tourists. The UNDP pumped in an initial US$2.5 million. Those proposals that were selected by the government were entitled to assistance up to US$100,000.

Divining Forces in Rural Tourism
Industry stakeholders define the rural tourism experience by what they offer as product. But they are simply responding to what they perceive as an increasing demand for experience of rural communities, and interpreting it via their own world views. This demand is driven by a range of forces that combine to create tourist interest in rural experiences. These forces have been identified by many authors and can be summarised as:

Tourist generating regions for rural tourism are highly developed and urbanised. The stresses of urban living and the remoteness from the natural environment has created a desire for escape from the monoculture of city living.

Baby boomers are driven to tourism experiences that yield increased self-awareness in their drive for 'longed for perfection' that compensates for lives 'destabilised by uncertainty and insecurity' (Mackay, 1997)

Demand fuelled by media, over-familiarity and congestion with traditional tourist resorts and increased interest in alternative attractions with its voracious appetite for content and the resultant over exposure of many traditional tourist destinations.

Increasing environmental awareness and interest in the relationship between humans and the environment. Green issues have raised the attractiveness of rural experiences as ecologically sustainable tourism.

Transport, communication, and the removal of political and economic barriers to travel have facilitated accessibility of rural areas.

Increase in number of free independent travellers due to the increased capacity, especially in long-haul transport modes. When combined with increasing discretionary incomes, greater awareness of the range experiences on offer, the accessibility and attractiveness of rural destinations has been dramatically improved.

Changing work patterns have increased the popularity of shorter breaks that minimise the absence from work and the effect of absences on work flow and involvement.

An increased interest in heritage can be satisfied through rural tourism as rural areas are often the repositories of remnant heritage.

Rural areas are perceived as healthier, offering fresher air, cleaner water and the opportunity for outdoor recreation. Rural areas offer fresh and speciality food. (Bartmann and Baum, 1998)

Issues with Rural Tourism
The lack of statistical base:
It is difficult to establish volume and value of rural tourism as a specific market sector in nations, even harder on an international scale. Many countries have different definitions of