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merging markets, it is necessary to look beyond classical marketing theory to gain a useful understanding of 'rural tourism' consumption and to evaluate the existence of niches for marketing purposes.

The increasing need for analysts to focus on consumption as an improved means of understanding contemporary forms of 'rural tourism' demand requires a dynamic framework within which the analysis can be conducted. A continuum to measure the relative importance of the countryside to the consumption of tourism in rural areas is proposed to indicate the importance of the countryside to the purpose of the trip and to tourist satisfaction. The significance of the model lies in its recognition of the primacy of neither tourism nor tourist types but the ways in which the countryside is consumed as a recreational resource.

Challenges and Opportunities in Rural Tourism
The major problem in rural areas is that there is not much scope for working. Most of the People are engaged in agricultural activities, some of them in forestry and others are artisans. Villages are struggling with large families with one or two earning members in the family and high consumption expenditure. Due to less scope in villages most of them started migrating to cities.

There are 638,691 villages in India as per the Census Report 2001 and the rural population is 741,660,293 with average population of 1,161 per village. Many of these rural communities have the potential have the potential resources, ability to attract the growing tourism industry. The scenic beauty, historical importance may appeal the urbanites, caught up in today's fast pace of lifestyle.

Challenges in Rural Tourism
The major challenges are the need to preserve the environment and natural resources and the need for proper education.

Legislation Problems
Respondents have pointed out that there can be legal problems. Tourism is a part of entertainment industry. All hotels, motels and cottages having license pay taxes to government. Rural tourism should have a tax holiday or it should be tax free. The government should encourage rural tourism to grow.

Lack Of Trained Man Power
The ruler people require to be trained for discharging their duties, decorating the cottages and maintaining them, serving food to the visitors and to understand the taste of the costumers, either the local cuisine or different type of Indian cuisine. The success of rural tourism totally depends on the quality of service provided to the tourists. To develop the manpower government has to take initiative to open various short training courses for imparting knowledge and skills.

Insufficient Financial Support
To start rural tourism, sufficient fund is required to promote it in introductory phase. Rural tourism is still uncommon to many tourists. This is because the government has just started promoting rural tourism. Central and state government should encourage rural tourism by providing financial support to start the project. As it will create employment in rural areas and will help the inflow of funds from rural areas to urban areas.

Lack of Local Involvement
Since rural people do not have knowledge and skills to involve hem in different activities. They may get the job of unskilled workers. The rural people need to develop the knowledge and skills to have a higher involvement