Rural tourism is a part of tourism sector has been seeing fast growth. Today, in many rural areas, attention is influenced towards the economic viability of rural sector. Today, the scenario changed on the aspect of attraction and development of infrastructure facilities with the already existing cultural-heritage places, monuments, religious centres, farms, and eco-tourism spots. To preserve the indigenous culture of the rural tourism destination the researcher has examined the southern region of India to explore the sustainability of rural tourism and its support for local community development. Current scenario of entire world is towards the achievement of sustainable development goals (SDGs): Goal 8, Goal 12, Goal 15, Goal 16, and Goal 17. Due to Scarcity of research and to increase limelight, the researcher specifically focused on southern part of India, especially in Tamilnadu, to explore how sustainable rural tourism affects rural community development.
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Research for rural tourism development has both positive and negative effect of tourism on local community development, social, cultural and environmental and economic factors (Dai, 2023). Sociocultural attribute explains about the cultural value of rural areas, including social and cultural characteristics of local communities. Based on a socio-cultural interpretation, this study maintains that rurality is fundamentally the personification of rural culture. To reflect and gauge rurality also known as the cultural connotation of rurality. we need go back to the rural culture. Few studies have measured the cultural significance of rurality in rural tourism or the correlation between the two, despite the fact that rurality is vital to rural tourism inheriting the definition from a socio-cultural perspective (Chen, 2023). Thus, this research aims to systematically dissect the influence of tourist visitors and destination development for SDGs.
Many rural destinations have their own unique culture, ethnic existence and geographical roots. Developing rural tourism can be made easy having connection between small and medium tour operators, stakeholders. However, more job opportunities can be provided to the rural communities. The early stages of the development of heritage tourism should involve familiarizing oneself with planning, promotion, and marketing activities. Even though UNESCO was designating certain historical and archaeological sites as World Heritage Sites, The public's awareness of the attractions available at these locations is surprisingly limited (Shiong, 2017). Even though the development goes with positive direction, there are some negative drivers like seasonal opportunities in rural areas (Wilson S et al., 2001). Other challenges faced in rural areas are agriculture restructuring, lack of service provision, communication, survival of local communities and lack of promotions small rural family houses. Rural Tourism occurs in non-urbanised areas, typically include associated domains in the umbrella are natural resources, Agriculture, Folklore, national parks, forest, traditions, culture, ethnic practices, sustainability. Rural areas with geographical potential, with cultural and historic monuments can be considered most to improve rural tourism, including traditions, healthy food, outdoor activities, recreational activities. Apart from the before said agendas rural areas may consider more for cultivating organic agricultural products for generation of revenue. Rural households may be developed to provide accommodation facilities, and developing the images of rural destination. This case provide solution for the development of framework for the Government and Non-Government Agencies to develop the destination with in the strategical framework like Destination promotion, Destination Marketing, Quality of rural tourism products. This framework develops the satisfaction of the customers.
Figure 1. (Based on Horochowski and Moisey, 1999)