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Purpose of the study: This study explores rural tourism as a sustainable form that encompasses environmental preservation, entrepreneurial opportunities, and the preservation of traditional village customs, values, and practices. Methodology: The research methodology employed a literature review approach, focusing on secondary data sources. The search utilized the Google Scholar database as a search engine, with the initial 500 results sorted by relevance to ensure comprehensive coverage of relevant scholarly sources. Finally, 31 articles were selected for this study. Principal Findings: Operating homestays can provide alternative accommodation options and catalyze the promotion of rural tourism, benefiting the local community, economy, and regional art and culture. A well-executed marketing plan in rural tourism can bring significant societal advantages by channeling resources from urban to rural areas and curbing rural-urban migration. Applications of the study: This study can be helpful in the tourism and hospitality industry. It is instrumental in promoting rural tourism and supplementary accommodation like homestays in India, thus boosting the local economy and promoting local culture and tradition. Novelty/Originality of the study: Tourism and related industries substantially impact employment due to the sector's labor-intensive nature. Village tourism can generate income and employment and contribute to rural development, preventing rural-urban migration and promoting sustainable revenue generation.
Chatterjee et al. (Fri,) studied this question.