EXPLORING THE ROLE OF CULTURAL FESTIVALS IN CONNECTING RURAL AND URBAN TOURISM IN RAJASTHAN

This study investigates the role of cultural festivals in connecting rural and urban tourism in Rajasthan, India, employing a mixed methods approach with surveys of 200 respondents and interviews with 20 key stakeholders. The research reveals that cultural festivals significantly impact tourism patterns and local economies, with 75% of respondents agreeing that these events increase tourist flow to rural areas and promote cultural exchange. Economic benefits are substantial, with 90% of business owners reporting increased revenue during festivals. While 75% believe festivals aid in preserving traditional culture, the study also highlights challenges, including concerns about authenticity (60% feel commercialization affects authenticity) and environmental impacts (50% acknowledge environmental challenges). The findings suggest that cultural festivals have the potential to bridge the rural-urban tourism divide and contribute to sustainable development in Rajasthan, but careful management is needed to balance economic benefits with cultural preservation and environmental sustainability. The study provides insights for policymakers and tourism stakeholders to leverage cultural festivals for equitable tourism development while addressing concerns about authenticity and sustainability.