Rural and Heritage Tourism in Southeast and South Asia

Recent trends in rural and heritage tourism in Southeast and South Asia reflect a dynamic shift toward sustainability, digital integration, and an increased focus on local experiences and wellness. Southeast Asian countries are prioritizing sustainable tourism to mitigate the negative impacts of poorly managed tourism. Initiatives under the ASEAN Tourism Strategic Plan aim to promote greener infrastructure, local engagement, and policies encouraging sustainable practices.

This new volume explores the vibrant heritage of Southeast and South Asia and considers the prospects of rural tourism across this culturally rich and naturally beautiful region. Chapters of the book explore various themes, including vocational tourism education, marketing strategies tailored for rural and heritage contexts, the socio-economic impacts of global phenomena such as the COVID-19 pandemic, and the critical role of sustainable practices. Explorations extend to the interplay of marketing communication and demographic characteristics in heritage tourism, the influence of social media on traveler behavior, and the profound implications of terrorism on tourism dynamics. The volume also considers topics such as women empowerment through rural tourism, challenges in entrepreneurship, and innovative approaches to sustainable development.

Each chapter contributes to a deeper understanding of how tourism can drive economic growth, facilitate cultural exchange, and promote environmental stewardship. This book underscores the importance of tailored strategies to unlock the full potential of rural and heritage tourism sectors.

Rural and Heritage Tourism in Southeast and South Asia: Practical Insights and Perspectives provides practical insights for researchers, policymakers, and industry stakeholders and emphasizes collaborative governance, community empowerment, and responsible tourism practices as essential for preserving heritage and fostering sustainable development. Through scholarly contributions, the volume not only enriches our understanding of rural and heritage tourism but also inspires actionable strategies to leverage tourism potential for inclusive growth and cultural preservation. It serves as a valuable resource for academics, practitioners, and policymakers alike, which will help impactful advancement in tourism management and sustainable development across the region.

Nilanjan Ray, PhD, is an Associate Professor of Management Studies at JIS University, West Bengal, India. He was earlier Associate Professor and Head of Department at the Institute of Leadership Entrepreneurship and Development as well as Associate Professor of Marketing Management and Centre Coordinator for Research in Business Analytics at Adamas University, India. He has supervised doctoral and postgraduate students; published research papers, conference proceedings, and research handbooks; and is a reviewer and editorial board member for several journals.

Amitava Basu, PhD, is the Principal of Banwarilal Bhalotia College, West Bengal, India. He has many research papers in journals of national and international repute. He has completed research projects of the Indian University Grants Commission and has acted as research supervisor to PhD students. He is also involved in community service and different social projects.

Santanu Mallick, PhD, is an Assistant Professor of Commerce at Banwarilal Bhalotia College, West Bengal, India. He also held the position of Additional Treasury Officer in the Bongaon Treasury under the Department of Finance, Government of West Bengal. He has presented research papers at national and international conferences, seminars, and webinars and is the coordinator of the Entrepreneurship Development Cell–Swabalamban of Banwarilal Bhalotia College, Asansol.

Amalendu Samanta, PhD, is Assistant Professor of Commerce and Bursar at Banwarilal Bhalotia College, West Bengal, India. His scholarly contributions include papers published in national and international journals and edited volumes. He authored the book Financial Accounting Premiere, and also served as the editor for compilations of research articles in different edited volumes. Dr. Samanta’s expertise lies in the fields of accounting and financial management.