Authors :
Dr. Anandvardhan; Dr. Maneesh Kumar
Volume/Issue :
Volume 11 - 2026, Issue 8 - August
Google Scholar :
https://tinyurl.com/5n8js3w7
DOI :
https://doi.org/10.38124/ijisrt/26aug1213
Note : A published paper may take 4-5
working days from the publication date to appear in PlumX Metrics, Semantic Scholar, and
ResearchGate.
Abstract :
This study has been conducted to explore the potential of WhatsApp marketing for promoting village homestays
in Uttar Pradesh and thereby leading to sustainable rural development. By reviewing existing literature and analysing
government initiatives, the researcher studies how accessible digital marketing tools can lessen the gap between rural
tourism providers and urban travelers. The study examines the effectiveness of WhatsApp Business application’s features,
visual storytelling, and community-based marketing in augmenting homestay visibility while supporting economic
diversification, women empowerment, preservation of culture, and ecological sustainability. Findings are a testimony that
strategic implementation of WhatsApp marketing enables rural businesses, specifically the homestay providers, to
participate in the tourism economy directly, raise the standard of living, create authentic travel experiences, and ultimately
maintain and preserve rich cultural heritage in UP villages. The paper proposes a digital marketing framework for village
homestays that aligns with sustainable development goals.
Keywords :
Rural Tourism, Homestays, Sustainable Tourism, Tourism Promotion.
References :
- Chatterjee, P., Chakrabortty, N., & Ghosh, S. (2024). Rural Tourism and Homestays in India: Impact on Local Economy, Culture and Ecology. International Journal of Tourism & Hospitality Reviews, 11(2), 12–18. https://doi.org/10.18510/ijthr.2024.1122
- Hu, J., & Zhang, K. (2024). Marketing Strategy of Rural Home Stay Industry Based on Intelligent IOT. In J. Electrical Systems (Vol. 20, Issue 4).
- Mukhopadhyay, D., & Babu, S. (n.d.). THE DIGITAL PLATFORMS AND HOMESTAY BUSINESS: A STUDY IN INDIAN CONTEXT. Retrieved August 1, 2025, from http://www.publishingindia.com/ijtt
- Murniati, D. E., Razzaq, A. R. B. A., Ismail, A. Bin, & Mota, L. (2023). Training Urgency to Bridge the Digital Divide for Social Media Marketing Awareness and Adoption: Case of CBT Rural Homestay Operators Malaysia. Journal of Technical Education and Training, 15(1), 142–157. https://doi.org/10.30880/jtet.2023.15.01.013
- Singh, R., Amity Institute of Travel & Tourism, Sajnani, M., Amity Institute of Travel & Tourism, Gupta, P., & Indian Institute of Travel & Tourism. (2020). Impact assessment of digital marketing tools application in rural homestays: a case study of Kullu District [Journal-article].
- PRASHAD SCHEME. (n.d.). https://www.pib.gov.in/PressReleasePage.aspx?PRID=2076959
- Swadesh Darshan Scheme | Ministry of Tourism | Government of India. (n.d.). https://tourism.gov.in/schemes-guidelines-schemes/swadesh-darshan-scheme
- Schemes | Official website of Development Commissioner (Handicrafts), Ministry of Textiles, Government of India. (n.d.). https://handicrafts.nic.in/schemes.aspx
- Official portal of Department of Tourism, Government of Uttar Pradesh, India. (n.d.). https://up-tourismportal.in/
- Somya Agarwal. (2025, June 4). Living near a tourist site in Lucknow, Kanpur & or another UP district? Now you can open a homestay. Knocksense. https://www.knocksense.com/lucknow/living-near-a-tourist-site-in-lucknow-kanpur-or-another-up-district-now-you-can-open-a-homestay
- https://uptourism.gov.in/en/post/bed-and-breakfast-scheme
- Year-Wise Tourist Statistics | Welcome to UP Tourism-Official website of Department of Tourism, Government of Uttar Pradesh, India. (n.d.). https://uptourism.gov.in/en/post/Year-wise-Tourist-Statistics
- Year-Wise Tourist Statistics | Welcome to UP Tourism-Official website of Department of Tourism, Government of Uttar Pradesh, India. (n.d.). https://uptourism.gov.in/en/post/Year-wise-Tourist-Statistics
- Telecom Regulatory Authority of India. (2025). The Indian Telecom Services Performance Indicators. In WORLD TRADE CENTRE (pp. i–iii).
- WhatsApp users by country 2025. (n.d.). World Population Review. https://worldpopulationreview.com/country-rankings/whatsapp-users-by-country
This study has been conducted to explore the potential of WhatsApp marketing for promoting village homestays
in Uttar Pradesh and thereby leading to sustainable rural development. By reviewing existing literature and analysing
government initiatives, the researcher studies how accessible digital marketing tools can lessen the gap between rural
tourism providers and urban travelers. The study examines the effectiveness of WhatsApp Business application’s features,
visual storytelling, and community-based marketing in augmenting homestay visibility while supporting economic
diversification, women empowerment, preservation of culture, and ecological sustainability. Findings are a testimony that
strategic implementation of WhatsApp marketing enables rural businesses, specifically the homestay providers, to
participate in the tourism economy directly, raise the standard of living, create authentic travel experiences, and ultimately
maintain and preserve rich cultural heritage in UP villages. The paper proposes a digital marketing framework for village
homestays that aligns with sustainable development goals.
Keywords :
Rural Tourism, Homestays, Sustainable Tourism, Tourism Promotion.
