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Purpose Tourism is one of the upcoming service industry in India with high potentials for future growth, particularly in rural areas. Many potential barriers are affecting the growth of tourism in rural India. Therefore, it is essential to explore and prioritize the barriers to tourism growth in rural India. Design/methodology/approach Qualitative and quantitative responses from “16” experts related to tourism and hospitality management from central India are collected for this study. An integrated Multi-Criteria Decision Making (MCDM) based framework is adopted to identify and relate significant barriers to tourism growth in India. Findings The result of the study identified many significant barriers and their importance to tourism growth in rural India. Research limitations/implications The findings of this study add to the knowledge base of tourism research in line with the previous literature. This study offers an in-depth understanding of barriers focusing on rural tourism growth and devising both the plan of action and the suggestive measures in dealing with rural tourism. Originality/value The study provides a robust framework by integrating Interpretive Structural Modelling(ISM) and Decision Making Trial and Evaluation Laboratory (DEMATEL) to explore and prioritizing the critical barriers to rural tourism growth in India. The results of this study can help the decision-maker to fundamentally improve the economy of India through the growth of rural tourism.

Prioritizing the barriers to tourism growth in rural India: an integrated multi-criteria decision making (MCDM) approach