Cultural resilience and economic shifts: A case study of the Sahariya tribe through Sitabari fair in Rajasthan

Abstract

Tourism has emerged as a powerful agent of socio-cultural and economic change, particularly in contexts involving marginalized indigenous groups. In India, tribal fairs represent both a developmental opportunity and a site of cultural negotiation. This study examines the Sitabari Fair in Rajasthan to analyze its influence on the Sahariya tribe, a Particularly Vulnerable Tribal Group (PVTG), across three dimensions: cultural transformation, economic shifts, and potential negative impacts. Employing a mixed-methods case study design, the research integrates surveys, interviews, ethnographic observations, and secondary data, analyzed through statistical and thematic techniques. Findings reveal a dual trajectory. On the one hand, the fair reinforces cultural pride, enhances intergenerational transmission of traditions, and stimulates entrepreneurship and household reinvestment in education, nutrition, and housing. On the other, it risks commodifying sacred rituals, creating economic disparities, and straining ecological systems through waste and seasonal dependency. Regression analysis identifies tourism exposure, marketing innovation, and product novelty as key predictors of income growth, though inequitable benefit distribution persists. The study concludes that while Sitabari Fair acts as a platform for cultural resilience and livelihood diversification, sustainable outcomes will depend on community-led safeguards, cooperative marketing structures, fair-trade mechanisms, and ecological management. Beyond this case, the findings highlight tribal fairs as critical laboratories for rethinking inclusive and culturally sensitive tourism models in India and similar indigenous contexts.