Advances in Consumer Research
Issue 4 : 802-811
Original Article
Strategic Management of Sustainable Tourism: A Data Driven Analysis of Community Based Business Models in Kerala’s Backwater Economy
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1
Associate Professor, Monti International Institute of Management Studies, Calicut University, Kerala
2
Assistant Professor, Monti International Institute of Management Studies, Calicut University, Kerala
Abstract

Kerala’s backwaters are not merely picturesque destinations; they form a crucial socio-economic and ecological fabric of the state. Traditionally dependent on agriculture, coir-making, and inland fishing, these regions underwent significant transformation with the rise of tourism in the late 20th century. While this shift initially boosted the local economy, it also introduced challenges such as environmental degradation, cultural commodification, and inequitable distribution of tourism benefits. In response, Kerala adopted innovative, data-driven approaches to tourism management through the implementation of Responsible Tourism (RT) and Community-Based Tourism (CBT) frameworks. These models aim to empower local communities, protect biodiversity, and offer authentic experiences to tourists by aligning with global development benchmarks like the United Nations Sustainable Development Goals (SDGs).

This paper critically evaluates Kerala’s transition from conventional mass tourism to more participatory and inclusive systems in the backwater economies, with a focus on regions such as Kumarakom and Killimangalam. Drawing from quantitative data and qualitative field observations, it highlights successful interventions such as women-led enterprises, eco-friendly practices, craft-based tourism, and decentralized governance. The study underscores how tourism can serve as a vehicle for poverty alleviation (SDG 1), decent work (SDG 8), responsible consumption (SDG 12), and climate action (SDG 13) when driven by evidence-based policies and inclusive planning. Ultimately, Kerala’s evolving tourism model is presented as a replicable template for other ecologically sensitive regions seeking sustainable development through community participation and environmental stewardship.

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