EXPAND AND SYSTEMIZE THE EMERGING TOURISM IN KATTANKUDY: AN INITIATIVE FOR INCOME GENERATION AND EMPLOYMENT CREATION BY INTEGRATES SOCIO-CULTURAL VALUES THROUGH SUSTAINABLE TOURISM APPROACH

Abstract

Purpose: Tourism is a rapidly growing global economic sector driven by public policy and focuses on economic, cultural, social, and environmental sustainability. This paper explores income generation and employment opportunities by incorporating religious and sociocultural values and environmental protection through a suitable tourism approach and identifying gaps and opportunities in tourism in Kattankudy. Research method: A mixed approach was chosen to attain the research objective. The descriptive and logistic regression analyses were performed using household and business surveys. Further information was gathered through stakeholder meetings and Interviews. This study utilized the Statistical Package for Social Sciences to analyze and present data. Findings: The results show that the tourism industry in Kattankudy is currently experiencing benefits with negative impacts. The people are interested in cultural festivals, events, performances, and traditional cooking and crafts, which present a greater community participation in cultural activities. While there is a higher preference from the business community to offer cultural and religious tourism. Also, the results highlight that accommodation, food, and beverages are the dominant industries in the Kattankudy tourism sector. Furthermore, income generation, employment creation, social and cultural values incorporation, and environmental protection have statistically significant positive relationships with sustainable tourism. The analysis also proposed a comprehensive strategic approach for sustainable tourism. Originality/ value: The paper contributes to the current tourism sector development in Kattankudy and reveals the practices and performance necessary to undertake a sustainable tourism approach. This approach proposes strategies, suggestions, and policy implementations to strengthen existing tourism by incorporating religious and cultural values.