MARKETING CULTURAL HERITAGE TOURISM IN NORTH KERALA: EXPLORING THE ROLE OF LOCAL COMMUNITIES, TOUR OPERATORS, AND SUSTAINABLE PRACTICES IN DRIVING SUCCESS

Cultural heritage tourism has emerged as a vital component of sustainable tourism
development, offering economic opportunities while preserving traditions and local identities. In
the context of North Kerala, with its rich tapestry of art, architecture, rituals, and festivals,
marketing cultural heritage tourism requires an integrated approach that balances authenticity,
stakeholder collaboration, and sustainability. This study seeks to identify the key factors that
contribute to the success of marketing cultural heritage tourism in the region, focusing on the role
of local communities, the involvement of tour operators, and the adoption of sustainable practices.
Primary data were collected from 100 respondents representing tourists, community members,
and tour operators through a structured questionnaire. The findings highlight that community
participation and hospitality serve as the most influential factors, while sustainability practices
and operator involvement also play significant roles in enhancing tourist experiences and long
term appeal. Regression analysis confirmed that these three factors collectively explain 61% of
the variance in tourism marketing success, with local communities emerging as the strongest
predictor. The study concludes that an integrated framework combining cultural authenticity,
sustainability, and professional operator services is essential for positioning North Kerala as a
competitive cultural heritage destination.
Keywords: Cultural Heritage Tourism, North Kerala, Loca