Strategic Marketing Approaches for Cultural and Heritage Tourism: A Case Study of North Kerala

Cultural and heritage travel, which is becoming
increasingly important in the global tourism industry, provides
travelers genuine experiences and deepens their awareness of
historical events. In this particular niche market, North Kerala,
which is well-known for its vibrant festivals, architecture,
traditional arts, and colonial influences, has untapped potential.
Though rich in culture, North Kerala is still underrepresented
in mainstream tourist marketing. Poor marketing strategies,
inadequate infrastructure, and low digital exposure have
contributed to the company's modest growth. An analysis of
the present marketing landscape and a strategic advice of
modifications would help to increase tourist participation and
the economic growth. Tourist footfall, online presence, and
satisfaction surveys are quantitatively analyzed along with
stakeholder qualitative interviews, tour operators, cultural
organizations, and local artisans, in this study's mixed-method
approach. The internal and external factors affecting tourism
are evaluated using a SWOT study. By means of simulation
models developed in SPSS and NVivo, a new Cultural Tourism
Marketing Framework (CTMF) was proposed and evaluated.
The proposed CTMF revealed a 22% increase in tourist
involvement metrics and a 19% increase in visitor conversion
rate when compared to the conventional marketing strategies
in use.