Advanced International Journal for Research

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Exploring the Marketing of Cultural and Heritage Tourism in North Kerala: Current Status, Tourist Experiences, and Opportunities for Sustainable Growth

Author(s) Ms. Nincy Sebastian, Dr. Kalaiselvi k
Country India
Abstract ABSTRACT
Tourism is increasingly recognised as a key driver of economic growth and cultural preservation, with cultural and heritage tourism emerging as one of its fastest-growing segments. Kerala, widely branded as “God’s Own Country”, is globally known for its backwaters, Ayurveda, and eco-tourism. However, the cultural and heritage tourism potential of North Kerala—encompassing Kannur, Kasaragod, Kozhikode, and Wayanad—remains underexplored despite its unique traditions such as Theyyam, Kalaripayattu, folk arts, historic forts, cuisine, and temple festivals. This study investigates the current status of cultural and heritage tourism in North Kerala, analyses tourist experiences and satisfaction, and explores opportunities for sustainable growth.
A mixed-methods approach was adopted, combining primary data from surveys of 300 tourists and interviews with 50 stakeholders, along with secondary sources from official reports and academic literature. Statistical tools such as descriptive analysis, chi-square tests, ANOVA, factor analysis, and econometric models (multiple linear regression and binary logistic regression) were employed to examine tourist perceptions, satisfaction, and revisit intentions.
The findings revealed that cultural authenticity is the strongest determinant of tourist satisfaction, followed by infrastructure quality and hospitality, while cost-effectiveness played a lesser role. Logistic regression results indicated that satisfaction and authenticity significantly influence revisit intentions, whereas promotional activities had only a limited effect. Factor analysis identified three key dimensions shaping tourist experiences: cultural authenticity, infrastructure and accessibility, and community engagement. Qualitative insights from stakeholders further highlighted challenges related to poor infrastructure, insufficient global marketing, and weak community integration, but also revealed opportunities in community-based tourism, digital storytelling, and heritage conservation projects.
The study concludes that North Kerala has immense potential to emerge as a distinctive cultural tourism destination if supported by sustainable policies, improved infrastructure, community empowerment, and strategic branding. Policy recommendations include infrastructure investment, diversification of cultural offerings, eco-friendly tourism practices, and the creation of a dedicated North Kerala Cultural Tourism Board.
This research contributes to the academic literature by addressing a significant gap in tourism studies on North Kerala, while also offering practical insights for policymakers, tourism stakeholders, and cultural practitioners seeking to achieve sustainable tourism growth.
Keywords Keywords: Cultural tourism, Heritage tourism, North Kerala, Tourist satisfaction, Sustainable tourism, Community participation, Econometric analysis
Field Business Administration
Published In Volume 6, Issue 5, September-October 2025
Published On 2025-10-18
DOI https://doi.org/10.63363/aijfr.2025.v06i05.1511
Short DOI https://doi.org/g97nxt
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