HARNESSING RESPONSIBLE TOURISM FOR EMPLOYMENT GENERATION: EVIDENCE FROM KERALA

Abstract

This study examines the impact of responsible tourism initiatives on job creation in Kerala, a state renowned for its sustainable tourism practices. Using primary cross-sectional data from 363 respondents across three districts—Calicut, Ernakulam, and Trivandrum—and employing Ordered Probit and OLS regression models, the study analyzes the relationship between various forms of responsible tourism and employment opportunities. The findings highlight the significant role of ecotourism and community-based tourism in generating direct and indirect employment, with socio-economic factors such as education, experience, and income further influencing job creation outcomes. The study underscores the potential of responsible tourism to empower local communities, enhance sustainable development, and serve as a replicable model for other regions.