Performance Measurement of Responsible Tourism Units with Special Reference to Kumarakom

Tourism has a key role in every economy from several angles. This sector has grown rapidly in recent years. Tourism has been shown to affect human health. Kerala strives to conserve its ecology and culture while providing real and meaningful tourism experiences. Sustainable tourism in Kerala minimises environmental, cultural, and economic consequences and maximises benefits for local populations. The state government and partners promote responsible tourism through trash management, resource conservation, eco-friendly accommodations, and support for local craftsmen and enterprises. This research aims to measure the performance of responsible tourism units in Kumarakom and identify their internal and external drivers and challenges. Kumarakom, a responsible tourism destination in Kottayam District, hosted the study. A proportionate stratified selection selected 60 RT unit leaders as respondents. The index technique and percentage analysis analyze the study objectives. The study used a sample survey and a well-structured interview schedule to obtain primary data through face-to-face interviews. Passion for a job and self-interest are the most motivating internal elements, while low capital, input availability, and product sales ease are the most motivating external aspects. RT units mostly face marketing and financial issues. The report advises the authorities to develop a mechanism to provide financial aid to RT units based on relevant criteria. Working together and using a holistic approach to responsible tourism may ensure that tourism continues to benefit society.