A TALE FROM GODS OWN COUNTRY: WALKING WOUNDED HILLS AND STRATEGIES TO RESTORE THE PARADISE

This article examines how a destination in crisis recoup after a devastating disaster and how the stakeholders are impacted by the disaster and explores the need of a strong destination governance policy in crisis situation. In the crisis settings the study includes a qualitative approach to understand the stakeholders’ impact and disaster assessment process that examines various facets of the natural disaster through a structured discussion with the impacted stakeholders. The study’s primary focus is on the crisis management strategies adopted by the impacted district, Wayanad; to tackle the challenges that localities face within the devastating situation. This study proposes a framework that could facilitate speedy crisis management responses. The findings indicate the role of governing bodies, in handling crisis management scenario over internal strategies and strategy formulation. The dynamics of stakeholder engagement and tactical perspectives adopted by the state in the given prominence. This study examines how the Governing bodies and practitioners of the local governing authority; interpret the crisis situation and explores the tactical and strategic management initiatives for repositioning an d rebranding tourism. The natural calamity has had a significant impact on the Livelihood and Topography of Wayanad, Kerala, India, making it extremely susceptible. This study aims to investigate how community resilience and rehabilitation were impacted by the natural catastrophe and the response of the key stakeholders. Design/ Methodology/ Approach – The study analyses the impact of disaster and examine a multi-stakeholder assessment to capture varied dimensions of the disaster through a structured conversation. The research engages a qualitative approach and the data is captured through semistructured interviews from the local community, tour operators, and destination management companies in Wayanad. A conceptual framework for community resilience competencies is proposed in the study, which may help with quick crisis management responses. The study's sample consists of key stakeholders; including representatives from the tourism industry, including leaders from the community, and local residents. The qualitative findings identify the disaster recovery strategies while, handling crisis management scenarios and examines the resilience mechanism adopted at the disaster struck regions by the stakeholders. The results strongly indicate; an imperative need for a good governance as an archetype for practitioners t o lead with tactical and strategic measures to sustain the vulnerabilities. Lack of pre-disaster communications and protocols were missing elements leading to the devastating scenario during the disaster. Mechanisms for boosting tourism was lead well with the help of travel influencers and repositioning the destination image. Along with possible strategies and ideas that can help Wayanad's tourism industry, particularly in the post-disaster phase, this paper indicates strategies to restore the destinations brand identity and reputation. The study supports the "New phase of Normalcy" by including ideas and mitigative measures that the public sector should implement to address safety concerns. The State has well begun with the new reinstating tourism strategy through the new campaign “Ente Keralam, Ennum Sundaram” (My Ke rala Ever Beautiful).