Fostering sustainable urban tourism in Thrissur exploring tourists perspectives and strategic challenges

Abstract

Urban tourism plays a vital role in the socio-economic development of nations, providing the comforts and facilities sought by travellers within compact city circuits. As a form of touristic activity located in urban precincts, it offers diverse amenities including culture, history, shopping, nightlife, and entertainment. Globally, urban tourism has contributed significantly to restructuring economies, generating employment, advancing infrastructure, and promoting trade, particularly in countries recovering from economic crises. However, in India—and especially in Kerala—the concept of urban tourism remains relatively unexplored and fragmented despite the existence of multiple tourism initiatives. Against this backdrop, the present study focuses on fostering sustainable urban tourism in Thrissur Corporation by analysing tourists’ perspectives and identifying strategic challenges. The research investigates the relationship between different categories of tourists visiting Thrissur Corporation, their perceptions of urban tourism, and its effects on environmental, social, and economic sustainability. It further examines the challenges encountered during these activities and explores remedial measures. Key variables considered include awareness, perception, desire, satisfaction, attachment, and loyalty, along with the problems faced by tourists when visiting urban destinations in Thrissur. The study adopts a descriptive and analytical research design. Primary data were collected from 384 respondents using a structured and validated interview schedule. Respondents were categorized into four groups namely, domestic tourists within Kerala, domestic tourists from other Indian states, NRIs, and foreign tourists. A stratified random sampling technique ensured demographic representation. Analytical tools such as Frequency, Percentage, Mean, Standard Deviation, Weighted Average, Rank, Correlation, Regression, One-way ANOVA, Chi-Square, Factor Analysis, Confirmatory Factor Analysis (CFA), and Structural Equation Modelling (SEM) were employed. Reliability and validity tests confirmed the robustness of findings. Results reveal that demographic variables significantly influence tourists’ awareness, perception, and desire. Tourists report high levels of satisfaction, attachment, and loyalty towards urban destinations in Thrissur. These perspectives play a decisive role in enabling environmental, social and economic sustainability, highlighting a positive association among all studied factors. The findings also underscore existing challenges faced by tourists and suggest that these can be effectively addressed through targeted strategies, paving the way for sustainable urban tourism. The study concludes that the successful development of urban tourism requires a comprehensive, multi- dimensional approach that integrates tourist perspectives with sustainability goals. Policy makers and tourism authorities must identify innovative strategies and adapt them to the local context, ensuring the provision of essential amenities and the enhancement of tourist experiences. The implications of this research provide valuable insights for authorities and the wider public, stressing the importance of reshaping urban destinations to foster sustainability. Once effectively implemented, these strategies can advance sustainable urban tourism not only in Thrissur Corporation, but also across Kerala, thereby contributing to the broader growth of the state and nation.