Sustainable Wealth Maximisation Through Tourism Branding:A Dual-Sector Comparison of Kerala Backwater Tourism and Heritage Tourism

Abstract

Tourism plays an integral role in Kerala's socio-economic development, with two of its major subsectors—backwater tourism and heritage tourism—contributing to economic growth and community empowerment. However, their branding strategies, market positioning, and contributions to sustainable wealth maximisation remain insufficiently explored. This study aims to fill that gap by comparing the tourism branding strategies and wealth-generation mechanisms of Kerala's backwater and heritage tourism subsectors. Using a mixed-methods research approach, including field surveys (N=210), expert interviews (n=12), and secondary data analysis, this study evaluates the effectiveness of marketing strategies, tourist perceptions, spending behavior, and overall economic outcomes in these two subsectors. Results reveal that while backwater tourism benefits from superior global brand recognition and higher tourist spending, heritage tourism offers greater long-term benefits through community engagement, cultural preservation, and emotional brand loyalty. The study proposes a sustainable wealth maximisation model that incorporates the unique strengths of both sectors. This paper discusses the implications for tourism policy, brand strategy, and sustainable development within Kerala’s tourism industry.