The Influence of Sustainable Destinations on the Sustainable Development of Ecotourism Business in Kerala, India

Abstract

This study examines the impact of sustainable accommodation, waste management, and digital technology on sustainable ecotourism development, with a focus on the mediating role of sustainable ecotourism destinations. Despite increasing awareness of waste management in Kerala's ecotourism destinations, a zero-waste system has yet to be fully implemented, hindering the effective development of sustainable ecotourism in the state. A sample of 500 respondents were selected from the officials of State Government Tourism Offices, Entrepreneurs in the ecotourism sector, and members of local community who have engaged in ecotourism activities, using proportionate random sampling method. The study employed Structural Equation Modelling (SEM) analysis using the SmartPLS 4.0 application. The findings revealed that sustainable accommodation and the adoption of digital technology significantly and positively influence sustainable destinations, thereby fostering sustainable ecotourism development. However, waste management showed no significant impact on either sustainable ecotourism development or sustainable destinations, signalling a critical area requiring improvement. Furthermore, sustainable destinations serve as a key mediating factor between sustainable accommodation, waste management, digital technology, and the sustainable development of ecotourism.  This study also emphasizes the adoption of modern waste management technologies to foster sustainable ecotourism destinations and support the region’s ecotourism development.