Introduction

The paper identifies the STREET project as a sustainable model for enabling responsible tourism principles and practices with local self-governance as the implementation body. While understanding the STREET project as a sustainable paradigm, it is important to dive deep into the concept of responsible tourism. Responsible tourism has become a focal point within the discourse of sustainable development and ethical tourism practices. This framework emphasises the careful management of tourism activities to maximise social, economic, environmental, and cultural advantages while minimising potential drawbacks. Grounded in principles of accountability and ethical conduct, responsible tourism demands meticulous consideration of the impacts associated with travel. The introduction explores the academic principles of responsible tourism, explaining its complex aspects and its importance in creating a more ethical and sustainable approach to tourism.

Local self-governments (LSGs) are crucial in sustainable tourism development as they help in aligning tourism imperatives with responsible practices. Responsible tourism aims to minimise negative impacts and maximize positive contributions to destination areas, necessitating LSG involvement. LSGs serve as a conduit for community participation, incorporating local perspectives into tourism planning. Their regulatory purview encompasses cultural preservation, formulating and enforcing guidelines to protect indigenous heritage and traditions, and safeguarding socio-cultural integrity. Kanthalloor, a village located in the Idukki district of Kerala, India, has been recognized as the "Kashmir of Kerala" due to its pleasant and temperate climate throughout the year. Situated amidst the Western Ghats and close to the borders of Kerala and Tamil Nadu, Kanthalloor serves as a popular tourist destination and provides respite from the fast-paced urban lifestyle. In 2011, the Kanthalloor village panchayat was awarded the prestigious "Gold" accolade by the Ministry of Tourism for its exceptional achievement of successfully implementing a rural tourism project. This project has garnered widespread recognition and has made Kanthalloor a model for other villages seeking to promote sustainable tourism development. Kanthalloor village has emerged as a leading example of participatory tourism development in Kerala. The village initially joined the "PEPPER" initiative, but later transitioned to the STREET project.

STREET project: Kerala's STREET Project: A Sustainable and Inclusive Approach to Tourism Development. The STREET project, which stands for Sustainable, Tangible, Responsible, Experiential, Ethnic Tourism Hubs, is a participatory tourism development initiative launched by the Responsible Tourism Mission of Kerala, India. The project is aligned with the United Nations World Tourism Organization's (UNWTO) new tourism motto, "Tourism for Inclusive Growth," and aims to develop and rebrand various destinations into theme-based streets. 

The STREET project conceptualizes and implements comprehensive plans to develop and transform various destinations into Sustainable, Living Responsible Tourism Villages. The overarching goal is to establish these villages as models of sustainable and responsible tourism practices. To achieve this, the project employs a thematic zoning mode, whereby specific areas within the villages are designated for different tourism activities and experiences. The project also introduces the concept of STREET hubs, which emphasise the importance of incorporating sustainable and responsible practices into the development and operation of tourism hubs. The STREET project has been implemented in ten carefully selected locations in Kerala, namely Kadalundy, Tritala, Pattithara, Valiyaparamba, Chekadi, Maravanthuruth, Manchira, Pinarayi, Anjarakkandy, and Kanthalloor in collaboration with local communities and local government support. The comprehensive project framework encompasses state-level launching and implementation at LSG-level with the Responsible Tourism Mission.

Kanthalloor: A Model for Sustainable and Inclusive Tourism Development: Kanthalloor village in Kerala, India, recently won the Government of India's "Gold" award for the successful implementation of the Sustainable, Tangible, Responsible, Experiential, Ethnic, and Tourism (STREET) project, a rural tourism initiative. This remarkable achievement, accomplished in the face of significant challenges, highlights the transformative potential of collaborative efforts between local communities, government agencies, and international organisations. The STREET project in Kanthalloor is a collaborative effort between the Responsible Tourism Mission (RT Mission) of Kerala, the village panchayat, and UN Women. The project's success can be attributed to its comprehensive approach, which encompasses village engagement, resource mapping, skills development, and enterprise creation. Through this approach, the RT Mission and UN Women have successfully empowered women in Kanthalloor to become active participants in the tourism industry, fostering inclusive and sustainable economic growth. One of the key features of the STREET project in Kanthalloor is its focus on women-friendly tourism. This is reflected in the introduction of women-oriented tour packages and the implementation of the "destination security" scheme. The project has also made significant investments in infrastructure development, including street lighting, public water vending machines, and waste management systems. These initiatives enhance the tourist experience while also contributing to the overall well-being of the Kanthalloor community. The STREET project in Kanthalloor is also committed to sustainable tourism practices. This is evident in the creation of green check posts to enforce strict bans on plastic materials and the establishment of green, vegetable, and fruit streets to promote local produce and cultural heritage. The project's emphasis on uniform pricing for tour packages and rigorous oversight mechanisms also ensures transparency and accountability within the tourism sector, safeguarding the interests of both tourists and local service providers. 

The STREET project in Kanthalloor is governed by a panel chaired by the panchayat president and convened by the RT Mission coordinator. This structured approach ensures that the diverse initiatives are coordinated and implemented in a cohesive manner, maximising their impact. The project's comprehensive approach, encompassing community engagement, infrastructure development, enterprise creation, and responsible tourism practices, provides valuable lessons for other destinations seeking to empower women and promote sustainable tourism.

This study's rationale lies in addressing the pressing challenges of contemporary tourism by investigating the intricate relationship between responsible tourism and local self-governance. As tourism increasingly impacts communities and environments, understanding how local governing bodies can shape and enforce policies aligned with responsible tourism becomes imperative. The study seeks to contribute both academically and pragmatically, offering insights for policymakers, destination managers, and industry stakeholders. The goal of this research is to explore the interactions between responsible tourism principles and local governance, gaining a deeper understanding that can guide evidence-based practices. This will contribute to a more sustainable and ethical direction for the tourism industry. It is also pertinent to note the lack of literature in this area increases the academic scope and significance of the study 

Discussion on Review of Literature: In the pursuit of comprehensively understanding and validating the concepts underpinning this research paper, an extensive analysis of diverse literature sources has been undertaken. Specifically, Joobi V P and Dr. Satheesh E K's work, "Local Community Participation in Responsible Tourism - A Case of Kumarakam Panchayath in Kerala," serves as a foundational piece elucidating the intricacies of responsible tourism and accentuating the pivotal role played by community participation. Anand Jayakrishnan K's article, titled ‘Panchayati Raj Institutions and Rural Development: A Study on Responsible Tourism Initiative in Kumarakom Grama Panchayath,’ contributes significantly to the depth of understanding required for this research. By delving into the dynamics of Local Self Government (LSG) and its association with responsible tourism initiatives, this article offers valuable insights that act as a guiding framework for comprehending the core concepts pertinent to the STREET project. Given that the STREET project is centrally concerned with the effective implementation of responsible tourism through LSG, the insights derived from Anand Jayakrishnan K's work play a crucial role in shaping the conceptual foundation and practical considerations of this research endeavour. To create more deep understanding various books titled “‘Responsible Rural Tourism in Asia’’edited by Vikneswaran Nair, Amran Hamzah and Ghazali Musa,"Taking Responsibility for Tourism"book written by Harold Goodwin,” Sustainable and Responsible Tourism: Trends, Practices and Cases” by Parikashat 

Singh Manhas and the articles titled “Prospects of Responsible Tourism in Kerala: Evidence from Kumarakam in Kottayam District” and “Employment Generation from Rural Tourism: A Field Study of the Local Community at Kumbalangi, Kerala” P K Manoj writes both helps to create more solid theoretical understanding about the concepts of responsible and sustainable tourism in detail.

The concept of responsible tourism aligns significantly with notions of sustainable tourism, ethical tourism, pro-poor tourism, and integrated tourism, emphasising the role of businesses in achieving sustainability. It is considered a subset within the broader genre of sustainable tourism, alongside ecotourism, ethical tourism, alternative tourism, and green tourism. Adopted by numerous tourism destinations, responsible tourism, though not yet a widespread movement, is gaining traction, particularly driven by states and city governments for normative reasons. Kerala, a prominent tourist destination in India, has embraced responsible tourism as a key development strategy. This paper explores the operationalisation of responsible tourism in Kerala, concerning the STREET project implemented in Kanthalloore village. It underscores the pivotal role of 'hands-off' planning through empowerment, engagement, and proactive facilitation in sustaining responsible tourism.

Research Methodology: To examine the role of local self-governance in implementing the STREET project and analyze the scope of responsible tourism in Kanthalloor village, this study employed a mixed-method approach, while the paper has majorly used a qualitative approach, however, due to a lack of literature, a primary study was conducted to gather data. Researchers collected and analyzed both numerical (quantitative) and non-numerical data using a combination of primary and secondary sources. Primary data was gathered through field interviews and telephone surveys conducted with villagers, panchayat members, and officials. An interview schedule was used to guide these interviews. Secondary data was collected from government websites, newsletters, journal articles, books, and newspaper articles. The study employed a cross-sectional research design, which involves collecting data from a population or a representative sample at a single point in time. 

Area of study: Kanthalloor village, Kanthalloor is a remote village in Kerala, India, renowned for its diverse range of agricultural produce, including rare and uncommon tropical crops. Situated at an altitude of 5000 ft above sea level. Kanthalloor's vast expanses of tea estates, undulating hills, enchanting waterfalls, and picturesque hamlets make it an idyllic holiday destination. Despite its proximity to popular tourist destinations such as Ernakulam (180 km), Udumalpettai (60 km), Marayoor (14 km), and Munnar (57 km), Kanthalloor remains largely unexplored. This is partly due to its strategic location on the border of Kerala and Tamil Nadu, which has made it a relatively inaccessible region. 

However, the state government is working to promote sustainable and responsible tourism in Kanthalloor through initiatives such as the STREET (Sustainable Tangible Responsible Experiential Ethnic Tourism Hubs) project. According to the 2011 Census, Kanthalloor village has a total area of 4842 hectares and a population of 6,758, with 3,339 male inhabitants and 3,419 female inhabitants. The researchers employed probability sampling and collected data from a sample of 364 villagers and total population=6758, Confidence level=95, and Margin of error=5, to understand the community response regarding the STREET project and its implementation. Further, the researchers interviewed a total of 31 respondents which included 10 panchayat officials, 13 elected members, and 8 implementation officers to gather data about the project at the official level. 

Results and discussion

This study examines the level of socio-economic empowerment among the marginalised villagers. According to collected data the majority of respondents to the survey were in the 18-30 age group (32.42%), followed by the 31-45 age group (30.49%), and the 46-60 age group (26.37%). The lowest number of respondents was in the 61 and above age group (10.71%). The data suggests that the street project may be more effective in reaching younger people. The given data shows that if the project organizers have to reach a wider audience, they should consider additional outreach efforts to older adults. A total of 364 respondents participated in the survey, with 169 (46.4%) being male and 195 (53.6%) being female. This suggests that there is a relatively even split between the genders in terms of their participation in the STREET project. The data also shows that the STREET project has had a positive impact on both men and women. For example, a significant majority of both genders (82.2% of men and 87.2 per cent of women) reported that they feel more confident in their ability to express their opinions since participating in the project. Additionally, 78.1 per cent of men and 82.5 per cent of women reported that they feel more empowered to make decisions since participating in the project. These findings suggest that the STREET project is an effective tool for empowering both men and women. The project provides participants with the skills and knowledge they need to be more confident and assertive in their personal and professional lives.

Social Parameters: The educational background of the respondents varied, with the majority having a Higher Secondary education (34.89%) followed by Secondary education (30.76%). A smaller proportion of respondents had a Primary School education (17.85%), while the least represented group was those with No Formal Education (4.94%). Respondents with Graduation and above education comprised 11.53% of the sample. The data suggests that the majority of respondents have a relatively high level of education, with over 65 per cent having completed Secondary education or higher. 

This could indicate that the STREET project was well-targeted towards a population with the necessary educational background to understand the project's objectives and actively participate in its activities. While the data does not directly establish a causal link between education level and understanding or participation in the STREET project, it is reasonable to infer that higher education levels may be associated with a better grasp of complex concepts and a greater capacity to engage in project-related tasks. Further research would be needed to conclusively determine the extent to which education level influences understanding and participation in the STREET project.

Income 

Table No: 1

Improvement in Income

The findings revealed that the project had a positive effect on the income of a significant portion of the participants. Over 60% of respondents reported either an increase in income or stable income levels. This suggests that the STREET project may be effective in helping participants achieve financial stability and improve their economic well-being. It is important to note, however, that a smaller percentage of respondents reported a decrease in income. This suggests that the project may not be equally effective for all participants. 

Capacity building as a part of the street project

(Job skill training)

Table No: 2

The majority of participants (53.29%) received skill training as part of the STREET project. This suggests that the project is effective in providing participants with the skills they need to succeed. However, a significant minority of participants (46.7%) did not receive skill training. This suggests that there may be barriers to participation in the project's skill training programs. The project should work to identify and remove these barriers so that all participants have the opportunity to benefit from skill training.

Community Engagement

Table No: 3

The majority of individuals (36.81%) were somewhat involved in the project, followed by those who were actively involved (31.59%). A significant portion of individuals (23.62%) were involved, while a smaller group (7.96%) was not involved at all. These findings suggest that the STREET project has been successful in engaging a large proportion of the community in Kanthalloor village. However, there is still scope for improvement, as a significant number of individuals are not involved at all. Further efforts should be made to reach out to these individuals and encourage their participation in the project.

Gender Equality (Women Empowerment): The above-collected data is regarding the improvement of gender equality after the implementation of the STREET project in Kanthalloor village. From the response of the villagers, out of the 364 selected respondents around 48(13.18%) people responded that they strongly agree that with the implementation of the 

STREET project, there has been a considerable improvement in gender equality in the village of Kanthalloor.  A group of 96(26.37%) respondents expressed that they agree while 154(32.37%) shared the view that they feel neutral about the improvement of gender equality after the project implementation. It is also important to note that 58(15.93%) respondents disagree and 8 (2.19%) people who responded to this survey are strongly disagreeing about the improvement of gender equality after the implementation of the STREET project.

Awareness of the concepts of responsible tourism and its principle

Table No: 4

A majority of respondents (58.51%) indicated that they were aware of the concepts of responsible tourism. This suggests that there is a growing awareness of the importance of sustainable tourism practices. However, there is still a significant minority (41.48%) of respondents who are not aware of these concepts. This highlights the need for further education and awareness campaigns to promote responsible tourism practices.

Tourist behaviour from the viewpoint of respondents: The majority of respondents (34.62%) classified tourists as "Very Responsible". This suggests that tourists are generally perceived as being considerate of others and the environment. The next largest group of respondents (28.02%) classified tourists as "Responsible". This indicates that tourists are generally seen as being mindful of their actions and their impact on others. A smaller group of respondents (31.59%) classified tourists as "Moderately responsible." This suggests that some tourists may be seen as being somewhat careless or inconsiderate at times. A very small group of respondents (5.77%) classified tourists as "Irresponsible." Overall, the data suggests that tourists are generally perceived as being responsible and considerate. However, there is a small minority of tourists who are seen as being irresponsible. 

It is important to note that these results are based on self-reported data, and there may be some bias in the responses. Additionally, the data is from a single source, so it may not be representative of the general population. 

Responsible tourism effect on the well-being of the local community: According to the response on the effect of responsible tourism on the well-being of local communities, the data reveals that 56.86% of respondents believe that responsible tourism has a positive impact on local communities, while 43.13% believe that it has a negative impact. 

Awareness about environmental regulation, guidelines and their implementation as a part of responsible tourism: A majority of respondents (51.92%) are aware of environmental regulations, guidelines, and their implementation as a part of responsible tourism. This suggests that there is a growing awareness on the importance of environmental sustainability in the tourism industry. 

Engagement in cultural activity to promote the preservation of local culture and tradition as a part of responsible tourism: A majority of respondents (51.37%) engaged in activities to promote the preservation of local culture as part of responsible tourism, suggesting that culture is a significant aspect of the local economy and that visitors are keen to experience the local culture. Tourism enterprises must promote cultural activities while ensuring their authenticity and respect for local customs.

Role of Local Self-Governance

Policy alignment: Alignment of project goals and objectives with panchayat priorities and policies in Kanthalloor, survey of 31 officials in Kanthalloor, India, found that 26 strongly agreed, 5 agreed, and none were neutral, disagreed, or strongly disagreed that the project goals and objectives aligned with the priorities and policies set by the panchayat. This suggests a high degree of alignment between the project and the panchayat's priorities. The STREET project has been implemented without any reported conflicts to date. This is a significant achievement, given the complex nature of the project and the diverse stakeholders involved. It is likely due to the careful planning and coordination that has taken place, as well as the commitment of all stakeholders to the success of the project. Conflict resolution between STREET project activities and Policies of LSG: 100.0% responded that any conflicts that arose with LSG policies were resolved on time. Transparency of allocating resources (funding, materials, etc.) to the STREET project in Kanthalloor: Among the 31 officials in Kanthalloor, 27 (86.7%) responded that they allocated resources (funding, materials, etc.) to the STREET project in a very transparent manner, while 4 (13.3%) responded that they allocated resources in a transparent manner. 

The study found that local self-governance (LSG) is a major contributor to the STREET project, playing a pivotal role in its implementation. All respondents agreed on this finding. Inclusiveness: 78.3% (24/31) rated the inclusiveness of the STREET project implementation as highly inclusive. The remaining 21.7% (7/31) rated it as moderately inclusive. None of the officials rated it as somewhat inclusive, not very inclusive, or not inclusive at all. 

Public Scrutiny and feedback of STREET project: Public scrutiny and feedback regarding the STREET project revealed a favourable reception, with 29 individuals expressing support and only 2 voicing opposition. 

Community Member Participation Frequency in Decision-Making Process: In this study, 24 officials reported that community members reported participating in decision-making processes very frequently, while 7 members reported participating frequently. These findings suggest that a significant proportion of community members are actively participating in decision-making processes. This is a positive development, as it indicates that communities are increasingly being given a voice in the decisions that affect their lives. However, it is important to note that a minority of community members reported participating in decision-making processes less frequently or not at all. This suggests that there is still room for improvement in terms of ensuring that all community members have an opportunity to participate in decision-making processes. 

Assessment of Satisfaction with STREET Project Monitoring and Evaluation: 22 (70.97%) were very satisfied and 9 (29.03%) were satisfied. This suggests that the vast majority of respondents were satisfied or very satisfied with the project's monitoring and evaluation efforts. These findings are positive and suggest that the STREET Project is being effectively monitored and evaluated. This is important because it ensures that the project is on track to achieve its goals and objectives. Additionally, it provides valuable feedback that can be used to improve the project in the future. It is also revealed by officials that significant efforts were taken to involve marginalized people in the participation and were realised to a larger extent.  

Frequency of evaluation of STREET Project Progress to Local Self-Governance: This study revealed that weekly evaluations were the most common approach, with 18 out of 31 officials responding to requests for information. Monthly evaluations were also conducted, with 13 elected representatives responding. Quarterly and yearly evaluations were not conducted. 

Effectiveness of capacity building programs: In a survey of respondents in Kanthallor village, Kerala, 26 reported that the STREET project's capacity building programs were highly effective, while 5 reported that they were effective. None of the respondents reported that the programs were only moderately effective or not effective at all. 

Effectiveness of training sessions for capacity development: The data indicates that the training sessions for capacity development under the street project are highly effective, with 90.32 per cent of participants finding them to be so. Additionally, 9.68 per cent of participants found the training to be effective. Zero participants found the training to be not effective. These findings suggest that the training sessions are well-designed and delivered, and that they are meeting the needs of the participants. The high percentage of participants who found the training to be highly effective is particularly encouraging. Overall, the data suggests that the training sessions for capacity development under the street project are a valuable investment in the development of the workforce.

Limitation and Future Scope of the Study: The present study only focuses on the role of Responsible Tourism mission, Local Self Governance, Community members while there other stakeholders such as international organisation and NGOs involved. While this study particularly focuses on Kanthalloor village, in future other villages can also be assessed to identify the outcomes and challenges of the project with a detailed analysis of role of each or any particular stakeholder.  Considering the novelty of the STREET project and it's in the initial implementation stage, the study can only assess its immediate outcome. The study can further be developed by incorporating a Policy analysis model, preferably Governance and Network Approach to assess the long term impact of the project and to understand each and every stakeholder involved in the project.

Conclusion

This study examines the economic and social empowerment of marginalized rural communities, focusing on the STREET project in Kanthalloor village. The study analyses key parameters such as income levels, employment, entrepreneurship, education, community engagement, and gender equality. The STREET project has demonstrated a significant positive impact on the lives of the people of Kanthalloor village, India. The project's success can be attributed to its comprehensive approach to addressing community needs, economic well-being, and gender equality. The project's impact is evident in the overwhelming majority of participants reporting improvements in their lives, with over half experiencing enhanced economic well-being and livelihood. The STREET project's gender-focused programs have also made a notable contribution, with a substantial percentage of respondents acknowledging their benefits. Looking ahead, the STREET project should focus on enhancing its reach by identifying and addressing barriers to participation in skill training programs. Additionally, targeted outreach efforts should be undertaken to engage individuals who are not currently involved in the project. 

Continuous monitoring and evaluation will be crucial to ensure the project's long-term effectiveness and sustainability. Furthermore, the findings of this study suggest that responsible tourism is a complex and multifaceted phenomenon with both positive and negative impacts. While there is a growing awareness of the importance of sustainable tourism practices, there is still a need for further education and awareness campaigns to promote responsible tourism among both tourists and businesses. Additionally, more research is needed to identify the specific factors that contribute to both the positive and negative impacts of responsible tourism on local communities. By working together to promote responsible tourism practices, we can ensure that tourism benefits both the environment and local communities. The role of Local Self-Governance (LSG) is also analysed, indicating strong alignment with project goals and policies. The study reveals a positive perception of the inclusiveness and transparency of the project's activities, with most officials agreeing that community members received training and capacity-building support. The implementation of the STREET project has thus far transpired without any documented conflicts, a notable accomplishment in light of the intricate nature of the project and the varied stakeholders engaged. This achievement is presumably attributable to meticulous planning and coordination, coupled with the unwavering commitment of all stakeholders to the project's success. The investigation reveals a noteworthy contribution of local self-governance (LSG) to the STREET project, underscoring its pivotal role in facilitating project implementation. A unanimous consensus among respondents affirms the integral involvement of LSG in supporting the STREET project. The effectiveness and frequency of community member participation in decision-making processes are also explored. An investigation into the frequency of progress evaluation for street projects in Kanthalloor village revealed that weekly assessments are the primary method employed. Notably, the practice of conducting quarterly and yearly evaluations was absent, as evidenced by the lack of affirmative responses in this regard. These findings provide valuable insights into the temporal dynamics of project monitoring within the framework of local self-governance in the specified locale. Overall, the study provides a comprehensive assessment of the STREET project's impact on marginalised rural communities, highlighting key successes and challenges. The findings suggest that the project has made significant progress in empowering marginalized communities, while also underscoring the importance of LSG engagement and community participation in ensuring sustainable development.

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