From margins to mainstream

Branding indigenous beverages through gastronomic tourism in emerging economies

Bibliographic Data

ID22423652
AuthorsLikhil Sukumaran (0000-0003-0403-8076, Department of Management Studies, Acharya Bangalore B School, corresponding author), Biplab Bhattacharjee (0000-0002-3886-8409, O. P. Jindal Global University), A G Resmi (UBI Business School), Ritanjali Majhi (0000-0001-6610-4732, School of Humanities, Social Sciences and Management, NITK Surathkal)
Year2026
Publication date2026-02-24
Open AccessYes
TypeARTICLE
VenueTourism and Hospitality Research (JOURNAL)
Journal identifiersISSN: 1467-3584 • E-ISSN: 1742-9692
PublisherSAGE Publications (PUBLISHER • US)
DOI10.1177/14673584261419518
OpenAlexW7131357940
LanguageEN
References cited63

Indigenous alcoholic beverages remain underexplored in tourism research despite their cultural and economic potential, especially in developing economies where global brands dominate consumption. This exploratory study investigates how such beverages can be repositioned as experiential assets within gastronomic tourism, using Kerala’s toddy as a case study. A mixed-method approach was employed, combining machine learning–based clustering of Instagram images, focus group validation, and conjoint analysis with domestic tourists. Variables were first identified from experiential tourism and consumer behaviour literature and then refined through image clustering and focus group discussions to ensure grounding in both theory and real-world perceptions. The findings reveal that authentic village settings, cultural immersion, and local food pairings are the strongest drivers of tourist appeal, while sustainability considerations—though valued—play a supporting role. Based on these insights, a hierarchical framework for branding indigenous alcoholic beverages was developed, positioning place authenticity as the foundation. The study contributes by integrating digital visual analytics with consumer choice modelling, offering a replicable approach for future research in indigenous beverage tourism. It provides actionable insights for policymakers, entrepreneurs, and tourism operators aiming to revitalise local beverages while preserving cultural heritage and fostering community-based development.

Emerging markets · Experiential learning · Exploratory research · Focus group · Indigenous · Netnography · Sustainability · Tourism · Culinary Culture and Tourism · Diverse Aspects of Tourism Research · Wine Industry and Tourism

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