A convergent parallel mixed method of study for assessing the role of communication in community participation towards sustainable tourism

The tourism industry has made a remarkable contribution to job opportunities, foreign exchange and infrastructure development. On the other hand, the extensive infrastructure affects the aesthetic appeal of natural destinations and this calls for sustainable tourism. Being one of the most effective tools to achieve development that prioritises conservation, sustainable tourism is interdependent with ecology, economy and socio-culture, and instils a sense of social responsibility towards protecting the natural environment through local participation. This study conceptualises the sustainable livelihood framework approach to assess the five capitals (natural, physical, financial, social and communication) to determine the role of capital assets for livelihood from sustainable tourism development in Mahabalipuram, a natural and heritage site in South India. A convergent parallel mixed method was used to collect data from Mahabalipuram visitors and locals. Based on the outcome of the study, physical capital was found to be the most visibly improved capital, while social and communication capitals required more focus for attaining sustainable livelihood. The results demonstrate that the poor are marginalised in terms of economic capabilities and access to information. Hence, access to communication is one of the basic necessities that help the local people to get exposed to more livelihood opportunities from tourism.