From margins to mainstream: Branding indigenous beverages through gastronomic tourism in emerging economies

Abstract

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.