Transforming Heritage into Enterprise: Unveiling the Innovative Sustainable Tourism Entrepreneurship Model of Sargaalaya, Kerala’s Arts and Crafts Village

This study explores the Sargaalaya Arts and Crafts Village in Iringal, Kerala, as a pioneering model of sustainable tourism entrepreneurship that integrates cultural heritage with economic development. By offering authentic, immersive experiences, Sargaalaya empowers artisans through community participation, skill enhancement, and social capital while preserving intangible heritage. The research underscores the importance of government support, infrastructure, and innovative entrepreneurship strategies in transforming traditional crafts into viable commercial goods, particularly within the souvenir industry. It emphasizes balancing heritage conservation with market integration and highlights the role of experience-scapes in fostering sustainable entrepreneurship ecosystems. Using informant interviews of the case and thematic analysis of reviews, the study reveals tools and strategies to align cultural landscapes with responsible tourism, providing a replicable framework for global applications in similar contexts.