FROM RITUAL TO REVENUE: TOURISM AND THE POLITICAL ECONOMY OF CULTURAL COMMODIFICATION IN KERALA

Breathtaking landscapes and unique traditions best describe the destination of Kerala, from the vibrant ritual of Theyyam to the classical dance drama of Kathakali and the grand festivals of Onam and Vishu. However, in its eagerness to entice tourists, most of these cultural practices are transformed from meaningful community rituals into marketable products for global consumption. The core of this commodification is the turn from traditions into performance, here sacred rituals like Theyyam, though deeply bound with Kerala's caste systems and spiritual practices, are now staged for tourist entertainment. The spiritual and communal values that characterise such rituals are diluted so that they fit within the…