REJUVENATION OF MAYEM VILLAGE AS A SUSTAINABLE TOURISM DESTINATION WITH REFERENCE TO ALASTAIR M MORRISON'S PARAMETERS

Abstract

Mayem is a small village located in North Goa, India. Once a thriving agricultural community, Mayem has seen a decline in recent decades as younger generations migrate to cities for work. However, Mayem possesses immense potential for sustainable tourism development due to its rich cultural heritage, natural beauty, and central location. This paper examines strategies for rejuvenating Mayem into a model sustainable tourism destination using Alastair M. Morrison's parameters for sustainable tourism planning. A mixed-methods approach was used, including interviews with villagers and tourism stakeholders, site visits, and analysis of secondary data. Results indicate that developing community-based tourism initiatives, improving local infrastructure, implementing green technologies, diversifying the tourism product, and integrating sustainability principles across planning and development can transform Mayem into an economically, socially, and environmentally sustainable tourism destination. The paper provides practical recommendations aligned with Morrison's parameters to activate Mayem's sustainable tourism potential.

Keywords: Mayem, Sustainable Tourism Destination, Alastair M Morrison, North Goa