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ABSTRACT
On the 24th of August 2014 the state of Kerala announced that alcohol will be progressively banned through different phases, with a plan of implementing a complete ban by 2025. The ban was eased in July 2017; yet, it sparked heated debates about its impacts on the tourism industry, which highlighted the strong nexus between alcohol and tourism. Despite animated discussions continued online for months after the announcement of the ban, there have not been studies assessing the impact of the ban on tourism/tourists. Through a thematic analysis of online texts published on TripAdvisor, this paper explores tourists’ perceptions and opinions of the implementation of the ‘Dry Law’ in Kerala. Moreover, this work also investigates whether the ban discouraged potential tourists to visit Kerala. Overall, our analysis reveals that the ban did not discourage potential tourists to visit Kerala, although many regarded the possibility of having moderate amounts of alcohol on holiday as pleasant. Importantly, our study also contends that the narratives about the ‘Dry Law’ produced and propagated online were often representative of political structures of power, which linked tourism to alcohol irrespective of the real impact of the ban on tourism.
Disclosure statement
No potential conflict of interest was reported by the authors.