Community-driven sustainability practices in cultural heritage tourism: a qualitative study

This study critically investigates the integration of environmental, social, and governance (ESG) principles into the sustainable development of cultural heritage tourism in Kota Bharu, Kelantan, a region where environmental vulnerability, cultural identity, and religious norms intersect. Employing qualitative design, the research draws on thematic analysis of stakeholder insights gathered through workshops and in-depth interviews. Findings reveal a community-driven, but under-resourced ESG model shaped by grassroots efforts such as composting, rainwater harvesting, and tree planting, developed in the absence of advanced green infrastructure. Social themes emphasize inclusive tourism access, cultural continuity, and rising concern over the erosion of intangible practices, particularly traditional food heritage such as nasi kerabu and ulam, threatened by climate change and the decline of intergenerational knowledge transfer. Governance challenges highlight the lack of transparency, nepotism in resource distribution, and exclusion of local voices in decision-making. The study’s originality lies in showcasing how ESG-aligned practices can emerge organically from local cultural logics rather than being imposed through top-down policy. It calls for co-created ESG frameworks that are inclusive, culturally grounded, and climate resilient. Key recommendations include the institutionalization of community tourism councils, youth-led food heritage education, and the development of localized ESG charters rooted in national and global sustainability objectives.