Gig Workers as Cultural Stewards: Empowering Independent Storytellers through Community-Based Tourism Platforms in Madurai and Kodaikanal

Abstract

The gig economy is expanding rapidly and this has altered the mode of work in tourism industry. With this, people are no longer gravitating towards work but rather more flexible types of work which can only be utilized when required. Paper entails the concept of something referred to as Cultural Stewards. They are individuals on their own employment and online through internet facilitate establishment of tourism experiences. They facilitate these experiences by organizing them with the community in such places as Madurai and Kodaikanal. Madurai is a popular city and the Cultural Stewards must be attentive on the manner with which they narrate the story of the culture in the city. On the one hand, Kodaikanal is a specialised destination of the eco tourism and the freelance guides employed in the area attempt to mitigate against the ill impacts of excessive tourists that may have in the environment. The Cultural Stewards in these places cannot be ignored as they make people experience when they visit Madurai and Kodaikanal. This analysis is actually significant since it examines individuals who possess ability and deal with information not only those who undertake simple tasks that demand handwork. It bridges a gap in the research that is currently being conducted. Its research is based on knowledge workers and this is a huge contrast to the typical research that considers individuals in low-skilled manual jobs. It implies that the research is, of knowledge workers and their activity. This was conducted in such places where a group of 30 people were involved. Thematic Factor Analysis was used to observe the working of worker empowerment in the study. What was discovered in the study is of great interest. It discovered the so-called Platform Paradox. The individuals in the research used who are like leaders perceived that they had much control over their own narratives with an average of 4.65. Also, they rated 4.4 in believing that they had a lot of liberty in making money. Simultaneously the digital platforms influence worker empowerment. These platforms actually concerned the people in the study a lot in terms of their job security, as there was an average score of 2.25. The focus of this study is worker empowerment and it seems that online platforms are a substantial issue. Statistical tests indicate that stewards in Madurai are more dependent on apps (p=0. 025) than the ones in Kodaikanal. The paper concludes by encouraging the consideration of such independent contractors by the local decision-making. It also pushes the safeguarding of seasonal employees in tourism that is resilient in instating the 2026 code on social security. The tourist industry addresses the worldwide sustainability objectives by recognizing gig employees as new guardians.