Articles
| Open Access | HARMONY AND HOSPITALITY: TOURISM ENDORSEMENT IN SACRED JAMMU AND KASHMIR
RAVINE MANHAS , SCHOOL OF HOSPITALITY AND TOURISM MANAGEMENT, UNIVERSITY OF JAMMU, BABA SAHEB AMBEDKAR ROAD, JAMMU TAWI (J&K), INDIAAbstract
This research delves into the intricate interplay between tourism endorsement and the pursuit of peace and tranquillity in the sacred region of Jammu and Kashmir. Known for its unparalleled natural beauty and cultural richness, Jammu and Kashmir has often been marred by conflict. This study explores the transformative power of tourism as a catalyst for peace-building and regional development in the region. Through a comprehensive analysis of tourism endorsement efforts, including promotional strategies and infrastructure development, this research uncovers the potential of tourism to foster harmony and economic growth in this sacred land. It contributes to the discourse on the role of tourism in conflict-ridden regions and provides valuable insights for policymakers, researchers, and the tourism industry
Keywords
Tourism endorsement, Jammu and Kashmir, Peace and tranquility, Conflict resolution, Regional development, Cultural heritage, Promotional strategies, Infrastructure development
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