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

This research delves into the pivotal role of operational management proficiency within the hotel industry and its profound impact on decision-making during times of crisis. Hotels, as complex service organizations, face unique challenges in maintaining operations and marketing strategies during crises. Through a comprehensive analysis, this study investigates how varying levels of operational proficiency influence the strategic decisions taken by hotels facing crises, including those caused by natural disasters, health emergencies, and economic downturns. The research offers valuable insights into the correlation between operational proficiency, adaptability, and the effectiveness of crisis response strategies, shedding light on the path to resilience in the hospitality sector.