Identifying Asthenic Factors of Sustainable Tourism Developmental: An Empirical Discourse in the State of Jammu and Kashmir

Tourism industry is one of the major revenue generating industry globally and specifically for the state of Jammu and Kashmir. The industry contributed US $7.6 trillion to the global economy (10.2% of global GDP) and generated 292 million jobs (1 in 10 jobs globally) in 2016. The total contribution of Travel & Tourism to GDP in India was INR 14,018.5 bn (USD 208.9 bn), 9.6% of GDP and directly supported 25,394,500 jobs (5.8% of total employment) in 2016. In the State of Jammu and Kashmir there is an occupancy of 27,68,073 number of tourists during the year 2016 all-time low since 2008 and fall of 69.92 % from the preceding year 2015 while as the highest number of tourists arrivals since 2008 was in the year 2012, 1,25,02,515 arrivals (national and international).

Tourism industry is 365 day industry with rush to specific season, winter, spring, summer and autumn. In third world countries Retention, upliftment and sustainability of tourism industry is one of the major challenges. Over the years there is competing opportunities or facilities being offered globally by different states, Kashmir has proven to be a preferred tourist destination. However the state needs to determine that if there is a need/requirement of infrastructural development/upgradation, innovation of new sports/ideas, and introduction of new amenities which are to be preferred by the tourists across the globe. A ground zero research was conducted in form of information gathering of about 1,000 plus tourists in order to understand the pattern/state of tourism industry. Extensive information had been gathered with varying parameters from the tourists at various tourist destinations of different races, age groups, professions, countries and genders.

This research paper analysed the data set and has drawn numerous conclusions which otherwise are not being identified by the tourism department of the state nor visible on social networking sites and travel sites/blogs. The research paper concludes the list of recommendations which will ameliorate/ increase the inflow of tourists in the state of Jammu and Kashmir.