An Empirical Study of Tourist’s Perception towards Kashmir Valley

Abstract

The study focussed on the empirical examination of, food, beverage, accommodation sectors, cleanliness and hygiene of the destinations to meet the satisfaction of the tourists. Our study confirmed that around 94% of the respondents would like to visit Kashmir again and around 98% of the respondents would recommend this destination (Kashmir) to their friends. Moreover, maximum percentage of the respondents (around 80%), agreed that Indian media is playing negative role regarding the Kashmir issue and more than the same percentage of the respondents (around 82%), agreed that Kashmir is a safer place than anywhere else for visiting. Tourism is the life line of the Kashmir valley and hence all possible efforts need to be undertaken for retaining, maintaining and sustaining it.