Paper Details

Kashmir, renowned for its pristine landscapes, favorable climate, and rich cultural heritage, has emerged as a major tourist destination in India. With the rapid expansion of the tourism industry in the region, there arises a critical need to shift towards sustainable tourism practices to safeguard its fragile ecology, preserve cultural identity, and support local communities. This study investigates the awareness and understanding of sustainable tourism among three key groups: students, local residents, and hoteliers in the Srinagar region of Kashmir Division. A structured survey was conducted among 900 participants—300 from each group—to assess their familiarity with the concept of sustainable tourism. The findings reveal a significant disparity in awareness levels. Among students, 170 (56.64%) reported familiarity with the term, indicating moderate awareness. However, only 40 local residents (13.34%) had any understanding of sustainable tourism, highlighting a major knowledge gap within the local community. In contrast, 410 hoteliers (45.54%) were aware of the concept, suggesting that industry professionals are relatively more informed, likely due to their direct involvement in tourism operations. These results underscore the urgent need for educational and awareness campaigns tailored for local communities and stakeholders. Promoting sustainable tourism practices is essential to ensuring the long-term viability of Kashmir’s tourism industry without compromising its natural and cultural assets. The study emphasizes that a collective effort involving government, educational institutions, and industry is vital to foster a more sustainable and responsible tourism future in the region.

Sustainable Tourism , Stakeholders, Kashmir