Summer Training Project Report On

JAMMU AND KASHMIR TOURISM DEPARTMENT: AN ANALYSISOF MARKETING STRATEGIES AND TOURISTS’ RECEIPTION.

UNDERTAKEN AT

JAMMU AND KASHMIR TOURISM DEPARTMENT

Submitted In Partial Fulfillment of the Requirements for the Award of the Degree of Master of Business Administration

By

SHEERAZ AHMED MIR

ROLL NO: MBA-14-22

Under The Supervisionof

Mohammad Hussain Mir (Joint Director Tourism, Kashmir

DEPARTMENT OF MANAGEMENT STUDIESAL FALAH UNIVERSITY, FARIDABAD-121004

DECLARATION

I, SHEERAZ AHMED MIR, Roll noMBA-14-22 Class MBA of Al-

Falah__UNIVERSITY_hereby declare that SVT entitled JUMMU AND KASHMIR

TOURISM DEPARTMENT;AN ANALYSIS OF MARKETING STRATEGIES AND

TOURIST RECEIPTION is an original work and same has not been submitted to any

other institute for the award of any other degree. A seminar presentation of the summer

training report made on 14-08-2015 and suggested as approved by the faculty duly

incorporated.

Presentation Incharge

Signature of candidate

(Faculty) SHEERAZ AHMAD

MBA-14-22

Countersigned

Principle/Director of the institute

,

ACKNOWLEDGEMENT

It gives me great pleasure to acknowledge and to express my gratitude to all those who

have helped me throughout this project.

It was great to have the opportunity to work under the guidance of Muhammad Hussain

Mir (Joint Director, Kashmir Tourism) and Dr. Mohd Wasiq,(astt.profissor AFU) I

would like to extend my thanks to them for helping me carry out the project and for their

valuable feedback and appraises.

My sincere thanks to Muhammad Hussain Mir (Joint Director, Kashmir Tourism) for his

valuable interaction regarding various challenges and prospectus of tourism in Kashmir.

My sincere thanks to Dr. Showkat Ahmed Bhat (Research Associate ,national Institute of

agricultural economics and policy research New Delhi) for his kind support and feedback

whenever required.

I would also like to thank all the facilities at the DMS, AFU for their kind support and

guidance.

SHEERAZ AHMAD

MBA Student

Department of Management studies, Al Falah University

Faridabad

Table of Contents

I. Tourism-An Introduction

II. Kashmir Tourism

III. Jammu and Kashmir Tourism Department- Genesis

IV. Organizational Chart

V. Vision, Mission and Objectives

VI. Performance of Kashmir Tourism Department

VII. PESTEL Analysis of Tourism in Kashmir

VIII. Service variety at Jammu and Kashmir Tourism Department

IX. USPs of JK Tourism

X. Executive Summary

XI. Work Experience

XII. Research Approach and Methodology

XIII. Review of Literature

XIV. Analysis and interpretation of data

XV. Conclusion

XVI. Findings

XVII. Suggestions

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40

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49

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59

61

83

84

88

XVIII. Limitations

XIX. Bibliography

XX. Annexure

91

92

93

Part A

TOURISM- An Introduction

Tourism can have various definitions depending on the use of the term by tourists or by

the managers of companies offering tourist services. For statistical reasons, a visitor is

considered to be every person visiting a country, other than that of permanent residence,

for any other reason but work that is paid in the visiting country (Blohberger, 1985,

pp33). Term “visitor” also embeds two more notions: tourists and excursionist

(Bernecker, 1981, pp 43). The first category includes all temporary visitors, who reside

for at least 24 hours in the visiting country and their trip can be categorized in

a) Recreation (sports, religion, health, holidays, or even adventure) and

b) business or family meetings.

The “excursionist” category includes all the temporary visitors, who reside for less than

24 hours in the visiting place.

Tourism is travel for recreational, leisure, or business purposes.

The officially accepted definition of tourism by WTO is that “tourism comprises the

activities of persons traveling and staying in places outside their usual environment for

not more than one consecutive year and not less than 24 hours for leisure, business and

other purposes”.

The tourism is of various types:

i) Domestic tourism – residents of a country visiting their own country.

ii) Inbound tourism -non-residents visiting a country other than their own.

iii) Outbound tourism – residents of a country visiting other

countries. These three types of tourism can be sub-categorized into:

a) Internal tourism, which compromises domestic tourism and inbound tourism.

b) National tourism, which compromises domestic tourism and outbound tourism.

c) International tourism, which compromises inbound and outbound tourism.

Tourism has become a popular global leisure activity. After slowly recovering from the

contraction resulting from the late-2000s recession, where tourism suffered a strong

slowdown from the second half of 2008 through the end of 2009, and the outbreak of the

H1N1 influenza virus, international tourist arrivals surpassed the milestone 1 billion

tourists globally for first time in history in 2012. International tourism receipts (the travel

item of the balance of payments) grew to US$1.03 trillion (€740 billion) in 2011,

corresponding to an increase in real terms of 3.8% from 2010. In 2012, China became the

largest spender in international tourism globally with US$102 billion,

surpassing Germany and United States. China and emerging markets significantly

increase their spending over the past decade, with Russia and Brazil as noteworthy

examples.

Tourism is important, and in some cases, vital for many countries. It was recognized in

the Manila Declaration on World Tourism of 1980 as "an activity essential to the life of

nations because of its direct effects on the social, cultural, educational, and economic

sectors of national societies and on their international relations." Tourism brings in large

amounts of income in payment for goods and services available, accounting for 30% of

the world's exports of services, and 6% of overall exports of goods and services. It also

creates opportunities for employment in the service sector of the economy, associated

with tourism. These service industries include transportation services, such

as airlines, cruise ships, and taxicabs, hospitality services, such as accommodations,

including hotels and resorts; and entertainment venues, such as amusement

parks, casinos, shopping malls, music venues, and theatres.

There can be no denying that tourism is a major global economic force. Hardly a day

goes by without a new pronouncement about the wider significance of Tourism industry.

Tourism at International level is one of the fastest growing industries, accounting for

more than 10% of total international trade and almost half of total trade in services, and

can be considered as one of the world’s largest export earners (WTO, 2010). In many

countries, foreign currency receipts from tourism exceeded currency receipts from all

other sectors together. Thus, tourism, which is an alternative form of exports, contributes

to the balance of payments through foreign exchange earnings and proceeds generated

from tourism expansion. Over the past decades, the importance of the tourism sector for

the economy has been steadily increasing. Tourism at International level is recognized to

have a positive effect on the increase of long-run economic growth through different

channels. Tourism is a significant foreign exchange earner, allowing to pay for imported

capital goods or basic inputs used in the production process. Tourism plays an important

role in spurring investments in new infrastructure and competition between local firms

and firms in other tourist countries. Tourism stimulates other economic industries by

direct, indirect and induced effects. Tourism contributes to generate employment and to

increase income. Tourism causes positive exploitation of economies of scale in national

firms. And more so, tourism is an important factor of diffusion of technical knowledge,

stimulation of research and development, and accumulation of human capital. The ability

to generate ripple effects by tourism makes it a performer of vital medium of foreign

currency injection which has been drawing a significant attention for the economic

development of developing countries. Developing economies are progressively relying on

income streams from tourism while the traditional economic sectors have become of less

potential in contributing to GDP. The economic repercussions of tourism are occurring in

extensive latitude, within the evolution of the globalization process (Sugiyarto et al.,

2003) that is, in turn, helping the acceleration of this industry’s expansion around the

globe. In fact, direct, indirect, and induced multiplier effects are the causes that assist in

expanding the contribution of tourism to an economy. Therefore, along with direct

impacts, the measurement of indirect and induced impacts of tourist expenditure has to be

taken into consideration as they represent a better measure (Archer, 1982; Fletcher, 1989;

Vaughan et al., 2000) that completes the total economic impact of tourism. As

repercussion effects of tourism are being realized by nations, it is now believed to

stimulate the economic progress of developing economies and its importance in gaining

widespread recognition. Tourism industry has become one of the most vital sectors,

drivers and/or engines of growth and development for economy because of its

competitive advantages and potentiality. The tourism industry not only creates

considerable high multiplier effects but also enhances the inter-sectoral linkages in the

economy. Through inter-sectoral linkages, impact of international tourist expenditure

affects almost all sectors of an economy beside direct tourism related sectors. (Mazumder

et al., 2011).

Tourism is a growing and complex phenomenon which is becoming one of the world's

largest economic activities. It involves an amalgam of industries such as tour operators,

travel agencies and tour guides, transportation, accommodation, recreation and

entertainment and food and beverage services. The complexity and structure of the

tourism industry are directly influenced by the consumptions of the visitors who buy both

tourism and non-tourism goods and services. The activities of tourists thus have effects

on different industries including goods and products that initially may not seem to be

relevant to tourism.

Regional Development:-

Tourism deve1opment can contribute significantly to the development of underdeveloped

regions of the country. Many economically backward areas have rare scenic beauty and

other cultural attractions. Tourism can bring a lot of prosperity to the local people of such

areas. Tourism expenditure is of special importance in such relatively isolated,

economically undeveloped areas. (Kunal Chathopadhay, 1995) points out “Tourist

centers are frequently located in 'untouched' regions usually in less favored parts of a

developing country, where the local population has been cut off from the process of

socio-economic development and many have had to recourse to migration to the nearest

principal city in search of a job. In other words, tourism, particularly domestic tourism,

opens up new growth centers in the interior of a country.” Tourism is one of the primary

investments whose benefits will help in the regeneration of backward regions. (L.J.Smith

Sephen, 1989) argues that one of the major benefits of regional development from

tourism is a significant contribution to their economy, and the creation of new jobs. The

revenue earned from tourism is a basic income since it is equal to export earnings. The

money spent by tourists is new money in the focal economy. It is not just a recycling of

wealth. It is the creation of new money.

Global Tourism Scenario:-

Tourism is the fastest growing industry globally; international tourism rebounded

strongly, with international tourist arrivals up 6.6% over 2009, to 940 million in 2010. In

2010, international tourism receipts are estimated to have reached US$ 919 billion

worldwide (693 billion euros), up from US$ 851 billion (610 billion euros) in 2009,

corresponding to an increase in real terms of 4.7%.(WTO, 2011). As an internationally

traded service, inbound tourism has become one of the world‟s major trade categories.

The overall export income generated by inbound tourism, including passenger transport,

exceeded US$ 1 trillion in 2010, or close to US$ 3 billion a day. Tourism exports account

for as much as 30% of the world‟s exports of commercial services and 6% of overall

exports of goods and services (WTO, 2011). Globally, as an export category, tourism

ranks fourth after fuels, chemicals and automotive products. For many developing

countries it is one of the main sources of foreign exchange income and the number one

export category, creating much needed employment and opportunities for development.

Based on the currently still fragmented information from countries with data available,

tourism‟s contribution to worldwide gross domestic product (GDP) is estimated at some

5%. Tourism‟s contribution to employment tends to be slightly higher and is estimated in

the order of 6-7% of the overall number of jobs worldwide (direct and indirect). For

advanced, diversified economies, the contribution of tourism to GDP ranges from

approximately 2% for countries where tourism is a comparatively small sector, to over

10% for countries where tourism is an important pillar of the economy (WTO, 2011). For

small islands and developing countries, or specific regional and local destinations where

tourism is a key economic sector, the importance of tourism tends to be even higher

In 2010, world tourism recovered more strongly than expected from the shock it suffered

in late 2008 and 2009 as a result of the global financial crisis and economic recession

Worldwide. The vast majority of destinations reported positive and often double-digit

increases, sufficient to offset losses or bring them close to this target. Recovery came at

different speeds – much faster in most emerging economies (+8%) and slower in most

advanced ones (+5%),

As shown in the table 1.1 below;

Table 1.1

International Tourist Receipts in BillionsRank Country 2011 2010 Change in %

from (2010 to2011)

1 USA 116.3 103.5 +12.32 Spain 59.9 52.5 +143 France 53.8 46.3 +16.194 China 48.5 45.8 +5.895 Italy 43.0 38.8 +10.826 Germany 38.8 34.7 +11.817 United Kingdom 35.9 30.4 +18.098 Australia 31.4 30.1 +4.319 Macau 27.8 23.0 +20.8610 Hong Kong 27.2 20.8 +30.7Source: World Tourism Organization (UNWTO)

Table 1.2 International Tourist Arrivals In Millions

RANK COUNTRY 2010 2011 Change (2010-2011)

1 France 77.1 79.5 +3.0 %2 United States 59.8 62.3 +4.2%3 China 55.7 57.6 +3.4%4 Spain 52.7 56.7 +7.6%5 Italy 43.6 46.1 +5.7%

6 Turkey 27.0 33.3 +8.9%7 United Kingdom 28.3 29.2 +3.2%8 Germany 26.9 28.4 +5.5%

9 Malaysia 24.6 24.7 +0.6%10 Mexico 23.3 23.4 +0.5%

(UNWTO World Tourism Barometer ,2011)

Major Tourist Destinations:-When ranked according to the two key tourism indicators – international tourist

arrivals and international tourism receipts – it is interesting to note that seven of the

top ten destinations appear in both lists, even though they show marked differences in

terms of the characteristics of the tourist receipts and tourist arrivals. The most significant

change among the top ten by international arrivals in 2011 was the rise of China to third

position, ousting Spain, having overtaken Italy, Turkey and United Kingdom during the

past few years. , France (77 million tourists) continues to lead the ranking in terms of

arrivals. . Completing the top ten ranking in terms of receipts Macau and Hong Kong are

placed at 9th and 10th place respectively.

In terms of receipts, China (5.89%) also moved up the ranking to fourth position,

overtaking Italy. Furthermore, among the ranking by receipts, Hong Kong (China)

entered the top ten at ten, moving up from the 12th position.. The USA ranks first in

receipts with US$ 104 billion and second in arrivals. Spain maintains its position as the

second biggest earner worldwide and the first in Europe, and ranks fourth in arrivals,

followed by France in terms of receipts Italy ranks fifth in both arrivals and receipts. The

United Kingdom is seventh in terms of arrivals and seventh in receipts, while Germany is

sixth in receipts and eighth in arrivals. Turkey occupies the sixth position in arrivals but

does not fall among the top ten destinations in terms of receipts. Completing the top ten

ranking in arrivals are Malaysia (9th) and Mexico (10th) and in receipts, Germany (8th)

(WTO, 2011). As shown in Table 1.2 above

Indian Tourism Scenario

In spite of not finding the place among the top ten tourist destinations of the world India is

still blessed with abundant natural resources and a rich history and culture and ranks in

the top 10 countries of the UNESCO World Heritage List, with 23 monuments and 5

natural locations inscribed. Moreover, India has considerable output, income and

employment through tourism, as indicated by WTTC statistics – India's Travel and

Tourism industry contributed 8.6% of its GDP and investment into this industry was

7.2% of the total investment for 2010. In the past few years, there has been a tremendous

upsurge in the number of tourists visiting India. India due to its cultural, spiritual and

natural richness offers the world with an experience unparalleled by any other country:

traditions, life styles, cultural heritage and colorful fairs and festivals, all combined

together make India a land of its own. Moreover, India offers the world a vast choice of

tourism activities: be it eco-tourism (the forests, beautiful beaches, wild life and

landscapes), adventure tourism (snow, river and mountain peaks), science tourism

(technological parks and science museums), spiritual tourism, heritage tourism or health

tourism (yoga, ayurveda and natural health resorts).

Tourism in today‟s world is a very big economic and social activity, generating a

large amount of income, employment and foreign currency and investment opportunities.

Though currently, the developed nations are getting the lion‟s share of the benefit of

tourism, there is a promising future for the developing nations also. The contribution of

tourism towards socio-economic development and environmental conversation is

immense. The growth and unprecedented boom in travel industry has been incredible, but

not sudden. There has been a consistent growth pattern in the travel industry. World

Travel and Tourism Council (WTTC) states, that India will emerge as the second fastest

growing tourism economy globally between 2005 and 2014 followed by china.

Successful promotions such as Ministry of Tourism Incredible India„s multi-media

campaign and the budget travel boom are to have contributed to the tourism gold rush.

India earned Rs 296035 crore through tourism in 2006 and Rs 5040320 crores in 2011.

Economies of the world are changing at an alarming rate. Europe and America are

growing way to shift of wealth power to china, India and Far East. The foreign tourist

arrivals into India have increased significantly. However, it is a different story that

India‟s share in world tourism continues to be at a dismal low. However, in the last two

decades, domestic tourism in the country has grown from 63.8 million in 1990 to 740

million in 2010. However, much of this traffic is concentrated in states like Rajasthan,

Maharashtra, Gujarat, Kerala, Goa, Himachal Pradesh and Uttaranchal, etc. But

unfortunately the flow of domestic tourists into the eastern and north-eastern parts of the

country are much lower compared to other parts of the region, although, there is a very

large outflow of tourists from the eastern states, particularly from West Bengal to other

parts of the country. Though, the eastern states have all the potentials to become ultimate

tourist destinations. Except for a desert, the region has everything. If we analyze the

situation, we would find that not only lack of proper marketing initiatives but improper &

inadequate “tourism‟ infrastructure, are a serious impediment to the growth of tourism in

this region. However, now, respective state governments have realized the importance of

tourism as a revenue earner and have started investing huge sums on putting in place a

proper tourism infrastructure. The state tourism departments and boards are openly

seeking the participation of the private players in promoting tourism in the region. The

private entrepreneurs too have reciprocated favorably to the call. Initiatives like these are

sure to bring a “turnaround” in the industry.

Kashmir tourism

Kashmir-known to the world as „the valley of Kashmir‟ and justifiably termed as „Paradise on Earth‟

If you're looking for a great getaway, then head to Maine. You'll find something special

in each region. Embark on outdoor adventures like llama trekking, camping, skiing and

snowmobiling. Go antiquing in charming villages. Encounter amazing wildlife including

whales, puffins and the mighty moose. Immerse yourself in Maine's unique culture at our

festivals and fairs. The possibilities are endless, but there's only one place to go -Jammu

& Kashmir. Kashmir is an area on the northern borders of India and Pakistan; officially

known as Jammu & Kashmir. Kashmir is famous for its natural beauty and has often been

referred to as the 'Switzerland of the East'. The heart of the area is the fertile Vale of

Kashmir (known as The Valley), which lies between the Himalayas and the Pir Panjal

mountain range. Here the climate is mild and the soil well watered. The Indus river flows

through Kashmir. The river Jhelum flows through the Vale of Kashmir. The mountains

have much precious forests. About 12 million people live in Kashmir, of which around

70% are Muslims. The rest include Hindus, Sikhs and Buddhists. Hindus live mostly in

the south and around the city of Jammu. To the east is the Ladakh region, where the

majority of the people are Buddhists and of Tibetan origin. Most of the Kashmiri people

work on farms. Others are engaged in small industries making shawls, rugs and carpets.

Kashmir is well known for its wool and, in particular, its shawls and carpets. Much of the

farmland is under intense cultivation, producing corn, wheat, rice and saffron amongst

other crops. Fruit and nuts are also produced in quantities including pears, apples and

walnuts. The capitals of Kashmir are Srinagar in the summer and Jammu in the winter;.

Kashmir is again making headlines. This time over about the revival of Tourism Industry.

One of the most favored travel destinations of Asia, it has captured within its landscape

the essence of all the elements that poetry demands of nature. The Great Mughals

celebrated the beauty by laying world famous gardens. They also left behind a heritage of

exquisite arts. This is a land about which myriad holiday ideas take shape. There is

therefore a felt need to reach out to the prospective travelers with news and views about

the place.

Tourism in Jammu and Kashmir (J&K) is poised for resurgence, this was evident with the

huge pavilion of the state at the recently concluded TTF((Travel and Tourism Fair) and is

also a clear indication of the efforts to promote tourism in the state. 'Chalo Kashmir' is

the new slogan of Jammu and Kashmir tourism department and the state government,

which has drawn up ambitious plans to boost tourism by augmenting room capacity,

sprucing up lakes and encouraging private sector investment. In 2010, the lowest number

of visitors visited after the start of resurgence in 1996, when we had 2,17,000 tourists.

During 1999 despite Kargil, we had 17,000 tourists. Tourism has suffered due to factors

outside Kashmir. At present Ghulmargh, Sonmarg, Pahalgham,and Srinagar all the tourist

areas are quite secure. It is holiday season and time to rack your brains about holiday

gifts for your dearer ones.

Despite the immense tourism potential in Jammu and Kashmir, it has got the right share

in tourism. The Political instability and the ongoing militancy /disturbance is the main

hurdle in the way of tourism promotion. Advertising, publicity, policy of the state

government, lack of proper funds and above all lack of professionalism in Jammu and

Kashmir State are the other main reasons for the slow growth of tourism. The State

Government has created number of Tourism Development Authorities for integrated

development of tourist destinations in the state, but none of these authorities are headed

by personnel‟s trained in tourism management. In fact, the department of Tourism and

the J&K State Tourism Corporation limited needs to formulate and implement a proper

tourism policy and plan with an integrated tourism marketing effort for the promotion of

tourism in the state.

Kashmir has always been a prime preference for the people seeking spirituality.

Kashmir is also known for shrines and saint hood. Travelers came here for centuries for

the holy silence, heavenly tranquility, fragrance of its flowers and to experience the most

hospitable and helpful attitudes of the Kashmir‟s. Kashmir, it has been often said for

centuries, is an indefinable beauty. Noted travelers and historians felt it is Nature‟s

blessing to the universe but failed to describe it appropriately as for them words proved

inadequate to define beauties of this precious land, its mountains and valleys. Yet, for

ages human Endeavour has invested efforts to interact with Kashmir‟s beauty, explore it

and describe and highlight it to the outside world. Almost all explorers with their rich

experience and knowledge could not mention any place or spot in the world that was

comparable with this beautiful land. Undoubtedly, Kashmir is the world‟s most

fascinating experience offering variety in climate and landscape. The valley is surrounded

by high peaks, diverse terrains and lush green forests all around standing as a chain with

no parallel in the world and these lap glaciers, pastures and high altitude lakes offering

amazing trekking opportunities and far behind these formations the ice clad summits

provide a splendid view. Each spot in the valley plains or up on the highlands excels the

other and every small elevation unfolds a new natural set-up bringing altogether new

phase of climate and atmosphere. The Valley is quite different in each season. It is like a

garden in summer and golden in autumn. Winter makes Kashmir yet another world. It is a

great experience to travel to Kashmir in spring when snow over the slopes of Gulmarg,

Pahalgam and Sonamarg still appears fresh while flowers appear in abundance in the

Valley plains. Certainly, it is an all season affair in Kashmir.

Tourism plays an important role in the state and is indeed one of the major contributors to

the state economy. There are several tourist spots with breathtaking scenic beauty located

throughout the length and breadth of the state that attracts thousands of domestic and

foreign tourists. The picturesque beauty, large natural lakes, the snow clad mountains

surrounded by thickly populated pine forests with rivers flowing through have made

Kashmir one of the prime tourist attraction.

In the state like Jammu and Kashmir where the scope of large scale industrialization is

very limited and the potentialities of agricultural development are also scarce, the role of

tourism is immense in the development of the economy. It is a notable source of income

for Kashmir. Tourism is an important instrument of employment creation. Being labor-

intensive service industry, it has vast potentiality to provide jobs to the people with

minimum of investment which may be an added advantage to labor surplus economies. In

addition, this advantage is of diversified character. It provides employment to the young

and the old, the educated and the uneducated, the skilled and the unskilled, the urban and

the rural, and the men and the women. It offers suitable openings to a large number of

unemployed persons in different caders and professions such as travel agents, tour

conductors, guides, hotel managers, receptionists, clerks, accountants, chefs, cooks,

entertainers, porters, advertisers, photographers, beauticians, transport operators, artists

and many others at different higher hierarchical positions in an organization. Tourism as

compared to other sectors of the economy creates jobs more easily and more quickly. The

wages in this industry are usually higher than in many other industries.

Jammu & Kashmir with its vast potential and growing economy has immense potential

for the sustenance of tourism industry. Tourism has no doubt remained an instrument of

economic growth in the state of Jammu & Kashmir and has contributed a lot in

developing the economy, particularly in Kashmir valley. Tourism is an important

industry of Kashmir. This sector has given jobs to a large number of people of Kashmir

and generated economic activities especially in the tertiary sectors. Its impact in Kashmir

is visible in service industry sectors, such as transport, hospitality, horticulture,

handicrafts and small scale industry. there are various organizations in the state to

Besides, two Directorates of Tourism, one for Jammu division and other for Kashmir

division, 19 Tourism Development Authorities for main tourist destinations, J&K

Tourism Development Corporation (JKTDC), Sheri-Kashmir International

Convention Centre (SKICC), J&K State Cable Car Corporation (JKCCC) and

Royal Springs Golf Course Srinagar, are functioning for the promotion of Tourism

Sector in the state. The Directorate of tourism Jammu takes care of the tourism of Jammu

region and mainly regulates the pilgrim tourism arrivals in the region. JKTDC undertakes

commercial activities like construction of accommodation facilities, running of cafeterias,

restaurants and organization of the food festivals, tours and travel activities in and outside

the state. J&K Cable Car Corporation is responsible for construction of passenger rope

ways and chairlifts in the state. Prestigious Project (Gulmarg Gandola) is run by the

Cable Car Corporation and has proved a good earner to the state exchequer and a big

attraction for the tourists at the destination. The responsibility of the Royal Springs Golf

Course Society is to maintain the world famous Royal Spring Golf course located in the

foot hills of Zabarwan and banks of the Dal Lake. Golf course attracts golfers of the

world.

JAMMU AND KASHMIR TOURISM DEPARTMENT

GENESIS:-

The Department of Tourism in Jammu & Kashmir is a promotional and regulatory

organization. In 1988, the State Government specified the duties and functions of

the Directorate of J&K Tourism as well as J&K Tourism Development Corporation. All

commercial activities such as operation and management of accommodation in all Tourist

Centers at Srinagar and Jammu Tourist Complexes, Huts and Tourist Bungalows at

various resorts were entrusted to the JKTDC.

The Department carries out the task of overall planning, promotion publicity and

Marketing, regulation of travel trade in terms of J&K registration of Tourist Trade

Act, 1978/82.

Over the years, the organizational structure of the Department has undergone a drastic

change. The major restructuring included creation of two separate directorates for the two

divisions besides creation of 15 New Development Authorities for major tourist

destinations. Subsequently 5 more Development Authorities were established raising

their total strength to 20.

The Tourism Department at present is administrating its programmes/schemes

through the following line Agencies/Authorities:-

1. Directorate of Tourism, Kashmir;

2. Directorate of Tourism, Jammu;

3. 20 Tourism Dev. Authorities viz Pahalgam, Gulmarg, Sonamarg, Kokernag,

Patnitop, Verinag, Aharbal,Wullar-Manasbal, Yousmarg, Doodhpathri, Leh, Kargil,

Zanaskar, Bhaderwah, Kishtwar, Rajouri, Poonch, Surinsar-Mansar, Lakhanpur-

Sarthal & Lolab-Bungus-Drungyari Dev. Authority;

4. J&K Tourism Dev. Corporation;

5. Sher-e-Kashmir International Convention Centre;

6. J&K Cable Car Corporation;

7. Royal Springs Golf Course Society (RSGC); and

8. Jawahar Institute of Mountaineering &Water Sports (GOI organisation).

The Department of Tourism, J&K is the main developmental, promotional and

regulatory arm of the J&K Government. Its main role comprises of:

Overall planning and execution of schemes for the development, up-gradation and

improvement of the tourism infrastructure in different parts of the State.

Support to the private sector industry in the form of incentives for setting up

various tourist facilities as well as for promotion and marketing of their products

and services.

Promotion and marketing of various tourist destinations and products of the State.

Regulation of the travel-trade by enforcement of provisions of J&K Registration

of Tourist Trade Act.

The Department of Tourism has Tourist Offices in all tourist resorts of the State.

In addition, there are 6 promotional offices outside the State, one each at New

Delhi, Mumbai, Ahmedabad, Hyderabad, Chennai and Kolkata. Also, there is

one provincial Director of Tourism each for Jammu and Kashmir Divisions. The

Department also has Engineering Division under its control for the

implementation and execution of various schemes. For formulating and

monitoring the plan schemes, the Department has a Planning Wing and for

overall marketing and promotion the Department has a Publicity Wing.For

safeguarding the interests of tourists visiting Jammu and Kashmir, the State has

enacted a special legislation titled the " Jammu and Kashmir Registration of

Tourist Trade Act, 1978/1982 ". Under this act, all the Tourist Officers posted in

different resorts have been vested with special powers as Prescribed Authorities

to register and regulate the tourist trade in their respective areas of jurisdiction,

and to look into complaints from tourists visiting the State, the Department has

an Enforcement Wing headed by a Superintendent of Police on deputation

from the Police Department who is designated as Deputy Director Tourism

(Enforcement). For cases requiring prosecution, written complaint of a tourist is

admissible as evidence even if he may have left the State.

Commercial activities are looked after by J&K Tourism Development

Corporation .J&K Gondola Cable Car Corporation operates Gondola Chair Car

at Ghulmarg besides there is an International Conferences Centre near Royal

Springs Golf Course at Srinagar.

J&K Tourism department, Kashmir division has a staff strength of 602

employees at present (july,2013). Out of these 602 employees, 37 are Gazette

Officers,182 Non-Gazette employees, and 383 Class-Fourth employees

ORGANISATIONAL CHART:-

.

VISION:-

“To make Jammu and Kashmir intensely sought after tourist destination thereby

accelerating economic growth and creating job opportunities”

MISSION:-

To open up and develop new destinations in a planned and regulated manner to have even spread of tourist inflow.

To promote leisure tourism without disturbing the fragile ecology and environment.

To promote adventure tourism to its optimum potential.

To provide world class facilities for MICE tourism.

To make the State a Golfing destination with a circuit and chain of world class Golf Courses in varied environs.

To explore possibilities of promoting more pilgrimage sites on the pattern of Vishno Devi and Shiv Khori Shrines.

OBJECTIVES OF J&K TOURISM DEPARTMENT:-

Promote tourism in the state.

Development and up gradation of the tourism infrastructure in the state.

Identify new areas of tourist potential to develop them and publicize these.

Involve the locals in development of new and established resorts and to make

them stake holders in tourism in their own interest.

Evolve mechanism for protection of environment by means of framing strict

building regulations for resorts and by making locals and tourists aware of the

need to respect and protect gifts of nature.

Promotion of tourism in and outside the country through adequate publicity which

include participation in national/international tourism fairs and exhibitions. Also

to arrange road shows and fame tours

Promote pilgrim tourism to attract more and more tourists.

Contribute to preservation of culture and heritage of the state and to promote

these as tourist attractions.

Promote adventure tourism.

Control and monitor J&K tourist trade act to protect the interest of tourists.

Providing incentives for setting up and up gradation of various tourism facilities

including capacity building in private sector.

Department of Tourism has different sections which work in a coordinated manner to promote the tourism in the state. Out of those sections in which we have worked during

these two months are:

Registration Section

Planning Section

Publicity Section

Recreation Section

The purpose and the working of the above four important sections are given below:

1.Registration Section

In this section registration and renewals of the entities involved in the tourism of the state

has been done. The registration of these different businesses like hotels, travel agencies ,

houseboats , dealers etc. enables the department to have a control over them and to stop

the owners from doing any malpractice in order to maintain a good image of the tourism

in state. The registration and the renewals are being done according to the rules

mentioned in the tourist trade act which was established in 1978. The travel agents , hotel

owners and others are given a registration certificate (RC) after meeting all the

requirements necessary for the registration and an inspection of the building/room where

the business is being carried out. This certificate has to be renewed after every year in the

registration section.

2. Planning Section

In this section two main processes are;

A. Recording of statistical data (tourist inflow data)

B. Monitoring of tourist infrastructure development plans

A. Recording of statistical data

Tourist inflow data is recorded in planning section of J&k tourism department. Tourist

inflow figures of Kashmir valley, Ladakh , Mata vaishno devi ji and cave of Amarnath ji

are recorded by the J&K tourism department. In the planning section arrival statement of

Kashmir valley and Ladakh consists of home and foreign tourist figures separately and

then commutative (total) figures are calculated for every year. Daily tourist inflow figures

of Kashmir valley are obtained by the department from the Banihal tour post and it is

available with the enforcement section (DDE) who communicates the figures to planning

section on daily basis. The source of foreigner‟s arrival statement is Srinagar Airport and

CID which communicate the figures to planning section. The figures are obtained and

recorded daily from Ladakh and Jammu. Then at the end of each month the figures are

added and the total is compared with the monthly figures obtained from the tourism

department. Tourist inflow figures are finalized in planning section by statistical officer.

The tourist inflow data of three years is compared and then analyzed for the observed

changes. These are forwarded to secretary to government tourism department. The

figures are also given to Ministry of Tourism on monthly basis or whenever they demand

for it. The tourist inflow data may be demanded by different government organizations

like agricultural , horticultural, and forest departments, concerned universities, police

departments etc.

Some restrictions are there regarding the access to statistical data by the private

organizations. The data is provided to them only after the approval of director tourism.

B. Monitoring Section

Monitoring section organizes and allocates the financial resources among the various

plans of developing the tourist areas. After conducting a survey, the areas with enough

tourist potential are decided to be undertaken for tourism development. The proposed

tourist regions are developed within a 5 year plan. As already mentioned, there are 20

development authorities in the valley, only the areas which do not come under any of

these development authorities ar developed under a plan by the department of tourism. At

present, the places which are undertaken for development under a 5 year plan are Bangus

valley, Gurez, Telail, Doodh pathari, Lolab , and Kupwara, etc.

3. Publicity Section

Publicity is the simple act of making a suggestion to a journalist that leads to the iclusion

of a company or product in a story.

This section of JK Tourism is involved in the following activities:

Promotion and marketing of various tourist destinations and products of the state.

Production and distribution of publicity materials like – folders, brouchers, and

posters.

Production and distribution of tourism promotional films on CD‟s and DVD‟s.

Production of television commercials and podcasting them on satellite TV

channels.

Release of advertisements in newspapers and magazines.

Holding of festivals in different parts of the stat

4. Recreation Section

This section of JK Tourism performs the following functions:

Development of infrastructure related to adventure activities like skiing,

ice-scatting, mountaineering and river-rafting, water sports, angling etc.

Organizing events of competition in various adventure activities.

Invoke a spirit of adventure in the locals and tourists.

Taking initiatives in exploring in new routes in trekking and mountaineering

so as to inspire others. Special focus to develop international standard

range of ski resorts in the state.

Importance of Tourism in the State’s Economy:-

Tourism helps in the economic development of the state by the following ways:

Great potential for employment generation, even for people without specialized

skills.

Potential for geographical spread of employment opportunities

Provides direct employment to various service providers (guides, ponywallas,

Sledge wallas, travel agents; jobs in hotels/houseboats) .

Provides impetus to allied sectors like handicrafts, handlooms & transport

Income augmentation of people in vicinity of established resorts

(Gulmarg, Pahalgam, Sonamarg) during peak tourist seasons.

Capacity to provide jobs in the unorganized sector.

Incentive to preserve cultural and heritage assets.

Performance of Kashmir Tourism Department:-

The Directorate of Tourism, Kashmir looks after the tourism activities in Kashmir Valley

and Ladakh region and also regulates the tourist inflow and coordinates with the other

related departments. The Directorate has the more important assignment of publicity and

marketing the tourism potential of the state at national as well as globally. Jammu and

Kashmir government was first to start the tourist department in the country in 1930‟s, in

spite of early formation of the department, we have not achieved the desired results as far

as economic benefits are concerned.

The tourism activities at a particular place are directly related to the arrival of tourists at

that place. The more the arrival, the more economic activities get generated and make

impact on the related sectors accordingly. So it is imperative that while studying the

impact of tourism sector on the economy also the performance of Tourism Department of

Kashmir, trends in the tourist traffic and revenue generated needs to be analysed.

Although tourism in the state is an age old phenomenon but nothing significant was done

towards the promotion of tourism activities in the state during ancient and medieval

period. Even during the modern period, before the state entered into planning period,

tourism industry in the state remained unaccounted. It was only after the dawn of

independence that our democratic rulers thought in terms of re-constructing the entire

country through proper Five Year Planning launched in 1951.

The position of incoming tourists to Kashmir under the Five Year Plans is shown in table below:

Table

FIRST FIVE YEAR PLAN (1951-56)

Years Home Tourists Foreign Tourists Total Growth in %

1951 9333 1246 10579

1952 11630 1470 13100 23.83

1953 19319 2062 21381 63.21

1954 32885 1760 34645 62.20

1955 48195 2830 51025 47.28

SECOND FIVE YEAR PLAN (1956-61)

1956 57,341 7,012 64,353 26.12

1957 37,172 5,846 43,018 33.15

1958 54,017 6,540 60,557 40.17

1959 60,354 10,866 71,220 17.60

1960 63,373 11,187 74,560 4.89

THIRD FIVE YEAR PLAN (1961-66)

1961 79,137 13,214 92,455 24.00

1962 80,334 12,661 93,015 60.00

1963 72,137 11,552 83,687 10.03

1964 48,538 8,182 56,720 32.22

1965 37,521 8,020 45,541 19.17

FOURTH FIVE YEAR PLAN (1969-74)

1969 93,552 13,003 1,06,959 23.98

1970 1,05,420 15,737 1,21,153 13.27

1971 79,612 15,240 94,852 21.71

1972 1,08,445 17,841 1,25,486 31.24

1973 1,75,829 20,017 1,95,846 56.07

FIFTH FIVE YEAR PLAN (1974-79)

1974 1,48,320 19,299 1,67,619 -14.41

1975 1,62,576 22,214 1,84,790 10.24

1976 2,86,412 38,078 3,24,490 75.60

1977 3,87,817 54,223 4,42,000 36.22

1978 4,43,342 59,323 5,82,665 13.71

SIXTH FIVE YEAR PLAN (1980-85)

1980 5,48,491 46,026 5,94,517 7.36

1981 5,98,555 43,745 6,42,300 8.04

1982 5,60,987 42,851 6,03,834 - 5.981983 3,98,428 41,101 4,39,529 - 27.201984 19,26,84 36,458 22,91,42 -47.86

SEVENTH FIVE YEAR PLAN (1985-90)1985 4,65,599 38,015 5,03,614 119.781986 5,36,398 53,573 5,89,716 17.1

1987 6,64,681 57,573 7,21,654 22.371988 6,62,097 59,938 7,22,035 0.051989 4,90,215 67,762 5,57,977 - 22.72EIGHTH FIVE YEAR PLAN (1992-97)1992 1175 9149 10324 64.211993 - 8026 8026 -22.251994 500 9314 9814 22.30

1995 322 8198 8520 -13.181996 375 9592 9967 16.98NINTH FIVE YEAR PLAN (1997-2002)1997 7027 9111 16138 61.911998 99636 10247 109883 580.891999 200162 17130 217292 97.742000 104337 7575 111912 -48.492001 66732 5859 72591 -35.13TENTH FIVE YEAR PLAN (2002-2007)2002 24670 2686 27356 -62.312003 182205 8959 191164 598.802004 358095 18634 376729 97.072005 585702 19680 605382 60.692006 412879 20009 432888 -28.49ELEVENTH FIVE YEAR PLAN (2007-2011)2007 417264 24576 441840 2.06

2008 551041 21588 572629 29.602009 577345 23905 601250 4.992010 710504 25984 736488 22.49

Source: - Directorate of Tourism, Planning and Statistical section, J&K Government, Srinagar.

The above data table provides an insight about the performance of tourism in Kashmir by

providing the data of many five year plans.

Although the tourist arrival figures of Kashmir seems to be very impressive but when

compare to other states of India. Kashmir is lacking far behind both in domestic as well

as international tourist arrivals which is clear from the figures given below for the year of

2010. The position of Kashmir tourism industry in case of domestic as well as foreign

tourist inflow is shown in the respective tables below which shows the poor performance

of Kashmir tourism industry. The source of the data is Ministry of Tourism, Government of

India 2010.

States Domestic Tourists Rank

Andhra Pradesh 155,790,000 1Uttar Pradesh 144,755,000 2Tamil Nadu 111,637,000 3Maharashtra 48,465,000 4Karnataka 38,202,000 5Madhya Pradesh 38,080,000 6Uttarakhand 30,206,000 7Rajasthan 25,544,000 8West Bengal 21,072,000 9Gujarat 18,861,000 10Bihar 18,492,000 11Delhi 13,558,000 12Himachal Pradesh 12,874,000 13Punjab 10,584,000 14Jammu & Kashmir 9,973,000 15Kerala 8,595,000 16Orissa 7,592,000 17Haryana 6,915,000 18Jharkhand 6,885,000 19Assam 4,051,000 20Goa 2,202,000 21Sikkim 700,000 22Meghalaya 653,000 23Chhattisgarh 566,000 24Tripura 342,000 25

Arunachal Pradesh 228,000 26Manipur 114,000 27Mizoram 57,000 28Nagaland 21,000 29

(Source: Ministry of Tourism, Government of India 2010)

The Kashmir tourism industry has failed miserably as far as international tourist flow is

concerned and is ranked very low which is shown in table below

States International RankTourists

Maharashtra 5,083,000 1Tamil Nadu 2,805,000 2Delhi 1,894,000 3Uttar Pradesh 1,675,000 4Rajasthan 1,279,000 5West Bengal 1,192,000 6Kerala 659,000 7Bihar 636,000 8Himachal Pradesh 454,000 9Goa 441,000 10Karnataka 381,000 11Andhra Pradesh 323,000 12Madhya Pradesh 250,000 13Punjab 137,000 14Gujarat 131,000 15Uttarakhand 127,000 16Haryana 106,000 17Orissa 50,000 18Jammu & Kashmir 48,000 19Sikkim 21,000 20Jharkhand 16,000 21Assam 15,000 22Tripura 5,000 23Meghalaya 4,000 24Arunachal Pradesh 3,000 25Chhattisgarh 2,000 26Mizoram 1,000 27Nagaland 1,000 27Manipur 0 29

Tourist Arrivals- The Current Scenario

The year 2012-13 maintained the tempo of boom of tourist inflow, seen in

Kashmir valley during the year 2011;

Ladakh region also received highest number of tourists this year.

The inflow to Shri Mata Vaishno Devi Ji has crossed the 10 million mark in

2012.

Shri Amar Nath Ji Yatra went off very peacefully and 6.21 lacs pilgrims visited

the cave in 2012

The tourist arrivals during the last 5 years are given here under:-

Tourists’ arrival from 2008 to ending 30th Dec 2012

Year Kashmir Valley Jammu Ladakh

Amarnathji Domestic/ Foreign (Mata Vaishno Deviji)

2008 498075 572100 6576000 72000

2009 373419 601250 8235064 78573

2010 458046 736448 8749000 76055

2011 634000 1314432 10115232 179204

2012 621000 1308765 101 54 401 178750

(Source: ECONOMIC SURVEY,2014-2015,J&K )

The tourism sector generates revenue for government and public sector undertakings

which has shown significant increase over the years. The revenue generated is expected

to increase manifold provided the situation remains normal and the tourist influx

increases in a desired manner. The state has potential to exploit more and more revenue

generation. Revenue earnings made under the public sector during last five years are

summarized as under:-

REVENUE EARNED

Name of the Department/ Revenue earned during last five years (Rs. In lakhs)organization

2004-05 2005-06 2006-07 2007-08 2008-09 2009-10Directorate tourism Kashmir/Jammu (DGT) 11.43 14.83 35.25 62.06 54.00 56.65

SKICC 46.00 49.34 52.00 64.00 71.20 65.00

Gulmarg Dev. Authority 19.70 21.86 32.46 48.50 51.17 34.35

Pahalgam Dev. Authority 5.12 9.16 9.95 19.00 12.73 6.68

Sonmarg Dev. Authority 0.00 13.78 36.35 32.50 45.00 39.00

Patnitop Dev. Authority 11.00 10.15 15.62 79.00 20.00 1 9.54

Royal Spring Golf Course 57.26 35.09 34.73 50.06 45.66 44.25

Cable Car Corporation 289.00 754.41 676.00 798.81 839.14 1116.00

J&K TDC 1642.41 1796.44 1765.39 1763.00 1963.00 1894.0 0

TOTAL 2081.95 2705.06 2657.75 2926.93 3101.90 3275.47

(Source: economic survey 2009-2010, J&K.)

It is clear from the Table that the Department of Tourism is lagging behind other tourism

organizations in Revenue earning during last five years.

The tourist influx has decreased considerably in the past one decade because of difficult

circumstances prevailing in the state. Notwithstanding these problems, the state does

possess a tremendous potential for the growth and development of tourism. However,

much more remains to be done to exploit the tourism potential to the maximum extent.

Keeping this in view, the government of J & K has declared tourism as an industry and a

number of concessions and incentives have been extended. It has also been declared as

one of the priority sectors by the state government and numerous developmental

measures have been initiated to augment tourist flow into the state. In fact, as far as

development of tourism in the valley is concerned, some effective strategies that include

development of high altitude golf courses, skiing, trekking, fishing and pilgrimages to

places of religious importance are made by Tourism Department of Kashmir. But since

Kashmir possesses tremendous potential, so a lot needs to be done by the Department of

Tourism to attract more and more tourists.

PESTEL ANALYSIS OF TOURISM IN KASHMIR:-

Political:-

Government towards the development of tourism industry:-

The state government is trying hard to cash in on the present peace overtures between

India and Pakistan and is leaving no stone unturned in wooing the tourists to Kashmir by

announcing a whole lot of packages for them. But all this could boomerang due to

insufficient infrastructure and insanity conditions at most of the tourist places. In spite of

having all basic ingredients for successful tourism like scenic beauty, flora and fauna,

culture, historical monuments, pilgrimage centers etc. the state has not being suitably

benefiting from the industry due to what many believe is the lack of integrated approach

between various government agencies and absence of long term policy. last the

government needs to take a serious and pragmatic view of the situation and at the same

time more awareness has to be created among the masses in general so as to make them

conscious about preserving the beauty, which GOD has bestowed on a beautiful land.

SOCIAL AND CULTURAL ENVIRONMENT:-

Jammu and Kashmir has the distinction of having multifaceted variegated and unique

cultural blend making it distinct from the rest of the country, not only from different

cultural forms and heritage, but from geographical, demographical, ethical, social entities

forming a distinct spectrum of diversity and diversion into Kashmir, Jammu and Ladakh.

All professing diverse religion, language and culture but continuously intermingling

making it vibrant, specimens of Indian unity amidst and sagas, languages and mountains,

embedded in ageless period of history, speak, volumes of unity and diversity with

unparalleled cultural cohesion and cultural service. While the Kashmir has been the

highest learning center of Sanskrit and Persian where early Indo-Aryanic civilization has

originated and flourished. It has also been embracing point of advent of bringing of its

fold finest traditions of Persian civilization, tolerance brotherhood and sacrifice. Kashmir

is rightly said to be nature‟s grand finale of beauty. In this masterpiece of earths creation

season is strong individuality vie with one another in putting up exquisite patterns of

charm and loveliness. Nature has left an indelible mark on the fork performance of

Kashmir as they are intimately interlined with the moods and moments of seasons.

TECHNOLOGY:-

Centre has approved sanction of nearly Rs 350 crore for development of 35 projects,

including a mega circuit and laser show in Srinagar's Dal lake as part of its financial

assistance to promote tourism in Jammu and Kashmir.“The Centre has committed

development of 35 more tourism projects of Rs 180 crore to the State. Under these

projects, besides development of new tourism spots, upgradation of infrastructure at

existing tourism places would get priority The Minister said Union Tourism Ministry has

also approved mega circuits for Kashmir, Jammu and Ladakh, each costing Rs 50 crore

for promotion of pilgrim tourism. The Centre has also sanctioned 14 mega tourism

projects worth Rs 73.50 crore for Jammu and Kashmir during the last three months with

the aim of creating tourist-related infrastructure and conserving heritage sites in the state.

These projects include conservation of heritage corridor of Jamia Masjid, Srinagar, and

Construction of TRC at Yousmarg, budgeted accommodation at Aharbal, Construction of

Kashmir Haat at Chinar Bagh Srinagar, Development of picnic spot at Pahalgam, Sarbal

Lake at Verinag.

Besides, the department has developed a web portal “e-tourism” that is under the

development process. It would help tourists from all over the globe to get connected with

the department with ease.

LEGAL ENVIRONMENT:-

The state of J&k faces tremendous environmental problems, yet there is a social

awareness of the problem. The renowned Dal Lake along with the other lakes in Kashmir

like Anchar and Wullar which have served as the main attraction for the tourists, are now

dying lakes. The funding has seen extreme mismanagement by bureaucrats. The press has

repeatedly highlighted this issue but to no avail. In addition the forests which covered a

third of land are now severely depleted. This ecological imbalance has threatened the

irrigation of crops.

The main objectives of organization are:

1. Protect the environment by preserving forests, lakes and rivers.

2. Educate public on the importance of healthy environment.

3. Organize seminars, debates, rallies and symposia.

4.Taking legal actions against those harming the environment.

SERVICE VARIETY AT JK TOURISM DEPARTMENT:-

Set like a jeweled crown on the map of India, Kashmir is a multi-faceted diamond,

changing its hues with the seasons - always extravagantly beautiful. Two major

Himalayan ranges, the Great Himalayan Range and the Pir Panjal, surround the landscape

from the north and south respectively. They are the source of great rivers, which flow

down into the valleys, forested with orchards and decorated by lily-laden lakes. The

Mughals aptly called Kashmir 'Paradise on Earth' where they journeyed across the hot

plains of India, to the valley's cool environs in summer. Here they laid, with great love

and care, Srinagar's many formal, waterfront gardens, now collectively known as the

Mughal Gardens. Anecdotes of four and five centuries ago describe their love for these

gardens, and the rivalries that centered around their ownership. They also patronized the

development of art & craft among the people of Kashmir, leaving behind a heritage of

exquisite artisanship among these people and making the handicrafts of the land prized

gifts all over the world. Kashmir is a land where myriad holiday ideas are realized. In

winter, when snow carpets the mountains, there is skiing, tobogganing, sledge-riding, etc.

along the gentle slopes. In spring and summer, the honey-dewed orchards, rippling lakes

and blue skies beckon every soul to sample the many delights the mountains and valleys

have to offer. Golfing at 2,700 m above the sea, water-skiing in the lakes and angling for

prized rainbow trout, or simply drifting down the willow fringed alleys of lakes in

shikaras and living in gorgeous houseboats are some of the most favored ones.

Jammu and Kashmir Tourism department has actively involved itself in utilizing all these

natural gifts and have come up with a wide range of tourism ideas so as to cover almost

every aspect of the nature and nature‟s blessings.

The main types of tourism services provided are:

1. Pilgrimage Tourism:

To reach god, the easiest way is to take a pilgrimage tour to Jammu and Kashmir,

abode of gods and you will experience the devotional power that is the prerequisite to

achieve the spiritual Nirvana. The most holy destinations of Hindus and Muslims can

be find in this state and you will felt that the entire state is holy. While Jammu is

known as the 'City of Temples' and Kashmir has innumerable Shrines and Mosques,

Ladakh is recognized as 'Land of Lamas' and for its Gompas and monasteries the

whole state has a deep link with the religion. A tour to this state will reveals the

history of religions, important pilgrim destinations that include temples, shrines and

Mosques and most of all it may be one‟s tour to self realization.

Various Pilgrimage Destinations In Jammu and Kashmir:

Vaishno Devi Shrine

The Shrine of Vaishno Devi is the most holy shrine amongst the Hindus and thronged by

millions of Devotees every year. This cave shrine is located at an altitude of 5,300 feet

above sea level on the hills of Trikuta range and is 48 kilometers away from the Jammu

city and 14 kilometers upward trek from the Katra to main temple complex. The cave that

is 30 meters long and 1.5 meters high is the only way that lead to the complex that has

three shrines of Mahakali, Mahalakshmi and Mahasarasvati. Visit this temple and you

will be granted with the four important boons of righteousness, material pursuit,

contentment and enlightenment.

Amarnath Cave

To experience the divine pilgrimage visit one of the four Char Dhams located at an

altitude of 4000 meters above sea level on the snow mountains of Kashmir Valley. The

cave has the shivlingam formed naturally by stalagmite and the pair of pigeons who have

become immortal by hearing the secret of creation (Amar Katha) that Shivji told to his

beloved wife Parvati in this cave. Chandanwari and Baltal are the two base camps where

from you can reach the cave but one thing is common that you have to bear the steep and

upward climb through the mountains mostly under snow cover. Spiritual enlightenment

and mental piece are bestowed by the lord on the pilgrims who visit this destination.

Ladakh- The Bhudhism Hub

Ladakh a hub of Buddhism has achieved a recognition as one of the oldest Buddhist

Destination where one can find old monasteries situated on the cliffs of mountains. These

monasteries are not only the educational and spiritual institutions but many have

museums that showcase the history of Buddhism in Ladakh and life of Buddhists to

thousands of tourist who visit this land. An ideal place for pilgrimage tourism you can

find around 100 Gompas and monasteries that belong to Mahayana and Hinayana Sects

of Buddhism. Hemis Gompa is the largest monastery and Sankar Gompa and Likhir

Monastry are the two monasteries built in 11th century and are considered as a land mark.

You can also find a three storey monolithic statue of Lord Buddha that was built at

Namgyal Tsemo Gompa, built in the year 1430. Plan tour to this region exclusively to

visit the Gompas and monasteries it will be an ideal experience to know about the

Buddhist culture and their eight fold path of Lord Buddha.

Hazratbal MosqueSearching for Tour? Contact us

For the believers of Islam, Hazratbal mosque is one of the important pilgrimage

destinations where the holy relic of the last prophet is preserved, that arrived to this place

in the year 1699. Located on the bank of Dal lake this mosque is one of the most

beautiful mosque that offers the picturesque sight of the Lake on one side and beautiful

gardens dotted by chinar trees on the other. Built on white marble this mosque was the

first with a dome and you can find a unique blend of Mughal and Kashmiri architecture in

it. Visit this mosque and you will find that literally there is no space to put your feet on

Friday at the time of prayers.

Char-e-Sharief

Shrine of the renowned Kashmiri saint Sheikh Noor-Ud-Din Noorani is the most visited

Muslim pilgrimage destination in Kashmir Valley. Every year lakhs of people from all

over the state visit this shrine to pay their tribute to the saint who is also a founder of

Reshism in Kashmir. Born in the year 1377 this saint spent early part of his life in

mountain caves to achieve the self realization and after attaining it lived for the service of

people and spent most of his time in prayers. Later his disciples built a mausoleum in his

memory and this place became famous among the pilgrims belonging to the both

communities of Hindus and Muslims as Chrar-e- Sharief. Spent some time in this shrine

and one will feet a fire of devotion burning in his/her heart.

For all the pilgrimage tourists Jammu and Kashmir is a state where you can find

the shrines, temples, gurduwaras, monasteries and mosques. This is the place where the

people from ages have lived together in complete harmony and shared many religious

rituals and traditions. In this part of world the Shrine has equal sanctity before the muslim

and non muslim and places of worship are not restricted to any community, place a visit

to this city and you will find that all people inspite of belonging to different religions do

not hesitate to participate in the prayer meetings of one another and festivals of every

community is celebrated by one and all.

2. Adventure Tourism:

Jammu & Kashmir Tourism has declared 2011 as the year of the Adventure Tourism.

Generally Kashmir is taken as an enchanting and captivating luxury tourist destination

where one can enjoy a leisurely holiday in the most wonderful climate surrounded by

some of the world’s best scenery. Not many know that Kashmir is also probably the

world’s most challenging destination for what is known as the “Adventure Tourism”.

One can safely say that Kashmir is the “Ultimate Adventure”!

Kashmir offers a series of a little less rigorous adventure sports, such as Water Skiing,

on Srinagar's Dal and Nagin Lakes, a popular part time in the valley.Water Trekking is

calculated to delight anyone wanting to explore the valley in a boat. A Gondala, locally

known as Shikara, takes sightseers along a five-day route along rivers and lakes

situated within the valley. Enjoy spending nights camping along the way.Trout Fishing

is another delightful water sport in Kashmir and fishing season lasts all through summer.

Ladakh offers great scope for undertaking adventure activities amidst landscapes of

breathtaking, rugged beauty. The most popular and best established among these are

Trekking, Mountaineering and River-Rafting .

River Rafting

A range of rafting options is available on the Indus and its major tributaries. The best

stretch for professionally guided runs in white water is on the Indus between Spituk and

Saspol. Beyond Saspol, the river becomes difficult and funning it requires technically

skilled participants and careful organisation. Upward of Spituk, the Indus has the easiest

stretch up to Karu, ideal for basic training and for day-return "scenic floating" for

amateurs.

Trout Fishing

Fishing is big business in Kashmir through spring and summer. The British introduced

the brown and rainbow trout to the streams of Kashmir, where they have thrived. At the

same time they introduced the system of anglers reserving ' beats' on their favorite river.

Reservations for beats should be made before one arrives in Kashmir, through an Indian

Government Tourist Office or directly to the Tourist Reception Centre in Srinagar.

Water Skiing

Water sports are the 'fun' aspect of Kashmir. The Dal and Nagin lakes in Srinagar and

the Manasbal Lake, 32-km from Srinagar are the best places for water-skiing. The

largest expanse of the Dal, the Boddal, has privately owned 'bathing boats' which hire

out motor launches, water-skies and trained instructors. There are more bathing boats at

the Nagin Lake and also a government run Institute of Water Sports. The Nagin lake too

has trained instructors and is more popular because of its clean water.

Trekking

Trekking possibilities include short, daylong walks up and down mountain slopes to

visit isolated villages or monastic settlements, or across a ridge to enjoy the sheer beauty

of the lunar mountainscape. Or long, trans-mountain treks involving weeks of walking

and camping in the wilderness. For example, the trek from Lamayuru in the Indus valley

to Darcha in Lahaul across Zanskar takes nearly three weeks. Most of the established

routes traverse the Zanskar range, which separates the Indus valley from separates the

Indus valley from Zanskar.

Mountaineering In Ladakh

The area most frequented by foreign climbers is the Nun-Kun Massif in the Great

Himalayan Range. Its easy accessibility from the Kargil-Pudum road and the shortest

possible approach march to the base camps makes this massif the most attractive

climbing destination in the Great Himalayas, necessitating advance booking years

ahead.

3. Golf Tourism:

Golf Tourism is one of the main attractions of the Kashmir valley in summers. The peak

season for golf in Kashmir is from April to November. One advantage that the game of

golf in Kashmir has over other golf courses that the weather here is quite refreshing and

the shade of the bordering Chinar and Pine trees enables the play to go on longer. The

main golf courses of Kashmir are:

Gulmarg

Gulmarg boasts of the highest golf course in the world. Situated at an altitude of 2,650

m, the golf course of Gulmarg is quite different from most of the other golf courses.

Rather than being flat, most of the area of the golf course is full of land slopes and

inclines and has a par of 72. The origin of the Gulmarg golf course dates back to 1911,

when it was started by the British as a holiday resort.

Kashmir Golf Club

The Kashmir Golf Club is situated on the Maulana Azad Road. Spread over an area of

52 acres, it boasts of common fairways and a par of 70. It also has well laid out bunkers

and hazards, interspersed between chinars and pine trees. This 18-hole course has served

as the venue of a number of tournaments. Kashmir Golf Club prides itself for churning

out the first golfing professional in India, Ghulam Mohammad in 1930.

Royal Spring Golf Course

The Royal Spring Golf course is situated near the famous Mughal Garden,

Cheshmashahi. Spread over an area of 300 acres, it overlooks the picturesque Dal Lake

and Zabarwan hills. Designed and laid out by the renowned Golf architect, Robert Trent

Jones Jr. II, the golf course boasts of 118 holes and a par of 72.

4. Winter Tourism:

The recent efforts of the State Tourism Department in promoting Skiing at Gulmarg

and other resorts are a very welcome step in tapping the extensive potential we have

for the development of Winter Tourism in Kashmir. The oil reserves of the Arabs are

termed as “Black Gold”. Similarly, the huge easily accessible ski able snow areas of

Kashmir can be termed as the “White Gold”. We have the possibility to set up over a

dozen world class ski resorts in our mountain areas. The terrain, snow conditions, and

the climate are ideal and in some respects better than the Alps. Gulmarg is probably the

nearest resort of its type and size to a jet airport which is soon going to be operational

as an International Airport. No other resort in this part of the world is so easily

accessible to the International tourist traffic. Even in the last century Gulmarg was

considered by the British an important ski resort this side of Suez. In fact, the Ski Club

of India was established by Major Metcarp and Major Headow, two British Army

Officers, in 1927 at Gulmarg. Mr.B.N.Pestonji was its first Secretary. Skiing had been

introduced as a sport in Gulmarg area almost at the same time as it had started in Alps..

Gulmarg was discovered by Yusuf Shah Chak, the last Kashmiri ruler who used to

camp here for days with his poetess Queen Habba Khatoon. The Mughal Emperor

Jehangir and his Queen Noor Jehan too were very fond of Gulmarg. The departure of

British in 1947 threw the resort into total oblivion. Skiing completely vanished from

Gulmarg. The establishment of the high Altitude Warfare School of Indian Army

revived the activities of winter sports again. The view of the Himalayas and even

Karakorum Range including peaks of Nanga Parbat and K-2 while skiing down is

unmatched anywhere in the world. This makes Kashmir the future ski area of the world

and in many ways better than the European resorts. Fortunately we still get a good

amount of snow on our mountains. Apart from good accommodation or proximity to a

town with good accommodation and other ski facilities, the most important

infrastructure for a potential ski area is the infrastructure related to actual skiing. The

State Sports Authorities need to pay more attention in this regard and provide

sufficient budget for these activities. Thus Winter Tourism in Kashmir is a mine of

“White Gold”, provided it is exploited in a planned manner in a very professional but

an apolitical way.

USPs of JK TOURISM:-

Kashmir- A brand in itself.

Weather

Abundant water resources

World famous hospitality.

Accentuating scenic natural beauty.

Snowfalls

A reason for all seasons.

Availability of most economical golf courses.

Executive Summary

The department of J&K tourism is the main developmental, promotional and

regulatory arm of the J&K government. Its main role comprises of:-

Overall planning and execution of schemes for the development, up gradation and

improvement of tourism infrastructure in different parts of the state.

Support to the private sector industry in the form of incentives for setting up

various tourist facilities as well as for promotion and marketing of their products

and services.

Promotion and marketing of various tourist destinations and products of the state.

Regulation of the travel, trade by enforcement of provision of J&K registration of

tourist trade act.

The department of tourism is provided with and controls an annual plan

budget. A sufficient amount is earmarked and utilized for providing incentives to

the private sector in the form of interest subsidy on loans advanced by various

financial institutions for setting up upgrading various tourism units. In addition

direct financial assistance is also given for conversion of residential houses as

paying guest accommodation and for improvement of other facilities in the

tourism sector. A sufficient amount is also earmarked for promotion and

marketing of various destinations through the print and electronic media as well

as for sponsoring participation of the states travel-trade delegation in various

travel marts and expos within the country and abroad. The department also

conducts familiarization tours of leading travel agents, tour operators and travel

writers from within the country and abroad to different parts of the state.

For safeguarding the interest of tourists visiting J&K the state has enacted a

special legislation titled the Jammu and Kashmir registration of tourist trade act

1978/1982, under this act all the tourist offices posted in different resorts have

been vested with special powers as prescribed authorities to register and regulate

the tourist trade in their respective areas of jurisdiction and look into complaints

from tourists visiting the state, the department has an enforcement wing headed

by a superintendent of police on deputation from the police department who is

designated as deputy Director tourism (enforcement). There is a contingent of

tourist police on deputation from the police department under the administrative

control of Deputy Director Tourism (enforcement) for assisting him in the

disposal of complaints of tourists. The registration act also confers compounding

powers in the deputy Director tourism (enforcement) enabling him to settle the

Complaints on the spot. For cases requiring prosecution, written complaints of a

tourist is admissible as evidence even if he may have left the state.

During my project I found that J&K Tourism Department is putting in

multiple efforts to encourage tourism in Kashmir by overall marketing and

promotion including production of literature and other promotional tools,

undertaking of advertisement campaigns and coordination of various marketing

and promotional efforts, regardless of all these efforts , J&K Tourism Department

is still not performing up to its potential. It has not been successful in utilizing the

tourist potential of the valley.

When I asked few higher authorities about the reasons for poor performance of the department, they provided me with the following reasons:

1. Political instability in the valley. Even if, there are no or few examples where

in any tourist has been a prey of the political instability, but the banner of

political disturbance in Kashmir proves out to be a great hurdle in improving

the tourist inflow of the state.

2. Geographic location of the valley, Kashmir is not as easily accessible as other

tourist destinations of the country. It has a comparatively lesser coverage and

it is comparatively expensive to visit Kashmir because of lack of railway

connectivity.

3. Budgetary constraints- As department had planned to make its presence in the

semi- final and final games of Indian Premier League(IPL) 2013, but could

not afford the huge investment involved. Besides, the department was

planning to have a brand ambassador, which again proved out to be out of the

budget idea.

4. Foreign tourists in many countries have their Political and Tourist advisories

that do not let them visit this place „Kashmir‟ specifically, and if anyone does,

no back-home money or insurance is granted.

5. Lesser number of „Spending Tourists‟. Due to its pleasant weather, many

people from poorer parts of the country come to Kashmir only to stay away

from the harsh heat of their native places, and those people come to Kashmir

and spend few months on hillocks and other parts of the valley without

spending anything and without contributing anything to the department or to

the economy of the state, but they are added to the number of tourists visiting

the state.

In spite of all these reasons, most of which seem to be genuine, many

advanced efforts are in progress to encourage tourism but it has still a long

way to go ahead and prove to be one of the most favourite tourist destinations.

The department is using various marketing strategies to promote and encourage

tourism in Kashmir. Some of the strategies include:

1. Running publicity campaigns in negotiation with certain media cells.

2. Creation and distribution of tourism brochures and literature to the tourists.

3. Holding tourism exhibitions, tourist trade fairs, road shows, and Mughal

rallies in many parts of the world and encouraging tourist participation in

these events and activities.

4. Development of a web-portal „e-tourism‟, which the department is very

optimistic about.

5. Omar Abdullah, the chief minister of state has urged various countries to

remodel their political and tourist advisory system towards Kashmir. In

response to this, Germany has shown a green signal and they have let their

tourists visit Kashmir.

6. The department is guiding the tour and travel agents to highlight and promote

the Lesser-Known tourist destinations of Kashmir while addressing their tour

plans to the tourists.

7. The department is also guiding the tour and travel agents to put emphasis on

increasing the stay time of the tourists by providing some handsome discounts

for longer stays while framing their tour plans.

8. An active cell, called the „Enforcement Cell‟ is working to take care of the

grievances of tourists, loss and theft issues, cheating and unfair pricing issues,

misbehaving issues and other complaints from the tourists, which indeed will

improve the service quality of the tourism department.

In addition to this, the department welcomes various project reports and suggestions

offered by students, scholars, and other citizens, so as to know the weak areas and take

corrective actions.

All in all, if the department shows some sincere interest to do something for the

society to live in, we can expect this department touching skies in the coming future,

because of the availability of abundant tourism potential.

Part B

Report On Work Experience And Task Accomplishment:

During My Training My Responsibilities Included

a. Collect the right kind of information from the tourists (Domestic-Indian as well as

Foreign)

b. Collecting the information from various organisational authorities regarding

various strategies used by the department to encourage tourism in the state.

c. Ensure the proper analysis and the interpretation of the data so collected.

d. Present my findings and observations to the organization in a proper way.

e. My responsibility was to visit different tourist destinations and see how well are

these destinations maintained and what steps can be taken to improve the

maintenance.

f. My responsibility was also to see the awareness level of the tourists at different

tourist destinations about the lesser known places in Kashmir.

g. My responsibility was also to participate in the tourism exhibitions, and road

shows held by the department, and observe how effective these shows were and

present my views to the department.

Nature of Work

The nature of work was completely field based i.e. I had to visit different tourist

destinations and collect the right kind of information from the tourists regarding

their perception about tourism in Kashmir.

In addition to this I was supposed to interact with various authorities and

employees of the department so as to know the strategies and initiatives that are

being taken to encourage tourism in Kashmir.

Working Hours

The working hours of the department are from 10.00am to 5.00pm from Monday

to Saturday.

Work Expectation

My work expectation is to use the knowledge that I gained by holding interactions with the concerned customers/tourists of J&K Tourism Department, both

domestic as well as foreign, in a way that really proves to be fruitful for the

department in particular and the society in general.

Help the department in making plans to encourage tourism in Kashmir so as to achieve a great success in the near future.

My expectation from the work was also to gain a true insight into the working in the real organisational world.

My expectations from the work also included developing the skills which would help me in becoming a competent researcher and consultant in the future.

From my work I also expected to determine how much are the things, that we learn in the class, applicable in the true business environment.

My expectations also included learning to work as a good team member in a team.

My expectation from my work was also to find that how the different departments of an organization work in collaboration with each other to ensure the overall

efficiency and effectiveness of the organization.

Learn time management as well as the management of stress.

From my work I also expected to know more closely about my strengths, weaknesses, skills etc.

Procedure and Methodology

As I already mentioned that my work at the department was more of a field based rather

than the office based. As my topic was, Jammu And Kashmir Tourism Department: An

Analysis of Marketing Strategies and Tourists‟ Perception, so, the procedure of my work

was to first understand the topic myself then my supervisor used to clear all my queries

regarding the topic. During the course of my work I had to go through various articles

and research papers related to the scope and problems of tourism in Kashmir.

My supervisor made it possible for me to interact with some higher officials of the

department, by the help of which I came to know about the various marketing strategies

that are used by the department to encourage tourism in Kashmir and also the steps that

the department is planning to implement in the coming future so as to make Kashmir one

of the most favorite tourist destinations in the world.

My visit to various tourist destinations and my interaction with various tourists really

broadened my vision regarding my topic and I started looking at it from a different

perspective.

Learning and Experience

During my training at the Jammu & Kashmir Tourism Department , I came to learn a

pretty large number of things and gained experience as well. I gained experience in the

sense that I came to know:

How the real corporate world works.

How the teams work.

How to interact with the customers of an organization.

I also gained experience in terms of the development of my overall communication skills as well as the research skills.

My experience was also in terms of gaining knowledge regarding one of the very crucial issues in the state i.e. why tourism industry in Kashmir in not performing

to the fullest of its potential and how can it be turned around so as to provide a

great support the economy of the state.

Survey/Research

Research Approach and Methodology

Topic Of The Research: Jammu And Kashmir Tourism Department: An

Analysis Of Marketing Strategies And Tourists‟ receiption

Research Objectives :

To examine the existing status of J&K tourism industry.

To examine the existing marketing strategies used by J&K Tourism

Department.

To study the feasible ways and means for better performance of tourism

industry in Kashmir.

To assess the perception of tourists towards tourism in Kashmir.

RESEARCH METHODOLOGY:-

RESEARCH DESIGN:

A research design is the specification of methods and procedure for acquiring information

needed. According to our research design we will perform the following step in the

project:-

To decide the objective of the research.

To determine the most suitable method of research.

To determine the source of the data collection.

To determine suitable sampling design and sample size.

To conduct the survey for data collection.

To process and analyze data.

TYPE OF RESEARCH:-

The type of research will be descriptive research. The method of research will be survey

method carried out using self administered questionnaire. Five point likert scale will be

used for questionnaire development.

METHOD OF DATA COLLECTION:

There are many methods of data collection in a survey. These are basically

divided in two main types of methods. These are: -

1. Primary data collection.

2. Secondary data Collection.

Both the data types will be used for conduction of my research.

PRIMARY DATA COLLECTION:

It is the method of data collection in which the marketers collect the data very first

time or we can say that the collected data is fresh or first-hand data. In this

particular survey, we will collect primary data : -

Directly from the customers.

By observation method.

SECONDARY DATA COLLECTION:

It is a method of data collection in which the collected data is not fresh data, i.e. data is collected from the report of any research, from internet or

from any government offices etc. In this particular survey, we will collect

secondary data from the following sources:

Company’s website.

Reports of company.

Discussion with public and official persons.

Articles, journals, and research papers.

SAMPLING TECHNIQUE:

The sampling technique for selection of respondents will be Non-random using

convenient and judgement sampling.

SAMPLING SIZE:

A sample size of 150 respondents will be chosen to fill in the questionnaire, in which 85

respondents will be domestic tourists and 65 respondents will be foreigners.

SAMPLING FRAME:

Samples will be taken from the tourists visiting tourist spots in Kashmir.

Research Instrument:

In this study the research instrument is Questionnaire. It consists of a set of questions

presented to respondents. The questionnaire is structured with combinations of various

close and open ended questions. Close ended questions already have the possible answers

and the open-ended questions allow the respondents to answer in their own words

REVIEW OF LITERATURE:-

A Substantial volume of literature both at micro and macro levels can be seen on the

subject of tourism and its impact on the economic development. An attempt is made

within this field for this study. The literature survey helped to understand and appreciate

the earlier studies conducted in the field of tourism and has helped to provide a broad

frame work for this study. The researchers and analysts hold the view that the rapid

growth of tourism sector causes an increase of household incomes and government

revenues through its multiplier effects, improvements in the balance of payments, and

growth of the tourism industry by itself. As such, the development of tourism has usually

been considered a positive contribution to economic growth (Khan et al, 1995; Lee and

Kwon, 1995; Lim, 1997 and Oh, 2005). Keeping in view such positive impact of tourism

on economic growth many researchers have investigated the relationship between tourism

sector development and economic growth in a country.

1. According to Mohammad farooq lala and Anisa Manzoor Bhat, Tourism is perceived as fastest

growing business opportunity for Kashmir region. It could be a catalyst factor for positioning of

brand Kashmir in the world.

2. It has been rightly put by Batra and Chawla (1995) In their study that travelling stimulates an

increased interest in tourism. The decision of a holiday maker to go for a particular destination is

basically influenced by its comparative advantage in terms of attractiveness over the competing

destinations.

3. Pekka Mustonen and Antti Honkanen (2007) examined perceived tourism behavior and desire

to travel. The study is based on postmodern theories which state that instead of demographics,

social divisions are based on identity and lifestyle.

4. The study conducted by S.P. Bansal and Prashant Kumar Gautam (2007) found that it is the

tourist behavior, which is responsible for destination choice.

5. Vinay Chauhan and Suvidha Khanna (2007) attempted to investigate the satisfaction of the

tourist‟s vis-à-vis the tourist infrastructure which includes accommodation,

transportation, communication, drinking water, and civic amenities available in Jammu

and Kashmir.

6. Prof. Dr. Bernadette D‟Silva And Prof. Dr. Stephen D‟Silva conducted research on

“perception of tourists towards India as preffered Tourist destination” According to them the main

aspects which highlighted for India being considered as an important holiday destination are

Outdoor Activities, Natural Beauty, Culture and Tradition, Diversity in culture, Historic Sites,

Places of worship, Beautiful cities and places, rural life.

7. According to an article published by Pileus project there are four factors that have great influence

on tourist behavior and they include:- Weather conditions, economic environment, price of

services offered and the amount of leisure time available to tourists.

8. Findings by Vandana nigam & Surabhi Srivastava suggest that tourism industry of India was

least affected by the recession and also that during global melt down medical tourism got a

favorable boom in India large number of people came to India only for medical reasons.

9. Anthon Jackson in his article “Different types of tourism in India” mentions that there are five

types of tourism in India they include Cultural, Wildlife, Adventure, Medical and Beach tourism.

India has recorded a boom in tourism Industry via these tourisms.

Data Analysis and Interpretation

The sample size is 150, in which 85 respondents will be domestic tourists and 65 respondents will be foreigners.Five major tourist destinations were selected as

Pahalgham Gulmarg Srinagar Sonmarg Aharbhal

Out of these five major tourist destinations two tourist destinations were chosen randomly for data collection and those were Pahalgham and Srinagar.

Analysis and Interpretation of the data received from Domestic tourists:-

Q1:- Rank the info gathered from any source before your arrival to your chosen destinations.

0%

4%15%

15%

Highly satisfied

satisfied

neutral

unsatisfied

highly unsatisfied

66%

Interpretation:-

Most of the people are satisfied regarding the information gathered before the arrival to any destination. But there is still great scope for improvement. JK Tourism Department has to pay attention towards using advanced IT facilities to keep its websites and other information content updated.

Q2:- Availability of tour operators

0%

10% 15%

Highly satisfied

satisfied

neutral

41%34%

unsatisfied

highly unsatisfied

Interpretation:-

about half of the respondents are in the satisfied zone regarding the availability of tour operators. Very few are in unsatisfied zone.

Q3:-Tour operator's knowledge of foreign language

1% 0%

13% Highly satisfied

33% satisfied

neutral

unsatisfied

highly unsatisfied53%

Interpretation:-

Regarding tour operators knowledge of foreign language 33% are highly satisfied,53% are

satisfied and only 1% are unsatisfied. It is a good sign as it shows that the tour operators are well trained and have a good command over various languages.

Q4:-care of visitor’s safety

0% 0% 0%

35% Highly satisfied

satisfied

neutral

65%

unsatisfied

highly unsatisfied

Interpretation:-

All the respondents are in the satisfied zone regarding the care taken for their safety. Measures are to be taken to maintain it as safety is a major concern in Kashmir.This indeed is going to encourage tourism in Kashmir as it will correct the misconceptions about safety issues in Kashmir regarding tourists.

Q5:- Availability of transport facility

0% 0%

5%

37%Highly satisfied

satisfied

neutral

58%unsatisfied

highly unsatisfied

Interpretation:-

37% respondents are highly satisfied,58% are satisfied regarding the transport facility available.

Q6:- Road links to the tourist spots.

1%

4% 5%

Highly satisfied

38%satisfied

neutral

52%unsatisfied

Highly unsatisfied

Analysis:-only 5% are highly satisfied regarding the road links to tourist spots. Major portion is neutral regarding this. Measures should be taken not only to develop the tourist spots but to built the infrastructure linking those spots to major cities.

Q7:- Infrastructure of the place where you stayed.

4% 1% 0%

28% Highly satisfied

satisfied

neutral

unsatisfied

67% Highly unsatisfied

Interpretation:-

Most of the respondents are satisfied regarding the infrastructure of the places they visited. But

there is a need to convert the satisfied people to highly satisfied in order to make people revisit the sites.

Q8:- Care about cleanliness and tidiness.

2%

6% 15%

Highly satisfied

satisfied

35% neutral

unsatisfied

42%Highly unsatisfied

Interpretation:-

Although it is a little portion of respondents who are unsatisfied regarding the care taken about cleanliness and tidiness but it should be ensured to remove this unsatisfied portion by taking the necessary steps.

Q9:- Local signage (directions/tourism boards, maps).

3%

7%5%

Highly satisfied

satisfied

neutral43%

unsatisfied42%

Highly unsatisfied

Interpretation:-

About 43% are satisfied regarding local signage but a major portion lies in neutral and unsatisfied

zone .so a need of proper signs, maps, tourism boards is there to help tourists enjoy without facing any hurdles.

Q10:- Maintenance of tourist spots.

2% 0%

19%22%

Highly satisfied

satisfied

neutral

unsatisfied

Highly unsatisfied

57%

Interpretation:-

About 75% of tourists are satisfied regarding the maintenance of tourist spots. but the motive should be to convert it into 100% so as to make sure the proper utilization of the brand-KASHMIR.

Q11:- Availability of food courts/Food points.

0%

7%9% 17% Highly satisfied

satisfied

neutral

unsatisfied

Highly unsatisfied67%

Interpretation:-

regarding the availability of food courts major portion of tourists are satisfied

Q12:-Availability of food of respective native places.

0%

6% 7%

20% Highly satisfied

satisfied

neutral

unsatisfied

Highly unsatisfied

67%

Interpretation:-

Regarding the availability of food of respective native places, major portion of tourists are satisfied. It is a good sign as people usually prefer their native food and hence it is not a hindrance in attracting the tourists.

Q13:- Landscape, scenic beauty, parks and green areas.

0% 0%

4%7%

Highly satisfied

satisfied

neutral

unsatisfied

Highly unsatisfied

89%

Interpretation:-

as expected almost every tourist is highly satisfied about Landscape, scenic beauty, parks and green areas of Kashmir, and this is one of the USPs of Kashmir tourism.

Q14:- Rank your satisfaction with respect to the overall efforts of JK Tourism department

0%

5% 8%7%

Highly satisfied

satisfied

neutral

unsatisfied

Highly unsatisfied

80%

Interpretation:-

About 80% of people are satisfied regarding the overall efforts of JK Tourism department. This seems to be good as par as the perception of domestic tourists is concerned.

Analysis and Interpretation of the data received from Foreign tourists:-

Q1:- Rank the info gathered from any source before your arrival to your chosen operators

0%

4% 5%

22% Highly satisfied

satisfied

neutral

unsatisfied

Highly unsatisfied

69%

Interpretation:-

Most of the people are satisfied regarding the information gathered before the arrival to any destination. Only 5% are unsatisfied.

Q2:- Availability of tour operators

0% 0% 0%

highly satisfied

42% Satisfied

58%

Neutral

Unsatisfied

Highly unsatisfied

Interpretation:-

Most of the respondents are in the satisfaction zone regarding the availability of tour operators. No one is in unsatisfied zone which is a good sign.

Q3:-Tour operator's knowledge of foreign language

2% 0%

4%

40%Highly satisfied

satisfied

neutral

54%

unsatisfied

Highly unsatisfied

Interpretation:-

Regarding tour operators knowledge of foreign language 40% are highly satisfied,54% are satisfied and only 2% are unsatisfied. It is a good sign as the language barrier has been removed.

Q4:-care of visitors safety

0% 0%

11%

31% Highly satisfied

satisfied

neutral

unsatisfied

Highly unsatisfied58%

Interpretation:-

All the respondents are in the satisfied zone regarding the care taken for their safety. Measures are to be taken to maintain it as safety is a major concern in Kashmir.

Q5:- Avalability of transport facility

7%9%

26% Highly satisfied

16%

satisfied

neutral

unsatisfied

Highly unsatisfied

42%

Interpretation:-

26% respondents are highly satisfied,42% are satisfied regarding the transport facility available. But about 30% are in neutral and unsatisfied zone. Here government intervention has to play a very important role in regulating the transport facilities to the tourists. Contract with various transport corporations can prove to be of great help.

Q6:- Road links to the tourist spots.

4%

20%7%

Highly satisfied

16% satisfied

neutral

unsatisfied

53%Highly unsatisfied

Interpretation:-

Only 4% are highly satisfied regarding the road links to tourist spots. Major portion is unsatisfied regarding this. Measures should be taken not only to develop the tourist spots but to built the infrastructure linking those spots to major cities. Again, J&K Tourism Department must put forward its proposal to the government for the improvement of road connectivity to various tourist destinations.

Q7:- Infrastructure of the place where you stayed.

0%

16%

Highly satisfied40% satisfied

neutral

33%

unsatisfied

Highly unsatisfied

11%

Interpretation:-

Half of the respondents are satisfied regarding the infrastructure of the places they visited. But about 40% of the tourists are unsatisfied. An unavoidable need is there to develop the infrastructure and to convert the satisfied people to highly satisfied in order to make people revisit the sites.

Q8:- Care about cleanliness and tidiness.

0%

16%

29% highly satisfied

15%satisfied

neutral

unsatisfied

40%

Highly unsatisfied

Interpretation:-

Major portion of respondents who are unsatisfied regarding the care taken about cleanliness and tidiness. Necessary measures should be taken to ensure satisfaction among tourists regarding cleanliness and tidiness.

Q9:- Local signage (directions/tourism boards, maps).

7%

11% 22%

Highly satisfied

11%satisfied

neutral

unsatisfied

49%

Highly unsatisfied

Interpretation:-About 49% are satisfied regarding local signage but a major portion lies in neutral and unsatisfied zone .so a need of proper signs, maps, tourism boards is there.

Q10:- Maintenance of tourist spots.

18%

40%

13%

14%

Highly satisfied

satisfied

neutral

unsatisfied

15% Highly unsatisfied

Interpretation:-

About 50% of tourists are satisfied regarding the maintenance of tourist spots. and about 50 % fall in neutral and unsatisfied zone. In order to make them revisit again and again the sites should be properly maintained.

Q11:- Availability of food courts/Food points.

2%

11%

11%33%

Highly satisfied

satisfied

neutral

unsatisfied

Highly unsatisfied43%

Interpretation:-

Regarding the availability of food courts major portion of tourists are satisfied

Q12:-Availability of food of respective native places.

4%7%

6% Highly satisfied

38% satisfied

neutral

unsatisfied

Highly unsatisfied

45%

Interpretation:-

Regarding the availability of food of respective native places, major portion of tourists are satisfied. It is a good sign as people usually prefer their native food and hence it is not a hindrance in attracting the tourists

Q13:- Landscape, scenic beauty, parks and green areas.

0% 0% 0%

49%

Highly satisfied

satisfied

neutral51%

unsatisfied

Highly unsatisfied

Interpretation:-

As expected, all the tourists are satisfied about Landscape, scenic beauty, parks and green areas of Kashmir, but the value of this natural beauty has to be maintained by

focusing on cleanliness.

Q14:- Rank your satisfaction with respect to the overall efforts of JK Tourism department

7%16%

18% Highly satisfied

satisfied

neutral

33%

unsatisfied

26%Highly unsatisfied

Interpretation:-

Major portion of tourists are satisfied regarding the overall efforts of JK Tourism department. 26% are neutral,18% are unsatisfied and 7% are highly unsatisfied. Thus there is a great scope of improvement as par as the overall efforts of J&K Tourism Department are concerned.

Analysis and Interpretation of the general data received from tourists(Domestic as well as Foreign):-

Q1:-By which means of transport did you come to Kashmir from India

11%

14% bus

Personal transport

plane

75%

Interpretation:-

Most of the people prefer to visit Kashmir by means of plane. So the necessary facilities regarding the arrival and departure should be made.

Q2:- stay preferred

5%

24%42%

Hotel

Houseboat

Camp site

others

29%

Interpretation:-

42% of respondents prefer to stay in hotel, 29% in houseboat, 24% in camp site Arrangements should be made to build more and more hotels and houseboats with proper attention paid to cleanliness so that the tourists do not face any difficulty in staying here and they stay according to their preferences.

Q3:-How did you hear about Kashmir

35%

Recommendation by friends/ relatives

Tourism trade fair47%

JK tourism website

Others

14%4%

Interpretation:-

A major portion of tourists have said that they are being referred to here by their friends

and relatives. In order to make more and more referrals satisfaction of current tourists is

necessary, which can be achieved by focusing on quality of services provided by the

department.

35% respondents have chosen other sources which include mainly internet, news and

books etc. So The Tourism department must increase awareness about Kashmir through

Google Ads, Since Most tourists found it through internet. It must Target Tourists

through Social networking sites, and News Websites.

Only 4% have chosen the official website of the department, Thus attention must be paid

to make the official website more informative and attractive.

Q4:- Are you aware about tourism exhibitions, tourism trade fairs and other events held by the department?

16%

yes

no

84%

Interpretation:-

Only 14% of tourists are aware about the tourism exhibitions. So these events organized by tourism department go in vein. Instead of them some other method of promotion should be used and Necessary arrangements should be made to make people from different parts of the world aware about Kashmir tourism.

Q5 if yes, do these tourism exhibitions affect your decision to visit this place

15%

yes

no

85%

Interpretation: only 15% of tourists have said that the exhibitions have affected their decision . so the money spent on them also is of no use and some effective promotional tool is needed.

Q6 Was the information sufficient

11%

yes47%

no

no response42%

Interpretation:-

About 42% of tourists have shown that the information provided to them was not sufficient. It will lead to disappointment and hence no referrals will be made by them which is an important promotional tool. Information needed for the tourists must be provided round the clock and there is a need of sharing the information with other agencies of tourism industry.

Q7 would you like to visit Kashmir again in future

45% yes

53%no

may be

2%

Analysis:- 53% of tourists have ticked the option ”MAY BE”. It shows that they are not fully satisfied with the facilities and other things here. Most of these unsatisfied respondents were found to be foreigners. So a need to find out the reason of their dissatisfaction is there.

45% respondents who said “YES” were found to be domestic. Th more attention has to be paid to encourage foreign tourist flow.

Q8 what is your profession

11%

Employed

53%student

others36%

Analysis:-only 11% of employed people visit Kashmir. This may be because of their no holidays and financial constraints. 53% people who visit Kashmir belong to other option. It mainly includes

businessmen. A great portion 36% is of students who are visiting Kashmir, thus department should come up with certain discounted packages for students so as to increase their inflow.

Conclusion:

Tourists prefer to have a prior knowledge about the places they are going to visit and

that they should have a proper guide who speaks fluently their native language. Another

factor which is helpful in determining the tourist satisfaction towards the services offered

are the maintenance of tourist spots and availability of food at the places of tourism.

Tourists should not suffer at the hands of transportation which also is, hence, the

important factor determining the satisfaction of tourists. The tourist destinations of

Kashmir are accessible only through the road network and most of the roads connecting

the major tourist destinations are not maintained properly. The authorities need to realize

that good road infrastructure plays a vital role in the satisfaction of the tourists. In

addition to these, other factors that are important determinants of satisfaction of tourists

are Infrastructure and cultural offer. When it comes to staying, tourists are sensitive

towards the infrastructure of the place they are going to stay with an eye on hygienic

environment of the place stayed. In accommodation centres, hygiene, room amenities and

service standards are the areas that tourists consider as important. Cultural offer also is an

important factor as far as tourism is concerned; it can be referred to as the blend of local

serving or cuisine and what state of J&K has to offer to tourists whether they are natural

or artificial like offer of local cuisine, monuments, shrines and the like. The domestic

(Indian) tourists visiting the valley are satisfied to some extent with the basic components

like provision of information, tourist infrastructure, services and facilities available. But,

the foreign tourists demand more attention to be paid to cleanliness, road and

infrastructure and maintenance of the tourist destinations, at the same time there is a need

for further improvement in order to make J&K state a competitive tourist destination on

the world map.

J&K Tourism Department is putting enormous efforts to encourage tourism in the state

using multiple strategies like tourism exhibitions, tourism trade fairs, Mughal rallies and

other road shows to promote tourism but there is a lack of proper follow up mechanism.

The department is putting in efforts to encourage tourism in the state but due to certain

political reasons and the budgetary constraints, promotional efforts by the department are

not proving to be up to the mark.

There is no doubt that tourism already plays a major role in the Jammu and Kashmir

state economy and that it also presents an alternative for development. However the

legacy of many decades of inappropriate policies of Tourism Department has placed

Jammu and Kashmir in an unfavorable position for competing both nationally and

internationally in the tourism market.

Key Findings of present study:

The tourism industry has not brought the desired results to the economy of Jammu and

Kashmir.

There is lacking of main infrastructural facilities for the tourists in Kashmir.

The Tourism Department is the main facilitator for the development of tourism in Jammu

and Kashmir.

The Tourism Department has not stressed on various factors like innovation, information,

promotion, infrastructure, capacity management etc. up to its fullest extent.

There is lacking of professionalism in Tourism Department.

Summary of Key Findings

The tourism is highly labor intensive in comparison to other sectors of economy. The

research indicates that tourism has a higher potentiality for employment generation. It can

create stable, permanent and fulltime jobs but the demand of the man power in tourism

industry during previous years in Kashmir is not encouraging. It also indicates that the

number of jobs generated depends the type of tourists, international tourists creates more

jobs than domestic tourists. Since the international tourist flow to the Kashmir valley is

low the employment generation in tourism sector is not up to the desired level.

The research indicates that the Tourism has major economic significance for

the people of Jammu and Kashmir. The visits from domestic and international tourists

provide a valuable source of earning. Visitors spending generate income for both public

and private sectors besides effecting wages and employment opportunities. Tourism

related business is more profitable. The percentage of tourist income is appreciable.

People related to tourism are reinvesting a good percentage of their income into the

tourism business. Their income is influenced by the seasonality and also nationality of the

tourists.

The research indicates that the less tourist inflow to the Kashmir valley is because of

poor and insufficient accommodation facilities. The international tourists prefer the

quality accommodation. Since the Kashmir valley is lacking in having quality

accommodation the international tourist inflow to the Kashmir valley is very low. The

accommodation available is not able to cater the demands of domestic tourists also.

The research indicates that tourism is playing the positive role in the development of the

Kashmir region. Tourism development has contributed significantly to the development

of this underdeveloped region. Since Kashmir is rich in scenic beauty and other cultural

attractions. Tourism has brought a lot of prosperity to the people of Kashmir. (L.J. Smith

Sephen, 1989) argues that one of the major benefits of regional development from

tourism is a significant contribution to their economy, and the creation of new jobs. The

revenue earned from tourism is a basic income since it is equal to export earnings. The

money spent by tourists is new money in the local economy. It is not just a recycling of

wealth. It is the creation of new money. The regional development of Kashmir is highly

influenced due to prevailing instable political situation.

The research indicates that the Efficiency of Tourism Department of Kashmir is very low.

Although the Govt. has given the highest priority to the revival of tourism but the poor

qualities of tourism products are discouraging not only the international tourists but also

the domestic tourists. The tourism industry of Kashmir is also suffered due to the

shortage of skilled manpower.

The research indicates that Tourism Department has not developed the sufficient

infrastructure needed for the tourism development. Tourist destinations are not given due

attention to provide good facilities to the tourists. The infrastructure is must for

development of any region and acts as a motivational force for the tourists. Since in

Kashmir the infrastructural development is very low compare to other states of the nation.

The tourist inflow particularly the international tourist inflow is very low.

The research indicates that the information needed for the tourists is not provided

round the clock. The information of tourist destination, political situation, ticketing,

seasonality etc. is needed for the tourists, but it is not easily and readily available to the

tourists in Kashmir. Although there is a need of sharing the information with other

agencies of tourism industry but the Tourism Department has not provided the

information to other agencies of tourism industry, which results in the lacking of proper

policy and planning.

The research indicates that the Tourism Department has not developed the innovative

concepts to benefit the tourism. The need of the hour is to develop the innovative ideas to

attract more and more tourists for the maximum economic benefits. The authorities are

not putting efforts to improve the quality of every component of visitor experience to

enhance the visitor satisfaction. As a result of which tourists does not prefer Kashmir as

their prime destination.

The research indicates that the Tourism Department has failed to promote tourism at

national and international level. There is lacking of private and public cooperation which

is important for promoting tourism. The department is not acting as a promoter and is not

conducting the publicity at national and international level. Although it is organizing

sufficient fairs and festivals for promoting tourism but there is a lack of proper

channeling and proper follow up mechanism. Lack of sufficient funding is said to be a

main hindrance in proper promotion of Kashmir tourism, which has affected the Kashmir

tourism industry very badly.

The research indicates that the there is no proper capacity management in Kashmir

tourism. The facilities provided to the tourists are not kept at a high standard, The tourist

destination are over exploited, the Govt. accommodation meant for the tourists is misused

by the state guests and also there is less emphasis on developing skilled manpower in

tourism industry.

As a world famous destination Kashmir needs governmental commitment if it is to

achieve the structure required to compete on a global scale. The competition, both

regionally and globally, is intensifying and is based not only on attractiveness and

diversification but also on service quality, infrastructure, promotion and innovation.

Without the public support few of these can be achieved. Therefore, the state government

should be involved in building the states infrastructure and capacity as well as in the

provision of training and education for tourism, market research, promotion campaigns

and other issues that promote tourism.

It is clear that the industry is still in its infancy in Kashmir and it represents an enormous

unrealized potential. The states cultural and natural diversity is extremely rich and needs

to be orderly explored to have the maximum economic benefits of tourism.

Suggestions:

From the findings based on primary and secondary data, certain conclusions are

drawn out and certain concrete suggestions are made for improvement of tourism

in Kashmir, especially where inadequacies are found and where immediate

attention is needed.

The following suggestions are made to develop tourism in Kashmir so as to have

positive sustainable impacts on the economy of Kashmir through tourism

development. Serious attention of all concerned, i.e. local people, Businessmen,

employees, employers, agencies connected with tourism, Department of tourism,

the government etc., has been invited regarding these suggestions:-

1. The Tourism department must increase awareness about Kashmir through

Google Ads, Since Most tourists found it through internet. It must target

Tourists through Social networking sites, and News Websites.

2. The Awareness level of J&K Tourism website is very low. Attention must be

paid to make the official website more informative and attractive.

3. Tourists must be handed over brochures in Airlines and houseboats which

inform about the unknown tourist spots, services and the department itself.

4. Events and services must offer “experience based” satisfaction. Tourists in

Kashmir prefer hedonistic value than utilitarian value. Houseboats,

Restaurants etc must incorporate an experience enhancing look.

5. The banners put on the roofs of Shikaras are serving as an advertising tool for

different companies other than tourism. The tourism department must provide

these shikara wallas with their own banners advertising Kashmir tourism and

more importantly the unknown or lesser known tourist destinations of the

valley.

6. In order to develop the different tourist destinations in the state, there should

be different master plans for individual tourist destinations, and there should

be a combined master plan for the state. The master plans for each destination

and the master plan for the state should be reviewed periodically.

7. Tourism is basically a private sector activity. In the development of infrastructure, private sector participation should be encouraged. The role of

the government should be that of a facilitator and there should be private as

well as state participation in the field of infrastructure development.

8. Kashmir is a Brand in itself. However, with ever changing changes in the

market ,it is recommended its historical sites, tradition and culture, food ,

sports, and unique destinations which are relatively unknown be given a

special emphasis. This is suggested to differentiate and reposition Kashmir as

a Brand suitable to people from different age groups and different areas of

interest.

9. An institution of international repute to train quality tourism personnel to

manage the tourism industry in the state is a must. Continuous training should

be given to various personnel like guides, Clerks, information officers, taxi

drivers, cooks, waiters, etc. engaged in tourism sector so that they become

better adapted to the changing needs of tourism industry.

10. Utmost importance should be given to the tight and effective security

measures. The tourists as well as the businessmen should be provided with

maximum security.

11. There should be diversification and decentralization regarding the conduct of

the tourism programs. A detailed calendar of festivals and melas should be

prepared with the time and places in advance and wide publicity should be

given to it.

12. There should be a cost-benefit analysis of the future projects designed to uplift

tourism in Kashmir. Only feasible projects should be accepted.

13. The focal points of tourism like attraction, accommodation, transport etc.

should be simultaneously developed.

14. The adoption of modern information technology by every component of

tourism industry like hoteliers, travel agents, resource administrators and

promotional bodies would provide a boost to tourism in Kashmir. It is high

time that Kashmir tourism obtained maximum fruits of information

technology and the use of hi-tech information revolution.

15. During the previous years many impressive projects and programs were

announced for the development of tourism. Most of them are still in their

infancy. The government and the Department of Tourism should see that once

a project is approved, it is implemented without delay.

16. Pilgrim tourism has great scope in Kashmir. Renowned pilgrim centers like

Amarnath, Hazratbal etc. Should be developed and necessary facilities should

be provided for the pilgrims.

17. Theme- based tour packages keeping the taste and types of the tourists in view

should be developed for example hill-based, heritage-based, religion-based or

history-based tour packages etc.

18. Allowing foreign airlines and increased domestic flights will improve quality,

increase competition, improve safety and service, reduce fairs and above all

attract more foreign tourists to Kashmir.

19. A special market research cell can be developed so as to ensure proper follow

up of the strategies used or a tourism consultancy firm can be started in the

state with the involvement of the Government, Tourism Department, trade

associations and private agencies in the field of tourism. The objective of the

firm should be to identify land and projects, to make feasibility studies, to

conduct marketing and operational planning etc

Limitations of the Study:-

Since the study is an individual effort, the investigator would like to point out some

unavoidable limitations that have entered into the study. They are the following:

1. The primary data required for the study are collected from 150 respondents only,

Out of those only 136 respondents responded completely ,and those are again

subjected to such normal errors inherent to social survey.

2. The study was conducted and completed only within two months. Therefore, time

constraint was another main limitation.

3. The findings of the study are based on expressed opinions of the respondents,

which might have its own limitations. The possibility of hiding certain facts from

the part of respondents could not be ruled out, although all possible efforts have

been made to elicit correct information.

Bibliography:

1. Abed Al Razaq, Al Masaraw (2006). Muth Journal for Research and Studies, Vol (43), Jordan.

2. Aijaz A.Khaki and Musadiq A. Sahaf (2011), “South Asian Journal of Tourism and Heritage," Vol. no.4,No.1

3. Dr. Bernadette D’Silva and Prof. Dr. Stephen D’Silva (2008), Conference on Tourism in India –

Challenges Ahead, 15-17 May 2008, IIMK.

4. Gadoo Mohd Rafiq (2011), Role of Tourism In Economic Development Of Jammu And

Kashmir.A Case Study Of J&K Tourism Department.

5. Ghazal Masarrat (2012),”Tourist’s satisfaction towards Tourism Products and Market: A case

study of UTTRANCHAL” International Journal of Business & Information

Technology IJBIT, E-ISSN:2047-0363, Vol.2 no.1, March, 2012

6. Mohammad Farooq Lala And Anisa Manzoor bhat (2008), South Asian Journal Of Tourism And

Heritage (2008) Vol.1, No.1

7. http://www.thehindubusinessline.com/industry-and-economy/government-and-policy/

article2118240.ece

8. http://news.outlookindia.com/items.aspx?artid=769036

9. www.jktdc.org.

10. www.jkccc.com

11. www.jktourism.org

12. www.kashmirvalleynetwork.org

13. www.kasheeronline.com

14. www.azad-kashmir.com

ANNEXURE:-QUESTIONNAIRE

Confidential

Dear Respondent, I am conducting a survey for the project on the Tourists‟ perception

regarding the marketing Strategies used by JK Tourism department. Therefore, I

request you to please fill the questionnaire. The survey is for academic purpose only.

1: Please name your country of residence __________________________.

State of residence--------------------------------------

2.How many times have you visited Kashmir before ?

------------------------------------------

3: By which means of transport did you come to Kashmir from India?

A) Bus. B) Train.

C) Personal transport. D) Plane.

4: Which places in Kashmir would you be visiting?

5.Stay preferred?

A) Hotel. B) Houseboat.

C) Camp site. D) Other.-----------------

6: How did you hear about Kashmir?

A) Recommendations by friends/relatives. B) Tourism trade fair.

C) JK Tourism website/e-resource D) Other, Please specify------

-----------

7: Are you aware about tourism exhibitions and shows like trade fairs, road shows,

Mughal rallies etc held by department of JK Tourism?

A)Yes B)No

8:If Yes, Do these tourism exhibitions affect your decision to visit this place?

A)Yes B)No

9: Was the information provided to you regarding food, shelter, transport, and weather

etc. sufficient?

A)Yes B)No

10: How would you rate your level of satisfaction with regard to JK Tourism

facilities/marketing/infrastructure etc.

1-Highly satisfied 2-Satisfied, 3-Neutral, 4-Unsatisfied, 5- Very unsatisfied,

S.No. Statements 1. 2. 3. 4. 5.

1. Rank the information gathered from any source before

your arrival to your chosen destination.

2. Availability of tour operators.

3. Tour operator‟s knowledge of foreign language.

4. Care of visitor‟s safety.

5. Availability of transport facility.

6. Road links to the tourist spots.

7. Infrastructure of the place where you stayed.

8. Care about cleanliness and tidiness.

9. Local signage (directions/tourism boards, maps).

10. Maintenance of tourist spots.

11. Availability of food courts/Food points.

12. Availability of food of respective native places.

13. Landscape, scenic beauty, parks and green areas.

14. Rank your satisfaction with respect to the overall efforts

of JK Tourism department.

11: Any suggestions for improving tourism quality in Jammu and Kashmir:

------------------------------------------------------------------------

------------------------------------------------------------------------

12: Would you like to visit Kashmir again in future?

A) Yes B) No C) May be

13: Name: -----------------------------------(Optional)

e-mail ID-------------------------------------

15: What‟s your profession?

A) Employed B) Self-employed

D) Student E) Other, specify------------------------

Thank you for your valuable time.