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Sustainable Destination Development & Implications for The State of Jammu & Kashmir

PRIMA: Practices and Research in Marketing

Volume 6 Issue 1 & 2

Published: 2015
Author(s) Name: Insha Amin, Anish Yousaf, Rakesh Sharma | Author(s) Affiliation:
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Abstract

The business of tourism has been seen as a key player in the uprising of any destination but at the same time, makes it vulnerable to numerous parallel threats where a destination strives hard for its sustainability in the long run. Thus the future competitiveness and strength to survive for any destination depends on its ability to survive in the longer run and stand sustainable in terms of economic, natural and cultural resources and at the same time to ensure, efficient and planned consumption of the same. To satisfy the same it becomes imperative for the destination planners to incorporate their polices as such that lowest minimal depletion of resources is observed and maximum sustainable development of the destination is attained. The involvement of various stakeholders or destination planners in the progression of development of the destination cannot be overlooked. The state of Jammu and Kashmir is one of the leading destinations in terms of tourist inflow and the contribution of the various planning agencies cannot be ignored as far the development of the destination is concerned in the long run. This paper is an attempt to highlight the contribution of the various planning agencies in the sustainable development of the state of Jammu and Kashmir. The study gives an outline as to the various practices that should be adhered by the agencies so as augment the practice of sustainable development.

Keywords: Jammu & Kashmir, Sustainability, Stakeholders, Tourism

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