‘Understanding Perception And Opinion Of Kashmir Tourism Marketing Post Abrogation Of Article 370’

Abstract

Article 370 of the Indian constitution gave special status to Jammu and Kashmir, a region located in the
northern part of Indian subcontinent. Now a Union Territory with diverse and rich cultural heritage, Kashmir
offers something for everyone from adventure to wildlife, leisure to ecotourism cultural tourism to pilgrimage
tourism. After Article 370 was repealed on August 09, 2019, Kashmir's tourism industry made significant
progress which is confirmed by increase in tourist footfall. According to statistics, the Tourism marketing has
played a significant role in the promotion of tourism in Kashmir over the years especially after 05th of August,
2019. Foot fall, traffic, money, infrastructure, and employment have all increased. This research study's main
goal was to study the perception and opinion on Kashmir Tourism Marketing. A research tool (questionnaire)
consisting of a set of 12 questions was used to collect information from the respondents. Response of Questions
related to Kashmir Tourism Marketing was put to Chi Square test to test the proposed hypotheses. The findings
demonstrated that there is no statistically significant correlation between the type of respondents and their
opinions on particular Kashmir tourism marketing criteria. Instead, the opinions of respondents on particular
Kashmir tourism marketing criteria and their gender are statistically independent. The suggestion was that
Kashmir Social media should be used to promote tourist destinations primarily; hosts should be active in
promoting local tourist destinations and be rewarded for doing so; and the tourism marketing plan needs to be
updated. Jammu & Kashmir Tourism Development Corporation (JKTDC) has been conferred with the vital
role of Kashmir tourism marketing which so far has shown great prospects and opportunities