Strategic insights for sustainable tourism development in Kashmir Valley: SWOT and QSPM analysis

Promoting sustainable tourism entails fostering environmentally responsible growth that endures, achieving a delicate balance between honoring the rich history, preserving culture, and navigating the challenges posed by diverse altitudes in the Kashmir Valley. A knowledge test was created to measure the stakeholders' understanding of sustainable tourism to guide further analysis with the selected stakeholders. Our research delved into this objective by conducting real-world analysis, including questionnaires and interviews with key stakeholders. A Quantitative Strategic Planning Matrix (QSPM) was utilized and built on the foundation of the SWOT (Strengths, Weaknesses, Opportunities, and Threats) framework to drive sustainable tourism effectively. The results underscore the intricate landscape the valley operates within, revealing varied levels of stakeholder satisfaction across different aspects. Understanding these nuanced perspectives is crucial to charting a sustainable course for the region. In this light, the existing strategies aimed at managing the area, with a focal point on promoting sustainable tourism. The emphasis is on recognizing and tackling the challenges while seizing the weaknesses and threats that could impact the industry's reputation for excellent service and environmental stewardship. It is about aligning strategies to ensure a harmonious coexistence between tourism growth and the natural, cultural, and social fabric of this adorable valley.