Recovery marketing for conflict sensitive destination: Stakeholders perspective on tourism revival in Kashmir Valley (India)

Abstract

This study aims to examine the destination recovery procedures through the stakeholders' lens. It focuses on identifying real-time implications and opportunities for destination marketing authorities toward tourism revival. This paper utilized a thematic analysis with data sourced through interviews with stakeholders in the tourism industry resulting in the emergence of various subcategories, which were further grouped into six final themes. These themes include the determination and confidence of stakeholders, need for a peaceful environment, recovery from negative media propaganda, tourist awareness, and online marketing to persuade people who have already visited the destination.