Community Attachment, Tourist Contact, and Resident Attitudes Toward Tourism Development of Kashmir Valley

Abstract This research study aims to comprehend residents’ views towards tourism development in Kashmir Valley, involving the constructs of community attachment and tourist contact. The research instrument, consisting of 31 items and six variables, was developed using a literature review of prior research studies. A mixed-methods survey approach was used to elicit residents’ sentiments towards tourism development in Kashmir Valley. Using SPSS, reliability analysis and exploratory factor analysis were performed on 520 helpful responses. The research findings reveal that the residents are well-versed in the tourism development process. Considering the economic, social, and cultural developments of tourism, findings further indicate that residents of Kashmir Valley have a strong sense of community, and interactions with tourists are seen as crucial to the growth and promotion of the Valley's tourist hotspots. The research study also considers the necessity of involving residents in developing the tourism industry so that they might benefit from the industry. The social implications of this research study are crucial for the growth of tourism. It is recommended that a community-based approach to tourism be used and that residents’ attitudes be considered when developing and promoting tourism.