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All Journal Journal of Rural Tourism (JoRT)
Dar, Ajaz
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Humanities Earth & Planetary Sciences Economics, Econometrics & Finance Social Sciences

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Rural tourism and its sustainability in Kashmir: A study of district Shopian Raina, Danish Iqbal; Bhat, Sajad Ahmad; Dar, Ajaz; Bilal, Khushboo; Abdulla, Parvez
Journal of Rural Tourism Vol. 3 No. 1 (2025): January - June
Publisher : Borneo Novelty Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70310/jrt.2025.03010636

Abstract

Purpose - The purpose of the current study is to examine the sustainability of rural tourism in Kashmir, specifically focusing on District Shopian. It explores the local residents' perceptions and reactions to the impacts of tourism, particularly in relation to challenges that hinder the development of sustainable rural tourism.Methodology/Design/Approach - The research delves into qualitative analysis, gathering insights from local residents regarding the impacts of tourism. It assesses their concerns about the exploitation of local resources and examines the participation (or lack thereof) of local communities in government-led rural tourism initiatives. The study also evaluates the effectiveness of these initiatives and policies.Finding - The findings indicate that local residents are concerned about the negative impacts of tourism, particularly the exploitation of natural and cultural resources. They feel that the benefits of tourism are minimal, and the government’s rural tourism initiatives have not contributed significantly to the improvement of the village economy. There is a clear dissatisfaction with the limited participation of locals in tourism-related decision-making processes. Originality/Value - The study offers new insights into the dynamics of rural tourism in Kashmir, particularly focusing on the alignment of tourism policies with the needs of local communities and the goals of sustainable development. It calls for significant reforms in the approach to rural tourism, emphasizing the need for genuine community involvement to ensure long-term sustainability and equity.
A concentrate on difficulties and potentially open doors looked at by feminist business visionaries in the tourism industry in India Bilal, Khushboo; Bhat, Sajad Ahmad; Raina, Danish Iqbal; Dar, Ajaz
Journal of Rural Tourism Vol. 3 No. 1 (2025): January - June
Publisher : Borneo Novelty Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70310/jrt.2025.03010637

Abstract

Purpose - This article examines the challenges and opportunities faced by feminist women entrepreneurs in India's tourism industry, focusing on the originality of their business approaches. It aims to explore how these women navigate gender-related barriers while also identifying opportunities for innovation and empowerment within the industry.Methodology/Design/Approach - The article analyzes the experiences of feminist women entrepreneurs in the tourism sector, looking at the structural barriers they face—such as discrimination and unequal access to resources—and the opportunities they find for innovation. The study emphasizes sustainable business practices, community-based empowerment, and gender-inclusive tourism. Finding - The findings reveal that while women entrepreneurs in tourism face significant gender-related challenges, they also create innovative and empowering business models. These models not only overcome barriers like discrimination and stereotypes but also contribute to the development of a more inclusive and sustainable tourism industry. The entrepreneurs highlight opportunities for promoting sustainable practices and gender-inclusive tourism. Originality/Value - The study offers fresh insights into the role of feminist women entrepreneurs in driving social and economic change within India’s tourism sector. It underscores their contributions to shaping a more inclusive and sustainable industry by creating original business models that challenge traditional gender norms and promote empowerment.
Impact of Indian regional cuisines on international hotel menus Tomar, Hritik; Patyal, Abhinav; Shah , Suhail Majid; Dar, Ajaz
Journal of Rural Tourism Vol. 5 No. 1 (2026): Forthcoming Issue 1
Publisher : Borneo Novelty Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70310/jrt.2025.05010691

Abstract

Purpose: This study investigates the impact of Indian regional cuisines on international hotel menus, focusing on how such culinary offerings influence guest satisfaction, authenticity perceptions, and strategic positioning in global hospitality. The research aims to explore the operational challenges and cultural significance of integrating regional dishes into hotel offerings for international clientele. Methodology: A qualitative thematic analysis was conducted using semi-structured interviews with chefs, managers, and international tourists across multiple five-star and four-star hotels offering Indian regional cuisines. Data were coded and analyzed to identify recurring patterns and themes, providing insights into both operational and experiential aspects of Indian cuisine in international hotel settings. Findings: The analysis revealed four major themes: guest experience and satisfaction, authenticity and adaptation, operational challenges, and cultural and strategic significance. Approximately 85% of participants emphasized enhanced guest satisfaction due to sensory appeal and cultural immersion, while 65% highlighted the challenges of balancing authenticity with adaptation for international palates. Operational concerns such as staff training, ingredient sourcing, and menu planning were noted by 70% of respondents. Additionally, 80% of hotel managers recognized Indian regional cuisines as valuable tools for cultural promotion and brand differentiation. Implications: The study highlights the importance of culturally informed culinary offerings in enhancing guest experiences, promoting India’s culinary heritage, and strengthening competitive positioning in the international hospitality industry. Hotels are encouraged to invest in staff training, strategic menu planning, quality ingredient sourcing, and cultural marketing to maximize the benefits of integrating regional cuisines.
Adoption of online travel agency platforms by small and medium hotels in Srinagar: Barriers, benefits, and digital readiness Shah , Suhail Majid; Dar, Ajaz
Journal of Rural Tourism Vol. 5 No. 1 (2026): Forthcoming Issue 1
Publisher : Borneo Novelty Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70310/jrt.2025.05010693

Abstract

Purpose: This study aims to examine the adoption of Online Travel Agency (OTA) platforms, marketing strategies, and operational challenges faced by small and medium-sized hotels in Srinagar. The research focuses on identifying barriers and benefits associated with digital adoption and understanding how these hotels maintain competitiveness in a dynamic tourism environment. Methodology: A qualitative research design was employed, utilizing semi-structured interviews with hotel operators. Thematic analysis was conducted to identify recurring patterns and key themes, providing an in-depth understanding of operational practices and strategic choices. Findings: The analysis revealed five major themes: economic constraints, digital adoption challenges, relational marketing strategies, competitive pressures, and leveraging local cultural identity. While financial limitations restrict formal marketing, personalized guest engagement and promotion of cultural authenticity emerge as critical strategies. Digital tools such as OTAs and social media offer significant opportunities for market visibility but require training and capacity-building for effective use. Implications: The findings highlight the importance of context-specific strategies for small and medium-sized hotels. Recommendations include skill development programs, collaborative marketing initiatives, promotion of local culture, and policy support to enhance competitiveness and sustainability. These insights provide practical guidance for hotel operators, tourism planners, and policymakers in emerging urban tourism destinations.
Co-Authors Abdulla, Parvez Bhat, Sajad Ahmad Bilal, Khushboo Patyal, Abhinav Raina, Danish Iqbal Shah , Suhail Majid Tomar, Hritik