Strategic Marketing Approaches For Enhancing The Competitiveness: A Review Study Of Jammu, Kashmir And Ladakh’s Tourism Industry

Abstract

The state of Jammu & Kashmir is renowned globally as a preferred tourist destination, offering a multitude of attractions and resources, both natural and manmade. These resources facilitate various forms of tourism, including adventure, cultural, religious, and heritage tourism. Given the global rise of the tourism industry and J&K's significant potential in this sector, the region stands out as a premier tourist destination. This paper aims to conduct a strategic analysis of the tourism industry in J&K. The research will encompass a comprehensive review and highlight a SWOT Analysis (Strengths, Weaknesses, Opportunities, and Threats) and a PESTEL Analysis (Political, Economic, Social, Technological, Environmental, and Legal factors) specifically in the context of J&K's tourism industry.