Lala, F.M. and Bhat, A.M. (2008). The Prospects of Developing Kashmir as an Adventure Tourism Destination. South Asian Journal of Tourism and Heritage, Vol. 1, No.1.
The fastest growing segment of tourism sector adventure tourism offers numerous business opportunities in Kashmir region. However, little information about promoting a sustainable form of adventure tourism is available. This research paper tried to fill this gap by evaluating the status of the segment and formulating guidelines for the tourism promotion.
The region receives a negligible amount of adventure tourism traffic. Moreover, adventure tourism requires special skills and experience. The author suggested the following measures to promote adventure tourism and enhance competitiveness of the region:
Joint efforts by public and private sectors
Segment-specific marketing strategy
Emphasis on security of adventure tourists
Read the full paper at http://www.sajth.com/10%20article%203_I%20Proof.pdf.