Rebranding of Kashmir valley being conflict sensitive tourist destination through Innovative strategies towards sustainable tourism

Abstract

This study attempts to reconceptualise empirically, the destination rebranding strategies newlineadopted by travel agencies so that, it contributes towards the image recovery of tourism newlinedestination in conflict and that further leads towards Sustainable Tourism Development newline(STD) at a destination. This study is based on two main objectives that is; to evaluate the newlinedestination rebranding strategies adopted by travel agencies which has influence on image newlinerecovery and sustainable tourism development of tourist destination with special reference newlineto Kashmir valley and to analyse the impact of image recovery of tourist destination on newlineSTD. The study identified the gap that there is a dearth of studies that have been conducted newlineacross globe, for instance, Nigeria, Malaysia, Sri Lanka, Turkey, Pakistan, and Montenegro newlineetc. on branding and rebranding strategies pertaining to conflict destinations. Researchers newlinehave widely studied different factors of marketing and rebranding strategies as com-media, newlinecrisis management plan, recovery campaign, incentive for visitation, celebrity endorsement, newlinesales promotions, events etc. with respect to destinations of their countries but Kashmir has newlinebeen literally overlooked, so a need arises to develop the literature and studies relevant to newlineKashmir (Jacobs, 2011; Muller- Bloch and Kranz, 2014; Miles, 2017). newline