COMMUNITY BASED SUSTAINABLE TOURISM DEVELOPMENT IN KASHMIR: A STUDY OF GUREZ VALLEY

1. INTRODUCTION

Tourism has become an important sector that has an impact on development of country economy. It is one the largest businesses in the world. In
tourism, people travel for variety of reasons towards any destination which incorporates the economic support and socio-cultural improvement
towards the destination. Tourism has got adequate resources to supply for the tourist demand in the form of natural and man-made attractions. In-
spite of such richness of the tourism the movement of tourists can be cut down due to various impacts of tourism. This type of impact can be
studied on two aspects namely regionalized and globalised. This paper focuses to explore the regionalized potential of tourism related to the
Community Based Sustainable Tourism Development (CBSTD). The local community plays an important role to create awareness about the
potential of tourism. The development of sustainable tourism is difficult without the support and participation of the community residents (Fallon
&Ko, 2009). Thus, the support of local residents is a critical factor for ongoing community development. Community-based tourism has become
viable option for developing traditional rural industries because tourism can provide economic benefits to local residents, promote host
destinations and provide visitors with high-quality experiences and greater environmental awareness. This paper is an attempt to explore the
potential of tourism in the Gurez valley, Kashmir in a sustainable manner to build the strategies to motivate CBSTD.

Gurez is a valley located in the high Himalayas, about 86 kms from Bandipore and 123 kms from Srinagar in northern Jammu and Kashmir,
India. At about 8,000 feet (2,400 m) above sea level, the valley is surrounded by snow capped mountains. It has diverse fauna and wildlife
including the Himalayan brown bear and the snow leopard. The Kishanganga River flows through the valley. The road to Gilgit runs through
Gurez. Gurez is divided into three regions. The area from Toabat to Sharda Peeth is administered by Pakistan as Neelum District, that between
Kamri and Minimarg is part of the Astore District, Northern Areas, Pakistan, and that from Toabat to Abdullae Tulail is known as Tehsil Gurez,
and is part of Bandipore district. People of Gurez valley are Dards; they speak Sheena language and have their ancestral connection with Gilgit
valley now in Pakistan. The feature and attire of the Dards are similar to Kashmiri people of mountain region. Though Gurez is a far flung area
but the people of the Dard race have uplifted themselves by the hard work and proper education. Dard women are fair with athletic built, who
spend the summer in collecting wood from mountains for the harsh winter; when it is impossible to move in 20 feet out side. Ultimate adventure
destination to the north of Kashrnir, Gurez, is a gateway to the famous silk route across central Asia. The pyramid shaped peak named after
famous Kashmiri poetess Habba Khatoon is most fascinating peak of Kashmir. The emperor Yousuf Shah Chak who is said to be a Dard from
Gilgit entered into Kashmir through Gurez. It is believed that when emperor was imprisoned by the King Akbar, his beloved Habba Khatoon used
to wander near the peak to look for her lover. The roar of mighty Kishan-Ganga River flowing across the valley resonates with surrounding
mountains that lulls visitors to sound sleep. The traditional Indo-Aryan wooden houses are another indicator that makes Gurez no less than a
European country in terms of its structural dimensions. The trekking Routes from Gurez and Tilel lead upto Gangabal and Sonmarg to its east and
Drass, Dahanu and Zanskar to its north. Some of the mountains have absolutely challenging scope for Rock Climbing. Trout fishing is a frequent
sport among locals. One feels delighted to catch a brown trout in the Kishen Ganga River or the streams coming down from the mountains. Gurez
has lovely campsites where the tents can be pitched near the river. 20 km from Gurez, the awesome villages of Tilel have log wood houses which
perfectly add to the magnificent view of mountains full of pine and fir trees. The road from Gurez to Tilel is just 7 years old, which has been
extended upto Drass in Kargil region. The rugged and tough life of people of Tilel can make a visitor to contribute for promotion of the
destination in one way or the other.

2. STATEMENT OF THE PROBLEM.

Gurez valley is one of the popular tourist destinations in Bandipora district of Kashmir, India. Gurez is renowned for Indo-Aryan wooden houses
with pyramid shaped mountain named after famous Kashmiri poetess Habba khatoon is the most fascinating peak of Kashmir symbolizing a tale
of love and loss. Nature has bestowed Gurez with amazing beauty, natural resources which can be used for medicinal purposes such as Aurvedic
medicines, pitres, manal, muri, shalamisri and also black zeera. This adventurous destination is also a gate to the famous silk route across Central
Asia which attracts tourists round the year. Inspite of district and state J&K government tourism planning, policies and strategies to develop
Gurez valley yet there assurance that the tourists stay in Gurez valley for a longer period. Time has come to think about the key factor. Gurez
valley is yet to see the growth in tourism. Tourism potential in Gurez valley should be explored by the host community by taking the
responsibility to develop tourism by participating in tourism planning, policies and management of strategies in a sustainable manner. Tourism
course should be designed with tourism resources and activities which will be capable to increase the tourist flow in the valley. This paper is an
attempt to explore the potential of tourism in the Gurez valley of Bandipora district in Jammu and Kashmir in a sustainable manner to build the
strategies to motivate CBSTD.

3. REVIEW OF LITERATURE

In this section, I develop a model on the key concepts of the study which illustrates tourism potential, community involvement, community
attachment, CBSTD and strategies’ with residents support for sustainable tourism development.

3.1 Community Based Sustainable Tourism Development

Hatton (1999) describes CBT as active participation of host communities, small entrepreneurs,

individual or group of local public and the Government to develop tourism.

Brohman (1996) states that, community based tourism development providers a platform for the

local community to involve and promote the economic, socio-cultural standards of the people.

Sharon Harwood (2010) emphasizes that CBT is an alternative tourism which provides an opportunity for the

local residents to participate and take decision to promote the tourism products as a small tourism

entrepreneur in the destination.

3.2 Residents’ support for sustainable tourism development

 Sustainable development has extensively discussed in tourism sectors because such developments can meet the needs of tourists, provide
opportunities to enhance economic growth, protect physical locations, and improve the quality of life of residents while enhancing opportunities
for the future through the coexistence of tourism development and environmental quality (Eagles, McCool, & Haynes, 2002).

Thus community-based tourism has become an important tool for sustainable management (Sebele, 2010; Taylor, 1995)

Social exchange theory has been used to assess the support of residents for tourism development. The residents of a community decide whether to
become dependent on the benefits and costs of tourism by weighting economic, social, cultural, and environmental concerns (Ap, 1992; Gursey,
Chi, & Dyer 2010). Based on this theory, if the host residents perceive that they are likely to benefit from such exchanges without incurring
intolerable costs, then these residents are likely to support and participate in exchanges with visitors and to support additional community-based
tourism development.

3.3 Tourism potential

According to Glavan (1996), the potential of tourism is defined as “the assembly of natural, historical, cultural, social, demographical, technical
and economical components scientifically recognized (quantitative and qualitative) and practically proved and which confer the possibility of
touristic capitalization and give a certain functionality for tourism”.

Krippendorf (1980) states that, tourists satisfaction can be achieved by providing their needs and benefits as per expectation with the supply of
complex elements of material and nonmaterial as tourism products for consumption.

3.4 Strategy

Maythawin polynyotee & Suwattana Thadaniti (2015) highlighted that, “The strategic management is the process of management which the
responsible person uses to manage tourism in the area for being sustainable tourism destination with four steps, which are environment scanning,
strategy formulation, strategy imp lementation and strategy evaluation.”

4. OBJECTIVES

The objective of this study is to:

1. find out the impact of tourism in the economic development of Gurez Valley?
2. find out the role of tourism in employment, income, infrastructure development, regional development?
3. provide some feasible suggestions that may prove valuable for the future development of tourism in Gurez Valley?

5. RESEARCH METHODOLOGY

This data has been collected from secondary sources like reports, publications both in printed and electronic form, articles, and newspapers which
examines the potential of tourism in a sustainable manner of Gurez valley, J&K to build the strategies to motivate community based sustainable
tourism development (CBSTD).

5.1 CONCEPTUAL FRAMEWORK

5.1.1 TOURISM POTENCIAL IN GUREZ VALLEY

Gurez valley is beautiful tourism destination which attracts tourist and stabilizes fortify the living standards of the community. Gurez valey is
famous for its natural scenic beauty. Yet other parts of Gurez valley tourism potential need to be explored so that new tourism products can be
developed which gradually increase the sound of tourists towards the destination. Tourist attractions which are manmade or natural related to
mass and alternative tourism should be identified with the involvement of host community and other stakeholders. Gurez valley as community
based sustainable tourism destination should create opportunity for the tourists to stay longer and experience the attractions in a sustainable
manner.

Study area:

Tourism potential

When we think about Kashmir, we visualize an image of snow-clad mountains, the mughal gardens of Nishat and Shalimar, the Dal Lake. There
is lot more to Kashmir we have unheard of and Gurez valley is one of them, Gurez valley offers a lot more than just a bliss and revitalization we
seek when we visit a beautiful place, it’s a hamlet which makes you forget the day to bustling life and serves you reveries of a tranquil life of the
past.

Major attractions of Gurez Valley:

 Razdan Pass:

It is highest point between Gurez and Bandipora road, and is situated at an altitude of 3300m. The razdan pass provides some of the breathtaking
views of the mountains and the gorges.

 Dawar

Dawar is the central block of the Gurez valley spread across over fifteen villages. It provides you the experience of country side and calm life of
the locals.
  Tulail valley

Tulail is situated at a distance of around 40 kms from Dawar, it’s a cluster of 5-10 villages. The area is famous for its fisheries especially the
freshwater trout.

 Harmukh:

Harmukh is a mountain with a peak elevation of 5,142 meters in Ganderbal district of J&K. Harmukh is located between Gangabal lake in the
south and KishanGanga-Neelam River in the north. The snow clad Harmukh peak provides quite a spectacular view from the Gurez valley.

 Habba khatoon:

It’s a pyramid like rocky mountain that you will observe when you arrive in Dawar, it was named after the kashmiri poetess Habba khatoon. It is
believed she used to wander in search of her husband while he was arrested by Akber. The mountain stands tall by the KishanGanga rivers and
gives an amazing view.

Tourism resources and activities

In the contemporary tourism scenario it is a major key issue to identify the needs of the tourists based on time, cost and quality. The host community
can support to enhance the experience of the tourists with their active participation in designing and planning the tourism resources and activities in a
sustainable manner. It’s very important to attract the tourists, to create interest to know about the tourism products, features and services offered
which could increase their desire, take necessary action to maintain the sustainability and to purchase the tourism products. This is possible only if
the tourism and activities of the destination to be explored which could increase the tourists’ satisfaction gradually. Hence near future the valley
might succeed in extending the tourists stay in the destination for a longer period.

Community tourism

Community tourism will showcase the rural life, art, culture, cuisine and heritage which will directly or indirectly provide opportunities for economic
and social development of the communities. Home stay concept can be promoted to enhance the experience of the tourists towards this CBT which
generate employment to both skilled and unskilled workers

Adventure tourism

Aqua adventure, Trekking, Paragliding, Rock, are the adventure activities which can be supported by adventure operators in the valley. Kishanganag
river rafting, jungle lodging and resort in Gurez valley also planned.

Agri tourism

Agri tourism needs to be prompted in Gurez valley which will provide experience to the tourists about the life of farmers and also the Indian
agricultural system. The harvesting period can attract more tourists in the region. Tourism village concept to be developed in Gurez valley wich will
promote the agro based tourism activities.

Wild tourism

Wild tourism in Gurez valley with jeep safari, wildlife photography fishing camp and luxury safari lodge can attract tourists from all over the world
for a stay and retreat.

Film induced tourism

Film shootings at Gurez valley will be encouraged, provided dew majors are taken to protect the natural environment and promote the destination,
local art, Craft and culture.

Sports tourism

Gurez valley has a great potential for Golf sports tourism. In the beautiful environment

5.1.2 Strategies to promote Community Based Sustainable Tourism Development

1. Marketing Strategies  Promote existing tourism product for existing tourism market
 Promote existing tourism products for new markets
 To introduce new products for the existing markets where similar
products are sold at different locations
 Promoting of new tourism products among new tourists where
potential are existed
2. Sustainable Environment  Tourism entrepreneurs training and development program
conducted for the host community and other stakeholders
 Ecological balance and awareness society are formed and
maintained
 Promote the concept by conducting computations to public
like Drawing and Painting expo, Documentary, Fest, Travel
talk
3. Infrastructure Development  Safe and good connotative through Air and Road
 Eco-friendly and clean city concept
 Hygiene food and water, electricity, telecommunication and
internet/ wifi faculties
 Sustainable maintenance – community participations and
awareness
4. Resources for Tourism Product  Public private partnership
 Private investments
 Start up for young entrepreneurs
6. FINDINGS

Tourism is one of the largest revenue generators which create employment opportunities directly or indirectly to skilled and unskilled which
increase in communities’ quality of life as a tool for poverty alleviation. It is necessary to improve the public awareness of CBSTD and its
activities through the involvement of all stakeholders. Tourism potential of the destination needs to be promoted through the active participation
of the community. The community life style, agro-based livelihood of the community, adventure tourism like heli tourism, sports, fishing,
trekking, paragliding, film induced tourism can be promoted to increase the tourist flow towards this valley. Boosting CBSTD can result in
strengthening the links between the community and tourists’, community involvement will increase their responsibility towards environment and
growth of tourism. CBSTD focuses on satisfaction of tourists’, environment protection and benefits to the community are balanced
simultaneously.

7. SUGGGESTIONS

 Develop tourism promotional to Gurez valley

 Good website to provide information based on time, quality, and cost.
 Mobile app based access to Gurez valley tourism activities
 Encourage well developed hosts-relationships.
 Preserve and promote the tourism products locally and globally
 Lack of roads to Gurez valley creates inconvenience to tourists which needs to be addressed.

8. CONCLUSION

Tourism industry being a growing industry, linked to global economic, social, environmental, and political and technological trends. Gurez valley
needs to be boosted with new tourism circuits and activities to increase tourist flow which is possible by enhancing and exploring tourism
potential with ecological balance in the society. For further convenience accessibility, accommodation, activities, security measures should be
extended to perceive the satisfaction of the tourists. The host community should explore new openings to tourism activities which will attract the
tourists and tap them to stay for longer days. Supply push strategies should be emphasized. Positive impact in infrastructure development for
tourism activities can be sustained with the awareness and active participation of the community together with the stakeholders of the industry.
The participation of community, private investors, public sector, and other related stakeholders are extremely important in achieving the targeted
goals. CBSTD could successfully create awareness and responsibilities in protecting the environment and development which improves their
living standard’s