Exploring Rural Tourism Development Potential: A Youth Perspective from Bani Tehsil, Kathua district(Jammu and Kashmir)

Abstract

Rural Tourism has considerable potential to utilise local resources, diversify rural livelihoods and create opportunities for local participation (Priyanka and Devarani ,2022). The present study examines youth perception of rural tourism potential, existing development conditions and willingness to participate in tourism activities in selected villages of Bani Tehsil, Kathua District, Jammu and Kashmir. The study adopts an exploratory-cum-descriptive research design. Seven villages are selected- Sarthal, Bani, Siara, Dhaggar, Gatti, Banjal & Chila— which are identified in the Jammu and Kashmir Draft Tourism Policy, 2020 for proposed tourism-related projects. Primary data were collected from 200 youth aged 15–29 years through an interview schedule containing closed-ended, open-ended and five-point Likert-scale questions. The findings reveal that 79% of respondents are aware of rural tourism. A majority perceive the study area as possessing natural beauty, picturesque landscapes and attraction point suitable for rural tourism (68%), while 62% consider it an ideal location for rural tourism. However, accommodation infrastructure is perceived as inadequate, with only 30% expressing a positive response. Regarding participation, 57% are willing to participate in tourism activities such as entrepreneurship and guiding, whereas only 31% are willing to provide homestay services. The socioeconomic profile further provides a basis for understanding the prevailing social and economic conditions of the local youth and for developing context-specific tourism planning and recommendations. The study indicates that the area possesses considerable perceived rural tourism potential, but infrastructure development and appropriate forms of youth participation are required to translate this potential into sustainable tourism development.