Safety And Security Perceptions: An Empirical Assessment Of Tourists In Kashmir | Mushtaq A. Bhat

Safety and security are critical in providing quality tourism. More than any other economic activity, the success or failure of a tourism destination depends on being able to provide a safe and secure environment for both tourists and the host population. Tourists are more likely to choose a destination where risk to safety is perceived to be minimal and tourists because tourists will not or would not visit the destination (again) where they do not feel safe. In view of this widespread belief, an attempt has been made in the present paper to investigate the safety and security perceptions held by tourists before coming to Kashmir and their perceptions of safety and security experience during their stay in Kashmir. Based on data gathered, with the help of a self-developed and statistically-tested research instrument, from three hundred twenty (320) tourists, the study concludes that visitors to Kashmir Valley had a negative perception (image) about safety and security which changed somewhat for the better and are likely to recommend Kashmir to other people. The study suggests that law enforcement agencies have to improve their performance with regard to crime prevention which would also have long-lasting benefits for the tourism industry.