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Social entrepreneurship and cow tourism: exploring the new vistas of experiential economy

Ayush (Department of Tourism and Travel Management, Central University of Jammu, Jammu, India)
Amit Gangotia (Department of Tourism and Travel Management, Central University of Jammu, Jammu, India)
Biswabhusan Pradhan (Department of Tourism and Travel Management, Central University of Jammu, Jammu, India)

Journal of Enterprising Communities: People and Places in the Global Economy

ISSN: 1750-6204

Article publication date: 14 December 2022

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Abstract

Purpose

This study acclaims the social entrepreneurship based on cow rearing experiential tourism in Himachal Pradesh. This study aims to illustrate the role of indigenous cows in the Indian society, especially in the Northern Mountain regions by taking Kangra district of Himachal Pradesh as an exemplar. This study highlights the relevance of experiential tourism that elucidates on the basis of cow tourism pertaining to health, mental and spiritual rejuvenation. Lastly, the paper is an attempt to integrate social entrepreneurship and cow tourism highlighting the relevance of experiential economy in empowering the local community.

Design/methodology/approach

The case study elucidates on the whence of Swadeshi Kamdhenu Gaushala (SKG), an initiative of Mr Rishi Dogra and Mr Rajesh Dogra, their immaculate micro-management and its benefits to the local community. It highlights how SKG is uplifting the socio-economic standards of the local villagers and providing a distinctive learning experience of indigenous knowledge to visitors. This study is qualitative in nature that uses narrative analysis of secondary data to recognise the importance of indigenous Indian cows, and case study analysis of interviews of SKG proprietors to understand the micro-management, production of organic products and community engagement in their social entrepreneurship.

Findings

The SKG is not only helping the local community in their livelihood but also creating value and positioning to the place on the tourist map. This study sheds some light on the importance of cow products in sectors such as agriculture, green energy and for human health and nutrition. The study also crystallizes the challenges faced by the cow rearers, at last the paper sorted out the benefits of cow tourism and how it can result in community empowerment and development.

Originality/value

The case study on SKG helps us in understanding the importance of social entrepreneurs in community empowerment and also the intervention of tourism in the sector that can bring new and different vertical to the tourism industry with experiential learning of the tourist, which results in knowledge sharing about the benefits of Indian cows and helps in creating and placing such destinations on tourist maps. This study attempts towards contributing to the existing knowledge, highlighting the benefits of social entrepreneurship and cow tourism for the society in general and local community in particular.

Keywords

Acknowledgements

The authors hereby wish to thank Dr Jyoti Bhardwaj (Guest faculty, Govt. Degree College, Dharmshala, Himachal Pradesh) for their support and guidance during the preparation of this manuscript. The authors also show their gratitude towards the proprietors of Swadeshi Kamdhenu Gaushala – Mr Rishi Dogra and Mr Rajesh Dogra.

Citation

Ayush, Gangotia, A. and Pradhan, B. (2022), "Social entrepreneurship and cow tourism: exploring the new vistas of experiential economy", Journal of Enterprising Communities: People and Places in the Global Economy, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JEC-04-2022-0049

Publisher

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Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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