Rebuilding Tourist destinations from Crisis: a comparative Study of Jammu and Kashmir and Assam, India

Abstract

Purpose

This study aims to explore the preparedness and the recovery/rebuilding activities or strategies adopted by the respondents during the phases of natural disaster/crisis in Jammu and Kashmir and Assam, India.

Design/methodology/approach

The qualitative research design was chosen for the study. The interview method was adopted in the present research. The respondents were selected purposefully from the representatives of tourism organizations/destinations management organizations and emergency organizations, i.e. disaster management and hotels experienced by natural disasters, i.e. flood 2014 in Kashmir valley 2019 in Assam states of India.

Findings

Moderate level of preparedness among the tourism organizations, tourism businesses such as hotels leaves implications for them to enhance the disaster or crisis resilient community. The preparedness programs, efficient social media, communications strategies and development of tourist destinations-specific disaster-related crisis management plans were suggested to enhance disaster resilience.

Originality/value

The present study is widely contributing to the theory of the vital concepts of crisis management at tourism destinations. This study suggests the practical implications for and suggestions to the industry practitioners, government agencies and researchers to rebuild the tourist destinations from the disaster/crisis and enhance global resilience.

Citation

Gani, A., Singh, R. and Najar, A.H. (2021), "Rebuilding Tourist destinations from Crisis: a comparative Study of Jammu and Kashmir and Assam, India", Worldwide Hospitality and Tourism Themes, Vol. 13 No. 3, pp. 437-454. https://doi.org/10.1108/WHATT-01-2021-0018