Perception Of Tourists Towards Sustainable Tourism Development And Green Hospitality Management In Gilgit Baltistan

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Muhammad Qasim , Atta-Ur- Rahman , Zaheer Ahmed , Muhammad Hashim , Muhammad Umar Farooq


The present research focuses the perception of tourists including both locals and foreigners towards the day to day tourism practices and hospitality measures to facilitate the tours in Gilgit Baltistan (GB) region according to sustainable tourism criteria and green management in hospitality. The existing practices and measures within hospitality management are appraised through structured questionnaires. The variables in the questionnaire are structured in light of Global Sustainable Tourism Criteria (GSTC) and elements of green management for hospitality entities. Using Yamane’s formula for selection of sample size among the tourists, 273 total sample is finalized to respond on the questionnaire. The acquisition of primary data from tourists in the study area is accomplished from five sample sites; Skardu, Hunza, Ghizer, Astore and Ganche districts. The quantitative analysis of the data reveals that the majority of the tourists are familiar with sustainable tourism development (STD) but not aware about green hospitality management (GHM).  Tourists in the region believe that due to irresponsible behavior of tourists, degradation of nature and environment and spread of non-recyclable waste materials are frequent in the study area. The usage of non-renewable energy resources are also common within hospitality entities. As far as the satisfaction of tourists is concerned towards sustainable tourism and green hospitality management in Gilgit Baltistan, the tourists are not satisfy at all.

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