Affiliation:
1. Lovely Professional University, Punjab, India
2. Indira Gandhi National Open University, India
Abstract
This desk research-based study delves into the significance of gastronomic tourism in revitalizing the destination image of the Kashmir Valley. By synthesizing existing literature, reports, and online resources, it explores the significance of Kashmiri cuisine in attracting tourists and shaping perceptions of the region. The findings suggest that gastronomic tourism serves as one of the effective tools for destination image recovery by highlighting the culinary richness and cultural heritage of Kashmir. The chapter identified the main factors influencing tourists' gastronomic travel motivations in Kashmir. It emphasizes the importance of gastronomic dimensions of Kashmir, strategic marketing initiatives and culinary tourism development plans in leveraging Kashmiri cuisine to improve destination demand and competitiveness. The chapter concludes with recommendations for tourism stakeholders, policymakers, and practitioners to harness the capability of gastronomic tourism in promoting a positive destination image and attracting a varied range of visitors to the Kashmir Valley.