An Investigation into the Impact of Social Media on the Promotion of Sustainable Tourism in the Tourist Destinations of Kashmir Division

The aim of this research paper is to investigate the impact of social media on the promotion of sustainable tourism in the Tourist Destinations of Kashmir Division. The study offers information on sustainable tourism and associated destination products that should be promoted on social media. Convenience sampling was used to determine the sample size. The study's findings demonstrate a substantial understanding of sustainable tourism in the selected region and establish a link between social media use and socially sustainable tourism, especially in areas with low economic status. The study's conclusions include the significant impact on employment and revenue generation, poverty alleviation, and sales of local ethnic art and craft products. It also suggests strategies to enhance sustainable tourism in the Kashmir division.