Balancing hospitality and home: The struggles and strategies of homestay operators in Jammu and Kashmir

Purpose - This study examines the work-life balance of homestay operators in Jammu and Kashmir, a region known for its cultural heritage and natural beauty, where tourism plays a crucial role in the economy. With the growing popularity of homestays, understanding the challenges faced by operators in balancing their professional and personal responsibilities is essential.Methodology/Design/Approach - A qualitative approach, utilizing thematic analysis, was employed to identify key issues impacting work-life balance. In-depth interviews were conducted with 25 homestay operators to capture insights into their experiences and coping strategies.Findings - The analysis revealed several key themes, including excessive workload, family involvement, emotional stress, and the pursuit of autonomy. Operators face unique challenges arising from seasonal demand fluctuations and cultural expectations. Coping strategies identified include establishing boundaries, relying on community support, and effective time management practices.Originality/Value - This study highlights the importance of implementing strategies to maintain the economic viability of homestays while prioritizing the well-being of operators. The findings offer valuable policy recommendations, such as fostering supportive environments, providing mental health resources, and adopting flexible operational practices. These insights are crucial for tourism stakeholders, policymakers, and researchers seeking to improve the quality of life for homestay operators and promote sustainable tourism in Jammu and Kashmir.