Financial Institutions' Measures, Policies, and Credit Schemes for Sustainable Tourism Growth in Kashmir Valley

Abstract : This study examines the role of financial institutions like different banks providing finance for the tourism related activities measures, policies, and credit schemes offered to tourism based entrepreneurs in fostering sustainable tourism growth in the Kashmir Valley. Adopting a qualitative- grounded theory methods and methodology, the study is based on in-depth interviews with 10 key stakeholders, composing of travel operators, and banking officials of different banks operating in J&K. The findings reveal that targeted financial policies, customized credit products, and supportive institutional measures significantly influence tourism development in the valley.