Abstract
Safety and security today, has been identified as one of the five global forces that drive the tourism industry. The topic of safety and security in the tourism industry has gained vital importance, mainly after 9/11 incident, thereafter both academicians and practitioners have started looking into crisis management issues seeking workable solutions to mitigate these negative impacts. Therefore, with a view to overcome such problems, this paper undertakes an in-depth study regarding the safety and security in Kashmir and its impact on building destination image. The conclusion suggests that safety and security is a prerequisite for an ideal destination image. Therefore, proper strategies should be formulated to minimize the negative impact of such incidents.
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