Abstract
AbstractSocial innovation and environmental innovation is a fast‐growing phenomenon. More and more businesses are trying to understand how social and environmental innovation can help their business model. The purpose of this paper is to examine the contribution of community involvement toward social and environmental innovation to achieve sustainable tourism development. Perceptions of 650 local community members of different tourist destinations of Jammu and Kashmir have been used to meet the objectives of the study. The structural equation modelling (SEM) technique has been used for determining the structural estimates between constructs with the help of Statistical Package for the Social Science (SPSS) and Analysis of Moment Structure (AMOS) software. Hypothesis testing revealed a positive impact of community involvement on social and environmental innovation. The results also depicted a positive impact of social and environmental innovation on sustainable tourism development.
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