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This research explores the ecotourism potential of Srinagar, a culturally endowed and naturally picturesque town in the state of Uttarakhand, India. Placed on the Char Dham pilgrimage circuit, Srinagar provides an interesting combination of spiritual heritage and natural scenery. Although strategically located and witnessing increasing tourist traffic, the town is devoid of concerted efforts towards sustainable tourism development. This thesis seeks to determine tourist orientations and willingness to pay for environmental quality enhancement, local infrastructure development, and cultural enrichment.
In order to do this, primary data were obtained by conducting field surveys utilizing two established valuation methods: the Contingent Valuation Method (CVM) and the Travel Cost Method (TCM). The CVM was able to record what parts of the area tourists would most value if there was an upgrade—like improved waste disposal, cleaner air, and environment-friendly infrastructure—while the TCM made an estimation of the total value tourists place on visiting the destination.
Results indicate that environmental conservation is the most important factor for tourists, with infrastructure improvements such as sustainable lodging and eco-friendly transport coming in second. Cultural aspects such as food and festivals were also enjoyed but were somewhat less of a priority. Variations in ratings were also noted between age, income, and education levels, with youth preferring adventure and seniors prioritizing cultural conservation.
In all, the study underlines the high prospects for ecotourism in Srinagar and requires responsible planning and policy backing. Encouraging environmentally friendly practices, involving local communities, and keeping a balance between tourism and environmental conservation can contribute to converting Srinagar or any other destination for that fact into a model for sustainable mountain tourism in India.
