Intolerance Towards Cultural Diversity and Sustainable Tourism a Qualitative Analysis of Azad Jammu & Kashmir, Pakistan
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Abstract
Cultural diversity is becoming one of the significant determinant of sustainable tourism globally, specifically where the interactions between culturally diverse tourist and hosts drive socio-economic development of the destination and shape the experiences of visitors. Although cultural diversity plays significant role in social development however, intolerance to cultural diversity deteriorates the advantages and threats tourism sustainability in long-run. Regardless of emergent recognition, inadequate research has examined the factors contributing intolerance towards cultural diversity and their impacts on sustainable tourism in Azad Jammu & Kashmir (a self-governing region administered by Pakistan). This study was conducted in three districts of AJK such as Neelum, Muzaffarabad and Poonch and it explores factors behind intolerance to cultural diversity and its effects on sustainable tourism in Azad Jammu and Kashmir Pakistan. Qualitative research design based on interpritivist paradigm was adopted. Semi-structured interviews and focused group discussion were used for data collection involving sociologists, local community members involved in tourism practices, tourist police, tourist and tourism department officials. Thematic analysis was used to recognize the recurring themes and patterns related to intolerance, cultural diversity and sustainable tourism. Findings reveal that cultural diversity is a significant factor for sustainable tourism; however, numerous factors contribute to intolerance among community members and culturally diverse tourist, which include social identity concerns, fear of cultural degradation, sociopolitical stresses, inappropriate cross-cultural awareness and imperfect institutional mechanism to promote cultural diversity. Furthermore, the findings also revealed that intolerance has negative effects on destination image, tourist-host relationship and tourism sustainability. Conversely, intercultural awareness, community involvement, collaborative governance strategies and inclusive tourism policies were found as important initiatives for fostering tolerance and promoting sustainable tourism. Furthermore, this study by providing qualitative evidences contributes to the existing body of literature and integrates existing theoretical perspective from Social Identity theory to explain how intercultural communications, individual attitudes and institutional measures contribute to tourism sustainability
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