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Author ORCID Identifier

0000-0003-3101-4854

Abstract

This study examines the influence of religious tourism on regional development, with a specific focus on eco-friendly practices and social entrepreneurship. Religious pilgrimages play a significant role in stimulating the tourism sector, hence, creating economic prospects on a global scale. Nevertheless, the extent of scholarly investigation about the impact of implementing eco-friendly practices on nearby communities, particularly within the context of religious pilgrimage destinations, remains minimal. The primary objective of this research centres on the Shri Mata Vaishno Devi shrine located in Jammu and Kashmir renowned for its widespread praise and profound cultural importance. A qualitative methodology was employed to conduct face-to-face interviews with key players involved in religious tourism services and entrepreneurship, including Yatris (pilgrims) and the local community. Thematic analysis was utilised in this study to identify eco-friendly activities that are being adopted at a shrine, which produced the following themes - environmental conservation, green transportation, healthy living, green foods, green infrastructure, and green packaging. These practices have not only made significant contributions to the preservation of the environment, but they have also facilitated the advancement of local communities, the creation of employment possibilities, and the growth of social entrepreneurship. The study suggests that the adoption of eco-friendly practices has the potential to stimulate regional development and yield economic advantages. The results of this study provide a foundation for the development of sustainable tourism strategies and the promotion of community engagement.

Creative Commons License

Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License
This work is licensed under a Creative Commons Attribution-NonCommercial-Share Alike 4.0 International License.

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