Social Media's Impact on Sustainable Tourism Development in India's Mountain Regions

Abstract

This research paper examines visitor behavior on social media to evaluate how tourism in isolated mountain areas, specifically Kedar Valley in the Himalayas, contributes to sustainable development and economic growth. The study, based on interviews with 440 visitors and tourism company owners, explores whether tourism demand can drive sustainable rural development. Findings reveal that most tourists are willing to pay higher taxes to support these areas, and there is a slight positive impact on local employment. The paper highlights tourists' strong interest in participating in sustainable development programs and discusses potential policy implications.