Index of destination attractiveness: A quantitative approach for measuring tourism attractiveness

The common perceptions about tourist destinations often hold even in the absence of facts and evidences. This research is an attempt to analyze ground behind generic tourism attractiveness Kashmir valley. has been done through primary survey most important stakeholders; visiting tourists. data collected from 370 tourists used deconstruct into different parameters Index Destination Attractiveness prepared understand importance each parameter overall attractiveness. evidences support perception that natural attractions play very role valley but lacks other motivators falls short on hygiene factors. These findings can be increase by working weak areas developed for study as a standard tool continuous monitoring