ISSN: 0972-7310 Journal of Tourism An International Research Journal on Travel and Tourism Vol. XIX No. 1, 2018 Centre for Mountain Tourism and Hospitality Studies (CMTHS) HNB Garhwal Central University, Srinagar Garhwal, India Journal of Tourism Vol. XIX, No.1, 2018 ISSN No. 0972-7310 Patron : Prof. Annapurna Nautiyal, Vice Chancellor, H.N.B. Garhwal University (A Central University) Srinagar Garhwal, India Editor in Chief : S.C. Bagri, Ph.D., H.N.B. Garhwal University (A Central University), Uttarakhand, India Editor : S.K. Gupta, Ph.D., H.N.B. Garhwal University (A Central University), Uttarakhand, India Associate Editors : R.K. Dhodi, Ph.D., H.N.B. Garhwal University (A Central University), Uttarakhand, India Elangbam Binodini Devi, Ph.D., H.N.B. Garhwal University (A Central University), Uttarakhand, India Assistant Editor : Rashmi Dhodi, Ph.D., H.N.B. Garhwal University (A Central University), Uttarakhand, India Managing Editor : Devkant Kala, Uttaranchal Petroleum and Energy University, Dehradun, India Editorial Board Members Ratz Tamara, Ph.D., Kodolanyi Janos University of Applied Sciences, Budapest, Hungary Harald Pechlaner, Ph.D., Catholic University of Eichstaettlngolstadt, Germany Dimitrious Buhalis, Ph.D., Bournemouth University, UK Gregory E. Dunn, Ph.D., Oklahoma State University, USA Zaher Hallah, Ph.D., California State University, USA John Charles Crottst, Ph.D., College of Charleston, Charleston, S.C.,USA Robert Inbakaran, Ph.D., RMIT University, Australia Stanislav Ivanov, Ph.D., Verna University of Management, Bulgaria Mathew Joseph, Ph.D., University of South Alabama, USA Terral Philippe, Ph.D., Universite Paul Sabatier, France Brian King, School of Hotel & Tourism Management, Hong Kong Babu Geroge, Ph.D., Fort Hays State University, Kansas, USA J.D. Lema, Ph.D., Drexel University, USA H.H. Chang, Ph.D., Ming Chuan University, The first American University in Asia Scott McCabe, Ph.D., Ph.D., Nottingham University, UK Mark Miller, Ph.D., University of Southern Mississippi, USA Shahdad Naghshpour, Ph.D., University of Southern Mississippi, USA Rose Okech, Ph.D., Masino University, Kenya Catherine Price, Ph.D., University of Southern Mississippi, USA Timothy Reisenwitz, Ph.D., Valdosta State University, USA Surekha Rana, Ph.D., Gurukul Kangri University Girls Campus, Dehradun, India Geoff Wall, Ph.D., University of Waterloo, Canada Mu Zhang, Professor, Ph.D., Shenzhen Tourism College, Jinan University, China Bihu Tiger Wu, Ph.D., Peking University, China Gandhi Gonzalez Guerrero, Universidad Autonoma del Estado de Mexico, Mexico Natan Uriely, Ben-Gurion University of the Negev, Israel. Mihai Voda, Dimitrie Cantemir University, Romania Frequency and Subscriptions: Journal of Tourism is published biannual. Annual Subscription rates: India-Institutional: INR.2000, Individual: INR. 1000, Abroad- Institutional: US$ 75, Individual: US$ 40, Demand Draft or Cheque should be in favour of Finance officer, HNB Garhwal Central University, Srinagar Garhwal and be payable on SBI Srinagar Garhwal (3181) India. Editorial/Subscription Information Centre for Mountain Tourism and Hospitality Studies, HNB Garhwal Central University, Srinagar Garhwal-Uttarakhand-246174, India, e-mail:[email protected], website-www.jothnbgu.in Editorial It gives me immense pleasure to bring out the Special issue of the Journal of Tourism. The tourism industry is becoming increasingly competition- oriented. All the tourist's destinations are addressing tourist' needs, their level of satisfaction and their expectations from the tourism industry. Moreover, the stakeholders also realize their responsibilities towards society at large. This special issue of Journal of Tourism focuses on these topics of Destination Re-Imaging and Branding by Sustainable, Responsible & Community Based Tourism. The issue focuses on wide range of subjects of relevance and importance. “Innovation Research in Tourism Business: A Review from Two Decades of Studies” by Ishwar Khatri (NTNU, Norway) reviewed twenty publications from two decades of studies (1997-2017) across the countries and conclusion is made on the innovations in tourism business today. The study is relevant to the sustainability of tourism industry. The paper “A Study on Environmental Orientation among Tourists Visiting Kashmir Valley” by Iqbal Ahmad Bhat brings out the issues of sustainability and management of tourist destinations in the Valley of Kashmir. “Guerrilla Trail: A Tourism Product in the Maoist Rebel's Footsteps” by Surendra Rana and Chiranjibi Bhandari from Nepal draws the reader's attention towards the initiatives and efforts taken by the Government of Nepal, Nepal Tourism Board and local people in making Guerrilla Trail as a tourism product in Nepal. The next paper titled “Website Based Satisfaction in Tourism and Hospitality Sector: An Importance-Performance Analysis in National Capital Region ( NCR) of India” by Lakhvinder Singh and Dinesh Dhankhar is a study on the satisfaction of tourists towards websites of selected tourism and hospitality firms in National Capital Region of India. “Sustainable Developmental Implications of Community Based Tourism Initiatives in Himachal: An Empirical Study” by S.P. Bansal, Purva Kansal and Sandeep Waila discussed the existing literature on community-based tourism. The paper also focuses on different dimensons of community-based tourism from the perception of the community. Samik Ray contributed a paper on “Changes in the Role of Local or Host Community in Destination Imaging” It outlined how and why the local community is vital to destination imaging. The last paper titled “Promoting Gender Sensitivity and Environment Protection through Sustainable Tourism Development: A Review by Priyakrushna Mohanty, Anu Chandran, Nilamadhab Swain revealed the attractive relationship that can be sketched in a cyclic format between tourism development, gender, and environment. I hope and believe that this issue covering multifarious aspects of tourism and destination branding will prove to be an informative and stimulating experience for the readers. I wish an enriching and enlightening reading experience to the readers. Anukrati Sharma, Ph.D. Guest Editor & Associate Professor Faculty of Commerce and Management University of Kota, Rajasthan, India Journal of Tourism An International Research Journal on Travel and Toursim Vol. XIX, No.1, 2018 ISSN:0972-7310 Contents S.No Research Paper Author Pag e Editorial Note 1 Innovation Research in Tourism Ishwar Khatri 1-13 Business: A Review from Two Decades of Studies 2 A Study on Environmental Orientation Iqbal Ahmad Bhat 15-32 Among Tourists Visiting Kashmir Valley 3 Guerrilla Trail: A Tourism Product in Surendra Rana 33-46 the Maoist Rebel's Footsteps Chiranjibi Bhandari 4 Website Based Satisfaction in Tourism Lakhvinder Singh 47-57 and Hospitality Sector: An Dinesh Dhankhar Importance-Performance Analysis in National Capital Region (NCR) of India 5 Sustainab le Developmental SP Bansal 59-70 Implications of Community Based Purva Kansal Tourism Initiatives in Himachal: Sandeep Walia An Empirical Study. 6 Changes in the Role of Local or Samik Ray 71-85 Host Community in Destination Imaging 7 Promoting Gender Sensitivity and Priyakrushna Mohanty 87-96 Environment Protection through Anu Chandran Sustainable Tourism Development: Nilamadhab Swain A Review. All rights reserved. No part of this publication may be reproduced, stored in retrieval system or transmitted in any form or by any means- electronic, electrostatic, magnetic tape, mechanical, photocopying, recording or otherwise, without the written permission of the publisher. K e y W o r d s Innovation Research in Tourism Business: A Review from Two Innovation, research, Decades of Studies tourism, information, communication, technology ISHWAR KHATRI Norwegian University of Science and Technology, Norway Abstract INTRODUCTION Tourism business is contributing the national nnovation is essentially related to the growth of output economy of individual and productivity. The development of new technologies countries by the inflows of Ifacilitates the generation of new ideas. Innovation in foreign currency; meanwhile, tourism thus refers to the new ideas, new services, and there is a big competition products targeted to fulfill the needs or desires of tourists or within the industry, and many visitors at the same time increasing the competitiveness of the destinations are competing tourism firms. Since there is competition prevalent in the with each others to attract the tourism industry as well, adapting the industry's offerings to visitors. So, the need for best match the changing tourism patterns with new marketing innovations in tourism is in strategies is at the central of gaining success in the place; thus, gaining marketplace. increasing attention in Innovation is an intensely studied phenomenon in the tourism tourism literature and research. This paper aims to field, a relatively new area of interest a fact proven by examine the literatures researches that first appeared in the late 80's and intensified regarding tourism innovation, in the 2000's when researchers and entrepreneurs started to specifically the status and notice the importance of innovation in tourism (Andrea, trends of innovation in 2012). It has repeatedly been claimed that rigid innovation tourism business. Twenty publications from two research has been applied to tourism to only a limited extent decades of studies (1997- and empirical tests of the phenomenon have been modest 2017) across the countries