ISSN: 0972-7310 Journal of Tourism An International Research Journal on Travel and Tourism Vol. XXI, No. 1, 2020 Centre for Mountain Tourism and Hospitality Studies (CMTHS) HNB Garhwal Central University, Srinagar Garhwal, India Journal of Tourism Vol. XXI, No.1, 2020 ISSN No. 0972-7310 Patron : 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 : Suresh Babu, Govt. PG College, Govt. of Tamandu, Ooty, Tamilnadu, 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 Maximailiano E.Korstanje Palermo University Argentina 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, The Hong Kong Polytechnic University 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 From the Desk of Editor Journal of Tourism feels refreshed in connecting you with a bunch of interesting papers with regard to destination competitiveness from the experts of the aforesaid domain. The Journal has received overwhelming response from the researchers on various dimensions of destination competitiveness and associated factors, and papers were subjected to blind peer review among our eminent editorial team. Upon careful observations, our editorial team, has found six papers suitable for publication and those are grouped for the readers... First paper titled “Collective Initiatives for Sustainable Tourism in Rural Mexico Lessons from the Esmeralda Park” authored by Gandhi González-Guerrero, María Eugenia Valdez Pérez and Rubén Nieto Hernández investigates the relationship between the characteristics of the park and the criteria of sustainable tourism along with the initiatives of government and park management. Authors further found that applying innovative practices and the diversification in the deliverables coupled with the proven directional strategies have resulted a state of empowerment within the participating stakeholders. Second paper titled “Influence of Destination Attractiveness on Tourist Satisfaction and Future Travel Intentions: A Study of Kashmir Valley” by Manjula Chaudhary and Naser Ul Islam shares the significance of destination uniqueness and its impact on tourism satisfaction; also opines on the attractive factor of a destination and its role in future travel decisions. Suitable dimensions related to destination attractiveness have been studied by authors using appropriate methods. Further the results show clear understanding that destination attractiveness has positive significance on tourist satisfaction and future travel intentions. Third paper titled “Understanding Responsible Tourism Perception by Mining Twitter Data: A Sentiment Analysis Approach” authored by Arup Kumar Baksi explores the social media particularly twitter users to understand the awareness and perception governing the sustainability and responsible behavior who wish to visit Shantiniketan. Tweets were analyzed using suitable methods to get the data usable. Author uses four dimensions for responsible travel behaviour and reinforce the use of social networking sites has influences among the smart tourists on sustainable and responsible behaviour. Fourth paper titled “Peace and Tourism: Exploring the Erratic Relationship in case of Kashmir” by Swati Samnotra and Bharti Gupta explores the relationship between peace and tourism and discusses the necessity and importance of peace for the success of tourism especially in place like Kashmir valley. The result of the study clearly indicates about various factor deterring the peace process and resulting tourism not as a contributor for peace but a beneficiary of peace. Authors further emphasizes the need of extensive research in future. Fifth paper titled “MICE as a Strategy for Tourism Product Diversification in Beach Hotels” by Gerald M. Gichuki, Mark N. Yobesia and Bonface O. Kihima discusses the importance of MICE as additional tourism product for Beach hotels, and analyses the likely changes in terms of tourist arrivals and economic returns besides the readiness of the hotel properties in engaging MICE operations. Results of the study reveal that MICE play a role of fillers during the occupancy dip. However, hotels have understood the need to balance the business between leisure and MICE. Sixth paper titled “Tourism Entrepreneurship and its Impact on Women in Assam in North East India: A Review of Studies” authored by Denish Pegu and Sinmoy Goswami shares the possible and existing tourism entrepreneurial forms in the state of Assam. Also, the authors explore the presence and participation of women in tourism entrepreneurial activities and found that women are part various tourism and allied sector business. The results share the participation has empowered women both socially and economically. On behalf of the Journal of Tourism family, I am elated to record my sincere gratefulness to our reviewing team, contributors and subscribers for the continuous support showered on us, which certainly motivates us to march forward. S.C. Bagri Vol. XXI, No.1, 2020 Collective Initiatives for Sustainable Rubén Nieto Hernández, Tourism in Rural Mexico Lessons Gandhi González-Guerrero & 1-12 from the Esmeralda Park María Eugenia Valdez Pérez Influence of Destination Attractiveness on Manjula Chaudhary & Tourist Satisfaction and Future Travel 13-28 Intentions: a study of Kashmir Valley Naser Ul Islam Understanding Responsible Tourism Arup Kumar Baksi Perception by Mining Twitter Data: 29-46 A Sentiment Analysis Approach Peace and Tourism: Exploring the Swati Samnotra & 47-60 Erratic Relationship in case of Kashmir Bharti Gupta 5 Mice as A Strategy for Tourism Gerald M. Gichuki, Product Diversification In Beach Hotels Mark N. Yobesi & 61-70 Bonface O. Kihima 6 Tourism Entrepreneurship and its Impact Denish Pegu & on Women in Assam in North East Sinmoy Goswami 71-85 India: A Review of Studies K e y W o r d s Collective Initiatives for Sustainable Tourism in Rural Mexico Lessons from the Esmeralda Park Gandhi González-Guerrero Sustainable Rural Tourism, Associate professor, Tenancingo University Centre of the Autonomous University, Mexico empowerment, innovation, María Eugenia Valdez Pérez diversification, Professor, Tenancingo University Centre of the Autonomous University, Mexico Esmeralda park Rubén Nieto Hernández Professor, Archeology Department, UAEM Tenancingo University Center Faculty of Anthropology, Autonomous University, Mexico Doctor in Mesoamerican Studies, Faculty of Philosophy and Letters of UNAM. Abstract INTRODUCTION Sustainable Rural Tourism has here are few inspirational case studies of Sustainable been widely defined, though Rural Tourism. Although much has been written on few are the empirical studies the potential of Rural Tourism as a diversification that illustrate its value. This T paper investigates the strategy and its contribution to rural livelihoods, this has been Esmeralda park as a done mostly on a theoretical basis. Further, for Rural Tourism sustainable tourism initiative to be sustainable, it must meet certain criteria. The most by discussing sustainable tourism criteria and matching