Published Paper Details:

The cultural identity of a place is observed in its heritage spots. Jammu and Kashmir has a rich and unique culture and attracts people from different states and countries. Kashmir is famous for its lakes and gardens whereas Jammu is preferred for its temples. Jammu�s culture is quite different from Kashmir�s and its heritage spots tell the history of Jammu�s faith and love for nature. Around 1.36 crore tourists (Daily Excelsior) visited the Jammu region in 2019 when the situation in Kashmir was not favourable. The rising interest of people to explore Jammu gives the opportunity to promote its historical and cultural legacy. Heritage tourist spots have a social and economic impact and help in building the destination image. This study is an attempt to identify the pertinent heritage spots of the Udhampur region of Jammu and to find the reasons for lesser visits to these spots. Krimchi Temple, Sudhmahadev Temple, and Ramnagar Fort have been selected for this study because of their representation of the region�s culture, faith, and tradition. The results of the study may help the locals and the tourism department to develop these destinations with an attractive image to attract more tourists.