Published Paper Details:

Abstract: This study investigates the interplay between sustainable tourism dimensions and destination selection in Uttarakhand, a region of immense economic value yet extreme ecological fragility. A comprehensive review of recent literature highlights the severe challenges posed by mass tourism, including environmental degradation, infrastructural deficits, and the erosion of local cultural integrity. To understand the underlying structure of destination attractiveness, the study employed Factor Analysis on key sustainability indicators derived from the literature, grouping them into critical latent variables: Ecological Compliance, Community-Based Tourism and Empowerment, Infrastructural Quality, and Digital and Behavioural Trust. The factor analysis results confirm that tourists' destination choices are multi-dimensionally driven, with these sustainability factors significantly influencing perceived attractiveness. Specifically, factors related to robust Ecological Compliance (e.g., adherence to carrying capacity and effective waste management) and the quality of Community-Based Tourism initiatives (e.g., homestay service quality and local participation) emerged as paramount determinants for securing a competitive advantage. The findings underscore that the current mass tourism model is unsustainable and necessitates a paradigm shift. This paper concludes by advocating for a holistic governance framework. Key suggestions include prioritizing scientific regulation and decentralization of tourism, aggressive investment in core rural infrastructure and waste management systems, mainstreaming Community-Based Tourism by focusing on local empowerment and skills, and leveraging digital platforms to promote responsible tourist behaviour and build consumer trust. Implementing these measures is essential for transforming Uttarakhand's tourism sector into a resilient and viable model for future growth.