FROM FEARS TO TOURS: A SURGE IN KP TOURISM THROUGH SOCIAL MEDIA

Abstract

Khyber Pakhtunkhwa-KP has undoubtedly been the most beautiful federal unit in Pakistan. Blessed with crystal clear glaciers, whispering pines, rocky mountains, roaring rivers, and lush green meadows, this land has always been a jewel of the eye for emperors and rulers worldwide, and the conflicting situation remained there till a few years back. Regarding the worth of swat valley and overall KP, fewer researchers have emphasized the relevance of the regional community that faced violence and the wider tourist supplies and tourism activities that how the tourism sector has been affected, and what has been changed in the last few years in the region and in the lives of local communities. A huge surge in social media marketing has been observed in recent years promoting tourism in the KP after devastating instability due to the fear and terrorism in the region. This study primarily focuses on the recent development through survey research and perception analysis of 188 social media consumers keeping in view the study objectives including, an assessment of the impact of recent years’ violence on the local community, by evaluating the role of social media use for promotion of tourism in KP and suggest more effective use of social media for sustainable growth of tourism industry for the uplift of local communities and its role in the sustainable development of Pakistan. The data revealed that social networking sites are the major source of information on tourism in Pakistan. However, the potential of social media is to some extent utilized but government initiatives are highly desirable. Findings revealed that the presence of fear is still there which needs immediate attention by the concerned stakeholders. Better facilitation, law and order, and infrastructure are the key to the success of this potential industry.