• ABID SHAFI ZARGAR
• Dr. Tina Bansal

The goal of this research is to examine tourists' views of quality tourism services in Jammu and Kashmir, as well as to quantify tourist satisfaction by looking at the impact of quality tourism products on overall satisfaction. The quality of service provided to tourists in Jammu and Kashmir is assessed in this study. The empirical data was acquired from visitors via a survey that resulted in 353 useable questionnaires, and the data was analysed using linear regressions to assess the association between service quality and tourist satisfaction. The findings revealed that service quality has a direct impact on tourist satisfaction in terms of destination facilities, accessibility, and attraction. As a consequence, this study concluded that service quality has a considerable impact on tourist satisfaction, and so service quality is vital in tourism.

Jammu and Kashmir, Service Quality, Tourist Satisfaction, Tourism.

"Tourist satisfaction and future travel intentions are influenced by the attractiveness of a destination: a study of Jammu and Kashmir", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 4, page no.457-466, April-2019, Available :http://www.jetir.org/papers/JETIR1904V16.pdf

"Tourist satisfaction and future travel intentions are influenced by the attractiveness of a destination: a study of Jammu and Kashmir", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 4, page no. pp457-466, April-2019, Available at : http://www.jetir.org/papers/JETIR1904V16.pdf