• Zeenat Ul Arsh

Ever since we landed in the consumer-oriented era of business, branding and service quality became the order of the day. And over time, scarce resources with uneven distribution increased the competition in business world with geometric progression. To survive demands of quality, timely services, technological improvements and grab brand conscious market we need to develop and explore innovative ways and strategies to be in business. In 1950 franchising emerged as a powerful way to improve service organizations’ standards and facilitated growth in USA. With its origin in USA, franchising over time emerged in Europe, Asia and Far East as an excellent strategy to expand, make benefits, gain consumer loyalty and face low risk. Franchising has fashioned hospitality industry in India and all over the world in new way and has taken it to heights of prosperity. But it has not been much explored in Kashmir valley. The paper- suggestive in nature and based on primary as well on secondary data will try to explore the prospects of franchising of accommodation sectors in the valley and how it can improve the quality and standards of sunrise industry in Kashmir.

franchising, prosperity, expansion, low risk, quality and standards.

"Tourist Accommodation In Kashmir: Present Scenario And Future Prospects", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.8, Issue 6, page no.e411-e424, June-2021, Available :http://www.jetir.org/papers/JETIR2106614.pdf

"Tourist Accommodation In Kashmir: Present Scenario And Future Prospects", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.8, Issue 6, page no. ppe411-e424, June-2021, Available at : http://www.jetir.org/papers/JETIR2106614.pdf