ASSESSING THE SUSTAINABLE HOSPITALITY DEVELOPMENT THROUGH RURAL TOURISM: A CASE STUDY OF SWAT VALLEY

Abstract

Sustainability is a holistic word used in multiple disciplines.  It is advocated in tourism to minimize the negative impacts and maximize the benefits. Fostering sustainable hospitality, Pakistan's tourism business may help to protect the environment, support local communities, and improve visitor and resident experiences. Implementing sustainable practices will help the community while also contributing to the long-term viability of Pakistan's tourist industry. Hotel is an essential component of the tourism business and job provider to the local communities. A survey of 34 hotels determined that the hotel industry in Swat valley is an SME business and plays a vital role in its economic sustainability. The Hotel industry is one of the largest structural, economic, and environmental segments in Swat valley. The suitable technique and acceptable practices are the keystones in sustainable tourism promotion. Swat's lodging business provides jobs, utilizing the local agricultural products, supporting ownership of the resources, and encouraging the adoption of sustainable tourism practices in the hotel business.