Author : AIn, Qurat Ul
European Journal of Molecular & Clinical Medicine,
2020, Volume 7, Issue 7, Pages 2965-2974
Tourism industry in the light of sustainability tourism development can play an important role towards environment protection and its surroundings. So, it is an utmost and foremost responsibility of the stakeholders to take care of the pristine environment through the adoption of sustainable tourism practices in their daily business. This study has taken only one important form of tourism which does not only provides livelihood to the local community but also protects the environment from getting depleted and tries to explore the promotional strategies for its promotion i.e, HBT. Considering the need of the objectives, the study has adopted the qualitative method in order to explore about HBT, with the data collection through the in-depth interviews, as very least information with regard to HBT was found in the literature. In this study almost ten local horse riders, whose livelihood is on horse tourism were contacted and their in-depth interviews were conducted. The collected data was analyzed after applying the coding method of grounded theory method for conceptualizing the definition of HBT. The study concluded with the conceptualization of the horse based tourism as a very dynamic type of tourism having tremendous employment generation for the local community in the context of alpine destinations of Indiaand also the promotional strategies are discussed in this study.