Asian Journal of Economics, Business and Accounting

Tourism in border regions, particularly those with geopolitical significance, has emerged as a niche but growing field within the tourism industry. This study explores the motivations, experiences, and behavioral outcomes of tourists visiting the politically sensitive border areas of Kashmir. Using a sample of 600 tourists and employing Structural Equation Modelling (SEM), the research examines the relationships between five core motivations—cultural heritage, adventure-seeking, political curiosity, personal growth, and support for local tourism—and their effects on tourist satisfaction and revisit intentions. The findings highlight that cultural heritage and political curiosity are the most significant drivers of tourist satisfaction, which in turn mediates the relationship between motivations and revisit intentions. Adventure-seeking and personal growth also positively influence satisfaction, though to a lesser extent. Tourist satisfaction is found to be pivotal in determining revisit intentions, suggesting that satisfaction serves as a key mechanism in transforming initial motivations into long-term loyalty. The study offers practical implications for destination management in border regions, emphasizing the need to enhance infrastructure, ensure safety, and promote culturally enriching experiences to foster sustainable tourism. It also underscores the unique role of border tourism in promoting cross-cultural understanding and supporting local economies in conflict-affected areas. This research contributes to the broader literature on conflict and border tourism, providing insights into how geopolitical landscapes shape tourist behavior.