Tourism Entrepreneurship: A Structural Equation Modelling Approach to Understand its Role in Peacebuilding

The purpose of this paper is to understand the structural relation that can exist among attitude, subjective norms and perceived behavioral control that explain the Theory of Planned behavior as its antecedents. This approach can help to explicate as to how tourism entrepreneurship can offer support in peace building process in the Kashmir Region. The study uses Exploratory Factor Analysis, Confirmatory Factor Analysis and Structural Equation Modelling for investigating the multivariable relationship. The study finds that attitude, subjective norms and perceived behavioral control are significant in measuring the intentions of entrepreneurs towards peace building process. The study offers research inputs to the academia, industry and policy makers to evolve fresh interventions to mitigate the impact of a long standing conflict in the region. The area under study falls in one of the high risk conflict-prone regions of the world that involves two nuclear armed nations and poses substantial threat to the entire region of South Asia. The study pools a fresh narrative from entrepreneurial perspective that can have a mediating effect on the peace process in the region.