Advanced International Journal for Research

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Volume 7 Issue 2
March-April 2026

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An Investigation using Swot and Tows Analysis in the Homestay Tourism in Darjeeling Hills, West Bengal

Author(s) Dr. Sumit Pradhan, Mrs Archana Thapa
Country India
Abstract Purpose: Through a structured analysis, the research aims to identify internal and external factors influencing the homestay sector, providing insights into operational dynamics, market potential, and challenges faced by operators in this region.
Research Methodology: This study employs a semi-structured questionnaire to collect primary data from homestay operators in the Darjeeling Hills. The data is analysed using SWOT and TOWS frameworks. SWOT analysis identifies internal and external factors impacting the homestay sector. Conversely, TOWS analysis explores strategies to leverage strengths and opportunities to mitigate weaknesses and threats, thereby enhancing the sector's resilience and growth potential.
Results: Global tourists visit Darjeeling Hills homestays because of its natural beauty, climate, cultural legacy, and biodiversity. Operators confront high marketing costs, budgetary constraints, uneven tariffs, little government backing, and poor road access. Building local culture, minimising young migration through jobs, and renovating houses for minimal initial costs are growth potential. Resort rivalry, hefty tour operator commissions, political instability, and unregulated practices may compromise homestay authenticity.
Originality of the research: This study pioneers research on homestay tourism in Darjeeling Hills, examining its socio-economic and cultural effects and unique difficulties and potential. Applying tourism studies to Darjeeling's unique cultural and natural context provides new views.
Keywords Homestay tourism, SWOT, TOWS, Darjeeling Hills
Field Sociology > Tourism / Transport
Published In Volume 7, Issue 2, March-April 2026
Published On 2026-03-10
DOI https://doi.org/10.63363/aijfr.2026.v07i02.3943
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E-ISSN 3048-7641
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