DESTINATION ATTRACTIVENESS FROM THE VIEW OF TOURISTS – A CASE ANALYSIS ON THE TEMPLE CITY, BHUBANESWAR, INDIA

Abstract

The history of Bhubaneswar in the state of Odisha can be dated back to 3rd century B.C. It is the largest city in the state, popularly known as the ‘Temple Town’ or ‘Temple City’ which receives thousands of tourists every year for its attractions. The principle aim of this paper is to find out the factors influencing the destination attractiveness with the help of the perception of tourists in the temple city of Bhubaneswar through their level of satisfaction. Apart from that, the study analyzed that how the key elements of a destination can contribute to its attractiveness which further enhances the destination’s image. The method advised in the paper was questionnaire method where the responses were taken on a five-point Likert scale. A sample of 100 tourists was taken to find out their perception regarding destination attractiveness. The data was analyzed through descriptive statistics, factor analysis and correlation. From the study it was found out that the core determinants of the attractiveness are the facilities provided in the destination and its support services while the secondary determinants consist of people-related factors. It was also found out that the people related factors and the support services and facilities are complementary to each other when it comes to destination attractiveness.

Keywords

• destination image
• destination enhancement
• destination attractiveness
• tourism
• factors