TOURISTS’ SATISFACTION AT TRIJUGINARAYAN, INDIA: AN IMPORTANCE-PERFORMANCE ANALYSIS

Abstract

Satisfaction is an excellent predictor of tourist behaviour as it influences the choice of destination, consumption of products and services, the decision to return and maintain lasting relationships. This paper analyzes the level of tourist satisfaction with destination attributes using the Importance-Performance Analysis (IPA), based on the information obtained from 200 domestic tourists visiting Trijuginarayan, an emerging spiritual and adventure tourist destination located in Garhwal Himalaya in Uttarakhand state of India. The results obtained show that attributes related to tourism product of spiritual and cultural nature, atmosphere and climate, a variety of tourist activities, hospitality and safety are significant factors in determining tourist satisfaction, whereas basic facilities such infrastructure and hygiene and sanitation at destination are of significant importance in satisfaction evaluation. Findings also reveal that tourists were satisfied with the core products, but were dissatisfied with basic tourist facilities offered at the destination. Based on the results, the paper concludes that tourism stakeholders must outline effective strategies for holistic development and improving performance of attributes in the given destination