A STUDY OF VISITORS SATISFACTION TOWARDS HERITAGE TOURISM

A STUDY OF VISITORS SATISFACTION TOWARDS HERITAGE TOURISM A THESIS SUBMITTED To DEVI AHILYA VISHWAVIDYALAYA, INDORE FOR AWARD THE DEGREE OF DOCTOR OF PHILOSOPHY (PH.D) IN MANAGEMENT 2014 Supervisor: DR. RAJEEV K. SHUKLA HOD & Professor Shri Vaishnav School of Business Management Submitted By: SHAIL SHRI SHARMA Research Scholar Indore (M.P.) Shri Vaishnav Institute of Technology and Sciences Indore (M.P.) Research Center Shri VaishnavSM Institute of Management, Indore M.P DEVI AHILYA VISWAVIDYALAYA, INDORE (M.P.) Scheme No. 71, Gumasta Nagar, Indore (M.P.) India i

DECLARATION BY THE CANDIDATE (Para 26 b) I declare that the thesis entitled A Study of Visitors Satisfaction towards Heritage Tourism is my own work conducted under the supervision of Dr. Rajeev K. Shukla, at Shri Vaishnav Institute of Management, Devi Ahilya Vishwavidyalaya, Indore (M.P.), approved by Research Degree Committee. I have put in more than 200 days of attendance with the Supervisor at the Centre. I further declare that to the best of my knowledge, the thesis does not contain any part of any work which has been submitted for the award of any degree either in this University or in any other University/Deemed University without proper citation. Supervisor Research Scholar Dr. Rajeev K. Shukla Shail Shri Sharma Professor Shri Vaishnav Institute of Technology and Science Indore. Forwarded : Dr. R.K. Patra Director Research Centre Head Shri Vaishnav Institute of Management, Indore ii

CERTIFICATE (Para 26 c) This is to certify that the Ph.D. work entitled A Study of Visitors Satisfaction towards Heritage Tourism is a piece of research work done by Mrs. Shail Shri Sharma, wife of Ms. Kamlesh Sharma under my guidance and supervision for the degree of Doctor of Philosophy in Management from Devi Ahilya University, Indore (M.P.). India. That the candidate has put-in an attendance of more than 200 days with me. To the best of my knowledge and belief the thesis: i. embodies the work of the candidate herself ii. has duly been completed iii. fulfills the requirement of the ordinance reality to the Ph.D. Degree of University. iv. is up to the standard both in respect of contents and language for being referred to the examiner. Place: Indore Date: Dr. Rajeev K. Shukla Supervisor Professor Shri Vaishnav Institute of Technology and Science Indore, Madhya Pradesh Forwarded By Dr. R. K. Patra Director, Research Centre Head Shri Vaishnav Institute of Management, Indore, Madhya Pradesh iii

UNDERTAKING I, the undersigned a Ph.D. Scholar declare that I have not joined any other course of study or appeared at any other examination conducted by the University during the tenure of my registration for Ph.D. Degree course. (Shail Shri Sharma) Research Centre: Shri Vaishnav Institute of Management, Devi Ahilya University Sch. No-71, Gumasta Nagar, Indore, MP, India iv

ACKNOWLEDGEMENT SucceSS is not final, failure is not fatal: it is the courage to continue that counts. Winston Churchill I am conscious of my indebtedness to every individual, who had helped me in many ways in the preparation of this thesis entitled A Study of Visitors Satisfaction towards Heritage Tourism. All what are required while ongoing of the research work for the presentation and discussion are the shores up. I acknowledge my thanks and appreciation for the esteemed people who have graciously helped me in this challenge. First and foremost, all praise is due to God for bestowing me with health, knowledge and patience to complete this work. Now I extend my deepest gratitude to Dr. Rajeev Kumar Shukla, my guide, mentor and supervisor, who had been an inspiration to prepare my thesis and for his continuous support, helpful suggestions, moral support, meticulous guidance, advices and invaluable encouragement. I have been blessed to have such a brilliant mentor to help me navigate the research work. I convey my sincere thanks to the authorities of Devi Ahilya Vishwa Vidyalaya, Indore, Madhya Pradesh, having given me an opportunity to undergo Ph.D program. My sincere thanks to Dr. Ramakant Patra, Director, Dr. Rajendra K. Jain, HOD, and Dr.Manas R.D.Mishra Shri Vaishnav Institute of Management for fostering an excellent atmosphere and encouraging me in this Endeavour. I take this opportunity to express my thanks and gratitude to the authorities of the selected heritage destinations, for having helped me in this Endeavour. I am especially thankful to the v

Librarian for their invaluable inputs. I am thankful to Mrs. Mamta Joshi and Mrs. Sunayana Soni my friend, my colleague for their constant support in completion of my Ph.D. I would like to dedicate my Ph.D. to real mentor of my life my loving mother Late Mrs. Shanti Mishra. She has always given privilege to education and motivated me for higher education. I highly appreciate continuous support of my loving son Yajveer Sharma who compromises my presence at several moments and my husband Mr. Kamlesh Sharma for which words are not enough to express my THANKS but I am really thankful to both of them who have always supported and cooperated me in this Endeavour. I am really thankful to my parents-in law Mr. Harish Sharma and Mrs. Pramila Sharma without their continuous support and cooperation this thesis would not have been possible. During my Ph.D. study, they have helped and cooperated a lot..i am thankful to my father Mr. Hridayesh Mani Mishra who has encouraged and motivated me in carrying out the research work. I acknowledged indebtedness to especially my sister Mrs.Neelima Tripathi, Brother Mr.D.M.Mishra, my Sister-in-laws Dr.Preeti Mishra, Ms.Jagriti Vyas and Kratika Sharma, who contributed in their own way in all my works during study. My gratitude also goes to the respondents / visitors who took their time to provide valuable information without their cooperation this thesis would not have been achievable. Last, but not the least, I would like to convey my deepest thanks to all my family members, close ones, colleagues and friends who have effective role in the success and my findings and in the actual thinking with their cooperation it becomes easy for me to complete my task. Mrs. Shail Shri Sharma vi

PREFACE travel makes one modest. You see what a tiny place you occupy in the world. Gustave Flaubert The present study endeavors to portray the study of visitor s satisfaction towards Heritage Tourism in increasing the foot fall of domestic visitors and foreigners in India for the selected heritage destinations in India. As we know Tourism Industry is one of the chief gears of flourishing economy in the world. It plays crucial function in nationwide economy and is also significant contributor at national level. The Heritage Travel and Tourism Industry is the lifeblood of many states in the country including Delhi, Madhya Pradesh, Maharashtra, Rajasthan, Gujarat, Orissa and Uttar Pradesh to name a few. In my research, I have focused on four states only: Delhi, Madhya Pradesh, Rajasthan, and Uttar Pradesh (Rest of the state is considered in option Others. ) The study is based on primary data collected from different destinations like- Amer fort, Taj Mahal, Imambara (Chhota and Bada), Red fort, Rani Roopmati Mahal and Khajuraho Temple. This study is, therefore an effort to understand the concept of visitors satisfaction towards few selected heritage destination. It s relation with state tourism board and nearby stakeholders and the ways out to land up in a win-win situation with the visitor s and tourism board. It further helped to develop certain strategies that are required to cope up with the unsatisfied visitors and converted them into satisfied level with respective destinations of Heritage Tourism. The present thesis has been organized into seven chapters: vii

The Chapter 1 consists of Introduction, Background of the Tourism, History of Tourism, Committees and Structure of Tourism Industry at Global/ national perspective, Types of Tourism, Role of Indian Government and Department in Tourism Industry, State Tourism (Selected Destinations) and Cultural Heritage Tourism, Features of Tourism Marketing etc. It also helped to identify the Research problem of the study. The Chapter 2 discussed about Review of Literature along with different parameters such as- Heritage/ Cultural Tourism, Heritage Attributes, Visitor s satisfaction, Services offered, Visitor s experience and Economic development perspective. The Chapter 3 consists of the Rational of the study which helped to identify the research gap and provided ways to identify the objectives associated with Heritage Tourism and Visitor s satisfaction in Indian context. The Chapter 4 consists of the Objectives and Hypothesis of the study related with Heritage Tourism and visitor s satisfaction. The Chapter 5 consists of Research Methodology, 5-Point Likert Scale structured questionnaire developed and used for collecting the primary data. I have given Conceptual Model specification as well. Various statistical tools used in the research through SPSS (16 version) package Mean, Standard deviation and Chi-Square test, T-Test, Factor Analysis and ANOVA are used for the analysis, Interpretation of data and results. The Chapter 6 The Chapter discussed Analysis of data and Findings.It dealt with different aspects of research essential for the study. The study is descriptive and exploratory research in order to examine Visitor s Satisfaction towards selected Heritage Destination. It dealt with the viii

objectives and testing of hypotheses. The sample is collected from selected heritage destinations and it help to analyzed the scope, facilitation and functioning of tourism industry and stakeholders to provide the satisfaction to their respective visitors. It summarized by the researcher on the basis of analysis and interpretation of study to identify the visitor s level of satisfaction towards Heritage Tourism. The Chapter 7 In this chapter, conclusion reached by the researcher on the basis of analysis and interpretation of collected data. It also discussed the managerial and practical implications for future research which also describes the limitations of the study. I have summarized the conclusion very systematically. Proper scope/ contribution of acquaintance are also suggested so far as future research is concerned. Last but not the least, Bibliography/ References written in APA (American Psychological Association) style which is indicating properly all the authors and their works which are duly acknowledged. The questionnaire is enclosed as annexure at the end of the thesis. Mrs. Shail Shri Sharma (Research Scholar) ix

List of Contents CHAPTER NO. TITLE PAGE. NO Declaration I Certificate II Undertaking III Acknowledgement IV Preface VI List of Contents IX List of Figures XII List of Tables XIII List of Annexure XVII LIST OF ABBREVIATION CHAPTER 1.0 INTRODUCTION BACKGROUND OF THE TOURISM INDUSTRY 1 1.2 COMMITIEES OF TOURISM INDUSTRY AT GLOBAL / NATIONAL PERSPECTIVE: 1.3 UNESCO CRITERIA FOR SELECTION OF WORLD HERITAGE SITES: 1.4 HISTORY OF TOURISM IN INDIA 1.5 TYPES OF TOURISM 1.6 ROLES OF INDIAN GOVERNMENT AND DEPARTMENT 1.7 MODERN SCENARIO OF TOURISM IN INDIA 1.8 CULTURAL HERITAGE TOURISM IN INDIA 1.9 FAMOUS HERITAGE TOURISM DESTINATIONS IN INDIA 1.9.1- MADHYA PRADESH TOURISM 1.9.2- RAJASTHAN TOURISM 1.9.3- UTTAR PRADESH TOURISM 1.9.4- DELHI TOURISM 1.10 FEATURES OF TOURISM MARKETING 1.11 SEGMENTATION OF VISITORS/ TOURIST 1.11.1 VISITORS PERCEPTION/ PARAMETERS WHILE CHOOSING THE DESTINATION 1.11.2 VISITOR S TOURISM EXPERIENCE 1.12 DEFINITION OF TERMS HAS BEEN USED IN THE STUDY 1.13 RESEARCH PROBLEM IDENTIFICATION 01-91 x

CHAPTER NO. CHAPTER TITLE PAGE. NO REVIEW OF LITERATURE 2.1. INTRODUCTION 2.2. HERITAGE/ CULTURAL TOURISM 2.3. VISITOR'S SATISFACTION 2.4. HERITAGE ATTRIBUTES 2.5. SERVICE OFFERED/ QUALITY 2.6. VISITOR'S EXPERIENCE 2.7. TOURISM FOR ECONOMIC DEVELOPMENT 2.8. CONCLUSION 92-118 CHAPTER 3 CHAPTER 4 3.0 RATIONALE OF THE STUDY 119-121 4.0 OBJECTIVES & HYPOTHESIS OF THE STUDY OF THE STUDY 122-126 CHAPTER 5 5.0 RESEARCH METHODOLOGY 5.1 INTRODUCTION 5.2 RESEARCH APPROACH 5.3 TYPE OF RESEARCH 5.4 SAMPLING METHOD 5.4.1 Type of Sampling 5.4.2 Sampling Unit 5.4.3 Sample Size 5.4.4 Area of Sampling 5.4.5 Period of Sampling 5.5 SOURCES OF DATA COLLECTION 5.5.1 Secondary Source of data collection5.5.2 Primary Source of data collection5.6 TOOLS FOR DATA ANALYSIS 5.7 KMO AND BARTLETT'S TEST 5.8 RELIABILITY AND VALIDITY OF THE SCALES ADOPTED FOR THE STUDY 5.9 CONCLUSION 2 CHAPTER 6.0 RESULT AND DISCUSSIONS 6 6.1 RESPONDENT S PROFILE 6.2 TESTING OF HYPOTHESIS CHAPTER 7.0 CONCLUSION 7 7.1 INTRODUCTION 7.2 FINDINGS OF THE STUDY 7.3 LIMITATIONS OF STUDY 7.4 SUGGESTIONS AND IMPLICATIONS OF THE STUDY 7.5 CONCLUSION 7.6 CONTRIBUTION OF KNOWLEDGE/ACQUAINTANCE 127-147 148-197 198-208 xi

CHAPTER NO. TITLE PAGE. NO REFERENCES 209-226 ANNEXURE 227-235 xii

LIST OF FIGURES No Topic Page 1 Figure 1.1 Outline Map of India 3 2 Figure: 1.2 Purposes of Visits 11 3 Figure: 1.3 Types and Forms of Tourism 11 4 Figure: 1.4 Foreign Tourist Arrivals (FTAs) in India in 2013 25 5 Figure: 1.5 India s GDP Growth 2013 27 6 Figure: 1.6 Inbound Tourism (UNWTO) 28 7 Figure: 1.7 Visitor s Tourism Experience 86 8 Figure: 5.1 Conceptual Model 133 xiii

LIST OF TABLES No Topic 1. Table:1.1 2. Table :1.2 Foreign Tourist Arrivals (FTAs) in India 29 3. Table:1.3 Domestic Tourist Arrivals (DTAs) of States / UTs 29 4. Table:1.4 Tourist Zones of India ( States / UTs) 35 5. Table :2.1 Heritage Cultural/ Tourism 99 6. Table :2.2 Visitor s Satisfaction 103 7. Table :2.3 Heritage Attributes 107 8. Table: 2.4 Services offered/ Quality 110 9. Table : 2.5 Visitor s Experience 114 10. Table: 2.6 Tourism for Economic Development 117 11. Table :5.1 KMO and Bartlett's Test 142 12. Table :5.2 Factor I Traditions and Tourist Services 143 13. Table: 5.3 Factor II Historical Prominence 144 14. Table: 5.4 Factor III Value for Money 144 15. Table: 5.5 Factor IV People s Assistance 145 16. 17. Table: 5.6 UNESCO Selection Criteria Page Reliability Statistics (Cronbach s alpha values) 7 147 149 Table: 6.1 Respondents Frequency Table Age wise Table: 6.2 Respondents Frequency Table Gender wise. 19. Table: 6.3 Respondents Frequency Table Marital Status wise 151 20. Table: 6.4 Respondents Frequency Table Education wise 152 Table: 6.5 wise. Respondents Frequency Table Annual Income 153 18. 21. 150 xiv

22. Table: 6.6 Respondents Frequency Table of Occupation wise. 154 23. Table: 6.7 Respondents Frequency Table Nationality wise. 155 Table: 6.8 Respondents Frequency Table Membership wise Table: 6.9 Respondents Frequency Table Number of People in Journey Table: 6.10 Respondents Frequency Table Duration wise 27. Table: 6.11 Respondents Frequency Table information wise 28. Table: 6.12 Respondents availed 29. Table: 6.13 Respondents Frequency Table Tour planned Table: 6.14 Respondents Frequency Table Heritage Site Belief 24. 25. 26. 30. 31. Frequency Table 156 158 of 159 Accommodation 160 Source Table: 6.15 Respondents Frequency Table Chosen Site wise 32. Table: 6.16 Age wise Analysis of Variance for Visitor s Level of Satisfaction towards Factors of Heritage Tourism 33. Table: 6.17 Age wise Mean and Standard Deviation for Visitor s Level of Satisfaction towards Factors of Heritage Tourism 34. Table: 6.18 Gender wise t-test for Visitor s Level of Satisfaction towards Factors of Heritage Tourism Table:6.19 Gender wise Mean and Standard Deviation for Visitor s Level of Satisfaction towards Factors of Heritage Tourism Table: 6.20 Marital status wise t-test for Visitor s Level of Satisfaction towards Factors of Heritage Tourism 35. 36. 157 161 162 163 164 165 168 169 170 xv

37. Table: 6.21 Marital status wise Mean and Standard Deviation for Visitor s Level of Satisfaction towards Factors of Heritage Tourism 171 38. Table: 6.22 Education wise Analysis of Variance for Visitor s Level of Satisfaction towards Factors of Heritage Tourism 172 39. Table: 6.23 Education wise Mean and Standard Deviation 173 Visitor s Level of Satisfaction towards Heritage Tourism 40. Table 6.24 Income wise level of visitor s satisfaction of Heritage 175 Tourism 41. Table 6.25 Income wise Mean and Standard Deviation Visitor s 175 Level of Satisfaction towards Heritage Tourism 42. Table 6.26 Occupation wise level of visitor s satisfaction of 178 Heritage Tourism 43. Table 6.27 Occupation wise Mean and Standard Deviation Visitor s Level of Satisfaction towards Heritage Tourism 179 44. Table 6.28 Nationality wise level of visitor s satisfaction of 181 Heritage Tourism 45. Table 6.29 Nationality wise Mean and Standard Deviation 182 Visitor s Level of Satisfaction towards Heritage Tourism 46. Table 6.30 Chi-Square Tests for Membership in a group 183 47. Table 6.31 Membership in a group wise visitor s overall 184 satisfaction towards Heritage Tourism 48. Table 6.32 Chi-Square Tests for Number of people in the Journey 185 49. Table 6.33 Number of people in the Journey wise visitor s overall 185 satisfaction towards Heritage Tourism 50. Table 6.35 Length of stay/ Duration wise visitor s overall satisfaction towards Heritage Tourism 186 51. Table 6.34 Chi-Square Tests for Duration/ Length of stay 187 xvi

52. Table 6.36 Chi-Square Tests for Source of information 188 53. Table 6.37 Source of Information wise visitor s overall satisfaction towards Heritage Tourism 189 54. Table 6.38 Chi-Square Tests for Type of Accommodation used 190 55. Table 6.39 Source of Information wise visitor s overall 191 satisfaction towards Heritage Tourism 56. Table 6.40 Chi-Square Tests for preferred Tour-planned 192 57. Table 6.41 Preferred Tour planned wise overall satisfaction of 192 visitor s towards Heritage Tourism 58. Table 6.42 Chi-Square Tests for Heritage Site Belief 193 59. Table 6.43 Belief in Heritage site wise visitor s overall 193 satisfaction towards Heritage Tourism 60. Table 6.44 Chi-Square Tests for chosen/ Visited Heritage Site 194 61. Table 6.45 Chosen/ Visited Heritage site wise overall satisfaction 195 of visitor s towards Heritage Tourism 62. Table 6.46 Visitors liking to revisit the visited site 196 63. Table 6.47 Visitor s Liking to Recommend 197 xvii

LIST OF ANNEXURE Name of Annexure Page No. Annexure No.1: Factor Analysis Communalities 227 Annexure No.2: Scree Plot 228 Annexure No.3: Total Variance Explained 229 Annexure No.4: Component Matrix 230 Annexure No.5: Rotated Component Matrix 231 Annexure No.6: Component Transformation Matrix 232 Annexure No.7: Questionnaire 233 xviii

LIST OF ABBREVIATIONS ASI Archeological Survey of India DTTDC Delhi Tourism and Transportation Corporation FTAs Foreign Tourist Arrivals ICOM International Council of Museums ICOMOS International Council of Monuments and Sites ICCROM International Centre for the Study of the Preservation and Restoration of Cultural Property IIC-HAW International Institute for Conservation of Historic and Architectural Works IHS Indian Heritage Society INTACH Indian National Trust for Art, Culture and Heritage ITDC India Tourism Development Corporation MPTDC Madhya Pradesh Tourism Development Corporation RTDC Rajasthan Tourism Development Corporation SSIF Sacred Sites International Foundation TTZ Taj Trapezium Zone UNESCO United Nations, Economical, Social, Cultural Organization UPSRTC Uttar Pradesh State Road Transport Corporation UT Union Territory WHC World Heritage Centre WHS World Heritage Site WTTC World Travel and Tourism Council xix

A STUDY OF VISITOR S SATISFACTION TOWARDS HERITAGE TOURISM xx