Advanced International Journal of Multidisciplinary Research

E-ISSN: 2584-0487 •   Impact Factor: 9.11

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Impact of Destination Awareness and Image on Tourism: Mata Vaishno Devi as a Spiritual Tourism Destination

Author(s) Bharti Slathia, Arti Kundan
Country India
Abstract purpose of the paper is to understand the relationship between destination awareness on destination image from a spiritual tourist perspective. The paper also highlights the evolving and complex nature of spiritual tourism and brands Mata Vaishno Devi as a spiritual tourism destination. The study adopts a questionnaire survey of 700 tourists through a quota sampling technique. The data were analyzed using correlation and regression analysis. The results confirmed that there is a positive relationship between destination awareness and image. Implication for destination managers in Mata Vaishno Devi shrine will further suggest ways to make the spiritual tourist feel connected with this destination through strategic interventions and by demanding further research in the area.
Keywords purpose of the paper is to understand the relationship between destination awareness on destination image from a spiritual tourist perspective. The paper also highlights the evolving and complex nature of spiritual tourism and brands Mata Vaishno Devi as a spiritual tourism destination. The study adopts a questionnaire survey of 700 tourists through a quota sampling technique. The data were analyzed using correlation and regression analysis. The results confirmed that there is a positive relationship between destination awareness and image. Implication for destination managers in Mata Vaishno Devi shrine will further suggest ways to make the spiritual tourist feel connected with this destination through strategic interventions and by demanding further research in the area.
Discipline Business Administration
Published In Volume 2, Issue 3, May-June 2024
Published On 2024-06-26
DOI https://doi.org/10.62127/aijmr.2024.v02i03.1050
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