BLITZ BUREAU
AYODHYA is now a top tourist destination of Uttar Pradesh, according to a study by IIMLucknow . The research project was conducted by the Centre for Marketing in Emerging Economies (CMEE) at IIM-Lucknow. Led by Satya Bhushan Dash, the study aimed at evaluating the image perception of destinations. The study was commissioned by the state Tourism Department.
“This research incorporated both qualitative and quantitative methods to gauge awareness and understanding of key image attributes which motivate travellers. It also aimed to measure the perceived destination image across various socio-demographic groups,” according to a state government official. The researchers identified three distinct tourist segments — searchers, traditionalists, and maximisers. Each group exhibits unique travel behaviours and preferences, from seeking hidden spots and natural beauty to adhering to strict budgets and prioritising historical and cultural experiences.
“Online platforms influence tourists holiday plans. For domestic tourists, top motivators for choosing a destination include spending quality time with loved ones, destinations with historical and cultural significance, and safety and security. Unique destination imagery has emerged as a crucial driver for tourism growth in Uttar Pradesh,” he said.
Uttar Pradesh Tourism Minister Jaiveer Singh said, “The insights provided by this research are invaluable for shaping the future of tourism.
An interesting finding is that each of the UP-tourist destinations is growing and building unique imagery with top of the mind recall value. This transformation will in turn drive the future growth of tourism in UP.
