“The insights provided by this research are invaluable for shaping the future of tourism in Uttar Pradesh”- Jaiveer Singh
The study determines the importance of cognitive and affective factors in destination choice, such as uniqueness, convenience, attractions, and the overall emotional appeal of the destinations
The Department of Tourism, Government of Uttar Pradesh announced the completion of an extensive research project on destination image perception, conducted by the Centre for Marketing in Emerging Economies (CMEE) at IIM Lucknow. This study, spearheaded by Prof. Satya Bhushan Dash, Prof. Priyanka Sharma, and Mr. Mohan Krishnan, with support from Market Excel research agency, provides critical insights into the branding and marketing of Uttar Pradesh’s diverse tourist destinations.
This research was undertaken availing the benefits of the Tourism Policy 2022, which grants financial assistance of Rs. 10 lakhs. It incorporated both qualitative and quantitative methods to gauge the awareness and understanding of key image attributes motivating travelers. It also aimed to measure the perceived destination image across various socio-demographic groups.
The study determines the importance of cognitive and affective factors in destination choice, such as uniqueness, convenience, attractions, and the overall emotional appeal of the destinations. The key findings of the study reveal that online platforms significantly influence tourists’ holiday plans. The majority of tourists visiting Uttar Pradesh do so with family, indicating a substantial potential for family-friendly tourism imagery.
For domestic tourists, the 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.
Agra, renowned for its iconic monuments and historical buildings, remains a convenient destination for quick visits. Mathura, Vrindavan, Varanasi, and Prayagraj are renowned for meeting the spiritual and inner happiness needs of visitors and are relatively easy to reach. An emerging trend in destination selection is the attraction to rich customs, festivals, and religious activities, making Ayodhya increasingly popular alongside the spiritual destinations.
Kanpur is recognized as a value-for-money destination, ideal for short trips, while Varanasi is setting itself apart as a luxury destination. Lucknow offers a significant culinary variety, featuring renowned restaurants and iconic eateries, alongside its historical monuments. Charkhari Mahoba boasts a pleasant climate, perfect for family outings.
Jhansi stands out with its iconic monuments and historical buildings, sharing this uniqueness with Kaushambi. Kalinjar is noted for its excellent roads, transportation services, and quality hotel accommodations. Kushinagar is appreciated for its cleanliness, low pollution, pristine experiences, and value for money. Among all tourist destinations in UP, Ayodhya stands out as the top choice, recognized for being spiritual, clean, unique, modern, and inspiring; highlighted by the newly built Shri Ram Mandir.
Three distinct tourist segments were identified: Searchers, Traditionalists, and Maximisers. Each group exhibits unique travel behaviors and preferences, from seeking hidden spots and natural beauty to adhering to strict budgets and prioritizing historical and cultural experiences.
Minister of Tourism and Culture, Jaiveer Singh, stated, “The insights provided by this research are invaluable for shaping the future of tourism in Uttar Pradesh. We are committed to enhancing the tourism experience by focusing on cleanliness, improved transportation facilities, and budget-friendly accommodations. In recent years, Uttar Pradesh has become a bastion of tourism, boasting improved infrastructure, connectivity, and facilities. With 12 dedicated tourism circuits, we cater to every tourist’s preferences, offering a destination for every taste.”
