Attractiveness of Varanasi as a tourist destination: perspective of foreign tourists

Abstract

The present paper examines the attractiveness of Varanasi as a tourist destination from the perspective of foreign tourists considering several important dimensions simultaneously. These are demographic characteristics of tourists, their expectation on touristic attributes of the destination as also satisfaction with the same and finally holistic impressions of the destination. A factor analysis carried out on 24 touristic attributes pertaining to the expectation of visitors gives rise to seven meaningful constructs. Results of step-wise multiple regression analysis between the perceived attractiveness and the above seven constructs reveal the importance of each of these seven constructs in explaining the perceived attractiveness of the destination. Holistic impressions of Varanasi reveal that it is a city embodying the essence of Indian spiritualism and mysticism with Ganges and Ghats forming the heart of the city. © 2007 Inderscience Enterprises Ltd.