An Empirical Study on Factors affecting Tourist Satisfaction in Mahabalipuram, Tamil Nadu.

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Sasirekha. K, Dr. P. Sankar

Abstract

Mamallapuram/Mahabalipuram in Tamil Nadu is one of the famous cultural heritage sites announced by UNECSO, attached to the World Cultural Heritage site attracting all the attention and tribute from the tourists all over the globe.  Cultural heritage tourism has widely framed as a market slot for Indian tourism industry. This market is being sustained and encouraged by increased number of patronizing voices from international and domestic tourists; obviously our government has expanded the infrastructure facilities as well. Mamallapuram or Mahabalipuram is a castle of several beach  resorts  and  assorted  tourism  attractions  in  and around the place with native attractive spots helping the tourists to  rejuvenate  their  body, mind and soul.  With a frame work to create a center of attention and preserving the tourists, this study aims at assessing the satisfaction level of tourists with the a difference in service quality, attributes of Mahabalipuram,  and ensure their interest towards Responsible Tourist and encouraging Heritage Tourism in the destination. The study was conducted during April 2022 among 188 tourists from United States of America, Europe, Australia and Asia. The gathered was analyzed using SPSS software. Hypotheses 1: was set to test the significant between overall tourist satisfaction and destination amenities such as good accommodation, food quality, transport availability, sufficient shopping complex, and kindliness of local natives, Hypothesis 2 was set to test the preference to be a responsible tourist and heritage tourism factors such as eco-friendly rooms, mode of transport, switching over to heritage tourism site to maintain nativity, local produce merchandise. Finally Hypothesis 3 was set to test the significant difference between preferences to become a responsible tourist towards heritage tourism development in Mahabalipuram., The survey conducted among the tourists’ for this study very well proved that overall tourists and visitors are satisfied with the accommodation facilities, quality of food served in the hotels/resorts and restaurants, kindliness native residents and plenty of shopping facilities and local produces available at the destination.  While analyzing on the aspects of tourists’ interest towards Heritage Tourism in Mahabalipuram, the majority crowd of the tourists visiting Mahabalipuram wish to contribute towards Heritage tourism that can be considered by their preference to switch over to nearby optional tourism spot in order to sustain and uphold the capacity of the existing tourist  destinations

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