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An Analysis of Tourist Satisfaction in Varanasi as Destination Perspective

through Important Performance Analysis

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 An Analysis of Tourist Satisfaction in Varanasi
as Destination Perspective through Important
Performance Analysis
Sujay Vikram Singh*, Naresh Tanwar**
an increasingly contested market with little to differentiate
Abstract
them from each other. This led destinations to draw
Augmenting visitor satisfaction is one of the crucial roles for a attention to the distinctiveness of place by using distinct
destination and an essential for the improvement of infrastructure features in the launching of innovative strategies that can
leading to enhanced attractiveness and competitive positioning of a assist in more unique selling proposition (Kanning and
tourist spot. An efficient management of ranges of services needed Bergmann, 2009). Visitor satisfaction specifies the effect
by visitors in the stay at destination leads to higher satisfaction and of the relationship between visitors’ expectations about
rating of service performance will also be considered as higher. This the place built on their prior information and destination
paper attempts to analyse visitor satisfaction by using Importance image (pre-trip expectations) and their valuation of the
Performance analysis in the city Varanasi. The study will select a result of their experience (post-trip experiences) at the
set of components of visiting the attractions experience that affects
destination (Neal & Gursoy, 2008; Bagri and Kalla,
visitor satisfaction at a destination through mixed methodology by
2015). Since the core resources (natural, cultural,
interviews and structured non-disguised questionnaire in the study.
The study would help the administration, Destination Marketing created) are different in every place encompassing the
Organisations, Travel agencies of Varanasi to identify tourist sustainability in the tourism industry, the role of public
needs and wants and thus improving their quality of Services. The and private organizations becomes crucial in enhancing
benefits will be increased manifolds for business, the government visitor experience during the stay at the destination.
and the communities.
Evaluating Visitor Satisfaction: Critical
Keywords: Important Performance Analysis (IPA), Destination
Issues from Literature
Attraction, Independent T-Test, Varanasi, Visitor Satisfaction

Since the 1980s’ there has been a growing interest

Introduction globally in tourist satisfaction, driven by the belief that
high quality of service will lead to highly satisfied tourists,
The true measure of service industries' success lies in the who will remain loyal and spread positive word-of-mouth
ability to continually satisfy the customers. The and therefore visitor satisfaction is directly linked to
evaluation of performance has been recognized as destination advantage. (Baker and Crompton, 2000, Del
critical to the success of service organizations such as Bosque and San Martin, 2008). However, execution of
tourism (Cronin and Taylor, 1992). Due to global consumer demands into action may be affected by lack
expansion of tourism, changing patterns in customer of understanding of practical significance of statistics
preferences, industrialization, a revolution in transport interpretations by senior management (Duke, C.R. and
and aviation, etc. has brought paradigm shifts in the Persia, M.A., 1996) and the use of either only importance
operations of the tourism industry (Singh, 2017). Given or only performance instead of both sides of question
the increasingly competitive nature of the tourism (cf. Martilla and James, 1977). Visitor satisfaction has
environment, destinations are competing in

*
Junior Research Fellow (UGC), Dept. of History of Art & Tourism Management, Banaras Hindu University, Varanasi, Uttar
Pradesh, India. Email: [email protected]
**
Senior Research Fellow (UGC), Dept. of History of Art & Tourism Management, Banaras Hindu University, Uttar Pradesh,
India.

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Electronic copy available at: https://ssrn.com/abstract=3905731
 An Analysis of Tourist Satisfaction in Varanasi as Destination Perspective through Important Performance Analysis 71
also been considered as an emotional response that decisions (Sorensson & von Friedrichs, 2013). The axis of
emerged from a consumption experience. According to the grids uses the scales or scores provided from customers
this view, an individual’s cognitive judgments and to place each variable (or combination of variable) in
emotions related to his experience of the destination position. The choice of axis for either importance or
affects an individual cognitive-affective state (Oliver, performance is left to the personal preference of an analyst.
1993). Visitor Satisfaction is therefore inclined by Ideally, respondents are asked to rate the importance and
cognitive assessments (such as expectations and performance of selected attributes in relation to their
disconfirmation) and, likewise, by positive and negative tourism experiences (e.g. Murdy & Pike, 2012).
emotions that contribute to satisfaction. According to Del Slightly Quadrant 1 Quadrant 2
Bosque and San Martin (2008), “the more positive the
“Concentrate Here” “Keep up the Good Work”
disconfirmation of tourist expectations, the more
“Threats” “Opportunities”
frequents the positive emotions” and, as a result, the Importance
Quadrant 3 Quadrant 4
higher will be the expected loyalty or commitment with
“Low Priority” “Possible Overkill”
the destination. A need appears to exist for practical
“Weakness” “Strength”
methods based on rigorous behavioral principles that Extremely
assist managers to understand and use consumer
Fair Performance Rating Excellent
evaluations. Tools should be resourceful and adaptable
so that they can be used with a wide variety of feedbacks Source: Martilla and James (1977) and Wai Lai and Hitchcock (2015).
to obtain different decisions to support information.
Thus, to fill the need for effective managerial Problem of Statement
information, easy to use methods, high impact visual
presentations, and flexibility in uses, tour managers should While sound information of global movements and their
consider analysis techniques used and proven earlier. This implications for planning is vital for managers in all
view is confirmed (Lovelock, Patterson & Walker, 1999) tourism destinations, it is perhaps more so for emerging
who state that importance-performance analysis is a useful destinations. Varanasi, the holy city of India, also known
management instrument that can help organizations to as “Kashi”, “City of Light”, “Anandvan”, “Eternal City”
readdress their limited resources from low impact zones is one of the oldest living cities of the world. According
to high impact zones. Hence, Performance-Importance to Uttar Pradesh tourism Statistics, 2017. It is the second
grid analysis has gained importance as an efficient most visited city after Agra in Uttar Pradesh. The total
management tool for managerial decisions. number of Visitors in 2016 was 7,028,951 (including
Sarnath). The tourist inflow has had an annual growth of
Importance of Performance Analysis 6.3% per year and their average stay is two days and one
night. Hence, it becomes necessary to investigate
Importance performance analysis (IPA) has been tourists’ satisfaction with destination attributes and
commonly used in hospitality and tourism research for examining the importance and performance of destination
years. Since the project work by Martilla and James attributes in overall visitor’ satisfaction using the
(1977), the IPA framework has gained acceptance among Importance-Performance Analysis (IPA). Information on
researchers in service quality (e.g., Ennew, Reed, & the importance and performance of destination attributes
Binks, 1993), travel and tourism (e.g., Evans & Chon, in overall visitors’ satisfaction assist commendations on
1989), leisure and recreation (e.g., Hollenhorst, Olson, refining and improving the quality of tourism offerings
& Fortney,1992). The IPA framework, based on the and services, thus helping the destinations to compete
conceptual foundations of multi-attribute choice models with others.
is a highly regarded technique developed to develop
The proposed study aims to explain how the IPA scheme
firms’ management strategies (Martilla &James,1977).
can be used as a consistent and easy to use tool to support
IPA combines measures of attribute importance and
both policymakers in the definition of the main area of
performance into a two-dimensional grid. These grids are
intercession in order to improve the perceived value of
not intended to replace statistical or mathematical
a destination and the tourism service providers (Hotels,
analysis, but rather to augment currently used information
Travel agencies, etc.) destination’s strengths in their
and to provide information more on useful for managerial

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72 Avahan: A Journal on Hospitality and Tourism Volume 5 Issue 1

positioning at the National and International arena. application of the IPA scheme for the evaluation of
tourists’ satisfaction at a broader tourism destination level
Objectives of the Study .An IPA analysis conducted on the Campania region,
Italy by De Nisco, Riviezzo, Napolitano, (2014) with six
1. To investigate tourists’ satisfaction with destination factors by the survey conducted on a statistically
attributes in city Varanasi. relevant sample of tourists provides reliable evidence of
2. To examines the importance and performance of the the main strengths and weaknesses of the tourism
destination attribute in overall tourists’ satisfaction experience offered in the destination. Wang and Qu
using the Importance-Performance Analysis (IPA). (2006) analyzed tourist satisfaction in the Pearl River
Delta sub-regional destinations of China and found a
Research Hypothesis comprehensive list of attributes of visitor satisfaction.
These primary dimensions include the quality of
1. H0: There is no significant difference between the accommodations, shopping opportunities, restaurant
mean satisfaction of importance among facilities, personal safety, tourist information, road
international and domestic tourists. conditions, potable water, traffic flow, and parking
H1: There is a significant difference between the facilities. Kozak and Rimmington’s (2000) studied on
mean satisfaction of importance among attributes of destination attractiveness, tourist attractions,
international and domestic tourists. availability of English language, and facilities and
2. H0: There is no significant difference between the services at the destination Mallorca, Spain. While,
mean satisfaction of performance among Weather and Accessibility, Uniqueness of Destination,
international and domestic tourists. Quality of Tourist Facility and Tourist Motivation were
attributed in the study of Tourist Satisfaction at
H1: There is a significance difference between the Trijuginarayan, India (Bagri and Kala, 2015). The
mean satisfaction of performance among application is also utilized in Timeshare (Chowdhary,
international and domestic tourists. N.Sharma, S. 2012) for evaluating prospects and
concerns of the companies in the Indian Scenario. Various
Literature Review other studies are discussed in table 1.

The Importance Performance Analysis in the Table 1: Studies in IPA at Tourism Field.
tourism field
Authors Studies
The Importance-Performance Analysis (IPA) is a system Dmitrovic et Destination’s improved attractiveness and
al., 2009 Competitive positioning.
in line with the expectations-performance method and its
Kozak and Destination attractiveness, tourist attractions
use is well recognized in the marketing literature (Slack, Rimming- and facilities, and services at the destination
1994). Although this system has been widely used in the ton’s (2000) airport
tourism sector, most studies have focused on particular Pritchard Attitudinal and Behavioural consequences of
tourism services or attractions. Similarly, Duke and (2003) destination performance.
Persia (1996) worked upon tourist pre-trip expectations, Wang and Quality of accommodations, shopping oppor-
post-trip satisfaction, and the importance of each on an Qu (2006) tunities, restaurant facilities, personal safety,
tourist information, road conditions, potable
IPA grid to deliberate potential decisions for escorted
water, traffic flow and parking facilities
tour design. Wade and Eagles (2003) analyzed the IPA Cevirgen and Destination facilities, accommodation servic-
method to derive the market segmentation of Tanzania’s Toker (2009) es, and incoming travel agency services.
National Parks. IPA has also been used to estimate Lee (2009) Destination image, attitude, motivation, natu-
performances of hotels (Chu and Choi, 2000; Wilkins, ral landscapes, services and recreational op-
2010) and of tourism events (Smith and Costello, 2008). portunities
Alegre and climate, cleanliness and hygiene, scenery,
While the major of studies have concentrated on specific Garau (2010) peaceful ambience, accommodation, safety,
tourism services/products, some studies also used the historic sites or places, the presence of friends
and family, interacting with other tourists,
sports activities, affordable prices
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 An Analysis of Tourist Satisfaction in Varanasi as Destination Perspective through Important Performance Analysis 73

Prayag and Attractions, accommodation, accessibility, coming in a year while for a foreign tourist it is 71%.
Ryan (2012) amenities, activities, local community and The average stay is 2-3 days for both domestic and
shopping foreign tourists (ICRA Report, 2016).
Bagri and Weather and Accessibility, Uniqueness of
Kala, 2015 Destination, Quality of Tourist Facility and In order to apply the IPA, a research outline was defined
Tourist Motivation to guide the first-hand research, including three stages:
Chowdhary, overall condition of the resort, number of des- a) Development of the survey questionnaire, b) Data
N. Sharma,S. tination, room, furnishing and tenure of own- Sampling, c) Data Analysis.
2012 ership, Waiting time for billing, Convenience
in buying timeshare, Competence of the staff.
etc. Development of the Questionnaire
Hence, from the above studies, it can be found that
Visitor Satisfaction attributes for Varanasi were obtained
practical or tangible mechanisms and psychological or
through series of focus groups and personal interviews
abstract characteristics of the destination add
with various local travel agencies, Varanasi India tourism
significantly to visitor satisfaction.
office, a staff of the tourism development board, along
Research Methodology with experienced tourism personnel and some visitors.
Some of the attributes were selected from previous
literature on tourism and service marketing (Kim and
Varanasi, owing to its rich traditional fabric and ghats,
Morrison, 2005; Kim, Hallab, & Kim, 2012; Tasci,
attracts more than 60 lakh domestic and international
Gartner, and Cavusil, 2007; Bagri, S.C. and Kala, D,
tourists each year (Uttar Pradesh Govt., Tourism Stats).
2015) were studied and included in the survey
The peak season is regarded as October to March with
instrument. Total of 24 items, grouped into four
tourist inflow being 60% of the total domestic tourist
categories was included in the final questionnaire (Table
2):
Table 2: Sources for items

Categories S.No. Items Source

Infrastructure 1 Availability of accommodation. Kim, Hallab, & Kim, 2012
facilities 2 Safety and Security of a tourist and its belongings Kim and Morrison, 2005
3 High standards of Cleanliness and Hygiene Kim, Hallab, & Kim, 2012
4 Availability and adequateness of transportation facilities. Kim and Morrison, 2005
5 Well-maintained pedestrian pathways, parks, and green areas Bagri, S.C. and Kala, D, 2015
6 Heritage attractions to be well-kept and maintained. Bagri, S.C. and Kala, D, 2015
7 Cleanliness &maintenance of public convenience facilities Tasci, Gartner, and Cavusil, 2007
8 Unspoiled and unobstructed environment Kim and Morrison, 2005
Destination 9 Interesting Cultural attractions Kim, Hallab, & Kim, 2012
Attractive- 10 Interesting Historical attractions Kim, Hallab, & Kim, 2012
ness 11 Appealing Local Cuisines Kim and Morrison, 2005
12 Unique rituals, tradition, customs Interviews
13 High pilgrimage values Bagri, S.C. and Kala, D, 2015
Service 14 Competent & expressive tourist guides Bagri, S.C. and Kala, D, 2015
Quality 15 Cooperative Travel agents Interviews
16 Reliable Travel agencies Tasci, Gartner, and Cavusil, 2007
17 Friendly & hospitable Residents. Kim, Hallab, & Kim, 2012
18 Empathetic Hotel staff. Interviews
19 Value for money Kim and Morrison, 2005
Information 20 Information should be easily available Interviews
Availability 21 Information should be easily accessible. Interviews
22 Proper signage and direction board should be available at tourism Bagri, S.C. and Kala, D, 2015
spots
22 Tourist Information Centres should be available Tasci, Gartner, and Cavusil, 2007
24 Correct information should be available online and at the destination. Tasci, Gartner, and Cavusil, 2007
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74 Avahan: A Journal on Hospitality and Tourism Volume 5 Issue 1

Sampling Method and Data Collection point Likert- scale ranging from 1 (strongly disagree) to
5 (strongly agree). Descriptive statistical methods were
The survey was conducted in 13 different locations used to evaluate tourists’ importance and experience. The
within the Varanasi region by the researcher. According means, Standard Deviations, T-test and difference Scores
to the protocol developed for this study, respondents were computed. The Cronbach’s Alpha was calculated to
were selected through a stratified random sampling and test the internal consistency for each of the factors
the survey was administered by face-to-face contact extracted for both importance and performance ranking.
method. At the end of the process, 347 questionnaires The results, as shown in Table 3, explains that the alpha
were collected for data analysis, out of which 19 were coefficient for each attribute is acceptable and higher
not included in the analysis because of incompleteness, than the minimum value of 0.5 (Nunnally & Bernstein,
and 328 were usable for further data analysis. 20 1994).
questionnaires had to be excluded as outliers. (Hair,
Table 3. Internal consistency of factors extracted
Anderson, Tatham, & Black, 1998).Thus 308
questionnaires were included in the final analysis. In
order to confirm the validity of the survey instrument, Factors Cronbach’s Alpha
the questionnaires were given to a panel of experts to Importance Performance
evaluate its content’s validity, the clarity of its attributes, Infrastructure facilities 0.738 0.872
its meaning and to assure its linkages with the study Destination Attractiveness 0.802 0.831
objectives. The questionnaire was pilot tested using 46 Service Quality 0.869 0.723
tourists, representing 15% of the total sample size, who Information Availability 0.832 0.838
Data Analysis and Findings
were the representatives of the study population.
Additionally, respondents also gave an overall assessment
of their observed satisfaction with the entire tourism
The survey questionnaire consisted of three sections:
experience in Varanasi.
First part describes the demographic background from a
The data thus received was systematically arranged, respondent. The second part explained about Tourist’s
tabulated and analyzed using IBM SPSS Version 23.0. Expectations from Destination and Finally, the third part
Respondents were asked to indicate their level of agreement deals with the Performance of Destination. The detailed
with each of the 24 tourist satisfaction attributes of a five- demographics of respondents are presented in Table 4.
Table 4. Respondents’ Demographic characteristics

International Domestic International Domestic

Gender Source of Information
Male 43 148 Travel Agents 39 61
Female 31 86 Online web-services 16 51
Age Family 4 78
Less than 24 years 10 45 Brochures 2 21
24 years – 40 years 32 72 Books/Magazines/Newspapers 13 23
40 years – 60 years 14 77 Frequency
More than 60 years 18 40 First time 42 24
Purpose of Visit 2-5 times 30 94
Religious 18 129 More than 5 times 2 116
Culture & Traditions 32 77 Length of Stay
Educational 12 11 1-2 58 63
Sightseeing 10 16 2-5 12 163
Other reasons 2 1 More than 5 4 8

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 An Analysis of Tourist Satisfaction in Varanasi as Destination Perspective through Important Performance Analysis 75

Respondents were segmented into International and domestic tourists stay more than 5 days and have visited
Domestic visitors to measure the tourists’ satisfaction destinations 2-5 times as obtained from Table 4.
with the destination Varanasi. The study was conducted
with 74 International and 234 Domestic visitors. Gender Importance Performance Analysis of Varanasi
distribution was 43 males and 31 females in International Tourist Satisfaction
and 148 males and 86 females in Domestic visitors. The
majority of international respondents belong to (24-60)
The study of Varanasi as a tourism destination should be
years followed by more than 60 years, while in the case
taken as a phase towards the factors tourists think important
of domestic visitors (40-60) years respondents were the
when they visit a destination. Through this study, it was
highest in number followed by (24-40) years. The arrival
observed that differences in perceptions of Domestic
of Varanasi by foreigners is due to culture and traditions
and International tourists were high while their visit to
followed by religious and educational purpose; whereas
Varanasi. This is consistent with the findings of the
religious and rich culture & traditions of Varanasi attracts
previous study by S¨orensson and Friedrichs (2013) on
domestic tourists. Travel agents and Online DMO are the
work carried in destination Bologna, for Sustainable
major source of information for international visitors.
Tourism. Therefore, separate results for both tourists
However, a family is the major source of information for
were carried out. Table 5, describes mean values of the
domestic tourists as they motivate their kiths and kins to
Importance and Performance of all destination attribute
travel to the city. Majority of International tourists have
selected in a study for Domestic and International
their length of stay for 1 or 2 days (UP tourism
tourists. These all items are categorized into four major
Corporation, 2015) and visited first time in Varanasi
categories: Infrastructural facilities, Destination
but t h e majority of
attractiveness, Service Quality, and Information
availability.
Table 5: Attribute mean value for importance and performance (I = Importance, P = Performance, S.D. =
Standard Deviation) Sig. (2-tailed) <0.01

Mean Value Sig. Value

International National I P
Variables
I P I P
Mean S.D. Mean S.D. Mean S.D. Mean S.D.
Availability of accommodation. 4.65 0.782 4.32 0.736 4.20 0.785 3.88 0.625 0.001 0.001
Safety and Security of a tourist and its belong- 4.88 0.890 3.76 0.698 4.40 0.716 2.82 0.422 0.000 0.000
ings
High standards of Cleanliness and Hygiene 4.52 0.822 2.88 0.602 4.38 0.728 2.94 0.436 0.000 0.010
Availability and adequateness of transportation 4.36 0.752 4.40 0.761 4.20 0.722 4.22 0.801 0.000 0.000
facilities.
Well-maintained pedestrian pathways, parks 3.90 0.632 2.84 0.518 3.56 0.668 2.84 0.432 0.000 0.001
and green areas
Heritage attractions to be well-kept and main- 3.60 0.632 3.50 0.622 3.80 0.592 3.82 0.589 0.000 0.000
tained
Cleanliness &maintenance of public conve- 4.20 0.768 2.96 0.586 4.22 0.765 2.88 0.562 0.000 0.000
nience facilities
Unspoilt and unobstructed environment 4.68 0.744 2.78 0.568 4.06 0.745 2.84 0.538 0.000 0.010
Interesting Cultural attractions 3.80 0.632 4.12 0.736 4.02 0.785 4.12 0.846 0.000 0.000
Interesting Historical attractions 3.82 0.640 4.10 0.768 3.98 0.695 3.96 0.680 0.000 0.020
Appealing Local Cuisines 2.80 0.524 2.86 0.547 2.96 0.514 2.88 0.525 0.002 0.000
Unique rituals, tradition, customs 2.90 0.532 3.12 0.608 4.06 0.774 4.04 0.785 0.001 0.005
High pilgrimage values 2.82 0.526 4.20 0.724 4.30 0.762 4.24 0.756 0.000 0.001

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76 Avahan: A Journal on Hospitality and Tourism Volume 5 Issue 1

Mean Value Sig. Value

International National I P
Variables
I P I P
Mean S.D. Mean S.D. Mean S.D. Mean S.D.
Friendly & hospitable Residents. 3.88 0.624 3.08 0.602 2.78 0.536 3.06 0.625 0.000 0.000
Empathetic Hotel staff. 3.92 0.689 3.68 0.632 2.84 0.548 3.24 0.649 0.002 0.002
Value for money 2.90 0.524 2.84 0.567 2.92 0.598 2.78 0.524 0.001 0.001
Information should be easily available. 2.84 0.543 3.40 0.625 2.76 0.562 3.58 0.624 0.000 0.000
Information should be easily accessible. 4.62 0.789 4.08 0.722 3.84 0.625 2.78 0.546 0.001 0.001
Proper signage and direction board should be 3.64 0.643 2.88 0.586 3.72 0.680 2.84 0.562 0.000 0.000
available at tourism spots
Tourist Information Centres should be available 3.84 0.683 2.90 0.588 3.86 0.685 3.92 0.689 0.001 0.001
Correct information should be available online 4.10 0.762 2.94 0.582 3.70 0.682 2.76 0.578 0.005 0.005
and at destination.

The Mean of Importance attributes for International and security” followed by “cleanliness and Hygiene
visitors were ranging from 2.80 to 4.88. The highest standards”. The lowest value to Importance Attribute was
value was given to “Safety and Security of tourist and given to “Information should be easily available” which
its belongings”, followed by “Availability of may be because of their prior knowledge imparted from
Accommodation”. The lowest value to the Importance the family members or familiarity with the destination.
attribute was “Appealing local cuisines” which might be The mean Performance attributes for Domestic tourists
due to its availability in their hotels where they stayed in. range from 2.76 to 4.24. The lowest value was assigned
The Mean of Performance attributes for International to “Correct information should be present online and at
visitors were ranging from 2.78 to 4.40. The highest the destination”, which defines the discrepancies
value was recorded in “Availability and Adequacy of between information present at websites or blogs and at
Transport facilities” due to the presence of all means of the destination. Tourists also expressed their grievances
transports at very affordable costs, whereas “unspoiled regarding “Accessibility of Information”, as most of the
and unobtrusive environment” received the lowest score time, they needed a guide, books, brochures or to visit
due to rise in pollution and deforestation. The Mean of the Tour operators. The highest value was given to “High
Importance attributes for Domestic visitors range from pilgrimage value” followed by “availability and adequacy
2.76 to 4.40. The highest value was recorded in “safety of Transport facilities.”
Table 6: Mean of factors for Domestic and International tourists.

Factors International Domestic Sig. Value

I P Gap (I-P) I P Gap (I-P) I P
Infrastructure Facility 4.35 3.43 0.92 4.10 3.28 0.82 0.000 0.000
Destination Attractiveness 3.23 3.07 0.16 3.86 3.85 0.01 0.001 0.005
Service Quality 3.82 3.34 0.48 3.27 3.33 -0.06 0.010 0.001
Information availability 3.81 3.24 0.57 3.58 3.18 0.40 0.000 0.000
Grand Mean 4.03 3.43 0.6 3.74 3.39 0.35

The mean of the factors of Importance and Performance more importance in “Infrastructure Facilities”. The mean
was calculated within the context of Domestic and values of Importance and Performance for Foreign tourists
International tourists in Table 6. From the data, it was in Infrastructure Facility, Service Quality, and
observed both domestic and International visitors laid Information availability were more than Domestic
tourists, while

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 An Analysis of Tourist Satisfaction in Varanasi as Destination Perspective through Important Performance Analysis 77

The mean value of Destination attractiveness in foreign Results from the Hypothesis
tourists is lesser than Domestic Tourists. The Gap Score
was calculated on subtracting the Mean value of The results of the hypothesis were tested using an
Performance from the Mean value of Importance. It was Independent sample t-test. First, normality distribution
observed only in Domestic tourist respondents, Service was checked using skewness and kurtosis (Kline, 2011).
Quality has higher Performance than Expectations, According to the skewness and kurtosis values, this
whereas, in others, Expectations were larger than assumption was met.
performance. The highest gap was found in
Infrastructure Facilities (0.92 in International and 0.82 in For the first hypothesis, an Independent sample t-test
Domestic), which required immediate attention. The was conducted to compare the means of the Importance
Grand mean of Importance in International Tourist and of international and domestic tourists. From Table 7, it
Domestic Tourist were 4.03 and was observed that There was no significant difference in
3.74 respectively, whereas Performance in International the scores for International (M=3.87, S.D.= 0.63) and
and Domestic Tourist were 3.74 and 3.39. After Domestic (M=3.73, S.D.= 0.55) tourists; t(46)=0.784,
obtaining the implicitly derived importance and the p=0.437. These results suggested that there is no
satisfactory performance of all tourism satisfaction significant difference between the mean satisfaction of
attributes, the 24 items were plotted on the IPA matrix. importance among international and domestic tourists.

Table 7: Independent Sample t-test (2-tailed) (p<0.01).

Group Statistics
Satisfaction value N Mean Std. Deviation Std. Error Mean
Importance of foreigners Foreigners 24 3.8696 .63048 .12870
and domestic Domestic 24 3.7350 .55711 .11372

Independent Samples Test

Levene’s Test
for Equality of t-test for Equality of Means
Variances
95% Confidence
Mean Std. Error
Sig. Interval of the
F Sig. t df Difference Difference
(2-tailed) Difference
Lower Upper
Importance of Equal variances .045 .833 .784 46 .437 .13458 .17174 -.21111 .48028
foreigners and assumed
domestic Equal variances .784 45.313 .437 .13458 .17174 -.21126 .48042
not assumed

For the second hypothesis, an Independent sample t-test Domestic (M=3.39, S.D.= 0.32) tourists; t(46)=0.262,
was conducted to compare the means of Performance of p=0.794. These results suggested that there is no
international and domestic tourists. From Table 8, it significant difference between the mean satisfaction of
was noted that There was no significant difference in performance among international and domestic tourists.
the scores for International (M=3.43, S.D.= 0.58) and

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78 Avahan: A Journal on Hospitality and Tourism Volume 5 Issue 1

Table 8: Independent Sample t-test (2-tailed) (p<0.01).

Group Statistics
Satisfaction value N Mean Std. Deviation Std. Error Mean
Performance of foreign- Foreigners 24 3.4342 .58582 .11958
ers and domestic Domestic 24 3.3900 .58109 .11862

Independent Samples Test

Levene’s Test
for Equality of t-test for Equality of Means
Variances
Mean Std. Error 95% Confidence Interval
Sig.
F Sig. t df Difference Difference of the Difference
(2-tailed)
Lower Upper
Performance of Equal variances .058 .810 .262 46 .794 .04417 .16843 -.29487 .38320
foreigners and assumed
domestic Equal variances .262 45.997 .794 .04417 .16843 -.29487 .38320
not assumed

IPA Matrix by Domestic Tourists for which felt into the Keep up
the good work quadrant.
In order to observe visitor satisfaction with destination b) Concentrate Here: Attributes that were rated of high
featured items, mean scores of all attributes were plotted importance by tourists but experience in destination
on the IPA matrix in figure 2 and 3.Visitors’ opinion and performance is low were places in this quadrant.
importance items were designed on the four-quadrant grid “Clean Environment”,” Cleanliness & Hygiene”,”
that was developed on the mean scores of importance- Competent Tourist Guides”, “Maintenance of
performance scores. Each item was then assessed by pedestrians and pathways”, “correct information at
locating in the suitable quadrant. Figure 2&3 discusses both online source and at destination”, “Roles of
the mean values of all 24 items, plotted in importance Tourist Information Centres” for International
– performance matrix obtained through data collection Tourists and “Safety and Security”, “Maintenance
from International & Domestic tourists. The items under of Heritage properties”, “Signage Board and
four quadrants are discussed as follows: Direction Boards”, “Information accessibility”,
a) Keep up the good work: Attributes that have high “Public Convenience”, “Unobstructed
performance and high importance were kept in this Environment” and “Hygiene” for Domestic tourists
quadrant. “Safety & security”, “availability of were the areas that required first area of
accommodation”, “information is accessible”, intervention for the regional policymakers in order
“Availability of transport”, “travel agencies”, “travel to improve the perceived tourist’s satisfaction.
agents”, “interesting cultural and historical”, “Hotel c) Low Priority: The attributes in which tourists rated
staff empathy” were the areas where International lower importance and also experienced low in
tourist seem satisfied with the service offered. destinations performance fall into this category.
Whereas, “Pilgrimage Values”, “Accommodation “Unique traditions, customs, rituals”, and “value
availability”, “Transport availability”, “High for money” were rated low priority by International
Cultural and Heritage sites restoration”, “Roles of tourists while, “value for money”,” empathy”,
Tourist Information Centres” and “Reliable Travel “cuisines” and “Hospitable Residents”, “Pedestrian
Agencies”, “Rituals”, “Historical attractions” and Pathways” and “signage and Direction Boards”
“Competent Travel Agents” were the points raised were rated by domestic tourists due to familiarity
with the destination.

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 An Analysis of Tourist Satisfaction in Varanasi as Destination Perspective through Important Performance Analysis 79
d) Possible Overkill: The attributes where “Restoring heritage sites” and “High Pilgrimage
performance by destination is rated high, but value” were rated by international tourists while
tourists give lower importance was assigned to domestic rated “Information availability” due to
this quadrant. their prior knowledge of Varanasi.

Figure 2: IPA Matrix – International Tourists

Figure 3: IPA-Matrix domestic tourists

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80 Avahan: A Journal on Hospitality and Tourism Volume 5 Issue 1

Suggestions and Managerial (Singh, 2018). Another limitation is that it present

Implications finding of a specific period of time. The nature of the
factors used in the study was limited, which generates the
possibility of more dimensions that can have critical
This study contributes a new perspective to Importance
contributions in the evaluation of tourist satisfaction.
Performance Analysis in Varanasi. The focus has been to
present the views of International and Domestic tourists
separately so as to get clear scenarios of their opinions to
Suggestions for Further Research
these attributes. In order to attain positive reviews, the
Since this research has provided important insights into
Destination Management Organisations (DMO’s) should
tourist in Varanasi, it provides a basis for further
invest in improving the core facilities like maintaining
investigation into aspects that tourist considers important
pedestrian, pathways, enhancing the role of Tourist
in their overall experience (singh, 2019). Future research
Information Centres, Placement of Direction and Signage
may examine the themes identified in this paper
boards at every tourist places, Cleanliness &maintenance
especially the importance of attributes and investigate
of public convenience facilities. “Clean Environment”
these within the context of relevant literature. Since
and “Hygiene” were the critical issues both reported by
tourists’ preferences change over time and thus the
Domestic and International tourists which are required to
dimensions of grievances will also change. Therefore, a
be handled. Schemes like “Swachh Bharat Abhiyan”,
periodic review of the factors should be carefully
“HRIDAY”, “PRASAD” needs to be effectively executed
investigated. There is a need for more research into the
for proper improvement in the destination. The role of
nature of possible relationships between importance and
Social Media is very important to promote a destination
performance especially in relation to the practical
and it should be explored to its full potential to attract
implications.
many tourists. However, the discrepancies in the
information present at the destination and at online
sources were different. Therefore, it is recommended to Conclusion
the tourism operators, Hotel managers, Destination
Marketing Organisations to revisit these sources and to Given the increasing competition among national and
correct these misinterpretations. The tourists were international tourist destinations, the ability to provide
satisfied with a variety of transport facilities, hospitable high-quality and satisfactory tourism experiences represent
residents of city and services from language translators. a critical source of competitive advantage. Since tourism
This scope should be properly utilized and taken as has been a significant force of regional development, the
opportunities to promote the destination. The areas accessibility of management tools directing “tourism
which were either overlooked or their potential not service” standpoint. This study supports the adoption of
explored were local cuisines and different rituals, the Importance-Performance Analysis (IPA) (Martilla
religious discourses offered in the city. These should be and James, 1977) as a “low-cost/easily managed” tool
recognized and proper marketing of these would help the for assessing visitor satisfaction. Though this procedure
destination to attract tourists and more positive reviews. has been extensively done in the tourism segment, this
research is one of the works to identify from a
Limitations of the Study “destination” viewpoint rather than outcomes that can be
used as a locus in order to report public and private
The aim of the research was to study the investigate policies directing to increase the perceived satisfaction of
tourists’ satisfaction with destination attributes in city the place visited. To sum up, this work tends to identify the
Varanasi. As with all the forms of research, the results and opinions of Domestic and International tourists
generalisability of this study of a collection of primary examining the importance and performance of
data qualitatively and quantitatively from the tourists destination attributes in overall tourists’ satisfaction
visiting Varanasi. Thus the findings obtained are specific using the Importance-Performance Analysis. It can be
to the region Varanasi and cannot be generalized in other said that it will assist tourism stakeholders to guarantee
cultures tourist satisfaction, establish stronger loyalty and
positive future intentions which will mark repeat visits
and commendations to others. Moreover, the IPA
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 An Analysis of Tourist Satisfaction in Varanasi as Destination Perspective through Important Performance Analysis 81
results can be used as a benchmarking tool in order to Co-published simultaneously in Journal of Travel
support the further improvement of the level of service and Tourism Marketing (The Haworth Press, Inc.),
quality. Since tourist attractions are capable to create 5(3), 207-223; and Recent Advances in Tourism
unique destination features, they can be used as important Marketing Research (ed: Daniel R. Fesenmaier,
positioning fundamentals in the destination promoting Joseph T. O’Leary, and Muzaffer Uysal). The
process at both national and international levels. Haworth Press, Inc., 1996, 207-223.
Ennew, C. T., Reed, G. V., & Binks, M. R. (1993).
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