Sacred Journeys: Assessing Visitor Satisfaction and Loyalty in Ayodhya's Religious Tourism

Abstract

Religious tourism has emerged as a vital component of India’s cultural and economic landscape, attracting millions of domestic and international visitors to sacred destinations. Ayodhya, a prominent pilgrimage city in Uttar Pradesh, has witnessed a significant influx of tourists following recent religious and infrastructural developments. This study aims to explore the relationship between tourist satisfaction and destination loyalty in the context of religious tourism in Ayodhya. Utilizing a mixed-methods approach, the research examines key dimensions influencing visitor satisfaction, including spiritual fulfillment, cultural engagement, service quality, infrastructure, and emotional experience. Data were collected through structured questionnaires and in-depth interviews with both first-time and repeat visitors to Ayodhya. The study applies statistical techniques such as correlation and regression analysis to assess how various satisfaction attributes influence tourists’ intention to revisit and recommend the destination. Additionally, thematic analysis of qualitative responses provides nuanced insights into the emotional and spiritual aspects of the visitor experience. Findings indicate that spiritual satisfaction, cleanliness, crowd management, and hospitality are critical drivers of tourist satisfaction, which in turn strongly correlates with destination loyalty. The study contributes to religious tourism literature by highlighting the unique motivational and experiential factors shaping tourist behavior in pilgrimage contexts.