Factors Affecting Visitors Satisfaction: An Empirical Study on the Paharpur Buddha Vihara, Naogaon, Rajshahi

doi:10.34104/ijma.020.061073

Abstract

With the advancement of the tourism industry, the importance of research on visitor satisfaction has been increasing as of recent years. The prime objective of the current study is to explore the factors influencing visitor satisfaction from the perspective of archaeological sites, in Bangladesh. A thorough and well-constructed research design is administered to analyze 200 data collected from the visitors having experience in visiting Paharpur Buddha Vihara. From the data, we conducted an extensive analysis to find out the main factors which influence visitor satisfaction. It is recognized that there are some essential factors; destination attractions, safety and security, favorable environment, food attraction, and cost at said destination. These factors significantly influence visitor satisfaction. It is expected that the outcome of the study will support the tourism practitioners in planning and development for successful business operations. The paper concludes with some implications and future research directions.

Highlights

Tourism is the largest industry in the world in terms of revenue and employment generation
This study found that service quality directly impact on tourist satisfaction and service quality plays key role in tourism by increasing level of satisfaction
The factors are highly related with some influential variables like Attractive archaeological symbol, Neat and clean destination, Up to mark security of the destination, Sound,noiseless &quite place, Available local foods at the restaurant, and Reasonable food price

Summary

Introduction

Tourism is the largest industry in the world in terms of revenue and employment generation. In spite of global economic uncertainty from the recent past, the tourism industry remains stable and is positively growing in recent years (Vetitnev et al, 2013). It was forecasted that travel & tourism will grow by 3.6% in 2019 and up to January 2020 the global international tourists are grown by 3.8%. This is a positive scenario of growth according to the forecasting of 2019. According to the country annual report of WTTC (2019), the total contribution of Travel & Tourism to GDP was 4.4% of total GDP in 2018 and this sector supported by 3.9% of total employment. The data expressed the potentiality of booming up the tourism and hospitality industry

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Conclusion