Quantitative Assessment of Destination Service Quality of the Buddhist Circuit Using Relative Importance Index

Abstract

This paper aims to quantitatively assess the destination service quality of the Buddhist Circuit, a network of sacred Buddhist sites located in India. The quality of destination services is critical to visitor satisfaction, which, in turn, affects the sustainability of the tourism industry. Despite the popularity of the Buddhist Circuit as an iconic tourism circuit, little is known about the quality of services offered at the site, which could impact the overall visitor experience. A quantitative research design is followed based on a structured questionnaire survey. The empirical data for the study was collected at five prominent destinations along the Buddhist Circuit: Bodh Gaya, Nalanda, Rajgir, Vaishali, and Sarnath. The data gathered from the survey was analyzed using the relative importance index (RII) method. The study identified key service attributes that shape the destination service quality of the Buddhist Circuit and highlighted areas for improvement. The study provides valuable insights for policymakers, destination management organizations (DMOs), and service providers to enhance service quality and improve the visitor experience at the Buddhist Circuit.