Lucknow: Ayodhya has emerged as the top tourist destination of Uttar Pradesh with focus on Ram temple , according to a research project conducted by IIM-Lucknow and commissioned by the state tourism department. “The extensive research project was conducted by the Centre for Marketing in Emerging Economies (CMEE) at IIM-Lucknow. Led by Prof Satya Bhushan Dash, Prof Priyanka Sharma and Mohan Krishnan, the study aimed at evaluating image perception of destinations.
Conducted with the help of an agency, Market Excel, the research has provided critical insights into the branding and marketing of Uttar Pradesh’s diverse tourist destinations,” an official spokesperson said. “This research incorporated both qualitative and quantitative methods to gauge awareness and understanding of key image attributes which motivate travellers. It also aimed to measure the perceived destination image across various socio-demographic groups,” he added.
“Online platforms influence tourists holiday plans. For domestic tourists, top motivators for choosing a destination include spending quality time with loved ones, destinations with historical and cultural significance, and safety and security. Unique destination imagery has emerged as a crucial driver for tourism growth in UP,” he said.
The researchers identified three distinct tourist segments –searchers, traditionalists, and maximisers. Each group exhibits unique travel behaviours and preferences, from seeking hidden spots and natur.
