Exploring Core Factors Influencing Tourism Destination Brand Competitiveness of Agra: A Domestic Tourist Perspective

Purpose – The present research study aims to explore key factors that determine competitiveness of a tourism destination brand.  

Design/ methodology/ approach – For this research different model of tourism destination competitiveness has been examined to subjectively select the most suitable variables. For this study, fifteen variables were selected to explore key factors contributing to the competitiveness of tourism destination. Principal Component Analysis was used to extract main factors by using these fifteen variables. Reliability test was conducted to ensure the consistency in the data. The analysis was carried out by using IBM SPSS-Var.-21.0. A sample of 182 domestic tourists was selected from different places of tourism activities in Agra, Uttar Pradesh, India. The data collection activity was performed between June 11th and 16th, 2024.

Findings – Specific four factors were identified with the help of principal component analysis. Each factor structure has been analyzed to evaluate the importance of the factor.

Research limitations/ implications – This research study focuses solely on the city of Agra. However, after analyzing and interpreting the data, it become clear that future studies should cover more locations with in Agra. Additionally, it was also realized that the sample size can be increased to included a wider range of tourist. From methodology point of view, this research could be expanded to develop a model using structural equation modeling.  

Originality Value – The findings of this research study will be valuable for number of industries that contribute to tourism such as hospitality, travel & logistics and banking. The factors and their composition that are obtained as the outcome of this study can be useful for government institutions who are related to tourism activities in Agra.