The Moderating Impact of Social Media in Decision-Making on Visitors' Intentions to Religious Places: Special Reference of Ayodhya, Uttar Pradesh

Abstract

Religious tourism is a significant sector of the tourism business, and understanding what drives for this type of travel might help one better grasp what it's like to be a visitor in this region. The current study attempts to identify the driving forces for future pilgrimage tourism in Ayodhya. Understanding the complicated and varied factors that lead individuals to take religious tours is crucial to creating marketing plans that work and creating travel regulations that suit the interests and demands of this particular traveller demographic. Ayodhya is a major destination for religious tourism because it is home to many holy sites that draw millions of visitors annually.

This study investigates the determinants of tourist visit intentions for religious places in India especially Ayodhya, through a rigorous data analysis through Smart PLS- SEM model, the study reveals several key findings. Government policies were found to significantly influence tourist attitudes, suggesting that favorable government policies contribute to positive attitudes and an increased likelihood of visitation. Infrastructure facilities were identified as a critical factor in shaping tourist attitudes, emphasizing the importance of investment in transportation, accommodation, and accessibility. Visitor knowledge was linked to positive tourist attitudes, emphasizing the need for education and information dissemination. Social-cultural factors significantly influence tourist attitudes, highlighting the importance of creating authentic cultural experiences for visitors.