Tourist Motivation and Heritage Site Visitation: A Case Study of ASI Monuments of Himachal Pradesh, India
Keywords:
ASI Monuments, Domestic Tourists Motivation, Heritage Monuments, Heritage Tourism, Protected Monuments, Kangra District, Tourists, Quantitative DataAbstract
This study empirically investigates the factors influencing tourists’ motivations to visit heritage monuments in the Kangra district of Himachal Pradesh, India. With a focus on cultural and psychological dimensions of heritage tourism, the research aims to identify core motivational drivers shaping tourist behaviour. Three hundred fifty responses were collected through structured questionnaires administered at 11 Archaeological Survey of India (ASI)-protected heritage sites within the district. Using exploratory factor analysis (EFA) in SPSS, four dominant motivational dimensions were extracted: TMF1 (Holistic Enrichment through Experiential Tourism), TMF2 (Rejuvenation and Social Fulfilment), TMF3 (Personal Autonomy and Social Identity), and TMF4 (Self-Discovery and Inner Well-Being). The findings suggest that tourists are primarily driven by the desire to engage with the region’s rich cultural and historical heritage. At the same time, the surrounding natural beauty serves as a complementary attraction. Demographic variables such as age, education, occupation, and travel companion significantly influenced these motivational factors. These insights provide a basis for targeted marketing strategies and customised tourism experiences. Additionally, the study highlights the potential for establishing a regional heritage tourism circuit, which could enhance visitor flow, generate economic benefits, and promote sustainable tourism development. The findings offer practical implications for tourism planners, heritage managers, and policymakers to optimise heritage site management and improve visitor engagement in emerging cultural destinations.
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