Destination Image Visitor Satisfaction and Destination Loyalty in Heritage Tourism A Case Study of Mahabalipuram

Abstract

India s rich history of cultural heritage plays a remarkable place in the domain of heritage tourism globally. Heritage tourism protects and promotes historical and cultural sites, monuments and museums by involving the local community to develop a connection and sense of pride that makes them responsible. Throughout the decades, India has managed to preserve its heritage and cultural diversity, making the country an ideal destination to explore ancient history. Mahabalipuram once known as the land of seven pagodas served as an important place of classical Monuments in India, the monolithic architecture and cave temples. This place served as a seaport during the 7th century of the Pallava dynasty as it is located close to the sea, and tremendous artistic wealth attracts many visitors worldwide. Shore temple, rock-cut caves, monolithic architecture, temples, Krishna butter ball, strives of different structures, and bas-reliefs are so artistic and sheer creative. The study was carried out in two phases. Phase I was conducted as a pilot study at Pallava dynasty heritage destination Kanchipuram which helped in identifying the factors for measuring the heritage destination image. Phase II was conducted at Mahabalipuram, where data is collected with a structured questionnaire from visitors. The study identified the socioeconomic profile of visitors and its relationship with the study attributes factors of destination image, visitor satisfaction and Constructs for destination loyalty for sustainable heritage tourism development in Mahabalipuram. The findings from the SEM has given an overview of the factors contributing to the development of destination image to promote heritage tourism of Mahabalipuram, which may help the tourism service providers in identifying the priority areas for better tourism management and conservation of the heritage destination for the future generation. The study provides ample scope and opportunities towards heritage tourism development in Mahabalipuram for sustainable income generation.