Determinants of Religious Tourism Social Media Marketing for the Post Pandemic Growth of Domestic Travel and Tourism Industry –Case of Uttar Pradesh


  • Avinash Kumar Singh, Dr. Smita Sharma, Vinod Pandey, Dr. Mukesh Shekhar



The pandemic's multifaceted impact has been seen as it affected travel and tourist activities across the world. Because it is clear that the tourism sector has the potential to provide several job possibilities, but everyone in the chain, from visitors to service providers, has been negatively impacted. A lot has been discussed to formulate the strategies to recover from the pandemic situation. Closed borders, limited transit, and Covid procedures are just a few of the challenges that have shifted the thinking of major business actors, government stakeholders, policymakers, and tourist groups. Their focus on accelerating tourism growth has shifted from inbound tourism to strengthening and improving domestic tourism. On the similar thoughts Government of Uttar Pradesh has been giving due emphasis in this direction by implementing schemes and strengthening tourism infrastructure such as One district one product (ODOP), attractive holiday packages for tourists, developing religious circuits (Ramayana circuit, Buddhist circuit, Mahabharat circuit, Shaktipeeth circuit), Construction of Ram Mandir, Renovation of Kashi Vishvanath Corridor are some of the ongoing projects represent the holistic approach to enhance the experience of tourism. Better network and infrastructural facilities eventually help in near future to boost the inbound tourism to the state of Uttar Pradesh as well.

Research Objectives-

To determine the aspects that contribute to a religious tourist destination's psychological image in Uttar Pradesh.

Hypothesis - Image determinants of religious tourism in Uttar Pradesh have significant influence on the choice of destination.

Research Method-This study's research population is made up entirely of Indians. Because of their contribution to religious domestic tourism, India was picked as the preferred location for the study. It is home to a significant number of culturally diverse individuals from all over the country, as well as a range of tourist attractions.

Results- Projecting a location for its adventure, leisure, culture, or legacy may appeal to domestic visitors, as evidenced by the fact that the majority of domestic travellers visit destinations that portray a similar image, according to the poll. Thus, a thorough grasp of how to shape a destination's image, along with the appropriate marketing tactics, would aid Indian tourism managers and the government in efficiently managing destination sales.

Implications-The government, tourist agencies, and destination management should focus extensively on upgrading the destination image and current marketing efforts in the next years of tourism in India, particularly religious tourism.

Value- Indian tourism management and the government would benefit from a full understanding of how to construct a destination's image, as well as the necessary marketing methods.



— Updated on 2022-12-26




How to Cite

Determinants of Religious Tourism Social Media Marketing for the Post Pandemic Growth of Domestic Travel and Tourism Industry –Case of Uttar Pradesh . (2022). Journal of Pharmaceutical Negative Results, 13(4), 1846-1851.