An Analysis of Tourist Satisfaction in Varanasi as Destination Perspective through Important Performance Analysis

Augmenting visitor satisfaction is one of the crucial roles of a destination and an essential for the improvement of infrastructure leading to enhanced attractiveness and competitive positioning of a tourist spot. Efficient management of a range of services needed by visitors in their stay at a destination leads to higher satisfaction and the rating of service performance will also be considered as higher. This paper attempts to analyse visitor satisfaction by using Importance Performance analysis in the city of Varanasi. The study will select a set of components of visiting the experience of the attraction that affects visitor satisfaction at a destination through mixed methodology by interviews and structured non-disguised questionnaires in the study. The study would help the administration, Destination Marketing Organisations, and Travel agencies of Varanasi to identify tourist needs and wants and thus improve their quality of Services. The benefits will be increased manifolds for business, the government and the communities