What do the tourists want? The case of the Golden Temple, Amritsar

Purpose – The purpose of this paper is to explore the factors that could contribute towards the enhancement of the tourist experience at the Golden Temple site in Amritsar. The paper also seeks to explore if there is any difference in the above mentioned factors based on the religion and the nationality of the respondents. Design/methodology/approach – The paper uses an exploratory research design. Data were collected using structured questionnaires with open‐ended and close‐ended questions administered to the various tourist groups visiting the Golden Temple. Findings – Significant differences between the factors contributing to the enhancement of the experience of the various tourist groups are expected. Practical implications – The research findings will help the tourism industry to identify the factors that are important for various groups of tourists. This will help to improve the customer experience and thereby attract more tourists. Originality/value – The study will add to better understanding of the factors contributing to enhancement of the tourist experience at religious sites.