Tourist Satisfaction and Destination Loyalty: A Case study of the World Heritage Site of Ellora Caves

Abstract

The willingness of Tourists to revisit a destination is strongly influenced by tourist satisfaction which plays a vital role in improving destination loyalty. The present research aims to study destination loyalty of the tourists based on their satisfaction at the world heritage site of Ellora caves in India.The sampling group of the study consisted of 60 tourists who visited Ellora Caves in July 2019. Pearson correlation analysis was applied for data analysis. The study concluded that there was a positive and strong affiliation between tourist satisfaction and destination loyalty. Constructive suggestions like adherence of strict rules & regulations and quality training programmes for service providers were given to improve tourist’s delight at Ellora Caves. The suggestions given are applicable for destination planners, and tourism authorities for future revisits.