WHAT MAKES DOMESTIC TOURISTS SATISFIED? AN EMPIRICAL STUDY OF SRINAGAR (JAMMU & KASHMIR)

Abstract

Today, the world is changing rapidly and tourists’ preferences are also changing consistently. When and where tourists’ preferences changes, it reflects from tourists’ attitude towards the destination and destination elements. Hence, this study is an attempt to examine the domestic tourist satisfaction on their visit to Srinagar and analysis of attractiveness of Srinagar. Srinagar is the main city and headquarter of Kashmir valley. It is also summer capital of Jammu and Kashmir State. However, in this study, desk and empirical research approaches are used to accomplish the objectives. This research is required to understand and considers tourists’ perceptions towards Srinagar as a tourist destination; because any destination should be tourist oriented for high tourist satisfaction, as tourist satisfaction is key for destination success. Satisfied tourists are the brand ambassadors of a particular tourist destination which uses ‘Word of Mouth’ method to hype a particular tourist destination and suggest the same destination to others. The results of the study reveal that Srinagar is naturally and culturally very important destination and, almost, all the tourist facilities are available there. However, the food and beverage, transport and accommodation sectors are not up to the mark. Therefore, the service providers of these sectors need