1.
Aishwarya Arya
– Sbm, Csjm University, Kanpur, Uttar Pradesh, India.
2.
Shivansu Sachan
– Sbm, Csjm University, Kanpur, Uttar Pradesh, India.
3.
Neeraj Kr
– Sbm, Csjm University, Kanpur, Uttar Pradesh, India.
4.
Mridulesh Singh
– Sbm, Csjm University, Kanpur, Uttar Pradesh, India.
Abstract
This research investigates the reasons and behavioral intentions of tourists visiting Ayodhya, a venerated city in India acknowledged
as the birthplace of Lord Rama. This research utilizes the push-pull incentive framework and the Theory of Planned Behavior (TPB)
to examine the factors influencing travelers’ decisions to visit this significant holy place. A standardized questionnaire was employed
to collect data from 400 tourists, originating from the United States and many other nations. We employed structural equation
modeling (SEM) to examine the relationships among push and pull motives, attitudes, subjective norms, perceived behavioral control, and behavioral intention. The findings indicate that spiritual fulfillment, cultural exploration, and social connection serve as
the primary push factors, while Ayodhya’s religious significance, infrastructure, and heritage sites constitute the principal attractions.
The results further confirm that attitudes and subjective norms significantly influence the relationship between motivations and behavioral intention. This study contributes to the existing literature on religious tourism and provides pragmatic recommendations for destination management in Ayodhya.
Keywords Religious Tourism, Ayodhya, Tourist Motivation, Behavioral Intention, Push-Pull Framework, Theory of Planned Behavior
