Exploring Motivational Factors Influencing Visitors to Visit World Heritage Sites in Madhya Pradesh

Abstract

Understanding the motivational factors affecting visitors to Madhya Pradesh's World Heritage Sites (WHS) is crucial for understanding the region's tourist dynamics, cultural preservation efforts, and sustainable development. The main aim of the study is to examine the motivational factors which influence visitors to visit UNESCO world heritage sites as well as tentative UNESCO world heritage sites in Madhya Pradesh. Data from respondents was gathered by convenience sampling. Those who visited Madhya Pradesh's world heritage sites were among the survey participants. Respondents to this study who travel to Madhya Pradesh's tentative world heritage sites were also included. Respondents were contacted via email addresses as well as social media platforms once the structured questionnaire was created using the internet platform Google Forms. Central tendency technique is used for the analysis of the data in which weighted mean of variables were calculated and ranking was given based on the weighted mean score of the variables. The findings of the study have concluded that most influencing motivational factors which influence tourists to visit UNESCO world heritage sites as well as tentative UNESCO world heritage sites in the state of Madhya Pradesh are desire for adventure and exploration, opportunity for cultural immersion and interaction with locals, availability of cultural events or festivals at World Heritage Sites and personal recommendations from friends or family. Factors which are least influential for tourists to visit world heritage sites in Madhya Pradesh are influence of social media and online reviews and availability of amenities and facilities (e.g., restrooms, food options) and desire for relaxation and leisure.