EXAMINING TOURIST HOLIDAY SATISFACTION USING HOLSAT MODEL: EVIDENCES FROM INCREDIBLE INDIA CAMPAIGN

The emergence of tourism as an important socio- cultural and economic activity for a large number of countries has shifted the focus to realization of its potential. Destinations now are managed and marketed in a planned manner that requires measuring and evaluating tourism performance on a number of quantitative and qualitative indicators. Tourism and destination images are closely interlinked. At the same time holiday satisfaction is equally significance and many researchers have coined that it holds a key parameter when discussing about the destination image among the potential tourists. A little dent on destination images even by extraneous reasons immediately affects perception of risks by tourists and their subsequent tour plans. Country and destination branding developed as a marketing tool to accomplish a number of national goals across the world though it has been adopted relatively late by the developing countries. The present study is carried out in Delhi NCR (n=284) to examine the holiday satisfaction of inbound tourists to India on different tour related attributes and to explore role of Incredible India Campaign in holiday satisfaction. HOLSAT model developed by John Tribe has been used to capture the tourist satisfaction. The collected data has been analyzed and significant outcomes of the research are shown after testing the hypothesis developed for the study.