Factors Influencing Yoga Tourism in Uttarakhand A Case Study of Patanjali Yogpeeth

Health and wellness are always remains the prime focus of tourism industry and cater the physical and mental well being of tourists. Yoga is the indigenous therapy of India born and nurtured across the world and attracts visitors to experience. India being a hub of yoga offers a variety of destinations but the geographical location and natural landscapes are the Unique selling Point USP of Uttarakhand, which is very prime due to proximity of Himalayan range and the credibility of Patanjali Yogpeeth and his founder Baba Ramdev across the globe makes Uttrakhand attractive for a Yoga destination. The present research focus on factors that influence tourists to visit Patanjali Yogpeeth, Uttarakhand for yoga purpose. The study used positivism deductive research approach, a quantitative methodology using a survey to collect data of 318 respondents. The findings determined four important factors responsible for growth of yogpeeth as yoga tourism destination and suggested role of age group and occupation as crucial factors which attract people for “yoga tourism”. The study recommended DMO's and travel agencies to focus their marketing segmentation and targeting strategies as per age groups, occupation levels and to the academicians to explore the role of environment, advertising and culture for promoting Yoga tourism. Rajeev Ranjan | Sujay Vikram Singh | Himanshu Shekhar | Vaibhav Kumar Chauhan "Factors Influencing Yoga Tourism in Uttarakhand: A Case Study of Patanjali Yogpeeth" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-6 | Issue-2 , February 2022, URL: https://www.ijtsrd.com/papers/ijtsrd49219.pdf Paper URL: https://www.ijtsrd.com/humanities-and-the-arts/other/49219/factors-influencing-yoga-tourism-in-uttarakhand-a-case-study-of-patanjali-yogpeeth/rajeev-ranjan