The Taj Mahal - Responsible Tourism: A Far Goal to Reach

Taj Mahal, one of the most celebrated World Heritage sites, has become a victim of its universal popularity, overburdened with the influx of tourists making it vulnerable in its environment. This paper examines if tourism at this global heritage site justifies responsible tourism by all stakeholders, andwhether the brand image of Taj Mahal needs to be revisited with this concern. This work confirms that the Taj Mahal is oversubscribed and the prevalent tourism here is far from responsible tourism. The destination partnership among the multi stakeholders of the Taj emerged as the most viable option to bring it around the responsible tourism. The brand image of Taj needs to be revisited to highlight the responsible way of tourism at Taj Mahal.