A Study of the Factors Influencing Cultural Tourists’ Perception and Its Measurement with...

The IUP Journal of Marketing Management, Vol. XII, No. 4, 201342

A Study of the Factors InfluencingCultural Tourists’ Perception and ItsMeasurement with Reference to Agra

© 2013 IUP. All Rights Reserved.

* Assistant Professor, Accurate Institute of Management and Technology, Gr. Noida, Uttar Pradesh,India. E-mail: [email protected]

The major growth of the Indian tourism sector is contributed by domestic tourismwhich tends to be more focused on cultural destinations. Travel and tourism for fun,pleasure and recreation is still considered an elite ‘five star’ activity by a majority ofthe Indians. At the same time, travel and tourism for cultural purposes forms an integralpart of the Indian population, where people from all ages, religions and income groupsoften manage time and resources for cultural tourism. Tourism has a huge potential forpoverty alleviation by increasing job opportunities and spending by tourists. Mostimportant from India's point of view is the fact that these employment opportunitiesare created in the small and medium segments of the economy and disperse throughoutthe country. When people of a country visit such sites and experience their culture, theyunderstand ‘who they are and where they have come from’ (Palmer, 1999). Since viewingof such sites by domestic tourists offers glimpses of a nation's past, their promotionbecomes vital in the construction of national identity (Johnson, 1995). Themeasurement of perception of tourists and thereby identifying gaps in the currentservice-good composition and customizing pro-tourist product mix, becomes cruciallyimportant for all the stakeholders of the tourism industry. This paper primarily studiesthose crucial factors which have a direct impact on the perception of tourists in theheritage city of Agra.

Amitabh Mishra*

IntroductionTourism is a complex phenomenon which encapsulates a varying number of services andprocesses. It is not an industry or a sector in the traditional sense, rather it is an economicactivity that runs through all of the society involving very different and varied sectorspushed forward by market forces, controlled by regulatory framework and governed bygeneral economic conditions. In many countries and regions, tourism is significantlyimportant to the economy because it attracts tourists who bring spending power.For many regional economies, tourism can bring about an encouraging response to theregional development considering its positive influence on regional employment andincome. According to World Travel and Tourism Council (WTTC), travel and tourismis an important economic activity in most countries around the world. It has a direct aswell as a significant indirect and induced economic impact. The UN Statistics Division’sapproved Tourism Satellite Accounting methodology quantifies only the direct

43A Study of the Factors Influencing Cultural Tourists’ Perceptionand Its Measurement with Reference to Agra

contribution of travel and tourism. But WTTC recognizes that the total contribution(considering direct, indirect and induced impacts) of travel and tourism to GDP isthree times greater than its direct contribution. According to WTTC’s annual report onEconomic impact of tourism in India in 2006, the direct contribution of travel andtourism to India’s GDP was 1,236.7 bn. It reached 1,919.7 bn (2% of GDP) in2012, and it is expected to grow by 7.8% pa to 4,360.6 bn (2.1% of GDP) in 2023.In 2006, the total contribution of travel and tourism to GDP was 4,280.5 bn.It reached 6,385.1 bn in 2012 (6.6% of GDP) and is forecasted to rise by 7.9% pa to

14,722.3 bn in 2023 (7% of GDP).

Tourism directly generates employment in its own sector as well as via indirect andinduced effects in the connected sectors of the economy. According to WTTC, traveland tourism generated 24,477,4000 direct jobs in India in 2006, and 25,041,000direct jobs in 2012 (4.9% of total employment in the country). It is forecasted to accountfor 30,631,000 direct jobs by 2023, an increase of 2.1% pa over the next 10 years. Thetotal contribution of travel and tourism to employment is much more than the directcontribution. It generates huge employment opportunities in various other sectors andhence provides a source of income to millions of countrymen every year. The totalcontribution of travel and tourism to employment was 43,210,300 jobs in 2006 and39,512,000 jobs in 2012 (7.7% of total employment in the country), and is expectedto generate 48,592,000 jobs (8% of total employment in the country), an increase of2.1% per annum over the period in 2023.

Tourism as a post-Second World-War phenomenon has revolutionized the economiesof many countries of the world and India with its large variety of tourist attractions isyet to make its presence felt on the world tourism map. According to “India TourismStatistics at a Glance 2011” (Published by Ministry of Tourism, Government of India),India has earned foreign exchange of US$2,889 mn ( 10,511 cr) in 1997. ForeignExchange Earnings (FEE) reached $16,564 mn ( 77,591 cr) in 2011. Foreign TouristsArrival (FTA) in India was 2.37 million in 1997. It rose from 3.46 million in 2004 to6.29 million in 2011. In the world tourism industry, India’s percentage share and rankin 2000 were 0.73% and 36th respectively, whereas in Asia and Pacific its percentageshare and rank were 4.06% and 10th. In 2011, it rose to 1.61% and 17th in worldtourism and 5.72% and 8th rank in Asia and Pacific. Domestic tourism was also rising inthe country. The number of domestic tourists in India had risen from 159.88 million in1997 to 366.27 million in 2004 and 850.86 million in 2011. Among tourism nichemarkets, cultural tourism ranks first. More and more travelers rank arts, heritage andother cultural activities as one of the main reasons for traveling.

Tourism in AgraAgra is the city of the inimitable Taj Mahal. According to the reports of ArcheologicalSurvey of India (ASI), Agra’s Taj Mahal is the most popular destination in the country


and Taj Mahal along with Agra Fort are among the top 10 most visited monuments bydomestic as well as foreign tourists in the country. On November 17, 2011, CNBCAwaj Travel Awards 2011 for Most Famous Weekend Destination in the north wasgiven to Agra and Best Managed Historical Monument to Taj Mahal.

Literature ReviewTourism has traditionally been defined either in demand side terms or supply side terms,i.e., either in terms of the activities of tourists/visitors or the activities of businesses supplyingtourists/visitors. The demand side concept was accepted as an appropriate approach atthe World Tourism Organization’s (WTO), “International conference on travel and tourismstatistics” Ottawa (Canada) in 1991 and tourism was defined as: “The activities of aperson travelling to and staying in places outside their usual environment for not morethan one consecutive year for leisure, business and other purposes”.

According to Medlik and Middleton (1973), tourism product is a bundle ofactivities, services, and benefits that constitute the entire tourism experience. In their'component model of tourism product', they discussed five components of tourismproduct namely: (1) Destination attractions; (2) Destination facilities; (3) Destinationaccessibility; (4) Destination images; and (5) Destination price. Later, Jefferson andLickorish (1988) stated that tourism product is a collection of physical and servicefeatures together with symbolic associations which are expected to fulfill the wantsand needs to the tourists.

Culture is one of the two or three most complicated words in the English language(Williams, 1976). Culture is not genetically inherited (Hall, 1976), but is always sharedby members of a society (Hall, 1976; Hofstede, 1980; and Mulholland, 1991). Itdistinguishes the members of one group from another and is passed from one generationto the other. It is dynamic because each generation adds something of its own beforepassing it on (Hofstede, 1980). There are hundreds of definitions of 'culture' (Tomlinson,1991; and Lonner, 1994) but no single definition has achieved a consensus in literature.According to Mulholland (1991), culture is a set of shared and enduring meaning,values, and beliefs that characterize national, ethnic, or other groups and orient theirbehavior. In the tourism literature, the term ‘culture’ can be identified in two ways-culture as process; and culture as a product. ‘Culture as the process’ is an approachthrough which people make sense of themselves and their lives (Clarke, 1990). It assumesthat boundaries of culture, are variable, and can cover a nation, tribe, corporation, etc.,pursuing any specific activities. ‘Culture as product’ is an approach where culture isregarded as the product of individual or group activities to which certain meanings areattached. Culture as process is the goal of tourists seeking authenticity and meaningthrough their touring experiences (MacCannell, 1976; and Cohen, 1979). Culture asthe process is transformed into culture as a product through tourism (Cohen, 1988).

According to WTO (2000), culture and tourism have a symbiotic connection. Arts,crafts, dances, rituals and legends that are at risk of being forgotten by the younger


generation may be revitalized when tourists show a keen interest in them. Culturaltourism is the sub-set of tourism (MacCannell, 1976; and Singh, 2008). The range ofpossible uses of the term is so vast, that no single widely accepted definition of culturaltourism emerged (Richards, 1993; Dolnicar, 2002; and Hughes, 2002). It means differentthings to different people (MacCannell, 1976; McIntosh and Goeldner, 1990; Zeppel,1992; Hughes, 1996; Stebbins, 1996; and McKercher and Du Cros, 2003). Boninkand Richards (1992) reviewed the existing definitions of cultural tourism and identifiedtwo basic approaches: (1) Sites and monuments approach which is clearly related to aproduct-based definition of culture and concentrates on describing the type ofattractions visited by cultural tourists ECTARC (1989); and (2) Conceptual approachwhich is clearly related to process-based definitions of culture and attempt to describethe motive and the meanings attached to cultural tourism activity. For example, culturaltourism comprises all aspects of travel (McIntosh and Goeldner, 1986 and 1990).The role of culture as contextual, where it shapes the tourist's experience of a situationin general, without a particular focus on the uniqueness of a specific cultural identity(Wood, 1984).

Cultural tourists are not recognized as a homogenous mass but a heterogeneousmarket with different characteristics and needs (Hughes, 2002; and McKercher, 2002)and different types of cultural tourists may seek qualitatively different experiences(McKercher, 2002; and Dolnicar, 2002). On the basis of degree of motivation for visitingcultural sites/destinations, Silberberg (1995) identified four different types of culturaltourists-greatly motivated, in part motivated, adjunct and accidental cultural tourists.Cultural tourists can also be either specific or general (Foo and Rossetto, 1998).McKercher (2002) introduced a two-dimensional model on cultural tourism and classifiedcultural tourist in five categories-the purposeful, the sightseeing, the casual, the incidentaland the serendipitous cultural tourists.

Perception is a complex process (Kesic, 1999) by which an individual selects, organizes,and interprets stimuli into a meaningful and coherent picture of the world (Schiffmanand Kanuk, 2004). There are a number of tangible and intangible aspects of tourismproducts which influence the perception of tourists. According to Beerli and Martýn(2003) there are nine dimensions/aspects which determine the perception of tourist-tourist leisure and recreation, culture, history and art, general infrastructure, touristinfrastructure, political and economic factors, natural resources, natural environment,social environment and the atmosphere of the place/destination.

Objectives of the StudyThe primary aim of this research is:

• To measure the perception of cultural tourists regarding various factors whichaffect the perception of tourists and to know whether the difference betweenperception of male and female tourists is significant.


• To find out the demographic profile of cultural tourists and the influence ofdemography of cultural tourists on their duration of stay and sources ofknowledge about Agra.

Formulation of HypothesesBased on the objectives of the study the following hypotheses were formulated:

Ho: Personal factors of the respondents have no significant influence on (are not associatedwith) the sources of knowledge about Agra.

Ho: Personal factors of the respondents have no significant influence on (are not associatedwith) the duration of stay at Agra.

Ho: There is no significant difference between the mean perceptions of male and femaletourists regarding various tourism-related variables.

Research MethodologyData was collected at a few of the most visited tourist attractions in Agra—Taj Mahal,Red Fort and Sikendra. Agra is on the banks of the river Yamuna in the northern stateof Uttar Pradesh, India. It is 363 km west of the state capital, Lucknow, and 203 kmsouth from national capital New Delhi. It is well connected with major cities of thecountry by road, rail (Agra Cantt., Agra Fort, Raja-ki-Mandi and Tundla railway stations)and air routes. Kheria airport is 13 km from the city center.

The primary data pertaining to the perception of tourists was collected through astructured and non-disguised questionnaire (refer Appendix) from April to May, 2013.Before executing the questionnaire in full swing, a pilot study was conducted on a smallgroup of respondents. The questionnaire was divided into three parts. Part one (containing6 questions), Part two (containing 2 questions) with nominal/ordinal scales mainlyrelated to the demographic profile of the respondents, and Part 3 contained 28 statements(5-point Likert scale ranging fromm 1 – strongly disagree to 5 – strongly agree) related tothe perception of the tourists regarding a variety of tourism related variables. Most ofperception measurement statements were adopted from previous studies. The studyalso gathered secondary data from extensive literature survey available on the Internetand libraries. Convenience sampling technique was used to achieve the earlier statedobjectives of research.

Statistical Tools UsedFor the purpose of a detailed analysis of the raw data obtained from the questionnaire,the following statistical techniques were used:

1. Cronbach’s Alfa test of internal consistency was used to check the reliabilityof scale used in the survey.

2. Descriptive statistics: Arithmetic mean and standard deviation were used touncover the characteristics of the data obtained through survey.


3. To measure the influence of the personal factors (like age, gender, maritalstatus etc.) on the sources of knowledge about Agra and duration of stay atAgra, a Chi square (2) test of independence was used.

4. A two-tailed test was used to know the difference between the mean values oftwo large samples, and a Z-test was used to find the significant differencebetween the mean perceptions of male and female tourists.

Test of Reliability: The reliability analysis allows us to study the properties ofmeasurement scale and the items that make them up. It also provides information aboutthe relationship between individual items in the scale. Cronbach’s Alfa () is a measureof internal consistency. The overall value of reliability coefficient for all the fourdimensions of tourism, = 0.8602. It indicates the high internal reliability of the data(Table 1).

Table 1: Reliability Statistics

S. No. Dimension Cronbach Alfa

1. Monuments and Places of Tourists’ Attraction 0.7763

2. Accommodation and Food 0.7583

3. Hygiene and Sanitation 0.7575

4. Attitude of Local People Towards Visitors 0.5576

Overall Reliability Coefficient, 0.8602

Results and DiscussionTo study the demographic profile of the tourists at Agra, the data obtained from questionnumbers 1-6 are cross-tabulated. The data corresponding to Age, family’s annualincome, education, occupation and marital status are cross-tabulated with the gender(Table 2).

Influence of Personal Factors of RespondentsThe influence of personal factors like gender, age, marital status, income, education andoccupation on: (1) Sources of knowledge about Agra; and (2) Duration of stay at Agra.

For this purpose, a 2 test of independence was used. This test determines whethertwo or more attributes are associated or not. The calculated value of 2 was comparedwith the table value of 2 for a given degree of freedom at certain specified level ofsignificance (generally 5% is selected). If at the stated level the calculated value of 2 ismore than the table value, the difference is considered to be significant i.e., the attributesare associated/ related. On the other hand, if the calculated value is less than the tablevalue, the difference is not considered as significant and it can be concluded that theattributes are not related/associated.


Personal Factors Vs. Sources of Knowledge About AgraHo: Personal factors of respondents have no significant influence on (are not associated

with) the sources of knowledge about Agra.

Table 3 depicts that gender, marital status and occupation of the tourists do nothave any influence on the sources of knowledge about Agra, i.e., gender, marital statusand occupation of the tourists are not related to the sources of knowledge about Agra.On the other hand age, education and family income of the tourists have an influenceon sources of knowledge about Agra.

Personal Factors Vs. Duration of Stay in AgraHo: Personal factors of respondents have no significant influence on (are not associated

with) the duration of stay at Agra.

It is clear from Table 4 that only gender of the tourists’ influences their duration ofstay at Agra. Other personal factors like age, marital status, education, family incomeand occupation of the tourists do not influence the duration of stay in Agra.

Table 2: Demographic Profile of the Tourists at Agra

Age (Years) Gender Total Family’s Annual Gender Total

Male Female Income ( ) Male Female

Below 20 22 6 28 <100,000 31 20 51

Between 21-40 115 47 162 100,000-300,000 94 29 123

Between 41-60 24 9 33 300,000-500,000 37 9 46

Above 60 11 0 11 >500,000 10 4 14

Total 172 62 234 Total 172 62 234

Education Gender Total Occupation Gender Total

Male Female Male Female

School 16 2 18 Service 81 27 108

Undergraduate 68 13 81 Business 32 8 40

Postgraduate 83 42 125 Student 51 16 67

Other 5 5 10 Other 8 11 19

Total 172 62 234 Total 172 62 234

Marital Status Gender Total

Male Female

Married 96 26 122

Unmarried 76 36 112

Total 172 62 234


Perception Measurement Statements (Question Nos. 09-37)Table 5 provides the list of statements which were used as scales for the measurement ofperception of cultural tourists. Table 5 demonstrates that the tourists generally ‘stronglyagree’ or ‘agree’ with the statements. For the Category No. 1, i.e., ‘monuments andplaces of tourist attraction’, the overall perception of tourists is favorable (72.19%are strongly agree/agree). Most of the tourists strongly agree/agree that monuments arewell preserved, leisure and recreational facility, information boards and tour guides areeasily available, and tour guides are knowledgeable of the tourist places in Agra. Touristshave given a merely above average score (58.48% strongly agree/agree) to Category No.2 containing 7 variables related to infrastructure. Most of the tourists showed positiveperception towards fairness of infrastructure in Agra, but a huge number of tourists alsofeel that telecommunication facility, medical facility and security inside and outside theplace of accommodation are not sufficient in Agra, and the district administration needsto improve it. Respondents were highly satisfied with the availability of accommodationin Agra. 74% respondents strongly agree/agree with the statement—‘Hotel accommodationis easily available in Agra’. For the remaining variables in the category, ‘accommodationand food’ respondents exhibited their satisfaction in their responses. Agra is aninternational tourist destination. It attracts a huge number of domestic and internationaltourists every year. Unlike several tourist places in Uttar Pradesh, the district

Table 3: Personal Factors vs. Sources of Knowledge About Agra

S. No. Personal Factors Calculated Degree of Table Value 5% Level of2 Freedom of 2

0.05 Significance Ho is

1. Gender 3.174 3 7.815 Accepted

2. Age 27.451 9 16.91 Rejected

3. Marital Status 2.023 3 7.815 Accepted

4. Education 18.559 9 16.91 Rejected

5. Family Annual Income 17.132 9 16.91 Rejected

6. Occupation 8.322 9 16.91 Accepted

Table 4: Personal Factors vs. Duration of Stay in Agra

S. No. Personal Factors Calculated Degree of Table Value 5% Level of2 Freedom of 2

0.05 Significance Ho is

1. Gender 16.282 2 5.991 Rejected

2. Age 5.651 6 12.59 Accepted

3. Marital Status 1.422 2 5.991 Accepted

4. Education 7.376 6 12.59 Accepted

5. Family Annual Income 12.388 6 12.59 Accepted

6. Occupation 9.038 6 12.59 Accepted


Tabl

e 5:

Per

cept

ion

of

Cul

tura

l To

uris

ts

S. N

o.St

atem

ents

for

Mea

sure

men

t of

Tou

rist

s’ P

erce

ptio

nSt

ron

gly

Dis

agre

eN

eutr

alA

gree

Stro

ngl

yD

isag

ree

(%)

(%)

(%)

Agr

ee(%

) (

%)

1.H

isto

rica

l m

onum

ents

are

wel

l pr

eser

ved

in A

gra.

2.6

14.1

13.7

47.0

22.6

2.Le

isur

e an

d re

crea

tion

al f

acili

ties

are

ava

ilabl

e at

tou

rist

plac

es i

n A

gra.

0010

.324

.852

.612

.4

3.In

form

atio

n bo

ards

men

tion

ing

the

impo

rtan

ce o

fm

onum

ents

are

ava

ilabl

e.2.

64.

714

.153

.425

.2

4.To

ur g

uide

s ar

e ea

sily

ava

ilabl

e at

the

mon

umen

ts i

n A

gra.

2.1

2.6

15.8

40.2

39.3

5.To

ur g

uide

s ar

e kn

owle

dgea

ble

and

frie

ndly

.00

13.7

18.4

47.9

20.1

Ave

rage

1.4

69

.08

17

.36

48

.22

23

.92

6.B

anks

and

AT

M’s

are

eas

ily a

vaila

ble

in A

gra.

2.6

9.8

16.7

51.7

19.2

7.T

here

is

a go

od t

rans

port

fac

ility

in

Agr

a.0

9.0

7.7

55.6

27.8

8.E

noug

h pa

rkin

g sp

ace

is a

vaila

ble

at t

ouri

st p

lace

s in

Agr

a.2.

616

.720

.140

.220

.5

9.Te

leco

mm

unic

atio

n fa

cilit

y is

goo

d at

Agr

a.2.

126

.517

.935

.917

.5

10.

Med

ical

hel

p ca

n be

eas

ily a

cces

sed

in c

ase

of e

mer

genc

y0

26.9

28.2

28.2

16.7

in A

gra.

11.

The

re i

s en

ough

sec

urit

y an

d sa

fety

ins

ide

the

plac

es o

f0

21.8

28.2

21.8

28.2

stay

in

Agr

a.

12.

The

re i

s en

ough

sec

urit

y an

d sa

fety

out

side

the

pla

ces

of1.

334

.218

.425

.220

.9st

ay i

n A

gra.

Ave

rage

1.2

22

0.7

19

.63

6.9

42

1.5

4

13.

Hot

el a

ccom

mod

atio

n is

eas

ily a

vaila

ble

in A

gra.

014

.112

.052

.621

.4

14.

Roo

m f

acili

ty a

nd s

ervi

ces

are

exce

llent

in

hote

ls.

0.9

16.2

23.9

46.2

12.8

Monuments andPlaces of Tourist

Attractions

Infrastructure


Tabl

e 5

(Con

t.)

Stro

ngl

yD

isag

ree

Neu

tral

Agr

eeSt

ron

gly

S. N

o.St

atem

ents

for

Mea

sure

men

t of

Tou

rist

’s P

erce

ptio

nD

isag

ree

(%)

(%)

(%)

Agr

ee(%

) (

%)

15.

The

hot

el s

taff

is

polit

e an

d co

urte

ous.

08.

530

.847

.013

.7

16.

Fee

of a

ccom

mod

atio

n is

fai

r in

Agr

a.0

15.8

33.3

37.2

13.7

17.

Food

and

bev

erag

es o

ffer

ed i

n th

e ho

tel

are

of g

ood

tast

e.0

8.5

30.8

47.0

13.7

18.

Food

and

Bev

erag

es o

ffer

ed a

t th

e pl

ace

of s

tay

are

hygi

enic

.0

15.8

33.3

37.2

13.7

19.

Food

and

bev

erag

es o

ffer

ed i

n ci

ty’s

mar

ket

are

of g

ood

010

.332

.546

.610

.7ta

ste.

20.

Food

and

bev

erag

es o

ffer

ed i

n ci

ty’s

mar

ket

are

hygi

enic

.2.

612

.033

.838

.912

.8

21.

Pric

e of

foo

d ou

tsid

e th

e pl

ace

of s

tay

is f

air

in A

gra.

3.0

20.1

23.9

45.7

7.3

Ave

rage

0.7

22

13

.48

28

.26

44

.27

13

.31

22.

The

re i

s go

od s

anit

atio

n an

d cl

eanl

ines

s in

the

str

eets

2.1

20.1

34.2

30.8

12.8

of A

gra.

23.

The

re i

s su

ffic

ient

cle

anlin

ess

and

hygi

ene

at t

he p

lace

1.7

11.5

28.2

44.0

14.5

of s

tay.

24.

The

wat

er i

s dr

inka

ble

and

hygi

enic

at

Agr

a.4.

723

.519

.735

.017

.1

25.

Agr

a is

fre

e fr

om m

osqu

itoe

s.6.

430

.322

.627

.413

.2

Ave

rage

3.7

25

21

.35

26

.18

34

.31

4.4

26.

Peop

le o

f A

gra

are

cult

ured

and

civ

ilize

d.1.

77.

331

.247

.412

.4

27.

Taxi

and

Aut

o dr

iver

s tr

y to

exp

loit

the

tou

rist

s.4.

323

.116

.737

.218

.8

28.

Shop

-ow

ners

and

ven

dors

try

to

expl

oit

the

tour

ists

.7.

718

.414

.543

.615

.8

29.

Beg

gars

sho

uld

be r

emov

ed f

rom

are

as n

earb

y of

the

mon

umen

ts

and

tour

ism

de

stin

atio

ns.

2.1

11.1

23.9

25.6

37.2

Ave

rage

3.9

51

4.9

82

1.5

83

8.4

52

1.0

5

Accommodationand Food

Hygiene andSanitation

Attitude of LocalPeople Towards

Visitors


administration of Agra pays considerable attention for cleaning the city. Yet touristswere not highly satisfied with the sanitation and hygiene in the city. Tourists have givenonly mediocre score to the variables under the category hygiene and sanitation. Localpeople engaged in providing an experience to the visitors are also a big cause of tourists’dissatisfaction and/or satisfaction. In India tourism sector is highly unorganized. Ahuge number of actors in the tourism sector are unregulated and scattered. Researchshows that the taxi and auto drivers, shopkeepers and vendors are often involved in theexploitation of the tourists in tourist places like Agra. Beggary is common to all thetourist places in India and Agra is not an exception. Men and women of all ages areengaged in begging in Agra. Many a time, beggars irritate the tourists, and more than60% of tourists ‘feel/strongly feel’ that beggars create nuisance at the tourist places andthat the district administration must immediately remove them from the tourist places.

Z-Test (Independent Sample)

Ho: There is no significant difference between the mean perceptions of male and femaletourists regarding various tourism related variables.

At 5% level of significance, if the difference is more than ±1.96 SE, the null hypothesis,Ho is rejected. It indicates that there is a significant difference between the meanperceptions of male and female tourists. And, if it is less than ±1.96 SE, the nullhypothesis is accepted. It indicates that the difference between mean perceptions ofmale and female tourists is not significant. An insignificant difference between meanperceptions of male and female tourists states that male and female tourists have thesame perception/feeling regarding various tourism-related variables like availability ofaccommodation, quality of food, hygiene and cleanliness, transportation, etc.

Tables 6, 7, 8, 9 and 10 present statistics pertaining to the perception of male andfemale tourists regarding five broad categories affecting the tourists’ perception. Thenumber of variables in Tables 6, 7, 8, 9 and 10 are respectively 5, 7, 9, 4 and 4.

Analysis with Z-test reveals that perception of male and female tourists is significantlydifferent for the variable— availability of tour guides in Agra. And for the remaining variablesthe perception of male and female tourist’s is not significantly different (Table 6).

The Z-test indicates that for the variable, ‘availability of Bank’s ATM, medical help,and safety and security outside place to stay, perception of male and female tourists isnot significantly different. Whereas for the variable—fairness of transport facility,sufficiency of parking facility, fairness of tele-communication facility, and availability of safetyand security at the place of stay—the perception of male and female tourists is significantlydifferent (Table 7).

Table 8 contains nine variables under the category, ‘accommodation and food’.Perception of male and female tourists is significantly different for the variables, ‘roomservices’, and ‘humbleness of hotel staff (variable number 2 and 3)’. And for the remainingvariables, ‘availability of hotel accommodation’, ‘fee for accommodation’, ‘taste of food


Tabl

e 6:

Mon

umen

ts a

nd

Pla

ces

of T

ouri

st A

ttra

ctio

n

Gen

der

Mea

nS

DM

ean

Sta

nd

ard

Z-V

alue

5% L

evel

of

Dif

fere

nce

Erro

r (

Dif

f/SE

)Si

gnif

ican

ceH

o is

1.H

isto

rica

l m

onum

ents

are

wel

l pr

eser

ved

Mal

e (1

72)

3.78

491.

0232

0.20

40.

158

+1.

29A

ccep

ted

in A

gra.

Fem

ale

(62)

3.58

061.

0947

2.Le

isur

e an

d re

crea

tion

al f

acili

ties

are

Mal

e (1

72)

3.64

530.

7850

–0.0

966

0.13

12-0

.736

2A

ccep

ted

avai

labl

e at

tou

rist

pla

ces

in A

gra.

Fem

ale

(62)

3.74

190.

9221

3.In

form

atio

n bo

ards

m

enti

onin

g th

eM

ale

(172

)3.

9128

0.77

12–0

.103

0.16

24-0

.634

2A

ccep

ted

impo

rtan

ce o

f m

onum

ents

are

ava

ilabl

e.Fe

mal

e (6

2)4.

0161

1.19

41

4.To

ur g

uide

s ar

e ea

sily

ava

ilabl

e at

the

Mal

e (1

72)

4.28

490.

7985

0.62

30.

1008

+6.

1805

Rej

ecte

dm

onum

ents

in

Agr

a.Fe

mal

e (6

2)3.

6613

1.05

49

5.To

ur g

uide

s ar

e kn

owle

dgea

ble

and

Mal

e (1

72)

3.76

160.

8280

0.06

810.

1625

0.41

90A

ccep

ted

frie

ndly

.Fe

mal

e (6

2)3.

6935

1.18

17

Tabl

e 7:

In

fras

truc

ture

Gen

der

Mea

nS

DM

ean

Sta

nd

ard

Z-V

alue

5% L

evel

of

Dif

fere

nce

Erro

r (

Dif

f/S.

E)

Sign

ific

ance

Ho

is

1.B

anks

and

AT

Ms

are

easi

ly a

vaila

ble

inM

ale

(172

)3.

7384

1.00

07–0

.051

90.

1323

-0.3

922

Acc

epte

dA

gra.

Fem

ale

(62)

3.79

030.

8519

2.T

here

is

a go

od t

rans

port

fac

ility

in

Agr

a.M

ale

(172

)3.

9302

0.89

56–0

.344

0.10

50-3

.276

1R

ejec

ted

Fem

ale

(62)

4.27

420.

6317


Tabl

e 7:

In

fras

truc

ture

Gen

der

Mea

nS

DM

ean

Sta

nd

ard

Z-V

alue

5% L

evel

of

Dif

fere

nce

Erro

r (

Dif

f/SE

)Si

gnif

ican

ceH

o is

3.E

noug

h pa

rkin

g sp

ace

is a

vaila

ble

atM

ale

(172

)3.

5174

1.12

12–0

.289

10.

1410

–2.0

503

Rej

ecte

dto

uris

t pl

aces

in

Agr

a.Fe

mal

e (6

2)3.

8065

0.88

41

4.Te

leco

mm

unic

atio

n fa

cilit

y is

goo

dM

ale

(172

)3.

5233

0.99

970.

4588

0.18

80+

2.44

0R

ejec

ted

in A

gra.

Fem

ale

(62)

3.06

451.

3535

5.M

edic

al h

elp

can

be e

asily

acc

esse

d in

Mal

e (1

72)

3.38

951.

0342

0.16

370.

1595

+1.

0263

Acc

epte

dA

gra

in c

ase

of e

mer

genc

y.Fe

mal

e (6

2)3.

2258

1.09

27

6.T

here

is

enou

gh s

ecur

ity

and

safe

tyM

ale

(172

)3.

4360

1.16

05–0

.483

40.

1455

–3.3

22R

ejec

ted

insi

de t

he p

lace

s of

sta

y in

Agr

a.Fe

mal

e (6

2)3.

9194

0.91

07

7T

here

is

enou

gh s

ecur

ity

and

safe

tyM

ale

(172

)3.

3023

1.18

54–0

.004

20.

1749

–0.0

240

Acc

epte

dou

tsid

e th

e pl

aces

of

stay

in

Agr

a.Fe

mal

e (6

2)3.

3065

1.18

17

Tabl

e 8:

Acc

omm

odat

ion

an

d Fo

od

Gen

der

Mea

nS

DM

ean

Sta

nd

ard

Z-V

alue

5% L

evel

of

Dif

fere

nce

Erro

r (

Dif

f/SE

)Si

gnif

ican

ceH

o is

1.H

otel

acc

omm

odat

ion

is e

asily

ava

ilabl

eM

ale

(172

)3.

8256

0.84

040.

0514

0.15

96+

0.32

20A

ccep

ted

in A

gra.

Fem

ale

(62)

3.77

421.

1512

2.R

oom

fac

ility

and

ser

vice

s ar

e ex

celle

ntM

ale

(172

)3.

3605

0.97

83–0

.67

0.10

63–6

.302

9R

ejec

ted

in h

otel

s.Fe

mal

e (6

2)4.

0323

0.59

97


and beverages’ and‘hygienic food andbeverages’ in place ofstay and market etc.,the differencebetween theperceptions of maleand female tourists isnot significant.

Table 9 containsfour variables relatedto ‘sanitation andcleanliness’ in Agra.For the variables 1and 4, the nullhypothesis is rejected,i.e., for variables,sanitation andcleanliness in thestreets andmosquitoes, the meanperception of maleand female tourists issignificantly different.On the other hand,mean perception issignificantly differentfor the variables,‘cleanliness andhygiene’ at the hoteland ‘hygiene ofwater’, across thegender in Agra.

From Table 10, itcan be concludedthat the perceptionof male and femaletourists is notsignificantly differentfor the variables‘culture of people’,‘exploitation by taxi

Tabl

e 8

(Con

t.)

Gen

der

Mea

nS

DM

ean

Sta

nd

ard

Z-V

alue

5% L

evel

of

Dif

fere

nce

erro

r (

Dif

f/SE

)Si

gnif

ican

ceH

ois

3.H

otel

sta

ff i

s po

lite

and

cour

teou

s.M

ale

(172

)3.

5698

0.78

79–0

.559

20.

1306

–4.2

817

Rej

ecte

dFe

mal

e (6

2)4.

1290

0.91

41

4.A

ccom

mod

atio

n fe

e is

fai

r in

Agr

a.M

ale

(172

)3.

3140

0.92

73–0

.218

30.

1148

–1.9

015

Acc

epte

dFe

mal

e (6

2)3.

5323

0.71

79

5.Fo

od a

nd b

ever

ages

off

ered

in

the

hote

lM

ale

(172

)3.

6047

0.79

88–0

.201

80.

1256

–1.6

066

Acc

epte

dar

e of

goo

d ta

ste.

Fem

ale

(62)

3.80

650.

8653

6.Fo

od a

nd B

ever

ages

off

ered

at

the

plac

eM

ale

(172

)3.

4535

0.87

40–0

.127

10.

1470

–0.8

646

Acc

epte

dof

sta

y ar

e hy

gien

ic.

Fem

ale

(62)

3.58

061.

0330

7.Fo

od a

nd b

ever

ages

off

ered

in

the

city

Mal

e (1

72)

3.54

070.

8608

–0.1

367

0.10

76–1

.270

Acc

epte

dm

arke

t ar

e of

goo

d ta

ste.

Fem

ale

(62)

3.67

740.

6720

8.Fo

od a

nd b

ever

ages

off

ered

in

city

’sM

ale

(172

)3.

4128

1.00

78–0

.232

40.

1222

–1.9

01A

ccep

ted

mar

ket

are

hygi

enic

.Fe

mal

e (6

2)3.

6452

0.74

87

9.Pr

ice

of f

ood

outs

ide

the

plac

e of

sta

yM

ale

(172

)3.

3023

0.96

81–0

.149

30.

1470

–1.0

156

Acc

epte

dis

fai

r in

Agr

a.Fe

mal

e (6

2)3.

4516

1.00

29


Tabl

e 10

: A

ttit

ude

of L

ocal

Peo

ple

Tow

ards

Vis

itor

s

Gen

der

Mea

nS

DM

ean

Sta

nd

ard

Z-V

alue

5% L

evel

of

Dif

fere

nce

Erro

r (

Dif

f/SE

)Si

gnif

ican

ceH

o is

1.Pe

ople

of

Agr

a ar

e cu

ltur

ed a

nd c

ivili

zed.

Mal

e (1

72)

3.62

790.

8590

0.04

70.

1268

+0.

373

Acc

epte

d

Fem

ale

(62)

3.58

060.

8598

2.Ta

xi a

nd a

uto

driv

ers

try

to e

xplo

it t

heM

ale

(172

)3.

4244

1.05

97–0

.027

0.19

62–0

.138

Acc

epte

dto

uris

ts.

Fem

ale

(62)

3.45

161.

4105

3.Sh

op-o

wne

rs a

nd v

endo

rs t

ry t

o ex

ploi

tM

ale

(172

)3.

3488

1.13

19–0

.248

0.18

61–1

.332

Acc

epte

dth

e to

uris

ts.

Fem

ale

(62)

3.59

681.

2989

Tabl

e 9:

San

itat

ion

an

d C

lean

lin

ess

Gen

der

Mea

nS

DM

ean

Sta

nd

ard

Z-V

alue

5% L

evel

of

Dif

fere

nce

Erro

r (

Dif

f/SE

)Si

gnif

ican

ceH

o is

1.T

here

is

good

san

itat

ion

and

clea

nlin

ess

Mal

e (1

72)

3.23

260.

9694

–0.3

319

0.15

39–2

.156

5R

ejec

ted

in t

he s

tree

ts o

f A

gra.

Fem

ale

(62)

3.56

451.

0654

2.T

here

is

suff

icie

nt c

lean

lines

s an

dM

ale

(172

)3.

5291

0.88

14–0

.196

70.

1502

–1.3

095

Acc

epte

dhy

gien

e at

the

pla

ce o

f st

ay.

Fem

ale

(62)

3.72

581.

0584

3.W

ater

is

drin

kabl

e an

d hy

gien

ic i

n A

gra.

Mal

e (1

72)

3.09

301.

1661

–1.0

199

0.12

57–0

.811

3A

ccep

ted

Fem

ale

(62)

4.11

290.

7037

4.A

gra

is f

ree

from

mos

quit

oes.

Mal

e (1

72)

3.01

161.

1496

–0.3

594

0.17

30–2

.077

4R

ejec

ted

Fem

ale

(62)

3.37

101.

1767


Tabl

e 10

(C

ont.

)

Gen

der

Mea

nS

DM

ean

Sta

nd

ard

Z-V

alue

5% L

evel

of

Dif

fere

nce

Erro

r (

Dif

f/SE

)Si

gnif

ican

ceH

ois

4.B

egga

rs s

houl

d be

rem

oved

fro

m a

reas

Mal

e (1

72)

3.65

701.

0672

–0.7

140.

1571

–4.5

44R

ejec

ted

near

by t

he m

onum

ents

and

tou

rism

dest

inat

ions

.Fe

mal

e (6

2)4.

3710

1.05

94

drivers’ and ‘exploitation by shop owners’. The difference betweenthe perception of male and female tourists is significant for thevariable, ‘removal of beggars’.

ConclusionThe only type of tourism that has really been part of India’s life is‘cultural tourism’ since India is a country with a distinct emphasison religion and culture. Agra has a rich historical background, whichis amply evident from the numerous historical monuments in andaround the city. It has nine centrally protected monuments by ASI:(1) Taj Mahal; (2) Red Fort; (3) Sikindra; (4) Fatehpur Sikiri;(5) Akbar’s Tomb; (6) Mariam’s Tomb; (7) Itimad-ud-Daula;(8) Ram Bagh; and (9) Mehtab Bagh. Of these, Taj Mahal, AgraFort and Fatehpur Sikri are among UNESCO’s World Heritage Sites.

The National Tourism Policy of India (2002) has taken intoconsideration seven key aspects to promote tourism in the country,viz., Swagat (welcome), Suchana (information), Suvidha(facilitation), Suraksha (safety), Sahayoga (co-operation),Samrachana (infrastructure development) and Safai (cleanliness).The perception measurement statements (Part 3 of questionnaire)are designed in such a way that it covers nearly all the majorfactors which are a big concern for tourists and affect theirperception, including the above seven key aspects. The studyreveals that the medium or source through which tourists gainawareness about any tourist destination (i.e., media, friends,teachers, etc.) is influenced by a few demographical factors. Thestudy concludes that factors like age, education and family incomeof tourists have an influence on the sources of knowledge aboutAgra. Whereas, gender, marital status and occupation of thetourists do not have any influence on the sources of knowledgeabout Agra. At the same time, only gender of the tourists influencesthe duration of their stay in Agra. The study further analyzes thedifference between the perception of male and female tourists withZ-test. It recognizes that tourists of different genders may havedifferent perceptions for the same variable at the same time. Theresearch concludes that for most of the factors, perceptions ofmale and female tourists are same, but for the remaining factors,the perceptions are different. For example, the perception of maleand female tourists are same/not significantly different for variables,‘availability of bank’s ATM’, ‘medical help’, ‘safety and securityoutside the place to stay’, ‘availability of hotel accommodation’,


‘taste of food and beverages’, ‘cleanliness and hygiene at the hotel and hygiene of water’,‘culture of people’, ‘exploitation by taxi drivers’, ‘exploitation by shop owners’, etc.Whereas perception of male and female tourists are not same or significantly differentfor the variables, ‘availability of tour guides’, ‘fairness of transport facility’, ‘sufficiencyof parking facility’, ‘fairness of telecommunication facility’, ‘availability of safety andsecurity at the place of stay’, ‘room services’, ‘humbleness of hotel staff ’, ‘sanitation andcleanliness in the streets’, and ‘removal of beggars’.J

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Appendix

A Study of Cultural Tourist’s Perception of Agra (UP)Questionnaire

Part 1: Personal Profile

Please indicate the most appropriate response.

1. What is your gender?

a. Male b. Female

2. What is your age (years)?

a. <20 b. Between 21-40

c. Between 41-60 d. >61

3. What is your marital status?

a. Married b. Unmarried

4. What is your education?

a. School b. Undergraduate

c. Postgraduate d. Others

5. What is your family’s annual income ( )?

a. <100,000 b. 100,000 -300,000

c. 300,000-500,000 d. >500,000

6. What is your occupation?

a. Service b. Business

c. Student d. Others

Part 2: Trip to Agra

7. How did you come to know about Agra/Sources of knowledge about Agra?

a. Media Advertisement/News b. Friends

c. Family/Teachers d. Others

8. What is your duration of stay in Agra?

a. < 1 day/24 hours b. 2-4 days

c. 5-7 days d. > 7 days

Part 3The following statements relate to your opinions regarding various tourism-relatedfeatures which may affect your perception of Agra. Please show the extent to which youthink Agra offers the features given in the statements. If you feel a feature is not atall present in Agra, tick the number 1. If you feel a feature is absolutely available inAgra, tick 5. If your feelings are less strong, tick one of the numbers in the middle.


Monuments and Places ofTourist’s Attraction

9. Historical monuments are wellpreserved in Agra.

10. Leisure and recreationalfacilities are available attourist’s places in Agra

11. Information boards mentioningthe history and importance ofmonuments/places are availableat the monuments.

12. Tour guides are easily availableat the monuments of Agra.

13. Tour guides are knowledgeableand friendly.

Infrastructure

14. ATMs and banks/moneyexchangers are easily availablein Agra.

15. Transport facility is good inAgra.

16. Enough space for parking isavailable at the tourist placesin Agra.

17. Telecommunication facility isgood in Agra.

18. Medical help can be easilyaccessed in Agra in case ofemergency.

19. There is enough security andsafety at the places of stay inAgra.

20. There is enough security andsafety outside the places ofstay in Agra.

StronglyDisagree

(1)

Disagree(2)

Neutral(3)

Agree(4)

StronglyAgree(5)

Statements

Appendix (Cont.)


Appendix (Cont.)

StronglyDisagree

(1)

Disagree(2)

Neutral(3)

Agree(4)

StronglyAgree(5)

Statements

Accommodation and Food

21. Hotel accommodation/place ofstay is easily available in Agra.

22. Room facility and services areexcellent at the place of stay/hotel.

23. Hotel staff is polite andcourteous.

24. Fee of accommodation is fair atAgra.

25. Food and beverages offered atthe place of stay/hotel are goodin taste.

26. Food and beverages offered atthe place of stay/hotel arehygienic.

27. Food and beverages offeredoutside the place of stay/city’smarket and restaurants are goodin taste.

28. Food and beverages offeredoutside the place of stay/city’smarket and restaurants arehygienic.

29. Price of food outside the placeof stay is fair in Agra.

Hygiene and Sanitation

30. There is good sanitation andcleanliness in the streets ofAgra.

31. There is sufficient cleanlinessand hygiene at the place of stay/hotel.

32. Water is drinkable and hygienicin Agra.


StronglyDisagree

(1)

Disagree(2)

Neutral(3)

Agree(4)

StronglyAgree(5)

Statements

Appendix (Cont.)

33. Agra is free from mosquitoes.

34. People of Agra are cultured andcivilized.

35. Taxi and auto drivers try toexploit the tourists.

36. Shop-owners and vendors try toexploit the tourists.

37. Beggars should be removed fromareas nearby the monumentsand tourism destinations/beggarnuisance should be controlled.

Reference # 03J-2013-11-03-01

Reproduced with permission of the copyright owner. Further reproduction prohibited withoutpermission.

A Study of the Factors Influencing Cultural Tourists’ Perception and Its Measurement with...

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