An Empirical Analysis of Tourism Demand and Tourist Behaviour in Shivamogga District, Karnataka, India

Abstract

Being one of the fastest growing sectors, tourism, being an important service industry sector plays a crucial role in economic development, job creation and regional development. Shivamogga district of Karnataka popularly termed as "Gateway to the Western Ghats" holds considerable potential in nature, adventure and cultural tourism. However, few studies have been conducted on tourism demand and tourist behaviour at the district level. Hence, the present study examines tourism demand and tourist behaviour in Shivamogga district with special reference to tourist socio-economic attributes and tourist expenditure pattern. The study uses primary and secondary data for the analysis. Primary data was collected from 153 respondents with a structured questionnaire and secondary data was collected from different government publications, journals and different reports. Descriptive analysis and OLS (Ordinary least squares) regression analysis are used in the analysis and to find the relationship between income, tourism demand and tourist expenditure behaviour. It is observed that tourists belong mostly to young age group and low to middle income groups visit Shivamogga and prefer nature and adventure tourism. It also shows a significant positive relationship between income level, tourism demand and tourist expenditure pattern. It also showed that improper transport and accommodation facilities in the district negatively impact tourist experience and tourism development. Despite, strong visit again intention and tourist positive perception toward the district indicates tourism potentiality of Shivamogga district. The conclusion suggests that improving infrastructure, enhancing digital marketing and offering package deals in the lower price category could improve tourism demand for Shivamogga district.