Abstract:

To create effective marketing strategies for Heritage Destination in the tourism industry, an in depth knowledge of tourists is crucial. The aim of this study is to measure tourist satisfaction of the highly trafficked destination of the World Heritage Site of Ajanta Caves in Aurangabad (Maharashtra, India). Primary data was collected from 100 tourists (foreign & domestic tourists) visited Ajanta caves in the month of January 2020 using questionnaire. Data Analysis was done by using independent sample t-test and descriptive statistics. The findings of the study suggested that tourists were strongly satisfied with the appealing monument, facilities at the monument, scenic beauty of Ajanta caves and conservation of the monument. On the contrary tourists were let down with the accessibility & connectivity. It was also observed that there is no significant difference between satisfaction of foreign tourists and domestic tourists. Further researcher has come up with the suggestions for the destination planners and promoters to improve tourists footfall at the destination.

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