The analytical hierarchical process (AHP) approach to study the tourist choice behavior in rural southern India: Promoting responsible tourism practices

The primary objective of the study is to evaluate the prioritization of the services marketing mix and compare the outcomes between first-time and repeat visitors in selecting a rural destination. Six rural tourism destinations were selected from four different southern states of India. Approximately 512 respondents consisting of 292 first-time visitors and 220 multiple-time visitors participated in a questionnaire survey carried out from May 2023 to October 2023. Multicriteria method, Analytical Hierarchy Process (AHP) is applied to examine the prioritisation of services marketing mix components and ranking is done concerning the reason behind choosing a particular rural destination. The present study reveals that many new visitors favor rural tourist locations due to their affordability and variety of experiences. In addition, repeat visitors also choose rural areas based on the native resident’s attitude, customer service, cultural orientation, training, language proficiency, information and communication processes and facilities and services. Efficient marketing is important for promoting tourism in rural destinations and increase the arrival of tourists . The article also proposes the adoption of responsible tourism practices, which are essential for protecting cultural assets and ensuring that local populations get fair and equal benefits from tourism. The research also provides significant insights to destination management firms on the formulation of services marketing mix strategies, policy choices, and initiatives aimed at expanding rural tourism in India.