Examining the Challenges Faced by Local Government Officials in Tourism Destination Image Building; A Case of Manipur, India

The tourism industry is a cooperative strategy for the growth of a state as it generates employment opportunities in a multitude of sectors. However, officials of the Manipur government have faced challenges while implementing policies, hindering the development of crucial sectors for building a tourism destination. This study aims to examine the challenges faced by local government officials in building tourism destinations by considering the development of the attributes of attractions and accessibility. This study is both exploratory and descriptive in design, and SPSS version 27 is employed for data evaluation. The findings have identified challenges regarding diversifying tourist attractions, adding entertainment activities, and expanding connectivity, as well as the lack of availability of facilities and services. According to the analysis, the alternate hypothesis is accepted, indicating that there is a significant relationship between the development of attractions and accessibility with destination building. Government officials can use the suggestions provided in this study in their managerial processes. If the government could mitigate the mentioned challenges, the tourism industry, along with other sectors, could grow equally, enabling Manipur's tourism to expand and uphold peace throughout, ensuring a sense of belongingness, providing employment opportunities, and upgrading livelihoods in host communities.