Unveiling the Allure: Exploring Factors of Destination Attractiveness of Krishna Circuit

This study develops a Destination Attractiveness Index (DAI) to assess the perceived attractiveness of key pilgrimage and cultural destinations within the Krishna Circuit, including Vrindavan, Mathura, Barsana, Gokul, Nandgaon, Jaipur, Nathdwara, Sikar, and Kurukshetra. Using data collected from 1,321 respondents, the study applies Impact Directional Analysis (IDA) to aggregate and analyze perceptions of destination appeal across multiple dimensions. The findings reveal that spiritual ambiance, cultural heritage, and infrastructure significantly influence perceived attractiveness. The aggregate IDA value of 3.861 reflects moderate to high attractiveness across the circuit. The index offers a practical framework for destination managers and policymakers to monitor, compare, and enhance tourism experiences over time. Recommendations are made for future studies to incorporate multi-stakeholder perspectives and seasonal variations for more comprehensive insights.