EVALUATION OF TOURIST PREFERENCES FOR MUMBAI AS A TOURIST DESTINATION: USING A CONJOINT ANALYSIS APPROACH

This study evaluates tourist preferences for Mumbai, aiming to understand the factors influencing tourist decisions. Through a literature review, the research highlights the importance of cultural, historical, and entertainment offerings that attract millions of tourists annually. Using conjoint analysis, the study identifies key attributes like entertainment, transport systems, and culinary offerings as influential in shaping the overall tourist experience. Results show tourists prioritize outdoor activities and efficient public transport, particularly metro services, for convenience and reliability. The preference for local cuisine, especially Indian dishes, further reflects the importance of authentic experiences. The study’s findings provide valuable insights for destination managers and marketers to enhance tourist satisfaction by focusing on entertainment and cultural experiences. The research concludes with practical recommendations for improving transportation infrastructure and local attractions to boost Mumbai’s competitiveness as a tourism destination.