From pilgrimage to policy: actionable strategies for sustainable religious tourism in India

Purpose This study aims to evaluate service quality at Kedarnath and Baidyanath Dham, identifying key management challenges such as overcrowding, infrastructure gaps, accessibility issues, and commercialization. By integrating quantitative and qualitative methodologies, the research assesses pilgrim experiences and site sustainability. Drawing insights from global best practices, it proposes strategic interventions for improved crowd management, transparent pricing, and enhanced accessibility. The findings provide actionable recommendations for policymakers, temple authorities, and tourism stakeholders, ensuring a balanced approach to pilgrimage tourism. Ultimately, the study seeks to preserve the sanctity of these sacred sites while promoting sustainable, equitable, and well-managed religious tourism. Design/methodology/approach This study uses a mixed-methods approach, combining quantitative surveys and qualitative interviews to assess service quality at Kedarnath and Baidyanath Dham. A structured questionnaire measures the service quality perceptions of tourists. In-depth interviews with temple authorities, local vendors, and tourism officials provide contextual insights into management challenges. Comparative analysis with global pilgrimage sites highlights best practices for sustainable development. Statistical tools like gap analysis help interpret findings, leading to evidence-based recommendations for enhanced pilgrimage experiences. Findings The study highlights significant service quality gaps at Kedarnath and Baidyanath Dham, particularly in infrastructure, cleanliness, and crowd management. Pilgrims express high spiritual satisfaction but face challenges due to inadequate facilities. Assurance and tangibles emerge as key determinants of service quality. Stakeholder perspectives emphasize the need for better governance, sustainable tourism practices, and digital interventions. Comparative insights suggest that integrating modern amenities with traditional pilgrimage experiences can enhance overall satisfaction, ensuring a more seamless and fulfilling journey for devotees. Originality/value The study contributes to the growing discourse on pilgrimage tourism by offering actionable insights, aligning with the works of Singh and Bhuyan (2024). While previous research has primarily focused on theoretical frameworks, this study bridges the gap by integrating qualitative and quantitative perspectives, emphasizing practical implications for destination management. Unlike existing literature, it highlights service quality gaps specific to Kedarnath and Baidyanath Dham and provides a stakeholder-driven approach to sustainable improvements.