Dr. Isha Kaur Rakhra
(Faculty Member, Department of Business Administration, Awadesh Pratap Singh University, Rewa)
Dr. Brijesh Awasthi
(Adjunct Professor, Poornima University, Jaipur, Rajasthan, India.) awasthibrijesh@gmail.com
ABSTRACT
The purpose of the hand study is to make known the tourism information in Indian websites to deepen the potential tourists in Indian territory. Tourism is one of the most popular industry today. Millions of tourists travel worldwide for different activities including offbeat destinations i.e. in search of new or unexplored destinations, exploring culture, visiting pilgrimage sites, places of historical importance is one of the major attraction in Indian tourism and wellness tourism nowadays is the most popular type of tourism. The sample is drawn for the study from the different Indian tourism websites of India. Content analysis on the basis of User Variables (Offbeat, Culture, Pilgrimage, Wellness, Historical) and DICTION Variables (Activity, Optimism, Certainty, Realism, Commonality) is undertaken with the help of DICTION software 7.1.3. Optimism and Pilgrimage variables are strongly related as per Tourism is concerned. A significant regression equation was found between culture and commonality (Culture = – 9.591 + 0.947 * commonality). The model is significant to predict the impact on dependent variable (Pilgrimage) by independent variables (North Zone, East Zone, South Zone and Optimism). The discursive use of creative language in the form of activity scores does not have a significant impact on the website content of historically important tourism destinations. Pilgrimage plays key role and found that Pilgrimage content in eastern Region is significantly less than the Pilgrimage content in western Region and Historical content in Northern region is significantly more than the historical content in eastern region. In the end It is observed that offbeat content is comparatively very low in the websites as compared to different tourism types.
Keywords: Offbeat, Cultural, Historic, Wellness, Pilgrimage, Tourism.
INTRODUCTION
Tourism has become a desideratum of todays’ hard-pressed world. Tourism is an elucidation of leisure-pleasure, loll, merriment, fun, traverse, experiencing new insights, get a break from the work and most important spending time with ourselves or with our loved ones. As in this global technological world humans had quicken a life connected with virtual reality, so tourism gives human a break with mobile phones and internet. withal hand-pick a destination or any consumer durable item we have developed a proclivity to “GOOGLE IT” . Almost everyday in our lives we discern the word google it and when it comes to opt the best destination as per our choices either we rely upon WOM(word of mouth) or we try to explore by ourselves by visiting to the concerned websites. The internet is the major source of information about Tourist destination information in the major markets (Dasgupta, 2011). Other than internet Word-of mouth, Tourism department publications like travel brochure, PR effort in print media, and in electronic media, professional sources (like tour operators etc.) and cognitive wisdom of the Tourists (Unknown) are other sources of information. During my research period I have come across the influence of ICT which includes all the medium of communication, exchanging information either through Internet, Television, Radio or any readable means, it was found that there is a significant difference in the perception of tourist towards the role of ICT in tourism industry when males and females are compared, male respondents are found to be more techno savvy as compared to females in Indian context.
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LITERATURE REVIEW
Qirici, Theodhori, & Elmazi discovered the answer for a very basic question which comes to majority of the masses minds i.e. What are doable sources of ballooning in tourism? Possible answers include increasing the share of the sector, in particular the ratio of consumer expenses on tourism services and products (1) Increasing the relative market share of a region vis a vis other regions. (2) Moreover the proliferation of ICT in tourism has facilitated the growth of related employment in the ICT sector. The reflection on business models addresses all issues to some degree: the focus on value propositions highlights the attractiveness of tourism products to consumers. As little data are available the paper has focused on unscientific evidence and strategic reasoning.
Hussein, Ennew, & Kortam (2012), According to them web adoption is specifically defined as the ownership of a website to communicate and deliver travel services to a target market. The levels of adoption represent the different levels that SMEs go through in their adoption process starting with not owning a website to being a simple adopter to being a sophisticated adopter. Travellers mostly take a overview by going through the websites so that they may reach their needed destination. These destinations could be offbeat or unexplored, cultural, historic, wellness, pilgrimage in nature. As researchers even emphasised upon the importance of websites from sellers’ point of view which cannot be overlooked. Tourists whether Domestic or Inbound come to explore the places with ease, hence these web-based information helps to draw a rough draft in Tourists’ mind.
The information-intensive nature of the tourism industry suggests an important role for the Internet and Web technology in the promotion and marketing of destinations. (Doolina, Burgessb, & Cooperc, 2002). The Tourism place has been regularly characterized in the travel literature as a remote, rugged, verdant, scenic, undeveloped, and somewhat offbeat destination infrequently visited by tourists (Weaver 1991).
The new type of or offbeat tourism Astrotourism it is an activity of travellers wishing to use the natural resource of well -kept nightscapes for astronomy -related leisure and knowledge. This practice has increased in popularity during the past few years, adding value to offbeat tourism destinations offering high quality night skies and astronomical or archaeoastronomical heritage. New kinds of tourism have emerged since the start of the 21st century. More educated and seasoned travellers are demanding knowledge -rich experiences, and the industry perceives the need for specialization as an element of competitiveness (Eduardo, Marín, Jafari ,2014).
Human-being always travel in search of new things even world history has these evidence, Columbus travelled in search of India but found new land America and his legendry contribution by naming the local natives as Red Indians is still impactful. The inferences drawn from the study (Rakhra, 2014-17) states that 80% of the travel agents provide innovative and targeted products to their potential customer. If a traveller is provided with an offbeat destination where he can explore more of the cities, culture, and sightseeing he will be delighted to buy such products. It can be conclude that explorations of little unknown destinations where the ruins of the past are still waiting for the mankind to come and rediscover them and bringing down the cost for an individual, is an Innovative approach for the targeted products. It is always fruitful to serve the tourists with the new taste and variety in the tourism types. Some places are world famous due to its cultural events or festivals which are not conducted anywhere else in the world like La Tomatina in Spain, many Indian festivals also some unexplored destinations are included in the list of offbeat tourism. Sometimes initiative by the government like developing a destination as a tourist sight also add up to the list and nowadays all over the world government are taking several measures to increase tourism of their respected country as tourism increases the economy of the concerned country. It was found during the current study that several websites try to serve and focus on the offbeat tourism sight but it is not very significant and impactful as the content relating to offbeat destinations are found to be very less.
A culture is the arts and other manifestations of human intellectual achievement regarded collectively. The ideas, customs, and social behaviour of a particular people or society. Culture is literature, art, music, paintings, food, festival, handicrafts and so on, each state is enriched with its own beautiful culture which influence others or attracts the people to live that particular culture because watching, understanding and living the thing is real treat for eyes, ears, tongue, nose and of course skin. A culture is the blend of beauty developed by mankind which boost up all our sensory organs.
According to Hughes(2014) Cultural tourism is considered as an entity, though, in practice, it covers a diverse range of activities. He added in the study that tourists are not often segmented according to the importance of culture in their decision to visit a destination. In the study a four-part classification of cultural tourist according to cultural interest and examines this in the context of one element of culture: the performing arts. It is concluded that the current structure of surveys does yet not enable the identification of the classification developed except in the broadest terms. The implications for tourism studies and for marketing of the performing arts are discussed in the study.
Many studies have depicted that this form of tourism can provide benefits to clique residents who share their culture as well as to those visiting the communities. Benefits to the host may include reciprocity, community pride, tolerance, and a stronger sense of ethnic identity (Driver, Brown and Peterson 1991).
Besculides, Lee, McCormick (2002) in their study broach that tourism can have both positive and negative outcomes for residents in communities where sharing and preserving their culture could be seen as conflicting goals. They used the research in benefits-based approach to examine the perceptions of cultural tourism by Hispanic(related to Spain or Spanish-speaking countries, especially those of central and South America) and non-Hispanic residents. Results showed in their research that both groups recognized the merit of living along the byway, Hispanic residents mat together more strongly that it could provide important cultural benefits to residents and showed greater concern for its management to preserve the distinct cultural atmosphere.
Exploring culture tourism by the Tourist does not matters whether Inbound or Domestic, is the key to economic development. The state tourism has vary in their culture, these cultures should be highlighted by the Tourism Development cooperation of the concerned states. Though culture tourism is sort of exploring unexplored or offbeat destinations in form of different festivals, websites should make culture tourism as their USP. It was found during the present study that websites serves an optimal content to the desired Tourists related to cultural Tourism.
Wellness is the state of being in good health, it’s a key for achieving best in life. In today’s hectic world people hardly find time for themselves people try to sort out their health issues with several options prevailing in market. Indian states are well known since years for its old world famous Ayurveda, Tourists across globe travel to feel the goodness of Wellness Tourism in the country.
Wong, Velasamy, Arshad (2014), the authors discussed about the growth of global medical tourism in the recent years. They summed up that these destinations had spurred the interest of many governments to join in the trend, particularly from Asia. In their study they have used the SWOT analytical model, and their work provides pertinent comparative analysis of the medical tourism destinations here being Malaysia, Thailand, Singapore and India. They annex further that each destination possesses its own value propositions to convince the demands of medical tourists.
Chang and Beise-Zee (2013), in their article they seeks to study consumer valuation of the health assistance of a health-promoting destination. These destinations are often attempt to scientifically prove health benefits. It is suggested that health destinations should instead attempt to reflect consumers’ preconceived health beliefs, rather than reform them. The aim is to test the applicability of the expectation-disconfirmation theory to health promoting destinations and to offer recommendations for place marketing of destinations which are positioned as proving health benefits. They concluded that the subjective beliefs of tourists regarding what is healthful are important criteria for tourists to evaluate the health benefits of a destination. In the present study good content related to wellness tourism is found in different states of Indian territory.
Heritage site is a place such as a Building, City, Complex, Desert, Forests, Islands, Lakes, Monuments or Mountains that is listed by the UNESCO (United Nations Educational, Scientific and Cultural Organization) as being of special cultural or physical significance. The individual States (Nations) also list such monuments or sites within the limits of their country, other than the places listed by the UNESCO.
A Historical site is an official location where pieces of Political, Military, Cultural or Social history have been preserved due to their Historical or Cultural Value. Historic sites are usually protected by law and many have been recognized with the official National Historic Sites Status. A historic site may be any Building, Landscape, Site, or a Structure i.e. of local, regional or National Significance.
In India the Pilgrimage Tourism is of unsung importance, the main motto of the Indian people is to went to “TIRATH YATRA” to get the moksha. People in India generally in their old ages went for such Tourism. Each religion in India is enriched with their rituals, customs, culture and GOD. Each religion has a separate Pilgrimage but India is a secular state the Pilgrimage destinations are not confined to their particular followers although every Indian has a strong desire to visit these Pilgrimage destinations once in their life time.
Brown (2016), has explained the experiences of visiting the grave of famous authors, in the study the author highlights the place of literary tourism in the tourism pilgrimage literature. The study is based on observation of visitors to the grave of Jean-Paul Sartre and Simone de Beauvoir in Paris. The research reveals that visitors were motivated by a desire for closeness, a wish to pay their respects and to acknowledge the influence on their life of the two writers. The study notes a strong parallel between the religious and the literary pilgrim and contributes to knowledge on the phenomenon of the secular pilgrimage.
Therefore, it is clear from the above study that how much respectful the felling of devotion for a mankind, how much importance is being given to places related to pilgrimage.
Gupta(1999), the author in the study reveals the importance of religious pilgrimage. She added that pilgrimage have taken place for many hundreds of years without causing the negative environmental, cultural and social impacts associated with tourism. In the study the Common features of pilgrimages are also discussed the researcher added not an excessive burden on the environment; beneficial to local communities; occur at certain times of year only; people carry their own baggage and purchase food, etc. locally; pilgrims are quiet and law-abiding; killing animals or taking from nature is taboo. Some lessons can be learned from these for modern Tourism.
The analysis in the current study also reflects the importance of Indian Pilgrimage tourism destinations.
METHODOLOGY
The sample is drawn from the different tourism websites of Indian states. Content analysis is done using the software DICTION 7.1.3(trial version, the text analysis programme). Tourism is one of the most popular industry today. Millions of tourists travel worldwide for different activities including offbeat destinations i.e. in search of new or unexplored destinations, exploring culture, visiting pilgrimage sites, places of historical importance is one of the major attraction in Indian tourism and wellness tourism nowadays is the most popular type of tourism. Keeping in mind a part from leisure and pleasure activities which purely defines tourism, the present study is focused on the above mentioned variables of tourism and tourist destinations metastasized in all four directions.
DICTION 7 is a computer-assisted text study package for defining the character of a verbal message. DICTION pursuits a passage for five over-all structures as well as thirty-five sub-structures. It can process a variety of English language texts using a 10,000 word corpus and user-created custom dictionaries. DICTION produces reports about the texts it processes and also writes the results to numeric files for later statistical analysis. Output options include raw totals, standardized scores, word counts and percentages, thereby providing the user a variety of ways of understanding the text they have processed (https://www.dictionsoftware.com, n.d.).
The DICTION variables are activity, optimism, certainty, realism and commonality. When open with compare viewer DICTION runs the analysis showing variables with values low and high frequencies. The user working with DICTION should always keep in mind that special characters like ‘&’ are not read by the software hence user should avoid using such special characters this may lead to corruption of the sample project inbuilt in the software. The following table explains the master variables of DICTION software.
Table no.1
Master Variables- Definition and Formula
DICTION’s five master variables–Activity, Optimism, Certainty, Realism and Commonality are collected by standardizing all previous scores, mingled all together via addition and subtraction, and then by adding a constant of 50, to eliminate negative numbers. When these variables are taken together, these five measures provide the most general understanding of a given text.
Five ‘Master Variables’ are built by concatenating these 31 dictionary scores.
| Certainty | Definition | Formula |
| Certainty | Language indicating resoluteness, inflexibility, and completeness and a tendency to speak ex cathedra | [Tenacity + Leveling + Collectives + Insistence] – [Numerical Terms + Ambivalence + Self Reference + Variety] |
| Optimism | Language endorsing some person, group, concept or event or highlighting their positive entailments. | [Praise + Satisfaction + Inspiration] – [Blame + Hardship + Denial] |
| Activity | Language featuring movement, change, the implementation of ideas and the avoidance of inertia. | [Aggression + Accomplishment + Communication + Motion] – [Cognitive Terms + Passivity + Embellishment] |
| Realism | Language describing tangible, immediate, recognizable matters that affect people’s everyday lives. | [Familiarity + Spatial Awareness + Temporal Awareness + Present Concern + Human Interest + Concreteness] – [Past Concern + Complexity] |
| Commonality | Language highlighting the agreed -upon values of a group and rejecting idiosyncratic modes of engagement. | [Centrality + Cooperation + Rapport] – [Diversity + Exclusion + Liberation] |
(source: DICTION 7.1.3)
The user defined dictionary which is developed by the user itself is discussed in the Table no.2
Table no.2
Developing DICTION Dictionaries
The DICTION Dictionary is progressed by plying varied vocabulary regularly used in Tourism Industry. The following table report the words used in the immediate work.
| Tourism Variables | Vocabulary | |
| 1 | Offbeat destination | unexplored, fresh, unique, far-out, uncommon, way-out, oddball, unusual, weird, bizarre, different, new-fangled, unseen, original, raw, unconventional, idiosyncratic, unfamiliar, unmapped, unknown, uncharted, novel, hidden |
| 2 | Cultural | intellectual, artistic awareness, education, cultivation, enlightenment, discernment, discrimination, good taste, taste, refinement, polish; sophistication, urbanity, urbaneness; erudition, learning, letters; belles-lettres “a man of culture”, culinary, cuisine, souvenir, art, festival, craft, food, festival, handicrafts, weaving, woven |
| 3 | Wellness | medical, wellbeing, fitness, robustness, wholeness, shape, verdure, vigour, strength, health, fettle, good health, eudemonia, get up and go, liveliness, energy, spiritedness, vitality, pep, zeal, zest, NATUROPATHY, therapy |
| 4 | Historical | heritage, past, bygone, ancient, old, former, prior, from the past; literary of yore “famous historical figures”, set in the past, inheritance, birth right, patrimony; legacy, bequest, endowment, estate, bequeath; devise, hereditament , traditional, history, background. |
| 5 | Pilgrimage | spiritual, crusade, excursion, non-material, inner, psychic, psychical, psychological; incorporeal, intangible, other-worldly, unworldly, ethereal; transcendent, mystic, mystical, numinous, metaphysical; rare extramundane, immaterial, religious/religion, church, gurudwara, guruparab, temple, tirath, puja |
(use of some Hindi words are undertaken in the dictionary like gurudwara meaning sikh temple, guruparab is sikh festival, tirath is going to religious places and puja means worship of God)
To know how we can generate the idea and work with the content analysis here I have tried to show the different output of different researchers’, clubbed together in the table. The following researchers’ work is not confined to the area of management only, different domains are also undertaken.
Table No.3
Some examples of researchers using DICTION and Content Analysis
| Year of publication | Researchers’ name | Subject of research | Focused work/ research methods |
| 2008 | Jeremy C. Short, Timothy B. Palmer | The Application of DICTION to Content Analysis Research in Strategic Management | The researchers’ sample was drawn from AACSB-accredited schools of business in the United States in 2005. They collected mission statements for 408 schools from the AACSB Web site, allowing a sample constituting 95.1% of the U.S. schools of business accredited. |
| 2010 | Gail Whiteman | “First You Have To Get Outside”: Reflecting on the Ecological Location of Qualitative Research | Time duration for research 2-year (1995-1997), the researcher undertook field work from two local villages as well as a 10-week hunting apprenticeship in the subarctic bush. During Ethnography, detailed interviews with dozens of local people, as well as many informal interviews and conversations was undertaken. The strategy of inquiry was iterative in nature and involved participant-observation, formal and informal interviews, and document analysis. Field notes in the bush were hand-written by the researcher. All interviews were transcribed and analyzed by the researcher using NU*DIST (Non-numerical Unstructured Data Indexing Searching and Theorizing) computer program. |
| 2000 | GAIL WHITEMAN, WILLIAM H. COOPER | ECOLOGICAL EMBEDDEDNESS | The data were derived from an 18-month ethnographic study among the Gree tallymen of eastern James Bay. Data was collected through observation and interview, the researchers followed an iterative design and used a grounded theory approach to theory building. |
| 2003 | CHARLES C. RAGIN, DAVID SHULMAN, ADAM WEINBERG, BRIAN GRAN | Complexity, Generality, and Qualitative Comparative Analysis | The researchers used the Qualitative comparative analysis (QCA) technique for the research purpose. It helps to combine the intensiveness of case-oriented research strategies and the extensiveness of variable-oriented approaches. The researchers analyse data on forty-one villages in southern India reported in Robert Wade’s (1988) comparative study of village wide collective action, Village Republics. |
| 2013 | Emmanuelle Vaast, Elizabeth J. Davidson and Thomas Mattson | TALKING ABOUT TECHNOLOGY: THE EMERGENCE OF A NEW ACTOR CATEGORY THROUGH NEW MEDIA | The researchers’ analytical interest is in this discursive practices, identity claims, and the changing affordances of new media of independent tech bloggers. The analysis of this group, is compared data on independent tech bloggers with data on other types of tech bloggers in the sample. The descriptive comparison of the frequency of discursive practices was derived from the tech blogger postings the data is extracted from Techmeme from September 2005, through September 2008, and randomly selected and coded (1,140 posts). Their research is focused on independent tech bloggers 854 posts, posting on technology firm websites 57 posts and on trade press websites 229 posts. The researchers furthered categorized independent tech bloggers as “Techmeme Leaders” if their posts appeared more than 100 times in the set of roughly 17,500 entries, as “Techmeme Second Tier” if they appeared between 6 and 99 times, and “Techmeme Tail” if they appeared 5 or less times. |
The research work locomoted with the objective how is tourism information pertaining to different types of destinations discursively or rhetorically articulated on websites. For this the content analysis is done by keenly observing the different tourism websites of Indian states. Thereafter the user dictionary in DICTION is developed and research is carried forward. Eventually the sample size is the content of 29 websites of Indian states and Union territories. Cluster sampling is implied and sample is divided into separate groups. Therefore, the tourist destinations are divided on the bases of directions or zone i.e. East, West, North and South so that a clear picture of destinations could be drawn and it can be estimated which zone emphasis on what type of tourists destinations with regard to offbeat, cultural, historical, pilgrimage or is it wellness tourism destinations. Cluster sampling is helpful when mutually homogeneous yet heterogeneous groups are evident in statistical research. For carrying the study further hypotheses are also developed, the hypotheses of the present study are discussed in the results and discussion section of the present study.
RESULTS AND DISCUSSION
Correlation only depicts the relationship between the variables but cannot predict which variable is dependent or independent. Moving furthered with the research objective regression analysis is also carried out to see the relationship between dependent and the independent variables of Tourism and DICTION.
Table No.4
Correlation between DICTION VARIABLES and USER VARIABLES for different Tourism websites of Indian state
| 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | |
| User Variables | ||||||||||
| Offbeat | 1 | |||||||||
| Culture | .280 | 1 | ||||||||
| Pilgrimage | -.067 | .266 | 1 | |||||||
| Wellness | -.039 | .161 | -.170 | 1 | ||||||
| Historical | .080 | .331 | .307 | -.200 | 1 | |||||
| DICTION Variables | ||||||||||
| Activity | .204 | -.132 | -.043 | -.160 | -.323 | 1 | ||||
| Optimism | -.184 | .164 | .601** | .055 | -.187 | -.082 | 1 | |||
| Certainty | .271 | -.195 | .286 | -.356 | .260 | .218 | -.031 | 1 | ||
| Realism | -.218 | .242 | .245 | .012 | -.082 | -.246 | .422* | -.056 | 1 | |
| Commonality | .006 | .345 | .192 | .267 | .201 | .123 | -.105 | .013 | -.275 | 1 |
*p<.05, **p<.01
A Pearson correlation coefficient (2-tailed) was computed to access the relationship between different Tourism variables and DICTION variables. Coefficients below the diagonal represents correlation of total sample (N = 29) with more frequent positive and less negative correlation. Based on the results of the study Optimism and Pilgrimage variables are strongly related as per Tourism is concerned r = .601, p <.01.
Regression is applied where the crunch to analyse relationship between the dependent and various independent variable. To pry which factors are perturbing the DEPENDENT VARIABLES the following testing with the data is conducted. There are six different hypotheses constructed to check the relationship between different dependent and the independent variables.
H1: High descriptions of commonality is related to the description of cultural tourist destinations on websites.
Regression table for H1
| Adjusted R2 :0.086 | |||
| Standard β coefficient | |||
| Model Significance | |||
| DV | Culture | ||
| IV | Commonality | 0.345 | p<0.1 |
A simple linear regression was calculated to predict culture based on commonality. A significant regression equation was found ( F (1, 27) = 3.649, p< 0.1), with an R2 of .086.
Culture = – 9.591 + 0.947 * commonality
The more effective use of commonality in crafting the language for describing the website content of tourism destinations leads to enchantment of effectiveness of the description of cultural tourism destinations. Thus, while describing cultural tourism destinations it may be useful to emphasis harmony, solidarity and togetherness in the websites content.
Cultural content in Eastern Region is significantly less than the Cultural content in Western Region by 0.505 standard deviations times. This is a significant relationship; it is observed that p value of the variable is 0.057 which is less than 10% level of significance. That means model is statistically significant and appropriate to predict the impact on dependent variable (Culture). The Adjusted R2 value is .096, which indicates that all independent variables (North Zone, East Zone and South Zone) together causes 9.6% of variation on Dependent variable (culture). Therefore, it can be interpreted that culture plays pivotal role. The Beta values state that Eastern Zone (β= -.505) is significantly less than the Cultural content in other zones. The other observed values Northern Zone (β= -.193) and South Zone (β=-.351). The beta coefficients can be negative or positive, and have t-value and significance of the t-value associated with each. |
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H2: Emphatic description are related to the website content of pilgrimage tourist destination.
Regression table for H2
| Adjusted R2 :0.290 | |||
| Standard β coefficient | |||
| Model Significance | |||
| DV | Pilgrimage | ||
| IV | North zone | -0.161 | P>0.1 |
| East zone | -0.287 | P>0.1 | |
| South zone | -0.137 | P<0.05 | |
| Optimism | 0.481 | p<0.05 | |
This is an insignificant relationship. the R square value is .290, which indicates that all independent variables (North Zone, East Zone, South Zone and Optimism) together causes 29 % of the variation on Dependent variable (Pilgrimage). It is observed that p value of model is .015 which is less than alpha value 0.05 at 5 % level of significance. That means model is significant to predict the impact on dependent variable (Pilgrimage).
H3: Creative description are related to the website content of historical tourist destination.
Regression table for H3
| Adjusted R2 :0.171 | |||
| Standard β coefficient | |||
| Model Significance | |||
| DV | Historical | ||
| IV | East zone | -0.381 | P<0.1 |
| South zone | -0.387 | P<0.05 | |
| West zone | -0.225 | P>0.1 | |
| Activity | 0.199 | p>0.1 | |
The discursive use of creative language in the form of activity scores does not have a significant impact on the website content of historically important tourism destinations(p>0.1). there is no significant difference between the website content of historical tourism destinations between west and north zone(p>0.1). however, the website content of historical tourism destinations in e4ast zone (β =-0.381, p<0.1) and south zone (β =-0.387, p<0.05) is significantly weaker than the website content of historical tourism destinations in north zone.
H4: Creative description are related to the websites content of wellness tourists’ destinations.
Regression table for H4
| Adjusted R2 :0.100 | |||
| Standard β coefficient | |||
| Model Significance | |||
| DV | Wellness | ||
| IV | East zone | -0.077 | P>0.1 |
| South zone | -0.163 | P>0.1 | |
| West zone | -0.137 | P>0.1 | |
| Activity | 0.127 | p>0.1 | |
We did not find support for the hypothesis that the use of creative language influences the website content of wellness tourism destination (p>0.1). there are no significant differences in the website content of wellness tourism destinations across the zones (p>0.1).
H5: there are significant regional differences in the website content of pilgrimage tourist destination.
Regression table for H5
| Adjusted R2 :0.150 | |||
| Standard β coefficient | |||
| Model Significance | |||
| DV | Pilgrimage | ||
| IV | North zone | -0.464 | p>0.1 |
| East zone | -0.682 | p<0.1 | |
| South zone | -0.328 | p<0.1 | |
Pilgrimage content in eastern Region is significantly less than the Pilgrimage content in western Region by 0.682 standard deviations times. Therefore, it can be interpreted that pilgrimage plays key role. The Beta values state that Eastern Zone (β= -.682) could have lowest pilgrimage content on its website than other regions. The other observed values Northern Zone (β= -.464) and South Zone (β=-.328).
H6: There are significant regional differences in the website content of historical tourist destination.
Regression table for H6
| Adjusted R2 :0.150 | |||
| Standard β coefficient | |||
| Model Significance | |||
| DV | Historical | ||
| IV | East zone | -0.468 | p<0.05 |
| South zone | -0.398 | p<0.05 | |
| West zone | -0.289 | p>0.1 | |
Historical content in Northern region is significantly more than the historical content in eastern region by 0.468 standard deviations times.
| Adjusted R2 :0.037 | |||
| Standard β coefficient | |||
| Model Significance | |||
| DV | Offbeat | ||
| IV | North zone | -0.404 | p<0.1 |
| East zone | -0.093 | p>0.1 | |
| South zone | -0.267 | p<0.1 | |
offbeat content in Western region is significantly more than the offbeat content in Northern region by 0.404 standard deviations times.
CONCLUSIONS
It is observed that offbeat content is comparatively very low in the websites as compared to different tourism types. Hence, the state Tourism Development cooperation should take measures to increase the content not only virtually even in reality. Focus should be moved towards the unexplored, untouched beauty lying in the arms of the state in form of different destinations, culture appealing sites or even calling adventures this will result impactful. Cultural is well defined in the websites but it should emphasis more in the Eastern regions as the content related to Culture is comparatively less as compared to other regions. Pilgrimage is the utmost importance in Indian territory more content related to this should be introduced in the Eastern regions of the country. Historic value of India does not need any promotion it is well known worldwide still North part of the country needs the Historical content in their websites. Indian Tourism is a treasure it should be uplifted and promoted through different means and in today’s global technological world websites are the best way to get the desired outcomes.
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