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Assessing User Experience and E-Service Quality of the UP Tourism Website

In: Proceedings of the International Conference on Innovation and Regenerative Trends in Tourism and Hospitality Industry (IRTTHI 2024)

Author

Listed:
  • Upasana Saxena

    (Amity University, Assistant Professor)

  • Sujay Vikram Singh

    (Banaras Hindu University, Senior Research Fellow)

  • Himanshu Shekhar

    (Indira Gandhi National Tribal University, Research Scholar)

  • Rohit Borilkar

    (Indira Gandhi National Tribal University, Assistant Professor)

Abstract

Flow Theory, Destination Management Organisation, E-Service Quality. The emergence of the COVID-19 pandemic, tourists have developed a heightened attention to detail when it comes to choosing secure travel destinations, placing considerable reliance on digital resources. In order to improve user experience and reach a wider audience, this study set out to evaluate the content, value, and engagement of the Uttar Pradesh Tourism website. The study looked at the website’s use of consumer engagement tools using flow theory. Questionnaires were used to gather data from 300 participants, and Principal Component Analysis and Multiple Regression Analysis were used to analyse the results. The study pointed out flaws in the website and suggested fixes to entice people to visit the government website instead of private platforms while looking for travel-related information. By making sure that important travel-related information was easily accessible, it also sought to increase consumer pleasure. In examining how Web 5.0 affects travel planning, the study brought attention to the growing power of destination marketing operators (DMOs) and attempted to bridge the gap in services provided by public and private organisations in an effort to drive more people to the official government tourism website.

Suggested Citation

  • Upasana Saxena & Sujay Vikram Singh & Himanshu Shekhar & Rohit Borilkar, 2024. "Assessing User Experience and E-Service Quality of the UP Tourism Website," Advances in Economics, Business and Management Research, in: Manish Sharma & Ajit Kumar Singh & Pankaj Tyagi (ed.), Proceedings of the International Conference on Innovation and Regenerative Trends in Tourism and Hospitality Industry (IRTTHI 2024), pages 203-213, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-437-2_14
    DOI: 10.2991/978-94-6463-437-2_14
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