Towards a Regenerative Future

Abstract

This study employs an exploratory design with a quantitative approach to analyze the impact of service quality on tourist satisfaction and revisit intention in Rajasthan. Data was collected from 600 valid responses from domestic and international tourists across ten cities in Rajasthan using a pre-tested questionnaire. Exploratory factor analysis with Varimax rotation identified eight dimensions influencing service quality in Rajasthan's tourism industry: accommodation, people/staff, transportation, travel environment, amenities, cuisine, attraction, and cleanliness. Regression analysis revealed significant impacts of all variables on tourist satisfaction and revisit intention (p<0.05), except for accommodation, people/staff, transportation, and cleanliness, which were not significant on revisit intention (p>0.05). The findings contribute to understanding the relationship between service quality, satisfaction, and revisit intention, offering insights for future research and aiding policymakers and stakeholders in improving service quality at tourist destinations in Rajasthan.