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Factors Affecting Visitors Satisfaction: An Empirical Study on the Paharpur Buddha Vihara, Naogaon, Rajshahi


Sazu Sardar1*, Md. Enayet Hossain2, Md. Ikbal Hossain3, and Md. Shakibul Shaheen4


1&2Dept. of Tourism and Hospitality Management, University of Rajshahi, Rajshahi, Bangladesh; 3Dept. of Marketing, University of Rajshahi, Rajshahi, Bangladesh; and 4Dept. of Brand Management, PRAN-RFL Group, Bangladesh. 

*Correspondence: sazu.thm@ru.ac.bd (Sazu Sardar, Lecturer, Dept of Tourism and Hospitality Management, University of Rajshahi, Rajshahi, Bangladesh).

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ABSTRACT

With the advancement of the tourism industry, the importance of research on visitor satisfaction has been increasing as of recent years. The prime objective of the current study is to explore the factors influencing visitor satisfaction from the perspective of archaeological sites, in Bangladesh. A thorough and well-constructed research design is administered to analyze 200 data collected from the visitors having experience in visiting Paharpur Buddha Vihara. From the data, we conducted an extensive analysis to find out the main factors which influence visitor satisfaction. It is recognized that there are some essential factors; destination attractions, safety and security, favorable environment, food attraction, and cost at said destination. These factors significantly influence visitor satisfaction. It is expected that the outcome of the study will support the tourism practitioners in planning and development for successful business operations. The paper concludes with some implications and future research directions. 


Keywords: Visitor satisfaction, Archaeological tourism, Empirical study, and Destination sustainability.


Citation: Sardar S, Hossain ME, Hossain MI, and Islam MS. (2020). Factors affecting visitors satisfaction: an empirical study on the Paharpur Buddha Vihara, Naogaon, Rajshahi, Int. J. Manag. Account. 2(4), 61-73. 

https://doi.org/10.34104/ijma.020.061073


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