The expectations and satisfaction of Hindu pilgrims in north-west India – the case of the

The aim of this paper is to evaluate expectation and satisfaction of Hindu pilgrims at Naina Devi Shrine situated in the north-western Indian state Himachal Pradesh. This has been done following the Expectancy Disconfirmation Theory. There are twnety attributes under eight different aspects selected for the measurement of expectation and satisfaction of pilgrims. This study also provides a picture of the demographic profile of the pilgrims to the site. Results revealed that out of twenty attributes, eleven attributes emerge at the ‘satisfied’ level, five at the ‘indifferent’ and four at the ‘dissatisfied’. Furthermore, the overall satisfaction levels of visitors were at moderate levels although the possibility of revisiting the destinations is low, recommending the destinations to others was high. The result of the study emphasized the necessity of improving appropriate entertainment activities, upgrading the cleanliness hygiene and sanitation situation, and reconstructing the prices charged for accommodation and souvenirs items which leading to the destinations in order to enhance the satisfaction of pilgrims. The findings of this research may be useful in developing policy and undertaking promotional measures for intensifying pilgrimage tourism sector in the area.