Comparative Examination of Destination Competitiveness using Importance-Performance Analysis (IPA) Matrix: A Case of Domestic Tourist in Lucknow and Ayodhya, Uttar Pradesh, India

Abstract

This research study evaluates the tourism competitiveness of two prominent destinations in Uttar Pradesh, India—Ayodhya and Lucknow—by employing the Importance-Performance Analysis (IPA) matrix. The study focuses on identifying key destination attributes and tourist services that influence the overall satisfaction and competitiveness of these cities. Data was collected through self-administered questionnaires distributed among domestic tourists, who rated the importance and performance of various destination factors on a five-point Likert scale. The findings highlight significant areas for improvement, including infrastructure, accessibility, hospitality, and branding, which were found to be underperforming despite being highly important to visitors. Comparative analysis of both cities reveals specific strategic priorities for each destination. For Ayodhya, the focus should be on enhancing destination branding and expanding tourist activities, while Lucknow must emphasize cultural promotion and special events. The study offers practical recommendations for tourism management agencies, both governmental and private, to address these challenges, aiming to improve tourist satisfaction and bolster the long-term competitiveness of both cities. This analysis serves as a valuable framework for guiding future tourism development efforts in Ayodhya and Lucknow.