Title: Temple service quality model for future pilgrimages in Indian sub-continent through user-generated contents (UGC) in TripAdvisor

Authors: Debasish Batabyal; Yashwant Singh Rawal; Pratim Chatterjee; Shatrajit Goswami

Addresses: Amity University, Kolkata, West Bengal, 700135, India ' Parul Institute of Hotel Management, Parul University Gujarat, Vadodara, Gujarat, 391760, India ' Amity University, Kolkata, West Bengal, 700135, India ' Maulana Abul Kalam Azad University of Technology, Kolkata, West Bengal, 700091, India

Abstract: Several thousand years old 12 holy radiant pillars (or Jyotirlings) circuit, comprising 12 temples, represents the most sacred Hindu pilgrimage with immense religious and mythological values in the Indian sub-continent. This paper designs and projects a temple service quality (TSQ) model based on user-generated content (UGC) from TripAdvisor for all these 12 sacred sites with a special emphasis on the Kashi Vishwanath temple in Varanasi. This Kashi Vishwanath temple registers maximum negative reviews all over a decade. The TSQ model is exhibited through these extensive reviews of research literature, official temple websites, and user-generated content (UGC) in TripAdvisor. The accuracy, precision, and sensitivity of the model have been tested through a confusion matrix retrieved from UGC in TripAdvisor.

Keywords: 12 Jyotirlings; TripAdvisor; confusion matrix; TSQ; temple service quality; UGC; user-generated content; pilgrimage tourism.

DOI: 10.1504/IJTA.2023.130849

International Journal of Tourism Anthropology, 2023 Vol.9 No.2, pp.113 - 135

Received: 27 Jan 2022
Accepted: 14 Dec 2022
Published online: 12 May 2023 *

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