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  • Evaluating the Temple Administrative Quality (TAQ) Model for Char Dham in the Indian Subcontinent: A User-Generated Content (UGC) Analysis from TripAdvisor
  • https://doi.org/10.21203/rs.3.rs-8617507/v1Copy DOI Icon

Evaluating the Temple Administrative Quality (TAQ) Model for Char Dham in the Indian Subcontinent: A User-Generated Content (UGC) Analysis from TripAdvisor

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Abstract

Abstract The Char Dham, the four sacred abodes of Lord Vishnu, hold profound religious and mythological significance, attracting millions of Hindu pilgrims across the Indian subcontinent. Despite its spiritual prominence, the Jagannath Temple in Puri has recorded a substantial number of negative visitor reviews from September 2016 to May 2022. This study aims to analyze and interpret the critical feedback from TripAdvisor, focusing exclusively on poor and terrible ratings to identify service gaps and enhance the quality of pilgrimage experiences. Out of 2,842 available reviews, only the most negative ones were considered to develop a Temple Administrative Quality (TAQ) model based on user-generated content (UGC). The model, designed for all four Char Dham sites, places special emphasis on Jagannath Temple, which reported the highest number of negative reviews over the past decade. The study integrates extensive literature reviews, official temple website analyses, and TripAdvisor UGC to construct the TAQ model. Its accuracy, precision, and sensitivity were tested using a confusion matrix. Findings underscore the need for differentiated pilgrimage tourism planning, recognizing distinctions among domestic and international tourists, pilgrims and leisure travelers, and spiritual versus cultural visitors. Notably, spiritual devotion often outweighs service shortcomings, fostering a tolerant attitude among pilgrims. JEL Classification: L83, M10, L15

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