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Intention To Revisit The Chariot Festival (Ratha Yatra): An Experience Economy Approach, Prakash Chandra Dash Dr., Mrutyunjay Dash Dr., Chandrakanta Sahoo Dr.
Intention To Revisit The Chariot Festival (Ratha Yatra): An Experience Economy Approach, Prakash Chandra Dash Dr., Mrutyunjay Dash Dr., Chandrakanta Sahoo Dr.
International Journal of Religious Tourism and Pilgrimage
The present study addresses visitors’ experiences at the world-famous Chariot Festival - Ratha Yatra - which is held every year at Shri Kshetra, Puri Dham in the state of Odisha, India. Empirical evidence is used to analyse how each of the experience dimension affects the overall event and to assess the likelihood of revisiting. In order to develop a conceptual framework for the study, a thorough review of the literature was conducted. The conceptual framework was then tested using a quantitative approach, in which data were gathered from a convenience sample of 295 respondents using a self-administered questionnaire. Finally, Structural …