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Tourist Guides’ Perspectives Of Demarketing The Taj Mahal, Snigdha Kainthola Ms, Pinaz Tiwari Ms, Nimit R. Chowdhary Dr
Tourist Guides’ Perspectives Of Demarketing The Taj Mahal, Snigdha Kainthola Ms, Pinaz Tiwari Ms, Nimit R. Chowdhary Dr
International Journal of Tour Guiding Research
A UNESCO world heritage site since 1983, the Taj Mahal, located in the city of Agra in India is an important contributor to tourism in India. In the year 2018 alone, approximately 280 million tourists visited the monument. However, the popularity of the site has several negative impacts such as yellowing of the structure, pollution and overcrowding which endangers this built cultural heritage. Due to this, the Archaeological Survey of India (ASI), which is the national authority entrusted with managing heritage sites, has initiated steps to check overcrowding in the Taj Mahal. One of the widely adopted strategies is demarketing. …