This empirical investigation focuses on assessing the quality of water and sanitation services provided by hotels located on pilgrimage sites, especially after the COVID-19 pandemic. The study examines the factors that contribute to customers' perception of service quality and the associated hygiene practices implemented by the hotels. Data were collected through personal interaction using the SERVQUAL questionnaire which measures service quality in accordance with five dimensions. It highlights the importance of improving the tangibility of service and increasing empathy between hotel staff and guests, especially in the post-COVID-19 era. The study suggests recommendations for improving the quality of hospitality services and increasing tourist satisfaction. Overall, the study highlights the importance of providing high-quality water and sanitation services at pilgrimage sites, especially in the current context of the pandemic, to ensure that tourists have a positive experience and feel confident in using these facilities.
TopIntroduction
India is rich and diversified in natural, historical, cultural, and spiritual values. Millions of domestic and international tourists travel to India each year to witness its spiritual grandeur and Indian heritage. Hinduism, Buddhism, Jainism, Sikhism, and Sufism are just a few of the countless religions that call India home (Jeganathan & Srinivasulu, 2014). The country has long been a popular destination for pilgrims of all faiths. The development of Indian heritage values has been significantly affected by these centers. In fact, associations with holy or historical sites, figures, or events have contributed significantly to the growth of many well-known tourist destinations, making religion, spirituality, and heritage key travel motivations (Kumar et al., 2020). The growth of pilgrimage and historical tourism is crucial to developing domestic tourism in India. To fully realize this potential, it is required to collaborate with other stakeholders to integrate the development of the selected heritage cities and pilgrimage sites (Yousaf, 2021). Integrated development encompasses all aspects of a city's growth, including planning, such as basic services, economy, livelihoods, community quality of life, and also cleanliness, security, soul-stirring renewal, and outward displays of a city's personality. It goes beyond just the creation and upkeep of a few monuments.
Unlike holiday or leisure tourism destinations, which are predominantly marketed to the segment with a propensity to travel and spend money, religious tourism destinations are not intended for this group. Community involvement in the chosen location/destination is crucial when creating a spiritual tourism package. Furthermore, it is crucial to consider how visitors engage and seek novel experiences while designing modern amenities for religious institutions (David et al., 2022). To pave the way for the growth and promotion of religious tourism in India, it is necessary first to identify the fundamental shortcomings, then the facilitation of services (Yousaf, 2021).
Pilgrimage tourism would mostly draw a different demographic. But the problems are the same: the heritage regions are overcrowded, neglected, and lack essential infrastructure like clean water, sanitary facilities, and roads. Streetlights, signage, and other necessities are absent. In order to ensure a quick pace and successful implementation on the ground, a more systematic strategy for managing the construction of such a city based on tourism infrastructure is also required. Pilgrimage and heritage tourism boost foot traffic in towns and destinations (Jeganathan et al., 2022). Religious/pilgrimage tourism is more of a destination-oriented theme. Rejuvenation through pilgrimage and spiritual augmentation satisfies developments within constrained touristic footprints surrounding the sites (Collins-Kreiner, 2020).
Moreover, city interventions affect several areas, including water supply, sewage, urban development, water body preservation, roads & transportation, urban transit, urban regeneration, and cultural conservation, among others, necessitating an integrated and coherent strategy for development (David, 2020). The success of pilgrimage locations depends heavily on travelers' satisfaction, so there has been an increase in interest in the caliber of services offered to pilgrims in recent years. The degree to which services given in pilgrimage tourism match or surpass the expectations of pilgrims can be referred to as service quality (Ganeshkumar et al., 2023). The experience of pilgrims is significantly impacted by the receivers' service quality, with accommodation, transit, and places to eat and drink having an important impact (Alnsour & Al-Abdallah, 2020). Service quality greatly impacts pilgrims' loyalty; hotels, transportation, and eateries must deliver high-quality services (Mishra & Gupta, 2021).