WHO IS GOING TO HISTORICAL

MONUMENTS & WHAT IS THE

EXPERIENCE QUOTIENT

GROUP # 5

DIVI GUPTA (PGP40418) (8764431890)

DIVYA KASHMIRI (PGP40419) (8091080109)
PALLAVI GULLAPALLI (PGP40420) (8639407070)
HARDIK AGRAWAL (PGP40421) (8890809766)
HIMADRI MISHRA (PGP40422) (9453389686)
ISHIKA MANDAL (PGP40423) (7488885280)

FINAL REPORT SUBMISSION

MARKETING MANAGEMENT- I (2024)

SECTION – H

INDIAN INSTITUTE OF MANAGEMENT LUCKNOW

1
TABLE OF CONTENTS

• Abstract
• Introduction
• Historical Significance
• Research Objectives
• Research Methodology
• Findings
• Discussion on Findings
• Bibliography
• Appendices
• Conclusion

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Visitor Experience and Engagement at experience that is desired by the visitor
Historical Monuments in Lucknow: A Study segmentation. Secondly, it gives an insight
of Imambara and Residency
about how these sites are perceived and what
Abstract elements, if any, may impact the visitor
experience positively or negatively. Ability at
Aspects of the present research that are last, guide marketing and promotional endeavors
interesting and, hence, add value pertain to the to make the audience more diverse and increase
demographic analysis and experience quotients the visitation rates.
of visitors to these two highly prominent
historical sites: Imambara and Residency in This research could be of value for the provision
Lucknow. These sites are essential components of application-oriented information that would go
of the city's cultural heritage and are visited by a long way in enhancing visitor experience at the
both students and professionals, by tourists, and Imambara and Residency. The present study tries
by people of the locality. Its objective must be to to make recommendations that would raise the
identify the key demographic segments that visit level of appeal of these sites, gauging the visiting
these sites, understand what drives their demographic profiles, recreation preferences, and
motivation and finally evaluate their experience. satisfaction levels. This is even more important in
Responses were collected from over 150 today’s competitive tourism environment, where
respondents through a structured questionnaire visitor expectations are changing constantly, and
capturing several facets of the visit, which a need to deliver a memorable and enriching
included details of demographic information, experience is there.
leisure preferences, and type of visitor in terms of
their satisfaction levels. The findings are very Historical Significance
interesting to read, as they give an insight into the
behavior and preferences of a visitor at historical Imambara
sites and point out several strengths and
improvement areas. Thirdly, strategic Historical Context: The Imambara, also known
recommendations from the research will help as the Bara Imambara, was built in 1784 by
further improve the visitor experience and ensure Nawab Asaf-ud-Daula, the fourth Nawab of
that more heritage sites are effectively promoted Oudh. In fact, this magnificent Imambara was
to an increasing number of visitors. constructed under that great project to give
employment to the starving peoples of Lucknow
who were hit by dreadful famine. This great
Introduction
edifice does not only represent the glory of
Historical Monuments are the priceless cultural Mughal architecture but also the magnanimity in
assets providing a glimpse into history and the such terrible times of the Nawab towards his
bridge between history and the present. Being of subjects.
immense cultural importance, these monuments
are also closely related to the overall tourism Architectural Features: It is unique in its style,
business that generates good figures for any and pretty much different from the traditional
economy. In a city like Lucknow, which is holy Mughal style. A center hall, one of the biggest
and cultural, sightseeing of Imambara and vaulted constructions without any support
Residency shows the strong bonding of tourism columns to it, denoted the innovative engineering
with the heritage of the city itself. at that time. Decorations with intricate stucco
work, large courtyards, and complex
To understand how the visitors to these passageways add to the grandeur of this structure.
monuments are and their experience getting
around the place precisely. It is therefore vital for Cultural Significance: It has served as a center-
various reasons, first being that it allows well- point for the remembrance by the Shia Muslim
tailored management at the various sites to fit the community, in which all the centuries-old rituals

2
and processions are celebrated with fervor. The Literature Review
contribution of this Imambara in retaining and
promoting heritage culture cannot be lessened. 1. Visitor Experience in Indian Heritage
So, it is still one of the most important historical Tourism: A Case Study of Rajasthan
landmarks related to Lucknow. Authors: Sharma, P., & Jain, S.
Year: 2022
Residency

Historical Context: This 18th- and 19th-century Journal: Tourism Management Perspectives
complex, known by simple designation as the Summary: In this research, experiences by the
Residency or the British Residency, housed a visitor have been worked out for various
campaign called the First War of Indian heritage sites of Rajasthan—Amber Fort in
Independence to its residence in 1857. The Jaipur and City Palace in Udaipur. It tries to
British Resident had this complex built at the end
of the 18th century for his residence. The underline those factors which shape visitor
complex became one of the points of important satisfaction: guided tours, availability of
uprisings against British rule. information, and the physical condition of the
site. The study, however, shows that although
Architectural features: It includes the most of these visitors to these sites realize their
Residency complex, uniquely grand in colonial historical significance, grave issues like
architecture, consisting of such buildings as the
congestion, lack of amenities, poor amenities for
main residence, the church, and the hospital.
Today, only ruins of the Residency exist as a interpretation thus act to influence the
grueling testimony to the fierce and historic battle experience of the visitor. It is suggested that by
that took place here, where remnants of artillery incorporating visitor management and
lying and battle scars are witnessed. improvement in the interpretive service, the
satisfaction rate will be improved to a great
It became the fortress of the besieged British
extent.
forces and their allies during the uprising of 1857
by the Indians. The long siege and the battle
fought have been well inscribed in the annals of 2. Digital Engagement and Visitor Experience
the Residency. Today, it stands as a monument at Indian Monuments
dedicated to the bravery and martyrdom of all
those who had paid with their lives in that time of Authors: Ghosh, A., & Roy, M.
unrest. Year: 2021
Cultural Significance: The Residency has now Journal: Journal of Heritage Tourism
been transformed into a museum and memorial, Synopsis: Ghosh and Roy have expounded on
and a new avatar for the residency means that it how digital technologies could improve the
is now a source of valuable edifying information visitor experience in Indian heritage
and historical understanding to the visitor. It is destinations. The authors have reported an
one of the main places for an understanding of the empirical study carried out in the Qutub Minar,
complex history of the relationships between
Delhi, India, and at Ajanta Caves, Maharashtra,
British and the Indian events which led to the
India struggle for independence. India, for a better understanding of how mobile
applications, virtual tours, and AR could be put
into use for further engaging visitors with the
history and culture of such places. Findings
include the fact that interaction and tailor-made
information increase the level of experience of

3
the user many times over through the use of from visitor expectations, comparative analyses
digital tools. It has also been seen to have a of experiences, and perceived quality concerning
negative impact on digital divide issues as well on-site amenities and services. Results of the
as related technological infrastructure issues. It study reflect that the visitor expectation is that
further states the demand for the increased maintenance and accessibility should be at its
implementation on heritage tourism of digital best; however, there is plenty of scope for
tools to meet the needs of the technologically improvement with inadequacy of facilities,
inclined users. scanty interpretive infrastructure, and also very
few guided tours. This study concludes that
3. Heritage Tourism in India: A Focus on better infrastructures and more interprets ensure
Visitor Motivation and Satisfaction better visitor satisfaction and possibly indulge
Authors: Kumar, R., & Singh, N. local communities in site management.
Year: 2023
5.Cultural Heritage And Visitor Engagement:
Journal: Indian Journal of Tourism and A study of Forts in Maharashtra
Hospitality Management Authors: PATIL, V., & KULKARNI, D.
Summary: The current research will try to assess Year: 2021
the visitor motivation and satisfaction of visitor Journal: Asian Journal of Tourism Research
motivation to the historical sites based in India Summary: Patil and Kulkarni conduct tours and
with special reference to Taj Mahal and Agra make visits to the forts of Maharashtra to
Fort. In this paper, the identified key develop insights about Raigad and Sinhagad.
motivational factors have been noted as interest The multiple narratives of culture and history
in culture, education, and leisure. The authors were then used to find out the scope for the
noticed that "the satisfaction levels were high; engagement of people visiting these sites as they
more for international tourists than domestic have a significant impact on the satisfaction of
tourists due to aspects like availability of the visitors. On the delivery of historical value,
interpretative guides, cleanliness, and crowding the researchers found that though the message
that significantly influences the visitor still seeps through, it loses the flair that may be
experience." Basically, according to research, created from more vivid storytelling, such as
providing an adequate mix of information and through the application of audio-visual
entertainment and proper crowd management presentations or other imaginative devices. In
will see the visitor satisfaction maximized. other words, the research suggests designing
more dynamic interpretative strategies so that
4. Visitor Expectation Management and the museum can serve its present diverse publics
Experience at Heritage Destinations: Lessons more effectively and increase the effective
from Hampi, India awareness of all its various publics
Authors: Desai, M., & Rao, S.
Year: 2020 6. Sustainable Tourism Practices and Visitor

Journal: South Asian Journal of Tourism and Experience: Case Study of Sanchi Stupa
Heritage Authors: Verma, A., & Mehta, S.
Summary: Based at Hampi, a UNESCO World Year: 2023
Heritage site in Karnataka, the paper discusses Journal: International Journal of Sustainable
strategies for visitor management using data Tourism

4
Summary: This paper deliberates on the current probability techniques. Convenience sampling
sustainability of tourism services that are being refers to a type of sampling in which participants
undertaken at Sanchi Stupa in Madhya Pradesh, are already at hand and easily accessible. Though
this will add some bias, it was adopted in line with
where much eco-friendly practice is being
the nature of this exploratory study, whose
involved in the developmental process of the site interest was in collecting data from a wide range
to enhance the visitor experience. The authors of visitors within a short period of time.
discuss that, with the turn toward adopting eco-
friendly practices, the site has turned flush with Questionnaire Design: Visitor demographic
visitors sensitive toward environmental factors details, leisure preferences, and satisfaction
of waste management systems as well as levels were captured through the careful
designing of the questionnaire. It sought
renewable energy sources. Importance in the informed consent on their age, occupation,
research was also given to the awareness of the education level, income, and type of leisure
visitors in terms of how and why sustainable preferred. Besides, enquiries were also made on
practices may be maintained regarding heritage the type of visitor, whether local, Indian tourist,
preservation. It can be concluded that or foreign tourist; his frequency of visit; and the
sustainability would not only preserve the site main purpose of visit.
but also introduce the extra element of visitor
Questions relating to satisfaction were then
experience. formulated on a 5-point Likert scale basis, rating
experience in hygiene, accessibility, general
Research Objectives satisfaction, and whether one would visit again.
The range was from 1, strongly disagree, to 5,
● To present the demographic profiles of strongly agree. It accounted for the perceptions of
visitors to Imambara, Residency. visitors.
● To evaluate the general experience of
all visitors to these sites. Information Gathering: The information was
● To understand what leads to visitor gathered in a period of two weeks at the
satisfaction. Imambara and Residency. The interviews were
● To compare the visitor experience at held on the spot to ensure that the experience is
Imambara and Residency with other still fresh in the minds of the respondents, hence
historical sites. producing more accurate data that can be relied
● Suggest improvements to enhance the on.
experience of visitors.
Variables
Research Methodology
In the current research, variables have been
This study adopts a quantitative research selected based on available literature as it relates
methodology, utilizing a structured questionnaire to visitor satisfaction and tourism experience.
to collect data from visitors to Imambara and Those variables relevant to answering the
Residency. The methodology was designed to research questions and providing valuable
ensure the collection of comprehensive and insights into factors that influence visitor
relevant data that would provide insights into the satisfaction have been chosen.
visitor experience at these sites.
Demographic Variables:
Sample Size and Selection: The sample size of
the study was over 160+ respondents, a fair ● Age: Five categories (0-15, 15-25, 25-40,
representation of the population under 40-60, 60+)
consideration. Here, a convenience sampling
technique has been used, which is one of the non-

5
 ● Occupation: Student, corporate Age-group distribution: From the information
employee, government employee, self- gathered, 60% of the total sample were from 15-
employed, unemployed, other to-25 and 25-to-40-year age groups. This
● Education Level: Primary to therefore displays the fact that a lot of people that
postgraduate and others. visited these heritage sites were young, probably
● Income Level: six classes: up to 3L, 3L- due to educational purposes or a general interest
6L, 6L-8L, 8L-12L, 12L-15L, above 15L in heritage tourism.
● Leisure Preference: Heritage site,
adventure, park, mall, religious place and Profession: The largest proportion of the visitors
others was a student, at 40%, followed by corporate
professionals at 30% and government employees
Visitor Type Variables: at 15%. This evidently is a leaning towards
showing that educational and professional
● Local Visitor segments are the target audiences for these sites.
● Indian Tourist
● Foreign Tourist Education: High education level characterized
visitors, with 40% being postgraduate degree
Experience Variables: holders while 35% were undergraduates. This
would mean that these sites had cultural and
● Frequency of Visits: How often a educational appeal.
respondent visits any historical site.
● Main Purpose of Visit: Educational, Income Level: Most visitors reported that their
leisure, cultural connection, or other annual incomes ranged from 6L to 15L, pointing
purposes. to the characterization of middle-to-upper-
● Overall Satisfaction: 5-point Likert middle-class visitors. That could mean something
scale. about being more affordable and accessible.
● Hygiene: 5-point Likert scale.
● Accessibility: 5-point Likert scale. Domestic and Local Visitors: While doing the
● Likelihood of Revisit: 5-point Likert observation, it was noted that about 50% were
scale. local visitors, 45% were Indian tourists, with only
● User Experience Highlights: What about 5% being foreign tourists. This brought to
constituted a good or bad user experience light the fact, once again that while culturally
for respondents from the visit. sensitive, the sites may get transmitted well
● Comparison with Other Historical among the local people domestically, with the
Sites: How the experience was better or domestic tourists; they don't market well
worse compared to other sites. internationally.
● Suggestions for Improvement: Any
other feature or service that may make for Frequency of Visits: The majority indicated that
a better visitor experience. they were making their first visit to the sites. Only
20% had been to the sites 2-5 times, while the
Findings remaining small percentage of 10% constituted
frequent visitors. Basically, this shows a high
The findings from the questionnaires furnished a level of first-time interest but a relatively low
detailed review of the visitor demography and revisit rate.
experiences in the Imambara and Residency. The
substantive high points of the survey are enlisted Visitor Experience
below:
● Overall satisfaction: On average from
Demography of Visitors: this set of visitors, the overall experience
at the sites was good with an average
rating of 4 out of 5. This would,

6
 therefore, imply that most must have and drinking water. All these suggestions
been satisfied with the visit but probably reflect the basic demand for such
lots to improve on. facilities that would improve the comfort
● Cleanliness: Hygiene was also well of the visitors.
rated with an average of 4.2 out of 5. ● Information and Guides: Some visitors
However, some respondents indicated believed that it was necessary to have
there were inadequate restrooms and slightly more guiding information and
limited facilities for refuse disposal. ideally better signposting. This, in turn,
● Accessibility: On accessibility, a slightly raises the question of whether the
lower rating of 3.8 out of 5 was recorded, descriptions of what the sites are and
where some people felt that moving what they mean should be more
around these sites was a challenge for elaborate.
aged people or persons with disability. ● Interactive experiences: Some visitors
Some of the suggestions included more showed interest in more interactive or
clear signposting, provision of ramps, experiential activities, such as
and promotion of transportation. reenactments, audio-visual
Likelihood of Revisit: The likelihood of presentations, or hands-on exhibits. It is
revisit was recorded at a rating of 3.5 out things like these that could really make
of 5, indicating the fact that while most sites come alive for younger visitors and
tourists have a great time, there might be families in particular.
a variety of deterrents to revisiting. These ● Promotion and Marketing: With an
may relate to requests for more engaging absolute number of foreign tourists not
things to do, better amenity provision, or very high, there is scope for greater
enhanced visit interpretation. international promotion of these sites.
The marketing can focus on the cultural
Visitor Preferences: and historical uniqueness of Imambara
and Residency in a way that would attract
● Leisure Preferences: Heritage sites tourism in this circuit by promoting them
ranked first amongst all the leisure as the most visited places for tourists
activities, followed by parks and then with an interest in Indian history.
malls. This thus verifies that the visitors
to Imambara and Residency come here Discussion on findings during Research
with a motive to get introduced to some
past event history and culture and do not Understanding Tourist Expectations:
want recreational things only. Visitors to the Imambara and Residency had
different expectations, largely with regard to the
Comparison with Other Historical Sites: historical and cultural value that people attached
Though 60% of the respondents pointed out that to these places. According to the research, most
the visit to the Imambara and Residency was no of the visitors were driven out of curiosity to see
different from visiting other historical sites, 25% the rich history and architectural beauty attached
believed that it was better than others, whereas with such monuments. It also included other
15% of the visitors found it worse. It is reflective expectations, like well-maintained surroundings,
that although by and large momentously valued, informative guided tours, and engaging
there is an area left for further improvement so interpretative materials to enhance an
that quality here can at least be equal to or better understanding of the context.
than most of the other historical sites. This is unlike a good number of such visitors,
especially international tourists, who actually
Suggestions for Improvement: expected more memorable cultural experiences.
● Facilities: Such better facilities included Visitor Experience and Satisfaction:
improved restrooms, more seating areas, The actual visitor experience at the Imambara and

7
Residency was quite varied for the respondents, spending on maintenance and conservation pays
and their satisfaction levels were closely linked to off tremendously to the general enjoyment of
the quality of the offered services and the visitors and in helping preserve these sites for
physical condition of the site. In guided tours, future generations.
visitors generally reported a higher level of
satisfaction, which they attributed to their guides Finally, the other parameters that would be taken
who were knowledgeable and gave them a into consideration in bringing such a vision to
detailed history with contextual information. reality would be the aspects related to
accessibility and crowd management. People of
In contrast, there were frequent comments from all abilities will want to spend time in such an
the self-guided about the absence of adequate enriched museum and go out enriched. Some
signage and interpretative materials, and even plausible measures taken would probably include
basic facilities such as rest areas and timed entry systems, differently abled-friendly
refreshments. These deficiencies were facilities, and quiet zones.
particularly evident at the Residency, where the
size of the area and the scarcity of information
contributed to a confused tourist experience, and
for many, one that was less than satisfying. Limitations
Moreover, a state of deterioration obvious to
some of the structures slightly marred the overall Sample Size and Representation While we had
impression of site maintenance and management. a sample size of more than 150 participants, it
may still not represent the wide variety of
The research raised concerns relating to
visitors that come to Imambara. Our study fell
accessibility and crowd management. In this
respect, it was mentioned that visitors with during the time of Muharram, so we had a huge
mobility challenges had problems accessing a influx of visitors basically from one type of
number of areas, such as the Imambara complex. community. This skew in the population may
Overcrowding in both areas diminished the have biased survey results to be less
serene and reflective atmosphere most tourists representative of the general visitor base,
expected to find. Such factors characterized including tourists, locals from other
mixed levels of satisfaction, where some visitors
communities, and different demographic groups.
regretted not fully appreciating the monuments
due to such facts.
Sampling Bias Selection bias was the other bias
Implications for Tourism Management: we had to possibly be faced with. Our
The research has some implications for managing respondents were merely those found within the
Imambada and Residency monuments. First of
all, improved interpretative services can Imambara area during our survey period, hence
definitely reduce the gaps between tourists' a probable occurrence of selection bias. This
expectations and experiences in this area. This method could have omitted visitors who come at
could be done by better sign boards, multilingual
guides, and interactive exhibits inviting the other times or from different places, thus making
visitor to engage in an audience-pleasing way. the results produced less representative.

What is required urgently, above all, is The quality of the questions in our survey might
maintenance equipment, particularly at the have influenced its effectiveness, considering
Residency. The present state of the buildings in the conditions it was conducted in. With the high
this city has reached to a level where problems temperatures and crowd, it must have been
are no longer concerning aesthetics alone but also
uncomfortable for the respondents. These factors
pertaining to safety with respect to the individuals
who access these buildings. Indeed, periodic would have distracted them from answering all

8
the questions to the best of their abilities. Some religious backgrounds that normally mark the
might have rushed to finish the survey or given respondents to the Imambara. Most of the
careless responses. Some of the questions might participants belonged to one community; this
not have appealed to all participants equally could have affected the nature of the response
well, thus influencing their responses. items in the questionnaire, some of which would
not have been culturally sensitive or appropriate
Interpretation and Subjectivity: for the common visitor. In addition, the heat and
the density of crowds could have acted as further
What the respondents were trying to deterrents for people who felt uneasy or were in
communicate to us might have added some a hurry.
subjective or biased interpretation on our part.
Our lack of experience in data of this complexity Reliance on quantitative data: Our survey
and contextuality could have led to relied mostly on quantitative data; however,
overgeneralization or even misrepresented the certain conditions we experienced during our
findings. research set a stronger light on the limitations of
this kind of survey data. The heat, crowd
Temporal Limitations: Other important factors density, and the religious observance period may
were the timing of our survey. Our research have led to data with a lack of depth to get a full
might have been influenced if it was conducted understanding of visitor motivations and
during any particular season or any festival or experiences. Unless qualitative methods
any other event at the Imambara. This is because involving interviews or observations
visitor behavior and attitudes vary during complement our findings, it may not give a
different times of the year, and research comprehensive idea of visitor engagement with
conducted during such a time cannot be used to Imambara.
recognize general trends. Moreover, the results
may not be as relevant after a long period of Changing Trends: The insights that we
time when the demographics and tastes of gathered in this particular period may clearly not
visitors change without constantly updating our be able to fully represent the changing
research. expectations and preferences of visitors. In view
of these exceptional circumstances, being
extreme heat with the religious significance of
Muharram, our findings cannot be generalized
Extraneous Variables: As these were beyond
with regard to time or season or other events.
our control, they may have added variation to
This also raises the probability of any future
our results and may have resulted in
strategies based on our research misaligning
misinterpretations. Factors such as weather,
with the bigger visitor experience at Imambara.
events happening on the premises, or any recent
media reports on Imambara may have influenced This research has some declarations of a few
the visitor experience and hence their responses. limitations. First, the use of convenience
sampling might introduce bias into the sample
since it may not be representative enough for the
Cultural Sensitivity: Since this was during visitor population at large. The second point is
Muharram, our study could not have elicited the that although the sample size of 160 is enough
maximum value of the various cultural and for an exploratory research piece, it may not

9
allow one to catch all visitor experiences and A Case Study of Rajasthan. Tourism
their preferences. Management Perspectives, 41, 100953.
● Verma, A., & Mehta, S. (2023).
Indeed, the second limitation was that it was Sustainable Tourism Practices and
confined to only two historical sites of Visitor Experience: A Case Study of
Sanchi Stupa. International Journal of
Lucknow, and therefore the findings may not be
Sustainable Tourism, 18(1), 112-127.
generalise to other sites. Further studies could
extend the research with greater diversity in the
choice of historical places, including within and
outside Lucknow, for a general understanding by
the visitors.

In addition, information was self-reported, and

hence, subject to social desirability and recall
inaccuracies. Future studies can use
observational methods to complement the self-
reported data or use sophisticated sampling
techniques that can help in curbing bias in order
to realize an accuracy of findings.

Bibliography

● McQuail, Denis. "McQuail's Mass

Communication Theory." 6th Edition.
London: SAGE Publications, 2010.
● Desai, M., & Rao, S. (2020). Managing
Visitor Expectations and Experiences at
Indian Heritage Sites: Insights from
Hampi. South Asian Journal of Tourism
and Heritage, 15(2), 23-37.
● Ghosh, A., & Roy, M. (2021). Digital
Engagement and Visitor Experience at
Indian Monuments. Journal of Heritage
Tourism, 16(3), 289-304.
● Kumar, R., & Singh, N. (2023). Heritage
Tourism in India: A Focus on Visitor
Motivation and Satisfaction. Indian
Journal of Tourism and Hospitality
Management, 8(1), 45-60.
● Patil, V., & Kulkarni, D. (2021). Cultural
Heritage and Visitor Engagement: A
Study of Forts in Maharashtra. Asian
Journal of Tourism Research, 10(4),
341-356.
● Sharma, P., & Jain, S. (2022). Visitor
Experience in Indian Heritage Tourism:

10
Appendices

● Appendix A: Questionnaire Used in ● Appendix B: Survey Responses

the Study (Demographics charts) (Experience Variable)

11
● Appendix C: Data Analysis Tables

12
The Pearson correlation coefficient r is calculated as follows:

≈0.97

The Pearson correlation coefficient r≈0.97r \approx 0.97r≈0.97 indicates a very strong positive correlation
between "Overall Experience" and "Likelihood to Revisit." This suggests that as the overall experience
rating increases, the likelihood of revisiting also increases substantially

Descriptive Statistics:
Overall Experience and Hygiene Factor had moderate ratings, suggesting there is room for improvement
in these areas. Accessibility and Experience Worth the Ticket Price received higher ratings, indicating
visitors found value in their visit and appreciated the accessibility.

Correlation Analysis:
Overall Experience is highly influenced by the Hygiene Factor and Comparison with other Historical
Places. The Likelihood to Revisit is strongly tied to whether visitors felt the experience was worth the
ticket price, emphasizing the importance of perceived value.

Segmentation Insights:
Segmenting visitors based on Profession, Annual Income, and Visitor Type would likely reveal
differences in how these groups perceive their experiences, helping to tailor improvements to specific
demographics.

Conclusion:

The analysis highlights key areas of satisfaction, such as accessibility and value for money, while also
pointing out areas needing attention, particularly hygiene and overall experience. Tailoring improvements
based on visitor segments could enhance the experience further and encourage repeat visits.

Our team conducted a study on visitor experiences at Lucknow's Imambara and Residency, focusing on
who visits, why they come, and how satisfied they are. Gathering insights from over 150 participants, we
delved into their behaviours, preferences, and areas where improvements are needed. Most of the visitors
we spoke with were young, educated, and local, but satisfaction varied, especially in terms of accessibility
and available information. Based on our findings, we recommend enhancing interpretative services,
improving facilities, and boosting marketing efforts to attract more international tourists and enrich the
overall experience.

13
PHOTOS FROM THE VISIT

14