BUDDHIST HERITAGE TOURISM IN TAXILA VALLEY: TOURISTS PERCEPTIONS ABOUT THE SERVICES AND MANAGEMENT

Abstract

Tourism is a complex activity that connects the social, economic, and environmental facets of sustainable development. It has both positive and bad effects on the destinations. The opinions of visitors play a crucial role in the design, development, and management of a tourism destination. This study examines the views of national, international tourists and monastic (religious) pilgrims about Buddhist historical tourism in Pakistan's Taxila Valley. To achieve the purpose of the research, a survey based on a questionnaire was conducted in the study area. A total of 384 questionnaires were distributed among the tourists (participants) including 294 national,60 international tourists and 30Buddhist Monks. The questionnaires distributed were returned in usable condition. These questionnaires were adapted from relevant studies previously undertaken in different region, (Siddiqui:2018). The data collected through the above-mentioned sources was then analysed using SPSS. The findings show that over the past few decades, Buddhist heritage tourism has been viewed as a developing industry. According to the present survey, the good effects outweigh the negative ones are mostly because of the increased recreational options brought about by development efforts and improved administrative planning. Results of the analyses also show that tourists face a number of difficulties such as bumpy and difficult roads leading to the destinations, lodging concerns, attitudes of the local community, pollution, challenges with international visitors' visas, and unfriendly airport services.

Key words: Taxila valley, Buddhist Heritage Tourism, Perceptions, Problems, Facilities Impacts, Tourists, SPSS Analysis