This analysis reveals crowding affects destination image and behavioral intentions at Kamakhya Temple, suggesting a need for effective crowd management.
This study explores the nuanced impact of crowding at religious sites on place identity (PI), destination image (DI), and behavioral intentions (BI). Based on data from 457 respondents at Kamakhya Temple, the analysis shows a curvilinear (inverted-U shaped) relationship between crowding and PI, DI and BI. Moderate crowding levels enhance PI and DI, which, in turn, exert a profound and significant positive influence on BI. Additionally, PI and DI independently contribute to favorable behavioral intentions, underscoring their pivotal roles. However, deviations from optimal crowding – whether excessive or minimal – diminish these positive associations. The findings highlight the necessity of strategic crowd management at sacred destinations to balance visitor satisfaction with the preservation of a compelling destination image. By shedding light on the intricate interplay between crowding dynamics and visitor perceptions, this study provides valuable guidance for fostering sustainable tourism practices in culturally significant settings.
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Das et al. (2025) studied this question.
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