Domestic Traveler's Dining Preferences: A Study on Indian Domestic Tourists Visiting Agra-mathura

Travel and Tourism industry started growing at a rapid pace since late 90s in India. Major factors contributing towards the growth includes rise of affluence, infrastructure development and support, awareness among the generation, adventurous spirit and government and non governmental agencies and organizations realizing the importance of tourism potential in facilitating GDP. Growth of tourism industry has led to the development of various subsidiary industries including hotels and restaurants. The present study has been undertaken in one of the major tourism destinations of North India Agra-Mathura region of the State of Uttar Pradesh. 200 domestic travelers were studied to understand their behavior towards the dining facilities provided in the hotels in that region. Factors influencing traveler's choice of dining varied from international to regional to local brands of hotels and restaurants, but majorly classified into two broad categories brand factor and travelers factor. The study identified major brand motivational factor includes perceived quality of food, ambience of hotel, and brand image, and travelers factor includes- reference, familiarity and accessibility.