A study of Factor Analysis Approach of Consumer Awareness and Perception of Online Services Offered by Haryana Tourism Corporation Towards Achieving Sustainable Development Goals

Abstract

The advent of digital technology has revolutionized tourism, particularly in promoting and managing tourist destinations. This study aims to assess consumer awareness and perception of the online services offered by Haryana Tourism Corporation (HTC), relating its findings to several United Nations Sustainable Development Goals (SDGs). By understanding these factors, HTC can enhance its digital presence and service quality to effectively meet consumer expectations, contributing to SDG 8: Decent Work and Economic Growth through sustainable tourism that drives economic development. Data were collected from 300 domestic tourists across key tourist destinations in Haryana, utilizing a combination of paper and online questionnaires. The analysis, supported by SPSS and AMOS, revealed moderate to positive awareness and perception of HTC's online services. The study identified key components impacting consumer satisfaction and perception, with a focus on enhancing service quality, accessibility, and usability—key elements of SDG 9: Industry, Innovation, and Infrastructure. The research further supports SDG 11: Sustainable Cities and Communities by advocating for improved digital tourism services that benefit both local communities and visitors. Ultimately, the findings provide a strategic foundation for HTC to optimize its digital platforms, ensuring a seamless and satisfactory user experience for tourists, in alignment with SDG 12: Responsible Consumption and Production and SDG 17: Partnerships for the Goals. Improved service quality and technological advancements can significantly boost consumer satisfaction, thereby contributing to the broader goals of sustainable and inclusive tourism development.