Destination Wedding Tourism in India: Linking Destination Attractiveness with Stakeholder Impact

Abstract

Destination wedding tourism has emerged as a rapidly growing niche within the global tourism industry, combining leisure travel with ceremonial celebrations. India, with its rich cultural heritage, diverse architecture, and expanding hospitality infrastructure, has become an attractive destination for wedding tourism. This study examines the relationship between destination attractiveness and stakeholder perspectives in destination wedding tourism. A quantitative cross-sectional survey was conducted among 104 destination wedding stakeholders in Jaipur, including hotel managers, event planners, catering providers, decorators, and technical service professionals. Data were collected through a structured questionnaire and analysed using IBM SPSS, employing reliability analysis, exploratory factor analysis, and multiple regression analysis. The results confirmed strong reliability (Cronbach’s Alpha = 0.881) and sampling adequacy (KMO = 0.879). The findings reveal that accessibility and catering services significantly influence stakeholder perspectives, while accommodation shows a significant negative relationship, indicating operational challenges in lodging management. Other attributes such as marriage location, decoration, entertainment, and technical support demonstrated limited influence. The study highlights the importance of transportation connectivity, hospitality services, and effective accommodation management in supporting the growth of destination wedding tourism in India.