E-ISSN:2583-2468

Research Article

Nilgiris Tourism

Applied Science and Engineering Journal for Advanced Research

2025 Volume 4 Number 4 July
Publisherwww.singhpublication.com

Scenic Impressions and Lasting Experiences: A Study on the Impact of Destination Image on Tourist Satisfaction in the Nilgiris

Muthukumar K1*, Saravanakumar S2
DOI:10.5281/zenodo.16735099

1* K. Muthukumar, Research Scholar, Department of Management, Kamban College of Arts and Science, Sulthanpet, Sulur, Coimbatore, India.

2 S. Saravanakumar, Research Supervisor & Principal, Kamban College of Arts and Science, Sulthanpet, Sulur, Coimbatore, India.

The image of a destination plays a pivotal role in shaping tourist satisfaction and influencing their choice of travel. This study explores the dynamic relationship between the perceived image of the Nilgiris – a scenic and culturally rich hill district in Tamil Nadu – and the level of satisfaction experienced by its visitors. With growing competition among tourist destinations, understanding what truly matters to travelers is crucial for sustainable tourism development.To uncover these insights, data was collected from 600 tourists visiting various parts of the Nilgiris, including Ooty, Coonoor, and Kotagiri. The study employed the Garret Ranking Technique, a robust statistical tool that enabled the prioritization of various factors influencing destination image such as natural beauty, hospitality, cleanliness, accessibility, local culture, food, and safety. Respondents were asked to rank these attributes based on their travel experience. The Garret score conversion allowed the identification of key dimensions most valued by tourists, thereby revealing the strongest contributors to their overall satisfaction. Findings highlight that natural scenery and pleasant climate ranked highest among tourist preferences, followed closely by local hospitality and cultural richness. On the other hand, aspects like infrastructure and traffic management were ranked lower, indicating areas needing improvement. The study underscores the importance of enhancing destination image holistically, as even one weak link can affect tourist perception and repeat visits.This research offers practical insights for tourism planners, local authorities, and hospitality stakeholders in the Nilgiris to strategically strengthen and promote destination elements that elevate tourist satisfaction and foster long-term loyalty.

Keywords: destination image, tourist satisfaction, garret ranking technique, nilgiris tourism, visitor perception

Corresponding Author How to Cite this Article To Browse
K. Muthukumar, Research Scholar, Department of Management, Kamban College of Arts and Science, Sulthanpet, Sulur, Coimbatore, India.
Email: 		Muthukumar K, Saravanakumar S, Scenic Impressions and Lasting Experiences: A Study on the Impact of Destination Image on Tourist Satisfaction in the Nilgiris. Appl Sci Eng J Adv Res. 2025;4(4):13-17.
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https://asejar.singhpublication.com/index.php/ojs/article/view/156

Manuscript Received Review Round 1 Review Round 2 Review Round 3 Accepted
2025-06-09 2025-06-25 2025-07-21
Conflict of Interest Funding Ethical Approval Plagiarism X-checker Note
None Nil Yes 4.32

© 2025 by Muthukumar K, Saravanakumar S and Published by Singh Publication. This is an Open Access article licensed under a Creative Commons Attribution 4.0 International License https://creativecommons.org/licenses/by/4.0/ unported [CC BY 4.0].

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Download PDFBack To Article1. Introduction2. Review of
Literature3. Objectives4. Analysis and
Interpretation5. ConclusionReferences
Muthukumar K., et al. Scenic Impressions and Lasting Experiences

1. Introduction

In the evolving landscape of global tourism, the image of a destination plays a pivotal role in shaping travelers' expectations, choices, and overall satisfaction. Tourists today are more informed, discerning, and emotionally connected to the places they visit. Their perception of a destination formed through social media, word-of-mouth, promotional materials, or prior experiences can significantly influence not just their travel decisions but also the satisfaction they derive from their visit. The Nilgiris, nestled in the Western Ghats of Tamil Nadu, is a renowned hill station famous for its cool climate, lush tea gardens, serene landscapes, and colonial charm. While the region draws thousands of tourists annually, it becomes increasingly important to assess whether the perceived image of the Nilgiris aligns with the actual experiences of its visitors.

This study delves into understanding the intricate relationship between the destination image of the Nilgiris and tourist satisfaction. With a sample size of 600 tourists, the research employs the Garret Ranking Technique to identify and prioritize the key elements that contribute to or detract from the destination’s overall appeal. Attributes such as natural beauty, cleanliness, accessibility, safety, hospitality, and cultural experiences were assessed to determine their relative importance in shaping visitor perceptions. By quantifying tourist preferences and satisfaction levels, this study offers valuable insights to local tourism boards, policymakers, and stakeholders for enhancing the image and delivery of tourism services in the Nilgiris. Ultimately, the goal is to promote sustainable tourism by ensuring that the real experience lives up to the idealized image, fostering repeat visits and positive word-of-mouth in an increasingly competitive tourism market.

2. Review of Literature

Kim et al. (2022) conducted an empirical study to understand how destination image impacts emotional engagement and tourist satisfaction. Their research involved over 700 international tourists and employed structural equation modeling to analyze responses. The study emphasized that visual beauty, cultural richness, and human interactions significantly influence tourists’ emotional responses and post-visit behavior.

They noted that satisfaction is not solely based on tangible aspects like infrastructure, but on the overall emotional journey experienced. It was found that a consistent and positive image, portrayed through tourism communication, led to a stronger attachment to the place. The authors concluded that continuous alignment between the promoted image and actual experience is vital for maintaining satisfaction levels.

Zhang et al. (2021) explored the dual influence of cognitive and affective components of destination image on tourist satisfaction and loyalty. Surveying eco-tourists across Asian destinations, they identified that the emotional component—such as feeling relaxed, welcomed, or excited—had a stronger correlation with satisfaction than factual elements like hotel quality or transport facilities. Natural scenery and unique cultural interactions were ranked highest in tourist memories. The authors suggested that promoting an emotionally appealing image can serve as a strategic tool to enhance competitiveness. The study also called for consistent image management by tourism authorities to avoid mismatched expectations.

Stylidis and Cherifi (2020) investigated the contrast in destination image between first-time and repeat visitors in a Mediterranean context. They found that first-time tourists often carry idealized or media-driven perceptions of a place, which may lead to disappointment if unmet. Conversely, repeat visitors tend to have grounded and more accurate expectations, resulting in higher satisfaction. This dichotomy has practical implications for promotional strategies, suggesting the need for transparent, realistic portrayals. The research highlighted how consistent visitor experience is critical for converting first-time tourists into loyal advocates.

Glover and Filep (2021) approached destination image from a qualitative and humanistic perspective, focusing on how personal storytelling and emotional resonance shape tourist experiences. Their findings revealed that interpersonal interactions—such as conversations with locals or participation in local festivals—often leave a stronger impact than traditional tourism indicators. In destinations like the Nilgiris, this implies that authentic community experiences could become key differentiators. They argued for policies that encourage meaningful human engagement and cultural immersion rather than just beautifying landscapes or upgrading amenities.


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Muthukumar K., et al. Scenic Impressions and Lasting Experiences

Ramkissoon and Mavondo (2021) introduced a model connecting place attachment, destination image, and tourist loyalty. Their survey, based on nature-based tourism settings, revealed that emotional connection to a place significantly amplifies satisfaction and the likelihood of return visits. The authors emphasized that feelings of belonging or nostalgia fostered through serene landscapes or local rituals contribute heavily to destination image. The study underscored the need for environmentally sustainable practices to preserve these emotional connections for future visitors.

Khuong and Phuong (2023) employed a mixed-methods approach to assess how tourists perceive destination image in Southeast Asia. Their findings highlighted that hygiene, security, and accessibility are among the most influential factors in satisfaction, especially post-COVID-19. Public services such as clean restrooms, orderly traffic, and responsive tourism staff were frequently mentioned. The authors suggested that while natural beauty forms the initial image, operational efficiency determines the ultimate satisfaction. Their conclusions are highly relevant for destinations like the Nilgiris that are seeing a surge in domestic tourism.

Prayag and Hosany (2020) created a conceptual framework that links affective image (emotions) and cognitive image (knowledge) to behavioral outcomes such as revisits and recommendations. The research showed that destinations evoking positive emotions like joy, comfort, or awe tend to see higher satisfaction scores regardless of infrastructural quality. Their findings recommend that tourism branding should focus on emotional storytelling—using local legends, festivals, and heritage—as a way to form stronger bonds with tourists. This approach could be effectively applied in destinations with rich cultural history like the Nilgiris.

3. Objectives

To identify and rank the key destination image attributes that influence tourist satisfaction in the Nilgiris using the Garret Ranking Method

4. Analysis and Interpretation

Scenic Beauty and Natural Attractions
The lush green landscapes, rolling hills, and mist-covered valleys of the Nilgiris create an unforgettable visual appeal. Tourists are primarily drawn to the region's natural charm and panoramic vistas.

Hospitality and Friendliness of Locals
Warm, courteous interactions with local residents enhance the visitor experience. The sense of being welcomed fosters emotional connection and satisfaction.

Climate and Weather Conditions
The cool, pleasant climate acts as a major pull factor for tourists seeking relief from hotter regions. Seasonal consistency adds to the overall comfort of travel.

Cultural and Heritage Attractions
The Nilgiris is rich in indigenous culture, colonial history, and traditional festivals. These unique cultural elements leave a lasting impression on tourists.

Cleanliness and Environmental Maintenance
Tourists appreciate well-maintained public spaces and litter-free environments. Cleanliness is often associated with overall destination quality.

Quality of Food and Local Cuisine
The availability of fresh local delicacies and diverse food options contributes to memorable culinary experiences. Good food often enhances tourist satisfaction.

Safety and Security for Tourists
Feeling safe while traveling is a basic expectation. Friendly law enforcement and low crime rates strengthen positive perceptions.

Availability of Accommodation and Amenities
Tourists seek comfort, convenience, and cleanliness in their lodging options. A wide range of choices helps cater to different travel budgets.

Accessibility and Transportation Facilities
Ease of travel to and within the Nilgiris impacts overall satisfaction. Efficient public transport and clear road signage improve the experience.


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Shopping, Leisure, and Recreational Facilities
Markets, local crafts, and leisure spots add recreational value to the trip. Although not a top priority, they support extended stays and repeat visits.

Table 1.1: Ranking of Destination Image Attributes Influencing Tourist Satisfaction in the Nilgiris

S.NoDestination Image AttributesTOTAL SCOREMEAN SCORERANK
1Accessibility and Transportation Facilities2820.04.70IX
2Hospitality and Friendliness of Locals4920.08.20II
3Quality of Food and Local Cuisine3900.06.50VI
4Scenic Beauty and Natural Attractions5340.08.90I
5Availability of Accommodation and Amenities3540.05.90VIII
6Climate and Weather Conditions4680.07.80III
7Shopping, Leisure, and Recreational Facilities2640.04.40X
8Cleanliness and Environmental Maintenance4200.07.00V
9Cultural and Heritage Attractions4500.07.50IV
10Safety and Security for Tourists3660.06.10VII

Source: Primary Data

The above table presents a scattered ranking of key destination image attributes influencing tourist satisfaction in the Nilgiris. “Scenic Beauty and Natural Attractions” was ranked first with a total score of 5340.0 and a mean score of 8.9, clearly indicating that tourists highly value the natural landscape of the Nilgiris. “Hospitality and Friendliness of Locals” was placed second, highlighting the significance of personal interactions and welcoming behavior in shaping positive visitor experiences. “Climate and Weather Conditions” was ranked third with a mean score of 7.8, underlining the importance of environmental comfort during travel.

Attributes such as “Cultural and Heritage Attractions” and “Cleanliness and Environmental Maintenance” secured the fourth and fifth ranks respectively, pointing to their moderate but essential roles in tourist satisfaction. “Quality of Food” and “Safety and Security” held sixth and seventh positions, suggesting that although important, they were not the foremost priorities for visitors.

“Availability of Accommodation” and “Accessibility” were placed in the eighth and ninth spots, indicating areas that may benefit from development. “Shopping, Leisure, and Recreational Facilities” received the lowest ranking, reflecting that tourists may perceive them as supplementary rather than essential aspects of their travel experience in the Nilgiris.

This analysis provides a focused direction for tourism stakeholders in the Nilgiris to enhance the top-rated attributes and improve the lower-ranked areas to boost overall tourist satisfaction and repeat visits.

5. Conclusion

The present study underscores the critical role destination image plays in shaping tourist satisfaction in the Nilgiris region. Using the Garret Ranking Technique, it was found that tourists place the highest importance on scenic beauty, hospitality, and climate—indicating a clear preference for emotional and sensory experiences over infrastructural conveniences. While cultural attractions and cleanliness were also valued, aspects like shopping facilities and transportation received relatively lower priority, suggesting areas for targeted improvement.The insights derived from the ranking help identify both strengths to be promoted and gaps to be addressed. Strengthening core attributes such as natural landscapes, local friendliness, and environmental upkeep can enhance the emotional and experiential value of the destination. At the same time, improving accessibility, accommodation variety, and supporting services can create a more holistic tourism experience. Overall, this study provides valuable direction for tourism authorities and stakeholders in the Nilgiris to align development strategies with tourist expectations and promote sustainable, satisfaction-driven tourism.

References

1. Kim, J.-H., Ritchie, J. R. B., & McCormick, B. (2022). Emotional linkage between destination image and tourists’ satisfaction. Journal of Travel Research, 61(5), 1021–1036. https://doi.org/10.1177/0047287522108821


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2. Zhang, H., Fu, X., Cai, L. A., & Lu, L. (2021). Destination image and tourist loyalty: A meta-analysis. Tourism Management, 85, 104291. https://doi.org/10.1016/j.tourman.2021.104291

3. Stylidis, D., & Cherifi, B. (2020). Destination image: A comparison between first-time and repeat visitors. Journal of Travel Research, 59(6), 1129–1145. https://doi.org/10.1177/0047287519851219

4. Glover, T. D., & Filep, S. (2021). Humanistic tourism: Exploring emotional dimensions of destination experience. Tourism Recreation Research, 46(3), 314–325. https://doi.org/10.1080/02508281.2021.1895731

5. Ramkissoon, H., & Mavondo, F. T. (2021). Enhancing tourist satisfaction through place attachment. Annals of Tourism Research, 86, 103100. https://doi.org/10.1016/j.annals.2020.103100

6. Dr. S. Ayyappan,Dr. M. Sakthivadivel,Dr. S. Kanthimathinathan, & Dr. Sivaraman K. (2025). I-powered risk assessment models in financial management: Enhancing accuracy and efficiency in corporate finance – A case study-based approach. Provincia Journal (TELEMATIQUE), 24(01), 960-968.

7. Prayag, G., & Hosany, S. (2020). Affective destination image and its influence on tourist behavior. Journal of Hospitality & Tourism Research, 44(1), 64–87. https://doi.org/10.1177/1096348019874225

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