ADVENTURE DESTINATION PRIORITIZATION IN INDIA: AHP AND TOPSIS APPROACH

Abstract

India's adventure destinations offer a rich tapestry of experiences for enthusiasts, drawing visitors from around the globe. This study uses multi-criteria decision-making techniques, specifically AHP (Analytic Hierarchy Process) and TOPSIS (Technique for Order of Preference by Similarity to Ideal Solution), to identify the most suitable adventure site based on various factors. Seasonality is highlighted as the most significant criterion, followed by expected hedonic value, adventure type, difficulty level, safety, budget, accessibility, duration, landscapes, and services. Among the twenty adventure sites evaluated, Rishikesh in Uttarakhand emerged as the most ideal, while Spiti in Himachal Pradesh was the least preferred. The research provides valuable insights into the relative suitability of various sites, offering a decision-making framework for tourists, destination managers, and stakeholders. This framework ensures that the selected adventure destinations align closely with the diverse preferences and priorities of tourists, aiding in the development and selection of adventure tourism products and experiences.