THE ROLE OF TEMPLE TOURISM, PILGRIMAGE, AND UPI INTEGRATION IN PAVING THE WAY FOR VIKSIT BHARAT@2047: A CASE STUDY OF THE AWADH REGION, UTTAR PRADESH

                This study explores the use of TAM in the UPI system, consolidating perceived ease of use, perceived usefulness, and trust to strengthen user behaviour intention. A questionnaire on a five-point Likert scale assisted in gathering data. Google Form was used to build the questionnaire, and it was distributed by giving links to those who replied via social media. Out of 300 surveys sent, 250 were deemed valid for further analysis. Using the SEM-PLS version 4.1, the study demonstrates that perceived usefulness and trust have a major influence on the decision to utilize UPI, which in turn affects satisfaction and re-visit tourists. It implies that including UPI in payment processes might increase traveller business.


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