Vibrant Village Programme Performance Measurement: The Relationships Among Event Performance, Tourist Revisit Intention and Word of Mouth

Abstract

The Vibrant Village Programme (VVP) is a paramount step by the Government of India to develop sustainable communities through border tourism along the Indo-China border. The programme was launched with manifold objectives, e.g. border security (BS), event promotion (EP), infrastructure development (ID), livelihood creation (LC), check on out migration (OM) and local resource conservation (LRC). The programme performance was measured on the bases of six parameters, i.e. EP, LC, OM, LRC, service quality, BS and ID. The data was collected through a survey from participants of the Last Run, on 20th February 2023 at Pangong Tso (4225 Mt), Ladakh, India. The 65-survey data were obtained via a structured questionnaire from domestic tourists (who participated in the Last Run) on 9 parameters. The variance-based structural equation modelling (VB-SEM) was opted to test the hypothetical paths. This research was conducted with four objectives, i.e. (1) to put forward a programme performance measurement framework, (2) to find the mediation effect of word of mouth, among the relationship of Vibrant Village Programme Performance (VVPP) and destination revisit intention, (3) important Performance Metrix Analysis of the Model and (4) socio-economic impacts of the event in the border area. Tourism stakeholders can find important knowledge and can facilitate holistic destination management (especially event performance). The Smart PLS 4 was used in data analysis. The performance measurement of this programme is useable for policymakers, destination planners, researchers and business houses. This research work is a ready-to-implement document type; for tourism policymakers and managers, destination planners and border tourism event managers.

Citation

Kumar, R., Abdullah, H. and Chusket, T. (2024), "Vibrant Village Programme Performance Measurement: The Relationships Among Event Performance, Tourist Revisit Intention and Word of Mouth", Sharma, D., Abdullah, H. and Singh, P. (Ed.) Sustainable Tourism, Part B, Emerald Publishing Limited, Leeds, pp. 135-163. https://doi.org/10.1108/978-1-83608-326-920241008