International Journal of Engineering, Business and Enterprise Applications (IJEBEA) SWOT Analysis of Mathura T
ISSN (Print): 2279-0020 International Association of Scientific Innovation and Research (IASIR) (An Association Unifying the Sciences, Engineering, and Applied Research) ISSN (Online): 2279-0039 International Journal of Engineering, Business and Enterprise Applications (IJEBEA) (Open Access, Double Blind Peer-reviewed, Refereed and Indexed Journal) www.iasir.net SWOT Analysis of Mathura Tourism: A Brief Study of Domestic V/s Peregrine Tourist visits in Braj Region Rashmi Agrawal, Tulika Goyal, Shweta Singh 1,2,3Assistant Professor, Department of Management Studies, BSA Degree College, Mathura, Uttar Pradesh, INDIA 1Research Scholar, Singhania University, Jhunjhunu, Rajasthan 333515, INDIA 2Research Scholar, GLA University, Mathura, Mathura, Uttar Pradesh 281406, INDIA __________________________________________________________________________________________ Abstract: Tourism today is a leisure activity of the masses. People today peregrinate to international destinations to break the conventional monotony of life. An Uttar Pradesh, a northern state in India, where a minute town infused with such level of divinity and piety does subsist in authenticity–Mathura! A mythic town of the olden days, Mathura is the birthplace of the most lovable, the darling of all Gods, the blue hued God of the Hindu Pantheon - Lord Krishna and aptly forms the heart of BrajBhoomi (Brajbhoomi can be divided into two distinct units - the eastern part in the trans-Yamuna tract with places like Gokul, Mahavan, Baldeo, Mat and Bajna and the western side of the Yamuna covering the Mathura region that encompasses Vrindavan, Govardhan, KusumSarovar, Barsana and Nandgaon). Brajbhoomi is kenned for its affluent culture and allures thousands of pilgrims every year during the illimitable festivities in the region. Every destination has some internal strengths and weaknesses that either enhance its capacity to magnetize peregrine visitors or diminish it.
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