The purpose of this study is to examine the impact of perceived service quality and customer satisfaction on the purchase intentions of customers in the tourism industry in India. Research will be focusing on the perceptions and experience of tourism of different tourism service providers at various places in the major cities of Uttar Pradesh. The study also tries to evaluate the influence of service quality and customer satisfaction on tourist intention for repeat purchase or word-of-mouth communicative behaviour. We have adopted both quantitative and qualitative approaches that will based on data collection through a structured questionnaire and a sample size of 400 tourists are visiting globally recognized tourism destinations in Uttar Pradesh. Analysis of the data is carried out using descriptive and inferential statistical procedures and thematic analysis for qualitative data analysis. The findings reveal that perceived service quality and customer satisfaction significantly affect purchase intentions, and the influence of service quality is stronger than that of satisfaction. This study provides insights that can help service providers in the tourism sector of India overcome any barriers and enhance customer experiences resulting in better purchase intentions.
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