Discovering Hidden Gems: A study of Underrated and Lesser-Known Sites in Braj Region

Abstract

The Braj region of Uttar Pradesh, associated with the life and legends of Lord Krishna, is one of the most important spiritual tourism destinations in India. While prominent pilgrimage centers such as Mathura, Vrindavan, Barsana, and Govardhan attract large numbers of visitors, several culturally and spiritually significant sites remain lesser known and underexplored. This study examines the tourism potential of these underrated destinations and analyzes tourists’ awareness, perceptions, and challenges related to their development and promotion. Primary data were collected from 100 respondents through a structured questionnaire using simple random sampling. Statistical tools such as weighted mean analysis and one-sample t-test were applied to evaluate tourists’ perceptions across different dimensions. The results reveal a significantly positive perception toward these lesser-known sites, highlighting their potential for tourism growth, cultural preservation, and rural economic development. However, limited awareness, inadequate infrastructure, and insufficient promotional strategies were identified as major barriers. The study emphasizes the need for improved marketing, infrastructure development, and government support to promote sustainable tourism in the Braj region.