Assessing the Sacrality of Religious Historic Destinations: A case of Braj Mandal, India

Abstract   Religious historic places comprise both built up and natural heritage. The character of a place is studied by three elements of the urban environment namely physical setting, the meaning of place, and activity [1]. Distinctive tangible or physical attributes of religious destinations and intangible attributes contribute to its sacredness [2]. A religious site is a sacred landscape or a ‘faithscape’ that embodies not only the tangible but also the intangible elements that strengthen its sacrality [3]. The identification of associated heritage values or value assessment that contribute to its sacrality or to its cultural significance facilitates its urban conservation planning for future development [4]. Value assessment of cultural heritage sites has been taken up in detail by the Getty Conservation Institute wherein a culturally rich site is believed to have heritage values such as spiritual value, historical value, aesthetic value, economic value, etc. The religious cities are visited by pilgrims to get the benediction from the God and experience its sacred environment. The sacred environment at a religious site is an outcome of the interplay between its associated heritage values. Value Assessment of a religious heritage site is necessary to maintain its sacrality and devise measures for its future development and promote tourism. The current study has taken a case study approach to assess the sacrality of temple towns of Braj Mandal (religious land of Lord Krishna, the famous Hindu God) in India and analyse its heritage values. The associated tangible and intangible values make Braj Mandal, a unique example of a Sacred Landscape [5] . Approximately 130 million pilgrims visit the temple towns of Braj Mandal annually. The analysis of values has been done based on the cognitive perspective of its most important users-the pilgrims. The image and identity of any religious historic city is an outcome of human perception. When people experience and interact with a landscape, certain images/memories related to history are evoked and reinforced [6]. These emotions and experiences help tourists in choosing their travel destinations, and contribute to their recommend intention and revisit intention [7]. Value assessment is an important process to determine the parameter/heritage value that must be given priority while formulating the strategies for maintaining the sacrality of religious historic towns. A mixed methodology has been used in this research. For the identification of significant parameters of the sacrality of Braj Mandal town, qualitative techniques such as interviews, direct observation, and participant observation have been used. The value assessment has been carried out primarily through the literature study (different heritage Charters, scholars and organisations) and public opinion survey of pilgrims and other stakeholders. Delphi technique and AHP (Analytic Hierarchy Process) has been used for short listing important parameters of sacrality. The data collection has been done through a survey questionnaire using a five-point Likert scale whose analysis has been done with SmartPLS (statistical software). Four religious precincts of Braj Mandal were considered and the survey was conducted on a total of 350 respondents. In the assessment process, religious value, heritage value, and cultural value of the place came out to be the most significant parameters whereas the scientific value and recreational value took a back seat. On the basis of this, a conceptual model has been developed using Partial Least Square Structural Equation Modelling (PLS-SEM). The proposed model has helped to firstly, establish the relationship among latent parameters (cultural, heritage & religious value) and their manifested variables (six indicators each for the corresponding parameter). Secondly, it explains the relationship between each parameter and the sacred value of Braj Mandal. The calculated weightages of parameters narrate the revisit intention of pilgrims, preference of Braj Mandal to other religious destinations, and recommendation intention. The model can be validated at similar sites and can be used as a base for all future researches. As per results obtained, the developmental policies should give importance to the heritage value of Braj Mandal which came out to be the most significant. This comprises of tangible values (built heritage) and intangible values (natural heritage & cultural values). Maintaining the heritage significance will strengthen the faith of pilgrims, enhance sacrality and boost tourism. It is essential as there is a significant change in scale, character of buildings, streetscape over the past few decades due to new developments.