Application of Principal Component and Cluster Analysis to Examine Factors Influencing Tourist Behavioural Intention: A Case Study of Santhei Natural Park, Manipur

Abstract: Community-managed parks play a significant role in the promotion of ecotourism growth by integrating local culture, tourism services and environmental conservation. However, the success of these destinations depends on several interconnected factors, such as infrastructure, cultural offerings, service quality, accessibility, and the surrounding landscape. Understanding how these factors interact to affect visitor satisfaction and behavioural intentions (such as recommendation and return) is crucial for sustainable destination management. The present study applies Principal Component Analysis, a Multivariate technique, to probe the core elements of ecotourism experiences, followed by Cluster Analysis in a study on Santhei Natural Park, Imphal, East Manipur, North East India. The study provides a PCA–SDG integrated framework linking tourist perception to actionable sustainability policy.