The Moderating Role of Religious Faith Intensity in Taoist Pilgrimage Revisit Intentions: Insights from Qingcheng Mountain

Authors

  • Rongzhou Qin Author
  • Chalermpol Tapsai Author

DOI:

https://doi.org/10.64252/tnypsh40

Keywords:

Taoist pilgrimage, religious faith intensity, revisit intention, wellness tourism, Theory of Planned Behavior, Qingcheng Mountain, Chinese culture.

Abstract

This study explores the moderating effect of religious faith intensity on Chinese tourists’ revisit intentions to Taoist sacred sites, specifically Qingcheng Mountain, within the context of ideological constraints limiting overt religious expression in China. Utilizing the Theory of Planned Behavior (TPB), the research examines how spiritual motivations (Pilgrimage to Holy Land, A) and perceived health wellness value (F) influence revisit intentions (E), mediated by attitude (B), subjective norms (C), and perceived behavioral control (D). A sequential explanatory mixed-methods design was employed, combining structural equation modeling (SEM) with qualitative interviews. Results indicate that religious faith intensity (R) significantly moderates the relationship between pilgrimage motivations and revisit intentions, with stronger effects among highly devout pilgrims. Less devout visitors prioritize health benefits through Taoist practices like Tai Chi and Qigong, reflecting a culturally acceptable channel for spiritual expression under ideological restrictions. The findings contribute to spiritual and wellness tourism literature, offering practical insights for sustainable Taoist tourism development.

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Published

2025-07-02

Issue

Section

Articles

How to Cite

The Moderating Role of Religious Faith Intensity in Taoist Pilgrimage Revisit Intentions: Insights from Qingcheng Mountain. (2025). International Journal of Environmental Sciences, 1010-1037. https://doi.org/10.64252/tnypsh40