Assessing The Impact Of Memorable Tourism Experiences And Religiosity On Behavioural Intentions In Religious Tourism

Abstract

In the context of religious tourism, the study looked at a conceptual framework that investigates the relationship between tourist satisfaction, memorable tourism experiences (MTEs), religiosity, and behavioral intentions (revisit and referral). The study was carried out utilizing data obtained from 400 tourists who visited Varanasi, India. The results of the partial least squares structural equation modeling (PLS-SEM) study demonstrated that religiosity had a direct and indirect impact on behavioral intentions through MTE and visitor satisfaction. In religious tourism, MTE was revealed to be the most powerful determinant of behavioral intentions despite the presence of strong variables like religiosity. This study opposes the view of scholars who have asserted that satisfaction is the sole and most important factor influencing travelers’ behavioral intentions. The study's findings are analyzed to understand their theoretical and practical significance, and suggestions for further research are proposed.