An Empirical Investigation of the Motivational Factors Underlying Religious Tourism

Introduction

Historically, the primary incentives for travel were sustenance, lodging, and commerce. Subsequently, spiritual pursuits, intellectual enrichment, and other factors were incorporated into the repertoire of motivations (Blackwell, 2007). As a result, one of the earliest factors that motivated travel was the pursuit of religious faith, and belief systems. The pursuit of religious and spiritual experiences remains a prevalent motivation for travel (Gallagher, 2009). Religious tourism can be defined as the act of individuals visiting a religious site, either alone or in a group, for purposes of leisure, missionary work, or pilgrimage (Zhen et al., 2019). The act of pilgrimage has experienced a resurgence in popularity, as evidenced by the consistent increase in the quantity of individuals partaking in this practise within both the domestic and international tourism. Undertaking a pilgrimage involves travelling to destinations that hold great significance to an individual's religious beliefs and faith, thus constituting a journey of spiritual significance (Vijayanand, 2015). These destinations have gained significance as noteworthy tourist sites and are prominently featured in tourism promotional materials, serving as a means to emphasise the distinctiveness and competitive edge of tourism locales (Francis et al., 2010). The expansion of global knowledge has played a role in the identification of additional sacred locations. Despite the waning of their spiritual significance over time, these site continue to generate significant fascination (Raj & Griffin, 2015).

Although scholars are increasingly acknowledging the significant and variable impacts of spirituality and religion across various levels, including the physical, organisational, and global domains (Holloway & Valins, 2002), and there has been a rise in the number of individuals visiting religious sites globally, there exists a restricted comprehension among both scholars as well as practitioners regarding the desires and necessities of tourists and pilgrims (Hughes et al., 2013). Notwithstanding the acknowledgement of the correlation between tourism industry and religion, particularly during a past timeframe, scant consideration has been devoted to this topic in the literature on tourism (Sharpley & Sundaram, 2005).

The growing trend of tourism at sacred destinations poses a formidable obstacle for administrators. Numerous locations continue to fulfil their religious function as venues for worship and ceremonial activities. However, they are also required to accommodate the diverse needs of visitors who are interested in obtaining cultural knowledge, gaining insights into architecture, and/or enjoying a pleasurable recreational encounter (Hughes et al., 2013).

In the tourism industry, pilgrimage tourism is an important aspect, and an understanding of the motivations behind such activity can help to gain a deeper understanding of what it is like to be a tourist in this area. Present study aims to find the factors that motivate pilgrimage tourism in India. The motivations that drive people to embark on pilgrimage tours are complex and multifaceted, and understanding them is essential for designing effective marketing strategies and developing tourism policies that cater to the needs and preferences of this segment of tourists. India is home to numerous religious sites that attract millions of pilgrims every year, making it an important destination for religious tourism. However, despite the significant economic and social impact of religious tourism in India, there is a lack of empirical research on the motivational factors that underlie this phenomenon. Understanding the underlying motives that lead people to engage in such events can give insights into the tourist experience. Therefore, there is a need for comprehensive research that investigates the motivational factors that drive pilgrimage tourism in India, to better understand this phenomenon and provide insights for tourism planning and development. This study seeks to advance in this direction.