Prioritizing motivators influencing intentions to visit spiritual destinations in India
An application of analytical hierarchical process (AHP) approach
Bibliographic Data
| ID | 19554133 |
|---|---|
| Authors | Aashish Garg (0000-0002-6842-6150, United States Department of Commerce), Pankaj Misra (Bhagat Phool Singh Mahila Vishwavidyalaya), Sanjay Gupta (0000-0002-6590-5025, United States Department of Commerce, corresponding author), Pooja Goel (0000-0001-7635-5842, Desh Bhagat University), Mohd Saleem (0000-0001-7843-8094, Kalpana Chawla Government Medical College and Hospital) |
| Year | 2026 |
| Volume | 12 |
| Issue | 1 |
| Pages | 38-53 |
| Publication date | 2026-04-30 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Journal of Tourism Futures (JOURNAL) |
| Journal identifiers | ISSN: 2055-5911 • E-ISSN: 2055-592X |
| Publisher | Emerald (PUBLISHER) |
| DOI | 10.1108/jtf-09-2021-0214 |
| OpenAlex | W3208863071 |
| Language | EN |
| Citations received | 1 |
| References cited | 44 |
Purpose Spiritual tourism is becoming a significant growth area of the Indian travel market, with more Indians opting to go on pilgrimage to popular religious cities. There are many spiritual destinations where some of this life's essences can be sought to enjoy harmony and peace. The study aims to prioritize motivators driving the intentions of the tourists to visit the spiritual destination. Design/methodology/approach The current study applied the analytical hierarchical process, a multi-criteria decision-making technique, on the sample of visitors from all the six spiritual destinations to rank the motivational factors that drive the intentions of the tourist to visit a spiritual destination. Findings The study's results postulated that spiritual fulfillment motives and destination atmosphere are the top prioritized motivations, while destination attributes and secular motives emerged as the least prioritized. Practical implications The research study provides valuable insights to the spiritual tourism industry stakeholders to target the tourists' highly prioritized motivations to augment the visits to a particular spiritual destination. Originality/value Previous research has explored the motivations and modeled their relationships with tourists' satisfaction and intentions. But, the present study has applied a multi-criteria decision-making technique to add value to the existing knowledge base
Advertising · Analytic hierarchy process · Business · Destinations · Geography · Operations research · Originality · Pilgrimage · Religious Tourism · Tourism · Computer Science · Diverse Aspects of Tourism Research · Engineering · Halal products and consumer behavior · Psychology · Religious Tourism and Spaces · Social Psychology · Marketing
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| Unique citing works | 1 |
|---|---|
| Citations per year | 0,25 |
| Citation span | 2022 - 2022 (1) |
| Citation velocity | historical |
| Highly cited | No |