Investigating the role of cultural contact and spirituality in enhancing satisfaction and behavioral intentions of pilgrims
Mohmmad Rafiq Dar, Aubid Hussain ParreyPurpose
This study investigates the influence of cultural contact and spirituality on pilgrim satisfaction and behavioral intentions, namely revisit intention and intention to recommend in pilgrimage tourism. It further examines the mediating role of pilgrim satisfaction in the relationship between cultural contact, spirituality and behavioral intentions.
Design/methodology/approach
A quantitative, cross-sectional survey was conducted with 1020 pilgrims using a structured questionnaire incorporating validated scales for spirituality, cultural contact, pilgrim satisfaction and behavioral intentions. PLS-SEM was employed to test the hypothesized direct and indirect effects.
Findings
The results indicate that both cultural contact and spirituality positively and significantly influence pilgrim satisfaction and behavioral intentions. Pilgrim satisfaction also positively influenced behavioral intentions and mediated the effects of cultural contact and spirituality, demonstrating complementary mediation.
Practical implications
The study offers actionable insights for policymakers to enhance pilgrimage tourism by fostering cultural interactions and integrating multidimensional spiritual experiences. Targeted strategies emphasizing spirituality and cultural contact can increase pilgrim satisfaction and thereby promoting revisit intention and intention to recommend.
Originality/value
This study uniquely integrates cultural contact and spirituality as antecedents of pilgrim satisfaction and behavioral intentions within a comprehensive theoretical framework based on the Theory of Planned Behavior. While many studies have explored the relationships between spirituality, cultural contact, pilgrim satisfaction and behavioral intentions in various tourism settings, there remains a gap in the academic literature concerning their interconnections within the context of pilgrimage tourism.