Abstract
Temple tourism has gradually emerged among young people, becoming a new cultural phenomenon. Based on the theory of cultural semiotics, this study explores the social drivers and deeper psychological meanings behind the phenomenon of temple tourism, revealing the psychological needs and social identity of young people in this form of tourism. Using a qualitative research approach, in-depth interviews with 15 young tourists were conducted to analyze the recreation and reinterpretation of temples as cultural symbols within the young demographic. The findings suggest that temple tourism not only meets the young people's need for spiritual solace and emotional healing, but also serves as an important means of self-exploration and cultural identity. Meanwhile, the widespread dissemination of social media has turned temples into key spaces for young people to express themselves, seek a sense of belonging, and receive emotional support. This phenomenon reflects a process of re-creation of traditional culture and history by young people, as well as their strong need for spiritual solace. By uncovering the social drivers and psychological mechanisms behind young people's participation in "temple tourism," this study contributes new insights to the destination marketing literature. Furthermore, the findings provide strategic recommendations for the development and marketing of temple and religious tourism destinations.
Published Version
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