Investigating Revisit Intentions of Religious Tourists To Natural Disaster-affected Religious Destinations

Abstract

Religious tourism represents a significant market segment of the tourism industry with dynamic growth of billions of dollars. However, natural disasters in religious destinations can incur great loss to such a vibrant industry. Therefore, it is of paramount importance to study the behavior patterns of religious tourists relating to revisit intentions to disaster-affected religious destinations. Considering the lack of research in this area, this study investigated the revisit intentions of religious tourists to natural disaster-affected religious destinations using the push–pull motive theoretical framework. The results from the data collected on revisit intentions confirmed religious faith, gratitude, and peace and relaxation as main push factors responsible for religious tourists revisiting disaster-affected religious destinations. Subsequently, disaster awareness through media and personal safety were found as key pull factors that significantly moderated the relationship between peace and relaxation and revisit intentions. Findings indicate that religious tourists who are driven by religious faith and gratitude are not significantly impacted by external pull factors compared with those who visit for seeking peace and relaxation.