UNDERSTANDING BRAND TRUST AND VISITOR EXPERIENCES IN RELIGIOUS TOURISM: INSIGHTS FROM PILGRIMS PERSPECTIVE

Abstract

Purpose: This research investigates the dynamics of tourist behavior in the context of religious tourism, with a specific focus on pilgrims visiting the Kingdom of Saudi Arabia. The study aims to examine the relationships between key variables such as visit motivation, religious tourism experiences, visitor perception, brand trust, and re-tourism intention among pilgrims, thereby contributing to a deeper understanding of destination loyalty and repeat visitation in religious tourism contexts. Method: The study utilized a sample of 256 pilgrims visiting various pilgrimage sites across the Kingdom of Saudi Arabia. Data were collected through self-administered questionnaires containing items related to key constructs, with scales adopted from past research works in the field of tourism. Structural equation modeling techniques, implemented using Adanco software, were employed to analyze the data and test the hypothesized relationships between variables. Findings: The empirical findings reveal significant relationships between visit motivation, religious tourism experiences, visitor perception, brand trust, and re-tourism intention among pilgrims in the Kingdom of Saudi Arabia. Visit motivation was found to significantly influence re-tourism intention, with religious tourism experiences mediating this relationship. Additionally, visitor perception and brand trust were found to significantly moderate the relationship between visit motivation and re-tourism intention. Originality/Implications: This study promotes religious tourism theory and helps Saudi Arabian tourist industry professionals and destination stakeholders. By identifying destination loyalty and repeat visits, the study can inform strategic destination management and marketing initiatives to improve tourist experiences and sustain religious tourism in the area