EFFECT OF RELIGIOSITY, RELIGIOUS MOTIVATION AND CULTURAL MOTIVATION ON DESTINATION LOYALTY AND EMOTIONAL CONNECTION:EXPLORING MEDIATING EFFECT OF RELIGIOUS TOURISM

Abstract

The economic advancement of any nation hinges significantly upon the phenomenon of tourism. Hence, the primary objective of this study was crafted to scrutinize the influence of religiosity, religious motivation, and cultural motivation on religious tourism, destination loyalty, and emotional attachment. Moreover, this research delved into the mediating role of religious tourism in elucidating the relationship between religiosity, religious belief, cultural belief, destination belief, and emotional attachment. Employing a cross-sectional research design, data were gathered from respondents utilizing a 7-point Likert scale, comprising tourists from the Kingdom of Saudi Arabia (KSA), employing a simple random sampling technique. The study achieved a response rate of 75.12%. Analysis of the collected data was conducted utilizing Smart PLS 4. The findings substantiate the assertion that religious motivation, cultural motivation, and religiosity exerted notable impacts on religious tourism. Furthermore, religious tourism demonstrated a positive influence on both loyalty and emotional attachment. This study contributes to filling the void in the literature concerning research on religious tourism