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Abstract This study applies the cognitive‐affective‐conative (CAC) model to develop an analytical framework of visitor experience with a sacred site. Furthermore, the framework that contains key variables of visitor experience, particularly spirituality, is tested in both senior and non‐senior groups. Since seniors and non‐seniors would behave differently with regard to spirituality, this analysis allows us to further identify the role of spirituality in visitor behavior especially with regard to a sacred destination. The results show that spirituality is crucial in associating individuals' emotional status with their behavior, eventually leading to a change in individuals' life satisfaction and loyalty in pilgrimage experience.
Kim et al. (Tue,) studied this question.