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October 15, 2025South Asian Journal of MarketingOpen Access

Motivation and behavioural intention of religious tourists at Buddhist sites: a study of Lumbini – the birth place of Gautam Buddha

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Authors

AMAmit Kumar Mishra

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Overview

This research identifies motivational factors influencing behavioral intention in religious tourists, indicating the significance of service quality.

Key Points

  • Service quality is the primary motivational factor influencing behavioral intention among religious tourists.
  • Exploratory factor analysis revealed four motivational factors, including cultural attributes and socialization.
  • Structural equation modeling was employed to confirm the relationship between religious motivation and behavioral intention.
  • Insights from this analysis can enhance the religious tourism experience in Lumbini, supporting sustainable development.

Cite This Study

Amit Kumar Mishra (2025) studied this question.

synapsesocial.com/papers/68efd921056559ef4287774fhttps://doi.org/10.1108/sajm-12-2024-0036
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