How Underlying Attitudes Affect the Well-Being of Travelling Pilgrims—A Case Study from Lhasa, China

This study used structural equation modelling to analyse the relationship between the attitudes of a pilgrim group and their well-being when travelling. Using market segmentation theory, the travel market of the pilgrim group was segmented, and the travel preferences of different sub-markets were separated according to each pilgrim’s subjective feelings of travel quality. The results show that travel emotional value, travel expectancy perception, and perception of fairness impact the travel well-being of pilgrims. K-means clustering was used to segment the travellers into markets and to propose strategies to improve the travel well-being of travellers. To meet the attitudes of various people, this analysis was based on different travel sub-markets. The results show that, to improve travel well-being, the preferences of female and elderly groups should become the focus to ensure better comfort and convenience, moderate safety, and reliability. For younger age groups, the emotional value of the travel process should be considered, which may help to improve their well-being.