Blessed but not believing: segmenting non-religious postmodern tourists in religious destinations

This study aims to identify the travel experiences that postmodern tourists pursue in religious tourism and classify the market segments of non-religious postmodern tourists . It contains three studies: Content analysis from social media data (Study 1) and semi-structured interviews (Study 2) were used to identify four dimensions of travel experiences. The cluster analysis of a questionnaire survey (Study 3) classified three non-religious postmodern tourist market segments: relaxed, utilitarian, and deeply experienced. The similarities and differences of travel characteristics among groups were explored. This study contributes to tourism marketing research by distinguishing an emerging tourist market and its segments.