The Mediating Role of Well-being in the Relationship Between Tourists’ Religious Experience and Behavioral Intentions

Background and Objectives: This study aimed to investigate the mediating role of tourists' well-being in the relationship between the quality of religious experience and behavioral intentions in religious tourism in Shiraz City, Iran.With the transition from traditional models to experience-based and meaning-oriented approaches in tourism, understanding the psychological mechanisms influencing tourist behavior has become increasingly crucial.This study specifically examined whether the quality of religious experience promotes positive behavioral intentions by enhancing psychological well-being. Methods:This study employed a descriptive-correlational design using structural equation modeling (SEM).The statistical population included religious tourists visiting major pilgrimage sites in Shiraz City between February and March 2025.A total of 384 questionnaires were collected through random sampling, and after excluding incomplete responses, 300 valid samples were analyzed using SPSS software, version 25 and AMOS software, version 27. Results:The findings revealed a significant positive relationship between the quality of religious experience and tourists' well-being.Furthermore, well-being was found to be significantly associated with behavioral intentions, including revisit intention, destination loyalty, and wordof-mouth recommendation.Bootstrap analysis confirmed the mediating role of tourists' wellbeing in the relationship between experience quality and behavioral intentions. Conclusion:The results suggest that religious experiences extend beyond ritualistic practices and can significantly affect tourists' psychological and behavioral outcomes.Enhancing the quality of religious tourism experiences through human-centered and meaning-focused strategies can improve tourists' well-being and loyalty.These findings highlight the importance of designing spiritually and emotionally enriching experiences in religious tourism, offering valuable insights for tourism planners, marketers, and destination managers.