Exploring the emergence of the ‘incense-burning and Buddha-worshipping’ phenomenon among China’s generation Z : unveiling the role of healing experience

In China, the trend of ‘incense-burning and Buddha-worshipping’ is increasingly popular among Generation Z. To gain a deeper understanding of this emerging phenomenon, this study employs a mixed-methods design to explore the religious tourism experiences of Generation Z (RTEGZ) and their impact on behavioural intentions (BI). First, we conducted hierarchical coding of interview data and user-generated content (UGC) from Weibo, identifying five dimensions of RTEGZ – aesthetic, educational, entertainment, ritual, and healing – revealing that the healing experience profoundly influences the other four dimensions. Next, a questionnaire survey examined the complex relationship between RTEGZ and BI. The results indicate that all five dimensions of RTEGZ are positively correlated with BI, and further mediation analysis shows that the healing experience mediates the relationship between aesthetic, educational, entertainment, and ritual experiences and tourists’ BI. This research expands the scope of religious tourism studies. It enriches the restorative environments theory and reveals the unique psychological pressures Generation Z faces in a rapidly changing society. Furthermore, it underscores the importance of religious tourism as a means of seeking psychological support and emotional healing, providing practical guidance for managing and marketing religious sites.