Journey to the Self: How Spiritual Tourism Shapes Destination Image and Fosters Loyalty

Abstract

Spiritual tourism has emerged as a focal point for understanding profound existential shifts in individuals’ motivation for spiritual travel and destination dynamics. This study conceptualizes how transformative experiences within spiritual tourism shape tourists’ perceptions and behaviors, particularly their influence on destination image formation and composite loyalty. Integrating theories of transformative learning and destination image, the study identifies and explores four pivotal components of transformative experiences, namely, existential authenticity, disorienting dilemmas, personal empowerment, and self-transcendence—examining their collective impact on destination image and composite loyalty. By emphasizing the transformative potential of authentic spiritual experiences, the study advocates for the development of emotionally resonant destination narratives that attract spiritual tourists and enhance destination competitiveness. The findings highlight the importance of promoting sustainable tourism practices through meaningful cultural engagement and community collaboration, thereby enriching both visitor experiences and local economies. This study contributes valuable insights into leveraging spiritual tourism as a catalyst for destination differentiation and long-term visitor loyalty in the evolving and dynamic global tourism landscape.

Keywords: Destination image, Disorienting dilemma, Existential authenticity, Personal empowerment, Self-transcendence, Tourists transformative experience.

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