Tourist Motivation and Behavioral Intention to Visit the Religious Site of Ayodhya: A Comprehensive Analysis

Abstract

This research investigates the reasons and behavioral intentions of tourists visiting Ayodhya, a venerated city in India acknowledged as the birthplace of Lord Rama. This research utilizes the push-pull incentive framework and the Theory of Planned Behavior (TPB) to examine the factors influencing travelers’ decisions to visit this significant holy place. A standardized questionnaire was employed to collect data from 400 tourists, originating from the United States and many other nations. We employed structural equation modeling (SEM) to examine the relationships among push and pull motives, attitudes, subjective norms, perceived behavioral control, and behavioral intention. The findings indicate that spiritual fulfillment, cultural exploration, and social connection serve as the primary push factors, while Ayodhya’s religious significance, infrastructure, and heritage sites constitute the principal attractions. The results further confirm that attitudes and subjective norms significantly influence the relationship between motivations and behavioral intention. This study contributes to the existing literature on religious tourism and provides pragmatic recommendations for destination management in Ayodhya.

Keywords: Religious Tourism, Ayodhya, Tourist Motivation, Behavioral Intention, Push-Pull Framework, Theory of Planned Behavior

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