Does Frequency of Visit Influence Tourists Motive for Finding Spiritual Peace: An Empirical Communication

Abstract

Spiritual tourism has been gaining significance predominance among a distinct segment of tourists across the globe. Drastic changes in motives that lead to the emergence of new forms of tourism have conceived vehement competitive outsets for destination marketers, policymakers and governments. Changing external contexts such as lifestyles, westernisation of cultures, digital inclusions in people’s lives, countries’ upliftment of travel restrictions, competitive and lucrative positioning of destinations with multifaceted value offerings and increase of complexity of living have evoked the significance of spiritual tourism. The motive to find inner peace, being an integral aspect of spiritual tourism, has been witnessed as a niche market segment’s want. This paper is an extract from a major research work that fosters an understanding of this perspective of finding inner peace and evaluating the influence of tourists’ frequency of visits on their motives. With an empirical research design, the findings from the analysis of 327 responses acquired through a structured questionnaire reveal that the frequency of tourists’ visits to the destination signifies their motives of finding inner peace. This paper indicates how the thereof can facilitate their destination branding strategies using this inference.

Keywords: Spirituality, Inner Peace, Destinations, Tourists, Motives, Frequency of Visits

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