- Exploring Identity and Experience in Buddhist Pilgrimage Tourism: An Integrated Perspective on Nostalgic Travel

Ntapat Worapongpat

Authors

Ntapat Worapongpat Eastern Institute of Technology Suvarnabhumi (EIT) and Faculty of Humanities and Social Sciences, Mahasarakham Rajabhat University

Keywords:

Theory of Planned Behavior, Media Exposure Behavior, Buddhist Tourism, Lumbini, Nostalgic Tourism

Abstract

This study explores nostalgic faith-based tourism through an experiential and identity-based perspective, extending beyond the traditional Theory of Planned Behavior framework. Rather than focusing solely on behavioral intention, this research examines how perceived authenticity and emotional attachment shape tourists’ engagement with Buddhist pilgrimage destinations. A quantitative approach was employed using data collected from 400 Thai tourists who had visited Lumbini. Structural Equation Modeling (SEM) was applied to test the relationships among experiential, psychological, and behavioral constructs. The findings reveal that perceived authenticity significantly enhances emotional attachment, which in turn influences both travel intention and actual tourism behavior. While traditional predictors such as attitude and perceived behavioral control remain important, emotional and identity-related factors demonstrate stronger explanatory power in nostalgic tourism contexts. The study suggests that effective tourism management should prioritize meaningful experiences, symbolic value, and emotional resonance rather than relying primarily on informational or media-based communication strategies. These insights contribute to a more comprehensive understanding of faith-based tourism by integrating experiential and identity dimensions into behavioral models.

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