The mediating role of religious tourism in linking the image of tourist destinations and religious motivation towards destination loyalty with tourist experience as the moderating variable
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Abstract
This research aimed to (1) create a casual model of religious tourism factors influencing destination loyalty; (2) test the mediating role of religious tourism, tourist attraction image, and religious motivation in relation to destination loyalty; and (3) investigate tourist experience as a moderating variable between tourist attraction image and religious motivation. The quantitative research was conducted using a questionnaire as the instrument, with a multi-stage sampling method employed. The sample group was 480 Thai visitors, and data were analyzed using the SmartPLS method. The research results showed that (1) tourist attraction image was an important external causal variable influencing both religious motivation and religious tourism in relation to destination loyalty; (2) religious tourism served as a connecting factor that linked the influence of tourist attraction image and religious motivation to destination loyalty through indirect effects; (3) religious tourism functioned as a partial mediating variable between both tourist attraction image and religious motivation and destination loyalty; and (4) tourist experience did not serve as a moderating variable between tourist attraction image and religious motivation and had no effect on destination loyalty.
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