UNDERSTANDING REVISIT INTENTION TOWARDS RELIGIOUS ATTRACTION: A CASE OF KARTARPUR TEMPLE IN PAKISTAN

Abstract

In the ever-evolving landscape of the tourism industry, the realm of religious tourism stands as a resplendent jewel beckoning travellers from near and far to embark on profound journeys of spiritual tourism. This study aims to analyze the effect of word-of-mouth, perceived value, and past experience of Sikh pilgrims on revisit intention to the Kartarpur, which is mediated through tourists’ satisfaction. A total of 90 Sikh pilgrims who visited the Kartarpur temple provided the data for this study, which uses a cross-sectional methodology and a self-administered survey method to gather the information. Smart PLS 4 was used for data analysis. Tourist satisfaction mediates the relationship between word-of-mouth perceived value and past experience with revisit intention. The results help managers of these attractions create suitable marketing plans for increasing visitors’ intentions to return.