Segmentation of Religious Tourism by Motivations: A Study of the Pilgrimage to the City of Mecca

Tahani Hassan, Mauricio Carvache-Franco, Wilmer Carvache-Franco and Orly Carvache-Franco
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Tahani Hassan: Brunel Business School, Brunel University London, London UB8 3PH, UK
Mauricio Carvache-Franco: Facultad de Turismo y Hotelería, Universidad Espíritu Santo, Samborondón 092301, Ecuador
Wilmer Carvache-Franco: Facultad de Ciencias Sociales y Humanísticas, Escuela Superior Politécnica del Litoral, ESPOL, Guayaquil 09015863, Ecuador
Orly Carvache-Franco: Facultad de Ciencias Económicas, Administrativas y Empresariales, Universidad Católica de Santiago de Guayaquil, Guayaquil 090615, Ecuador

Sustainability, 2022, vol. 14, issue 13, 1-19

Abstract: The present study about the pilgrimage to Mecca aims to: (i) identify the motivational dimensions of the demand for religious tourism, (ii) determine the segments of the demand for religious tourism, (iii) establish the relationship between the segments and socio-demographic aspects, and (iv) establish the relationship between tourist segments and their satisfaction and loyalty in the religious tourism destination of Mecca. The research was carried out on pilgrims who had visited Mecca who lived in Bahrain, a country located on the Persian Gulf, where most of its population is Muslim. The sample consisted of 350 surveys obtained online. A factor and K-means clusters analysis were used to reduce and group the data. The results show three motivational dimensions: religious, social and cultural, and shopping. Additionally, there were also three segments of demand: the “Multiple motives,” with high scores in all the motivational variables, the “Passive tourists” with low levels of motivation and the “Religious,” with motivations in variables related to religion. The “Multiple motives” and the “Religious” segments had high satisfaction and loyalty levels. The results will serve as guides for the management of religious destinations and contribute to the academic literature on this subject.

Keywords: segmentation; motivation; satisfaction; loyalty; religious tourism (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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