Understanding Revisit Intention towards Religious Attraction of Kartarpur Temple: Moderation Analysis of Religiosity

Asad Ur Rehman, Muhammad Shoaib, Mohsin Javed, Zuhair Abbas, Ayesha Nawal and Roman Zámečník
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Asad Ur Rehman: Faculty of Business and Management, Sultan Zainal Abidin University, Kuala Nerus 21300, Terengganu, Malaysia
Muhammad Shoaib: Department of Business Administration, Faculty of Management and Economics, Tomas Bata University in Zlin, Mostni 5139, 76001 Zlin, Czech Republic
Mohsin Javed: Department of Business Administration, Faculty of Management and Economics, Tomas Bata University in Zlin, Mostni 5139, 76001 Zlin, Czech Republic
Zuhair Abbas: Department of Business Administration, Faculty of Management and Economics, Tomas Bata University in Zlin, Mostni 5139, 76001 Zlin, Czech Republic
Ayesha Nawal: Faculty of Business and Management, Sultan Zainal Abidin University, Kuala Nerus 21300, Terengganu, Malaysia
Roman Zámečník: Department of Business Administration, Faculty of Management and Economics, Tomas Bata University in Zlin, Mostni 5139, 76001 Zlin, Czech Republic

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

Abstract: This study examines the effect of destination image, cultural contact and perceived risk on revisit intention of Sikh pilgrims to Kartarpur temple, mediated by tourist satisfaction. The literature has debated the moderating effect of religiosity in a different tourism context. However, studies rarely investigate the moderating role of religiosity in the relationship of destination image, cultural contact and perceived risk with tourist satisfaction. This study follows a cross-sectional approach and self-administered survey method to collect data from 613 Sikh pilgrims who visited Kartarpur temple. A quantitative study with covariance-based structural equation modeling was employed to examine the research hypothesis through Amos 2 version. The results show that tourists’ satisfaction partially mediates the relationship of destination image and cultural contact with revisit intention. Nevertheless, perceived risk significantly affects the revisit intention effect via tourist satisfaction. So, tourist satisfaction was the significant mediator between destination image, cultural contact, perceived risk and revisit intentions. The findings confirm that the religiosity of Sikh pilgrims significantly moderates the relationship of destination image, cultural contact and perceived risk with revisit intentions. Practically, the findings offer the managers of such attractions to formulate suitable marketing strategies for developing the revisit intention and sustainable branding.

Keywords: destination image; perceived risk; cultural contact; tourist satisfaction; re-visit intention; religiosity; Kartarpur temple; Pakistan (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 (1)

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