Modelling pilgrim-tourist experience in Hindu religious destinations: an Interactive Qualitative Analysis

Abstract

The study aims to shed new light on the key influencing factors and expected outcomes of the Hindu pilgrimage experience and develop a mental model for analysing the interrelationships among those factors. A robust methodology called Interactive Qualitative Analysis based on Systems Theory is used to understand the different aspects of such an interconnected system as pilgrimage involving multiple stakeholders. The destination popularity, safety, local culture, accessibility, hygiene, the timing of the visit, pilgrim turnout, and temple service pricing act as the significant drivers, whereas factors such as overall expenditure, destination hospitableness, spiritual ambience, hedonistic experience and holistic pilgrimage experience are identified as the outcomes. Identifying the underlying factors of Hindu pilgrimages in a culturally diverse context like India will aid the concerned temple management and policymakers in understanding and managing the key attributes catering to the various needs of diverse pilgrims. These are considered critical from a management point of view as they can be managed and facilitated by the policymakers and temple management, resulting in a conducive, peaceful and sustainable pilgrimage destination environment leading to overall pilgrim satisfaction and thereby having revisit intention and positive word of mouth.