THE INFLUENCE OF RELIGIOUS TOURISM MOTIVATION ON LOYALTY: THE CHAIN MEDIATING EFFECT OF TOURISM SATISFACTION AND HAPPINESS
Background: As an important part of the tourism industry, religious tourism attracts a large number of religious and non-religious people, and its motivation is increasingly important. In the process of religious tourism, satisfaction and happiness are of great significance to the evaluation of religious tourism places. For religious tourism, the loyalty of tourists to whether to recommend revisiting and preference devotion is more important. Objective: The purpose of this study was to clarify the relationship between religious travel motivation, travel satisfaction, happiness and loyalty. Methodology: The convenient sampling method was used to investigate the tourists of Foguang Temple in Wutai Mountain. A total of 465 valid samples were received. Data were analyzed using structural equation models. Finding: The results of data analysis show that (1) religious tourism motivation has a significant positive impact on loyalty. (2) Travel satisfaction has a significant positive impact on happiness. (3) Tourism satisfaction plays an intermediary role in the influence of religious tourism motivation on loyalty. (4) Tourism happiness plays an intermediary role in the influence of religious tourism motivation on loyalty. (5) Form a chain mediation model. Conclusion/contribution: This study developed and validated the religious tourism motivation scale, and again validated the existing travel satisfaction, happiness and loyalty scales. The research results can provide reference for the sustainable development of religious tourism, and provide guidance for improving the overall service quality of Wutai Mountain scenic spot.
Religious Tourism Motivations; Nostalgia; Satisfaction; Happiness