Marketing research of sacred mobility: motivational and behavioral aspect

Sacred tourism is a significant segment of the tourism industry, influencing the socio-cultural and economic development of regions. The Turkestan region, with its rich religious and historical heritage, attracts pilgrims and tourists from around the world. The aim of this research is to identify the key motivational and behavioral aspects of sacred tourism in the region and determine the factors that influence tourist satisfaction and their choice of tourism services.This research employs structural equation modeling (SEM) and the partial least squares (PLS) method, implemented using the SmartPLS 4 software. The analysis is based on data collected from tourists visiting sacred sites in the Turkestan region. The research focuses on variables such as tourists' financial capabilities, the level of tourism service, and their impact on the motivation to undertake pilgrimage trips. The analysis revealed that the level of tourism service and the financial capabilities of travelers significantly influence their motivation. It was found that tourists with higher financial means prefer more comfortable accommodation and transportation, which enhances their satisfaction and increases the likelihood of repeat visits. Additionally, the accessibility of information and the quality of service were proven to be key determinants of the tourist experience. The novelty of this research lies in the comprehensive analysis of the impact of financial capabilities and the level of tourism service on the motivation of pilgrims. The research contributes by providing practical recommendations to enhance the competitiveness of sacred tourism in the Turkestan region. The findings can be utilized to develop effective marketing strategies, improve tourism infrastructure, and enhance service quality in the sacred tourism sector.

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