RELIGIOUS TOURISM: AN ANALYSIS OF ANTECEDENTS OF THE INTENTION TO PARTICIPATE IN RELIGIOUS FESTIVALS

  • Kelisha Govender University of the Witwatersrand
  • Norman Chiliya University of the Witwatersrand
  • Tinashe Chuchu University of Pretoria https://orcid.org/0000-0001-7325-8932
  • Eugine Tafadzwa Maziriri Department of Business Management, Faculty of Economic and Management Sciences, University of the Free State
  • Tinashe Ndoro University of Pretoria
DOI: https://doi.org/10.33776/et.v10i1.4629

Keywords:

Religion, Tourism, Festivals, Intention

Abstract

Religious tourism relates to tourism which is motivated by faith or religious beliefs. Religious tourism has resulted in individuals moving from one place to the other for purposes of partaking in religious festival celebrations. The purpose of the present study was, therefore, to investigate the antecedents of intention to engage in religious festivals. To provide context to the research, two religious festivals were the focus of the study namely, Holi and Christmas. Non-probability sampling, a form of convenience sampling, was adopted in selecting participants. Data was obtained from 224 participants who reside in Johannesburg, South Africa. Data collection involved the administration of a survey questionnaire. The antecedents of the intention to participate in religious festivals included attitudes and subjective norms. The findings from the study suggested that attitudes had the most significant impact on intention to engage in religious festivals. Suggestions for future research and implications of the research are discussed.

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Author Biographies

Kelisha Govender, University of the Witwatersrand
Kelisha Govender is a student in the Marketing Department, School of Business Sciences, University of the Witwatersrand
Norman Chiliya, University of the Witwatersrand
Dr Norman Chiliya Ph.D. is a Senior lecturer in the Marketing Department, School of Business Sciences, University of the Witwatersrand
Tinashe Chuchu, University of Pretoria
Dr Tinashe Chuchu Ph.D. is a Senior Lecturer in the Department of Marketing Management at the University of Pretoria
Eugine Tafadzwa Maziriri, Department of Business Management, Faculty of Economic and Management Sciences, University of the Free State

Dr Eugine Tafadzwa Maziriri Ph.D. is a Senior lecturer in the Department of Business Management, Faculty of Economic and Management Sciences, University of the Free State

Tinashe Ndoro, University of Pretoria
Dr Tinashe Ndoro Ph.D. is a Senior lecturer in the Department Marketing Management, Faculty of Economic and Management Sciences, University of Pretoria

References

Published
2020-06-16
How to Cite
Govender, K., Chiliya, N., Chuchu, T., Maziriri, E. T., & Ndoro, T. (2020). RELIGIOUS TOURISM: AN ANALYSIS OF ANTECEDENTS OF THE INTENTION TO PARTICIPATE IN RELIGIOUS FESTIVALS. ENLIGHTENING TOURISM. A PATHMAKING JOURNAL, 10(1), 111-135. https://doi.org/10.33776/et.v10i1.4629
Issue
Vol. 10 No. 1 (2020): January-June
Section
RESEARCH PAPERS
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