The motivations behind religious and spiritual tourism: an empirical investigation on Assisi visitors

This study investigates the motivations underpinning travel to religious and spiritual destinations, aiming to identify distinct visitor segments based on common motivations. Employing a dataset of over 600 individuals, an empirical analysis was conducted. Three distinct visitor clusters emerged, differentiated by the relative prominence of three core motivations: spiritual fulfillment, knowledge seeking, and escape from daily routines. The research concludes by offering managerial implications for policymakers and stakeholders of religious and spiritual tourist destination. These insights can be used to optimize marketing strategies and enhance destination appeal by more effectively addressing the diverse needs of religious and spiritual tourists.