2023, Vol. 5, Issue 1, Part A

author(s)
Vivek Gaur

abstract
The research analyzed differences between the religious motives of Non-Resident Indian (NRI) visitors who frequently visit holy sites in India where millions of devotees gather annually. The analysis of 26 motivational items through factor analysis generated five essential dimensions. The research demonstrated identical motivational aspects among NRIs from four-nation groups yet showed substantial variances between NRI and native Indian tourists. The findings revealed that the two groups shared strong interests in cultural engagement as well as spiritual appeal with innovation preference but gave less priority to group social bonding and family bonding. As a result, Motivational differences between traveler segments require marketing strategies that address specific needs to target visitors of religious tourism effectively.