Behavioural intention and satisfaction levels among pilgrim tourists in South Asia

PurposeThis paper aims to analyse the influence of perceived value (PV), sensation seeking (SS) and low crowding (LC) on the satisfaction and behavioural intention (BI) of Indian pilgrim tourists to Kartarpur Corridor, Pakistan. In addition, it identifies the mediation effect of satisfaction in the structural relationship between PV, SS and LC as exogenous variables and BI as an endogenous variable. Design/methodology/approachBy using convenience sampling, out of 510 questionnaires distributed among the Indian pilgrim tourists returning from Kartarpur Sahib, Pakistan, a total of 404 completely filled surveys were used to evaluate the robustness of the theoretical framework. Data analysis and empirical testing of the suggested model are conducted using descriptive statistics, confirmatory factor analysis and structural equation modelling. FindingsThe results reveal that PV, SS and LC positively affect the satisfaction of tourists crossing an international boundary, while satisfaction is the positive and significant antecedent of BI. Moreover, the indirect effects of PV, SS and LC on BI via satisfaction are found to be significant. Originality/valueThe previous literature has not paid much attention to the satisfaction and BI of tourists crossing an international border. The present article contributes to the existing volume of knowledge related to the satisfaction and BI of cross-border tourists. The study results may be useful for tourism marketers to better understand the factors that affect the satisfaction and BI of cross-border tourists.

Automated summary

This study aims to analyze the influence of perceived value (PV), sensation seeking (SS), and low crowding (LC) on the satisfaction and behavioral intention (BI) of Indian pilgrim tourists to Kartarpur Corridor, Pakistan. It also investigates the mediating effect of satisfaction in the relationship between PV, SS, LC, and BI. Convenience sampling was used and 404 complete surveys were analyzed using descriptive statistics, confirmatory factor analysis, and structural equation modeling. The results show that PV, SS, and LC have a positive impact on the satisfaction of cross-border tourists and satisfaction has a significant effect on their behavioral intention. The indirect effects of PV, SS, and LC on BI through satisfaction are also significant.