Exploring How Religious Tourism Influences the Motivation of Young Thai Tourists in Bangkok.

Religious tourism in Thailand encompasses a wide range of tourism related to religion, including traditional festivals and various religious activities. Today, temples or religious places in Thailand have become tourist attractions that people pay attention to, including groups of teenagers. Young Thai tourists show interest and travel to temples to ask for blessings, seek more amulets, and participate in Dharma practices. Within this context, this study aims to explore the components of religious tourism that influence the motivation of young Thai tourists in Bangkok. The components of religious tourism consist of 5 dimensions: 1) architectural design, painting, and sculpture; 2) dharma discussion or introspection; 3) purchasing amulets and talismans; 4) making merit and warding off misfortune; and 5) engaging in diverse temple rituals and events, to foster the growth of religious tourism among young Thai tourists. The study’s sample consisted of young Thai tourists aged 18 to 25 who were engaged in religious tourism across 11 popular destinations in Bangkok. The sample size comprised 532 participants selected using convenience sampling. Based on these findings, the key factors that motivate young Thai tourists to religious tourism include the beauty of architecture and painting, Buddha images or famous monks, having time when the mind is calm and relaxed, the experience of learning new things, and worship-related items. Religious tourism attitudes and the behaviours of young Thai tourists are highly significant and exert a considerable influence on their motivations and perceptions. The findings of this research paper can make a valuable contribution to the academic community by adding depth to our knowledge of religious tourism and its impact on the motivations of young Thai tourists. Furthermore, it can offer valuable insights to religious tourism destination planners, educators, and policymakers, helping them cater to the unique needs and preferences of this important demographic. As the younger generation becomes increasingly influential in the realm of travel, understanding their unique attitudes, behaviours, and values related to religious tourism is paramount.