Consumer perception of attractions related to religious tourism

Abstract

The research explores the motivations of tourists visiting two religious sites in Western Transdanubia, the Benedictine Archabbey of Pannonhalma and the St. Maurice Monastery in Bakonybél. It studies the services they use, as well as the tourists' needs and their opinions and experiences of religious tourism attractions. The study interprets the behaviour of tourists as consumers in the context of cultural and heritage tourism. The research methodology comprised of a questionnaire survey conducted at the two sites, and complemented by a comprehensive review of literature on religious tourism and the consumer behaviour of religious tourism participants. The analysis of the survey results, which included 469 respondents, revealed that the primary motivations for visiting the sites under investigation were excursions, outdoor attractions, and programmes, rather than religious purposes. The analysis further showed that the majority of respondents use guided tours, while exploring the religious sites. The analysis further revealed that word-of-mouth communication holds the greatest significance as a marketing channel, followed by the internet and social media. However, traditional channels continue to play a significant role, with a large number of visitors relying on them. The study also highlighted a lack of awareness regarding programmes and packages, as well as a limited engagement with the additional offerings beyond religious and natural values. The findings of this research are of practical value, particularly in the development of products and services for religious tourism-related attractions and in the marketing communication activities of these attractions. The study makes several recommendations for the effective implementation of marketing activities for religious tourism sites.