Predicting behavioural intentions of funeral travellers to consume tourism-related products and services

Abstract

Funeral tourism has emerged as a culturally significant yet underexplored form of domestic travel in South Africa. This study empirically investigated the behavioural intentions of funeral travellers to consume tourism-related products and services, focusing on accommodation, transport, and food and beverage. A quantitative approach was employed using a structured questionnaire administered to 509 respondents across Limpopo, Mpumalanga, and Gauteng provinces. Structural equation modelling (SEM) was applied to test hypothesised relationships. Results demonstrated that all three predictors significantly influenced behavioural intention, explaining 51% of the variance. Accommodation consumption had the strongest positive effect, followed by food and beverage, and transport. These findings highlight that funeral travellers engage not only in cultural practices but also in economic consumption that supports the broader tourism value chain. The study contributes to the theoretical framing of funeral tourism within the discourse of dark and cultural tourism while offering practical insights for tourism planners and service providers to design culturally sensitive, affordable, and accessible services. Future research should expand the geographic scope and adopt mixed-method approaches to deepen understanding of funeral tourism’s socio-economic impact.