Authenticity and perceived transformation of pilgrimage tourism: exploring the serial mediating effects of mindfulness and spirituality

This study proposed a model for investigating the mindfulness and spirituality serially mediated the relationship between authenticity and perceived transformation, thereby clarifying the interactions between these variables. This study collected data on 381 tourists who participated in Mazu pilgrimages. The results indicated that authenticity was positively correlated with mindfulness and spirituality, that mindfulness was positively correlated with spirituality and perceived transformation, and that spirituality was positively correlated with perceived transformation. Furthermore, the roles of mindfulness and spirituality as serial mediators were supported. The implications can expand the application of perceived transformation and provide insights into the development of pilgrimage tourism.