The effects of personal value, motivation, transformation and behavioural intention on spiritual tourism: a case study in Tibet

In modern society where material life is gradually enriched, spiritual tourism emerges as a popular form of tourism to pay more attention to public spiritual needs. This study mainly focuses on the influence of tourists' personal value, motivation, transformation and behavioural intention on spiritual tourism based on a case study of Tibet, China. We first identify the constructs of tourists' perception relating to personal value, motivation, emotional transformation and behavioural intention. Through collecting data via questionnaires and in-depth interviews, we further verify and adjust the model via the methods of exploratory factor analysis, regression analysis and R Studio. The complex relationships between influencing factors and tourists' perception are explored by structural equation modelling. The findings reveal personal value, internal motivation, transcendence and behavioural intention have significant positive relationships with spiritual tourism. We conclude with a discussion of the implications of this study and policy suggestions for effective and sustainable development of the spiritual tourism in Tibet under the current situation of global pandemic.