Author ORCID Identifier
https://orcid.org/0000-0003-0294-7831; https://orcid.org/0000-0001-8507-4487
Abstract
This study aims to identify key factors that impact tourists’ responses, such as electronic word of mouth, and revisit intention to spiritual destinations. Based on the Stimulus-Organism-Response (S-O-R) framework, this study introduces ritual propriety in Confucian Virtue Ethics as a new ‘stimulus’, along with destination image and tourism facilities. In addition, this study introduces spiritual belief and gratitude as two new ‘organisms’ together with destination attachment. The quantitative analysis of 470 spiritual tourists’ responses in Ho Chi Minh City confirmed that ritual propriety, destination image, and tourism facilities as ‘stimuli’, impact gratitude, spiritual belief, and destination attachment as ‘organisms’, resulting in final responses of electronic word of mouth and revisit intention to the spiritual destination. The mediation testing results again confirmed ritual propriety as ‘stimuli’ and gratitude and spiritual belief as ‘organisms’. In addition, gratitude and spiritual belief are confirmed as partial mediators in the S-O-R framework. The findings hold implication for promoting spiritual tourism development.
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Recommended Citation
Van Si, Nguyen and Duy Minh, Vo
(2025)
"Confucian Virtue Ethics and Tourists’ Response to Spiritual Destinations: Ho Chi Minh City, an SOR Model Approach,"
International Journal of Religious Tourism and Pilgrimage:
Vol. 13:
Iss.
1, Article 8.
Available at:
https://arrow.tudublin.ie/ijrtp/vol13/iss1/8