Although the study of Mazuism has been popular among scholars, few have attempted to touch upon its religious tourist behaviour; however, as the purpose of their travel is to worship at the Mazu Temple, it is thus, a tourism destination. Therefore, from the perspective of religious sustainable operation, it is important to understand the tourist behavior patterns of religious tourists visiting Mazu Temple. The purpose of this study is to analyze the interrelationships between destination image, service quality, perceived value, satisfaction, and behavioural intention. This study is conducted with convenience sampling methods for tourists visiting Jenn Lann Temple in Dajia, Taichung, Taiwan, and a total of 408 valid questionnaires are obtained. The valid questionnaires collected in this study are statistically analysed using descriptive statistics and PLS. The results show that destination image, service quality, perceived value, and satisfaction have positive impacts on tourists’ behavioural intention. According to the results of the above analysis, this study constructs a religious tourism behaviour model of Mazu believers and gives management advice to the Mazu Temple.

Creative Commons License

Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License
This work is licensed under a Creative Commons Attribution-NonCommercial-Share Alike 4.0 International License.





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