Behavioural intention and satisfaction levels among pilgrim tourists in South Asia

Abstract

Purpose This paper aims to analyse the influence of perceived value (PV), sensation seeking (SS) and low crowding (LC) on the satisfaction and behavioural intention (BI) of Indian pilgrim tourists to Kartarpur Corridor, Pakistan. In addition, it identifies the mediation effect of satisfaction in the structural relationship between PV, SS and LC as exogenous variables and BI as an endogenous variable. Design/methodology/approach By using convenience sampling, out of 510 questionnaires distributed among the Indian pilgrim tourists returning from Kartarpur Sahib, Pakistan, a total of 404 completely filled surveys were used to evaluate the robustness of the theoretical framework. Data analysis and empirical testing of the suggested model are conducted using descriptive statistics, confirmatory factor analysis and structural equation modelling. Findings The results reveal that PV, SS and LC positively affect the satisfaction of tourists crossing an international boundary, while satisfaction is the positive and significant antecedent of BI. Moreover, the indirect effects of PV, SS and LC on BI via satisfaction are found to be significant. Originality/value The previous literature has not paid much attention to the satisfaction and BI of tourists crossing an international border. The present article contributes to the existing volume of knowledge related to the satisfaction and BI of cross-border tourists. The study results may be useful for tourism marketers to better understand the factors that affect the satisfaction and BI of cross-border tourists.