Christian Spirituality and Tourist Motivations

Abstract

This study contributes by highlighting an underlying link between Christian spirituality of nature and tourists' motivation towards nature-based destinations. Positioning Norway as a nature-based destination within British, French, and Swedish markets, examinations are performed representing three Christian spiritual dimensions of travel: a) getting away from everyday life; b) search for tranquility; c) getting close to nature. A correspondence analysis reveals that a clear division exists between Western European group and Northern European group. These two groups demonstrate high and low motivational factors to visit Norway, and focus on various dimensions of nature. Although there is a clear division, all of the three Christian spiritual dimensions in travel are equally prominent in both high and low motivations. This confirms that spiritual dimensions in travel matters, especially when it comes to motivate people to travel to nature-based destinations. Results provide implications to tourism researchers and the tourism industry in planning and marketing for nature-based destinations.