Beyond Demographics: Mapping Psychographic Influences in Spiritual Tourism in India – An Empirical Study of Motivations, Preferences, and Segment Behaviors

Purpose: This study explores the multidimensional drivers influencing consumer decision-making in the context of spiritual tourism in India, focusing on psychographic segmentation over traditional demographic profiling. As spiritual tourism evolves into a transformative travel form, the study aims to understand the motivations and experiences shaping this trend.

Methods: A descriptive cross-sectional study using a mixed-method approach was conducted between December 2024 and January 2025 in Indore, Bhopal, and Gwalior. Convenience snowball sampling yielded a final sample of 120 respondents, preceded by a pilot test with 25 participants to validate the instrument. Data were collected using a structured questionnaire via Google Forms, focusing on spiritual tourism motivations and experiences. Analytical tools included reliability testing, descriptive statistics, exploratory factor analysis, KMO-Bartlett’s test, correlation analysis, ANOVA with Tukey’s Test for Nonadditivity, and Hotelling’s T-Squared Test. Pearson’s Chi-Square Test was used for hypothesis testing, with IBM SPSS Version 23.0 for all analyses.

Findings: Spiritual tourism decisions are driven by three main dimensions: amenities, well-being, and heritage. Safety and infrastructure emerged as key motivators. Elements like yoga, meditation, and Ayurveda are important but vary in priority. Large gatherings evoked mixed reactions, reflecting the subjective nature of spiritual experiences. Demographic factors such as age, gender, income, and education showed limited influence, while personal values, spiritual intent, and cultural alignment played a more central role. Marketing strategies should thus focus on psychographic rather than demographic profiling.

Implications: Psychographic and experiential factors influence spiritual tourism more than demographics. Safety, transport, and accommodation must be prioritized by planners. Marketing should highlight well-being and heritage to attract spiritually inclined travellers. The findings also support enhancing infrastructure in spiritual destinations and inform policy shifts that reflect changing motivations beyond religious obligations.

Originality: This study offers a holistic perspective by identifying three key dimensions—amenities, wellbeing, and heritage—through factor analysis, moving beyond traditional religious tourism frameworks. It shifts attention from demographic to psychographic motivations and applies advanced statistical tools like Hotelling’s T-squared and ANOVA for nonadditivity, which are rarely used in spiritual tourism research.