Exploring the Profound Influence of Memorable Religious Tourism Experiences on Subjective Well-Being Among Malaysian Pilgrims

Abstract

In recent years, religious tourism has gained significant attention for its capacity to offer memorable experiences to pilgrims. While previous research has explored the impacts of religious tourism on various aspects of pilgrims’ lives, there is a gap in understanding how memorable experiences within religious tourism context influence subjective well-being (SWB). Hence, this study delves into the profound impact of memorable religious tourism experiences on the SWB of Malaysian Umra and Haj pilgrims by investigating the influence of knowledge, refreshment, meaningfulness, novelty, involvement, hedonism and local culture, on pilgrims’ SWB. Google Forms were used to disseminate 211 questionnaires to Malaysian Umra and Haj pilgrims, and the collected data were analyzed using the SmartPLS. The findings revealed that among the examined variables, only novelty, involvement, and hedonism demonstrated a positive correlation with SWB. This pioneering research sheds light on the concept of Memorable Tourism Experience (MTE) in religious tourism, offering valuable insights for host countries, tour operators, and travel agents to develop great marketing strategies, improving memorable pilgrimage experiences and destination image.