Enhance domestic tourists’ revisit intention in spiritual destinations originating in patriotism and religious orientation

Purpose This study investigates the impact of religious orientation and patriotism on domestic tourists’ intention to revisit spiritual destinations through two distinct studies: (1) religious sites and historical landmarks and (2) cultural heritage locations. Design/methodology/approach Using convenience sampling, Study 1 (religious orientation) collected data from 445 Vietnamese tourists, and Study 2 (patriotism) collected data from 492 Vietnamese tourists. Spiritual elements were examined through social identity theory (SIT) and patriotism through the theory of reasoned action (TRA). The cognitive-affective-behavioral (CAB) model serves as the framework for both analyses. The hypotheses were tested using structural equation modeling. Findings Both patriotism and religious orientation had a positive indirect impact on domestic tourists’ intention to return. While attitudes toward development served as the sole mediator between patriotism and revisit intention, multiple factors mediated the relationship between religious orientation and revisit intention. Practical implications Religious marketing campaigns can enhance the destination image of churches and temples, thereby strengthening domestic tourists’ intention to revisit. Programs emphasizing patriotism should be organized to encourage the intention to revisit cultural and historical heritage sites. Originality/value This study on spirituality tourism conducted a comparative analysis of two case studies by focusing on the interplay between religious orientation and patriotism regarding revisiting intention by employing frameworks of the SIT, TRA and CAB models. It enriches the existing literature and theoretical foundations of spiritual tourism and provides valuable insights for local policymakers by highlighting the distinctions between the effects of religion and patriotism.