Behavioral Intentions Towards Spiritual Tourism: Promoting Cultural Heritage and Sustainability Through Sustainable Development Goal (SDG11.4) in Maha Kumbh, Prayagraj, India

Objective: The study explores behavioral intentions towards spiritual tourism: promoting cultural heritage and sustainability through sustainable development goals (SDG11.4) in Maha Kumbh, Prayagraj, India. The research explores attitudes, subjective norms, perceived behavioral control, spiritual motivation, cultural education, and sacred ambiance to understand how these variables shape tourists' engagement with spiritual destinations. Theoretical Framework: The study incorporates the theory of planned behavior (TBP) and culturally and spiritually significant constructs to examine tourist behavior toward spiritual tourism at the Maha Kumbh Mela. This framework integrates individual, social, and contextual factors, aligning with Sustainable Development Goal 11.4, which emphasizes protecting cultural heritage. Method: The study used a structured survey to collect data from 302 respondents. Multiple regression analysis is used to evaluate the significance of the six constructs in predicting behavioral intentions toward spiritual tourism. Results and Discussion: The results show that sacred ambiance, cultural education, and spiritual motivation significantly impact behavioral intentions towards spiritual tourism, while subjective norms and perceived behavioral control have limited influence. These findings emphasize the critical role of spiritual and cultural elements in driving tourist engagement. Research Implications: The study provides practical recommendations for preserving sacred ambiance, promoting cultural education, and adopting sustainable tourism practices. It offers valuable insights for policymakers, destination marketing organizations, and convention and visitor bureaus to manage large-scale cultural events effectively. Originality/Value: The study contributes to the literature by integrating the theory of planned behavior with cultural and spiritual constructs, providing a novel framework for understanding tourist behavior at large-scale religious events.