Enhancing Visitor Experiences at Religious Tourism Sites in Thailand

Religious tourism, characterized by visits to sacred sites for spiritual, cultural, or recreational purposes, plays a pivotal role in shaping visitor satisfaction and engagement. Despite its growing global significance, research on visitors’ multidimensional experiences at sacred sites remains limited. This study investigate s the layered experiences of Thai tourists at religious tourism sites in Thailand. A qualitative research design was employed, using thematic analysis to interpret data from semi-structured, in-depth interviews with 23 Thai tourists. Participants were purposively selected to ensure variation in age, gender, and visit purpose, and interviews were conducted on-site at three key Buddhist temples in Phitsanulok Province: Wat Phra Si Rattana Mahathat Woramahawihan, Wat Nang Phaya, and Wat Ratchaburana. The findings reveal four main dimensions of visitor experience: enjoyment, learning, aesthetics, and escape. Enjoyment stems from activities such as sightseeing, merit-making festivals, and personal leisure. Learning emerges through historical narratives, cultural engagement, and hands-on experiences like meditation. Aesthetic value was linked to architectural beauty and artistic detail, while escape reflected mental rejuvenation and spiritual reflection in peaceful surroundings. These dimensions illustrate how emotional, spiritual, and cultural elements interweave to shape meaningful visitor experiences. This study provides practical insights for tourism planners and site managers. Operational recommendations include installing interpretive signage, designing inclusive cultural programs, and enhancing the spiritual atmosphere of sacred spaces through soundscapes and spatial planning. Such measures can balance visitor engagement with cultural preservation, reinforcing Thailand’s positioning as a destination for transformative religious tourism.