What drives Zen meditation tourism? Evidence from PLS-SEM and fsQCA based on push–pull-constraints framework

Zen meditation tourism has gradually emerged in temples worldwide. This study examines the linear and nonlinear effects of push–pull motivations and constraints on revisit intentions in Zen meditation tourism, utilizing a combination of partial least squares structural equation modeling (PLS-SEM) and fuzzy set qualitative comparative analysis (fsQCA). A total of 405 valid questionnaires were collected from Mount Emei, Sichuan. The PLS-SEM results indicate that motivations such as just for travel, physical and mental healing, seeking divine protection, self-development, Zen meditation environment and atmosphere, and Zen meditation activities all have a significant positive effect on tourists’ revisit intention, while external constraints exert a significant negative impact. However, no single antecedent variable could fully explain revisit intentions; instead, each variable must be considered in combination with other factors to generate high revisit intention. The fsQCA identified 11 distinct configurations that predict high revisit intention. This study offers valuable practical insights into the development of meditation tourism as a niche market.