Motivation and behavioural intention of religious tourists at Buddhist sites: a study of Lumbini – the birth place of Gautam Buddha

Purpose Tourism has emerged as an important driving force for the economic development of nations worldwide. It contributes to society from economic, social and political perspectives, as well as sustainable tourism development helps increase environmental benefits and reduce negative consequences on local communities. Thus, the study aims to identify the motivational factors of religious tourists visiting Lumbini, Nepal and their impact on Behavioural Intention (BI). Design/methodology/approach To achieve the study's objective, 21 items related to religious motivation and four items related to BI were identified from previous research studies. The data were collected from 390 tourists visiting Lumbini. Furthermore, the study employed exploratory factor analysis (EFA), confirmatory factor analysis (CFA) and structural equation modelling (SEM) to analyse and confirm the conceptual model proposed for the study. Findings The EFA identified a four-factor model for religious motivation, such as Cultural and Historical attributes, Service Quality, Religious Belief and Socialisation. The CFA analysis confirmed that the proposed model is a good fit. The study also found that service quality is the primary motivational factor influencing BI, followed by Religious Belief and Socialisation. However, Cultural and Historical attributes have an insignificant impact on the BI of religious tourists visiting Lumbini. Research limitations/implications To investigate the relationship between religious tourists' motivation and BI, the required data were collected from a single destination Lumbini. Further study can be done including a greater number of religious sites in Nepal, such as Swambhu and Namobuddha, to understand the relations better. Another limitation is that the study has identified only four factors of motivation which influence tourists' BIs. Further study may include more factors of motivation such as personal enrichment, religious learning, relaxation, pleasure-seeking, novelty-seeking, enjoyment, family togetherness, social status, etc. and also further study should investigate the mediating effect of tourists' satisfaction and the moderating role of demographic variables such as age, gender on the relationship. Practical implications This study provides actionable insights for enhancing religious tourism in Lumbini. It highlights the need for improved service quality, including better accommodations, accessibility and customer interactions, as key to influencing tourists' BIs. Emphasising religious belief, it suggests creating informative materials, guided tours and collaborations with religious organizations to deepen visitors' experiences. Socialisation opportunities, such as festivals and community events, should be prioritised to foster engagement. Although cultural and historical factors showed limited impact, preserving and promoting these attributes can attract culturally inclined tourists. These strategies collectively support sustainable tourism development and Lumbini's positioning as a global religious hub. Originality/value This study contributes to the literature by applying SEM to examine the structural relationship between motivational factors and BIs among tourists visiting Lumbini, addressing a gap in research on religious tourism in Nepal.