Managing repeat visits: an exploratory study of the visitor experience and destination image

Purpose While the experiences and values linked to religion are distinct, there is limited literature on the outcomes of spiritual and metaphysical experiences that affirm destinations and motivations for visiting. The research aims to examine the underlying goals for repeated travel through the design of a conceptual framework by demonstrating how the destination influences motivations and experiences, involving atonement, faith, vulnerability, well-being and self-transcendence facilitated by travel to Medjugorje. Design/methodology/approach Based on narratives, 82 video testimonies extracted from YouTube were analyzed reflecting the scope of theories and developing a framework on themes related to the spiritual destination repeated visits. A multidimensional approach to well-being is considered. Findings The framework highlights newly defined patterns of repeat behavior visits and the importance of the visitor experience. The study adds value to the nascent work on spiritual destinations and repeated visits and how the effectiveness of this relationship can generate greater well-being. Originality/value The findings of the study have critical implications for tourism practitioners and contribute insightful theoretical implications for understanding destinations as a catalyst for realizing motivations, self-transcendence and well-being.