International visitors’ revisit intention towards Vietnamese spiritual destinations: integrating the theory of reasoned action and the cognitive-affective-behavioral model

Abstract

Purpose This study aims to examine how religious orientation moderates between foreign tourists’ spiritual motivations and their intention to return to spiritual destinations in Vietnam. Design/methodology/approach A mixed-methods approach was used to strengthen the reliability of the findings. Quantitative data were collected using convenience sampling from 957 international tourists who visited spiritual sites in Vietnam, such as churches and temples. The theory of reasoned action (TRA) was employed to examine the relationships associated with spiritual factors, whereas the cognitive-affective-behavioral (CAB) model provided a theoretical foundation for exploring other relationships, particularly the moderating effect of religious orientation. The proposed hypotheses were assessed using partial least-squares structural equation modeling. Findings Spiritual behavior has a direct influence on revisit intention, while personal spiritual well-being and destination image exert indirect effects through place attachment and tourist satisfaction. There is no significant relationship between destination image and spiritual behavior, whereas personal spiritual well-being significantly enhances spiritual behavior. Religious orientation plays a moderating role between spiritual behavior and revisit intention but does not significantly moderate the relationship between personal spiritual well-being and place attachment or destination image and tourist satisfaction. Practical implications Religious marketing initiatives can strengthen the destination image of temples and churches and enhance international visitors’ intentions to revisit. Campaigns that emphasize spiritual values may also foster visitors’ personal spiritual well-being and behaviors, especially within the contexts of Christianity and Buddhism. Originality/value Drawing on the TRA and CAB frameworks, this study contributes to the literature by deepening the theoretical understanding of spiritual tourism. It offers practical insights for local policymakers by emphasizing the unique influence of spiritual factors grounded in religious beliefs.