Wanderlust of Buddhist Heritage Sites: An Empirical Exploration of Tourists’ Behaviour on Religious Sites of Sikkim

Generative Artificial Intelligence (GenAI) Adoption in Saudi Arabia: New Explored Dimension via Technology Acceptance Model (TAM)
October 15, 2025
Product Innovation as a Bridge between Marketing and Entrepreneurial Orientation: Evidence from SMEs in Surabaya, Indonesia
October 19, 2025

Wanderlust of Buddhist Heritage Sites: An Empirical Exploration of Tourists’ Behaviour on Religious Sites of Sikkim

Abstract: The present study applies the Extended Theory of Planned Behaviour (ETPB) by including two more additional variables, namely, Past Experience (PEXP) and Destination Image (DI). It is to better explain tourists’ Behavioural Intentions (BI) towards Buddhist heritage sites. It seeks to identify some of the key factors that influence tourists’ behaviour in decisions making to visit Buddhist monastery in Sikkim. Addressing the gap in the existing literatures regarding heritage sites as a destination choice, the study offers practical insights for promoting sustainable tourism. A mixed-method approach was adopted, combining both qualitative and quantitative research design. Data were collected from 420 tourist individual chosen with the help of stratified random sampling method. Further analyses of data and interpretation was done by using descriptive statistics, Confirmatory Factor Analysis (CFA) and Structural Equation Modelling (SEM). The SEM findings confirm that all five constructs significantly influence tourists’ behavioural intentions. Among these, Attitude emerged as the strongest predictor, followed by Destination Image (DI) and Past Experience (PEXP). Therefore, it is concluded from the present study that ETPB are effective and can be used in the study related to decision-making process of tourists while considering final decision in destination choices.

 

Keywords: Extended Theory of Planned Behaviour, Destination Image, Past Experience, Buddhist Heritage Sites.

error: Content is protected !!