Roadmap of Spiritual Pilgrimage Experience Towards Revisit Intention in the Indonesian Wali Songo Pilgrimage

This study explains the roadmap that connects pilgrims’ spiritual experience with the revisit intention of the tomb of Sunan Wali Songo in Central Java, Indonesia. Explaining how pilgrims’ spiritual experience creates revisit intention in the religious tourism industry is important. A theoretical model involving attitude toward pilgrimage and pilgrim satisfaction is built based on the theory of planned behaviour (TPB) and tourist experience literature. For this purpose, around 303 pilgrims were analysed using structural equation modelling (SEM) based on AMOS 23.00, which is combined with the IBM SPSS 21. The results show that revisit intention can be improved by utilizing four pathways: (1) direct path of spiritual experience, (2) indirect path through attitude toward pilgrimage, (3) indirect path through pilgrim satisfaction, and (4) indirect path through attitude toward pilgrimage and pilgrim satisfaction. This study is expected to contribute to developing TPB and tourism marketing literature by providing a holistic model of spiritual experience and its influence on attitude toward pilgrimage, pilgrim satisfaction, and revisit intention. This study also offers important insights for managers engaged in the religious tourism industry.