Abstract:
Religious tourism is a significant aspect of travel and leisure, drawing millions of tourists each year to
explore destinations of cultural, historical, and spiritual significance. In recent years, the preferences and
choices of Gen Z tourists, born between the mid-1990s and early 2010s, have gained prominence in the
tourism industry. Understanding the motivations and decision-making processes of this demographic
group is crucial for tourism stakeholders and policymakers. This study aims to delve into the choice of
Gen Z tourists in Pune City, Maharashtra, when it comes to selecting religious tourism as a vacation
choice in India.
Religious tourism encompasses visits to destinations that hold deep religious or spiritual meaning. These
destinations often have sacred sites, temples, mosques, churches, and other religious structures that
attract devotees, pilgrims, and tourists seeking spiritual experiences. India, with its rich cultural and
religious diversity, offers a myriad of options for religious tourism. From the sacred ghats of Varanasi to
the iconic temples of Tirupati and the spiritual aura of Rishikesh, India's religious destinations hold
immense appeal.
Pune City, known for its vibrant youth culture and educational institutions, provides an ideal setting to
study the preferences of Gen Z tourists. This tech-savvy generation is characterized by their openness to
new experiences, social media influence, and individualistic mindset. Exploring their choices in
religious tourism will shed light on their beliefs, spirituality, and cultural heritage. The objectives of this
study are three-fold. Firstly, it aims to establish a comprehensive understanding of the concept of
religious tourism, highlighting its significance and growth in India. Secondly, the study will identify and
describe the major religious tourist places in India, emphasizing their historical, cultural, and religious
importance. Lastly, it will delve into the factors influencing the choice of religious tourism among Gen
Z tourists in Pune City, considering personal beliefs, spirituality, cultural heritage, social media
influence, and marketing strategies.
To achieve these objectives, a mixed-methods approach will be employed. Surveys will be conducted to
gather quantitative data from a sample of Gen Z tourists in Pune City, while in-depth interviews will
provide qualitative insights into their decision-making process. The data collected will be analyzed using
statistical tools and qualitative analysis techniques
