A STUDY ON CHOICE OF GEN Z TOURISTS OF PUNE CITY TOWARDS SELECTING RELIGIOUS TOURISM AS A VACATION CHOICE IN INDIA

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