Profiling Monastery Tourists based on Memorable Experiences, Place Identity, Satisfaction, Intention to Revisit and Intention to Recommend

Abstract

The research presented in this paper profiles monastery tourists based on memorable tourism experiences, place identity, satisfaction, intention to revisit, and intention to recommend. Subjects of the research were two monasteries (Monastery of Panagia Soumela in Trapezounta Pontos, today Trabzon Turkey, and the new Panagia Soumela, Imathia, Greece) and two monastery complexes (Agio Oros or Holly Mountain and the Meteora). A quantitative research took place via a questionnaire employing a non-probability sampling method and a mixed method data collection technique. The final sample consisted of 780 participants. Data analysis included descriptive statistics, factor, reliability, cluster analysis, and chi-square tests. Three tourist segments that were profiled were extracted namely “the highly MTE achievers and favourable monastery tourists”, “the sufficient MTE attainers and semi-satisfied monastery tourists”, “the no meaning found, negatively positioned monastery tourists”. Marketing communication implications are discussed, aiming at promoting monastery tourism.