How Authentic Experience Affects Traditional Religious Tourism Development: Evidence from the Dajia Mazu Pilgrimage, Taiwan

摘要

The purpose of the present study is to examine a theoretical model using authentic experience, perceived benefit, perceived cost, and support for tourism development among attendees of the Dajia Mazu Pilgrimage in Taiwan. Overall, 1,244 usable responses were collected and analyzed. Analytic findings indicated that authentic experience and perceived benefits are precedents of support for tourism development. Perceived benefits significantly mediate the relationship between authentic experience and support for tourism development in both first-time and repeat attendees. The present study concludes that an individual who attends a traditional religious festival has authentic experiences of pilgrimage that create perceived benefits and lead to behavior that supports tourism development. The theoretical and managerial implications presented in this article elucidate an original theoretical framework and valuable insights for promoting support for tourism development, potentially also contributing to the literature.