Exploring tourism at religious sites: The case of Assisi

The research is aimed at exploring tourism at religious sites. In particular, it aims to investigate the impact of different types of visitor motivations on behavioral loyalty, distinguishing between excursionists and tourists. Considering a sample of about 590 individuals who visited Assisi, a structural equation model is constructed. The model is tested separately for the two groups of visitors. Results show that motivations impact differently on loyalty and important differences are found for the two groups