Document Type : Original Article


1 Narxoz University, Almaty, Kazakhstan

2 Stevenson University, Maryland, USA

3 Associate Professor, Faculty of Business and Accountancy, University of Malaya, 50603 Kuala Lumpur, Malaysia


Prior research has extensively examined the motivating factors driving tourists to visit religious sites; however, there has been a noticeable gap in understanding the emotional experiences of tourists during these visits. The primary objective of this study is to explore and quantify the emotional states, arousal levels, and overall satisfaction of tourists while visiting religious destinations. The study draws upon data gathered from 149 tourists who visited the Ascension Cathedral in Almaty, Kazakhstan. Descriptive statistical methods are employed to assess and compare different demographic groups within the sample. The results of this study reveal that visiting religious places evokes a profound sense of inner peace and happiness among tourists, transcending religious boundaries. Remarkably, even tourists practicing religions other than the one associated with the visited site reported feeling blessed during their visits. Participants described a heightened sense of inner contentment and noted that the physical and mental pressures they carried seemed to dissipate during their pilgrimage. These findings contribute significantly to our comprehension of the multifaceted dimensions of religious and spiritual tourism, shedding light on the pivotal factors that drive individuals to embark on transformative journeys. By delving into the emotional and experiential aspects of religious and spiritual tourism, this study underscores the importance of emotional well-being and inner fulfilment as crucial motivators in tourists' engagement with religious sites.