Influences of Social Media Marketing Communication and Religious Motivation on Tourists’ Decision-Making Along the Ashtavinayak Yatra, Maharashtra, India
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Keywords:
Social Media, Faith-Based Motivation, Travel Decision-Making, Ashtavinayak, Lord GaneshaAbstract
This research investigates the perceptions of Social Media Marketing Communication (SMMC), faith-based motivation, and travel decision-making among Thai tourists on the Ashtavinayak Yatra pilgrimage in India, and analyzes the influence of the former two factors on travel decisions. The sample consisted of 377 Thai tourists who had traveled or planned to travel the route. Data were collected via a structured questionnaire and analyzed using descriptive statistics and Multiple Regression Analysis. The findings revealed that tourists' overall perceptions of SMMC, faith-based motivation, and travel decision-making were at a high level (mean scores ~4.00-4.10). All components of SMMC demonstrated a statistically significant positive influence on travel decision-making (p < 0.05). Direct Marketing had the strongest effect (β = 0.265), highlighting the importance of personalized digital interaction. Similarly, all components of faith-based motivation significantly positively influenced travel decisions (p < 0.05), with Activities having the strongest impact (β = 0.557), underscoring that well-organized religious rituals are the primary driver. Consequently, it is recommended that marketers develop social media strategies centered on faith-based narratives and legendary storytelling. Strengthening Direct Marketing channels to provide timely and accurate information is crucial. Furthermore, ensuring the authenticity, completeness, and safety of religious activities along the route is paramount to fostering sustainable travel decisions and positive word-of-mouth. The study is limited to Thai tourists and self-reported data, which may affect generalizability. Ethical principles of voluntary participation, confidentiality, and informed consent were upheld.
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