"Motivations and segmentation of religious tourism: the pilgrimage of the Virgin of Chaguaya in Bolivia"

Abstract

"This study, focused on pilgrimages as part of religious tourism, aimed to identify the motivations behind the demand for religious tourism, establish the segmentation of that demand, determine the relationship between demand segments and satisfaction and loyalty, and identify the sociodemographic aspects that characterise each demand segment. The study was conducted during the Pilgrimage of the Virgin of Chaguaya in Tarija, Bolivia, using an on-site sample of 373 pilgrims. Among the statistical techniques used are factor analysis and the k-means clustering method. The results revealed four motivational dimensions: Tourism and Escape, Religious Experience, Belief Experience, and Shopping. Three attendee segments were also identified: the Multiple Motives segment, Passive Tourists, and Religious Tourists, the latter recorded the highest levels of satisfaction and loyalty, followed by the Multiple Motives segment. These and other findings provide management guidance for destination administrators hosting religious events and contribute to academic literature. © 2026 Informa UK Limited, trading as Taylor & Francis Group."