From sacred joy to stronger voices in religious travel: role of joyful experiences in driving tourists’ destination attachment, engagement and word-of-mouth

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Purpose This study aims to propose and test a research framework that explores the impact of tourists’ perceived joyful experience (PJE) on destination attachment, which in turn affects their engagement, satisfaction and word-of-mouth (WOM) with religious tourism/travel destinations. The study also tested the moderating role of visiting duration on the association between destination attachment and tourist engagement. Design/methodology/approach Using a structured survey, data were collected from 255 tourists visiting the religious cities of Mecca and Medina in Saudi Arabia. The model was analyzed using partial least squares structural equation modeling. Findings First, the results render the positive effect of tourists’ PJE on destination-attachment and engagement. Second, results uncovered that tourist engagement has a significant-positive impact on WOM and satisfaction. Third, the study identifies an indirect effect of PJE on WOM and satisfaction sequentially mediated through attachment and engagement. Finally, tourists’ visiting duration positively moderates the link between attachment and engagement. Research limitations/implications The study focuses on PJE, engagement, WOM and satisfaction. This study contributes to extant tourism marketing research and generates valuable opportunities for further research. Practical implications The findings offer actionable strategies for tourism managers and marketers in religious destinations to enhance tourists’ emotional connection and behavioral engagement by designing experiences that foster joy, attachment and extended visits. Originality/value This study provides new insights into the emotional and behavioral mechanisms driving religious tourism by emphasizing the role of joyful experience. It contributes to the literature by offering a nuanced understanding of how affective experiences in sacred destinations can foster visitor loyalty and advocacy.