Educational motivations and their influence on religious tourism among young tourists

Abstract

Monasteries are not only preserved cultural assets of humanity but also hold significant value for local communities, making them important both economically and as tourist destinations. In the context of modern mass tourism, religious tourism is increasingly associated with environmental concerns, sustainable and rural development, and the preservation of heritage sites. This paper explores the relationship between tourism and religious sites, which are often regarded as both cultural and natural heritage. The study focuses on the Royal Monastery of Studenica, located in the heart of the "Golija-Studenica" Biosphere Reserve in the Republic of Serbia, a UNESCO World Heritage Site. Quantitative research was conducted using a randomized questionnaire and mixed data collection methods, targeting individuals up to 35 years of age. Data were analyzed using PLS-SEM 4.0 software. The findings highlight the role of religious consciousness as a key motivational factor for tourists visiting monasteries. The research also reveals how educational motivations influence the tourist experience and identifies additional drivers of religious tourism, such as ecological, rural, and cultural interests.