Unveiling the Impact: Religious Destination Image and its Role in Shaping Sustainable Tourist Behaviors

Historically pivotal for local economies, religious tourism and pilgrimage tackles contemporary challenges such as overconsumption, climate change, and evolving tourist motivations, necessitating a focused commitment to sustainability. This study, utilising a sample size of 153 visitors to a religious site and Structural Equation Modelling, examines the influential role of religious destination image in shaping tourists’ sustainable behaviours. Significant correlations emerge between attributes of religious destination image—sacred site, spiritual attraction, and more—and sustainable tourist behaviours. Key findings encompass green transport use, regenerative behaviour, responsible cues, and waste consciousness as the most evident sustainable behaviours. Beyond academic realms, the research informs destination management strategies, guiding stakeholders in religious destinations to align with sustainable preferences and enhance the overall tourism experience. Societally, the study underscores the importance of promoting sustainable behaviours in religious tourism, contributing to the global movement for responsible and sustainable tourism. The research bridges the theoretical-practical gap, offering a nuanced understanding of the intricate interplay between religious destination image and tourists’ sustainable behaviours, with implications for the tourism industry and society and contribution to the UNSDGs 2030.