Examining tourist desire to remain at chota chardham homestays: The role of religion as a moderator

The present study explores the influence of tourists’ attitude (TATT), subjective norms (TSN), and perceived behavioral control (TPBC) on their intention to visit homestays (TIVHS) in Chota Chardham, the four prominent religious destinations in Uttarakhand. The study further examines the moderating effect of extrinsic and intrinsic religiosity on these relationships. Using a purposive sampling technique, 366 completed questionnaires were analyzed through structural equation modeling (SPSS 26). The results reveal that TSN is the most significant predictor of TIVHS, followed by TATT and TPBC. Moreover, religiosity significantly moderates the relationships between TATT, TSN, and TIVHS, while its moderating effect on TPBC and TIVHS was not supported. This study contributes to the religious tourism literature by integrating TPB with religiosity, offering fresh insights into the role of intrinsic and extrinsic religious motivations in shaping homestay choices. The findings provide functional recommendations for tourism stakeholders, highlighting the need to emphasize cultural, spiritual, and community-driven experiences to enhance tourist engagement in homestays.