In Search for Meaning? Modelling Generation Z Spiritual Travel Motivation Scale—The Case of Serbia

Spiritual travel is increasingly viewed as an asset for the development of sustainable tourism. A great deal research has been conducted on motivation to comprehend spiritually-motivated travel, but less known about Generation Z’s motivation. This subject relevant since Z will represent market future. Therefore, managers spiritually-themed locations must understand characteristics their prospective visitors (Generation Z) in order create more comprehensive tourism offerings. We use exploratory and confirmatory factor analysis validate scale inferential statistics analyse data regarding main socio-demographic characteristics. Canonical Experiences, Escapism, Ascetic Life, Social Interactions, Natural Cultural Values, Religious Events, Active Participation were identified dimensions this study. In our conclusion, ramifications findings destination management marketing are examined.