Segmentation of Religious Tourism by Motivations: A Study of the Pilgrimage to the City of Mecca

The present study about the pilgrimage to Mecca aims to: (i) identify motivational dimensions of demand for religious tourism, (ii) determine segments (iii) establish relationship between and socio-demographic aspects, (iv) tourist their satisfaction loyalty in tourism destination Mecca. research was carried out on pilgrims who had visited lived Bahrain, a country located Persian Gulf, where most its population is Muslim. sample consisted 350 surveys obtained online. A factor K-means clusters analysis were used reduce group data. results show three dimensions: religious, social cultural, shopping. Additionally, there also demand: “Multiple motives,” with high scores all variables, “Passive tourists” low levels motivation “Religious,” motivations variables related religion. motives” “Religious” levels. will serve as guides management destinations contribute academic literature this subject.