Investigating the Role of Spiritual Orientation on Tourists' Morale with the Mediating Role of Spiritual Well-being

In modern eras, travels with spiritual motivation have been accompanied by significant growth. The present study is aimed to investigate the role of spiritual orientation on the morale of tourists with the mediating role of spiritual wellbeing. In terms of purpose, the present study is applied research, and in terms of method, it is a descriptive research and a survey and correlational research. The statistical population in this study includes tourists and travelers to the sights of Tehran. The statistical sample size of the study was obtained using the Morgan table, as ۳۸۴ individuals were selected using the convenience cluster sampling method. The data collection instrument is Allport’s Religious Orientation Questionnaire (short form), Lemon and Ann Wangheim Tourist Morale, and Spiritual Well-being Scale by Ellison. Thequestionnaire reliability was verified using Cronbach’s alpha and composite reliability. Its validity was verified using convergent validity and content validity by the opinion of experts regarding the study topic. SPSS and AMOSsoftware were also used to determine the correlation and data analysis. At a ۹۵% confidence interval, spiritual orientation and spiritual well-being positively and significantly affected tourists’ morale. Also, the mediating role of spiritual well-being in the relationship between spiritual orientation and tourists' morale was confirmed.

کلیدواژه ها:

Tourist ، tourism industry ، spiritual orientation ، tourists' morale ، spiritual wellbeing