Exploring Buddhist Travelers' Expectations Toward Buddhist-Themed Hotels

Despite the growing trend and demand, religious tourism, particularly Buddhist tourism, has rarely been touched upon in scholarly research. Building on the case study of Mount Putuo, one of the four sacred Buddhist mountains in China, this study explores Buddhist travelers' expectations toward Buddhist-themed hotels and provides recommendations on the development and management of Buddhist-themed hotels. Research results based on in-depth interviews and Delphi exercises are in line with previous research findings in other religious contexts that Buddhist tourism is a mixture of pilgrimage and tourism experiences. Employees' appearance, Buddhist-themed decor, and tranquil environment, among others, are found to be highly expected by the Buddhist travelers. In light of the rising demand for tourism in general and for Buddhist tourism in particular in China, and given the fact that a mass population of followers of Buddhism are found in the country, the findings of this research provide timely and useful insights to the industry.