Chapter 1: Pathways to Transcendence: Contextual Influences on Spiritual Travel Motivations

Despite the growing academic interest in spiritual tourism, existing research primarily focuses on classification and tourist motivations, often addressing the demand-side perspective. A critical philosophical discussion is required to redefine the conceptual boundaries between ’religious’ and ’spiritual’ tourism, given the ontological shift from traditional religious practices to secular–spiritual experiences. This study examines the key drivers of spiritual tourism in India, where conventional classifications of spirituality, religiousness and secular–spiritual tourism are increasingly being challenged. India, with its rich spiritual heritage and diverse religious traditions, provides a unique context to explore the evolving motivations of spiritual tourists. To investigate these drivers, this study employs a netnographic research methodology, enabling an in-depth analysis of online communities, travel forums and user-generated content. Findings highlight the importance of destination contextualisation, as visitors’ motivations are shaped by a nation’s historical, cultural and ideological landscape. The study underscores that India’s spiritual tourism is influenced by a dynamic interplay of historical traditions, contemporary wellness trends and evolving religious identities.