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Abstract This study analyzed the role of Zen meditation in shaping seasonal tourists' spiritual experience using a focus group and interview approach. Three main themes emerged from the study: (a) the desire for seasonal tourism Zen meditation induced by local hosts and the environment was generally positive; (b) the attributes of these seasonal tourists reinforced a positive image of Zen meditation through experiences of both sacred Buddhist rituals and secular daily practices in the E'Mei Mountain destination; and (c) the positive spiritual experiences through seasonal Zen meditation gained in the tourism period had a strong impact on these participants' spiritual experiences.
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