Purpose Holy cities in India are seeing tremendous gentrification. This study aims to investigate the effect of the changing lifestyle of people towards spirituality and the changing lifestyle's impact on consumer buying behavior on properties in Indian holy cities which has not been studied anecdotally. Design/methodology/approach The research is exploratory in nature. A questionnaire has been sent to collect primary data through SurveyMonkey. Simple random sampling was used to collect a sample of 450 respondents which was also verified using G* software. The data were analyzed using descriptive statistics and partial least square–structured equation modeling (PLS-SEM). Findings Findings obtained through the structural model using bootstrapping technique suggest that intrinsic and extrinsic factors are attracting tourists leading to an increase in the demand for real estate in holy cities. Research limitations/implications The research findings may vary as per the cultural differences and belief in spirituality, which is subject to perceptual biases in different holy cities. Practical implications The traditional determinants of property buying behavior are considered inadequate to attract real estate investments. The inclusion of these behavioral aspects – intrinsic and extrinsic factors may improve the investment inflows in India. Social implications Spirituality connects to the concept of behavioral real estate, where the decision to buy property is largely affected by the emotional attachment of people. Originality/value This research adds value to fill the gap by finding out the latent determinant – emotional reasons impacting transnational gentrification in India.
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