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As an early form of tourism, religious tourism has recently emerged as the fastest-growing part of the industry, receiving the least academic attention. This study proposes a comprehensive model to understand heritage religious tourism behavior. Using a survey questionnaire, 423 responses were collected from participants who had visited heritage religious destinations in Vietnam. The findings indicate that symbolic consumption positively influences visitors’ travel attitudes toward heritage religious destinations. This study also suggests that destination preference and travel satisfaction have serial mediating effects in the relationships among symbolic consumption, travel attitude, and revisit intention. Given the limited research on heritage religious tourism, this study provides a valuable reference for destination managers in developing effective management strategies. Additionally, the results contribute to a theoretical foundation for further empirical validation.
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