THE ROLE OF SPIRITUAL VALUES IN TOURISM: INSIGHTS FROM SLOVAK TOURISTS

Abstract

Tourism is a multifaceted phenomenon encompassing a wide range of cultural, historical, recreational, and spiritual dimensions. One such aspect, the pursuit of spiritual values, plays a significant role in shaping travel motivations. Spiritu al tourism extends beyond traditional religious tourism to include opportunities for personal reflection, meditation, and visits to sacred sites. Spiritual tourism incorporates a diverse range of tourism activities such as pilgrimages, festivals, visits to sacred spaces and explorations of religious and cultural heritage. This study examines whether Slovak tourists actively seek spiritual values during their holidays and identifies the demographic groups which are most interested in different types of religious tourist sites. A questionnaire survey was conducted among 752 Slovak respondents to assess their preferences for spiritual experiences while traveling. The collected data was analyzed using descriptive statistics and non-parametric statistical methods, including Spearman’s rank correlation, the Mann-Whitney test, and the Kruskal-Wallis test. The results offer valuable insights into the motivations of Slovak tourists. Although Slovakia remains a strongly religious country, only about 22% of respondents viewed the pursuit of spiritual elements as an important factor when selecting their holiday destinations, with respondents who rated spiritual values as important in their everyday lives seeking out such experiences more frequently during their vacations. However, religious sites and events attracted both religious and non-religious tourists, although generational differences were identified in terms of the forms which this participation took. Older travelers preferred traditional religious activities, whereas younger travelers were more inclined toward concerts and cultural events with spiritual themes. The study highlights the growing appeal of intangible cultural heritage and the integration of spiritual elements into tourism services. The results offer practical implications for destination marketing and tourism development, suggesting that travel agencies and policymakers should consider the diverse motivations of tourists when formulating tourism products.

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