Jirawat AnuwichanontSirivan SeriratPanisa MechindaPaiboon Archarungroj2025-03-102025-03-102020Review of Integrative Business and Economics Research241467222-s2.0-85088564830https://repository.dusit.ac.th//handle/123456789/4790To date, the religious tourism, one of the fastest emerging modes of tourism in Thailand, not only boosts domestic travel but also contributes significantly to the promotion of Dhamma practice to visitors according to Buddhist principles. Consequently, the examination of the factors as well as touristsÕ underlying expectation and perception influencing the religious tourism, including merit-making and Dhamma-practicing tourism, is vital for the sustainable development of this mode of tourism. Thus, this study was aimed to: (1) explore the influence of the activities related to precepts, meditation and wisdom on meritorious actions and defilements of merit-making tourists and Dhamma practitioners; (2) explore the factors influencing overall satisfaction and future behavioral trends of merit-making tourists and Dhamma practitioners; and (3) compare the differences between expectations and perceptions towards tourism activities. The empirical findings supported the activities related to precepts, meditation and wisdom as the determinants of meritorious actions and defilements as hypothesized. It was noted that the attitudes towards merit-making innovations and Dhamma learning and practicing innovations were found to be the most powerful determinants of overall satisfaction and future behavioral trends. Lastly, expectation and perception towards tourism activities were significantly different. Marketing implications were discussed. Copyright © 2020 GMP Press and Printing.Dhamma PracticeExpectationPerceptionReligious TourismArticleScopus