A Structural Equation Modeling (SEM) Approach to Analyze Pilgrims’ Satisfaction and Behavioral Intentions at Mahakumbh in Prayagraj

The present study investigates the influence of Religious Experience, Infrastructure, and Event Management on Visitor Satisfaction and its subsequent impact on Behavioral Intentions during the Mahakumbh Mela. Using a Structural Equation Modeling (SEM) approach, data was collected from 100 respondents through a structured questionnaire. The study aimed to explore the direct and indirect relationships among key latent constructs to understand what drives positive behavioral outcomes among pilgrims and tourists. The results indicate that Religious Experience (β = 0.40, p < 0.001), Infrastructure (β = 0.35, p < 0.001), and Event Management (β = 0.38, p = 0.001) significantly contribute to visitor satisfaction. Moreover, Satisfaction strongly influences Behavioral Intentions (β = 0.57, p < 0.001), suggesting that enhancing visitor satisfaction can lead to increased likelihood of revisits and positive word-of-mouth. Model fit indices such as CFI (0.96), TLI (0.95), RMSEA (0.055), and SRMR (0.047) indicate that the model has a good fit. Additionally, factor loadings for all indicators were above 0.70, confirming construct validity and reliability. The findings provide valuable insights for event organizers, tourism authorities, and policymakers, emphasizing the need to invest in quality religious experiences, robust infrastructure, and efficient event management to enhance visitor satisfaction and promote sustainable tourism. This study contributes to the literature on religious tourism and event management and offers a practical framework for improving mega-event experiences in India and similar contexts globally.