Riza Nur Sya’ban, Taufik Abdullah
This study examines the motivations and decision-making processes of a community visiting the pilgrimage site of The Sepulchral Monument of Kanjeng Dalem Cikundul in West Java, Indonesia. Data were collected through 17 semi-structured interviews and observation, followed by analysis using thematic analysis. The results show that personal motivations, such as seeking peace of mind, receiving blessings, ensuring effective prayers, honoring legacies, fulfilling pilgrimage as worship mandated by the Prophet Muhammad, reflecting on mortality, and seeking a refreshing escape, align with group motivations that include increasing the likelihood of prayers being answered, reducing costs and travel risks, facilitating socialization, interacting with other community groups, maintaining relationships, upholding tradition, and seeking education. The study identifies three decision-making mechanisms: top-down, perceived bottom-up, and consensus-based, each with distinct advantages and challenges. Understanding these mechanisms is crucial for effective tourism management and policymaking. The study emphasizes the importance of targeted marketing and collaboration with religious and community leaders to enhance the pilgrimage experience. This study extends Social Identity Theory in collective pilgrimage tourism by demonstrating that shared religious identity structures coordinated decision-making, enhances group consensus and cohesion, and elucidates boundary conditions and cognitive mechanisms linking identity to collective action. © 2026 Asociacion Espanola de Expertos Cientificos en Turismo. All rights reserved.
Tourism Marketing Management Program, Universitas Pendidikan Indonesia, Bandung City, Indonesia
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