The greener, the better? Probing green innovation in pilgrimage tourism destinations

Abstract

This study examines the importance of pilgrimage tourism to green innovation and assesses the factors that influence pilgrimage tourism efforts and implementation to ensure green innovation. The results of semi-structured, in-depth interviews with religious figures and pilgrims, supplemented by secondary sources, show that linking pilgrimage capabilities and religious organizations is critical to sustaining green innovation rather than focusing on the dispersed state of consciousness. The findings underscore the importance of a practice-based teaching approach and the necessity of spiritual adherence to green innovative behavior. It is argued that the intersection between pilgrims and religious organizations supports the achievement of the United Nations Sustainable Development Goals 2030 in less developed nations, such as in Africa. The study is helpful for destination management organizations, policymakers, and tourism stakeholders, to promote green innovation through pilgrimage tourism.