THE ROLE OF HOSPITALITY MANAGEMENT IN ENHANCING THE PILGRIMAGE EXPERIENCE

Abstract

This study explores the pivotal role of hospitality management in enhancing the pilgrimage experience, focusing on pilgrimage centers in Saudi Arabia. Amidst growing global pilgrimage tourism, the research aims to address the challenge of optimizing hospitality services to meet the diverse needs of pilgrims. Through quantitative analysis, the research identifies key factors influencing hospitality services, including accommodation, food service, transportation, and facilities. Findings reveal a strong positive correlation between the quality of these services and the overall pilgrimage experience (r = 0.633 for accommodation, r = 0.590 for food service, r = 0.602 for transportation, and r = 0.627 for facilities). While accommodation emerges as the most influential factor (B = 0.292, t = 2.456, p = .015), food service and transportation show non-significant associations (FS: B = 0.059, t = 0.604, p = .547; T: B = 0.081, t = 0.808, p = .420). However, facilities exhibit a marginally significant positive relationship with the pilgrimage experience (B = 0.220, t = 1.900, p = .060), suggesting their potential to enhance pilgrim satisfaction. These insights underscore the importance of effective hospitality management practices in pilgrimage centers, offering opportunities for economic, social, and cultural benefits while addressing the diverse needs of pilgrims.