Borobudur Temple as Buddhist Pilgrimage Destination in Indonesia: an Analysis of Factors that Affect Visit Intention

A study on Borobudur Temple, the largest Buddhist temple in the world located in Central Java, Indonesia, reveals that the sacredness of the site significantly enhances visit intention among foreign tourists, particularly those who are Buddhist or have not visited before. The research, which surveyed 98 valid respondents and conducted in-depth interviews, found that while Buddhist visitors are strongly influenced by the temple's sacredness, non-Buddhist visitors are more affected by its image as a tourist destination. The study also highlights that for tourists who had previously visited Borobudur, the sacredness factor loses its influence on revisit intention, suggesting a shift in perception over time. These findings imply that Borobudur Temple holds unique appeal as both a religious and cultural pilgrimage site, warranting consideration for policies that support its role as a center of Buddhist activities.

Hermawan, B., Salim, U., Rohman, F., & Rahayu, M. (2016). Borobudur Temple as Buddhist Pilgrimage Destination in Indonesia: an Analysis of Factors that Affect Visit Intention. Journal of International Buddhist Studies, 7(2). https://doi.org/10.65680/2432722016