Retail Entrepreneurship in Devotional Tourism Exploring Consumer Behaviour Digital Adoption and Strategic Opportunities in Tamil Nadu’s Temple Economies

Abstract

This study examines the retail entrepreneurship opportunities emerging within devotional tourism economies, with a particular focus on temple towns in Tamil Nadu, India. The objectives were to analyse consumer behaviour, expenditure patterns, and digital adoption in temple-based retail settings, and to assess how factors such as cultural authenticity, economic value, convenience, and technology influence visitor satisfaction and repeat purchase intentions. A structured survey of 400 temple visitors was conducted across four major destinations, and data were analysed using descriptive statistics and Structural Equation Modelling (SEM) with AMOS. The measurement and structural models demonstrated robust reliability and validity, with model fit indices meeting recommended thresholds. Results show that cultural authenticity and economic value are significant predictors of satisfaction, while convenience and technology affect satisfaction indirectly via digital adoption. Satisfaction, in turn, emerged as the strongest driver of repeat purchase intention. Mediation analysis confirmed that satisfaction is the key mechanism linking retail experiences to consumer loyalty, while multi-group analysis revealed generational differences, with younger visitors showing higher digital adoption and stronger satisfaction-loyalty relationships compared to older cohorts. The study contributes to tourism and retail management literature by positioning temple economies as “phygital ecosystems” where tradition and modernity converge. Practically, the findings highlight entrepreneurial opportunities for retailers, temple boards, and digital service providers to enhance consumer experiences through authentic products, fair pricing, and integrated digital solutions. The paper also offers policy insights for sustainable retail development in religious tourism contexts.