Religious tourism is a significant economic sector in Indonesia, yet how government regulation and marketing communication jointly shape tourist motivation remains underexplored. Grounded in the Theory of Planned Behavior, this study treats government regulation as an exogenous antecedent linked to perceived behavioral control and institutional credibility, and marketing communication as the proximal lever acting on attitudes and subjective norms. Government regulation was operationalized through policy implementation, regulatory compliance, and stakeholder engagement; marketing communication through advertising, publicity, word-of-mouth, on-site interpretation, and direct and interactive ma... More >