Tourism Marketing mix applied for inclusive spiritual tourists in pakistan and australia
DOI:
https://doi.org/10.37435/nbr21010901Keywords:
Product, Pricing, People, Spiritual tourism; Tourism, Spiritual tourism, Marketing mix, QualitativeAbstract
Abstract
Purpose: The paper displays an exploratory research on marketing of
spiritual tourism in Australia and Pakistan. The main objective of this
research is to explain spiritual tourism and present elements of
marketing mix for attracting spiritual tourists with inclusive attitude. The
paper describes spiritual travellers with inclusivity going on journeys for
spiritual enhancement and veneration for divine places of other faiths
considered as holy sites.
Methodology: A qualitative study constructed on face-to-face interviews
with tourists qualified as spiritual travellers was managed in selected
Australian and Pakistani locations. The discussion notes were screened
through theme-based assessment searching for ideas and themes
surfacing from interviews aligned with elements of the marketing
strategy.
Results: This study resulted in acknowledging people, pricing and
products as vital elements of tourism marketing complementing the
spiritual tourism marketing strategy design and implementation.
Conclusions: This study concludes with an inclusive spiritual tourism
model indicating people, pricing and products to be embraced by
tourism providers to enhance their marketing outcomes. This paper
accomplishes by offering the recommendation for Pakistan’s tourism
administration to market holy and blessed places linked with different
faiths following the branding theme of “spiritual tourism”.
Future Direction: Tourism marketing mix based on people, pricing and
products, could be analysed by a quantitative research testing inclusivity
based behaviour of spiritual travellers.
Originality: The unique and primary study handled the threat of
disinclination of tourists expressing their personal religious opinions
through private meetings and face-to-face discussions.
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