Journal of Business & Economic Policy

Impact of Spiritual Marketing on Different Segments of Tourists and Their Evaluation of the Site
Rachin Suri, Jitender Rao

Abstract
Spirituality, belief and religion have been since and in future will be one of the major factors for travelling. Using the correct stimuli called spirituality the tourism industry can excel. The search for spirituality has always been and will remain a major motivator for tourist for exploring religious and spiritual destination. We need to understand and outline a strategy after understanding that not all visitors to a spiritual destination are ‘pious travelers’. Understanding the motives of their visit is the key that will unlock the door for an ideal strategy. In this study the authors have collected primary data with help of a schedule on the site from the tourists for checking their attitudes towards the destination and also tried to know the major motivating factors for their visit. The authors found that even till today more than promotion other factors (belief, inner peace, family suggestions etc.) are responsible for the visit of the person. The findings of this study can serve as one of the platforms for making future strategies in the industry related to promotional and segmentation decisions and also how the revenue creation can augment at these sites and what prerequisite improvements are vital for that destination.

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