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Branding Islamic spiritual tourism : an exploratory study in Australia and Pakistan

Haq, Farooq and Wong, Ho Yin 2013, Branding Islamic spiritual tourism : an exploratory study in Australia and Pakistan, European journal of business and management, vol. 5, no. 11, pp. 154-162.

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Title Branding Islamic spiritual tourism : an exploratory study in Australia and Pakistan
Author(s) Haq, Farooq
Wong, Ho Yin
Journal name European journal of business and management
Volume number 5
Issue number 11
Start page 154
End page 162
Total pages 9
Publisher International Institute for Science, Technology & Education
Place of publication New York, N.Y.
Publication date 2013
ISSN 2222-1905
2222-1735
2222-288X
Keyword(s) branding
Islamic spiritual tourism
marketing
Australia and Pakistan
Summary This study develops themes for branding Islamic spiritual tourism based on attitudes and behaviors of spiritual tourists. To explore strategies to brand spiritual tourism, in-depth interviews were conducted with respondents in Australia and Pakistan. Convenience sampling was employed to select spiritual tourists in both countries to examine their perspectives on branding Islamic spiritual tourism. People were found to be hesitant to discuss their spiritual experiences hence interviews were designed to strut with general tourism experiences leading to special interests and then to spiritual dimensions. Thematic analysis of all interview transcripts was used to identify emerging themes. Findings identified two new brands for spiritual tourism: inclusive and exclusive Islamic spiritual tourism. Inclusive Islamic spiritual tourism indicated the intention of tourists to achieve spiritual growth from visiting destinations and events considered sacred by any religion. Whereas, exclusive Islamic spiritual tourism indicated the intention of spiritual tourists oriented towards Islam only. Research concludes with evidence to brand Islamic spiritual tourism
based upon inclusive and exclusive attitudes of spiritual tourists for better marketing. This research has filled a gap in the literature of branding spiritual tourism and tourism marketing.
Language eng
Field of Research 150503 Marketing Management (incl Strategy and Customer Relations)
Socio Economic Objective 910403 Marketing
HERDC Research category C1 Refereed article in a scholarly journal
Persistent URL http://hdl.handle.net/10536/DRO/DU:30053349

Document type: Journal Article
Collection: Deakin Graduate School of Business
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