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Segmentation of the spiritual tourism market

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conference contribution
posted on 2017-12-06, 00:00 authored by Muhammad HaqMuhammad Haq, Leonce NewbyLeonce Newby, Arthur JacksonArthur Jackson
This exploratory pilot study acknowledges the value of segmentation in deepening a positioning strategy when the market segments are effectively defined. To avoid criticism of the technique used to expand spiritual tourism segmentation knowledge, a theoretically justified approach supported the exploration of the research query; the first part of the four phase segmentation process model provided a framework for the study (Goller, Hogg and Kalafatis 2002). In-depth interviews were conducted with spiritual tourism consumers and providers in Australia and Pakistan. The transcriptions of the collected information were analysed using open and axial coding. It was concluded that a distinctive attitudinal characteristic of spiritual tourists, their tendency toward inclusivity/exclusivity, offered the most appropriate base for segmenting the spiritual tourism market.


Parent Title

ANZMAC 2009 : Sustainable Management and Marketing Conference proceedings, 30 Nov to 2 Dec 2009, Melbourne, Victoria.

Start Page


End Page


Number of Pages


Start Date





Melbourne, Vic.


Promaco Conventions Pty Ltd

Place of Publication

Melbourne, Vic., Australia

Peer Reviewed

  • Yes

Open Access

  • No

External Author Affiliations

Charles Darwin University; Conference; Faculty of Arts, Business, Informatics and Education; Not affiliated to a Research Institute;

Era Eligible

  • Yes

Name of Conference

Australian & New Zealand Marketing Academy. Conference