Spiritual journey to Hajj : Australian and Pakistani experience and expectations

This paper explores and examines the interesting and important phenomenon of Hajj from a marketing strategy and ethnographic perspective. There has been little academic qualitative research from a marketing strategy perspective on Hajj (once a year Muslim pilgrimage to Mecca), examining the perceptions of Muslims going on this significant spiritual journey. This paper also attempts to contribute to the theory on spiritual tourism and journeys and the marketing of spiritual tourism, by focusing on Hajj as both an outstanding spiritual journey and a product/service.