Spiritual tourism between India and Pakistan : a framework for business opportunities and threats

Humans and societies have always been interested in spirituality since the dawn of civilization. Only recently various businesses started adapting various dimensions of spirituality. The travel and tourism industry has also appreciated this change and has identified a new product known as spiritual tourism. In today’s world, spiritual tourism offers business opportunities for all countries with different cultures and religions. This conceptual paper highlights business related opportunities and threats of spiritual tourism between two countries with unfriendly relations, India and Pakistan. The research in this paper is based on a theoretical analysis of publications on tourism potential and business growth of spiritual tourism that could be adopted by these two countries. The conclusion presents a framework indicating business opportunities and threats for spiritual tourism that is a unique contribution to theory of tourism marketing and management. An empirical study could be conducted to analyse the significance and implications of opportunities and threats identified in this paper by inquiring from spiritual tourists and operators in related countries.Field