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The rise of spiritual tourism in South Asia as business internationalization

journal contribution
posted on 04.08.2020, 00:00 by FM Haq, Anita Medhekar
Globalization and digitization are motivating organizations around the world to manage and internationalize their products and services. Adaptively, most Asian companies are internationalizing their businesses with respect to various industries; one obvious example is the tourism industry. The global tourism industry can be segmented into niche types such as heritage tourism, dark tourism, medical tourism, including spiritual tourism. The objective of this paper is to analyze the rise of spiritual tourism in South Asian countries and discusses its operations that are internationalized rather than being region-centric or locally focused. It is argued that that public and private tourism operators in South Asia have realized that spiritual tourism presents an attractive product to invest and market based on people, places, and events. However, the challenge is to internationalize multi-faith spiritual tourism in the context of people, places, and events that would be the only way to develop and sustain this niche segment of the tourism business. It is argued that there are various factors that could enable South Asian countries to effectively internationalize their spiritual tourism destinations. The paper concludes that business internationalization of South Asian spiritual tourism, will not only achieve economic development objectives, but also social and United Nations Sustainable Development Goals, and bi-lateral diplomatic goals for regional peace and prosperity

History

Volume

7

Issue

1

Start Page

52

End Page

78

Number of Pages

27

eISSN

2519-7924

ISSN

2218-2705

Publisher

University of Management and Technology

Additional Rights

CC BY 4.0

Peer Reviewed

Yes

Open Access

Yes

Acceptance Date

19/06/2020

External Author Affiliations

Canadian University of Dubai

Era Eligible

Yes

Journal

Journal of Management and Research

Licence

Exports