Haq Allah Hu: tourists' phenomenological experiences of visiting shrines as Islamic spiritual destinations
Purpose – Over the years, shrines have been ignored as a destination by islamic marketing scholars. However, shrines can be classified as Islamic spiritual destinations which are visited by people to serve various purposes. Moreover, in the country context of Pakistan with its beautiful cultural tra...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Emerald Publishing
2022-12-01
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| Series: | South Asian Journal of Marketing |
| Subjects: | |
| Online Access: | https://www.emerald.com/insight/content/doi/10.1108/SAJM-03-2022-0022/full/pdf |
| _version_ | 1797787787712266240 |
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| author | Ahsan Kamal Muhammad Kashif |
| author_facet | Ahsan Kamal Muhammad Kashif |
| author_sort | Ahsan Kamal |
| collection | DOAJ |
| description | Purpose – Over the years, shrines have been ignored as a destination by islamic marketing scholars. However, shrines can be classified as Islamic spiritual destinations which are visited by people to serve various purposes. Moreover, in the country context of Pakistan with its beautiful cultural traditions and the religiousness among people, the visit to a shrine as a destination experience is scantly examined. This study fills this void and aims at exploring Muslim tourists' spiritual experiences of visiting shrines as Islamic spiritual destinations. Design/methodology/approach – An interpretive qualitative inquiry is used based on phenomenology as the leading methodology for this exploration. Following a purposive sampling technique, researchers interviewed 10 informants who regularly visit shrines. The collected data are analyzed based on thematic analysis. Findings – The results of a thematic analysis reveal six themes that emerged from tourists' experiences of Islamic spiritual destinations. These include: religious and spiritual values, spiritual belief system, commercial experience, hospitality and support experience, socialization experience and obstruction experience. Practical implications – The findings of this study can be used by policymakers managing Islamic tourist destinations. It will help them to improve tourist experiences. Originality/value – The findings contribute to both theory and practice of destination marketing by exploring the factors influencing tourists' perceptions about their experience of Islamic spiritual destinations. |
| first_indexed | 2024-03-13T01:26:46Z |
| format | Article |
| id | doaj.art-055ea142465a4e3ca09845023f108398 |
| institution | Directory Open Access Journal |
| issn | 2719-2377 2738-2486 |
| language | English |
| last_indexed | 2024-03-13T01:26:46Z |
| publishDate | 2022-12-01 |
| publisher | Emerald Publishing |
| record_format | Article |
| series | South Asian Journal of Marketing |
| spelling | doaj.art-055ea142465a4e3ca09845023f1083982023-07-04T12:25:05ZengEmerald PublishingSouth Asian Journal of Marketing2719-23772738-24862022-12-013215016410.1108/SAJM-03-2022-0022Haq Allah Hu: tourists' phenomenological experiences of visiting shrines as Islamic spiritual destinationsAhsan Kamal0Muhammad Kashif1Department of Business, GIFT University, Gujranwala, PakistanDepartment of Business, GIFT University, Gujranwala, PakistanPurpose – Over the years, shrines have been ignored as a destination by islamic marketing scholars. However, shrines can be classified as Islamic spiritual destinations which are visited by people to serve various purposes. Moreover, in the country context of Pakistan with its beautiful cultural traditions and the religiousness among people, the visit to a shrine as a destination experience is scantly examined. This study fills this void and aims at exploring Muslim tourists' spiritual experiences of visiting shrines as Islamic spiritual destinations. Design/methodology/approach – An interpretive qualitative inquiry is used based on phenomenology as the leading methodology for this exploration. Following a purposive sampling technique, researchers interviewed 10 informants who regularly visit shrines. The collected data are analyzed based on thematic analysis. Findings – The results of a thematic analysis reveal six themes that emerged from tourists' experiences of Islamic spiritual destinations. These include: religious and spiritual values, spiritual belief system, commercial experience, hospitality and support experience, socialization experience and obstruction experience. Practical implications – The findings of this study can be used by policymakers managing Islamic tourist destinations. It will help them to improve tourist experiences. Originality/value – The findings contribute to both theory and practice of destination marketing by exploring the factors influencing tourists' perceptions about their experience of Islamic spiritual destinations.https://www.emerald.com/insight/content/doi/10.1108/SAJM-03-2022-0022/full/pdfDestination marketingSpiritualShrinesPakistanQualitativePhenomenology |
| spellingShingle | Ahsan Kamal Muhammad Kashif Haq Allah Hu: tourists' phenomenological experiences of visiting shrines as Islamic spiritual destinations South Asian Journal of Marketing Destination marketing Spiritual Shrines Pakistan Qualitative Phenomenology |
| title | Haq Allah Hu: tourists' phenomenological experiences of visiting shrines as Islamic spiritual destinations |
| title_full | Haq Allah Hu: tourists' phenomenological experiences of visiting shrines as Islamic spiritual destinations |
| title_fullStr | Haq Allah Hu: tourists' phenomenological experiences of visiting shrines as Islamic spiritual destinations |
| title_full_unstemmed | Haq Allah Hu: tourists' phenomenological experiences of visiting shrines as Islamic spiritual destinations |
| title_short | Haq Allah Hu: tourists' phenomenological experiences of visiting shrines as Islamic spiritual destinations |
| title_sort | haq allah hu tourists phenomenological experiences of visiting shrines as islamic spiritual destinations |
| topic | Destination marketing Spiritual Shrines Pakistan Qualitative Phenomenology |
| url | https://www.emerald.com/insight/content/doi/10.1108/SAJM-03-2022-0022/full/pdf |
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