The Role of Spirituality and Commercialization in the Formation of the Religious Tourism Destinations Brand with Grounded Theory Approach (Case Study: Holy city of Mashhad)
Religious travels play a significant role in tourism, and the optimal connection between spirituality and commercialization of the brand of religious tourism destinations should be guided by a comprehensive analysis of the stakeholders’ interests. The purpose of the study is to investigate the relat...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | fas |
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Allameh Tabataba'i University Press
2020-03-01
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| Series: | Muṭāli̒āt-i Mudīriyyat-i Gardishgarī |
| Subjects: | |
| Online Access: | https://tms.atu.ac.ir/article_11052_2a95de6d4b95eccda6ce2e15a11dc00a.pdf |
| _version_ | 1797377377605517312 |
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| author | Ali Pourang Seyed Morteza Ghayour Baghbani Morteza Rojoui Omid Behboodi |
| author_facet | Ali Pourang Seyed Morteza Ghayour Baghbani Morteza Rojoui Omid Behboodi |
| author_sort | Ali Pourang |
| collection | DOAJ |
| description | Religious travels play a significant role in tourism, and the optimal connection between spirituality and commercialization of the brand of religious tourism destinations should be guided by a comprehensive analysis of the stakeholders’ interests. The purpose of the study is to investigate the relationship between spirituality and commercialization of religious tourism brand in Mashhad, using the qualitative approach and grounded theory. Data collection was based on theoretical foundations, the study of upstream documents, and conducted deep, open, semi-structured interviews with experts that were selected purposefully. To analyze the data, a continuous comparison method has been used during three stages of open, axial, and selective coding. The results showed that 153 concepts in the interaction of spirituality and the brand commercialization exist in 5 contextual categories, 5 casual categories, 3 intervention categories, 3 strategic categories, 10 consequence categories and 3 categories of (inconsistency of national macro-measures with the interests of urban stakeholders, intra-organizational and inter-organizational conflict and partial optimization) as barriers to the implementation of strategies. |
| first_indexed | 2024-03-08T19:51:46Z |
| format | Article |
| id | doaj.art-eb7783463ad64647a04e67a47f883b2f |
| institution | Directory Open Access Journal |
| issn | 2322-3294 2476-597X |
| language | fas |
| last_indexed | 2024-03-08T19:51:46Z |
| publishDate | 2020-03-01 |
| publisher | Allameh Tabataba'i University Press |
| record_format | Article |
| series | Muṭāli̒āt-i Mudīriyyat-i Gardishgarī |
| spelling | doaj.art-eb7783463ad64647a04e67a47f883b2f2023-12-24T07:42:41ZfasAllameh Tabataba'i University PressMuṭāli̒āt-i Mudīriyyat-i Gardishgarī2322-32942476-597X2020-03-01154922525410.22054/tms.2020.1105211052The Role of Spirituality and Commercialization in the Formation of the Religious Tourism Destinations Brand with Grounded Theory Approach (Case Study: Holy city of Mashhad)Ali Pourang0Seyed Morteza Ghayour Baghbani1Morteza Rojoui2Omid Behboodi3Master of Strategic Business Management, Faculty of Management and Accounting, Imam Reza International University, Mashhad, IranAssistant Professor, Faculty of Management and Accounting, Imam Reza International University, Mashhad, IranAssistant Professor, Faculty of Management and Accounting, Imam Reza International University, Mashhad, Iran.Ph.D. in Business Administration-Marketing, Lecturer, Faculty of Management and Accounting, Imam Reza International University, Mashhad, Iran.Religious travels play a significant role in tourism, and the optimal connection between spirituality and commercialization of the brand of religious tourism destinations should be guided by a comprehensive analysis of the stakeholders’ interests. The purpose of the study is to investigate the relationship between spirituality and commercialization of religious tourism brand in Mashhad, using the qualitative approach and grounded theory. Data collection was based on theoretical foundations, the study of upstream documents, and conducted deep, open, semi-structured interviews with experts that were selected purposefully. To analyze the data, a continuous comparison method has been used during three stages of open, axial, and selective coding. The results showed that 153 concepts in the interaction of spirituality and the brand commercialization exist in 5 contextual categories, 5 casual categories, 3 intervention categories, 3 strategic categories, 10 consequence categories and 3 categories of (inconsistency of national macro-measures with the interests of urban stakeholders, intra-organizational and inter-organizational conflict and partial optimization) as barriers to the implementation of strategies.https://tms.atu.ac.ir/article_11052_2a95de6d4b95eccda6ce2e15a11dc00a.pdfreligious tourism destinations brandcommercializationinteraction between spirituality and commercializationgrounded theory |
| spellingShingle | Ali Pourang Seyed Morteza Ghayour Baghbani Morteza Rojoui Omid Behboodi The Role of Spirituality and Commercialization in the Formation of the Religious Tourism Destinations Brand with Grounded Theory Approach (Case Study: Holy city of Mashhad) Muṭāli̒āt-i Mudīriyyat-i Gardishgarī religious tourism destinations brand commercialization interaction between spirituality and commercialization grounded theory |
| title | The Role of Spirituality and Commercialization in the Formation of the Religious Tourism Destinations Brand with Grounded Theory Approach (Case Study: Holy city of Mashhad) |
| title_full | The Role of Spirituality and Commercialization in the Formation of the Religious Tourism Destinations Brand with Grounded Theory Approach (Case Study: Holy city of Mashhad) |
| title_fullStr | The Role of Spirituality and Commercialization in the Formation of the Religious Tourism Destinations Brand with Grounded Theory Approach (Case Study: Holy city of Mashhad) |
| title_full_unstemmed | The Role of Spirituality and Commercialization in the Formation of the Religious Tourism Destinations Brand with Grounded Theory Approach (Case Study: Holy city of Mashhad) |
| title_short | The Role of Spirituality and Commercialization in the Formation of the Religious Tourism Destinations Brand with Grounded Theory Approach (Case Study: Holy city of Mashhad) |
| title_sort | role of spirituality and commercialization in the formation of the religious tourism destinations brand with grounded theory approach case study holy city of mashhad |
| topic | religious tourism destinations brand commercialization interaction between spirituality and commercialization grounded theory |
| url | https://tms.atu.ac.ir/article_11052_2a95de6d4b95eccda6ce2e15a11dc00a.pdf |
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