Segmentation of the spiritual tourism market

Australian & New Zealand Marketing Academy (ANZMAC) Conference 2009

AUTHOR:
Farooq Haq
Leonce Newby
John Jackson

ABSTRACT:

This exploratory research paper acknowledges the value of segmentation in deepening a positioning strategy when the market segments are effectively defined and penetrated. This study aimed at expanding spiritual tourism segmentation knowledge. The methodological approach used was theoretically justified by adopting the first part of the four phase segmentation process model as the framework for this spiritual tourism segmentation study (Goller, Hogg and Kalafatis 2002). In-depth interviews were conducted with a convenience sample of spiritual tourism consumers and providers in Australia and Pakistan. It was concluded that a distinctive attitudinal characteristic of spiritual tourists,   their tendency toward inclusivity or exclusivity, offered the most appropriate base for segmenting the 

spiritual tourism market.

Keywords: Segmentation, spiritual tourism, marketing, strategy.


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