The interaction of effective drivers in future religious tourism development in Yazd province as a global religious destination

IF 3.1 Q2 BUSINESS Journal of Islamic Marketing Pub Date : 2024-08-30 DOI:10.1108/jima-04-2024-0168
Atefeh Mirhoseini, Shahnaz Nayebzadeh, Alireza Rousta
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Abstract

Purpose

The geographical location of Yazd province has significant potential for religious tourism. To make the most of this opportunity, it is important to develop an interpretive structural modeling. This paper aims to outline a model for the development of religious tourism in Yazd province as a Global Religious Destination by identifying and analyzing the interaction of effective drivers in future religious tourism development.

Design/methodology/approach

The research methodology is based on the interpretative paradigm and is developmental in nature. It takes an exploratory-analytical approach through the adoption of an inductive method and uses mixed research (qualitative/quantitative) involving religious tourism experts and tourists. The study consists of three main steps. In the first step, effective drivers in future religious tourism development were identified through content analysis of published articles. In the second step, the identified drivers were finalized through a survey of experts. Using futures research and Micmac software, a model was designed to investigate the interaction of the future drivers of religious tourism development. In the third step of the research, 384 tourists who visited Yazd Global Religious Destination participated to check the accuracy of the presented model.

Findings

Content analysis and review of scientific documents have identified 14 effective drivers in future religious tourism development that have finalized in a layered model. The model identified factors from the most influential at level one to the least influential at level eight. the theoretical foundations of this research confirmed by 384 visitors participated.

Originality/value

developing religious tourism, whether in the form of a religious city, a religious value system, a religious ceremony and a religious business, requires a comprehensive view that includes tourist’s mental and visual imagery, destination brand’s ideals and visions, religious belief, governmental and formal activities and the material and spiritual capital that can offer religious life style in the world markets to audiences from all over the world in the best way and in the dynamic conditions of competition between destination brands, occupy the first rungs of the audience’s mental ladder.

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作为全球宗教目的地的亚兹德省未来宗教旅游发展的有效驱动因素的相互作用
目的 亚兹德省的地理位置为宗教旅游提供了巨大潜力。为了充分利用这一机遇,必须建立一个解释性结构模型。本文旨在通过识别和分析未来宗教旅游发展中有效驱动因素的相互作用,勾勒出亚兹德省作为全球宗教旅游目的地的宗教旅游发展模式。它通过采用归纳法和混合研究法(定性/定量),对宗教旅游专家和游客进行探索和分析。研究包括三个主要步骤。第一步,通过对已发表文章的内容分析,确定未来宗教旅游发展的有效驱动因素。第二步,通过对专家进行调查,最终确定所确定的驱动因素。利用未来研究和 Micmac 软件,设计了一个模型来研究未来宗教旅游发展驱动因素之间的相互作用。在第三步研究中,384 名访问过亚兹德全球宗教目的地的游客参与了研究,以检验模型的准确性。研究结果内容分析和科学文献审查确定了未来宗教旅游发展的 14 个有效驱动因素,并最终形成了一个分层模型。该模型确定了从第一层影响最大到第八层影响最小的因素。原创性/价值发展宗教旅游,无论是以宗教城市、宗教价值体系、宗教仪式和宗教商业的形式,都需要一个全面的视角,包括游客的心理和视觉意象、目的地品牌的理想和愿景、宗教信仰、政府和正式活动,以及能够在世界市场上以最佳方式向来自世界各地的受众提供宗教生活方式的物质和精神资本,并在目的地品牌之间竞争的动态条件下,占据受众心理阶梯的第一级。
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来源期刊
CiteScore
8.40
自引率
28.10%
发文量
80
期刊介绍: Launched in 2010, Journal of Islamic Marketing (JIMA) was the first journal dedicated to investigating Marketing’s relationship with Islam, in theory and practice, across Muslim majority and minority geographies. JIMA tackles the nuances associated with Muslim consumption patterns, doing business in Muslim markets, and targeting Muslim consumers. When considering the acronyms for the emerging economies to watch: in 2001 it was BRIC (Brazil, Russia, India, and China); and more recently in 2013 MINT (Mexico, Indonesia, Nigeria, Turkey), and CIVETS (Columbia, Indonesia, Vietnam, Egypt, Turkey and South Africa) – then it is apparent that economies with large Muslim populations are growing in importance. One quarter of the world''s population are Muslim, with well over half of Muslims today under the age of 25 - which prompted Miles Young, Global CEO of Ogilvy, to assert that Muslims are the "third one billion", following interest in Indian and Chinese billions, in terms of market opportunities.
期刊最新文献
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