{"title":"The interaction of effective drivers in future religious tourism development in Yazd province as a global religious destination","authors":"Atefeh Mirhoseini, Shahnaz Nayebzadeh, Alireza Rousta","doi":"10.1108/jima-04-2024-0168","DOIUrl":null,"url":null,"abstract":"<h3>Purpose</h3>\n<p>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.</p><!--/ Abstract__block -->\n<h3>Design/methodology/approach</h3>\n<p>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.</p><!--/ Abstract__block -->\n<h3>Findings</h3>\n<p>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.</p><!--/ Abstract__block -->\n<h3>Originality/value</h3>\n<p>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.</p><!--/ Abstract__block -->","PeriodicalId":47761,"journal":{"name":"Journal of Islamic Marketing","volume":null,"pages":null},"PeriodicalIF":3.1000,"publicationDate":"2024-08-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Islamic Marketing","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1108/jima-04-2024-0168","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
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.
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.