Confluence of technology and commercial factors at ISKCON temple

Abstract

PurposeAs there has been no research about specific Indian temples, the aim of this paper is to explore the role of technology and commercial factors at ISKCON temple in the National Capital Region, in enhancing the tourists' experience. ISKCON temple, New Delhi, has been the pioneer in implementing technology as a tool for augmenting spirituality and Krishna consciousness amongst visitors but it has been unable to excel in the same. Along with technology, various commercial aspects are also exclusively operative at the temple. This paper highlights the confluence of technology and commercial elements at the temple and their role in creating a satisfying visitor experience. The paper recommends changes that will help the temple's policy makers/management in developing superlative tourist experiences.Design/methodology/approachThe paper explores a strategic question by interacting with the key stakeholders. More specifically, interviews with policy makers, temple committee members and devotees, have been conducted along with a questionnaire which has led to data collection from the customers.FindingsIdentified gaps in the technology and commercial factors that are currently in place at the ISKCON temple. A customer survey highlights key expectations of visitors, bringing out the satisfaction level of the visitors with their integrated experience at the ISKCON temple, New Delhi.Practical implicationsISKCON temple attracts global tourists giving it a cosmopolitan nature. This research paper creates awareness amongst all the policy makers and temple management about ways to craft an outstanding as well as magnetizing experience for the visitors.Originality/valueIndia has a legacy of spiritual destinations that have been attracting international and domestic tourists. In the light of this fact, it becomes critical to identify the factors and elements that enhance the cultural, spiritual as well as overall customer experience at these religious destinations.