Customer Interface in Spiritual Tourism via “Synaptic CRM Gap”: An Integrative Technology-Based Conceptual Model for Relationship Marketing

Abstract

ABSTRACTSpiritual tourism, a relatively new and difficult domain, has been explored only as research on destination management and satisfaction, but not for the possibility and business sense of “unrealistic dream of spiritual customization” through an integration of CRM imperatives into spiritual tourism. Increasing volatility in economies, prolonged recession, and consequent dissatisfaction with consumerism has put a question mark over the “meaning of life.” As technology continues to fulfill CRM promises in several industries, leading to increased expectations about “unrealistic dreams,” this article proposes a conceptual model through an innovative concept of technology-enabled “synaptic gap” via synaptic scaling joined by “mirror mapping” that aims at depolarization of data for a customized “spiritual fulfillment” experience for a profitable relational model. The specific focus is on a measurable process of creating an executable blueprint for each spiritual tourist for customized solutions. The conceptual model is based on consistent application of logical congruence and concrete abstraction through a systematic review of preexisting selective theories in relevant concepts. The suggested model has significant implications for marketing strategy formulators, CRM heads, tourism strategy formulators, and brand equity.