Forging Social Identity: The Making of a Destination – A Case of the Bullet Baba Shrine in Marwar, Rajasthan, India

Abstract

Summary The Om Banna Temple (also called the Bullet Baba Temple) is a remarkable site in Rajasthan’s arid Pali district. It defies traditional spiritual norms, merging supernatural tales with the world of motorcycle enthusiasts and explorers. The temple honours Om Banna, a local deity and guardian for bikers. Om’s story began with a tragic motorcycle accident in 1988, after which his motorcycle mysteriously reappeared at the accident site, defying explanation. This phenomenon led to the temple’s creation, representing a belief in a protective force residing in Om’s bike. This temple’s popularity has grown, becoming an iconic and unconventional tourist attraction. Travellers from various backgrounds are drawn to its unique blend of spirituality and reverence for motorcycles. The temple signifies faith, protection, and an extraordinary connection to humanity. The case study explores cultural exchange in tourism, where visitors engage with the temple’s rituals and stories, leading to mutual learning between tourists and locals. Social Identity Theory is applied to show how both groups develop distinct identities shaped by factors like nationality and interests and how these identities influence their interactions. The temple’s identity is built on uniqueness, storytelling, emotional connection, word-of-mouth marketing, niche appeal, protective symbolism, and cultural interaction. This captivating identity attracts diverse visitors, from motorcycle enthusiasts to those seeking cultural immersion, turning the temple into an unforgettable and unconventional destination that bridges spirituality, identity, and shared experiences. Information © The Authors 2024