Identifying and Marketing the Spiritual Tourism Destination: A Case Study on Gokarna, Karnataka

Abstract

Purpose : India has an elusive history as a spiritual destination. The study investigates if a beach destination exists to be a contested site for ‘pilgrim tourists’ and spiritual tourists or could it be the destination which facilitates co-existence. Methodology: The research is undertaken at Gokarna, a significant religious destination in the coastal Karnataka. The study privileges quantitative techniques of descriptive statistics and Cluster Analysis to recognize statistically evident and discriminant visitor types backed by qualitative analysis and interpretation. Findings: The study presents statistically significant clusters of Religious Adherents, Health/Lifestyle seekers, New Age Spiritually Inclined Tourists and Recreational Tourists. The study establishes the elusive connect the new age tourists share with the well-established religious destinations. Implications : The study convincingly recommends that Gokarna could be promoted as a spiritual destination while being acclaimed as beach tourism destination for the new age tourists who seek philosophical and life experiences. Study assists the destination to retain its core offerings and the policy makers to devise well informed development plan to sustainably manage the place and its aura.