Abstract
This article seeks to address the somewhat contentious issue regarding the marketing and selling of spirituality as a highly sought-after commodity in the West at present. Findings of ethnographic case study research conducted at two spiritual retreat tourism sites in New Zealand are presented. Spirituality will be framed though the conceptualizations and definitions provided by tourist and tourist host participants. The perceptions of people engaged in spiritual retreat tourism will be discussed alongside issues surrounding the commoditization and commodification of spirituality. The critical analysis provided in this article has led the researcher to conclude that it may be a condition of modern capitalist society that people feel comfortable and are willing to pay for spiritual experiences. The case studies presented may be considered best practice examples of when spirituality is commodified in an ethical way according to the consumers involved.
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