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Public and private partnership approach for applying the tourism marketing mix to spiritual tourism

Haq, Farooq, Medhekar, Anita and Bretherton, Philip W. (2009). Public and private partnership approach for applying the tourism marketing mix to spiritual tourism. RMIC: Review of Management Innovation & Creativity,3(5):25-42.

Document type: Journal Article
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Title Public and private partnership approach for applying the tourism marketing mix to spiritual tourism
Author Haq, Farooq
Medhekar, Anita
Bretherton, Philip W.
Journal Name RMIC: Review of Management Innovation & Creativity
Publication Date 2009
Volume Number 3
Issue Number 5
ISSN 1934-6727   (check CDU catalogue open catalogue search in new window)
Start Page 25
End Page 42
Total Pages 18
Place of Publication United States of America
Publisher Intellectbase International Consortium
HERDC Category C3 - Journal Article - Non-refereed articles (including articles in professional journals) (internal)
Abstract This conceptual paper discusses the growing importance of spiritual tourism in particular as a separate niche market segment in the world economy. This paper presents the view that considerable potential exists for spiritual tourism product if marketed effectively. The paper proposes the application of the public and private partnership approach (PPP) from economic theory to design effective marketing strategies for spiritual tourism. In this paper, the PPP framework is presented as to effectively apply the tourism marketing mix for marketing spiritual tourism. Further, all elements of the tourism marketing mix are separately analysed and their application for spiritual tourism is discussed, which critically suggests their usefulness to create and apply a new PPP framework-model for marketing strategy for spiritual tourism. The important role of PPP as a critical element of the marketing mix for spiritual tourism is an outstanding contribution of this research paper. This study suggests that PPP will enhance the competitive advantage of the spiritual tourism product through collaboration, and partnerships between the various stake holders. The research offers a unique combination of economics and marketing theories to illustrate the significance, growth and economic sustainability of spiritual tourism in the 21st century and beyond.
Keywords Spiritual Tourism
Marketing Mix
Strategy
Public and Private Partnerships
 
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Created: Thu, 03 Jun 2010, 03:12:16 CST