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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. (2010). Public and Private Partnership Approach for Applying the Tourism Marketing Mix to Spiritual Tourism. In: Intellectbase Academic Conference (ICC Fall 2009), Las Vegas, 17-19 December 2009.

Document type: Conference Paper
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Author Haq, Farooq
Medhekar, Anita
Bretherton, Philip W.
Title Public and Private Partnership Approach for Applying the Tourism Marketing Mix to Spiritual Tourism
Conference Name Intellectbase Academic Conference (ICC Fall 2009)
Conference Location Las Vegas
Conference Dates 17-19 December 2009
Conference Publication Title IIC Fall 2009 Proceedings
Place of Publication United States of America
Publisher Intellectbase International Consortium
Publication Year 2010
Total Pages 18
HERDC Category E1 - Conference Publication (DEST)
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.
Additional Notes Paper ID: IIC09E11
 
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Created: Thu, 03 Jun 2010, 04:44:27 CST by Sarena Wegener