Impact Of Covid 19 On The Promotional Strategy- A Case Study Of Spiritual Tourism In India
Abstract
Purpose- The study aims to find out the effect of COVID-19 on spiritual tourism in India. The aims also extend to find out the factors influencing spiritual tourism in India. The objective also includes the approach of tourists in India during pandemic.
Research Methodology- A sample size of 200 is chosen for conducting the research and the responses are gathered from professionals who are involved with the promotional activities through a structured questionnaire. Regression analysis has been used to find out the effect of spiritual tourism demand, spiritual tourism supply, safety regulations and hygiene transport facilities on spiritual tourism in India.
Findings- Spiritual tourism demand and spiritual tourism supply have considerable impact on spiritual tourism in India. Spiritual tourism demand and supply also effects promotional factors. Safety regulations and hygiene facilities have greatly impacted spiritual tourism in India because to perform certain rituals, usually there are august gatherings.
Research limitations- The study is limited to spiritual tourism. India is incredible in terms of natural beauty and forts belonging to medieval India. Some more areas could be explored to have better results. The sample size could further be increased, and surveys may be conducted in new tourism destinations.
Originality/Value- Spirituality is the soul of India. Spiritual tourism now a days has become a new strategy for marketing a specific religion. In addition to that it gears up tourism. The present piece of work is different from other previous works in terms of spirituality. It sheds light on how spirituality inflates tourism. The study also differentiates the outcome with special reference to COVID-19.
Practical implications- In India there is a need all over the clock to generate employment. Tourism is one of the significant ways for the same. Spiritual tourism demand/supply, safety regulations, hygienic transport facilities and destination management are the key areas where the government may concentrate to increase employment. COVID-19 outbreak is only a lesson for us. The study has a special focus on the key variables to overcome.
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