10, May 2026

Selling the Sacred: Demographic Variations in Visitor Receptivity to Spiritual Marketing at Pilgrimage Destinations

VOLUME-12; ISSUE-5; MAY-2026

Author(s): 1. Dr Lakshmanan M P, 2. Dr Seethalekshmi M P

Authors Affiliations:

1Associate Professor in Commerce, Government College Chittur, Palakkad, Kerala, India

2Associate Professor, Department of Commerce, Government Arts & Science College Kozhinjanpara, Nattukal, Palakkad, Kerala

DOIs:10.2015/IJIRMF/202605003     |     Paper ID: IJIRMF202605003


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Can spirituality truly be sold in a marketplace driven by commercial logic? As religious tourism becomes a dominant economic force in India, the hybridization of sacred experiences and commercial marketing strategies presents a complex challenge for destination managers. India, the land of Pilgrimage and Spiritual Seeking, generates ₹1.34 lakh crore through religious tourism, dominating domestic travel, yet requires effective Spiritual Marketing to sustain growth. This study examines demographic influences on spiritual marketing at Isha Yoga Centre, Coimbatore, using Social Identity Theory and Persuasion Knowledge Model. A quantitative cross-sectional survey was conducted using structured interviews to examine the influence of personal belief system, marital status, and type of tourists on spiritual marketing. Analysis using independent sample t tests reveals that believers prioritize spiritual motivations over leisure purpose, married pilgrims emphasize on the collective benefits of spiritual marketing while single pilgrimages focus on site sustainability benefits of spiritual marketing and over-night visitors show superior awareness across all spiritual marketing techniques, when compared to same-day visitors.

Pilgrimage tourism, Religious tourism, Spiritual marketing, Social Identity theory, Persuasion Knowledge model, Isha Yoga Centre

Dr Lakshmanan M P, Dr Seethalekshmi M P (2026); Selling the Sacred: Demographic Variations in Visitor Receptivity to Spiritual Marketing at Pilgrimage Destinations, International Journal for Innovative Research in Multidisciplinary Field, ISSN(O): 2455-0620, Vol-12, Issue-5, Available on –   https://www.ijirmf.com/

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