Title: Branding spiritual tourism as an innovation for peace between India and Pakistan

Authors: Farooq Haq; Anita Medhekar

Addresses: Canadian University of Dubai, P.O. Box 117781, Dubai, UAE ' Central Queensland University, Rockhampton, QLD 4700, Queensland, Australia

Abstract: The purpose of this paper is to present the innovation of spiritual tourism as a peace brand to be marketed between India and Pakistan facing non-friendly relations. This study presents an opportunity to improve social, economic and political relations between India and Pakistan. Data was collected by conducting interviews with spiritual tourists in both countries by both authors. Cross-case content analysis of all interview transcripts was conducted separately and results were triangulated. Themes that emerged from the data analysis supporting peace as a branding strategy to market spiritual tourism were: shared history, culture, food and language connections, similar appreciation for aesthetics and teachings of peace embedded in all local religious traditions. Samples in both countries were not representative of the population that highlighted a major limitation. This research can be replicated to apply innovation to market spiritual tourism by branding the product as peace among countries with sensitive relationships.

Keywords: branding strategy; spiritual tourism; innovation; marketing; peace brand; India; Pakistan; spiritual tourists; shared history; shared culture; food connections; language connections; aesthetics; peace teachings; religious traditions; local traditions.

DOI: 10.1504/IJSEI.2013.059312

International Journal of Social Entrepreneurship and Innovation, 2013 Vol.2 No.5, pp.404 - 414

Received: 17 Sep 2013
Accepted: 17 Sep 2013
Published online: 29 Apr 2014 *

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