Title: Female spiritual tourism: an application of conjoint analysis

Authors: Rachna Agrawal; Arti Gupta

Addresses: Department of Management Studies, J C Bose University of Science and Technology, YMCA, Faridabad, 121002, India ' Department of Humanities and Management, National Institute of Technology, Delhi, 110040, India

Abstract: The present study explores various attributes and sub-attributes for developing a strategic tourism package for female spiritual tourists. The empirical analysis is based on data collected from 212 female spiritual tourists. Additionally, 34 face to face interviews of female spiritual tourist are also taken to incorporate their viewpoints. To analyse the data conjoint analysis along with purposive sampling is employed to adjudge seven attributes. These attributes were later categorised into 28 major sub-attributes. The results of the study find that certain attributes such as prior information gathering, transportation facility, value in return (spiritual satisfaction), security, availability and complaint mechanism are found significant. This study has identified that despite the technical development and other advanced features of tourism facilities, the women spiritual tourists are not able to use the services effectively. Knowing the importance of economic contribution of tourism sector and growing female tourism base, this study becomes indispensable.

Keywords: attributes; conjoint analysis; female spiritualism; tourism; empirical analysis; spiritual satisfaction; spiritual tourism.

DOI: 10.1504/IJTP.2021.117366

International Journal of Tourism Policy, 2021 Vol.11 No.2, pp.188 - 202

Received: 21 Sep 2020
Accepted: 23 Jan 2021

Published online: 25 Aug 2021 *

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