The Sources Of The Cognitive Dissonance In The Religious Tourism
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Abstract
This concept has been widely studied in the marketing field as it causes the customers to change their perception about the product or even to quit it. In the field of religious tourism the question of cognitive dissonance seems to be of interest. In fact, combining both a spiritual dimension and a touristic one the religious tourism comes with different expectations and criteria’s of judgment and face contradictious experiences and values resulting in the generation of the discomfort of the cognitive dissonance.
Therefore, this research interviews twenty pilgrims in order to discover the main sources of cognitive dissonances. That way, we find which measures can be taken by the hosts to face the cognitive dissonances or reinforce the mechanisms aiming to recreate consonance.Suggested Citation
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Keywords
Cognitive dissonance; consumer motivation; consumer behavior; religious tourism; touristic management;All these keywords.
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