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The role of place attachment on the marketing of religious sites for tourism

In: A Research Agenda for Religious Tourism

Author

Listed:
  • Pascal von Beuningen

Abstract

Religious sites attract worshippers and tourists alike, but motivations and expectations usually vary. Previous studies have shown that site representations can differ among travel information sources. Therefore, it will be essential to understand how locals view their sacred sites in terms of tourism marketing. Place attachment has been widely used to understand the emotional and physical attachment to a place, but little research was found in relation to religious tourism. To understand the relationship between these two components, a case study is presented around two Shinto shrines. It shows that most respondents want the shrines to be marketed as a historical site for tourism, as is the case in the representation within travel information sources, but those with strong place attachment prefer a religious-oriented promotion. This indicates that further research is needed to understand how place attachment might change for those who prefer a different type of marketing.

Suggested Citation

  • Pascal von Beuningen, 2024. "The role of place attachment on the marketing of religious sites for tourism," Chapters, in: Kiran A. Shinde & Joseph M. Cheer (ed.), A Research Agenda for Religious Tourism, chapter 6, pages 85-100, Edward Elgar Publishing.
    • Handle: RePEc:elg:eechap:21827_6
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    File URL: https://www.elgaronline.com/doi/10.4337/9781803928746.00012
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