Exploring Spiritual and Religious Aspects of Sustainable Tourism Development: A Case of Spiritual Tourism

Abstract

The existing literature on "spiritual tourism" remains notably limited, despite its significant impact on tourist well-being and the sustainable development of the tourism industry. Many scholars and practitioners recommended various categories of tourism such as ecotourism, soft tourism, green tourism, and responsible tourism so on, as contributors to sustainable tourism development. Experiences show that the use of unsophisticated means and instruments for achieving sustainability of tourism development are overwrought attempts. Therefore, these forms of tourism cannot solely be trusted as a way forward to the sustainable growth of the tourism industry, worldwide. A new balance with rational domination of mind over body, head over heart, and the individual over world is required; to achieve goals of sustainability. Previous research often treated "religiosity" and "spirituality" as interchangeable, yet the distinctive nature of spiritual tourism, a pivotal avenue towards sustainability, necessitates further investigation. This paper aims to delve into the intricate interplay of spiritual and religious factors influencing tourists' pursuit of pleasure and their subsequent pro-environmental behaviors. Employing a purposive and snowball sampling approach, this exploratory research engaged international tourists, Non-Governmental Organizations, the Pakistan Tourism Development Corporation (PTDC), and tour operators through interviews. The outcomes shed light on how the dynamic interplay of religious and spiritual factors significantly mold tourists' behavioral intentions, ultimately impacting their active involvement in pro-environmental and pro-social activities.

This study makes a valuable contribution to the field of tourism by distinguishing between religiosity and spirituality, a nuanced perspective that has been relatively underexplored. Furthermore, it offers fresh insights for tour operators and tourism managers, encouraging them to incorporate spiritual and religious dimensions when crafting tour packages. It's worth noting that the study's limitation lies in its relatively small sample size. In essence, this research bridges a crucial gap in the understanding of spiritual tourism, emphasizing its role in enhancing sustainability within the tourism sector and advocating for further exploration in this area.