Ayodhya: A study on the Influence of Social Media Marketing on Spiritual Tourism in India

Authors

  •  Saiganesh Venkatesh Semester III, MBA (Marketing) , R. V. Institute of Management, Bangalore – 560041, Karnataka
  •  M. S. Priyanka Semester III, MBA (Marketing) , R. V. Institute of Management, Bangalore – 560041, Karnataka
  •  Rohan Hunnaragi Semester III, MBA (Marketing) , R. V. Institute of Management, Bangalore – 560041, Karnataka

DOI:

https://doi.org/10.53739/samvad/2024/v28/173856

Keywords:

Ayodhya, Cultural Heritage, Digital Marketing, Religious Pilgrimage, Social Media Marketing, Spiritual Tourism

Abstract

This study investigates the interplay between the construction of the Ram temple in Ayodhya, India, and the impact of social media marketing on spiritual tourism in the country. Drawing on theories of cultural heritage, religious tourism, and digital marketing, this research explores how the Ayodhya Effect and strategic social media marketing initiatives influence traveller perceptions, motivations, and behaviours. Social media platforms are powerful tools for disseminating information, shaping narratives, and fostering engagement with spiritual destinations. Through targeted campaigns, captivating visuals, and compelling storytelling, stakeholders in the spiritual tourism sector leverage social media to promote pilgrimage sites, religious festivals, and cultural experiences. By examining tourists’ attitudes, preferences, and travel intentions, the research seeks to uncover the extent to which the construction of the Ram temple and associated social media marketing efforts influence visitor perceptions of spiritual destinations in India. Findings from this study contribute to a deeper understanding of the relationship between cultural heritage, religious identity, and tourism development in India. Moreover, insights from the analysis offer practical implications for destination marketers, tour operators, and policymakers seeking to capitalize on the synergies between religious heritage and digital communication channels to enhance the visitor experience and promote sustainable tourism growth in the country.

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Published

2024-05-30

How to Cite

(1)
Venkatesh, S.; Priyanka, M. S.; Hunnaragi, R. Ayodhya: A Study on the Influence of Social Media Marketing on Spiritual Tourism in India. samvad 2024, 28, 32-41.

Issue

Volume 28, 2024

Section

Case Study

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