Testing the Promotion Tools of Touristic Destinations Operated by Krishna Conscious Communities on Different Target Groups
Testing the Promotion Tools of Touristic Destinations Operated by Krishna Conscious Communities on Different Target Groups

Author(s): Krisztina Bence Kiss, Orsolya Szigeti
Subject(s): Economy, Tourism
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: Religious Tourism; Religious Marketing; Krishna Consciousness
Summary/Abstract: Krishna Consciousness has made an impact in terms of marketing by creating a touristic product to promote their community and beliefs. Communities devoted to Krishna Consciousness have built up farming communities to introduce their religious organization to the wider public. This makes these entities not only touristic destinations but also parts of a twostep marketing model, where the first step is attracting people to visit a touristic attraction, while the second is educating them about a religious organization. In the first step, numerous promotion tools including social media, websites, events, posters, fliers and means of personal selling are applied to attract wider audiences. This research studied the efficiency of the model by revealing the promotion tools that most people are exposed to via quantitative methods, while also identifying the most receptive target group for Krishna Conscious communities and tourist destinations. According to the findings, respondents between the ages of 26 and 55 are those who are exposed to the first three factors (retention, confirmation, and attracting new audiences) the most, whilst respondents 56 and older are typically exposed at a low level. Education made a difference in both audience retention and attraction; people with university degrees were more likely to use these information sources.

• Details
• Contents