Testing the Promotion Tools of Touristic Destinations Operated by Krishna Conscious Communities on Different Target Groups
Krisztina Bence-Kiss - Hungarian University of Agriculture and Life Sciences, H-7400, Kaposvár, Guba Sándor u. 40, Hungary
Orsolya Szigeti - Hungarian University of Agriculture and Life Sciences, H-7400, Kaposvár, Guba Sándor u. 40, Hungary
DOI: https://doi.org/10.31410/tmt.2022-2023.303
Krisztina Bence-Kiss - Hungarian University of Agriculture and Life Sciences, H-7400, Kaposvár, Guba Sándor u. 40, Hungary
Orsolya Szigeti - Hungarian University of Agriculture and Life Sciences, H-7400, Kaposvár, Guba Sándor u. 40, Hungary
DOI: https://doi.org/10.31410/tmt.2022-2023.303
7th International Thematic Monograph - Modern Management Tools and Economy of Tourism Sector in Present Era, Belgrade, 2022/2023, Published by: Association of Economists and Managers of the Balkans in cooperation with the Faculty of Tourism and Hospitality, Ohrid, North Macedonia; ISSN 2683-5673, ISBN 978-86-80194-56-1 ; Editors: Vuk Bevanda, associate professor, Faculty of Social Sciences, Belgrade, Serbia; Snežana Štetić, full time professor, The College of Tourism, Belgrade, Serbia, Printed by: SKRIPTA International, Belgrade
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 com- munities to introduce their religious organization to the wider public. This makes these entities not only touristic destinations but also parts of a two- step 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.
Keywords: Religious Tourism; Religious Marketing; Krishna Consciousness
REFERENCES
Bence, K. (2014). Appearance of marketing in religious organization – someone, who admits it. (Master’s Thesis) Retrieved from: Corvinus TDK és Szakdolgozat Gyűjtemény.
Bence-Kiss, K. (2019a). Marketing Models of Krishna consciousness in Europe. International Journal of Multidisciplinarity in Business and Science (IJMBS) 5(8)
Bence-Kiss, K. (2019b). A Krisna-tudatú közösségek marketingmodellje Európában. Ifjúsági Tudományos Fórum 2019. Keszthely
Bence-Kiss, K. (2020). Strategy set by faith – Analyzing the marketing concepts of communi- ties devoted to Krishna Consciousness in Europe. Dissertation, Szent István University, Kaposvár Campus
Chikán, A. (2008). Vállalatgazdaságtan, Budapest: Aula Kiadó Kft.
Einstein, M. (2008). Brands of Faith: Marketing Religious organization in a Commercial Age, (Media, Religious organization and Culture), New York: Routledge.
El-Bassiouny, N. (2014). The one-billion-plus marginalization: Toward a scholarly under- standing of Islamic consumers. Journal of Business Research, 67(2), 42-49. https://doi. org/10.1016/j.jbusres.2013.03.010
Hashim, N., & Hamzah, M. I. (2014). 7P's: A Literature Review of Islamic Marketing and Contemporary Marketing Mix. Procedia - Social and Behavioral Sciences, 130, 155-159. https://doi.org/10.1016/j.sbspro.2014.04.019
Iannaccone, L. R. (1998). Introduction to the Economies of Religious organization. Journal of Economic Literature, 36(3) 1465-1495.
Iannaccone, L. R. (2012). Extremism and the Economics of Religious organization. The Econom- ic Record, 88, Special issue 2012. 110-115. https://doi.org/10.1111/j.1475-4932.2012.00803.x Juravle, A. I., Sasu, C., & Spataru, G. C. (2016). Religious Marketing. SEA - Practical Appli- cation of Science, Romanian Foundation for Business Intelligence. Editorial Department,
11. 35-340.
Kolos, K., & Kenesei, Z. (2007). Szolgáltatásmarketing és – menedzsment. (Service marketing and management) Budapest: Alinea Kiadó.
Kumar, V., Jain, A., Rahman, Z., & Jain, A. (2014). Marketing through Spirituality: A Case of Patanjali Yogpeeth. Procedia - Social and Behavioral Sciences, 133, 481-490. https://doi. org/10.1016/j.sbspro.2014.04.215
Oslington, P. (2000). A theological economics. International Journal of Social Economics, 27(1) 32-44. https://doi.org/10.1108/03068290010306444
Oslington, P. (Ed.). (2004). Economics and Religious organization. Cheltenham: Edward Elgar. Sandikci, Ö. (2011). Researching Islamic marketing: Past and future perspectives. Journal of Is-
lamic Marketing. 2(3) 246–258. https://doi.org/10.1108/17590831111164778
Sandikci, Ö., & Jafari, A. (2013). Islamic encounters in consumption and marketing. Marketing Theory. 13(4) 411–420. https://doi.org/10.1177/1470593113502881
Vokurka, R. J., McDaniel, S. W., & Cooper, N. (2002). Church Marketing Communication Meth- ods. Services Marketing Quarterly, 24(1), 17-32. https://doi.org/10.1300/j396v24n01_02
Wilson, J. (2012). Looking at Islamic marketing, branding and Muslim consumer behaviour be- yond the 7P's: The call for supportive course content and more P's please. Journal of Is- lamic Marketing, 3(3), 212-216. https://doi.org/10.1108/17590831211259718
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.
Keywords: Religious Tourism; Religious Marketing; Krishna Consciousness
REFERENCES
Bence, K. (2014). Appearance of marketing in religious organization – someone, who admits it. (Master’s Thesis) Retrieved from: Corvinus TDK és Szakdolgozat Gyűjtemény.
Bence-Kiss, K. (2019a). Marketing Models of Krishna consciousness in Europe. International Journal of Multidisciplinarity in Business and Science (IJMBS) 5(8)
Bence-Kiss, K. (2019b). A Krisna-tudatú közösségek marketingmodellje Európában. Ifjúsági Tudományos Fórum 2019. Keszthely
Bence-Kiss, K. (2020). Strategy set by faith – Analyzing the marketing concepts of communi- ties devoted to Krishna Consciousness in Europe. Dissertation, Szent István University, Kaposvár Campus
Chikán, A. (2008). Vállalatgazdaságtan, Budapest: Aula Kiadó Kft.
Einstein, M. (2008). Brands of Faith: Marketing Religious organization in a Commercial Age, (Media, Religious organization and Culture), New York: Routledge.
El-Bassiouny, N. (2014). The one-billion-plus marginalization: Toward a scholarly under- standing of Islamic consumers. Journal of Business Research, 67(2), 42-49. https://doi. org/10.1016/j.jbusres.2013.03.010
Hashim, N., & Hamzah, M. I. (2014). 7P's: A Literature Review of Islamic Marketing and Contemporary Marketing Mix. Procedia - Social and Behavioral Sciences, 130, 155-159. https://doi.org/10.1016/j.sbspro.2014.04.019
Iannaccone, L. R. (1998). Introduction to the Economies of Religious organization. Journal of Economic Literature, 36(3) 1465-1495.
Iannaccone, L. R. (2012). Extremism and the Economics of Religious organization. The Econom- ic Record, 88, Special issue 2012. 110-115. https://doi.org/10.1111/j.1475-4932.2012.00803.x Juravle, A. I., Sasu, C., & Spataru, G. C. (2016). Religious Marketing. SEA - Practical Appli- cation of Science, Romanian Foundation for Business Intelligence. Editorial Department,
11. 35-340.
Kolos, K., & Kenesei, Z. (2007). Szolgáltatásmarketing és – menedzsment. (Service marketing and management) Budapest: Alinea Kiadó.
Kumar, V., Jain, A., Rahman, Z., & Jain, A. (2014). Marketing through Spirituality: A Case of Patanjali Yogpeeth. Procedia - Social and Behavioral Sciences, 133, 481-490. https://doi. org/10.1016/j.sbspro.2014.04.215
Oslington, P. (2000). A theological economics. International Journal of Social Economics, 27(1) 32-44. https://doi.org/10.1108/03068290010306444
Oslington, P. (Ed.). (2004). Economics and Religious organization. Cheltenham: Edward Elgar. Sandikci, Ö. (2011). Researching Islamic marketing: Past and future perspectives. Journal of Is-
lamic Marketing. 2(3) 246–258. https://doi.org/10.1108/17590831111164778
Sandikci, Ö., & Jafari, A. (2013). Islamic encounters in consumption and marketing. Marketing Theory. 13(4) 411–420. https://doi.org/10.1177/1470593113502881
Vokurka, R. J., McDaniel, S. W., & Cooper, N. (2002). Church Marketing Communication Meth- ods. Services Marketing Quarterly, 24(1), 17-32. https://doi.org/10.1300/j396v24n01_02
Wilson, J. (2012). Looking at Islamic marketing, branding and Muslim consumer behaviour be- yond the 7P's: The call for supportive course content and more P's please. Journal of Is- lamic Marketing, 3(3), 212-216. https://doi.org/10.1108/17590831211259718
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