Religious Tourism: An Introduction

The objective of the book is not to suggest readymade solutions to promote religious tourism but to bring out the various nuances related to the theme, to be considered not as a separate entity but in the context of the larger social picture. Religion started finding its place in the social exchange school of marketing thought in 1965, which has been labeled as the most controversial school in the history of marketing. Yet, the enormous economic activity as well as socio-cultural impact related to the subject of religion not only in India but all over the globe, and draws the attention of many scholars pursuing social and or marketing studies. In India, religiously motivated travel accounts for more than 50% of all tours.