In search of Nirvana: an exploration of cognitive value structures behind Buddhist pilgrims’ consumption of Dambadiva pilgrimage

Padmali Rodrigo, Sarah Turnbull, Mahsa Ghaffari

Research output: Contribution to conferenceAbstractpeer-review

Abstract

This study aims to investigate the cognitive value structures or value orientations associated with Buddhist pilgrims’ expectations and experience of consumption of the ‘Dambadiva Pilgrimage Journey’ in India. Integrating the means-end-chain theory (Gutman, 1982), the data for the study will be gathered via 30 semi-structured laddering interviews among Buddhist pilgrims who visited the Buddhist sacred sites in Indi to explore the personal value systems associated
with Buddhist pilgrimage experience. The data gathered will be analysed using thematic analysis and the soft laddering data analysis procedure which involve content analysis, development of implication matrixes and hierarchical value maps (Reynolds and Gutman, 1988). It is expected that findings will contribute to the body of knowledge of tourist pilgrimage experience by identifying key pilgrim expectations and how these expectations are developed in relation to the personal value systems of pilgrims who undertake the pilgrimage. Moreover, the results of the laddering interviews will enable marketers to determine the hierarchical linkages between attributes, benefits, and values associated with Dambadiva pilgrimage will enable tour operators and policymakers to provide more tailored activities to pilgrims, introduce new tourism products in line with their expectations.
Original languageEnglish
Pages62
Number of pages1
Publication statusPublished - 2 Jul 2019
Event52nd Academy of Marketing Conference - London, United Kingdom
Duration: 2 Jul 20194 Jul 2019
https://www.academyofmarketing.org/conference/conference-2019/

Conference

Conference52nd Academy of Marketing Conference
Abbreviated titleAM2019
CountryUnited Kingdom
CityLondon
Period2/07/194/07/19
Internet address

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