Tourists' attitudes toward religious commercialization

Huang, Keji, Pearce, Philip, and Wen, Junjie (2017) Tourists' attitudes toward religious commercialization. Tourism Culture and Communication, 17 (4). pp. 259-270.

[img] PDF (Published Version) - Published Version
Restricted to Repository staff only

View at Publisher Website:


Commercial activities exist at different religious sites and the practices arouse global concern. This study identifies and assesses religious commercial activities and explores how they affect tourists' attitudes. The well-known Four Great Buddhist Mountains in China were selected as research sites. Using grounded theory, this study initially conducted 80 detailed interviews to build an understanding of commercialization and then investigated 438 travel blogs. The resulting seven commercial categories were: entrance ticket, food and drinks, accommodation, transportation, shopping, staff service, and entertainment. In addition, the level of different commercial categories for all research sites were assessed. The findings showed that tourists had more negative comments about food and drinks, accommodation, and staff service, with less criticism of transportation and entertainment. It implied that tourists were more likely to feel annoyed when tourism products have ambiguous or exaggerated prices and there is a lack of uniform service standards. The research findings offer insights for sustainable development of religious tourism aiming to benefit both local communities and tourists.

Item ID: 54222
Item Type: Article (Research - C1)
ISSN: 1943-4146
Keywords: Buddhist sites, commercial behavior, Great Buddhist Mountains, religious tourism, tourists' attitude
Date Deposited: 21 Jun 2018 01:41
FoR Codes: 35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3508 Tourism > 350806 Tourist behaviour and visitor experience @ 100%
SEO Codes: 90 COMMERCIAL SERVICES AND TOURISM > 9003 Tourism > 900302 Socio-Cultural Issues in Tourism @ 100%
Downloads: Total: 1
More Statistics

Actions (Repository Staff Only)

Item Control Page Item Control Page