Spiritual Marketing and Customer Well-being: An Exploratory Study of Tourists Perceptions in the Tourism Sector
DOI:
https://doi.org/10.31272/jae.i151.1470Keywords:
Spiritual Marketing, Customer Well-being, Tourism Authority, Ethical Values, Human ConnectionAbstract
This research aims to explore the role of spiritual marketing in enhancing customer well-being, through a survey study of tourists' perceptions of the tourism sector. The main research hypothesis was that adopting spiritual marketing concepts and practices contributes effectively to achieving higher levels of well-being among customers, whether psychologically, emotionally, or socially. A descriptive-analytical approach was adopted, and an electronic questionnaire was used as a tool to collect data from a random sample of (102) tourists. The questionnaire's axes were divided into two main dimensions: spiritual marketing with its dimensions (faith, morality, realism, and humanity), and customer well-being. The results of the statistical analysis using SPSS showed a significant and positive correlation and influence between the level of spiritual marketing implementation and the level of customer well-being. The strongest influential dimension was the "humanity" dimension, while no significant influence of realism on customer well-being was observed. This may be due to weak transparency practices or the gap between tourism companies' promises and what is actually provided on the ground. This study recommends the integration of spiritual marketing principles into marketing strategies in the tourism sector, particularly in light of the increasing awareness among customers of the importance of deep values and messages in the tourism experience, which contributes to building long-term relationships and enhancing the institution's image.
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