Exploring Tourist Attitudes and Satisfaction in Religious Tourism Through Neuro Marketing in Mandi District's Himachal Pradesh

Abstract

The study explores how and why tourist behavior and satisfaction in religious tourism can be better explained by reference to the culture, history, and spirituality of Mandi District in Himachal Pradesh, India, as explained through ‘Neuro Marketing.' This region is blessed with natural beauty and religious importance, which makes many visitors in the form of religious tourists and pilgrims every year. The study uses a neuro-marketing approach of marketing and neuroscience to reveal other factors affecting tourists' attitudes, behaviors, and satisfaction rates. Thus, using this novel approach, the study intends to make theoretical and practical contributions to the overall empirical body of knowledge as well as to benefit the stakeholders in the religious tourism of Mandi by coming up with the most suitable marketing strategies that would ultimately improve the religious tourism experience of the tourists while boosting the economic and cultural value of the sector in the region.